BA (Hons) Business Management and Marketing
Recent Submissions
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Exploring the role of branding and the impact on volunteer intentions and loyalty within an SME charity: A case study on Stirling Carers Centre
(2020)This research aims to establish the effects that branding has on volunteer perceptions of charity brand image and whether this affected their intention to join and remain within this charity. The main objective was to ... -
An examination of the impact of gender inequality and feminism on advertising rules in the United Kingdom and Ireland
(2021)Research has shown that the depiction of gender stereotypes in advertisements can have gradual and cumulative effect on individuals leading them to make different choices in life, impact the way they interact with the ... -
An investigation into the extent to which experiential marketing has altered the way international spirit brands, reach, target and engage with tourists visiting Scotland
(2021)This study investigates the extent to which experiential marketing (EM) has altered the way alcohol brands within Scotland’s alcohol tourism industry (ATI) reach, interact and engage with tourists. Semi-structured ... -
My Friend On Screen: An Investigation Into The Parasocial Relationship Between The YouTube Influencer And Their Followers
(2021)Purpose The purpose of this study is to investigate the nature of the parasocial relationship and how this can be formed between an influencer and a follower on YouTube. This study will also investigate how the formation ... -
Cancel? Cancelling…Cancelled! Cancel Culture, Social Media, and the Impact on Consumer Behaviour
(2021)Social media has grown massively over recent years and shows no signs of slowing down. With this growth in social media, the prevalence of cases of ‘cancel culture’ has grown massively. The focus of this research is ...
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