Electronic Theses and Dissertations (Masters/MBA)

Permanent URI for this collectionhttps://hdl.handle.net/10539/37942

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    Church brands and management styles: The case of South African Protestant churches
    (University of the Witwatersrand, Johannesburg, 2022) Juqu, Thando Buhle; Saruchera, Fanny
    Protestant church brands continuously fail to recognise that their brands are indeed brands. South African church brands have continuously been accused of engaging in activities that detract and decrease their customer bases. Their roles are to ensure that the customers’ needs are met and are satisfactory. This study aimed to measure the perceived relationships between brand management and other variables such as customer loyalty and consumer behaviours. Do church members and other stakeholders agree that church brands are brands and attest to this statement by identifying as customers to the brand? Guided by the positivism approach and descriptive research design, the study utilized a self-administered questionnaire to collect data from a sample of 171 respondents who were members of the South African Protestant churches. The study established that communication remains a key pillar to the growth and sustenance of any relationship. The study further proved that proper befitting brand management styles play a role in the growth of brands. Under the agency theory, the study highlighted that these customers need to be noticed and heard by protestant church brands. About Thirty six percent (36.3%) of respondents highlighted that brands did not communicate internal issues and scandals. The study further cited poor brand management and the lack of communication, and that a decrease in brand management led to detracting customer loyalty and brand trust, putting these non-profit organisations at significant risk. The study concluded that adopting proper management styles and CRM activities and observing proper brand management styles in these protestant church brands allows brand growth. This study contributes to the body of knowledge by enriching the theoretical scope of theology and brand management in the context of protestant church brands. This ultimately leads to custodians of brands becoming great stewards of the brand
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    How brand decisions for durable household goods are made at the bottom of the pyramid
    (2020) Dlamini, Baleseng
    The bottom-of-the-pyramid (BOP) market is a very large growing number of aspirational people, spread out all over the world, with Africa being the biggest BOP market in the world. This market presents a unique opportunity for companies wanting to increase their profits. However, companies have to be willing to take the risk in order to succeed and subsequently contribute to the global economy. The market is largely unexplored in Africa, and so there is a lack of academic research around consumer decision-making at the bottom-ofthe-pyramid. This market constitutes the majority of people living in South Africa and so this study was conducted to contribute to research in this sphere, and aid marketers operating in this market. The purpose of this study is to investigate how brand decisions for durable household goods are made by South Africa’s bottom-of-the-pyramid markets. The relationship between brand awareness, brand recall and brand recognition with purchase intention will be investigated. A survey method using a questionnaire was used for this study. People living in two South African townships, Soweto in Johannesburg and Soshanguve in Pretoria, were approached and 200 respondents were interviewed. Data was analysed using Confirmatory Factor Analysis and Structural Equation Modelling using SPSS and IBM Amos version 21. The results of the study showed that brand recall has a significant impact on consumer’s purchase intention, but brand awareness and brand recognition were found to have a negative relationship with consumer’s purchase intention. Recommendations for future studies were made - that other variables like brand image and brand associations, that could affect purchase intent, be interrogated. Also recommended is an alternative approach to assess discriminant validity.
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    The effects of perceived offensive advertising on consumer buying behaviour in South Africa
    (2020) Mdlongwa, Sikhulekile
    This paper aims to examine the effects of offensive advertisements on consumer behaviour in South Africa by analysing the individual characteristics and attitude of consumers towards such advertising. This study aims to articulate the relationship between offensive advertising and consumer behaviour, and the nature of consumers and how they respond to the advertisements differently; and how the brand is affected. Using gender, self-construal, hedonic and utilitarian attitudinal appeal, the paper hypothesizes that South African consumers will be less accepting of offensive advertising. It also compares how attitudes towards offensive advertising influence the intention to purchase the advertised brand. A survey of 194 respondents was conducted in November 2019. A questionnaire with three print advertising containing a neutral, sexual reference and religious offense advert were printed and distributed online. Findings on consumers’ attitudes towards offensive advertising were varied. Results show that the levels of offensiveness differ according to gender and self-construal. The results also found that consumers attitude towards offensive advertisements has a significant impact on consumers’ intention to purchase the advertised product and the advertised brand. Consumer responses for this study were derived from South African consumers only. This study provides useful insights on current marketing strategies used by organisations and useful advice to marketers who wish to make use of offensive advertisements and the possible risks involved.