Abstracts Category : Other

Generation Ys Brand Perceptions of Industrial Unions in the Context of Declining Membership

by Helen Madden-Hallett

The thesis objective is to investigate the use of marketing techniques to increase and stabilise membership fluctuations in the Victorian State Branch of the National Tertiary Education Union. The research is unique in that it utilises industrial relations literature and discipline specific ideas combined with literature and concepts drawn from the marketing discipline. The industrial relations literature is used to understand the causes of declining union membership, while the marketing literature provides insights into strategies that might be used to halt membership decline.