For decades, one of the key roles of market research has been to help companiesforecast customer acceptance of innovation and of changes to the marketing mix(the 4Ps). However, traditional market research is in danger of being leftbehind by new practices in sales, marketing and R&D. Reflecting...

Positioned in the deliberations related to service marketing, the conceptualisation of servicequality, current service quality measurements, and the importance of the evolving construct ofcustomer experience, this thesis develops and validates a measurement for customer experiencequality (EXQ)...

An empirical study is reported which attempts to validatetwo key theoretical consequences of consumer involvement:differences in brand buying behaviour and differences inthe type of decision processing undertaken.A literature review is provided which traces the history ofinvolvement and...

This thesis aims to develop a more robust framework for understanding themanagement processes involved in Corporate Brand Communications.A review of the literature on corporate branding shows a growing body of conceptualwork, but also highlights that much of the recent work in the field has not...

This is a case study investigating the growth of fair trade pioneer, Cafe´direct. We explore the growth of the company and develop strategic insights on how Cafe´direct has attained its prominent position in the UK mainstream coffee industry based on its ethical positioning. We explore the...