Masters Degrees (Marketing)
Recent Submissions
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The association between brand equity and consumer perceptions of smartphones among millennials in Pietermaritzburg.
(2022)Mobile technologies, particularly smartphones, have become an essential part of millennials’ lives. It is imperative to understand the fundamental building blocks of the influence that brand equity and consumer perceptions ... -
Perspectives on the effects of ambush marketing: the case of Nike, the global ambusher.
(2017)Nike is one of the most recognisable brands in world. The brand has developed a reputation for its creative and imaginative marketing strategies, especially its effective and successful use of ambush marketing as a ... -
Negative publicity effects on students’ perceived image, trust, and loyalty: South African universities’ recovery perspectives.
(2021)In recent years, universities in South Africa have been subject to a significant amount of negative publicity. The two main types of negative publicity experienced by South African universities include an increase in ... -
Factors affecting environmentally preferable purchasing of sustainable fish products: a theory of planned behaviour perspective.
(2021)Fish stocks have been in crisis for a long time. Many fish species are on the brink of extinction due to exploitation. As per the Millennium Development Goals 2010, green consumption is one of the core pillars in achieving ... -
The Fourth Industrial Revolution's influence on marketing communications: perspectives of practitioners in Gauteng, South Africa.
(2021)This research focuses on how prepared marketing communications practitioners are for the influence of the Fourth Industrial Revolution (4IR), with emphasis on the challenges they face and how they attempt to address them. ... -
The extent to which corporate social responsibility activities in South Africa address invasive alien plants.
(2021)The problem posed by Invasive Alien Plants (IAPs) threatens all sectors of society. Government’s limited budget and resources to address issues necessitate the involvement of businesses. This can be implemented through ... -
Factors affecting intention to buy organic personal care products: a comparison of generations X & Y in Cape Town.
(2021)Organic personal care products are deemed to provide more benefits to consumers and the environment, with the provision that manufacturers have ensured a rigorous certification process. In previous studies, research on ... -
The impact of brand elements on the purchase behaviour of University of KwaZulu-Natal students in relation to fast-moving consumer goods.
(2021)Branding, as well as its counterpart brand elements, plays an important role when it comes to a product or company. Branding is not a new concept and has been around for several years; however, the role of branding has ... -
The impact of customer loyalty programmes on consumer decision-making and brand loyalty: a University of KwaZulu-Natal student perspective.
(2021)Due to the rapid increase in competition in the retail market, retailers offer several types of loyalty programmes and frequent-buyer programmes to increase sales of products through customer repeat purchases over a period ... -
An examination of the barriers in the effective use of outsourcing in the public sector.
(2020)The government of South Africa has strived to centralize the procurement of goods and services, to address inefficiencies in the outsourcing of non-core activities in the public sector. This is deemed necessary to ... -
Assessing water management practices within the KwaZulu-Natal region: a case study of eThekwini Municipality.
(2020)Our primary source of supply of water is through rainfall. It can be simply said that water is stored in dams, purified, and released at a cost to the public. Municipalities purchase water from their suppliers, and in the ... -
Use of electronic supply chain management in overcoming uncertainty constraints: South African textile industry.
(2020)Background: The impact of the internet and other technological advancements of the 21st century have improved business capability through speeding up global supply chains, driving innovation and widening the geographic ... -
The impact of mobile marketing on consumer decision-making, brand equity and customer relationships: a UKZN student perspective.
(2020)The rise of new technology continues to present marketers with new ways of marketing their brands to consumers and mobile marketing has become part of these new advertising mediums. A number of issues continue to rise ... -
Consumer-to-consumer influence on attitude towards, and intention to buy South Korean food: an Instagram study.
(2020)Background – With the emergence of the internet and the introduction of social networking services, opportunities for consumer-to-consumer (C2C) communication have expanded exponentially. Virtual communities enable ... -
The extent and nature of green advertising in magazines in South Africa: a content analysis.
(2020)This study provides a South African perspective that is increasingly important in a globalised economy. Research shows that South African consumers are becoming environmentally conscious. As consumers are increasingly ... -
Consumer understanding of green symbols on beverage packaging and its influence on green behaviour.
(2020)Climate change is no longer an idealistic but rather a critical reality faced by people worldwide with severe and urgent forecasts for the future. It is all very well for marketers to go green and implement green marketing ... -
The effect of family communication structure on children’s influence strategies and parental responses in a purchasing context.
(2020)Children are seen to have increasing power over family decision making and are regarded as being major participants in the consumer market and are an important target market. Not only do children have more power over ... -
Understanding the factors influencing green purchase intention.
(2020)Rapid worldwide economic growth has given rise to increased consumption by consumers, raising concern about the ecological decline and overconsumption of natural resources. Environmental sustainability issues and problems ... -
Durban customers' perception of cash back premiums marketing campaigns for Afrikaanse Verbond Begrafnis Ondernemings Beperk.
(2021)The prime aim of this study is to evaluate customers’ perceptions of AVBOB cashback premium marketing campaigns and how it impacts on customers’ performance based on the Attention, Interest, Desire and Action (AIDA) ...
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