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The study aims to examine female sexuality in marketing communications and how it shapes the millennial buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication to understand how female sexuality influence buying behaviours and decisions of the millennial.

The study was underpinned by the dimensions of skin colour, brand image and market share in sexual appealing marketing communication, and the millennial in the study comprises youths between the age of 21and 40 years and demographically defined by Wells and Guber (1966) as bachelors, Full nests 1 and 2. Multistage stage sampling was used with a structured questionnaire.

Findings show that youths, 2019 buying decisions and behaviours are strategically influenced by different manifestations of female sexuality in the context of the study and equally affect market share and patronage.

The study shows what shapes the marketing communication strategies of the rising fashion industry but is limited to the millennial buying decisions and not the larger fashion industry consumers.

The needs for fashion industry to understand the influence of increasing use of female sexuality in marketing communication on male and female consumers and the effects on their respective buying behaviours is strategic to the industry as shown in the study.

Female sexuality in marketing communication is strategic to fashion industry in today's market among youths.

The millennial constitutes a larger percentage of the developing economy market with rising income thus the need to understand their buying behaviours in the fashion industry

This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand (Bharatiya Janta Party). The development of a strong political brand personality is crucial for success at the polls. Little research has been dedicated to this phenomenon particularly beyond Western political and post-election contexts.

The scope and development of the study required a qualitative approach. The theoretical frameworks of the study acted as the deductive base of the study. The insights of the respondents were the inductive base of the study. Semi-structured interviews were conducted with external stakeholders [voters]. In addition, semi-structured interviews were also adopted to capture the branding activities used by internal stakeholders [BJP].

The brand personality dimensions such as sincerity; agreeableness, competence, energy, openness, conscientiousness and emotional stability were clearly associated with a political leader. Negative qualities such as dictatorial attitudes and arrogance affected the political leader’s brand personality. Religious partisanship was another strong negative trait affecting the brand personality of the political leader.

The study has an actionable framework for political brand personality in the post-election context. It offers negative qualities to be avoided in the development of the political brand personality of the leader. It offers insights about the political brand personality of the leader in terms of young digitally savvy voters.

Este trabajo examina la aplicación de la personalidad de marca al ámbito del marketing político y de la marca personal política. Concretamente se centra en la personalidad de marca de un líder político del partido Bharantiya Janta Party (BJP). El desarrollo de una fuerte marca personal política es crucial para el éxito en las elecciones. Pocos trabajos se han centrado hasta el momento en este fenómeno más allá del contexto político occidental.

El alcance y desarrollo del estudio requirió la adopción de un enfoque cualitativo. El marco teórico sirvió de base deductiva al tiempo que las entrevistas realizadas sirvieron de base inductiva. Estas entrevistas fueron semi-estructuradas y dirigidas a grupos de interés externos del BJP (los votantes). Además, se realizaron entrevistas también semi-estructuradas para capturar las actividades de marca desarrolladas por los grupos de interés internos (candidatos, políticos, trabajadores y gerentes del partido).

Las dimensiones de personalidad de marca sinceridad, competencia, energía, estabilidad emocional, franqueza y escrupulosidad están claramente asociadas con un líder político. Por el contrario, rasgos negativos como las actitudes arrogantes y dictatoriales dañan la personalidad de marca de dicho líder, pero sobretodo el partidismo religioso.

El trabajo proporciona un marco de acción para la marca personal política en un contexto post-electoral. Proporciona indicaciones de los rasgos y cualidades negativas que deben de evitarse en el desarrollo de una marca personal para un líder político. Ofrece también evidencias sobre la personalidad de marca que tiene que desarrollar un líder de cara a los votantes más dinámicos y digitales.

Betting games have become a global industry worth billions of dollars providing employment to millions and contributing to the gross domestic product (GDP) of several countries. While there are debates and controversies surrounding betting games discourse, a growing body of literature shows that it has been exacerbated by growing unemployment rates. This paper aims to examine the nexus between the increasing involvement of youth in betting games and unemployment from the Nigerian perspective.

The study adopts simple random and stratified sampling techniques to select participants for the study. Three hypotheses were tested for this study and confirmatory factor analysis (CFA) and structural equation model (SEM) was used to test the hypotheses.

The three hypotheses tested in this study were coined from previous literature. The study established a direct link between technology advancement, promises of winning big coupled with bonuses while unemployment was not significant to youth involvement in betting games. The study also showed that playing betting games provides another source of income to the youth, who are already engaged in one form of work or another. Finally, youth involvement in betting games has created awareness regarding different sports in the world, while contributing to Nigeria’s economy.

As betting games centre as a business in Nigeria has contributed substantially and positively to unemployment in Nigeria; the Government of Nigeria are encouraged to streamline and regulate the activities of the sector such that they can contribute significantly to the country GDP and provide employment opportunities to the youths.

The research shows that the reason why betting games have a massive turnaround of youths in Nigeria is not majorly because of unemployment but as another means to a substantial financial individual/family income. Thus, Nigerian youths see betting games as an avenue to make more money. The study is the first of its kind to examine the nexus between betting games, technology and unemployment hence, its contribution to knowledge.

Kimmo Lipponen is the Director of Corporate Marketing for Nokia, where he is responsible for global Corporate Sponsorships and Corporate Citizenship programs. Here he talks to Christine Green of the University of Texas about sponsorship, corporate citizenship strategies, and the linkages among them.

Listening to the customers has long been a key phrase and success element in product branding. This paper aims to highlight the importance of listening to residents during the branding of a place. The study explores ways of listening to residents to ensure they are heard and also discusses the challenges and benefits related to place branding flowing from having residents participate in decision-making processes.

Listening to residents and offering opportunities to participate requires place branders to fully attend to, comprehend and respond to residents’ comments, requests, ideas and feedback. This study reports on how two Nordic cities – Turku and Helsinki – listen to their residents. The data used comprise face-to-face interviews, telephone and e-mail conversations and documentary material.

Residents should not be considered as one homogeneous target; participation options and channels should be adapted to the demographics and geographic issues of the different regions and resident groups.

The role of residents and the importance of listening are crucial features in the emerging concept of inclusive place branding (Kavaratzis et al., 2017); its future conceptual development could benefit from the case examples at hand.

City authorities should listen to residents and provide them with opportunities to actively contribute to decision-making. Other cities could learn from the examples introduced in the paper.

This paper documents two Nordic examples of cities putting into practice a policy of listening to the residents, a previously neglected research area.