Browsing by Author "Beneke, Justin"

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    The antecedents and consequences of brand equity in the South African running shoe market
    (2015) Bastian, Julia Christina Margit; Human, Gert; Beneke, Justin
    Marketers face the challenge with regard to the manner in which consumers perceive their brand. For the assessment of global brands in emerging markets, such as South Africa, progressive empirical research supports managerial approaches so consumer behaviour can be influenced and predicted in a precise way. Gaining insight into factors that increase a brand's equity, and, which allow marketers to reach their objective of creating a strong and valuable brand, is of utmost importance. Current literature has dealt with the subject of Brand Equity extensively (Branaghan & Hildebrand, 2011; Chang & Liu, 2009; Kapferer, 2012; Myers, 2003; Keller, 2013). Within the context of the South African running shoe market, this study empirically tested an integrated framework of the antecedents (Brand Personality, Brand Attitude, Brand Image) and the consequences (Brand Preference, Purchase Intention) of Brand Equity from a consumer's perspective. Moreover, the moderator Social Acceptance was added to investigate its interaction effect on the relationship between Brand Preference and Purchase Intention. The conceptual model was tested with a variance based partial least squares analysis (PLS--‐SEM), due to its complexity measuring multiple indicators simultaneously (Lowry & Gaskin, 2014; Malhotra, 2010). Data was collected from online questionnaires with the two brands, Nike and Asics, as stimuli. These sports brands were compared by means of their marketing strategies using a total sample size of n=315 respondents. The purpose was to reveal the influence each brand's personality had on the development of Brand Image and Brand Attitude. Besides assessing the antecedents of Brand Equity, the significant influence that each brand's equity had on Brand Preference and Purchase Intention was assessed, taking social circumstances into account (Chang & Liu, 2009). The statistical analysis of causal relations reflected that Brand Personality, Brand Image and the attitude towards the brand were antecedents of Brand Equity. The consumer's perception of the brand's value resulted in an increased probability of Purchase Intention due to his/her Brand Preference. Social Acceptance had a minimal effect at the final stage of brand choice. Derived from the results, this study's research should assist marketers with a number of implications to influence perceived value and increase Brand Preference. Meaningful marketing may add equity to brands and create loyal consumers through emotional attachment (Gilbreath, 2010). With the gained insight knowledge, predictive accuracy of consumer behaviour could be enhanced, with due regard to the influence of the individual's social environment.
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    Consumer perceptions of private label brands within the retail grocery sector of South Africa
    (2010) Beneke, Justin
    This exploratory study serves to investigate the perceptions of fast moving private label brands in the South African grocery food sector. Successful positioning of these brands has been achieved globally, most notably in developed markets. However, in a South African context this does not appear to be the case. To this end, research has been undertaken in order to better understand the current position these brands occupy in the minds of South African consumers. Included in the study is the consideration of critical branding elements such as trust, availability, pricing, packaging, etc. The knowledge gained through this research should ideally facilitate the process of advancing private label brand research in an academic context and improving brand positioning, increasing market share and optimizing profit extracted from private label brands in a managerial context.
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    Internet Marketing: a highly practical guide to every aspect of internet marketing
    (2011) Jones, Alex Trengove; Malczyk, Anna; Beneke, Justin
    This textbook includes 10 chapters. While the first and last chapter are introductory and summative in nature, all other chapters focus on a specific internet marketing tool. This textbook can be used to support an internet marketing course or for self-study by students interested in internet marketing.
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    Student recruitment marketing in South Africa - An exploratory study into the adoption of a relationship orientation
    (2010) Beneke, Justin; Human, Gert
    Changes in the competitive environment, largely spurred by restrictions in government funding and an increase of educational service providers in the market, have forced higher education instructions to become more proactive in terms of student recruitment. In response, many institutions have turned to corporate principles to run their operation and to recruit their ‘customers’ (that is, the students themselves). This exploratory study serves to ascertain whether using a relationship marketing approach is conducive to the task of identifying, selecting and recruiting highly desirable students. In this respect, particular emphasis is placed on whether these individuals are actually interested in establishing a pre-application relationship with a selected number of institutions, as well as the benefits they hope to accrue from such relationships. A hypothesized framework is thereafter appended as a guide for initiating and developing relationships with prospective students. Key variables influencing the decision process were probed. The reputation of the institution was found to be the most important factor in a scholar’s decision of a place of further study, followed by geographic location and thereafter campus safety. However, these differed between ethnic groups. Scholars’ receptiveness to the prospect of entering into a pre-application relationship with a tertiary education institution was found to be favourable. A mere eight percent of respondents claimed that they didn’t wish to have a relationship with an institution prior to the applications period. The remainder wished to be associated with one or more institutions. It was concluded that on average, the more serious scholar is interested in relationships with two institutions. In this regard, the factors attracting scholars to such relationships were identified. The availability of financial aid was found to be the most prominent factor, followed by curriculum advice and reduced application fees. It was therefore concluded that scholars seek real value and are less concerned with social benefits.