Purpose:The purpose of our thesis to focus on relationship between CSR and country branding that how CSR helps to create soft image of a country and become part of country’s branding strategy. We also investigated the case of Pakistan that how CSR can play a role in branding Pakistan by the help of corporate sector [...]
The Internet´s influences on industrial buying behavior in small and medium sized enterprises
The understanding of the behaviour of organizations when buying is of paramount importance to the industrial marketer. Since the explosion of the use of the Internet, things are changing rapidly, not only in everyday life but also in the companies’ behaviour. Then, this study’s purpose is to see how the companies are adapting to improve [...]
Organizing print ads containing scent: a case study on the organization of print ad elements
The visual image has become an increasingly popular communication tool for standardizing global advertising campaigns. Advertising is one of several marketing communication techniques, and is capable of reaching a mass audience repeatedly. It is about grabbing attention through trying to stimulate as many of the five senses as possible. One of the media that we [...]
The role of analytical CRM in maximizing customer profitability in private banking: two Swedish banks
Most widely accepted classification of Customer Relationship Management (CRM) systems includes operational, analytical, collaborative and e-CRM. While operational, collaborative, and e-CRM has received a significant interest among practitioners and scholars, but analytical CRM has been mostly neglected by them. The major function of analytical CRM is to support strategic customer information provision and customer knowledge [...]
An analysis of B2B relationship quality among Iranian managers
The phase relationship marketing has recently received a great deal of attention from both academics and practitioners. Interaction theory has emphasized the importance of relationships in business-to-business markets. For many firms it is important to develop relationships. To create a successful relationship is the goal of relationship development. Obstacles make businesses unwilling to change business [...]
Economic Satisfaction And Relationship Commitment In Channels: The Moderating Role Of Environmental Uncertainty,Collaborative Communication And Coordination Strategy
The paper explores the relationship between economic satisfaction within a relationship and relationship commitment. The moderating effects of three variables are considered: viz. (i) the use of behavior based coordination strategy (ii) the perceived level of environmental uncertainty and (iii) the use of collaborative communication strategy. The hypotheses are proved through a sample survey among [...]
The impact of website quality on customer satisfaction: a research on Iranian online bookstores
The daily growth of the internet and e-commerce has changed the way of marketing and selling products and services. As a result of development in electronic information resources and the evolution of the “digital age” product sellers and information service providers face many new challenges. Internet is changing the way corporations conduct business with their [...]
Impact of the internet on customer loyalty in Swedish banks
The banking services have been dynamic during the last decade due to the advent of the Internet in banking sector. One of the most vital challenges of the Internet as a service delivery channel is providing and maintaining service quality. Service quality is an input of customer trust which becomes satisfaction and lead to loyalty [...]
Relationship between service quality and customer satisfaction: in the case of CCG (Customer Centric Group) CO
The purpose of this research was to gain a better understanding of the service quality dimensions that affect customer satisfaction from customer perspective. Based on a detailed literature review, a frame of reference was developed. Some service quality dimensions were selected to be tested in CCG CO operations . A qualitative research approach was used [...]
Contributions of Internal Branding Practices to Corporate Brand Success
The purpose of this study is to investigate how internal branding practices can contribute to successful corporate brand building. The thesis is based on a case study of the successful Swedish brands Saab AB, SAS Sverige and Skanska. The results show that core values are a main building block of internal branding practices and that [...]