Muhammad Kashif, Mubashir Ayyaz and Sara Basharat
There is plethora of advertising research that has highlighted the mothers’ perspective to TV food advertising. However, the fathers’ perspective on children food advertising in…
Abstract
Purpose
There is plethora of advertising research that has highlighted the mothers’ perspective to TV food advertising. However, the fathers’ perspective on children food advertising in societies that score high on masculinity is important but absent from literature. The purpose of this paper is to present opinions of respondents as fathers, concerning the impact of TV food advertisements on children buying and consumption habits.
Design/methodology/approach
The qualitative data through semi-structured interviews has been collected from 32 males having at least one child between the ages of seven and 14 years. The respondents were purposefully selected from a private sector university located in the province of Punjab, Pakistan. The collected data have been analysed through thematic analysis.
Findings
Thematic analysis revealed six themes; quantity of ads, negative impact of TV food ads, changing buying patterns, positive/productive impact on children, father's perceptions of TV advertising, and advertising changes to be incorporated. The findings have some social, cultural, and managerial implications for core advertising stakeholders.
Practical implications
This study is useful for marketing managers whose job is to persuade children and their families into buying their products. They can benefit from the findings of this study to customize the brand communication strategies as per the expectations of respondents as fathers. Furthermore, the study proposes useful insights that will help in devising consumer-led advertising policies in Pakistan.
Originality/value
The gender role of males while influencing family decision making with regards to food products marketing has been a new area of research. The study is pioneer in the field of consumer socialization in that it focuses upon the fathers’ perspective on TV advertising to children.
Details
Keywords
Muhammad Kashif and Hiram Ting
Higher education teaching is analogous to delivering services in various business sectors. Students are regarded as customers of universities having specific needs and wants…
Abstract
Purpose
Higher education teaching is analogous to delivering services in various business sectors. Students are regarded as customers of universities having specific needs and wants, which, if well recognized, can lead to creating delightful student experiences. This paper aims to identify the core ideas about excellent teaching in business schools which faculty members may notice in order to achieve excellence in teaching.
Design/methodology/approach
The study is epistemologically framed to focus on interpretivism. The qualitative data have been collected from 30 business degree students, following a naturalistic paradigm. The case study method has been employed to conduct face-to-face interviews.
Findings
The results revealed five core themes pertaining to teaching excellence in business education. These include; communication style, knowledge, positive attitude, creative work, and courtesy of the instructor as postulated by the students.
Originality/value
The insights are purposeful and contribute substantially to theory development in the area of service-oriented teaching delivery in business education.