Subject

Now showing items 1-7 of 7

    • Assessing brand fit using conjoint analysis 

      Bucker, Silke
      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 determinants of such transfer namely, brand fit. Brand image ...

    • Assessing brand image transfer in sponsorship 

      Morris, Andrea Leigh (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 ...

    • A communications approach to building brand personality: The influence of celebrity gender, communication appeal and product involvement 

      Smit, Werner Antonio (Stellenbosch: Stellenbosch University, 2016-03)
      ENGLISH SUMMARY: The concept of symbolism can be traced back to Levy in 1959, and it is one of the roots that created research into self-expression, and created a foundation for brand personality research. Since then, ...

    • The effect of the senses on the perception of a brand 

      Van Jaarsveld, Karien (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 ...

    • Leveraging knowledge for innovative brand development 

      Costa, Camilla Olga (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 

      Allan, Meredith Leigh (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 

      Peters, Wilhelm (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 ...