Browsing University of Galway Theses by Subject "Marketing"
Now showing items 1-11 of 11
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A community ready for the future? A social marketing study of Meals on Wheels Services in Ireland
(2015-02-05)This research, undertaken in the Irish Meals on Wheels (MOW) community, seeks to address the challenges associated with MOW stakeholders' behaviours through the application of a community social marketing model: the Community ... -
Entrepreneurial networking and the development of marketing capabilities in SMEs. A study of Irish entrepreneurs
(2016-09-16)It is widely accepted across the marketing, entrepreneurship and strategic management literatures that relationships and networks are instrumental for the growth and performance of SMEs. In particular, in the entrepreneurial ... -
Expansion and augmentation of social marketing theory and practice with systems science and mechanism, action, structure (MAS) theory to explore dynamic complexity and leverage points pertinent to the Galway cycling system
(NUI Galway, 2019-05-08)Social marketing is confronted by serious challenges of both endogenous and exogenous character. If these challenges are not properly addressed, social marketing risks entering into a deep, intrinsic and ontological crisis. ... -
Exploring Generation Y consumers' fashion brand relationships
(2014-04-23)Although the idea that consumers form relationships with brands is widely accepted and is a topic of increasing importance in the marketing literature, a lack of understanding of the constructs informing consumer-brand ... -
The influence of prior knowledge and distributional justice messaging on recipient cognition
(NUI Galway, 2019-06-18)This thesis examines how recipient cognition is influenced by prior knowledge when presented with a distributional justice message. It is hypothesised the cognitive response of high prior knowledge recipients to the advocacy ... -
Ireland’s agri-food and drink sector: The correlation between eWOM initiatives and employee brand advocacy
(NUI Galway, 2020-01-20)The Irish agri-food and drink sector has a rich heritage. It is Ireland’s largest indigenous industry, employing 8.4% of the working population and generating an annual turnover of €27.5bn. SMEs within the sector use social ... -
The role of social marketing in behavioural change for a circular economy: Exploring the value-action gap for routine purchases in a competitive retail setting
(NUI Galway, 2019-10-08)This research extends the social marketing agenda into the area of pro-environmental behaviour addressing the ultimate behavioural change challenge of achieving a circular economy. The successful transition to a circular ... -
A Social Marketing Partnership Framework: An Extension of Morgan and Hunt’s (1994) Commitment - Trust Key Mediating Variable Model
(2012-09-19)The type of transformational change needed to address the complex and wicked issues that permeate today's society cannot be facilitated without the adoption of multi-sectoral social marketing partnerships. This research, ... -
Social marketing: The role of Facebook as a digital technology for social mechanisms and behaviour change in the context of obesity and healthy lifestyles
(NUI Galway, 2022-08-15)Tomorrow’s world is radically different to the one that social marketing was born into over 50 years ago (Taubenheim et al., 2008; Galiano-Coronil and MierTeran-Franco, 2019). Social marketing is propelling forward ... -
Strategic integration of marketing communications capability – Insights from Irish companies
(NUI Galway, 2023-09-13)As communication is essential for building profitable long-term customer relationships, Integrated Marketing Communications (IMC) has been identified as critically important for organizational competitiveness. And as ... -
Understanding port performance: An examination of challenges in the contextualisation of performance in support of policy design in the port sector
(NUI Galway, 2019-11-25)Owing to the prominence of maritime transport, the performance of ports as nodes in the maritime transport network is a critical enabler of a regions capability to trade internationally. Ensuring the performance of ports ...