Electronic Theses and Dissertations (Masters/MBA)

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

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    Effect of ethnocentrism, country of origin and perceived quality on the purchase intentions of Namibian consumers
    (2023) Nkoshi, Dandago
    Globalization, the internet, and the internet of things has removed numerous physical country boundaries that previously restricted trade and access to foreign goods and services. Brands are no longer restricted to local competitors, but rather to an array of local, regional, and international competitors. This means that local brands are in direct competition only with local brands, but also with international brands. The purpose of this study was to investigate the relationships between consumer ethnocentrism, country of origin, perceived quality, and their relative impact on the purchase intentions of Namibian consumers. Although numerous studies have been conducted on the subject matter, this area of knowledge is still at its infancy in the Sub- Saharan context. This study was a quantitative study. The questionnaire was adopted from previous studies relating to the constructs, was structured and un-disguised. Due to the risk of COVID and COVID restrictions, data was collected through a self-administered questionnaire using the Qualtrics online survey platform. A total of 367 questionnaires were collected. Data was analysed using structural equation modelling and multiple regression. The four hypotheses tested confirmed the relationship between the constructs. The strongest relationship is the one between country of origin and perceived quality. The study contributes to the literature and theoretical knowledge on consumer purchase intentions in the developing nation context. Findings from this study can be applied to similar studies in developing markets. For consumers, the relationship between local and imported products are not mutually exclusive. For managers, the study confirmed the importance that quality and quality ques have on purchase intentions.
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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.