Browsing Faculty of Arts & Social Sciences, Law, Business Mgt (FoA&SS / FoL / FBM) by Subject "Influence of Brand Equity on Consumer Purchase Choices Among Pay TV Subscribers"
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Influence of Brand Equity on Consumer Purchase Choices Among Pay Tv Subscribers in Nairobi, Kenya
(University of Nairobi, 2016)The competitive potential of any company is significantly influenced by the brands held in the company‟s portfolio. To firms, strong brands create competitive advantage, customer loyalty and attract premium prices for its ...