Title page for ETD etd-03272010-173502


Document Type Master's Dissertation
Author Van der Lith, Taryn
URN etd-03272010-173502
Document Title The role of custom publishing in building customer-based brand equity
Degree MBA
Department Gordon Institute of Business Science
Supervisor
Advisor Name Title
Ms N Kleyn Supervisor
Keywords
  • brand name products
Date 2008-04-04
Availability unrestricted
Abstract

Building customer-based brand equity is of crucial importance to marketers, especially with regards to efficiencies in marketing spend in an increasingly competitive global environment. Marketers require engaging marketing communication tools that are able to influence customers’ attitudes and behaviours, thereby increasing future sales and brand loyalty.

This research evaluated the relationship between customer-based brand equity dimensions and custom publishing as a communication tool, wherein the primary aim was to measure if custom publishing is associated with an increase in customer-based brand equity.

Quantitative research was conducted, using a descriptive method wherein 117 University of the Witwatersrand graduates responded to a web-based questionnaire. The questionnaire was formulated based on the various brand dimensions highlighted in the literature review. The test group consisted of 79 respondents that had received the WitsReview custom publication and the control group consisted of 38 respondents that had not received WitsReview.

This research has shown that there is an association between custom publishing, in the form of a magazine brand, and an increase in customer-based brand equity in the product brand and therefore custom publishing is a communication tool that marketers should explore to increase customer-based brand equity.

© 2007 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Van der Lith, T 2007, The role of custom publishing in building customer-based brand equity, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-03272010-173502/ >

G10/200/ag

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