This study explores the relatively new potential of places to ethically enhance their branding through accreditation under the Fairtrade Towns (FTT) scheme. It presents insights from a qualitative
Service quality enhancement is crucial for any business entity. Understanding the service quality gaps helps in improving the customer service. Good customer service quality is essential for enhanced
Purpose: This thesis seeks to understand how branding by actors affiliated with a particular industry, i.e. surfing, enact social inclusion or exclusion. Methodology: Empirical data is based on
Purpose - The paper analyses consumers hostile responses and 'creative re-interpretation of a proactive Corporate Social Responsibility (CSR) brand communication campaign on social media by a leading
Over the past 20 years, ethical brands have risen to prominence. The prevailing discourse implies that this trend has emerged as a result of consumers wanting to make a difference through their