• Brand Activitism for Social Change: A Consumer Perspective

      Lewis, Natasha (Auckland University of Technology, 2021)
      Purpose – Brand activism is an emerging concept in academia and a growing phenomenon in marketing practice. When well-executed, evidence suggests that brand activism can create beneficial outcomes for the brand, such as ...
    • Experiential Marketing in Retail during COVID-19

      Cui, Yanqiao (Auckland University of Technology, 2021)
      This research seeks to compare experiential marketing before and during COVID-19 and is among the first work to examine the evolution of experiential marketing during a pandemic. In the context of COVID-19, this research ...
    • Planning and Decision-making for International Undergraduate Education: A Study of Vietnamese Families

      Pham, Minh Le (Auckland University of Technology, 2019)
      Every year, thousands of Vietnamese students finish high school and travel to foreign countries for tertiary education. For these teenagers, this is one of the first major decisions in their lives, as they must leave ...
    • Social Determinants of Sustainable Consumption

      Davey, Laura (Auckland University of Technology, 2021)
      When is acting sustainably not enough? Sustainable consumption behaviours are becoming more frequent - from carrying reusable shopping bags and reusable coffee cups to buying food from the local farmers market and buying ...