All Outputs (4)

Conceptualisation, measurement, and validation of consumer-brand identification : a social identity theory perspective (2014)
Thesis
Elbedweihy, A. M. (2014). Conceptualisation, measurement, and validation of consumer-brand identification : a social identity theory perspective. (Thesis). University of Hull. Retrieved from https://hull-repository.worktribe.com/output/4216742

Of particular importance to academics and practitioners in the marketing discipline is the ability to identify means of building deep, committed and enduring relationships with customers. Consumer-brand identification has been proposed as a useful co... Read More about Conceptualisation, measurement, and validation of consumer-brand identification : a social identity theory perspective.

Beyond mobile advertising : an empirical investigation of customer engagement and empowerment with mobile marketing communication campaigns (2014)
Thesis
Alotaibi, I. S. A. (2014). Beyond mobile advertising : an empirical investigation of customer engagement and empowerment with mobile marketing communication campaigns. (Thesis). University of Hull. Retrieved from https://hull-repository.worktribe.com/output/4218840

The importance of customer engagement to sustain and foster business growth in an interactive environment has been recognised in the practitioner literature. It has also been observed that engaged customers become empowered in a given marketing commu... Read More about Beyond mobile advertising : an empirical investigation of customer engagement and empowerment with mobile marketing communication campaigns.

The impact of quality control initiatives, customer integration and customer co-production on service quality performance : an empirical investigation (2014)
Thesis
Alzaydi, Z. M. (2014). The impact of quality control initiatives, customer integration and customer co-production on service quality performance : an empirical investigation. (Thesis). University of Hull. Retrieved from https://hull-repository.worktribe.com/output/4219938

Delivering a high standard of services to customers is recognised as an important objective for any service provider. In order to achieve this goal employees are encouraged to go about their jobs in certain ways, comply with guidelines and in accorda... Read More about The impact of quality control initiatives, customer integration and customer co-production on service quality performance : an empirical investigation.

Islamic religious beliefs and brand personality towards new product adoption in the Islamic market, and scale development and validation (2014)
Thesis
Al-Hajla, A. H. (2014). Islamic religious beliefs and brand personality towards new product adoption in the Islamic market, and scale development and validation. (Thesis). University of Hull. Retrieved from https://hull-repository.worktribe.com/output/4219615

Brand personality is considered as an important element in building and maintaining strong and valuable brands. Several brand personality scales have been proposed within the brand marketing literature, but no reliable and valid brand personality sca... Read More about Islamic religious beliefs and brand personality towards new product adoption in the Islamic market, and scale development and validation.