Browsing Doctoral Theses by Thesis Supervisor "Waiguny, Martin"

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    • In Vlogs We Trust: Consumer Trust in Blog and Vlog Content

      Lockie, Maree Alice (Auckland University of Technology, 2019)
      In the digital age we live in, consumers seek out product information from their online peers via electronic word-of-mouth information platforms such as blogs and vlogs. Vlogs (i.e. video blogs) are typically hosted on ...

    • Meaning Transfer in a Cobranding Context: The Role of the Sensory Signature

      Hwang, Euejung (Auckland University of Technology, 2017)
      As people acquire knowledge of the world through their senses, a perceptual brand experience is the most effective and immediate source for a brand to create an impression in the mind of the consumer. A “sensory signature,” ...