A thesis submitted to the Faculty of Commerce, Law and Management in fulfilment of the requirements for the degree of Doctor of Philosophy (Marketing),University of the Witwatersrand, Johannesburg, 2018 / Generation Y is emerging as an enormous force in the marketplace, with its growing spending power and its members’ unique spending patterns. This research employs the Mehrabian and Russell (1974) S-O-R model to study the impact of experiential marketing on emotions and behavioural intention of Generation Y consumers in the energy drinks category. More than half of the energy drinks market comprises the fickle and disloyal consumption-driven Generation Y consumers. Customers are repeatedly attracted towards a brand based on its sensory experience. Marketing to customers’ taste, smell, touch, sight and sound therefore contributes to creating powerful memories, thereby presenting real opportunities for marketers to develop repeat purchase behaviour. While there are numerous studies investigating the impact of experiential marketing in developed economies such as the USA, the UK, or Australia, there are limited studies on experiential marketing conducted in emerging economies such as Brazil, Russia, India, China and South Africa (BRICS). The study proposes a mediation model where customer emotions are hypothesised as a key mediator in the relationship between experiential marketing and consumer buying behaviour. Following a descriptive research design, self-administered questionnaires were distributed to a stratified random sample of 700 students from four Universities in Gauteng, South Africa, 689 of whom responded. Respondents were asked to answer questions about their perceptions of their favourite energy drink brand. For the hypotheses testing, a structural equation modelling approach was used, using AMOS software. Results confirm that experiential marketing positively influences emotions, which in turn, influences consumers’ behavioural intentions. The results also confirmed that taste was the strongest multisensory experience. The results provide an empirical demonstration of the effects of experiential marketing on emotions and the subsequent impact of emotions on behavioural intentions. The findings of this study reinforce the importance of understanding the impact of customers’ emotions on behavioural intentions while enabling managers to develop an experiential branding strategy. / XL2019

Submitted in full fulfilment of the requirements for the degree of Doctor Of Philosophy (Marketing), 2017 / There is general global acknowledgement that the consumption of wine brands is on the increase. Several studies on the antecedents of purchase intention of imported wine have been conducted, particularly in western countries. A case in point is a recent surge in the purchase of both local and international wine brands in South Africa. However, it is not yet clear what has motivated the purchase intentions of international wine brands in South Africa – hence this study. Informed by the identified research gap and a dearth of literature that has investigated this subject matter – especially in developing countries such as South Africa, the current study sought to examine the predictors of imported wine purchase intention by South Africans. In particular, the study investigates the influence of brand tribalism, brand love, brand credibility and brand preference as predictors of purchase intention. Hence, it is of particular interest to investigate the factors that influence consumers’ purchase intention of imported wine brands, particularly among Generation Y consumers in South Africa. In order to achieve the study’s objectives, eight hypotheses were postulated – informed by the proposed conceptual model. The predictor variable was brand tribalism, while brand love, brand credibility, brand preference acted as mediating variables, and purchase intention as the outcome variable. In order to test the proposed hypotheses, the study used a sample size of 321 respondents between the ages of 18 and 38, and the online questionnaire was administered using Qualtrics software. The data was analysed using SPSS for descriptive statistics and AMOS 24 for the Structural equation modelling approach. The results indicate that three of the hypotheses were supported and significant. More specifically, brand tribalism has a positive significant relationship with brand love and brand preference, while brand credibility has a positive significant relationship with purchase intention. The findings of the present study have significant contributions to theory, context and practice. Firstly, it adds new literature to the existing body of knowledge, particularly on international wine marketing, consumer behaviour and Generation Y. Secondly, it provides more insights on the application of theories such as social identity, consumer culture theory in the context of the wine industry. Finally, the study has practical implications for international wine firms and marketing practitioners. International wine marketing managers can draw insights into the predictors of consumer purchase intention of imported wine brands amongst Generation Y consumers – and subsequently develop strategies that appeal to Generation Y consumers in South Africa / XL2019

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Entrepreneurship and New Venture Creation, 2016 / This study was to identify the extent of Generation Y entrepreneurs’ social media usage in terms of weak-tie alliance maintenance and creation and also alliance creation. A sample group of entrepreneurs in the Johannesburg were chosen by using social media as a channel. By using the researcher’s social capital and also the different characteristics that are unique to these SNSs (social network sites), such as Twitter advertising, a sample group was created. A digital survey was distributed to the selected entrepreneurs by using an online platform. By using hypothesis testing and a multiple regression model, it was identified that entrepreneurs tend to favour maintaining weak-ties over creating weak-ties using SNSs, and alliance creation on SNSs does not seem too common, but it was highlighted that when entrepreneurs do create alliances, they tend to favour weakties that they have created on SNSs. The overall picture is that entrepreneurs have an inclination not to use SNSs to create weak-ties and alliances, this could come down to a number of factors such as trust and education, and there could also perhaps be no SNS that supports alliance creation to the extent that entrepreneurs need. / XL2018

A dissertation submitted in full fulfillment of the requirements for the degree of the Master of Commerce, School of Economic and Business Sciences, University of the Witwatersrand, December 2016 / The increasing level of consumer engagement with smartphones and tablets or ipods, and the proliferation of mobile applications in recent years have seen a rapid growth in branded apps. Marketers are creating branded mobile apps as a brand communication channel to attract new customers and potentially increase brand loyalty among current customers. Previous research has measured initial adoption or intention to adopt branded apps rather than continuance adoption. In South Africa, few studies have explored adoption of branded apps among generation Y consumers. To fill this gap, this research aims to determine the effectiveness of branded mobile apps in driving brand loyalty among generation Y consumers. To achieve this goal, the research uses Expectation Confirmation Theory (ECT) to explore the factors influencing satisfaction, continuance adoption of branded apps and brand loyalty. Using a quantitative research approach, a total of 406 valid self-administered questionnaires were collected by survey method, and structural equation modelling was employed in the data analysis. The results indicate that confirmation of expectations–functional value, social value and satisfaction significantly influence brand loyalty. When consumers confirmed expectations of branded apps, it directly led to positive perceptions of value and satisfaction. Consumer satisfaction was a significant driver of behavioural loyalty. Results also suggested that consumer confirmation of expectations and perceptions of value impacted on continuance intention indirectly through satisfaction. Perceived functional value was found to be an important direct booster of consumer’s decisions and behaviour to continue using branded apps, while social value was found to be an inhibitor of continuance intention. The relationship between continuance intention and brand loyalty was insignificant. Continuance intention was simply an intermediate response following satisfaction with prior usage. This study therefore confirmed and extended the (ECT), that satisfaction with a product or service was a prerequisite for establishing continuance intention and brand loyalty among consumers. / XL2018

Thesis (Ph.D. (Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic & Business Sciences, 2017 / Keywords: brand equity, Samsung mobile phones, Generation Y, brand awareness, brand image, perceived quality, brand loyalty, brand satisfaction, brand love and consumption values. Samsung is the leading brand in the mobile phone industry, and is dominant over fierce competitors, such as Apple, Nokia, Huawei and Blackberry. This is evident from the 2016 global market share figures, where Samsung occupies the top position with 21.6%. The Samsung brand is also dominant in South Africa, having captured 46% of the market share. Consumers are also willing to pay a price premium for Samsung mobile phones. For example, as at June 2017, the Samsung S8 smartphone retailed for up to R14,799, with consumers still willing to pay this price. While from an organisation’s perspective the success of Samsung in the mobile phone industry is accredited to the global establishment of production bases, overhaul of quality standards, paradigm shift in management philosophies and substantial investment in marketing and product design, there is a need to understand what drives Samsung’s brand equity from consumers’ perspective. The understanding of Samsung’s brand equity is even more important among Generation Y, due to the fact that they constitute 25% of South Africa’s population, have a high purchasing power for luxury and technological products, and 95% of them own a mobile phone in South Africa. They use their phones to communicate with family and friends, listen to music and watch YouTube videos. For the measurement of brand equity, so that marketers are informed of the performance of their marketing and brand strategies, researchers recommend the examination of its sources. Models devised by Aaker (1996) and Keller (1998) provide various sources of brand equity, but how and which of these sources best influence brand equity has not been determined. Esch, Langner, Schmitt and Geus (2006) recommend that in order to measure brand equity holistically, sources of brand equity, including brand awareness, brand image, perceived quality, brand associations and brand loyalty should be measured in conjunction with other important brand relationship factors such as brand trust, brand satisfaction and brand attachment or love. This is particularly so, because consumers who have a strong relationship with a brand are likely to demonstrate positive attitude towards it. Despite this view, most researchers who have adopted the Aaker (1996) and Keller (1998) models to measure CBBE have not considered the explanatory roles of the brand relationship variables. iv Another important factor ignored in the measurement of sources CBBE are the various values (such as functional, monetary, emotional, customisation, and relational), as proposed by Chuah, Marimuthu and Ramayah (2014), consumers enjoy from the consumption of a brand. Recognising the importance of uncovering the value inferences that consumers hold of a brand, Keller (2003) suggests three types of values or benefits (functional, experiential, and symbolic benefits) consumers may enjoy from a brand. The monetary value, according to other authors, can also be important. How these values lead to brand equity, if at all, were, however, not further explored. This study therefore integrated the Aaker and Keller’s brand equity models, Esch et al. and Chuah et al. brand relationship and consumer value models, respectively, to propose an integrated conceptual model with eighteen hypotheses to measure the sources of Samsung’s mobile phones brand equity among Generation Y. Quantitative methodologies were used to collect data from 651 undergraduate and postgraduate students studying at the University of Johannesburg and University of the Witwatersrand to empirically test the proposed model. The hypothesised relationships in the model were empirically tested using structural equation modeling. The results revealed that out of the eighteen hypotheses tested, twelve were accepted. Specifically, brand awareness, brand image, perceived quality, monetary value and functional value had a positive effect on brand satisfaction. Brand satisfaction positively drives brand love. Consumers who expressed love for the Samsung mobile phone brand were found to be loyal. Brand loyalty, which was found to have a positive impact on brand equity, was influenced positively by monetary value. In addition to brand loyalty, brand equity was influenced positively by perceived quality, monetary value and symbolic value. Overall, 56% of Samsung mobile phone brand equity was explained by brand awareness, brand image, perceived quality, monetary value, functional value, symbolic value, brand satisfaction, brand love and brand loyalty. While it will be important for future studies to identify other factors, which may increase the explanatory power of Samsung’s brand equity among Generation Y in South Africa, this study’s theoretical contribution suggests an integrated conceptual model to holistically measure customer-based brand equity not only in the telecommunication sector, but for other products and sectors. Practically, Samsung and other marketers responsible for managing competing v brands such as iPhone, Nokia, Huawei can use these findings to develop relevant marketing strategies that resonate with this large and lucrative Generation Y market segment. / GR2018

Thesis (MA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: With the shift to an all-volunteer force and the end of the Cold War, armed forces across the globe are finding it increasingly difficult to attract, recruit and retain the right quantity and quality of recruits in the ranks. Similarly, the South African National Defence Force (SANDF) has expressed difficulties with recruitment but more so with the ability to attract ‘high calibre’ recruits in order to staff a defence force that is disciplined and technologically advanced. Although this is a consequence of various economic, social and political factors, one of the greatest challenges facing recruiters is the changing work values and preferences of the new millennial generation. As the title of this thesis postulates, evidence from the West suggests a ‘clash’ in values between millennials, who are individualistic, protected, ambitious and self-centred, and the military, which requires conformity, obedience and structure. While there is a vast amount of literature regarding the all-volunteer force and youth values of military service in the West, there is no study of this kind in South Africa. In this study, I aim to fill this void by exploring young South Africans’ perceptions and experiences of military service. As there is no existing literature on the propensity to enlist in South Africa, focus groups and interviews were conducted with high school learners, Military Skills Development System (MSDS) members who have completed one year of military service and recruitment officers who come into contact with school-leavers from across South Africa. These discussions were framed around two broad questions, namely what are the work values of young South Africans and what factors attract young people to or deter them from the military job. The conclusion is reached that the SANDF is not an employer of choice because of various institutional and societal factors. The military job is largely unappealing to young South Africans, who are risk-averse, individualistic and wish to be in close proximity to their families. The culture of the military is also unattractive to the majority who are not receptive to authoritarian regimes that expect unquestioning obedience and discipline and emphasise hegemonic masculine ideals. Besides this, two societal forces have a significant impact on the ability of the ability of the SANDF to attract recruits. The decline in the prestige of the military job and the presence of an ever-growing civilmilitary gap indicate that youth are neither informed about the military nor see the military as a high status job in society. Consequently, the inability of the SANDF to meet recruitment targets can be detrimental to the ability of the SANDF to fulfil its mandate. / AFRIKAANSE OPSOMMING: Sedert die verskuiwing na weermagte wat geheel en al uit vrywilligers bestaan en die einde van die Koue Oorlog vind gewapende magte wêreldwyd dit steeds moeiliker om voldoende rekrute van die regte kwaliteit te lok, te werf en te behou. Ook die Suid-Afrikaanse Nasionale Weermag (SANW) ervaar probleme met werwing, maar veral met die vermoë om ‘hoëkaliber’-rekrute te lok na ’n weermag wat gedissiplineer en tegnologies gevorderd is. Hoewel dit die gevolg van verskeie ekonomiese, sosiale en politieke faktore is, is een van die grootste uitdagings vir werwingspersoneel die veranderende werkwaardes en werkvoorkeure van die nuwe milenniumgenerasie. Soos die titel dit stel, dui getuienis uit die Weste op ’n ‘waardekonflik’ tussen hierdie generasie, wat individualisties, beskut, ambisieus en selfgesentreerd is, en die militêr, wat konformiteit, gehoorsaamheid en struktuur vereis. Hoewel daar ’n magdom literatuur oor vrywilligersmagte en jeugwaardes van militêre diens in die Weste bestaan, is geen studie van hierdie aard nog in SuidAfrika onderneem nie. Met hierdie studie wil ek hierdie leemte vul deur jong Suid-Afrikaners se persepsies en ervarings van militêre diens te verken. Aangesien daar geen literatuur bestaan oor geneigdheid om by die weermag in Suid-Afrka aan te sluit nie, is fokusgroepe gehou en onderhoude gevoer met hoërskoolleerders, MSDS-lede wat hul eerste diensjaar voltooi het en werwingsoffisiere wat met landwyd met skoolverlaters in aanraking kom. Hierdie gesprekke is afgegrens deur twee breë vrae, naamlik wat die werkwaardes van jong Suid-Afrikaners is en watter faktore jong mense na of van die militêre werk lok of afstoot. Die gevolgtrekking is dat die SANW om verskeie institusionele en maatskaplike redes nie ’n voorkeurwerkgewer is nie. Jong Suid-Afrikaners, wat risikoweersinnig en individualisties is en naby hulle familie wil bly, vind ʼn militêre loopbaan breedweg onaantreklik. Die militêre kultuur spreek ook nie die meerderheid aan nie, wat nie ontvanklik is vir outoritêre regimes wat onverbiddelike gehoorsaamheid en dissipline eis en hegemoniese manlike ideale beklemtoon nie. Hierbenewens is daar twee samelewingsfaktore wat ʼn beduidende impak het op die SANW se vermoë om rekrute te werf. Die kwynende prestige van ʼn militêre loopbaan en die teenwoordigheid van ʼn steeds groeiende kloof tussen siviel en militêr dui daarop dat jongmense nóg oor die militêr ingelig is nóg dit as ’n werk met status in die samelewing beskou. Gevolglik kan die SANW se onvermoë om werwingsteikens te behaal sy vermoë om sy mandaat uit te voer nadelig beïnvloed.

M. Tech. Business Administration / The aim of this study was to determine the most important factors that influence the adoption of fashion clothing amongst the Generation-Y consumers living in Ga-Rankuwa and how that influences broader societal trends in the retail market. The purpose of this study is to assist marketers and retailers to sustain their businesses by examining the relationship between fashion involvement, fashion innovativeness, fashion opinion leadership and fashion adoption, based on this group’s perception.

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing, 2016 / Word-of-mouth (WOM) has been seen to be one of the most powerful resources of transmitting information. Progression in Information technology and the rise of online social network sites have changed the way information is being conveyed. This phenomenon sways consumers as this effortlessly accessible information could significantly influence their consumption decision. The purpose of this paper is to investigate Social Media factors impacting purchase intention of mobile devices amongst Working Generation Y in South Africa. The target population for this study was defined those who are between ages of 24-35 years of age and are employed. This paper relies on a quantitative analysis of the results gathered through an online survey. Measurement of items have been adapted from existing scales found in the marketing literature. Researchers reviewed the items for validity and readability. A multiple regression model procedure and Structural Equation Model is applied to test the relationship between independent and dependent variables. The research model was tested using a sample of 250 people who are South Africa’s Working Generation Y consumers and are regular social network users. Based on the resulted yielded from this research paper, it is reasonable to argue that consumer engagement will affect eWOM which may influence consumer purchase intentions. The paper outlines ways to promote a brand effectively through online consumer communities’ also known as virtual communities, as well as general guidelines for website and forum moderators for facilitating such presentation in a manner useful to the members of their online communities. While there is a substantial research stream that examines the branding of consumer’s goods and an increasing literature on product brands, little is known about social media, brand image and purchase intention in the context of online communications. This paper therefore extends existing measurement of these variables. / XL2018

Submitted in fulfilment of the requirements of the Degree of Master of Technology: Marketing, Durban University of Technology, 2017. / Social networking is the use of dedicated websites and applications to interact with other users sharing interests, activities, backgrounds or real life events. The use of social media has been predominantly reported among young adults, accounting for about 93% of all users. Social networking websites such as Facebook, Twitter and Skype are member based Internet communities that permit users to share views, perceptions and ideologies. Social media influences youth development, most especially among the millennials who invest approximately seven hours per day with media. More so, the social media shapes the millennials perception, ideology and principles. Bearing this in mind, this tool can serve as an effective tool for bringing both social awareness among youths and the society at large. Therefore, this study sought to determine how Facebook can be used as an effective social awareness tool among millennials. The current study focused on Facebook as it has the highest number of subscribers globally, and also due to its wide acceptance among South African Millennials in tertiary intuitions. Questionnaires were distributed to a total of 400 undergraduate students. These included 150 students from the Durban University of Technology, 125 from the Mangosuthu University of Technology; and 125 from the University of KwaZulu-Natal. The study revealed that millennials are digital natives and their lives are basically lived through the internet and technology. Based on the findings the majority of millennials spend between at least two to well over six hours every day on social media. This proves that Facebook as a social network can be used to reach out and provide much needed information to millennials. / M

Background to the academic research. Hilton College is an all boys private school in the Kwa-Zulu Natal Midlands. Since the beginning of 2012 boys have been permitted to carry their phones during the school day, (Thomson, 2012). Wireless internet access was also extended across the campus to allow boys and staff to bring their own devices to class and have access to the internet (Machlachlan, 2012). In the past, communication between staff and boys was either verbal or through the use of a daily notice, called the Daily Routine Order (DRO). The DRO is placed at the dining room tables each day and boys are expected to check for any notices that may pertain to them. These notices are emailed to a secretary who prints them out and places them in the dining room each day at lunch. 2. Objectives to the research. This research sought to establish whether current communication methods were effective or whether the prevalence of mobile phones and wireless devices had presented the school with a more effective method. It was important therefore, to investigate what devices were on campus, how those devices were used and when they were used. In addition to this, the research sought to establish communication preference among staff and boys. 3. Research Methodology. The research was conducted through the use of a qualitative survey that was conducted among both staff and boys. Staff and boys were surveyed to establish generation, device prevalence, device usage and device preference. This data was collected using an anonymous qualitative survey that was administered through the use of Google docs in the school labs. 187 Boys in 3 grades 8 and 9 participated in the survey along with 18 staff members. The data was then analysed and compared to data from similar research that had been conducted elsewhere in the world. Because of significant age differences between boys and staff it was critical to establish whether device usage among staff and boys was tied to their generation. Of particular interest were the device behaviours associated with the Millennial generation, who were born between 1982-2002 (Strauss 2005:10). This generational ‘benchmark’ allowed the researcher to compare the Hilton College cohort to those whose device behaviours and usage had occurred and been discussed in generational research elsewhere. It also allowed for certain assumptions to be made about staff and boys based on their generational profile. 4. Findings It was found that staff and boys exhibited communication traits that were consistent with their generation and consistent with other research in this field. It was also found that staff and boys preferred mobile and digital forms of communication over verbal announcements and the DRO system. For this reason, it was recommended that the Hilton College establish a system that took advantage of technology to improve on communication. Various recommendations were given by the researcher that took advantage of current technologies. These included the use of SMS, Instant Messaging, Social Networks and email. It was also recommended that the school consider prescribing devices that allow for communication between staff and boys.