The use of celebrity endorsers is a popular marketing strategy in many countries. Typically, many marketers believe that using celebrities is a viable marketing strategy for attracting customers, increasing market share and improving sales for their market offerings. The celebrity endorsement strategy using local celebrities is increasing in South Africa. Many South African marketers are now using popular local black celebrities in an attempt to attract the prosperous black emerging middle class, known as Black Diamonds. Black Generation Y students offer great promise to marketers in the South African market as their tertiary education is likely to lead to higher future earning potential and subsequent entry into the already prosperous black emerging middle class segment. Given the increased use of local black celebrities and the market potential of the black Generation Y cohort in South Africa, it is important to investigate whether this marketing strategy may be effective when used in this segment. Celebrity endorsement may work effectively if the correct celebrity is chosen to promote a product but may have costly results if an inappropriate celebrity is chosen. Ohanian (1990) developed a scale to facilitate the selection of celebrity endorsers. The scale is based on the source credibility model that includes the source attractiveness, trustworthiness and expertise model. This study set out to determine whether the black Generation Y students have positive perceptions of local black celebrity endorsers using the celebrity endorsers‟ credibility scale developed by Ohanian (1990). Furthermore, the scale was validated using confirmatory factor analysis and structural equation modelling in order to ascertain whether the scale remains applicable when used in the South African context. A non-probability convenience sample of 880 (440 per institution) black students aged between 18 and 24 years was taken in 2012 from the two registered public higher education institutions in the Gauteng province of South Africa. Following a top-of-the-mind-awareness test, four local black celebrities were identified, namely Connie Ferguson, Black Coffee, DJ Sbu and Zahara. In a second top-of-the-mind-awareness test to determine which product types each celebrity is considered to most suitable to endorse, Connie Ferguson was linked to cosmetics, Black Coffee to hot beverages, DJ Sbu to men’s clothing and Zahara to traditional African clothes and jewellery. The relevant primary data was collected using a self-administered questionnaire that had four versions – one per identified celebrity. Lecturers at the two public HEIs were contacted and asked if they would distribute the questionnaires (four versions) to their students to complete during lecture periods. The questionnaires were hand delivered to the relevant lecturers and those completed were immediately collected. The questionnaire requested respondents to indicate on a six-point Likert scale their perceptions of the four selected celebrities‟ attractiveness, trustworthiness and expertise in endorsing their selected product types. In addition, respondents were asked to provide certain demographic data. Findings from the study indicated that black Generation Y students have positive perceptions of the selected local black celebrity endorsers‟ attractiveness, trustworthiness and expertise in endorsing their selected product types. In addition, the results of both the confirmatory factor analysis and the structural equation modelling suggest that the scale developed by Ohanian (1990) to be a valid measure for selecting celebrity endorsers when applied in South Africa. Insights gained from this study will assist both marketing academics and practitioners understand the perceptions of the black Generation Y students towards the use of local black celebrities in product promotions in the South African market. / MCom, Marketing Management, North-West University, Vaal Triangle Campus, 2013

The effective and efficient management of personal finances is critical for everyone, particularly in a world where uncertainties prevail. Owing to continuous change, new financial challenges frequently confront individuals that culminate ultimately in uncertainties concerning individuals’ financial position and future. Having low levels of debt, an active savings and retirement plan, as well as following an expenditure plan, will lead to financial wellness, which demonstrates an active state of financial wealth. A comprehensive financial plan makes individuals attentive when dealing with financial issues, and acts as a guide when making financial decisions. Owing to insufficient financial literacy and skills, personal financial management is challenging and often results in erroneous financial decisions. Financial knowledge forms the basis for financial skills and competence, which are influenced by personal attitudes in both spending and saving. Therefore, in order to plan effectively, and control and manage financial risks and opportunities in the future, financial skills and abilities are essential. Adequate financial knowledge and skills lead to effective personal financial management and sound financial decisions in the short-term as well as in the long-term. Planning for financial independence should start as early as possible during the financial life cycle, usually at 18 years of age. Students are a rewarding market for financial institutions such as banks, insurance companies, pension funds and brokerage companies, potentially leading the way forward to establish brand-loyalty throughout adulthood. However, the lack of financial management and planning experience, as well as financial literacy and financial skills, make students particularly susceptible to the aggressive marketing tactics of financial institutions, which may be harmful to students’ financial freedom. As such, financial institutions and professionals have to gauge effective ways to convey financial knowledge and product information to a target market to deliver improved financial service as well as understand the relevant consumer behavioural aspects of a target market when developing marketing strategies. Published literature on the South African Generation Y consumer behaviour is limited and none that is focused specifically on attitudes towards personal financial planning, financial literacy and perceived personal financial management skills of the significantly sized black Generation Y cohort. This cohort is defined as individuals born between 1986 and 2005. In South Africa, Generation Y individuals accounted for 38 present of the South African population, with the black Generation Y individuals representing 83 present of this generational cohort. Additionally, the black Generation Y cohort of South Africa account for approximately 32 present of the total population, resulting in a highly salient market segment. Of particular interest to marketers and professionals, including financial institutions and those involved in financial management, especially financial planning, are those individuals attaining tertiary qualifications, and as such they are likely to enjoy higher earnings and a higher social standing, which together is likely to make them opinion leaders and trendsetters amongst their peers. The primary objective of this study was to investigate black Generation Y students’ knowledge of and attitudes towards personal financial management within the South African context. The target population, relevant to this study, was defined as full-time undergraduate black Generation Y students, aged between 18 and 24 years, enrolled at South African registered public higher education institutions (HEIs). From the sampling frame, comprising 23 registered South African public HEIs, one traditional university and one university of technology located in the Gauteng province, were selected using a judgement sampling method. A convenience sample of 400 full-time black Generation Y students, who were enrolled at these two South African HEIs during 2013, was drawn for this study. To conduct this study, a structured format was applied where lecturers of the applicable classes were contacted and permission was requested to carry out the survey. Thereafter, during the scheduled class times of the full-time undergraduate students, hand delivered self-administered questionnaires were distributed for completion, which were collected thereafter. The students’ attitudes towards personal financial planning were measured on a six-point Likert scale, whereby participants were requested to indicate the extent of their agreement/disagreement with items pertaining to personal financial planning. The students’ financial literacy was measured, using multiple-choice questions, whereby the students were asked to choose one of the four alternatives provided. The students’ perceived personal financial management skills were measured on a six-point Likert scale, whereby the participants were requested to indicate the extent of their agreement/disagreement with items pertaining to personal financial management skills. Additionally, certain demographical data were requested from the participants. The findings of this study indicate that South African black Generation Y students exhibit a positive attitude towards personal financial planning, have low levels of financial literacy and perceive themselves as being equipped with having the necessary personal financial management skills. More specifically, students’ attitudes towards estate planning were ranked the highest, whereas attitudes towards the financial planning process were raked the lowest. In terms of financial literacy, students scored the highest in general financial knowledge and the lowest in spending related financial literacy questions. Students’ perceptions towards decision-making skills were rated the highest, whereas stress management skills were rated the lowest. Insights gained from this study will help academics, government, financial institutions and other economic role players understand current black Generation Y consumers’ attitudes towards personal financial planning, their level of financial literacy and their perceived personal financial management skills. / MCom (Business Management), North-West University, Vaal Triangle Campus, 2014

The use of celebrity endorsers is a popular marketing strategy in many countries. Typically, many marketers believe that using celebrities is a viable marketing strategy for attracting customers, increasing market share and improving sales for their market offerings. The celebrity endorsement strategy using local celebrities is increasing in South Africa. Many South African marketers are now using popular local black celebrities in an attempt to attract the prosperous black emerging middle class, known as Black Diamonds. Black Generation Y students offer great promise to marketers in the South African market as their tertiary education is likely to lead to higher future earning potential and subsequent entry into the already prosperous black emerging middle class segment. Given the increased use of local black celebrities and the market potential of the black Generation Y cohort in South Africa, it is important to investigate whether this marketing strategy may be effective when used in this segment. Celebrity endorsement may work effectively if the correct celebrity is chosen to promote a product but may have costly results if an inappropriate celebrity is chosen. Ohanian (1990) developed a scale to facilitate the selection of celebrity endorsers. The scale is based on the source credibility model that includes the source attractiveness, trustworthiness and expertise model. This study set out to determine whether the black Generation Y students have positive perceptions of local black celebrity endorsers using the celebrity endorsers‟ credibility scale developed by Ohanian (1990). Furthermore, the scale was validated using confirmatory factor analysis and structural equation modelling in order to ascertain whether the scale remains applicable when used in the South African context. A non-probability convenience sample of 880 (440 per institution) black students aged between 18 and 24 years was taken in 2012 from the two registered public higher education institutions in the Gauteng province of South Africa. Following a top-of-the-mind-awareness test, four local black celebrities were identified, namely Connie Ferguson, Black Coffee, DJ Sbu and Zahara. In a second top-of-the-mind-awareness test to determine which product types each celebrity is considered to most suitable to endorse, Connie Ferguson was linked to cosmetics, Black Coffee to hot beverages, DJ Sbu to men’s clothing and Zahara to traditional African clothes and jewellery. The relevant primary data was collected using a self-administered questionnaire that had four versions – one per identified celebrity. Lecturers at the two public HEIs were contacted and asked if they would distribute the questionnaires (four versions) to their students to complete during lecture periods. The questionnaires were hand delivered to the relevant lecturers and those completed were immediately collected. The questionnaire requested respondents to indicate on a six-point Likert scale their perceptions of the four selected celebrities‟ attractiveness, trustworthiness and expertise in endorsing their selected product types. In addition, respondents were asked to provide certain demographic data. Findings from the study indicated that black Generation Y students have positive perceptions of the selected local black celebrity endorsers‟ attractiveness, trustworthiness and expertise in endorsing their selected product types. In addition, the results of both the confirmatory factor analysis and the structural equation modelling suggest that the scale developed by Ohanian (1990) to be a valid measure for selecting celebrity endorsers when applied in South Africa. Insights gained from this study will assist both marketing academics and practitioners understand the perceptions of the black Generation Y students towards the use of local black celebrities in product promotions in the South African market. / MCom, Marketing Management, North-West University, Vaal Triangle Campus, 2013

The effective and efficient management of personal finances is critical for everyone, particularly in a world where uncertainties prevail. Owing to continuous change, new financial challenges frequently confront individuals that culminate ultimately in uncertainties concerning individuals’ financial position and future. Having low levels of debt, an active savings and retirement plan, as well as following an expenditure plan, will lead to financial wellness, which demonstrates an active state of financial wealth. A comprehensive financial plan makes individuals attentive when dealing with financial issues, and acts as a guide when making financial decisions. Owing to insufficient financial literacy and skills, personal financial management is challenging and often results in erroneous financial decisions. Financial knowledge forms the basis for financial skills and competence, which are influenced by personal attitudes in both spending and saving. Therefore, in order to plan effectively, and control and manage financial risks and opportunities in the future, financial skills and abilities are essential. Adequate financial knowledge and skills lead to effective personal financial management and sound financial decisions in the short-term as well as in the long-term. Planning for financial independence should start as early as possible during the financial life cycle, usually at 18 years of age. Students are a rewarding market for financial institutions such as banks, insurance companies, pension funds and brokerage companies, potentially leading the way forward to establish brand-loyalty throughout adulthood. However, the lack of financial management and planning experience, as well as financial literacy and financial skills, make students particularly susceptible to the aggressive marketing tactics of financial institutions, which may be harmful to students’ financial freedom. As such, financial institutions and professionals have to gauge effective ways to convey financial knowledge and product information to a target market to deliver improved financial service as well as understand the relevant consumer behavioural aspects of a target market when developing marketing strategies. Published literature on the South African Generation Y consumer behaviour is limited and none that is focused specifically on attitudes towards personal financial planning, financial literacy and perceived personal financial management skills of the significantly sized black Generation Y cohort. This cohort is defined as individuals born between 1986 and 2005. In South Africa, Generation Y individuals accounted for 38 present of the South African population, with the black Generation Y individuals representing 83 present of this generational cohort. Additionally, the black Generation Y cohort of South Africa account for approximately 32 present of the total population, resulting in a highly salient market segment. Of particular interest to marketers and professionals, including financial institutions and those involved in financial management, especially financial planning, are those individuals attaining tertiary qualifications, and as such they are likely to enjoy higher earnings and a higher social standing, which together is likely to make them opinion leaders and trendsetters amongst their peers. The primary objective of this study was to investigate black Generation Y students’ knowledge of and attitudes towards personal financial management within the South African context. The target population, relevant to this study, was defined as full-time undergraduate black Generation Y students, aged between 18 and 24 years, enrolled at South African registered public higher education institutions (HEIs). From the sampling frame, comprising 23 registered South African public HEIs, one traditional university and one university of technology located in the Gauteng province, were selected using a judgement sampling method. A convenience sample of 400 full-time black Generation Y students, who were enrolled at these two South African HEIs during 2013, was drawn for this study. To conduct this study, a structured format was applied where lecturers of the applicable classes were contacted and permission was requested to carry out the survey. Thereafter, during the scheduled class times of the full-time undergraduate students, hand delivered self-administered questionnaires were distributed for completion, which were collected thereafter. The students’ attitudes towards personal financial planning were measured on a six-point Likert scale, whereby participants were requested to indicate the extent of their agreement/disagreement with items pertaining to personal financial planning. The students’ financial literacy was measured, using multiple-choice questions, whereby the students were asked to choose one of the four alternatives provided. The students’ perceived personal financial management skills were measured on a six-point Likert scale, whereby the participants were requested to indicate the extent of their agreement/disagreement with items pertaining to personal financial management skills. Additionally, certain demographical data were requested from the participants. The findings of this study indicate that South African black Generation Y students exhibit a positive attitude towards personal financial planning, have low levels of financial literacy and perceive themselves as being equipped with having the necessary personal financial management skills. More specifically, students’ attitudes towards estate planning were ranked the highest, whereas attitudes towards the financial planning process were raked the lowest. In terms of financial literacy, students scored the highest in general financial knowledge and the lowest in spending related financial literacy questions. Students’ perceptions towards decision-making skills were rated the highest, whereas stress management skills were rated the lowest. Insights gained from this study will help academics, government, financial institutions and other economic role players understand current black Generation Y consumers’ attitudes towards personal financial planning, their level of financial literacy and their perceived personal financial management skills. / MCom (Business Management), North-West University, Vaal Triangle Campus, 2014

In the highly competitive business landscape of the twenty-first century, intangible assets such as brand equity are deemed as increasingly vital to the long-term success of organisations. Brand loyalty, which is the primary driver of brand equity, germinates from consumers‟ brand identification, trust in the superiority of the brand, and their perceptions of the social esteem that use of the brand signals. The mobile phone industry is one of the most dynamic and competitive industries of this century, with new smartphones boasting breakthrough features appearing on the market in rapid succession. In South Africa, black Africans make up the majority of the Generation Y cohort (hereinafter referred to as black Generation Y). As the first generation brought up in this era of mobile telephony, the Generation Y cohort (individuals born between 1986 and 2005) represents an important current and future segment for the manufacturers and marketers of mobile devices, including smartphones. Furthermore, because of the number of members possessing a tertiary qualification, their potential earning power, together with the sheer size of this segment, it was important to determine and model the role of brand trust in creating brand equity in the mobile phone industry amongst these individuals. The study hypothesised that social image directly influences black Generation Y students perception towards brand trust, brand trust directly influences brand loyalty, which in turn directly influences brand equity. The results indicate that social image has a significant positive influence on brand trust, which in turn has a significant positive influence on the development of brand loyalty and consequent brand equity. A descriptive research design using a single cross-sectional sample was followed, using a self-administered questionnaire. The self-administered questionnaire was distributed to a convenience sample of 600 students enrolled at three public South African higher education institutions (HEIs) situated in the Gauteng province. Permission from the lecturers at the three HEIs was obtained to administer the questionnaire during class times. Of the questionnaires completed, 460 questionnaires were usable. The captured data were analysed using descriptive statistics, correlation analysis, bivariate regression and independent T-tests. In order to confirm the hypothesised construct paths, a measurement model was created based on the correlation analysis. The correlation analysis results indicated that social image has a significant relationship with brand trust, which in turn has a significant relationship on the development of brand loyalty and consequent brand equity. Five latent variables were identified in the measurement model. The structural model hypothesised that social image influences brand trust, brand trust influences brand loyalty, which in turn influences brand equity. The hypothesised model fit the data. This study contributes to the body of knowledge pertaining to brand equity by developing a model to illustrate the role of social image and brand trust in creating brand equity in the mobile phone industry amongst black Generation Y students, and determining which factors act as antecedents to successful brand equity. The role of brand trust in creating brand equity is suggested to be a five-factor structure comprised of social image, brand reliability, brand intentions, brand loyalty and brand equity. The study also offers recommendations and guidance for marketers and organisations that seek to improve their brand equity. This study will contribute by profiling the black Generation Y student in South Africa concerning their perception towards brand trust in creating brand equity in the mobile phone industry. The findings of this study will add value to South African marketers, as well as international marketers seeking to target the Generation Y cohort. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015

In the highly competitive business landscape of the twenty-first century, intangible assets such as brand equity are deemed as increasingly vital to the long-term success of organisations. Brand loyalty, which is the primary driver of brand equity, germinates from consumers‟ brand identification, trust in the superiority of the brand, and their perceptions of the social esteem that use of the brand signals. The mobile phone industry is one of the most dynamic and competitive industries of this century, with new smartphones boasting breakthrough features appearing on the market in rapid succession. In South Africa, black Africans make up the majority of the Generation Y cohort (hereinafter referred to as black Generation Y). As the first generation brought up in this era of mobile telephony, the Generation Y cohort (individuals born between 1986 and 2005) represents an important current and future segment for the manufacturers and marketers of mobile devices, including smartphones. Furthermore, because of the number of members possessing a tertiary qualification, their potential earning power, together with the sheer size of this segment, it was important to determine and model the role of brand trust in creating brand equity in the mobile phone industry amongst these individuals. The study hypothesised that social image directly influences black Generation Y students perception towards brand trust, brand trust directly influences brand loyalty, which in turn directly influences brand equity. The results indicate that social image has a significant positive influence on brand trust, which in turn has a significant positive influence on the development of brand loyalty and consequent brand equity. A descriptive research design using a single cross-sectional sample was followed, using a self-administered questionnaire. The self-administered questionnaire was distributed to a convenience sample of 600 students enrolled at three public South African higher education institutions (HEIs) situated in the Gauteng province. Permission from the lecturers at the three HEIs was obtained to administer the questionnaire during class times. Of the questionnaires completed, 460 questionnaires were usable. The captured data were analysed using descriptive statistics, correlation analysis, bivariate regression and independent T-tests. In order to confirm the hypothesised construct paths, a measurement model was created based on the correlation analysis. The correlation analysis results indicated that social image has a significant relationship with brand trust, which in turn has a significant relationship on the development of brand loyalty and consequent brand equity. Five latent variables were identified in the measurement model. The structural model hypothesised that social image influences brand trust, brand trust influences brand loyalty, which in turn influences brand equity. The hypothesised model fit the data. This study contributes to the body of knowledge pertaining to brand equity by developing a model to illustrate the role of social image and brand trust in creating brand equity in the mobile phone industry amongst black Generation Y students, and determining which factors act as antecedents to successful brand equity. The role of brand trust in creating brand equity is suggested to be a five-factor structure comprised of social image, brand reliability, brand intentions, brand loyalty and brand equity. The study also offers recommendations and guidance for marketers and organisations that seek to improve their brand equity. This study will contribute by profiling the black Generation Y student in South Africa concerning their perception towards brand trust in creating brand equity in the mobile phone industry. The findings of this study will add value to South African marketers, as well as international marketers seeking to target the Generation Y cohort. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015

As societies across the world are facing grim problems regarding the consumption of tobacco products and alcohol, the Governments of these societies are adapting their strategies to reduce the consumption of these harmful products. These demarketing strategies are implemented to discourage the use of these products and increase the health of consumers. These strategies include a strenuous legal limit when driving under the influence of alcohol, enforcing the placement of warning labels on both cigarette packages as well as alcoholic beverages. Also included are penalties when failing to adhere to these laws, increasing prices, limiting the availability, restricting promotion and advertising, the list goes on. It is therefore seen fit to examine the attitudes of black Generation Y students’ towards the demarketing of smoking and alcohol consumption, because of the research gap concerning black Generation Y students. The primary purpose of this research study was to conclude the attitudes towards the demarketing of smoking and alcohol consumption amongst black Generation Y students within South Africa, and more specifically the Vaal Triangle region. The target population for this study comprised black Generation Y students, aged 18 to 24. A non-probability convenience sample of 200 respondents at each of the two higher education institutions was randomly chosen to participate in this research study making the total sample size 400. A self-administered questionnaire was handed out to each of the respondents to complete. The questionnaire consisted of three sections; Section A – demographical information, Section B – tobacco questionnaire and Section C – alcohol questionnaire. It was required of the respondents to complete the three sections, indicating their agreement or disagreement towards demarketing on a five-point Likert scale. The literature review included in this study comprised marketing as an organisational philosophy and function, market segmentation, targeting and positioning, as well as demarketing. The traditional marketing mix, consumption patterns within South Africa concerning smoking and alcohol, demarketing as a form of social responsibility were also discussed. The term demarketing, the marketing mix in terms of demarketing and the Generation Y cohort were also included within the literature review. The main finding obtained from the main survey questionnaire was that black Generation Y students’ had a positive attitude towards the demarketing of smoking and alcohol consumption. The remaining findings obtained are discussed in order to enhance the understanding of the black Generation Y students’ cohort attitudes. The recommendations for this study are given to guide the successful implementation of demarketing of cigarettes and alcohol. It is concluded from the research, that black Generation Y students’ attitudes towards the demarketing of smoking and alcohol consumption is positive, and that they are in favour of persuading consumers to reduce consumption and ultimately quit the consumption of these products. Therefore, organisations and the Government should continue to implement these demarketing strategies towards smoking and alcohol, especially amongst the black Generation Y students. / Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013

As societies across the world are facing grim problems regarding the consumption of tobacco products and alcohol, the Governments of these societies are adapting their strategies to reduce the consumption of these harmful products. These demarketing strategies are implemented to discourage the use of these products and increase the health of consumers. These strategies include a strenuous legal limit when driving under the influence of alcohol, enforcing the placement of warning labels on both cigarette packages as well as alcoholic beverages. Also included are penalties when failing to adhere to these laws, increasing prices, limiting the availability, restricting promotion and advertising, the list goes on. It is therefore seen fit to examine the attitudes of black Generation Y students’ towards the demarketing of smoking and alcohol consumption, because of the research gap concerning black Generation Y students. The primary purpose of this research study was to conclude the attitudes towards the demarketing of smoking and alcohol consumption amongst black Generation Y students within South Africa, and more specifically the Vaal Triangle region. The target population for this study comprised black Generation Y students, aged 18 to 24. A non-probability convenience sample of 200 respondents at each of the two higher education institutions was randomly chosen to participate in this research study making the total sample size 400. A self-administered questionnaire was handed out to each of the respondents to complete. The questionnaire consisted of three sections; Section A – demographical information, Section B – tobacco questionnaire and Section C – alcohol questionnaire. It was required of the respondents to complete the three sections, indicating their agreement or disagreement towards demarketing on a five-point Likert scale. The literature review included in this study comprised marketing as an organisational philosophy and function, market segmentation, targeting and positioning, as well as demarketing. The traditional marketing mix, consumption patterns within South Africa concerning smoking and alcohol, demarketing as a form of social responsibility were also discussed. The term demarketing, the marketing mix in terms of demarketing and the Generation Y cohort were also included within the literature review. The main finding obtained from the main survey questionnaire was that black Generation Y students’ had a positive attitude towards the demarketing of smoking and alcohol consumption. The remaining findings obtained are discussed in order to enhance the understanding of the black Generation Y students’ cohort attitudes. The recommendations for this study are given to guide the successful implementation of demarketing of cigarettes and alcohol. It is concluded from the research, that black Generation Y students’ attitudes towards the demarketing of smoking and alcohol consumption is positive, and that they are in favour of persuading consumers to reduce consumption and ultimately quit the consumption of these products. Therefore, organisations and the Government should continue to implement these demarketing strategies towards smoking and alcohol, especially amongst the black Generation Y students. / Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013