Research topic 1.

Examining the impact of background music in TV commercials on consumers attitude towards the ad and the brand 2. Understanding the role of idolatry and personality traits on impulse buying 3. Exploring the effectiveness of events as a communication tool to improve relationships in the community 4. Investigating the attributes of likeable TV commercials in UK 5. Examining the impact of celebrity-product incongruence on the effectiveness of product endorsement 6. Exploring the impact of background music-product incongruence on consumers attitude toward the ad and the brand 7. Exploring the impact of charity advertising on financial donations 8. Exploring the impact of relational factors that have an impact on customerservice provider relationships in financial service industry 9. Exploring the relationship between the self-concept of female facial skincare users and their adoption of facial skincare products. 10. Investigating the influence of metaphoric adverts on the perceived personality of luxury brand 11. Product XYZ: An exploratory study to understand the brand perception of Product XYZ 12. Exploring the impact of brand personality on consumer decision making 13. Investigating different dimensions of brand personality. Do certain personality dimensions have more impact on loyalty than others? 14. How can a desired customer relationship be cultivated by the company through marketing activities? 15. Exploring the use of advertising to trigger positive experiences with a brand or make negative ones less influential 16. Exploring the relationship between corporate image and equity of individual products 17. How do customer contact points (personal and automated) influence brand equity 18. Exploring the impact of product brands on the equity of corporate brands

19. Exploring the degree of localisation for branding and marketing communications in fast food industry. To what extent should both the marketing programmes for the brand and the product itself be varied across locations 20. Investigating the impact of the country image on the equity of brands from that country 21. Examining the application of green marketing strategies by the supermarkets and its impact on customer loyalty 22. Exploring the product attributes considered important by consumer while purchasing green products in the category of cosmetics and toiletries 23. Exploring the effectiveness of affinity credit cards in enhancing a long-term relationship between customers and organizations