Browsing by Subject "Black generation Y students"
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Materialism, status consumption and consumer ethnocentrism amongst black generation Y students in South Africa
(Academic Journals [© 2010 Academic Journals], 2012)The purpose of this study was to investigate the extent to which black Generation Y students’ exhibit status consumption, materialism and consumer ethnocentrism tendencies, and the relationship between these three constructs. ... -
South African black generation Y students' perceptions of local black celebrity endorsers' credibility
(North-West University, 2012)The use of celebrity endorsers is a popular marketing strategy in many countries. Typically, many marketers believe that using celebrities is a viable marketing strategy for attracting customers, increasing market share ...