Browsing Faculty of Economic and Management Sciences by Subject "brand loyalty"
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The dimensions of brand romance as predictors of brand loyalty among cell phone users
(University of Pretoria, 2014)In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand relationships. ... -
Gender differences in brand loyalty towards fashion brands among generation Y students
(Social Sciences Research Society, 2017)The purpose of this study was to determine African Generation Y male and female students' brand loyalty towards their preferred fashion brands. In South Africa, the African Generation Y cohort (individuals born between ...