台灣是製造代工王國，在建立品牌上才剛起步。但是當競爭愈來愈激烈時，企業獲利受到壓縮，品牌即變得愈來愈重要。媒體是促進社會進步重要的一環，同時也是企業，也有必要藉由打造品牌而建立競爭優勢。媒體應如何打造品牌？為了有系統地了解媒體品牌的要素和建立的過程，我們有必要將品牌權益（brand equity）的理論和實務做些印證。 本研究採個案研究法，將品牌深受肯定的天下雜誌當作研究對象，探討如何找出最能有效解釋並引導企業建立品牌權益的理論模型，並探討品牌權益各變項中，哪些變項對媒體品牌最重要。研究發現Keller的「以顧客為基礎的品牌權益」模型(CBBE)，結構和邏輯非常清楚，探討的面向嚴密而完整，因而能有效解釋並引導企業建立品牌。 根據Keller的CBBE理論，建立一個強勢品牌需要進行四個步驟的工作：一是用品牌顯著性建立品牌認同，也就是讓消費者認識「你是誰」（Who Are You?）。二是創造品牌內涵，就是讓消費者知道「你有什麼內涵」(What Are You?)，其中分為品牌表現和品牌想像。三是引導消費者對品牌產生反應，知道「你有多優秀？」(What About You?)，分為消費者評價和感覺。四是建立合適的消費者和品牌的關係，創造品牌共鳴(Relationships: What About You and Me?)，這會表現在忠誠的行為、態度上的依賴、社群感和積極參與。 運用這個架構，可以很清楚地看出天下雜誌如何打造出強勢品牌。從清晰的品牌宗旨出發，天下雜誌以「具有人文關懷的財經雜誌」為特色，在建立品牌識別系統、創造品牌內涵上做的很紮實，不隨波逐流，堅持積極、前瞻、放眼天下的報導態度，走一條自己的路，結果順利引導消費者對品牌產生正面反應，不但消費者評價高，對品牌的感覺也很強烈，最後創造出高度品牌共鳴。 本研究也發現，品牌個性對媒體打造品牌很重要。天下雜誌具有「能力」和「真誠」的品牌個性，因而能有效吸引一群有理想性、熱愛學習的讀者和廣告客戶，形成具有歸屬感的社群，27年來持續發揮社會影響力。但面對網路2.0時代，讀者需要更多的參與，和更具創意的多元接觸，天下雜誌的品牌個性可能必須用不同的方式來詮釋和加強，例如在網站上設計更多活動，或嘗試邀請部落客進駐網站，帶動更多網友的參與和討論。甚至在網路上徵求讀者的意見，作為雜誌選擇報導議題的參考等。 / Being a kingdom of OEM for several decades, Taiwan has just begun to build its own brand. But as competition gets fierce and profits are squeezed, branding becomes more and more important for Taiwanese companies. Media industry, which is crucial in the advancement of society, has experienced severe revenue shrinkage in recent years, so branding has also become an imperative to increase its competitiveness. To find out how a media company could build up its brand, we need to consult major theories in brand equity and compare them with practices been taken in the industry. This research uses the technique of case-study analysis. Using the widely acclaimed CommonWealth Magazine as the case to be studied, it is aimed at finding out the most suitable brand equity model to explain how a strong media brand is built, and what variables are most important in this process. We found that the Customer Based Brand Equity Model (CBBE) by Kevin Keller can best explain the way to build a strong brand, because it is solid and logical in its structure, and is comprehensive in the aspects it covers. According to the CBBE model, there are four steps in building a brand: 1. Ensure identification of the brand with customers, and let customers know “Who are you?” 2. Firmly establish the totality of brand meaning in the minds of customers, and let customers know “What are you?” 3. Elicit the proper customer responses to this brand identification and brand meaning, and let customers know “What about you?” 4. Convert brand response to create an intense, active loyalty relationship between customers and the brand, and let customers know “What about you and me?” Using this model as a reference, we can see clearly how CommonWealth Magazine has developed a strong brand. Ever since its establishment, CommonWealth has strived to create a business magazine with a spirit of humanity. The name “CommonWealth” represents its mission to make a better society. It has been very mindful in building its brand identity and brand meaning, insisting on a positive, outward looking and forward looking approach, and has thus created positive brand response and high loyalty from its readers. This research also finds that brand personality plays an important role in brand building. With a perceived personality of competence and sincerity, CommonWealth has successfully attracted a large readership characteristic of being idealistic and always eager to learn. A community of loyal readers and long-time advertisement clients has thus been formed over the past 27 years, supporting CommonWealth to become one of the most influential magazines in Taiwan. But with the advent of Web 2.0, people are requiring more interaction with media and are looking for creative and diversified media contacts. Therefore CommonWealth Magazine needs to interpret its brand personality in a different way, such as providing more on-line activities, openly soliciting story ideas from readers, or inviting bloggers to write on its website, so as to involve and engage more readers.

本研究主要透過調查法，以ASUS與SONY筆記型電腦為例，以「品牌屬性」為自變數，「信心」與「抵抗性」做為中介變數、「個人因素」為調節變數，探討其對依變數「品牌共鳴」的影響，藉由比較台灣自創品牌與國外品牌在品牌共鳴的表現上是否有差異之處，造成差異的關鍵因素為何？期望協助台灣企業找出自己的品牌之路，站上國際舞台。 本研究主要的研究目的有三：（1） 探討影響「品牌共鳴」程度高低的主要原因；（2）探討消費者對品牌屬性重要性的認知，是否會影響其信心和抵抗性，進而影響到品牌共鳴；（3）探討個人因素對品牌共鳴的影響。 研究結果發現：(1) 在筆記型電腦產業，功能性與情感性屬性皆會影響信心，但唯有情感性屬性對抵抗性有影響。(2)情感性屬性是影響筆記型電腦品牌共鳴的關鍵因素。(3) 自我表現消費動機、性別差異對筆記型電腦使用者的信心沒有影響。(4)「自我表現消費動機高者」與「產品知識高者」社群感最強。(5) 筆電族群中，若欲加強重視情感性屬性之消費者之信心，要從產品知識下手。

品牌，對現今的行銷及組織經營而言早已成為相當重要的課題，因為它不僅是一個圖像或名稱，而是讓組織與商品得以在眾多的競爭者間脫穎而出的策略；而品牌必須要不斷的擴大顧客對於品牌的終生貢獻價值，即顧客權益（customer equity）的擴張，因此當忠誠度能夠幫助顧客權益的擴張時，組織如何建立忠誠度即成為廣受關注的議題，而能幫助忠誠度發展的「品牌社群」便漸漸吸引許多學者的研究。 本研究以McAlexander、Schouten與Koenign（2002）三位學者提出的「品牌社群關係模型（brand community relationship model）」為基礎，希冀以品牌社群成員的觀點研究「品牌社群經營」、「品牌社群關係」與「品牌忠誠度」間關係，並進一步探討品牌的「理性傾向」對於上述「品牌社群經營」、「品牌社群關係」以及「品牌忠誠度」關係的影響。 本研究以多個不同品牌的品牌家族為研究對象，透過Swatch、Samsung以及Sony三個品牌家族的經營者進行深入訪談後，以Swatch、Seiko、Samsung三個不同品牌的品牌家族為問卷調查對象，經由一系列的量化分析後得出以下研究結論： 一、品牌社群關係與品牌忠誠度 品牌社群內的社群成員與品牌的關係好壞對品牌忠誠度是有正向驅動關係；而透過比較不同品牌社群的品牌社群關係構面對品牌忠誠度的作用，發現不同品牌會呈現不同的強弱影響關係。 二、品牌社群經營與品牌社群關係 社群成員在品牌社群中，對於「人際相關的社群活動（communal community program）」的參與較能幫助成員與品牌的關係，而「實質利益相關的社群活動（non-communal community program）」的經營與品牌社群關係的好壞並無顯著的關係，因此品牌社群若能提供社群成員良好的「人際互動經驗」較能明顯幫助品牌社群關係的建立。 三、社群成員對品牌的理性傾向與品牌社群經營 理性傾向將會降低品牌社群成員對於人際相關活動的參與情形，連帶的降低社群活動期望的正向差距，因此消費者對品牌的態度越理性，對於品牌社群的經營就有較不利的影響。 四、品牌理性傾向與品牌忠誠度 雖然「理性傾向」對於品牌社群的經營有不利的效果，不過在研究中發現到當品牌給社群成員越多理性的資訊時，社群成員會藉由增強對經營公司的好感以幫助品牌忠誠度的建立。 / Brand has become an important issue to marketing and organization management nowadays, for it is not only a logo or a name but a strategy that distinguishes an organization and its products from numerous competitors. A brand must continuously expand its customers’ lifetime contribution value, namely the increase of customer equity. Therefore, when loyalty helps increase customer equity, how an organization establish loyalty becomes a critical issue, while “brand community” that assists developing loyalty gradually arise many scholars interest in research. The research adopts “brand community relationship model” by McAlexander, Schouten and Koenign (2002), attempting to study relationship among “brand community management”, “brand community relationship” and “brand loyalty” via perspective of brand community members, and further discussing influence of brand “rational inclination” on the aforementioned “brand community management”, “brand community relationship” and “brand loyalty”. The research uses multiple-brand family as research subject, conducting in-depth interview with managers of three brand families of Swatch, Samsung and Sony, and choosing brand families of Swatch, Seiko and Samsung as questionnaire targets. The following conclusions are derived after a series of quantitative analysis: 1. Brand community relationship and brand loyalty Relationship between members of brand community and brand has positive correlation to brand loyalty. By comparing different brand community’s effect of brand community relationship dimension on brand loyalty, the research found different brands generate different level of influence relationship. 2. Brand community management and brand community relationship Participation in “communal community program” by members of brand community reinforces relationship between members and brand, yet no significant relationship is found between management of “non-communal community program” and brand community relationship. Thus, it is more obvious in establishing brand community relationship if brand community provide members with satisfactory “interrelationship experience” 3. Community members’ rational inclination toward brand and brand community management Rational inclination will reduce brand community members’ participation in interrelationship activities, which reduces positive gap in social activity anticipation. Hence, the more rational attitude consumers hold toward a brand, the less favorable effect it has on management of brand community. 4. Brand rational inclination and brand loyalty Although “rational inclination” has less favorable effects on management of brand community, the research found that when more rational information is provided to community members, they will enhance establishment of brand loyalty by increasing goodwill toward the company.

Text in English with abstracts in Zulu and Afrikaans / Despite its substantial growth and contribution to the economy of the country, the South African retail industry is faced with various challenges, including customers’ changing buying habits and expectations, the evolution of e-commerce, the entry of giant retailers into the retail market, and the growing importance of the urbanised middle class and its potential purchasing power. This creates risks that are mostly beyond retailers’ control. Therefore, there is a general drive among retail brands to build customer loyalty in order to respond to these contemporary dynamics within the industry and, ultimately, enhance sustainability. It is noted from literature that current understanding of customer behaviour in the South African retail space is largely the result of rational behavioural measurement, while the subconscious behaviour of customers is often neglected. The study on which this thesis reports attempted to address this gap in the current knowledge base. The current study makes a novel contribution to knowledge in using complementary traditional and neuromarketing instruments in a sequential mixed method research design to measure verbal, non-verbal and physiological emotions, which indicate the key influential cognitive and emotive factors shaping shopping decisions. For a comprehensive understanding of customer behaviour, the study primarily explored the emotional antecedents of customer loyalty in the formal retail industry of South Africa. In order to explore and describe both retail brands and customers’ experiences regarding the drivers of retail brand loyalty, the empirical phase of the study adopted a sequential mixed method research design. This design comprised eight individual semi-structured interviews, which focused on and explored the fundamentals of behavioural and attitudinal loyalty within the context of a customer relationship management strategy. x Based on the findings emerging from the quantitative mall intercept survey with 300 retail customers, the study identified the motivating factors of greatest likelihood among customers that best explain retail brand loyalty, namely product quality, convenience of location, customer care, product variety and availability, as well as fair pricing. Furthermore, findings emerging from the inferential analysis (structural equation modelling, two-step cluster analysis, optimal scaling and multivariate binary regression analysis) showed that brand trust, brand affect and attitudinal loyalty are key predictors of behavioural loyalty. Additionally, customer loyalty differs depending on customer predisposition towards the major retail brands tested. In this regard, Pick n Pay, Massmart and Shoprite/Checkers recorded the most favourable perceptions among customers. As Despite its substantial growth and contribution to the economy of the country, the South African retail industry is faced with various challenges, including customers’ changing buying habits and expectations, the evolution of e-commerce, the entry of giant retailers into the retail market, and the growing importance of the urbanised middle class and its potential purchasing power. This creates risks that are mostly beyond retailers’ control. Therefore, there is a general drive among retail brands to build customer loyalty in order to respond to these contemporary dynamics within the industry and, ultimately, enhance sustainability. It is noted from literature that current understanding of customer behaviour in the South African retail space is largely the result of rational behavioural measurement, while the subconscious behaviour of customers is often neglected. The study on which this thesis reports attempted to address this gap in the current knowledge base. The current study makes a novel contribution to knowledge in using complementary traditional and neuromarketing instruments in a sequential mixed method research design to measure verbal, non-verbal and physiological emotions, which indicate the key influential cognitive and emotive factors shaping shopping decisions. For a comprehensive understanding of customer behaviour, the study primarily explored the emotional antecedents of customer loyalty in the formal retail industry of South Africa. In order to explore and describe both retail brands and customers’ experiences regarding the drivers of retail brand loyalty, the empirical phase of the study adopted a sequential mixed method research design. This design comprised eight individual semi-structured interviews, which focused on and explored the fundamentals of behavioural and attitudinal loyalty within the context of a customer relationship management strategy. x Based on the findings emerging from the quantitative mall intercept survey with 300 retail customers, the study identified the motivating factors of greatest likelihood among customers that best explain retail brand loyalty, namely product quality, convenience of location, customer care, product variety and availability, as well as fair pricing. Furthermore, findings emerging from the inferential analysis (structural equation modelling, two-step cluster analysis, optimal scaling and multivariate binary regression analysis) showed that brand trust, brand affect and attitudinal loyalty are key predictors of behavioural loyalty. Additionally, customer loyalty differs depending on customer predisposition towards the major retail brands tested. In this regard, Pick n Pay, Massmart and Shoprite/Checkers recorded the most favourable perceptions among customers. As a complement to the quantitative research phase of the study, a Self-Assessment Manikin attitude measure was applied to a sample of 120 customers. This phase of the study highlighted pertinent emotional elements as key mediators in securing sustainable retail brand loyalty. In this regard, Woolworths and Pick n Pay recorded the most favourable perceptions on four stimuli, namely quality, customer rewards, customer care and brand logos. The study also applied eye tracking and galvanic skin response techniques to a sample of 10 participants to determine customers’ psychophysiological reaction to the four stimuli. Galvanic skin response findings showed that customers were especially engaged with Spar, Shoprite/Checkers and Pick n Pay, while eye tracking findings showed customers’ higher visual engagement with Shoprite/Checkers, Pick n Pay and Spar. A key overall finding of this study was the significant role of feelings and emotions in driving customer loyalty. Retail brands lose relevance when they fail to connect emotionally with customers, and without that emotional attachment, brands can easily be replaced by generic imposters. A comprehensive understanding of customer behaviour remains a quandary for marketing and business practitioners. In an attempt to address this limitation, the current study used insights from non-verbal attitudinal and psychophysiological measures to obtain a more comprehensive behavioural understanding of retail customers. / Nakuba imboni yezitolo ezihwebayo yaseNingizimu Afrika ibonise ukukhula nokudlondlobala okukhulu futhi idlala indima esemqoka emnothweni wezwe, ibhekene nezinselelo eziningana futhi ezihlukahlukene, kubandakanya indlelakuthenga yamakhasimende eguquguqukayo kanye nalokho okulindelwe ngamakhasimende nezimfuno zawo, ukungenisa ngezinkani kwemboni yokuhweba nge-intanethi nobuxhakaxhaka bobuchwepheshe besimanjemanje, ukungena kwezitolo eziyizikhondlakhondla emakethe yezitolo ezihwebayo, kanye nokukhula kokubaluleka kwabantu abahlala emadolobheni abasesigabeni sempilo esimaphakathi kanye namandla abo okuthenga. Lokhu kudala ubungozi obuvamise ukuba ngaphezu kwamandla nolawulo lwezitolo ezihwebayo. Ngakho-ke, kunomkhankaso oqhutshwa yizitolo zonkana ezihlose ngawo ukwakha ubudlelwano namakhasimende kanye nokuqinisekisa ukwethembeka kwamakhasimende ukuze zikwazi ukumelana nezimo ezikhona esikhathini samanje embonini yezitolo ezihwebayo, futhi ekugcineni, ukuze zikwazi ukusimamisa ibhizinisi lazo liqhubeke njalo futhi likhule lidlondlobale. Kuphawulekile emibhalweni efundiwe ukuthi ukuqonda kanye nolwazi olujulile olukhona njengamanje mayelana nokuziphatha kwamakhasimende eNingizimu Afrika emkhakheni wezitolo ezihwebayo ikakhulukazi kuwumphumela wokukalwa kwezinga lokuthatha izinqumo ngobuhlakani nokwenza izinto emva kokucabangisisa, kepha-ke ngakolunye uhlangothi kuvamise ukushaywa indiva ukwenza izinto kwamakhasimende ngaphandle kokuqaphela nokucophelela futhi ngokuthathela izinto phezulu noma ngaphandle kokucabangisisa ngalokho akwenzayo. Lolu cwaningo okubikwa ngalo kulo mbiko wocwaningo luzamile ukubhekana naleli gebe elikhona njengamanje eliphathelene nokuntuleka kolwazi. Lolu cwaningo lwamanje lufaka isandla esinohlonze kanye nemibono ephusile olwazini olukhona, ngokusebenzisa amathuluzi asekelayo ajwayelekile kanye nalawo asebenzisa ubuchwepheshe bokukala ukusebenza kwengqondo, ngaphansi kwedizayini yocwaningo egxile kwindlela-kusebenza exubile yokwenza izinto ngokulandelana kwazo, ngenhloso yokukala imizwa ezwakaliswa ngomlomo, ngezenzo noma ngeminyakazo yomzimba, okuyinto ebonisa izimo nezici-bunjalo ezisemqoka futhi ezinomthelela omkhulu eziphathelene nokusebenza kwengqondo kanye nemizwa, okuyizona ezilawula izinqumo zamakhasimende eziphathelene nokuthenga. Ngenhloso yokuqonda ngokuphelele ukuziphatha kwamakhasimende, lolu cwaningo lwacubungula futhi lwahlaziya ikakhulukazi izici-bunjalo zemizwa elawula ukwethembeka kwamakhasimende embonini yezitolo ehlelekile yaseNingizimu Afrika. Ukuze kucutshungulwe futhi kuchazwe kokubili izinhlobo zezitolo kanye nezimo ahlangabezane nazo amakhasimende mayelana nezici-bunjalo ezenza amakhasimende athembeke esitolo esithile futhi athenge kusona ngaso sonke isikhathi, isigaba socwaningo esiphathelene nolwazi oluphathekayo nolubonakalayo sasebenzisa idizayini yocwaningo egxile kwindlela-kusebenza exubile yokwenza izinto ngokulandelana kwazo. Le dizayini beyibandakanya ama-semi-structured interviews enziwa nababambiqhaza bocwaningo abayisishiyagalombili, okuyizingxoxo ezabe zigxile ekucubunguleni ukwethembeka kwamakhasimende okuphathelene nokuziphatha kwawo kanye nendlela abuka ngayo izinto ngaphansi kwesimo seqhingasu lokuphathwa kobudlelwano namakhasimende. Ngokususela kwimiphumela eyatholakala kwinhlolovo ebandakanya abathengi abangama-300 okwaxoxiswana nabo ezikhungweni ezinenxanxathela yezitolo, ucwaningo lwahlonza izimo nezi-bunjalo ezikhuthaza futhi zihehe amakhasimende okuyizona ezingasetshenziswa ukuchaza kangcono ukwethembeka kwamakhasimende ezitolo ezithile, okuyikhwalithi yomkhiqizo, ukufinyeleleka kalula kwendawo lapho kutholakala khona isitolo, ukunakekelwa kwamakhasimende, imikhiqizo ehlukahlukene kanye nokutholakala kwayo, ngokunjalo namanani-ntengo angambi eqolo. Ngaphezu kwalokho, imiphumela eyatholakala ohlaziyweni lwezinqumo ezithathwe ngokubheka ubufakazi kanye nokuqonda okujulile (structural equation modelling, two-step cluster analysis, optimal scaling kanye ne-multivariate binary regression analysis) yabonisa ukuthi ukwethenjwa kohlobo lomkhiqizo, ukukhanga nokuthandeka komkhiqizo kanye nokwethembeka okuphathelene nendlela-kubuka kuyizibikezeli ezisemqoka zokuziphatha kwamakhasimende okuhambisana nokwethembeka emikhiqizweni ethile. Futhi ngaphezu kwalokho, ukwethembeka kwamakhasimende kuyehluka, futhi lokhu kuncike ekuhehelekeleni kwamakhasimende ezitolo enkulu ezihloliwe. Mayelana nalokhu-ke, abakwa-Pick n Pay, Massmart kanye nabakwa-Shoprite/Checkers yizona zitolo ezibonise ukuthandwa kakhulu ngamakhasimende. Njengendlela yokweseka nokunezezela phezu kwesigaba socwaningo olukhwantithethivu olwenziwe, kwasetshenziswa isikali sendlela-kubuka esibizwa nge-Self-Assessment Manikin kwisampula yamakhasimende ayi-120. Lesi sigaba socwaningo saqhakambisa izimo nezici-bunjalo eziphathelene nemizwa ezifanelekile njengezinto ezisemqoka kakhulu ekuqinisekiseni ukwethembeka kwamakhasimende esitolo esithile ngokuqhubekayo. Mayelana nalokhu, abakwa-Woolworths kanye nabakwa-Pick n Pay babonisa ukuthandwa kakhulu ngamakhasimende mayelana nezici-bunjalo ezihehayo futhi ezikhuthazayo ezine, okuyikhwalithi, imivuzo yamakhasimende, ukunakekelwa kwamakhasimende kanye nemibala egqamile, igama elidumile nezimpawu zesitolo. Ucwaningo lwasebenzisa futhi nezindlela zokucwaninga eziphathelene nokulandela umkhondo wamehlo amakhasimende kanye nezimpawu zemizwa yamakhasimende ezibonakala esikhumbeni semizimba yawo, okuyizindlela zocwaningo ezasetshenziswa kubabambiqhaza bocwaningo abayi-10 ngenhloso yokuhlonza indlela-kusabela kwamakhasimende ephathelene nengqondo nomzimba kulezi zicibunjalo ezikhuthazayo futhi ezihehayo ezine ezishiwo ngenhla. Imiphumela yendlela yocwaningo ebheka izimpawu zemizwa yamakhasimende ezibonakala esikhumbeni semizimba yawo yabonisa ukuthi amakhasimende ahehelekela ikakhulukazi kwabakwa-Spar, Shoprite/Checkers kanye nabakwa-Pick n Pay, kanti ngakolunye uhlangothi imiphumela yendlela yocwaningo ebheka futhi ilandele umkhondo wamehlo amakhasimende yabonisa ukuheheka kwamehlo okuphakeme ezitolo zabakwa-Shoprite/Checkers, Pick n Pay kanye nabakwa-Spar. Umphumela omkhulu futhi osemqoka otholakale kulolu cwaningo yindima ebaluleke kakhulu edlalwa yimizwa ekukhuthazeni ukwethembeka kwamakhasimende. Izitolo zilahlekelwa yiwozawoza yazo kumakhasimende uma zihluleka ukuxhumana namakhasimende ngokwemizwa, futhi ngaphandle kwalokho kuxhumana ngokwemizwa nokuzwana, izitolo zingazithola kalula zisesimweni lapho indawo yazo isithathwe yizitolo-mbumbulu ezingosandanezwe. Ukuqondakala okuphelele kwendlela aziphatha ngayo amakhasimende futhi enza ngayo izinto kusalokhu kuyinkinga nesithiyo esikhulu kwizazi nezisebenzi ezenza umsebenzi wokukhangisa nokuqhuba ibhizinisi. Njengomzamo wokubhekana nalesi sithiyo, lolu cwaningo lusebenzise ulwazi nokuqonda okujulile okutholakale kwizikali zendlela-kubuka yamakhasimende kanye nezikali zesimo sengqondo nesomzimba samakhasimende ukuze kutholakale ukuqonda okuphelele futhi okujulile okuphathelene nokuziphatha kwamakhasimende athenga ezitolo kanye nendlela enza ngayo izinto. / Ondanks sy stewige groei en aansienlike bydrae tot die landsekonomie, het die Suid-Afrikaanse kleinhandelsbedryf met verskeie uitdagings te kampe. Veranderinge in kliënte se koopgewoontes en verwagtings, groeiende e-handel, reusekleinhandelaars wat die kleinhandelsmark betree, die toenemende invloed van die verstedelikte middelklas en sy potensiële koopkrag is enkele hiervan. Dit gee aanleiding tot risiko’s wat grotendeels buite die beheer van kleinhandelaars is. As gevolg van die hedendaagse dinamiek in die bedryf, poog kleinhandelsmerke om kliëntlojaliteit te verstewig en hulle eie volhoubaarheid te verseker. Dit blyk uit die literatuur dat die kleinhandelsektor se siening van kliëntgedrag in Suid-Afrika op die meting van rasionele gedrag berus, en dat die onbewuste gedrag van kliënte verontagsaam word. Hierdie tesis doen verslag van ʼn studie om hierdie leemte in die huidige kennis te probeer aanvul. Dit lewer ʼn bydrae deur aanvullende tradisionele en neurobemarkingsinstrumente in ʼn opeenvolgende gemengde metode as navorsingsbenadering te gebruik. Verbale, nieverbale en fisiologiese emosies is gemeet aangesien hulle die kognitiewe en emotiewe faktore is wat inkopiebesluite bepaal. Hierdie studie het hoofsaaklik die emosionele antesedente van kliëntlojaliteit in die Suid-Afrikaanse formele kleinhandelsbedryf verken om ʼn grondige begrip van kliëntgedrag te kry. Ten einde kleinhandelsmerke en kliënte se ervarings van die drywers van kleinhandelsmerklojaliteit te beskryf en te verken, is ʼn opeenvolgende gemengdemetode-navorsingsontwerp gevolg. Dit het uit agt halfgestruktureerde, private onderhoude bestaan. Hierin is gekonsentreer op die grondslae van gedragsen houdingslojaliteit teen die agtergrond van ʼn kliënteverhoudingsbestuurstrategie. Op grond van die bevindings van ʼn kwantitatiewe winkelsentrumopname onder 300 kleinhandelskliënte, is die motiveringsfaktore met die grootste waarskynlikheid aangetoon. Hulle is produkgehalte, ʼn gerieflike ligging, kliëntesorg, produkverskeidenheid, beskikbaarheid en billike pryse, en bied die aanneemlikste verklaring vir kleinhandelsmerklojaliteit. Volgens die bevindings van die inferensiële ontleding (struktuurvergelykingmodellering, tweestaptrosontleding, optimale skalering en meerveranderlike binêre regressieanalise) is merkvertroue, merkaffek en houdingslojaliteit betroubare aanwysers van bedragslojaliteit. Afgesien hiervan verskil kliëntlojaliteit na gelang van kliëntpredisposisie jeens kleinhandelsmerke wat getoets is. Kliënte was vir vier stimuli (naamlik gehalte, kliëntbelonings, kliëntesorg en merklogo’s) die ontvanklikste vir Pick n Pay, Massmart en Shoprite/Checkers. Aanvullend tot die kwalitatiewe navorsingsfase van hierdie studie is ʼn selfasseringsmodelhoudingmeting op ʼn steekproef van 120 kliënte toegepas. Hierdie fase het die aandag gevestig op pertinente emosionele elemente as sleuteltussengangers in die opwekking van volhoubare kleinhandelsmerklojaliteit. Vir die vier stimuli (naamlik gehalte, kliëntbelonings, kliëntesorg en merklogo’s) was kliënte se persepsies van Woolworths en Pick n Pay die gunstigste. Hierbenewens is oogvolg- en galvaniese velreaksietegnieke op ʼn steekproef van 10 deelnemers toegepas om hulle psigofisiologiese reaksie op die vier stimuli te bepaal. Die galvaniese velreaksietoetse het aangedui dat kliënte besonder ontvanklik was vir Spar, Shoprite/Checkers en Pick n Pay, en volgens die oogvolgtoetse visueel meer aangetrokke tot Spar, Shoprite/Checkers en Pick n Pay was. Hierdie studie het bevind dat emosies in die algemeen ʼn deurslaggewende rol in kliëntlojaliteit speel. Kleinhandelsmerke raak irrelevant as hulle nie ʼn emosionele band met kliënte smee nie. Sonder hierdie emosionele verbintenis kan generiese bedrieërs maklik die plek van kleinhandelsmerke inneem. Bemarkings- en sakepraktisyns het nie ʼn deeglike begrip van kliëntgedrag nie. Om dit reg te stel, het hierdie studie nieverbale houdings- en psigofisiologiese toetse toegepas om die gedrag van kleinhandelskliënte beter te begryp. / Business Management / D. Com. (Business Management)