Wits Business School (ETDs)

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    Content Marketing and financial services brand preferences
    (University of the Witwatersrand, Johannesburg, 2024) Sello, Lenyaro Liabilwe; Penman, Neale
    Purpose: This study sought to expand knowledge about content marketing both in academia and the practice of marketing by investigating the role of content marketing in influencing brand preferences in financial services in South Africa. Methodology: Quantitative research methodology was utilised in this study that relied upon non-probability sampling to collect data from 245 participants using a questionnaire. SPSS-29 and SMART-PLS 4.0 software was used for data analysis including multi-group and importance performance matrix analysis. Findings: Content marketing drives brand preferences. This is achieved through the critical mediation role of consumer engagement that leads to heightened brand equity which results in favourable brand preferences. This is in line with previous studies conducted in different industries and geographies on the impact of content marketing to advance business performance. This includes the promotion of brand equity and ultimately favourable consumer choices of purchase intention and brand preferences. The present study also revealed content marketing consumption patterns of financial services consumers and its drivers that influence the outcome variable of brand preferences. Future research: Opportunities exist for future research for both theoretical and practical implications. Firstly, that researchers can study other aspects of financial services to further investigate the impact and role of content marketing on marketing and business strategies. Secondly that in academia, other dimensions of brand equity could be explored in being influenced by content marketing and driving brand preferences.
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    Brand humanisation: the impact of brand personality on customer loyalty - a Nike case study
    (2021) Mngadi, Lethinjabulo
    Purpose – The purpose of this research is to investigate the impact of brand humanisation through brand personality on brand loyalty among the South African youth consumers. Design/methodology/approach – the quantitative research method by means of an online questionnaire distributed through social media and online database was used to collect the data from a total of 200 Millennials. The sample was selected through purposive non-probability sampling. The Structural Equation model (SEM) analysis technique was used to test the hypotheses. Findings – The study aimed to investigate the relationship between brand personality and the mediating influence of brand awareness, brand engagement, brand perception and brand perception which few studies have explored in one study. Evidently, the findings do indicate that brand personality has a direct effect on brand loyalty, of which brand loyalty has a positive significance on purchase intention, making the main research purpose true. Furthermore, in the complexity of further proving a positive relationship between brand personality and customer loyalty, brand engagement and brand resonance as mediating variables are also supportive. This means that brand awareness and brand perception are the only two mediating variables that are disproved in this research. Research limitations/implications – This study contributes to literature on South African Millennial consumers, clothing apparel marketing and global emerging markets. The major gaps and weaknesses identified in the field of brand humanisation and brand loyalty in the literature review stage of this research are summarised as a lack of empirical research on the impact of brand humanisation through brand personality on brand loyalty in the South African context, and a lack of studies from emerging markets. Originality/value – The key practical contributions of this research study was to provide adequate literature and data to enable marketing practitioners to see the importance of brand humanisation, its impact on brand loyalty and utilising brand humanisation tools in their brand strategies to increase brand loyalty. Furthermore, to provide insight into the Nike brand and how Nike can, through understanding the importance of a strong brand personality, positively leverage off their brand personality-based campaigns to increase customer purchase intentions and customer loyalty