Luxury beauty products purchase behaviour of affluent consumers : the role of brand consciousness and brand distinctiveness in Zimbabwe
Year of publication: |
2024
|
---|---|
Authors: | Jaravaza, Divaries Cosmas ; Moyo, Tobias ; Mukucha, Paul |
Published in: |
Cogent business & management. - London : Taylor & Francis, ISSN 2331-1975, ZDB-ID 2837523-3. - Vol. 11.2024, 1, Art.-No. 2338304, p. 1-13
|
Subject: | Brand consciousness | brand distinctiveness | customer purchase decision | luxury beauty products | affluent consumer behaviour | Luxusgüter | Luxury goods | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Simbabwe | Zimbabwe | Marketingmanagement | Marketing management |
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