Impact of Brand Personality on New Product Success: A Framework for Leading an Independent Life

This research is focused on how having the proper focus on consumer brand personality can lead to new product success among persons with special needs (psn). This can positively influence consumer well-being thereby promoting positive consumer behavior among this particular consumer population. The result is a framework that guides the philosophy for this research

Connecting with Brands: Brand Personality and Brand Outcome, Valuing Persons with Special Needs (PSN)

There are many individuals with physical and developmental disabilities who have the capability to make every day purchases and who frequent particular brands. Studies on buying trends of individuals with physical disabilities is available; however, there is a need for academic study to explore how individuals with developmental disabilities connect to various brands via brand personality. The proposed embryo case study will investigate how individuals with developmental disabilities associate with particular brands utilizing the Brand Personality scale (Aaker 1997) to predict brand outcome (e.g. brand connection, purchase likelihood, and brand choice) as well as promote inclusive marketing methods for the above-mentioned population

Connecting with Brands: Brand Personality and Brand Outcome, Valuing Persons with Special Needs (PSN)

There are many individuals with developmental disabilities who have the capability to make independent purchases and who frequent particular brands. Studies on buying trends of individuals with physical disabilities is available; however, there is a need for academic study to explore how individuals with developmental disabilities connect to various brands via brand personality. The proposed embryo case study will investigate how individuals with developmental disabilities associate with particular brands utilizing the Brand Personality scale (Aaker, 1997) to predict brand outcome (e.g. brand connection, purchase likelihood, and brand choice) as well as promote inclusive marketing methods for the above-mentioned purpose

Linking Business and Healthcare for the Greater Good

Molloy University just celebrated its tenth year of its renowned Capstone program. In doing so, students who have successfully completed the program (alum) as well as current students were acknowledged for their accomplishments pertaining to their final Capstone projects. This year the consulting teams worked with a fairly large nonprofit, The Hospice Care Network of Northwell Health. This enabled our students to delve into an interdisciplinary study between the Business and Healthcare fields to assist children who have been adversely impacted by the loss of a loved one and who are participants in their bereavement program. The consulting teams not only recommended new and innovative fundraising programs, community outreach programs, and integrative marketing toolkits to increase brand awareness and deliver a consistent marketing message that supports its mission and vision, but the team executed some of these recommendations and it truly transformed all that were involved including the client, faculty, and students collectively. One particular team, the team represented at this conference, was able to monetize their fundraising efforts and partner with Molloy University’s Student Government and Performing Arts Club executive board to build recurring support with “The Night at the Theatre” program that takes place every spring at the University. The Capstone experience continues to contribute toward our students’ personal and academic success. We successfully engage in hands-on transformational learning year over year which shapes the lives of our students and have them graduate with the proper disposition to be tomorrow’s sought-out leaders in their chosen industries. The faculty who instruct the Capstone program truly take pride in this type of real-world endeavor with their student body. This project has made its mark on the hearts and minds of our students as we still continue to collaborate with The Hospice Care Network today. The School is proud of their accomplishments and we have already experienced the impact that our collaboration has had on society through the diligent work and commitment our students have put forth to assist children in need

Investing in Socially-Minded Young Adults: Because Nice Matters

The research herein is part of a fourteen-week research project involving Molloy College students located in Rockville Centre, NY. This project comes from students learning professional skills and much more during the capstone experience. The students worked with a ‘live’ non-profit located on Long Island and their efforts were to serve for the greater good of society while moving the assigned non-profit forward with its mission. This senior project also promotes civic engagement within their local community with this all-inclusive real-world project. Hence the students put together turnkey recommendations that would assist the non-profit to implement their findings leading toward social good

Transformative Business Education: Heart, Hands, Head - All In!

This paper emerges from a pedagogical philosophy that business students should experience real-world problem solving that allow them to demonstrate evidence of learning and its application to the world of business. This paper builds the case that business education must lead the student toward a professional outcome where he or she can apply the knowledge and skills gained during the college journey so that he or she is prepared for all that is expected of the student as a business professional

Business Education: Real-World Capstone

This paper emerges from a pedagogical philosophy that a business student should experience real-world problem solving that allows him or her to demonstrate evidence of learning and its application to the world of business. This paper builds the case that business education must lead the student toward a professional outcome where he or she can apply the knowledge and skills gained during the college journey so that he or she is prepared for all that is expected of the student as a business professional. The outcome of this paper is one college’s journey to develop a capstone consulting experience that is transformative for the student and serves society. An important component of this capstone experience is the opportunity for the students to study a problem and to make a set of solution-driven recommendations that will lead to social good

Young Adults Achieving for Local Non-Profit: Ambassadors of Social Change

Molloy College students in conjunction with a local non-profit have joined forces to not only move an organization forward, but to be agents of change toward social good in their local community. The students take their newly learned skill sets and develop a business plan that will allow Board members to implement shortly after their consulting projects are complete. What happens over the course of this project is not only are the students’ efforts rewarded by making strides to assist a local non -profit, but their demeanor changes throughout this entire process. The students transform themselves into ambassadors, making the capstone project a rewarding course for all that are involved: the partnering non-profit, those that support the non-profit, the faculty, and the graduating students. There are three consulting teams that come together to address three separate charges that are pressing for the assigned nonprofit. The students need to provide turnkey recommendations to the Board of the non-profit so it may effectively implement their timely ideas. The new twist to this project is the impact of the national pandemic where the students pivoted beautifully to fulfill their obligations making this so much more of a rewarding project toward social good

Agents of Change - Continuing a Legacy

Students throughout their academic journeys become agents of change when they experience transformational learning. The students at Molloy College in conjunction with local non-profits have partnered to advance society with their field research. While the mission is fascinating for the assigned non-profit, what is truly amazing is how the capstone course shapes our students to become good citizens in our society. There are overarching rewards for all parties involved whether it be the students, faculty, members of the non-profit, and our community at large. Three consulting teams are created to address the most relatable charges to the assigned non-profit. However, what is truly happening behind the scenes is our students search for truth through their research while positively impacting this organization. If guided successfully, the three consulting teams actually build off of one another’s charges creating causational marketing plans that will assist the Board of this non-profit sustain incremental growth over time. These turnkey recommendations that are presented not only help to build the Foundation where future research could develop, but allows the students to become personally invested in this organization’s future. This promotes community and the building blocks of well-rounded young professionals upon graduation of their chosen degrees

The Art of Inclusion: Marketing Toward Social Good

The theme of this research emerges from a pedagogical philosophy that it is essential to learn the significance that business has upon society while working with a neighborhood non-profit. Undergraduate Business students from Molloy College pitch their business and marketing recommendations to a local non-profit supporting the mission of the College through transformative learning. Having students enter into the business world where profit is a healthy by-product, but acquiring the proper disposition in the process is critical toward today’s career development. The Capstone project helps develop tomorrow’s sought out ethical and social leaders. The learning activity leading to this learning outcome requires the undergraduate business students to experience this type of real-world project. The students are presented with an opportunity to study the most prevalent issues their assigned non-profit is facing and they are to collectively make a set of turnkey recommendations that will ultimately lead to social good