The challenge for organisations in competitive markets is to provide clarity for customers in a way which reduces the random nature of their product selection. When making choices about the products or services they want to buy, consumers look for a variety of different verbal and physical cues, such as a name, sign or symbol they recognise and the values they represent. Although marketing efforts, as well as other stimuli, influence buyer behaviour, a key element in adding value to a product or service is…

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