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Customer-based brand equity of the major cellphone network service providers amongst principal estate agents in the Gauteng province of South Africa

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dc.contributor.advisor Strydom, J. W. (Johan Wilhelm), 1952- en
dc.contributor.advisor Rudansky-Kloppers, Sharon en
dc.contributor.author Mentz, Hendrik en
dc.date.accessioned 2011-09-14T09:29:11Z
dc.date.available 2011-09-14T09:29:11Z
dc.date.issued 2011-02
dc.date.submitted 2011-09-14
dc.identifier.citation Mentz, Hendrik (2011) Customer-based brand equity of the major cellphone network service providers amongst principal estate agents in the Gauteng province of South Africa, University of South Africa, Pretoria, <http://hdl.handle.net/10500/4754> en
dc.identifier.uri http://hdl.handle.net/10500/4754
dc.description.abstract This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). en
dc.format.extent 1 online resource (xxvii, 440 leaves) : ill. en
dc.language.iso en en
dc.subject Customer-based brand equity en
dc.subject Brand relationship en
dc.subject Principal estate agents en
dc.subject Gauteng en
dc.subject Branding en
dc.subject Brand management en
dc.subject Brand equity measurement en
dc.subject Cellphone network service providers en
dc.subject Customer relationship management en
dc.subject Customer satisfaction en
dc.subject Loyalty en
dc.subject.ddc 658.812
dc.subject.lcsh Branding (Marketing) -- South Africa -- Gauteng en
dc.subject.lcsh Customer equity -- Management en
dc.subject.lcsh Customer relations -- Management en
dc.subject.lcsh Customer loyalty en
dc.subject.lcsh Cell phone services Industry -- South Africa -- Gauteng en
dc.subject.lcsh Real estate agents -- South Africa -- Gauteng en
dc.title Customer-based brand equity of the major cellphone network service providers amongst principal estate agents in the Gauteng province of South Africa en
dc.type Thesis en
dc.description.department Business Management en
dc.description.degree D. Com. (Business Management) en


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