Browsing Open Theses & Dissertations by Thesis Supervisor "Hyde, Kenneth"
Now showing items 1-9 of 9
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Alignment of teaching and practice: Entrepreneurial SME marketing
(Auckland University of Technology, 2018)This research is investigating the gap between New Zealand university marketing degree content and SME marketing job requirements. Marketing has changed drastically in the Internet age. This study asks if university marketing ... -
"Buy-It-Now" Purchasing in Online Auctions: a Transaction Value Perspective
(Auckland University of Technology, 2018)This study provides important theoretical and practical insights into consumers’ intentions to shop in online auctions using the Buy-It-Now (BIN) option. The BIN option enables buyers and sellers to transact instantly ... -
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 ... -
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 ... -
Pokemon Go - What's behind the hype?
(Auckland University of Technology, 2018)Pokémon Go, the augmented reality mobile game phenomenon, swept the world by storm in what seemed to be overnight, as it broke app and play store download history with 10 million downloads in the first week of its release ... -
Repositioning: a case study of McDonald's New Zealand
(Auckland University of Technology, 2009)Repositioning is one of the strategic decisions commonly undertaken by today’s businesses. The purpose for businesses to reposition themselves is to close or minimise the gap between the firm’s offering and the demand from ... -
The role of stakeholder collaboration in sustainable tourism competitiveness: the case of Auckland, New Zealand
(Auckland University of Technology, 2015)The competitive environment that global tourism operates in presents exceptional challenges for which tourism destinations are compelled to seek solutions in order to survive and be sustainable. The composite nature of the ... -
Touring Blockbuster Exhibitions: Their Contribution to the Marketing of a City to Tourists
(Auckland University of Technology, 2017)Touring ‘blockbuster’ exhibitions (TBEs) are major international exhibitions that present collections of works of art, cultural objects, natural history or memorabilia. These exhibitions are of a limited duration, occur ... -
Understanding visitor perspectives on volcano tourism at Mount Pinatubo, Philippines: a mixed methods study
(Auckland University of Technology, 2015)Despite the risks involved, travel to undertake leisure activities on active volcanoes is a growing form of special interest tourism. Some argue that this is due to the increased accessibility of these landforms and the ...