Browsing College of Business and Management Sciences (CoBAMS) by Author "Walekwa, Michael"
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The effect of internal brand development and buyer characteristics on brand communication effectiveness: A case of Senator Extra Lager
Walekwa, Michael (Makerere University, 2009-06)This study was prompted by the fact that the sales performance of Senator Extra Lager has not improved over the last two years in spite of the promotional efforts accorded to it by Uganda Breweries Ltd. This scenario was ...