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...

With developments such as an increase in competition, busier and more sophisticated consumers, companies attempt to achieve a competitive advantage through increased brand equity of their product offerings. Increased brand equity often translates into increased brand loyalty, which in turn means...

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...

ENGLISH ABSTRACT:Marketing literature has revealed that sponsorship is a key marketing communication tool used to break through promotional clutter. Sponsorship is a means by which marketing managers are able to transfer knowledge about organisational offerings to consumers and communicate how...

The objectives of this study are to contribute to the understanding of consumer behaviour, and to investigate the existence of brand loyalty in the less developed countries. The study attempts to fill the gap in literature on consumer behaviour and consumer characteristics in the less developed...

There is common theme within the literature that a store represents the tangible andintangible values of the company's commercial and retail organisational philosophy. Given this, it could be considered as a brand, with all the associated competitive advantages that correspond to this entity....

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...

Thesis (PhD)--University of South Australia, 2005