Browsing Theses and Dissertations (Marketing & Sport Management) by Subject "Brand choice"

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The influence of selected consumer-based brand equity elements on brand preference and purchase intention towards store brands

Makhubela, Vusimuzi Paulus (Vaal University of Technology, 2020)

Supermarket store brands are affordable alternatives towards the customers’ intended brands. For many years, marketers and retailers of store brands have positioned this brand as a cheap or low-cost brand that could be ...