The nature of brand loyalty at the base of the pyramid

The nature of brand loyalty at the base of the pyramid

The purpose of this study was to explore the various forms of brand loyalty, to understand the drivers of brand loyalty and disloyalty, and to determine within which product categories consumers were brand loyal or disloyal at the base of the pyramid (BoP) in South Africa. The study was exploratory,...

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Bibliographic Details
Main Author: Nyanga, Memory
Other Authors: Thakoor, Priya
Language:en
Published: 2015
Subjects:
UCTD
Brand loyalty
Customer loyalty
Low-income consumers
Qualitative research
Online Access:http://hdl.handle.net/2263/45039
Nyanga, M. (2014).The nature of brand loyalty at the base of the pyramid (MBA mini-dissertation).Gordon Institute of Business Science, University of Pretoria. Retrieved from http://repository.up.ac.za/handle/2263/1818

Internet

http://hdl.handle.net/2263/45039
Nyanga, M. (2014).The nature of brand loyalty at the base of the pyramid (MBA mini-dissertation).Gordon Institute of Business Science, University of Pretoria. Retrieved from http://repository.up.ac.za/handle/2263/1818

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