Browsing Marketing by Author "|~|"
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The Brand Inside: The Factors of Failure and Success in Internal Branding - Special Issue on Irish Perspectives on Marketing Relationships and Networks
Mahnert, Kai F.; Torres, Ann M. (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
Ruane, Lorna; Wallace, Elaine (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 ... -
Club 2.0: Investigating the social media marketing strategies of nightclubs in the midlands and west of Ireland
Nevin, Frieda; Torres, Ann M. (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,
McGarry-Wolf, Marianne; Higgins, Lindsey; Torres, Ann M. (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, ... -
ITAG Ireland: A Symbiotic Networking Relationship or an Opportunity Missed?
Torres, Ann M. (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
Barry, Chris; Hogan, Mairéad; Torres, Ann M. (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
McGarry-Wolf, Marianne; Higgins, Lindsey; Torres, Ann M. (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 ... -
Winning Success in Aquaculture Marketing
Torres, Ann M. (Dublin Institute of Technology, 1993)A decade ago aquaculture in Ireland was essentially a cottage industry, fragmented, undercapitalised with uneven product quality and at the mercy of larger, often foreign owned distributors. Today, a rapidly growing ...