Now showing items 1-3 of 3
Integrated marketing communication as the key component to building customer based brand equity.
This study investigates the role of integrated marketing communications in building customer based brand equity. The study was conducted in Pietermaritzburg and Durban in South Africa using the consumers of the Coca Cola ...
"The role of brands in the advertising of beauty products."
This research investigates the role of brands in the advertising of beauty products. This study was conducted at tertiary institutions in the Durban Metropolitan Area. Since, students are believed to constitute a large ...
The importance of branding fast moving consumer goods in retail chain stores : consumers and marketers perceptions in South Africa.
This investigation probes the perceptions of consumers as well as marketers with regard to the branding of fast moving consumer goods in South African retail chain stores. While much research has been conducted on branding, ...