Faculty of Commerce, Law and Management (ETDs)

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Subject: search.filters.subject.Brand awareness

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Now showing 1 - 5 of 5
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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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    Effects of Digital Activism on Brand Awareness and Image
    (University of the Witwatersrand, Johannesburg, 2022) Malambo, Nachanza; Anning, Thomas Dorson
    The purpose of this research paper is to explore the impact that digital activism has on brands in South Africa. Digital activism, commonly known by social media users as cancel culture, has gained momentum with social media audiences; using the network effects of popular platforms such as Twitter, YouTube, Facebook and Instagram to discipline users, brands and celebrities that may have erred or offended users. As brands observe the increase of hours spent on social media, they are likely to increase their presence on the platforms of choice either for digital advertising and marketing communication purposes or to connect with potential audiences. They may be caught up in incidents of digital activism as has been seen with brands such as H&M, Dove, Tresemme and Clicks in recent years in South Africa. This paper begins by unearthing the roots of digital activism in political sciences disciplines and explores how the brand management theories of brand image and brand awareness are affected by this activity. The research problem explores the fact that traditional marketers have concentrated on the positive brand building elements of brand equity, with attention given to the awareness and image that brands are able to conjure in the minds of consumers; without much focus on the negative elements of brand avoidance, hate, and aversion, which can be outcome of digital activism. The research objectives were firstly to investigate the impact that social media activity has on brands as it has been shown that an increase of social media usage among individuals would increase the interaction that brands have with their intended target audience and members of the community. Secondly, the study sought to investigate the impact that digital activism has on brand awareness as one of the gaps to be studied is on the negative impact that digital activism or cancel culture may have on brand awareness. Thirdly, the researchers examined the impact of digital activism on brand avoidance, as a deliberate effort to avoid the brand either online or physically. Lastly, the study seeks to investigate the impact that digital activism has on a brands image, on whether this is reduced or increased in the light of increased mentions, trends, or appearances on popular social media platforms
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    Counterfeiting on Customer-Based Brand Equity of Sportswear in South Africa
    (University of the Witwatersrand, Johannesburg, 2023) Maema, Marina; Penman, Neale
    Counterfeiting is a phenomenon that exists in various industries and continues to rise at unprecedented rates. Counterfeiting involves the manufacturing of products that have features and characteristics of a brand. Counterfeiting is a profitable business for those involved in it as it exploits the popularity of the brand. Brands that are most susceptible to counterfeiting because of increased popularity and exclusive products. Counterfeiting has been described to be harmful to customer-based brand equity (CBBE) and have damaging long-term effects, however, it is important to investigate if there are any positives that can be derived from it. This study explores counterfeiting of sportswear brands and how this impacts customer- based brand equity and the consumer willingness to purchase the original brand. Three elements of customer-based equity that were investigated are brand awareness, brand loyalty, and perceived quality. This paper builds on research conducted that investigates counterfeiting in a South African context. A quantitative study was conducted on a sample of 294 university students in the Johannesburg central business area, using a self-administered questionnaire. SEM analysis was applied to investigate the hypotheses. The results indicate that counterfeiting of sportswear products, positively influences perceived quality and the willingness to purchase the original brand. This was true for people that buy counterfeit clothing and for those that do not. Perceived quality was found to not have a negative effect on CBBE and the willingness to purchase the original brand. Conversely, counterfeiting does not have any effect on brand awareness and brand loyalty on the willingness to purchase the original brand. The study shows that the purchase of counterfeit sportswear brands does not have a negative effect on CBBE. The study contributes to the growing literature on counterfeiting and supports a different view on the impact on CBBE, to be of benefit to marketers, policy makers and luxury brands in South Africa
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    Factors that influence purchase intention of motor vehicles during the COVID-19 pandemic
    (2022) Gaoaketse, Lebogang
    The study examined the factors that influenced motor vehicle purchase intention during the COVID-19 pandemic. The Theory of Planned Behaviour, together with the Social Judgement Theory and the Self-Congruency Theory were employed for the study. A quantitative research approach was applied and data was collected using a questionnaire which was successfully completed by 223 respondents selected through a convenience sampling method. A structural equation model was used to test the proposed conceptual model of the study. The empirical results revealed that perceived value, perceived reliability, brand awareness of the vehicle together with the manufacturer’s and/or sellers’s website quality, have a positive impact on the consumer’s attitude which subsequently impacts their purchase intentions. The study has both practical and theoretical implications that will improve the existing knowledge and understanding of consumer behaviour during a global pandemic. The findings from the study could assist motor vehicle marketers to develop marketing strategies during a pandemic, as well as provide policy makers with guidelines for the marketing of motor vehicles during a pandemic.
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    How brand decisions for durable household goods are made at the bottom of the pyramid
    (2020) Dlamini, Baleseng
    The bottom-of-the-pyramid (BOP) market is a very large growing number of aspirational people, spread out all over the world, with Africa being the biggest BOP market in the world. This market presents a unique opportunity for companies wanting to increase their profits. However, companies have to be willing to take the risk in order to succeed and subsequently contribute to the global economy. The market is largely unexplored in Africa, and so there is a lack of academic research around consumer decision-making at the bottom-ofthe-pyramid. This market constitutes the majority of people living in South Africa and so this study was conducted to contribute to research in this sphere, and aid marketers operating in this market. The purpose of this study is to investigate how brand decisions for durable household goods are made by South Africa’s bottom-of-the-pyramid markets. The relationship between brand awareness, brand recall and brand recognition with purchase intention will be investigated. A survey method using a questionnaire was used for this study. People living in two South African townships, Soweto in Johannesburg and Soshanguve in Pretoria, were approached and 200 respondents were interviewed. Data was analysed using Confirmatory Factor Analysis and Structural Equation Modelling using SPSS and IBM Amos version 21. The results of the study showed that brand recall has a significant impact on consumer’s purchase intention, but brand awareness and brand recognition were found to have a negative relationship with consumer’s purchase intention. Recommendations for future studies were made - that other variables like brand image and brand associations, that could affect purchase intent, be interrogated. Also recommended is an alternative approach to assess discriminant validity.