Brand humanisation: the impact of brand personality on customer loyalty - a Nike case study

Show simple item record

dc.contributor.author Mngadi, Lethinjabulo
dc.date.accessioned 2022-09-22T12:57:38Z
dc.date.available 2022-09-22T12:57:38Z
dc.date.issued 2021
dc.identifier.uri https://hdl.handle.net/10539/33295
dc.description A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management (Strategic Marketing), 2021 en_ZA
dc.description.abstract 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 en_ZA
dc.language.iso en en_ZA
dc.title Brand humanisation: the impact of brand personality on customer loyalty - a Nike case study en_ZA
dc.type Thesis en_ZA
dc.description.librarian CK2022 en_ZA
dc.faculty Faculty of Commerce, Law and Management en_ZA
dc.school Wits Business School en_ZA


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search WIReDSpace


Browse

My Account