迷研究自Fiske在1989提出迷是一種閱聽人以來，研究取向多以迷為主動閱聽人此概論為主探討其的主動性，再者在探討迷與偶像的關係時，多以「認同」、「愉悅」、「創作」以及「模仿」為主，此種樂觀的態度探討兩者的關係，忽略了迷是會有不再迷戀偶像的可能。 本研究以此研究途徑出發，探討迷從迷戀偶像到不再迷戀偶像過程中的變化。透過質化取徑的深度訪談法，訪談十二位曾經為w-inds.迷的閱聽人，希冀透過與十二位受訪者的訪談，了解閱聽人成為迷之後的原因與行為，以及不再迷戀偶像後的原因與行為。 在整理訪談資料後提出以下研究發現：首先，閱聽人會因為偶像的外型、作品，在大眾媒體的曝光以及周儕團體與家人的推薦之下迷戀偶像，透過消費偶像商品、創作文本、參與演唱會、加入迷社群的方式表達自己對於偶像的喜愛，迷戀的過程也會有較為隱私的內在心理反應。其次，因為偶像的緋聞與轉變、自己的個人因素以及與他人的衝突不再迷戀偶像。不再迷戀偶像後會減少消費偶像商品的次數，退出原先加入的迷社群，也會出現負面行為以諷刺的言語評斷原先迷戀的偶像；最後，本研究亦發現若是迷當初是因為偶像的作品而迷戀偶像的話，只要偶像的新作品能夠再一次吸引到迷，這時候是有可能再一次迷戀偶像的。 / Since the study by Fiske in 1989 that fans are a type of audience, research on fandom has mainly focused on the proactiveness of fans. Furthermore, when exploring the interactions between fans and their idols, it is usually in the form of “agreement,” “pleasure,” “creation,” and “imitation.” Studying the relationships between both parties with such optimistic attitudes neglects the possibility that fans might someday lose interest in their idols. Based on the research context above, this study investigates the changes during the process of how fans begin and cease worshipping their idols. Through in-depth interviews of 12 w-inds. audiences, who were once fans, hope to understand the reasons for audiences becoming fans and their subsequent behaviors, as well as the reasons that they stop worshipping their idols and their subsequent behaviors. The following was found after data collation: firstly, audience members become fans due to their idols’ appearance, creative works, mass media exposure, and recommendations from peer groups and family members. The fans express their devotion by purchasing products related to their idols, writing fan-fictions, attending concerts, and joining fan organizations. During the process of idolization they also have inner psychological reactions. Next, gossip and changes in the idols, personal factors related to fans, and conflicts with others could result in the termination of their idolization. This leads to reduced frequency of purchasing products related to their idols, leaving fan groups they had previously joined, and even the use of ironic language when judging idols they had previously worshipped. Lastly, if fans initially idolized an idol due to their work, and if the idol can present a new creative work that can again attract the fans, then the audience members might once again become fans of the idol.

The purpose of this study is to create an understanding of how a company selling commodity products works to create interest and loyalty among customers and how to stand out relative to competition. Based upon present theories within marketing communication, a comparison is made with actual market information to understand how well the theory can predict reality. The study is applied to the dairy industry with the company Valio as the bench mark. In total four persons have been interviewed, marketing manager and category manager at Valio Sweden, and also project manager and art director from their advertising agency. The qualitative data obtained has been compared to predications given by theory. The result shows that in order to increase interest and loyalty and to differentiate yourself from competition, there are three corner stones that have to penetrate all marketing communication. These are added value, high quality and a strong identity. The study has proven that the practical results obtained from reality have a strong correlation to predications made by the theoretical framework that has been used.

Brands are recognised as one of the most valuable assets that a company can possess and therefore brands are key role-players in the business strategies of organisations. The rivalry amongst competitors in the pharmaceutical industry is fierce and companies should design their strategies in such a way in order to achieve competitive advantage. Brand loyalty is regarded as a powerful tool in the development of pharmaceutical brands. The main aim of this study was to measure brand loyalty in the pharmaceutical industry of South Africa and to establish whether patients are brand loyal to original pharmaceutical brands and the influence of generics on pharmaceutical brand loyalty. The measurement of brand loyalty in the pharmaceutical industry is based on Moolla’s brand loyalty framework for the FMCG (fast moving consumer goods) industry. This study also aimed to determine whether Moolla’s FMCG brand loyalty framework is applicable to the pharmaceutical industry. The twelve brand loyalty influences identified by Moolla are: Customer satisfaction; Switching costs; Brand trust; Repeat purchase; Involvement; Perceived value; Commitment; Relationship proneness; Brand affect; Brand relevance; Brand performance and Culture. The empirical study was conducted among 250 over-the-counter medicine consumers with different demographic profiles. The methodology included the sampling procedure, data collection, questionnaire development and statistical techniques used. Results were analysed with regards to Factor analysis; the Kaiser- Meyer-Olkin measure of sampling adequacy; Cronbach Alpha coefficients; Bartlett’s test of sphericity, mean values and effect sizes. The Empirical results through quantitative analysis included the validity of the research instruments, the calculation of the reliability coefficients which reported on the significance of the research variables. The results were presented in a conceptual framework to measure pharmaceutical brand loyalty. The results of this study concluded that the brand loyalty influences as identified by Moolla are important for measuring pharmaceutical brand loyalty. The results of this study also concluded that patients are indeed brand loyal and do prefer branded pharmaceuticals to generic pharmaceuticals in the over-the-counter medicine industry of South Africa. The importance of this study is the contribution of a brand loyalty framework to measure pharmaceutical brand loyalty which will aid pharmaceutical companies in the strategic management thereof. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013

The main aim of the study was to determine which measurement tool, existing or adapted, would be able to determine the levels of customer centricity within the sales channels of a specific organisation, operating in the South African financial industry. A literary study showed that in order to determine the levels of customer centricity, customer experience should be measured. Six questionnaires were administered, namely, EXQ, NPS, CES, Customer satisfaction, Word-of-Mouth and Behavioural loyalty intention. The data showed a statistical significance and a positive relationship between all the constructs within all the questionnaires except with that of CES. / MBA, North-West University, Potchefstroom Campus, 2014

Brands are recognised as one of the most valuable assets that a company can possess and therefore brands are key role-players in the business strategies of organisations. The rivalry amongst competitors in the pharmaceutical industry is fierce and companies should design their strategies in such a way in order to achieve competitive advantage. Brand loyalty is regarded as a powerful tool in the development of pharmaceutical brands. The main aim of this study was to measure brand loyalty in the pharmaceutical industry of South Africa and to establish whether patients are brand loyal to original pharmaceutical brands and the influence of generics on pharmaceutical brand loyalty. The measurement of brand loyalty in the pharmaceutical industry is based on Moolla’s brand loyalty framework for the FMCG (fast moving consumer goods) industry. This study also aimed to determine whether Moolla’s FMCG brand loyalty framework is applicable to the pharmaceutical industry. The twelve brand loyalty influences identified by Moolla are: Customer satisfaction; Switching costs; Brand trust; Repeat purchase; Involvement; Perceived value; Commitment; Relationship proneness; Brand affect; Brand relevance; Brand performance and Culture. The empirical study was conducted among 250 over-the-counter medicine consumers with different demographic profiles. The methodology included the sampling procedure, data collection, questionnaire development and statistical techniques used. Results were analysed with regards to Factor analysis; the Kaiser- Meyer-Olkin measure of sampling adequacy; Cronbach Alpha coefficients; Bartlett’s test of sphericity, mean values and effect sizes. The Empirical results through quantitative analysis included the validity of the research instruments, the calculation of the reliability coefficients which reported on the significance of the research variables. The results were presented in a conceptual framework to measure pharmaceutical brand loyalty. The results of this study concluded that the brand loyalty influences as identified by Moolla are important for measuring pharmaceutical brand loyalty. The results of this study also concluded that patients are indeed brand loyal and do prefer branded pharmaceuticals to generic pharmaceuticals in the over-the-counter medicine industry of South Africa. The importance of this study is the contribution of a brand loyalty framework to measure pharmaceutical brand loyalty which will aid pharmaceutical companies in the strategic management thereof. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013

The South African breakfast market consists of several brand products for cereal products, and some of the products are produced locally while others are imported. Cereal products are classified under fast moving consumer goods (FMCG). The majority of the cereal products are easy to serve. The following brands are common in South Africa and have been listed according to their popularity with consumers: Kellogg's Corn Flakes, Kellog's Special K, Jungle Oats, Cheerios and Weet Bix. Kellogg's Corn Flakes are made from maize (corn) and provides guidelines daily amounts (GDA) for each of the nutrients. Branding may consist of building an emotional response or cultural response. As consumers are bombarded with a variety of products to meet the same needs, branding provides a way for consumers to reduce their decision-making to consider only those products that they feel are relevant to them or that have met their needs acceptably in the past. If brand loyalty were a random event, there would be no purpose in making it the object of applied scientific enquiry. Verbal reports are insufficient for defining brand loyalty. Such loyalty requires that statements of bias be accompanied by biased purchasing behaviour. The study was conducted to determine factors that influence the consumers to constantly use a particular brand, and prefer it above other cereal products. A literature and empirical study form part of this study. Questionnaires were used as a measuring instrument to determine which factors the consumer considers important in choosing a particular cereal product. Data analysis was done by means of a factor analysis. A brand loyalty framework developed by Moola was used in classifying the brand loyalty influences. To a large extent the research concluded that brand loyalty in the cereal market is similar to that found in bread, coffee and toothpaste (as per mentioned model). However, some differences with regard to the brand loyalty influences have been found. This study did not determine if these differences are related to cereal as FMCG, or the specific consumer market that was analysed. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

Since the emergence of branding as an approach to marketing, the concept has been received with a great deal of interest and has stimulated ever increasing research in the area. Businesses have realized the importance of retaining existing customers and have begun to identify and apply ways to build long-term relationships with customers. These relationships with customers require an understanding of customer needs, business requirements and the influences that create a long-term relation which is more commonly known as brand loyalty. Several research studies including this one present the results of brand loyalty research in the form of a conceptual framework. From an academic viewpoint, the identification and application of all the relevant influences are essential in the construction of a framework that can guide the promotion of brand loyalty. The aim of this study was to identify the influences that are most important in creating and measuring brand loyalty in the fast moving consumer goods (FMCG) sector. The study builds a conceptual framework using the identified influences and also presents the interrelationships between the influences. The primary theoretical background and concepts in brand loyalty for this study ranged from the history of branding to the results of brand loyalty studies conducted over the past five years. The extensive review of literature and previously tested brand loyalty models resulted in the identification of 12 influences that impact directly on brand loyalty. Reducing the identified set of influences into a manageable set for this thesis involved selecting the most commonly used reliable and valid brand loyalty influences. The empirical study which followed was conducted among a sample of 550 customers who had access to a wide range of FMCG. The empirical study based on the selected 12 brand loyalty influences yielded results that measured the strength of each influence and the interrelationship of influences. The results were analysed by the process of factor analysis, and were presented in the form of a conceptual framework that could be applied in the FMCG segment to measure the strength of brand loyalty influences and determine if the same influences apply to all FMCG. The results of the study confirmed that different influences have different effects on brand loyalty in the FMCG segment. The study revealed that the psychological influences such as brand commitment, brand affect, perceived value and relationship proneness had a far stronger effect on brand loyalty than the brand performance influences such as customer satisfaction or brand performance. Furthermore, the study found an extremely close relationship between influences as far as the specific products were concerned. This study confirmed that FMCG could all be treated as a single entity when evaluating the influences of brand loyalty. The uniqueness and value of the study lies in the evaluation of each brand loyalty influence that is collectively assembled in one framework. The most important contribution of the study is therefore the construction of this conceptual framework through which brand loyalty could be measured and strategically managed. / Thesis (Ph.D. (Business Administration))--North-West University, Potchefstroom Campus, 2011.

One of the major challenges facing service businesses today is the rapidly changing and highly competitive nature of service industries. As a result, customer expectations are also rising quickly. Increased competition in this regard has resulted in fitness facilities in particular aiming to improve their services in order for these businesses to differentiate themselves from their competitors. By improving their services, fitness facilities can better satisfy the needs of their members. Therefore, fitness facilities need to identify those service elements which are important to their members in order to satisfy members' service needs by improving the quality of services delivered. The primary objective of the study is to determine whether customers of fitness facilities in the North West Province are satisfied with the services that are provided by these facilities. The research study on fitness facilities was based on descriptive research in order to allow for the identification of service elements that are important to members of fitness facilities. During the course of the study, secondary data was used for the literature review in order to investigate the research problem through the use of publications such as books and reliable academic and research articles. A quantitative research design was used in the form of self–administered questionnaires with a view to determine the level of customer satisfaction as well as the desires, perceptions and expectations of members regarding fitness facilities. Pre–testing of the questionnaire was also performed during this study to ensure that the collection and analysis of data would proceed as smoothly as possible. Self–administered questionnaires were distributed to members of fitness facilities from the 17th of May to the 26th of May 2010 by three fieldworkers in the cities of Potchefstroom and Klerksdorp in the North West Province. A convenience sampling method was used, which implied that respondents who were readily available and willing to complete the questionnaire at selected fitness facilities were selected for participation in the study. Furthermore, an exploratory factor analysis was used to identify those service elements which are important to members of fitness facilities. Ten factors were identified, namely personnel professionalism, equipment condition, membership possibilities, fitness programmes, convenience issues, medical assistance, cleanliness, information availability, membership preferences and the opportunity to exercise in another town. The results indicated that differences exist in terms of respondents' gender, levels of education as well as differences between various age groups and the ten identified importance factors. Results also showed that customer satisfaction can influence customer behaviour, as satisfied customers would recommend the fitness facility to others and want to have a long–term relationship with the fitness facility. It is recommended that fitness facilities need to focus on those service elements that members view as important when planning and maintaining their service offerings. Furthermore, fitness facilities need to realise that all their members do not view the importance of service elements in the same way, and therefore they should deliver services specifically tailored to various age groups, levels of education and gender. Recommendations for future research include that a similar study can be conducted for individual fitness facilities, because fitness facilities are unique and have different capabilities to deliver services. When conducting a study for each individual fitness facility, a relevant comparison can be made between the services that the specific fitness facility offers and what the members of that fitness facility really want or view as important. Specific strategies can then be recommended to the individual fitness facility with a view to improve their service offering and concomitantly increase their member satisfaction. / Thesis (M.Com. (Marketing Management))--North-West University, Potchefstroom Campus, 2011.

The South African breakfast market consists of several brand products for cereal products, and some of the products are produced locally while others are imported. Cereal products are classified under fast moving consumer goods (FMCG). The majority of the cereal products are easy to serve. The following brands are common in South Africa and have been listed according to their popularity with consumers: Kellogg's Corn Flakes, Kellog's Special K, Jungle Oats, Cheerios and Weet Bix. Kellogg's Corn Flakes are made from maize (corn) and provides guidelines daily amounts (GDA) for each of the nutrients. Branding may consist of building an emotional response or cultural response. As consumers are bombarded with a variety of products to meet the same needs, branding provides a way for consumers to reduce their decision-making to consider only those products that they feel are relevant to them or that have met their needs acceptably in the past. If brand loyalty were a random event, there would be no purpose in making it the object of applied scientific enquiry. Verbal reports are insufficient for defining brand loyalty. Such loyalty requires that statements of bias be accompanied by biased purchasing behaviour. The study was conducted to determine factors that influence the consumers to constantly use a particular brand, and prefer it above other cereal products. A literature and empirical study form part of this study. Questionnaires were used as a measuring instrument to determine which factors the consumer considers important in choosing a particular cereal product. Data analysis was done by means of a factor analysis. A brand loyalty framework developed by Moola was used in classifying the brand loyalty influences. To a large extent the research concluded that brand loyalty in the cereal market is similar to that found in bread, coffee and toothpaste (as per mentioned model). However, some differences with regard to the brand loyalty influences have been found. This study did not determine if these differences are related to cereal as FMCG, or the specific consumer market that was analysed. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

Since the emergence of branding as an approach to marketing, the concept has been received with a great deal of interest and has stimulated ever increasing research in the area. Businesses have realized the importance of retaining existing customers and have begun to identify and apply ways to build long-term relationships with customers. These relationships with customers require an understanding of customer needs, business requirements and the influences that create a long-term relation which is more commonly known as brand loyalty. Several research studies including this one present the results of brand loyalty research in the form of a conceptual framework. From an academic viewpoint, the identification and application of all the relevant influences are essential in the construction of a framework that can guide the promotion of brand loyalty. The aim of this study was to identify the influences that are most important in creating and measuring brand loyalty in the fast moving consumer goods (FMCG) sector. The study builds a conceptual framework using the identified influences and also presents the interrelationships between the influences. The primary theoretical background and concepts in brand loyalty for this study ranged from the history of branding to the results of brand loyalty studies conducted over the past five years. The extensive review of literature and previously tested brand loyalty models resulted in the identification of 12 influences that impact directly on brand loyalty. Reducing the identified set of influences into a manageable set for this thesis involved selecting the most commonly used reliable and valid brand loyalty influences. The empirical study which followed was conducted among a sample of 550 customers who had access to a wide range of FMCG. The empirical study based on the selected 12 brand loyalty influences yielded results that measured the strength of each influence and the interrelationship of influences. The results were analysed by the process of factor analysis, and were presented in the form of a conceptual framework that could be applied in the FMCG segment to measure the strength of brand loyalty influences and determine if the same influences apply to all FMCG. The results of the study confirmed that different influences have different effects on brand loyalty in the FMCG segment. The study revealed that the psychological influences such as brand commitment, brand affect, perceived value and relationship proneness had a far stronger effect on brand loyalty than the brand performance influences such as customer satisfaction or brand performance. Furthermore, the study found an extremely close relationship between influences as far as the specific products were concerned. This study confirmed that FMCG could all be treated as a single entity when evaluating the influences of brand loyalty. The uniqueness and value of the study lies in the evaluation of each brand loyalty influence that is collectively assembled in one framework. The most important contribution of the study is therefore the construction of this conceptual framework through which brand loyalty could be measured and strategically managed. / Thesis (Ph.D. (Business Administration))--North-West University, Potchefstroom Campus, 2011.