A comparative analysis of social media brand image of insurance companies in South Africa: a longitudinal study
- Authors: Gudu, Daniel
- Date: 2020
- Subjects: Social media -- South Africa , Internet marketing -- South Africa , Chernoff faces , Ínsurance companies -- South Africa -- Marketing , Insurance companies -- South Africa -- Case studies , Multivariate analysis -- Graphic methods
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/144277 , vital:38327
- Description: Social media is changing the way business is conducted. Almost five billion videos are watched on YouTube every single day. Social media has an extensive worldwide presence. Out of the total global population of over 7,5 billion people, over 4 billion are internet users. Of these, over 3 billion are active on social media. Social media is very influential in today's decision-making processes. Businesses must integrate social media into their strategies. The purpose of this research was to investigate the use of a novel method, Chernoff Faces, to assess and compare the social media brand images of six insurance companies in South Africa based on social conversation measurement. The intention of research was towards observing existing situations at hand and pointing out the game changers that can provide the industry with a new leap. Social media are multidimensional and understanding them requires tracking different measures simultaneously. Integrating social media into a communication strategy leads to a problem in finding the best way to portray and communicate multivariate data. It is essential to find the best way to represent and transmit the data so that marketing executives can quickly and easily monitor changes in brand images. Previous studies have successfully proved the possibility of using this method to gauge a "snapshot in time." This study took the concept further by closely monitoring the results for a set of brands over a period to account for the dynamic nature of social media. Accordingly, the study was a longitudinal study of 30 days. Data on the insurance companies was collected from Social Mention, a social media search and analysis platform that aggregates user-generated content into a single stream of information. A tool in the statistical software Stata, Chernoff's faces, was used to analyse the results by generating facial expressions to the metrics associated with the social mentions of each of the insurance companies. The resulting facial expressions were then analysed to recognise the more favourable and stable brands and those that need appropriate risk management. Managing Social Media is challenging as managers must always keep it as positive as possible. Brand managers, therefore, need a better tool to gauge the mood in social media conversations due to the fast-changing nature of social media and the importance of social media to business especially insurance.
- Full Text:
- Date Issued: 2020
- Authors: Gudu, Daniel
- Date: 2020
- Subjects: Social media -- South Africa , Internet marketing -- South Africa , Chernoff faces , Ínsurance companies -- South Africa -- Marketing , Insurance companies -- South Africa -- Case studies , Multivariate analysis -- Graphic methods
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/144277 , vital:38327
- Description: Social media is changing the way business is conducted. Almost five billion videos are watched on YouTube every single day. Social media has an extensive worldwide presence. Out of the total global population of over 7,5 billion people, over 4 billion are internet users. Of these, over 3 billion are active on social media. Social media is very influential in today's decision-making processes. Businesses must integrate social media into their strategies. The purpose of this research was to investigate the use of a novel method, Chernoff Faces, to assess and compare the social media brand images of six insurance companies in South Africa based on social conversation measurement. The intention of research was towards observing existing situations at hand and pointing out the game changers that can provide the industry with a new leap. Social media are multidimensional and understanding them requires tracking different measures simultaneously. Integrating social media into a communication strategy leads to a problem in finding the best way to portray and communicate multivariate data. It is essential to find the best way to represent and transmit the data so that marketing executives can quickly and easily monitor changes in brand images. Previous studies have successfully proved the possibility of using this method to gauge a "snapshot in time." This study took the concept further by closely monitoring the results for a set of brands over a period to account for the dynamic nature of social media. Accordingly, the study was a longitudinal study of 30 days. Data on the insurance companies was collected from Social Mention, a social media search and analysis platform that aggregates user-generated content into a single stream of information. A tool in the statistical software Stata, Chernoff's faces, was used to analyse the results by generating facial expressions to the metrics associated with the social mentions of each of the insurance companies. The resulting facial expressions were then analysed to recognise the more favourable and stable brands and those that need appropriate risk management. Managing Social Media is challenging as managers must always keep it as positive as possible. Brand managers, therefore, need a better tool to gauge the mood in social media conversations due to the fast-changing nature of social media and the importance of social media to business especially insurance.
- Full Text:
- Date Issued: 2020
Social media and brand image: a longitudinal study of Eastern Cape universities
- Authors: Mnqeta, Lusanda
- Date: 2020
- Subjects: Multivariate analysis -- Graphic methods , Branding (Marketing) -- South Africa , Chernoff faces , Social media -- South Africa , Universities and colleges -- South Africa -- Marketing , Universities and colleges -- South Africa -- Marketing -- Case studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/143959 , vital:38298
- Description: It is important for Higher Education Institutions to have marketing strategies that focus on understanding the customer needs in the 21st century. The rapid growth of the internet and the Web 2.0 have led individuals and organisations into applying social media as a branding and communication tool. Hence this study focused on comparing the influence of social media on four Eastern Cape universities in relation to social media metrics and visually demonstrated through the computer-generated human face, the Chernoff faces. Using diary and literature study, the study adopted a case study research design. The researcher sampled four universities using a purposeful sampling technique. Chernoff faces were used to enhance the ability of the reader to immediately understand significant occurrences based on social media metric indicators. To demonstrate multivariate data, the faces brought an original method of expressing complex data as opposed to traditional methods. The study found that Brand management and Resource-Based Theory (RBT) plays a pivotal role in social media marketing as this can lead to organisations having a competitive advantage. The study recommended that strategies to utilise social media as a resource should be put in place to lead to competitive advantage, as suggested by the Resource-based theory. The study concluded that various social media factors can influence the brand image of universities, positively (going to buy) and negatively (never going to buy). Both positive and negative purchase intent are found to be an influential indicator on the brand as they are affected by customer satisfaction.
- Full Text:
- Date Issued: 2020
- Authors: Mnqeta, Lusanda
- Date: 2020
- Subjects: Multivariate analysis -- Graphic methods , Branding (Marketing) -- South Africa , Chernoff faces , Social media -- South Africa , Universities and colleges -- South Africa -- Marketing , Universities and colleges -- South Africa -- Marketing -- Case studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/143959 , vital:38298
- Description: It is important for Higher Education Institutions to have marketing strategies that focus on understanding the customer needs in the 21st century. The rapid growth of the internet and the Web 2.0 have led individuals and organisations into applying social media as a branding and communication tool. Hence this study focused on comparing the influence of social media on four Eastern Cape universities in relation to social media metrics and visually demonstrated through the computer-generated human face, the Chernoff faces. Using diary and literature study, the study adopted a case study research design. The researcher sampled four universities using a purposeful sampling technique. Chernoff faces were used to enhance the ability of the reader to immediately understand significant occurrences based on social media metric indicators. To demonstrate multivariate data, the faces brought an original method of expressing complex data as opposed to traditional methods. The study found that Brand management and Resource-Based Theory (RBT) plays a pivotal role in social media marketing as this can lead to organisations having a competitive advantage. The study recommended that strategies to utilise social media as a resource should be put in place to lead to competitive advantage, as suggested by the Resource-based theory. The study concluded that various social media factors can influence the brand image of universities, positively (going to buy) and negatively (never going to buy). Both positive and negative purchase intent are found to be an influential indicator on the brand as they are affected by customer satisfaction.
- Full Text:
- Date Issued: 2020
Social media big data: a diary study of ten pharmaceutical firms
- Authors: Baker, Nadia Samantha
- Date: 2020
- Subjects: Big data , Internet in medicine , Social media in medicine , Internet marketing -- Evaluation , Pharmacy management -- South Africa
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/140737 , vital:37914
- Description: Purpose: The goal of the research was to demonstrate how firms can use social media big data, to make strategic business decisions, through the lens of Resource Based Theory (RBT) and Dynamic Capability Theory (DCT), that could lead to a sustained competitive advantage. In and of its own, big data, does not constitute a competitive advantage. It may hold value for the firm, but lacks rarity, inimitability, and is not substitutable (Braganza, et al. 2017; Mata, Fuerst and Barney, 1995; Delmonte, 2003). It is in the analysis of this data, through RBT and DCT, that will turn the information into useful business intelligence (Amit and Schoemaker, 1993; Barney, 1991; 1995; Marr, 2015; Gupta and George, 2016; Kurtmollaiev, et al., 2018). Most importantly, firms must constantly reconfigure their resources in line with the dynamic business environment to ensure superior performance (Teece, Pisano and Shuen, 1997; Helfat, et al., 2007; Teece, 2014; 2018). Method: In this study, a qualitative approach was used to examine the RBT (Value, Rarity, Inimitability and Non-Substitutable - VRIN Framework) and DCT, to describe and understand the relevant theories and to build upon the quantitative results. While a quantitative approach was used to analyse the social media sentiment as depicted by Social Mention metrics. A novel technique, Chernoff Faces, was used to analyse and visualize the data (de Vos, Strydom, Fouche and Delport, 2011). Results and Findings: The research results show that, while the 10 firms in the study all have a presence on social media, it is on selective platforms. The content that is posted, is on very specific topics (Narayan, 2017; Cornejo, 2018). The Chernoff Faces indicate that the firms’ Social Mention metrics, over the 30 day period, was at low values. Since strength of social mention is depicted by the face line, the thin, long, generally sad looking faces implies that more than 70 percent of the firms’ social media strength over the study period, was weak. Conclusion: The literature indicates that the true value of big data and big data analytics can only be realised if firms make sound business decisions and act upon it swiftly.
- Full Text:
- Date Issued: 2020
- Authors: Baker, Nadia Samantha
- Date: 2020
- Subjects: Big data , Internet in medicine , Social media in medicine , Internet marketing -- Evaluation , Pharmacy management -- South Africa
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/140737 , vital:37914
- Description: Purpose: The goal of the research was to demonstrate how firms can use social media big data, to make strategic business decisions, through the lens of Resource Based Theory (RBT) and Dynamic Capability Theory (DCT), that could lead to a sustained competitive advantage. In and of its own, big data, does not constitute a competitive advantage. It may hold value for the firm, but lacks rarity, inimitability, and is not substitutable (Braganza, et al. 2017; Mata, Fuerst and Barney, 1995; Delmonte, 2003). It is in the analysis of this data, through RBT and DCT, that will turn the information into useful business intelligence (Amit and Schoemaker, 1993; Barney, 1991; 1995; Marr, 2015; Gupta and George, 2016; Kurtmollaiev, et al., 2018). Most importantly, firms must constantly reconfigure their resources in line with the dynamic business environment to ensure superior performance (Teece, Pisano and Shuen, 1997; Helfat, et al., 2007; Teece, 2014; 2018). Method: In this study, a qualitative approach was used to examine the RBT (Value, Rarity, Inimitability and Non-Substitutable - VRIN Framework) and DCT, to describe and understand the relevant theories and to build upon the quantitative results. While a quantitative approach was used to analyse the social media sentiment as depicted by Social Mention metrics. A novel technique, Chernoff Faces, was used to analyse and visualize the data (de Vos, Strydom, Fouche and Delport, 2011). Results and Findings: The research results show that, while the 10 firms in the study all have a presence on social media, it is on selective platforms. The content that is posted, is on very specific topics (Narayan, 2017; Cornejo, 2018). The Chernoff Faces indicate that the firms’ Social Mention metrics, over the 30 day period, was at low values. Since strength of social mention is depicted by the face line, the thin, long, generally sad looking faces implies that more than 70 percent of the firms’ social media strength over the study period, was weak. Conclusion: The literature indicates that the true value of big data and big data analytics can only be realised if firms make sound business decisions and act upon it swiftly.
- Full Text:
- Date Issued: 2020
The effect of technology acceptance model and trust on online banking in Zambia
- Authors: Hamusone, Collins Moonga
- Date: 2020
- Subjects: Internet banking -- Zambia , Banks and banking -- Computer networks -- Zambia , Banks and banking -- Information technology -- Zambia , Banks and banking -- Technological innovations -- Zambia , Consumer behavior -- Zambia
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/163637 , vital:41063
- Description: The banking industry has been influenced by the evolution of technology and in the process , reduced the cost of transacting and increased the speed of service delivery. This global change has been driven by the development of alternative banking channels from the traditional brick and mortar walls to a utomated teller machines , phone - banking, and now the most recent phenomenon, online banking . The current study, conducted in Lusaka, Zambia investigated the adoption of online banking technology using the Technology Acceptance Model (TAM) with perceived ea se of use, perceived usefulness and trust. T he two constructs perceived ea se of use, perceived usefulness are known to be the most accurate subjective measurement scales for predicting user acceptance . T echnology Acceptance Model (TAM) is the most widely used model and theorizes that if a user fi nds the technology useful , it will influence the user’s attitude positively, thereby increasing the intention to use and finally allowing for adoption. In a cross - sectional survey of 478 participants, and using logistic regression, this study found that perceived usefulness , perceived ease of use and trust were positively associated with users’ intentions to adopt online banking , and these relationships were statistically significant. The findings from this study provide support for the theoretical model. The study further found no contradicting results, and this provides banks in Zambia with an opportunity to grow online banking as the consumer behaviour indicates a willingness and int ention to adopt the technology. The current study was limited to the urban areas of Lusaka which had a population of 3.2 million . Future research may also investigate the impact of culture on the adopti on of online banking technology .
- Full Text:
- Date Issued: 2020
- Authors: Hamusone, Collins Moonga
- Date: 2020
- Subjects: Internet banking -- Zambia , Banks and banking -- Computer networks -- Zambia , Banks and banking -- Information technology -- Zambia , Banks and banking -- Technological innovations -- Zambia , Consumer behavior -- Zambia
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/163637 , vital:41063
- Description: The banking industry has been influenced by the evolution of technology and in the process , reduced the cost of transacting and increased the speed of service delivery. This global change has been driven by the development of alternative banking channels from the traditional brick and mortar walls to a utomated teller machines , phone - banking, and now the most recent phenomenon, online banking . The current study, conducted in Lusaka, Zambia investigated the adoption of online banking technology using the Technology Acceptance Model (TAM) with perceived ea se of use, perceived usefulness and trust. T he two constructs perceived ea se of use, perceived usefulness are known to be the most accurate subjective measurement scales for predicting user acceptance . T echnology Acceptance Model (TAM) is the most widely used model and theorizes that if a user fi nds the technology useful , it will influence the user’s attitude positively, thereby increasing the intention to use and finally allowing for adoption. In a cross - sectional survey of 478 participants, and using logistic regression, this study found that perceived usefulness , perceived ease of use and trust were positively associated with users’ intentions to adopt online banking , and these relationships were statistically significant. The findings from this study provide support for the theoretical model. The study further found no contradicting results, and this provides banks in Zambia with an opportunity to grow online banking as the consumer behaviour indicates a willingness and int ention to adopt the technology. The current study was limited to the urban areas of Lusaka which had a population of 3.2 million . Future research may also investigate the impact of culture on the adopti on of online banking technology .
- Full Text:
- Date Issued: 2020
The impact of the Dieselgate vehicle emmissions scandal on customer equity in the South African automotive industry
- Authors: Pillay, Sylvester Deenan
- Date: 2020
- Subjects: Automobile industry and trade -- Germany , Automobile industry and trade -- Law and legislation -- Germany , Automobile industry and trade -- South Africa , Automobiles -- Motors -- Exhaust gas , Brand choice -- South Africa , Customer preferences -- South Africa , Consumer satisfaction -- South Africa , Brand loyalty -- South Africa , Consumer behavior -- South Africa , Dieselgate
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/149304 , vital:38823
- Description: Prominent German automotive manufacturers had been tampering with emissions for some time before it became public knowledge in September 2015. It is then that that the term ‘Dieselgate’ was coined in reference to the scandal. As the scandal became public knowledge, manufacturers accused of emissions cheating faced challenges on several fronts, including legal, financial and environmental. While the ‘backlash’ as a result of the scandal was apparent in other countries, it was not as apparent in South Africa. This research paper set out to explore the impact that the Dieselgate scandal had in South Africa in terms of customer equity. Data analysis was undertaken using a two-pronged approach. The first of these was analysis of vehicle sales data using a paired t-test. This was to understand whether sales had seen a decline pre-, as well as post-scandal. The results point to a sales decline, this highlights that Dieselgate was a factor even though other, unexamined factors, were not investigated. The second instrument used was a customer equity questionnaire, this provided insight into the real opinions of consumers in South Africa about the affected brands. The analysis revealed that the affected manufacturers operating in South Africa had seen no negative effects in terms of customer equity. Based on the results, it could be said that market factors, which was not part of the research, play a great role in consumers’ preferences or mindsets. Additionally, manufacturers can operate with a degree of latitude in certain markets. This is based on market factors in a specific market as well as the regulations imposed and enforced in that market. Lastly, customer equity is a complex theory that includes a multitude of converging theories. Based on this fact, it is currently difficult to evaluate customer equity in its entirety in a single paper. A comprehensive model is yet to be developed that can effectively measure customer equity in an all-encompassing way.
- Full Text:
- Date Issued: 2020
- Authors: Pillay, Sylvester Deenan
- Date: 2020
- Subjects: Automobile industry and trade -- Germany , Automobile industry and trade -- Law and legislation -- Germany , Automobile industry and trade -- South Africa , Automobiles -- Motors -- Exhaust gas , Brand choice -- South Africa , Customer preferences -- South Africa , Consumer satisfaction -- South Africa , Brand loyalty -- South Africa , Consumer behavior -- South Africa , Dieselgate
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/149304 , vital:38823
- Description: Prominent German automotive manufacturers had been tampering with emissions for some time before it became public knowledge in September 2015. It is then that that the term ‘Dieselgate’ was coined in reference to the scandal. As the scandal became public knowledge, manufacturers accused of emissions cheating faced challenges on several fronts, including legal, financial and environmental. While the ‘backlash’ as a result of the scandal was apparent in other countries, it was not as apparent in South Africa. This research paper set out to explore the impact that the Dieselgate scandal had in South Africa in terms of customer equity. Data analysis was undertaken using a two-pronged approach. The first of these was analysis of vehicle sales data using a paired t-test. This was to understand whether sales had seen a decline pre-, as well as post-scandal. The results point to a sales decline, this highlights that Dieselgate was a factor even though other, unexamined factors, were not investigated. The second instrument used was a customer equity questionnaire, this provided insight into the real opinions of consumers in South Africa about the affected brands. The analysis revealed that the affected manufacturers operating in South Africa had seen no negative effects in terms of customer equity. Based on the results, it could be said that market factors, which was not part of the research, play a great role in consumers’ preferences or mindsets. Additionally, manufacturers can operate with a degree of latitude in certain markets. This is based on market factors in a specific market as well as the regulations imposed and enforced in that market. Lastly, customer equity is a complex theory that includes a multitude of converging theories. Based on this fact, it is currently difficult to evaluate customer equity in its entirety in a single paper. A comprehensive model is yet to be developed that can effectively measure customer equity in an all-encompassing way.
- Full Text:
- Date Issued: 2020
The diffusion of Max condoms among young women in KwaZulu Natal
- Authors: Donald, Charlene Chenaye
- Date: 2019
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/96870 , vital:31342
- Description: HIV is a disease that has a myriad of effects across different settings, and its prevalence varies across countries with different epidemiological drivers. The growing and disproportionate impact on young women has encouraged new ideas in HIV prevention strategies. The profusion of studies on HIV prevention strategies notwithstanding, the aspect of condom innovation has been largely ignored in literature. Drawing on the Diffusion of Innovation theory, this study examines how Max condoms have gained popularity among young women aged 18-24 years. The hypotheses are tested using an innovation-decision conceptual model and a comprehensive data set of 131 participants from rural, peri-urban and urban districts in KwaZulu Natal. Results reveal that the impact of marketing material and an effective public launch were significant in increasing Max condoms uptake, while the influence of peers and other members of one’s social system are critical for normalising the behaviour change. Young women have adopted Max condoms and uptake is continually influenced by positive perception of Max condoms’ relative advantage.
- Full Text:
- Date Issued: 2019
- Authors: Donald, Charlene Chenaye
- Date: 2019
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/96870 , vital:31342
- Description: HIV is a disease that has a myriad of effects across different settings, and its prevalence varies across countries with different epidemiological drivers. The growing and disproportionate impact on young women has encouraged new ideas in HIV prevention strategies. The profusion of studies on HIV prevention strategies notwithstanding, the aspect of condom innovation has been largely ignored in literature. Drawing on the Diffusion of Innovation theory, this study examines how Max condoms have gained popularity among young women aged 18-24 years. The hypotheses are tested using an innovation-decision conceptual model and a comprehensive data set of 131 participants from rural, peri-urban and urban districts in KwaZulu Natal. Results reveal that the impact of marketing material and an effective public launch were significant in increasing Max condoms uptake, while the influence of peers and other members of one’s social system are critical for normalising the behaviour change. Young women have adopted Max condoms and uptake is continually influenced by positive perception of Max condoms’ relative advantage.
- Full Text:
- Date Issued: 2019
The effect of age and culture on brand loyalty in the South African motor industry
- Authors: Hempel, Martin Johan
- Date: 2019
- Subjects: Brand loyalty -- South Africa , Automobile industry and trade -- South Africa , Consumer satisfaction -- South Africa , Consumer behavior -- South Africa , Older consumers -- South Africa , Consumers -- South Africa -- Cross-cultural studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/96859 , vital:31339
- Description: It has become imperative for companies in the motor industry to study and understand the notion of brand loyalty due to the many inherent advantages that it offers. Although existing literature provides extensive information on brand loyalty, the concept of brand loyalty is not constant across all industries. Factors such as age and culture also alter the effects of brand loyalty and the degree of brand loyalty generated within a consumer. Taking these variables into account, this study sets out to establish if age and culture have an effect on brand loyalty in the South African motor industry. The method in which motor companies emit marketing signals are also explored to establish if the emitted marketing signals are able to assist in the generation of brand loyalty. A South African real estate agent group agreed to participate in the research and became the sample population for the study. 190 successfully completed questionnaires were obtained in the data collection process and data with a Cronbach Alpha Coefficient (α) of 0.7662 proved that the data had satisfactory reliability. The data was processed and analysed in the statistical analysis program Stata. The study discovered that marketing signals don't assist in the generation of brand loyalty in the South African motor industry. It is suggested that it is more plausible that marketing signals can assist to maintain brand loyalty, rather than to generate brand loyalty. The study also discovered that culture does not have an effect on brand loyalty in the South African motor industry. However, after considering that the cultural distribution of the sample was significantly skewed, the sample is regarded as an unreliable test of the effect of culture on brand loyalty. The study also discovered that age doesn't have an effect brand loyalty in the South African motor industry. The researcher noted that the previously cognitively strenuous process of obtaining information has become more simplified by the internet and could potentially have reduced the generating of brand loyalty among older consumers. A final test was conducted to ascertain if relationships exist between the four stages of loyalty. The study suggested that all four loyalty stages are connected which confirms that brand loyalty is generated by both attitudinal and behavioural dimensions.
- Full Text:
- Date Issued: 2019
- Authors: Hempel, Martin Johan
- Date: 2019
- Subjects: Brand loyalty -- South Africa , Automobile industry and trade -- South Africa , Consumer satisfaction -- South Africa , Consumer behavior -- South Africa , Older consumers -- South Africa , Consumers -- South Africa -- Cross-cultural studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/96859 , vital:31339
- Description: It has become imperative for companies in the motor industry to study and understand the notion of brand loyalty due to the many inherent advantages that it offers. Although existing literature provides extensive information on brand loyalty, the concept of brand loyalty is not constant across all industries. Factors such as age and culture also alter the effects of brand loyalty and the degree of brand loyalty generated within a consumer. Taking these variables into account, this study sets out to establish if age and culture have an effect on brand loyalty in the South African motor industry. The method in which motor companies emit marketing signals are also explored to establish if the emitted marketing signals are able to assist in the generation of brand loyalty. A South African real estate agent group agreed to participate in the research and became the sample population for the study. 190 successfully completed questionnaires were obtained in the data collection process and data with a Cronbach Alpha Coefficient (α) of 0.7662 proved that the data had satisfactory reliability. The data was processed and analysed in the statistical analysis program Stata. The study discovered that marketing signals don't assist in the generation of brand loyalty in the South African motor industry. It is suggested that it is more plausible that marketing signals can assist to maintain brand loyalty, rather than to generate brand loyalty. The study also discovered that culture does not have an effect on brand loyalty in the South African motor industry. However, after considering that the cultural distribution of the sample was significantly skewed, the sample is regarded as an unreliable test of the effect of culture on brand loyalty. The study also discovered that age doesn't have an effect brand loyalty in the South African motor industry. The researcher noted that the previously cognitively strenuous process of obtaining information has become more simplified by the internet and could potentially have reduced the generating of brand loyalty among older consumers. A final test was conducted to ascertain if relationships exist between the four stages of loyalty. The study suggested that all four loyalty stages are connected which confirms that brand loyalty is generated by both attitudinal and behavioural dimensions.
- Full Text:
- Date Issued: 2019
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