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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
281

Imagem, narrativa e subjetividade: análises político-afetivas em personagens dos filmes de Nelson Pereira dos Santos

Negrini, Márcio Zanetti January 2015 (has links)
Made available in DSpace on 2015-05-30T02:03:48Z (GMT). No. of bitstreams: 1 000469812-Texto+Completo-0.pdf: 1435631 bytes, checksum: 835fd715774e0f06fe8658771d319fd3 (MD5) Previous issue date: 2015 / This dissertation aims to investigate the relationship between image, narrative and the political throughout the subjectivity. In this way, a film analysis are developed based on the political-affective aspects of the characters of the films Rio, Zona Norte (1957) and Boca de Ouro (1962) by the director Nelson Pereira dos Santos . The political is treated in cinema from the perspective of Alain Badiou (2004), due to the fact that the characters manifest themselves politically in forms of resistance of dominations of their affections. With this assumption, it is aimed to reflect on how the characters Espírito and Boca de Ouro produce political-affective involvements in their daily lives. For that, a theoretical framework is composed especially by Jacques Rancière (2012), Sigfried Kracauer (2001) e Gilles Deleuze (1985). The analysis show that the political-affective of the characters is formed through fields of force produced by image-narrative interaction. In other words, in one way the image reveals forms of resistance, and the narrative reveals subjections, in another hand the narrative produces senses of resistance and the image reveals stabilization in forms of affective transformation of the characters. / Esta dissertação propõe-se a investigar as relações entre imagem, narrativa e o político por meio da subjetividade. Desse modo, são realizadas análises fílmicas dos aspectos político-afetivos em personagens dos filmes Rio, Zona Norte (1957) e Boca de Ouro (1962), do diretor Nelson Pereira dos Santos. O político é tratado no cinema na perspectiva de Alain Badiou (2004), para quem os personagens manifestam-se politicamente nas formas de resistência às dominações de seus afetos. Com esse pressuposto, procura-se refletir como os personagens Espírito e Boca de Ouro produzem envolvimentos político-afetivos em seus cotidianos. Para isso, mobiliza-se um quadro teórico composto especialmente por Jacques Rancière (2012), Sigfried Kracauer (2001) e Gilles Deleuze (1985). As análises mostram que o político-afetivo dos personagens é formado através de campos de forças produzidos pela relação imagem-afeto-narrativa. Ou seja, ora a imagem revela formas de resistência, e a narrativa, sujeições, ora a narração produz sentidos de resistência e a imagem revela estabilizações nas formas de transformação afetiva dos personagens.
282

O objeto faltoso em Moema de Nelson Rodrigues: do personagem ao processo criativo

Silva, Aldair Rodrigues da 28 March 2016 (has links)
Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2017-01-13T12:34:53Z No. of bitstreams: 1 AldairRodriguesDaSilva_DISSERT.pdf: 2809477 bytes, checksum: 5aece13ad808441722e7307459d5f1a0 (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2017-01-23T13:34:11Z (GMT) No. of bitstreams: 1 AldairRodriguesDaSilva_DISSERT.pdf: 2809477 bytes, checksum: 5aece13ad808441722e7307459d5f1a0 (MD5) / Made available in DSpace on 2017-01-23T13:34:11Z (GMT). No. of bitstreams: 1 AldairRodriguesDaSilva_DISSERT.pdf: 2809477 bytes, checksum: 5aece13ad808441722e7307459d5f1a0 (MD5) Previous issue date: 2016-03-28 / Este trabalho tem por objetivo dialogar com alguns conceitos da psican?lise e a rela??o com o ?objeto faltoso?, sobretudo, em Jacques Lacan (1995), bem como refletir sobre o discurso amoroso de Roland Barthes (2003) na pe?a Senhora dos Afogados (2004) de Nelson Rodrigues. Para tanto, privilegia-se a personagem Moema e suas a??es como elo de nossa proposta te?ricopr?tica. Pretende-se, atrav?s da pesquisa, explorar a ideia brookiana de ?espa?o vazio? (BROOK, 2011) para a cria??o c?nica e contemplar o conceito de ?falta? lacaniana com a teatralidade rodriguiana. Entendemos as a??es da protagonista da pe?a sob duas vertentes, a saber; a do sujeito amoroso enquanto preenchimento das ang?stias do objeto faltoso; e, a do processo criativo enquanto proposta c?nica. A investiga??o leva em considera??o, tamb?m, o estudo das puls?es, segundo Freud (1972), em rela??o ? linha de atua??o da personagem, bem como conceitos de apropria??o (BEIGUI, 2006), alteridade (BEZERRA, 2007), mem?ria (BEZERRA, 2007; IZQUIERDO, 2010) e autobiografia (BEZERRA, 2007; MONTEIRO, 2011). / This work aims to discuss some psychoanalyze concepts and their relationship with ?absent object?, mainly Jacques Lacan (1995), as well as, reflect about Roland Barthes (2003) romance discuss related to the piece Senhora dos Afogados written by Nelson Rodrigues (2004). In this sense, it focus on the character Moema and her actions as a link to the theoreticalpractical propose. This research intends to explore the Brook (2011) idea of ?empty space? to the scenic creation and concerns about the Lacan (1995) conception of ?lack? related to the Nelson Rodrigues theatrical writings. It comprehend the actions of this main character in two stands: the loving subject while anguish filling of the absent object; and, the creative process while a scenic propose. This investigation consider the drive study, according to Freud (1972), related to the actuation way of the character, as well as concepts of appropriation (BEIGUI, 2006), alterity (BEZERRA, 2007), memory (BEZERRA, 2007; IZQUIERDO, 2010) and autobiography (BEZERRA, 2007; MONTEIRO, 2011).
283

Entre as quatro linhas : da crônica sobre o futebol ao colunismo esportivo ou da profissionalização do futebol e do cronista

Brauner, Eugenio Ferreira January 2010 (has links)
O presente trabalho discute o surgimento, o desenvolvimento e o fim da crônica esportiva. De início, a relação entre a crônica o futebol era às turras, já que o referido esporte era considerado uma coisa estrangeira, praticada pela alta sociedade. Com a entrada dos homens de letras no mundo da crônica esportiva, casos de José Lins do Rego e Nelson Rodrigues, a crônica passou a ter um papel fundamental na criação de um certo imaginário futebolístico, como a mística do Flamengo, a realeza de Pelé, a camisa canarinho e o complexo de vira-latas, por exemplo. Por fim, no momento em que a literatura abandona a crônica esportiva, fica a opinião e o vocabulário do especialista, do cronista esportivo que discute esquemas táticos e escalações. O literato é substituído pelo especialista em futebol, um analista, um ser racional para contrapor a passionalidade do torcedor. A crônica deixa a literatura para se tornar um simples colunismo. / This work discusses the emergence, development and termination of sports chronicle. Initially, the relationship between chronicles and football was at odds, since this sport was considered a foreign thing, practiced by the high society. With the entry of lettered men in the world of sports chronicles, being the case of José Lins do Rego and Nelson Rodrigues, the chronicle was to play a key role in creating a certain football fancy, like Flamengo's mystique, Pele's royalty, the canarinho shirt and the stray dog complex, for example. Finally, the moment that the literature leaves the sports chronicle, the opinion and the vocabulary left are from a specialit, a sportswriter who discusses tactical formations and lineups. The literate writer is replaced by football expert, an analyst, a rational being to counteract the supporter's passionateness. The chronicle abandons the literature to become just a column.
284

A noção de democracia na obra de Carlos Nelson Coutinho como intelectual e militante / The notion of democracy in the work of Carlos Nelson Coutinho as intellectual and militant

Braz, Danielle Cristina 28 September 2016 (has links)
Made available in DSpace on 2017-07-10T18:20:39Z (GMT). No. of bitstreams: 1 Danielle C Braz.pdf: 1042238 bytes, checksum: 3348b1bb1585d1888794a42b35541a52 (MD5) Previous issue date: 2016-09-28 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Understanding how was the construction of the concept of democracy in the political scientist Carlos Nelson Coutinho work is the central objective of this work. But through the analysis of this question, as many topics and discussions intertwine, making the thought of Coutinho, their aspirations and struggles are also the object of study. Because it is an intellectual who was also an activist of the political parties and social causes, we chose to make a time frame that values the participation of Coutinho in parties to which was attached: PCB, PT and PSOL, starting the first chapter in the 60s, when the author writes his first works and also gives the first steps as a young communist, and ending in 2012, with the last texts written by the author. The analysis method was inspired by the method developed by Michel Lowy to analyze the work of Lukacs and its central category itself Lukacsian idea of totality. The results show that the left history in Brazil and intellectual trajectory and Coutinho policy are intertwined and form a complex whole. All this, erects a peculiar notion of democracy that reflects the contradictions in our own training and also in the construction of Carlos Nelson Coutinho, while intellectual in constant motion. / Compreender como se deu a construção do conceito de democracia na obra do cientista político Carlos Nelson Coutinho é o objetivo central deste trabalho. Mas em meio à análise dessa questão, outros tantos temas e discussões se entrelaçam, fazendo com que o pensamento de Coutinho, suas aspirações e lutas também sejam objeto do estudo. Por se tratar de um intelectual que também foi um militante dos partidos políticos e das causas sociais, optou-se por fazer um recorte temporal que valoriza a participação de Coutinho nos partidos aos quais esteve ligado: PCB, PT e Psol, iniciando o primeiro capítulo na década de 60, quando o autor escreve suas primeiras obras e também dá os primeiros passos como jovem comunista, e terminando em 2012, com os últimos textos escritos pelo autor. O método de análise foi inspirado no método desenvolvido por Michel Löwy para analisar a obra de Lukács e tem como categoria central a própria ideia lukacsiana de totalidade. Os resultados obtidos demonstram que a história da esquerda no Brasil e a trajetória intelectual e política de Coutinho estão entrelaçadas e formam um todo complexo. Desse todo, erige uma noção peculiar de democracia que reflete as contradições presentes na nossa própria formação e também na construção de Carlos Nelson Coutinho, enquanto intelectual em constante movimento.
285

O amor romântico parodiado em A mulher sem pecado, de Nelson Rodrigues

Reis, Rafael de Oliveira 17 May 2016 (has links)
Submitted by Marta Toyoda (1144061@mackenzie.br) on 2017-01-13T14:25:11Z No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Rafael de Oliveira Reis.pdf: 754068 bytes, checksum: b7a956bd00c931706d32d1982251b231 (MD5) / Approved for entry into archive by Paola Damato (repositorio@mackenzie.br) on 2017-01-27T12:01:23Z (GMT) No. of bitstreams: 2 Rafael de Oliveira Reis.pdf: 754068 bytes, checksum: b7a956bd00c931706d32d1982251b231 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-01-27T12:01:23Z (GMT). No. of bitstreams: 2 Rafael de Oliveira Reis.pdf: 754068 bytes, checksum: b7a956bd00c931706d32d1982251b231 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2016-05-17 / Se pretende en esta investigación, basada en la teoría de la parodia y la retórica, la forma de analizar los discursos y acciones de Olegario y Lidia depreciar el amor y directo a la destrucción de la relación matrimonial. Análisis de la mujer sin pecado tiene la intención de investigar cómo el amor romántico se parodió, destacando las acciones y los diálogos entre Olegario y Lidia, personajes de la obra, así como las acciones y los diálogos entre pares de personajes de novelas románticas: El moreninha , de Joaquim Manuel de Macedo y de la destrucción de Amor, Camilo Castelo Branco, que servirá como elementos parodiado. Por lo tanto, se tendrán en cuenta los contextos históricos; el diálogo intertextual y interdiscursivo Nelson Rodrigues el trabajo de manera que se destacan las inversiones; la capacidad de persuasión de personajes que buscan cambiar las situaciones que serán evidentes a partir del discurso general y discurso partidista; la carnavalización del amor y la relación matrimonial como resultado de mentiras y celos exhibidas por el modernismo y la presencia de la carta como un elemento indispensable permeado importancia. Con el resultado del análisis, se concluye que los discursos de los personajes involucrados en el drama corroborado que se produjo la traición de Lidia, que culminó en una práctica crítica de la contextualización como las representaciones morales y sociales, la eliminación de cualquier representación que huye romántica de la realidad. El amor de gran prestigio para los moralistas periodo determinado llegó a ser subvertido y el choque de la modernidad dio lugar a la amortización de los aspectos antes romanticismo sobreestimado. / Pretende-se nesta pesquisa, com base na Teoria da Paródia e na Retórica, analisar como os discursos e as ações de Olegário e Lídia depreciam o amor e direcionam-se para a destruição do relacionamento conjugal. A análise de A mulher sem pecado pretende investigar de que modo o amor romântico é parodiado, destacando as ações e os diálogos entre Olegário e Lídia, personagens da peça teatral, e as ações e diálogos entre os casais de personagens dos romances românticos: A moreninha, de Joaquim Manuel de Macedo e Amor de perdição, de Camilo Castelo Branco, que servirão como elementos parodiados. Para tanto, serão considerados os contextos históricos; o diálogo intertextual e interdiscursivo da obra de Nelson Rodrigues para que as inversões sejam destacadas; o poder de persuasão das personagens que pretendem mudar as situações, que será evidenciado a partir do discurso geral e discurso partidário; a carnavalização do amor e do relacionamento conjugal como consequência da mentira e do ciúme expostos pelo modernismo e a presença da carta como um elemento imprescindível permeado de significação. Com o resultado da análise, conclui-se que os discursos das personagens envolvidas no drama corroboraram para que ocorresse a traição de Lídia, culminando em uma crítica de contextualização prática quanto às representações morais e sociais, desfazendo-se de toda a representação romântica que fugia da realidade. O amor tão prestigiado pelos moralistas de determinado período tornou-se subvertido e o embate do modernismo resultou na depreciação dos aspectos antes superestimados no romantismo.
286

The effects of the Labour Relations Act on small, medium and micro enterprises (SMME's) in the Nelson Mandela Metropolitan

Matiso, Khayalethu Goodman January 2003 (has links)
The society in which we live is economically based and the greater part of our activities centres in the economy. Within this context, the Department of Trade and Industry recognized that small business development was an important area for government intervention. A long process of highlighting the importance of this sector and creating the right environment in which small businesses could grow and flourish was initiated at the level of policy and legislation. In the Labour Relations field, an attempt at achieving some measure of certainty in previously disputed areas was made through the passing of the Labour Relations Act of 1995. This study aims at exploring the effects of this Act on the growth and development of the small business sector in the Nelson Mandela Metropole. In fulfilling this aim, the focus was restricted to factors such as dismissal of workers, strikes and lock-outs, freedom of association and dispute resolution. The theory pertaining to Labour Legislation and small business development was obtained by means of conducting a comprehensive literature study. The literature study included all relevant perspectives on the Labour Relations Act and Government Policy on small businesses. From the study, a questionnaire was developed to test the impact of the Act on the growth and development of the small business sector in the Nelson Mandela Metropole. The empirical results, in general, indicated non-compliance with the Labour Relations Act and negative views on the value of the Act on the growth and development of the small business sector in the Nelson Mandela Metropole. From the literature study and the findings of the research questionnaire, it became apparent that: · A comprehensive audit of the small business sector in the Nelson Mandela Metropole is needed. The aim of the audit would be to review the current operations of the small business sector in the Metropole. This outcome will indicate the extent of understanding and compliance with the various aspects of the Labour Relations Act. · The acquisition of industrial relations knowledge and skills by owners and leaders in the sector is vital for the development of the sector. The Skills Development Act provides a funding framework for skills training that is relevant to a specific industry. The small business sector could benefit significantly from the provision of this piece of legislation. · A comprehensive support programme for SMME’s is a necessary prerequisite for the growth and development of the sector. The support system could include tax incentives, flexible labour legislation and training as indicated in the above paragraph.
287

Utilisation of Social Media tools to enhance knowledge sharing practices among knowledge workers at the Nelson Mandela African Institution of Science and Technology in Arusha, Tanzania

Schutte, Marietjie January 2013 (has links)
It is vital for knowledge workers to utilise social media tools to enhance knowledge sharing practices and the adoption of these collaborative tools in higher learning institutions. This study investigated the extent to which social media tools are utilised to enhance knowledge sharing practices among knowledge workers at Nelson Mandela African Institution of Science and Technology (NM-AIST) in Arusha, United Republic of Tanzania. The study conducted semi-structured interview with the NM-AIST library staff and Information and Communication Technology Resource Centre (ICT-RC) personnel in 2014. The study found that, the utilisation of social media tools to enhance knowledge sharing among knowledge workers is still in its early stages in higher learning institutions in Tanzania. However, there was much interest amongst respondents for integrating and utilising social media tools to support knowledge sharing in higher learning institutions. The findings indicated that: social media tools can be used to enhance knowledge sharing practices; however, face to face mechanism, Google Mail, and Google Drive were indicated as main mechanisms to enhance knowledge sharing practices in higher learning institutions. Knowledge workers at the NM-AIST shared knowledge to facilitate teaching and learning activities, research and innovation; however knowledge sharing practices occur when needs arise. The study revealed the lack of knowledge sharing culture documented at the NM-AIST. The study has recommended the following: proper training for knowledge workers, employment of skilled and experienced knowledge workers, provision of full support (motivation), provide support to individual users. Application of social media tools which are very familiar and simple to use, establishment of a good relationship between knowledge workers and the management, as well as with schools and departments in higher learning institutions. Additionally, the study recommends the provision of adequate social media tools to facilitate knowledge diffusion within institutions. / Mini Dissertation (MIT)--University of Pretoria, 2013. / Information Science / MIT / Unrestricted
288

Factors influencing wetland distribution and structure, including ecosystem function of ephemeral wetlands, in Nelson Mandela Bay Municipality (NMBM), South Africa

Melly, Brigitte Leigh, Gama, Phumelele T January 2016 (has links)
The Nelson Mandela Bay Municipality (NMBM) is a semi-arid area along the southern coastline of South Africa (SA). Until recently, there was no systematic approach to research on wetland systems in the NMBM. The systematic identification of wetlands was made more difficult by the relatively large number of small, ephemeral systems that can be difficult to delineate. This has meant that fundamental knowledge on wetland distribution, structure and function has been limited and, consequently, management and conservation strategies have been based on knowledge on systems from other regions of the country. Environmental processes occur at different spatial and temporal scales. These processes have an effect on the abiotic factors and biotic structure of wetlands, resulting in inherently complex systems. The location of the NMBM provides a good study area to research some of these environmental and biological attributes at different spatial scales, due to the variability in the underlying geology, geomorphology, vegetation types and the spatial and temporal variability in rainfall, within a relatively small area of 1951 km2. Thus, the aim of this study was to determine the factors influencing wetland distribution, structure and ecosystem functioning within the NMBM. The first Research Objective of work presented here was to identify wetlands using visual interpretation of aerial photographs. A total of 1712 wetlands were identified within the NMBM using aerial photographs, covering an area of 17.88 km2 (Chapter 5). The majority of these wetlands were depressions, seeps and wetland flats. Valley bottom wetlands (channelled and unchannelled) and floodplain wetlands were also identified. A range of wetland sizes was recorded, with 86% of the wetlands being less than 1 ha in size and the largest natural wetland being a floodplain wetland of 57 ha, located south of the Swartkops River. The identified wetlands were used to create a wetland occurrence model using logistic regression (LR) techniques (Chapter 5), in accordance with Objective 2 of the study. An accuracy of 66% was obtained, which was considered acceptable for a semi-arid climate with a relatively high degree of spatial and temporal rainfall variability. The model also highlighted several key environmental variables that are associated with wetland occurrence and distribution at various spatial scales. Some of the important variables included precipitation, evapotranspiration, temperature, flow accumulation and groundwater occurrence. Wetland distribution patterns were described in Chapter 6. Spatial statistics were used to identify whether wetlands are clustered and, therefore, form mosaics within the surrounding landscape (Objective 3). Systems were found to be highly clustered, with 43% of wetlands located within 200 m of another system. Clustering and wetland presence was especially prominent in the southern portion of the Municipality, which is also associated with a higher mean annual precipitation. Smaller wetlands were also significantly more clustered than larger systems (Average Nearest Neighbour statistic, p-value < 0.0001). Average distances also significantly varied according to HGM type, with depressions being the most geographically isolated wetland type compared to the other HGM types. Overall, distances between wetlands indicated good proximal connectivity. Potentially vulnerable areas associated with wetland systems were identified successfully using landscape variables, in accordance with Objective 4. These variables were: land cover, slope gradient, flow accumulation, APAN evaporation, mean annual precipitation (MAP) and annual heat units. The existing Critical Biodiversity Network was also used in connection with these variables to further identify potentially vulnerable areas. The abiotic and biotic characteristics were decribed for three hydrogeomorphic (HGM) types at a total of 46 wetland sites (Chapter 7), as per Objective 5. Depressions, seeps and wetland flats were sampled across the different geological, vegetation and rainfall zones within the NMBM. The wetland sites were delineated up to Level 6 of the Classification System used in SA, and the various abiotic and biotic characteristics of these systems were defined. A total of 307 plant, 144 aquatic macroinvertebrate and 10 tadpole species were identified. Of these species, over 90 species were Eastern Cape and SA endemic species, as well as three threatened species on the IUCN Red List. Multivariate analyses (including Bray-Curtis similarity resemblance analyses, distance-based redundancy analyses, SIMPER analyses and BIOENV analysis in Primer), together with environmental data, were used to define community structure at an HGM level, in accordance with Objective 5. The importance of the spatial scale of the environmental data used to define plant and macroinvertebrate community structure was described in Chapter 7, to address Objective 6. The results showed that both broad-scale and site-level characteristics were important in distinguishing community structure within the HGM types that superseded general location, the sample timing or the stage of inundation. These results also indicated that a combination of both landscape and site-level data are important in defining the community structure in the various HGM types. Some of the important environmental variables that explained some of species assemblages were similar to those in the wetland occurrence model (Chapter 5), with some additional hydrological and soil physico-chemical parameters (e.g. soil electrical conductivity, soil pH, and surface and subsurface water nutrients). These significant variables indicate the complex, multi-scalar role of environmental attributes on wetland distribution, structure and function.
289

The health and injury risks faced by emergency medical workers in the Nelson Mandela Bay Municipality

Yeki, Zandisile Rupert January 2015 (has links)
This study investigated the health and injury risks faced by emergency medical workers in the Nelson Mandela Metropolitan Municipality. The aim of the study was to establish the emergency worker`s awareness, level of knowledge and attitude to practices of health and safety issues. The study sample consisted of eighty (80) emergency medical workers stationed in Port Elizabeth and Uitenhage. A self- administered questionnaire was developed and used in an empirical survey to collect data from the respondents on information such as health and safety knowledge, behavior, experiences, attitudes, beliefs and opinions in their workplace. The results of the study indicated that 90% of the workers experienced all occupational hazards identified in the questionnaire. Percutaneous injuries were found to be at 48%, PTSD was rated at 40% due to horrific accidents and incidents complicated by violent threats and armed robberies with emergency workers being victims. Musculoskeletal injuries were found to be very common. Ordinary stress was caused by dissatisfaction over human resources issues and structural changes by the management internally. The findings revealed that some workers took incapacity leave for long periods, sometimes more than three years at a time. The emergency workers are at high risk of being infected by ordinary TB or the more complex type, the DR-TB in their line of duty. The study revealed that there were no health and safety structures in the institution; as a result there was no formal documenting and identification of hazards in order to implement measures to protect the workers from future incidences. Health related absenteeism was high when employees were exposed to such hazards and replacement of skill was not implemented. The main recommendations included wearing of personal protective equipment, safe disposal of sharps objects, guidelines for lifting objects, introduction of organizational safety culture and safe transportation of PTB patients.
290

Brand awareness of students at the Nelson Mandela Metropolitan University

Huang, Wei January 2005 (has links)
To ensure a long-term successful product brand, it is important to build brand awareness, to reach the consumer’s mind, encourage a consumer to develop a preference and eventually provide a positive contribution to consumer decision-making. Therefore, there is a need to understand and identify the role of brand awareness in the purchase process. An understanding of students as consumers and their brand awareness is important to marketers, particularly as students are recognised as a specialised market segment for a variety of products. The research focused on identifying the differences, if any, in brand awareness and its role in students’ purchase of sportswear clothing and sportswear shoes (high-involvement products) and coffee (a low-involvement product). A drop-off survey was used to collect the required empirical data from a convenience sample of 450 students enrolled at the Nelson Mandela Metropolitan University. The empirical findings showed that students were more aware of sportswear clothing and shoe brands than of coffee brands. Advertising played an important role in the awareness of sportswear shoes and clothing brands, but seemed unimportant in the case of coffee. Brand elements were found to enhance brand awareness. The brand name was important for coffee, while the name and the logo played a role in students’ awareness of sportswear brands. The study deduced that differences in brand awareness between high-involvement and low-involvement products exist among the students. Marketers thus need to choose appropriate strategies to create and increase brand awareness for the different products.

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