Die vorliegende Arbeit ist aufgrund der Beobachtung von wiederkehrenden Phänomenen in der Markenführungspraxis entstanden. Es konnte beobachtet werden, dass trotz einer vorhandenen strategischen Markenführung, eines Markenperformance Measurement und weiteren Instrumenten umfassende...

When a nation is establishing a new identity and making recompense for exclusively regulated economy of recent history, the corporate marketing function must respond. A new paradigm is required if the communities that comprise future markets are to favour businesses whose success is based on the...

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain.My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning,...

The purpose of this study was to investigate how licensing is used as a strategic tool within the apparel industry, to understand the relationship between licensing as a strategic tool and lifestyle branding, and to understand how license reacquisition impacts the competitive strategy of firms....

Managerial scholars have suggested that 'g' score (i.e., intelligence) tests are not enough to assess and select the appropriate candidates for some jobs. Other dimensions can play just as important a role in employee performance. Thus, the purpose of this article is to expand our view in terms...

O marketing de relacionamento fornece a definição de construtos envolvidos na relação entre entidades que transacionam ao longo de um canal de marketing. Construtos como poder, dependência, confiança, comprometimento, cooperação, conflito, incerteza e oportunismo contribuem para realizar...

This study examines Customer Perceptions of services rendered by Pick 'n Pay Waterfront employees. The main objectives of this study include the following: To define customer services within a supermarket environment; To determine how Pick n Pay (PnP) employee achieve customer satisfaction...

Marketing scholars question the ability of the 4Ps to explain higher order phenomena in modern marketing. Scholars contend that marketing's historical framework, based in product centric economic theory, constrains the 4Ps ability to form a foundation for a general theory of marketing. The focus...

One possible “kind” of marketing relationship occurs where a norm of reciprocity is upheld. The norm states that “we should return good for good, in proportion to what we receive; we should resist evil, but not do evil in return; we should make reparation for the harm we do;...furthermore...

The proficient human resource management of employees and their contribution to small business is commonly accepted as contributing to Australia’s future prosperity (Schaper 2000). Effective recruitment, selection and retention of employees are part of the employment relationship and can...