eDissertations

This is a collection of dissertations written by Oxford Brookes postgraduate students.



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An evaluation of social media communications on public sectors, and the relationships with stakeholders: A case study of the Californian Police Department

The purpose of this dissertation is to present a case study of the Californian Police Department that evaluates social media communications on public sectors and their relationships with stakeholders. Qualitative Reasoning Methods are utilised in order to gauge conscious and subconscious stakeholder positions toward the Californian Police Departments: Oakland, San Francisco, and Bay Area Rapid Transit. The research findings uncover the presence of two distinct phenomenons as a result of stakeholder in-person and online interactions with Californian police; the creation of empathetic-experiences for external stakeholders and a push-and-pull mentality for internal stakeholders as a means of self-preservation. Moreover, the researcher argues a potential legitimacy gap within the Californian police departments and adapts Agle, Mitchell, and Wood’s (1997) framework for Stakeholder Identification and Salience to restructure police subculture as it relates to stakeholder power, organisational legitimacy, and dual ur…

Status: Live|Last updated:29 March 2017 16:33
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The Relationship between corporate governance social responsibility and enterprises’ management

No abstract on dissertation.

Status: Live|Last updated:17 October 2016 11:45
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The Worth of Middle Management in UK Resort

Individuals perceive managers’ work in hotels as that of receiving guests and supervising the workers. However, there is more to welcoming, given the tremendous growth of the industry. The managers act as the moderating factor in the resorts between the management and other staff. It is, therefore, imperative for middle managers to possess all the core competences and qualifications necessary for smooth running of resort. This study focused on how academic qualifications of middle managers are important in UK hospitality industry especially hotels. The research aim was to address three objectives: to analyse middle management qualifications in the hotel industry in UK, to establish the perceptions regarding middle managers’ qualifications among UK workers in the hospitality industry and reveal why middle management’s qualifications are important to the running of UK hotel industry. The researcher employed inductive research approach in reasoning while interviews helped in gathering data that was analyzed usin…

Status: Live|Last updated:17 October 2016 11:45
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Analysis of Nike Inc.’s marketing strategy towards consumer behaviour of youngster in China

This dissertation investigates the marketing strategy of Nike towards the Chinese youth market, and makes a number of recommendations as to how Nike can make its strategy more effective. This paper analyses the consumer behaviour of Chinese youths in order to obtain more market share for Nike. A quantitative approach is used to collect primary data and explore Chinese youth’s consumer behaviour and their perceptions of Nike's strategies. A qualitative approach is used to gather secondary data, which is summarized as a case study about the competitive environment in the Chinese sportswear market as well as the current strategies used by Nike and its competitors. The dissertation concludes by presenting several marketing strategy recommendations based on the findings and discussion.

Status: Live|Last updated:17 October 2016 11:45
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The Role of Perception of Millennials in Sports Co-Branding Promoted via Social Media and Their Subsequent Behavior

Social media platforms seem to have existed forever for millennials, who have grown surrounded by technological tools that affect their quotidian life in many ways. Truth be told, social media may not have been here forever, however it has become ubiquitous in recent years, impacting the lives of millennials across the world. Its ubiquity can be attributed to the metamorphosis it underwent from being a mere website to being an all-powerful platform that does it all, from interactions with friends to interactions with brands. Sports brands have been trying to get the most out of social media by trying to establish relationships with a myriad of potential customers. Yet while many social media users follow content provided by sports brands it is still undecided what leads them to engage in different levels. This suggested study investigates the role of perception of millennials in sports co-branding promoted via social media platforms while the focus is on their subsequent behavior. The proposed study further e…

Status: Live|Last updated:17 October 2016 11:45
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An Exploratory Research of the Awareness and Potential Adoption of Fitness Wearable Devices in the Spanish Market

The increasing importance of technology in people's life and its influence over human behaviour has been acknowledged but still requires further research into how people incorporate technology into their lives. Since technology’s ubiquity, new communications and connections between individuals and objects have emerged, leading into a new category of smart objects known as Internet of Things (IoT). Despite existing research about individuals' adoption of technology, little research has been done about adoption and use of smart technology. In order to provide a more focused perspective to analyse this type of technology influence, fitness wearable devices were selected as the vehicle for investigation. Owing to the novelty of the topic of study, an exploratory research was conducted, so as to deepen our understanding of the awareness and potential adoption of fitness wearables devices. This research comprised a cross-sectional study where data from young and cosmopolitan Spanish individuals aged between 25 and …

Status: Live|Last updated:17 October 2016 11:45
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An Exploration of Online Shopping: Understanding the Factors for Consumer Adoption of Internet Shopping in Colombia

After the development of the internet in the 1980s, the business environment went through a revolution due to the increment of online sales among industries and products. However, electronic commerce has developed at different speeds in different regions and therefore, in this document, internet shopping adoption among Colombians is explored and the main determining factors are described. In order to understand the theory behind online shopping acceptance, five theories were explored (Theory of Planed Behaviour, Theory of Reasoned Action, Technology Acceptance Model, Transactional Cost Theory and Innovation Diffusion Theory), and a large number of empirical documents were reviewed in this research. The data was collected using qualitative and quantitative research methods and it comprises ten exploratory interviews and a survey with 126 respondents from Bogota and Cali. The results were analysed and processed using NVivo10 and SPSS 23.0. The findings suggested that the main determinants of online shopping wer…

Status: Live|Last updated:17 October 2016 11:45
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The Role of Identity in Consumer Purchasing Behavior in Fashion Industry in Thailand and the UK

The Fashion industry is highly unique in that the clothes we wear make a statement about ourselves and can provide an insight into our individual preferences (e.g. styles, personalities, looks). People often judge others by appearance and the things we buy. Fashion therefore offers one of many ways to express oneself about who they are and how they want to be perceived. Many people use fashion to create their own identities. They express themselves through the clothes that they choose to wear because the first thing that people notice from others; is our appearance and the things we wear (e.g. clothes, makeup, accessories).There are many factors that influence people on their behaviors and decision making, for example: cultures, religions, personalities, attitudes, peers, families, brands, celebrities and social media. All of these play significant role in consumer purchasing behavior. This paper looks to analyze these factors and critically discusses the process of consumer purchasing behavior in both the Th…

Status: Live|Last updated:17 October 2016 11:45
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Millennials’ attitudes towards airline rewards loyalty programs

Individuals who are part of millennial generation represent an important size of today’s customers. Therefore, the aim of this study is to identify how and why Millennials are choosing to be part of an airline reward loyalty program. The researcher sought to explore millennials’ consumer needs and attitudes towards airline loyalty programs. The study’s objectives were achieved by analysing millennials’ experiences with airline rewards loyalty programs and how are they making use of them. In order to analyse millennials’ needs and attitudes towards airline rewards loyalty schemes, millennials needs in relation with airline services and tourism were identified. Moreover, 15 open-ended interviews were conducted with millennials from different countries and with different academic and educational background. The findings show that millennials present a positive attitude towards the airline rewards loyalty schemes. When deciding of joining a company’s loyalty scheme the price, convenience, service quality and va…

Status: Live|Last updated:17 October 2016 11:45
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Public Perception of Corporate Social Responsibility in Nigeria

This research explores the perception of Nigerians towards Corporate Social Responsibility (CSR), a concept that has widely been studied in most Western developed countries and to a lesser extent in the less developed regions of the world. However, the lack of many in-depth studies and theories of the concept does not mean CSR is not practiced in these developing regions (Amaeshi et al, 2006). As Helg (2007), points out, the difference between the practice and perspective of CSR between regions is a result of the cultural and socio-economic reality the company finds itself. These realities are what make the practice of CSR in developing countries and more specifically Nigeria, philanthropic/discretionary.Most studies in Nigeria seek to study CSR from the viewpoint of the company or stakeholder that performs these initiatives. This study, however, approaches the concept from the perspective of the stakeholders who are either direct or indirect recipients of these initiatives; the public. The findings from this…

Status: Live|Last updated:17 October 2016 11:45
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