Theses and Dissertations (Marketing & Sport Management)
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Browsing Theses and Dissertations (Marketing & Sport Management) by Subject "Brand loyalty"
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Item The influence of generation Y students' perceptions of brand communication, service quality and brand satisfaction on brand loyalty in technical and vocational education training colleges in Gauteng(Vaal University of Technology, 2022-03-03) Ramuthivheli, Itani Listen; Dondolo, H. B., Prof.; Sharp, K. L., Dr.Due to the rapidly evolving and dynamic nature of the South African higher education sector, it is critical that institutions communicate their brands to stakeholders to enhance their perception of the institution as a quality service provider. Despite this, little attention has been paid to the influence of brand communication, brand satisfaction and service quality on brand loyalty in higher education, particularly in technical and vocational education and training (TVET). Research has demonstrated a positive relationship between brand communication, service quality, brand satisfaction and brand loyalty in the service sector; however, it is unknown whether such a relationship exists in the South African TVET sector. It is essential to investigate how Generation Y students perceive brand communication, brand satisfaction and service quality in the TVET sector in Gauteng. Five TVET colleges were used as a convenience sample to recruit 500 students. In each college, students were given a self-administered questionnaire to complete during class time. The data was analysed using various statistical methods, including exploratory factor analysis, descriptive statistical analysis, correlation analysis and structural equation modelling. The results of the study show that service quality and brand satisfaction have a strong positive influence on brand loyalty. However, the structural model results indicate that this study does not support a relationship between brand communication and brand loyalty. However, there was a significant influence of service quality on brand loyalty towards TVET colleges. In other words, students who have had positive experiences in contact with vocational colleges and are generally satisfied with the services they provide, will undoubtedly develop loyal inclinations towards them. The study also shows that brand loyalty is positively related to brand satisfaction. This study contributes to the body of knowledge by empirically testing a model of the factors influencing brand loyalty among Generation Y students in TVET colleges. The study shows that brand communication, service quality and customer satisfaction are important factors that influence brand loyalty.Item The influence of social media on brand awareness, perceived quality, brand loyalty and purchase intention of smartphones among university students(Vaal University of Technology, 2021-11) Mashapa, Tawanda; Dhurup, M., Prof.; Mokoena, B. A., Prof.The evolution of social media has seen people around the world connect with one another, communicate and share information without boundaries and time limitation. Social media is no myth, neither is it just a trend but a powerful communication medium which presents a fundamental shift in communication that cuts across all cultures, be it social, business, politics, sports, news and more. Social media adoption over the years, has seen billions of people participating on social networking sites and the interaction thereof has considerably influenced marketing related correspondence, public relations as well as modern day business communication. In the connected world, social media interaction is the current word-of-mouth, often referred to as electronic word of mouth and in the connected world, everyone is a content generator. In this social media era, information travels faster, reaching millions of consumers and affecting their perception towards certain products and brands based on the information shared and received. Therefore, social media interaction has proved to be an important contributing factor in consumer’s purchase decision process. However, this evolution in communication introduces unprecedented challenges as well as opportunities for organisations as buying decisions are affected significantly by social media interaction, and thus warranties a study of this nature to be carried out. The aim of this study was to examine the influence of social media on brand awareness as well as the relationships between brand awareness, perceived quality, brand loyalty and purchase intention. To attain the empirical objectives of the study, a quantitative research design was adopted and the respondents were selected using a non-probability convenience sampling technique. For data collection, the researcher used a structured self-administered questionnaire survey. Of the 320 distributed questionnaires, the researcher utilised 304 usable questionnaires for data analysis. The Statistical Package for Social Sciences (SPSS) version 25.0 was used to compute both descriptive and inferential statistics (which includes correlation and regression analysis). In addition, the reliability and validity analysis were carried out in relation to the measuring instrument. Results from the correlation and regression analysis revealed positive significant relationship between social media and brand awareness, brand awareness and perceived quality, brand loyalty and purchase intention, perceived quality with brand loyalty and purchase intention as well as brand loyalty and purchase intention. Based on the results of the study, recommendations emanating from the study include the integration of social media marketing in the organisation’s overall marketing strategy, creating and maintaining online brand communities to engage with current and potential customers as well as making use of social media platforms for advertising and promotions. The limitations of the study and the proposed opportunities for further research were also highlighted.