A study of the role of heritage in brand affinity of south African millennials for iconic South African beer brands
- Authors: Kingwill, Kelly
- Date: 2019
- Subjects: Advertising -- Alcoholic beverages , Advertising -- Brewing industry , Consumers' preferences -- South Africa , Brand name products -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/40610 , vital:36198
- Description: Hollis (2007) states that iconic brands address acute contradictions in society by tapping into a collective desire and that they develop a status that transcends functional benefits. According to Holt (2004) iconic brands hold strong appeal because of their reputation, as told by their brand story, their identity-value or resonance with the consumer and their culture or intense relationship that takes the consumer from merely consuming the brand to sharing the branded lifestyle with like-minded consumers. The reason iconic brands have managed to create seamless integration in consumers’ lives is because they have managed to build a foundation of brand resonance (Carruthers, 2012). Iconic brands in the 21st century have achieved brand saliency, which represents the depth and breadth of brand awareness that goes beyond basic recognition and recall. They have developed not only brand loyalty, but brand affinity in the minds of consumers. Recent years have demonstrated a shift in consumer behaviour. Brand loyalty is on the decrease (Scheuer, 2015), as there are increasing considerations for consumers to make in their purchase decision process. Not only are there more factors to consider, but the number of brands competing has grown exponentially. According to Raynor (2007), iconic brands are forced to remain flexible in this turbulent, consumer empowered environment. The myth of adaptability has seen brands fail as they have been unable to match the pace of these environmental changes. This has bought about the need for iconic brands to become more flexible, allowing them to anticipate future scenarios, formulate optimal strategies and operate effectively by knowing when and where to meet their consumer’s functional and emotional needs (Raynor, 2007).
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- Date Issued: 2019
Nelson Mandela Metropolitan University students' perceptions of television advertisements for four SAB beer brands
- Authors: Tye, Robyn
- Date: 2013
- Subjects: Advertising -- Brewing industry , Advertising -- Alcoholic beverages , Television advertising -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8439 , http://hdl.handle.net/10948/d1021122
- Description: This research study aimed to provide the South African beer industry and their advertising representative with insights into 18-28-year-olds’ perceptions of the communicated messaged in beer advertisements. This included the use of social and cultural references to attract their attention and the suggestions made by the advertisements about the consumption of beer in certain contexts. This research study aimed to determine the selected sample’s (NMMU students) perceptions of four South African Breweries beer brands, namely Castle Lager, Castle Lite, Carling Black Label and Hansa Pilsener, in terms of their use of references to social and cultural identity of males and females in South Africa within their television advertisements. The survey questionnaire helped determine what the selected sample’s perceptions were of each advertisement, and whether they fully understood the desired communicated message. It also helped to understand whether each advertisement captured their attention. A semiotic analysis of each advertisement was conducted to deconstruct the advertisements and to determine if they do contain elements of social and cultural identity in an attempt to sell products to their target audiences, or to affect the perceptions of the brand and drinking beer in general. This was achieved by examining the signs and imagery in each advertisement, looking specifically at the representamen, interpretant and object using Pierce’s model of a sign. , Hierdie navorsingstudie is daarop gemik om die Suid-Afrikaanse bierbedryf en sy adverteerders ‘n beter begrip te gee van verbruikers tussen die ouderdomme van 18-28, se waarnemings van die boodskappe in bieradvertensies. Dit sluit in die gebruik van sosiale en kulturele verwysings, wat veronderstel is om die verbruikers se aandag te trek, asook die suggesties wat deur die advertensies gemaak word met betrekking tot die verbruik van bier in ‘n bepaalde konteks. Die studie moes ook die gekose monster (“selected sample”), nl. die NMMU-student se persepsies bepaal van vier handelsname van die South African Breweries, naamlik Castle Lager, Castle Lite, Carling Black Label en Hansa Pilsener, en in watter mate daar in bieradvertensies oor die televisie verwys word na die sosiale en kulturele identiteit van Suid-Afrikaanse mans en vroue. Die meningspeiling het die groep se waarnemings van elke advertensie, asook of die boodskap wat gekommunikeer is ten volle verstaan word, ondersoek. Die vraelys kon ook vasstel of die advertensies hulle aandag getrek het. ‘n Semiotiese ontleding van elke advertensie is gedoen, om die advertensies te dekodeer en sodoende vas te stel of die adverteerders elemente van sosiale en kulturele identiteit gebruik het om hul produkte aan die teikenmarkte te verkoop, of om die idees rondom die handelsnaam en bier oor die algemeen te beïnvloed. Aan die hand van Peirce se semiotiese model is die tekens en beelde in elke advertensie bestudeer.
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- Date Issued: 2013