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

by Choi Wai-Kin, Siu Chi-Ming. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaves 67-71). / TABLE OF CONTENTS / LIST OF TABLES / LIST OF FIGURES / ACKNOWLEDGEMENTS / ABSTRACT / Chapter / Chapter I. --- INTRODUCTION / Chapter 1.1 --- Need for the study --- p.1 / Chapter II. --- LITERATURE REVIEW / Chapter 2.1 --- Brand extension --- p.6 / Chapter 2.2 --- Process of categorization --- p.7 / Chapter 2.2.1 --- Category structure --- p.7 / Chapter 2.2.2 --- Graded structure --- p.8 / Chapter 2.2.3 --- Brand breadth --- p.8 / Chapter 2.2.4 --- Effect of brand breadth on perceived typicality --- p.9 / Chapter 2.3 --- Piecemeal evaluation process --- p.10 / Chapter 2.4 --- Bases for the evaluations of goodness of fit --- p.12 / Chapter III. --- CONCEPT DEVELOPMENT --- p.16 / Chapter 3.1 --- Formulation of the perceived risk model --- p.16 / Chapter 3.1.1 --- The components of perceived risk --- p.16 / Chapter 3.1.2 --- The facets of perceived risk --- p.17 / Chapter 3.1.3 --- Discussion --- p.18 / Chapter 3.2 --- Formulation of risk perception --- p.20 / Chapter IV. --- METHODOLOGY --- p.25 / Chapter 4.1 --- Overview --- p.25 / Chapter 4.2 --- Phase I: qualitative research --- p.25 / Chapter 4.3 --- Phase II: quantitative research --- p.26 / Chapter 4.4 --- Subjects and Procedures --- p.27 / Chapter 4.4.1 --- Phase I --- p.27 / Chapter 4.4.2 --- Phase II --- p.28 / Chapter V. --- HIGHLIGHTS OF FINDING FROM PHASE I --- p.30 / Chapter VI. --- HIGHLIGHTS OF FINDING FROM PHASE II --- p.32 / Chapter 6.1 --- Data Analysis --- p.32 / Chapter 6.2 --- Regression Analysis --- p.33 / Chapter 6.3 --- Empirical results and discussion --- p.35 / Chapter 6.3.1 --- Product extensions of high perceived technology brand --- p.35 / Chapter 6.3.2 --- Product extensions of low perceived technology brand --- p.44 / Chapter VII. --- IMPLICATIONS AND RECOMMENDATIONS --- p.52 / Chapter 7.1 --- Implications --- p.52 / Chapter 7.2 --- Recommendations --- p.55 / Chapter 7.2.1 --- Type I extension --- p.55 / Chapter 7.2.2 --- Type II extension --- p.57 / Chapter 7.2.3 --- Type III extension --- p.58 / Chapter 7.2.4 --- Type IV extension --- p.59 / Chapter VIII. --- LIMITATIONS --- p.61 / Chapter IX. --- CONCLUSION --- p.63 / Chapter X. --- SUGGESTION FOR FUTURE RESEARCH --- p.65 / Appendices / Bibliography / Chapter Appendix 1 --- Operational Definitions / Chapter Appendix 2 --- Questionnaire

by Cheng Shu Yan, Sin Kim Nam. / Includes questionnaire. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 82-83). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.iv / LIST OF TABLES --- p.v / PREFACE --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- OBJECTIVE --- p.5 / Chapter III. --- METHODOLOGY --- p.6 / Chapter IV. --- HONG KONG BEER MARKET --- p.9 / Chapter V. --- PHENOMENA OF HONG KONG BEER MARKET --- p.26 / Chapter VI. --- BRAND IMAGE AND BRAND IDENTITY: LITERATURE REVIEW --- p.30 / Chapter VII. --- RESEARCH ON BRAND IMAGE AND PERSONALITY OF BEER BRANDS --- p.44 / Chapter VIII. --- DISCUSSION --- p.57 / Chapter IX. --- CONCLUSION --- p.62 / APPENDIX --- p.66 / BIBLIOGRAPHY --- p.82

Nonprofit organizations (NPOs) in the welfare field play a significant role in the national economy. They provide not only care, but also employment to a large component of the population. Therefore, their existence and well-being serve a social as well as an economic purpose. Various changes globally as well as in South Africa, affect the world in which NPOs function. They have to assess the impact of these changes on their operations and implement new strategies to survive and flourish. One of the challenges faced by NPOs is how to differentiate and promote themselves in such a way that it allows them to compete effectively for scarce resources but at the same time remain true to their core mission and values. The concept of branding, to create a lasting and positive impression in the consumer's mind, is one strategy NPOs can pursue to create distinction and competitive advantage. This study was undertaken to determine whether a specific re-branding exercise undertaken by Rand Aid Association during 2005/2006 has had a positive effect on its services and the financial viability of the organization. The results show that the. re-branding exercise has had a significant positive impact on the way the organization implemented and achieved a critical strategic objective, namely the development and sale of a new retirement village. It also made staff more aware of the brand and assisted the organization in obtaining greater clarity on the different businesses it pursues. However, the study also shows that the implementation of a brand orientation holds particular challenges. Many of the challenges are tied to the particular nature of the organization, such as a lack of human and financial resources and the difficulty in justifying expenditure on marketing above allocating these resources to meeting customer needs. Time, knowledge and money constraints also impacted on the process that was followed and on involving staff at all levels. In addition, the diversity of the services and target groups in the organization's portfolio made it very difficult to reach agreement on the true values and essence of the organization. This affected a clear and common understanding of the identity and meaning of the RAA brand. It is recommended that NPOs begin the brand orientation process by developing a clear focus on what the organization stands for and what it aims to deliver. An in-depth examination of the vision, purpose, values and underlying philosophies of the organization is essential. These must be clearly identified and internalized by all staff in order to develop a shared understanding of the brand and work towards consistency in delivering the brand promise. NPOs should realize that staff is one of the most important audiences for branding efforts as they determine the image and ultimately the reputation and continued existence of the organization. Internalization starts with recruiting employees whose values will support the brand, training them to understand and deliver the brand promise and fostering a culture that reinforces positive brand behaviour. NPOs can enhance their brands by utilizing their unique opportunities to develop close and warm relationships with consumers. One of the best ways to differentiate their services is through the relationships they offer and through their responsiveness to changing needs. Many NPOs also depend on word-of-mouth communication to promote their services and build their reputation, therefore conscious and concerted efforts to enhance relationships with existing customers should receive a high priority. Finally, it was evident that NPOs should be aware of and plan for the time, money and effort it will take to develop a brand orientation. Branding cannot be practiced as a once-off event nor do shortcuts pay in the long term. In particular, NPOs should remember that the development of a logo, corporate colours and brochures are the output of the process and not the starting point. The ultimate aim should be to achieve consistency across all points of contact with customers and to ensure that these are in line with the brand promise. / Graduate School of Business Leadership / M.B.L.

Thesis (PhD)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: The Constitutional Court in the Republic of South African indicated in 2006 (Laugh It Off Promotions CC v SAB International (Finance) BV t/a Sabmark International (Freedom of Expression Institute as amicus curiae), 2006 (1) SA 144 (CC)) that a senior trademark cannot be provided with anti-dilution protection if the senior trademark cannot demonstrate a probability of substantial economic harm. In the United States of America, legislation (Trademark Dilution Revision Act of 2006) corrected an earlier Supreme Court decision (Moseley v Victoria's Secret Catalogue, Inc., 537 U.S. 418 (2003)), and as a result evidence of a probability of dilution is now required to provide a senior trademark with anti-dilution protection. Senior trademarks experienced mixed success in courts in the Republic of South Africa as well as the United States of America when requesting anti-dilution protection. The reason is that when empirical evidence is offered of trademark dilution the nature of the evidence is usually limited and the method of obtaining it is often flawed. The response of brand managers to trademark infringement also seems to be limited to decisions contemplating litigation. Therefore, to assist both the legal and marketing fraternity when trademark infringement is thought to occur, this study investigates the nature and extent of trademark dilution. A literature review revealed the elements and forms (tarnishing and blurring) of trademark dilution and the motivation for using the concept ‘brand’ and the construct ‘brand equity’ to conceptualise trademark value. The limitations of previous research in measuring trademark dilution and commentary on court decisions provided the basis of the conceptualisation of trademark dilution as an undesirable effect on customer-based brand equity, operationalised as brand attitude. Brand attitude is a higher level brand value creator and five sub-components (affect, cognition, attitude valence and stability, attitude accessibility, purchase intention) were identified that measures brand attitude accurately. Brand attitude is also preceded by brand familiarity and leads to brand loyalty. Furthermore, brand attitudes can also be explained according to four types of decision-making processes: the type of decisions (high and low involvement) and type of motivations (informational and transformational). The purpose of this study was to investigate the nature and extent of trademark dilution, (tarnishing and blurring) on components of customer-based brand equity. The study used an experimental research strategy and an electronic survey instrument (Qualtrics) with self-administered questionnaires. Six hypotheses were formulated to assess whether trademark tarnishing and blurring had an effect on any component of customer-based brand equity when trademarks/brands were considered collectively and individually. The study was designed as a 3 x 2 x 2 factorial experiment. It consisted of three factors (type of dilution; type of decision; type of motivation) with different levels (undiluted/tarnish/blur; high involvement/low involvement; informational/transformational). Twelve different questionnaires were administered to a convenience sample of 3 441 potential respondents. The data generated by the 12 questionnaires was analysed using ANOVA and Mann-Whitney U tests. The results suggested that trademark tarnishing did have statistically significant effects on components of customer-brand equity as far all trademarks/brands were concerned and that the effect of trademark tarnishing and blurring were different when all trademarks/brands were considered together. Tarnishing and blurring had statistically significant effects on components of customer-based brand equity when individual trademarks/brands were considered, but the effect seemed to be specific to the type of decision (high/low involvement) taken and not the type of motivation (informational/transformational) involved. Tarnishing and blurring, when compared, had different and similar, but varying in intensity, effects on components of customer-based brand equity for individual trademarks/brands. Tarnishing and blurring, when considered separately, had different and similar, but varying in intensity, effects on components of customer-based brand equity. The study made a theoretical contribution which should be of value to members of the legal and marketing fraternity. The study showed in the first instance that trademark tarnishing and blurring are independent constructs that had different or similar, but varying in intensity, effects on components of customer-based brand equity. The effect of trademark dilution, tarnishing and blurring, is not limited to brand recall and recognition and brand attitude accessibility. Trademark tarnishing also had different or similar, but varying in strength, effects on individual trademarks/brands, as did trademark blurring. The type of decision (high or low) and type of motivation (informational or transformational) therefore play a role in the unique effect trademark tarnishing or blurring will have on components of customer-based brand equity. Secondly, the effect of trademark tarnishing and blurring may not be unfavourable by implication. In fact, blurring had a positive effect on components of customer-based brand equity, at least after a single exposure. This finding implies that trademark tarnishing has a more severe and faster effect on customer-based brand equity compared to trademark blurring. A brand manager will, as a result of the study, know how to respond, if at all, when a junior mark emerges that is similar to their senior trademark and seemingly dilutes the senior trademark. An attorney whose client requests anti-dilution protection will know, as a result of the study, whether litigation is indeed the answer to the problem. The study provides insight, not only regarding the nature of trademark dilution, as explained by the impact of trademark tarnishing and blurring on specific components of customer-based brand equity, but also regarding the extent of trademark dilution. Trademark dilution has an effect on trademarks/brands, but the effect, be it in respect of a specific component or the intensity of the effect on the component, may not be what is expected. Based on the results of this study several recommendations can be offered to brand managers and trademark attorneys. Brand managers (senior trademarks) should not respond to junior marks using their brands (senior trademarks) without first assessing the nature and extent of the effect of the junior mark on the senior trademark’s customer-based brand equity. Similarly, attorneys should also first examine the nature and extent of trademark dilution and advise their clients accordingly. Once the nature and extent of trademark dilution have been determined, a brand manager can customise his response according to the component of customer-based brand equity affected as well as the intensity of the effect. Attorneys can support at least part of their arguments to obtain anti-dilution protection for their clients, on very exact indications of the effect of use by a junior mark on customer-based brand equity. / AFRIKAANSE OPSOMMING: Die Konstitusionele Hof van die Republiek van Suid-Afrika het in 2006 (“Laugh it Off Promotions CC vs SAB International (Finance) BV t/a Sabmark International (Freedom of Expression Institute as amicus curiae),” 2006 (1) SA 144 (CC)) bevind dat ‘n senior handelsmerk nie anti-skendingsbeskerming kan geniet tensy die senior handelsmerk ‘n waarskynlikheid van wesenlike finansiële skade kan demonstreer nie. In die Verenigde State van Amerika het wetgewing ‘n Hooggeregshof-uitspraak (“Moseley v Victoria’s Secret Catalogue, Inc.,” 537 U.S. 418 (2003)) gekorrigeer sodat sederdien slegs bewys van ‘n waarskynlikheid van skending nou benodig word vir ‘n senior handelsmerk om anti-skendingsbeskerming te kan geniet. Senior handelsmerke het gemengde welslae in beide die Republiek van Suid-Afrika sowel as die Verenigde State van Amerika behaal wanneer hulle anti-skendingsbeskerming versoek het omrede die empiriese bewyse wat normaalweg aangebied is, beperkend van aard was en die data-insamelingsmetode gebrekkig. Die reaksie van handelsmerkbestuurders op handelsmerk-oortreding was tot dusver beperk tot besluite ten gunste van litigasie al dan nie. Derhalwe ondersoek hierdie studie die aard en omvang van handelsmerk-skending om sodoende beide die regskundige en bemarkingsgemeenskappe te ondersteun wanneer handelsmerk-oortreding vermoed word. ‘n Literatuur oorsig het die elemente en vorme (besmetting en verdowwing) van handelsmerk-skending geidentifiseer asook die motivering om die konsep van ‘handelsmerk’ en die konstruk van ‘handelsmerkwaarde’ te gebruik. Die beperkings van vorige navorsing om handelsmerk-skending te meet en kommentaar op hofbeslissings het die basis van die voorstelling van handelsmerk-skending as ‘n ongewenste effek op kliënt-gebaseerde handelsmerkwaarde neergelê en dit geoperasionaliseer as handelsmerk-ingesteldheid. Handelsmerk-ingesteldheid is ‘n hoë-vlak handelsmerkwaardeskepper en vyf subkomponente (gevoelsinhoud/emosie; denke/kennis; polariteit en stabiliteit van ingesteldheid; ingesteldheidstoeganklikheid/reaksie latentheid; aankoopvoorneme) is geïdentifiseer wat handelsmerk-ingesteldheid akkuraat meet. Handelsmerk-ingesteldheid word voorafgegaan deur handelsmerk-bekendheid en gevolg deur handelsmerk-lojaliteit. Verder kan handelsmerk-ingesteldheid ook verklaar word aan die hand van vier soorte besluitnemingsprosesse: die tipe besluit (hoë betrokkenheid of lae betrokkenheid) en die tipe motivering (informatief of transformerend). Die doel van die studie was om die aard en omvang van handelsmerk-skending, (besmetting en verdowwing) op die komponente van kliënt-gebaseerde handelsmerkwaarde te ondersoek. Die studie het ‘n eksperimentele navorsingstrategie gevolg en van ‘n elektroniese opname-instrument (Qualtrics) met self-geadministreerde vraelyste gebruik gemaak. Ses hipoteses is geformuleer om vas te stel of besmetting of verdowwing ‘n effek op enige komponent van kliënt-gebaseerde handelsmerkwaarde het wanneer alle handelsmerke gesamentlik beskou word sowel as afsonderlik. Die studie was ontwerp as ‘n 3 x 2 x 2 faktoriale eksperiment. Dit het bestaan uit drie faktore (tipe skending; tipe besluit; tipe motivering) met verskillende vlakke (onbenadeel/besmet/verdof; hoë betrokkenheid/lae betrokkenheid; informatief/transformerend). Twaalf verskillende vraelyste is aan ‘n geriefsteekproef van 3 441 moontlike respondente gestuur. Die data word deur die 12 vraelyste gegenereer is met behulp van ANOVA en Mann Whitney U toetse ontleed. Die resultate het aangetoon dat besmetting ‘n statisties betekenisvolle effek op die komponente van kliënt-gebaseerde handelsmerkwaarde het wanneer die handelsmerke gesamentlik beskou word, asook dat die effek van besmetting en verdowwing verskillend is wanneer al die handelsmerke gesamentlik beskou word. Bemetting en verdowwing het statisties betekenisvolle effekte op die komponente van handelsmerkwaarde wanneer handelsmerke afsonderlik beskou word, maar die effek blyk verwant aan die tipe besluit (hoë betrokkenheid/lae betrokkenheid) te wees en nie aan die tipe motivering (informatief/transformerend) nie. Besmetting en verdowwing, wanneer dit vergelyk word, het verskillende of soortgelyke, maar veranderend invloede ten opsigte van intensiteit, effekte op die komponente van kliënt-gebaseerde handelsmerkwaarde. Die studie lewer ‘n teoretiese bydrae gelewer aan lede van die regskundige-en bemarkingsgemeenskappe. Die studie het ten eerste getoon dat handelsmerk-besmetting en –verdowwing onafhanklike konstrukte is wat verskillende of soortgelyke, maar veranderend in intensiteit, effekte op kliënt-gebaseerde handelsmerkwaarde het. Die effek van handelsmerk-skending, besmetting en verdowwing, is nie net beperk tot handelsmerk-herroeping en -herkenning en handelsmerk-ingesteldheidstoeganklikheid nie. Handelsmerk-besmetting het ook verskillende of soortgelyke, maar verskillend in intensiteit, effekte op die handelsmerke afsonderlik, wat ook geld in handelsmerk-verdowwing. Die tipe besluit (hoë betrokkenheid of lae betrokkenheid) en tipe motivering (informatief of transformerend) speel derhalwe ‘n rol in die unieke effek wat besmetting of verdowwing op die komponente van kliënt-gebaseerde handelsmerkwaarde het. Tweedens is die effek van besmetting en verdowwing nie noodwendig ongunstig nie. Trouens, verdowwing het ‘n versterkende effek op sommige komponente van kliënt-gebaseerde handelsmerkwaarde gehad, ten minste ná ‘n enkele blootstelling. Dit impliseer dat besmetting ‘n veel erger en vinniger effek op kliënt-gebaseerde handelsmerkwaarde as verdowwing het. ‘n Handelsmerkbestuurder sal na aanleiding van die studie weet hoe om te reageer, indien enigsins, wanneer ‘n junior merk verskyn wat soortgelyk aan die senior handelsmerk is. ‘n Prokureur wie se kliënt anti-skendingsbeskerming versoek sal weet, na aanleiding van die studie, of litigasie inderdaad die antwoord op die probleem is. Die studie verskaf insig, nie net ten opsigte van die aard van handelsmerkskending soos beskryf deur die impak van handelsmerkbesmetting en –verdowwing op sekere komponente van kliënt-gebaseerde handelsmerkwaarde nie, maar ook ten opsigte van die omvang van handelsmerkskending. Handelsmerkskending het ‘n effek op handelsmerke, maar die effek, of dit op ‘n sekere komponent of op die intensiteit van die effek op die kompenent mag wees, is moontlik anders as wat verwag is. Gabaseer op die resultate kan verskeie aanbevelings aan handelsmerkbestuurders en handelsmerkprokureurs gemaak word. Handelsmerkbestuurders (senior handelsmerke) behoort nie te reageer op junior merke wat hul merk (senior handelsmerk) gebruik sonder om die aard en omvang van die effek van die junior merk op die senior handelsmerk se kliënt-gebaseerde handelsmerkwaarde te bepaal nie. Eweneens behoort handelsmerkprokureurs eers die aard en omvang van die handelsmerkskending te bepaal en hul kliënte dienooreenkomstig adviseer. Sodra die aard en omvang van handelsmerkskending bepaal is, kan ‘n handelsmerkbestuurder sy reaksie volgens die geaffekteerde komponent van die handelsmerk, sowel as die intensiteit daarvan, aanpas. Prokureurs kan ten minste sommige van hul argumente om anti-skendingsbeskerming vir hul kliënte te verkry, ondersteun deur baie duidelike aanduidings van die effek van die gebruik van ‘n junior merk op kliënt-gebaseerde handelsmerkwaarde.

Thesis (MComm (Business Management))--University of Stellenbosch, 2005. / Any brand has a specific identity that the company wants to portray to consumers in its target market – its brand identity – what the brand stands for. This is also the case for Oakley, a luxury brand competing in the sports and fashion industries. In essence the brand identity of a company is that what the brand is characterised by and what it stands for in the minds of consumers. By communicating its brand identity to consumers, a company create associations with the brand, which in turn forms the brand image that consumers have of the brand. The greater the degree to which consumers associate the brand with those characteristics that the brand in effect stands for, the greater the congruence between brand image and brand identity. The aim for a company is to realise a brand image in the minds of consumers that is similar, if not the same as the brand identity that it has identified for itself. In this study, the brand identity of Oakley is identified and the brand image that consumers have of the brand examined. The two concepts are then compared to find out to what degree the two are related and whether Oakley has in fact managed to portray their brand identity accurately (as reflected through the brand image). The relationship between price and quality for a brand represents the degree to which consumers believe the brand to be worth the money paid for it. It is widely believed that a brand with a high price is also of high quality and vice versa. This is not necessarily exclusively the case. The concept of quality and value differ from one individual to another, since it is based on the subjective perception of each individual. As mentioned earlier, associations form part of the brand image that consumers have of a brand. One of these associations might be their perception of quality of the brand, given the price of the brand. A luxury brand can charge a premium price, on the basis of various characteristics, one of which is the fact that the brand is perceived to be of high quality. Oakley is a luxury brand and charges a premium price. The study examines the quality and price of the brand by looking at the perceptions that consumers have of the brand with reference to the price/quality relationship, which represents one of the associations that contribute towards the formation of consumers’ brand image.

Thesis (MComm (Business Management))--University of Stellenbosch, 2010. / ENGLISH ABSTRACT: Against the background of the challenge marketers face in influencing consumer perceptions of brands, this study attempts to assess the effect of the senses on the perception of a brand. Perception is the way in which consumers interpret the world around them, with the senses as the receptors of information from the environment. One way of influencing consumer perceptions is by stimulating or involving multiple senses in brand building. To test this statement, the following research question was drawn: ‘Do the senses affect the perception of a brand?’The empirical study was one of an experimental nature, and a 2 x 2 x 2 factorial design was used to assess the effect of the senses on the perception of a brand. In order to focus the research and to provide information to a leading distributor of alcohol spirits in South Africa, it was decided to concentrate on alcohol, more specifically, brandy. Due to the nature of the selected brand, sensory properties in relation to the product were used to measure the effect of the senses on brand perception. The nature of the brand is a consumable, and taste was used as the dependant variable to measure perceptions. The stimulated senses in the experiment are sight, sound and smell. The stimuli were: sight with the visible brandy colour, sound in the form of brandy being poured into a glass and smell as an enhanced honey aroma. Several experiments were conducted in a sensory laboratory, which assessed the effect of the senses on the perception of a brand, by way of individual main effects, two-way interactions and a three-way interaction. A convenience sample of 240 alcohol spirit consumers, from the Western Cape, was used to conduct the experiment. The empirical results indicated that the three independent variables (individual main effects or two-way interactions) did not have significant effects on perception. Most importantly, it was found that the three-way interaction of sight, sound and smell did have a significant effect on the perception of a brand. Therefore, this study revealed that multiple stimulated senses affect the perception of a brand. / AFRIKAANSE OPSOMMING: Hierdie studie handel oor die effek van sintuie op persepsie van ’n handelsmerk, teen die agtergrond van die bemarkings uitdaging wat bemarkers teenstaan om verbruikers se persepsie van handelsmerke te beinvloed. Persepsie is die manier waarop verbruikers die wêreld interpreteer, met die sintuie as ontvangers van inligting vanuit die omgewing. Een manier waarop persepsies beinvloed kan word, is deur die stimulering en betrekking van ‘n meerderheid van sintuie met die bou van handelsmerke. Om hierdie stelling te toets is die volgende navorsingsvraag gestel: ‘Beinvloed die sintuie die perspesie van ‘n handelsmerk?’Die empiriese studie was eksperimenteel van aard, en ‘n 2 x 2 x 2 faktoriese ontwerp is gebruik om te bepaal wat die effek van die sintuie op ‘n handelsmerk persepsie is. Om inligting aan ‘n verspreider, wat ‘n markleier van alkohol spirietes in Suid-Afrika is, te verskaf, is daar besluit om op alkohol, en meer spesifiek, brandewyn te fokus. Weens die aard van die gekose handelsmerk is sensoriese eienskappe in verband met die produk gebruik om die effek van die sintuie op die handelsmerk te bepaal. Die produk is ‘n verbruikbare produk, en smaak is as die onveranderlike gebruik om persepsie te meet. Die gestimuleerde sintuie in die eksperiment was sig, klank en reuk. Die stimuli was: • sig met die sigbaarheid van die brandewyn kleur, • klank in die vorm van ‘n brandewyn wat geskink word en • reuk as ‘n beklemtoonde heuningreuk. Verskeie eksperimente is uitgevoer in ‘n sensoriese laborotorium om te bepaal wat die effek van die sintuie op die persepsie van ‘n handelsmerk is. ‘n Geriefliksheidsteekproefmetode van 240 verbruikers, van die Wes Kaap, was gebruik om die eksperiment uit te voer. Hierdie respondente was almal alkohol verbruikers wat ook spirietes gebruik. Die empiriese resultate het getoon dat die drie veranderlikes (individuele hoof effekte of tweerigting interaksies) geen beduidende effek op persepsie gehad het nie. Die belangrikste bevinding was die dat die drierigting interaksie van sig, klank en reuk wel ‘n beduidende effek op die persepsie van ‘n handelsmerk gehad het. Die studie het getoon dat, dus veelvoudige gestimuleerde sintuie die persepsie van ‘n handelsmerk beinvloed.

Thesis (MComm)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: Growing competition, fuelled by globalisation, has increased the number of alternatives across almost all product categories, leaving consumers overloaded with information and overwhelmed for choice. Brand and price represent two cues that have been found to influence consumer decision-making and which can be used in marketing strategies to create value, and differentiate from competitors in this increasingly competitive climate. Responding to the misconceptions surrounding the decision-making of individuals classified in the low-income market segment, and in light of the significance of Bottom of Pyramid (BOP) supported by Prahalad (2002), this study was undertaken to assess the perceived importance of price and brand in low-income consumers’ decision-making process, and thereby examine the effect of different prices and brands on low-income consumers’ product preference. Primary causal research using a choice-based conjoint (CBC) analysis was conducted on a judgement sample of black female adults. A total of 209 questionnaires were completed through fieldwork of personal interviews in informal settlements in Gauteng. The study used a 5 price presentation (R18.99; R24.99; R28.99; R33.99; R42.99) by 5 brand presentation (Ace, Iwisa, White Star, Mnandi, Ritebrand) between-subjects design in the maize meal product category. The hierarchical Bayes procedure and multinomial logit model were used to analyse the primary data. Results of the descriptive and inferential analysis of the CBC showed that brand was perceived as more important, attributing to 65 per cent of low-income consumers’ decision-making process, opposed to the 35 per cent attributed to price, and that prices and brands had varying effects on low-income consumers’ purchase probabilities. Although lower prices did have higher perceived utilities, the price-sensitivity of low-income consumers was found to be less influential at lower price ranges, suggesting the stronger influence of brand and brand associations on their evaluation of alternatives. Familiar brands (White Star, Ace and Iwisa) were seen to positively influence low-income consumers’ purchase probability by reducing perceived risk, further enhanced by brand credibility as found with Iwisa (which indicated consistent quality) resulting in higher purchase probability. Unfamiliar brands (Mnandi and Ritebrand) were perceived as having low levels of utility, attributed to higher levels of perceived risk and unclear quality inferences. The research conclusions, drawing from secondary research, proposed a model of low-income consumer decision-making that is influenced by various factors, including aversion to loss, and the desire to satisfy aspirations. Varying levels of brand knowledge, brand quality and credibility as well as symbolic value attached to different brands as perceived by low-income consumers, are argued to influence both individuals’ aversion to loss, as well as their aspirational desires, and thus influence the decision-making process. Price and price–quality inferences, brand familiarity, brand–quality inferences, psychological factors and those surrounding the purchase context were found to have influence over the decision-making process of individuals within this market segment. Managerial recommendations emphasise the significance of the BOP as a viable market segment, warn marketers of low-cost pricing strategies, and discuss the importance of employing value-based strategies and leveraging brand to attract, satisfy and retain consumers in this market segment. Managers are challenged to find a balance between perceived quality and reliability and affordable price, in order to operate successfully in the low-income market and offer effective value propositions that provide customer satisfaction while allowing for sustained sales and profits for the firm. / AFRIKAANSE OPSOMMING: Groeiende mededinging, gedryf deur globalisering, het die aantal alternatiewe in byna alle produkkategorieë laat toeneem, wat verbruikers oorlaai met inligting en oorweldig met keuses. Handelsmerk en prys verteenwoordig twee leiseine wat verbruikersbesluitneming beïnvloed en wat gebruik kan word in bemarkingstrategieë om waarde te skep, en 'n produk van sy mededingers te onderskei in hierdie toenemend mededingende klimaat. In reaksie op die wanopvattings omtrent die besluitneming van individue wat in die lae-inkomste-marksegment geklassifiseer word, en in die lig van die betekenisvolheid van die Bodem van die Piramide (BOP) soos ondersteun deur Pralahad (2002), is hierdie studie onderneem om die waargenome belangrikheid van prys en handelsmerk in lae-inkomste-verbruikers se besluitnemingsproses te assesseer, en sodoende die effek van verskillende pryse en handelsmerke op lae-inkomste-verbruikers se produkvoorkeure te ondersoek. Primêre kousale navorsing deur 'n keusegebaseerde saamgevoegde analise ("choice-based conjoint analysis" of CBC) is uitgevoer op 'n oordeelsteekproef van swart, vroulike volwassenes. 'n Totaal van 209 vraelyste is voltooi deur middel van veldwerk in die vorm van uit persoonlike onderhoude in informele nedersettings in Gauteng. Die studie het 'n tussensubjekte-ontwerp gebruik met 'n 5-prys-aanbieding (R18.99; R24.99; R28.99; R33.99; R42.99) teenoor 'n 5-handelsmerk-aanbieding (Ace, Iwisa, White Star, Mnandi, Ritebrand) in die mieliemeel-produkkategorie. Die hiërargiese Bayes-prosedure en multinomiale logitmodel is gebruik om die primêre data te ontleed. Die resultate van die beskrywende en inferensiële analise van die CBC het gewys dat handelsmerk as meer belangrik waargeneem word, met 65 persent van lae-inkomste-verbruikers se besluitnemingsproses wat daaraan toegeskryf kan word, in vergelyking met 35 persent aan prys. Verder het pryse en handelsmerke wisselende effekte op lae-inkomste-verbruikers se aankoopwaarskynlikhede gehad. Alhoewel laer pryse hoër waargenome bruikbaarhede gehad het, is daar gevind dat die pryssensitiwiteit van lae-inkomste-verbruikers minder invloedryk is in laer prysklasse, wat dui op die sterker invloed van handelsmerke en handelsmerkassosiasies op hulle evaluering van die verskillende alternatiewe. Bekende handelsmerke (White Star, Ace en Iwisa) het lae-inkomste-verbruikers se aankoopwaarskynlikheid positief beïnvloed deur waargenome risiko te verlaag. Hierdie verskynsel is verder versterk deur handelsmerkgeloofwaardigheid, soos gesien by Iwisa (wat konsekwente gehalte aangedui het), wat lei tot hoër aankoopwaarskynlikheid. Onbekende handelsmerke (Mnandi en Ritebrand) is waargeneem as laag in terme van bruikbaarheidsvlakke, wat toegeskryf kan word aan hoër vlakke van waargenome risiko en onduidelike afleidings omtrent gehalte. Die navorsingsgevolgtrekking, wat op grond van sekondêre navorsing gemaak is, stel 'n model van lae-inkomste-verbruikersbesluitneming voor wat deur verskeie faktore beïnvloed word, insluitend 'n afkeer van verlies en die begeerte om aspirasies te bevredig. Wisselende vlakke van handelsmerkkennis, handelsmerkgehalte en -geloofwaardigheid, asook die simboliese waarde wat aan verskillende handelsmerke geheg word soos waargeneem deur lae-inkomste-verbruikers, beïnvloed sowel individue se afkeer van verlies as hulle aspirasionele behoeftes, en beïnvloed dus die besluitnemingsproses. Daar is gevind dat afleidings omtrent prys, prys teenoor gehalte en handelsmerk teenoor gehalte, handelsmerkbekendheid, sielkundige faktore en faktore vanuit die aankoopkonteks 'n invloed het op die besluitnemingsproses van individue binne hierdie marksegment. Bestuursaanbevelings beklemtoon die belangrikheid van die BOP as 'n lewensvatbare marksegment, waarsku bemarkers teen laekoste-prysingstrategieë, en bespreek die belang daarvan om waardegebaseerde strategieë te gebruik en handelsmerke te hefboom om verbruikers in hierdie marksegment te lok, te bevredig en te behou. Bestuurders word uitgedaag om 'n balans te vind tussen waargenome gehalte en betroubaarheid en bekostigbare pryse, ten einde suksesvol in die lae-inkomstemark te funksioneer en doeltreffende waardeproposisies te bied wat verbruikersbevrediging verskaf, maar steeds ruimte laat vir volgehoue verkope en winste vir die firma.

Advertising, which is an important sales tool for brands to the masses, may produce lasting impressions of a company and its products. These impressions rely on a consistent message over time to maintain a brand's image. This study examines how Ralph Lauren's advertising images have changed from a country club lifestyle image to urban/hip. In addition, the study examines the increased use of nudity and sexual imagery in Lauren's advertising. The findings were obtained by content analyzing all Ralph Lauren advertisements appearing in Gentlemen's Quarterly magazine from 1980 to 2000 (N=283). The study finds that Ralph Lauren lifestyle images have become more urban/hip, and that Lauren's advertising is utilizing more nudity, sexual interaction, and homoerotic imagery. By examining Ralph Lauren's shifting brand image via its advertising, this study contributes to a greater understanding of the connection between advertising and a company's brand image.

Submitted in fulfilment of the requirements for the Degree of Master of Technology: Marketing, Durban University of Technology, 2008. / The purpose of this study was to evaluate Chinese parents' buying behaviour towards baby milk powder in the context of China's One-Child policy. The study examined the Chinese culture, social trends, the influence of product attributes among urban Chinese parents and parents' product knowledge of baby milk powder. This study is an exploratory study. A questionnaire was used to collect the data from 400 respondents at Shangdong University, China. There are 312 respondents' questionnaires used to analyse the results. The results were discovered through the use of four research objectives. Firstly, the results reflect that family and friends do have an influence on buying decisions on baby milk powder. There parents rely more on word-of-mouth communication and shop assistants play a negative role in parents' buying decision. Secondly, mothers need to opt for baby milk powder for their babies due to the flood of women into the job market and incomes from dual earners. Thirdly, parents perceive high price with good quality; the preferred brand by the parents have a significant impact on their brand loyalty and parents generally hold positive views of foreign-made baby milk powder. Fourthly, parents have a high level of subjective and objective knowledge of baby milk powder. This study was limited to the sample size and the geographic area. Consequently, results of this study can not be regarded as representative of the entire Chinese population. The results may help marketers develop more effective marketing programmes to affect consumers' buying decision. In addition, this study is one of a few studies that apply the theory of buying behaviour in the context of China's One-Child policy in the marketing field. / M