Factors influencing a building-material company brand
A brand represents the essence of the value proposition an organisation extends to the market. It is crucial that brands are nurtured with the goal of trying to establish the brand in a top-of-mind awareness position among consumers. By means of a qualitative case study employing 25 interviews which...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2011-11-01
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| Series: | Journal of Transport and Supply Chain Management |
| Online Access: | https://jtscm.co.za/index.php/jtscm/article/view/22 |