Celebrity Endorsement Effect on Consumer Behaviour within the UK Fast Fashion Industry
Celebrity Endorsement Marketing Dissertation. With the growing importance of social media in a shopper’s purchase journey, companies are evolving and stepping up the endorsement game across different channels. This dissertation will explore the relationship between UK celebrity endorsements on a product and their impact on consumer purchase behaviour as a result of their involvement. It will also aim to understand the relation of traditional advertising, social media and fast fashion and what the effects of these three have on UK consumer purchase behaviour. The secondary data was collected as a result of the literature review that was related to the research question.
Primary data was collected from an online questionnaire as well as interviews that involved 10 participants. As a result of this research, a conclusion was made that it is difficult to come up with a comprehensive answer due to the fact that there are so many variables that can occur in today’s society. However, it was found that younger generations are more susceptible to social media influencers and the older generation are more vulnerable to fast fashion celebrity endorsements. There are, like always, limitations to this research – as our society grows and expands, so does our knowledge therefore some of the research that has been previously expanded on is not as valuable to the actual conclusion of the study.
Celebrity Endorsement Dissertation Contents
1 – Literature Review Consumer Behaviour Elaboration Likelihood Model Celebrities and the ELM Model Celebrity Endorsement Risks associated with Celebrity Endorsement The Celebrity Endorsement Marketing Strategy Ethical Implications of using Celebrity Endorsers Framework and models Hypodermic Needle Model Celebrity Worship Celebrity Attractiveness versus Celebrity Expertise Celebrity Attractiveness Celebrity Expertise Comparison Digital Influencers The Meaning Transfer Model Culture Endorsement Consumption Criticisms Brand Conceptualisation What is a brand? PCDL model Fast Fashion and Social Media
2 – Methodology Research Philosophy Research Purpose Research Questions and Aims Primary Research Aim Secondary Research Aim Research Design Method Primary Research Questionnaire Survey Interview Interview Design The Participants
3 – Data Analysis and Discussion Thematic Analysis Consumer Understanding & Motivation in regards to Fast Fashion Consumer Understanding and Motivation in regards to Social Media Differences in Attitudes and Behaviours Profile of People That Are Aware of Celebrity Endorsements
4 – Conclusions Research Conclusions Analysis of Research Question One Analysis of Research Question Two Observations Limitations and Ethics of Research Suggestions For Further Research
I hope you enjoyed reading this post on celebrity endorsement and how it effects consumer behaviour. There are many other titles available in the marketing dissertation collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.
Science Marketing and Art Marketing: Marketing research and branding
Science Marketing and Art Marketing: Marketing research is the processes through which the marketing managers collect relevant information about their product and the customers. It also involves an evaluation of the necessary strategies required to develop the correct product that will capture the attention of the customer. It provides the basis for the development of the correct marketing mix and the correct style of marketing. Branding, on the other hand, is the process through which a business develops and creates a unique image and name for a product in the customer’s perspective.
Branding incorporates information marketing research to create a brand that is attractive and present in the customers’ mind. The information from marketing research is important as it presents the customer’s expectations. In other words, branding is the art through which the marketing management delivers the customer’s expectations. It is the means through which the marketing management showcases creativity and ability to meet the customers’ expectation. Combining the two strategies creates a mix of art and science that delivers the right product in the eyes of the customer.
Market research is the process through which managers gather important information about the product from the consumer. It is a science because it involves a combination of processes designed to gather information and knowledge. The science of market research is objective because it aims at gathering relevant information about the customers. Its main objective is to determine the viability of the product from the perspective of the customer. Market research is the process through which the company identifies the possible market and the customer base for the product. It involves understanding the needs of the customers and the means through which the company can modify the product to meet the customer’s expectation. Also, market research involves gathering the necessary information about the customers’ purchasing power and the ability to purchase the product. Through market research, the company can determine the best marketing mix that would help maximize revenue (Burns et al. 2014). Also, the company can use market research to gather information about preexisting segments in the market. Hence, market research is also useful in market segmentation and product differentiation.
Market research is an objective process that involves the identification of the desired market and the development of strategies for information gathering. The management must also analyze the data collected to extract useful information (Burns et al. 2014). It involves the collection of qualitative and quantitative data concerning the customers. The company can either correct the data directly or through existing research. Therefore, the company has to decide whether to use primary or secondary data sources. Primary data refers to the type of data that has not been used in prior research and that the company collects through primary data collection tools. Secondary data, on the other hand, refers to information gathered in a prior research.
The use of prior research implies that secondary data collection involves another entity. When a company chooses to use primary data collection methods, the management has to decide on the objective of the research. The management can decide to collect answers to previously identified issues. Therefore, the management identifies areas of concerns and seeks to collect answers to the questions through market research. The management may also choose to identify new issues in the market. Using this route, the management seeks to collect an array of questions that the customers would like answers to. Whether the company chooses secondary or primary data, the main purpose of market research remains the same, the company seeks to fulfill a certain set of objectives.
Market research is mostly applicable or put into use when an organization seeks to venture into a new market. It is also necessary when the company seeks to rejuvenate its market competitiveness or brand position. Organizations may also opt to identify the characteristics and needs of a special group in its marker. Researching the market may also be necessary when the company seeks to introduce a new product in its existing market (Burns et al. 2014).
Based on the reason behind market research, every form of research will have different objectives and strategies for obtaining the required set of information. For example, a company seeking to venture into a new market has to conduct an investigation of the current interest for the product in the new market. In other words, the organization must collect information to justify the viability of the new product in the target market. Based on the outcome of the research and information gathered, the management can then decide on whether to actualize the plan. If the company establishes that the customers have a viable interest in the product, the move to invest in the new market becomes feasible. However, interest alone is not enough to make a decision to venture into the new market. The organization also has to investigate the price viability and customers’ ability to purchase the product. Hence, the management must develop a strategy that answers all the necessary questions
Branding is the means through which the management answers to the expectations of the customer by providing the product in a manner that the customers are likely to accept. It involves positioning the product in the mind of the customer and presenting the product in a likable manner. It is an art because it involves the use of knowledge and skills to develop a product. The art of developing a brand is subjective to the information gathered and the need to present a final product that meets the customer’s needs and expectations. Branding involves the development of the product and means to position the product in the minds of the customers (Latif et al., 2014). Therefore, the art of branding involves the physical aspect of designing and developing the brand in form of the product appearance and composition. The physical aspect of branding involves the development of an attractive and memorable product. The physical aspect of branding involves creatively designing the aspects of the company that relates directly to the customer. One is the physical appearance of the product. A good example of vigorous branding is the Fanta brand of Coca-Cola that continuously changes shape and appearance to capture the customers’ attention.
Similarly, physical branding involves the development of the company’s logo in a unique and appealing manner. The logo is the main identifier for any given organization. Its uniqueness determines the company’s ability to position itself in the market (Latif et al., 2014). Therefore, the company must design the logo uniquely and outstandingly. It also involves the development of a company slogan. The slogan must reflect the values of the company and appear in a manner that keeps it viable in the eyes of the customers. Like the logo, the slogan will most likely be visible to the customers at all times. Hence, the slogan must stand out in the market. Most companies identify by the brand. A well-established brand often appears to be similar to the company. Most customers consider the brand to be the same as the company (Latif et al., 2014). Even for companies that have a brand name different from the company name, customers often confuse the company with the brand.
The art of branding involves several aspects that define the company’s position in the market. Brand positioning is particularly important in marketing (Latif et al., 2014). It involves the setting up the brand in a manner that is noticeable and memorable. The brand position is a marketing strategy that is directed at creating a unique appearance to the customers. Other than the design of the logo and the slogan, positioning the brand may also include printing the brand name, logo, and slogan on the company products. The art of positioning has evolved to include online presence and ease of accessibility of information in social media and on the internet. The company can also improve the position of the brand by carefully placing the logo or the slogan in the customers’ daily activities. The Coca-Cola Company is usually very active in brand positioning. For example, the share a coke market campaign positions the company logo and slogan at the heart of summer celebrations. The company also uses promotional campaigns to position the brand in sports and other activities to keep the brand in the customer’s minds.
Science Marketing and Art Marketing
Marketing requires a combination of science and art to achieve its objectives. The application of scientific strategies in marketing allows marketing managers to collect sufficient data. It allows managers to track marketing expenditure and effectiveness. According to Gross (2017), the ease of data collection and marketing research through digital marketing enables the success of marketing strategies. Such a scenario indicates the importance of data collection and market research. According to Gross (2017), the integration between science and art in marketing guarantees the success of any marketing campaign. The organization must find a balance between the art and science of marketing in order to achieve the objectives set. Strategic marketing management is the simply the development of strategies that combine the art and science in marketing. It involves developing the necessary skills and techniques that enable the company to achieve its marketing objectives.
Therefore, market research and branding are simple methods of defining a multifaceted and complex science and art marketing. The discipline involves developing a synergy between the science in market research and the art in branding. The data collected in market research is helping the company to design and develop a unique and lasting market brand. Other marketing strategies whether art or science come into play to make the processes successful. For example, marketing managers can employ strategic marketing to develop strategies for the implementation of research and branding. Similarly, the marketing managers can employ product design in branding as described above to position the brand on the products. By combining marketing science and art, marketing managers develop strategies to achieve marketing objectives. Therefore, the two forms of marketing must work together for the betterment of the marketing department.
Burns, A. C., Bush, R. F., & Sinha, N. (2014). Marketing research (Vol. 7). Harlow: Pearson.
Gross, J. (2017). Marketing: The Convergence of Art and Science. Forbes. December 1. 2017.
Latif, W., B. Islam, A. & Mdnoor, I. (2014). Building Brand Awareness in the Modern Marketing Environment: A Conceptual Model.
I hope you enjoyed reading this post on Science Marketing and Art Marketing. There are many other titles available in the Marketing Dissertation Collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.
The word “selfie” has become rooted in the vernacular of the millennial generation from all corners of the globe. This phenomenon is usually associated with taking portraits and posting them accompanied with a caption on social media networking sites (Rettberg 22). As a fact, selfies tell others who you are. Mostly, they are used for entertainment. However, business owners can exploit the potential of selfie behavior grow their businesses (Wan et al. 1). This implies that selfies posted in social media can be used as marketing tools to attract and maintain customers. Studies have shown that companies and corporate are incorporating self images and other photos in their marketing plans (Kiprin Para 7). This has made selfie advertising a major sales-driving force in the current market.
Research has also asserted that selfies are also used in the promotion of certain brands such as Coca-Cola and Samsung. Therefore, selfies can be used in marketing; business organizations can use self images to drive their customer engagement, show their personality, give social proof, show the humanity of a brand, and ‘share a laugh’.
What marketers have realized is that selfies are not only taken and viewed by the millennial generation, but also by the elder generations. On the other hand, social media networking sites are widely used all over the world. This makes them the two (social media sites and selfies) huge tools that marketers can use to facilitate wider reach to potential clients (Rettberg 23). Additionally, the use of these sites is simple and completely free. Users can, therefore, open an account and connect with others by posting photos and selfies within a short period. In this regard, social media networking sites offer cheap and simple methods that various businesses can use to promote their businesses (Rettberg 23).
Companies can use selfies to share the “story” of their company or the zeal that they have for their businesses through selfies (Kedzior 13). Simply put, self images offer a free way for marketers and business owners to visually show their potential customers why they should consider their businesses. For instance, many companies and businesses are using Instagram to display their new products and new ideas. It is free, fast and has limitless potential regarding the number of people marketers can reach.
Moreover, the wider reach of clients is facilitated by the fact that selfies have become viral. This implies that when selfies are posted on social media networking sites, many people will share and react to them, which increase their effectiveness and reach (Wan et al. 2). Therefore, the use of selfies in marketing enables products to be viewed wide and fast.
There are various ways that companies
and businesses can use selfies to drive their customer engagement (Wan et al.
2). This implies that business people can use selfies in their marketing
strategies. Marketers can use the selfies to attract customers by showcasing
the personal side of their businesses, and by providing an innovative outlet
that they can use to show their products (Rettberg 21). Moreover, selfies can
be used to create awareness about a business by showing a client what a
business does and setting up a familiarity between a company and its potential
Companies can use selfies to show their personality. Traditionally, customers view authenticity as a top feature they look for when connecting and doing business with companies. Self images are very personal. Additionally, company selfies tell more about the conditions and the employees of a company (Kedzior 14). In this sense, they are very effective for connecting to clients and customers.
For instance, a selfie of smiling employees may be understood to mean that the company employees are satisfied, friendly and social. If such a selfie is posted by a company that specializes in giving services, it may help attract many clients because of the notion that the company’s staff is friendly (Rettberg 28). This is a marketing technique that is used by many companies to portray their good personality and thus, attract customers.
Selfies are also used by companies to give social proof. This mostly happens when customers post selfies in social media networking sites with a company’s products. This acts a recommendation of the product. Mostly, selfies are accompanied by captions. A good message on the caption is equally important. Since this selfie comes from a customer and not the company, it is interpreted that the customer is satisfied with the product and thus, serves as a good advertisement (Rettberg 33).
It is also assumed that clients will not post what they do not like. In this regard, many companies have hired celebrities to take selfies with their brands (Kiprin Para 7). When these selfies are posted on social media networking sites, there is a possibility that many people will be aligned to buy and consume a brand that is associated with their favorite celebrities.
Marketers also use selfies to ‘create and share a laugh.’ Wittiness can be widely used to promote various types of brands. Marketers post funny and hilarious photos because they have a great ability to go viral and spread all over the web. These hilarious selfies can carry certain messages that the marketers want to deliver (Wan et al. 5). In this way, they do not only create and share a laugh, but also pass their marketing messages over a wide area.
Selfies also show the humanity of a
brand. Connecting with people is much easier than connecting with abstract
concepts such as companies. Thus, posting selfies helps companies show that
there are actual people behind their brands (Kedzior 13). This creates strong
emotional connections for those associating with the company’s products. For
instance, selfies of a company’s staff make customers realize that they are
talking to actual people. In this way, companies have been using selfies to
promote their brands.
Though selfies can be good marketing tools, they also pose a great risk. A competing business, companies or people with malicious ideas about ones’ business may post self images that a company may not be willing to associate with its brand. Though marketers can edit selfies posted on their websites and their social media networking sites, they have no control over what is posted by others on their sites. This is a big challenge for many marketers. They have to be watchful on what others are posting on their sites.
All in all, this paper discusses the use of selfies as a marketing tool. This marketing strategy is not only cheap but also fast and simple. Marketers can make use of self images to promote a company’s brand, attract, and retain customers. Selfies are innovative ways that marketers can use to create awareness of their brands and persuade consumers on the superiority of their brands. Though selfie marketing is a good way to promote a company’s products, marketers should also be watchful of selfies that may damage the reputation of their brands.
Kedzior, Richard, D. Allen, and J. Schroeder. “The selfie phenomenon–consumer identities in the social media marketplace.” European Journal of Marketing Special issue (2015).
Borislav. “Go Selfie Yourself!.” (2013).
Rettberg, Jill W. Seeing ourselves through technology: How we use self images, blogs and wearable devices to see and shape ourselves. Springer, 2016.
Wan, Jinlin, Tailai Wu, and Yaobin Lu. “The Effect of Product Endorsers in Social Media: The Role of Self-Disclosure and Social Interactivity.” (2015).
Experiential marketing (EM) is known to increase overall and spontaneous brand awareness, purchases and recommendations by huge values in the market. This mode of marketing is fast gaining relevance in the market and becoming the necessary tool for marketers in general and specific for brand managers. With this importance, there has been a growing need for the use of experiential marketing in organizations thus indicating their relevance and effectiveness especially in the perishable market and the fast moving consumer goods (FMCG) sector. In determining the relevance and appropriateness of experiential marketing a relationship between the marketing strategy and other variables will be explored, the positive consequences of these variables on experiential marketing is to indicate the relevance and appropriateness of the marketing mode.
In regards to the effectiveness, relevance and appropriateness of experiential marketing, the study sought to establish the relationship between experiential marketing, the consumer behavior or the behavior of purchaser, experiential value and customer loyalty in the fast moving consumer goods (FMCG) sector. In executing the study, a population of 1090 respondents was evaluated with the survey design being cross-sectional. In this population a sample of 381 was drawn.
Questionnaires were administered to assist collect the responses. In establishing the relationship of the study, there was a rigorous data analysis that was carried out. The relationship would help determine the relevance, appropriateness and effectiveness of EM. From the study, the relationships between the experiential marketing, consumer behavior, experiential value and the loyalty of the customer were found to be positive and quite significant in determining the appropriateness of the marketing mode. Upon carrying out regression analysis, the results showed that EM, value and consumer behavior were significant predictors of customer loyalty. Given that the model used could only explain the customer loyalty of FMCG products by 45.8% in variance, the study recommends that further research should be done with other factors in place or put in consideration especially those that were not part of the model. In carrying out a further research, a longitudinal study is recommended.
To carry out a detailed literature review of previous literature concerning the effectiveness, appropriateness and relevance of integration experiential marketing in organizations.
To examine the appropriateness of EM
To establish the relevance of experiential marketing
To determine the potential effectiveness of EM and experiential value.
To determine the relationship between EM, experiential value and customer loyalty
Experiential Marketing Dissertation Contents
1 – Introduction Background to the Study Statement of the Problem Purpose of the Study Research Objectives Research Questions Scope of the Study Subject scope Geographical scope Time Scope Significance of the Study Conceptual Framework
2 – Literature Review Customer Loyalty Experiential Value and Purchase Behavior Experiential Value and Customer Loyalty Purchase Behaviour and Customer Loyalty Consumer Relationships and Emotions with Brands Experiential Marketing Trend Schmitt’s 5-Stages Experiential Marketing Strategy
3 – Methodology Research Design Study Population and Area Sample Size and Sampling Technique Data Sources and Data Collection Instruments Measurement of variables Validity and Reliability Instrument Data Processing and Analysis Limitations to the Study
4 – Analysis and Discussion Survey results The Relationship between the Study Variables Customer Loyalty EM and Purchase Behavior EM and Experiential Value EM, Experiential Value and Customer Loyalty Regression Analysis
5 – Discussion Customer Loyalty EM and Purchase Behavior EM and Experiential Value EM and Experiential Value and Customer Loyalty
6 – Conclusions and Recommendations Recommendations Areas for further study
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It is vitally important that you gain access to dissertation topic examples marketing during your degree course notably in the final year. To provide an overview of why and how dissertations are written: these need to be both professionally and academically presented.
Difference between reports
and dissertation topic examples marketing
You may have developed your report writing skills in
previous years; if not, please refer to our Report Writing resources. The good
news is that the format and presentation is almost identical, but you will have
A report is usually an end of module assignment with very
clear guidelines from your Tutor. Features of dissertations, final year
projects and extended reports:
Undertaken in your final year of undergraduate
study, or in postgraduate education
Is linked to both current theory and practice
You will have more choice as to the topic and
methodology, and will decide on the aims and objectives of your study
You will be required to undertake more
independent research into subjects which may not have been taught or may have
been covered in a range of modules throughout your programme of study
The word count is usually much higher than for a
Often requires a Project Proposal in order to
gain approval for your key concepts before you start.
Why find dissertation
topic examples marketing?
dissertation topic examples marketing usually contain
sections of writing to record the methodology, results and conclusions of an
investigation. They are used to enable your lecturer to assess the way you have
approached your investigation, collected your data and evaluated your results.
Dissertations demonstrate skills in: planning, organising,
researching, problem solving and time management as well as oral and written
communication skills. They also demonstrate in-depth subject knowledge.
Format of dissertations
Are written using formal academic language
Headings and sub-headings should be used
Bullet points or numbers can be used to list
Are written to be discussed by more than one
Show vigour in research
Drawings, graphs, statistics and other
additional material can be added as appendices
Sections of a dissertation topic examples marketing
dissertation topic examples marketing can be written in a
variety of ways depending on your subject area, and whether you have undertaken
primary or secondary research. However the sections below are a general
indication of what sections need to be included.
1. Title page
5. Aims and Objectives
6. Literature Review
7. Research Methodology
8. Ethical Issues
11. Recommendations (if requested)
1. The Title Page
The title should provide a clear indication of what the dissertation is about: it should be accurate and concise. The title page should also include the date the report was written, who wrote the report and who the report was for. Make clear the dissertation topic examples marketing.
2. Abstract (also known as Summary)
This is a summary of the whole report’s contents. Readers
will decide whether to read the whole report based on the abstract and
therefore it should be sufficient for them to understand what the report is
about, including the results of the investigation.
The abstract is written after the rest of the report even
though it is presented at the beginning. It should describe the work that has
been carried out, not the work that will be carried out.
A list of contents is required and should be correctly
formatted. See Student IT support on Managing Longer Pieces of Work.
This gives the background to the investigation. It puts your
investigation into context and gives the reader some idea of the value and
importance of your work. It tells the reader why this is an important subject
5. Aims and Objectives
You should have a clear statement about the purpose of your
study (aim) and how you are going to achieve those aims (objectives). State
what you are trying to achieve and how you will achieve it. This is a crucial
part of the report as it will be judged on whether your aims and objectives
have been achieved: ensure you are clear about the difference between these.
6. Literature Review
This informs the reader of the current thinking in your
particular topic. It will place your research in context and show how you are
building upon previous knowledge. This should also highlight any areas of
contention. Ensure you cite your sources of information and reference your
7. Research Methodologies
This section is important because if you undertake
inappropriate methodology your results and findings will be disputed. The
reader needs to know what you did to find out information so they can make a
judgement about the suitability of your methodology.
In this section, you state what you have done to achieve
your aims, what you did to find information you need and why you did it.
The methodology section can be sub-divided into the
A short section (one or two sentences) in which you make a
clear and accurate statement outlining what sort of investigation you used. Justify
your statements by referencing to best practice.
You should provide a brief description of who you used in
your sample and why. The information should include the essential features of
any respondents used.
• Who were the subjects of the study?
• How were they selected?
• How many were there?
Justify your decisions by referencing back to best practice.
Materials/Apparatus (if necessary)
What sorts of dissertation topic examples marketing material
were used? For example, experimental stimuli, tests, questionnaires. If using
established tests or materials, these should be fully referenced. Any apparatus
used should be described accurately (you could use diagrams or photographs).
This should be a description of exactly how you carried out
the investigation: what exactly happened during the investigation, from start
to finish in enough detail to allow replication. Remember to use the passive
voice (third person), past tense; for example: “The questionnaire was given to
all 1st year students.” “The responses to each question were recorded using
simple tally charts”.
The procedure does not have to take the form of an
experiment; some reports document the findings of desk based research and
extended literature reviews.
Method of Analysis
As your analysis is part of what you did, you should include
a statement of what methods of analysis were used and why they were chosen (do
not panic if the methodology section becomes long – it is quite normal for this
section to sometimes be the longest section of the report).
8. Ethical Issues
All dissertations and investigations should consider ethical
issues. You are expected to complete a Staffordshire University Ethical
Approval form and have this signed off by your tutor. This should be included
as an appendix. In your report you should make the reader aware of the possible
ethical issues of your research and how you overcame these issues, for example:
confidentiality, storage of data and so on.
9. Results/Findings (sometimes this section can be merged with Discussion
It tells the reader what you have found out and is
objective. It states the findings of your research. You may include tables and
graphs, but also explain the results in words. Any raw data should be included
as an appendix.
This covers the interpretation of the results, evaluation of
the theoretical significance of the findings and a general discussion of the
investigation. It should answer questions such as:
• What has your investigation shown?
• Did it achieve its objectives?
• What theory/literature does it support or contradict?
• What are the most plausible explanations of your findings?
• Are there any possible criticisms of the investigation?
The discussion should also:
• Build on the material in the introduction and literature
• Evaluate the adequacy of your methodology
• Suggest design features that may have affected the results
• Include whether the results would be different under
Use your findings and analysis to make recommendations in dissertation
topic examples marketing. You may make the recommendation that further
investigation is undertaken if you realise that there were gaps in your
methodology or anomalies in your findings. Alternatively, you may advise that
some actions be considered.
Make sure references are given correctly. All dissertation topic examples marketing must be reference in accordance to your university’s guidelines.
13. Appendices (content usually not included in the word count)
Do not put results here: only the raw data should be
presented in an Appendix. Some other materials may be usefully included in an
Appendix (for example, blank questionnaires, copy of written tests used).
Remember not to include anything in an appendix that has not been referred to
in the text.
References and further reading
Levin, P. (2011) Excellent Dissertations. Open University
McMillan, K. & Weyers, J. (2011) How to Write
Dissertations and Project Reports. (Smarter Student Series) Harlow: Pearson