IIESpace Repository

Understanding the role that brand communication plays in influencing brand reputation from a consumer perspective against the Urde and Greyser Corporate Brand Identity and Reputation Matrix: Samsung South Africa

Show simple item record

dc.contributor.author Naidoo, Senosha
dc.date.accessioned 2018-06-26T10:07:11Z
dc.date.available 2018-06-26T10:07:11Z
dc.date.issued 2017
dc.identifier.uri http://hdl.handle.net/11622/275
dc.description.abstract This explanatory case study investigates the role that Samsung’s Facebook communication plays in influencing brand reputation from a consumer perspective, amongst consumers based in Sandton, Johannesburg. For this study, Samsung’s Facebook content between 1st May 2017 and 31st May 2017 was analysed qualitatively, as the first data collection method. The second method of data collection was in-depth, semi-structured interviews with participants who are Samsung consumers. Both data collection methods were informed by the framework for the study, the Urde and Greyser Corporate Brand Identity and Reputation Matrix, which identifies key contributors to brand reputation. This allowed for a comparison between how Samsung has positioned itself on Facebook and the consumer perception of the communication, against the reputational elements of the framework to assess whether any discrepancies existed between the two perspectives. The study found that from the consumer perspective, Samsung’s Facebook page is positively aligned in terms of communicating differentiation, responsibility, recognisability and trustworthiness. In terms of the reputational element of credibility, participants felt that Samsung could communicate more strongly to match the needs of more technically-inclined consumers. With respect to willingness to support on Facebook, participants felt the brand did not truly encourage two-way communication, and focused rather on product communication. Relevance, deals with the value that the Samsung brand communicates beyond product oriented communication, however not all participants felt that Samsung was achieving this in their Facebook communication. Whilst the researcher concludes that Samsung’s has created a positive brand reputation through Facebook overall, the paper provides possible recommendations to remedy the potential discrepancies found to improve and enhance brand reputation. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Brand Communication en_US
dc.subject Brand Reputation en_US
dc.subject Brand Identity en_US
dc.subject Consumer Behaviour en_US
dc.subject Brands en_US
dc.subject Branding en_US
dc.subject Social Media en_US
dc.subject Digital Media en_US
dc.title Understanding the role that brand communication plays in influencing brand reputation from a consumer perspective against the Urde and Greyser Corporate Brand Identity and Reputation Matrix: Samsung South Africa en_US
dc.type Thesis en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search DSpace


Browse

My Account