Marketing collection
Recent Deposits
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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 ... -
An institutional perspective of consumer behaviour in industry-wide crises
Product-harm crises strike fear into consumers and prove devastating for companies caught up in them. Previous product-harm crisis studies have mainly focused on consumer behaviour during discrete crises involving a single ... -
The Ram Selection Process: A Network Perspective A Review of Pertinent Literature
The objective of this review was to identify the selection factors and information sources utilised by farmers and processors when selecting a breed or breeder of rams, by analysing pertinent literature on these topics. ... -
The Ram Selection Process: A Network Perspective
This exploratory research project used a pluralistic methodology, combining interviews and surveys to identify the selection factors and information sources utilised by farmers and processors when selecting a breed or ... -
Pricing for profit in dynamic competitive markets using logit demand models: closed form optima and some corollaries
This manuscript develops and simplifies a pricing decision model for maximum profit as a function of unit variable cost, 3 estimated price-demand response points, a simplified representation of known competitor intensity ... -
A Macro View on Tourists' Emotional Experiences
The study aims to explore tourists’ emotional experiences as a process, from an objective perspective. Experience as a subjective-objective phenomenon between the tourist and the world comes from a direct encounter with ... -
Materials Matter: How Non-human Actors Shape Consumption Practices and Experiences in Consumption Communities
This thesis investigates the role and agency of materiality in a consumption community through adopting a consumer culture theory (CCT) perspective. Prior research in consumer culture tradition has explored consumption ... -
The internationalisation of Chinese privately owned SMEs: From network and institutional perspectives
This thesis examines Chinese SMEs and focuses on their internationalisation. It explains how and why these SMEs internationalise with the influence of both networks and institutions. It contributes to the internationalisation ... -
Consumer Culture in China: Consumption Face
“Face” in China is one of the country’s most traditional social and cultural factors. Generally, “Face” in Chinese social life represents the image of a person’s social self (through the thesis I will use Face with a ... -
Memory-work : understanding consumer satisfaction and dissatisfaction of clothing retail encounters
This research investigated the process and meaning of consumer satisfaction and dissatisfaction in women's clothing retail encounters. It utilised a 'memory-work' methodology which operationalised storytelling and allowed ... -
Psychic distance in consumer goods importers’ selection of new international suppliers
Psychic distance (PD) has been a popular topic in internationalisation research; however, it has not been studied in an importing context. This research sought to answer these questions: Does PD affect import buyers’ ... -
How do New Zealand small to medium-sized (SME) fashion design firms acquire knowledge during the internationalisation process?
The purpose of this research is to understand how New Zealand fashion small to medium-sized enterprises (SMEs) acquire knowledge during the internationalisation process. A qualitative case study of four firms has been used ... -
Influence of International Trade Agreements on Entry Strategy
International trade agreements (TAs), which include custom unions, free trade agreements, preferential trade agreements and regional trade agreements, are increasing in number and importance. This thesis explores the ... -
Residential mobility and changing energy related behaviour
It has become increasingly important to use energy more efficiently, through the pressures on resource availability and the effects on climate change. This thesis studies how household energy related behaviour can or does ... -
Setting up Home:Identity Interplay and Consumption in New Family Households
This thesis explores identity interplay and negotiation during new family formation by understanding the process of identity re-formation that individuals and their families go through during new family formation. It focuses ... -
The born-global way: A distinctive approach to the distribution adaptation decision in the New Zealand English language market
There is a widely held view in the international marketing literature that how an international business approaches the strategy standardisation-adaptation decision is linked to its success,and thus is an important ... -
Homebuyer Information Search: An Extension Of The Technology Acceptance Model For Real Estate Websites
Buying a property can be an exciting, but also daunting, prospect for home buyers. A recent innovation for potential buyers and sellers which can aid this process has been the introduction of real estate websites, containing ...