Faculty of Commerce, Law and Management (ETDs)

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Subject: search.filters.subject.Brand loyalty

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Now showing 1 - 8 of 8
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    The influence of social media marketing on brand loyalty in the South African retail sector
    (University of the Witwatersrand, Johannesburg, 2024) Hansjee, Anashree; Ochara, Nixon
    In the contemporary landscape, characterized by the burgeoning influence of social media, this research aims to rigorously examine the effects of social media marketing activities on brand loyalty within the grocery retail sector of South Africa. The study extends beyond a simple analysis of this relationship by exploring the critical function of brand trust as a mediating variable between social media marketing efforts and the development of brand loyalty. From a methodological perspective, the research utilized online surveys conducted via the Qualtrics platform to collect data, focusing on capturing the intricate dynamics that shape consumer perceptions in social media. The target demographic was comprised of individuals who follow leading grocery retailers in South Africa on social media platforms. The study adopted a comprehensive analytical approach, employing descriptive statistics, correlation analysis, confirmatory factor analysis, and structural equation modeling for multiple regression analysis. This multifaceted methodology facilitated a thorough examination of the identified variables. Key findings underscore the significant role of brand trust in bridging the impact of social media marketing on brand loyalty. Additionally, the research identified that certain aspects of social media marketing are more influential in shaping brand loyalty than others. By concentrating on the interplay between social media, brand trust, and brand loyalty, the research provides a deeper insight into the intricate network of factors influencing consumer perceptions in South Africa's grocery retail sector. The insights garnered from this study are intended to benefit both academic circles and industry practitioners, offering them valuable knowledge and practical strategies to enhance brand loyalty through effective social media marketing initiatives
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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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    Brand resonance and customer loyalty in the banking sector: A study of the lower mass market
    (University of the Witwatersrand, Johannesburg, 2022) Zulu, Zinhle; Quaye, Emmanual
    This research had its focus on investigating the influential elements of brand resonance and the customer value proposition in driving customer brand loyalty. The qualitative study set out to uncover a broad array of sub-topics that are associated with qualities of the customer value proposition that drive brand resonance that leads to brand loyalty in the Living Standard Measure (LSM) 2-5 market segment of the banking market. To get to the essence of the study, key management constructs were explored, namely the Theory of Reciprocity and Keller’s Brand Equity Model to explore characteristics that drive brand love. Being exploratory in form, the analysis was steered by a qualitative design. Interrogative interviews were carried out with an appropriate sample to gain well-informed and representative insight on this topic. In a Volatile, Uncertain, Complex, Ambiguous (VUCA) world where household income is burdened, customers place more importance on value, quality, and emotional brand connections, and how these correlate with each other to realise brand loyalty. Findings of the study revealed that the lower mass market’s comprehension of brand resonance and value proposition is limited to colour and the cost of banking. It was, however, evident there is broader subconscious understanding but how it translates in the physical is circumstantial
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    Brand Loyalty through loyalty programs in the South African banking industry: perspectives from Gen Y and Z
    (2022) Magano, Ikanyeng Cleophus
    The recent growing popularity of loyalty programmes across industries has sparked a whole lot of interest from not only researchers, but also consultancy firms and practitioners alike. Though there has been noticeable research conducted on loyalty programmes in the preceding decade, not enough focus has been channelled on the youthful age cohorts (Gen Y & Z) in South Africa, especially in a sophisticated industry such as banking. A subject of loyalty programmes is understood and accepted to be premised around the relationship marketing theory, which primarily encourages long-term bonds with customers. As such, the study then sought to assess the intermediating influence of customer brand experience, consumer-brand engagement (CBE) and emotional brand attachment in the relationship between loyalty programmes and brand loyalty in the South African Banking sector. The methodology relied on a cross-sectional survey design in a form of a selfadministered online questionnaire partially adapted from preceding studies. Data was then collected from 265 Generation Y and Z targeted respondents who are retail banks loyalty programme members. The study assessed seven hypothesis utilizing standard regression techniques and the study findings presented demonstrate that all seven hypotheses were supported. The findings therefore reveal that loyalty programmes can play a positive role in building customer brand experience, Consumer-Brand engagement (CBE), emotional brand attachment and subsequently brand loyalty. The study not only subsidizes the existing knowledge on loyalty programmes among youthful age cohorts, but it also assists with relevant context to a developing market such as South Africa. It must also be mentioned that the study can aid marketers and practitioners with formulating attractive and thorough loyalty programmes, particularly targeted at the youthful market in South Africa.
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    Brand loyalty through loyalty programs in the South African banking industry: perspectives from gen Y and Z
    (2022) Magano, Ikanyeng Cleophus
    The recent growing popularity of loyalty programmes across industries has sparked a whole lot of interest from not only researchers, but also consultancy firms and practitioners alike. Though there has been noticeable research conducted on loyalty programmes in the preceding decade, not enough focus has been channelled on the youthful age cohorts (Gen Y & Z) in South Africa, especially in a sophisticated industry such as banking. A subject of loyalty programmes is understood and accepted to be premised around the relationship marketing theory, which primarily encourages long-term bonds with customers. As such, the study then sought to assess the intermediating influence of customer brand experience, consumer-brand engagement (CBE) and emotional brand attachment in the relationship between loyalty programmes and brand loyalty in the South African Banking sector. The methodology relied on a cross-sectional survey design in a form of a self administered online questionnaire partially adapted from preceding studies. Data was then collected from 265 Generation Y and Z targeted respondents who are retail banks loyalty programme members. The study assessed seven hypothesis utilizing standard regression techniques and the study findings presented demonstrate that all seven hypotheses were supported. The findings therefore reveal that loyalty programmes can play a positive role in building customer brand experience, Consumer-Brand engagement (CBE), emotional brand attachment and subsequently brand loyalty. The study not only subsidizes the existing knowledge on loyalty programmes among youthful age cohorts, but it also assists with relevant context to a developing market such as South Africa. It must also be mentioned that the study can aid marketers and practitioners with formulating attractive and thorough loyalty programmes, particularly targeted at the youthful market in South Africa.
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    The mediating role of brand trust in the formation of brand loyalty within the South African retail banking sector
    (2021) Taoana, Mokgadi Cleopatra
    South Africa’s banking industry is a key strategic economic sector experiencing significant transformational changes that have been influenced by technological advancements, the influx of new entrants in the industry that traditionally had high barriers to entry, and rising expectations from service providers to deliver satisfying experiences to consumers. It is against this background that this study sought to investigate brand loyalty development within the South African retail banking industry by focussing on the effects that satisfaction, brand relationship quality (BRQ), customer advocacy, and brand trust have on brand loyalty. The premise of this study rests on the theoretical foundations of the social exchange theory and interpersonal relationship theory, both of which have been identified to explain brand loyalty. The study replicated the service loyalty measurement scale adapted by El-Manstrly and Harrison (2013) from Oliver (1997) four loyalty phases. A quantitative methodology using a convenience sampling approach in the form of online surveys was employed for the study with a total of 351 responses. To validate the measurement and structural equation modelling (SEM), Confirmatory Factor Analysis (CFA) was used. Five out of the eight hypotheses were supported by the data, indicating the direct positive relationships between satisfaction, customer advocacy, brand trust, and brand loyalty. The results indicate that brand trust does not mediate the relationships between BRQ and brand loyalty and customer advocacy and brand loyalty. This study provides marketing professionals in the retail banking sector of South Africa with insights into key drivers of brand loyalty development within retail banking.
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    The mediating role of brand trust in the formation of brand loyalty within the South African retail banking sector
    (2021) Taoana, Mokgadi Cleopatra
    South Africa’s banking industry is a key strategic economic sector experiencing significant transformational changes that have been influenced by technological advancements, the influx of new entrants in the industry that traditionally had high barriers to entry, and rising expectations from service providers to deliver satisfying experiences to consumers. It is against this background that this study sought to investigate brand loyalty development within the South African retail banking industry by focussing on the effects that satisfaction, brand relationship quality (BRQ), customer advocacy, and brand trust have on brand loyalty. The premise of this study rests on the theoretical foundations of the social exchange theory and interpersonal relationship theory, both of which have been identified to explain brand loyalty. The study replicated the service loyalty measurement scale adapted by El-Manstrly and Harrison (2013) from Oliver (1997) four loyalty phases. A quantitative methodology using a convenience sampling approach in the form of online surveys was employed for the study with a total of 351 responses. To validate the measurement and structural equation modelling (SEM), Confirmatory Factor Analysis (CFA) was used. Five out of the eight hypotheses were supported by the data, indicating the direct positive relationships between satisfaction, customer advocacy, brand trust, and brand loyalty. The results indicate that brand trust does not mediate the relationships between BRQ and brand loyalty and customer advocacy and brand loyalty. This study provides marketing professionals in the retail banking sector of South Africa with insights into key drivers of brand loyalty development within retail banking
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    Influence of active participation in a wellness programme on brand loyalty
    (2020) Prince, Greg
    A considerable body of research exists that investigates the potential benefits of creating true brand loyalty and how this has the power to lead to a competitive advantage for brands. The insurance industry in South Africa is characterised by its extremely competitive environment. In an attempt to establish a competitive advantage and drive increased brand loyalty some companies have introduced a wellness programme to their consumer base. Relatively little research exists that investigates the potential benefits and outcomes of an insurance-based wellness programme with respect to increasing brand loyalty. Insurance-based wellness programmes aim to effect specific member behaviour change across health, safety and financial aspects aimed at achieving defined business critical outcomes and increased brand loyalty. Through this they aim to drive increased business profitability. Momentum Life has introduced their Multiply wellness programme which has as one of its objectives to create increased brand loyalty. This study aims to investigate the influence of active participation in an insurance-based wellness programme on brand loyalty. A case study approach is taken to investigate the Multiply wellness programme through the use of secondary data of the membership base of approximately 78 000 members for the 2018 calendar year. This quantitative research analysis the member data using SPSS and SPSS Amos. Pearson’s correlation was conducted to assess the association among variables of active participation in the wellness programme and brand loyalty. Path analysis was conducted to assess causal relationship among variables. The research then goes further to understand how the different member tier statuses impacts brand loyalty. The most noticeable finding from the study is that active participation in a wellness programme does achieve increased brand loyalty. However, more interesting is the degree to which members participation in each of the five tier statuses influences brand loyalty. The research shows a significant increase in influence as the member tier status improves through greater engagement in the wellness programme. A wellness programme can play a meaningful role in driving member brand loyalty for an insurance company.