Brand, Identity and Reputation: Exploring, Creating New Realities ...
Brand, Identity and Reputation: Exploring, Creating New Realities ...
Brand, Identity and Reputation: Exploring, Creating New Realities ...
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directed towards a wider sample of respondents through web forums to enable greater <strong>and</strong> more in-depth insights. A<br />
continuation of this research should also be extended to target specific retail organisations. Therefore future research<br />
should aim to enhance the exploration between the relationships of the organisations <strong>and</strong> the end consumer. Replication<br />
of the study with a wider sample within the retail food <strong>and</strong> drinks sector might increase the reliability of the results.<br />
6. Summary<br />
In this research it was sought to explore consumer insights regarding corporate social responsibility <strong>and</strong> environmental<br />
marketing. A review of secondary literature established that organisations such as Marks <strong>and</strong> Spencer have left a br<strong>and</strong><br />
trail from its history to present day in terms of their activities. It is argued that although this information is readily<br />
available for consumers, it is not immediately apparent to them. Consumers will have to seek this information out, if<br />
they want to know more about organisations. The findings from the online forum identified many indicators which<br />
prevent consumers from taking action. These are factors such as price, convenience <strong>and</strong> also trust. Some respondents<br />
who participated in the forum believed that organisation are about making profit, while other respondents state that they<br />
would be happy to shop with a more environmentally aware agenda. However budgets are preventing them from taking<br />
action.<br />
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35.1. Websites<br />
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