Consumer generated product reviews is a tool growing in popularity among e-retailers. On account of its many benefits and as the internet is continuously taking over as a market place this may come as no surprise. However, deception has found its way in with the intention to further extend these benefits and as reviews keep growing as a go-to tool for the practitioners – so does the phenomenon of brand generated opinion spam. Since legal repercussions of opinion spamming is found in theory to be largely absent, the authors sought for other facets of a brand that could potentially be influenced by this phenomenon. Aiming straight for the heart of a brand, namely brand trust. Taking a foothold in theory on brand trust as a psychological variable, the present thesis aims to explore how revealed opinion spam activities can affect brand trust. Through a qualitative and embedded case study, this thesis thereby aims to explore how brand trust is affected by opinion spam activities unveiled within brands, and ultimately contribute with a deeper understanding of this affect. Data was collected through two focus groups consisting of 14 participants in total, and as found – being engaged in opinion spam activities is a risky business. Brand generated opinion spam is found to influence the antecedents of brand trust negatively. Further research is advised to examine the relationship between opinion spam and brand trust extending beyond an exploratory stage. As antecedents of brand trust can be derived from an array of different constructs, and since brand trust is not uniformly defined in literature - varying sets of findings can surface depending on how brand trust is conceptualized. Brand generated opinion spam itself and its supposed affects ought to be examined further as this contemporary phenomenon is certainly on the horizon for most retailers operating online.   "Dare to be true: nothing can need a lie; A fault which needs it most, grows two thereby." – George Herbert - 1633 / Konsumentgenererade produktrecensioner är ett verktyg som växer i popularitet bland internetbaserade återförsäljare. På grund av dess många fördelar och eftersom internet kontinuerligt växer som marknadsplats är detta kanske ingen överraskning. Dock, har bedrägeri letat sig in i syfte att ytterligare utöka dessa fördelar allteftersom kundrecensioner fortsätter att växa som ett verktyg bland utövare, så kommer opinion spam – fenomenet att växa i takt. Då de juridiska påföljderna av opinion-spamming lyser med sin frånvaro i den vetenskapliga litteraturen, sökte författarna till denna avhandling efter andra aspekter av ett varumärke som potentiellt kan påverkas av detta fenomen. Med siktet inställt på hjärtat av ett varumärke, nämligen varumärkesförtroendet. Avhandlingen tar avstamp i teorier om varumärkesförtroende som en psykologisk variabel i syfte att undersöka hur ett avslöjade opinion spam-aktiviteter kan påverka just varumärkesförtroende. Genom en kvalitativ och en ”embedded” fallstudie syftar denna avhandling därmed till att undersöka hur varumärkesförtroende är påverkat av opinion-spammande aktiviteter som avslöjats inom varumärken, och bidra med en djupare förståelse av denna påverkan. Datan samlades in genom två fokusgrupper bestående av totalt 14 deltagare, och som påvisat är opinion-spamming en riskabel verksamhet. Varumärkesgenererad opinion-spamming har visat sig påverka förtroendet för varumärken negativt. Ytterligare forskning rekommenderas att undersöka förhållandet mellan opinion spam och varumärkesförtroende bortom ett förberedande stadium. Då förtroende för varumärken kan härledas från en rad olika konceptualiseringar, och eftersom varumärkesförtroende som en vetenskaplig term inte är enhetligt definierat i litteraturen – kan varierande uppsättningar av resultat genereras beroende på hur varumärkesförtroende som koncept är uppbyggt. Varumärkesproducerad opinion-spam i sig, och dess påverkan på förtroendet till varumärken borde undersökas ytterligare, detta eftersom det som ett kontemporärt fenomen ligger i riktlinjen för de flesta återförsäljare som är verksamma på internet.

In this paper, we propose organizations can leverage the storytelling process to convey corporate social responsibility (CSR) actions and events. In doing so, organizations may mitigate the major challenges that hinder positive returns from CSR initiatives–awareness and skepticism. We propose a conceptual model that demonstrates the effects of CSR storytelling. Specifically, we propose the storytelling process yields positive impacts on internal and external stakeholder outcomes including increasing employees’ thriving and meaningful work, as well as the attitudes and trust of multiple external stakeholders. To support the proposed relationships in our model, we apply narrative transportation theory and complement it with theory and literature on brand outcomes, CSR, positive organizational psychology, and communication. We discuss our contributions and highlight the value of continued research at the intersection of storytelling, CSR, and internal and external organizational outcomes.

Purpose: The purpose of this paper is to theoretically develop and empirically validate separate scales that represent a consumer’s expectations of business ethics (BE) and corporate social responsibility (CSR). Design/methodology/approach: A literature review and qualitative research were conducted to generate items for the scales. Initial item reduction was performed qualitatively based on a panel of experts. A follow-up quantitative assessment using an exploratory factor analysis further reduced the items. The scales were then validated using confirmatory composite analysis with partial least squares-structural equation modeling. Findings: Separate scales representing consumers’ expectations of BE and CSR behaviors were developed. The scales exhibited reliability, convergent validity, discriminant validity and external validity. Practical implications: The separation of these scales into two components will facilitate more precise examination of consumer perceptions of these two components of product and brand images, and how they may impact brand attitudes and brand trust. Originality/value: This is the first effort to develop separate scales for consumer expectations of ethics and CSR, and assess their impact on brand outcomes.

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In the highly competitive business landscape of the twenty-first century, intangible assets such as brand equity are deemed as increasingly vital to the long-term success of organisations. Brand loyalty, which is the primary driver of brand equity, germinates from consumers‟ brand identification, trust in the superiority of the brand, and their perceptions of the social esteem that use of the brand signals. The mobile phone industry is one of the most dynamic and competitive industries of this century, with new smartphones boasting breakthrough features appearing on the market in rapid succession. In South Africa, black Africans make up the majority of the Generation Y cohort (hereinafter referred to as black Generation Y). As the first generation brought up in this era of mobile telephony, the Generation Y cohort (individuals born between 1986 and 2005) represents an important current and future segment for the manufacturers and marketers of mobile devices, including smartphones. Furthermore, because of the number of members possessing a tertiary qualification, their potential earning power, together with the sheer size of this segment, it was important to determine and model the role of brand trust in creating brand equity in the mobile phone industry amongst these individuals. The study hypothesised that social image directly influences black Generation Y students perception towards brand trust, brand trust directly influences brand loyalty, which in turn directly influences brand equity. The results indicate that social image has a significant positive influence on brand trust, which in turn has a significant positive influence on the development of brand loyalty and consequent brand equity. A descriptive research design using a single cross-sectional sample was followed, using a self-administered questionnaire. The self-administered questionnaire was distributed to a convenience sample of 600 students enrolled at three public South African higher education institutions (HEIs) situated in the Gauteng province. Permission from the lecturers at the three HEIs was obtained to administer the questionnaire during class times. Of the questionnaires completed, 460 questionnaires were usable. The captured data were analysed using descriptive statistics, correlation analysis, bivariate regression and independent T-tests. In order to confirm the hypothesised construct paths, a measurement model was created based on the correlation analysis. The correlation analysis results indicated that social image has a significant relationship with brand trust, which in turn has a significant relationship on the development of brand loyalty and consequent brand equity. Five latent variables were identified in the measurement model. The structural model hypothesised that social image influences brand trust, brand trust influences brand loyalty, which in turn influences brand equity. The hypothesised model fit the data. This study contributes to the body of knowledge pertaining to brand equity by developing a model to illustrate the role of social image and brand trust in creating brand equity in the mobile phone industry amongst black Generation Y students, and determining which factors act as antecedents to successful brand equity. The role of brand trust in creating brand equity is suggested to be a five-factor structure comprised of social image, brand reliability, brand intentions, brand loyalty and brand equity. The study also offers recommendations and guidance for marketers and organisations that seek to improve their brand equity. This study will contribute by profiling the black Generation Y student in South Africa concerning their perception towards brand trust in creating brand equity in the mobile phone industry. The findings of this study will add value to South African marketers, as well as international marketers seeking to target the Generation Y cohort. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015

In the highly competitive business landscape of the twenty-first century, intangible assets such as brand equity are deemed as increasingly vital to the long-term success of organisations. Brand loyalty, which is the primary driver of brand equity, germinates from consumers‟ brand identification, trust in the superiority of the brand, and their perceptions of the social esteem that use of the brand signals. The mobile phone industry is one of the most dynamic and competitive industries of this century, with new smartphones boasting breakthrough features appearing on the market in rapid succession. In South Africa, black Africans make up the majority of the Generation Y cohort (hereinafter referred to as black Generation Y). As the first generation brought up in this era of mobile telephony, the Generation Y cohort (individuals born between 1986 and 2005) represents an important current and future segment for the manufacturers and marketers of mobile devices, including smartphones. Furthermore, because of the number of members possessing a tertiary qualification, their potential earning power, together with the sheer size of this segment, it was important to determine and model the role of brand trust in creating brand equity in the mobile phone industry amongst these individuals. The study hypothesised that social image directly influences black Generation Y students perception towards brand trust, brand trust directly influences brand loyalty, which in turn directly influences brand equity. The results indicate that social image has a significant positive influence on brand trust, which in turn has a significant positive influence on the development of brand loyalty and consequent brand equity. A descriptive research design using a single cross-sectional sample was followed, using a self-administered questionnaire. The self-administered questionnaire was distributed to a convenience sample of 600 students enrolled at three public South African higher education institutions (HEIs) situated in the Gauteng province. Permission from the lecturers at the three HEIs was obtained to administer the questionnaire during class times. Of the questionnaires completed, 460 questionnaires were usable. The captured data were analysed using descriptive statistics, correlation analysis, bivariate regression and independent T-tests. In order to confirm the hypothesised construct paths, a measurement model was created based on the correlation analysis. The correlation analysis results indicated that social image has a significant relationship with brand trust, which in turn has a significant relationship on the development of brand loyalty and consequent brand equity. Five latent variables were identified in the measurement model. The structural model hypothesised that social image influences brand trust, brand trust influences brand loyalty, which in turn influences brand equity. The hypothesised model fit the data. This study contributes to the body of knowledge pertaining to brand equity by developing a model to illustrate the role of social image and brand trust in creating brand equity in the mobile phone industry amongst black Generation Y students, and determining which factors act as antecedents to successful brand equity. The role of brand trust in creating brand equity is suggested to be a five-factor structure comprised of social image, brand reliability, brand intentions, brand loyalty and brand equity. The study also offers recommendations and guidance for marketers and organisations that seek to improve their brand equity. This study will contribute by profiling the black Generation Y student in South Africa concerning their perception towards brand trust in creating brand equity in the mobile phone industry. The findings of this study will add value to South African marketers, as well as international marketers seeking to target the Generation Y cohort. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015

Background: The importance of brand communities is increasing as managers have understood the benefits such communities which can create competitive advantage. Companies are trying to differentiate from the competitors and customer-based brand equity has been acknowledged as a successful marketing tool. Moreover, the development of social media allowed people from different cultures to come together, interact and share experiences in regards of their favorite brand. Purpose: The purpose of this paper is to explain the effect of relationships on social media based brand communities on customer-based brand equity in the service industry. Methodology: The research proposes a sequential explanatory design which consists of a mixed approach by collecting and analyzing the quantitative data first, followed by the collection and analysis of the qualitative data in the form of interviews based on the quantitative results. Data has been collected from Facebook Groups and Facebook Fan Pages in regards of an airline. Findings: Relationship that customers form with the brand, other customers and the service on social media based brand equity have a positive effect on customer-based brand equity. Furthermore, perceived brand trust represents a significant moderator in this relationship. Additionally, results show that there are differences between different cultures in enhancing brand equity. Keywords: Social Media, Brand Communities, Customer-Based Brand Equity, Service Industry, Perceived Brand Trust, Culture

Behavioral marketing is something that has received lots of attention due to growing awareness around artificial intelligence (AI) and companies using this technology for marketing purposes. However, the data collection practices have been receiving lots of critique for a while now and therefore it is more important than ever to gain an insight of how the consumers perceive behavioral online marketing. From this standpoint two research questions have been developed: How do consumers’ attitudes towards behavioral marketing, affect their purchase intention? and How does exposure to behavioral marketing affects purchase intention? In order to answer these research questions, the experimental vignette methodology was used to study digital natives, namely individuals between 18 and 30 years old. The experiment provided the basis for the study combined with the questionnaire the participants were asked to complete after the experiment. The experiment process consisted of two purchase scenarios that had to be performed online: a purchase of a low degree behavioral marketing product (city bike) and a purchase of a high degree marketing product (sneakers). One of the most important findings of this research regarding consumers’ attitude’s impact on purchase intention was the fact that trust has a bigger impact on the high involvement products compared to the low involvement product. When it came to exposure to behavioral marketing, the test objects that were exposed to behavioral ads had a higher likelihood to purchase a sponsored item. Therefore, there is a positive relationship between how much behavioral marketing a company use and the likelihood of a user purchasing a sponsored item. One of the most important practical implications that can be derived from this study is that businesses need to prioritize building a strong brand image prior to utilizing behavioral marketing. / Beteendemässig marknadsföring är något som fått större uppmärksamhet i och med betydelsen som artificiell intelligens (AI) har fått samt något som företag använder sig av i marknadsföringssyfte. Däremot har insamling av data länge kritiserats och frågan om hur kunder faktiskt uppfattar annonser online har blivit mer och mer relevant. Utifrån detta resonemang har dessa forskningsfrågor tagits fram: Hur påverkar konsumenternas attityd gentemot beteendemässig marknadsföring deras köpavsikt? samt Hur påverkar exponeringen av beteendemässig marknadsföring gentemot konsumenter deras köpavsikt? För att kunna uppnå detta syfte har experimentell vignettes metodik använts för att studera millenniegenerationen, alltså personer i åldrarna 18-30. Ett experiment gjorde grunden till studien, tillsammans med ett frågeformulär som de var ombedda att göra efter experimentet. Experimentet bestod av två olika köp som deltagarna skulle göra online; en produkt med låg grad av beteendemässig marknadsföring (cykel) och en produkt med hög grad av beteendemässig marknadsföring (skor). Det viktigaste som kunde tas från denna undersökning när attityder undersöktes var att förtroende gentemot ett företag eller varumärke hade en stark påverkan på köpavsikten. Däremot är inverkan för förtroende starkare vid köpa av en produkt med hög grad av beteendemässig marknadsföring jämfört med en produkt med låg grad av beteendemässig marknadsföring. När det gäller exponeringen av beteendemässig marknadsföringen var den största upptäckten att de deltagare som hade blivit utsatta för annonser till en högre grad hade en större chans att köpa en produkt som var annonserad. Alltså, ju mer företag använder sig av beteendemässig marknadsföring som är av relevans för konsumenten, desto mer sannolikt är det att de köper just deras produkt. Den största praktiska implikationen som kunde utläsas var att innan beteendemässig marknadsföring kan bli optimalt för företag måste de prioritera att bygga ett starkt varumärke.

Magister Commercii - MCom / The concept of brand loyalty highlights the importance of brands in marketing strategy development because it leads to a stream of benefits for the company (lower marketing costs, less price sensitivity, greater market share and greater profits). Questions thus arise about how brand loyalty is achieved, especially for low involvement product categories classified as fast moving consumer goods (FMCGs). Models of how brand loyalty is built have been tested and most agree that brand loyalty is linked to satisfying customer needs. Knowledge about the type of needs (utilitarian and hedonic) is however, not usually determined. How the different types of needs first influence brand trust and brand affect, before affecting consumer satisfaction, also requires investigation. This study therefore tested how brand building efforts for some selected FMCG brands in South Africa impact on brand loyalty, as well as the extent to which utilitarian and hedonic need satisfaction leads to brand trust and brand affect for these low involvement products. The study also examined the extent to which brand trust and affect influence consumer satisfaction, examined as drivers of attitudinal and behavioural brand loyalty. Quantitative research methods were used to collect and analyse the data, appropriate because of the nature of the research (testing relationships between multi-variables), and the fact that standardised instruments were available to test the proven and valid variables. Data was collected from 272 White, Indian, Coloured and Black South Africans living in Cape Town. The respondents were sampled from malls in Nyanga (targeting Black consumers, most of whom represent lower income consumers), Mitchell's Plain (targeting middle income Coloured and Black consumers), and Canal Walk (targeting high income White, Coloured, Indian and Black consumers), all of which either have SPAR, Pick n Pay or Shoprite/Checkers retailers that sell FMCGs. Structural equation modelling was the main data analysis method for this multivariate investigation.