In several studies, the authors examine the potential to leverage a consumer’s moral identity to enhance brand and company identification and promote goodwill through community relations. Studies 1a and 1b show that even when opportunity costs are equivalent (subjectively or economically), consumers who also have a highly self-important moral identity perceive the act of giving time versus mone...

With global spending now exceeding US$500 billion, packaging is considered a critical strategic element for brand differentiation and identity. This paper examines consumer response to ‘sponsorship leveraged packaging’ (SLP), a marketing tool commonly used in the Australian FMCG Industry. Findings indicate that sponsorship messages depicted on FMCG packaging are predominantly processed incident...

I was pleasantly surprised to be sent this particular book to review. I was not overly familiar with the concept of photovoice – it is much better known and utilised in the USA and other parts of the world than the UK although the charity ‘PhotoVoice’ has had a presence in London since 1998. They recently (2014) launched a new website, membership scheme and brand identity – see http://www.photo...

BACKGROUND Patient and public involvement (PPI) is central to research and service planning. Identifying effective, meaningful ways of involvement is challenging. The cohort study 'Do specialist services for teenagers and young adults with cancer add value?' follows young people for three years, examining outcomes associated with specialist care. Participant retention in longitudinal research c...

Emerging telecommunications competition includes convergence of industries and the removal of barriers to formerly protected markets. Successful entry and protecting existing lines of business mean selecting those markets that will be most profitable to serve. Success will require much more product and price differentiation and targeting to particular customers. This paper describes methods for...

This paper illustrates how font, viewed as a component of a brand’s visual equity, can enhance a brand’s identity and build its market share. In a two-alternative forced-choice task, brands, covering 10 different product categories, were chosen twice as frequently when they were in an appropriate font relative to when they were not. This finding was replicated with no diminution of the effect e...