Now showing items 1-5 of 5
Assessing brand image transfer in sponsorship
(Stellenbosch : University of Stellenbosch, 2010-12)
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 ...
Leveraging knowledge for innovative brand development
(Stellenbosch : Stellenbosch University, 2006-04)
ENGLISH ABSTRACT: It has become evident that the knowledge-driven, innovation economy supercedes the industrial era at the beginning of the 21st century. Within this environment characterized by innovation and the emphasis ...
Price versus brand : assessing the role of price and brand in low-income consumer decision-making
(Stellenbosch : Stellenbosch University, 2014-03)
ENGLISH ABSTRACT: Growing competition, fuelled by globalisation, has increased the number of alternatives across almost all product categories, leaving consumers overloaded with information and overwhelmed for choice. Brand ...
A study of the brand characteristics of Oakley
(Stellenbosch : University of Stellenbosch, 2005-12)
Any brand has a specific identity that the company wants to portray to consumers in its target market – its brand identity – what the brand stands for. This is also the case for Oakley, a luxury brand competing in the ...
The effect of the senses on the perception of a brand
(Stellenbosch : University of Stellenbosch, 2010-03)
ENGLISH ABSTRACT: Against the background of the challenge marketers face in influencing consumer perceptions of brands, this study attempts to assess the effect of the senses on the perception of a brand. Perception is ...