If you have questions about the American Marketing Association (AMA) at the University of West Florida (UWF), please review our About Us page to learn about the U Choose Awards and our team.
If that page does not answer your questions, this page is designed to have your answers. We have split some frequently asked questions into two categories. The first category focuses on questions business/organization owners may wonder about our organization. The second section answers questions asked by UWF students.
If your question is still unanswered, please go to our Contact Us page. There, you will find a contact form that will send your inquiry to our Association’s email. We will get back to you as soon as possible with an answer. We also recommend a 2021 journal article published in the Marketing Education Review for even more details about our project.
AS A BUSINESS OWNER…
How can my business/organization be included in this research?
First, you must have a presence in the greater Pensacola/Fort Walton Beach area. Second, inclusion in our research project is based solely on nominations by UWF students. The nomination process takes place in the fall and is managed by the UWF American Marketing Association Chapter. For the best chance of inclusion, you may wish to encourage your UWF student customers to participate in the nomination process.
My business/organization type is not listed on the Results page. Can we still be included in the research?
Yes! If we receive enough student nominations, we will include your business/organization in our data collection and analysis. However, nomination only guarantees inclusion in the first phase of our study. To enter the second phase, where your business will be rated against others in your industry,
The U Choose Awards is based on assessing a business/organization’s brand equity. What exactly is brand equity? How can by business/organization increase its brand equity?
Brand equity measures the reputation and goodwill a business/organization has earned based on its marketplace behavior. Those with a high level of brand equity offer excellent products or services to their customers. To learn more, we recommend the book Managing Brand Equity by David A. Aaker.
How is brand equity measured in this research?
We use a 5-item 7-point Likert scale adapted from previous research (Aaker 2009; Cifci et al. 2016; Keller 2016). Our scale measures familiarity, perceived value (relative to competitors), product/service distinctiveness, service delivery excellence, and consumer attitude.
Are there any costs involved for the businesses/organizations featured in this research?
No, there are no costs involved for being a part of this research. The nominations are given by students freely, as to ensure the businesses that compete in our study are truly dedicated to their brand equity. If you win either gold or silver for any category in the U Choose Awards, the award is given to your business for free and does not require any payment to accept.
AS A UWF STUDENT…
Can I join your research/Design team?
Of course! Please check out our Contact Us page where you can email our team through a contact form. You can also contact Dr. Mead, our advisor for the AMA, or the current AMA president for more information.
Do I need to be a College of Business Major to join?
No matter your major, minor, or certifications, we accept all students in all fields. We believe every student has something they can bring to the table, not just those directly tied to us through the College of Business. If you have an interest in market research, website design, professional networking, or other aspects of marketing, you will fit right in with the American Marketing Association!