• 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 ...
    • Assessment of how supporters become attached to a sports team 

      Pressinger, Gabbi Michelle (Stellenbosch : Stellenbosch University, 2012-03)
      ENGLISH ABSTRACT: In social psychology, social scientists have become interested in explaining social behaviour: how and why individuals become attached and why they pursue on-going close relationships. The investment ...
    • 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 ...
    • The relationship between individuals’ personality and specific brand personalities 

      Haak, Xanri (Stellenbosch : Stellenbosch University, 2017-12)
      ENGLISH SUMMARY : The rapidly changing nature of businesses and the current competitive environment in which they operate require managers to focus on designing, developing and promoting new products and brands with creative ...