Ingredient brand strategies for new entrants in the South African stud buffalo breeding market South African stud buffalo breeding market

dc.contributor.advisorCorder, Cliveen
dc.contributor.emailichelp@gibs.co.zaen
dc.contributor.postgraduateBurelli, Kyle Giovannien
dc.date.accessioned2017-04-07T13:05:21Z
dc.date.available2017-04-07T13:05:21Z
dc.date.created2017-03-30en
dc.date.issued2017en
dc.descriptionMini Dissertation (MBA)--University of Pretoria, 2017.en
dc.description.abstractNew companies require brand development strategies. The aim of the study was to establish the effectiveness of ingredient branding strategies on customer purchase intention towards new market entrants in the South African stud buffalo breeding market. The study was quantitative in nature and descriptive in design, with demographics, operational background and branding data gathered through a structured survey in the form of a closed questionnaire administered by the researcher. The sample comprised 27 stud buffalo breeders across South Africa. The findings supported ingredient branding as having a positive influence on customer purchase intention towards new market entrants for both the host and ingredient brand. Strategic brand partnership through ingredient co-branding between a well-known brand and a new market entry found positive influence on customer purchase intention towards the new market entry. The results were inconclusive regarding strategic brand partnership through ingredient co-branding between a well-known public figure and new market entrant having a positive influence on customer purchase intention.en_ZA
dc.description.availabilityUnrestricteden
dc.description.degreeMBAen
dc.description.departmentGordon Institute of Business Science (GIBS)en
dc.description.librarianpa2017en
dc.identifier.citationBurelli, KG 2017, Ingredient brand strategies for new entrants in the South African stud buffalo breeding market South African stud buffalo breeding market, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/59729>en
dc.identifier.urihttp://hdl.handle.net/2263/59729
dc.language.isoenen
dc.publisherUniversity of Pretoriaen
dc.rights© 2017 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria.en
dc.subjectUCTDen
dc.titleIngredient brand strategies for new entrants in the South African stud buffalo breeding market South African stud buffalo breeding marketen_ZA
dc.typeMini Dissertationen

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