Browsing Open Theses & Dissertations by Thesis Supervisor "Marshall, Roger"
Now showing items 1-20 of 23
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Brand Equity in Cause-related Marketing: How Does It Influence Consumer Decision-making? An Experiment in Cause-related Marketing
(Auckland University of Technology, 2019)Cause-related marketing is a relatively new field that has attracted scholars and practitioners’ attention because of its uniqueness. It is a triple win approach that can benefit corporate firms, non-profit organisations ... -
Brand-made children in New Zealand: an interactionist perspective on children's use of social media for interacting with consumer brands
(Auckland University of Technology, 2015)This research set out to explore how children's use of social media affects their interactions with consumer brands. The research goals were formulated to find out how children's use of social media helps them to interact ... -
Building resistance to attitude change toward a health product
(Auckland University of Technology, 2015)Attitude has been directly linked to being a highly reliable predictor of behavior (Cacioppo & Petty, 1986). In the modern high pace marketing environment, consumers are constantly bombarded with messages, aiming to shift ... -
Buyers' enduring involvement with online auctions: a New Zealand perspective
(Auckland University of Technology, 2009)Consumer-to-consumer (C2C) online auctions represent an important new marketplace from which consumers can access the goods they require, an alternative marketplace to bricks-and-mortar and online retail stores. Sellers ... -
Competence and incompetence training, impact on executive decision-making capability: advancing theory and testing
(Auckland University of Technology, 2011)“Two-level theories explain outcomes with causal variables at two levels of analysis that are systematically related to one another” (Goertz & Mahoney, 2005, p. 497). This thesis analyses the systematic relationship between ... -
Consumer Engagement With the C2C Online Auction Experience: Conceptualisation and Measurement
(Auckland University of Technology, 2016)This research investigates the role that engagement plays as a comprehensive theoretical explanation for consumers? on-going use of consumer-to-consumer (C2C) online auctions. Online auctions have become a societal phenomenon ... -
Critical tests of alternative theories of cultural value orientations on consumers' international service purchases and experiences
(Auckland University of Technology, 2013)The thesis provides critical tests of the usefulness of four alternative theories, proposed by Hofstede, Inglehart and Baker, Schwartz, and Steenkamp, of national cultures’ influences for explaining consumers’ consumption ... -
The Impact of Awe-inspiring and Non-awe-inspiring Ambient Music on Shoppers’ Purchase Intentions Toward Luxury and Non-luxury Goods
(Auckland University of Technology, 2020)Music is used by people for various reasons. For example, people use music to relax and enjoy themselves; healthcare professionals use it as a healing and therapeutic tool, while marketers use music of different types to ... -
The influence of three fundamental factors on conspicuous consumption
(Auckland University of Technology, 2015)Prior research has shown various factors – from a range of research streams – that influence conspicuous consumption, yet the core factors that lead to conspicuous consumption are still not well understood. This dissertation ... -
Management competence and incompetence training: theory and practice
(Auckland University of Technology, 2013)Several highly regarded scholars in management claim that educational methodologies using different management paradigms serve to increase incompetency in thinking and deciding by executives. Evidence-based testing of these ... -
Marketing Specialist Knowledge and Its Influence
(Auckland University of Technology, 2019)Calls to further understand the marketing department’s role and influence (e.g., Dibb, Simões, & Wensley, 2014; Homburg, Vomberg, Enke, & Grimm, 2014; Marketing Science Institute, 2018), prompted this research to examine ... -
Modelling co-creation and its consequences: one step closer to customer-centric marketing
(Auckland University of Technology, 2012)This is a study of co-creation and its marketing outcomes. The theoretical and conceptual literature on co-creation suggests causal paths between co-creation and its consequences. This study develops a research model to ... -
Raising the web conversion rates for online ventures with no name recognition: analytical and empirical studies
(Auckland University of Technology, 2010)This research aims to build a theoretical model of the salient factors affecting the purchase behaviour of visitors to online retailers without an existing reputation. The proposed model, referred to as the conversion ... -
Recipes for Recovery: A Configurational Approach to Developing and Deploying Interorganisational Trust Recovery Solutions Following Service Failure
(Auckland University of Technology, 2020)Trust has been described as “perhaps the single most powerful relationship marketing tool available to a company” (Berry, 1995, p. 242). When one party trusts the other, he or she is willing to risk dependence on the other ... -
The Role of Brand Identity in the Implementation of Integrated Marketing Communications (IMC) by Advertising Agencies
(Auckland University of Technology, 2015)This thesis seeks answers to a fundamental question relating to the field of marketing communications: How does one implement Integrated Marketing Communications (IMC)? It is almost 30 years since Integrated Marketing ... -
The salesperson's role in the realisation of the potential value of a business buyer-seller relationship
(Auckland University of Technology, 2011)This research investigates which salespeople’s relationship activities in a business-to-business buyer-seller relationship influence the level at which the buyer’s resources are accessed and used for the benefit of both ... -
Speaking in tongues: bilingualism and public health service advocacy
(Auckland University of Technology, 2015)Using Hofstede’s cultural values of collectivism, individualism and power distance, this research investigates an individual’s compliance to the healthcare scenario they are presented with. Research has shown that a ... -
Speaking in tongues: bilingualism in public health service advocacy
(Auckland University of Technology, 2015)Using Hofstede’s cultural values of collectivism, individualism and power distance, this research investigates an individual’s compliance to the healthcare scenario they are presented with. Research has shown that a ... -
Toward restoring violated trust: exploring the antecedents of trust in business-to-business relationships
(Auckland University of Technology, 2014)Trust has been described as “perhaps the single most powerful relationship marketing tool available to a company” (Berry, 1995, p. 242). Trust enjoys wide acceptance among scholars as a key facilitator of inter-organisational ... -
Understanding value in B2B buyer-seller relationships: do matching expectations improve relationship strength?
(Auckland University of Technology, 2008)A typical problem with relationship management in a B2B environment is that implementing companies often see the relationship only from their own perspective. In other words, the supplier decides which customer is worth ...