Browsing School of Business (SB) Collections by Subject "Media"
Now showing items 1-2 of 2
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Advertising and consumer purchasing behavior : A case of Mukwano Group of Companies
(Makerere University, 2019-01)In a highly competitive environment, creating awareness among customers has become a universal practice by firms aimed at increasing their market share. Although some research indicates that advertising increases purchasing ... -
Innovativeness, customer value, and the growth of SMEs in Uganda: a case of radio broadcast media in Kampala.
(2009-11)The study examined the relationship between firm Innovativeness, Customer Value, Brand Equity, Brand Preference and the growth of FM radio broadcasting organizations in Uganda. Through a cross-sectional study, respondents ...