Purpose – The purpose of this paper is to examine the use of a positive country image (CI) by companies. First, it examines how organisations embed dimensions of a positive country image into their external marketing communications. Second, it examines the alignment between the countries’...

Purpose This paper aims to provide a social network site influence (SNSI) profile of early adopters. This study explores the relationship between personality traits of early adopters of social network sites (SNS), their propensity to share information and rumors and their general SNSI....

Purpose – The automobile industry is a key contributor to the GDP in most developed countries. Whilst studies have mainly focused on new car markets, this research aims to investigate how consumers' socio-demographic profile impacts on the decision to buy used or new cars across different...

Purpose – The purpose of this paper is to illustrate the tasks involved in the planning and implementation of integrated marketing communications using an interesting, real‐life case study. Design/methodology/approach – A mix of secondary and primary research is used: analysis of academic...

Purpose – This paper aims to explain how the principles of marketing can be applied to the planning and implementation of a social marketing campaign. Design/methodology/approach – A wealth of secondary sources are reviewed and discussed, including academic literature, market research and...