Browsing School of Business and Finance by Author "Adams, Ashraf"
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The impact of utilitarian and hedonic needs satisfaction on brand trust, brand affect and brand loyalty for selected fast moving consumer goods in South Africa
Adams, Ashraf (University of the Western cape, 2016)The concept of brand loyalty highlights the importance of brands in marketing strategy development because it leads to a stream of benefits for the company (lower marketing costs, less price sensitivity, greater market ...