Prof. Rina Makgosa - Research Portal - Converis Standard Config

Prof. Rina Makgosa

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Work Experience

Associate Professor, Department of Marketing (School of Marketing, Tourism and Hospitality)

Department of Marketing (School of Marketing, Tourism and Hospitality)

Research Focus Area

Family decision making
Culture & Consumer Behaviour
Consumer Attitudes, Personality & Motives
Country Branding
Personal Saving Behaviour
Marketing strategy
Market segmentation
Customer Relationship Management
Retailing
Entrepreneurship
Branding

Research Areas

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Projects as PI

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Projects as Co-Investigator

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Projects as Team Member

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Publications

1 of 7

Brand Identity and Business Performance among Small and Medium Enterprises (SMEs) in Zimbabwe: Length of Business Operation and Age as Moderators (2023)

Burying the Dead: Predicting the Purchase Intentions for Funeral Products Using the Theory of Reasoned Action (2021)

Citizens' perceptions of the country brand as a tourist and investment destination: A market segmentation approach (2025)

Conflict resolution strategies in joint purchase decisions for major household consumer durables: a cross‐cultural investigation (2009)

Patents

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Other Research Activities

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Keywords

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