3. Electronic Theses and Dissertations (ETDs) - All submissions
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Item Measuring customer-based brand equity of Samsung mobile phones among Generation Y(2017) Diniso, ChumoKeywords: brand equity, Samsung mobile phones, Generation Y, brand awareness, brand image, perceived quality, brand loyalty, brand satisfaction, brand love and consumption values. Samsung is the leading brand in the mobile phone industry, and is dominant over fierce competitors, such as Apple, Nokia, Huawei and Blackberry. This is evident from the 2016 global market share figures, where Samsung occupies the top position with 21.6%. The Samsung brand is also dominant in South Africa, having captured 46% of the market share. Consumers are also willing to pay a price premium for Samsung mobile phones. For example, as at June 2017, the Samsung S8 smartphone retailed for up to R14,799, with consumers still willing to pay this price. While from an organisation’s perspective the success of Samsung in the mobile phone industry is accredited to the global establishment of production bases, overhaul of quality standards, paradigm shift in management philosophies and substantial investment in marketing and product design, there is a need to understand what drives Samsung’s brand equity from consumers’ perspective. The understanding of Samsung’s brand equity is even more important among Generation Y, due to the fact that they constitute 25% of South Africa’s population, have a high purchasing power for luxury and technological products, and 95% of them own a mobile phone in South Africa. They use their phones to communicate with family and friends, listen to music and watch YouTube videos. For the measurement of brand equity, so that marketers are informed of the performance of their marketing and brand strategies, researchers recommend the examination of its sources. Models devised by Aaker (1996) and Keller (1998) provide various sources of brand equity, but how and which of these sources best influence brand equity has not been determined. Esch, Langner, Schmitt and Geus (2006) recommend that in order to measure brand equity holistically, sources of brand equity, including brand awareness, brand image, perceived quality, brand associations and brand loyalty should be measured in conjunction with other important brand relationship factors such as brand trust, brand satisfaction and brand attachment or love. This is particularly so, because consumers who have a strong relationship with a brand are likely to demonstrate positive attitude towards it. Despite this view, most researchers who have adopted the Aaker (1996) and Keller (1998) models to measure CBBE have not considered the explanatory roles of the brand relationship variables. iv Another important factor ignored in the measurement of sources CBBE are the various values (such as functional, monetary, emotional, customisation, and relational), as proposed by Chuah, Marimuthu and Ramayah (2014), consumers enjoy from the consumption of a brand. Recognising the importance of uncovering the value inferences that consumers hold of a brand, Keller (2003) suggests three types of values or benefits (functional, experiential, and symbolic benefits) consumers may enjoy from a brand. The monetary value, according to other authors, can also be important. How these values lead to brand equity, if at all, were, however, not further explored. This study therefore integrated the Aaker and Keller’s brand equity models, Esch et al. and Chuah et al. brand relationship and consumer value models, respectively, to propose an integrated conceptual model with eighteen hypotheses to measure the sources of Samsung’s mobile phones brand equity among Generation Y. Quantitative methodologies were used to collect data from 651 undergraduate and postgraduate students studying at the University of Johannesburg and University of the Witwatersrand to empirically test the proposed model. The hypothesised relationships in the model were empirically tested using structural equation modeling. The results revealed that out of the eighteen hypotheses tested, twelve were accepted. Specifically, brand awareness, brand image, perceived quality, monetary value and functional value had a positive effect on brand satisfaction. Brand satisfaction positively drives brand love. Consumers who expressed love for the Samsung mobile phone brand were found to be loyal. Brand loyalty, which was found to have a positive impact on brand equity, was influenced positively by monetary value. In addition to brand loyalty, brand equity was influenced positively by perceived quality, monetary value and symbolic value. Overall, 56% of Samsung mobile phone brand equity was explained by brand awareness, brand image, perceived quality, monetary value, functional value, symbolic value, brand satisfaction, brand love and brand loyalty. While it will be important for future studies to identify other factors, which may increase the explanatory power of Samsung’s brand equity among Generation Y in South Africa, this study’s theoretical contribution suggests an integrated conceptual model to holistically measure customer-based brand equity not only in the telecommunication sector, but for other products and sectors. Practically, Samsung and other marketers responsible for managing competing v brands such as iPhone, Nokia, Huawei can use these findings to develop relevant marketing strategies that resonate with this large and lucrative Generation Y market segment.Item Experiential marketing as a predictor of repurchase intentions of Smartphones amongst youth in South Africa(2017) Sebopa, Caroline BoitumeloGlobally there has been a decrease in fixed line telephones while Smartphone sales have been on the rise; the same trend has also been happening in South Africa. Due to this trend, Smartphone brands have been placing importance on the retention of existing customers, therefore focusing on repurchase intentions. The research investigates the relationship between experiential marketing (sense, feel, think, act and relate experience), customer satisfaction and the repurchase intentions of Smartphones amongst the youth market of South Africa. The paper reviews literature on experiential marketing, customer satisfaction and repurchase intentions, then tests six hypotheses which were proposed which led to the development of a research model. Non-probability sampling was used at The University of the Witwatersrand where the study was conducted amongst 223 youth aged 15 – 35 years. Structural equational modelling was used to analyse the data, using SPSS and Amos software. The results revealed sense experience has the most influence on the customer satisfaction of Smartphone brands which then leads to repurchase intentions. The findings are expected to add to literature on experiential marketing, customer satisfaction and repurchase intentions as well as provide practical implications.Item The effects of a free premium sales promotion on the attitudinal loyalty of a consumer(2017) Geldenhuis, DewaldSales promotions are ever-present occurrences in modern day markets with companies using them as part of their marketing mix (Blattberg & Neslin, 1990). They also have the ability to effect customer satisfaction and in turn the brand loyalty for that consumer (Li-Xin & Shou-Lian, 2010). Bawa and Shoemaker (2004) found links between non-monetary sales promotions and the brand loyalty of a consumer. Consumers exposed to sales promotions usually had increased purchasing probability and enhanced loyalty to the brand, compared to consumers that were not exposed to the promotion. This study set out to establish the effects on the attitudinal loyalty of consumers who missed the opportunity to partake in a free premium sales promotion. Utilizing a quantitative research methodology, data was collected by means of a structured questionnaire from respondents in South Africa. Internal factors such as the consumers experience of cognitive dissonance; emotion showed towards the brand; and their attitudes towards the brand, were measured and analysed through factor analysis. The most notable finding from the study was that the effect on a consumer’s attitudinal loyalty was contained to the attitude they have towards the brand, irrespective of the level of dissonance that might appear or even the emotional feelings they might have for the brand. Missing the sales promotion would almost certainly alter their perception of the brand and change the internal factors a consumer turns to when searching for information and evaluating their post-purchase consumption. Ultimately, a missed free premium sales promotion will do very little to destroy any brand loyalty that is already present with that consumer.Item The influence of user-generated content on brand trust and purchase intention: a South African perspective(2016) Demba, Diana Y.With the increasing development of new technologies, organisations are encouraged to integrate these new technologies into their business model in order to be competitive and respond to consumers’ quick adaptation. Today, consumers drive organisations’ strategies across most industries including electronics. The electronic sector is a fast-paced industry and has been steadily growing in South Africa. Businesses need to consider the consumer voice in order to be successful and take into account that consumers are more influenced by their peers rather than a business advertising campaign. The internet has facilitated the communication between businesses and consumers who are using the internet more and more as a tool to seek information about a product or share information about a brand or a product; thus creating content. Therefore, businesses are no longer the sole content generators online. The aim of this study is to explain the importance of user-generated content in making sales and creating long lasting relationships with consumers. In addition, this study will highlight the factors that will enhance the positive attitude of internet users toward the use of user-generated content (UGC). For the purpose of this study, six variables were identified. Subjective norm, information quality and source credibility are the predictor variables of the study. Attitude towards UGC use, followed by brand trust, are both mediator variables and, finally, purchase intention is the depend variable in this study. The nature of the survey was quantitative research and the survey was administered to 400 individuals. Both self-administered and online surveys were distributed to women and men from 18 years to 55 years and older. Findings reveal that there is a positive relationship between the use of UGC, brand trust and purchase intention. However, it was also found that subjective norms, information quality and sour credibility were affecting the use of UGC for decision making. To improve the relationships amongst the different variables, the study suggests few recommendations that marketers need to apply for the benefit of the brand and the satisfaction of the consumers. Main recommendation is firstly that marketers get to know online audience and learn to engage consumers as well as find an opinion leader or influencers to endorse the brand. This will contribute to improving quality of the information, drive individuals to share information with each other and increase the perceived credibility of the source. Secondly, the firm platforms such as the website and social media pages need to be up to date, regularly assessed, measured and promoted through different tools in order to build brand trust and lead eventually to purchase intention. Overall, this study will assist marketers in understanding the factors leading to brand trust and purchase intention through the influence of UGC and the factors affecting it.Item The mediating influence of loyalty programmes on repeat purchase behaviour in the retail sector(2016) Dlamini, SiphiweWhile there has been significant research on loyalty programmes in the last two decades, little has been done on the youth market in South Africa. Using the social exchange and relationship marketing theories, the study examines the mediating influence of customer satisfaction, trust and commitment in the relationship between loyalty programmes and repeat purchase behaviour of South African youth. The methodology involved a self-administrated questionnaire adapted from previous studies. Data was collected from 263 South African youth who are loyalty programme members. The study tested six hypotheses using Structural Equation Modeling. The software used was SPSS 22 for descriptive statistics and IBM Amos 22. The findings indicate that all six hypotheses are supported. They also suggest the significance of customer satisfaction as a strong mediator of loyalty programmes and repeat purchase behaviour. Moreover, the study reveals that the mediating influence of customer commitment on loyalty programmes and repeat purchase behaviour is the weakest. The findings reveal that by building customer satisfaction and customer trust amongst the youth, marketers can positively impact on the success of loyalty programmes and repeat purchase behaviour. This study contributes to the literature on loyalty programmes amongst youth within a developing market context. It can assist marketers in developing sound loyalty programmes aimed at the youth market in South Africa. Limitations and future research directions are discussed.Item A cross sectional study of Net Promoter and its linkage to South African firm growth(2012) Bissict, Gregg MichaelThis research project undertakes to investigate the linkage between firni Net Promoter score and firm growth in the South African context. South African fmns arc selected from the cellular service provider industry and the retail banking service provider industi7 and a primary research study is undertaken to obtain sample data for the respective firms’ Net Promoter scores. Finn revenue is defined as a suitable measure of firm growth and half year time period from 2010 to 201 1 arc defined as periods from which percentage growth rates may be computed. Revenue data for each linn is collected from public sources and an annual percentage growth rate for each firm is calculated from revenue reported for the first half of 2010 to 2011. A data reliability test is perfonned on the Net Promoter data set and the data is found to be non-uniform and preferential, indicating scores which arc not arbitrary. A Pearson’s correlation analysis is performed to measure the strength of relationship between the Net Promoter scores and percentage firm revenue growth rates. The results of the Pearson correlation analysis indicates a relatively stronger linear relationship between Net Promoter scores and percentage firm revenue growth for the South African cellular service provider industry segment (0.9932) and a relatively weaker linear relationship between that and the South African retail banking industry segment (0.4752). This research finds that there is a positive linkage between Net Promoter scores and revenue growth rates which is consistent with previous research undertaken on the subject.