MSc in Global Brand Management

Permanent URI for this collectionhttps://dspace.griffith.ie/handle/123456789/101

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The changes of consumer behaviour toward the well-known global brands under the rapid growth of E-commerce in Southeast Asia (SEA)
(Griffith College, 2019) Bui The, Cuong
Southeast Asia market is a potential market for the development of ecommerce companies and well-known global brands. The ecommerce sites in SEA countries are very dynamic and enthusiastic with many well-known global brands. Besides that, the consumer behaviour in this market is also very unique, it is affected by many different factors directly and indirectly day by day as culture, religion, language, social media. Therefore, this research focuses on defining the key factors which affect the changes of consumer behaviour toward the well-known global brands under the rapid growth of ecommerce in SEA countries. To answer this question, the author built the survey for both online and offline with the same questionnaire and the depth questionnaire for experts in ecommerce industry as the focus group, in order to recognize answering satisfaction and struggling between the answers. Online shoppers are the target participants for the survey, the well-known global brands and ecommerce companies can be successful if they offer the products with good prices, conveniences, flexible payment methods, good UX/UI, especially the unique selling proposition to reach out the consumer interests compared to their competitors. To summarize, the consumers in SEA countries are the smart consumption who are able to use the advancement of information technology to search the global brand products from different website and compare prices, offers before purchasing. The consumer behaviour is changed frequent due to the development of social media and fintech companies. However, they do not trust in the advertisement as before. Therefore, building the trust is necessary for both ecommerce sites and global brands if they plan to expand into this market. Moreover, the rise of youth population and middle class in this region also contributed for the successful of many ecommerce sites and global brands, as they are the main target audiences of those businesses by their unique characteristics.
Consumer Perception about Green Marketing: Really Green or just Green washed?
(Griffith College, 2019) Umer Sial, Muhammad
Times have changed and global warming is real, it has become a threat due to which people and organizations all over the world has started taking it seriously. These elements gave rise to the concept of green marketing. Green marketing became successful but along with the hype of green marketing a new concept came to light- green washing. Although several researches on green marketing has been carried out worldwide; there is little academic research conducted on consumer perception about green marketing campaigns. This study examines whether consumer thinks of green marketing practices followed by Fast Moving Consumer Goods firms green or green washed. Quantitative Data was collected from 209 participants by circulating questionnaire via social media to accept or reject the hypotheses. Data analysis was done through SPSS software and Microsoft Excel, the final results indicated that consumer believes green marketing practices to be green, they trust in the campaigns and have positive influence on their minds about such firms, the results further exhibited that basic environment knowledge was present among participants but their final purchase was based on their own interests rather than green marketing campaigns.
Effects of Influencers on Consumer Behaviours on Social Media: Do Audiences know their needs, or they only follow their opinion leaders?
(Griffith College, 2020) Irmak Kucur
This study aims to examine the effect of sponsored advertisements made by influencers with brands on consumer behaviour on social media. In this study, cosmetic products and beauty influencers are discussed. The opinions of consumers when they see these advertisements and their attitudes towards these advertisements are tried to be understood. It is aimed to understand whether the consumers who are social media users are positive or negative approaches to paid partnerships made by brands and influencers, the reasons that lead to shopping and whether they are shopping according to their own needs or recommendations. The prepared survey reached 104 people, and the data were analysed. Surveys were statistically analysed. The results showed that consumers who are social media users do not trust influencer advertisements one hundred percent. They try to make purchases in line with their own needs, but still cannot be completely indifferent to these advertisements. Most of the participants stated that they were looking at influencer comments when they were researching a product they needed. Reasons for respondents' following influencer were found to be high rates of beauty inspiration, product reviews, and product tutorials. It has been observed that, as age groups change, consumers follow influencer advertisements, and their trust and priority to these advertisements have changed. Also, no significant difference was found when compared with age groups, positive or negative approaches to advertised products. The majority of the participants stated that they saw these advertisements and stated that they generally approach the products they see in the advertisements positively. The majority of the participants stated that they saw these advertisements and stated that they generally approach the products they see in the advertisements positively. However, they stated that they were sceptical about how honest the influencers were about the promoted products. When these two groups were compared, a significant difference was found.
Global Alcohol Marketing and Corporate Social Responsibility: Creating an Impactful Brand Image for Public Health in Ireland.
(Griffith College, 2020) Can Gulver
In this study, it was shown that corporate social responsibility (CSR) advertisements conducted by alcohol brands can create an impactful brand image for public health in Ireland. Heavy drinking and binge-drinking rates are high in Ireland, and a significant group of people argue that alcohol advertising campaigns heavily influence binge-drinking culture in Ireland. In this research, it was aimed to measure and examine the impact of CSR marketing initiatives of alcohol brands among consumers in Ireland about drinking responsibly. The importance and benefits of the relationship between CSR initiatives and alcohol marketing in the matter of public health were explored. It was concluded that public-health themed CSR campaigns can create a positive perception towards the brand in the majority of the people in Ireland. The research was taken from a post-positivist point of view. The subjectivity of human behaviour and perceptions were analysed with an objective and hypotheticaldeductive perspective using a quantitative method. Quantitative results were explored with a survey based on the research objective and conceptual framework. The survey was conducted with a snowball sampling method with 112 participants, which was distributed via social media in April 2020. The findings show that people in Ireland who have seen CSR advertisements are more likely to agree with the fact that an effective public-health themed CSR advertising can increase loyalty to the brand in Ireland. It can be interpreted that alcohol brands have the potential to create an impactful brand image with public-health themed CSR advertisements. Based on the research results, it was discovered that CSR marketing might provide an opportunity to raise awareness of harmful drinking in Ireland and to maintain the brand’s reputation. There is a substantial amount of evidence, which shows that alcohol brands should apply certain strategies to create awareness of harmful drinking in Ireland and enhance the overall brand image. These outcomes might be beneficial for Irish and global alcohol brands in deciding what actions and strategies should be taken when developing CSR strategies to create an impactful brand image.
The Impact of a Change in Brand Identity on Consumer Purchase Behavior and Loyalty.
(Griffith, 2020) Shenaike, Derinsola Temitope
his study was designed to explore the impact of change in brand identity on consumer purchase decision and loyalty. The motivation of this research was owing to the lack of in-depth understanding of the impact change in brand identity may have on consumer decision and loyalty. The research objectives of this study were formulated to provide detailed understanding on the impact of change in brand identity on consumer purchase decision and loyalty. A qualitative, explanatory research method was adopted using a case study research strategy. The mono-method data collection was adopted in the study, which allowed for only one data collection instrument. Semi-structured interview was the research instrument adopted to collect data for the study. Data was collected from ten participants whom were consumers of eight brands and were interviewed. The findings of this study show that consumers perceive change in brand identity to be a decoy for brands to reduce the brand quality. Also, it was shown that change in brand identity may hurt or help a brand. Moreover, it was revealed in the study that when product quality remains the same, change in brand identity do not affect the consumer loyalty. It revealed in the study that frequent change in brand identity can affect consumer purchase decision. It was also found that consumers believe that consistency of brand over a period of time connotes strength of the brand. The study also revealed that brand name does not have significant impact on brand as it seems, as element such as color pose a greater impact on consumer perception of a brand. It is recommended that brand popularity should always be considered when a brand want to embark on change in brand identity as brand with cheap quality may struggle to survive when there is a change in brand identity, change in brand identity may hurt or help the brand, consumer, brands should also consider market culture in their industries before carrying out change in brand identity, and brands should be consistent with their identity as that may give them brand strength.
Exploring the impact of control powers and agency philosophy on the creative identity: an exploratory case study on a Pakistani advertising agency.
(Griffith College, 2020) Tariq, Zeeshan Ahmed
Creative advertising is considered as vital ingredient for any advertising agency to sell their services. However, in any advertising agency, the creative department serve as a backbone for campaign or any marketing collateral development. Whereas, the client and account managers are also considered as the key factors in a service-oriented advertising business. This study aims explore the impact of client’s power, account manager’s power and agency’s philosophy over the creative identity of advertising professionals, working in a local Pakistani advertising agency. In the context of understanding the impact of each of these factors over the creative identity, the study sought to explore the experiences of these creatives through the lens of realism and interpretivist approach. For this purpose, a qualitative interview-based study had been conducted with ten creatives of a local Pakistani advertising agency, belonging to different functions. The research revealed that the client has the outmost authority over their marketing collateral, and they influence the operations of agency as account manager represent them, due to their monetary involvement. Whereas, the client’s influences the creative identity in negative manner as through ambiguous or no feedback over an idea. Likewise, the account manager also impacts in negative way due to their attitude towards creative and control over the agency. But on the other hand, agency’s philosophy contributes positively towards the strengthening the creative identity of Pakistani creatives, working in this agency. Moreover, the unrealistic deadlines and Budget constraints are also mentioned as significant factors influencing their identities. This study suggests that creatives should have in person communication with client and account managers along with keeping a written record of conversations for smooth flow of creative process.
Electric vehicles in Mexico’s market, are they ready to plug-in?
(Griffith College, 2021) Alejandra Aimeé Maldonado Ortegón
The present dissertation reviews the current adoption of electric vehicle technology within Mexico’s automotive market, and aims at answering the research question: “are they ready to plug in?”. Specifically, the objective of this case study is to analyse whether the country is ready to embrace the EV revolution, after a careful consideration over the recent energy reform promoted by the federal government, the limitations imposed on the entrance of private investors in the energy supply chain, and the aspiration that the country shows towards addressing the environmental issues Mexico is currently affected by within a sustainability framework. With contamination representing a major issue in Mexico, a deep dive into the environmental cause will also be included to understand whether this could be a relevant factor able to encourage private consumers and large companies to invest into this new technology. The dissertation will also examine all the different requirements that need to be implemented in the country to successfully open up the opportunity represented by the EV technology, such as infrastructure, economic incentives, and other strategies, eventually comparing them with best practices already deployed by other countries which heavily invested in this new type of vehicles. The theoretical background of the present case study includes literature review from the fields of technology, sustainability, politics, economy and social science. The findings collected from structured interviews, online questionnaires and studies from the literature reviewed were leveraged to support relevant viewpoints on the analysed topics, showing where they aligned, and where they failed to produce conclusive generalisations over the research objectives and main questions. Conclusions will show how the Mexican country is still far from planning a consistent path to innovation that will be able to address the current contamination issues, with the federal government, private companies and individual consumers still doubtful on whether to embrace the new revolution offered by this technology.
Transgender Workplace Discrimination in South East Asia (SEA) Hospitality Industry, from multiple perspective: Employers, Employees and Consumers
(Griffith College, 2021)
This dissertation discusses transgender discrimination in Southeast Asian (SEA) countries, specifically Thailand and Malaysia. The objective of this study is to identify the root cause of transgender discrimination and develop potential solutions for this issue within the hospitality industry. The study involves a thorough literature review regarding transgender daily life, experiences, transitioning, etc., with a clear focus on employment aspects within the hospitality industry. The conceptual framework is built upon previous discrimination root causes in general and then applied to existing transgender individuals working in the hospitality industry or those who were previously employed in the industry. The main purpose is to seek an understanding of how these aspects interconnect. Data collection for this research study involved individual interviews with employers and employees who have more than one year of experience in the hospitality industry, as well as consumers who travel at least twice per year. Upon the completion of data collection, the findings allowed the author to conclude factors that initiate such discrimination practices in the hospitality industry. Specifically, employers currently in Human Resources and Learning & Development positions were interviewed to provide organizational perspectives. Employees also provided crucial insights into their working experiences with transgender colleagues, past or present. Additionally, consumers were expected to offer a different point of view based on their encounters with transgender employees in hotels. Ultimately, by collecting data from interviews, the author seeks to explore potential solutions to reduce the phenomenon of transgender discrimination in the hospitality industry.
An Evaluation of Branding Strategies and Consumer Satisfaction: A Study of Jumia
(Griffith College, 2023) Ojedokun, Oluwaseun Michael
This research evaluates Jumia’s branding strategies and consumer satisfaction. Branding involves all methods a business adopts to create awareness, connect to its audience, position itself in its market and further differentiate itself from its competitors. Jumia is the largest online retail firm in Africa; it adopts several strategies for its branding. However, studies on Jumia’s branding mainly focused on the company perspective. Research has not thoroughly explored how Jumia’s consumers perceived its branding strategies. Therefore, this research investigates how Jumia’s branding strategy, especially its advertisement, has influenced its positive image, increased patronage, and the challenges consumers experienced with Jumia’s branding strategies. The research adopts the qualitative methodology, which collects data through semi-structured interviews. Semi-structured interviews were adopted to gain in-depth and detailed data from interviewees. Interviews were conducted with thirty customers of Jumia. Interviews were further analysed using the thematic approach. The major findings of the research include the use of adverts by Jumia gives it a high rating because its ads reflect it provides good value and timely delivery of products. However, ads did not influence patronage as customers were more concerned with price, exact products, and timely delivery. Furthermore, the research discovers that the challenges facing Jumia’s use of ads as a strategy are linked to its overemphasis on ads, the platform it used for ads, out-of-style ads, and ads that did not reflect the challenges of its app payment system. Thus, the research recommends Jumia's focus on other means of branding, including social media campaigns, content marketing and emotional marketing; these have greater customer connection and resonation.
The impact of societal Marketing and sustainability practices in Outdoor brands in Ireland
(Griffith College, 2023) Torrez Martinez, Domingo
This study has the purpose of immersing into the topics of sustainable practices by the outdoor industry and its relationship with marketing; how does consumers perceive the efforts made by companies in said industry in favour of the environment. Consequence of human activity is the deterioration of natural resources as well as the degradation of our environment. In recent years, efforts have been multiplied by the industry to change its business structure and strategy to contribute to this problem; specifically, the outdoor companies, being consistent with its philosophy and origins, have been developing environmentally friendly products as well as investments to convert their traditional supply chain based on carbon footprints towards clean and green practices. Part of the goals of this research is to know if the final consumers are aware of these efforts made by the Outdoor companies and if there is a gender trend on said knowledge. Added to the above, through a quantitative survey, primary data was collected among 142 Irish consumers to obtain numerical and statistical information that will evaluate the research hypotheses. As a result, it was concluded that consumers are willing to pay extra money to buy an outdoor brand that is known to have sustainable practices against another that does not, especially the segment Mature adults (55 years and older) are the segment of the population most committed to the sustainable practices of Outdoor industry firms. Based on the results obtained, even if consumers who maintain recycling and green habits as part of their lifestyles are willing to pay extra for a particular brand, they are unaware about the sustainable practices that their favourite brands are carrying out. Outdoor companies within their marketing mix should consider online and offline communication channels to increase the engagement within their target audience regarding this topic. The road is still long to go and for now, in a vast majority of the respondents, people is concerned about global warming and they are expecting greater efforts from Outdoor brands in the near future.
An Evaluation of Customer Adaptation and the Disruption of Financial Mobile Applications in the Republic of Ireland. A Case Study of Revolut Ireland.
(Griffith College, 2023) Agboluaje, Eniola Aminat
This research explores the use of neo-banks such as Revolut in Ireland. Given the increase in digital technology and banking, the rise of neo-banks and attendant technology as mobile financial apps has also increased. Revolut a neo bank operating for only eight years, boasts two million users in Ireland and over twenty million in the EU, a remarkable achievement compared to the time it took traditional banks to amass such a large user base. The rapid growth of Revolut and other neo banks highlights their ability to attract a substantial number of users in a relatively short period, revolutionizing the banking industry. The unprecedented rate by which customers in Ireland chose neo-banks as Revolut demands empirical investigation, thus investigating why customers preferred neo-banks, the societal implications of neo-bank adoption and the challenges customers faced while patronising neo-banks, especially when using mobile financial apps. This research, therefore, investigates the adoption of neo-banks in Ireland and why customers consider neo-banks as the best alternative to banking. The research adopts a quantitative methodology, which collects data from questionnaires. Questionnaires were drafted via Google Forms; respondents were mainly millennials. 87 respondents filled out the questionnaire, and analysis was done via SPSS. Major findings of the research reveal that customers in Ireland adopt neo-banks like Revolut, including; the desire to experience new financial services using applications, the crucial role technology plays, the ability to switch to another bank based on requirements, and trust in financial mobile applications organisations. The research also reveals that the challenges consumers faced while using applications such as Revolut were app and software issues which led to glitches, delays and app shutdown. Therefore, the research recommends that neo-banks improve their apps through proper app development. Apps should be fortified using several firewalls to ensure security and seamless use by customers. This will create a more positive experience for customers
Consumer Behaviour and Purchasing Intentions: An Evaluation of Africans' Consumption of Chinese Dishes in Dublin
(Griffith College, 2023) Fasola, Oluwaseyi Olamide
This research explores factors influencing Africans' purchase of Chinese food in Dublin. There has been a high level of emigration of Africans to Ireland. This has created cultural interactions where Africans are exposed to new foods, such as Chinese dishes. Chinese dishes were becoming popular with Africans in Ireland due to their several spicy and delicious meals. The ability to make online purchases also increases how Africans purchase Chinese food. However, more study has yet to be conducted to identify why Africans purchased Chinese food. Therefore, this research investigates factors influencing the consumer behaviour of Africans towards purchasing Chinese food. The research objectives were; to critically examine personal factors triggering the purchase of Chinese dishes by Africans in Dublin. To critically identify the psychological factors responsible for the growing desire of Africans in Dublin to consume Chinese foods. To critically evaluate the cultural factors influencing recurrent purchase of Chinese dishes by Africans in Dublin. The research adopts qualitative methodology, which collects data from semi-structured interviews. Semi-structured interviews were conducted with ten Africans. Sampling was done through judgemental sampling. Analysis was further done through the thematic approach. The major findings of the research include; age influenced the purchase of Chinese food due to the need to explore, and income influenced the purchase of Chinese food due to price and affordability. Through media adverts, Africans in Dublin could know about newer deals and offers on Chinese products. Also, personal perceptions from good experiences and satisfaction with consuming Chinese food influenced Africans' purchase of Chinese food. Furthermore, African culture was silent about eating specific Chinese food; therefore was permitted; however, even if culture did not permit it, it would not prevent the purchase of Chinese food by Africans. Thus, this research recommends that Chinese restaurants consider some of these factors while marketing to Africans. This will increase the patronage of Chinese food by Africans in Dublin.
The Impact of Branding in higher education: The Case of Ireland and its postgraduate international Students'
(Griffith College, 2023) Konaté, Minadjeynebelle
For decades, the term "brand" has primarily been associated with corporate branding and business contexts. However, with the increasing competition and internationalization of higher education establishments (HEEs), the significance of branding has extended to the education sector. Recognizing this evolving landscape, the present study aims to evaluate the impact of branding in higher education, specifically focusing on postgraduate international students in Ireland, and its benefits for HEE managers.Within this study, the concepts of branding in higher education, service marketing, and student perception are thoroughly examined. The complex nature of the university model in relation to branding and its importance to students are explored, seeking a deeper understanding of their perceptions. Adopting a quantitative approach, a survey was utilized to collect data, reaching a sample size of 102 respondents, whose responses were meticulously analyzed. The findings shed light on the predominant trends in students' perceptions of branding. Both the existing literature and the empirical results validate the importance of branding. Notably, a vast majority of respondents (90%) recognized and valued branding symbols such as logos, emphasizing the significance of their utilization. Furthermore, they expressed agreement regarding the necessity for HEEs to establish a strong brand identity and maintain a robust presence on social media platforms. While the link between branding and student recruitment was established, it was not as robust as initially hypothesized by the author. However, the findings suggest that branding does play a role in students' decision-making processes to some extent. It is important to note that other factors, such as the campus environment, faculty members, and institutional websites, emerged as influential considerations for prospective students. Consequently, HEE managers are encouraged to allocate their efforts accordingly.The originality of this research lies in its focus on Ireland as the chosen country and its exclusive examination of a specific population, namely postgraduate international students. Although branding in higher education has been discussed in various countries, this study uniquely addresses the Irish context, offering valuable insights to HEE managers and all stakeholders within the Irish third-level education sector.
Exploring the Impact of Content and Influencer Marketing on Airbnb's brand Communication Among Millennials in the U.S. Market: A Comprehensive Study
(Griffith College, 2023) Osuji, Jennifer Chizobam
This study aims to highlight the impact of content and influencer marketing on Airbnb’s brand communication, particularly among millennials in the U.S. market. Existing literature offered generalised insights into content and influencer marketing effectiveness in this field of research and lacks a deep dive into how these strategies impact millennials perception and decisions in the context of Airbnb’s brand communications. Using the qualitative method approach, an online qualitative survey of 35 participants who were Reddit users was conducted. Data were analysed using the thematic and descriptive method. The evaluation of the participants' feedback facilitated a comprehensive comprehension of millennials' viewpoints and experiences concerning Airbnb's brand, its endeavours in content and influencer marketing, and the impact of these elements on their behaviour and decision-making processes. A significant discovery from this study is that despite the emergence of common themes such as Airbnb usage, likes and dislikes, content-driven perception, and influencer-driven perception; the views of millennial users in the U.S. regarding Airbnb's brand differ considerably. The findings obtained from this research can serve as a valuable reference in formulating suggestions to enhance Airbnb's content and influencer marketing strategies. Recommendations could include creating novel and pertinent content in line with reputable influencers who embody Airbnb’s brand values, proactively handling relationships with influencers, and integrating customer’s feedback to improve offerings and refine marketing tactics. Future research could ultimately contribute to both theoretical knowledge and practical applications by enhancing the comprehension of brand communication strategies in a competitive hospitality industry.

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