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Articles 1 - 5 of 5
Full-Text Articles in Business
Analysing The Promotional Effects That Open Source Software Has For Paid Editions: A Dual Mediation Hypothesis Approach For An Emerging Software Business Model, Ernesto Ongaro
Masters
Attracting new leads to use a software product can be costly for a software vendor. One way to secure more leads is to offer trials and unpaid editions, but their use should not be arbitrary. The emerging business model of commercial open source allows a vendor to promote its software for free while converting some of the users to paid; but does the free community edition actually serve as promotion for the commercial edition? This promotional effect is measured through the user’s attitudes and cognitions towards the advertisement and their subsequent purchase intentions. Survey results from 134 users of a …
The National Game And Irish Society: The Gaa As A Cultural Brand, Aine Carroll
The National Game And Irish Society: The Gaa As A Cultural Brand, Aine Carroll
Masters
The link between brands and culture is well documented (McCracken, 1986; Ritson and Elliott, 1999). However the purposeful creation of brands related to culture is less evident (Vincent, 2002; Holt, 2004). It is this lack of theoretical understanding of cultural brands that drives this study. The objective of this study is to investigate the Gaelic Athletic Association (GAA) as an iconic brand within the socio-economic context of Ireland. The literature has been divided into two chapters, the first is an overview of consumer culture as the context within which brands have taken on great importance, in the construction of self …
A Study Into Developing Strategies For Internationally Competitive Irish-Owned Consumer Brands, Aidan O'Curry
A Study Into Developing Strategies For Internationally Competitive Irish-Owned Consumer Brands, Aidan O'Curry
Masters
The objectives of this study centre on researching the complexities inherent within the development of Irish owned consumer brands. This is with particular emphasis on the international development of Irish brands and the ways by which International success can be realized. There has been a notable lack of Irish successes in International markets since that achieved by brands such as Guiness, Bailey’s, and Kerrygold. Through examinination of the literature on branding and contextualization of the study considering the Irish business environment, the research aims to explore ways in which indigenous Irish brands can grow and achieve international success. The first …
An Investigation Into The Absence Of Disabled People From Commercial Advertising And Its Impact On The Disabling Experience, Mary-Ann O'Donovan
An Investigation Into The Absence Of Disabled People From Commercial Advertising And Its Impact On The Disabling Experience, Mary-Ann O'Donovan
Masters
Much research has been conducted into the effects of advertising on various minority groups – women, gay people, black people, unemployed youths. However, research regarding the relationship of mainstream advertising and disable people is sparse. Disable people are one of the largest minority groups in the world and yet, they are almost invisible within advertising and consumer research, and within advertising itself. It is this lack of representation in commercial advertising that interests the researcher. Disabled people have historically been excluded from many facets of society- education, employment, leisure – with advertising viewed as one more mechanism to further this …
Experiential Consumption And Sport Sponsorship: A Phenomenological Investigation, Gavin Mcallister
Experiential Consumption And Sport Sponsorship: A Phenomenological Investigation, Gavin Mcallister
Masters
This study examined the experiences of individuals engaged in sports consumption of a favoured team or sport, and further examines if this consumption experience is in any way affected by the presence of commercial sponsorships. While studies of experiential consumption have been carried out before, this is the first study to examine the possible impact sponsorship has from an experiential consumption perspective. Sponsorship is a broadly managerial activity from a marketing perspective. Sports consumption has been shown to be a predominantly experiential activity (Holt, 1995), yet marketers attempt to target sports supporters through regular marketing channels. But a better understanding …