The impact of utilitarian and hedonic needs satisfaction on brand trust, brand affect and brand loyalty for selected fast moving consumer goods in South Africa
Magister Commercii - MCom === The concept of brand loyalty highlights the importance of brands in marketing strategy development because it leads to a stream of benefits for the company (lower marketing costs, less price sensitivity, greater market share and greater profits). Questions thus arise ab...
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| Language: | en |
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University of the Western cape
2017
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| Online Access: | http://hdl.handle.net/11394/5556 |