In both marketing and branding research and in practice, the study of brand heritage and brands with a heritage has gained growing interest (Hudson, 2015). Brand heritage has also been acknowledged as being one of the ...
The fight for market share in saturated industries has put immense pressure on
marketing campaigns and how they can be made as effective as possible. The use of
celebrity endorsers has become an increasingly popular ...
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 ...
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 ...
Social media is increasingly playing an important role in the everyday lives of young and old people alike. Consumers today turn to online sources more and more to help them make decisions. This has implications for private ...
As I write this I’m filled with plenty of emotions. I’m filled with the joy of completing my honours journey, the excitement of what’s to come, relief that comes with the pressures of finishing this paper, and even fear ...
The art industry relies heavily on the physical co-presence and interaction with artworks in order for them to be appreciated and traded. The Covid-19 pandemic severely interrupted established business routines, requiring ...
Femvertising can be defined as advertising that is aimed at empowering females. In the past decade alone, there has been a significant number of brands who have utilised femvertising in order to reach and create relationships ...
SMMEs play an enormous role in the growth of the South African economy, absorbing approximately seventy to eighty percent of the employment population thus creating job opportunities and a large ...
Controversial marketing is a technique used by marketing professionals to create a “buzz”
around the brand. As controversial marketing is regarded as a subjective phenomenon,
scholars differ on what elements qualify ...
The online influencer marketing sphere within South Africa is a fairly new and unexplored phenomenon that has only started gaining traction over the last few years. Because of the pressure on South African online influencers ...
This study made use a triangulation research approach including quantitative, qualitative and
action research to generate reliable and valid insight into South African consumer associations
with three cult brands – Apple, ...
CSR has been defined in various ways in various contexts because brands are becoming
more aware of their impact on society, and so are individuals. There is a heightened
awareness of the environment and society which is ...
The interest in marketing to the Generation X as an entirely different facet of a market has become more relevant to brands this decade (Designblendz, 2019).
This study investigates Facebook, an affordable and effective ...
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 ...
The purpose of this research paper is to unpack how effectively environmental conservation
companies position themselves within youth market. This paper aims to establish if
environmental conservation companies appeal ...
The generally held viewpoints about alcohol and advertisements have evolved in recent years (Gunter, Hansen & Touri, 2009; Gordon et al, 2010; Jones & Magee, 2011). The objective of this study was to determine if the ...
The small-scale study investigated the influence of the Body Positivity Movement on South African female apparel purchasing decisions. The research specifically focused on South African female apparel purchasers and their ...
This research study has investigated the influence that Instagram has on millennials dietary choices when becoming vegan. Identifying the various factors that help contribute to influencing millennials decisions and ...
Countries and cities compete in an almost-open market for investment and tourists in a globalised world. As a result, having a consistent and engaging brand is just as vital for them as it is in the private sector. However, ...