Author | AN EVALUATION OF BRANDED RETAILING ON CONSUMER BEHAVIOUR WITHIN A PUBLIC RELATIONS CONTEXT: A STUDY OF THE INFLUENCE OF SOUTH A | 2011
South African branded retailers are an important part of the South African economy. This study focuses on how branded retailers conduct their businesses to attract and maintain consumer loyalty to their brand.
This study explores how new technologies are being adapted to advance and retain their market segment. Social media has created a new market area that needs to be segmented and captured. These new forms of engagement can either assist the branded retailer to advance its strength in the market place or be used by consumers to boycott a brand. Consumer behaviour also plays a significant part in the branded retailer’s success. Consumers expect an avant-garde service from branded retailers.
Media has the power to influence the consumer to purchase out of want and not out of need. The powerful and attractive advertisements can become addictive and promote impulsive behaviour. However, consumers have the power to either build or destroy a brand. Branded retailers need be seen as responsible to their internal and external operations. The findings of this study will help provide the branded retailer with deeper insights and positively influence consumers and establish a lasting relationship.
Author | COMMUNICATION STRATEGIES FOR COMMUNITY DEVELOPMENT (A study of the impact of corporate social investment programmes implemented | 2008
The concept of sustainability has been adapted in business context to achieve balance, integrity, economic, social and environmental performance (Naidoo 2002:129); however Corporate Social Investment (CSI) is a relatively new concept to some companies. This study measures the growing debate over the responsibilities of business and the examination of communication strategies and CSI programmes being implemented by the banking sector in the Chatsworth District.
The first part of the study reviews literature pertaining to the communication process, electronic communication, mass communication, organisational communication, public communication, communication strategies in corporate social investment and community development.
Subsequent chapters deal with the construction of a survey instrument employed to measure and evaluate the extent of CSI programmes by the banking sector and the findings of the survey.
Penultimate chapters blend the insights gained from this literature review to interpret the results, obtained through the quantitative research methodology, to describe a set of conclusions and recommendations in the context of community upliftment through CSI initiatives.
