Makhathini, Silindile Charmaine2025-03-122023Makhathini, Silindile Charmaine. (2024). Branding and Social Identity in Consumer Decisions and Retail Consumption in South Africa post covid-19 lockdown [Master’s dissertation, University of the Witwatersrand, Johannesburg].WireDSpace.https://hdl.handle.net/10539/44253https://hdl.handle.net/10539/44253A research report submitted in partial fulfillment of the requirements for the degree of Master of Management Strategic Marketing - (MMSM) to the Faculty of Commerce, Law, and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2024Consumer behavior continues to evolve, a phenomenon accentuated by various factors, notably the recent COVID-19 pandemic. Globally enforced lockdowns mandated by governments compelled individuals to seek new survival strategies, prompting shifts in their purchasing patterns. The restrictions on movement necessitated a surge in online shopping. Additionally, the pandemic fostered panic-driven bulk purchases, as consumers sought means of survival without adequate information on the duration of the crisis (Loxton et al., 2020)en© 2025 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.UCTDSDG-8: Decent work and economic growthDissertationUniversity of the Witwatersrand, Johannesburg