3. Electronic Theses and Dissertations (ETDs) - All submissions

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Browsing 3. Electronic Theses and Dissertations (ETDs) - All submissions by Faculty "Faculty of Commerce, Law and Management"

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    The influence of sport sponsorship on brand equity
    (2019) Maanda, Penelope Maserame
    Sport sponsorship has become a strategic tool used globally with the objective of enhancing consumer-based equity elements. Many South Africa companies like Standard Bank are making substantial investment in sport sponsorship, however there is limited academic research assessing the ability of sponsorship to fulfil brand related objectives, particularly those relating to influence on brand equity elements. The specific aims of the study were therefore to assess whether the sport sponsorship has a positive contribution to brand equity dimension through enhanced brand awareness, brand image, brand loyalty and perceived quality. Understand the influence of sponsorship fit between event and sponsor on recall, attitudes towards the sponsor, brand loyalty and perceived quality. The research was quantitatively undertaken, using Computer Assisted Telephonic Interviews (CATI). A total of 200 respondents were interviewed for this study with 100 respondents not being aware of the abovementioned sponsor and 100 being aware of the said sponsor. The findings of the study reveal that sponsorship plays a significant and positive role in influencing on brand awareness and image, however there is no influence on brand loyalty and perceived service quality. surprisingly, the study shows that the perceived appropriate fit between the sponsor and the sport event has a negative influence on brand awareness and brand image. The implications of the results are that investment in sport sponsorship to build and enhance brand awareness and image can be a worthwhile investment. On the contrary marketers should not engage in sport sponsorship with the expectation to positively influence brand loyalty and service quality. This study makes a significant contribution in adding to the limited body of literature on this topic in South Africa and provides guidance on the effectiveness of sport sponsorship as an effective tool for building or enhancing brand equity elements.
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    Motivations, institutional perceptions and venture performance of women entrepreneurs in South Africa
    (2019) Manilal, Avani
    This study was initiated to explore the relatively low entrepreneurial participation rates of women as well as the sustainability of their enterprises, which may be regarded as entrepreneurial outcomes or performance. The literature revealed that both individual factors and contextual factors may have an influence on entrepreneurial performance. The purpose of this research was to establish how women entrepreneurs' motivations and their perceptions of institutions influence venture performance, with a focus on SMEs in the formal sector in Gauteng province, South Africa. The targeted respondents for this study were women entrepreneurs who own 51 % or more of small to medium-sized enterprises based in Gauteng, where the maximum annual turnover of their businesses was not more than R64 million. Empirical analysis including exploratory factor analysis and multiple regression analysis was conducted to understand the relationships between entrepreneurial motivations and institutional perceptions with venture performance as an outcome. It was established that entrepreneurial motivations, represented by a single factor, 'general motivations', was not a significant predictor of venture performance. The institutional profile revealed that the regulatory and cognitive institutions were perceived to be less favourable than the normative dimension. Cognitive institutions were found to have a positive influence on venture performance, whereas regulatory and normative institutions were not significant contributors. Lastly, it was found that perceptions of regulatory, normative and cognitive institutions did not moderate the effect of entrepreneurial motivations on venture performance. The findings have important implications in terms of entrepreneurial policy as well as development and support for women entrepreneurs in a South African context.
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