Consumers make decisions every day on the type of products and services they purchase. These decisions are often made because of the awareness and trust of a brand’s products. People form impressions of brands based on their interaction and experience with them....

Consumer MotivationConsumer’s motivation to purchase is influenced by two factors: the decision-making process and the sociological factors, Oke et al. (2016). Strong corporate branding can influence both the consumer’s decision-making process and the...

Businesses are constantly faced with changes in the market controlled by various external forces. These changes can be viewed as a threat or an opportunity depending on how the company responds. If a business can anticipate changes in the market, they...