Nhedzi, Abyshey; Overton-de Klerk, Nina; Bester, Tim(Department of Communication Science, University of the Free State, 2016)
Brand owners constantly seek strategies to improve their brand’s popularity. One such strategy is to seek a co-operative relationship with another brand, termed a “brand linkage”. This study represents one of the first ...
Verwey, Sonja; Muir, Clarissa(Department of Communication Science, University of the Free State, 2014)
The development of web-based technology has resulted in changing communication
models which allows for a shift in the power of voice away from the brand to that of
its stakeholders. Consumers have increasingly become ...
Snyman, Annette; Mulder, Dalmé(Department of Communication Science, University of the Free State, 2014)
Twitter is shaping brand communication globally at a mere 140 characters a time.
Although Twitter is seen as a social media platform with little impact, the number
of followers that can be attained “tweet” another story. ...
