Library Dissertation Showcase

The dissertation showcase is managed and maintained by the University of Lincoln Library. Please see the About page for more information.

Latest Dissertations

Chinese university students’ preference of potato crisps packaging and willingness to purchase based on food images and background colours. A study using crossmodal associations in packaging

  • Author:
  • Sephora De Luca
  • Subject:
  • Marketing
  • Year of Publication:
  • 2022
  • Award:
  • MSc Marketing

Tribes and online brand communities, the case of Mumsnet in exploring their effects on consumer-to-consumer advocacy

  • Author:
  • Robert Masters
  • Subjects:
  • advertisements
  • advertising and marketing
  • brand image
  • branding
  • communication
  • communities
  • consumer behaviour
  • customer relationship management
  • Marketing
  • Mumsnet
  • online marketing
  • social media
  • tribalism
  • Year of Publication:
  • 2021
  • Award:
  • BA (Hons) Marketing

To what extent is the automotive industry redefining relationship marketing in B2C markets? A case study on Volkswagen

  • Author:
  • Marcel Pielenga
  • Subjects:
  • automotive industry
  • customer relationship management
  • customer retention
  • Marketing
  • mobility
  • relationship marketing
  • Volkswagen
  • Year of Publication:
  • 2020
  • Award:
  • MSc Marketing

Consumer behaviour towards sustainable fashion in the UK and Vietnam: Millennials

  • Author:
  • Thi Thuy Di Huynh
  • Subjects:
  • consumer behaviour
  • fashion
  • millennials
  • slow fashion
  • sustainability
  • sustainable fashion
  • United Kingdom
  • Vietnam
  • Year of Publication:
  • 2021
  • Award:
  • MSc Marketing

The importance of video marketing in digital marketing strategy and its impact on customers’ intention to purchase

  • Author:
  • Thi Mai Anh Do
  • Subjects:
  • content marketing
  • digital marketing
  • Marketing
  • purchasing intention
  • video
  • video marketing
  • Year of Publication:
  • 2021
  • Award:
  • MSc Marketing

An exploration on how the Attenborough effect has influenced consumer motivations towards reducing their single use plastic consumption

  • Author:
  • Joshua Lawrence
  • Subjects:
  • business
  • business and marketing
  • Marketing
  • Year of Publication:
  • 2020
  • Award:
  • BA (Hons) Business and Marketing (with Professional Practice)

What impact does packaging design have on a consumer’s attitudes and purchase behaviour? A study of sustainable food packaging

  • Author:
  • Sophie Olive
  • Subjects:
  • consumer behaviour
  • Marketing
  • packaging design
  • purchasing intention
  • sustainability
  • Year of Publication:
  • 2020
  • Award:
  • BA (Hons) Marketing Management

Understanding consumer purchasing-decision-making concerning online food delivery service applications in Bangkok, Thailand

  • Author:
  • Attaporn Suksing
  • Subjects:
  • consumer behaviour
  • decision-making
  • Marketing
  • purchasing intention
  • Year of Publication:
  • 2019
  • Award:
  • MSc Marketing

Equine marketing on Instagram: an analysis of the role of social media influencers in adding value

  • Author:
  • Lucy Elliott
  • Subjects:
  • advertising
  • equine brands
  • influencers
  • Instagram
  • Marketing
  • social influence
  • social marketing
  • social media
  • Year of Publication:
  • 2018
  • Award:
  • BA (Hons) Marketing

The sustaining features of Lego brand communities, and their influence on purchasing decisions, brand equity and engagement: what’s the value?

  • Author:
  • James Terence Muscroft
  • Subjects:
  • brand design
  • brand image
  • brand loyalty
  • branding
  • brands
  • communities
  • decision-making
  • equity
  • Facebook
  • Lego
  • Marketing
  • social marketing
  • social media
  • Year of Publication:
  • 2018
  • Award:
  • BA (Hons) Marketing