Browsing Theses and Dissertations (Marketing Management) by Supervisor "Van der Westhuizen, Liezl-Marie"

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The role of gender in brand anthropomorphism of brand spokes-characters

Verbeek, Jade (University of Pretoria, 2020-07)

Brand anthropomorphism, which refers to brands being perceived as having human-like qualities, has been found to yield several brand benefits, two of which are brand loyalty and commitment and a willingness to spread ...
The role of reference groups as credible sources in African women’s natural hair care consumption behaviour

Batandwa, Simelane Lerato (University of Pretoria, 2023)

The proliferation of information on Black women’s natural hair care products globally and in South Africa has created the need for a better understanding of the role of reference groups’ source credibility in Black African ...

Now showing items 1-2 of 2

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