Since relationship marketing re-emerged as an approach to marketing, the conceptwas met with a great deal of interest. This interest resulted in relationship marketingbeing researched extensively, whilst businesses started to look for ways to buildrelationships with their clients. Relationships...

Any brand has a specific identity that the company wants to portray to consumers in its targetmarket – its brand identity – what the brand stands for. This is also the case for Oakley, aluxury brand competing in the sports and fashion industries. In essence the brand identity ofa company is...

The market share of online purchasing is under two percent of total retailspending, which provides an indication that consumers have been slow to adoptonline purchasing. Previous research has shown that consumers perceive risksassociated with purchasing online and these perceptions are likely to...