Research Articles (University of Stellenbosch Business School)

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Browsing Research Articles (University of Stellenbosch Business School) by Author "Botha, Elsamari"

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    Conveniently healthy : the impact of health endorsements on brand trust, brand loyalty and brand equity in fast moving consumer goods convenience versus shopping goods
    (AOSIS, 2020-04-06) Botha, Elsamari; Creaven, Georgina; Mandy, Jenna
    Purpose: While millions of dollars is spent yearly on health endorsements, and its associated research, findings in studies where product category wasn’t considered might be inaccurate. Design/methodology/approach: An experimental research design was used to investigate the effect of health endorsements on FMCG brand loyalty, brand trust and brand equity of both convenience and shopping goods for 160 shoppers. Findings/results: The study found that when looking at the impact of health endorsements overall, only brand trust was impacted. However, when distinguishing between product categories, health endorsements did not impact the brand trust, brand equity or brand loyalty of shopping goods, while having a great influence on those of convenience goods. Practical implications: While most health endorsements are for shopping goods, these findings present an opportunity for marketers, to make better use of health endorsements in their packaging design. It presents an opportunity for health endorsers to target an untapped market, and it presents a challenge to producers to design convenience products worthy of health endorsements. Originality/value: Studies considering the return on investment of health endorsements must consider the product category, in order to decrease the likelihood of encountering misleading results as the influence of health endorsements greatly differ between products.
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    Towards understanding the initial adoption of online retail stores in a low internet penetration context : an exploratory work in Ghana
    (MDPI, 2020-01-23) Jibril, Abdul Bashiru; Kwarteng, Michael Adu; Pilik, Michal; Botha, Elsamari; Osakwe, Christian Nedu
    ENGLISH ABSTRACT: Online shopping has become increasingly popular in the past two decades. Yet, despite its popularity, the use of online stores on the African continent pales in comparison to other parts of the world. Moreover, in many economic contexts in Africa and including Ghana, there has been very limited research on the subject of online adoption and in particular, the fundamental factors that can influence its initial adoption, especially among young and relatively educated consumers who constitute the largest demographic group there. We, therefore, make a determined e ort to fill this growing knowledge gap by exploring some fundamental factors associated to shop online by young and educated consumers. This exploratory research draws on the stimulus-organism-response (SOR) framework and focuses on five variables of interest namely perceived ease of use, government support infrastructure, and economic considerations about pricing, perceived convenience and use intentions of online retail stores. Evidence collected from 294 research participants provides support for our research propositions Finally, our research contributions and future study directions are considered in the concluding part of the paper.