Marketing collection
Recent Deposits
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Customer-based brand equity in a digital age: An analysis of brand associations in user-generated social media content.
In the academic research of branding, the construct of customer-based brand equity (CBBE) was cultivated to summarize the incremental value provided to a product or service by the brand knowledge structures or associations ... -
Orientations to Happiness and Sustainable Consumption: A Developing Country Perspective from Vietnam
Purpose This thesis applied the theory of Orientations to Happiness (Peterson, Park and Seligman, 2005) to study the motivation to sustainable consumption in Vietnam. From a developing country’s perspective, realising ... -
Impact of Consumer Optimism and Consumer Pessimism on the Adoption of Pro-Environmental Consumption Behaviour
The present study investigates the impact of consumer optimism and consumer pessimism on the adoption of pro-environmental consumption behaviour. It also measures the direct and indirect effect of consumer optimism and ... -
Informing the development of evidence-based and theory-driven alcohol counter-marketing campaigns
Alcohol is the most widely used psychoactive drug (Crocq, 2003; Global Drug Survey, 2018), responsible for approximately 3.3 million deaths each year (World Health Organization, 2014), and a large global burden of disease, ... -
Building Resilience in Turbulent Environments: The Role of Relationship Marketing
As firms’ environment become more turbulent, complex, and uncertain, managing relationships as strategic resources becomes increasingly vital. However, managing relationships in changing conditions poses significant ... -
Consumers and Their Brand Love Relationships
This thesis contributes to the concept of consumer brand love relationship building. This thesis frames the consumer-brand love relationships in two forms: Firstly, the brand love relationship is similar to a close ... -
Industrial service design: an examination of Chinese choice preferences for shipping services
During the last three decades the Asia-Pacific region has grown rapidly. In close parallel, the reliance on maritime transport has also grown significantly to keep pace with the regions rapid economic growth. Yet, despite ... -
Antecedents of Employee Guardianship Behaviour within the Retail Context
Retail crime has a significant financial impact on the supermarket retail sector which results in economic, social and psychological loss. In New Zealand alone, in 2017 the financial losses were estimated to be at $1.1 ... -
A belief in karma and its influences on marketing decisions: Perceptions of marketing managers in a Western context
“What you put out comes back all the time, no matter what.” (Oprah Winfrey) This thesis explores the constitution of karmic beliefs that drive marketers’ ethical perceptions and behaviours. It hypothesises that a belief ... -
Dynamic ideologies : insights from the Slow Food movement
Ideology is the framework in which all consumer decisions are made and as such, an understanding of ideology is important for marketers. There is however, little research which conceptualises either what ideology actually ... -
Fuel Poverty in New Zealand — Implications for Policy
Fuel poverty, or the inability to access or afford energy, impacts on the capabilities of households to attain a socially and materially needed level of energy services to participate in society. Fuel poverty is a significant ... -
The symbolic consumption of music
Although it is a widely accepted notion that music can be used as a tool to communicate symbolic meaning, very little is known about how and why people symbolically consume music. This thesis sought to provide a detailed ... -
Parents’ decision-making regarding international secondary education provider
Viewing education as a product helps to investigate education from a marketing perspective. Specifically, researching choice in education in an economic methodology produces social and private benefits. While there are ... -
Building customer-based-brand-equity through packaging
A review of the literature indicated a lack of an acceptable definition for customer-based brand equity and lack of consensus regarding its measurement The literature also pointed to a lack of empirical evidence as to the ... -
The evolution of the business case for corporate social responsibility : construction and development in Europe
Although ideas and discussions about the social responsibility of business have a long history, the debate over what is known under the label of CSR (corporate social responsibility) has only escalated worldwide in the ... -
Value co-creation: role of actor's competence and motivation
Value co-creation has received considerable attention in marketing theory over the past decade. Scholars argue that value co-creation is a multi-actor phenomenon. Multiple individuals in their varied roles contribute towards ... -
The effect of co-creation through exposure to augmented reality on customer perceived risk, perceived trust and purchase intent
In recent years, due to advancements of technology, customers are empowered and better informed about the market (Prahalad & Ramaswamy, 2004b). Companies better understand that the balance of power has shifted and that ... -
International Opportunity Discovery and Creation by Internationalising SMEs: Implications for Firm Performance
According to the International Entrepreneurship (IE) perspective, internationalisation is considered as exploration and exploitation of international opportunities, in which networking and learning from experiences play a ... -
A New Understanding of Brand Development through Social-Actor Engagement
Recent years have seen a growing scholarly call for a new conceptualization of brand development as an interactive, co-creative and network-based process, in which customers adopt more active roles. These active roles are ... -
Consumption of Organic Fruits and Vegetables in Chennai, India
India’s booming population and the high amount of pesticide produced and used in agriculture to meet the demands of the growing population, has led to the contamination of the air, water, and soil. Organic food products ...