Seminars and events - Business School - The University of Auckland

Peeling back the curtain: Exploring the brand back story experience (All seminars, Marketing)

16 February 2012 1pm- 2pm

Consumers are increasingly privy to brand back story experiences - experiences that deconstruct a brand by revealing information and insights about the brand’s internal story such as the brand’s biography, image, production or philosophy. >>

Understanding the nature and impact of awkward brand experiences (All seminars, Marketing)

16 February 2012 12pm- 1pm

Strong brands represent a company’s most powerful asset, allowing them to demand premium prices and capture consumer choice and loyalty. >>

Shifting personal brandscapes: Young sojourners’ consumer acculturation (All seminars, Marketing)

9 February 2012 12pm- 1pm

The plethora of brands available worldwide is steadily rising resulting in an experience of branded landscape (brandscape) for the consumer. >>

Value co-creation: Towards a conceptual model (All seminars, Marketing)

13 December 2011 12pm- 1pm

In the management literature, co-creation is used metaphorically to emphasise the importance for suppliers to recognise the role of customers in value creation. >>

Acculturation as performance: Exploring an alternative lens for immigrant consumer acculturation research (All seminars, Marketing)

10 November 2011 12pm- 1pm

In the context of accelerated migration flows and multi-ethnic populations, it is important to understand migrant consumer identities and the multicultural consumption environments in which these identities are constructed. >>

Diagnosing the All Blacks brand: Does success hinge on one event? (All seminars, Marketing)

20 October 2011 12pm- 1pm

There has been considerable debate about the importance to the All Blacks of winning the 2012 Rugby World Cup. >>

The foundations of effective teaching (All seminars, Information Systems and Operations Management, Marketing)

17 October 2011 12pm- 1pm

An inter-departmental seminar to share ideas on what good teaching can look like and explore some of the unexamined forces that can boost (or hinder) our effectiveness in the classroom. >>

Jailbreakers, jailbirds, and hacktivists: When Apple discourages co-creation (All seminars, Marketing)

29 September 2011 12pm- 1pm

Established in 1976, Apple focussed on personal computers and operating systems in the 1980’s before diversifying into laptops, PDA’s and networking solutions in the 1990’s. >>

A narrative view of the service brand: The need for reflexivity and the issue of immaterial labour (All seminars, Marketing)

22 September 2011 12pm- 1pm

Large service organisations present special challenges for management since employees are conventionally required to "buy in" to the organisation’s brand and deliver the company’s brand promises. >>

Evidence-based advertising (All seminars, Marketing)

13 July 2011 12pm- 1pm

Progress in complex areas depends heavily on the testing of various reasonable hypotheses. While non-experimental data can provide useful tests for simple issues, one should rely primarily on experimental data for more complex ones. >>

Let me entertain you: Word of Mouth as entertainment (All seminars, Marketing)

19 May 2011 12pm- 1pm

Word of Mouth (WOM) is a concept of ever increasing importance to both marketing academics and practitioners. >>

Service as a big integrating idea for research in the management disciplines (All seminars, Information Systems and Operations Management, Marketing)

12 May 2011 12pm- 1pm

In the last five years a number of articles management disciplines are recognising that adopting a multidisciplinary service perspective is a powerful integrating idea for research. >>

On the plasticity of markets (All seminars, Marketing)

28 April 2011 12pm- 1pm

A central tenet in this research is that markets are continuously subject to multiple change efforts by various markets actors, making them plastic, in the sense of being malleable. >>

Certification and authenticity (All seminars, Marketing)

24 March 2011 12:00 pm- 1:00 pm

This research examines how product perceptions are affected by certifying authenticity. The research context uses two or three certification marks, plus a control, to certify a New Zealand greenstone (pounamu) carving. >>

The Auckland Workshop on SDL: Extending service-dominant logic in marketing (All events, Marketing)

11 March 2011 - 12 March 2011 9am- 5pm

This workshop is a follow up to the very successful Forum on Markets and Marketing that was held at the University of Cambridge in September 2010. >>

Is eMarketing coming of age? An examination of the penetration of eM and firm performance (All seminars, Marketing)

5 March 2011 12:00 pm- 1:00 pm

The recent international surveys conducted by Barwise and Farely (2005) have lead them to claim that eMarketing (eM) is “starting to come of age”. >>

Investigating further directions for research at the marketing-entrepreneurship interface (All seminars, Marketing)

12 October 2010 1:00 pm- 2:00 pm

Current theory in both marketing and entrepreneurship does not inform the issue of how firms can more usefully approach the market validation task and without a systematic approach to market validation, risk and return are opaque. >>

Hiding in plain sight: "Secret" anorexia nervosa communities on YouTube (All seminars, Marketing)

5 October 2010 1:00 pm- 2:00 pm

This research investigates the way in which YouTube is being utilised as a means of sharing one's experiences with anorexia nervosa. >>

Building a virtual community of brand haters (All seminars, Marketing)

21 September 2010 1:00 pm- 2:00 pm

Seminal qualitative consumer research has focused on groups of consumers whom are intensely interested in the researchers' areas of inquiry, for instance, Harley Davidson sub-cultures of consumption and various other brand communities. >>

Status and sustainable consumption in lifestyle events (All seminars, Marketing)

16 September 2010 11:00 am- 12:00 pm

There exists a significant body of theory that establishes status consumption as an important field of inquiry. >>