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Keywords: Brand image
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Journal Articles
African Journal of Economic and Management Studies (2026) 17 (1): 104–118.
Published: 17 November 2025
...Chuma Diniso Purpose The primary purpose of this study is to examine the interaction between brand awareness (BA), brand image (BI), perceived quality (PQ) and brand-relationship elements, namely, brand satisfaction (BS) and brand love (BLOV), among Generation Y (Gen Y) smartphone users. Design...
Journal Articles
Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa
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African Journal of Economic and Management Studies (2016) 7 (1): 124–139.
Published: 14 March 2016
...Richard Chinomona Purpose – The purpose of this paper is to examine the influence of brand communication, brand image and brand trust as potential antecedents of brand loyalty in a sample of consumers in Gauteng Province of South Africa. Design/methodology/approach – Data were collected...
