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
Is Sports Marketing Missing The Mark? An Exploration Of The Changes In Consumer Perception Of Female Sports
Alexandra Bayliss, 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
HAMNA MATEEN, 2020
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
EXPERIENTIAL CONSUMPTION: HOW HAS THE COVID-19 PANDEMIC TRANSFORMED THE EXPERIENTIAL CONSUMPTION AT THE COSMETICS AND APPAREL INDUSTRY IN GREECE
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