Browsing Faculty of Economic and Management Sciences by Author "Kühn, Stefanie W."
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Investigating brand romance, brand attitude and brand loyalty in the cellphone industry
Kruger, Liezl-Marié; Kühn, Stefanie W.; Petzer, Daniel J.; Mostert, Pierre G. (AOSIS, 2013)Orientation: Fast growth and intense competition characterise the South African cellphone industry. Customers switch easily between cellphone brands and marketers are challenged to cultivate brand relationships with customers ...