Category Research studies

Consumers’ Inclusiveness and Migration: Evaluation of Selected Brands through the Brand Identity Prism

ABSTRACT:Brand identity management is central to brand building which prompted our evaluation on two master brands – Coca Cola and CloseUp – using the Brand Identity Prism. It explored how consumer inclusiveness and socioeconomic migration have affected consumers’ identification with…

The Interaction between the Marketing Communications Audit and Visitors in Museum Facilities

ABSTRACT:Museum facilities are part of an economic environment that is continually developing and subject to hypercompetitive conflicts. Museums must therefore apply adequate modern marketing tools, including marketing communications, which not only have informative and promotional functions, but at the same…