Brand contact integration in the Ethiopian beer market
This paper assesses Integrated Marketing Communication (IMC) and brand contact integration in three areas that have received insufficient research attention. The study was conducted in a region that has received little research coverage (Ethiopia), a low involvement product sector (brewing) and fro...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-08-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1393 |
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