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 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 ...
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 ...
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, ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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, ...
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 ...
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 ...
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. ...
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 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 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 ...