Although every organisation disposes of a corporate identity, it is not a given that the organisation will also have a corporate brand. Corporate brands refer not only to the visual corporate identity elements such as the name, the logo and the corporate colours but also reflect the associations that the internal and external interest groups attach to the organisation. The staff members of the organisation are regarded as the ambassadors of an organisation’s corporate brand which they should live and express in their work and actions. For that reason it is important that the corporate brand should be well established within the organisation itself. The North-West University (NWU) was established in 2004 as the result of a merger between the former Potchefstroom University for Christian Higher Education and the University of the North-West. The North-West University consists of four business units, viz. the Institutional Office, the Mafikeng Campus, the Potchefstroom Campus and the Vaal Triangle Campus. Because of the diversity of the erstwhile institutions, there were several serious implications for the North-West University. One of these was the development and the subsequent suitable management model, given the distance between campuses, and the other would the design and establishment of a corporate brand for the institution, given the culture and background of the former institutions. The result has been the use of a hybrid model with regard to the over-arching corporate brand of the North-West University to the extent that each campus has developed its own separate corporate brand. Although various studies have been done in the field about corporate brands, to date no study has been undertaken about the situation at the North-West University. Against this background it was possible to formulate the following general research question. What are staff members’ perceptions of, respectively, the corporate brand and corporate brand management of the North-West University and the Potchefstroom Campus? For the purposes of this study semi-structured interviews were conducted with management of the Institutional Office and the Potchefstroom Campus directly involved in the application of the corporate brand. A quantitative electronic questionnaire was also sent to all academic, administrative and support staff members of the Potchefstroom Campus. The study indicates that the management of the Institutional Office and of the Potchefstroom Campus in some instances hold differing views about the corporate brand of the North-West University and the Potchefstroom Campus. In contrast to this the study indicated that the staff members of the Potchefstroom Campus gave recognition to the fact that the Potchefstroom Campus had their own corporate brand, but that it is regarded as part of the over-arching corporate brand of the North-West University. The study also indicated that the North-West University and the Potchefstroom Campus corporate brands consisted of different components and that the management of corporate brand depended on the leadership of senior management, but that each staff member played a role in living and establishing the different corporate brands. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2015

Although every organisation disposes of a corporate identity, it is not a given that the organisation will also have a corporate brand. Corporate brands refer not only to the visual corporate identity elements such as the name, the logo and the corporate colours but also reflect the associations that the internal and external interest groups attach to the organisation. The staff members of the organisation are regarded as the ambassadors of an organisation’s corporate brand which they should live and express in their work and actions. For that reason it is important that the corporate brand should be well established within the organisation itself. The North-West University (NWU) was established in 2004 as the result of a merger between the former Potchefstroom University for Christian Higher Education and the University of the North-West. The North-West University consists of four business units, viz. the Institutional Office, the Mafikeng Campus, the Potchefstroom Campus and the Vaal Triangle Campus. Because of the diversity of the erstwhile institutions, there were several serious implications for the North-West University. One of these was the development and the subsequent suitable management model, given the distance between campuses, and the other would the design and establishment of a corporate brand for the institution, given the culture and background of the former institutions. The result has been the use of a hybrid model with regard to the over-arching corporate brand of the North-West University to the extent that each campus has developed its own separate corporate brand. Although various studies have been done in the field about corporate brands, to date no study has been undertaken about the situation at the North-West University. Against this background it was possible to formulate the following general research question. What are staff members’ perceptions of, respectively, the corporate brand and corporate brand management of the North-West University and the Potchefstroom Campus? For the purposes of this study semi-structured interviews were conducted with management of the Institutional Office and the Potchefstroom Campus directly involved in the application of the corporate brand. A quantitative electronic questionnaire was also sent to all academic, administrative and support staff members of the Potchefstroom Campus. The study indicates that the management of the Institutional Office and of the Potchefstroom Campus in some instances hold differing views about the corporate brand of the North-West University and the Potchefstroom Campus. In contrast to this the study indicated that the staff members of the Potchefstroom Campus gave recognition to the fact that the Potchefstroom Campus had their own corporate brand, but that it is regarded as part of the over-arching corporate brand of the North-West University. The study also indicated that the North-West University and the Potchefstroom Campus corporate brands consisted of different components and that the management of corporate brand depended on the leadership of senior management, but that each staff member played a role in living and establishing the different corporate brands. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2015

The increasing amount of power and potentially negative impacts that corporations exert within society has become a growing concern for many people. In response to this and due to the changing role of business in society, more and more members of social groups, who are affected by corporate activities, are claiming their rights to be better informed of and more involved in corporate decision-making. Consequently, the need for companies worldwide to be more accountable for the ways in which they conduct their business has grown at a tremendous rate. Especially during the last decade, companies have globally been placed under increasing pressure from different stakeholder groups to demonstrate and prove their commitments to the idea of Corporate Social Responsibility (CSR). In order to facilitate and guide these CSR-commitments, society has for many years already begun to implement various standards of behaviour/performance, which corporations need to achieve in order to be accepted as being part of the citizenry. However, despite an abundance of such standards in terms of CSR-related guidelines and codes, a clear need has been identified for the development of better measuring tools of CSR, in order to efficiently assess and monitor companies’ performance. The Bench Marks is one of the most comprehensive sets of social and environmental criteria and business performance indicators available. It offers an ethical standard on which to base decisions about global corporate social responsibility. Consequently, the need arose from the Bench Marks Foundation - in collaboration with the Bench Marks Centre for Corporate Social Responsibility at the North-West University – to develop the current Bench Marks CSR Framework into a practical measuring instrument. This need has successfully been fulfilled through this research by means of two methods, namely a literature review and an empirical study. During the literature study, the concepts CSR and Corporate Personality were contextualised - particularly with the investigation of related concepts; as well as critically examined - specifically in terms of their theoretical measurement properties. During the empirical research, quantitative research techniques have been utilised which involved: the application of certain ‘theoretically recognised phases’ of measuring instrument development; as well as a survey in the form of a ‘preliminary measuring instrument’ (in questionnaire format) that was administered on a random sample respondents (n = 350), including the statistical analysis of the results. 189 Questionnaires were completed, which gave a response rate of 54%. The statistical analysis mainly served as an effective guideline for determining the best CSR items (in terms of reliability and validity) to be included in the final version of the instrument. Apart from measuring CSR performance in line with the Bench Marks, the instrument that has been developed by this study, can also be used as a measuring mechanism for Corporate Personality. This is achieved by assessing company behaviour in terms of the theoretical dimensions of CSR (economic, legal, ethical and philanthropic) and Sustainable Development (economic, social and environmental). In doing so, this instrument provides companies with a unique way of identifying their status of being true Corporate Citizens. / Thesis (Ph.D. (Sociology))--North-West University, Potchefstroom Campus, 2012

The increasing amount of power and potentially negative impacts that corporations exert within society has become a growing concern for many people. In response to this and due to the changing role of business in society, more and more members of social groups, who are affected by corporate activities, are claiming their rights to be better informed of and more involved in corporate decision-making. Consequently, the need for companies worldwide to be more accountable for the ways in which they conduct their business has grown at a tremendous rate. Especially during the last decade, companies have globally been placed under increasing pressure from different stakeholder groups to demonstrate and prove their commitments to the idea of Corporate Social Responsibility (CSR). In order to facilitate and guide these CSR-commitments, society has for many years already begun to implement various standards of behaviour/performance, which corporations need to achieve in order to be accepted as being part of the citizenry. However, despite an abundance of such standards in terms of CSR-related guidelines and codes, a clear need has been identified for the development of better measuring tools of CSR, in order to efficiently assess and monitor companies’ performance. The Bench Marks is one of the most comprehensive sets of social and environmental criteria and business performance indicators available. It offers an ethical standard on which to base decisions about global corporate social responsibility. Consequently, the need arose from the Bench Marks Foundation - in collaboration with the Bench Marks Centre for Corporate Social Responsibility at the North-West University – to develop the current Bench Marks CSR Framework into a practical measuring instrument. This need has successfully been fulfilled through this research by means of two methods, namely a literature review and an empirical study. During the literature study, the concepts CSR and Corporate Personality were contextualised - particularly with the investigation of related concepts; as well as critically examined - specifically in terms of their theoretical measurement properties. During the empirical research, quantitative research techniques have been utilised which involved: the application of certain ‘theoretically recognised phases’ of measuring instrument development; as well as a survey in the form of a ‘preliminary measuring instrument’ (in questionnaire format) that was administered on a random sample respondents (n = 350), including the statistical analysis of the results. 189 Questionnaires were completed, which gave a response rate of 54%. The statistical analysis mainly served as an effective guideline for determining the best CSR items (in terms of reliability and validity) to be included in the final version of the instrument. Apart from measuring CSR performance in line with the Bench Marks, the instrument that has been developed by this study, can also be used as a measuring mechanism for Corporate Personality. This is achieved by assessing company behaviour in terms of the theoretical dimensions of CSR (economic, legal, ethical and philanthropic) and Sustainable Development (economic, social and environmental). In doing so, this instrument provides companies with a unique way of identifying their status of being true Corporate Citizens. / Thesis (Ph.D. (Sociology))--North-West University, Potchefstroom Campus, 2012

Modern juristic persons often are powerful entities and they play an influential role in society. Their activities are often accompanied by serious transgressions that have a severely detrimental impact on human beings and their environment. The effective prosecution of juristic persons is therefore necessary. The juridical foundations of the liability of juristic persons are, however, one of the most controversial issues in criminal law theory. Individualistic theories postulate that juristic persons are merely collections of individuals. The conduct and fault of individuals constituting a juristic person must therefore form the basis of the criminal liability of the juristic person. In the United States, for instance, the foundation for the criminal liability of corporations on federal level is vicarious liability. Another individualistic model (mostly associated with English common law jurisdictions) is the so–called doctrine of identification. Only the conduct of individuals who are regarded as the 'directing minds' of the organisation may be attributed to the organisation. These approaches deny the complex structures and decision making processes that exist especially in big corporate entities. According to realistic theories juristic persons are entities which are not dependant on their composite members. Each juristic person has its own unique personality. The culture and ethos of a juristic person influence the conduct of individuals attached to it as well as the degree in which the juristic person abides by the law. The identity of a corporation can be established by investigating the internal structure thereof. The existence of monitoring mechanisms and educational programmes within the organization, as well as the degree to which the organisation condones or disapproves of unlawful conduct, are some of the factors which may be indicative of the corporate culture. This approach is a development of the late twentieth century and has recently been adopted in the legislation of some foreign legal systems, most notably Australia. Section 332(1) of the Criminal Procedure Act 51 of 1977 provides the basis for the criminal liability of juristic persons in South Africa. In essence the conduct and fault of functionaries (and sometimes even outsiders) are attributed to the juristic person. In terms of the provisions of the Criminal Procedure Act juristic persons may only be fined upon conviction. This approach reflects the individualistic view of corporate criminal liability. In this study recommendations are made for the purpose of improving the South African law in this regard so as to reflect a more realistic approach. The recommendations are based on an examination of realistic models proposed by legal and social theorists and legislation adopted by foreign countries which are based on these theories. It is also recommended that more sentencing options must be made available to bring about the restructuring of corporations which have committed crimes. / Thesis (LL.D.)--North-West University, Potchefstroom Campus, 2010.

Modern juristic persons often are powerful entities and they play an influential role in society. Their activities are often accompanied by serious transgressions that have a severely detrimental impact on human beings and their environment. The effective prosecution of juristic persons is therefore necessary. The juridical foundations of the liability of juristic persons are, however, one of the most controversial issues in criminal law theory. Individualistic theories postulate that juristic persons are merely collections of individuals. The conduct and fault of individuals constituting a juristic person must therefore form the basis of the criminal liability of the juristic person. In the United States, for instance, the foundation for the criminal liability of corporations on federal level is vicarious liability. Another individualistic model (mostly associated with English common law jurisdictions) is the so–called doctrine of identification. Only the conduct of individuals who are regarded as the 'directing minds' of the organisation may be attributed to the organisation. These approaches deny the complex structures and decision making processes that exist especially in big corporate entities. According to realistic theories juristic persons are entities which are not dependant on their composite members. Each juristic person has its own unique personality. The culture and ethos of a juristic person influence the conduct of individuals attached to it as well as the degree in which the juristic person abides by the law. The identity of a corporation can be established by investigating the internal structure thereof. The existence of monitoring mechanisms and educational programmes within the organization, as well as the degree to which the organisation condones or disapproves of unlawful conduct, are some of the factors which may be indicative of the corporate culture. This approach is a development of the late twentieth century and has recently been adopted in the legislation of some foreign legal systems, most notably Australia. Section 332(1) of the Criminal Procedure Act 51 of 1977 provides the basis for the criminal liability of juristic persons in South Africa. In essence the conduct and fault of functionaries (and sometimes even outsiders) are attributed to the juristic person. In terms of the provisions of the Criminal Procedure Act juristic persons may only be fined upon conviction. This approach reflects the individualistic view of corporate criminal liability. In this study recommendations are made for the purpose of improving the South African law in this regard so as to reflect a more realistic approach. The recommendations are based on an examination of realistic models proposed by legal and social theorists and legislation adopted by foreign countries which are based on these theories. It is also recommended that more sentencing options must be made available to bring about the restructuring of corporations which have committed crimes. / Thesis (LL.D.)--North-West University, Potchefstroom Campus, 2010.

Strategiese korporatiewe kommunikasie en sterk verhoudings met werknemers kan in die vorm van hoë werknemerbetrokkenheid bydra tot organisatoriese prestasie en uitnemendheid omdat dit organisasies help om organisatoriese doelwitte te bereik. Dit word bereik deur verhoudingsbestuur met strategiese belangegroepe in organisasies met ʼn simmetriese wêreldbeskouing en tweerigtingkommunikasiemodel, in die korporatiewe kommunikasiepraktisyn se rol as strategis. Sterk verhoudings met belangegroepe word gekenmerk deur vertroue, wederkerige beheer, verhoudingsbevrediging en toewyding. Binne die konteks van organisasies wat geografies wyd verspreid is, speel die bestuur van organisatoriese kultuur en sentralisering/desentralisering ʼn rol in die mate waartoe hoë werknemerbetrokkenheid gevestig kan word en uiteindelik kan bydra tot organisatoriese uitnemendheid. Om hierdie onderwerp te ondersoek in die nasionale organisasie SEESA, is daar semigestruktureerde onderhoude gevoer met sleutelrolspelers in SEESA se kommunikasiebestuur en ʼn kwalitatiewe inhoudsanalise gedoen van SEESA hoofkantoor se kommunikasie aktiwiteite. Self-toegediende vraelyste is gebruik om bestuurders van landswye SEESA se takke se persepsies oor verhoudingsbestuur vanaf die hoofkantoor te bepaal. Hierdie studie het bevind dat die SEESA hoofkantoor daarin slaag om sterk verhoudings te vestig met bestuurders van landswye takke en dat verhoudingsboustrategieë manifesteer op ʼn informele wyse. Die uitkomste van sterk verhoudings is tot ʼn meerdere mate teenwoordig in hierdie verhoudings, maar by gebrek aan ʼn formele kommunikasiestrategie kan die korporatiewe kommunikasiefunksie nie optimaal bydra tot organisatoriese uitnemendheid nie. Organisatoriese kultuur speel egter ʼn rol om tweerigtingkommunikasie te fasiliteer wanneer daar geen formele verhoudingsboustrategieë implementeer word nie. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2015

Strategiese korporatiewe kommunikasie en sterk verhoudings met werknemers kan in die vorm van hoë werknemerbetrokkenheid bydra tot organisatoriese prestasie en uitnemendheid omdat dit organisasies help om organisatoriese doelwitte te bereik. Dit word bereik deur verhoudingsbestuur met strategiese belangegroepe in organisasies met ʼn simmetriese wêreldbeskouing en tweerigtingkommunikasiemodel, in die korporatiewe kommunikasiepraktisyn se rol as strategis. Sterk verhoudings met belangegroepe word gekenmerk deur vertroue, wederkerige beheer, verhoudingsbevrediging en toewyding. Binne die konteks van organisasies wat geografies wyd verspreid is, speel die bestuur van organisatoriese kultuur en sentralisering/desentralisering ʼn rol in die mate waartoe hoë werknemerbetrokkenheid gevestig kan word en uiteindelik kan bydra tot organisatoriese uitnemendheid. Om hierdie onderwerp te ondersoek in die nasionale organisasie SEESA, is daar semigestruktureerde onderhoude gevoer met sleutelrolspelers in SEESA se kommunikasiebestuur en ʼn kwalitatiewe inhoudsanalise gedoen van SEESA hoofkantoor se kommunikasie aktiwiteite. Self-toegediende vraelyste is gebruik om bestuurders van landswye SEESA se takke se persepsies oor verhoudingsbestuur vanaf die hoofkantoor te bepaal. Hierdie studie het bevind dat die SEESA hoofkantoor daarin slaag om sterk verhoudings te vestig met bestuurders van landswye takke en dat verhoudingsboustrategieë manifesteer op ʼn informele wyse. Die uitkomste van sterk verhoudings is tot ʼn meerdere mate teenwoordig in hierdie verhoudings, maar by gebrek aan ʼn formele kommunikasiestrategie kan die korporatiewe kommunikasiefunksie nie optimaal bydra tot organisatoriese uitnemendheid nie. Organisatoriese kultuur speel egter ʼn rol om tweerigtingkommunikasie te fasiliteer wanneer daar geen formele verhoudingsboustrategieë implementeer word nie. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2015

Although public relations is seen as a function that contributes to the greater good of society and the performance of an organisation (ref. Grunig, 2006b:3; Grunig, Grunig & Dozier, 2002:xii), the function does not, for various reasons, always deliver on this promise (ref. Gray, 2004:26–27; Grunig et al., 2002:166, 169, 192; Steyn, 2000c:40; Tobin, 2004:56; Van Ruler, 1997:248, 263; 2004a:123). Practitioners and professional bodies from various countries have researched, and tried to overcome the variables negatively influencing practitioners, through various methods. However, no study has provided a comprehensive prioritised list of all the variables influencing practitioners' contribution to organisational performance. In addition none of these actions has led to a sustainable solution for the profession where a critical mass of practitioners can keep the promise of contributing to the greater good of society and the performance of the organisation. In light of this problem, this study tries to understand how public relations practitioners can enhance their contribution to organisational performance, by examining the variables influencing practitioners in contributing to organisational performance. The study is framed within the relational, reflective, two–way symmetrical and feminist paradigms, supported by the general excellence theory as meta–theory, and the relationship management and corporate communication role theories. The multidimensional paradigm was specifically selected to accommodate the complex research context (Grunig, 1989:18; 2006a; Valin, 2004). From theory it was established that public relations contributes to organisational performance by assisting organisations to adapt to their changing environment by providing strategic information from the environment to the organisation that could reduce uncertainty in the organisation's strategic decision–making (Grunig et al., 2002:xi; Raupp & Van Ruler, 2006:18; Steyn, 2000c:27; Valin, 2004). Through this process the organisation's triple bottom line goals are aligned with the realities of the environment in which it operates (Moss et al., 2000:283; van Tonder & van Rheede van Oudtshoorn, 2006:149). This then creates long–term relationships with stakeholders that creates many benefits for the organisation (Grunig, 2006b:3, 6; Grunig et al., 2002:xi, 10, 11; Grunig & Haung, 2000:32; Hon & Grunig, 1999:7–9, 11; Phillips, 2006a:34, 35; 2006b:212). Within South Africa specifically, corporate communication practitioners perform the roles of strategist, manager and technician in order to complete the above tasks (Steyn, 2000b:1–42; 2000c:20–43). The research methodology followed to gather data to answer the General research question, is both exploratory and interpretive. The research started with a literature study, followed by semi–structured interviews with four purposefully selected practitioners and the chairpersons of the two professional bodies (PRISA and IABC) in order to verify the variables identified in literature, and possibly identify new variables pertaining to the South African environment. These variables, together with those identified in literature, were then used to construct a questionnaire completed by public relations practitioners active in the 1 319 top performing South African organisations as per South Africa's Top 300 National Companies List (Fletcher, 2007:1–330) and the Financial Mail Top 200 Companies List (Williams, 2005:1–168). A response rate of 19.9% was achieved. The qualitative data was content analysed and the quantitative data analysed by means of Statistica (StatSoft Inc., 2007) and SPSS (SPSS Inc., 2007) data analysis software. In order to determine the relationships between the variables influencing practitioners, structural equation modelling, by means of AMOS (SPSS Inc., 2009) software, was used. In essence it was found that practitioners should take ownership and manage the variables influencing their performance. Furthermore, 13 variables pertaining to the individual–, industry– and professional–levels were statistically verified as the most important variables influencing practitioners. Due to the specific relationship between these variables, it would seem that enhancing any of these 13 variables would enhance the practitioner's contribution to organisational performance. The main contribution of the study is to add to the discussion on the how the profession can manage its contribution to organisational performance by categorising and empirically verifying a list of all variables influencing practitioners' performance and by suggesting a model indicating the relationship between the most important variables influencing practitioners. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2011.

Although public relations is seen as a function that contributes to the greater good of society and the performance of an organisation (ref. Grunig, 2006b:3; Grunig, Grunig & Dozier, 2002:xii), the function does not, for various reasons, always deliver on this promise (ref. Gray, 2004:26–27; Grunig et al., 2002:166, 169, 192; Steyn, 2000c:40; Tobin, 2004:56; Van Ruler, 1997:248, 263; 2004a:123). Practitioners and professional bodies from various countries have researched, and tried to overcome the variables negatively influencing practitioners, through various methods. However, no study has provided a comprehensive prioritised list of all the variables influencing practitioners' contribution to organisational performance. In addition none of these actions has led to a sustainable solution for the profession where a critical mass of practitioners can keep the promise of contributing to the greater good of society and the performance of the organisation. In light of this problem, this study tries to understand how public relations practitioners can enhance their contribution to organisational performance, by examining the variables influencing practitioners in contributing to organisational performance. The study is framed within the relational, reflective, two–way symmetrical and feminist paradigms, supported by the general excellence theory as meta–theory, and the relationship management and corporate communication role theories. The multidimensional paradigm was specifically selected to accommodate the complex research context (Grunig, 1989:18; 2006a; Valin, 2004). From theory it was established that public relations contributes to organisational performance by assisting organisations to adapt to their changing environment by providing strategic information from the environment to the organisation that could reduce uncertainty in the organisation's strategic decision–making (Grunig et al., 2002:xi; Raupp & Van Ruler, 2006:18; Steyn, 2000c:27; Valin, 2004). Through this process the organisation's triple bottom line goals are aligned with the realities of the environment in which it operates (Moss et al., 2000:283; van Tonder & van Rheede van Oudtshoorn, 2006:149). This then creates long–term relationships with stakeholders that creates many benefits for the organisation (Grunig, 2006b:3, 6; Grunig et al., 2002:xi, 10, 11; Grunig & Haung, 2000:32; Hon & Grunig, 1999:7–9, 11; Phillips, 2006a:34, 35; 2006b:212). Within South Africa specifically, corporate communication practitioners perform the roles of strategist, manager and technician in order to complete the above tasks (Steyn, 2000b:1–42; 2000c:20–43). The research methodology followed to gather data to answer the General research question, is both exploratory and interpretive. The research started with a literature study, followed by semi–structured interviews with four purposefully selected practitioners and the chairpersons of the two professional bodies (PRISA and IABC) in order to verify the variables identified in literature, and possibly identify new variables pertaining to the South African environment. These variables, together with those identified in literature, were then used to construct a questionnaire completed by public relations practitioners active in the 1 319 top performing South African organisations as per South Africa's Top 300 National Companies List (Fletcher, 2007:1–330) and the Financial Mail Top 200 Companies List (Williams, 2005:1–168). A response rate of 19.9% was achieved. The qualitative data was content analysed and the quantitative data analysed by means of Statistica (StatSoft Inc., 2007) and SPSS (SPSS Inc., 2007) data analysis software. In order to determine the relationships between the variables influencing practitioners, structural equation modelling, by means of AMOS (SPSS Inc., 2009) software, was used. In essence it was found that practitioners should take ownership and manage the variables influencing their performance. Furthermore, 13 variables pertaining to the individual–, industry– and professional–levels were statistically verified as the most important variables influencing practitioners. Due to the specific relationship between these variables, it would seem that enhancing any of these 13 variables would enhance the practitioner's contribution to organisational performance. The main contribution of the study is to add to the discussion on the how the profession can manage its contribution to organisational performance by categorising and empirically verifying a list of all variables influencing practitioners' performance and by suggesting a model indicating the relationship between the most important variables influencing practitioners. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2011.