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Afrika
Zimbabwe
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Consumer behaviour
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Low income
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bottom of the pyramid
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social networks
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Chikweche, Tendai
7
Egan, Paul
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Lappeman, James
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Fletcher, Richard
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International journal of emerging markets
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Journal of financial services marketing
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Journal of international consumer marketing
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Marketing brands in Africa : perspectives on the evolution of branding in an emerging market
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ECONIS (ZBW)
7
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1
Marketing financial services in Africa : exploring the heterogeneous middle-class consumer across nine countries
Chikweche, Tendai
;
Lappeman, James
;
Egan, Paul
- In:
Journal of financial services marketing
29
(
2024
)
1
,
pp. 1-16
Persistent link: https://www.econbiz.de/10014479191
Saved in:
2
Targeting the floating middle of pyramid consumers in Africa : revisiting marketing mix considerations
Chikweche, Tendai
;
Lappeman, James
;
Egan, Paul
- In:
Journal of international consumer marketing
34
(
2022
)
5
,
pp. 517-536
Persistent link: https://www.econbiz.de/10013465894
Saved in:
3
Revisiting middle-class consumers in africa : a cross-country city-based investigation outlining implications for international marketers
Chikweche, Tendai
;
Lappeman, James
;
Egan, Paul
- In:
Journal of international marketing
29
(
2021
)
4
,
pp. 79-94
Persistent link: https://www.econbiz.de/10012660730
Saved in:
4
Unbranded : the challenges of branding for Africa's informal economy
Chikweche, Tendai
- In:
Marketing brands in Africa : perspectives on the …
,
(pp. 203-236)
.
2021
Persistent link: https://www.econbiz.de/10012651451
Saved in:
5
Marketing to the "middle of the pyramid" in emerging markets using a social network perspective : evidence from Africa
Chikweche, Tendai
;
Fletcher, Richard
- In:
International journal of emerging markets
9
(
2014
)
3
,
pp. 400-423
Persistent link: https://www.econbiz.de/10011335102
Saved in:
6
"Rise of the middle of the pyramid in Africa" : theoretical and practical realities for understanding middle class consumer purchase decision making
Chikweche, Tendai
;
Fletcher, Richard
- In:
The journal of consumer marketing
31
(
2014
)
1
,
pp. 27-38
Persistent link: https://www.econbiz.de/10010254014
Saved in:
7
Marketing at the bottom of pyramid: market attractiveness and strategic requirements
Chikweche, Tendai
- In:
Marketing intelligence & planning
31
(
2013
)
7
,
pp. 764-787
Persistent link: https://www.econbiz.de/10010227505
Saved in:
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