Browsing Gordon Institute of Business Science (GIBS) by Author "Thupae, Keneilwe"

Browsing Gordon Institute of Business Science (GIBS) by Author "Thupae, Keneilwe"

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  • Exploring negative brand experiences at the Bottom of Pyramid 
    Thupae, Keneilwe (University of Pretoria, 2010)
    The purpose of the research study was to build a deeper understanding of negative brand experiences for consumers at the Bottom of the pyramid segment. The research took an approach of looking at a negative brand experience ...