Many believe that XBurger is a successful global brand.

While keeping its primary branding

consistent, XBurgers practices 'global' marketing efforts. XBurger brings a local flavor, literally,
to different countries with region-specific menu items. For example, XBurger introduced the
PetaBurger, a flatbread sandwich with Arabic bread, to its restaurants in the Middle East. Also it
developed veggie burgers for vegetarians in countries like India, in which meat consumption in
many parts of the country is considered a religious taboo; it is called XVeggie. Moreover,
XBurger developed the Youshi shrimp burger in Japan to abide by the Japanese tendency for fish
consumption. Such adaptation resulted in a huge market share worldwide for the corporation,
noting that the corporation is always broadcasting its commitment to provide high quality food
items and high quality service. They would provide every diner a selection of free cup of coffee
or tea after the meal.

XBurger utilized all elements of promotion, such as televised and print advertisements, personal
sellers who used to distribute leaflets and brochures about the distinctive meals the corporation
offers, PR events for loyal customers which included the distribution of rewards and gifts. The
corporation dedicated a lot of its profits as donations to communities worldwide. This included
nutrition campaigns to starved countries in Africa, in addition to aid shipments to nations
suffering from war and destruction. Moreover, the corporation was known for endorsing a
number of social causes such as education, health, and poverty. The slogan of XBurgers is
with the logo of an angel dressed in white and flying headed
towards a mission. The humanitarian campaigns are constantly repeated in their press releases,
success stories, and social media outlets verbally and visually. The jingles in their
thoughts speak only to the thoughtful mind, but great actions speak to
They constantly distinguished themselves through the customization of their
products to the taste of every country, and also through obvious sympathetic tendencies towards
needy places.

A spokesperson for XBurgers constantly quotes:

People today are way too stressed to think of charity work or even get the chance to look for
places to make the contribution. This is why we think beyond just fresh and artful food, we give
people a chance to feed a hungry child while dining at our restaurants. This is our way to extend
a very basic function like eating to a philanthropic act that pleases God, and pleases humanity.

However activists from different groups such as London Greenpeace distributed leaflets entitled
What's wrong with XBurger? criticizing its environmental, health, and labor record. Among the
critiques were allegations that XBurger (along with other companies within the fast food
industry) uses its political influence to increase its profits at the expense of people's health and
the social conditions of its workers, i.e. underpaying employees and the usage of industrial
products to flavor their meals. Moreover, vegetarian groups, largely Hindu and Buddhist,
successfully sued XBurger for misrepresenting its French fries as vegetarian, when they
contained beef stock. Allegations also highlighted the intensive usage of chemicals in growing
their potatoes and other vegetables, which is both health and environment hazards. In January
2014 it was reported that XBurger was accused of having used a series of tax maneuvers to avoid
paying its fair share of taxes in a number of European countries.

These legal, political, environmental, and social allegations distorted the reputation of Xburger
globally and jeopardized the market share in each country. Customers were caught talking about
this scandal for over a year after its release. Nevertheless, a study indicated that 65% of
customers continued eating at XBurgers outlets due to the distinguished preparation of food,
excellent service, and the positive feeling after dinning that a good deed was committed; whereas
the other 25% switched to competitors. 10% kept dinning at XBurgers claiming that the
allegations deeply disturbed them, but they got used to their meals.

Q1: Explain the elements of learning in the case study.

Q2: Explain the role of repetition in line with classical conditioning.

Q3: Where do you see discrimination and generalization in the case study? Explain.

Q4: Apply Instrumental (operant) Conditioning on the case study where applicable.

Q5: What type of reinforcement do you notice?

Q6: Which part in information processing theory is evident in the case study?

Q7: In which level of loyalty would you rank the 65%?

Q8: In which type of loyalty would you rank the 10%?

Q9: Analyze the brand equity in the case study.