26 research outputs found
Antecedents and consequences of brand preference in the cement industry
No full textA Research Report Submitted in Partial Fulfilment of the Requirements for the Degree of Master of Management in Strategic Marketing to the Faculty of Commerce, Law and Management, University of the Witwatersrand, Johannesburg, 2022The study investigates the antecedents and outcomes of brand preference in the South African Cement Industry. The theoretical groundings of the study are the Theory of Brand Equity and the Theory of Planned Behaviour. The constructs examined include brand image, perceived quality, price, the influence of others, sales promotions, packaging, brand preference, word-of-mouth, and purchase intention.
Design/Methodology
A self-administered questionnaire was employed and obtained 260 valid responses. Structural Equation Modelling was used to test the proposed conceptual model and CFA was used to measure the relationship between the variables using SPSS v28 and AMOS.
Findings
The findings of the study revealed that perceived quality, brand image, price and the influence of others positively impact brand preference. Furthermore, the study found brand preference positively influences word-of-mouth and purchase intentions. The study revealed that sales promotion and packaging do not play significant roles as antecedents of brand preference in the cement industry.
Originality/Value
This study explored the choice of cement brand from a business-to-business point of view and from a retail to consumer point of view. As far as the author knows, this is first study to investigate brand preference in the South African Cement IndustryMM202
Factors Influencing Digital Banking Adoption: An Empirical Study in South Africa
No full textA research report submitted in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing to the Faculty of Commerce, Law, and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2023Purpose Various factors influence banking customers to adopt digital banking, also known as online banking or e-banking. This study sought to determine which factors influence continuous intention to use online banking among individuals over the age of 45 in South Africa Design/methodology The study employed a quantitative approach. A convenience sampling method was used from a total of 256 participants who reside in South Africa. The participants were aged between 45 and 65 years, who had used online banking within the past 6 months completed an online questionnaire. The data was analysed using SPSS 28 and Structural Equation Modelling AMOS 28. Findings All the hypotheses were significant, with perceived ease of use, perceived usefulness and convenience having the strongest relationship on continuous intention to use online banking. This is an interesting finding amongst the 45 – 55 year old generational cohort, showing that technology and convenience play a major role in this age segment. Practical Implications The findings show that favourable banking conditions need to be in place, especially for Generation X (45-55 years) customers, who were the majority of participants. The findings could better assist marketing managers in the banking industry with developing strategies for this generational cohort. Originality/value The findings of the current study add value to the body of knowledge on online banking usage amongst the elderly population, especially because it involves online consumer behaviourMM2025
Corporate social responsibility and corporate image of Telkom SA SOC Limited
No full textA research report submitted in partial fulfillment of the requirements for the degree of Master of Management in the field of Strategic Marketing to the Faculty of Commerce, Law, and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2024State-owned enterprises are organisations owned by the government and they operate within government regulations. There are different factors that these organisations are obligated to account for in daily operations when making decisions; these factors define how state-owned enterprises (SOEs) differ from the private corporations in building their corporate image. The SOEs’ environment remains in distress as the public regularly complain about their levels of service delivery and do not trust the SOEs, due to their perceived bad image. However, South African SOEs have the obligation to create special economic and social zones to improve the lives of South Africans. Purpose The use of corporate image in the private sector is increasing significantly, as it is a driver of brand loyalty, and scholars are increasingly researching branding using various theoretical frameworks. The purpose of this study is to research the impact of corporate reputation as a mediator of corporate image for a state-owned enterprise (SOE). Further, the research assesses the indirect impact of corporate social responsibility on SOE corporate image and examines other major dependable variables that may have an influence relationship on corporate reputation. Design/methodology/approach To assess the study, a quantitative research method was employed, using the data obtained from Telkom customers; questionnaires were sent to individuals, using an electronic self-administered close-ended questionnaire. The data of a hundred and ninety (190) valid responses were analysed using SEM AMOS 28 and SPSS 28. Findings The outcome of the study revealed that out of nine hypotheses tested, five hypotheses were found insignificant and not supported, while the remaining four were significant and supported. Practical implications It is important for the company to priorities its service quality and marketing factors to align them with the corporate reputation, and corporate image by means of the company’s corporate social responsibility efforts. By focusing on this area, the company can enhance its corporate image, ii reputation, and stakeholder perception, ultimately contributing to the long-term sustainability of the business. Companies should reassess their CSR initiatives to ensure they align with stakeholders' expectations and contribute meaningfully to corporate reputation building. Originality The study contributes to understanding the impact of service quality dimensions, marketing factors and corporate reputation on corporate image. Corporate image, as a dependent variable, is influenced by different variables, including dimensions of service quality, such as reliability, responsiveness, assurance and empathy, marketing factors, namely, CSR, advertising exposure, social media marketing activities and website quality. Corporate repution plays a mediating role between these variables.MM202
Gaming is exploding! A framework to examine the influence of predatory monetization schemes on video game addiction in online video gaming
No full textA research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfillment of the requirements for the degree of Master of Management in the field of Strategic Marketing Johannesburg, 2023Purpose The purpose of this study is to determine the relationship between behavioural characteristics associated with video game addiction in conjunction with extended play time, and in-game expenditure. The study seeks to investigate whether there is a positive relationship between individuals that display behavioural symptoms of Internet Gaming Disorder and significant amounts of expenditure within their chosen video game in-game monetization models. Additionally, the study seeks to ascertain whether these video game monetization models, especially those that utilise “surprise” mechanics such as loot boxes, can be deemed predatory or gambling in nature and in need of additional regulations to be implemented to ensure higher levels of consumer protection. Design/Methodology/Approach The study utilises a quantitative approach in the data collection and analysis. Through the construction and distribution of a comprehensive electronic questionnaire, data was collected to determine the significance of the specific hypotheses outlined within the conceptual framework. The study tests the significance of fifteen hypotheses. The data collected was analysed using SPSS 28 and AMOS 28 software’s to test the validity and reliability of the proposed relationships outlined within the study. Findings The result of the study establishes a positive relationship between predatory monetization schemes and video game addiction. In the investigation of both constructs, namely predatory monetization scheme and gaming addiction, several variables were investigated with regards to the relationships they have with a specific construct, and the implications thereof. It is through the significance and acceptance of the majority of these hypothesised relationships that it can be concluded that extended engagement levels with video games that have in-game monetization models does have a positive influence on in-game expenditure. Practical Implications The results of the study suggest a strong and positive relationship between predatory monetization schemes and gaming addiction. This relationship suggests that prolonged exposure and engagement does in fact translate to excessive in-game spending. This further compound an 8 already volatile situation in that an individual suffering from video game addiction experiences a deterioration of both their physical and mental well-being and are now exposed to the added risk of financial harm. The situation becomes even more concerning when considering that a large portion of the player base is comprised of minors. Originality/Value The study established a significant and positive relationship between predatory monetization schemes found within many online video games and video game addiction. The results further suggest that prolonged engagement levels within these video games that have in-game monetization schemes increases the likelihood of spending real-world money on these predatory monetization schemes. There are limited consumer protection frameworks for video game monetization schemes. Therefore, the implementation of more stringent and socially responsible regulations concerning specific video gaming monetization schemes could offer greater consumer protection amongst players of such video games. Since not all mechanics found within video game monetization schemes can be considered as being similar to gambling, this may prove difficult for policy makers to impose gambling regulations to these products. However, in the interests of consumer protection, policy makers and social marketers do need to work on minimizing or removing predatory characteristics found within numerous video game monetization schemes, especially for the benefit of at-risk video gamers. The study outlines the risks these predatory monetization schemes pose to problem gamers and suggests that legislation and regulation at a government level within South Africa needs to be implemented to ensure higher levels of consumer protection against such unethical marketing practicesMM202
Marketing Communication Through Intellectual Brand Experiences: The Impact of Pleasure and Arousal on Repurchase Intention
No full textIntellectual brand experiences aim to stimulate thinking, problem-solving, and a deeper understanding of the brand. The goal for marketers is to create meaningful and thoughtful connections with consumers based on knowledge, information, and intellectual engagement. When a consumer feels intellectually connected to a brand, they are likely to remain loyal and advocate for the brand within their social circles. Drawing upon the pleasure-arousal-dominance (PAD) approach, this study aims to investigate the effect of intellectual brand experiences on pleasure, arousal, and repurchase intention. Data was collected from 196 Red Bull consumers, aged between 18 and 25 years, and the proposed hypotheses were tested using partial least squares structural equation modelling (PLS-SEM). This study found that intellectual experiences had direct significant impacts on pleasure, arousal, and repurchase intention. By following intellectual branding and communication as an essential positioning tool and implementing several thinking, curiosity and problem-solving strategies, marketers of energy drinks could drive repurchase intention. This research contributes to research in the field of intellectual brand experience and offers strategies for marketers to develop intellectual brand experiences
Investigating the impact of social media marketing efforts on brand loyalty in South Africa the moderating role of gender
No full text
Marketing Communication Through Intellectual Brand Experiences The Impact of Pleasure and Arousal on Repurchase Intention
No full textCan Instagram Be Adopted as an Innovative Tool for Developing Self-Esteem? An Evaluation of Self-Esteem through Social Media User-Experience
No full textInstagram has emerged as one of the most popular social media platforms. This study examined Instagram usage of young adults in an emerging market, South Africa. The research sought to establish the extent to which Instagram usage may affect self-esteem among young consumers in emerging markets. A conceptual model has been developed based on identified factors such as Instagram usage, emotional investment in Instagram, self-efficacy, sense of community and self-esteem. 361 active Instagram users were selected through convenience sampling and the feedback they provided was processed for insights. Descriptive statistics and structural equation modeling (SEM) were used to investigate the interrelationships between the constructs. Implications for marketers include promoting adequate use of Instagram and making users aware of the potential threats of its excessive usage
Factors influencing purchase intention of motor vehicles during the COVID-19 pandemic: An empirical study in South Africa
No full textThe study examined the factors influencing motor vehicle purchase intention during the COVID-19 pandemic. The Theory of Planned Behaviour, the Social Judgement Theory, and the Self-Congruency Theory were employed for the study. A quantitative research approach was applied, and data was collected using a questionnaire that 223 respondents completed and selected through convenience sampling. A structural equation model was used to test the proposed conceptual model of the study. The empirical results revealed that perceived value, perceived reliability, and brand awareness of the vehicle, together with the manufacturer’s and/or seller’s website quality, positively impact the consumer’s attitude, which subsequently affects their purchase intentions. The study has both practical and theoretical implications. The findings from the study could assist motor vehicle marketers in developing marketing strategies during a pandemic and provide policymakers with guidelines for the marketing of motor vehicles during a pandemic
