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Creating a brand community at the bottom of the pyramid: the case of a Cameroonian music platform
The phenomenon of brand communities has been well documented by researchers during
the last two decades; however, little attention has been paid to the phase during which …
the last two decades; however, little attention has been paid to the phase during which …
The effect of mobile marketing antecedents on the purchase intention of staple products: A case of the bottom of the pyramid (BoP) market segment in Khayelitsha …
Purpose This research seeks to ascertain the impact of mobile marketing antecedents on the
purchase intention of staple products among BoP consumers to create a viable digital …
purchase intention of staple products among BoP consumers to create a viable digital …
Acceptance of mobile apps among bottom of pyramid customers of urban areas
India houses the world's leading and most rapidly increasing digital bases, with 560 million
internet subscribers, next to China. The emergence of low-cost smartphones and falling …
internet subscribers, next to China. The emergence of low-cost smartphones and falling …