previous winners: 2022


In the Bachelor category, Jonathan Shaw, a student from Bournemouth University won with his thesis 'Exploring Millennials’ asymmetric brand attitudes held towards brands who practise brand activism.'

"As we see more and more brands getting involved in social issues, there was a need to understand how Millennials reacted to such activism. The amalgamation of Millennials’ willingness to voice their opinions and their awareness of social issues has been overlooked in previous studies. This study looked at their opinions towards brand activism to understand what factors catalyse asymmetry in their attitudes, with the aim of assisting brands in mitigating any negative effects. To be awarded by edcom and the EACA for this paper is a great honour, and something I’ll take with me throughout my career. I’d encourage any student to get involved with the competition."

Jonathan Shaw, Bournemouth University, 2022 Winner

"It was a pleasure to supervise Jono’s dissertation. Not only was it an interesting and timely project given the growing emphasis organisations are placing on brand purpose and the debates being had about the authenticity of brand and consumer engagement with cause-related activism, it was also completed with the same enthusiasm and passion that Jono has always displayed for his studies, despite being hindered by the restrictions that the pandemic imposed. My warmest congratulations to Jono for a great piece of research".

Stuart Armon, Senior Lecturer in Marketing Communication, Bournemouth University

photo of me


In the Master's category Rosie Slayter from Breda University of Applied Sciences won the first prize with her work 'Augmented reality marketing: A quasi-experimental study evaluating the influence that interactivity has on brand attitude.'

"Writing my Master thesis is a period of time that I look back on very fondly. I am so grateful to have had the opportunity to further explore the research field of Augmented Reality Marketing with my supervisor, Milena, supporting me every step of the way. This field one that I am so incredibly passionate about, and researching it changed my career goals, and refined what I am passionate about. To have my work not only recognized, but also appreciated on a European level is something that I did not expect, and I could not be more thrilled about. This competition is a phenomenal initiative that shines a bright light on and rewards students who put all of their thought, time and energy into their research."

Rosie Slayter, Breda University of Applied Sciences, 2022 Winner

"I was delighted to hear that Rosie’s research had been recognized on a European level. Assisting Rosie on her graduation journey was a truly enriching experience. Her passion and devotion to research and new technologies are contagious. Her resilience and ambition made her conduct brilliant research. I am honored and grateful that I was able to work with Rosie, and I am looking forward to hearing what her future brings".

Milena van Voorden, LLM, PhD, Lecturer, Academy for Games and Media, Bournemouth University, Breda University of Applied Sciences

Milena van Voorden