University of Bath

Masters dissertations

MSc Marketing

A practical investigation of the relationship between corporate brand architecture and encompassing brand strategy, and the performance of gaming category divisions with technology peripheral manufacturers

Alexander Mcculloch, 2017

Exploring How Different Types of Negative eWOM Influence Consumer's Attitude and Intention to Restaurant.

Yingqi Liu, 2017

More than a colour: The effects of red packaging on customer engagement

Sukollapath Noppun, 2017

The Impact of Social Media Influencer Advertisement on Individuals' Purchase Intentions: An Investigation of WeChat Individual Official Account

Yuan Zhuang, 2017

Research on Factors that Inluence Consumer Switching Behavior of Mobile Game Applications in China

Huixin Su, 2017

The Effect of Celebrity Endorsement and Product Release Strategies on Online Traffic and Purchase Behavior

Yu-Ting Hung, 2017

What are the drivers and barriers of online shopping that affect older Chinese consumers in clothing industry?

Chao Zheng, 2017

Consumers' motivations, attitudes and behavioural intentions towards subscription-box services.

Ludmilla Prevost, 2017

Factors Influencing E-loyalty of Online Original Fashion Brands in China

Lijun Ma, 2017

OBJECTIFICATION OF MEN IN LUXURY ADVERTISING

Manisha Sadashiva Shetty, 2017

Consumer Buying Behaviour towards Luxury Brands: A Case Study of the Indian Luxury Market

Dhruvi Doshi, 2017

Are women locked in? An investigation into the consumption of menstrual products

Camilla Smith-Meyer, 2017

Research on the Impact of Enterprise's Micro-Blogging Marketing on Consumers Purchase Intention in China

Yuejun Zeng, 2017

Acculturation and Social Identity: An Empirical Study of Thai Consumers in the UK

Chutinanta Boonyamarn, 2017

The Disappearance of Malaysia Airlines Flight 370: The Effects of Corporate Communications and the Media on Corporate Reputation in the Event of a Crisis

Adriana Leyh, 2017

Comparison between the marketing power of celebrity endorser and YouTuber: The effect of sources on consumer's purchase intention for luxury beauty industry in Hong Kong

Tsz Yi Jayla Wong, 2017

The effect of Electronic word of mouth on the purchasing decisions of consumers: The case of the Tanzanian Tourist industry

Jaspreet Dhariwal, 2017

Online Customer Experience and Service Quality Measurement: A Context of Amazon India

Anushka Dixit, 2017

Celebrity endorsement and its effect on consumer purchase intention and willingness to spend more

Irene Hang, 2017

The Impact of Country of Origin and Brand Personality on Consumer Attitude and Purchase Intention in the Automobile Industry: An Emerging Market Analysis

Mohammad Iqbal, 2017

Uncovering drivers of loyalty to pharmacies: The case of infant nutrition in Switzerland

Tobias Bowen, 2017

Which factors affect scepticism towards green advertising in the fast fashion industry?

Manon Rouze, 2017

IT IS NOT BAD TO BE BAD: Anti-consumption and Brand Avoidance as tools for marketers to reduce expenses on rebranding and repositioning of products and services.

Tolkach Alena, 2016

What are the key factors that encourage consumer's purchase intention towards online shopping of branded clothes in Thailand?

Wittanakorn Amarat, 2016

What factors will affect the growth of integrated omni-channel retail amongst urban youth in India?

Sankhe Anuj, 2016

BRAND CRISIS MANAGEMENT IN THE AGE OF SOCIAL MEDIA: A CASE OF BRAND CRISIS MANAGEMENT OF NESTLE MAGGI NOODLES IN INDIA

Chandna Ayush, 2016

Exploring the perception of foreign luxury brands held by Millennials/Gen Y residents of the UAE

Zakaria Bilal Irfan, 2016

Building and Experiencing a Handmade Brand in Cyprus: A Case of Brand Authenticity

Andronicou Eleni, 2016

Consumer Privacy in the era of Big Data: A clash between consumers and organisations in the understanding of the concept

Ivanko Elizaveta, 2016

The Influence of 'Touristic Factors' on the Pre-Purchase Decision Process of International Students

McManus Grant, 2016

Exploration of sub-ethnic groups' consumer acculturation on identity formation

Shepherd Isabella, 2016

But Everyone Else Is Doing It Comparing the Effects of Different Social Norms in Print Advertisements on the Snack Choice of Children and Adolescents across Gender and Different Age Groups

Schuring Jennifer, 2016

The impact of the valence of WOM and other determinants on the box-office revenue in the Chinese movie market

Jin Linlin, 2016

Triple Acculturation of Adolescent Refugees in Germany

Amann Mareike, 2016

Would Consumers Give a Second Chance to a Start-Up Which Implements Cause-Related Marketing? The CRM Diamond: A Guide for Designing a CRM campaign

Dinov Mitko, 2016

The motivation behind Cosmopolitan Millennial Consumers' engagement in Sustainable Consumption

Le Thao Nguyen Vo, 2016

What influences consumers to switch cosmetic brands? The effect of variety-seeking and product level-category characteristics on switching behaviour

Asavayonchai Pakaporn, 2016

Exploring how social identity and consumer ethnocentrism influence Taiwanese people choosing low-cost airlines

Chen Po-Chen, 2016

An exploratory study of the values and motivations behind footwear customization consumption in China

Yue Rong, 2016

Youth Entrepreneurship in Greece: An application of The Theory of Planned Behaviour among young Greek individuals

Paschou Sandy, 2016

The formation of Consumers' Loyalty in O2O retailing in the Chinese Beauty Industry

Li Siying, 2016

Building Brand Associations Through Branded Content in Social Media: A Study of Shopping Mall Marketing in Thailand in the Context of the Use of Instagram

Srisaranon Suchaya, 2016

Factors Influencing Thai Consumers' Purchase Intention towards Global Cosmetics Brands Online

Ploypairoj Sujintra, 2016

A Study on Female Purchasing Behaviours: The Case of Taiwanese Fashion Blog Fans

Yin-Yi Ho, 2016

Celebrity effect on consumer's engagement with product-related content in online community: A Netnographic Research in Sina Weibo

Chen Yiru, 2016

The Impact of Emotional Appeal in Packaging on building Customer-Based Brand Equity: Use the packaging of 'Wei-Chuan Daily C' as an example

Yang Yujing, 2016

The Gamification of Advertising: A Comparison of Advergames and Traditional Advertisements with regard to Generation Y Consumers' Advertising Engagement and an Analysis of the Effect of Advertising Engagement on Brand Associations and Purchase Intentions

Marion Andrivet, 2013

The Impact of Globalisation on Culture and Consumer Identity: A Study on Contemporary Weddings in Macao.

Carmen Ao, 2013

THE ANATOMY OF FREEMIUM GAMES: An exploratory study about how video game companies maintain their competitive advantage in a hit-driven business

Marion Assaad, 2013

"Measuring the impact of Key Account Management success factors on its effectiveness, company performance and overall satisfaction"

Ganna Bilogortseva, 2013

Food licensed to thrill: the narratives of the symbolic consumption of scary food by young backpackers in Southeast Asia

Alexandra Bozova, 2013

The Impact of Celebrities' Appearance On Demand for Cosmetic Surgery: A Study of Demand for Cosmetic Surgery Among Young Adult Women in Thailand

Fonthip Chalitwongptatana, 2013

The Effectiveness of Applying Key Account Management for International Enterprises to Greater China

Chun-Hung Chen, 2013

Create That Analogue Sound: A netnographic tribal study on vintage synthesizer consumption

ChiaKang Chu, 2013

The influence of social media on the forming and sustaining of relationships between Bulgarian telecom companies and their customers

Martina Dimitrova, 2013

A Study of The influence Face Culture on Chinese Students' Decision-Making

Fang Jie, 2013

"EFFECTS OF ACCULTURATION ON ATTITUDES OF ASIAN AMERICAN IMMIGRANTS (INDIANS & PAKISTANIS) TOWARDS AMERICAN COMMERCIAL PRINT ADVERTISEMENTS BY IDENTIFYING THEIR PERCEPTION OF LANGUAGE, MODELS AND SEXUAL CONTENT"

Madiha Hussain, 2013

Welcome to My Home : an investigation into consumers' projects and life situations in which they are willing to give access to their homes in London through the service provider CouchSurfing.org.

Olesya Kalkamanova, 2013

What is the meaning of packaging from consumer perspective?

Supawan Kityanukorn, 2013

Is Internal Branding a Double-edged Sword in Small Enterprises? : A Case Study of Nara Japanese Restaurant

Tananya Laosillapacharoen, 2013

"THE LAND OF OIL AND MUSIC AND ECOTOURISM? ASSESSING THE COLLABORATIVE PROCESS FOR DEVELOPING A COMPETITIVE ECOTOURISM DESTINATION IN TRINIDAD, WEST INDIES."

Elizabeth Leeassang, 2013

"Higher Social Status, Greater Power to Household Purchasing Decisions? - A Research about How Educational Degree, Income Level and Occupational Status Affect Chinese Wives' Influence on Family Decision-Making"

Xiaoqiong Li, 2013

Understanding of the Interaction between Marketing and Design: A multiple case study in product driven companies

Szuwei Lin, 2013

An exploration of the values and motivations behind ethical fashion consumption: A means-end approach

Louise Lundblad, 2013

The Rural Icelander: A study of identity reconstruction following the 2008 Icelandic economic collapse

Kristjana Magnusdottir, 2013

Factors that Influence the Consumption of Fair Trade Food Products of UK Consumers

Piyawan Manoprasertkul, 2013

The impact of graphic vs. textual health warnings on tobacco packaging and smokers' perceived self-efficacy towards quitting smoking on fear evoked and intentions to quit

Dalia Nawfal, 2013

Explore Western television drama consumption from the perspective of the identity construction of Chinese consumers - a qualitative approach

Xinyi Niu, 2013

Co-creating a Unique Customer-focused Store Experience: A Grounded Theory Approach

Kirsty Oliver, 2013

"Differences in the Adoption of E- and M-Commerce: An Empirical Study on the Role of the Technology Adoption Drivers Personal Innovativeness, Social Influences, Perceived Usefulness, and Perceived Ease of Use"

Julian Oppelt, 2013

Information adoption of eWOM on Facebook An examination of factors influencing eWOM adoption of Thai consumers

Salisa Orutsahakij, 2013

Chinese Consumers' Perceptions of Thailand as a Country-of-Origin: The Case of Skincare Products

Maewadee Pichyangkul, 2013

A Study on the Determinants of Consumer Engagement in Electronic Word-of-Mouth (eWOM) on Social Networking Platforms

Sneha Rathod, 2013

Disruptive Effect of Digitalization and Internet File Sharing The Case Study of Thai Record Labels

Apichanuch Sangrungrueng, 2013

Exploring Strategic Mobile Marketing Planning in Today's Fast-Paced Business Environment

Fanny Sarraf, 2013

THE IMPACT OF SUPERMARKET LAYOUT ON CONSUMER PURCHASING BEHAVIOUR: AN EXPERIMENTAL RESEARCH ON CONSUMERS' EMOTIONS IN THAILAND

Chonlatorn Sethsawat, 2013

An Investigation Into Young Consumers Use of Alternate Shopping Channels in Kenya: A Consumer Socialisation Perspective

Donatella Storchi, 2013

An investigation of Chinese young adults' influence on family purchase of high-technology products

Tinghui Sun, 2013

Parental social status expression through the luxury consumption of children's apparel: A case of parents in Russia

Svetlana Tarasova, 2013

The Impact of Acculturation and Social Identity on the Consumption of Luxury Products: An examination of changes in the lives of Thai students aged 18 to 24

Fasai Temboonkiat, 2013

Analysing key determinants of online repurchase intentions on TMall (the largest B2C online platform) in China

Lu Tong, 2013

BUILDING BRANDS THROUGH EMOTIONAL ADVERTISING CONTENT

Sonia Trevisan, 2013

The Role of Electronic Word-of-Mouth (e-WOM) and Its Impact on Thai Customers' Information Adoption and Purchase Intention A Study of the Beauty forum - Pantip.com

Paradee Veera-archakul, 2013

Back to Black and White Vintage Consumption and Photoautomaten in Berlin: The Revival of an Analogue Medium in the Age of Digital Photography

Christin Wessely, 2013

An exploration on how player performance influences the effectiveness of in game advertising

Woodroofe Austin, 2013

Exploring Internal Marketing in Part-time Job Environments The study of small tutorial schools in Thailand

Wuthithanakul Aitsanart, 2013

The Impact of Football Sponsorship: A Study on Fans' Attitudes and Purchase Intentions towards Sponsoring Brands

HaiTing Yan, 2013

Why Chinese people purchase Membership Services to avoid online video ads?

Fan Zhang, 2013

The development of Service-Dominant Logic and Servitization in Chinese B2B manufacturing context

Xiu Zhang, 2013

I ate here today: Thai student's gastronomic experience on Facebook

Sanhaporn Manoharn, 2013