Marketing
Recent Deposits
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A business model for an accessible adventure hub in Dunedin, New Zealand
Our thirst for outdoor adventure is growing, with participation rates in adventure recreation and sport increasing exponentially across the globe (Brandt & Buckley, 2018; Breivik, 2007, 2010; Brymer & Gray, 2009). There ... -
Factors affecting young Chinese tourists' use of Airbnb and the impact of personal values: A motivation-based segmentation study.
The rise of the peer-to-peer accommodation service such as Airbnb has represented a transformational innovation in the tourism and accommodation industry. Guttentag and fellow researchers (2017) stated that limited research ... -
The heterogeneity of women entrepreneurial spirit and the influence on strategy making
As one of the important driving forces of innovation, entrepreneurship is of vital significance to enterprises' development and strategic decision-making. However, the current research has been focusing on the broad concept ... -
Identity construction in online dating
Online dating has emerged as one of the most widely used opportunities provided by the internet, yet only a small number of studies have focused on online daters who have met and developed successful relationships with ... -
The New Zealand red meat industry: Defined by the past, embedded in the present, blind to the future. An investigation into marketing myopia and its links to poor performance and profitability
Marketing Myopia is a theory developed by the late, great, Theodore Levitt, an influential economist and marketing innovator born to a Jewish family in Vollmerz, Schlüchtern, Germany. The family emigrated to the United ... -
Consumers' informed decision-making in response to direct to consumer advertising of prescription medicines
Direct-to-consumer advertising of prescription medicines (DTCA), a disputed health communication strategy, has been legally developed only in New Zealand and the United States. DTCA has raised significant concerns in New ... -
Drivers of ethical consumption: A cross-cultural comparison
Ethical consumption covers a diverse range of areas including environmental concerns, fair trade, consumer boycotts, voluntary simplicity and sustainable consumption. They are driven by motivations and values which vary ... -
An exploration of appearance-driven fruit and vegetable waste through the eyes of children: A consumer socialisation perspective
“We need to find the beauty inside these vegetables, and not only on the outside.” ―Dana Cowin, Food & Wine Editor-In-Chief Food waste is a global issue with negative social, economic, and environmental consequences. ... -
Experiencing place bonding: Exploring differences between migrants, refugees, and tourists
Rapid globalisation and increasing mobility result in the sameness in places’ architectural and commercial forms. Therefore, places begin to lose their cultural speciality, unique identities, characteristics, meanings and ... -
Factors that Influence Cruise Tourists’ Decision-Making at the Destination
Tourism is a complex and comprehensive industrial sector comprised of multiple major stakeholders and players who work in unison to ensure that their local and international clients get the best experiences. And the cruise ... -
An examination of students’ moderate drinking in two different drinking cultures: implications for alcohol social marketing
Excessive alcohol consumption is a public health concern worldwide because of numerous negative consequences associated with it. As a discipline of behavioural change for social good, social marketing acquires knowledge ... -
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 ...