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    • Correlation between brand longevity and the diffusion of innovations theory 

      Gouws, Helena Catharina; 21067775 - Van Rheede van Oudtshoorn, George Peter (Wiley, 2011)
      This article attempts to apply the diffusion of innovations theory to the current concepts of branding of products and services that have roots in both marketing and communication. The authors attempt to analyse the diffusion ...