Browsing Theses and Dissertations by Author "Mwangi, Betty M"
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The influence of brand extension strategies on brand image among pharmaceutical firms in Nairobi, Kenya
Mwangi, Betty M (University of Nairobi,, 2013)Over the past two decades, the retail landscape has experienced remarkable changes due to macro- and micro-environmental forces. Technological advancement and a saturated domestic market, combined with increasingly ...