Electronic Theses and Dissertations (Masters/MBA)

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

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Subject: search.filters.subject.Brand equity

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Now showing 1 - 5 of 5
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    Evaluating the role of social media marketing activities on brand equity of an automobile oil brand in South Africa
    (University of the Witwatersrand, Johannesburg, 2022) Zungu, Mpumelelo Zandile; Quaye, Emmanuel
    Social media marketing (SMM) plays a significant role in providing access to increased brand activity, brand recognition, and generating online traffic for different businesses for both new and old brands. This study conducted 15 qualitative in-depth interviews with key informants involved in the marketing and sales of the Engen Petronas oil brand in South Africa to explore the impact of social media marketing activities (SMMA) on the new Petronas oil lubricants. The results reveal that SMM activities have proven to be an effective strategy for improving the Petronas oil lubricants brand's brand besides being a new brand in the South African market. Furthermore, the study's findings indicate that despite the lack of significant trendy social media strategies, the engaged SMMA provides access to increased brand activity, brand recognition, and generating online traffic for the Petronas oil lubricant
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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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    The Potential for Non-Fungible Tokens (NFTs) in Brand Marketing
    (University of the Witwatersrand, Johannesburg, 2023) Sawu, Rohini
    This research is an exploration of the potential role of non-fungible tokens (NFTs) in brand marketing communications in a South African context
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    Exploring the relationship between digital marketing and brand equity
    (2022) Kalima, Killiana C
    In the study, digital marketing was examined in relation to brand equity. The focus was on specific social media platforms that can be used as platforms for online digital marketing. Brand awareness and brand image, two constructs of brand equity, were examined in the study. In the quantitative research approach, convenience sampling was employed. An online survey was conducted among students at the University of the Witwatersrand. 263 samples were assessed and analysed using SPSS software. As a result of the study, the link between digital marketing and brand equity was confirmed. Facebook, Twitter, Instagram, and YouTube have positive correlations with brand equity, as measured by social media brand awareness, which improves brand image. In order to increase brand visibility, organizations should consider using social networking sites to execute digital marketing campaigns for brand awareness. Other geographical regions can be used to duplicate the study.
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    Sources of brand equity in a government programme: a case of the renewable energy independent power producers programme (REIPPP) in South Africa
    (2020) Mojanaga, Nonesi Desiree
    Assessing the sources of brand equity in the government sector is an area of limited research. This research report applies the Brand Equity theoretical model developed by Aaker (1991a; 1991b) to determine the sources of brand equity in a public sector energy programme in South Africa. The Renewable Energy Independent Power Producers Programme (REIPPP) is a private-public partnership in the renewable energy sector, introduced in 2010. A brand is considered to be one of the most important intangible assets of any organisation, and therefore the determination of the sources of its value, or brand equity, is of great importance. A quantitative research approach was adopted to guide the study, using a structured survey questionnaire. Data was collected through an online survey from a sample of thirty-two respondents, most of whom have been extensively involved in the REIPPP and analysed using descriptive and inferential statistical methods. The results of the research study highlighted the most important factors affecting brand equity in the REIPPP, which are brand awareness and perceived benefit. The findings show that Aaker’s (1991a; 1991b) Brand Equity model has relevance and applicability in the public sector. The contribution of this report is to enhance academic understanding of brand equity in the public sector and to explore the implications for management practice whilst providing marketers in the public sector with the tools for public sector marketing