Library Dissertation Showcase

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Subject: Marketing

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

How can fashion brands represent ethnically diverse UK males aged 18-25 better through more diverse marketing? With a focus on how SAVAGE X FENTY can be seen as an exemplary brand

  • Author:
  • Joseph Patrick Kofi Awiah
  • Subjects:
  • branding
  • diversity
  • ethnicity
  • fashion
  • fashion management
  • fashion marketing
  • inclusivity
  • Marketing
  • men's fashion
  • model casting
  • tokenism
  • Year of Publication:
  • 2021
  • Award:
  • BA (Hons) International Business Management

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

Do dual listed companies help investors to obtain the understanding towards Efficient Market Hypothesis at the time of taking investment decisions?

  • Author:
  • Stefano Bottalo
  • Subjects:
  • Argentina
  • companies
  • Covid-19
  • dual listed companies
  • economy
  • Efficient Market Hypothesis
  • elections
  • investment
  • market economy
  • Marketing
  • shareholders
  • United States
  • Year of Publication:
  • 2021
  • Award:
  • BA (Hons) International Business Management

An exploration of the impact of social influencers on equestrian brand loyalty

  • Author:
  • Charlotte Pegrum
  • Subjects:
  • brand loyalty
  • consumer behaviour
  • equestrian
  • equine brands
  • influencers
  • Marketing
  • purchasing intention
  • social media
  • Year of Publication:
  • 2021
  • Award:
  • BA (Hons) Sports Business Management

Exploring the impact of relationship marketing in a professional football club during a pandemic: a case study of Lincoln City Football Club

  • Author:
  • Tom Doherty
  • Subjects:
  • consumer behaviour
  • emotional connection
  • emotional response
  • fandom
  • football
  • Lincoln Football Club
  • Marketing
  • prosumption
  • relationship marketing
  • relationship quality criteria
  • sport
  • sport consumers
  • sport management
  • Year of Publication:
  • 2021
  • Award:
  • International Sports Business Management

Micro vs macro influencers: a study on which classification of social media influencers is more effective at increasing consumer purchase intention

  • Author:
  • David Wickens
  • Subjects:
  • brand image
  • consumer behaviour
  • influencers
  • macro influencers
  • Marketing
  • micro influencers
  • purchasing intention
  • social media
  • Year of Publication:
  • 2021
  • Award:
  • BA (Hons) Business and Marketing

Consumer decision-making process in the luxury hotels adopting sustainable practices: an approach to the luxurious hotels in Vietnam

  • Author:
  • Thi Tu Anh Nguyen
  • Subjects:
  • consumer behaviour
  • decision-making
  • green practices
  • hospitality
  • hospitality marketing practices
  • hotel industry
  • luxury hotel
  • Marketing
  • sustainability
  • Vietnam
  • Year of Publication:
  • 2020
  • Award:
  • MSc Marketing with Luxury Brands

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

Gaming industry in China: a case study of Nintendo Switch

  • Author:
  • Jing Wang
  • Subjects:
  • China
  • gaming market
  • gaming publishers
  • International Business
  • Marketing
  • Nintendo Switch
  • Tencent
  • Year of Publication:
  • 2021
  • Award:
  • MSc International Business