Scholarly Articles

In July 2017, Sarah Cattoor and her husband, Ryan Greening, were less than a month away from opening their new breakfast café in West Des Moines, Iowa.

American Eagle (AE) decided to test the waters and offer a denim hijab made with soft denim fabric in an indigo wash on its website in July 2017.

Building brand equity can be a demanding task even in the most ideal circumstances.

Due to high traffic-density and lack of convenient and cost-effective modes of transportation in Rome, scooters provided an effective mode of transportation.

In November 2016, Matthew LeBretton, vice president of public affairs for New Balance (NB) athletic shoes, publicly supported Donald Trump’s trade policies after a highly emotional presidential e

On October 28, 2013, offensive lineman Jonathan Martin went missing from the Miami Dolphins training facility after being the subject of a prank in the cafeteria at dinnertime.

A product recall in the fall of 2013 sends Chobani, Inc. scrambling to fix the manufacturing problem, and address a flood of customer concerns.

In late 2013, Barneys New York quickly found itself amidst scandal.

Following a period of slow sales and rapid company change, Starbucks Coffee Company designed and launched a new logo to reflect the new direction of the company.

McDonald’s is preparing for a nationwide launch of oatmeal and simultaneously ramping up its use of social media to promote the product.

Johnson & Johnson experienced the rapid spread of negative backlash through social media channels in response to an online Motrin advertisement.

After an extensive study, Xerox decided to undergo a rebranding.

Macy’s controversial conversion of Chicago’s State Street Marshall Field’s Store is just one of many branding and customer loyalty challenges facing Macy’s Inc. today.

In the early 2000s, Burberry experienced brand perception problems through counterfeiting.

On December 18, 2013, a specialty blog site released an article alleging that Target had fallen victim to a serious data breach, exposing forty million customers’ credit card information.

American Apparel, a multinational fashion retailer headquartered in Downtown Los Angeles, looked to target the plus-size clothing customer segment in an effort to grow its stagnant sales.

On August 15th 2013, Moritz Erhardt was found dead at his student housing.

Kickstarter, a brand leader in the crowdfunding market, is facing certain challenges as it negotiates the uncertain waters of competition.

Progressive Insurance faced a widespread public relations crisis when Matt Fisher took to his personal Tumblr site to post a scathing account of his family’s experience with the company who insur

On January 16, 2013, Boeing had its newest and most advanced aircraft, the 787 Dreamliner, grounded worldwide due to fires that started in the airplane's batteries.