Browsing by Author "Kilgour, A. Mark"
Co-authors for A. Mark Kilgour
Supervised by A. Mark Kilgour
Showing up to 5 theses - most recently added to Research Commons first.
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The Rise of Virtual Athletes: The influence of uses & gratification and para-social interaction on consumers’ attitudes towards high-involvement products endorsed by micro-celebrities
(The University of Waikato, 2019)Many brands face the challenge of selling high-involvement products and must contend with the high risks which consumers perceive to be associated with these products. These perceived risks include social, functional and ... -
The Future of Marketing – An Investigation into Disruption and Innovation
(The University of Waikato, 2018)The future of marketing, looking out as far as 2050, is envisioned in this thesis. According to a world-renowned futurist, one theory is the end of marketing as we know it. Another describes the discipline as entirely ... -
Organising for Advertising Creativity: Differential Effects of Agency Structure, Absorptive Capacity, and Abrasion on Originality and Appropriateness
(University of Waikato, 2016)The aim of this thesis has been to extend our understanding of creativity. Creativity is an area that is vital to society, but most commentators agree is a complex area that has been under researched. The setting for this ... -
Analysing International Sports Fan Motivations and Constraints: The Case of Japanese International Sports Fan Tourists and Rugby World Cup Fan Tourists
(University of Waikato, 2013)The scale of professional sports leagues and mega sports events has expanded recently. Many sports fans travel to foreign countries to watch international events featuring the world’s top athletes or players. The number ...