Now showing items 1-2 of 2
The moderating effect of industrial context on the relationship between brand equity and consumer choice in branded bottled water Nairobi, Kenya
(European Scientific Institute, 2014-02)
Previous research has shown that brand equity influence consumer choice, however this literature has been limited to broad base view of choice in which specific industry and location characteristic have not been explicitly ...
The effects of promotional mix tools on brand equity among hospitals in Nairobi County
(Circle Research Centre, 2015)
Brand equity is a marketing strategy and can be created and maintained for the benefit of an organisation. Building brand equity entails promotional activities that create value for the brand and increasing the ability to ...