Film Marketing: Can marketing reduce film piracy

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ACKNOWLEDGEMENT

No words can express my appreciation and gratitude to my research advisor _______ through the course of this research, Professor _____has taught me numerous values that extend well beyond the realm of human resource management. His emphasis on dedication to work and his valuable and practical insights of life are some of the major highlights of my education at The University _________. To Professor _____, I say with great respect, thank you very much.

It is a great honour for me to have Professor _______ on my dissertation committee. His insightful suggestions and comments are a major asset to this research. I learned so much from Professor ______, and I will always remember him as a truly superb teacher. To Professor _____, I am greatly indebted.

I would like to thank Professor ______ for his contribution to this research. Professor _____ has provided me with essential input and guidance as an outside member of my committee. His remarks and suggestions are greatly appreciated.

I would like to thank _____________ for the support they had provided me throughout the research project.

I would like to thank _____________ for their support and help in this research.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

LIST OF TABLES AND FIGURESVI

CHAPTER 3: METHODOLOGY1

Introduction1

Overview of chosen research approach2

Justification of mixed research method3

Research Method and Design Appropriateness4

Benefits and Disadvantages of Mixed Method4

Research Questions5

Justifying the Research Question6

Criteria for searching literature7

Keywords7

Critical Appraisal tool7

Ethical Considerations7

Informed Consent8

Confidentiality9

Validity9

Reliability10

Data Analysis11

Qualitative Data Analysis11

Secondary data analysis12

Data Security: Participant Anonymity and Document Retention12

CHAPTER 4: DISCUSSION AND ANALYSIS13

The Importance of Attitude13

Ethics Research13

Individual Characteristics and Attributes13

Moral Judgment14

Perceived Importance15

Relationship between Attitude and Subjective Norms15

Questionnaire analysis16

Question number 116

Question number 217

Question number 318

Question number 419

Question number 520

Question number 621

Question number 722

Question number 823

Question number 924

Question number 1025

Question number 1126

Question number 1227

Question number 1328

Question number 1429

Question number 1530

Question number 1631

Question number 1732

Question number 1833

Question number 1934

Marketing and piracy control36

Bringing a change in the customer attitude through marketing38

Determinants of Attitude38

Beliefs as determinants of attitude38

Attitude formation40

Sources of attitudes41

Components of attitude41

Cognitive component:41

Effective component42

Behavioural Component42

Attitude change strategies43

Creating value for movies through marketing44

Value as Exchange45

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS47

Limitations of the research47

Sample47

Measuring actual behaviour47

Suggestions for Further Research48

Study verification48

Ethical decision-making48

Moral obligation49

Research Implications49

The role of affect49

Personal characteristics variables50

Conclusions50

REFERENCES52

APPENDIX58

Cover Letter58

Questionnaire59

LIST OF TABLES AND FIGURES

FIGURE 1: A MODEL OF CONSUMER BEHAVIOUR44

FIGURE 2: COMPONENTS OF ATTITUDE47

CHART 116

CHART 217

CHART 318

CHART 419

CHART 520

CHART 621

CHART 722

CHART 823

CHART 924

CHART 1025

CHART 1126

CHART 1228

CHART 1329

CHART 1431

CHART 1532

CHART 1633

CHART 1735

CHART 1836

CHART 1938

CHART 2039

TABLE 116

TABLE 217

TABLE 318

TABLE 419

TABLE 520

TABLE 621

TABLE 722

TABLE 823

TABLE 924

TABLE 1025

TABLE 1126

TABLE 1228

TABLE 1329

TABLE 1431

TABLE 1532

TABLE 1633

TABLE 1735

TABLE 1836

TABLE 1938

TABLE 2039

CHAPTER 3: METHODOLOGY

“We're filled with our own rightness, our own autobiography. We want to be understood. Our conversations become collective monologues and we never really understand what's going on inside another human being” (Polit & Beck ...