The relational approach to marketing sets customer loyalty as a strategic tool given that many firms have come to realize the economic importance of a loyal customer base. Most often than not financial institutions tend to depend on tangible resources to gain competitive advantage while placing...

Purpose – The paper aims to investigate the determinants of automobile brand choice in Ghana. Specifically, the paper seeks to hypothesize that consumers of automobiles make their purchases based on a multiplicity of factors. Design/methodology/approach – A quantitative approach using...