Advertising effectiveness in the alcoholic beverage industry of South Africa : measuring the influence of branded liquor advertising on consumption levels
Thesis (MBA)--Stellenbosch University, 2011. === ENGLISH ABSTRACT: Objective: The purpose of the present study is to empirically examine the relationship between brand-level alcohol advertising and alcohol consumption in South Africa. The effect that price has on alcohol consumption is also investig...
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| Language: | en_ZA |
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Stellenbosch : Stellenbosch University
2012
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| Online Access: | http://hdl.handle.net/10019.1/21375 |