ENGLISH ABSTRACT: The main question addressed in this research study is ‘How can L’Oréal improve upon theircurrent brand image and subsequent brand positioning amongst Stellenbosch students as theirtarget audience’. It was therefore considered necessary for the author of this research...

ENGLISH ABSTRACT:Against the background of the challenge marketers face in influencingconsumer perceptions of brands, this study attempts to assess the effect ofthe senses on the perception of a brand. Perception is the way in whichconsumers interpret the world around them, with the senses as...

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 determinantsof such transfer namely, brand fit. Brand image transfer is the transfer of brandassociations, attributed to another entity, to...

Any brand has a specific identity that the company wants to portray to consumers in its targetmarket – its brand identity – what the brand stands for. This is also the case for Oakley, aluxury brand competing in the sports and fashion industries. In essence the brand identity ofa company is...

The retail and distribution industry in Botswana's deregulated economy is one of the largest and most difficult sectors in which to operate, mainly because of levels of competition amongst Botswana companies and the global competitive industry, in general. Hill (2000:539) postulates that...

Four studies investigate how consumers' regulatory orientation and the decision strategies used to process message information affect their judgments. Evaluations of the chosen brand were more favorable when individuals with a prevention focus used decision strategies that enhanced the accuracy...

Extant research has established that social responsibility (SR) activity can be beneficial to companies by influencing consumers’ SR associations with the company and its product brands. However, most studies only look at the outcomes of SR initiatives implemented at the corporate level (i.e.,...