Browsing Research Articles (Marketing Management) by Author "Kuhn, Stephanie W."

Browsing Research Articles (Marketing Management) by Author "Kuhn, Stephanie W."

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  • Investigating brand romance, brand attitude and brand loyalty in the cellphone industry 
    Kruger, Liezl-Marie; Kuhn, Stephanie W.; Petzer, Daniël Johannes; Mostert, P.G. (Pierre) (University of Johannesburg, 2013-09-16)
    ORIENTATION : Fast growth and intense competition characterise the South African cellphone industry. Customers switch easily between cellphone brands and marketers are challenged to cultivate brand relationships with ...