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Profiling Brand Strategies According to South African Consume ...
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- Title: Profiling Brand Strategies According to South African Consumers' Shopping Orientations
- Author(s): Helen Inseng Duh
- Publisher: Common Ground Research Networks
- Collection: Common Ground Research Networks
- Series: Diversity in Organizations, Communities & Nations
- Journal Title: The International Journal of Diversity in Organizations, Communities, and Nations: Annual Review
- Keywords: Consumers' Shopping Orientation, Consumer Decision-Making Styles, Brand Strategy, Consumer Style Inventory, Cultural and Socio-Economic Influence, South Africa
- Volume: 5
- Issue: 2
- Date: June 03, 2006
- ISSN: 1447-9532 (Print)
- ISSN: 1447-9583 (Online)
- DOI: https://doi.org/10.18848/1447-9532/CGP/v05i02/38884
- Citation: Duh, Helen Inseng. 2006. "Profiling Brand Strategies According to South African Consumers' Shopping Orientations." The International Journal of Diversity in Organizations, Communities, and Nations: Annual Review 5 (2): 17-32. doi:10.18848/1447-9532/CGP/v05i02/38884.
- Extent: 16 pages
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Copyright © 2006, Common Ground Research Networks, All Rights Reserved
Abstract
Market conditions such as consumers' cultural and socioeconomic differences moderate the effects of brand strategy on brand performance (Roth 1995b) through the impact these environments have on consumers' shopping orientations.
