Games as a form of communication have been examined by academics in the fields of game studies, narratology and media studies, among others, but the use of games to communicate advertising messages has not been adequately explored within the South African context. The study sought to investigate the phenomenon of advergaming, purpose-built games designed to communicate an advertising message, in South Africa, and to develop a model for the use of advergaming as a viral marketing tool in this context. Using a hybrid approach, the study examined the way that advertising agencies currently use advergames as well as the effectiveness of advergaming as a means to communicate a message. The study presents the results of a national survey of advertising agencies in South Africa, a content analysis of existing advergames and an analysis of three semi-structured group interview experiments conducted using selected advergames. The findings point to the potential of advergaming as a message communication tool, but also highlight the challenges that may hamper the widespread use of advergaming in South Africa. It proposes the use of the mobile environment as a means to reach a wider South African audience and in that way, overcome some of the obstacles to advergaming adoption. In addition, the results identify aspects of advergames that seem to correlate with the effectiveness of message communication.

Social media is an unexplored and new area, for both businesses and academia. Many institutions are not confident on how to improve their business through the use of social media, neither for internal or external purposes. Social media is nevertheless immense among private persons (Wikström & Wigmo 2010:1) and to ignore this would be a critical mistake by marketing communicators, regardless of the economic sector in which they operate. Therefore, this study intended to expand on the current limited knowledge and information available relating to the use of social media by Higher Education Institutions (HEIs) to improve their brand image. The primary objective of this research was to evaluate and empirically test the impact of selected Brand identity variables (Brand reputation, Brand relevance, Brand personality, Brand performance and Brand relationship) on the Brand image of a HEI, through the use of social media. The focus was on the impact of social media (Facebook) on the brand image of a Higher Education Institution (HEI), namely the Nelson Mandela Metropolitan University (NMMU), which was used as the sample for this study.

El Estudio de Branding FIBRA comentará sus últimos proyectos de diseño de empaques.

Esta conferencia trata sobre la importancia de posicionar las marcas hoy en día, menciona casos de buenas y malas prácticas además de realizar una dinámica, con la herramienta Kahoot, durante la conferencia. Descripción: Conferencia realizada en el marco del primer encuentro de socios Lumni, en las instalaciones del aula magna del campus Monterrico de la UPC, el 16 de mayo de 2018.

Brand anthropomorphism, which refers to brands being perceived as having human-like qualities, has been found to yield several brand benefits, two of which are brand loyalty and commitment and a willingness to spread positive word-of-mouth. These benefits make it a valuable consideration in the marketing domain. However, like other sets of beliefs, not all anthropomorphic beliefs have the same strength: they can range along a continuum from strongly held to weakly held anthropomorphic beliefs, thus affecting the degree to which they yield brand benefits. Yet the literature to date often appears to have explored this variance by comparing the anthropomorphic beliefs of personified non-human stimuli (which are mostly gender-neutral) with those of non-personified stimuli, or by exploring individuals’ general propensity to anthropomorphise. However, based on the dehumanisation literature, the gender of human beings has been found to play a role in the degree to which human beings are denied humanness. It can be anticipated, therefore, that the perceived gender of non-human stimuli is also likely to play a role in the degree to which they are attributed humanness. Although research on brand anthropomorphism has increased in recent years, little is known about the variance in the actual occurrence of the brand anthropomorphism of specific non-human brand stimuli, such as brand spokes-characters, using a gendered lens. The primary purpose of this study, therefore, is to explore the role of gender in the brand anthropomorphism of brand spokes-characters in an NPO context. Since brand anthropomorphism has been found to yield several brand benefits, especially in the profit sector, it may also be a viable strategy for NPOs to consider as they strive to increase patronage in a competitive landscape. So this warrants further exploration of brand anthropomorphism in this context. Data was collected from participants and respondents residing in South Africa who were over the age of 18 years. Since gender played a pivotal role in this study, equal gender quotas were set for these participants and respondents. The data was collected using a multi-method approach to address the primary purpose of this study, in three phases. First, unstructured interviews were conducted to explore the design of personified and gendered brand spokes-character stimuli. Second, based on the feedback from the unstructured interviews, the brand spokes-character stimuli were revised and were subsequently used as the stimuli in a focus group, in order to probe discussions and to unearth deeper meanings associated with these personified and gendered stimuli. Third, a survey questionnaire administered via an online panel was conducted to explore the role of gender in brand anthropomorphism in an NPO context. Three scenarios were created, in which only the gender (female, gender-neutral, or male) of the brand spokes-character stimulus used in each changed. A total of 600 respondents were recruited from a convenience sample, in which 200 respondents were respectively exposed to one of the three scenarios. This study’s main findings arising from multiple analysis of variance (ANOVAs), multi-group moderation structural equation modelling (SEM), and mediation, were four-fold. First, this study uncovered the complexities involved in designing gendered and personified non-human brand stimuli. The brand spokes-characters’ gender was acknowledged more often than not, and the gendered brand spokes-characters appeared to play a role in their brand anthropomorphism and in their perceived suitability for NPOs. A suggestion to marketers, therefore, is to elicit brand anthropomorphism by endowing brand stimuli not only with observable biological cues, but also with more social cues, such as gender cues (e.g., clothing) in order to yield possible greater brand benefits. Second, on the role of brand spokes-characters’ acknowledged gender in brand anthropomorphism, it was found that there were no statistically significant differences in brand anthropomorphism based on the brand spokes-characters’ acknowledged gender. Marketers are therefore encouraged to elicit brand anthropomorphism to a greater degree by considering the use of more realistic (e.g., 3D design) brand stimuli that are not static in design, but that are able rather to move. Third, even though there were no statistically significant differences in the brand anthropomorphism of the brand spokes-characters, based on the delimitation of the human-like qualities constituting brand anthropomorphism in this study, there were significant differences in these characters’ other perceived unobservable human-like qualities, based on their acknowledged gender. These included the gender dimensions of brand personality (i.e., masculine and feminine brand personalities), and two of the three dimensions of source credibility (i.e., expertise and attractiveness). These results indicated that brand spokes-characters’ acknowledged gender does appear to play a role in the perceptions that they have unobservable human-like qualities, such as a feminine brand personality and/or expertise. According to the definition, such perceived unobservable human-like qualities could essentially also constitute anthropomorphism. Marketers are encouraged, therefore, to endow brand stimuli with either observable (e.g., a face) or unobservable (e.g., a voice) human-like attributes, as these are likely to elicit perceptions that such stimuli have unobservable human-like qualities (e.g., expertise). Fourth, the findings of this study indicated that the brand anthropomorphism of brand spokes-characters has an influence on brand affect, intention to donate, and donation behaviour, with brand affect and intention to donate playing a mediating role, and potential donors’ gender playing a moderating role in most of these direct relationships. Males were found to be more strongly persuaded to engage in prosocial behaviour by the brand anthropomorphism of the brand spokes-characters, while females were persuaded more by the brand affect toward these characters. One of the recommendations to marketers or managers of NPOs, therefore, is to consider carefully the gender of potential donors when communicating with them to elicit support. Theoretically, this study extends the existing literature about brand anthropomorphism by using a gendered lens. Specifically, additional insight into the variance of the actual occurrence of brand anthropomorphism, using a gendered lens, is offered. In addition, one of the main overall managerial contributions of this study is that it highlights the importance of marketers endowing brand stimuli with observable (e.g., human-like female facial features) or unobservable gender cues (e.g., an audible human-like female voice). This is likely to enhance brand perceptions and ultimately lead to favourable intentions and behaviour toward the brand as a result. However, like all social science research, this study is not without its limitations. Among the several limitations highlighted in the study, one of them is that it focuses on the role of only one demographic variable in brand anthropomorphism – namely, gender. A recommendation for future research, therefore, is to consider exploring the role of other demographic variables such as cultural groups, which has been found to play an important role in the effectiveness of brand personification strategies; or education level, which has been found to influence how gender roles are perceived. The consideration of other demographic variables may provide deeper insight into brand anthropomorphism and its effectiveness that may not have been uncovered in this study. / Thesis (PhD (Marketing Management))--University of Pretoria, 2020. / National Research Foundation (NRF) / Marketing Management / PhD (Marketing Management) / Unrestricted

Brand equity is a construct that has numerous implications for both academics and practitioners. It has been the topic of a great deal of research during the past three decades. Several components of brand equity have been theorized and tested over the years, but the foundation of the construct remains consistent - brand equity is enhanced by factors that increase the profitability of the firm. One factor that has long been recognized as important for the retailer brand is location, yet previous work on brand equity has never specifically considered the role of geographic location of the retailer brand in relation to customers. This dissertation addresses this important gap by building a theoretical case for Retailer Location-Based Brand Equity (RLBBE) and attempts to uncover the primary determinants of the newly-proposed construct. Essay One begins with a qualitative exploration of consumer perceptions related to retailer location and the benefits and detriments that can flow from location. A mixed-method qualitative approach will employ machine learning, AI-enabled content analysis, and a traditional netnographic content analysis of consumer reviews on the Yelp social media platform. Findings support a proposed definition of RLBBE as "the portion of brand equity that is directly dependent on the location of the retailer brand relative to the consumer". Findings suggest the 3L's of RLBBE - location-based convenience, locus of loyalty, and locality of the brand - as the three dimensions that make up RLBBE. Essay two builds upon the work done in Essay One to determine the roles that the three proposed dimensions of RLBBE play and the relative importance of each. Essay two utilizes choice modeling to examine the dimensions of RLBBE as perceived by consumers. Three studies directly extend the work reported in Essay One by testing the 3L's of RLBBE. These three studies, taken together, further strengthen the case for RLBBE as an important and unique component of brand equity for retailer brands. This dissertation opens the door for both academics and practitioners to begin considering the role that location plays in determining the equity of retailer brands and the impact that location-based strategy can have on the brand.

Brands can often be highly capable of linking individuals to one another. Many brand admirers feel a psychological connection with one another, a feeling referred to in this dissertation as perceived connectedness to brand users (PCBU). Though this connection has been almost wholly studied among brand consumer engaged in recurrent brand-oriented social interaction (i.e. brand communities), brand consumers need not be engaged in social interaction in order to feel an implicit connection with one another. In this dissertation, a collection of individuals who feel a connection with a brand’s consumers, while engaging in minimal to no recurrent brand-oriented social interaction, is referred to as a brand collectivity. This dissertation provides insight as to how PCBU affects members of brand communities and brand collectivities and has six objectives: 1) to demonstrate the distinctiveness of PCBU as a construct; 2) to examine the consequences of perceived connectedness to brand users; 3) to examine antecedents of perceived connectedness to brand users; 4) to examine antecedents of self-brand connection; 5) to examine antecedents of brand user identification; 6) to investigate the moderating effect of enduring involvement on the relationships between perceived connectedness to brand users and its antecedents; and 7) to compare the hypothesized model of PCBU among members of brand collectivities and brand communities. Data were gathered from owners of the iPod, a subsidiary brand of MP3 players from Apple. Cluster analyses were used to classify respondents as members of either a brand community or a brand collectivity. An empirical examination of PCBU revealed that PCBU influences the perceived influence that their members’ feel they have over the meaning of a brand to others and that self-brand connection and brand user identification are antecedents of PCBU. Self-brand connection is significantly influenced by consumers’ perceived similarity to the brand and their opposition of competing brands; brand user identification is affected only by the latter. Neither group membership nor enduring involvement was found to have a moderating influence on the hypothesized model of PCBU. Overall, PCBU and significant differences between brand communities and brand collectivities are shown to affect consumer behavior.

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Syftet med denna fallstudie är att undersöka på vilket sätt VisitSweden arbetar med Sveriges varu­märke mot internationella turister och besökare, samt hur de samarbetar med besöksnäringen för att stärka varumärket Sverige. Metodmässigt har vi genomfört en fallstudie på VisitSweden vars uppdrag är att marknadsföra Sverige till internationella turister och besökare. Vi har genom­fört kvalitativa intervjuer med marknadschefen på VisitSweden och aktörer i besöksnäringen. Fallstudien visar att VisitSweden i samarbete med NSU (Nämnden för Sverigefrämjande i Utlandet) arbetar med en strategi för Nation branding. Detta för att stärka Sverigebilden. Målet är att skapa en positiv bild av Sverige som lockar till intresse som ska gynna alla näringar. Medlemmarna i NSU har kommit fram till en gemensam målgrupp. Utifrån denna målgrupp har VisitSweden tagit fram två egna målgrupper. En i NSU gemensamt framtagen kommunikations­plattform ligger till grund för att alla ska kommunicera samma enade bild av Sverige. VisitSweden arbetar med integrerad kommunikation i arbetet att stärka varumärket Sverige. De arbetar tillsammans med besöksnäringen för att stärka Sverigebilden och öka turismexporten. / The purpose with this case study is to examine in what ways VisitSweden works with the brand of Sweden towards international tourists and visitors and how they cooperate with the tourism industry to strengthen the brand of Sweden. We have done a case study at VisitSweden whos mission is to market Sweden to international tourists and visitors. We have done qualitative interviews with the Head of Marketing at VisitSweden and organisations in the tourism industry in Sweden. The case study shows that VisitSweden togheter with NSU (The board for promoting Sweden abroad) are working with a strategy for Nation branding to strengthen the image of Sweden. The goal is to create a positive image of Sweden that shall benefit all industries in Sweden. The members in NSU have agreed upon a mutual target group. From that target group VisitSweden have formed two target groups for themselves. The communication platform that NSU has created is the foundation for communicating a consistent image of Sweden. VisitSweden works with integrated communication in the process of strengthening the brand of Sweden. They work togheter with the tourism industry to strengthen the image of Sweden and to increase the tourism export.