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The impact of brand equity on consumer buying behaviour among bottom of the pyramid consumers in South Africa: A case study of Parmalat yoghurt
There has been significant research done on the impact of branding on consumer buying behaviour over the years, however, consumers at the bottom of the pyramid (BoP) have been ignored and very little research has been done in the South African market. This study examines the impact of brand equity o...
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| Format: | Thesis |
| Language: | English |
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School of Management Studies
2020
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