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Author:

Gross, Kathryn Emily

Title:

Avoiding the Tipping Point: A Congruency-Relationship Framework for Product Placement

Area of Honors:

Marketing

Keywords:

product placement
consumer
brand-relationships
congruency
television
movies
consumer behavior

File:

Download Kathryn_Gross_Thesis.pdf

Thesis Supervisors:

Jennifer Chang Coupland, Thesis Supervisor
Jennifer Chang Coupland, Thesis Honors Advisor
Lisa Elizabeth Bolton, Faculty Reader

Author:

Wang, Zirui

Title:

Winning Recipes for U.S. Movies in China: Does Localized Content Matter?

Area of Honors:

Marketing

Keywords:

box office
movies
Hollywood
China
Chinese audiences
localized content
regression analysis
quantitative
R
Chinese culture
Localized content

File:

Download Thesis_Final_Version.pdf

Thesis Supervisors:

Hans Baumgartner, Thesis Supervisor
Jennifer Chang Coupland, Thesis Honors Advisor