Browsing Economic and Management Sciences by Subject "Consumer behavior"

Now showing items 1-2 of 2

    • Developing and validating a Symbolic-product-brand-personality-trait Scale 

      Müller, Re-An (North-West University (South Africa), Vaal Triangle Campus, 2017)
      Branding has been part of human existence for several millenniums and has evolved from being a mark of ownership and identification, to a quality assurance and, eventually, to being a bearer of certain symbolic associations. ...

    • Factors influencing impulse buying behaviour amongst Generation Y students 

      Neves, Jacinta Ana (North-West University (South Africa), Vaal Triangle Campus, 2016)
      Impulse buying is regarded as an important phenomenon in the context of retail business and marketing. Impulse buying is regarded as an important marketing tool for maximising revenues for businesses as it signifies an ...