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The Long Life Of Illumination: How Medieval Manuscripts Shaped Modern Print Culture, Malena Sullivan Jan 2026

The Long Life Of Illumination: How Medieval Manuscripts Shaped Modern Print Culture, Malena Sullivan

FCRH Honors Program Theses

Design is everywhere in our lives, from product and book layouts to advertisements and the web. Design packages information into visually appealing formats which grab attention and relate an easily understood message. Through fonts, illustrations, patterns, and color, good design does more than just convey information. Rather, it is an art form in itself that has the power to stay within the viewer’s imagination through impactful visuals. The act of designing is a creative process, but also one that often borrows from the past. Before printing was widely adopted in Europe in the fifteenth century, books were written out and …


Science Sojourners: The (Un)Making Of Women Scientists From China To America, Jane Jia-Yin Wang Jan 2026

Science Sojourners: The (Un)Making Of Women Scientists From China To America, Jane Jia-Yin Wang

Electronic Theses & Dissertations (2024 - present)

Science is often imagined as a borderless profession in which knowledge, careers, and talent circulate freely across national boundaries. Yet scientific careers remain embedded within institutions that correspond to immigration regimes, geopolitical tensions, and unequal social structures. Drawing on 32 in-depth interviews with early-career Chinese women scientists trained in the U.S., this dissertation examines how globally mobile scientists navigate decisions about careers, migration, and everyday life between China and the U.S.

Rather than treating migration as a series of discrete decisions driven by labor markets or state policies, this dissertation argues that career and life orientations are fundamentally intertwined through …


Shelled Shut-Ins: A Conditional Escape Task Showing Perceptual Awareness In Hermit Crabs, Ari Drummond, John Spicer, Mark Briffa Jan 2026

Shelled Shut-Ins: A Conditional Escape Task Showing Perceptual Awareness In Hermit Crabs, Ari Drummond, John Spicer, Mark Briffa

School of Biological and Marine Sciences

Sentience is an increasingly popular topic in animal welfare and behavioural research. However, studying sentience can be difficult and contentious. Sentience has frequently been associated with ‘feelings’ and ‘subjective states’ not directly accessible to human observers; thus, investigating awareness in animals could be an alternative approach. Frameworks of awareness have been developed for the experimental examination of cognitive capacities that might underpin ‘feelings’ as affective states and subjective experiences. Using a framework of four hierarchically arranged levels of awareness (that is, perceptual, cognitive, assessment and executive), the awareness of an intertidal crustacean, the common hermit crab, Pagurus bernhardus , was …


"Tell Me About Your Esol Experience": Exploring Language Journeys Through Shared Stories, Rocio Rivero-Gutierrez Jan 2026

"Tell Me About Your Esol Experience": Exploring Language Journeys Through Shared Stories, Rocio Rivero-Gutierrez

School of Law, Humanities and Social Sciences Theses

This thesis explores the English language learning experiences of ESOL(English for Speakers of Other Languages) participants from southern Spain, examining the interplay between language acquisition, cultural adaptation, andidentity transformation. Grounded in my own ESOL journey — shaped both inSpain and through immersion in an English-speaking context — the studyinvestigates how participants assign meaning to their L2 engagement acrossdiverse social settings, and how English becomes a tool for bothcommunication and personal reinvention. The research adopts a qualitative, narrative-based methodology. The datawere generated through in-depth interviews, small group discussions, andreflective journal entries with nine adult participants, all native Spanishspeakers. Crucially, the data …


Exploring The Reading Motivation And Reading Experiences Of Secondary School Students With Dyslexia In England, Ahmet Kaan Alper Jan 2026

Exploring The Reading Motivation And Reading Experiences Of Secondary School Students With Dyslexia In England, Ahmet Kaan Alper

School of Law, Humanities and Social Sciences Theses

This research examines how a small group of secondary school students with dyslexia in England make sense of their reading experiences and motivation to read across school, home and everyday settings. It responds to concerns that literacy policy and practice foreground accuracy, speed and comparison, leaving limited space for reading for pleasure on students’ own terms. Drawing on Michel Foucault’s concepts, the study treats dyslexia and literacy as historically and institutionally produced categories and explores how discourses, norms and accountability regimes shape what counts as legitimate reading and a motivated reader. The research is grounded in a relativist ontology and …


Designing An Interactive Digital Storytelling Tool To Enhance Key Stage 3 English Literacy: A Design-Based Research Study, Byung Jae Park Jan 2026

Designing An Interactive Digital Storytelling Tool To Enhance Key Stage 3 English Literacy: A Design-Based Research Study, Byung Jae Park

School of Law, Humanities and Social Sciences Theses

Although digital storytelling has transformative potential for language learning, its integration into Key Stage 3 (KS3) education remains unexplored. This thesis explores this topic by developing and evaluating an Interactive Storybook prototype designed for 11–14-year-old learners in a UK educational context.Using an interdisciplinary methodology that combines design-based research, the Delphi approach and constructivist grounded theory, this study involved three groups of experts – academic experts, practising educators and EdTech professionals – across three iterative development cycles. While the prototype was designed specifically for Key Stage 3 learners, the study employed a design appraisal approach instead of classroom piloting, with learner …


Navigating The Digital Shift In Mozambique: Teacher Agency And Digital Learning In Schools, Clive Ruraca Jan 2026

Navigating The Digital Shift In Mozambique: Teacher Agency And Digital Learning In Schools, Clive Ruraca

School of Law, Humanities and Social Sciences Theses

The educational technology industry frequently promotes the idea of a significant paradigm shift, proposing that technology can supplant traditional, transmission-based pedagogies such as ‘tell and practice’ approaches. In theory, this perspective positions digital tools as catalysts for systemic educational reform, capable of replacing rote learning with dynamic, technology-supported models (Voogt et al., 2013; Wang et al., 2024; Casilli & Posada, 2019). Employing an interpretative, empirical methodology, involving questionnaires and interviews with secondary school teachers. Data from this study are used to explore teachers’ experiences with digital learning tools through the lens of Activity Theory. This study examines the digital shift …


The Role Of Conflicting Cognitions In Changing Hazardous Consumer Behaviour, Krzysztof Kubacki, Krzysztof Stepaniuk, Dariusz Siemieniako, Karolina Małagocka, Chrystyna Misiewicz Jan 2026

The Role Of Conflicting Cognitions In Changing Hazardous Consumer Behaviour, Krzysztof Kubacki, Krzysztof Stepaniuk, Dariusz Siemieniako, Karolina Małagocka, Chrystyna Misiewicz

Plymouth Business School

Despite diverse approaches deployed worldwide to address harmful alcohol consumption, understanding binge drinking as a hazardous consumption behaviour remains a pressing issue in marketing and consumer behaviour research. Thus, this study examines the role of cognitive dissonance – and its absence – in facilitating transitions between different phases of binge drinking. Drawing on 38 biographical interviews conducted in Australia, the Netherlands, Poland, and the United States, we identify six instances where cognitive dissonance, or the absence thereof, contributes to the transition into, between, and out of phases of binge drinking. By examining conflicting cognitions that emerge from the gaps between …


Seeing Anxiety: Ecological Video Ethnography And Simulation To Understand Anxiety And Decision-Making In Dental Care, Mona Nasser, Hannah Drayson, Sally Hanks, Nicholas Peres, Michael Punt Jan 2026

Seeing Anxiety: Ecological Video Ethnography And Simulation To Understand Anxiety And Decision-Making In Dental Care, Mona Nasser, Hannah Drayson, Sally Hanks, Nicholas Peres, Michael Punt

Peninsula Dental School

BACKGROUND: Dental anxiety is a widespread barrier to care, often contributing to appointment avoidance, treatment disruption, and emotional strain for both patients and clinicians. While extensively studied as a psychological trait, less attention has been paid to how anxiety manifests situationally and relationally, through non-verbal, affective, and spatial cues within clinical encounters. Moreover, in certain contexts, such affective signals can intersect with decision-making processes, shaping how patients interpret, engage with, or withdraw from clinical choices.

OBJECTIVE: To explore how anxiety manifests within the micro-choreography of dental encounters, develop a taxonomy of 'anxious tells', and assess the utility of ecological video …


Enhancing Monitoring In Protected Areas: Evaluating Mobile Apps As A Tourism Proxy, Jorge Costa, Alberto Gomes, Martin Stokes, Miguel Saraiva Jan 2026

Enhancing Monitoring In Protected Areas: Evaluating Mobile Apps As A Tourism Proxy, Jorge Costa, Alberto Gomes, Martin Stokes, Miguel Saraiva

School of Geography, Earth and Environmental Sciences

Crowdsourced data, such as that from mobile fitness apps (MFAs), has the potential to transform tourism research. This opportunity is particularly valuable as tourism to protected areas (PAs) increases, making it more difficult to manage their environmental impacts. However, such data sources come with challenges. Therefore, their representativeness should be carefully evaluated, particularly as their use continues to grow. We use the Paiva Walkways (Portugal) to assess MFAs as a tourism proxy using Spearman’s rank correlation, to evaluate kernel density and fishnet methods for spatialising visitor movements, and to analyse the visitors’ spatiotemporal behaviour using GIS, kernel density estimation, and …


Guide To The School Of Peace Studies Dean Papers (University Of San Diego), University Of San Diego School Of Peace Studies Jan 2026

Guide To The School Of Peace Studies Dean Papers (University Of San Diego), University Of San Diego School Of Peace Studies

University Records

The Joan B. Kroc School of Peace Studies at the University of San Diego was founded in 2007 under President Mary E. Lyons in order to expand the active peacebuilding mission of the Institute for Peace and Justice. With the creation of this school, the study of peace and justice at USD grew from a minor and small masters program run by another academic unit into an undergrad major and later graduate program centering on peace and justice, social innovation, humanitarian action, conflict management and resolution, and restorative justice. Father William R. Headley was selected as the inaugural dean of …


Genomic Variation, Adaptive Evolution, And Invasive And Evolutionary History Of Microstegium Vimineum, Cameron William Corbett Jan 2026

Genomic Variation, Adaptive Evolution, And Invasive And Evolutionary History Of Microstegium Vimineum, Cameron William Corbett

Graduate Theses, Dissertations, and Problem Reports (ETD)

Invasive species can cause environmental and economic damage, but can offer unique opportunities to study rapid evolution and adaptation in novel environments. Microstegium vimineum (stiltgrass) is a prolific invasive grass in the eastern United States. Historical herbaria collections were used to identify patterns of invasion history and population dynamics over a spatial and temporal scale. Analyses of plastid genomes reveal a complex invasion history, including a single introduction in the southern United States linked to Japan and multiple repeated introductions in the northern United States from various source populations. Spread of introduced populations provide evidence of admixture among previously geographically …


Treatment Of Birdsong In Selected Works For Solo Piano, Madeline Hoover Jan 2026

Treatment Of Birdsong In Selected Works For Solo Piano, Madeline Hoover

Graduate Theses, Dissertations, and Problem Reports (ETD)

Birdsong-inspired music makes up a small but important part of the classical piano repertoire. This paper reviews birdsong in classical music since the seventeenth century, exploring different techniques for mimicking birdsong and the unique strengths of the piano as an instrument for purveying bird music. In the Baroque and Classical eras, the cuckoo song was sampled often because of its simplicity. Later, composers’ attention turned toward more complicated songs, like that of the hermit thrush. Interest in more complex songs led to experimentation in notation and a push for more accurate transcriptions. In the 20th century, composers included recordings of …


“This, To Me, Was My Town”: How Segregation Shaped Huntington, West Virginia’S Black Community, Jillian Alexis Kendall Jan 2026

“This, To Me, Was My Town”: How Segregation Shaped Huntington, West Virginia’S Black Community, Jillian Alexis Kendall

Graduate Theses, Dissertations, and Problem Reports (ETD)

Using Huntington, West Virginia as a case study to examine Black urban-Appalachian communities, this thesis analyzes Huntington’s Black “city within a city” from 1934–1961, exploring how city-sanctioned segregationist practices shaped the community. In 1929, The Herald Dispatch asserted that Black Huntingtonians were able to thrive due to racial harmony facilitated by the “tolerant” attitudes of white Huntingtonians. However, closer inspection reveals that the city’s Black population survived in spite of persistent racial intolerance from white citizens, as well as city, state, and federal authorities. Though Huntington was not technically segregated by de jure means, it is apparent that the city …


Linker-Free Gold-Sputtered Tapered Optical Fiber Plasmonic Sensors For High-Sensitivity Refractive Index Detection In Microfluidic Platforms, Erem Ujah, Gymama Slaughter Jan 2026

Linker-Free Gold-Sputtered Tapered Optical Fiber Plasmonic Sensors For High-Sensitivity Refractive Index Detection In Microfluidic Platforms, Erem Ujah, Gymama Slaughter

Center for Bioelectronics Publications

Gold-sputtered tapered optical fiber (Au-TOF) sensors were developed for high-sensitivity refractive-index (RI) detection using aqueous glucose standards spanning 1.33–1.41 RIU (0–50% w/v). The sensors were fabricated using a reproducible workflow combining flame-brushing tapering, plasma surface preparation, and rotational magnetron sputtering, enabling azimuthally uniform gold coatings without the use of thiol or sulfur linker chemistries. Two sputtering durations (24 s and 30 s) were investigated to examine thickness-dependent plasmonic coupling and sensing performance. Optical measurements were conducted using a broadband supercontinuum source and compact spectrometer within a 20 µL microfluidic sensing chamber. Increasing glucose concentration produced a monotonic decrease in transmission …


Improving Child Safety: Enhancing Healthcare Professionals’ Knowledge And Confidence In Reporting Maltreatment Through Targeted Education, Molly Sullivan Jan 2026

Improving Child Safety: Enhancing Healthcare Professionals’ Knowledge And Confidence In Reporting Maltreatment Through Targeted Education, Molly Sullivan

DNP Projects

Child maltreatment remains a significant public health concern associated with serious physical, emotional, psychological, and developmental consequences. Healthcare professionals are often in a unique position to identify signs and symptoms of child abuse and neglect; however, many report limited education and lack confidence regarding recognition and mandated reporting responsibilities. Educational interventions may help address these knowledge and confidence gaps. The purpose of this Doctor of Nursing Practice (DNP) project was to evaluate the effectiveness of an educational intervention designed to improve healthcare professionals' knowledge, confidence, and preparedness related to the identification and reporting of child maltreatment. A pre-survey/post-survey design was …


Bridging The Gap In Public Perceptions Of Nurse Practitioners: A Community-Based Pilot Project, Kenneth Hawkins Jan 2026

Bridging The Gap In Public Perceptions Of Nurse Practitioners: A Community-Based Pilot Project, Kenneth Hawkins

DNP Projects

The nation is currently facing substantial healthcare needs, and limited access to care remains a major contributor to health disparities. Projected outlooks are grim, predicting a national provider shortage by the year 2030; this issue is already present in Mississippi. According to the U.S. Department of Health and Human Services [USDHHS] (2024), Mississippi ranks 49th in the nation for health outcomes, and the upcoming provider shortage will leave the state on this detrimental path. However, there is a select group of healthcare providers who are willing to face these disparities and increase the overall health of all Mississippians. According to …


Health Truth To Power: Professional Collaboration To Bolster Trust Against Misinformation, William M. Sage, Keegan D. Warren Jan 2026

Health Truth To Power: Professional Collaboration To Bolster Trust Against Misinformation, William M. Sage, Keegan D. Warren

Faculty Scholarship

This Article is about health, leaving aside more general challenges to shared civic information today. The Article begins by surveying the principal challenges for health information in post-pandemic, arguably post-truth America, and then describes briefly the sources and limits of medical professional authority. Noting the double-edged sword of free speech guarantees under the U.S. Constitution, the Article continues by commenting on speaking truth to government, to industry, and to the crowd. Next, the Article considers the physicians’ role in speaking truth to power from the perspective of standard medical professional ethics and identity, comparing it to that of lawyers. Finally, …


Ready. Set. Prevent: Turning Risks Into Results, Demi Goolsby, Keyuanna Mcgee, Jeannie Ricks, Jimesha Walker, Manuel Zuniga Jan 2026

Ready. Set. Prevent: Turning Risks Into Results, Demi Goolsby, Keyuanna Mcgee, Jeannie Ricks, Jimesha Walker, Manuel Zuniga

MSN Research Projects

Hypertension remains a leading modifiable risk factor for cardiovascular disease and contributes significantly to morbidity and mortality in Mississippi. Despite the availability of evidence-based clinical treatment guidelines, rates of uncontrolled and undiagnosed hypertension remain disproportionately high. The purpose of this study is to examine the extent to which nurse practitioners in Mississippi are aware of and incorporate the updated 2025 American Heart Association (AHA) hypertension guidelines and the PREVENT cardiovascular risk stratification tool into clinical practice. A non-experimental, descriptive, quantitative design using survey methodology with convenience sampling was employed. Online scripting via social media platforms was utilized to recruit licensed …


Crypto Litigation And Market Efficiency, Robert E. Bishop, Bradford Levy, Frank Partnoy, Daniel Taylor, Andrew Yeh Jan 2026

Crypto Litigation And Market Efficiency, Robert E. Bishop, Bradford Levy, Frank Partnoy, Daniel Taylor, Andrew Yeh

Faculty Scholarship

This paper investigates, for the first time in the literature, the factors that should matter to courts in determining whether a crypto  market is “efficient,” meaning that prices are sufficiently responsive to information. Based on new empirical evidence and a series of event studies, we recommend a new judicial framework for assessing market  efficiency in crypto litigation.

Market efficiency tests based on event studies have played an important role in other areas of litigation, particularly securities litigation, where courts frequently rely on what have become known as the “Cammer factors.” Academics have not yet assessed the extent to which market …


Confession Contamination And Dna Exonerations, 1989-2025, Brandon L. Garrett Jan 2026

Confession Contamination And Dna Exonerations, 1989-2025, Brandon L. Garrett

Faculty Scholarship

No abstract provided.


Exploring Practices Leaders Of Teleworkers Use To Foster Employee Engagement: A Phenomenological Approach, Ronald Eric Snipes Jan 2026

Exploring Practices Leaders Of Teleworkers Use To Foster Employee Engagement: A Phenomenological Approach, Ronald Eric Snipes

Dissertations

Purpose: The purpose of this phenomenological study was to identify and describe the leadership practices used to foster employee engagement among teleworkers in the Veterans Health Administration’s Workforce Management and Consulting division and to examine why leaders believe those practices are important to sustaining employee engagement. The study was guided by the job demands–resources (JD-R) model, which proposes that employee engagement is strengthened when job resources buffer job demands and support motivational processes. As telework continues to expand across organizations, understanding how leadership practices influence engagement in remote environments has become increasingly important.

Methodology: A qualitative phenomenological research design was …


Flourishing Together, Kate Strater Jan 2026

Flourishing Together, Kate Strater

University Faculty Publications and Creative Works

Our churches are incomplete without the presence, gifts, and friendship of people with disabilities and their families. Yet many congregations still struggle to gather and worship in ways that welcome these indispensable members. How can our churches become communities of belonging and full participation for people of all abilities? How might we flourish together as one body? More than 100 people convened at Calvin Theological Seminary on the evening of June 25 for a unique “community conversation” on disability and the church. The purpose of the gathering was to explore together how churches throughout the region might become more accessible …


Parental Knowledge And Prevention Perspectives On Hpv, Patti Bell, Roshida Dixon, Marnie Gill, Adrianna Hendrix, Anna Mathis Larson, Briana Quinn Jan 2026

Parental Knowledge And Prevention Perspectives On Hpv, Patti Bell, Roshida Dixon, Marnie Gill, Adrianna Hendrix, Anna Mathis Larson, Briana Quinn

MSN Research Projects

Human papillomavirus (HPV) is the most common sexually transmitted infection worldwide and is responsible for many preventable cancers (Braaten & Laufer, 2008; Centers for Disease Control and Prevention, 2025). Even though a safe and effective vaccine is available, HPV vaccination rates remain lower than desired because of ongoing misinformation, limited knowledge, and parental hesitancy (Aninye et al., 2021; Beavis et al., 2022; Petagna et al., 2024). Since the vaccine is recommended during childhood and adolescence, parents play a major role in the decision to vaccinate (Park et al., 2023; Lopez et al., 2022). The purpose of this study was to …


Skin Cancer Education And Prevention In The College-Age Population, Amanda Altman, Elizabeth Honeycutt-Bolton, Ethan Moore, Kimberly Watkins Jan 2026

Skin Cancer Education And Prevention In The College-Age Population, Amanda Altman, Elizabeth Honeycutt-Bolton, Ethan Moore, Kimberly Watkins

MSN Research Projects

Skin cancer is the most common cancer diagnosed in the United States; although through consistent sun-protective behaviors and early education, it is preventable. Despite the availability of evidence-based prevention strategies, young adults continue to engage in behaviors that increase their risk for ultraviolet (UV) exposure and skin cancer. The purpose of this quantitative descriptive study was to assess skin cancer knowledge, attitudes, and preventive behaviors among college-age students. Guided by Pender’s Health Promotion Model, a cross-sectional survey was distributed to 208 college students between the ages of 18 and 30 years. Data were analyzed using IBM SPSS Statistics Version 30 …


Healthcare Provider Confidence And Practices In Human Trafficking Screening, Regan Moore, Robyn Slaton, Madison Tolbert, Mandy Wedgeworth Jan 2026

Healthcare Provider Confidence And Practices In Human Trafficking Screening, Regan Moore, Robyn Slaton, Madison Tolbert, Mandy Wedgeworth

MSN Research Projects

Human trafficking is a growing public health crisis that affects millions of individuals worldwide and often remains undetected within healthcare settings. Healthcare providers are uniquely positioned to identify trafficked persons; however, limited training, inconsistent screening practices, and lack of confidence hinder effective identification and intervention. The purpose of this descriptive quantitative study was to examine healthcare provider confidence in identifying and reporting trafficked persons and to explore current screening practices and barriers to identification. Data were collected using a 17-question anonymous survey distributed electronically to healthcare providers engaged in direct patient care, including physicians, nurse practitioners, physician assistants, and doctors …


The Ai Revolution In Virtual Try-Ons: A Means-End Chain Model Perspective, Ju-Young M. Kang, Ji Young Lee, Dooyoung Choi, Sumin Helen Koo, Jeehyun Song, Youngjin Bahng Jan 2026

The Ai Revolution In Virtual Try-Ons: A Means-End Chain Model Perspective, Ju-Young M. Kang, Ji Young Lee, Dooyoung Choi, Sumin Helen Koo, Jeehyun Song, Youngjin Bahng

Educational Leadership & Workforce Development Faculty Publications

Leading brands have begun to implement artificial intelligence-driven virtual try-on (AI VTO) technology, which helps reduce returns and increase conversion rates, repeat purchases, and customer loyalty. This research aimed to examine how retail user experience with specific perceived quality factors of AI VTOs influences users’ value equity and downstream loyalty and to investigate the moderating effects of clothing in relation to the self as structure and concern for physical appearance, based on a Means–End Chain model. Data were collected from 509 U.S. online apparel shoppers using a consumer panel. Structural equation modeling and multigroup analysis were used for data analysis. …


Human Centered Learning Management System Design Inspired By Social Networking Platforms, Giseung J. Lee Jan 2026

Human Centered Learning Management System Design Inspired By Social Networking Platforms, Giseung J. Lee

World Languages and Cultures Faculty Publications

The rapid integration of generative artificial intelligence (GenAI) into higher education is reshaping interaction within digital learning environments. As AI-enabled tools such as conversational agents and automated feedback systems become embedded in Learning Management Systems (LMSs), questions arise regarding how these systems can support social presence, dialogue, and human-centered pedagogy without reproducing the attention-driven logics of commercial social media. This paper presents a conceptual, design-oriented framework for human-centered LMS design inspired by selected interactional affordances of Social Network Sites (SNSs). Drawing on social presence theory, post-process pedagogy, and hyperpedagogy, the framework articulates four interrelated design dimensions—Familiar Interaction, Dialogic Feedback, Community …


Scaling Sustainable Fashion: Consumer And Operational Insights From Human Collective, Pedro Zeballos Jan 2026

Scaling Sustainable Fashion: Consumer And Operational Insights From Human Collective, Pedro Zeballos

Business ETD Collections

This study investigates the factors influencing consumers’ intention to purchase sustainable fashion, with particular focus on the persistent attitude-behaviour gap between consumers’ stated commitment to sustainability and their actual purchasing behaviour. The research examines key demand-side factors, including attitudes towards sustainable fashion, willingness to pay, price sensitivity, and trust in sustainable fashion brands, alongside supply-side and operational factors that may influence consumers’ ability to make sustainable purchasing decisions. A mixed-methods approach is adopted, combining survey data from consumers with an interview with a staff member from Human Collective. The study aims to identify the main barriers and drivers affecting sustainable …


The Impact Of Brand Awareness On Customer Perceptions And Purchasing Decisions At Small Chinese Takeaway Restaurants In Ireland, Jiajia Wang Jan 2026

The Impact Of Brand Awareness On Customer Perceptions And Purchasing Decisions At Small Chinese Takeaway Restaurants In Ireland, Jiajia Wang

Business ETD Collections

This study examines how brand awareness influences customer perception and purchasing decisions, and explores the branding challenges faced by small Chinese takeaway businesses in Ireland. A mixed-methods approach was used, combining 57 customer questionnaires with three semi-structured interviews with takeaway business owners.

The findings show that brand awareness influences customer purchasing behavior, as customers are more likely to choose familiar takeaway brands. However, its impact on customer perception, particularly perceived value and willingness to pay, is limited. Customers place greater importance on practical factors such as price, food quality, and service.

The study also identifies key branding challenges for small …