Browsing Marketing by Title
Now showing items 1-20 of 23
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Analysing mobile advergaming effectiveness: The role of game repetition, flow, and brand familiarity
(Emerald, 2019-01-16)This paper seeks to explain the effect of flow, game repetition, and brand familiarity on players brand attitude and purchase intention in the context of mobile advergaming. Data from 227 participants who played a ... -
The Brand Inside: The Factors of Failure and Success in Internal Branding - Special Issue on Irish Perspectives on Marketing Relationships and Networks
(2007)Internal branding seeks to achieve consistency with the external brand and encourage brand commitment and the possibility of brand championship among employees. It is the concerted, inter-departmental and multi-directional ... -
Brand tribalism and self-expressive brands: social influences and brand outcomes
(Emerald, 2015)Purpose - This study aims to examine the relationship between social influence and consumers' self-expression through brands. It considers susceptibility to interpersonal influence and social network influence on self-expressive ... -
Burnout and counterproductive workplace behaviours among frontline hospitality employees: the effect of perceived contract precarity.
(Emerald, 2022-08-12)Purpose: This study aims to investigate affective commitment (ACS) and leader¿member exchange (LMX) as resources mitigating against burnout and counterproductive work behaviours (CWBs) in the hospitality sector, and ... -
Club 2.0: Investigating the social media marketing strategies of nightclubs in the midlands and west of Ireland
(Irish Academy of Management, 2012-10)Social media is already an established feature in the marketing strategies of large global brands. This study explores how the social media success stories of large global brands may be emulated on a smaller scale by ... -
A Comparison of Wine Purchasing Behaviors in Ireland and California When the Celtic Tiger Roared, American Association of Wine Economics,
(2012)In 2006 the Irish wine market was growing rapidly along with its Celtic Tiger economy (Euromonitor, 2008). Total wine sales in Ireland more than quadrupled in the seventeen-year span from 1990 to 2007 (Geraghty and Torres, ... -
Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes
(Emerald, 2017)Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test ... -
'Consuming good' on social media: What can conspicuous virtue signalling on Facebook tell us about prosocial and unethical intentions?
(Springer Verlag, 2018-08-21)Mentioning products or brands on Facebook enables individuals to display an ideal self to others through a form of virtual conspicuous consumption. Drawing on conspicuous donation behaviour (CDB) literature, we investigate ... -
Creating and capturing value in technology ventures - from market validation to business model development
(The European Financial Review, 2015-04)The business validation phase can be a tough time for an entrepreneur, which is why it’s important that they use any and all tools necessary to help them at this stage of their business development. In this article, ... -
Entrepreneurial marketing and born global internationalisation in China
(Emerald, 2017-11-10)Purpose This study aims to explore the entrepreneurial marketing (EM) behaviour of Swedish born globals entering the Chinese market through their international networks. Drawing from the network theory of small firm ... -
Extending the international new venture phenomenon to digital platform providers: a longitudinal case study
(Elsevier, 2018-05-28)People increasingly interact with services enabled by digital platforms. This has been a consequence of the digitalization of artifacts, which has transmuted traditional businesses into digital forms. With the increasing ... -
Facebook and luxury fashion brands: self-congruent posts and purchase intentions
(Emerald, 2020-04-07)This study explores consumers self-congruence with luxury fashion brands they mention on Facebook. It investigates the extent to which those brands are congruent with the actual self (ASC) or the ideal self (ISC), and ... -
Improving consumers’ willingness to pay using social media activities
(Emerald, 2018-10-05)Purpose: This study examines the impact of social media activities on consumers willingness to pay a premium (WTPp) in the banking industry, and investigates the role of consumer-brand identification (CBI) on this ... -
Investigating components and causes of sabotage by academics using collective intelligence analysis
(Taylor & Francis, 2018-05-24)Mentioning products or brands on Facebook enables individuals to display an ideal self to others through a form of virtual conspicuous consumption. Drawing on conspicuous donation behaviour literature, we investigate ... -
ITAG Ireland: A Symbiotic Networking Relationship or an Opportunity Missed?
(Dublin Institute of Technology, 2006)The study explores the similarities and differences between the large and small firms that make up the Information Technology Association of Galway (ITAG) and the desired and actual benefits obtained from membership of the ... -
Low-Cost Carriers and High-Tech Barriers - User Views on Questionable Web Design Practices in Ireland
(Irish Academy of Management, 2011)hat information systems/information technology (IS/IT) practitioners should use best practice in information systems development is universally agreed. We expect systems to enhance the user experience and allow them to ... -
Opening the Doors to a Global Classroom: An International Social Media Collaboration in North American Colleges & Teachers of Agriculture, Special Issue: Globalization: Implications for Teaching and Learning in Post-secondary Agricultural Education
(North American Colleges & Teachers of Agriculture, 2013-09-01)A social media platform (ValuePulse) linked California agribusiness undergraduates in a marketing class to students in a marketing course in Ireland. The social media platform was used to create a combined group allowing ... -
The role of flow for mobile advergaming effectiveness
(Emerald, 2019-11-11)Based on flow theory, this paper seeks to explain why the use of mobile advergames can enhance players brand perceptions and purchase intentions, as well as the factors that affect players flow experience. Data from 212 ... -
Social networking and online privacy: Facebook users' perceptions
(Irish Academy of Management, 2012)This study investigates Facebook users' perceptions of online privacy, exploring their awareness of privacy issues and how their behaviour is influenced by this awareness, as well as the role of trust in an online social ... -
A typology of conspicuous donation on Facebook
(Emerald, 2021-02-05)Purpose This study aims to present a typology of Facebook followers of charities, drawing on theories of value co-creation, impression management and conspicuous donation behavior. Design/methodology/approach Data ...