• How a brand's controversial behaviour can impact its image 

  Mitha, Zainab (The IIE, 2017)

  Although there are many definitions of what a brand is, brands in their primary form are social constructs (Klopper & North, 2011). Which means that no matter what a brand puts out intending to be their brand identity, ...
• Luxury brands in the South African emerging market: an empirical study ot the relationship between consumer personality traits and purchase intentions towards luxury brands 

  Bills, Ashleigh (The IIE, 2017)

  Luxury brand consumption has flourished worldwide over the last decade. Traditionally there has been great emphasis on research investigating western emerged luxury brand markets. Increasingly however, a strong desire for ...
• A study that aims to understand what type of brand stories promote engagement amongst Starbucks SA instagram followers using the brand positioning theory 

  Nsibande, Tintswalo (The IIE, 2017)

  Storytelling has is one of the oldest forms of communication, with the growth of social media it has made it possible for marketers to communicate to the masses in the form of storytelling. The consumer has now become ...
• 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 

  Naidoo, Senosha (The IIE, 2017)

  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, ...
• An investigation on how brands in the mining sector can manage reputations in the context of the digital age: Harmony Gold 

  Molapo, Mahali (The IIE, 2017)

  The digital age has made it easier to share and receive information through the World Wide Web, ultimately breaking geographical barriers. For most companies, this has increased the difficulty of reputation management ...
• A comparative analysis of a brand's promise compared to the actual service experience, has on Brand Equity, using Keller's Brand Equity model: Telkom 

  Davin, Edin (The IIE, 2017)

  This study will conduct a comparative thematic analysis amongst Telkom customer service hubs in Johannesburg and the brand promise made on the official Telkom website to determine if customer service experiences impact ...
• To compare the intended brand identity and the perceived brand image of the City Of Johannesburg (CoJ) brand by conducting a comparative thematic content analysis between CoJ's official website as well as a select group of Johannesburg residents 

  Mabaso, Mathapelo (The IIE, 2017)

  This study is a cross-sectional exploratory case study, focusing on comparing the intended brand identity and the perceived brand image of the City of Johannesburg (CoJ) brand by conducting a comparative thematic content ...
• How customer service impacts brand loyalty in the Durban privately owned restaurant industry 

  Hartzer, Tegan (The IIE, 2017)

  The following study into the impact of customer service on brand loyalty in the Durban privately owned restaurant industry serves to explore customer service as an influencing factor in restaurant’s business success due ...
• How social media can be used to engage and interact with consumers in the retail industry: an analysis on Woolworths' online strategies 

  Govender, Selishia (The IIE, 2017)

  This proposed research is a small-scale qualitative study that explored the world of digital media specifically social media. Social media was looked at in-depth with regards to how brands can utilise this media platform ...
• How environmentally responsible management impacts a brand in the hospitality industry 

  Nichols, Kayleigh (The IIE, 2017)

  In the past decade there has been a huge shift and increase in consumers adapting a new consumer consciousness towards the environment and adapting to environmentally friendly behaviour. In response, many brands have ...
• Sensory marketing, consumer psychology and the future of branding within the Airline industry: Singapore Airlines 

  Warren, Andrew (The IIE, 2017)

  In this postmodern world, the marketplace is concentrated with many forms of media with the average person being exposed to 4000+ every day. Brands have been forced to innovate and create new and improved forms of adding ...
• The perception of Iziko South African National Gallery 

  Visser, Georgina S (The IIE, 2017)

  Brand democratisation is a growing trend worldwide as technology is increasing engagement and dialogue between brands and their stakeholders. Brand co-creation, open source branding and democratic brands are increasingly ...
• The age of Trump: the conscious consumer and social responsibility - paving the way forward 

  Steenkamp, Savannah (The IIE, 2017)

  In the generation of the millennials, making a large consumer impact, there seems to be a peak of interest in the concern of social responsibility. In the context of a turbulent political situation in the United States, ...
• An investigation of the relationship between social media marketing and brand equity for fashion brands and the sustainability thereof 

  Smith, Chelsea Leigh (The IIE, 2017)

  Social Media Marketing (SMM) can be defined as a means through which individuals can engage with firms and brands through social media sites. Fashion brands are moving towards social media platforms in order to effectively ...
• To colour in the lines: insight into the phenomenon of consumption and exploitation of skin lightening products 

  Ritchie-Roux, Kwasi (The IIE, 2017)
• Influence of cheaper smart phone technology on brand communities' consumption of media in South Africa 

  Parry, Matthew (The IIE, 2017)

  Understanding the influence of cheaper, smartphone technology on the media consumption of the mass market of tomorrow is essential for brands interested in building brand loyalty and trust in South Africa. The study will ...
• What is the impact of social activist movements like Fees Must Fall on the brand health of the University of Cape Town? 

  Pangalele, Tanya (The IIE, 2017)

  Much has been written about the Fees Must Fall Movement that took place in South Africa over last two years. These written pieces were often through the lenses of the media, opinion pieces and social media commentary. ...
• A study of Capetonian individuals who wear vintage fashion and how they are perceived according to their peers and industry experts 

  Nelson, Maxine Marian (The IIE, 2017)

  Vintage fashion is a global trend. Little is known about the perceptions that exist of the individuals who choose to wear vintage, as well as about the personal brand identity that these individuals create for themselves ...
• The degree to which Cape Town millenial consumers in the Central Business District rely on social media when making purchasing decisions: a quantitative study 

  Myoli, Khanya (The IIE, 2017)

  The internet along with social media has over the years progressed and improved the quality of people’s lives and that of business operating constructs (Kotler & Keller, 2011: 36). The implications of social media for ...
• The role of brand image in building customer loyalty in the fashion E-retail industry of South Africa 

  Malan, Lisa-Jean (The IIE, 2017)

  The purpose of this study is to explore how fashion e-retailers create a loyal customer base through different attributes and brand image. The focus will be on how fashion e-retailers in South Africa (specifically ...

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