When consumers decide to buy something, they not only want to know what they are buying, they also want to be confident of having made the right choice. Branding plays a key role in this decision-making process. A brand is part of a product’s tangible features. It is a term, name, sign, symbol or design which identifies a product with a seller and thus differentiates it from those of competitors. Although the process of analysing consumer behaviour is complex, research reveals that shoppers develop a…

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