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K. Mwaba,Y. Saini,R. Abratt
AbstractWorldwide, visual content, such as photos and videos, have increased dramatically on social network sites (SNS), with South Africa being no exception. The purpose of this study was to investigate the relationship between two personality traits ? ...
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O. Muroyiwa,R. Abratt,M. Mingione
AbstractThe purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions tha...
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S. Benn,R. Abratt,B. O?Leary
AbstractThe focus of an organisation?s marketing efforts has shifted in recent years from satisfying customer needs to value creation for stakeholders. The purpose of this research is to establish how the senior management of an organisation define and i...
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J. Reyneke,R. Abratt,G. Bick
AbstractBrand league tables are becoming very popular as a reflection of the performance of an organisation. Stakeholders also view the ranking of brands as an important yardstick when forming a brand image. This article reviews the available approaches ...
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C. Reddiar,N. Kleyn,R. Abratt
AbstractThe purpose of this research is to explore the perspectives of directors to determine how they define, perceive, value, build and manage corporate reputation. A qualitative research design was employed. In order to gauge director?s perspectives, ...
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G. Bick,R. Abratt,D. Möller
AbstractThere has been very little research on customer service in the African continent. This paper determines and analyses customer service expectations of 4035 clients in retail banking across 10 African countries. In addition country differences in c...
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N. S. Alexander,G. Bick,R. Abratt,M. Bendixen
AbstractThe aim of this study was to investigate the impact of the brand and product augmentation on the buyers of industrial tyres. While much has been studied about branding issues in B2C markets, very little research has been conducted in B2B markets....
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G. Bick,R. Abratt,A. Bergman
AbstractThis article reports on a qualitative study of how the corporate identity management process is perceived and managed by senior executives in large South African companies. The concepts of identity, corporate reputation, corporate branding, and t...
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R. A. Opoku,L. F. Pitt,R. Abratt
AbstractThis study employs a computer-aided text analysis technique to explore whether bestselling authors communicate Aaker?s brand personality in the online environment. We argue that content analysis facilitated by a computer is relatively reliable an...
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R. Abratt
AbstractMarketing, more so than any other business discipline, has been criticized by people for hurting consumers, society as a whole, and other business firms. Deceptive prices, high advertising and distribution costs, high-pressure selling and unsafe ...
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