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(2008, 5300 words)
The paper offers a research proposal into the importance of brand personality for buying decision making. The issues of strategic brand management are discussed examining the building of brand personality through the use of integrated marketing communication tools. A literature review is provided; the research methodology is described.
(2007, 12 500 words)
This dissertation examined the relationship between website design and customer satisfaction levels in two Internet brokerage companies. Customer satisfaction is a key tenet of customer loyalty. In an online environment, website design becomes one of the central mediating factors determining customer satisfaction levels. This dissertation used a questionnaire and quantitative research methods to investigate the differences in customer responses from both companies along various dimensions of website design and customer satisfaction.
(2006, 12 000 words)
The dissertation examines the effects of product placements (PP) in films on brand recall. Literature is reviewed on the theory of the placement activity and brand, product placement history, advertising benefits for movie makers, the threats of PP to the art of the cinema, PP techniques, etc. A study is conducted into the attitudes of the audiences towards the brands appearing in movies. Primary data collection and analysis (through questionnaires) is combined with secondary research methods. In Conclusion the research results are evaluated.
(2006, 15 000 words)
The study has been concentrated in the domain of brand building within telecommunication industry. The advantages of branding for different sectors in the UK telecommunication industry have been presented and highlighted in the study. The research has been aimed at understanding the dynamics of brand building and therefore has developed a brand building framework for the telecommunication companies. The dissertation comprises of the following chapters: introduction, literature review, methodology, analysis & findings, and conclusion. There has been an in depth critical review of the literature that has discussed different models and theories that have been presented in the domain of service branding. The study uses a multi-method strategy has been adopted to accumulate data from primary and secondary sources. Analysis comprises of an in depth industry lifecycle analysis, PESTEL analysis, branding in telecommunication analysis and development of brand building framework for telecommunication companies.
(2005, 3000 words)
The paper offers a research proposal into the impact of Harry Potter movies on the visitor numbers to the Alnwick Castle and Durham Cathedral where the movies were filmed. Literature is reviewed on the theories of tourism, marketing, decision making, consumer behaviour, etc. Methods of evaluating the effects of the films on the local economy are described highlighting the ethical issues of the prospective research.
(2006, 12000 words)
This dissertation examined the key drivers of customer loyalty and satisfaction in the UK sandwich sector amongst its four largest competitors: Caffe Nero, Pret A Manger, Starbucks and Subway. With a strong literature review on the concepts of relationship marketing, customer loyalty and satisfaction, and service quality within the service sector, it would be particularly useful for someone wanting to know how to perform a literature review in this area. It would also be useful for those wanting to know how to build a quantitative research questionnaire on the back of qualitative, focus group research.
(2006, 11500 +2000 words)
The dissertation investigates theoretical and practical issues of successful branding focusing on the UK clothing market, and conducting a case study of Marks & Spencer’s branding strategies and customer attitudes towards M&S brand. A literature review touches on the development of the UK apparel industry, the notion of brand, the issues of self-concept and self-image, etc. Secondary and primary research is conducted including the distribution and analysis of a questionnaire among consumers, sampling techniques, etc. Conclusions are made about the M&S brand positioning strategy; recommendations for M&S managers and managers of clothes retail shops are offered.
(2005, 2000 words)
The paper presents a research proposal into the mechanisms of customers’ retention in the UK clothing market focusing on the branding strategies of Marks and Spenser (M&S). The objectives of the research are formulated; literature on the theory of branding is reviewed; research methodology is described; the work plan and timetable are outlined. This proposal is suitable for the C/M/366 Dissertation.
(2005, 15300 words)
This research focuses on the attitude and perception of Dove targeted customers toward brand extension to hair care segment market. The research collects data by using primary research – focus group interview. The paper analyses the opinion of consumers about brand extension. Discover the suitable promotional tools to reach the consumers when companies operating brand extension strategy. Study the effects of brands extension to the existing brands. Find the factors that influence consumers to build positive and negative perception toward brand extension. The study investigates the perception and attitude of consumers toward brand extension strategy. It examines the marketing mix of Dove Shampoo/Conditioner Brand. It studies the marketing plan and the product development of Dove brand (moving from skin care to hair care). It also explores the market poisoning of Dove Shampoo/Conditioner Brand.
(2005, 9 000 words)
The dissertation investigates the marketing value of discounting focusing on the grocery sector and comparing the effects of discounting strategies in Germany and the UK. Literature is reviewed on the grocery industry in Germany and Britain, the theory of competitive advantage, the theory of retailing, discounting strategy, marketing mix, etc. Primary and secondary research methods are used including the analysis of a questionnaire distributed among German and British customers. Marketing strategies of Aldi in the UK market are discussed. Conclusions are made about the reasons why British discounting practices are less effective than German. Recommendations to discounters are offered about how to achieve success in the UK market.
(2006, 9 000 words)
The dissertation investigates the issues of international product marketing. Literature is reviewed on the issues of globalisation, international marketing, market entry strategies, etc. A marketing plan for selling a UK deodorizing product to Pakistan is presented including product description, market segmentation, sales forecast, pricing strategy, promotion strategy, etc. An overview of the Asian retail industry is offered; the reasons for going global are outlined.
(2006, 13 000 words)
The dissertation investigates consumers’ perceptions of celebrity endorsements used in advertising and their effects on buying behaviour. The study uses direct research methods based on primary data collection (through questionnaires) and secondary research of online and printed sources. A literature review covers the theories of brand perception, celebrity culture, advertising effectiveness, brands’ internalisation, image identification, decision making, celebrity endorsement in sport, perceptions of self-image, models of celebrity selection, etc. Conclusions are made about the effect of celebrity endorsements on purchasing behaviour.
(2005, 10500 words)
The dissertation investigates television advertising directed at children discussing its controversial character. A critical review of literature touches on the issues of TV advertising in the UK and in Finland, children’s consumer behaviour, children’s perceptions of advertising, unhealthy foods’ advertising, UK and Finish regulations of advertising aimed at children, etc. A cross-cultural case study is conducted to determine parents’ attitudes towards television advertising aimed at children. The methods of primary research are used including a quantitative survey research and analysis of data collected through a questionnaire. Conclusions are made about cross-cultural similarities and differences in the attitudes towards advertising to children.
(2006, 31 000 words)
The dissertation investigates the issues of Russian tourism examining the attitudes of Russian tourists to London hospitality and focusing on their food/drinks preferences. A review of literature is provided touching on the statistics of Russian tourism abroad, Russian tourists’ consumer psychology and behaviour, the reasons behind the increase in tourism from Russia to London, the definitions of conspicuous consumption, etc. A case study of Russians’ motivations towards high-spending is conducted combining phenomenological and positivistic approaches and using the methods of quantitative analysis through observation, semi-structured interviews and questionnaires. Conclusions are made about the attitudes of Russian tourists towards London hospitality and the need to update the perceptions of Russians’ consumption tastes and consumer behaviour stereotypes.
(2006, 20 000 words)
This dissertation examined employee brand loyalty in two firms. An employee’s loyalty to their organization’s brand is important because it generates brand custodians, who add significant value to the firm in their interaction with the customer, as well as creating a large population of potentially loyalty internal customers. This dissertation aimed to construct an instrument to measure employee brand loyalty on the basis of the literature. Testing the instrument using factor analysis, the research went on to measure levels of employee brand loyalty within the two firms and understood the factors that were contributing to these levels. This dissertation would be useful for anyone interested in employee brand loyalty and its antecedents or those wanting to know how to construct and test a measurement instrument.
(2005, 7000 words)
The dissertation reports on Cadbury Schweppes beverage and confectionery company focusing on their operations in the UK and applying a deductive research approach to the analysis of secondary data presented in the review of literature. Theoretical underpinnings of the research include a review of analytical models, i.e. PEST, Porter’s Five Forces, Value Chain, Ashridge Mission , Ansoff’s model, etc. applied to the study of the chocolate confectionery industry and Cadbury. The issues of Cadbury’s corporate social responsibility (CSR) are discussed; trends in their future development are identified and provided with strategic and practical recommendations.
(2006, 18 500 words)
The following project aims to analyse the concept of loyalty schemes and their value in terms of their effectiveness as a customer retention strategy. Loyalty schemes have increased in popularity due to the augmented levels of competitiveness which exist within the hospitality business environment. The first two chapters provide a solid theoretical framework from which the research methodology is developed in chapter three, involving the formulation of a research question, the selection of an appropriate research method, identification of a research sample and an analysis of the limitations. The results are analysed and then compared with the conceptual framework from chapters one and two in order to present implications for the industry and recommendations for the sample hotel and the wider industry in chapter five. Final conclusions are drawn from the project as a whole and recommendations are made for further research.
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