Positioned within the corporate marketing domain, and adopting an explicit managerial perspective, this doctoral thesis advances knowledge in the form of a substantive and analytically generalisable theory of corporate heritage identity stewardship, which is derived from an empirical, theory-building, qualitative case study of Great Britain’s oldest brewer. In broad terms, corporate heritage identity stewardship theory articulates the particular management requirements of a corporate heritage identity in terms of two mutually constitutive dimensions namely (a) stewardship mindset and (b) enactment. Stewardship mindset refers to a shared awareness amongst management (i.e. positionality, heritage, and custodianship awareness) underpinned by specific managerial dispositions to feel, think, and act (i.e. sense of continuance, belongingness, self, heritage, responsibility, and potency). Enactment refers to the multi-modal implementation (i.e. narrating, visualising, performing, and embodying) of a corporate heritage identity and its relational positioning visà-vis stakeholders (i.e. temporal, spatial, and socio-cultural anchoring), which at once is predicated on and reinforces the stewardship mindset. The theoretical contribution of this study is significant in that it empirically confirms the existing, largely conceptual, literature in terms of the applicability and efficacy of the nascent corporate heritage identity construct per se. More importantly, it expands the extant body of literature by introducing a detailed theoretical explication of corporate heritage identity stewardship, which has important implications for future scholarly work. The study is, additionally, of instrumental relevance for corporate marketing management practice. First, it identifies different ways of implementing and anchoring a corporate heritage identity within societal environments vis-à-vis stakeholders, which can be utilised by organisations. Second, it articulates different enabling management dispositions, which help management to better understand the specific requirements of corporate heritage identity stewardship. The doctoral thesis articulates several avenues for future research (qualitative and quantitative) and provides – with the analytically generalisable corporate heritage identity stewardship theory – a new conceptual lense for future empirical and conceptual work within this nascent area of corporate marketing.

Abstract The purpose of this report was to study if market segmentation could influence the corporate identity and indirectly the image of a company. The relevance of this purpose was due to a lack of development of the market segmentation theory in a long period of time. There are many authors in this area of research, but not much of a consensus between them. This report therefore delves deeper into one of these market segmentation theories in order to verify the multi-segmentation theory.   During the process of investigation the management of four music festivals were interviewed to see how they use their market segmentation. Several interviews were done with one or more individuals of the organizations. The findings are two-folded. The use of multi-segmentation was proven through the interviews with the festivals. All four festivals used several different market segmentation variables, all focusing greater understanding of the values and personalities of their target group.   The most interesting finding is that from the greater understanding of their customers, the festivals have been able to identify an identity with their target group. Their respective corporate identities have then been build around their target group identities in order to reflect the customers values and believes. This concept of a target group identity may have great impacts on the customers’ perception of the corporate identity and image.

Text in English with abstracts in English and Afrikaans / Cultural tourism is one of the growth areas of the tourism industry globally. Cultural tourism refers to visits motivated by cultural offerings. Cultural offerings include museums, castles, cultural landscapes and historical sites. The Apartheid Museum is a non-profit organisation, which relies on generosity of government, private organisations and sales of gate tickets. It thus relies on building and sustaining a long-term mutual relationship with its visitors to earn their loyalty and support. Marketing public relations is a concept, which has been explored in commercial contexts by numerous studies. However, there is still limited literature on the adoption and the use of marketing public relations in the context of a non-profit organisation such as a museum. The aim of this study was to explore the use of marketing public relations at the Apartheid Museum in Johannesburg, South Africa. In order to explore the use of marketing public relations at the museum, a survey involving 384 visitors and in-depth interviews with six marketing staff members were conducted. The data from the questionnaire were analysed using the SPSS software. The data collected from the in-depth interviews were analysed using thematic analysis. The study revealed that the museum does not deploy marketing public relations tools in an integrated manner. Its significance resides in that it provides marketing public relation guidelines to organisations like the Apartheid Museum for purposes of building long term and meaningful relations with their customer stakeholders. / Kulturele toerisme neem wêreldwyd snel toe. Kuturele toerisme verwys na “besoeke gemotiveer deur kulturele aanbiedings”. Dit sluit besoeke aan museums, kastele, kulturele landskappe en historiese terreine in. Die Apartheid-museum is ’n organisasie sonder winsbejag wat op die vrygewendheid van die regering en private instansies asook kaartjieverkope by die toegangshek staatmaak. Dit reken dus op die aanknoop en instandhouding van langtermynverhoudings met sy besoekers om hulle lojaliteit en ondersteuning te verseker. Openbare betrekkinge-bemarking is ’n konsep wat in kommersiële konteks deur verskeie studies ondersoek is. Daar is egter nog min literatuur oor die aanvaarding en gebruikmaking hiervan in die konteks van ’n organisasie sonder winsbejag soos ’n museum beskikbaar. Die doel van hierdie studie was om die gebruike van openbare betrekkinge-bemarking by die Apartheidsmuseum in Johannesburg, Suid-Afrika te ondersoek. Om hierdie doel te bereik is ’n vraelys deur 384 besoekers voltooi en indiepte onderhoude met ses skakelbeamptes op die personeel gevoer. Die data van die vraelys is met behulp van SPSS-sagteware deur die gebruik van tematiese analise geëvalueer. Hierdie studie het getoon dat die museum nie op ’n geïntegreerde manier die bemarkingsgeleenthede vir openbare betrekkinge benut nie. Die belangrikheid van hierdie studie is geleë in die feit dat dit riglyne aan organisasies soos die Apartheidsmuseum voorsien met die doel om langtermyn- en betekenisvolle verhoudings met hulle kliëntedeelhebbers op te bou. / Communication Science / M.A. (Communication)