Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by UP Author "Cunningham, Nicole"

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Examining the luxury apparel behavioural intentions of middle-class consumers : the case of the South African market

Cunningham, Nicole; Petzer, Daniël Johannes (Wiley, 2022-09)

The study aims to offer an understanding of luxury apparel behavioural intention amongst middle-class consumers in emerging markets. There is a lack of understanding of luxury apparel behavioural intention amongst the ...
Using brand identity to build brand equity : a comparison between the South African and Dutch business-to-business architectural industry

Verster, Alet; Petzer, Daniël Johannes; Cunningham, Nicole (Association for Professional Managers in South Africa, 2019-04)

BACKGROUND: Existing research in the B2B field focuses on relationship marketing and not the importance of building brand equity. By focusing efforts on building brand equity B2B service firms have the opportunity to ...

Now showing items 1-2 of 2

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