Brand managers have several options in their quest to connect their brands with consumers.They may stress functional brand attributes and benefits, their brand's personalitytraits, or their brand's values (the human values attached to the brand). Which of these is most important to consumers is an open …

Social media have become a large part of nowadays companies’ marketing strategy, but how does this impact the customers’ perception of a brand? The aim of this dissertation is to research the influences of social media advertisements on consumer based brand equity in the travel industry. To this end, …

As social media platforms, such as Instagram, continue to expand and evolve, fashion brands also have to change and adapt to reach its consumers. Influencer marketing is a relatively new marketing strategy that came up in the course of the growing popularity of social media. Macro- and micro-influencers …

The purpose of this research was to answer the central question “How can environmental sustainability improve brand loyalty in the Fast-Moving Consumer Goods market?”. The research has shown that applying the Elements of Green Marketing to intrinsic cues of a product, is a relatively better method for …

This study was conducted to investigate dairy farming practices and gross margin at smallholder dairy farmer level to design a business model for scaling up climate-smart dairy in Ziway-Hawassa milk shed. 80 sample dairy farmers from five districts (which then categorised as urban and peri-urban dairy …

Rice is the second most important cereal in Tanzania occupying 18% of cultivated land and is mostly used as a cash crop. This study conducted at Mahiga Irrigation scheme in Kwimba district aimed at identifying opportunities and strategies for improving access to markets by small holder rice farmers in …

Aflatoxin is the highly toxic, cancer causing poison that contaminates food produced by the fungus which grows on crops. In Tanzania aflatoxin is a problem in maize and groundnuts, these crops are highly susceptible to fungal infestation and affects the health of consumers. Aflatoxin causes liver cancer …

Linking farmers to markets widely viewed as a milestone towards promoting economic growth and poverty reduction. The vast opportunity in agriculture, tourism and light industries is available in Zanzibar will help to boost poverty reduction and sustainable development of the nation. However, the weak …

The growing appetite of cities is one of the greatest future challenges. There is no set menu for meeting this appetite, but a trend is observed in which city authorities focus on region-based food provision. Regionalism is motivated by the importance of increased self-reliance. Besides, regional food …

Values motivate consumer behaviour. The objective of this research is to show the impact of cultural differences on the consumer value system. The Netherlands and Chile were compared to identify to what extent differences between both cultures have an effect on what consumers value, and how this influences …