Richard Chinomona

Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa

Purpose - – The purpose of this paper is to examine the influence of brand communication, brand image and brand trust as potential antecedents of brand loyalty in a sample of consumers in Gauteng Province of South Africa. Design/methodology/approach - – Data were collected from 151 respondents, an 89 per cent response rate, using anonymously completed questionnaires. Research scales were operationalized on the basis of previous work. Data were collected from 151 respondents, an 89 per cent response rate, using anonymously completed questionnaires. Research scales were operationalized on the basis of previous work. Proper modifications were made in order to fit the current research context and purpose. “Brand communication” measure used six-item scales while “Brand image” used eight-item scale measure. “Brand trust” and “brand loyalty” used a four-item scale measure. All the measurement items were measured on a five point Likert-type scales that was anchored by 1=strongly disagree to 5=strongly agree to express the degree of agreement. Findings - – The four posited hypotheses were empirically tested. The results supported all the hypotheses in a significant way except one ( Research limitations/implications - – Despite the usefulness of this study aforementioned, the research has its limitations. Most significantly, the sample size was small and limited to Gauteng Province of South Africa. The study can be strengthened by increasing the sample size and including participants in other geographical areas. Future studies can also attempt to compare the perceptions of customers on the current study antecedents of brand loyalty from non-durable/FMCG to other product/service categories groups. Practical implications - – The findings of this empirical study are expected to have to provide fruitful implications to both practitioners and academicians. On the academic side, this study makes a significant contribution to the brand management literature by systematically exploring the impact of brand communication on brand image, brand trust and brand loyalty in South Africa. On the practitioners’ side, this study therefore submits that marketers ought to pay attention to both brand communication and brand image in order to build customer brand trust. By increasing the perceived level of brand image through effective brand communication, marketers will be able gain customer brand trust. Eventually, the customers will become loyal to a brand they perceive to trustworthy. In this regard, from a policy perspective, it is recommended that managers and business strategists ought to develop policies and strategies aimed at winning customers brand loyal or increasing customers’ brand trust since such an endeavour is likely to lead to customer retention and marketing cost reduction. There is growing evidence in the extent literature indication that loyal customers are likely to share their experience with brands with their peers through “word of mouth” (WOM) (Bennetta Originality/value - – Overall, the current study findings provide tentative support to the proposition that brand communication, brand image and brand trust should be recognized as significant antecedents for gaining and sustaining brand loyalty in South Africa. This study therefore, stand to immensely contribute new knowledge to the existing body of brand management literature in Africa – a context that is often most neglected by some researchers in developing countries.

The Influence of Trust and Ease of Use of Social Media Platforms on South Africa’s Generation Y Social Media Use Intention and Information Sharing

The changes that have occurred in communication technologies have extensively impacted how Generation Y, also known as the digital natives, receives and disseminates information. Having been born in the digital environment where the use of various social media platforms such as Facebook, YouTube, What’s Up, Twitter, Skype and MySpace have proliferated, Generation Y has become an important market segment for both academics and practitioners. While there is substantial research on social media, most of the studies have focused on developed markets. Moreover, scant attention is given to the empirical investigation of the influence of social media trust and ease of use on use intention and information sharing among the Generation Y virtual community in this emerging market context. Consequently, the primary objective of this study is to fill this void by examining how trust and ease of use of social media tools among Generation Y virtual community members influence information sharing with their peers. In addition, the study focuses on the mediating role of social media use intention in these peer-to-peer relationships. Sample data of 150 respondents were collected in South African universities for final data analysis. All three posited hypotheses are supported. Managerial implications of the findings, limitations, and future research directions are discussed.