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 … products’ brand consciousness, brand distinctiveness, and affluent consumers’ purchase decisions in terms of the need for … and distinctiveness were closely related and also had a positive significant effect on customers’ purchase decisions …