High-involvement and low-involvement products: A comparison of brand awareness among students at a South African university

Journal of Fashion Marketing and Management

Volumn 12, Issue 2, 2008, Pages 232-243

  Radder, Laetitia ^a   Huang, Wei ^a  

^a NELSON MANDELA METROPOLITAN UNIVERSITY   (South Africa)

Author keywords

Advertising, Brand awareness; Clothing; Coffee; Consumer behaviour; South Africa

Indexed keywords

ADVERTISING; CONSUMER RESEARCH; GARMENT; MARKETING; SPORTSWEAR;

EID: 44049101206     PISSN: 13612026     EISSN: None     Source Type: Journal    
DOI: 10.1108/13612020810874908     Document Type: Article

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