– Vol. 10, No. 3 (June 2024)

EMPOWERING WOMEN: CATALYSTS FOR NATIONAL COHESION IN KENYA

Samuel Njoroge Kimani, Jane Wanjiru Mwangi · June 2024 · pp. 1-16

National cohesion and integration, as elucidated by Kumalo and Sigsworth (2016), embodies a multifaceted process and a consequential state in which all citizens are empowered to perceive and experience their...

CELEBRITIES AS CATALYSTS: EXPLORING CONSUMER BUYING PATTERNS IN BRAND ENDORSEMENT

Aisha Malik · June 2024 · pp. 17-23

Celebrities hold a unique status in the public eye, drawing an abundance of attention and influence, sometimes to the extent that they themselves find overwhelming. Yet, for brands, this level...