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Filtering by: Creator Bee, Colleen Committee Member Kim, Minjeong

Effect of consumers' perceptions of political figures on source credibility and attitude toward apparel

Creator:

Stewart, Lauren M.

Abstract:

Throughout history, there have been many examples of political figures who have influenced fashion: from Theodore Roosevelt to Jacqueline Kennedy to Michelle Obama. Companies have taken advantage of the influence that political figures have as fashion opinion leaders, even going so far as to purchase keywords such as "Michelle Obama"...

Resource Type:

Masters Thesis

Full Text:

also like to thank my graduate committee members, Dr. Minjeong Kim, Dr. Colleen Bee and Dr. Mark
Deliver knowledge or touch the mind? The effect of informational and emotional advertisement strategy on sportswear brand attitude and recall

Creator:

Lee, Jennifer J.

Abstract:

The purpose of the present study was to investigate the effect of advertisement strategy (informational, positive emotional, negative emotional) and brand awareness (high, low awareness) on brand name recall and change in brand attitude. The study extends previous research by focusing on the sportswear market and including personal involvement towards...

Resource Type:

Masters Thesis

Full Text:

advices to broaden my perspective. I am also thankful to Dr. Colleen Bee and Dr. Scott Leavengood for