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This paper aims to develop an experimental paradigm to assess effects of degrees of logo change on logo processing speed to provide rigid tests of the effects of objectified degrees of logo changes and to understand how degrees of logo change interact with consumer and market conditions.

Experiment 1 (N = 120) used a 3 (degree of change: no vs small vs substantial change) unifactorial between-subjects design to develop the experimental paradigm for the effects of degrees of logo change. Experiment 2 (N = 148) examined effects of brand consciousness and exposure in a 3 (degree of change: original vs small vs substantial change) × 2 (exposure: 1 vs 3 exposures) between-subjects design with brand consciousness as a continuous moderator to extend the paradigm to a more naturalistic marketing communication setting.

Substantial logo changes harmed processing speed of highly brand conscious consumers in particular. Furthermore, substantial logo changes decreased processing speed, which was compensated by repeated exposure to the redesigned brand logo.

The findings suggest that brand consciousness creates a tunnel vision, which impairs openness to changes in brand image. Furthermore, the findings imply that brand logos can be (substantially) changed without hurting logo processing speed: only a few exposures are needed to neutralize these effects.

This is the first study that provides rigid tests of objectified degrees of logo changes, extended to a more naturalistic marketing communication setting, by examining brand consciousness and exposure effects.

This paper argues for adopting the development of critical thinking as a key component of management education. It discusses various deficiencies in the traditional instructional process, noting that the most insidious problem is that many educators suffer from the misguided belief that they routinely emphasize critical thinking in their instructional tasks. The paper then presents a detailed prospectus, based on insights from practice, for a new orientation to the traditional instructional process. Comments are also offered on changing over to the suggested instructional orientation.

This paper aims to explore the crucial role of socio-cultural factors in the entrepreneurial experiences of women in the Gulf region.

A focused qualitative systematic analysis of 65 published articles was conducted to present existing approaches to studying women's entrepreneurship in the Gulf Cooperation Council (GCC) and identify the key socio-cultural factors impacting women's entrepreneurial realities.

It was found that gender roles, family influence, social networking and religion are among the most significant factors influencing the entrepreneurial experiences of women in the GCC.

It was found that the region's prevalent social norms, vis-à-vis how gender roles are defined and practiced, greatly influence the lived experiences of women entrepreneurs. The role of family support (or lack thereof) and the access to networking opportunities to start and grow ventures significantly affect women's entrepreneurial successes. The findings also point to the overarching ideological and practical guidance, Islam is believed to offer, on how life in general and businesses, in particular, should be conducted.

The paper contributes to the burgeoning literature on women's entrepreneurship in the Gulf by promoting context-dependent knowledge. In particular, the findings highlight the importance of critical and nuanced evaluation of existing theories of gender and entrepreneurship. The examination can help policymakers develop more effective and inclusive entrepreneurship policies in the region.

The purpose of this paper is to investigate the role of actual and ideal congruity in predicting the repurchase intentions of young women in relation to inconspicuous fashion items.

The research focussed on a non-luxury intimate apparel brand, typical of daily use and private consumption. Regression analyses were conducted on a sample of 308 young female consumers to identify the effect of actual and ideal congruity in determining repurchase intentions. A cluster analysis based on actual self-concept was employed to develop a typology for consumers.

Unexpectedly, the findings revealed that ideal congruity is a stronger predictor of repurchase intentions than actual congruity. Further, based on actual self-concept, three profiles of young women emerged: active romantics, self-assureds and reliables. The clusters differed in relation to perceptions of brand personality and the effect of self-congruity on repurchase intentions.

This study was conducted using participants from one university in Northern Italy. Thus, the main limitations of this study relate to sample size and selection. Additionally, this study only investigated the perceptions of young women.

This study suggests that non-luxury intimate apparel items, typical of daily use, are not merely functional purchases, but reflect young women’s self-expression motives. Accordingly, fashion marketers should focus on consumers’ ideal self-concepts to develop effective promotion strategies. Further, specific dimensions of brand personality should be considered in relation to the different clusters.

This study shows that repurchase intentions towards inconspicuous non-luxury fashion items are explained more by self-esteem motives (i.e. ideal congruity) than self-consistency motives (i.e. actual congruity).

Marketing concept is being widely used in all disciplines including library and Information Science domain for disseminating the services, resources and products to the target audiences. Thus, this study aims to define the marketing concept and how libraries can do marketing of their services, resources and products using marketing techniques and tools, such as 7Ps of the marketing mix. This study further pointed out the important internet resources available freely on the marketing of library services on the Internet which can be used by library and Information Science professionals with regard to getting the ideas how to market the library services and resources to the targeted users.

The purpose of this paper is to examine the relationship between corporate identity, corporate marketing and the pursuit of corporate objectives, particularly those objectives that require action at a societal level.

The research is based on a literature review and an holistic, multiple method case study, drawing on e‐mail newsletters, interviews, web sites, media articles and organizational documents.

Corporate identity may serve as a constraint on behaviour that limits strategic and tactical options. It may also constitute a strategic resource that enables action. The seven distinctive characteristics of front organizations identified in the paper enable them to overcome some of the constraints experienced by other organizational types in pursuing corporate objectives requiring action at a societal level.

Future research directions include: analysis and theory development in relation to the design and marketing of a “packaged present” CI; the expansion of this analysis to other types of temporary organizations; and further exploration of the implications of temporality for corporate marketing.

Deploying an “active” definition of corporate identity can take practitioners beyond the audit‐based approach, with its focus on understanding “what the organization is”, to a strategic approach to corporate marketing focused on the temporal question “what does the organization wish to become?”

This paper begins to address two significant gaps in the corporate marketing and corporate identity literatures: the first in relation to corporate identity and temporality; and the second in relation to temporary organizations, particularly front organizations. The paper identifies seven distinctive characteristics of front organizations, which provide the basis for future research.