This study is concerned with investigating whether corporate social responsibility (CSR) initiatives provide a means to build brand equity, specifically emotional connections known as share of heart, in bottom of the pyramid (BOP) markets. Research has found that brand experiences, positive product outcomes and nostalgia are antecedents to share of heart; however, this presupposes developed markets in which categories have already achieved primary demand.In underdeveloped BOP markets, market expansion is challenging and necessitates investments into social initiatives to increase the welfare of the community. The study proposes the use of CSR initiatives to encourage brand building as consumers were found to form an emotional attachment with brands, which brings about loyalty and intentions to purchase.A correlation study was carried out to determine whether a relationship existed between CSR and emotional attachment and whether this predicts greater intentions to purchase. The research confirmed that CSR is an antecedent to EA; however, the results revealed that certain conditions have to be met before consumers can connect with brands emotionally. The findings also indicated that CSR awareness fosters positive CSR beliefs, whereas consumers‟ emotional attachment towards the brand explains their intention to purchase the brand. Copyright / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

This study describes the factors that drive competitiveness between local firms and multinational enterprises (MNE) in a retail consumer market of an emerging country. It also seeks to identify the approaches and strategies the competitors consider and adopt to maintain the advantage in the consumer market.The objective of this study is to identify the factors local firms and MNE’s will consider when competing with each other. The study also wants to identify the preferred mode of entry of MNE’s.The study will be a quantitative study where relationships between competitors and their performance in the market are measured.The results revealed that local firms do have a competitive advantage over MNE’s in the retail consumer market due to the local firm’s knowledge of the market, rather than the technology and skills. It’s also clear that MNE have a preferred mode of entry and they chose to compete in the industries where they are stronger than the local firms. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted