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.

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.

Additional Information

Doctor of Business Administration

Item type Thesis (Other Degree thesis)
URI http://vuir.vu.edu.au/id/eprint/35035
Subjects Current > FOR Classification > 1503 Business and Management
Current > FOR Classification > 1505 Marketing
Historical > Faculty/School/Research Centre/Department > College of Business
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
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