Research Projects

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Achieving healthy brand status: a case study on Natal Action Netball Association
(The IIE, 2016) Da Silva, Nikita
Vega School of Brand Leadership cofounder Gordon Cook and some fellow writers created an article that asks organisations ‘How Healthy is Your Brand?,’ this article gives organisations seven criteria to put their brand through, a brand audit. In this paper four of the criteria is looked at in-depth with it being adapted to fit a small non-profit sports organisation. This brand is Natal Action Netball Association (which will be referred to as NANA from here on) a small organisation that is run as a hobby only in Kwa-Zulu Natal (which will be referred to as KZN from here on) to create KZN action netball. Through secondary research such as case studies and primary research such as focus groups and participant observation the following statement can be made. As a brand NANA does not have what is synonymous with what is necessary to say it is branded. They follow no systems that are stated in the branding environment leaving their organisation unrecognisable (brand identity), lack in dialogue between the brand and its stakeholders (brand communication), no understanding of their reason of existence to players (brand value) and no understanding to what they do for players (brand purpose). This paper looks at these four criteria in depth and the various frameworks that can be used by NANA to guide them to a healthy brand.
Adaptive reuse as a conduit for regenerative & human-centred design in Johannesburg
(The IIE, 2020) Simpson, Tanya
The residents of Johannesburg are facing actual real issues of housing shortages and a surplus of abandoned buildings in the CBD; many residents are living in poor conditions without necessities. This wicked problem has challenged designers to think with a human-centred design approach to resolve this problem. This research aims to examine the idea of a non-traditional theory of adaptive reuse as an alternative solution for the housing shortage, in Johannesburg by utilising a human-centred design methodology with regenerative design solutions as a resolve in the urban renewal for Johannesburg. The aim is accomplished by gathering information from literature reviews on two case studies and a third detailed visual observation of an abandoned building The Carlton Hotel. The first study was conducted on Jewel City, wherein the design interventions of adaptive reuse and human-centred design were applied to a six-block residential, retail, and commercial development. The second case study was performed on an office building with award-winning regenerative design principles rendering it one of the most successful low impact buildings in Africa. The results of the visual observation and case studies are then combined in order to develop a holistic design approaches with interior design strategies for urban renewal within the inner city and revival of abandoned buildings.
Adding bricks-to-clicks: An exploration to determine whether Millennials think Takealot should add Brick-and-mortar to its business model
(The IIE, 2020) Liphosa, Vhutali
Over the past couple of years, there has been a lot of focus on online retailing predicting it as the future of retail. However, in South Africa, only 2% accounts for the online retail spend, thus contradicting this prediction. In light of this, a new trend has emerged in which online only brands are expanding onto other channels of retail business. This is necessitated by the fact that millennials enjoy visiting stores and South Africa is known to have a dominant mall culture. It is for these reasons why this study followed an Interpretivists paradigm, with a qualitative methodology, using a cross-sectional hermeneutic phenomenological exploratory design and explored the online shopping and brick and mortar phenomenon and determine whether South African millennials think South Africa’s leading online retailer, Takealot, should add brick-and-mortar to its business model. To address the research problem, purposive and convenient sampling were employed to sample the millennial target population. Data was collected through standardised open ended semi-structured and in-depth interviews through Zoom Meetings platform which allowed the researcher to understand and explore millennials subjective perspectives of the phenomenon. Data was analysed using thematic analysis enabling the exploration of themes embedded in interview transcripts. Findings indicated that although online is predicted as the future, South African millennial consumers prefer to purchase products instore as they can experience them. Millennials channel choice is influenced by personal characteristics as well as the product type data revealed that electronics, clothing and appliances are suited instore while books are suited and preferred online. Additionally, searching of products online and then purchasing products instore is prevalent consumer behaviour. This implies that an experiential store would benefit Takealot and that seamless online experience needs to be maintained and enhanced as online is still used. Overall, this study contributes to the minimal research available pertaining the phenomenon and multichannel retailing and also serves to inform a business problem for Takealot and other online-only retailers.
ADKAR Change Management: A Cross-Sectional Qualitative Focus Group to Describe Perceptions of Factors that Motivate Volunteers in a South African Environmental Organisation
(The IIE, 2017) Dorrofield, Kendall
Understanding the motivation behind volunteers is a key requirement for effective management and retention of volunteers within an NGO. A South African environmental organisation has limited understanding on the types of volunteers or volunteer motivational factors and limited knowledge on the effectiveness of management tools to improve volunteer relationships. This reduces their volunteer workforce, posing a problem. In response, a study was undertaken to describe the motivational factors of volunteers, identify types of volunteers and obtain recommendations for the improvement of volunteer motivation. To facilitate this, the Multi-Paradigm model of volunteering and the ADKAR model of change were utilised. The qualitative and descriptive nature of the study required a focus group approach to obtain an in-depth analysis of motivational factors from managers and volunteers who were selected through convenience and purposive sampling. It was determined that the current level of volunteer motivation seems to be lacking, with a strong concern for volunteers feeling unenthusiastic. Managerial and research implications indicate that volunteer motivation could be improved with a new volunteer management strategy. The ADKAR model of change was utilised and incorporated with findings into a framework that could take the environmental organisation through the change management process.
Afrocentrism effect on consumer perceptions - Case Study - Iwori Beauty
(The IIE, 2019) Ash, Tayla
This study explores whether Afrocentrism affects and influences consumers perceptions of brands and the products they use. This will be determined through analyzing African heritage-based brand – Iwori. Iwori expresses Afrocentrism throughout their brand and therefore, a conclusion will be based off whether Iwori has positive consumer perceptions in relation to their Afrocentric movements.This topic was approached through qualitative explanatory research because the findings are not factual but rather opinion and experienced based. The finds were enhanced through in-depth interviews with Iwori’s administration which provided insight into their marketing mix and how Afrocentrism is guided throughout their business and products produced. Questionnaires that were sent out to users of Iwori products gave insight about why consumers use the products, what attracted them to the product and their personal experiences with the brand.This study contributes to the research into whether expressing Afrocentrism throughout an individual’s business will positively influence a business’s customer base and the image that business creates.
The age of Trump: the conscious consumer and social responsibility - paving the way forward
(The IIE, 2017) Steenkamp, Savannah
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, with controversial policies and ideologies that have shaken the world, brands and corporations. This study has examined the extent to which brands who have adopted a strong Corporate Social Responsibility are perceived or interpreted by mindful consumers in the political context of the newly elected United States President. Data was generated using interviews of ten people and 70 surveys. Through this interactive approach the study was able to illustrate the complexities and the subjective nature of the topic. The increased use of Corporate Social Responsibility voice of the brand adds to the brand identity, and growth whereas brands who have not acknowledged the turbulent times are viewed in a negative mindset of the conscious consumer and negative market share for a period of time however brand loyalty may still occur in some instances. Showing a casual loop between the voice of the brands as a response to the political context and the growth and perceptions of the consumers. Thus Corporate Social Responsibility can be used as a guideline for brands and consumers in the context of turbulent political environments.
Am I safe?: Homosexual perceptions of physical safety in Cape Town’s nightlife
(The IIE, 2020) Nattee, Luke Emilio
South African society, whilst progressive in terms of its constitutional view of homosexuality, is still instilled with homophobic discrimination and violence that detrimentally affects those on both group and individual levels (Boonzaier & Zway, 2015; Mostert, Gordon & Kriegler, 2015). This poses a threat to the physical and psychological well-being of homosexual individuals (Polders, Nel, Kruger & Wells, 2008) which is, in part, due to the perceptions one has of their own safety (Lorenc, Petticrew, & Whitehead, 2014; Machielse, 2015). A need to understand such perceptions is therefore evident. In order to attain the perceptions homosexual individuals held towards their physical safety, qualitative data collection methods were adopted. This approach was necessary as qualitative methods value individual and subjective experience, aspects that are key when attempting to attain perceptive insights (Ponterotto, 2005). The findings showed that the perceptions homosexual individuals held towards their physical safety varied greatly. Additionally, three themes, these being; determinants of safety, positive or negative experience, and precautionary actions, were found consistently in the collected data, and have been addressed in detail. These findings aided in addressing the gap in existing literature pertaining to the homosexual experience in South Africa from within the field of psychology.
Analyse language choice used in radio advertising as a brand positioning technique: Jet case study
(The IIE, 2018) Sehere, Leago
During colonial South Africa, indigenous languages were marginalised while English and Afrikaans were the only languages used to advertise goods and services (Ngwenya, 2011). Today, according to Bishop (2006) advertisers are struggling to find the best language to communicate with their target audiences. Particularly to multilingual who respond differently to the messages presented to them in each of the languages they know (Santello, 2013). The present research study analysed the language choices used by Jet in its radio advertising in order to understand how the brands use of language positions it in the mind of its target market. The study used a focus group to collect data from a purposive sample. The Sapir-Whorf Hypothesis was used as the theoretical framework which helped to determine the research questions that provided the data that was analysed. The results showed that Jet uses language to entertain as a brand positioning technique in its radio advertisements. Furthermore, Jet's multilingual and bilingual target market does respond differently to the messages presented to them, they found the English radio advertisement straight to the point, the isiZulu one entertaining and the code-switching radio advertisement problematic. Moreover, the isiZulu radio advertisement that did not have a discrepancy.
Analysing How Brands Use Activism in Advertising Campaigns to Challenge Gender Stereotypes in a South African Context.
(The IIE, 2022) Miza, Zuziwe
The portrayal of women in advertising is filled with stereotypes about who women are and what their roles should be in society. These stereotypes in advertising are reinforced through regular exposures and then embraced by individuals as the norm. The aforesaid generalisations can be negative, confining, and degrading, affecting how women perceive themselves and how they’re perceived by others. Therefore, the identified problem is that women are still being misrepresented in advertisments forcing them to live according to the deemed gender stereotypes. The study will further provide insight into how women are affected by gender stereotypes in advertising and how brands can play their part in influencing a change by using activist advertising. This mixed-method study unpacks and discusses the relevant qualitative and quantitative data collection methods which informed the identified findings. The main finding identified was that brand activism can influence a societal change, if authentically implemented by a brand however, though a brand may be steadfast in its activism, consumers don’t forget the wrong doings they may have been challenged with in the past. Therefore, brands need to make active strides in reassuring its consumers of the progress they are making in remedying the wrongs.
Analysing the Impact of Internal Branding on Employee Engagement in the Permanent Recruitment Industry within the Social Exchange Framework
(The IIE, 2015) Mwenje, Filda
Although it is widely perceived that the attraction and retention of staff is the greatest aspect of strategy implementation, O’Reilly and Pfeffer (2000) argue that it is important for brands to create internal cultures and systems that permit employees to use their talents. King and Grace (2008) conclude that a key factor in determining customer experience of a brand is reliant on employees own internal experiences with the organisation. This draws attention to the need and importance of internal branding within organisations and its relationship to developing engaged employees. Therefore, the problem of this study was to determine if there is a correlation between internal branding programs and employee engagement at the anonymous recruitment agency. This empirical research was conducted in the social world and took the form of an iterative inductive approach as the author sought to generate theory related to internal branding and its impact on employee engagement after having analysed the findings in the field of study. Mixed method research which was both qualitative and quantitative was employed and more specifically the triangulation classification as the qualitative data was used to validate the findings from the quantitative data. The research instruments took the form of focus group interviews and self- completion questionnaires. The results from this study showed that internal branding and employee engagement are areas that require attention within the studied property. It was uncovered that open feedback systems should be implemented for the employers to stay in tune with employees in order to assist them in achieving a “work- life” balance which is the greatest pain area. Ultimately the social exchange theory must be used simultaneously by the mutually dependant themes of internal branding and employee engagement to alleviate low levels of employee engagement attributed to the poor internal branding programs. This study highlights the importance of leadership teams paying particular attention to the state of their brand internally as determined by staff engagement without only looking to measure their external brand performance.
An analysis and evaluation of food waste management processes and the role on food waste at consumer level within a quick service restaurant in Parkhurst, Johannesburg.
(The IIE, 2020) Singo, Mpho Cindy
The research analysed and evaluated the role food waste management processes have on food waste at consumer level, within the context of a quick service restaurant (QSR), in Parkhurst, Johannesburg. The study reviewed literature on food waste management within a QSR supply chain and food packaging and waste within the entire supply chain process. The main intention of the study was to analyse and evaluate food waste management processes and the role it has on consumer food waste. Further to this, the study identified possible strategies to minimise food waste at both QSR and consumer level, to achieve the meaningful brand status. A qualitative case study approach was deployed to collect data. This was conducted through in-depth interviews with staff members and consumers of Rockets Parkhurst. The conceptual development of the study lied on the hermeneutics and phenomenology theories within the inductive interpretivist paradigm. These theories “attempt to understand and describe meaningful social actions, experiences, and human nature. The selected research methodology and paradigm was applicable because the study aimed to analyse and evaluate food waste management processes and the role it has on food waste at consumer level. Therefore, the study required a more inductive, interpretive approach to allow the researcher to obtain a contextual representation of how the brand and its consumers experience the research problem.
Analysis in how user experience influences consumer attitude towards VR as a communication medium
(The IIE, 2020) Pavic, Sandra
The digitalisation of communication is a progressing phenomenon being reflected by the planning and execution of corporate marketing (Hajduk, 2017: 184). Technology is providing a level of immersion and experience that is in the rising interest of the creative communication field (Kauhanen, Turunen & Keskinen, 2017: 1) within the large organisations around the world. The purpose of this research was to analyse how user experience influences South African consumer attitude towards VR as a communication medium in the gaming industry. The researcher aimed to contribute to the collection of qualitative research with the use of in-depth interviews for the purpose of collecting subjective data to accurately express the untapped potential of virtual environments in the South African context. In-depth interviews were conducted online due to COVID-19 as to protect all parties that participated within the research study. Therefore, the study portrays society's thoughts of innovative technologies' potential to empower socio-behavioural changes whilst advising professionals about consumer attitude being influenced by virtual reality user experience. The data collection method was deemed appropriate for the research study as the collected data was analysed using thematic analysis, thus enabling the researcher to gain a comprehensive analysis in how user experience influences consumer attitude towards VR as a communication medium. It was found that customer attitude is influenced by user experience when playing virtual reality games. It is important to note that technology engagement triggers emotional response in South African Generation Z consumers due to hyper-personal content, based on the in-game situation as consumers want a user-friendly experience to form favourable interactions with a product.
“AN ANALYSIS OF BRAND LOYALTY AND CONSUMERS OF ORGANIC FRUIT, IN CONTEXT OF THE POSSIBLE INTRODUCTION OF A “WATER-WISE” TABLE GRAPE VARIETY - CASE STUDY AT WOOLWORTHS IN CAPE TOWN”
(The IIE, 2018) Borel-Saladin, Brigitte
The introduction of a sustainable water-wise table grape variety is a possibility that is believed to gain attention amongst organic fruit consumers, if marketed and branded properly. Due to the increasing demand to be more water-wise in this current time of water-crisis in the Cape Region of South Africa, societal expectations are pressing consumers to consider products that are more environmentally friendly. Organic fruit consumers generally strive to associate themselves with a brand that is committed to improving sustainable environmental outcomes, and are health conscious. The research findings indicate that, due to a lack of current information on new water-wise table grape varieties, organic consumers are still on the fence about such a product. It was however found that more and more organic consumers are less strict organic purchasers, which is positive news for the potential new brand. By establishing an innovative brand and communicating accurate information related to quality, taste, health and environmental sustainability the research report concluded that there indeed is a place for this new brand in the agricultural market.
An analysis of consumer perception and buying behaviour amongst millennial pet owners seeking out luxury pet products and services in Cape town
(The IIE, 2022) De Robillard, Sylvann
The pet industry is experiencing substantial growth as more people start to own pets. The role that pets play in society today has changed considerably and pets are being increasingly considered as a part of the family. Despite the growth in the pet industry, very little is known in terms of what motivates pet owners to purchase certain pet products and services or how to strategically market to them. It was identified that attachment influences the type of relationship owners, and pets have. Findings revealed that pet owners with a high level of attachment to their pets chose to purchase luxury pet products and services. This is particularly true for millennials pet parents. In addition, findings pointed to social media as the best platform to market to millennial pet owners through the use of messaging that is authentic in order to resonate with them. Data was collected by qualitative means in the form of one on one in-depth interviews along with data that was gathered from an online survey. The data collection and analysis methods that were used were chosen because they align with the research goal/s and the research question/s for this study. The anticipated contribution is to potentially influence and / or improve practice within the luxury pet product and services industry,
An analysis of how Limpopo province can utilize user-generated content [UGC] to build brand resonance
(The IIE, 2022) Zondo, Kuhle
Albăstroiu and Felea (2014) states that user generated content (UGC) has various benefits for brands, one of the benefits in question in this research, is the contribution of UGC in build meaningful brand connection. COVID-19 travel restrictions and budget cuts within the Travel and Hospitality sector has escalated the need for destination brands to look at how UGC can aid in building brand connection with consumers (Pihlainen, 2017). This study analysed the influence of UGC on the brand resonance of the Limpopo province as a destination brand. The study observed UGC published by Limpopo Tourism Agency (LTA) on the Go_Limpopo Instagram account for the month of May 2021. The Instagram posts were sampled using purposeful non-probability sampling method and the data was collected using unobtrusive data collection method. The data collected was analysed using thematic analysis to check for the potential influence of UGC on Limpopo’s brand resonance using the Keller brand resonance framework (2011). The findings indicate that Go_Limpopo’s Instagram account combines the destination marketing organisation’s published posts with the UGC from Instagram users. The published content positioned the destination brand favourably when considering the anticipated future travel trends post travel restrictions. As researchers argue that consumer demand and behavioural changes post travel restrictions will move destinations that meet specific nature tourism and outdoor recreation to the top of consumers choice (Rogerson & Rogerson 2021). Furthermore, The UGC posted on the Go_Limpopo account was found to resonate with users as the published posts showed experiential content that evoked consumers’ sensory and behavioural responses, linking the brand with pleasurable consumer experiences.
An analysis of how persuasive communication cues can influence behavioural change to reduce food waste across the retail supply chain ecosystem
(The IIE, 2020) Tholo, Thato
Food waste has been agreed by various literature that it is a global issue that needs to be solved. However, there has not been a universal agreement of how food waste can be defined. According to Nahman and Lange (2012) definitions of food waste differ widely – as such for the purpose of this research we will be using their definition as it seeks to address a multitude of food wastage that occurs in the supply chain and opens it up to include other stakeholders. We undertook research to understand whether a multidisciplinary approach is ideal and to ensure that communication is a driver to effect behavioural change. Thus, we define food waste broadly to include losses that arise before food reaches the end-user (pre-consumer food losses), as well as food that is discarded by consumers (post-consumer food waste) Nahman and Lange (2012). The purpose of using this definition is to set context to the post-consumer wastage that occurs. This is wastage that occurs in households due to over buying and cooking, and the incorrect understanding of food packaging and general consumer perceptions to food waste.
An Analysis of How the Fashion Industry Utilises Sustainable Design for Brand Positioning: A Rewoven Case Study
(The IIE, 2020) Lengane, Kgabane
The purpose of this study is to analyse which positioning strategies sustainable fashion brands in South Africa are using. Due to the ecological damage caused by the fashion industry, academia, governments, businesses and individuals are turning their attention towards sustainable solutions for the industry’s textile waste problem. Rewoven was chosen as the case study for this paper, due to it being the first South African brand that recycles textile waste to make clothing products. An interpretivist approach informed qualitative interviews with Rewoven Africa’s executives. Additionally, a thematic content analysis conducted on Rewoven’s and its competitors’ websites, enabled an understanding of how a South African fashion brand thinks about target markets, competition, differentiation and sustainable design when creating its brand positioning strategies. Ultimately, Keller’s Brand Positioning Model coupled with the design thinking methodology assisted the researcher to identify the two key elements of Rewoven’s brand positioning strategy, in relation to its functional and emotional attributes. Therefore, brands that are looking to build a sustainable fashion brand in South Africa, may find merit in following Keller’s brand positioning model and the design thinking approach to solving brand related challenges.
An Analysis of Online Presence of the South African Government Departments: Websites, Facebook and Twitter.
(The IIE, 2015) Mashego, Mmatau, F
An analysis of the academic learning challenges faced by first year students in a Durban Private Higher Education Institution
(The IIE, 2020) Razack, Fathima
This study makes visible the experiences of students transitioning to higher education from high school and previously marginalised backgrounds in South Africa. The structure of South African higher education institutions is alleged to perpetuate epistemic deafness through clinging to the past and westernised curriculum. In line with decolonial perspectives, the research adopted the interpretivist paradigm to engage first-year students in sharing academic learning challenges they faced when they transitioned from high school to a higher education institution. Designed as a case study, data for this research was collected using qualitative methodologies to enable an experiential understanding of the challenges faced by students in the transition process. Results reveal that the students in their first year of studying at a higher education institution face several academic learning challenges some of which are necessitated by a lack of preparation and unmet expectations. The institution lacks recognition of students from marginalised contexts, and their limited potential to re-shape higher education is systematically limited at enrolment. Students who grew up in underserved communities find it difficult to quickly adapt to the current online learning styles and access the English language. The study recommends that for students to thrive, the institution has to meet the students at their point of need through carefully designed strategies that include but are not limited to group discussions, extra lessons, tutorials, and workshops on academic writing skills.
An Analysis of the Academic Learning Challenges Faced by First Year Students in a Durban Private Higher Education Institution
(The IIE, 2020) Razack, Fathima
This study makes visible the experiences of students transitioning to higher education from high school and previously marginalised backgrounds in South Africa. The structure of South African higher education institutions is alleged to perpetuate epistemic deafness through clinging to the past and westernised curriculum. In line with decolonial perspectives, the research adopted the interpretivist paradigm to engage first-year students in sharing academic learning challenges they faced when they transitioned from high school to a higher education institution. Designed as a case study, data for this research was collected using qualitative methodologies to enable an experiential understanding of the challenges faced by students in the transition process. Results reveal that the students in their first year of studying at a higher education institution face several academic learning challenges some of which are necessitated by a lack of preparation and unmet expectations. The institution lacks recognition of students from marginalised contexts, and their limited potential to re-shape higher education is systematically limited at enrolment. Students who grew up in underserved communities find it difficult to quickly adapt to the current online learning styles and access the English language. The study recommends that for students to thrive, the institution has to meet the students at their point of need through carefully designed strategies that include but are not limited to group discussions, extra lessons, tutorials, and workshops on academic writing skills.

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