The importance of corporate reputation is widely acknowledged in both contemporary and academic business writings. While reputation is a difficult concept to measure, managers frequently assume a positive relationship between business performance and corporate reputation. The literature avers...

Organisational culture is largely the result of the interaction between the people of an organisation over time and communication plays a major role in such intra‐organisational interaction. The prevailing organisational culture will reciprocally determine the communication of the...

The Internet is playing an increasingly important role in the marketing activities of organisations across a wide range of industries. While the opportunities afforded by this phenomenon seem readily apparent, there is still much debate and speculation on exactly what impact it will have on...

Brand loyalty is investigated by examining actual past behavior and its impact on future behavioral intentions: in terms of expectation to purchase the same/another brand from the same/another retailer, as well as willingness to recommend the purchased brand and retailer from which it was...

Purpose – The aim of this paper is to emphasize the value of design theory in brand research. Design/methodology/approach – The paper is a theoretical essay with illustrative examples. Findings – The paper finds that the use of brand theory should not be restricted to explanation and...

The introduction of the original Mazda 323 five‐door into the South African market in 1977 launched the brand from virtual obscurity to instant success. The 323 became the top selling derivative in the country and the brand became a household name. However, during the 1980s the brand′s...

Information is power. Cliché, but true. The Internet has simultaneously empowered individuals. Prospects can click, choose and control their online interactions. For organisations, the pendulum has swung in the opposite direction. They face more competition and are overloaded with more...