The antecedents and consequences of brand equity in the South African running shoe market

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dc.contributor.advisorHuman, Gerten_ZA
dc.contributor.advisorBeneke, Justinen_ZA
dc.contributor.authorBastian, Julia Christina Margiten_ZA
dc.date.accessioned2016-07-08T10:41:30Z
dc.date.available2016-07-08T10:41:30Z
dc.date.issued2015en_ZA
dc.description.abstractMarketers 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.en_ZA
dc.identifier.apacitationBastian, J. C. M. (2015). <i>The antecedents and consequences of brand equity in the South African running shoe market</i>. (Thesis). University of Cape Town ,Faculty of Commerce ,School of Management Studies. Retrieved from http://hdl.handle.net/11427/20258en_ZA
dc.identifier.chicagocitationBastian, Julia Christina Margit. <i>"The antecedents and consequences of brand equity in the South African running shoe market."</i> Thesis., University of Cape Town ,Faculty of Commerce ,School of Management Studies, 2015. http://hdl.handle.net/11427/20258en_ZA
dc.identifier.citationBastian, J. 2015. The antecedents and consequences of brand equity in the South African running shoe market. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Bastian, Julia Christina Margit AB - 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. DA - 2015 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2015 T1 - The antecedents and consequences of brand equity in the South African running shoe market TI - The antecedents and consequences of brand equity in the South African running shoe market UR - http://hdl.handle.net/11427/20258 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/20258
dc.identifier.vancouvercitationBastian JCM. The antecedents and consequences of brand equity in the South African running shoe market. [Thesis]. University of Cape Town ,Faculty of Commerce ,School of Management Studies, 2015 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/20258en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentSchool of Management Studiesen_ZA
dc.publisher.facultyFaculty of Commerceen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherMarketingen_ZA
dc.titleThe antecedents and consequences of brand equity in the South African running shoe marketen_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMBusScen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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