Chief Financial Officer of a big and popular company
UROP, FSU Women in Business, FSU Mental Health Council, Kappa Delta Sorority, Kearney Center, Unconquered By Debt, Food For Thought.
Sushi (the roll with the most ingredients on the menu) followed by Dulce De Leche ice cream
Business, Finance, Marketing, Psychology, Mental Health, Music. The research project I was a part of this year was "Stand Up Branding: Does brand activism impact consumer attitudes and behaviors for every type of brand?" This project revolves around the question: does brand activism impact consumer attitudes and behaviors for every type of brand? Specifically, we will be studying hedonic versus utilitarian brands where hedonic brands are meant for pleasure such as Coca Cola or Maybelline where as utilitarian brands are more functional such as Bounty or Tide. You may also be curious as to what specifically brand activism is. Brand activism is when companies take a stance on a socio-political topic that aligns with their personal views. Brand activism is becoming more and more important because of society’s demands for larger and more powerful groups to speak up on current issues. This is quantitative based research and will be done, once approved by the IRB, through surveying a group of participants to identify both a hedonic and utilitarian brand that they have frequently purchased from. They are then asked about their knowledge on the part those brands play in brand activism and how their consumer behaviors might be impacted by their activism. As mentioned, we are waiting for IRB approval for data collection, but once that is completed and we gather data, we will begin data analysis as well as begin the process of publishing this research. A gap in literature present in this subject is that it is a relatively new concept, making it difficult to use previous research as a precedent. Lastly, a way this study can be used in the future is for different brands to learn how to effectively use activism to further benefit them.