The following research aims to investigate the effects celebrity endorsements has on consumer purchase intention with respect to their source of credibility model from Ohanian (1990) in harmony on consumer’s attitude towards ...

A heightened level of loyalty program awareness, with regards to customer satisfaction, has led to greater repeat purchase behaviour. The objective hereof is to determine and describe the factors that influence customer ...

There exists a large body of literature focused on the realm of retail that underscores retail store attributes as the primary determining factor that dictates store choice and purchase behaviour (Paulins & Geistfeld, 2003: ...

The aim of this research is twofold. The first aim of this study explains how the role of the visual designer has widened and consequently influenced other spheres, such as being part of the decision-making process during ...

Over the past two decades the world has witnessed the emergence of a new type of internationalising firm, formally known as a Born Global. Such a phenomenon has infiltrated the study of internationalisation, where a Born ...

In today’s economic climate, competition is rife and brands are constantly looking for effective methods to establish themselves as a strong competitor in a saturated market place. Therefore strategically influencing ...

As a result of the ever-evolving nature of digital advertising, its significance in a comprehensive marketing landscape, the lack of understanding of digital as an advertising channel and the uncertainty which exists as ...

In the modern day retail sector the increased incorporation of technology into daily operating processes of brands and businesses has made it easier for consumers and brands to interact with each other. However, this has ...

The research conducted focused on investigating what the impact of location within a brand’s identity is on brand equity. Trough conducting a mixed methods research a case study was done on the clothing brand “Stellies”. ...

This study is qualitative in nature and aims to identify the Durban Consumer Perceptions of the Dischem Online Shopping Experience. The study analysed Dischem’s service quality and specifically the extent to which consumers ...