Griffith Dissertations

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Understanding Organisational Development and Change Management Plan in the public sector. A case study within a Brazilian semi-state organisation.
(Griffith College, 2014) de A. Mascarenhas, Gabriel
In turbulent times, organisations should adapt, reconstruct, evolve, or even revolutionise their business processes or models. Consequently, the ways by which organisations manage their planned changes aid achieving those objectives. Actually, 60 to 70 percent of organisational changes fail for many reasons. Nonetheless, the implementation stage is recognised as the highest failed-state. Semi-state organisations have a meaningful role for a country's economic and social development. And in turbulent times as well, they need to perform changes. This study evaluates how semi-state organisations perform changes, which are the main barriers for change management and how they seek their future. This study assesses a Brazilian semi-state organisation in order to come up with the answers. Firm's organisational climate survey is assessed to figure out whether this firm has an ingrained culture for change matching with interviews with line managers and employees. At the end a suggested CM model is built up fostering the studies about change management within semi-state organisations. Gabriel de A. Mascarenhas Key Words: Change initiatives, Change Management, ADKAR model, Positive model, readiness, organisational capabilities, change efforts, context, culture
Understanding Organisational Development and Change Management Plan in the public sector. A case study within a Brazilian semi-state organisation.
(Griffith College, 2014) Gabriel de A. Mascarenhas
In turbulent times, organisations should adapt, reconstruct, evolve, or even revolutionise their business processes or models. Consequently, the ways by which organisations manage their planned changes aid achieving those objectives. Actually, 60 to 70 percent of organisational changes fail for many reasons. Nonetheless, the implementation stage is recognised as the highest failed-state. Semi-state organisations have meaningful role for country's economic and social development. And in turbulent times as well, they need to perform changes. This study evaluates how semi-state organisations perform changes, which are the main barriers for change management and how they seek their future. This study assesses a Brazilian semi-state organisation in order to come up with the answers. Firm's organisational climate survey is assessed to figure out whether this firm has an ingrained culture for change matching with interviews with line managers and employees. At the end a suggested CM model is built up fostering the studies about change management within semi-state organisations. Gabriel de A. Mascarenhas Key Words: Change initiatives, Change Management, ADKAR model, Positive model, readiness, organisational capabilities, change efforts, context, culture
Evaluating the Diversification Strategy of a Semi-State Company in a Declining Market: A Case Study of An Post
(Griffith College, 2014) Andrew Maher
This case study evaluated the diversification strategy of a semi-state company, An Post, operating in a declining market. The objective of this research was to evaluate the process by which diversification may take place. A qualitative methodology, using a phenomological and interpretivist approach was taken. Three in-depth, semi-structured interviews were conducted with senior managers within An Post. This data was complemented with a review of a range of contextual documentary sources. The results of these interviews were then analysed through thematic reduction to ascertain the key issues within the organisation relating to the diversification process. The postal market is regulated, and An Post, as a former monopoly, is subject to a number of controls on its dominant market position. This dominance, and regulation, comes largely from the provision of the loss-making Universal Service Obligation (USO) by the company. In order to continue funding the USO, An Post is engaging in a number of different diversifications, through innovation, partnerships and acquisitions. The company is attempting to lower costs, drive efficiencies and increase revenues in the core mails business. However, mail is still a declining market and these measures can only bring limited benefits. The company does not have an explicit diversification strategy. Management, however, are aware of the need for them to discover new revenue streams which can be used by the organisation to fund the USO. Subsidiaries of An Post are generally run autonomously. Air Business, one of the company’s largest subsidiaries, is largely run by local management, with An Post maintaining oversight through the Board. This is mainly due to the perceived culture within An Post as not being conducive to growth and entrepreneurship. The success of these subsidiaries, and the revenue they generate, has allowed the company to achieve its aim of cross-subsidisation. The commercialisation of the Group as a whole, and growing importance of subsidiaries as a proportion of turnover, has changed the nature of An Post over the last decade; the company is less dependent on mails revenue for overall growth. The utilisation of autonomous subsidiaries has created the means for the organisation to achieve more dynamic growth without affecting the core business. Through this growth, whether it comes from related or unrelated diversification, expansion or innovation, the company can maintain the USO without requiring a government subvention. The lack of a formal strategy does not preclude an organisation from being successful in achieving its goals. In the case of An Post, the lack of a strategy to diversify has not been an impediment to successful diversification. However, where diversification has been undertaken, more emphasis should be placed on evaluation of the factors which led to success. The case of Air Business suggests gaining market share should be the priority in any diversification.
The influence of subjective norms on Bretons’ attitudes: The case of AB fresh foods.
(Griffith College, 2015) Lucie Le Goff
The aim of this study was to identify subjective norms that shape individuals’ decisionmaking processes, and analyse their power of influence, especially concerning organic fresh foods purchases. In order to understand this social influence, fifteen Breton organic food buyers have been interviewed with intent to collect their personal opinions. Data on their buying habits also have been collected and strongly supported the fact that fresh foods are the most popular products. Three main consumer profiles could have been reached from this qualitative survey, which could be defined as regular consumers, irregular consumers and consumers in conflict, according to their shopping habits and the perceived pressure over their purchases that modify their behaviour. Social status was not deemed to play an important role, but the presence of children could be considered as a crucial factor. While external factors related to product characteristics, such as price, taste, origin or label, have an impact on consumers’ perception of organic products, family members and friends could reinforce or, on the contrary, mitigate individuals’ beliefs. Peers from furthest referent groups, colleagues, fellow members in associations or sports clubs for instance, did not have the same power on individuals, because their opinion seemed to be less legitimate. However, within the circle of friends and family, a two-way influence was possible, since some individuals were aware of their own power of influence. Generally, this research showed that these consumers have positive beliefs and attitudes toward organic foods as well as the AB label, but their knowledge level about what it implies was not widespread. Only the cluster of consumers in conflict demonstrated distrust and scepticism, as they had to face divergent views from different sources of information. These new consumption patterns are difficult to analyse, as there are lots of different .opinions and ways to behave, which are inherent to accessibility issues. Thus, the main issues resulting from this research was the lack of information easily at the disposal of individuals, and their lack of deeper research on this subject. Besides, financial and geographical accesses also restrain the popularisation of such products.
An exploration of the determinants of the Irish dairy sector’s performance over the next ten years in the post milk quota era
(Griffith College, 2015) Colin Fogarty
The removal of the EU milk quotas on April 1, 2015 after more than 30 years since their establishment is viewed as a significant growth opportunity for Ireland and the EU overall. The primary reason for deciding to end milk quotas is due to the considerable increase in consumption of dairy products in recent years, especially on the world market. With this trend projected to continue into the future, the previous quota regime is viewed as a measure that prevented Irish producers from responding to growing world demand. The objective of this thesis is to develop a ten year forecast for Ireland in a post EU milk quota era. The central question that this dissertation leads from is establishing the impact that the abolishment of EU milk quotas is having on the current milk price in Ireland. From there, a short to medium assessment of how Irish dairy production is likely to evolve in the next one to four years is projected, followed by a forecast of Irelands long-term prospects up to and including 2025. The target markets of Irish dairy produce are then assessed including Ireland’s production strategy. Finally, an in-depth assessment of how farming structures will change as a result of EU milk quota removal is then forecasted.
What drives adolescents’ performance: An explanatory research on motivation, aspiration and goals of high school students
(2015) Bitdinger, Matthias
This study showed that motivation did arise from specific situations and did depend on the distinct surroundings in the life of the high school graduates. Additionally, it showed that the ability of articulating motivation can be directly correlated with the level of motivation present in an adolescent. Furthermore, the outcome of this research was a diagram that links the type of motivation with performance and how different motivators can influence it. The objectives of this study were to find out whether high school participants are already able to articulate their motivation and what their main motivational drivers are regarding performance. In addition to this, this research also found out what influence the work environment, atmosphere and rewards have on the individuals. At last, a mismatch between the expectations of the future employees and employers is investigated. In order to gather the necessary data for this research, semi-structured, qualitative interviews with partly open-ended questions were used. Motivation is present in each and every individual, the only difference is that some are more able to articulate it and know exactly what motivates them, while others have not identified their motivational drivers yet. Hence, making it a very complex, diverse and especially individual subject that depends on a number of varies parameters. The interviewed individuals’ underlying motivational drivers were independence and freedom which subconsciously influenced their decision making. This was the result from their directive nurture and the organised educational school life.
Customs Valuation Appraisement Methodology: a Comparative Analysis of European and United States Governing Legislation
(Griffith College, 2015) Aheme, Andy
This research sets out to identify the customs duty appraisement methodology best suited to modem international trade. The research identified the most effective method from the position of reducing operational barriers to trade. The operational review identified that the use of an appraisement methodology could be detrimental to trade overall, acting as a barrier to trade facilitation and fueling internal competition. The research also identified why traditional protectionist measures do more harm than good to the domestic activity of the trade nation employing such measures. Research methods employed as part of this study included a mix of qualitative and quantitative research through industry research surveys focused on EU and US industry professionals. Legislative analysis and practical observations from industry experience were also considered within the research. The major findings of this research were that the US has clearly founded legislation driving the use of a specific method of appraisement aimed at ensuring equity and fairness amongst its member states. In contrast, the European method creates internal competition through lack of appropriate legislation, demographics and misalignment across tax law. Therefore, allowing individual member states to implement programmes to promote locations as a point of import, thus creating internal competition amongst member states. The main finding was that alignment of legislation and practise between the two trade blocks would be advantageous to trade facilitation overall. This is a significant consideration, given that the centre of this research focused on trade facilitation measures of the two largest trade nations in the world, as they look to embark upon a trade facilitation agreement. There is no evidence available in the public domain to show that this misalignment between processes and practices has been considered, or how it will ultimately lead to disparity in trade practices. The limitations of this research were that, because of its unique nature, very little information was available on the financial impact of alignment. For this reason, further study is needed in this area of duty appraisement alignment, together with any financial impact that this may have on either trade block.
Archetypal branding of Wall’s ice-cream to Millennials in Ireland.
(Griffith College, 2015) Mellett, Gráinne
Modern-day marketers are operating in a global, twenty-four hour market place, inundated with similar offerings. To succeed is to differentiate oneself from the competition, and in order to do so a company needs to become a brand; they need to go beyond the logo and develop a meaning system – a personality. One approach to the personification of brands is archetypal theory which helps a company develop a consistent brand around an archetype that acts as a “guiding star” or “true north” for all communications and enables a deeper emotional connection with consumers. This research explores how a suitable archetype for a brand is identified as applied to Unilever’s Heartbrand ice-creams in Ireland. This was achieved with a multi method approach that examined the brand the company had built alongside the brand they hoped to become, as well as consumers’ perceptions of the brand. This research discovered that the company had built a consistent brand in their previous communications to consumers prior to focusing their marketing efforts on branding, but that since turning their focus towards brand era marketing they had diluted their meaning system. The implications of this research were twofold. Firstly, that archetypal branding would serve to bring the company back on brand for all current and future campaigns; and that the archetype that their “true north” should be built around was a combination of the Trickster and the Enthusiast. And secondly, that there is sufficient potential for this approach to play a role in the creation and management of brands.
Implementation of female leadership characteristics within the German football industry – Illusion or possible option?
(2015) Jackwerth, Michaela Christine
In this study, it was shown that female leadership traits are of use within a male dominated industry but in combination with male leadership skills only, a socalled androgynous leadership style. These findings were related to the time this thesis was written. The dissertation examined the use of female leadership characteristics within the German football industry, differences between male and female leadership styles in general as well as within the chosen male domain. Furthermore, situations in which female characteristics are of benefit were identified. In order to identify stereotypical way of thinking related to gender in leadership positions within the football industry in Germany an experiment was being conducted, followed by an in-depth face-to-face interview with persons from different departments of one football club. Half of the participants were female to create a fair and equal unit of analysis. The majority of the participants, women as well as men, were of the opinion that the female leadership style, as one, cannot be used within the football industry but in comparison with masculine traits. This special form of leadership style is the so-called androgynous leadership style. Referring to the research findings, the German football industry will not be prepared to have the female leadership style only within the near future but evidence for the acceptance could be identified.
The EU's Common Security and Defence Policy: A work in Progress?
(Griffith College, 2015) Gavin O'Reilly
"The World must know what happened and never forget" General Eisenhower's quotation demonstrated the severity of the suffering, brutality and inhuman treatment pertrated by the Third Reich against the civilian population. Allied Forces were appalled by the nature of these atrocities subsequently discovered after Germany's surrender. The sheer destruction of Europe combined with the civilian death toll strongly influenced European leaders to co-operation in the area of defence in order to prevent a future conflict in Europe. Following the war, Europe became embroiled in a political and military struggle between two opposing superpower civilisations namely the USSR and USA. This thesis aims to identify and critique the political contours encompassing the foundation, evolution and development of European security and defence policy. This thesis will conduct an analysis of the influencing factors impeding EU security an defence progression and conclude with an overview of CSDP today and its challenges in the future.
Exploring generational perceptions of pro-environmental packaging advantages: A case study of the packaging innovation of ‘compressed’ deodorants in Germany
(Griffith College, 2015) Susanna Besier
Over the past decades, public concerns about the environment have kept increasing. Conscious consumption has therefor become more and more important to consumers. Progressively, sustainable product advantages have become the decisive reason for buying a good. However, the actual influence of sustainable packaging innovation on consumers’ buyer’s decision has hardly been studied so far. Therefore, this study aims to find out, if the pro-environmental advantage of a sustainably packaged personal care product can be the distinctive factor in a consumer’s buying decision. The special case of Unilever’s ‘compressed’ deodorants was used in order to examine consumers’ motivators and barriers when buying a pro-environmental good. An additional key aim of the study was to explore, whether this newly packaged deodorant is seen as a trustworthy measure to promote sustainability or as being a greenwashing ‘portion-shrink’. A single case study design with two embedded units of different age generations were used to conduct 22 qualitative interviews. The respondents belonged either to the Babyboomer generation or the Generation Y, also known as Millennials. The data revealed that the main influencing factors in selecting a sustainable packaged deodorant were not pro-environmental advantages of the product’s packaging, but aspects such as quality, convenience and price. Relating to the sub-question, whether the ‘compressed’ deodorant could be seen as a credible measure to promote sustainability, it was found out that consumers needed additional information in order to be able to evaluate the correctness of the statement claimed ‘same effect – smaller size’. If sufficient information is not provided, the smaller packaging cannot function as a more reliable measure to promote sustainability. It seems that although the packaging innovation of ‘compressed’ deodorants could be seen as a proper measure to support sustainable consumption, consumers seem not yet ready to choose pro-environmental product advantages in favour of convenience or quality aspects.
Implementation of female leadership characteristics within the German football industry – Illusion or possible option?
(Griffith College, 2015) Michaela Christine Jackwerth
In this study, it was shown that female leadership traits are of use within a male dominated industry but in combination with male leadership skills only, a socalled androgynous leadership style. These findings were related to the time this thesis was written. The dissertation examined the use of female leadership characteristics within the German football industry, differences between male and female leadership styles in general as well as within the chosen male domain. Furthermore, situations in which female characteristics are of benefit were identified. In order to identify stereotypical way of thinking related to gender in leadership positions within the football industry in Germany an experiment was being conducted, followed by an in-depth face-to-face interview with persons from different departments of one football club. Half of the participants were female to create a fair and equal unit of analysis. The majority of the participants, women as well as men, were of the opinion that the female leadership style, as one, cannot be used within the football industry but in comparison with masculine traits. This special form of leadership style is the so-called androgynous leadership style. Referring to the research findings, the German football industry will not be prepared to have the female leadership style only within the near future but evidence for the acceptance could be identified.
Cultural Branding and Storytelling : In the context of the skiing industry
(Griffith College, 2015) John Ward
In this dissertation the concept explored was the use of cultural branding in conjunction with storytelling in the marketing of destinations, with ski destination acting as the main context for discussion. This dissertation also examines how storytelling is used in the marketing within the ski industry. This paper explored which storytelling practices and brand theories could be best suited to the field of tourism marketing, with a focus on ski destinations. It is identified within this paper how storytelling can be used in the marketing of destinations, and how it can be used to connect brands to a wider audience. The process data of collecting data for this paper was through a series of open-ended interviews with experts with professional backgrounds from branding, national tourism, storytelling, and the ski industry. The results indicate that there are doubts over whether the principals of cultural branding are best suited to the marketing of destinations, although there is a scope for more research to be conducted. This research also found that storytelling is an effective tool for the marketing of destinations and for brands to communicate and emotionally connect with mass markets by triggering subconscious motivations through the use of storytelling. Marketers working within the ski industry are recommended to identify their strongest brand assets in order to understand the motivations on their customers and to encourage their customers to create their own user generated content in order to promote their brand story.
The influence of subjective norms on Bretons’ attitudes: The case of AB fresh foods.
(Griffith College, 2015) Le Goff, Lucie
The aim of this study was to identify subjective norms that shape individuals’ decisionmaking processes, and analyse their power of influence, especially concerning organic fresh foods purchases. In order to understand this social influence, fifteen Breton organic food buyers have been interviewed with intent to collect their personal opinions. Data on their buying habits also have been collected and strongly supported the fact that fresh foods are the most popular products. Three main consumer profiles could have been reached from this qualitative survey, which could be defined as regular consumers, irregular consumers and consumers in conflict, according to their shopping habits and the perceived pressure over their purchases that modify their behaviour. Social status was not deemed to play an important role, but the presence of children could be considered as a crucial factor. While external factors related to product characteristics, such as price, taste, origin or label, have an impact on consumers’ perception of organic products, family members and friends could reinforce or, on the contrary, mitigate individuals’ beliefs. Peers from furthest referent groups, colleagues, fellow members in associations or sports clubs for instance, did not have the same power on individuals, because their opinion seemed to be less legitimate. However, within the circle of friends and family, a two-way influence was possible, since some individuals were aware of their own power of influence. Generally, this research showed that these consumers have positive beliefs and attitudes toward organic foods as well as the AB label, but their knowledge level about what it implies was not widespread. Only the cluster of consumers in conflict demonstrated distrust and scepticism, as they had to face divergent views from different sources of information. These new consumption patterns are difficult to analyse, as there are lots of different .opinions and ways to behave, which are inherent to accessibility issues. Thus, the main issues resulting from this research was the lack of information easily at the disposal of individuals, and their lack of deeper research on this subject. Besides, financial and geographical accesses also restrain the popularisation of such products.
The influence of brand image on Generation Y consumers at electronic dance music festivals by creating a sensory and relational experiential environment linked to global brands.
(Griffith College, 2015) Hudson, Lauren E
This study shows that global brands can enhance their overall brand image by becoming involved in the sensory and relational EDM experience, depending on the type of brand, its personality and whether the Generation Y festivalgoer enjoyed consuming the brand within the festival experience. The dissertation focused on exploring a global brand’s involvement in the sensory (visual and sound) and relational (social) experiential environment of an electronic dance music festival in relation to enhancing brand image among Generation Y. The approach was taken from a social constructivist point of view that is exploratory and interpretivist in nature. The inductive research was conducted through a triangulation method, combining qualitative and quantitative data. The participant observational qualitative data was conducted through the experience of the researcher, by observing two global beverage brands, Red Bull and Heineken, at the EDM festival, Ultra Europe. Quantitative studies were explored through conducted surveys based on the research objective and conceptual framework. The surveys were completed using a non-probability purposive sampling method with 20 participants for the Heineken survey and 46 for the Red Bull survey, which was distributed via social media. The research uncovered the positive relationships and themes between the EDM experience, brand involvement and brand image based on the investigative studies of Red Bull and Heineken at Ultra Europe. Limitations to this research were evident due to the small sample size and bias of the researcher. Suggestions are made that in order to enhance the overall brand image in the sensory and relational experiential environment of an EDM festival, the global brand must already be seen as youth-conscious or energetic among Generation Y. If this is not the case, assumptions are made that the brand should consider taking an active involvement within the experience. Although this study lacks firm conclusions as the research is exploratory and interpretivist in nature, the data presents and analyses each factor of the created conceptual framework in relation to the research objective. This conceptual framework can be used for future studies, as assumptions are made that the framework is insightful in measuring how global brands should become involved in the sensory and relational experiential environment of an electronic dance music festival.
Exploring generational perceptions of pro-environmental packaging advantages: A case study of the packaging innovation of ‘compressed’ deodorants in Germany.
(Griffith College, 2015) Besier, Susanna
Over the past decades, public concerns about the environment have kept increasing. Conscious consumption has therefor become more and more important to consumers. Progressively, sustainable product advantages have become the decisive reason for buying a good. However, the actual influence of sustainable packaging innovation on consumers’ buyer’s decision has hardly been studied so far. Therefore, this study aims to find out, if the pro-environmental advantage of a sustainably packaged personal care product can be the distinctive factor in a consumer’s buying decision. The special case of Unilever’s ‘compressed’ deodorants was used in order to examine consumers’ motivators and barriers when buying a pro-environmental good. An additional key aim of the study was to explore, whether this newly packaged deodorant is seen as a trustworthy measure to promote sustainability or as being a greenwashing ‘portion-shrink’. A single case study design with two embedded units of different age generations were used to conduct 22 qualitative interviews. The respondents belonged either to the Babyboomer generation or the Generation Y, also known as Millennials. The data revealed that the main influencing factors in selecting a sustainable packaged deodorant were not pro-environmental advantages of the product’s packaging, but aspects such as quality, convenience and price. Relating to the sub-question, whether the ‘compressed’ deodorant could be seen as a credible measure to promote sustainability, it was found out that consumers needed additional information in order to be able to evaluate the correctness of the statement claimed ‘same effect – smaller size’. If sufficient information is not provided, the smaller packaging cannot function as a more reliable measure to promote sustainability. It seems that although the packaging innovation of ‘compressed’ deodorants could be seen as a proper measure to support sustainable consumption, consumers seem not yet ready to choose pro-environmental product advantages in favour of convenience or quality aspects.
Cultural Branding and Storytelling: In the context of the skiing industry.
(Griffith College, 2015) Ward, John
In this dissertation the concept explored was the use of cultural branding in conjunction with storytelling in the marketing of destinations, with ski destination acting as the main context for discussion. This dissertation also examines how storytelling is used in the marketing within the ski industry. This paper explored which storytelling practices and brand theories could be best suited to the field of tourism marketing, with a focus on ski destinations. It is identified within this paper how storytelling can be used in the marketing of destinations, and how it can be used to connect brands to a wider audience. The process data of collecting data for this paper was through a series of open-ended interviews with experts with professional backgrounds from branding, national tourism, storytelling, and the ski industry. The results indicate that there are doubts over whether the principals of cultural branding are best suited to the marketing of destinations, although there is a scope for more research to be conducted. This research also found that storytelling is an effective tool for the marketing of destinations and for brands to communicate and emotionally connect with mass markets by triggering subconscious motivations through the use of storytelling. Marketers working within the ski industry are recommended to identify their strongest brand assets in order to understand the motivations on their customers and to encourage their customers to create their own user generated content in order to promote their brand story.
An exploration of the determinants of the Irish dairy sector’s performance over the next ten years in the post milk quota era
(Griffith College, 2015) Fogarty, Colin
The removal of the EU milk quotas on April 1, 2015 after more than 30 years since their establishment is viewed as a significant growth opportunity for Ireland and the EU overall. The primary reason for deciding to end milk quotas is due to the considerable increase in consumption of dairy products in recent years, especially on the world market. With this trend projected to continue into the future, the previous quota regime is viewed as a measure that prevented Irish producers from responding to growing world demand. The objective of this thesis is to develop a ten year forecast for Ireland in a post EU milk quota era. The central question that this dissertation leads from is establishing the impact that the abolishment of EU milk quotas is having on the current milk price in Ireland. From there, a short to medium assessment of how Irish dairy production is likely to evolve in the next one to four years is projected, followed by a forecast of Irelands long-term prospects up to and including 2025. The target markets of Irish dairy produce are then assessed including Ireland’s production strategy. Finally, an in-depth assessment of how farming structures will change as a result of EU milk quota removal is then forecasted.
What drives adolescents’ performance: An explanatory research on motivation, aspiration and goals of high school students.
(Griffith College, 2015) Bitdinger, Matthias
This study showed that motivation did arise from specific situations and did depend on the distinct surroundings in the life of the high school graduates. Additionally, it showed that the ability of articulating motivation can be directly correlated with the level of motivation present in an adolescent. Furthermore, the outcome of this research was a diagram that links the type of motivation with performance and how different motivators can influence it. The objectives of this study were to find out whether high school participants are already able to articulate their motivation and what their main motivational drivers are regarding performance. In addition to this, this research also found out what influence the work environment, atmosphere and rewards have on the individuals. At last, a mismatch between the expectations of the future employees and employers is investigated. In order to gather the necessary data for this research, semi-structured, qualitative interviews with partly open-ended questions were used. Motivation is present in each and every individual, the only difference is that some are more able to articulate it and know exactly what motivates them, while others have not identified their motivational drivers yet. Hence, making it a very complex, diverse and especially individual subject that depends on a number of varies parameters. The interviewed individuals’ underlying motivational drivers were independence and freedom which subconsciously influenced their decision making. This was the result from their directive nurture and the organised educational school life.
The influence of brand image on Generation Y consumers at electronic dance music festivals by creating a sensory and relational experiential environment linked to global brands.
(Griffith College, 2015) Lauren E. Hudson
This study shows that global brands can enhance their overall brand image by becoming involved in the sensory and relational EDM experience, depending on the type of brand, its personality and whether the Generation Y festivalgoer enjoyed consuming the brand within the festival experience. The dissertation focused on exploring a global brand’s involvement in the sensory (visual and sound) and relational (social) experiential environment of an electronic dance music festival in relation to enhancing brand image among Generation Y. The approach was taken from a social constructivist point of view that is exploratory and interpretivist in nature. The inductive research was conducted through a triangulation method, combining qualitative and quantitative data. The participant observational qualitative data was conducted through the experience of the researcher, by observing two global beverage brands, Red Bull and Heineken, at the EDM festival, Ultra Europe. Quantitative studies were explored through conducted surveys based on the research objective and conceptual framework. The surveys were completed using a non-probability purposive sampling method with 20 participants for the Heineken survey and 46 for the Red Bull survey, which was distributed via social media. The research uncovered the positive relationships and themes between the EDM experience, brand involvement and brand image based on the investigative studies of Red Bull and Heineken at Ultra Europe. Limitations to this research were evident due to the small sample size and bias of the researcher. Suggestions are made that in order to enhance the overall brand image in the sensory and relational experiential environment of an EDM festival, the global brand must already be seen as youth-conscious or energetic among Generation Y. If this is not the case, assumptions are made that the brand should consider taking an active involvement within the experience. Although this study lacks firm conclusions as the research is exploratory and interpretivist in nature, the data presents and analyses each factor of the created conceptual framework in relation to the research objective. This conceptual framework can be used for future studies, as assumptions are made that the framework is insightful in measuring how global brands should become involved in the sensory and relational experiential environment of an electronic dance music festival.

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