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The sustainability of Fair Trade ultimately relies on consumers choosing fair-traded products. To date, research has tended to study consumer and producer engagement, and reactions to Fair Trade separately. These areas do, however, interconnect systematically through supply chains. In this paper, we introduce a self-catalyzing model of Fair Trade which acknowledges those interconnections, traces them along supply chains from producer to consumer and addresses different international development priorities articulated in the United Nations Sustainable Development Goals. Its conceptual elements span (a) product quality, in this case, taste experience influenced by organoleptic properties and moral satisfaction; (b) organizational morality via corporate social responsibility and living wages; and (c) strategic management of slack farming resources—each catalyzed by, and catalyzing, positive emotions. Contingencies at each point in the model alter the likelihood that produce will be and feel fair and taste better to consumers.

The sustainability of Fair Trade ultimately relies on consumers choosing fair-traded products. To date, research has tended to study consumer and producer engagement, and reactions to Fair Trade separately. These areas do, however, interconnect systematically through supply chains. In this paper, we introduce a self-catalyzing model of Fair Trade which acknowledges those interconnections, traces them along supply chains from producer to consumer and addresses different international development priorities articulated in the United Nations Sustainable Development Goals. Its conceptual elements span (a) product quality, in this case, taste experience influenced by organoleptic properties and moral satisfaction; (b) organizational morality via corporate social responsibility and living wages; and (c) strategic management of slack farming resources—each catalyzed by, and catalyzing, positive emotions. Contingencies at each point in the model alter the likelihood that produce will be and feel fair and taste better to consumers.

The long-term viability of the Internet as a retail channel will depend greatly on the ability of businesses to develop loyal and profitable relationships with their customers. This paper proposes an enhanced model for the management of customer relationships (CRM) in an online retail context. It builds on the traditional strengths of CRM, namely processual efficiency and profitability, to ensure that a greater emphasis is given to the interpersonal nature of relationship development. The enhanced model represents the first identified attempt to reposition CRM within the marketing domain.

It is well known in the toy entertainment industry that children have a strong relationship with the characters and stories of various well known entertainment property toy brands (e.g. Mattel, 2005; Pecora, 1998; Miller, 1998; Cross, 1997). This paper presents branding insights and findings from a content analysis of ten highly successful toy story brand narratives that featured in children’s television programs and movies. This study argues that a toy story’s character personality is related to their on-screen action performance. By implication in branding terms, this implies that narrative brands with relatively inferior product-based performance abilities or attributes can still take audience share by focusing heavily on developing a highly distinctive and likable brand personality that clearly narrates strongly supporting brand values within the plot of a television program or motion picture.

Full Text, Thesis (PhD Doctorate), Doctor of Philosophy (PhD), Griffith Business School, Transition economies are regions/countries defined as transitioning from centrally planned governments, limited private enterprise, non-democratic societies, to free(er) markets, increased privatisation of government owned industries and enterprises, and greater democratic institutions (best exemplified by the former Soviet Union, and countries of Central and Eastern Europe). In contrast to the developed or Western countries of the world, where service industries form the dominant economic sector, the service sector in transition economies historically lagged that of agriculture and manufacturing. Thus, although the investigation of service-related marketing phenomena (such as service quality) has been extensively researched in developed markets, the extension of this research to countries in transition is limited. Furthermore, there appears to be no thorough investigation of the service quality construct within a transition economy. Consequently, this research strives to close a gap that exists within the service quality research literature by extending the study of the construct to regions in transition. Moreover, within the service sector the retail sector has received great attention as a way in which to operationalise measures of the service quality construct, but not so in a transition economy setting. Given these gaps in the extant literature, the research problem answered is: 'How do consumers perceive retail service quality in transition economies?' The literature has been silent on this question, thus, the application of existing measures of retail service quality within developed economies were merged and incorporated within the field of cross-cultural literature to develop a conceptual framework of study. In order to best answer the research question, a series of four research issues were developed: Research Issue One: Can Western concepts of retail service quality construct be applied to a transition economy like Estonia? Research Issue Two: How should

The application of relationship management strategies to the online environment has been met with great enthusiasm. However, research indicates that many of the traditional drivers of effective relationships may need to be re-interpreted when applied in Cyberspace. This chapter proposes an enhanced model for the management of customer relationships (CRM) in an online context. It builds on the traditional strengths of CRM, namely processual efficiency and profitability, to ensure that a greater emphasis is given to the interpersonal nature of relationship development.