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Examining the factors structures of brand loyalty of men’s deodorants among generation X and generation Y consumers in Cape Town
This study examines the structures and reliability of brand loyalty in men’s deodorant consumption, as suggested by Moolla’s (2010) framework. This is due to the fickle or disloyal nature of male Generation X and Generation Y deodorant consumers. Although, the subject of brand loyalty is popular, th...
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| Language: | English |
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School of Management Studies
2020
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