3. Electronic Theses and Dissertations (ETDs) - All submissions

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Subject: search.filters.subject.Customer loyalty--South Africa

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    The effects of consumer brand identification on loyalty: a study on South African banks
    (2019) Monareng, Katlego
    Consumer brand identification is a concept that helps us to understand the reasons behind brands helping consumers to express their identities and find the true meaning of themselves through brands. Brands are used by consumers to construct their self-image and to fulfil self-verification needs. This study sought to test the six drivers of Consumer Brand Identification, (CBI) as identified by Stokburger-Sauer, Ratneshwar and Sen (2012) and their impact on brand loyalty. The six drivers/antecedent are; brand-self similarity, brand distinctiveness, brand prestige, brand social benefits, brand warmth and memorable brand experiences. These drivers were tested on the five South African commercial banks, namely, Standard bank, First National Bank (FNB), Amalgamated Banks of South Africa (ABSA), Capitec and Nedbank. A quantitative cross-sectional research design was used. A non-probability sampling method was employed with 244 respondents dispersed throughout South Africa who completed a self-administered questionnaire. The results confirmed the influence of four of the six drivers, being brand distinctiveness, brand prestige, brand social benefits and memorable brand experiences. Further to that, it was found that brand distinctiveness has a stronger causal relationship with CBI when consumers have lower involvement in the brand’s product category. Brand social benefits had a stronger relationship with CBI when consumers have a higher involvement in the brand’s product category. CBI was found to have a positive consequence on brand loyalty which further lead to brand advocacy. The findings also revealed that FNB was the most popular bank, with ABSA being the least popular bank. From the findings, it was recommended that banks should focus on driving an emotional connection with the brand and the consumer which can be through socially lead events that make them feel like they belong and taking consumers through memorable brand experiences. Through this, brand distinctiveness can be further enhanced.
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    The effects of a free premium sales promotion on the attitudinal loyalty of a consumer
    (2017) Geldenhuis, Dewald
    Sales 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.
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