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 ...
Mabula, Refilwe Marlene(University of the Free State, 2019-02)
The global competition amongst cities necessitates the need for cities to brand themselves. The practice of city branding is growing, with many cities pioneering unique ways to build their brands. City branding is becoming ...
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 ...
