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Generation Y’s Brand Perceptions of Industrial Unions in the Context of Declining Membership

Madden-Hallett, Helen (2017) Generation Y’s Brand Perceptions of Industrial Unions in the Context of Declining Membership. Other Degree thesis, Victoria University.

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Abstract

The thesis objective is to investigate the use of marketing techniques to increase and stabilise membership fluctuations in the Victorian State Branch of the National Tertiary Education Union. The research is unique in that it utilises industrial relations literature and discipline specific ideas combined with literature and concepts drawn from the marketing discipline. The industrial relations literature is used to understand the causes of declining union membership, while the marketing literature provides insights into strategies that might be used to halt membership decline.

Item Type: Thesis (Other Degree thesis)
Additional Information:

Doctor of Business Administration

Uncontrolled Keywords: NTEU, higher education, Victoria, relevance of unions, branding, Gen Y, characteristics, influences, media consumption, creative marketing programs, integrated marketing communications, category awareness, brand knowledge, brand image, brand promotion, brand purchase
Subjects: FOR Classification > 1503 Business and Management
FOR Classification > 1505 Marketing
Faculty/School/Research Centre/Department > College of Business
Depositing User: VU Library
Date Deposited: 29 Nov 2017 05:15
Last Modified: 29 Nov 2017 05:15
URI: http://vuir.vu.edu.au/id/eprint/35035
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