Jaravaza, Divaries Cosmas; Moyo, Tobias; Mukucha, Paul - In: Cogent business & management 11 (2024) 1, pp. 1-13
The purpose of the study was to establish the extent to which brand consciousness and brand distinctiveness influence customer purchase decisions. The thrust was on interrogating whether there were any symbiotic relations between luxury beauty products’ brand consciousness, brand...