The selected articles are as follows:

(a) Astakhova, M., Ross, B., Swimberghe, K. R., (2017), Actual and ideal-self congruence and dual brand passion, Journal of Consumer Marketing, 34: 7 pp 664–672.

(b) Fisher-Gardial, S., Flint, D. J., Woodruff, R. B., (2002), Exploring the phenomenon of customers desired value change in a Business to Business context, Journal of Marketing, 66: 4 pp 102 – 107.

Submit a write-up - properly edited, after critically examining the two marketing management journal articles cited. The document must be written according to the following themes:

(a) Review the research intent/thesis and the research questions of the articles.

(b) Comment on the theoretical framework within each article and discuss on the marketing management theories driving the research questions towards the intended.

(c) Review the analytical or empirical framework (methodology) within the articles.

(d) Analyse the (Results – Intent/Thesis) correlation and discuss on any alignment and/or misalignment. You should be commenting on marketing management core issues within the research intent vs the results).

(e) The results and discussion sections within the journal articles may assist your discussions as per point d.

(e) State the limitations of the papers.

(f) Contextualise key outcomes of the comparative analysis to the current Fiji context contemplating the viability of consumer and business markets both in the private and in public sectors.