Thesis (MComm (Business Management))--University of Stellenbosch, 2010. / ENGLISH ABSTRACT:
Many studies have been conducted on the occurrence of brand image transfer,
but very few of them have focused on one of the most important determinants
of such transfer namely, brand fit. Brand image transfer is the transfer of brand
associations, attributed to another entity, to the brand, while brand fit has been
defined as a consumer learning process that seeks to match those brand
associations held of the relevant brands involved. This study proposes to
assess brand fit.
Since a variety of brands were involved in this study, conjoint analysis was
used as a method of assesing brand fit. In particular, choice-based conjoint
analysis was singled out because of its capability to allow the relative
advantage of brands considered jointly to be ascertained. Brands might not be
able to be measured if taken one at a time. Both qualitative and quantitative
research methods were employed in order to assess brand fit using conjoint
analysis, which was the main reason for this study.
Rugby sponsorships were chosen to asses brand fit, as this particular game is
the second most-watched sport in South Africa, with the highest monetary value
attached to its sponsorships at the time of this study. The qualitative research
was accomplished by using focus groups to determine which brands were typically perceived to be associated with the Springbok rugby brand. The
different industries and brands used in the focus groups were selected on the
grounds of their being current, previous, and potential sponsors of the
Springbok rugby brand. The quantitative research was conducted by means of
an online questionnaire, sent via a link in an email to a chosen database on the
social networking site, ‘Facebook’. A screening question served to ensure that
only rugby supporters would be eligible to complete the survey. The
information was captured in ‘real time’ in the conjoint analysis software, thereby
determining which brands were perceived to best fit the Springbok rugby brand.
The realised sample was composed of a younger, more male-dominated group.
All respondents were also Springbok supporters who possessed sufficient
knowledge on the Springbok brand and sponsors. There were six brands
identified to fit the Springbok rugby brand, namely, Castle, Vodacom, SASOL,
Canterbury, Nike, and Adidas. These identified brands proved that the study
did indeed assess brand fit using conjoint analysis.
Conclusions were drawn that brand fit could be established in a variety of ways.
The most dominant ways were by leveraging the sponsorship, and also by
sponsoring on a continuing basis. These two ways serve to inform consumers
of the sponsorship, making them aware of the brands, and building the basis of
brand fit in their minds. Brand fit was also achieved based on similar brand
images of the two different brands.
It was found that brand fit was absolutely essential for a successful brand
image transfer. Before undertaking a sponsorship, it is important to establish if
a perceived brand fit between the various brands will be perceived. If not,
additional leveraging of the sponsorship, by means of a marketing campaign,
should be used to teach consumers the basis of the brand fit between the
various brands. / AFRIKAANSE OPSOMMING:
Talle studies is reeds uitgevoer aangaande handelsmerk beeld oordrag, maar
baie min van hierdie studies het gefokus op een van die belangrikste
determinante van diesins, naamlik handelsmerk pas. Handelsmerk beeld
oordrag is die oordrag van die handelsmerk assosiasies, toegeskryf aan ‘n
spesifieke entiteit, na die betrokke handelsmerk, terwyl handelsmerk pas
gedefinieër word as 'n verbruiker leerproses wat poog om die handelsmerk
assosiasies van die betrokke handelsmerke te laat pas. Hierdie studie poog
om handelsmerk pas te beoordeel.
As gevolg van die verskeidenheid handelsmerke betrokke in hierdie studie is
vereenigde analise gebruik as 'n metode om handelsmerk pas te beoordeel.
Besluitneming-gebaseerde vereenigde analise is gekies aangesien dit die
vermoë het om die relatiewe voordeel van handelsmerke wat as gesamentlik
beskou word vas te stel. Handelsmerke sal nie akkuraat gemeet word op
individuele basis nie. Kwalitatiewe en kwantitatiewe navorsing is gedoen om
handelsmerk pas te beoordeel met behulp van vereenigde analise, en dit was
die hoof doelwit van hierdie studie.
Rugby borgskappe is gekies om handelsmerk pas te beoordeel aangesien dit
die tweede grootste kykertal in Suid-Afrika het, asook die hoogste monetêre
waarde geheg aan borgskappe gedurende die tyd van hierdie studie.
Kwalitatiewe navorsing is gedoen, met behulp van fokusgroepe, om te bepaal
watter handelsmerke geassosieër word met die Springbok rugby handelsmerk.
Die verskillende industrieë en handelsmerke gebruik in die fokus groepe is
geselekteer deur die navorser op grond van huidige, vorige en potensiële
borgskap van die Springbok rugby handelsmerk. Kwantitatiewe navorsing is
gedoen met behulp van 'n aanlyn vraelys wat gestuur is deur 'n skakel in 'n epos
aan 'n gekose databasis op die sosiale netwerk, Facebook. 'n Siftings
vraag het verseker dat net rugby ondersteuners die opname voltooi. Die
inligting is, soos ingesleutel deur respondente, in die vereenigde analise
sagteware opgeneem. Sodoende was handelsmerke waargeneem as die wat
die beste pas het met die Springbok rugby handelsmerk, bepaal.
Die steekproef het bestaan uit 'n jonger, manlike dominerende groep
respondente. Al die respondente was inderdaad Springbok ondersteuners met
voldoende kennis oor die Springbok handelsmerk, asook Springbok borge. Ses
handelsmerke is geïdentifiseer om te pas by die Springbok rugby handelsmerk,
naamlik Castle, Vodacom, SASOL, Canterbury, Nike en Adidas. Hierdie
geïdentifiseerde handelsmerke bewys dat die studie inderdaad handelsmerk
pas beoordeel het met behulp van vereenigde analise.
Gevolgtrekkings is gemaak dat handelsmerk pas op ‘n verskeidenheid maniere
kan ontstaan. Die mees dominante is advertering van die borgskap asook, om
‘n borgskap te onderhou op ‘n deurlopende basis. Dit lig die verbruikers in
aangaande die borgskap, maak hulle bewus van die borgskap tussen die twee
handelsmerke, en vorm ‘n basis waarop handelsmek pas by verbruikers kan
plaasvind. Handelsmerk pas is ook bereik onder handelsmerke met soortgelyke
handelsmerk beelde. Dit is gevind dat handelsmerk pas absoluut noodsaaklik is vir 'n suksesvolle
handelsmerk beeld oordrag. Voordat enige borgskap onderneem word, is dit
belangrik om vas te stel of verbruikers wel ‘n passing tussen die verskillende
betrokke handelsmerke, waarneem. Indien nie, sal ekstra bemarking rondom
die borgskap gedoen moet word deur middel van 'n bemarkingsveldtog, om die
verbruikers in te lig, op grond van wat, handelsmerk pas tussen die verskeie
handelsmerke gevorm kan word.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/4143 |
| Date | 03 1900 |
| Creators | Bucker, Silke |
| Contributors | Gerber, C., University of Stellenbosch. Faculty of Economic and Management Sciences. Dept. of Business Management. |
| Publisher | Stellenbosch : University of Stellenbosch |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | Unknown |
| Type | Thesis |
| Rights | University of Stellenbosch |
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