Exploring the impact of language on consumer-brand relationships across digital media
Within the marketing management sphere, consumer-brand relationship theory has attracted interest and academic research since its inception. One area that has been relatively unexplored, however, is the interplay between vernacular languages and consumer-brand relationships in a multilingual South A...
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| Format: | Dissertation |
| Language: | English |
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Faculty of Commerce
2021
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| Online Access: | http://hdl.handle.net/11427/33702 |