African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4193

Full Length Research Paper

African-ingredient branding as a marketing strategy: Examining the evaluations of export-market consumers

Caspar Krampe
  • Caspar Krampe
  • Marketing and Consumer Behaviour Group, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, Netherlands.
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Hannah van Lith
  • Hannah van Lith
  • Marketing and Consumer Behaviour Group, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, Netherlands.
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Mavis Gobiye
  • Mavis Gobiye
  • Marketing and Consumer Behaviour Group, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, Netherlands.
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Paul T. M. Ingenbleek
  • Paul T. M. Ingenbleek
  • Marketing and Consumer Behaviour Group, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, Netherlands.
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  •  Received: 04 February 2020
  •  Accepted: 10 June 2020
  •  Published: 30 June 2020

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