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Nelson Mandela Metropolitan University
1.
Wait, John-Pierre.
Personal branding through social networking.
Degree: 2019, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/42440 
► This study explores people’s insights of personal branding by means of social networking. The continuously increasing competitive marketplace is creating a situation where people find…
(more)
▼ This study explores people’s insights of personal branding by means of social networking. The continuously increasing competitive marketplace is creating a situation where people find it difficult to stand out from their peers. Personal branding affords the opportunity for people to be noticeable in competitive environments. This study used a qualitative research method employing two phases. The semi-structured personal interviews using a semi-structured interview schedule was conducted in the first phase, while the content analysis using criterion schedules analysing participants’ Facebook and LinkedIn social networks was done in phase two. The results of phase one of the study revealed that the majority of participants did not know what a personal brand was, but they believed they possessed a personal brand. Phase two of the study revealed that only a few participants had a coherently perceived personal brand and presented personal brands on both Facebook and LinkedIn. Phase two of the study also revealed that the majority of participants more prominently presented the skills necessary for the future work environment on Facebook rather than LinkedIn. In conclusion, the findings showed that most participants did not actively manage their personal brands across multiple social networking sites. They also did not effectively present the necessary skills for the future work environment on their social networking profiles.
Subjects/Keywords: Branding (Marketing) – South Africa
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APA (6th Edition):
Wait, J. (2019). Personal branding through social networking. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/42440
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Wait, John-Pierre. “Personal branding through social networking.” 2019. Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/42440.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Wait, John-Pierre. “Personal branding through social networking.” 2019. Web. 21 Apr 2021.
Vancouver:
Wait J. Personal branding through social networking. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2019. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/42440.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Wait J. Personal branding through social networking. [Thesis]. Nelson Mandela Metropolitan University; 2019. Available from: http://hdl.handle.net/10948/42440
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
2.
Hunt, William Norman.
Destination marketing: George.
Degree: Faculty of Business and Economic Sciences, 2015, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/5604
► A destination is often given its identity by its brand name, creating an image thereof in the customers’ minds which means that destinations exist not…
(more)
▼ A destination is often given its identity by its brand name, creating an image thereof in the customers’ minds which means that destinations exist not only physically but also mentally in the minds of people. Destination marketers play a role in the creation of the images of such destinations which is dependent on what the destination offers in its depth and breadth. Destination Marketing Organisations (DMOs) should be able to not only understand their destination’s offerings but also who they are targeting and how they should market the destination. DMOs have evolved to become more than mere destination information providers as considerable destination information is now created by fellow travellers which are shared via social networks. The most important change resulting from adopting the concept of social capital in the context of tourism would be that tourism scholars and DMOs become aware of the importance of resources obtained through an individual’s social interactions. Despite the fact that the town of George has a number of attributes it is able to market to potential visitors, it does however not automatically make it a desired destination. The main objective of this treatise is to determine what would give George its marketable destination identity which will be achieved by gaining an understanding of the local residents’ viewpoints of George and to measure them according to specific attributes which are carefully formulated in a survey questionnaire. This treatise aims to determine what George can do to create a destination identity and how such an identity can be applied in the successful marketing of George as a destination town. It is an exploratory quantitative study consisting of literature and case study components used to test proposed hypotheses. It aims to provide guidance to the destination marketers by way of researched literature on the topic of destination marketing as well as offer empirical data gathered from responses to a survey conducted with local residents of George which is focused on creating a destination identity through its business, cultural and sporting events. Based on the statistical analysis of the survey results it will be shown that a relationship exists between Destination Marketing and Events, Branding and Media,which plays a pivotal role in the successful marketing of such events and thereby the brand image of the destination. Based on the literature findings and the empirical data gained for this treatise it was shown that events can be used to create a new brand image for a town like George which already possesses a natural beauty and friendly people. Examples will be discussed where destinations throughout the world have managed to change their brand without changing their environment, from which they have gained a new destination brand. George can strategically convert what it already has to become the destination of choice in terms of intra-town activities and events which could not only enhance its own economy but also that of the surrounding towns. The geographic…
Subjects/Keywords: Place marketing – South Africa – George; Branding (Marketing) – South Africa – George; George (South Africa)
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APA (6th Edition):
Hunt, W. N. (2015). Destination marketing: George. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/5604
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Hunt, William Norman. “Destination marketing: George.” 2015. Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/5604.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Hunt, William Norman. “Destination marketing: George.” 2015. Web. 21 Apr 2021.
Vancouver:
Hunt WN. Destination marketing: George. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2015. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/5604.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Hunt WN. Destination marketing: George. [Thesis]. Nelson Mandela Metropolitan University; 2015. Available from: http://hdl.handle.net/10948/5604
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
University of Johannesburg
3.
Weszka, Pawel.
Leverage of a sport mega-event branding : a case study of the 2010 FIFA World Cup.
Degree: 2014, University of Johannesburg
URL: http://hdl.handle.net/10210/8779
► D.Comm. (Sport Management)
The primary objective of the study was to establish what brand leverage strategies could be implemented in sport mega-event branding based on…
(more)
▼ D.Comm. (Sport Management)
The primary objective of the study was to establish what brand leverage strategies could be implemented in sport mega-event branding based on the case study of the 2010 FIFA World Cup South Africa. The secondary objectives focused on discovering the dimensions of sport mega-event branding, investigating the areas of sport mega-event impacts and leverage, identifying sport mega-event brand leverage activation tools and understanding the role of mega-event brand leverage activation tools in the context of their potential influence on the development of small and medium enterprises in the host country. Deriving from the research questions and objectives, a theoretical framework of sport mega-event brand leverage was created. It provided a blueprint for seven hypotheses, formulated in this study. A quantitative descriptive design was employed by the researcher. A self-administered web based questionnaire was uploaded at the Statkon website at the University of Johannesburg. The researcher utilised a purposive judgement sampling technique which targeted small and medium enterprises (SMEs) from the Gauteng and Western Cape provinces in South Africa. The companies were registered on four major online databases in South Africa – The Box, BizConnect, BizNetwork and online Yellow Pages. The main study was preceded by a two-phase pilot where five individuals representing conveniently chosen SMEs located in the city of Johannesburg filled out a hard copy of the questionnaire in each phase. Once the researcher refined the questions following the second pilot, the main research took place. The total of 8 902 emails, containing the website link, were sent out with 239 returned questionnaires accepted as valid to be included in the statistical analysis (2,95% response rate). The questionnaire was available online for five months between July and November 2011. The researcher made use of factor analysis and the Structural Equation Modelling (SEM) in the process of data analysis. The exploratory factor analysis enabled a reduction in the total number of latent variables (factors). It was followed by the confirmatory factor analysis, which also computed the goodness-of-fit indices allowing for establishing how well the model explained the data. Once the number of factors were reduced, the EQuationS (EQS) software was used to investigate mutual relationships between different variables and testing the hypotheses. The summary statistics, such as mean, median and standard deviation also helped in the interpretation of the findings. The main finding of the research was that the destination brand (South Africa) was a significant predictor of co-branding and an integral element of the sport mega-event branding (2010 FIFA World Cup South Africa). Co-branding was identified as the main brand leverage strategy – although there were various ancillary events supporting the World Cup. Ultimately the leverage opportunities lay in South Africa co-building the strong 2010 FIFA World Cup brand. In that, South Africa was…
Subjects/Keywords: World Cup (Soccer) (2010 : South Africa); Branding (Marketing); Sports - Marketing
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APA ·
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MLA ·
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APA (6th Edition):
Weszka, P. (2014). Leverage of a sport mega-event branding : a case study of the 2010 FIFA World Cup. (Thesis). University of Johannesburg. Retrieved from http://hdl.handle.net/10210/8779
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Weszka, Pawel. “Leverage of a sport mega-event branding : a case study of the 2010 FIFA World Cup.” 2014. Thesis, University of Johannesburg. Accessed April 21, 2021.
http://hdl.handle.net/10210/8779.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Weszka, Pawel. “Leverage of a sport mega-event branding : a case study of the 2010 FIFA World Cup.” 2014. Web. 21 Apr 2021.
Vancouver:
Weszka P. Leverage of a sport mega-event branding : a case study of the 2010 FIFA World Cup. [Internet] [Thesis]. University of Johannesburg; 2014. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10210/8779.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Weszka P. Leverage of a sport mega-event branding : a case study of the 2010 FIFA World Cup. [Thesis]. University of Johannesburg; 2014. Available from: http://hdl.handle.net/10210/8779
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
University of Pretoria
4.
Beck, Amy.
Optimal media
schedules in emerging markets a South African perspective
establishing the inherent characteristics that influence return on
investment for advertising spend.
Degree: MBA, Gordon Institute of Business
Science (GIBS), 2014, University of Pretoria
URL: http://hdl.handle.net/2263/43983
► The effect of advertising efforts on sales is of significant interest for global brands. Recent developments in emerging markets such as South Africa have brought…
(more)
▼ The effect of advertising efforts on sales is of
significant interest for global brands. Recent developments in
emerging markets such as South
Africa have brought the concept of
consumer purchase behaviour in generating sales, under review. New
media schedules are required to transition emerging market
consumers to purchase products/services through effective
marketing
media platforms and through consumer brand equity whilst including
price sensitivities into the media-mix. This study adds to the
current literature by investigating which variables have the most
significant influence in promoting and generating sales in emerging
markets through the use of various advertising efforts. The primary
focus was to establish an optimal
marketing media schedule from
which advertisers are able to choose a particular
marketing media
schedule to maximise their respective firms’ sales. This study
investigated
marketing media platforms, brand perceptions and price
sensitivities. These included the influence of internet,
television, radio, press and outdoor media platforms, price
sensitivities and consumer brand equity in promoting sales within
emerging markets. Data to support the relevant influences was
gathered through secondary data from Nielsen Holdings N.V. (an
American global information and measurement company) and the South
African Research Audience Foundation (SAARF). Six washing detergent
brands were selected for the study, where a complete data set could
be sourced. The most influential variables in determining sales
generation was consumer brand equity followed by price sensitivity.
This allowed the derivation of a model extension from models
identified in previous literature with the derived model including
such influential variables by which brands could determine the most
favourable
marketing mix schedule and thereby allocate budgetary
resources where necessary.
Advisors/Committee Members: Chipp, Kerry (advisor).
Subjects/Keywords: UCTD; Branding
(Marketing); Retail
trade; Marketing
– South Africa;
Quantitative research
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APA ·
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MLA ·
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CSE |
Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Beck, A. (2014). Optimal media
schedules in emerging markets a South African perspective
establishing the inherent characteristics that influence return on
investment for advertising spend. (Masters Thesis). University of Pretoria. Retrieved from http://hdl.handle.net/2263/43983
Chicago Manual of Style (16th Edition):
Beck, Amy. “Optimal media
schedules in emerging markets a South African perspective
establishing the inherent characteristics that influence return on
investment for advertising spend.” 2014. Masters Thesis, University of Pretoria. Accessed April 21, 2021.
http://hdl.handle.net/2263/43983.
MLA Handbook (7th Edition):
Beck, Amy. “Optimal media
schedules in emerging markets a South African perspective
establishing the inherent characteristics that influence return on
investment for advertising spend.” 2014. Web. 21 Apr 2021.
Vancouver:
Beck A. Optimal media
schedules in emerging markets a South African perspective
establishing the inherent characteristics that influence return on
investment for advertising spend. [Internet] [Masters thesis]. University of Pretoria; 2014. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/2263/43983.
Council of Science Editors:
Beck A. Optimal media
schedules in emerging markets a South African perspective
establishing the inherent characteristics that influence return on
investment for advertising spend. [Masters Thesis]. University of Pretoria; 2014. Available from: http://hdl.handle.net/2263/43983
Nelson Mandela Metropolitan University
5.
Barnard, Marieka Helen.
An investigation of the use of social media news releases to create dialogue around brands.
Degree: MA, Faculty of Arts, 2010, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/1264
► This study aimed to provide South African public relations professionals with insights into the use of the Social Media News Release (SMNR) as a PR…
(more)
▼ This study aimed to provide South African public relations professionals with insights into the use of the Social Media News Release (SMNR) as a PR 2.0 tool that has the potential to elicit consumer-driven dialogue in social media channels about information, a brand, product or service advocated by the particular social media news release. Drawing on literature from fields such as public relations, new media studies,
marketing, and consumer studies, an analysis of two South African SMNR case studies was conducted including the Samsung Omnia i900 SMNR and the Standard Bank Pro20 2008 and 2009 SMNRs. An in-depth content analysis applying limited designations analysis and detailed assertions analysis techniques was performed on selected content from the dedicated social media platforms linked to in the SMNRs to determine the origins, tone and thematic nature of communications on the platforms. A total of 2071 messages was analysed by means of content analysis across six social media platforms in the two case studies. In order to triangulate and support data, an online survey was conducted with 43 social media users as respondents in order to determine social media users’ interactions with the social media platforms and SMNRs. The study found that the social media platforms linked to the SMNRs in the two case studies largely successfully elicited and hosted social media user-generated conversations about the themes advocated by the SMNR. The Blog, Facebook and YouTube platforms proved to be most successful in generating social media conversation, while the Flickr, Twitter and Delicious platforms were less effective among South African consumers. It was found that social media news releases are likely to elicit consumer-driven dialogue on the dedicated social media platforms linked to by the SMNRs if the platforms are managed correctly. Factors that were identified as important management considerations include ensuring the relevancy and timeliness of content on the social media platforms, the involvement by the platform creator in stimulating and encouraging participation from social media users where necessary, as well as the swift response to user comments, deleting of spam comments and pro-active management of negative perceptions that may arise from user comments on the platforms
Advisors/Committee Members: Wright, Bianca.
Subjects/Keywords: Social marketing – South Africa; Social media – South Africa – Marketing; Branding (Marketing) – South Africa; Brand name products – South Africa
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APA ·
Chicago ·
MLA ·
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CSE |
Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Barnard, M. H. (2010). An investigation of the use of social media news releases to create dialogue around brands. (Masters Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/1264
Chicago Manual of Style (16th Edition):
Barnard, Marieka Helen. “An investigation of the use of social media news releases to create dialogue around brands.” 2010. Masters Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/1264.
MLA Handbook (7th Edition):
Barnard, Marieka Helen. “An investigation of the use of social media news releases to create dialogue around brands.” 2010. Web. 21 Apr 2021.
Vancouver:
Barnard MH. An investigation of the use of social media news releases to create dialogue around brands. [Internet] [Masters thesis]. Nelson Mandela Metropolitan University; 2010. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/1264.
Council of Science Editors:
Barnard MH. An investigation of the use of social media news releases to create dialogue around brands. [Masters Thesis]. Nelson Mandela Metropolitan University; 2010. Available from: http://hdl.handle.net/10948/1264
Nelson Mandela Metropolitan University
6.
Pienaar, Alicia Nicole.
A study of the identification and awareness level of students towards the Eastcape Midlands FET college brand.
Degree: Faculty of Arts, 2015, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/3125
► Since 1994, South Africa has been revamping its higher education system as part of a broader national reform movement aimed at overcoming the inequities and…
(more)
▼ Since 1994, South Africa has been revamping its higher education system as part of a broader national reform movement aimed at overcoming the inequities and divisions caused by the now obsolete apartheid regime (Sedgwick, 2004). This treatise firstly describes and then explores if students identify themselves with the EMC corporate identity. Thereafter, it firstly explores and then describes the corporate identity awareness level of EMC students. An exploratory-descriptive research design was used. The researcher used two types of data. One was secondary data and the other one was primary data. The former were collected by means of an extensive review of the related literature. The latter were obtained by means of online questionnaires. The level of brand awareness among students is considered to be low. There is a need to improve the corporate identity awareness level of these strategic stakeholders for the future success of the college. This treatise concentrated on the parent brand (EMC). Furthermore, the sampling has been limited to students studying at EMC (Uitenhage campuses). It is important to explore the corporate brand awareness level of the students. It is also essential to discover if students identify themselves with the EMC brand.
Subjects/Keywords: Branding (Marketing) – South Africa; Education, Higher – South Africa; Corporate culture – South Africa
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APA ·
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APA (6th Edition):
Pienaar, A. N. (2015). A study of the identification and awareness level of students towards the Eastcape Midlands FET college brand. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/3125
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Pienaar, Alicia Nicole. “A study of the identification and awareness level of students towards the Eastcape Midlands FET college brand.” 2015. Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/3125.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Pienaar, Alicia Nicole. “A study of the identification and awareness level of students towards the Eastcape Midlands FET college brand.” 2015. Web. 21 Apr 2021.
Vancouver:
Pienaar AN. A study of the identification and awareness level of students towards the Eastcape Midlands FET college brand. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2015. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/3125.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Pienaar AN. A study of the identification and awareness level of students towards the Eastcape Midlands FET college brand. [Thesis]. Nelson Mandela Metropolitan University; 2015. Available from: http://hdl.handle.net/10948/3125
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
7.
Gwatiringa, Tsitsi.
An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks.
Degree: Faculty of Arts, 2015, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/7533
► Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their…
(more)
▼ Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and are immersed in their lives online. This has given rise to the use of visual storytelling as a corporate communication strategy as brands are using it to connect, transmit and receive messages from their audiences. This study examines the ways in which South African brands are making use of visual storytelling on social media and aims to determine the extent to which the use of visual storytelling promotes brand-audience engagement. The study is based on the philosophical assumptions of the Visual Rhetoric framework, which is concerned with the symbolic processes by which images perform communication. The hermeneutic – interpretive research method design is applied to justify knowledge produced by this study. A content analysis of six social media pages was conducted, looking at the visual content posted as well as interpretation of comments and interactions by fans of the selected brand pages. Overall, South African brands make use of visual storytelling to promote brand-audience engagement but they are not utilising the communication strategy to its fullest extent.
Subjects/Keywords: Digital storytelling – South Africa; Branding (Marketing) – South Africa; Social media – South Africa
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APA ·
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MLA ·
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CSE |
Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Gwatiringa, T. (2015). An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/7533
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Gwatiringa, Tsitsi. “An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks.” 2015. Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/7533.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Gwatiringa, Tsitsi. “An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks.” 2015. Web. 21 Apr 2021.
Vancouver:
Gwatiringa T. An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2015. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/7533.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Gwatiringa T. An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks. [Thesis]. Nelson Mandela Metropolitan University; 2015. Available from: http://hdl.handle.net/10948/7533
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
University of Johannesburg
8.
Conradie, Elizabeth Stephanie.
The influence of internal marketing elements on the brand awareness of car rental customers in South Africa.
Degree: 2014, University of Johannesburg
URL: http://hdl.handle.net/10210/9146
► D.Phil. (Marketing)
Despite the extensive research undertaken in the subject area of services marketing, much is still unknown about services internal marketing, specifically internal marketing…
(more)
▼ D.Phil. (Marketing)
Despite the extensive research undertaken in the subject area of services marketing, much is still unknown about services internal marketing, specifically internal marketing mix elements and how they affect brand awareness in services organisations. This study attempted to address this limitation. The study revolved around eleven internal marketing mix elements and their influence on brand awareness dimensions in the South African car rental industry. Services organisations of which car rental companies are an example playa vital role in South Africa's economy, as services organisations contribute 74% to the country's Gross Domestic Product (GOP). Car rental companies like many other services organisations, are operating in a complex and extremely competitive environment. In order to attract and retain external customers, car rental companies need to focus on programmes to enhance their services delivery. Employees are the most valuable asset of an organisation, especially in the services environment. Internal marketing programmes aimed at employees are crucial to motivate them to improve service delivery to external customers. The four traditional internal marketing mix elements, namely internal product, price, promotion and place, as well as the three services internal marketing mix elements, namely internal people, process, and physical evidence are well known in product and services markets. However, this study contributed to the body of knowledge by adding four recent internal marketing mix elements, namely internal personal relationships, packaging, positioning and performance. Brand awareness refers to the strength of a brand's presence in the customer's mind. Awareness is measured according to the different ways in which customers remember a brand, ranging from recognition (exposure to the brand) to recall (What can be recalled about the brand) (Aaker, 2004:10). Brand awareness recall is associated with three dimensions, namely trustworthiness, overall evaluation and loyalty. In order to establish the influence of the eleven internal marketing mix elements on the brand awareness as perceived by the customers of selected car rental companies, an empirical investigation was conducted. The primary objective of this study was to determine the perceived influence of the different elements of internal marketing on the brand awareness as perceived by selected car rental customers in South Africa. Avis First Car Rental and Hertz were prepared to participate in this study. Combined they have a market share of more than 55%, thus it was believed that they were a fair representation of the car rental industry in South Africa. Probability sampling in the form of directly proportional stratified sampling was used in terms of selecting only customers of the three car rental companies, not including employees. The purpose of this study was to determine the effect of internal marketing on the brand awareness perceived by customers, therefore, only customers were selected for the purpose of the study.…
Subjects/Keywords: Branding (Marketing) - South Africa.; Brand name products - South Africa.; Product management - South Africa
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APA ·
Chicago ·
MLA ·
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CSE |
Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Conradie, E. S. (2014). The influence of internal marketing elements on the brand awareness of car rental customers in South Africa. (Thesis). University of Johannesburg. Retrieved from http://hdl.handle.net/10210/9146
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Conradie, Elizabeth Stephanie. “The influence of internal marketing elements on the brand awareness of car rental customers in South Africa.” 2014. Thesis, University of Johannesburg. Accessed April 21, 2021.
http://hdl.handle.net/10210/9146.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Conradie, Elizabeth Stephanie. “The influence of internal marketing elements on the brand awareness of car rental customers in South Africa.” 2014. Web. 21 Apr 2021.
Vancouver:
Conradie ES. The influence of internal marketing elements on the brand awareness of car rental customers in South Africa. [Internet] [Thesis]. University of Johannesburg; 2014. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10210/9146.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Conradie ES. The influence of internal marketing elements on the brand awareness of car rental customers in South Africa. [Thesis]. University of Johannesburg; 2014. Available from: http://hdl.handle.net/10210/9146
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Michigan State University
9.
Mock, Tara.
Manufacturing sameness : continuities and expansions of community identity in Afro-Chinese relations.
Degree: 2018, Michigan State University
URL: http://etd.lib.msu.edu/islandora/object/etd:19232
► Thesis Ph. D. Michigan State University. African American and African Studies 2018
This study examined the nature and awareness of, and attitudes toward Chinese nation…
(more)
▼ Thesis Ph. D. Michigan State University. African American and African Studies 2018
This study examined the nature and awareness of, and attitudes toward Chinese nation branding in Africa. Using critical discourse analysis and survey research, the project examines the impact of images and messages indicative of brand-China on attitudes toward China in the Gambia, Kenya, and South Africa; reconstructing the manufacture of China's national imaginary in Africa. By debating the significance of these images to China's continued rise on the continent, the author hopes to prompt a reconsideration of the discursive power mechanisms exercised in and through national image making in Africa. The argument established is that national imaginary constructions serve as part of the "strategy, substance, and symbolic action" of strategic self-presentation, and thus, African leaders and individuals should pay more attention to performative practices states engage in as, first, national imaginary constructions and, second, as strategies of presentation in the world. This study is located within the general body of scholarship that constitutes Black or Africana Studies, with a specific focus on Afro-Chinese relations. It contributes to this body of scholarship by focusing on how historical and contemporary relations between the Gambia, Kenya, and South Africa, and China fit within a trajectory of African interactions with and response to engagement with foreign nations. – Abstract.
Online resource;
Advisors/Committee Members: Edozie, Rita Kiki, Monson, Jamie, Carter, Forrest, Smith, Aminda.
Subjects/Keywords: Public relations – Africa; Place marketing – Africa; Branding (Marketing) – Africa; Visual communication – Political aspects; Public relations; Place marketing; Diplomatic relations; Branding (Marketing); African studies
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APA ·
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MLA ·
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to Zotero / EndNote / Reference
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APA (6th Edition):
Mock, T. (2018). Manufacturing sameness : continuities and expansions of community identity in Afro-Chinese relations. (Thesis). Michigan State University. Retrieved from http://etd.lib.msu.edu/islandora/object/etd:19232
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Mock, Tara. “Manufacturing sameness : continuities and expansions of community identity in Afro-Chinese relations.” 2018. Thesis, Michigan State University. Accessed April 21, 2021.
http://etd.lib.msu.edu/islandora/object/etd:19232.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Mock, Tara. “Manufacturing sameness : continuities and expansions of community identity in Afro-Chinese relations.” 2018. Web. 21 Apr 2021.
Vancouver:
Mock T. Manufacturing sameness : continuities and expansions of community identity in Afro-Chinese relations. [Internet] [Thesis]. Michigan State University; 2018. [cited 2021 Apr 21].
Available from: http://etd.lib.msu.edu/islandora/object/etd:19232.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Mock T. Manufacturing sameness : continuities and expansions of community identity in Afro-Chinese relations. [Thesis]. Michigan State University; 2018. Available from: http://etd.lib.msu.edu/islandora/object/etd:19232
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Cape Peninsula University of Technology
10.
Zhou, Yuan.
A study of the effectiveness of marathon sponsorship as an enabler of brand extension
.
Degree: 2010, Cape Peninsula University of Technology
URL: http://etd.cput.ac.za/handle/20.500.11838/1705
► A total of R4.8 billion was spent on sports sponsorship in South Africa in 2008, while a remarkable increase in sports sponsorship indicates that research,…
(more)
▼ A total of R4.8 billion was spent on sports sponsorship in South Africa in 2008, while a
remarkable increase in sports sponsorship indicates that research, which deals with studying
effectiveness of sports sponsorship, is essential. Moreover, brand extension was considered
as a means to assist brand revitalisation and revival; however, in order to render brand
extension implementation successful proved another important aspect of this research.
Therefore, this research answers the question: can marathon sponsorships help sponsors to
achieve effective and successful brand extensions?
This study applied quantitative methodology as its research design. A self-administered
questionnaire was designed for the survey and quota sampling was implemented in the
research. A sample of 122 athletes who ran the full marathon at the Weskus Marathon was
collected at the venue where athletes collected their running numbers on 5th of March 2010
for the following day’s race. This process continued until the researcher had asked 122
athletes for their cooperation to complete the questionnaires.
The responses indicated that marathon athletes agreed that: first, a qualified marathon
enhances the sponsor's brand image; second, the sponsor's brand was visible at the
previous event; third, I can recall the sponsor’s brand of the most recent marathon in which I
participated (excluding current marathon); fourth, sponsoring the marathon enhanced my
awareness of the sponsor's brand/product; and last, it is good to have the same sponsor
sponsoring a marathon continuously. Conversely, the responses also illustrated that the
marathon athletes were neutral towards the following research statements: firstly,
participating in marathons that have high media coverage; then, I will buy a new product in
addition to the brand, which sponsored the marathon; and finally, my experience of the
marathon will influence my decision to buy a new product in addition to the brand, which
sponsored the marathon.
Hence, the research explored the hypothesis that marathon sponsorship can be utilized as
an effective way to achieve brand extension. Furthermore, regarding brand extensions and
marathon sponsorships, male athletes of the Afrikaner or English culture who use English as
their home language, think that marathon sponsorships will be effective for brand extensions.
Such athletes are normally around 41 to 50 years old, are professional, managerial and are
involved in other work such as administrative, marketing, skilled craft, self employed and so
on, and have a higher education – postgraduate diploma/degree, while their running years
range from 3 to 5 years.
Subjects/Keywords: Sports sponsorship – South Africa;
Marathon running;
Branding (Marketing)
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APA ·
Chicago ·
MLA ·
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CSE |
Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Zhou, Y. (2010). A study of the effectiveness of marathon sponsorship as an enabler of brand extension
. (Thesis). Cape Peninsula University of Technology. Retrieved from http://etd.cput.ac.za/handle/20.500.11838/1705
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Zhou, Yuan. “A study of the effectiveness of marathon sponsorship as an enabler of brand extension
.” 2010. Thesis, Cape Peninsula University of Technology. Accessed April 21, 2021.
http://etd.cput.ac.za/handle/20.500.11838/1705.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Zhou, Yuan. “A study of the effectiveness of marathon sponsorship as an enabler of brand extension
.” 2010. Web. 21 Apr 2021.
Vancouver:
Zhou Y. A study of the effectiveness of marathon sponsorship as an enabler of brand extension
. [Internet] [Thesis]. Cape Peninsula University of Technology; 2010. [cited 2021 Apr 21].
Available from: http://etd.cput.ac.za/handle/20.500.11838/1705.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Zhou Y. A study of the effectiveness of marathon sponsorship as an enabler of brand extension
. [Thesis]. Cape Peninsula University of Technology; 2010. Available from: http://etd.cput.ac.za/handle/20.500.11838/1705
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
University of Johannesburg
11.
Shapiro, Benjamin Joshua Nell.
A critical investigation of the utilisation of the active consumer stakeholder concept among South African brand leaders.
Degree: 2013, University of Johannesburg
URL: http://hdl.handle.net/10210/8446
► M.A. (Marketing Communication)
In this study it is argued that the consumer has evolved and grown into a force that is no longer passive, taking…
(more)
▼ M.A. (Marketing Communication)
In this study it is argued that the consumer has evolved and grown into a force that is no longer passive, taking the actions of its brands for granted. They ask questions, challenge and are inherently active, a state of being that is accelerated, facilitated and aided by the Internet and social media. This active stakeholder concept is operationally defined as the pressure exerted by informed consumers to hold brands and organisations responsible and accountable for the well-being of society and the environment, beyond the maximisation of profit, and to expect such entities to be responsive to and in dialogue with consumers as stakeholders of brands and organisations. It is questioned, at the same time, to what extent South African brand leaders have stayed current and informed with regard to this new breed of active consumer stakeholder, and whether Corporate Social Responsibility practices are not often used as a smokescreen to ‘greenwash’ actions. The study aimed to address the research problem by linking the key concepts of corporate social responsibility, stakeholder theory, normative stakeholder theory, corporate social responsiveness, stakeholder activism, stakeholder communication and accountability in an attempt to ascertain to what extent the active consumer stakeholder concept has taken root in strategic communication activities of 50 brand leaders in the country, and to develop a measuring instrument for brands to evaluate to what extent they are attuned to the active consumer stakeholder concept. The research methodology made use of reliability tests and cluster analyses, themes were established based on an extensive literature review. Ultimately, the tool was comprised of a series of Likert-type questions, a ranking question and three open-ended questions which added depth to the other elements of the tool. The findings indicate a lack of congruence, within the sphere of South African brand leaders, with regards to the notion of the active consumer stakeholder. However, they also suggest an assimilation, and move to congruence, through a connection between the nuances that exist at both ends of the stakeholder continuum i.e. shareholder theory and stakeholder theory. Doing good will ultimately be equated with making money.
Subjects/Keywords: Business ethics; Branding (Marketing) – South Africa; Social responsibility of business
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APA ·
Chicago ·
MLA ·
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CSE |
Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Shapiro, B. J. N. (2013). A critical investigation of the utilisation of the active consumer stakeholder concept among South African brand leaders. (Thesis). University of Johannesburg. Retrieved from http://hdl.handle.net/10210/8446
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Shapiro, Benjamin Joshua Nell. “A critical investigation of the utilisation of the active consumer stakeholder concept among South African brand leaders.” 2013. Thesis, University of Johannesburg. Accessed April 21, 2021.
http://hdl.handle.net/10210/8446.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Shapiro, Benjamin Joshua Nell. “A critical investigation of the utilisation of the active consumer stakeholder concept among South African brand leaders.” 2013. Web. 21 Apr 2021.
Vancouver:
Shapiro BJN. A critical investigation of the utilisation of the active consumer stakeholder concept among South African brand leaders. [Internet] [Thesis]. University of Johannesburg; 2013. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10210/8446.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Shapiro BJN. A critical investigation of the utilisation of the active consumer stakeholder concept among South African brand leaders. [Thesis]. University of Johannesburg; 2013. Available from: http://hdl.handle.net/10210/8446
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
12.
Mabuyana, Brian.
Influence of product variables on consumers’ buying behaviour in the South African skin care industry.
Degree: 2019, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/40713
► The aim of this study was to develop, validate and test a hypothesised model on the product variables that can possibly influence consumers’ buying behaviour…
(more)
▼ The aim of this study was to develop, validate and test a hypothesised model on the product variables that can possibly influence consumers’ buying behaviour in the skin care industry in South Africa. The product variables that can possibly influence consumers’ buying behaviour are product attributes, product packaging, product labelling, product pricing and product branding. A positivistic quantitative research methodology was followed by collecting data with a structured, self-administered questionnaire using convenience and snowball sampling. The validity and reliability of the measuring instrument were confirmed by means of an Exploratory Factor Analysis (EFA) and the calculation of Cronbach’s alpha coefficients. A sample of 220 respondents was obtained. Descriptive statistics were provided to summarise the sample data. Pearson’s product moment correlations were calculated to establish the correlations between the variables used in this study. Multiple regression was performed to test the significance of the relationships hypothesised between the independent and dependent variables. A T-test and Analysis of Variance (ANOVA) tests were performed to assess the influence of demographic variables on respondents’ perceptions regarding the independent and dependent variables used. To establish significant differences between individual mean scores, post-hoc Sheffé tests were calculated, and practical significance was assessed by calculating Cohen’s d values. The multiple regression analysis indicated a positive significant relationship among the independent variables (Product attributes, Product packaging and Product branding) and the dependent variable (Consumer buying behaviour). The ANOVA tests indicated significant relationships between three demographic variables namely ethnicity, occupation and average spending and the dependent variable (Consumer buying behaviour). Black and White respondents and Asian and Coloured respondents had different perspectives regarding Product labelling and Product branding respectively when purchasing skin care products. Respondents with different occupations had different perspectives on Product packaging, Product branding and Consumer buying behaviour respectively. Consumers in two different spending groups had different perspectives on Consumer buying behaviour. This study has made a contribution to the shortage of literature on the impact of product variables on consumers’ buying behaviour in the skin care industry. The hypothesised model for this study assisted in understanding the influence of product variables (tangible and intangible) on consumers’ buying behaviour. As a result, this study provides recommendations and suggestions for role players in the skin care industry to ensure a positive image in the minds of consumers and to ultimately use product variables to positively influence the buying behaviour of consumers in the skin care industry.
Subjects/Keywords: Consumer behavior – South Africa; Product management; Packaging; Branding (Marketing)
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APA ·
Chicago ·
MLA ·
Vancouver ·
CSE |
Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Mabuyana, B. (2019). Influence of product variables on consumers’ buying behaviour in the South African skin care industry. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/40713
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Mabuyana, Brian. “Influence of product variables on consumers’ buying behaviour in the South African skin care industry.” 2019. Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/40713.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Mabuyana, Brian. “Influence of product variables on consumers’ buying behaviour in the South African skin care industry.” 2019. Web. 21 Apr 2021.
Vancouver:
Mabuyana B. Influence of product variables on consumers’ buying behaviour in the South African skin care industry. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2019. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/40713.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Mabuyana B. Influence of product variables on consumers’ buying behaviour in the South African skin care industry. [Thesis]. Nelson Mandela Metropolitan University; 2019. Available from: http://hdl.handle.net/10948/40713
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Cape Peninsula University of Technology
13.
Hemmonsbey, Janice Dorothy.
The strategic value of sport to the Cape Town city brand
.
Degree: 2015, Cape Peninsula University of Technology
URL: http://etd.cput.ac.za/handle/20.500.11838/2110
► Although the concept of place branding is still relatively new, there is an increasing awareness of the significant impact which sport can have on a…
(more)
▼ Although the concept of place
branding is still relatively new, there is an increasing awareness of the significant impact which sport can have on a city‟s brand. Cities are now considering the addition of sport to their brand traits and are focusing on sport re-imaging, due to the advanced nature of international sport, and the economic and social gains associated with hosting major sport events. The hosting of sport events is increasingly being viewed as part of a broader tourism strategy aimed at enhancing the profile of a city. This particular study was based upon investigating the strategic value of sport to the city brand of Cape Town. The aim of the study was to investigate the role which key sport brands and city stakeholders and all-encompassing sport entities play for the city brand. This has been achieved via a series of semi-structured interviews conducted with 12 key industry stakeholders in Cape Town. A review of case studies, academic journal articles, and other relevant secondary sources of information has been used to contextualise these findings. This study clearly identifies the extent to which sport holds a strategic value for the Cape Town city brand. It clarifies that sport events, facilities, sport teams and personalities, and sport brands and sponsors all add valuable contributions to the city brand. The study reveals the strategic elements of sport that create city
branding opportunities for establishing a national and global competitive position.
Advisors/Committee Members: Knott, B (advisor).
Subjects/Keywords: Sports – Marketing;
Sports – Public relations;
Branding (Marketing);
Cape Town (South Africa) – Public relations;
City promotion
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APA ·
Chicago ·
MLA ·
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Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Hemmonsbey, J. D. (2015). The strategic value of sport to the Cape Town city brand
. (Thesis). Cape Peninsula University of Technology. Retrieved from http://etd.cput.ac.za/handle/20.500.11838/2110
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Hemmonsbey, Janice Dorothy. “The strategic value of sport to the Cape Town city brand
.” 2015. Thesis, Cape Peninsula University of Technology. Accessed April 21, 2021.
http://etd.cput.ac.za/handle/20.500.11838/2110.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Hemmonsbey, Janice Dorothy. “The strategic value of sport to the Cape Town city brand
.” 2015. Web. 21 Apr 2021.
Vancouver:
Hemmonsbey JD. The strategic value of sport to the Cape Town city brand
. [Internet] [Thesis]. Cape Peninsula University of Technology; 2015. [cited 2021 Apr 21].
Available from: http://etd.cput.ac.za/handle/20.500.11838/2110.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Hemmonsbey JD. The strategic value of sport to the Cape Town city brand
. [Thesis]. Cape Peninsula University of Technology; 2015. Available from: http://etd.cput.ac.za/handle/20.500.11838/2110
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
14.
Buys, Hein.
The Neethling Brain Instrument (NBI) as a predictive indicator for leadership branding.
Degree: 2019, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/37900
► The purpose of this treatise is to determine whether the Neethling 8-Dimensional Brain Instrument (NBI) can serve as a predictive indicator of leadership brand of…
(more)
▼ The purpose of this treatise is to determine whether the Neethling 8-Dimensional Brain Instrument (NBI) can serve as a predictive indicator of leadership brand of individuals. In practice the focus of recruitment is often solely concerned with the person-job fit in so far as hard-skills of the individual applicants are relevant and suitable to the position that must be filled. It is the belief of the researcher in this treatise that a more holistic approach in filling leadership roles most be adopted in order to increase the successful placement of leaders based not only on the person-job fit, but also on the person-team and person-organisation fit. Certain leadership brands are more suitable in certain environments and this must be tested for as part of the recruitment and placement process. This qualitative case study is exploratory in nature and hopes to gain a deeper understanding of predictive capability of the NBI in relation to leadership branding.
Subjects/Keywords: Branding (Marketing); Educational leadership – Marketing; Corporate image; Leadership – South Africa; Executive ability
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❌
APA ·
Chicago ·
MLA ·
Vancouver ·
CSE |
Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Buys, H. (2019). The Neethling Brain Instrument (NBI) as a predictive indicator for leadership branding. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/37900
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Buys, Hein. “The Neethling Brain Instrument (NBI) as a predictive indicator for leadership branding.” 2019. Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/37900.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Buys, Hein. “The Neethling Brain Instrument (NBI) as a predictive indicator for leadership branding.” 2019. Web. 21 Apr 2021.
Vancouver:
Buys H. The Neethling Brain Instrument (NBI) as a predictive indicator for leadership branding. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2019. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/37900.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Buys H. The Neethling Brain Instrument (NBI) as a predictive indicator for leadership branding. [Thesis]. Nelson Mandela Metropolitan University; 2019. Available from: http://hdl.handle.net/10948/37900
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
15.
Kuhn, Ralph Ulrich.
Woolworths Holdings Limited's (WHL) strategic business positioning in the South African clothing and food industry.
Degree: Faculty of Business and Economic Sciences, 2014, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/7793
► The South African food and clothing retail industry is highly sophisticated and dominated by a few large competitors. The market is unique and has been…
(more)
▼ The South African food and clothing retail industry is highly sophisticated and dominated by a few large competitors. The market is unique and has been shaped by abnormal political influences that have created a polarised society. The market holds a high potential owing to the burgeoning young middle class that is also attracting global attention. This necessitates an increase in economies of scale through expansion and acquisition strategies. Woolworths Holdings Limited has experienced significant growth in tough trading conditions whilst many competitors have lost ground. The Woolworths’ brand is primarily aimed at the high-income groupings but also appeals to the burgeoning middle class with their private-label products. The clothing and food divisions also provide a unique appeal that concentrates on the strong brand name to cater to the polarised nature of the market. The Woolworths Holding Limited (WHL) business model aims to offer superior quality at a lower cost than competitors which competitors find difficult to imitate. The apparent paradox is solved through tightly-knit supplier relationships and a culture demanding continuous improvement. The company is uniquely positioned to service the Living Standards Measure (LSM) 8-10 niche market whilst improving efficiencies. The company drives its competitive advantage over competitors through the key competencies of a reputable brand name, a strong sustainability programme, a strong operation and supply chain network, all of which are crucially-supported by superior and innovative technology utilisation. The study analysed the strategic brand positioning with a focus on the introduction of the supermarket concept. The study indicated that the supermarket concept was a reaction from WHL to consumer’s requirements for a one-stop shop aimed at increasing existing customers’ basket spend and drawing similar new clients. An increase in spend is potentially lucrative to WHL, and the strategy is a viable option as long as the company remains focussed on the core principles of the business model.
Subjects/Keywords: Retail trade – South Africa; Branding (Marketing) – South Africa; Food industry and trade – South Africa; Consumer behavior – South Africa
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❌
APA ·
Chicago ·
MLA ·
Vancouver ·
CSE |
Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Kuhn, R. U. (2014). Woolworths Holdings Limited's (WHL) strategic business positioning in the South African clothing and food industry. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/7793
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Kuhn, Ralph Ulrich. “Woolworths Holdings Limited's (WHL) strategic business positioning in the South African clothing and food industry.” 2014. Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/7793.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Kuhn, Ralph Ulrich. “Woolworths Holdings Limited's (WHL) strategic business positioning in the South African clothing and food industry.” 2014. Web. 21 Apr 2021.
Vancouver:
Kuhn RU. Woolworths Holdings Limited's (WHL) strategic business positioning in the South African clothing and food industry. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2014. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/7793.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Kuhn RU. Woolworths Holdings Limited's (WHL) strategic business positioning in the South African clothing and food industry. [Thesis]. Nelson Mandela Metropolitan University; 2014. Available from: http://hdl.handle.net/10948/7793
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
16.
Ayankoya, Kayode A.
A framework for the implementation of social media marketing strategies in political campaigning.
Degree: Faculty of Business and Economic Sciences, 2013, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/d1020118
► The concept of social media has grown rapidly in the last years. This can be attributed to the rate of adoption and the penetration of…
(more)
▼ The concept of social media has grown rapidly in the last years. This can be attributed to the rate of adoption and the penetration of social media around the world. Currently, there is an estimate of over two billion people that are actively using social media. The increased usage of social media has changed the way people interact and communicate. Literature suggests that Internet-enabled social networks (relationship between or among individuals and groups) are developing faster than offline relationships. Previous studies have linked social media to the social network theories that define social relationships based on the actors, the ties that exist and the flow of resources among them. This is made possible by social networking sites and other Internet enabled services that allow friends to meet, connect and interact. Social media allow for individuals, groups or organisations to build their social network of friends and followers. It also facilitates the formation of communities with common interest. Social media facilitate the creation and exchange of content such as text messages, images, audio and video formats among individuals or communities that share a common interest or belong to the same social network. Social capital theorists suggest that the ties that exist in social interaction like on social media have the ability to create benefit for the actors in the networks. This provides the foundation to study the benefits that individuals and organisations can obtain from social media. The opportunity to target and communicate directly with the target market and potential customer qualifies social media as a valuable marketing tool and an important component of the integrated marketing communication. As a marketing communication tool, social media introduces a completely new paradigm into marketing communications. Therefore marketing professionals and academics are continuously seeking how to take advantage of social media for different industries. In the field of politics, the use of marketing concepts to engage voters and drive collective participation in political processes has become critical due to stiff competition. The use of social media for political campaigning and engagement could be beneficial, but politicians and political organisations are not taking full advantage of the concept. Previous studies show that organisations are aware of the opportunities that social media could provide for their organisations. However, they are reluctant because they are faced with the problems of lack of information on how to implement social media for business purposes. This treatise investigates the approach and critical success factors for the use of social media for political campaigning and engagement. To evaluate the conceptual framework that was suggested by this study based on the literature review and case studies, an empirical study was conducted among the members of the Democratic Alliance in the Eastern Cape. A survey was conducted among the members of the Democratic Alliance in the Eastern Cape…
Subjects/Keywords: Online social networks – Political aspects – South Africa; Social networks – South Africa; Campaign management – South Africa; Branding (Marketing) – South Africa
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APA (6th Edition):
Ayankoya, K. A. (2013). A framework for the implementation of social media marketing strategies in political campaigning. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/d1020118
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Ayankoya, Kayode A. “A framework for the implementation of social media marketing strategies in political campaigning.” 2013. Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/d1020118.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Ayankoya, Kayode A. “A framework for the implementation of social media marketing strategies in political campaigning.” 2013. Web. 21 Apr 2021.
Vancouver:
Ayankoya KA. A framework for the implementation of social media marketing strategies in political campaigning. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2013. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/d1020118.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Ayankoya KA. A framework for the implementation of social media marketing strategies in political campaigning. [Thesis]. Nelson Mandela Metropolitan University; 2013. Available from: http://hdl.handle.net/10948/d1020118
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Rhodes University
17.
Purohit, Ashish.
An investigation into the use of social media channels within the South African retail banking environment in support of creating and maintaining brand loyalty.
Degree: Faculty of Commerce, Information Systems, 2015, Rhodes University
URL: http://hdl.handle.net/10962/d1018920
► The use of social media in the retail banking environment has changed the way the banking industry communicates with customers, creates sales and performs marketing…
(more)
▼ The use of social media in the retail banking environment has changed the way the banking industry communicates with customers, creates sales and performs marketing and operational tasks. Social media strategies need to be aligned to business goals and effectively used to integrate social media as part of the overall marketing strategy. Only by understanding brand loyalty, multi-channel systems and social media channels can marketers effectively implement social media. In measuring brand loyalty, factors that influence customer buying behaviour and components that influence online interaction are essential in engaging different groups of customers in social media. This research study aimed to examine the use of social media within the South African retail banking environment with a focus on creating and maintaining brand loyalty. An exploratory, mixed method research design was employed. Data collection instruments used in the study includes online surveys, structured interviews, and focus groups. Participants consisted of marketing personnel and customers. Three lead/head social media marketing personnel participated in the interview process, 14 marketing personnel took the online survey and 4 participated in a focus group. Participants for the online survey also consisted of 40 customers who were connected through the internet and performed various online banking activities. Data was analysed both quantitatively and qualitatively. Data from the online surveys completed by customers was analysed quantitatively using descriptive analysis, structural equation modelling (SEM) and factor analysis which was performed on the brand loyalty variables and the brand loyalty measures. Content analysis was used to qualitatively analyse data from the structured interviews. Data from the online surveys completed by marketing personnel was analysed quantitatively and qualitatively. Findings indicated that social media forms an integral part of the marketing strategy that needs be aligned with the core business goals. Banks therefore need to focus on creating campaigns that are fun, exciting and appealing to the target market. A culture of innovation and new ideas is essential to grow the product/service. Building brand trust and creating customer satisfaction forms the core of creating brand loyalty on social media. Banks need to be aware of factors that influence customer brand loyalty and components that influence loyalty on social media in order to measure things that matter through analytical tools so that an actionable strategy can be put in place and implemented.
Subjects/Keywords: Social media – Economic aspects; Banks and banking – Internet marketing – South Africa; Bank marketing – South Africa; Brand loyalty – South Africa; Branding (Marketing) – South Africa; Structural equation modeling
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APA ·
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APA (6th Edition):
Purohit, A. (2015). An investigation into the use of social media channels within the South African retail banking environment in support of creating and maintaining brand loyalty. (Thesis). Rhodes University. Retrieved from http://hdl.handle.net/10962/d1018920
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Purohit, Ashish. “An investigation into the use of social media channels within the South African retail banking environment in support of creating and maintaining brand loyalty.” 2015. Thesis, Rhodes University. Accessed April 21, 2021.
http://hdl.handle.net/10962/d1018920.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Purohit, Ashish. “An investigation into the use of social media channels within the South African retail banking environment in support of creating and maintaining brand loyalty.” 2015. Web. 21 Apr 2021.
Vancouver:
Purohit A. An investigation into the use of social media channels within the South African retail banking environment in support of creating and maintaining brand loyalty. [Internet] [Thesis]. Rhodes University; 2015. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10962/d1018920.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Purohit A. An investigation into the use of social media channels within the South African retail banking environment in support of creating and maintaining brand loyalty. [Thesis]. Rhodes University; 2015. Available from: http://hdl.handle.net/10962/d1018920
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
18.
Richardson, Bianca.
Selected marketing and branding practices among small and medium-sized family business in the Eastern Cape.
Degree: Faculty of Business and Economic Sciences, 2017, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/19960
► Based on the importance of small and medium-sized family businesses, with regard to their economic contributions, as well as the fact that their high failure…
(more)
▼ Based on the importance of small and medium-sized family businesses, with regard to their economic contributions, as well as the fact that their high failure rates limit their ability to positively contribute to the economic growth of South Africa, this study focused on selected marketing and branding practices of South African family SMEs, and whether these practices influence their financial performance and ultimately their survival. Against this background, the primary objective of this study was to investigate selected marketing and branding practices adopted by family SMEs in the Eastern Cape. An overview of the literature was provided whereby the nature and importance of SMEs, and more specifically family SMEs, were described. The various challenges SMEs face were explored, with marketing and branding being identified as one of the main challenges that contributes to the high failure rate of family SMEs. In addition to the marketing challenges faced by non-family SMEs, family SMEs face extra marketing hurdles, given the overlapping subsystem of family and business. However, despite these challenges, family SMEs are able to make use of their familial aspect by marketing and branding the business as family-owned. A positivistic research paradigm and quantitative research methodology was adopted for this study, using a descriptive research approach. The primary data collection procedures involved selecting the population, the sample, sampling techniques, and sample size. For the purpose of this study, the population consisted of all family SME owners operating within the borders of the Eastern Cape province. From the population, a sample was selected using both judgemental and convenience sampling. A total of 500 questionnaires were distributed, which resulted in 325 usable questionnaires, giving an effective response rate of 65.00 per cent. Given the cross-sectional nature of this study, a survey research method using a structured, selfadministered questionnaire was used to collect the primary data. The scales used to measure the factors under investigation were developed based on previous research. In order to assess the validity of the ordinal scales, tests for unidimensionality were undertaken. Only factor loadings exceeding the 0.5 cut-off point were considered significant. Not all the items loaded as expected. Only five of the original six items intended to measure the dependent variable Perceived financial performance loaded onto this factor. The researcher, together with two experts in the field of marketing and family businesses, deemed the items for the dichotomous questions to show evidence of content validity. The reliability of the ordinal scales was assessed by calculating Cronbach’s alpha coefficients, whereby coefficients greater than 0.7 were deemed a scale to be reliable. Cronbach’s alpha coefficients of greater than 0.7 were returned for all the factors measured using ordinal scales, except one factor namely Customer service differentiation. This factor was not considered for any further…
Subjects/Keywords: Branding (Marketing) – South Africa – Eastern Cape; Family-owned business enterprises – South Africa – Eastern Cape – Marketing; Marketing – South Africa – Eastern Cape – Management; Small business – South Africa – Eastern Cape – Management
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APA ·
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CSE |
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APA (6th Edition):
Richardson, B. (2017). Selected marketing and branding practices among small and medium-sized family business in the Eastern Cape. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/19960
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Richardson, Bianca. “Selected marketing and branding practices among small and medium-sized family business in the Eastern Cape.” 2017. Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/19960.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Richardson, Bianca. “Selected marketing and branding practices among small and medium-sized family business in the Eastern Cape.” 2017. Web. 21 Apr 2021.
Vancouver:
Richardson B. Selected marketing and branding practices among small and medium-sized family business in the Eastern Cape. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2017. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/19960.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Richardson B. Selected marketing and branding practices among small and medium-sized family business in the Eastern Cape. [Thesis]. Nelson Mandela Metropolitan University; 2017. Available from: http://hdl.handle.net/10948/19960
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Rhodes University
19.
Mnqeta, Lusanda.
Social media and brand image: a longitudinal study of Eastern Cape universities.
Degree: Faculty of Commerce, Rhodes Business School, 2020, Rhodes University
URL: http://hdl.handle.net/10962/143959
► It is important for Higher Education Institutions to have marketing strategies that focus on understanding the customer needs in the 21st century. The rapid growth…
(more)
▼ It is important for Higher Education Institutions to have marketing strategies that focus on understanding the customer needs in the 21st century. The rapid growth of the internet and the Web 2.0 have led individuals and organisations into applying social media as a branding and communication tool. Hence this study focused on comparing the influence of social media on four Eastern Cape universities in relation to social media metrics and visually demonstrated through the computer-generated human face, the Chernoff faces. Using diary and literature study, the study adopted a case study research design. The researcher sampled four universities using a purposeful sampling technique. Chernoff faces were used to enhance the ability of the reader to immediately understand significant occurrences based on social media metric indicators. To demonstrate multivariate data, the faces brought an original method of expressing complex data as opposed to traditional methods. The study found that Brand management and Resource-Based Theory (RBT) plays a pivotal role in social media marketing as this can lead to organisations having a competitive advantage. The study recommended that strategies to utilise social media as a resource should be put in place to lead to competitive advantage, as suggested by the Resource-based theory. The study concluded that various social media factors can influence the brand image of universities, positively (going to buy) and negatively (never going to buy). Both positive and negative purchase intent are found to be an influential indicator on the brand as they are affected by customer satisfaction.
Subjects/Keywords: Multivariate analysis – Graphic methods; Branding (Marketing) – South Africa; Chernoff faces; Social media – South Africa; Universities and colleges – South Africa – Marketing; Universities and colleges – South Africa – Marketing – Case studies
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APA ·
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MLA ·
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to Zotero / EndNote / Reference
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APA (6th Edition):
Mnqeta, L. (2020). Social media and brand image: a longitudinal study of Eastern Cape universities. (Thesis). Rhodes University. Retrieved from http://hdl.handle.net/10962/143959
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Mnqeta, Lusanda. “Social media and brand image: a longitudinal study of Eastern Cape universities.” 2020. Thesis, Rhodes University. Accessed April 21, 2021.
http://hdl.handle.net/10962/143959.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Mnqeta, Lusanda. “Social media and brand image: a longitudinal study of Eastern Cape universities.” 2020. Web. 21 Apr 2021.
Vancouver:
Mnqeta L. Social media and brand image: a longitudinal study of Eastern Cape universities. [Internet] [Thesis]. Rhodes University; 2020. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10962/143959.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Mnqeta L. Social media and brand image: a longitudinal study of Eastern Cape universities. [Thesis]. Rhodes University; 2020. Available from: http://hdl.handle.net/10962/143959
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
20.
Madinda, Ncumisa.
An assessment of the nature and implementation of markerting strategies of selected Eastern Cape Non-Government Organisations.
Degree: Faculty of Business and Economic Sciences, 2013, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/d1020114
► This dissertation is an assessment of the nature and implementation of marketing strategies of selected Eastern Cape non-government organisations. Poverty alleviation and service delivery remain…
(more)
▼ This dissertation is an assessment of the nature and implementation of marketing strategies of selected Eastern Cape non-government organisations. Poverty alleviation and service delivery remain the major focus of the South African government, after nineteen years of democracy (post-apartheid era). One of the civil societies that is key in working with the government in alleviating poverty and looking after the interests of the poor and marginalised individuals within the society is non-government organisations (NGOs). NGOs are organisations that are voluntary, independent, not-for-profit, and not self-serving in aims and related values. In August 1995, NGOs moved very quickly to establish the South African NGO Coalition (Sangoco). This was as a result of the Non-Profit Organisations Act 1997. Government reorganised the political environment for NGOs. They were provided with access to the fourth chamber of the National Economic Labour and Development Council, - the country's premier corporatist-style consensus-building agency, - on condition that such representation occurs through a single body. Sangoco now serves as a representative umbrella body for approximately 6,000 affiliated NGOs. Sangoco's primary role is that of advancing the interests of the poor. It is also concerned with developing an enabling environment for the NGO sector and providing an arena for mutual monitoring. Even though the Non-Profit Organisations Act opened the doors for NGOs to raise funds freely and also obtain allowances from the government, the bureaucratisation and commercialisation of NGOs made it almost impossible to access these funds, hence, most NGOs today are closing down. A literature review was conducted to determine what theory reveals about strategic marketing for profit organisations. Furthermore, how the marketing principles that are used in businesses can be implemented to ensure sustainability of non-profit organisations. The empirical study was conducted through questionnaires and interviews with the management of the NGOs. In Chapter 4 of this study findings are presented and in Chapter 5 recommendations are made. Further studies can be conducted to determine some of the areas that the NGOs can improve on, in order to run an effective and efficient non-profit organization.
Subjects/Keywords: Non-governmental organizations – South Africa – Eastern Cape; Branding (Marketing) – South Africa – Eastern Cape; Economic assistance – South Africa – Eastern Cape
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APA ·
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Export
to Zotero / EndNote / Reference
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APA (6th Edition):
Madinda, N. (2013). An assessment of the nature and implementation of markerting strategies of selected Eastern Cape Non-Government Organisations. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/d1020114
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Madinda, Ncumisa. “An assessment of the nature and implementation of markerting strategies of selected Eastern Cape Non-Government Organisations.” 2013. Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/d1020114.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Madinda, Ncumisa. “An assessment of the nature and implementation of markerting strategies of selected Eastern Cape Non-Government Organisations.” 2013. Web. 21 Apr 2021.
Vancouver:
Madinda N. An assessment of the nature and implementation of markerting strategies of selected Eastern Cape Non-Government Organisations. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2013. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/d1020114.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Madinda N. An assessment of the nature and implementation of markerting strategies of selected Eastern Cape Non-Government Organisations. [Thesis]. Nelson Mandela Metropolitan University; 2013. Available from: http://hdl.handle.net/10948/d1020114
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
21.
[No author].
Optimising the marketing mix to influence consumer purchasing decisions in liquor outlets.
Degree: Faculty of Business and Economic Sciences, 2016, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/11712
► Retailers, Wholesalers, Marketers, Alcohol distributors and Manufacturers continuously fight for volume growth and market-share gain within the total alcohol market. Most of the answers of…
(more)
▼ Retailers, Wholesalers, Marketers, Alcohol distributors and Manufacturers continuously fight for volume growth and market-share gain within the total alcohol market. Most of the answers of how much each can gain over a period of time remain a mystery that can only be answered by the consumers. The consumers determine who will have more share of wallet or share of throat more than the other. This is also equally applicable to brands, packs and the various alcohol categories that exist in the market. Why is it important, you possibly wonder? It is important because the alcohol market is an integrated part of our society; it contributes immensely to the South African economy and its value chain is enormous in value. Consumption expenditure increased from R3 513 039 000 in 2004 to R8 558 232 000 by 2013 in the Eastern Cape alone. In the last 10 years there has been an increase of new products that are being introduced into the market across all categories ranging from traditional alcoholic brands to flavoured and ready to drink brands. This presents an opportunity to alcohol consumers, alcohol shoppers and sellers alike. This opportunity meant that the consumer is spoilt for choice and retailers / wholesalers have an opportunity to list more brands which could possibly result in increased margins. Further to the above, South African marketers face both market challenges as well as proposed legislation regarding advertising of alcohol products. Some of the challenges include marketing clutter, competition, diverse nature of the South African consumer, infrastructure issues, government legislations, social media and digital platforms. The liquor industry of the Eastern Cape contributes approximately R7,7 billion to the Gross Geographic Product of the economy of the Eastern Cape through direct and indirect impacts; Approximately 23 620 permanent jobs are supported by the Eastern Cape liquor industry annually; Tax revenue attributable to the liquor industry in the Eastern Cape is R3,9 billion; and the economic impact of the liquor industry on gross capital formation is in the region R3,4 billion per annum. The purpose of this research is to optimise the marketing mix to influence consumer purchasing decisions in liquor outlets within the Border district within the above context. The objective of this study is to identify the marketing mix that influences consumer purchasing decisions in liquor outlets. The study will be conducted within the Border district. The Border district consists of various geographies within the Eastern Cape, South Africa. The area of the study will focus on key municipalities namely; Buffalo city, Amathole, Chris Hani and Joe Gqabi municipalities. The target sample size for this study was 360 consumers. A survey questionnaire was used to measure respondents’ preferences, attitudes, motivations and perceptions. The respondents were instructed to highlight the answer that best described them and / or their preferences. Questions were asked and the respondents had to highlight to what extent they agreed…
Subjects/Keywords: Branding (Marketing) – South Africa – Eastern Cape; Consumer behavior – South Africa – Eastern Cape; Liquor industry – South Africa – Eastern Cape
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APA ·
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Export
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APA (6th Edition):
author], [. (2016). Optimising the marketing mix to influence consumer purchasing decisions in liquor outlets. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/11712
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
author], [No. “Optimising the marketing mix to influence consumer purchasing decisions in liquor outlets.” 2016. Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/11712.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
author], [No. “Optimising the marketing mix to influence consumer purchasing decisions in liquor outlets.” 2016. Web. 21 Apr 2021.
Vancouver:
author] [. Optimising the marketing mix to influence consumer purchasing decisions in liquor outlets. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2016. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/11712.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
author] [. Optimising the marketing mix to influence consumer purchasing decisions in liquor outlets. [Thesis]. Nelson Mandela Metropolitan University; 2016. Available from: http://hdl.handle.net/10948/11712
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Durban University of Technology
22.
Ncube, Abbigail Mhini.
Branding in small and medium enterprises in KwaZulu-Natal as a means of ensuring business survival.
Degree: 2016, Durban University of Technology
URL: http://hdl.handle.net/10321/2920
► Submitted in fulfillment of the requirements for the degree Masters in Management Sciences (Marketing), Durban University of Technology, Durban, South Africa, 2016.
Small to medium…
(more)
▼ Submitted in fulfillment of the requirements for the degree Masters in Management Sciences (Marketing), Durban University of Technology, Durban, South Africa, 2016.
Small to medium enterprises (SMEs) are known to be important for the development of economies in developing countries. This is so because SMEs create jobs therefore reducing unemployment and alleviating poverty. The South African government has done a lot to help SMEs grow and become established businesses. They offer, among other things, financial assistance and expert advice in the field of marketing, technology and venturing into foreign markets (SEDA, 2014).
However, it seems that it is difficult for SMEs to establish themselves in the different sectors such as the Manufacturing, Retail, Service, Financial and Agricultural sectors. They complain among other things, of financial constraints and the global economic crisis (NCR report 2011). Olawale and Garwe (2010) go on to say that, SMEs in South Africa have a high failure rate compared to other countries and only about 7% of new SMEs become fully established firms. The reason for this might be the inability of those firms to utilise marketing and in particular branding to market their firms. Branding is the process of stamping a product, which the marketer offers with some identifying name, mark or a combination of both (Sawant 2012). Thus branding creates individuality in the product or service offered facilitating it to be distinguished and recognised in the market from competitors. For this reason different aspects of branding especially brand dimensions will be explored to identify shortcoming of SMEs branding practices to assist them survive the dynamic business environment.
The study involved SMEs in KwaZulu Natal in the manufacturing, retail, agriculture and financial services sectors. To address the research problem a combination of quantitative and qualitative approaches were used.
Participants, more specifically those from the very small SME category, were selected and questionnaires were distributed to them. Those participants who responded to the questionnaire, in depth interviews were held with them. In both approaches a convenient samplings technique were used to select participants. The data will be analysed by using normal descriptive statistics and content analysis.
The problem under investigation in this study is that SMEs in KZN may lack the ability to harness branding in support of their business survival. SMEs are limited financially when it comes to creating a brand. Randall (2000) says that companies face a number of challenges when it comes to creating a brand such as mature markets, brand proliferation, consumer revolt, management failure, fragmentation of media and retailer power.
The contribution of the study is to help SMEs in KZN to understand branding and especially brand dimensions to assist them survive the dynamic business environment. The study found that SME owners have an understanding of brand creation and management. However, they agreed…
Advisors/Committee Members: Meintjes, Corné.
Subjects/Keywords: Small business marketing – South Africa – KwaZulu-Natal; Branding (Marketing) – South Africa – KwaZulu-Natal; Strategic planning – South Africa – KwaZulu-Natal; Small business – South Africa – KwaZulu-Natal – Management
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APA ·
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APA (6th Edition):
Ncube, A. M. (2016). Branding in small and medium enterprises in KwaZulu-Natal as a means of ensuring business survival. (Thesis). Durban University of Technology. Retrieved from http://hdl.handle.net/10321/2920
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Ncube, Abbigail Mhini. “Branding in small and medium enterprises in KwaZulu-Natal as a means of ensuring business survival.” 2016. Thesis, Durban University of Technology. Accessed April 21, 2021.
http://hdl.handle.net/10321/2920.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Ncube, Abbigail Mhini. “Branding in small and medium enterprises in KwaZulu-Natal as a means of ensuring business survival.” 2016. Web. 21 Apr 2021.
Vancouver:
Ncube AM. Branding in small and medium enterprises in KwaZulu-Natal as a means of ensuring business survival. [Internet] [Thesis]. Durban University of Technology; 2016. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10321/2920.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Ncube AM. Branding in small and medium enterprises in KwaZulu-Natal as a means of ensuring business survival. [Thesis]. Durban University of Technology; 2016. Available from: http://hdl.handle.net/10321/2920
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
University of Johannesburg
23.
Burin, Candice Natalie.
The perceived influence of the elements of internal marketing on the brand image of staffing agencies in South Africa.
Degree: 2012, University of Johannesburg
URL: http://hdl.handle.net/10210/5106
► M.Comm.
The primary objective of the study is to determine the influence of service quality on the perceived relationship between internal marketing and the brand…
(more)
▼ M.Comm.
The primary objective of the study is to determine the influence of service quality on the perceived relationship between internal marketing and the brand image of the South African staffing brands and staffing subsidiaries of the Kelly Group. The study will further seek to determine how the different elements of internal marketing influence the brand image of employees and clients of selected staffing agencies in South Africa. The elements of internal marketing mix, namely product, price, promotion, distribution, people, processes and physical evidence will be separately observed in terms of their influence on the brand image dimensions, namely brand consistency, brand trust, brand satisfaction and brand commitment. The influence of the dimensions of service quality, namely reliability, responsiveness, assurance and empathy on the dimensions of brand image and the influence of service quality on the elements of internal marketing, will be explored in order to determine the influence of service quality on the relationship between internal marketing and brand image. A framework to manage internal marketing, service quality and brand image in an integrated manner was determined. The conclusion and findings of the study were found to support the objectives of the study, and the results of the statistical analysis were found to accept the hypotheses of the study. Various recommendations for staffing agencies were given, based on the findings of the statistical analysis. These recommendations included the need for staffing agencies to monitor service quality gaps and confirmed that the internal product was highly influential to service quality, and therefore staffing agencies need to provide a competitive internal product to employees. Internal distribution was found to be highly influential towards the responsiveness, assurance and empathy of a service, and therefore staffing agencies need to focus on creating higher levels of internal service quality and teamwork within their organisations. Physical evidence and tangibles were found to be influential regarding the assurance and empathy of service quality and the importance of a modern, open-plan staffing environment and a professional employee dress code were identified. Internal promotion was found to be influential to the responsiveness of a staffing agency’s service, and therefore the need to segment employees to determine how much and how frequently information needs to be communicated to each group of employees was mentioned. The importance of staffing agencies considering the use of new media such as social networking websites, intranets and wikis was identified as most staffing agency employees work at the clients’ premises.
Subjects/Keywords: Employment agencies - Customer services; Internal marketing; Branding (Marketing); Corporate culture; Corporate image; Kelly Group (South Africa)
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APA (6th Edition):
Burin, C. N. (2012). The perceived influence of the elements of internal marketing on the brand image of staffing agencies in South Africa. (Thesis). University of Johannesburg. Retrieved from http://hdl.handle.net/10210/5106
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Burin, Candice Natalie. “The perceived influence of the elements of internal marketing on the brand image of staffing agencies in South Africa.” 2012. Thesis, University of Johannesburg. Accessed April 21, 2021.
http://hdl.handle.net/10210/5106.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Burin, Candice Natalie. “The perceived influence of the elements of internal marketing on the brand image of staffing agencies in South Africa.” 2012. Web. 21 Apr 2021.
Vancouver:
Burin CN. The perceived influence of the elements of internal marketing on the brand image of staffing agencies in South Africa. [Internet] [Thesis]. University of Johannesburg; 2012. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10210/5106.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Burin CN. The perceived influence of the elements of internal marketing on the brand image of staffing agencies in South Africa. [Thesis]. University of Johannesburg; 2012. Available from: http://hdl.handle.net/10210/5106
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
24.
Solomon, Steffen Brett.
Sports events for the citizens of the Nelson Mandela Bay.
Degree: Faculty of Business and Economic Sciences, 2016, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/12897
► The concept of city branding has sprung to prominence in recent years. This can be attributed to globalisation and the ease of access to all…
(more)
▼ The concept of city branding has sprung to prominence in recent years. This can be attributed to globalisation and the ease of access to all corners of the globe with the improvements in technology and modes of transport. This increased competition for resources, skills, talent and revenue has made cities not only compete with other cities in close proximity to one another, but also with cities across the world. The answer to this conundrum was found to be a comprehensive marketing strategy composed of clever and catchy slogans, beautiful logos, media campaigns and public relations drives. This process only led to the loss of large amounts of money since the benefits were not longstanding and the results were not tangible as these avenues only benefitted the home country’s tourism industry. A long term solution for cities was needed to build a favourable image. Corporations were used as models to build a brand since manufacturers of similar products are in constant competition to gain market share and revenues from their competitors. The similarities between corporations and cities are undeniable and efforts were made to incorporate successful branding strategies from corporations into city branding efforts. Cities and corporations must be effective in developing and incorporating social, economic and political aspects of their culture into a successful city brand image. The major difference between cities and corporations stems from the fact that it takes considerably longer to leverage a comprehensive brand of a city, when compared to the brand of a product since their lifespans are completely different. In the past, city brands were based on historical significance. Today, city brands are exclusively influenced by the events it hosts. The hosting of events has been seen as a guaranteed way for a city to improve its brand image. On the contrary, the hosting of events has been found to either improve a city brand or tarnish it. Sports events have been deemed as the best way to improve a city brand because sports appeal to a wide audience and are relatively inexpensive to host in comparison to the benefit and improvements they bring. This treatise investigates the approach and various types of sports events which must be included for the successful branding of Nelson Mandela Bay as part of a destination marketing strategy. The suggestions from this study were formulated upon scrutiny of the available literature and case studies on various branding efforts undertaken by cities around the world to establish and improve their brand image. A survey was conducted amongst the residents of Nelson Mandela Bay using a questionnaire. A total of 952 responses were received. The questionnaire measured the respondents’ attitude to what types of sports events they will support, their feelings on the standard of facilities and quality of events in Nelson Mandela Bay. This treatise served to identify which sports events should be used in any branding effort undertaken by Nelson Mandela Bay. Literature and case studies served as the…
Subjects/Keywords: City promotion – South Africa – Nelson Mandela Bay Municipality; Branding (Marketing) – South Africa – Nelson Mandela Bay Municipality
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APA ·
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APA (6th Edition):
Solomon, S. B. (2016). Sports events for the citizens of the Nelson Mandela Bay. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/12897
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Solomon, Steffen Brett. “Sports events for the citizens of the Nelson Mandela Bay.” 2016. Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/12897.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Solomon, Steffen Brett. “Sports events for the citizens of the Nelson Mandela Bay.” 2016. Web. 21 Apr 2021.
Vancouver:
Solomon SB. Sports events for the citizens of the Nelson Mandela Bay. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2016. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/12897.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Solomon SB. Sports events for the citizens of the Nelson Mandela Bay. [Thesis]. Nelson Mandela Metropolitan University; 2016. Available from: http://hdl.handle.net/10948/12897
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
25.
[No author].
An investigation into the organisational attributes of an employer of choice: a South African automotive industry perspective.
Degree: Faculty of Business and Economics Sciences, 2013, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/21615
► The automotive industry in South Africa is now more than ever before, facing a new era of intense international competition and as a means to…
(more)
▼ The automotive industry in South Africa is now more than ever before, facing a new era of intense international competition and as a means to survive; organisations are continuously searching for ways to increase their competitiveness. To this end, recent approaches have focussed on the role that people perform in bringing about competitive advantage and has resulted in greater emphasis being placed on the attraction as well as retention of the right people to achieve organisational success. However, developing trends such as changes in the supply of workers, expectations of new generations and a more diverse population have pressurised organisations to institutionalise a dynamic solution. This has placed greater imperative on becoming an employer of choice - those organisations that can differentiate their human resource practices from the competition in order to attract, develop and retain the people they need. The research problem that was addressed in this study is to identify and investigate the organisational attributes of an employer of choice. A comprehensive literature review was executed to review the various definitions, trends impacting as well as the significance of the status - employer of choice. Furthermore strategies for becoming an employer of choice were evaluated and prominent employer of choice attributes identified from the literature. The researcher has also found that a significant number of authors have suggested employer branding as a key strategy in the effort to become an employer of choice. The concept of employer branding was therefore extensively explored in this study. An empirical study was conducted after the appropriate measuring instrument was developed. The purpose of the measuring instrument was to validate the literature findings, identify the rank importance of the identified attributes and to evaluate the extent to which these factors are provided for in the organisation. A sample consisting of 110 employees were selected to participate in the survey via a random sampling method and a response rate of 89% or 98 employees was obtained. The major findings indicated that the sample group agreed that the prominent attributes in literature are important attributes of an employer of choice. Overall the majority of the sample group does not regard the organisation as an employer of choice and while some of the attributes were present in the organisation, others had serious shortcomings. The literature findings together with the empirical study findings resulted in the development of a strategic model to serve as a guide in determining the initiatives the organisation should embark upon to become an employer of choice.
Subjects/Keywords: Corporate image – South Africa; Employee motivation – South Africa; Automobile industry and trade – South Africa; Personnel management – South Africa; Branding (Marketing) – South Africa
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APA ·
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Export
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APA (6th Edition):
author], [. (2013). An investigation into the organisational attributes of an employer of choice: a South African automotive industry perspective. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/21615
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
author], [No. “An investigation into the organisational attributes of an employer of choice: a South African automotive industry perspective.” 2013. Thesis, Nelson Mandela Metropolitan University. Accessed April 21, 2021.
http://hdl.handle.net/10948/21615.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
author], [No. “An investigation into the organisational attributes of an employer of choice: a South African automotive industry perspective.” 2013. Web. 21 Apr 2021.
Vancouver:
author] [. An investigation into the organisational attributes of an employer of choice: a South African automotive industry perspective. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2013. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10948/21615.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
author] [. An investigation into the organisational attributes of an employer of choice: a South African automotive industry perspective. [Thesis]. Nelson Mandela Metropolitan University; 2013. Available from: http://hdl.handle.net/10948/21615
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Rhodes University
26.
Waddington, Andrew John.
Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company.
Degree: Faculty of Commerce, Management, 2012, Rhodes University
URL: http://hdl.handle.net/10962/d1002796
► The brand architecture of an organisation has become increasingly important to global management and marketing professionals, as it deals with structures and designs of brands…
(more)
▼ The brand architecture of an organisation has become increasingly important to global management and marketing professionals, as it deals with structures and designs of brands which are constantly influenced by a changing environment. The market realities and changes brands face continuously impact the reputation of the brand, which is critical to sustain competitive advantage. The primary purpose of the study was to investigate the impact brand reputation has on brand architecture strategies, and an automotive company was chosen as the focus of the research. This research aims to help managers, marketers and brand owners make informative decisions regarding the brand architecture of a company. A quantitative content analysis methodology was used along with a webpage keyword counting application (WebWords). The application was used based on the principles outlined by Corporate Brand and Reputation Analysis (COBRA), which uses a four step progressive filtering process in filtering traditional and consumer generated media. The results from WebWords were then aligned to the brand architecture strategies from the brand relationship spectrum (BRS) to gain insight as to which of the strategies from the BRS were most vulnerable to reputational damage. The study found that the branded house and sub-brand strategies were most vulnerable to reputational damage based on the number reputational hits received. The connection between the master brand and the sub-brands could cause both brands to be affected should any reputational issues arise.
Subjects/Keywords: Branding (Marketing) – Case studies; Automobile industry and trade – South Africa – Case studies; Toyota Jidōsha Kōgyō Kabushiki Kaisha – Case studies; Automobiles – Marketing – Case studies; Product management – Case studies; Branding (Marketing) – Management – Case studies; Corporate image – Management – Case studies; Brand name products – South Africa – Case studies
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APA ·
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MLA ·
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CSE |
Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Waddington, A. J. (2012). Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company. (Thesis). Rhodes University. Retrieved from http://hdl.handle.net/10962/d1002796
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Waddington, Andrew John. “Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company.” 2012. Thesis, Rhodes University. Accessed April 21, 2021.
http://hdl.handle.net/10962/d1002796.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Waddington, Andrew John. “Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company.” 2012. Web. 21 Apr 2021.
Vancouver:
Waddington AJ. Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company. [Internet] [Thesis]. Rhodes University; 2012. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10962/d1002796.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Waddington AJ. Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company. [Thesis]. Rhodes University; 2012. Available from: http://hdl.handle.net/10962/d1002796
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
27.
Adebayo, Rufus Olufemi.
The use of marketing tactics by the church in fulfilling its social mandate in KwaZulu-Natal.
Degree: 2015, Durban University of Technology
URL: http://hdl.handle.net/10321/1362
► Submitted in fulfillment of the requirements of the degree of Doctor of Philosophy: Management Sciences (Marketing), Durban University of Technology, Durban, South Africa, 2015.
Marketing…
(more)
▼ Submitted in fulfillment of the requirements of the degree of Doctor of Philosophy: Management Sciences (Marketing), Durban University of Technology, Durban, South Africa, 2015.
Marketing and communications have become part of church activities in order to get the attention of congregations. It has become clear that church activities and marketing activities are interrelated. People become attached to a religion in the same way they become attached to a brand. This study examined whether the principles of marketing in traditional product areas are transferable to the marketing of the church and church services, persons and ideas in South Africa. It examined the ways in which core values of marketing and church are interrelated and interconnected to offer social values. The study also explored the way social marketers make use of the marketing mix in their routine activities. Religious organisations can also apply the marketing mix in order to communicate religious values in their social roles.
It emerged that the church can also apply the service marketing mix through the “7P’s” with a view to achieving its social mandate. Specifically, spirituality (product), communication (promotion), delivery (place), exchange (price), employee involvement in service delivery (people), the mechanisms, via which the service is delivered (process), and the environment in which the services are delivered (physical environment). In addition, the church marketing theoretical frame work is derived from social marketing which is designed to influence individuals’ behaviour, improve their well-being and that of society. This study was conducted in Wentworth, Umlazi, Phoenix and Glenwood communities located in Durban, KwaZulu-Natal, South Africa. The sample size of this survey and the number of units that were required in the process of gathering data was based on interviews with professionals in the church business. Eight interviews were conducted with the officials in the four communities (two officials in each of the communities) while four focus group discussions consisting of 10-12 participants each were conducted among the selected church members of these four communities.
The study used exploratory research design and the qualitative approach as data collection methods. The findings reveal that the church efforts aimed at fulfilling its vi social mandate are clouded by a number of marketing tactics. The use of marketing tactics appears to be more important in achieving church social mandates than the use of specific word-of-mouth (preaching) methods. Furthermore, there is an indication that in developing and running programmes for the church, there is an inclusion of marketing components in the planning, such as programmes that will have effect in transforming the surrounding, community, awareness, and evangelical missions. It was established that although the Holy Spirit is supreme to the church in transforming life, marketing tactics also can be employed to create an atmosphere that is welcoming to the Spirit’s work of…
Advisors/Committee Members: Govender, Jeevarathnam Parthasarathy.
Subjects/Keywords: Church marketing – South Africa – KwaZulu-Natal; Church public relations – South Africa – KwaZulu-Natal; Branding (Marketing) – South Africa – KwaZulu-Natal; Church management – South Africa – KwaZulu-Natal
…28
CHAPTER 2 : AN OVERVIEW OF MARKETING AND MARKETING MIX ...................... 29
2.1… …29
2.2 AN UNDERSTANDING OF MARKETING… …29
2.3 MARKETING ORIENTATIONS… …34
viii
2.4 CHARACTERISTICS AND IMPORTANCE OF SOCIAL MARKETING ................. 37
2.4.1… …40
2.5 THE SERVICES MARKETING MIX…
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APA ·
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to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Adebayo, R. O. (2015). The use of marketing tactics by the church in fulfilling its social mandate in KwaZulu-Natal. (Thesis). Durban University of Technology. Retrieved from http://hdl.handle.net/10321/1362
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Chicago Manual of Style (16th Edition):
Adebayo, Rufus Olufemi. “The use of marketing tactics by the church in fulfilling its social mandate in KwaZulu-Natal.” 2015. Thesis, Durban University of Technology. Accessed April 21, 2021.
http://hdl.handle.net/10321/1362.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Adebayo, Rufus Olufemi. “The use of marketing tactics by the church in fulfilling its social mandate in KwaZulu-Natal.” 2015. Web. 21 Apr 2021.
Vancouver:
Adebayo RO. The use of marketing tactics by the church in fulfilling its social mandate in KwaZulu-Natal. [Internet] [Thesis]. Durban University of Technology; 2015. [cited 2021 Apr 21].
Available from: http://hdl.handle.net/10321/1362.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Adebayo RO. The use of marketing tactics by the church in fulfilling its social mandate in KwaZulu-Natal. [Thesis]. Durban University of Technology; 2015. Available from: http://hdl.handle.net/10321/1362
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
. 
Open Access Theses and Dissertations
