In today's competitive business environment, businesses are under great pressure from external factors, in which customers are considered the key factor affecting the business results. For the telecommunications network service business, customers have many choices from many different providers. To increase customer loyalty, the paper focuses on exploring the factors that influence the intention to switch brands in Da Nang. It applies the method of synthesizing the previous papers to build the research model, including factors price, competitor appeal, consumer dissatisfaction, switching cost and variation seeking. In addition, the authors use quantitative research methods to test the relationship between factors and brand switching intention through SPSS 20 Software. The study showed that the three factors affecting brand switching intention are competitor attractiveness, consumer dissatisfaction and variation seeking variables. Based on the results, cellular service providers build marketing strategy for retaining customer loyalty.

Naturals ice cream is one of India's top ice-cream brands. A purely indigenous brand, owned by Kamaths Ourtimes Ice Creams Private Limited, it has been constantly upgrading and expanding since 1984. With a decent presence in western India, the company has been serving ice cream for the last three decades. Their products contain no artificial preservatives or flavors and their product offerings cut across customer segments and income classes. Some of their best flavors include tender coconut, custard apple, mango, blueberries, chikoo, etc., and they have experimented with 60 different fruit flavors and have worked assiduously on continual improvements. What started as a home-run business has expanded to more than 100 ice cream parlors and varieties of ice creams across Western India. Currently, the company is attempting to restructure its business model to include franchises so that they could expand in different territories. The founder of the company, Kamath has a dream of expanding pan India. However, this has eluded him so far due to constraints in the supply chain. Kamath is wondering about the ways to redesign and recalibrate the business model to expand Pan India with Delhi as the focal point. Hit badly during Covid, Naturals also had to take a few strategic decisions to make their operations more viable and optimize the supply chain.

Any communication endeavor that overconcentrates on organizational interests and fails to uphold the sacred duty of promoting consumer interest is akin to shooting oneself in the foot. The paper highlights public concerns about ethical standards of advertising practice in Ghana. The study adopted a qualitative research approach involving a review of existing documents and interviews. In-depth interviews were conducted with 30 consumers who were conveniently selected from five large retail shops in Accra, the capital city of Ghana. The study revealed a very high level of consumer disillusionment with the form and content of many advertising campaigns in Ghana. Specific areas of concern cited included the use of children, exaggeration and blatant untruths in advertising features. Scholarly writings that seek to align corporate interest with societal wellbeing are important. Those in charge of corporate communication must value the interest of their stakeholders, restrain their idiosyncratic intentions, and succumb to the invaluable importance of their external communities by demonstrating high ethical standards. The supposition that advertising is costly and so organizations should endeavor to maximize its returns at all costs is challenged by this write-up. Rather, light is shed on the fact that intricate, multifaceted stakeholder interests need to be appreciated, acknowledged and balanced with corporate intentions in ensuring advertising effectiveness and sustained corporate gains.

...