• An investigation of the perceived value of vehicle leasing

      Li, Helen Wei (Auckland University of Technology, 2007)
      This dissertation investigated the perception of second hand vehicle leasing in the New Zealand market. Vehicle leasing in New Zealand is currently an area which is under-developed. Also majority of the privately leased ...
    • Cause related marketing: A New Zealand investigation

      Hartigan, Tony (Auckland University of Technology, 2003)
      Cause Related Marketing (CRM) is a phenomenon which has gained impetus in the New Zealand market over the last few years. From buying a loaf of bread to using your credit card, organisations are linking in with causes such ...
    • Consumers’ perception of antecedents of successful Service Brand extensions

      Changoiwala, Amita (Auckland University of Technology, 2013)
      Brand extension is a common branding strategy used by organisation that requires usage of an established brand name in a new category or business area. Brand extensions have received substantial attention from experts in ...
    • Customer attitudes to private labels: the role of store image

      Fraser, Alison (Auckland University of Technology, 2009)
      Private labels have become a major force in the global grocery market yet their market penetration varies between countries, retailers and product categories. Researchers have investigated consumer, retailer and market ...
    • An exploratory review of consumer trust and its antecedents in E-commerce

      Ding, Celina (Auckland University of Technology, 2003)
      There is a general agreement in literature that improving online trust between businesses and consumers would create a greater success for e-commerce. Building consumer trust in e-commerce and developing long-term relationships ...
    • Exploring the employees’ perspective on service branding

      Al Olayan, Najla Khaled (Auckland University of Technology, 2011)
      This dissertation investigates how employees can help their organization build service brands. For service brands, employees play a big role in communicating the brand meaning and the brand values to the customers. Based ...
    • Financial outcomes of manufacturer brands: a scale development

      Wen, Hsing (Cida) (Auckland University of Technology, 2008)
      In today’s competing marketplace, it is becoming increasingly important for both managers and external researchers to understand just what adds value? How is it measured? The accountability of marketing performance as ...
    • The Influence of Social Media Platform Usage on Customer Equity

      Manyang, Manyang Garang (Auckland University of Technology, 2017)
      The abstract is aimed to illustrate the influences of social media platforms usage on customer equity and also to examine the roles of social media in entertaining people, advertising as well as buying and selling of the ...
    • Intangible relationship value from buyer to seller and its effect on new product development

      Al-Qahtani, Rasha (Auckland University of Technology, 2013)
      This research will study and validate a model presented by Baxter (2007) through which the relationship between buyer and seller enables new product development success were validated. For this purpose the Quantitative ...
    • Motivations for Chinese and Indian consumers to buy luxury brands

      Heinemann, George (Auckland University of Technology, 2008)
      The growth of the Chinese and Indian economies has lead to a growth for luxury brands in these markets. Luxury brands are finding that there are great opportunities to be had in investing and developing their products for ...
    • Women’s motivation for sponsoring children with a charity: an exploratory study

      Nguyen, Ngan (Auckland University of Technology, 2012)
      In an environment where many charities offer a similar cause in a similar tone and manner, children’s charities face challenges in obtaining sufficient financial support. Most of the existing literature addresses charitable ...