Role of brand trust in creating brand equity in the mobile phone industry amongst black Generation Y students / Christiaan Rudolf Quintus Roets
In the highly competitive business landscape of the twenty-first century, intangible assets such as brand equity are deemed as increasingly vital to the long-term success of organisations. Brand loyalty, which is the primary driver of brand equity, germinates from consumers‟ brand identification, tr...
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| Language: | en |
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2015
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| Online Access: | http://hdl.handle.net/10394/14708 |