Exploring Africa’s Heterogenous Middle Class’ Brand Behaviour in the New Digital Age: Practical Insights From a Multiple Country Study-Reference-Cited by-同舟云学术

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Exploring Africa’s Heterogenous Middle Class’ Brand Behaviour in the New Digital Age: Practical Insights From a Multiple Country Study

Published:2024-05-02 Issue: Volume: Page:1-17
ISSN:0896-1530
Container-title:Journal of International Consumer Marketing
language:en
Short-container-title:Journal of International Consumer Marketing

Author:

Chikweche Tendai¹^ORCID,Lappeman James²,Mohammed Hossain³,Egan Paul²

Affiliation:

1. International Business and Sports Management, Western Sydney University Business School, Parramatta, NSW, Australia

2. School of Management Studies, UCT Liberty Institute of Strategic Marketing, University of Cape Town, Rondebosch, South Africa

3. Western Sydney University Business School, Parramatta, NSW, Australia

Publisher

Informa UK Limited

Link

https://www.tandfonline.com/doi/pdf/10.1080/08961530.2024.2346911

Reference47 articles.

1. African Union. 2020. The digital transformation strategy for Africa, (2020-2030). Addis Ababa, Ethiopia. https://au.int/sites/default/files/documents/38507-doc-dts-english.pdf.

2. Consumer Stockpiling Across Cultures During the COVID-19 Pandemic

3. Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture

4. Brand Image Evaluations: The Interactive Roles of Country of Manufacture, Brand Concept, and Vertical Line Extension Type

5. Gains and Losses from the Misperception of Brand Origin: The Role of Brand Strength and Country-of-Origin Image

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