Re‐branding Africa.
(2011)
Journal Article
Osei, C., & Gbadamosi, A. (2011). Re‐branding Africa. Marketing Intelligence and Planning, 29(3), 284-304. https://doi.org/10.1108/02634501111129257
Purpose
– The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re‐branded to attract both international and domestic investments.
Design/methodology/approach
– An extensive revi...
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