Browsing Research Articles (Marketing Management) by Author "Puth, Gustav"

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Constructing a sophistication index as a method of market segmentation of commercial farming businesses in South Africa

Van Zyl, H.J.D. (Hendrik Jacobus Dion); Puth, Gustav (Unisa Press, 2015)

This study investigates the process of index construction as a means of measuring a hypothetical construct that can typically not be measured by a single question or item and applying it as a method of market segmentation. ...
Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty

Shirin, Artyom; Puth, Gustav (Academic Journals, 2011-11-30)

Loyalty is without doubt a crucial construct in marketing and has major implications for any businesses, since in the modern world it is not sufficient to merely attract new customers – retention and re-purchase is a key ...
Factors that determine the corporate image of South African banking institutions : an exploratory investigation

Van Heerden, Neels, 1957-; Van Heerden, Cornelius Hendrik, 1957-; Puth, Gustav (Emerald, 1995)

The view that a visually appealing corporate identity is the most important contributor to a good corporate image is a myth. The process of corporate image formation is regulated by the corporate personality which consists ...

Now showing items 1-3 of 3

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