Electronic Theses and Dissertations (Masters/MBA)

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    Strategies of South African companies competing with multinationals in local markets
    (University of the Witwatersrand, Johannesburg, 2023) Nkwanyana, Astrid; Quaye, Emmanuel
    As emerging markets are becoming more enticing to multinationals, the highly competitive leisure footwear industry is also seeing new upcoming local companies in South Africa face competition from these established multinationals. In addition, customers are influenced by various aspects of the markets. Therefore, it is vital to investigate customers’ attitudes and perceptions towards the marketing strategies used by these local and global companies. Using a qualitative research design through one-on-one interviews, the study interviewed ten respondents that are sports shoe customers ranging from fitness enthusiasts and operational staff in the fitness industry to a hip hop fan. Respondents were required to be users of leisure footwear to have in-depth knowledge of their preferred brands. Secondary data was also collected from various company websites and online publications, as well as academic journals. The research results provide insights into the strategies used by local and global footwear brands in South Africa, such as product innovation, brand image, local awareness, network access and collaboration. Findings show that product innovation influences customers to buy sneakers as most believe comfort is important in their fitness journey. Customers’ attitude towards brand image is positive as they believe in the brand, which motivates them to buy the sneakers. Importantly, 70% of the customers are influenced to buy sneakers by icons they look up to, and most respondents can access the brands they want to buy. Whilst most respondents felt global companies were not locally aware, this did not influence their buying
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    Social Media Marketing and Brand Awareness and its effect on online shopping customer loyalty
    (University of the Witwatersrand, Johannesburg, 2022) Sumani, Srishti
    The main research problem is examining the influence of Social Media Marketing and Brand Awareness and its effect on online shopping customer loyalty. Research Methodology: This research will use the method of deriving data and analysing the data through the Quantitative method of study. There are many research designs, however this study uses the cross-sectional research design method (Bryman, 2012). Surveys form a part of cross-sectional designs. This research will use the method of deriving data and analysing the data through the Quantitative method of study. This research uses a non – probability method of sampling. Cross sectional research design is a type of statistical technique where information is gathered through many cases at a time, to gather quantitative data and show a sense of alliance within the different case variables (Bryman, 2016g). There are many quantitative methods in relation to data analysis, however this study will use the Descriptive Statistics, Structural Equation Model (SEM) as well as the Confirmatory Factor Analysis (CFA) to study the responses and consolidate the conclusion (Bryman, 2012). Research Results: A detailed study was conducted to study the concept of customers, customer loyalty, customer satisfaction as well as customer relationship management strategies with reference to brand referrals. The survey was distributed to the customers of Sixty60. This survey was insightful because the questions outlined various questions that were in sync with the influence of social media. The survey determined that social media indeed has an influence on brand awareness; social media brand awareness through Facebook and Instagram leads to customer loyalty and whether this loyalty leads to brand referrals. The managerial and policy implications states that this research can be used by companies to understand Social Media Marketing and Brand Awareness and its effect on online shopping customer loyalty. The results can be used by companies in order to understand how they can use social media for their business as well as whether social media affects their business type. The theoretical implication of this theory is the fact that social media influences brand awareness and customer loyalty in the online shopping sector, thus the results are aligned with these implications
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    Effects of Digital Activism on Brand Awareness and Image
    (University of the Witwatersrand, Johannesburg, 2022) Malambo, Nachanza; Anning, Thomas Dorson
    The purpose of this research paper is to explore the impact that digital activism has on brands in South Africa. Digital activism, commonly known by social media users as cancel culture, has gained momentum with social media audiences; using the network effects of popular platforms such as Twitter, YouTube, Facebook and Instagram to discipline users, brands and celebrities that may have erred or offended users. As brands observe the increase of hours spent on social media, they are likely to increase their presence on the platforms of choice either for digital advertising and marketing communication purposes or to connect with potential audiences. They may be caught up in incidents of digital activism as has been seen with brands such as H&M, Dove, Tresemme and Clicks in recent years in South Africa. This paper begins by unearthing the roots of digital activism in political sciences disciplines and explores how the brand management theories of brand image and brand awareness are affected by this activity. The research problem explores the fact that traditional marketers have concentrated on the positive brand building elements of brand equity, with attention given to the awareness and image that brands are able to conjure in the minds of consumers; without much focus on the negative elements of brand avoidance, hate, and aversion, which can be outcome of digital activism. The research objectives were firstly to investigate the impact that social media activity has on brands as it has been shown that an increase of social media usage among individuals would increase the interaction that brands have with their intended target audience and members of the community. Secondly, the study sought to investigate the impact that digital activism has on brand awareness as one of the gaps to be studied is on the negative impact that digital activism or cancel culture may have on brand awareness. Thirdly, the researchers examined the impact of digital activism on brand avoidance, as a deliberate effort to avoid the brand either online or physically. Lastly, the study seeks to investigate the impact that digital activism has on a brands image, on whether this is reduced or increased in the light of increased mentions, trends, or appearances on popular social media platforms
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    The effect of vertical individualism on luxury purchase intentions: the moderating role of brand image
    (2020) Zici, Ayanda
    The consumption of luxury brands has grown significantly in emerging markets, particularly in Africa. These developments have resulted in marketers seeking to investigate the factors that influence purchase intentions for luxury brands, in order to develop brand communication strategies that will resonate with consumers and increase brand loyalty. There is, however, a lack of academic research in developing markets, such as South Africa, that reveal how individual consumer factors, like personal and social orientations, interact with each other to influence purchase intentions for luxury brands. The purpose of this study was to examine the relationship between vertical individualism and luxury purchase intentions. The study also examined the mediation effects of self-enhancement, materialism, value-expressive attitudes and symbolic benefits of brand image. The moderation effect of brand image was examined on value-expressive attitudes. An online survey questionnaire was conducted. 253 responses were obtained through voluntary sampling. Data was analysed using confirmatory factor analysis (CFA) and structural equation modelling (SEM) on Mplus. The results showed that vertical individualism does have a positive relationship with self-enhancement and materialism values. These values were found to have a positive influence on value-expressive attitudes. Materialism was shown to have a significant relationship with symbolic benefits of brand image. Brand image and value-expressive attitudes were shown to have a positive relationship with luxury purchase intentions. Brand image was found to have a moderation effect on value-expressive attitudes. It was recommended that future studies test the conceptual model in other emerging markets wherein luxury brand consumption is expected to rise in the foreseeable future, and include other variables.