Browsing by Subject "marketing"

Now showing 1 - 5 of 5
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    Open Access
    eMarketing: the essential guide to online marketing
    (2010) Stokes, Rob
    eMarketing: The Essential Guide to Online Marketing is a comprehensive textbook containing holistic and integrated eMarketing tactics. This textbook can be used to support and enhance any marketing or emarketing course. Chapters detail strategies for email and web marketing, customer relationship management, online reputation management, mobile marketing, and online research. Case studies are also included which can be used for student activities or discussion.
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    Open Access
    Examining the factors structures of brand loyalty of men’s deodorants among generation X and generation Y consumers in Cape Town
    (2019) Lokosang, Lobojo; Pillay, Pragasen
    This study examines the structures and reliability of brand loyalty in men’s deodorant consumption, as suggested by Moolla’s (2010) framework. This is due to the fickle or disloyal nature of male Generation X and Generation Y deodorant consumers. Although, the subject of brand loyalty is popular, there is a lack of research in the investigation of Generation X and Generation Y consumers specifically in the men’s deodorant industry in Cape Town. This study attempted to close the gap by examining brand loyalty of Generation X and Generation Y consumers in Cape Town through the brand loyalty framework. Based on Chronbach Alphas, the study assessed the degree to which each factor of deodorant brand loyalty loads unto a construct or internal consistency. This study’s motivation is to attempt to assist management develop appropriate strategies, and to expand the body of knowledge for academics, due to limited information and to pave the way for researchers to explore various product categories specifically utilised by men as well as assist them with a tested brand loyalty framework. A positivist research paradigm provided the belief system in which data for the current study was gathered, analysed and used to provide solutions. A descriptive research design chosen for the study resulted in the application of a quantitative research methodology. With reference to Moolla’s research questionnaire, data for the current study was collected from men between the ages of 36 and 52 (Generation X) and Generation Y (men between the ages of 18 and 35). A total of 245 responses were received from Generation X and Generation Y men who are brand loyal to men’s deodorants and the data were collected by statistically analysing this sample. This research established that there were leading brands that consumers were brand loyal to and that there were dominant brand loyalty influences for both Generation X and Generation Y consumers in the men’s deodorant industry. In addition, it was revealed in the study that the suggested recommendations were that there needs to be further research in the men’s deodorant industry, a comparative study should be conducted, brand loyalty of other product categories should be investigated and marketers should focus on culture as a significant influence of brand loyalty. For future research, it was recommended that this study be continued on a larger scale in the men’s deodorant industry to endorse or rectify the results of this study
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    Open Access
    Exploring the impact of language on consumer-brand relationships across digital media
    (2021) Greyling, Caroline; Bundwini, Nqobile
    Within the marketing management sphere, consumer-brand relationship theory has attracted interest and academic research since its inception. One area that has been relatively unexplored, however, is the interplay between vernacular languages and consumer-brand relationships in a multilingual South Africa. Celebrated for its multicultural and multilingual identity, South Africa recognises eleven official languages with English predominantly used across marketing activities. Despite a variety of research projects aimed at exploring consumer-brand relationship theory, there remains a gap in the knowledge regarding how languages impact the relationships that consumers form with brands. Previous research has been centred on the Western and Asian markets and has failed to address the challenges of the diverse South African market. Consumers experience an emotional link and a sense of attachment to their home language. This paper postulates that this connection extends to consumer-brand relationships and that language choice can, therefore, impact the formation and development of brand relationships. This paper sought to explore this theory, using qualitative research methods. In-depth interviews were conducted in order to collect information about consumers' experiences and feelings regarding this topic. Fourteen participants from various language groups were asked a series of open-ended questions and their responses recorded. Results demonstrated that the use of first languages can influence how consumers respond to brands and can affect a number of elements identified in the brand-relationship quality model. The analysis found a link between language use and brand relationship theory, finding that the use of consumers' mother tongues can lead to consumers developing relationship qualities including love and passion, self-connection and commitment. This demonstrates that language can play a significant role in impacting consumer-brand relationships. We, therefore, infer that language can potentially impact consumer-brand relationships, and that language choice has the power to impact how consumers build relationships with brands.
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    Open Access
    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.