Vega School of Brand Leadership cofounder Gordon Cook and some fellow writers created an article that asks organisations ‘How Healthy is Your Brand?,’ this article gives organisations seven criteria to put their brand ...

Over the past couple of years, there has been a lot of focus on online retailing predicting it as the future of retail. However, in South Africa, only 2% accounts for the online retail spend, thus contradicting this ...

While in metropolitan countries gender stereotypes has been a topic of extensive research, this has not been the case in African countries including South Africa. Such a deficit served as a motivation for investigating the ...

In the generation of the millennials, making a large consumer impact, there seems to be a peak of interest in the concern of social responsibility. In the context of a turbulent political situation in the United States, ...

During colonial South Africa, indigenous languages were marginalised while English and Afrikaans were the only languages used to advertise goods and services (Ngwenya, 2011). Today, according to Bishop (2006) advertisers ...

Although it is widely perceived that the attraction and retention of staff is the greatest aspect of strategy implementation, O’Reilly and Pfeffer (2000) argue that it is important for brands to create internal cultures ...

The digitalisation of communication is a progressing phenomenon being reflected by the planning and execution of corporate marketing (Hajduk, 2017: 184). Technology is providing a level of immersion and experience that is ...

The pet industry is experiencing substantial growth as more people start to own pets. The role that pets play in society today has changed considerably and pets are being increasingly considered as a part of the family. ...

Albăstroiu and Felea (2014) states that user generated content (UGC) has various benefits for brands, one of the benefits in question in this research, is the contribution of UGC in build meaningful brand connection. ...

The purpose of this study is to analyse which positioning strategies sustainable fashion brands in South Africa are using. Due to the ecological damage caused by the fashion industry, academia, governments, businesses ...