Petzer, Daniël Johannes; Mostert, P.G. (Pierre); Kruger, Liezl-Marie; Kuhn, Stefanie
(University of Pretoria, Department of Economics, 2014)
In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose
from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand
relationships. ...