Brand personality has often been considered from the perspective of products, corporate brands or countries, but rarely among service offerings. Moreover, there remains the consideration of how these entities are communicated online. This article explores the brand personality dimensions that...

In arguably the most dynamic period in the history of marketing, and in particular the management of marketing communication, the challenges and opportunities presented by online marketing are both immense and unprecedented. In an effort to understand how these challenges are perceived at the...

Purpose : The purpose of this paper is to introduce the global text project (GTP) case. The unique developments of the case provide insight of the many challenges and opportunities created within the open source movement. Design/methodology/approach : A case study was used to illustrate some of...

The existence, benefit and management of customer–salesperson relationships in the marketing of financial services are topics of increasing interest. Much of the sales and marketing literature implies that because of time spent together, salespeople and some of their customers develop close...

One of the most perturbing facts about deviant consumer behaviour is that the vast majority of fraudulent acts are committed by young people. Researchers are of the opinion that deviant consumer behaviour is essentially a question of attitudes. The study described in this article parallels one...

From the seclusion of monastic life to the noise of Silicon Valley, the ancient practice of mindfulness has ‘come out of the cloister.' As an antidote to mindless cognition and behavior, the practice of mindfulness — with its principle of grounding attention in the present moment — has...