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: In service industries, the people are the brand and the brand is the people (Taylor, 2003:136). People are one of the dimensions that differentiate a brand (the others are product, price, place, promotion, process, physical evidence). The realisation of the brand promise...

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...