Browsing School of Business by Subject "The Influence of Comparative Advertising on Consumer-based Brand Equity Among Mobile Phone Telecommunication Consumers in Nairobi"
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The Influence of Comparative Advertising on Consumer-based Brand Equity Among Mobile Phone Telecommunication Consumers in Nairobi
(University of Nairobi, 2021)Advertising is the main communication strategy used by marketers to inform consumers of the value they offer and also persuade them to buy their products. Numerous literature exists examining the influence that advertising ...