Essays about: "Charity Mashegede"

Found 1 essay containing the words Charity Mashegede.

  1. 1. Brand Avoidance : A qualitative study on why consumers make conscious decisions to avoid social medial platforms like Facebook

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Charity Mashegede; Muram Shafik Radwan; Mariam Bilal; [2018]
    Keywords : brand avoidance; social media; Facebook;

    Abstract : Background: Interest in brand avoidance, which is a form of anti-consumption behaviour is growing among scholars, marketers and consumers. The extant literature has focused on the positive attitude consumers have towards brands, failing to account for reasons underlying brand avoidance. READ MORE