Corporate brand image and switching behavior: case of mobile telecommunications customers in Zimbabwe
Mobile telecommunication service providers in Zimbabwe are using a brand image to market their products and minimize brand switching, resulting from increased market competition. A cross-sectional survey was conducted among a convenience sample of 385 participants in Zimbabwe. The sample size was de...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2020-06-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/13588/IM_2020_02_Chigwende.pdf |