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Professor Gunjan Saxena's Outputs (3)

Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships (2023)
Journal Article
Elsharnouby, M. H., Jayawardhena, C., & Saxena, G. (in press). Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships. Management & Sustainability: An Arab Review, https://doi.org/10.1108/MSAR-07-2023-0037

Purpose
Avatars, which are used as a technology and marketing tactic, can embody consumer-facing employees and mimic their real-life roles on companies' websites, thereby playing a key role in enhancing the relationships between consumers and brands... Read More about Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships.

A critical review of entrepreneurial marketing strategies and entrepreneurs’ identities – Case insights from women-owned Micro and Small Enterprises in Vietnam (2023)
Thesis
Phuong Minh Tran, N. (2023). A critical review of entrepreneurial marketing strategies and entrepreneurs’ identities – Case insights from women-owned Micro and Small Enterprises in Vietnam. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/4923181

The link between behaviour and identity has long been an essential query in social psychology but has only recently been applied in the field of entrepreneurship. Yet, despite the increasing interest in this research area, the discussion of the link... Read More about A critical review of entrepreneurial marketing strategies and entrepreneurs’ identities – Case insights from women-owned Micro and Small Enterprises in Vietnam.

An empirical examination of the effect of national identity on willingness to pay for local origin products : a focus on Egyptian consumers (2023)
Thesis
Kinawy, R. N. Z. An empirical examination of the effect of national identity on willingness to pay for local origin products : a focus on Egyptian consumers. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/4260894

Building on social identity theory, this study develops and investigates a conceptual model that assesses the effect national identity has on the willingness to pay for local origin products. A systematic literature review highlighted the the... Read More about An empirical examination of the effect of national identity on willingness to pay for local origin products : a focus on Egyptian consumers.