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Analysing generational transfer of brand loyalty in the dishwashing liquid product category, in the Western Cape Province
While the concept of brand loyalty is well-researched, qualitative studies pertaining specifically to generational transfer of brand loyalty in a South African fast-moving consumer goods context are few and far between. This study used the dishwashing liquid product category in the Western Cape Prov...
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| Format: | Thesis |
| Language: | English |
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School of Management Studies
2020
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