Postgraduate dissertation and thesis titles

Writing a dissertation or thesis is a fundamental part of postgraduate study. At The University of Auckland, our supervisors can help you prepare and succeed in your chosen research topic.

The University of Auckland Guide to Theses and Dissertations


This document is a general guide to the presentation and submission of theses and dissertations and contains additional information about related policies and procedures. Your department may also have their own guidelines and requirements so you must consult your supervisor from the outset.

The latest guide is available from the University of Auckland's Theses and dissertations website.

We have provided in the tables below lists of theses and dissertations completed by past Marketing students. The tables include the title and name of the supervisor.

BCom(Hons) dissertations


Listed below are dissertations completed by past students, including title and the name of the supervisor involved.

Student name Title Supervisor/s
2015

Greer Holford

The Coexistence of Positive and Negative States from Immersion within Brand Worlds

Margo Buchanan-Oliver

Donna Lam

Market Shaping with Rivals: An Exploration of Potential Collaborative Market Shaping Opportunities for Direct Competitors

Suvi Nenonen

Eben Weng

An Exploration of Brand Narratives from an Evolutionary Psychological Perspective

Margo Buchanan-Oliver

Johnson Liu

The Role of Locus of Interaction in Explaining Players’ Intentions in Massively Multiplayer Online Role Playing Games (MMORPGs)

Laszlo Sajtos

Mark Trowill

An Exploration of the Effectiveness of Social Media to Assist Destination Brand Recovery Following a Disaster

Denise Conroy

Brook McFarlane

Collective Co-Creation within the Open Source Software Community

Charlotta Windahl

Claire Gourley

What Makes Online Video Advertisements Go Viral?

Bodo Lang

Min Li

C2C Online Engagement and Consumer Decision-Making Process On Chinese Weibo

Sandra Smith

Donald Serra-Stacey

Constructing a Collaborative Network approach to National Branding

Rod Brodie

Kieran Jans

The Complexities of CSR and Brand in a Global Environment

Biljana Juric

Chenshijun Sun

An Exploration  of Cyber Hoarding: Definitions, Propositions and Implications for Marketing Research

Mike Lee

Nelson Annandale

Stimulating negative customer brand engagement

Sandy Smith

Suzanne ShuYing Chan

An Exploration of Nostalgic Brand Communities: The Case of Nike Air Jordan 

Karen Fernandez

Parth Joshi

Customer BRAND engagement processes: Categorisation of customer blogging behaviour

Sandy Smith

Student name Title Supervisor/s
2014

Sargam Thammalla

Western Advertising to Eastern Consumers: How young Asian immigrants interpret fashion advertising in New Zealand

Denise Conroy

Christopher Casey

Market proactivity: The role of Generative Learning

Kaj Storbacka

Melissa Wong

An Exploration of Immersion: Definitions, Propositions and Implications for Research

Margo Buchanan-Oliver

Holly Elizabeth Speer

Childhood obesity: the application of behaviour change theory to the prevention of obesity in New Zealand children through the use of social media

Denise Conroy

Steven Gaston

Design thinking and the conceptualisation of markets

Charlotta Windahl

Aseka Kandaaddara

Getting in the Grooves of Nostalgia - Nostalgic Consumption: A Review and Extension

Karen Fernandez

Esther Gao

Shock for Success: A new framework for interpreting Shock Advertising
 

Mike Lee

Wendy Yuan

Investigating the Extent to which Gamification in Surveys Improves Prediction of Future Events

Catherine Frethey-Bentham

Jirah Milla

How Social Movements Delegitimate Industries

Suvi Nenonen

Emma Spratt

Enhancing SMEs’ Interactions: The Role of Network Pictures and Interaction Capabilities

 Kaj Storbacka

Juanting Kelly Huang

Examining the buffering effect of loyalty programs in the context of service failure

Laszlo Sajtos

Ashleigh Ilich

Status seeking sustainable consumers

Biljana Juric

Prabodha Kavindi Gunarathna

Understanding Self-Presentation via Vintage Fashion

Karen Fernandez

George Wilks

Value Co-Destruction in Online Innovation Contests

Biljana Juric

Wei-Kung Hsu

The influence of relationship factors in service failure: the interaction between customer-firm and customer-employee relationship facet

Laszlo Sajtos

Student name Title Supervisor/s
2010
Aurelia Coirard The Potential of Facebook as a Fundraising Tool for Disaster Relief Non-Governmental Organizations. Denise Conroy
Emma Fitzgerald Image Portrayal in Technology Advertising. Margo Buchanan-Oliver
Stephanie Guise The Relationship Between Brand Forgiveness and Brand Equity in a Service Brand Context. Sandy Bennett
Oliver Haydon Redefining Demarketing: The Conceptual and
Managerial Implications.
Rick Starr
Lucy Hellaby Dumped by the Brand: Consumer Responses to Brand Discontinuation. Cristel Russell
Robert Hollier Consumer Complaint Behaviour: An Exploration into the Effect of Relationship Bond. Laszlo Sajtos
Grant Honey How Relationships Influence the Temporal Aspect of the Consumer Forgiveness Process. Laszlo Sajtos
Joshua  Jo Avatars: Bridging Relationships and Motivations in the Context of Virtual Consumption. Cristel Russell
Aditya Komari Psychopatic Traits and Misbehaviours: An Alternative Perspective of Your Consumers. Mike Lee
Chelsea Lung Celebrity Forgiveness: The Motives and Moderating Factors for Consumer Forgiveness Towards Celebrities. Cristel Russell
Deanaven Naidoo Co-Branding: Movie Star Alignment - An Examination of Movie Star Alignment and Marketing Outcomes. Laszlo Sajtos
Heidi Qin Social Media in Marketing Tertiary Institutions to International Students: An Application of Customer Engagement. Rod Brodie
Ian Soon Organisational Crises and the Development of Scandal Management Laszlo Sajtos
Sarah Tang Brandscape: An Integrated Servicescape Model to Engage the (Internal) Customer. Sandy Bennett
Serafina Widyanti Exploring the Engagement Behaviour of Generation Y Mothers: Implications for Marketing Infant-Care Products. Rod Brodie
Daina Wilson Customer Engagement and the New Media: Implications for the Cosmetics Industry. Rod Brodie
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MCom theses


Listed below are theses completed by past students, including title and the name of the supervisor involved.

Student name Title Supervisor/s
2015

Cameron Stringfield

Flexibility in New Product Development: Much more than Stages and Gates

Kaj Storbacka

Seo-Youn Ahn

Camping and Glamping: The Search for Authenticity

Mike Lee

Matthew Johnson

To switch or not to switch

Kaj Storbacka

Jinglu Zhang

An Exploration of Factors Influencing Consumers' Expectations of the Corporate Social Responsibility of Multinational and Domestic Companies –A Study of Chinese Consumers

Biljana Juric

Anas Khan

Exploring Customer Engagement Behaviours: Firm-Based Factors Driving Customer Referrals in the Airline Industry

Kaj Storbacka

Student name Title Supervisor/s
2013

Emma Fitzgerald

Social media use for corporate communications

Margo Buchanan-Oliver

Amrita Lal

Customer Resource Integration in Blog-Based Product Reviews

Rod Brodie

Jessica Lee

Moviegoers' Interpretations of Product Placement in Different Movie Genres

Sandra Smith

Student name Title Supervisor/s
2012

Sherry Siganporia

Contrasting the role of ability and morality in online consumer impressions. An extended cue diagnosticity approach

Laszlo Sajtos

Maria Munoz Granados

Destination Marketing after a disaster: Strategies for recovery

Laszlo Sajtos

Student name Title Supervisor/s
2011

Varun Bhardwaj

Sustainable Consumption: Meanings, Motives and Policies

Karen Fernandez

Bonita Yuen

Evaluating the Effectiveness of a Loyalty Programme from the Customer's Perspective: A case study of the Qantas Frequent Flyer Programme

Laszlo Sajtos

Student name Title Supervisor/s
2010
Nina Brosius The Case of Inorganic Collectors Karen Fernandez
Lin Huang Extracting Value from Information Technology Customers in Business Relationships. Greg Brush
Vanisha Narsey Faking It: Scandalicious Consumption and Ironic (Dis) Engagement with "The Hills" Cristel Russell
Wenyan Tang Consumer Engagement Pracrices Online Luxury Brand Communities: An Explorartory Study Biljana Juric
Siyuan Wu Sacrificing Money to Save Time Mike Lee
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PhD theses


Listed below are theses completed by past students, including title and the name of the supervisor involved.

Student name Title Supervisor/s
2015

Andrew Zhu

Understanding Reciprocity in Chinese Social Media: Examining the Influence of Social Capital and Emotion on Reciprocal Behaviour

Rod Brodie

Student name Title Supervisor/s
2012/2014

Linda Hollebeek

Demystifying 'Brand Usage Engagement' in Social Networking Contexts: Conceptualisation, Scale Development & Validation

Rod Brodie

Yuri Seo

Luxury Brands in Consumer Lives: Conceptualising and Exploring the Consumption of Luxury Brand Meanings

Margo Buchanan-Oliver

Amabel Hunting

A Creator's Life: The Middle Way Approach to Living Sustainably

Denise Conroy

Angela Cruz

Counterfeit Crossings: How Acculturating Immigrants Negotiate Paradox in the Consumption and Performance of Culture

Margo Buchanan-Oliver

Vanisha Narsey

Peeling Back the Curtain: Exploring the brand backstory

Karen Fernandez

Student name Title Supervisor/s
2010/2011
Sandra Dawn Bennett Brand Stories: A Narrative Approach to Exploring the Service Brand Experience within an Organisation Margo Buchanan-Oliver
Sandra Bulmer Brands and the Construction of National Identity Margo Buchanan-Oliver
Hounaida El Jurdi Problem & Solution Framing Karen Fernandez
Rick Starr Videographic Research from the First-Person Perspective: An Exploration of Authenticity Karen Fernandez
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