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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| Language: | en |
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2015
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| 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 |