Browsing by QMU Author "Marshall, Kristen"
Exploring food bloggers as brands: challenging assumptions about brand equity and identity in an online context Marshall, Kristen; Thomson, E.; Brown, K. (Academy of Marketing, 2017-07-07)Introduction and Aim - Food is not only necessary for survival, it is also tied to individual identity, culture and society (Caplan, 1997). Food bloggers present and communicate their food choices which are closely tied ...
Marshall, Kristen; Fotheringham, J.; Smart, F. (Academy of Marketing, 2017-07-07)Introduction - The lead author of this working paper is a colleague of the Marketing Academy currently entering the second of four years of a Graduate Teaching Assistant (GTA) position at Edinburgh Napier University. The ...
Beer brand characteristics as motivational drivers for Colombian consumers to engage in word-of-mouth Stahl, P.; Tjandra, N. C.; Marshall, Kristen (Academy of Marketing, 2016-07-08)