Centre for Advances in Marketing (CAM)
http://hdl.handle.net/10547/132210
CAM concentrates on streams of research into branding,
cross-cultural marketing and marketing communications.2024-03-16T10:44:22ZIntersecting inequalities in higher education: reaching out to LGBT-identified students on universities marketing communications
http://hdl.handle.net/10547/596572
Intersecting inequalities in higher education: reaching out to LGBT-identified students on universities marketing communications
Mogaji, Emmanuel; Farinloye, Temitope
The marketisation of higher education has led to increasing emphasis on universities to market themselves to prospective students, competitions among all institutions – not just the very best to attract perspective students. Previous studies has suggested that educational qualifications, geographical mobility and financial considerations affects students choice of Universities and more likely universities will be presenting these information to attract prospective students. This research goes outside these conventional marketing appeal to consider if sexual orientation of students are considered as an advertising appeal and reaching out to prospective LGBT students, after all in the same vein as the Guardian and Times Higher Education Ranking of Universities, Stonewall, a UK charity that works for the equal rights of LGBT people, compiles the ‘Gay by Degree’ ranking of universities in UK, rating how gay-friendly these universities are. Results indicated that unlike disability or race, sexual orientation is seldom considered in University marketing communication, suggesting the need to intersect this inequalities in higher education recruitment.
2015-12-15T00:00:00ZCreative execution of United Kingdom banks’ print advertisement
http://hdl.handle.net/10547/594562
Creative execution of United Kingdom banks’ print advertisement
Mogaji, Emmanuel
The place of the financial services industry in an economy cannot be over-emphasised, its utilitarian nature has made previous researchers suggest that it demands a different advertising strategy; however, the need to create an effective advertisement in this highly saturated industry cannot be overemphasised. This research aims at developing an understanding of creative strategies adopted by UK Banks’ in their print advertisement. Analysis of 1274 print advertisements in UK newspapers over twelve month period was carried out. The advertisements were analysed on the basis of their size, images used, colour, orientation and number of words used. In terms of the advert size, to create an impression, Full Centre Spread was seldom used whereas small advertisements had the largest share. Images of cartoon characters, celebrities, children, colleagues, couples and customers were frequently used. Cartoons were predominately used by the old LloydsTSB Bank and TSB Bank while Santander used the presence of sport celebrities in their advertisements. HSBC Adverts were predominantly printed in black colour on while First Direct advertisements had white text printed on black background. Natwest adverts are more likely to be in Purple, Lloyds in Green and TSB in Blue, these are their brand colours and are frequently used to reinforce their brand. The creative design, which includes the use of images and colours, has been noted to enhance the attractiveness and memorability of these advertisements which also conveys credibility. The research contributes to the study of advertisement design, providing outcomes relevant to numerous types of stakeholders.
2015-05-14T00:00:00ZRich descriptions: evoking informant self-reflexivity in marketing and consumer research
http://hdl.handle.net/10547/594475
Rich descriptions: evoking informant self-reflexivity in marketing and consumer research
Takhar, Amandeep; Chitakunye, Pepukayi
This study seeks to extend knowledge of reflexivity theories by moving beyond a sole focus on researcher reflexivity (Bettany & Woodruffe-Burton, 2009) in considering the significance of informant self-reflexivity. It explores the promotion of informant self-reflexivity as a means to generating more in-depth interpretive data. Following the call for a ‘structured, disciplinary impetus to begin’ (Bettany & Woodruffe-Burton, 2009, p. 675) in relation to reflexivity, this paper draws on insights from two longitudinal studies, and develops some guidelines that could encourage informants to comprehend fully and realise their views and thoughts through the injection of reflexivity into the research design. Three key themes emerged as being significant within the research encounter: (1) stimulate discussion and promote co-research, (2) empower informants by building trust, and (3) ethical and moral dilemmas in reflexivity.
2012-07-01T00:00:00ZDynamic pricing models for used products in remanufacturing with lost-sales and uncertain quality
http://hdl.handle.net/10547/594046
Dynamic pricing models for used products in remanufacturing with lost-sales and uncertain quality
Xiong, Yu; Li, Gendao; Zhou, Yu; Fernandes, Kiran; Harrison, Richard; Xiong, Zhongkai
In this paper, we investigate the remanufacturing problem of pricing single-class used products (cores) in the face of random price-dependent returns and random demand. Specifically, we propose a dynamic pricing policy for the cores and then model the problem as a continuous-time Markov decision process. We first design a basic model that does not consider the quality uncertainty of cores, and then extend our model to incorporate this factor. Besides proving optimal policy uniqueness and establishing monotonicity results for the optimal policy, we also characterize the impact of system parameters on the optimal policies, which can provide simple managerial insights. Finally, we use computational experiments to assess the benefits of dynamic pricing compared to static pricing and identify the impacts of specific parameters on the relative merits of dynamic pricing policy.
2013-04-22T00:00:00Z