Text in English with abstracts in English, Afrikaans and isiZulu / Propelled by increased competition with the private sector and other similar organisations, the non-profit sector increasingly faces challenges to create meaningful interactions with stakeholders which, among other benefits, allow for differentiation and the creation of favourable and lasting impressions of the corporate brand. The main research aim of this study was to propose possible elements for a conceptual framework for the integration of non-profit organisations’ social media brand communication. The point of departure was that the achievement of a favourable corporate brand in the non-profit sector could, inter alia, be realised by following an integrated communication approach when utilising social media to communicate with stakeholders. The study is different from prior studies because of its specific interdisciplinary focus on the corporate brand, social media and integrated communication (IC), and the fact that it is merged into one study. The research into the main contribution of the study was based on a thorough literature review focusing on the following objectives: to explore corporate branding and social media; and to describe elements that could constitute an integrated approach to social media brand communication. During the investigation into the topic, the social media focus of the study was framed on the basis of classical theoretical views, and the theory of and perspectives on human action, symbolic interaction and social presence. The absence of a single set of theoretical assumptions of social media necessitated an inductive reasoning process based on identified key elements of social media. Subsequent to the literature review, the empirical research gathered invaluable insights from communication professionals in South African non-profit organisations, and who are responsible for communication by means of social media. Finally, and following the measurement of the proposed elements, the objective of proposing possible elements for the integration of social media brand communication and presenting it in a conceptual framework was achieved. The conceptual framework was based on three foundational principles, namely a corporate brand focus and a philosophy of communication integration, underpinned by social media. The proposed conceptual framework should provide new insights into and contribute to the existing body of knowledge on organisational communication. / Toenemende mededinging in die privaatsektor en tussen ander soortgelyke organisasies, rig ‘n grotewordende uitdaging aan die niewinsgerigte sektor om betekenisvolle wisselwerking met belangegroepe te bewerkstellig, iets wat dit onder andere moontlik maak om te differensieer en om gunstige en blywende indrukke van die korporatiewe handelsmerk te skep. Die belangrikste navorsingsoogmerk van hierdie studie was om moontlike elemente aan die hand te doen vir ʼn konsepsuele raamwerk vir die integrasie van niewinsgerigte organisasies se kommunikasie in sosiale media. Die vertrekpunt was dat ʼn gunstige korporatiewe handelsmerk in die niewinsgerigte sektor onder andere gerealiseer kan word deur middel van ʼn geïntegreerde kommunikasiebenadering wanneer sosiale media gebruik word om met belanghebbendes te kommunikeer. Die studie verskil van vorige studies weens die spesifieke interdissiplinêre fokus op die korporatiewe handelsmerk, sosiale media en geïntegreerde kommunikasie, asook die feit dat dit in een studie geïntegreer is. Die navorsing vir hierdie studie se belangrikste bydrae was gegrond op ʼn deurtastende literatuuroorsig, toegespits daarop om die gebruik van korporatiewe handelsmerke en sosiale media te verken; en om elemente wat ʼn geïntegreerde benadering tot handelsmerkkommunikasie in sosiale media sou kon daarstel, te beskryf. Gedurende die ondersoek na die tema het die studie se sosialemediafokus gerus op klassieke teoretiese sienings en die teorie van en perspektiewe op menslike aksie, simboliese wisselwerking en sosiale teenwoordigheid. Die gebrek aan ʼn enkele stel teoretiese aannames van sosiale media het ʼn proses van induktiewe redenering, gegrond op geïdentifiseerde sleutelelemente van sosiale media, genoodsaak. Voortspruitend uit die literatuuroorsig het die empiriese navorsing uiters waardevolle insigte bekom van kommunikasiekundiges in Suid-Afrikaanse niewinsgerigte organisasies wat deur middel van sosiale media moet kommunikeer. Laastens en na afloop van die meting van die voorgestelde elemente is die oogmerk om moontlike elemente vir die integrasie van kommunikasie van ʼn handelsmerk in sosiale media en die aanbieding daarvan in ʼn konsepsuele raamwerk, bereik. Die konsepsuele raamwerk is op drie beginsels gegrond, naamlik ʼn fokus op die korporatiewe handelsmerk en ʼn filosofie van kommunikasieintegrasie, ondersteun deur sosiale media. Die voorgestelde konsepsuele raamwerk behoort nuwe insigte in en bydraes tot die bestaande kenniskorpus oor organisasiekommunikasie te bied. / Ngokugqugquzelwa ukwanda kokuncitisana kwemikhakha ezimele nezinye izinhlangano ezifanayo, umkhakha ongenzi inzuzo uyaqhubeka njalo nokubhekana nezinselelo zokwenza ukuthi ukuxhumana kahle nabanye ababambe iqhaza okuwukuthi, phakathi kokunye okungazuzwa, kuvumele ukwahlukaniswa kanye nokwakhiwa kwezimpawu zemifanekiso yenkampani ezikahle futhi eziyohlala isikhathi eside. Injongo enkulu yocwaningo lwalesi sifundo kwakuwukuhlongoza imikhakha engaseyenzeke yohlaka olungakapheleli lokuhlanganiswa kophawu lokuxhumana ezinkundleni zokuxhumana zezinhlangano ezingenzi inzuzo. Iphuzu elalisemqoka kwakuwukufeza umgomo wokuthi kwakhiwe uphawu olufanele lwenkampani emkhakheni ongayenzi inzuzo, phakathi kwezinye izinto, ufezeke ngokulandela indlela edidiyelwe yezokuxhumana uma kusetshenziswa izinkundla zokuxhumana ukuxoxisana nababambe iqhaza. Lesi sifundo sihlukile kwezinye esezike zenziwa ngaphambilini ngenxa yokuthi sigxile ngokukhethekile ekusetshenzisweni kophawu lwenkampani, izinkundla zokuxhumana kanye nezindlela zokuxhumana ezididiyelwe, i-integrated communication (i-IC), kanye nephuzu lokuthi kudidiyelwe kwaba ucwaningo olulodwa. Lolu cwaningo kulokho okusemqoka okuwumthelela walesi sifundo lwalugxile kakhulu ekubuyekezweni okujulile kwemibhalo kubhekwe kakhulu kulezi zinjongo ezilandelayo: ukuhlaziya uphawu lwenkampani nezinkundla zokuxhumana; nokuchaza amaphuzu angase akhombise indlela edidiyelwe ekuxhumaneni ngophawu lwezinkundla zokuxhumana. Ngesikhathi kuphenywa ngesihloko, ukugxila ezinkundleni zokuxhumana kulesi sifundo kwabalulwa esizindeni semibono yezinto ezingaphatheki, kanye nethiyori nemiqondo yokwenza komuntu, ukuxhumana ngezimpawu nokubakhona kwabantu basemphakathini. Ukungabibikho kweqoqo elilodwa lokucatshangelwa ngokwenzeka emiqondweni ngokwezinkundla zokuxhumana kwenza ukuthi kube nesidingo senqubo yokuqala ukucabanga ezinze emaphuzwini asemqoka ezinkundla zokuxhumana. Ukulandela ukubuyekezwa kwemibhalo, lolu cwaningo oluphethe ubufakazi obuphathekayo luqoqe ulwazi olusemqoka oluvela kosolwazi bezokuxhumana ezinhlanganweni ezingenzi nzuzo zaseNingizimu Afrika, futhi ezinomsebenzi wokuxhumana ngokusebenzisa izinkundla zokuxhumana. Ekugcineni, futhi ngokulandela izilinganiso zamaphuzu ahlongozwayo, yafezeka injongo yokuhlongoza okungase kube amaphuzu okudidiyela ukuxhumana ngokusebenzisa uphawu lwezinkundla zokuxhumana kanye nokuluveza njengohlaka lokusemqondweni. Uhlaka lokusemqondweni lwalugxile emigomeni eyisisekelo emithathu, okuwukugxila kuphawu lwenkampani nenzululwazi yokudidiyelwa kokuxhumana, nokusekelwe yizinkundla zokuxhumana. Uhlaka olusahlongozwa olungakapheleli kumele luhlinzeke ngemiqondo emisha futhi lube nomthelela esakhiweni solwazi esikhona ekuxhumaneni ngokwenhlangano. / Communication Science / D. Litt. et Phil. (Communication)

The primary purpose of this study was to determine consumers’ perceptions of loyalty programmes offered by cosmetic retailers in Durban and on the KwaZulu-Natal North Coast, South Africa. A broad and in-depth literature review of loyalty programmes as tools for retaining consumers, as well as the different types of loyalty programmes currently available in South Africa, was conducted. An empirical study was conducted by using an interviewer-administered questionnaire to collect data from consumers who were members of cosmetic retailers’ loyalty programmes. A quantitative approach was followed in order to satisfy the research objectives of the study. Loyalty programmes are an integral part of many retail businesses as they allow retailers to reward returning consumers with (amongst others) discounts or special promotional offers when the loyalty programme is used at the point of sale. The rapid advancements in technology has also enabled retailers to maintain databases containing valuable information on consumers’ spending patterns, which informs retailers about products consumers prefer buying. Retailers all over the world have been using loyalty programmes to retain existing consumers by rewarding loyalty and win over new consumers. Although many South African retailers have introduced loyalty programmes into their businesses, consumers’ perceptions of loyalty programmes offered by cosmetic retailers have not been investigated here. The results of this research study indicate that consumers perceived loyalty programmes as easy to use at the point of sale when making purchases. Consumers also felt that loyalty programmes helped them to save money through the redemption of vouchers or points. Overall, consumers were satisfied as members of cosmetic retailers’ loyalty programmes. / Business Management / M. Com. (Business Management)

This study identifies, tests and modifies factors for effective corporate online communication using a marketing public relations (MPR) perspective. An MPR perspective entails an integrated cross-disciplinary approach with a strong product and/or service focus. The need for the study is underscored by the fact that there is undoubtedly a lack of a theoretical framework in which to practise corporate online communication in the context of selling the organisation's products or services. In order to test the identified factors for effective corporate online communication, namely credibility, trust and long-term relationships, this study uses Q methodology as a research method and applies Q sorting as a means of data collection. Participants are asked to sort statements about corporate online communication in their preferred order of importance on a large board in the presence of the researcher. This is known as the Q sorting process. The identified factors are tested among 20 communicators and 20 receivers of corporate online communication. The participants' sortings of statements are compared by means of Q factor analysis and then analysed. The results of the study indicate that only one factor is perceived as an absolute significant factor for effective corporate online communication and that two of the factors necessitate modification. Consequently, based on the results, four factors are identified for effective corporate online communication, using an MPR perspective. These four factors are derived from the perspectives of both the communicators and receivers of corporate online communication and are included in a proposed theoretical framework of corporate online communication using an MPR perspective. / Communication / D. Litt et Phil.

This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). / Business Management / D. Com. (Business Management)

Direct response advertising in the financial services industry in South Africa has become one of the most important tactics companies utilise to build and maintain market share. Ensuring that these advertising campaigns yield optimal return on investment numbers is the responsibility of marketing departments and their partners in the marketing and sales processes, such as the creative and media agencies, the distribution force, as well as the client service area that supports the client value proposition. The marketing executive therefore is accountable for the planning, budgeting and execution of direct response campaigns, which need to deliver sufficient results to support the company’s overall business objectives. The challenge all marketers face is the lack of a proven structured and scientific methodology to facilitate this planning, budgeting and execution process. It has always been a general view in the marketing fraternity that it is extremely difficult if not impossible to combine creative output measures, which are subjective in nature, with cost, sales and profit measures, which are objective in nature. This study aims to create a structured approach to marketing strategising and planning, by creating a marketing metrics model that enables the marketing practitioner to budget according to output needed to achieve the overarching business objectives of sales, cost management and profit. This marketing metrics model therefore unpacks the business drivers in detail, but through a marketing effort lense, to link the various factors underlying successful marketing output, to the bigger business objectives. This is done by incorporating both objective (verifiable data, such as cost per sale) and subjective variables (qualitative factors, such as creative quality) into a single model, which enables the marketing practitioner to identify areas of underperformance, which can then be managed, tweaked or discontinued in order to optimise marketing return on investment. Although many marketing metrics models and variables exist, there is a gap in the combination of objective and subjective factors in a single model, such as the proposed model, which will give the marketer a single tool to plan, analyse and manage the output in relation to pre-determined performance benchmarks. / Business Management / DCOM (Business Management)

This study identifies, tests and modifies factors for effective corporate online communication using a marketing public relations (MPR) perspective. An MPR perspective entails an integrated cross-disciplinary approach with a strong product and/or service focus. The need for the study is underscored by the fact that there is undoubtedly a lack of a theoretical framework in which to practise corporate online communication in the context of selling the organisation's products or services. In order to test the identified factors for effective corporate online communication, namely credibility, trust and long-term relationships, this study uses Q methodology as a research method and applies Q sorting as a means of data collection. Participants are asked to sort statements about corporate online communication in their preferred order of importance on a large board in the presence of the researcher. This is known as the Q sorting process. The identified factors are tested among 20 communicators and 20 receivers of corporate online communication. The participants' sortings of statements are compared by means of Q factor analysis and then analysed. The results of the study indicate that only one factor is perceived as an absolute significant factor for effective corporate online communication and that two of the factors necessitate modification. Consequently, based on the results, four factors are identified for effective corporate online communication, using an MPR perspective. These four factors are derived from the perspectives of both the communicators and receivers of corporate online communication and are included in a proposed theoretical framework of corporate online communication using an MPR perspective. / Communication / D. Litt et Phil.

Selecting actors to appear in an advertisement is an important decision which has a crucial impact on the effectiveness of an advertising campaign. The same message, delivered by different actors, produces varying outcomes among consumers. This dilemma concerning the choice of actors occurs particularly in multi-racial societies, such as South Africa, where advertisers have to target different sectors of the community. In multi-racial societies, the choice of actors in advertisements goes beyond the usual commercial reasons. Indeed, two dimensions are generally conferred to multi-racial advertising. Firstly, the use of multi-racial representations allows for the targeting of a wider population that also owns a wider purchasing power. Marketers who want to market their brand use, for example, white and black actors so that white and black consumers can identify with the actors and recognize themselves as the target of the advertisement. Secondly, the multi-racial representations of this type of advertising hold a social role that counteracts the segregated depiction of the society. Consumers who are exposed to a multi-racial advertisement might perceive this social dimension and attribute a social responsibility to the advertisement. The purpose of this thesis is to examine the influence of the above dimensions on the effectiveness of a multi-racial advertisement. On the one hand, this study investigates the Identification Process followed by a consumer exposed to a multi-racial advertisement. On the other hand, it examines how consumers attribute a social responsibility to a specific multiracial advertisement and how this attribution, in turn, influences their responses to the advertisement and brand. Finally, the impacts of both of these dimensions on consumer behaviour are compared and the most persuasive dimension is identified. This thesis draws on Attribution Theory and Identification Theory in arguing that there are strong economic imperatives for adopting a multi-racial advertising approach. The thesis develops a conceptual framework and tests empirically hypotheses regarding the key constructs and moderating variables. The empirical results point out that both dimensions symbiotically influence the effectiveness of a multi-racial advertisement. Specifically, the results highlight that the social responsibility attributed by the viewers to the advertisement influences their behaviour more than the Identification Process.

Most smallholder farmers in South Africa are characterized by poor resources such as land, labour and capital while they play an important role in poverty alleviation especially in poor rural areas. Smallholder farmers are increasingly recognized because of their contribution to household food security. The world markets are increasingly being integrated due to globalization and liberalization. As a result, smallholder farmers are facing increasing market competition, not only in international markets but in local markets as well. However, smallholder farmers often face a number of barriers to accessing these markets arising in part from the tightening of food safety and quality standards requiring compliance with phytosanitary and sanitary standards and growing power of supply chain integration. Furthermore, the viability of these smallholder producers is constrained by institutional obstacles which include lack of access to information, high marketing and transaction costs and low quality and lack of critical volume in the absence of bulking up arrangements, etc. These barriers have contributed to the exclusion of smallholder/small-scale farmers from formal markets. In order to address these obstacles and speed up the pace of agrarian reform many support schemes (farmer support programmes) are now being designed to specifically address market access and value chain issues through unique co-innovation arrangements to improve the farmer’s access to profitable international chains. A number of farmer support programmes (FSP) have been implemented in South Africa to reduce the risk of a lack of capacity and a lack of economic and/or financial experience in smallholder farms. Intervention measures have been instituted to these smallholder farmers to assist them to move out of poverty through agricultural production. The aim of this study was to understand the roles played by farmer support programmes in addressing income and welfare levels and sustainability of smallholder farmers in South Africa. Eighty nine (89) farmers were interviewed for this study and almost half (49%) of them received support from various organizations while 51% of the sampled farmers did not receive any support. The study was designed to compare the two groups between the treated and control group to assess the impact of these programmes.Using a Tobit and Propensity Score Matching technique, potential diffusion effects were eliminated between farmers supported by Farmer Support Programmes and farmers that did not belong to support services. The latter was selected from comparable communities with no agricultural support services. Findings from the Tobit regression and propensity score matching are consistent across the two methods, suggesting that being a member of any agricultural support programme has a significant positive impact on income and welfare of smallholder farmers.Farmer Support Programmes and collective marketing activities such as the collection and sale of members’ products appear to have a significant and positive impact on smallholder welfare of those farmers engaged in them. In the second analysis the study tested the types of arrangements that farmers would adopt to market their produce. From the results it was established that those farmers who were supported by institutional arrangements or FSP had better access to markets than those farmers who operated as individuals. Marginal effects are used to show the degree to which farmers chose a particular marketing channel or institutional arrangement that these farmers take when trying to access better paying markets. Then the final analysis is on factors that determine the extent to which collective action contribute to farmers’ income and market access. A number of variables (age, distance to the market, region the farmers are located) were evaluated using the multinomial regression model. Empirical results suggest that among South African cooperatives, those established in KwaZulu-Natal and partly in the Eastern Cape and upon the voluntary initiative of farmers are more sustainable and have access to better paying markets both locally and internationally than the other areas. The results also show that NGO-supported cooperatives have a longer life span than Government controlled cooperatives.

This dissertation explores how middle managers use their micro-strategising practices of agency and sense-making to shape strategic outcomes during and after strategic change implementation within an enabling and/or constraining organisational social structure. The researcher examined this phenomenon through the theoretical lenses of strategy-as-practice perspective and sense-making. The qualitative case-study research design with an interpretivist, social constructionist paradigm captured the lived organisational social reality of the administrative middle managers over time at a for-profit educational brand of a private higher education (PHE) provider. A thematic data analysis approach integrated manual coding with electronic coding to analyse data gathered through an emergent research design of text messages and e-mail journals over a four-month period. Data-driven inductive coding was synthesised with structural deductive coding in response to the research questions. The dissertation concludes that administrative middle managers use micro-level strategising practices of retrospective and prospective cognitive and emotional sense-making and the practical coping of agency, or embodied sense-making, to navigate a complex and contradictory organisational socio-cultural context that is both enabling and constraining. A further contribution of the current study speaks to the embedded practices between the two discrete levels of organisation and individual, which has been interpreted through the contradictions following the equivocal signals that these two main levels demonstrate. The porous inter-dependency between the two levels of organisation and individual creates an inter-woven entity where the strands of individual and organisational action are difficult to pull out and name distinctly, without unravelling the tapestry that is the organisational entity. These contributions affirm the intellectual puzzle which sought to understand and/or restore the balance of the individual within an organisational socio-cultural context to attain organisational security and equilibrium after organisational change. The findings of this current study is not generalisable to the other seven educational brands of the PHE provider. / Boithuto bona bo shebana le tsela eo ka yona baokamedi ba mahareng ba sebedisang ditlwaelo tsa ketso ya meralo e menyane (micro-strategising) ya diejensi le ketso ya moelelo ho bopa diphetho tsa meralo nakong ya le kamora ho kenngwa tshebetsong ha phetolo ya moralo kahare ho sebopeho se dumellang le/kapa se thibelang sa setjhaba. Mofuputsi o hlahlobile mohopolo ona ka leihlo la thiori ya moralo-jwalokaketso le ketso ya moelelo. Sebopeho sa dipatlisiso tsa phuputso ya boleng se nang le saense ya setjhaba le paterone ya kgaho ya setjhaba se hapile mokgatlo wa setjhaba wa sebele o phetsweng wa baokamedi ba mahareng ba tsamaiso nako e telele letshwaong la thuto la phaello ho mofani wa thuto e hodimo ya poraefete (PHE). Katamelo ya manollo ya pokello e amanang le thuto e ikgethang e kopantse tokiso ya tokomane ka letsoho le ka elektoniki ho manolla pokello e bokelletsweng ka sebopeho sa dipatlisiso se qalang sa melaetsa ya mongolo le di-emaili nakong ya dikgwedi tse nne. Mongolo wa qaleho o tsamaiswang ke pokello o ile wa hlahiswa ka elektoniki le mongolo o latelang dikarolo tse itseng tsa molao o akaretsang ho araba dipotso tsa dipatlisiso. Thuto e phethela ka hore baokamedi ba bohareng ba tsamaiso ba sebedisa ditlwaelo tsa mekgwa e boemong bo tlase ba ketsahalo ya moelelo boiphihlelong ka ho kgutlela morao le ho nahanela pele ka kellelo le maikutlo le ho sebetsa ho kgonehang ha mokgatlo, kapa ho fana ka moelelo boiphihlelong ho kopantsweng ho batlisisang maemo a rarahaneng le a hananang a moetlo wa mokgatlo a nolofatsang le a thibelang ka bobedi. Monehelo o eketsehileng wa thuto ya morao-rao o bua ka ditlwaelo tse keneletseng dipakeng tsa maemo a mabedi a fapaneng a mokgatlo le a motho ka mong a tolokuweng ka ho hanyetsana ho latela matshwao a ka tolokehang ka ditsela tse fapaneng tseo maemo ana a mabedi a ka sehloohong a di bontshang. Ho emelana hona ho kenellanang ho dipakeng tsa maemo a mabedi a mokgatlo le motho ka bo mong ho theha mokgatlo wa kgokahano oo ho ona dikgwele tsa motho ka bo mong le kgato ya mokgatlo di bang thata ho hulwa le ho reha ka tsela e hlakileng kantle le ho senya lesela leo e leng mokgatlo. Menehelo ena e netefatsa selotho se neng se batla ho utlwisisa le/kapa ho tsosolosa tekanyo ya motho kahare ho maemo a setso sa setjhaba sa mokgatlo ho fumana tshireletso ya mokgatlo le boikgutso kamora ho fetoha ha mokgatlo. Diphumano tsa thuto ena ya morao-rao ha di akareletswe ho matshwao a mang a thuto a supileng a mofani wa PHE / Lolu cwaningo lucubungula udaba lokuthi izimenenja ezisezikhundleni ezimaphakathi zizisebenzisa kanjani izinkambiso zazo zokwenza amaqhinga namasu emazingeni aphansi okusebenzisa ikhono lazo lokuzikhethela nokuthatha izinyathelo ngokuzimela (agency) nokwenza kuzwakale futhi kuqondakale lokho ezikwenzayo nezikushoyo (sense-making) ngenhloso yokubumba imiphumela enobuqhinga ngaphambi kokuba kuqaliswe uguquko olunobuqhinga futhi nangenkathi sekuqaliswa uguquko olunjalo olwenzeka ngaphakathi ohlakeni lwesakhiwo senhlalo esivumelayo kanye/noma esivimbelayo. Umcwaningi wakuhlaziya futhi wakuhlolisisa lokhu esebenzisa indlela yokubheka izinto ngokwethiyori yokusebenzisa iqhingasu njengenkambiso (strategyas- practice perspective) kanye nokwenza kuzwakale futhi kuqondakale lokho okwenziwayo nokushiwoyo. Idizayini yocwaningo lwesigameko olukhwalithethivu olugxile ekutheni izimenenja zibheke izinto njengoba zinjalo ngokweso lezigameko ezidlule kuzona izimenenja, ngokuqhubeka kwesikhathi, ekuxhumaneni nasekusebenzeni kwazo nabanye abantu esikhungweni semfundo ephakeme esithile esizimele esiqhuba umsebenzi wokuqeqesha ngenhloso yokungenisa imali nokwenza inzuzo, phecelezi umhlinzeki we-private higher education (PHE). Ucwaningo lwasebenzisa indlela yokuhlaziya idatha ngokucubungula nokuqopha amaphethini, okuyindlela eyadidiyela ukuhlelwa nokuhlungwa kwedatha ngesandla nangobuchwepheshe bekhompyutha ngenhloso yokuhlaziya idatha eqoqwe kusetshenziswa i-emergent research design yemiqhafazo (text messages) kanye namajenali ama-imeyili esikhathini esiyizinyanga ezine. Ukuze kuhlinzekwe ngezimpendulo emibuzweni yocwaningo kwahlanganiswa indlela yokuhlela nokuhlunga idatha esuselwa kuhlobo lwedatha eqoqiwe (inductive) kanye nendlela yokuhlunga ngokusebenzisa uhlelo olwenziwe ngaphambi kokuqoqwa kwedatha (deductive). Ucwaningo luphetha ngokukhipha umbono wokuthi izimenenja ezisezikhundleni ezimaphakathi zisebenzisa izinkambiso zazo zokuqhamuka namaqhinga namasu emazingeni aphansi okwenza izinto ziqondakale ngokusebenzisa ingqondo nemizwa mayelana nezigameko ezenzeke esikhathini esedlule, nalezo ezingahle zenzeke esikhathini esizayo kanye nokubonela kwikhono lomunye umuntu, njengoba linjalo, lokuthatha izinyathelo nokwenza izinto ngokuzimela noma ukwenza izinto ziqondakale, okuyingxenye yalokho, ngenhloso yokuchusha nokuthubeleza esimweni senhlalo-masiko esiyinkimbinkimbi futhi esiziphikisayo, esikwenza kokubili ukuvumela kanye nokuvimbela. Elinye futhi igalelo lalolu cwaningo lwamanje liphathelene nezinkambiso ezifakwe zagxila emazingeni amabili ahlukene ngokucacile phakathi kwenhlangano kanye nomuntu ngamunye, ahunyushwe ngokuphikisana okulandela izimpawu eziyindida futhi ezingaqondakali kahle eziboniswa yilawa mazinga amabili amakhulu. Ukuncikana nokuxhasana okuntekenteke phakathi kwalawa mazinga, okuyinhlangano kanye nomuntu ngamunye, kwakha uhlaka oluxhumene lapho kunzima ukutomula nokugagula ngokucacile izingxenye ezakhe izenzo nezinyathelo zenhlangano ezingxenyeni ezakhe izenzo zomuntu ngamunye, ngaphandle kokuqaqa nokuhlukanisa ingxenye ngayinye eyakhe inhlangano ebumbene. Lawa magalelo ocwaningo aqininisekisa futhi asekele indida-mqondo (intellectual puzzle) ebihlose ukuqonda kanye/noma ukubuyisa ukuzimelela komuntu ngamunye esimweni senhlalo-masiko yenhlangano ukuze kuzuzwe ukuvikeleka kwenhlangano nozinzo-kulingana (equilibrium) emva koguquko olwenzekile enhlanganweni. Imiphumelangqangi etholakale kulolu cwaningo lwamanje ayinakuthathwa njengemiphumela engaphinde isetshenziswe futhi iqondaniswe nezimo ezitholakala kwezinye izikhungo eziyisikhombisa zomhlinzeki we-PHE. / Business Management / M. Com. (Business Management)

This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). / Business Management / D. Com. (Business Management)