Browsing Open Theses & Dissertations by Thesis Supervisor "Gaur, Sonjaya"
Now showing items 1-4 of 4
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Consumer personality and bandwagon consumption behaviour
(Auckland University of Technology, 2014)Scholars recently acknowledged the emergence of a ‘new luxury’ category of products and brands that are attainable to a larger group of consumers whilst having luxury connotations of prestige. New luxuries that seduce the ... -
Consumer sentiments pre, during and post public announcement: implications for corporate handling of social media
(Auckland University of Technology, 2015)The marketing landscape has gone through significant changes with the growing popularity of social media platforms. The role of the consumer in the marketing process has changed and social media has presented us with a new ... -
Mixed-cultural parentage and intergenerational influence on consumption
(Auckland University of Technology, 2014)Studies on bicultural consumers are exploratory in nature at present, and none have yet addressed the impact of multi-cultural parentage on intergenerational influence (IGI). The research examines this gap in the extant ... -
Understanding consumers’ relational behaviour: an integrated model of psychological contracts, trust and commitment in the context of beauty services for females
(Auckland University of Technology, 2015)Psychological contracts play an important role in relationships between consumers and service providers. Due to their cognitive nature, it is essential to understand how psychological contracts are created and perceived ...