Now showing items 1-4 of 4
Corporate brand coherency : examining the effects of the advertising congruence antecedent on consumer attitudes.
(University of Canterbury. Marketing, management and entrepreneurship, 2014)
The overall aim of this thesis is to investigate the effects of coherence in the corporate branding process. Specifically, this thesis defines and develops the concept of corporate brand coherency (CBC) using four antecedents ...
Network exploration and exploitation in international entrepreneurship: an opportunity-based view
(University of Canterbury. Department of Management, Marketing & Entrepreneurship, 2014)
International entrepreneurship (IE) exists at the interface of two distinct research fields - entrepreneurship and international business (IB). However, IE studies typically fail to integrate research from both fields, ...
An investigation into the role of serendipity, effectuation, and entrepreneurial marketing in fast-growth entrepreneurial firms
(University of Canterbury. Management, Marketing, and Entrepreneurship, 2014)
This thesis investigates the role of serendipity, effectuation, and entrepreneurial marketing in fast-growth entrepreneurial firms. Using a qualitative paradigm, multiple case studies and cross-country approaches, the study ...
Home Heating and Asthma in New Zealand
(University of Canterbury. Department of Economics and Finance, 2011)
New Zealand has one of the highest asthma prevalence rates among developed countries and previous research attributes this partly to poor socioeconomic conditions and to insufficient home heating in particular. Retrospective ...