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A communications approach to building brand personality: The influence of celebrity gender, communication appeal and product involvement
(Stellenbosch: Stellenbosch University, 2016-03)ENGLISH SUMMARY: The concept of symbolism can be traced back to Levy in 1959, and it is one of the roots that created research into self-expression, and created a foundation for brand personality research. Since then, ... -
The role of attitude and intentions in the adoption of banking services by Tanzanians
(Stellenbosch : Stellenbosch University, 2014-04)ENGLISH ABSTRACT: In recent years the African banking industry has received much attention from international investors. The international attention received by Africa is due to trends such as globalisation and the profit ...
