Social brands and social brand equity: definition, role and measurement
| dc.contributor.author | Rademeyer, Claire | |
| dc.date.accessioned | 2015-02-18T09:50:24Z | |
| dc.date.available | 2015-02-18T09:50:24Z | |
| dc.date.issued | 2015-02-18 | |
| dc.description | Thesis (M.M. (Strategic Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2014. | en_ZA |
| dc.description.abstract | Social marketing has a different objective to commercial marketing. Social marketing seeks to change behaviour for social good, whereas commercial marketing endeavours to maximise profit on the sale of goods and services. Within social marketing, the tool of a brand is often deployed but there is little understanding of the similarities and differences between brands in social marketing campaigns and brands in commercial marketing campaigns. The research explored this, and proposed a new term ‘social brand’ to specifically distinguish a brand used in a social marketing campaign. Further, the research sought to define a ‘social brand’ and outline its specific and nuanced role, and means of measurement. The research entailed conducting a literature review on both branding and social marketing, followed by in-depth discussions with expert participants. Following interrogation of the data, it was confirmed that social brands are indeed different from commercial brands in that their focus is on behaviour to achieve social good, and not to optimise profit. Following this finding, the role and measurement of social brands was explored, and it was found that social brands act as reminders of, and catalysts for, specific behaviours and that this can be useful in bringing the community together to create broad societal change. In addition, the measurement of social brands borrowed from commercial brand equity constructs, but it was determined that the context of social brands affected the application of these constructs. The research highlights that not all brands are the same, and this has led to the introduction of a new type of brand, the ‘social brand’. By further defining this type of brand, there is increased awareness in the specific objectives and role of the social brand, which will lead to improved development and application of the social brand. | en_ZA |
| dc.identifier.uri | http://hdl.handle.net/10539/17011 | |
| dc.language.iso | en | en_ZA |
| dc.title | Social brands and social brand equity: definition, role and measurement | en_ZA |
| dc.type | Thesis | en_ZA |