Thesis (Ph. D.)--Ohio State University, 1986. / Includes bibliographical references (leaves 435-441). Available online via OhioLINK's ETD Center.

This paper presents a study conducted on the role of brands in Black middle class society in South Africa. The study was inspired by the phenomenal growth of Black household consumption observed in recent years in South Africa. Popular media have publicised views that Black middle class consumption of brands is fuelled by a desire to acquire and affirm status, often sparking debate amongst politicians, businessmen and the general public. This research investigated the factors fuelling consumption of branded goods in this social group and the factors considered in choosing a brand. The study was exploratory in nature and interviewed ten South African Black individuals broadly classified as middle class. The finding of the study largely confirmed reviewed theory, suggesting that the consumption patterns of South African Black middle class society is neither unique nor strange, but an age-old phenomenon supported by the theories of consumer behaviour, sociology and economics. Due to the qualitative nature of the study, no generalisable conclusions could be reached. It is recommended that further research into South African consumption behaviour be conducted, in particular the price elasticity of demand for brands. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

Building customer-based brand equity is of crucial importance to marketers, especially with regards to efficiencies in marketing spend in an increasingly competitive global environment. Marketers require engaging marketing communication tools that are able to influence customers’ attitudes and behaviours, thereby increasing future sales and brand loyalty. This research evaluated the relationship between customer-based brand equity dimensions and custom publishing as a communication tool, wherein the primary aim was to measure if custom publishing is associated with an increase in customer-based brand equity. Quantitative research was conducted, using a descriptive method wherein 117 University of the Witwatersrand graduates responded to a web-based questionnaire. The questionnaire was formulated based on the various brand dimensions highlighted in the literature review. The test group consisted of 79 respondents that had received the WitsReview custom publication and the control group consisted of 38 respondents that had not received WitsReview. This research has shown that there is an association between custom publishing, in the form of a magazine brand, and an increase in customer-based brand equity in the product brand and therefore custom publishing is a communication tool that marketers should explore to increase customer-based brand equity. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

Global consumer spending trends indicate a growth in the popularity of premium products. Organisations with traditional consumer commodity products are faced with the challenge of how to profit from this trend through successfully delivering premium products to the consumer.The objective of the research was to develop a method to enable organisations to conceptualise and employ product differentiation to augment the brand building process for an existing consumer commodity product. The research was conducted at South African Breweries Ltd with beer as the consumer commodity product under review. A two phase qualitative research paradigm was used to address the research. Data collection comprised a combination of 5 technical focus groups, a technical expert discussion forum and 9 marketing and technical semi-structured interviews. Content analysis was then used to identify the key patterns or themes which emerged.The research established that the continued commoditisation of the local beer industry is as a result of several contributing factors not only related to product differentiation limitations. To ensure successful brand building of a consumer commodity product, an overall method is proposed which considers both product differentiation and the key organisation, industry and product category drivers. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

published_or_final_version / Business Administration / Master / Master of Business Administration

The South African health care industry is characterised by strict regulation in the form of the Medical Schemes Act of 2000, high medical inflation, a deteriorating public health care system; and costly private health care schemes which are only available to the higher end of the market. Before 1992, medical inflation rose in double digits (over 20%) and medical aids traditionally responded by raising premiums considerably (Pile, 2004:19). Private health care was expensive, while the public health care system deteriorated. The financial sustainability of schemes depended on the number of young, healthy members remaining on the scheme as these members cross-subsidised the sick. For these members though, medical aids did not offer any incentive and/or reward to remain members of the scheme. The ‘use-it-or-lose-it’ principle of traditional schemes did not provide any value to members and led to young, healthy members leaving medical schemes. This tendency could potentially drive a health care industry to a meltdown (Pile, 2004:19). The South African health care environment is complex and dynamic, and within this environment, Discovery Health established itself as a successful and innovative company. The Discovery Health medical scheme is currently the largest open medical scheme in South Africa with 1.6 million members (Discovery A, 2004: on-line). Discovery is a specialist insurance company with four strong and distinct businesses (with a fifth business starting in partnership with UK insurance company Prudential in 2005). The businesses are Discovery Health, Discovery Life, Discovery Vitality and Destiny Health (US). Discovery Health is the first business of the group and was launched in 1992. Discovery listed on the JSE in 1999. The company’s strategy is to grow the business organically by building a strong foundation of innovation and engaging people in the management of their health in order to achieve better social and financial outcomes (Discovery A, 2004: on-line). While a medical aid would be an essential ‘commodity’ which consumers would not normally aspire to buy, Discovery positioned itself as a value-adding company that provides products and services that consumers want to buy. The Vitality HealthStyle programme for e.g., is similar to a loyalty programme, but with the aim of motivating members to improve their health. Members can earn points and move up different status levels by performing certain preventative activities for e.g. working out at the gym and having cholesterol and glaucoma screening tests done. Depending on their status, members can qualify for discounts on certain health and lifestyle benefits (Discovery A, 2004: on-line). The advantage of this is that while Vitality adds value to the Discovery product, it also improves the general health of members and in turn, decreases claiming from the medical scheme and assists in the overall management of the financial risk to the scheme. The company’s life assurance business was launched in 2000 and profits from this section of the business constituted 40% of operating profits in August 2004. The company succeeded in integrating the Discovery Health, Vitality, and Life product offerings through the Payback Benefit (Discovery A, 2004: on-line). This benefit allows Discovery Health members who are also Discovery Life policy holders to receive back a substantial percentage of their life assurance premiums, based on how they manage their health. / H.B. Klopper

The structural research framework of the effects of marketing mix elements on brand equity and customer response is defined with the existing theoretical findings. Research hypotheses are defined according to the identified structural research framework. A householder appliance brand, Hisense, is taken as a demonstrative brand. In order to test the defined structural research framework and research hypotheses empirical research was conducted on the sample of Hisense consumers in Johannesburg, South Africa. The Structural Equation Modelling (SEM) and the multiple regression statistical method with the Statistical Package for Social Science (SPSS 11.0) are used to analyze the data. Research results indicate that the structural research framework has an acceptable level of fit to the empirical data. Finally, implications of the research results for the theory and practice of brand management are analyzed and discussed. / Thesis (MBA)-University of KwaZulu-Natal, 2006.

Thesis (Master)--İzmir Institute of Technology, İzmir, 2004. / Includes bibliographical references (leaves 113).

Thesis (M.B.A.)--University of Hong Kong, 1995. / Includes bibliographical references.

Purchasing is an important concept in the life of students. The decision whether to purchase branded apparel is hence a very important one. The 21st century student is less loyal and more demanding when choosing branded apparel. Marketers should understand how students evaluate celebrity endorsers when they appear in printed advertising and respond accordingly. The objective of the research is to find out how celebrity endorsed print advertisements affect Nelson Mandela Metropolitan University (NMMU) students’ purchase behaviour. The results of this study could assist marketers in improving the quality of their advertising and to more accurately meet the needs of this dynamic student market. A literature review was conducted to provide an understanding of the consumer purchasing behaviour and the role celebrity endorser played in printed advertisements. The empirical study was designed to assess the impact of the use of celebrity endorsements of printed advertisements targeted at NMMU students. The empirical findings showed that both male and female students indicated that the use of celebrity endorsers get their attention and created interest, and make advertisements more memorable. Males were more influenced than ii females. Moreover, both groups indicated that for a desired or familiar product, celebrity endorsers did not easily change their purchase decisions. It was also found that the use of pictures, colours and wording featured in the advertisements are important to students. The study proposes that marketers should continue to focus on effective marketing communications and establish whether a celebrity should be used. The correct selection of a celebrity endorser can help to create greater consumer persuasion.