Browsing by Author "Gerber, Charlene"
Now showing 1 - 4 of 4
Results Per Page
Sort Options
- ItemBrand recognition in television advertising : the influence of brand presence and brand introduction(AOSIS Publishing, 2014-05) Gerber, Charlene; Terblanche-Smit, Marlize; Crommelin, TraceyPurpose: To assess the relationship between brand recognition and brand presence and brand introduction. Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction. Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisements, gathered from 50 000 respondents. Findings: The findings indicated a positive linear relationship between brand presence and brand recognition but a negative linear relationship between brand introduction and brand recognition, whilst brand introduction and brand presence predicted variance in brand recognition. Value of research: The researchers concluded that a brand should be present in an advertisement for about two-thirds of the time for optimum brand recognition.
- ItemThe familiar versus the unfamiliar : familiarity bias amongst individual investors(AOSIS Publishing, 2017-02-02) De Vries, Annalien; Erasmus, Pierre D.; Gerber, CharlenePurpose: The purpose of this study was to investigate the existence of familiarity bias amongst individual investors in the South African stock market. Problem investigated: According to Warren Buffet, one needs to maintain emotional detachment if one wants to be a successful investor. However, recent research indicates that the perceptions of companies’ products and brands may influence individuals’ investment decisions in the stock market. This phenomenon implies that the investment decisions of individual investors are not purely based on firm fundamentals as suggested by traditional finance theories, but might be driven partly by the positive or negative attitude they have towards certain companies’ products and brands. The existence of familiarity bias amongst individual investors was investigated to determine if individuals prefer to invest in companies they are familiar with as opposed to unfamiliar companies. Methodology: A quantitative approach was followed. An online survey was used to show images of familiar and unfamiliar company brands to respondents, whereafter respondents were asked to indicate whether they will invest in the shares of the identified companies. The statistical analysis entailed descriptive statistics as well as one-way analyses of variance to test the stated hypotheses. Main findings: The results of this exploratory study indicate that investors do exhibit familiarity bias when choosing between different companies to invest in. Value of the research: The inclination of individual investors to invest in familiar corporate brands can have implications for the marketing industry, financial markets, the performance of companies as well as the investment performance of individual investors in the sense that it would seem that company brands could have an influence on investment decisions.
- ItemThe impact of social media on recruitment : are you LinkedIn?(AOSIS, 2018) Koch, Tanja; Gerber, Charlene; De Klerk, Jeremias J.Orientation: With many organisations vying for the same talent, it is important to ensure that the correct methods are utilised in identifying and attracting the best talent to an organisation. Research purpose: This research investigates the impact of social media on the recruitment process in South Africa. Motivation for the study: As the competition for qualified talent increases, organisations need to understand where to focus their resources to attract the best talent possible. The use of social media is growing daily and its use in the recruitment process seems to have grown exponentially. Research design, approach and method: The sample comprised 12 recruiters, spanning a wide range of industries in South Africa. Semi-structured interviews were conducted and a thematic analysis was utilised to identify themes and subthemes. Main findings: Despite still utilising some traditional methods of recruiting, South African recruiters follow their international counterparts, with LinkedIn being central to their respective recruitment processes. The use of Twitter and Facebook for recruitment was found to be substantially lower in South Africa than elsewhere. Without following a focused approach, the volume of work that emanates from using social media may overwhelm a recruiter. Practical and managerial implications: Recruiters cannot execute effective recruitment without applying social media tools such as LinkedIn. However, training in the optimal use of social media is essential. Contribution: This study indicates that LinkedIn has a major impact on recruitment in South Africa, but that social media is not a panacea for recruitment issues.
- ItemInvestigating the moderating effect of student engagement on academic performance(SUN MeDIA, 2013-12-20) Gerber, Charlene; Mans-Kemp, Nadia; Schlechter, AntonThe academic performance and success of students are important for both higher education institutions and students. Student engagement has been identified as a crucial factor in academic success. Studies investigating student engagement have typically used self-report measures of engagement, collected at a given point in time. Self-report measures are, however, prone to positive bias (social desirability). In an attempt to overcome these shortfalls, data were collected over three years (2010-2012) in a third-year Business Management module, presented at a South African university (n=380). Academic and behavioural student engagement was measured by assessing academic activities (class attendance and weekly homework assessments), rather than with a self-report measurement scale. Unlike previous studies that correlated student engagement with academic performance, this article argues that student engagement enhances academic performance. It was found that student engagement significantly moderated the relationship between early and late semester assessments of academic performance (semester test and examination marks). It was, therefore, concluded that higher levels of engagement enhance the learning experience and subsequent performance in the module. High levels of student engagement may even lead to higher, than would otherwise be expected, academic performance.