Corporate managers often invest in sponsorship as a means of associating a firm, its name or its brands, with a particular sport or event. The strength of that association should therefore be a measure of sponsorship success. In this study, four consecutive years of data collected at the...

The paper focuses on how Nestlé, the Swiss based food multinational, is attempting to reinvigorate its long established British sub‐ house brand Crosse & Blackwell so that it can spearhead the company presence in key sectors of the UK food market. Brand bonding, the process which involves the...

A brand exists through the values it reflects. These can be outlined in a brand character statement (BCS) to provide guidance to the brand’s speech. This article discusses the application of a tool from psychiatry for the development of a BCS. In addition, we present steps for implementing and...

Many industries have been hit hard by the recent recession, but none more so than the retail sector. As retailers have struggled, however, a few major chains have found ways to increase both earnings and sales. Companies such as Staples, Bed Bath & Beyond and Office Depot have consistently...

Purpose – This paper aims to cover the authors' experience with applying the latest methodologies in identifying and articulating product opportunities within a large, global corporation and dynamic marketplace. Design/methodology/approach – The study conducts a course of multiple...

Looks at corporate responsibility in the clothing industry. States that by integrating ethical conduct into the corporate vision statement and company strategy there should be increased opportunities for smaller enterprises to export and larger enterprises to increase stakeholder interest....

Purpose – Widely accepted classifications of benchmarking distinguish between different levels of benchmarking. Strategic‐level benchmarking is considered to be of a higher sophistication than product‐level benchmarking. Such strategic benchmarking would be based on process information...

The study addresses the effect of product usage, satisfaction derived out of the same and the brand switching behaviour in several product categories while looking at the product involvement level in the Indian marketplace. A fair amount of work has been done in the area of customer satisfaction...

Purpose – To provide in‐depth insights into one specific product recovery operation (remanufacturing) in the automotive sector, taking the example of original equipment manufacturers (OEM). Design/methodology/approach – The research was undertaken within the engine remanufacturing...