The impact of brand orientation on a South African business-to- business organisation

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dc.contributor.authorDludla, Gail Mbali
dc.date.accessioned2018-01-08T06:45:56Z
dc.date.available2018-01-08T06:45:56Z
dc.date.issued2016
dc.descriptionA research report submitted to the faculty of Commerce, Law and Management, University of Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketingen_ZA
dc.description.abstractSince the 1980s, marketing researchers have conceptualised market orientation as an organisational culture that is geared towards delivering supreme customer value. However, one of the shortcomings of the market orientation concept is that it has failed to recognise the potential significance of strong brands, that is, it did not acknowledge brand orientation. A few studies have investigated the conceptualisation of brand orientation in relation to brand loyalty; and the involvement of brand commitment and brand trust in mediating this association in the business-to-business context. Thus, it is the aim of this study to examine the impact of brand orientation on brand loyalty, and the roles played by brand commitment and brand trust in mediating the impact in the South African business-to-business environment. Two hundred and sixty one questionnaires were completed by top and senior managers of a B2B organisation in South Africa. Structural equation modelling and Smart Plus were employed in this study to examine the relationships between the constructs. This study provides empirical evidence that brand orientation has a positive and significant relationship with brand commitment and brand trust, and that brand commitment and brand trust have positive and significant respective relationships with brand loyalty in the South African B2B context. The results indicate that brand orientation (BO), brand commitment (BC) and brand trust (BT) all have a strong influence on Brand Loyalty (BL). Implications and limitations, as well as future research, are discussed in the study. Keywords: Brand Orientation, Brand Commitment, Brand trust, Brand Loyalty, B2Ben_ZA
dc.description.librarianGR2018en_ZA
dc.format.extentOnline resource (xii, 144 leaves)
dc.identifier.citationDludla, Gail Mbali (2016) The impact of brand orientation on a South African business-to- business organisation, University of the Witwatersrand, Johannesburg, <http://hdl.handle.net/10539/23634>
dc.identifier.urihttp://hdl.handle.net/10539/23634
dc.language.isoenen_ZA
dc.subject.lcshIndustrial marketing--South Africa
dc.subject.lcshBranding (Marketing)--South Africa
dc.subject.lcshMarketing--South Africa--Management
dc.subject.lcshBusiness enterprises--South Africa
dc.titleThe impact of brand orientation on a South African business-to- business organisationen_ZA
dc.typeThesisen_ZA
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