The impact of Retailer Xs' consumer-based brand equity on the intention of its consumers to purchase meat products : a survey of FMCG stores in the southern suburbs of Cape Town
Products within the Fast-Moving Consumer Goods (FMCG) industry form an integral part of consumers’ daily lives. Moreover, previous literature has suggested a relationship between Consumer-Based Brand Equity (CBBE) and purchase intention. However, there is a gap in current literature for an in-depth...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Marketing Management, University of South Africa
2020-12-01
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| Series: | The Retail and Marketing Review |
| Subjects: | |
| Online Access: | https://retailandmarketingreview.co.za/wp-content/uploads/2021/09/RMR16_2_45-63.pdf |