Masters dissertations

MSc Marketing

The impact of different attributes of mega-livestream e-commerce influencers on Generation Z consumers’ online purchasing in China

Yiran Hao, 2021

The Effectiveness of Themes in Place Branding towards Chinese Young Generations

Ziye Zhu, 2021

The glamor phenomen redefined a study of the glamour aesthetic at The White Company

Marleen vant Riet, 2021

Applying Hofstede's cultural dimensions to the study of consumer impulse purchasing behavior in the fashion industry: an empirical analysis of Greek consumers

Gkiouli Mesi, 2021

1 Research Question: The impact of social media Influencers’ appropriation of elite sports: Does it add value or detract from the sport of boxing, brand image and how it is perceived?

Benedict Ferrari, 2021

Make-Up’ Sex: A Case Study Analysis into the Semiotics of Sexualised Product Branding and The Impact on Consumer Attitude

Freya Weston, 2021

How online brand experience impacts millennials’ brand attitudes towards fashion brands

Wadi Maalej, 2021

The impact of social media marketing and gender differences on brand equity in China's cosmetics industry

Weihan Gao, 2020

An exploratory study of the relationship between Instagram food influencer's review content and credibility towards consumer dining intentions in Hong Kong

Oi Ying Lau, 2020

The Role of Live Streaming in Promoting Consumer Purchase Intentions at E-commerce in Thailand

Phunsup Jeraratcharatthorn, 2020

Customers' acceptance of horizontal extension of brands with different brand personality dimensions

Sangni Wu, 2020

Millennials perceptions towards online retargeted advertisements on social media

Suppasiri Balachandra, 2020

An exploration of the consumer-brand relationship within the context of a UK golf coach: What determines BRQ?

Courtney Boyes, 2020

The digital consumer decision journey to achieve E-Loyalty: A Mapping of FarFetch & Yoox - Net-A-Porter cases

Elisavet Vlachopoulou, 2020

Using Urumqi as a case study: Understanding foreign luxury brands' consumer behavior among Generation Y in Chinese tier 2 cities

Xiaorui Zhao, 2020

How differently do visual cues on product packaging affect the buying decisions of rural and urban consumers in India?

Charoo Agrawal, 2020

What are the factors that impact Indian subscribers to subscribe to more global OTT brands than domestic OTT brands?

Radhika Saraf, 2020

Luxury brands and overweight consumers in a world of body acceptance: user imagery investigation

Panagiota Gkotsi, 2020

Content Marketing: An exploration into how Wagamama is refocusing its strategy to further customer engagement during the COVID-19 pandemic?

Caitlin Sear, 2020

Factors influencing consumers' purchase intention towards organic food in Thailand

Natcha Nantawannakul, 2020

"""To be consequentialist, or non-consequentialist?"" An explorative study on University of Bath graduates' perception of Corporate Social Responsibility (CSR) initiatives undertaken by firms in the fashion industry during the spread of Coronavirus (Covid

Benedetta Sinigaglia, 2020

Managing Consumer Trust through Influencer Marketing: Eastern and Western perspectives - the case of Taiwanese fitness influencers.

Chun-Der Yeh, 2020

Sociodemographic characteristics and factors influencing purchase intention towards 100% RTD fruit juice in Thailand

Chanon.pdf Nuanim, 2020

Influencer Marketing on Instagram: Factors Affecting the Purchase Decisions of Young Females in Pakistan


Reverse Intergenerational Influence in Consumer Behaviour Is There a Backward Intergenerational Influence Between Parents and Their Young Adult Offspring in Food Consumption Habits?

Sengupta Joya, 2020


Stavroula Fafaliou, 2020

The effectiveness of E-commerce's Mass customization/Personalization of direct marketing on Thai consumer's trust and privacy concerns

Prapada Reeveerakul, 2020

How is the Impossible Foods campaign having an impact on eating behavioural change? Lessons for Social Marketing

Maria Tilson, 2020

Research on the influence of online reviews on customer purchase intention in service software with the moderating effect of the community's reputation: An empirical study based on the Chinese market

Yijing Wu, 2020

Is Red Riding Hood Really Empowered? A Femme Fatale, A Wolf and Everything in Between: A Critical Feminist Approach

Sara AL Dada, 2018

Does the manipulation of colour-brightness in a web-atmosphere influence consumers' cognitive perception of Brand Personality, Brand Trust and Site-attractiveness?

Erangie Kulatilaka, 2018

Acculturation on East Asian female: the influences on perceptions of ideal beauty and consumer behaviour

Mihyun Ahn, 2018

Impacts of Review Valences on Uncertainty Decreasing, Product Evaluation and Purchase Intention with Product Type as Moderator

Yanxia Liu, 2018

Exploring the Effect of Augmented Reality (AR) Experiential Marketing on Experiential Value.


Exploring the consumer-brand relationship in millennials: Do millennials have the same brand relationships as Fournier suggested in 1998?

Chin-Chu Wei, 2018

Static or animation? The effect of the animated "Buy It Now" icon on consumers' purchase intention

Qi Li, 2018

The Relationship between Online Product Description, Online Dynamic Display and Consumers' Purchase Intention of Cosmetics: The Mediating Role of Virtual Tactility

Yingxue Liu, 2018

The different response of Thai millennials toward macro influencer and micro influencer who are beauty vloggers on YouTube and the characteristics that lead to changes in consumers' attitudes

Wanvibha Pratoommuang, 2018

Measuring Advertising Appeals Across Cultures: A Comparative Content Analysis of Online Advertising Between UK and East Asia

Dianzhe Zhou, 2018

The relationship between in-game advertising format and brand attitude in mobile game among Chinese gamers: Mediating role of game-brand congruity


Self-Branding on Instagram: How Micro-Influencers Market their Self

Athina Vlachopoulou, 2018

Does the manipulation of in-store light brightness have an effect on consumer's purchase behavior and sales?

Omer Al-Amerecany, 2018

The sustainable nature of artisan clothing brands and how they can promote themselves to change Millennials' purchasing decisions: An exploratory study

Boryana Pencheva, 2018

The Menstruation Taboo: A phenomenological analysis of Bodyform's #bloodnormal and Always' #likeagirl campaigns

Joanna Hailey, 2018

The measurement of the motive to use dating apps in two cultures

Po-Hsun Hsu, 2018

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


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


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