Corrected Dissertation: Branding Strategies & Customer Buying Behavior

This document presents a series of corrections and revisions made to a thesis concerning the impact of branding on customer purchase intentions. The feedback from examiners highlighted several areas needing improvement, including the relevance of the research focus, clarity in hypothesis formulation and testing, methodological issues related to sampling and data analysis, and the integration of a conceptual framework. Specific changes address the need to refocus the research on customer purchase intentions rather than event management, clarify the research approach (deductive vs. interpretive), and provide more detailed explanations of quantitative data and its relation to the research aims and objectives. Additionally, the revisions include updates to references, a restructuring of the discussion chapter, and corrections to inconsistencies in the reported sample size. The corrected thesis aims to provide a more coherent and robust analysis of how branding influences customer buying behavior.

Comment Action Page no.
I could not see the relevance of
mid-size event company in the
text or literature review.
Added explanation Page no. 35
The intentions of the customers
to purchase goods and services
should be the main focus of the
research to reflect the title and
the main aim of the research.
you focused on events
management (if is this your
focus, then why?)
Made changes Page no. 9
Could your research be a case
study? I could not find the
discussion chapter (but it seems
it is written in the data analysis
chapter – this need to be
divided into 2 chapters.
Already divided Page no 119
The quantitative data is very
descriptive – how the data can
be linked to your aim and
objectives?
Done changes Page no 111
All hypotheses need to be
explained and re-defined.
Tables in pages 111 – 114 need
to be explained further and
linked to hypotheses and then
aim and objectives of the
research.
Added explanation Page no 111- 114
The abstract is too long, and
you need to add the keywords
Made changes Page no 2

as we
More updated references are
needed and some parts in the
methodology, discussion and
(CHAPTER 6 conclusion)…
Updated Page no 78, 119
: student claims he conducted
surveys and interviews but has
stated that the research
philosophy and research
approach adopted was
interpretivism and deductive
Interview evidence is
in appendix
Page no 181
Examiners had stated
Theoretical / Conceptual
framework is not seen in the
literature review chapter and it
has not been addressed in the
literature review
added Page no 151
In the research methodology
chapter student has stated that -
Five structured interviews have
been conducted with the
marketing managers who were
working in the mid-sized event-
based companies
Done changes Page no 60 and 69
Student has stated- In the
present study, the deductive
approach was used. This is
because hypotheses related to
topic of branding concepts were
generated.
However what hypothesis was
Made changes Page no 66

formulated and tested is not
clear in the amended work.
Under sampling student has
stated- There are ten different
firms that were considered and
from each of the firms there are
20 customers and 1 of the
managers were selected and so
the total is 100 customers and
10 managers. If it is 20
customers from one firm and if
student has used 10 firms then
will the sample size not be 200?
Need clarity.
Made changes Page no 70
Why has the student given the
name of the book as references
within text ? (Analysing
Qualitative Research Data,
2017).
It has been deleted Page no 71 and 179
In chapter 4 student has stated-
More specifically, 10 customers
were selected 10 each from ten
companies and. 10 managers
selected from each of five
companies.
Made changes Page no 78
Student has done six chapters as
per the advice of the examiners
but the correction list covers
only five chapters.
Made changes Table of content