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Article
Publication date: 2 September 2014

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…

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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

Asia Pacific Journal of Marketing and Logistics, vol. 26 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 6 May 2014

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…

497

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.

Details

Asian Education and Development Studies, vol. 3 no. 2
Type: Research Article
ISSN: 2046-3162

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Book part
Publication date: 3 June 2024

Marcia Texler Segal and Vasilikie (Vicky) Demos

Environments are gendered and environmental issues have impacts on gender. This introduction highlights some current environmental issues from the ecofeminist perspective that…

Abstract

Environments are gendered and environmental issues have impacts on gender. This introduction highlights some current environmental issues from the ecofeminist perspective that characterizes the contributions and summarizes the chapters in the volume that feature the activities of indigenous women in the Columbian Amazon, urban environments in Athens and Rome, workplace environments in Bangladeshi offices, STEM labs in universities in the United States, and homes used for sex work in Punjab. It ends with a suggestion for a queer spiritual ecofeminist approach to environments.

Details

People, Spaces and Places in Gendered Environments
Type: Book
ISBN: 978-1-83797-894-6

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Book part
Publication date: 11 November 2024

Osama Akram Amin Metwally Hussien, Krison Hasanaj, Anil Kaya, Hamid Jahankhani and Sara El-Deeb

Artificial intelligence (AI) has transformed the field of hiring, enabling employers to collect and analyse massive amounts of data to understand and predict the suitability of…

Abstract

Artificial intelligence (AI) has transformed the field of hiring, enabling employers to collect and analyse massive amounts of data to understand and predict the suitability of candidates. However, AI can also have subconscious effects on candidates’ and employers needs through biased data, which can stem from human biases, algorithmic errors or external factors. For example, Amazon scrapped an AI-based recruitment programme that favoured male candidates over female candidates due to the historical patterns in the resumes it analysed. This paper examines how AI can shape candidate's needs through biased data from various sources and types, and what are the consequences for candidate's welfare and rights. We review the literature on AI applications in hiring, the origins and kinds of bias in AI systems, and the potential risks and benefits for candidates. We also suggest some guidelines for reducing bias in AI and enabling candidates to make informed and ethical choices online. We argue that AI can be a double-edged sword for candidate's needs and that more research and regulation are required to ensure its fair and accountable use.

Details

Market Grooming
Type: Book
ISBN: 978-1-83549-001-3

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