http://www.inquiriesjournal.com/keyword/marketing Inquiries Journal provides undergraduate and graduate students around the world a platform for the wide dissemination of academic work over a range of core disciplines. en-us Tue, 09 Jun 2026 19:48:05 -0400 Tue, 09 Jun 2026 19:48:05 -0400 http://www.inquiriesjournal.com/articles/1470/standardization-of-international-advertising-strategies-a-content-analysis-of-pantene-pro-v By Kailyn Schmidt - With products available in more than 180 countries, Procter & Gamble is one of the largest global advertisers. Considering today's global marketplace, it has become increasingly necessary for multinational companies like Procter & Gamble to effectively communicate with people from diverse nations. This study examined the extent of standardization practiced by the company for its Pantene Pro-V line of products and which components are most commonly standardized or adapted. Analysis showed that Procter & Gamble practiced a moderate level of standardization, which allowed it to maintain... Tue, 31 May 2016 12:00 EDT http://www.inquiriesjournal.com/articles/1470/standardization-of-international-advertising-strategies-a-content-analysis-of-pantene-pro-v http://www.inquiriesjournal.com/articles/1446/the-burrito-behemoth-chipotle-mexican-grill-and-its-model-for-success By Nealay Vasavda - Chipotle Mexican Grill has revolutionized the fast food industry. In a short time, the brand has served as inspiration for the growing "fast casual" segment of the food industry and has become an American cultural phenomenon. Through its use of social media and corporate social responsibility marketing strategies, the brand has adapted to a growing segment of the consumer market and has taken the United States by storm. Today, Chipotle has turned its focus to its presence as an international brand. This paper analyzes Chipotle's marketing tactics, how they were applied to its London branches as... Tue, 31 May 2016 12:00 EDT http://www.inquiriesjournal.com/articles/1446/the-burrito-behemoth-chipotle-mexican-grill-and-its-model-for-success http://www.inquiriesjournal.com/articles/1364/instagram-and-branding-a-case-study-of-dunkin-donuts By Kally A. Lavoie - One of the newest social media tools available to brands is Instagram, a mobile app that allows users to capture and share images and videos with followers (Instagram, 2015). Officially launched in October 2010, Instagram gained 1 million users within its first month, and the app had 300 million active monthly users by April 2015 (Costill, 2014; Instagram, 2015). As a largely visual social media tool, Instagram allows businesses to reach consumers and strengthen its brand in new ways. This case study aimed to discover how Dunkin' Donuts used Instagram to strengthen their brand. This study analyzed... Thu, 18 Feb 2016 04:32 EST http://www.inquiriesjournal.com/articles/1364/instagram-and-branding-a-case-study-of-dunkin-donuts http://www.inquiriesjournal.com/articles/1365/examining-social-media-and-digital-practices-among-southeastern-magazines By Jonathan Black - City magazines began to appear in American homes in the nineteenth century, but they did not truly flourish until the 1960s and 1970s. In 1981, there were eighteen magazines total in Washington, D.C., Alabama, Georgia, North Carolina, South Carolina, and Virginia. Today, there are twenty in North Carolina alone (Hayes). Like most print publications today, city magazines face a declining print product, a smaller editorial staff, and pressure for an increased digital presence. This transition has taken time, and the digital presence has slowly taken precedent and developed a steady audience. As... Wed, 18 Nov 2015 12:00 EST http://www.inquiriesjournal.com/articles/1365/examining-social-media-and-digital-practices-among-southeastern-magazines http://www.inquiriesjournal.com/articles/1132/how-luxury-fashion-brands-utilize-youtube-to-engage-consumers-and-promote-brand-identity By Melissa Hanke - As the world becomes more technologically advanced, the demand for two-way communication between brand and consumer has become stronger. This study tried to develop a relationship between the rise in new media and luxury brands by content analyzing Chanel, Dior, and Burberry’s YouTube channels that aims to categorize their video content into the following three categories: musical performances, historical narratives, and behind-the-scenes footage. The study found that as social media becomes more prevalent in today’s society, these three luxury brands are steering away from brand advertisements... Sat, 30 May 2015 11:59 EDT http://www.inquiriesjournal.com/articles/1132/how-luxury-fashion-brands-utilize-youtube-to-engage-consumers-and-promote-brand-identity http://www.inquiriesjournal.com/articles/1133/faux-activism-in-recent-female-empowering-advertising By Alyssa Baxter - This study content analyzed six brands from Unilever and Procter & Gamble, whose advertisements promoted both male-targeted products and female-targeted ones. The study examined three female-empowering advertisements and three male-targeted, or “opposition” advertisements. It concluded that companies producing these female-empowering advertisements are not truly supporting the feminism activist movement, but are manipulating consumers for bigger profits with faux activism for feminism. By shedding light on this recent trend of “ad-her-tising,” this study found that... Sat, 30 May 2015 11:59 EDT http://www.inquiriesjournal.com/articles/1133/faux-activism-in-recent-female-empowering-advertising http://www.inquiriesjournal.com/articles/1136/analysis-of-promising-beacon-technology-for-consumers By Marisa Moody - To be at the forefront of innovations that push brands forward, marketers and advertisers strive to create seamless experiences amidst the ever-changing landscape of digital and mobile technologies. This research delves into the forward-thinking opportunities presented by location-based marketing technologies. Through a quantitative research survey and a review of literature on existing applications and concerns, the author explored how marketers can make the most of beacon-based communication strategies. Overall, this study found that if brands are wary of consumer hesitation and keep consumer... Sat, 30 May 2015 11:59 EDT http://www.inquiriesjournal.com/articles/1136/analysis-of-promising-beacon-technology-for-consumers http://www.inquiriesjournal.com/articles/1035/who-you-are-affects-what-you-buy-the-influence-of-consumer-identity-on-brand-preferences By Morgan A. Ilaw - This study examined the extent to which individuals used their self-concepts to determine brand preference. It was predicted that individuals would prefer brands with images congruent with their own self-image more than brands’ images inconsistent with their self-image. The study also predicted that others would influence consumers’ brand preference, and participants would prefer brands consonant with their in-group associations. A total of 65 participants completed a survey inquiring about their self-image congruity, social identity and brand preferences. Linear regression analyses... Sun, 30 Nov 2014 12:00 EST http://www.inquiriesjournal.com/articles/1035/who-you-are-affects-what-you-buy-the-influence-of-consumer-identity-on-brand-preferences http://www.inquiriesjournal.com/articles/1036/humanizing-a-brand-consumer-relationships-through-an-anthropomorphic-lens By Kristen Calabro - Brand loyalty develops as an intermixing of self-image and brand image, and anthropomorphized brands succeed when their ideal traits are utilized as brand personality components. To test the relationship between anthropomorphism and ideal traits, the researcher surveyed 211 Elon students and compared their preference for four brands from two industries. One brand from each industry utilized anthropomorphism techniques in the form of a spokescharacter, while the other brand did not. The results of the survey found that the use of a spokescharacter affected brand preference: It created significant... Sun, 30 Nov 2014 12:00 EST http://www.inquiriesjournal.com/articles/1036/humanizing-a-brand-consumer-relationships-through-an-anthropomorphic-lens http://www.inquiriesjournal.com/articles/1037/representations-of-american-culture-in-food-advertisements-in-mainstream-latina-and-african-american-magazines By Laura Van Drie - This study analyzed 54 advertisements for food products, grocery stores and restaurants in nine major women’s magazines in order to gain understanding of the values of American ethnic groups. The author divided the magazines by audience (mainstream, African-American, and Latina), and then coded the advertisements for themes like family, community, and nutrition. Food advertisements in mainstream magazines frequently emphasized that nutritious, delicious food could be part of a busy lifestyle, whereas ads in Latina magazines associated food with family, and advertisements in African-American... Sun, 30 Nov 2014 12:00 EST http://www.inquiriesjournal.com/articles/1037/representations-of-american-culture-in-food-advertisements-in-mainstream-latina-and-african-american-magazines http://www.inquiriesjournal.com/articles/857/soaring-to-green-heights-the-current-sustainable-initiatives-in-the-commercial-airline-industry By Bretton Weir - The air travel industry is changing. The needs of the environment are being considered and research into ways of improving the industry is being explored. This paper explores the current climate in the commercial airline industry, paying special attention to the ways in which Boeing and Airbus are ensuring the developments of greener technologies. Included is an examination of a diverse range of the research and literature available on the aviation industry and the impacts it poses on the environment in its current state. With that, the question of corporate social responsibility is acknowledged... Mon, 13 Jan 2014 11:28 EST http://www.inquiriesjournal.com/articles/857/soaring-to-green-heights-the-current-sustainable-initiatives-in-the-commercial-airline-industry http://www.inquiriesjournal.com/articles/1677/women-in-american-media-a-culture-of-misperception By Taylor M. Chapman - American culture is saturated with messages propagated by mass media. What was originally created for encouraging consumerism is now being promoted to a society that is being consumed by the messages themselves. Mass media is especially harmful to women because it constructs negative perceptions of women and reinforces them on a daily basis. Actions employed by the media are not always what they seem, but instead they act as catalysts for dangerous effects on women and society as a whole. This paper will address the tools used by media against women and will analyze the consequences of their use... Tue, 05 Jul 2011 08:05 EDT http://www.inquiriesjournal.com/articles/1677/women-in-american-media-a-culture-of-misperception http://www.inquiriesjournal.com/articles/305/shock-advertising-theories-risks-and-outcomes-analyzed-using-the-case-of-barnardos By Catrise P. Noel - Founded in 1867 by Dr. Thomas Barnardo to help "abused, vulnerable, forgotten and neglected children," children's charity Barnardo's now helps over 110,000 children every year (Barnardo's, 2009). Although traditionally advertising has been used to "equate products with positive cultural or social experiences" (Klein, 2000, p.29), Barnardo's has abandoned such "positive" practices, alternatively opting for a "disturbing image [to present] the need for support" (Goddard, 1998, p.10) thus making its advertisements a vivid reality (Klein, 2000). As a charity, Barnardo's is subject to closer scrutiny... Thu, 21 Oct 2010 10:27 EDT http://www.inquiriesjournal.com/articles/305/shock-advertising-theories-risks-and-outcomes-analyzed-using-the-case-of-barnardos http://www.inquiriesjournal.com/articles/1115/surveillence-society-selling-our-secrets By Kiel Patrick - As early as 1978 the Henley Center identified that household interactions were becoming increasingly ‘cellular’ rather than ‘nuclear’2; that is increasingly family interaction as a unit was becoming far less regular and more divided – combined with the diversification of TV channels it was recognized that the growth in individualism would require new marketing strategies which in turn shifted from the promotion of universal products in mass markets through the mass media such as BBC 1 & 2 to the promotion of highly differentiated product’s target to particular... Fri, 01 Jan 2010 12:00 EST http://www.inquiriesjournal.com/articles/1115/surveillence-society-selling-our-secrets