scholarly journals An investigation into the uniformity and non-uniformity of online/offline retail brand building in South Africa

2003 ◽  
Vol 34 (4) ◽  
pp. 27-34 ◽  
Author(s):  
H. Kruger ◽  
L. C.H. Fourie
Keyword(s):  
South African ◽  
Brand Equity ◽  
Future Research ◽  
Brand Associations ◽  
Binary Decision ◽  
Brand Building ◽  
The Status ◽  
Marketing Activities ◽  
African Perspective ◽  
Strategic Imperative

Brand equity or -value is the result of the design and implementation of brand building, – measurement and – management programs. Brand building focuses on three interdependent tiers: selecting brand elements, choosing certain marketing activities and programs, and linking the brand to secondary brand associations. A brand holder’s first instinct may be, when it decides to evolve to the Internet, to maintain the status quo of its offline brand equity or value, by building a uniform online/offline brand. However, from the literature it is evident that authors are not united in their support of building uniform online/offline brands. Although building a uniform online/offline brand present certain tangible advantages, uniformity or non-uniformity proves not to be a binary decision, but dependant on the strategic imperative of the three tiered online/offline brand building initiative. To research three tiered online/offline brand building from a South African perspective, the uniformity and non-uniformity of brand name selection within the South African online/offline retail environment is firstly investigated. The advantages of building uniform online/offline brands are secondly elucidated as presented by the marketing programs – and activities of selected South African retail brands. Secondary brand associations, as part of the three tiered brand building phase or as separate strategic imperative, and the role it plays in non-uniform online/offline brand building, is thirdly examined. Findings are summarised, conclusions are drawn that elucidate the uniform and non-uniform brand building strategies of South African online/offline retailers and recommendations are made for future research.

Online product and/or service brand offerings in South Africa

2004 ◽  
Vol 7 (3) ◽  
pp. 440-458
Author(s):  
H Kruger ◽  
LCH Fourie
Keyword(s):  
South African ◽  
Success Factors ◽  
Three Dimensional ◽  
Future Research ◽  
Brand Building ◽  
The Status ◽  
Managerial Implications ◽  
Online Brands ◽  
Strategic Consideration

The Internet has forced most companies to consider online brand building strategies. This strategic consideration depends on the determination of the status quo of the brand at present. The former is crucial as identified success drivers of online brand initiatives are neither uniformly nor generically applicable to all online brand offerings. It is thus suggested that the applicability of success factors to online brand offerings depends on the appropriateness of the brand’s context, which in turn is determined by benchmarking the brand against categorised characteristics of existing online brands. This paper summarises and categorises South African online brand offerings over a three year period and applies the findings for elucidatory purposes to a three dimensional Brandscape Model. After managerial implications have been discussed, the study concludes with recommendations for future research.

scholarly journals Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations

2020 ◽  
Vol 6 (1) ◽  
pp. 23-42
Author(s):  
Hayat M. Awan ◽  
Zara Hayat ◽  
Sahar Hayat ◽  
Rafia Faiz
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Brand Associations ◽  
Mediating Role ◽  
The Status ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Self Administered Questionnaire

This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.

scholarly journals Disaster management and humanitarian logistics – A South African perspective

2011 ◽  
Vol 5 (1) ◽  
Author(s):  
Wilna L. Bean ◽  
Nadia M. Viljoen ◽  
Hans W. Ittmann ◽  
Elza Kekana
Keyword(s):  
South Africa ◽  
South African ◽  
Large Scale ◽  
Critical Role ◽  
Humanitarian Logistics ◽  
Future Research ◽  
The South ◽  
Management Context ◽  
African Perspective ◽  
The Impact

Disasters are becoming an unavoidable part of everyday life throughout the world, including South Africa. Even though South Africa is not a country affected by large-scale disasters such as earthquakes, the impact of disasters in South Africa is aggravated significantly by the vulnerability of people living in informal settlements. Humanitarian logistics, as a ‘new’ sub-field in the supply chain management context, has developed significantly recently to assist in disaster situations. This paper provides an overview of the South African humanitarian logistics context. Even though humanitarian logistics plays a critical role in the aftermath of disasters, it extends far beyond events that can typically be classified as ‘disasters’. Therefore the implication of the South African humanitarian logistics context on future research and collaboration opportunities in South African humanitarian logistics is also discussed. Finally, two recent case studies in the South African humanitarian logistics environment are discussed.

scholarly journals Exploring the consumer-based brand equity relations on Croatian youth fashion market

2021 ◽  
Vol 9 (1) ◽  
pp. 155-168
Author(s):  
Davor Širola
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Causal Relation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Measurement Scale ◽  
Marketing Concept ◽  
Brand Associations ◽  
Marketing Activities ◽  
Equity Index

Brand equity is considered a precious marketing concept for practitioners and scholars. This study is focused on the perceptual consumer-based brand equity approach and widely adopted Aaker’s (1991) conceptualization with four primary dimensions: brand awareness, brand associations, perceived quality, and brand loyalty. These components represent the salient dimensions of a multidimensional brand equity index. The research followed the original 14-item Yoo and Donthu (2001) consumer-based brand equity measurement scale. The research hypotheses were successfully corroborated within the Croatian fashion youth market on a sample of college students (167). The results pointed out the associative relationships among all brand equity components, with the exemption of causal relation between brand associations and brand loyalty. The same exemption (brand associations) emanated from the investigation of causal relationships between brand awareness, brand associations, perceived quality, brand loyalty and the overall brand equity index. This study contributes to the previously assumed hierarchy order between consumer-based brand equity components and points out the marketing activities which precedes particular component enhancement.

scholarly journals Higher Degree Committee Members’ Perceptions of Quality Assurance of Doctoral Education: A South African Perspective

10.28945/3586 ◽  
2016 ◽  
Vol 11 ◽  
pp. 341-365
Author(s):  
Petro Du Preez ◽  
Shan Simmonds
Keyword(s):  
Quality Assurance ◽  
South African ◽  
Knowledge Production ◽  
Doctoral Education ◽  
Decision Makers ◽  
Future Research ◽  
Production Environment ◽  
Key Policy ◽  
African Perspective ◽  
Mode 3

In South Africa four key policy discourses underpin doctoral education: growth, capacity, efficiency, and quality discourses. This article contributes to the discourse on quality by engaging with quality assurance from the perspective of the decision makers and implementers of macro policy (national), meso (institutional), and micro (faculty/departmental) levels. We explore the perceptions that members of higher degree committees in the field of Education have of the quality assurance of doctoral education. Our data are drawn from a national survey questionnaire completed by these respondents at all public South African institutions that offer a doctorate in Education. The insights gained reside within four categories: positionality, policy, programmes, and people (stakeholders). Thereafter, we problematised the main results using academic freedom in a mode 3 knowledge production environment as a lens, which revealed thought provoking directions for future research about doctoral education.

scholarly journals The Alignment of Software Testing Skills of IS Students with Industry Practices - A South African Perspective.

10.28945/2681 ◽  
2003 ◽  
Author(s):  
Elsje Scott ◽  
Alexander Zadirov ◽  
Sean Feinberg ◽  
Ruwanga Jayakody
Keyword(s):  
South Africa ◽  
Information Systems ◽  
Software Testing ◽  
South African ◽  
Current Practice ◽  
Cape Town ◽  
Future Research ◽  
African Perspective ◽  
University Of Cape Town ◽  
The University

Software testing is crucial to ensure that systems of good quality are developed in industry and for this reason it is necessary to investigate the extent to which there is an alignment of software testing skills of Information Systems students at the University of Cape Town and industry practices in South Africa. A number of criteria were identified as the basis for this investigation. These criteria were used to examine the data collected from companies in the software testing industry and students at the University of Cape Town. Significant differences were found between software testing skills required by industry and those claimed by students, particularly with regard to the tests being used and the percentage of time spent on testing. This study should be seen as work in progress to investigate current practice in industry that might inform future research to enhance curricula.

scholarly journals Sponsorship investments: do they deliver brand awareness for all sponsors?

2017 ◽  
Vol 12 (1) ◽  
pp. 103-123
Author(s):  
Catherine Mpolokeng Sephapo
Keyword(s):  
South African ◽  
Brand Awareness ◽  
Primary Data ◽  
Marketing Communication ◽  
Brand Associations ◽  
Communication Tool ◽  
Consideration Set ◽  
Final Choice ◽  
World Markets ◽  
African Perspective

Abstract Sponsorship as a marketing communications tool is well adopted in South Africa across various areas such as sports and entertainment. Although world markets have experienced economic turmoil in the last few years, the sponsorship market may be considered to be thriving as companies use this marketing communication tool as a vehicle to create and maintain relationships. The purpose of this study was to explore which sponsors of the South African National Rugby team are sports consumers aware of as a result of the sponsorship. Literature states that awareness also influences the judgments about brands in the consideration set, even without any brand associations in the consumer’s mind. In low involvement decision; where consumers do not need to search extensively for information in order to make a decision; minimal brand awareness levels may be enough to convince the consumer to make their final choice. The study is exploratory in nature however provides a South African perspective on how effective the sponsorship of the Springbok is with regards to creating awareness of the sponsors among sports consumers. The study made use of a qualitative approach whereby primary data was collected by means of focus groups and naïve sketches. Data collected was analyzed by means of content analysis. The findings suggest that participants were predominantly aware of the key sponsors of the Springboks; these were sponsors who had their branding on the Springbok jersey worn during rugby matches. The factors that participants mentioned to contribute to their awareness of the sponsors were the branding on the Springbok playing jersey as well as television adverts along with other promotional tools. This study urges sponsors to not only rely on the sponsorship initiative to create awareness but rather leverage the sponsorship with tools that are relevant to their target audience. This study contributes to sponsorship literature relating to the effectiveness of sponsorship; particularly from a South African perspective.

scholarly journals Intra-Africa agricultural trade: A South African perspective

2006 ◽  
Vol 6 (1) ◽  
Author(s):  
Y. Daya ◽  
T. Ranoto ◽  
M. A. Letsoalo
Keyword(s):  
South Africa ◽  
South African ◽  
Regional Integration ◽  
Value Added ◽  
Agricultural Trade ◽  
Future Research ◽  
African Countries ◽  
Trade Patterns ◽  
Diverse Range ◽  
African Perspective

Purpose: The aim of this paper is to assess and provide an overview of the magnitude of current agricultural trade patterns between South Africa and the five leading regional economic communities (REC's) in Africa. This paper also seeks to examine some of the constraints limiting greater intra-African agricultural trade. This is done in order to better understand the role South Africa currently plays and could potentially play in promoting intra-Africa trade. Design/Methodology/Approach: Trade flows between South Africa and the leading REC's are outlined and explained. Trade data and tariff data is sourced from available databases. Non-tariff barriers and other impediments to greater intra-African trade are examined with reference to available literature and discussions the authors have had with trade experts and policy makers.Findings: South Africa is the most active country in intra-Africa agricultural trade. However, it is a relationship defined predominantly on exports to Africa with a low level of imports. South Africa exports a diverse range of value added products whilst imports remain concentrated in commodities. Significant imbalances in agricultural trade between South Africa and the respective REC's continue to persist. Regional trade arrangements have fostered greater trade but significant obstacles to greater trade remain.Implications: African countries that do not invest in infrastructure and create a trade-enabling environment and diversify their production, limit their potential to the supply of one or two commodities thereby perpetuating the trend of huge trade imbalances in favour of South Africa.Originality/Value: This work provides a platform for assessing trade relationships and examining impediments to greater trade. It is also relevant in guiding future research on priority markets in Africa as export destinations and import suppliers in light of increasing regional integration initiatives and governments commitment to African development.

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

1993 ◽  
Vol 57 (1) ◽  
pp. 1-22 ◽  
Author(s):  
Kevin Lane Keller
Keyword(s):  
Brand Equity ◽  
Marketing Mix ◽  
Consumer Response ◽  
Memory Model ◽  
Brand Awareness ◽  
Future Research ◽  
Brand Associations ◽  
Brand Knowledge ◽  
Service Brand ◽  
The Individual

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.

scholarly journals Investigating the Effect of Selected Marketing Efforts in Brand Equity Creation and Its Cross-Cultural Invariance in Emerging Markets

2017 ◽  
Vol 9 (1) ◽  
pp. 91 ◽  
Author(s):  
Isaac Twum Asare ◽  
Shen Lei
Keyword(s):  
Brand Equity ◽  
Process Model ◽  
Brand Management ◽  
Cross Cultural ◽  
Future Research ◽  
Brand Knowledge ◽  
Managerial Implications ◽  
Marketing Activities ◽  
Using Data ◽  
Invariance Test

In the field of brand management, numerous studies have been conducted on brand equity conceptualization, measurement and validation. Also, previous researchers have shown that consumer-based brand equity via its dimensions can be created and maintained through a company’s marketing mix activities. Brand equity according to Keller, is the differential effect of brand knowledge on consumer response to the marketing activities performed on the brand. Due to cultural differences, consumers’ reaction will differ and thus these marketing efforts will have varying results in different markets.Drawn from both Aaker’s & Keller’s conceptualizations of brand equity, the current study develops a brand equity creation process model similar to Yoo et al.’s and examines its cross-cultural invariance through a structural invariance test using data from two important growing markets—Ghana and China. Results prove that some marketing efforts and dimensions of brand equity have invariant effects on brand equity across the Ghana and Chinese samples. Specifically, the effect of price on perceived quality was not equivalent in both markets. Relationship among brand equity dimensions were also not equivalent, however these dimensions all show an equivalent, positive effect on brand equity. Managerial implications for international brands and limitations for future research are discussed.

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