In South Africa the second economy continues to be marginalised in certain areas. Thismarginalisation exacerbates disparities in wealth. These ills have to be reduced for South Africato prosper. A key driver for poverty reduction is ensuring all folds of society contribute toeconomic activity...

Prior research on branding has emphasised the choices companies have between product and corporate branding and what drives these choices. B2B markets are expected to differ from individual consumers in the value they place on the corporate brand versus the product brand due to the complicated...

The purpose of this research was to enrich our understanding of why large organisations have not performed in low-income markets relative to middle- to high-income markets through an understanding of their market orientation in these markets. The research sought to establish whether an...

Consumers attitudes are changing toward brands, and their acceptance oftraditional push advertising has diminished. Social media has created andconnected a network of consumers who can easily collaborate with one another.This collaboration and constant conversation between customers builds trust...

In the highly competitive and dynamic world of fashion retailing, developing and retaining loyal customers is a requirement for survival, let alone success. Marketing practitioners have found that to keep customers loyal, a firm must go beyond merely satisfying to truly delighting them...

The influence of visual elements in green print advertising to potentially affectchanges in human consumptive practices has been explored in this dissertation.This was investigated via web-based questionnaires administered to businessschool students (n = 135) where the manipulation of the key...

Prior research defines brand orientation as an approach in which the processes of the organization revolve around the creation, development and protection of brand identity in an ongoing interaction with target customers with the aim of achieving lasting competitive advantages in the form of...

The purpose of the research study was to build a deeper understanding ofnegative brand experiences for consumers at the Bottom of the pyramidsegment. The research took an approach of looking at a negative brandexperience from end to end, by focusing on elements such as brand contacts,triggers...

Corporate reputation has evolved into a strategic and intangible corporate asset andaccordingly directors, as custodians of corporate reputation, are tasked with building andmanaging corporate reputation as a source of competitive advantage. The purpose of thisresearch is to ascertain the extent...

South African organisations appear to be showing the same trend towards theglobal crisis lack of confidence in the marketing discipline. The lack ofconfidence appears to be motivated by the applicability of marketing theory tomarketing practice in order to reflect the new fast changing...