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Brand equity, switching costs, customer satisfaction and customer loyalty: A study among selected oil companies in Uganda
(Makerere University, 2009)
The purpose of this study sought to investigate the relationship between brand equity, customer satisfaction, switching costs and customer loyalty among commercial customers of several oil companies in Uganda. The methodology ...
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 ...