This thesis aims to develop a more robust framework for understanding the management processes involved in Corporate Brand Communications. A review of the literature on corporate branding shows a growing body of ...

Based upon an empirical study of CSR programmes across a number of multinational companies, we explore some of the underlying reasons why CSR seems to have a low impact on business decision-making through a validated ...

Based upon an empirical study of CSR programmes across a number of multinational companies, we explore some of the underlying reasons why CSR seems to have a low impact on business decision-making through a validated ...

Purpose – The purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management literature.  Design/methodology/approach – The paper reviews recent analysis ...

Consumer value is an important determinant of consumers’ post-use behaviour, for example satisfaction, repeat purchase and word of mouth. The existing research mainly looks at the factors associated with the product and ...

CRM practices are being adopted in most industry sectors to build stronger relationships with customers in order to develop superior customer value and increase shareholder value. This article questions the basis upon ...

This case describes a strategic marketing dilemma facing Tayo Aderinokun, the cofounder and managing director (CEO) of the highly successful Guaranty Trust Bank (GTBank) of Nigeria. In its initial 15 years, GTBank has ...

An empirical study is reported which attempts both to improve marketing practice whilst developing key aspects of marketing and resource-based theory. The thesis describes how firms can develop marketing competencies to ...