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Search Results for Collection: Marketing collection
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(Thesis, Doctor of Philosophy, 2011)One of branding’s most important constructs is brand personality (BP). Despite more than 50 years of BP measurement, current scales still produce equivocal results. The latter are caused by several limitations of existing ...
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(Thesis, Doctor of Philosophy, 2011)Understanding how young entrepreneurial firms achieve and maintain competitive advantage is of critical importance for entrepreneurs and venture capitalists alike. Although innovation is a well-known source of competitive ...
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(Thesis, Doctor of Philosophy, 2011)Corporate blogs allow companies to connect and communicate with their customers online. Research in the area of corporate blogging has largely focused on established US-based B2C companies (e.g. Fortune 500) operating in ...
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(Thesis, Doctor of Philosophy, 2011)This thesis is concerned with understanding what constitutes a sense of place and how such an understanding can help in the development of a place brand. Branding theory and techniques have been applied to places in order ...
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(Thesis, Doctor of Philosophy, 2010)This thesis is about word of mouth (WOM), which is informal communication between consumers about a product or a service, with no party being formally rewarded. This thesis focuses on the relationship between customer ...
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(Thesis, Doctor of Philosophy, 2011)Tourism destinations are an essential part of the tourism system and are the place where most tourism consumption occurs. In order to achieve a competitive advantage in the market place, individual destinations need to ...
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(Thesis, Master of Business, 2011)As with any strategy, pricing is critical for business success, whether it is an Internet business or a traditional brick-and-mortar business. Price captures customers and retailers have to employ a wide range of retail ...
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(Thesis, Master of Business, 2011)The purpose of this study is to investigate and explore current customer perceptions towards the supermarket shopping experience and whether those experiences can be termed memorable or not. This will give Foodstuffs ...
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(Thesis, Master of Business, 2011)While a vast number of studies have explored exchange dimensions between two entities as a means of value extraction, little attention has been paid to the value which an organisation can receive from a sponsorship ...
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(Thesis, Master of Business, 2011)The paper explores the history of Geographical Information System (GIS) use in order to understand what problems can be faced by city retail planners utilizing the technology. Different GIS software packages and system ...