Profiling Brand Strategies According to South African Consumers' Shopping Orientations

By Helen Inseng Duh.

Published by The Diversity Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Market conditions such as consumers' cultural and socioeconomic differences moderate the effects of brand strategy on brand performance (Roth 1995b) through the impact these environments have on consumers' shopping orientations.

Keywords: Consumers' Shopping Orientation, Consumer Decision-Making Styles, Brand Strategy, Consumer Style Inventory, Cultural and Socio-Economic Influence, South Africa

International Journal of Diversity in Organizations, Communities and Nations, Volume 5, Issue 2, pp.17-32. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.092MB).

Helen Inseng Duh

Year Qualification Institution 1989-1994 BSC Marketing, Nigeria 1994-1999 Sales Supervisor, Cameroon 2000-2002 Bcom Honors Wits S. A 2002-2004 Mcom Marketing Wits S. A 2004 Lecturer UWC S.A.


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