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The influence of brand heritage versus brand innovation on consumer purchase intent
Mini Dissertation (MBA)--University of Pretoria, 2024.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2025
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| _version_ | 1867613575054360576 |
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| access_status_str | Open Access |
| author2 | Chipp, Kerry |
| author_browse | Chipp, Kerry |
| author_facet | Chipp, Kerry |
| collection | Thesis |
| dc_rights_str_mv | © 2024 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. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2024. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/101883 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:38:19.381Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/101883 The influence of brand heritage versus brand innovation on consumer purchase intent Chipp, Kerry ichelp@gibs.co.za Dukhi, Suvera UCTD Brand Heritage Brand Innovation Brand Resonance Consumer Purchase Intention Consumer Trust Mini Dissertation (MBA)--University of Pretoria, 2024. With the rapidly evolving business landscape, many marketing managers and companies who place a high value on their brand to better understand their consumers tend to be caught between maintaining their longstanding legacy and the drive to be innovative. A question that has dwelled in the mind of the brand and marketing managers - Do consumers choose a brand because of its maturity and existence over time, or do they choose one due to its novelty and innovativeness? This research examined the influence of specific factors, such as brand heritage and brand innovation, on consumers' purchase intention within the South African context. Innovation is further explored at the brand and category levels. Adopting a positivist research paradigm, the study employs a quantitative explanatory and deductive approach, proposing three hypotheses. Using a factorial design underpinned by the Customer-Based Brand Equity (CBBE) Model, the experiment involved presenting the respondents at random, one of eight treatment conditions from the category of large household appliances. Each condition included an image of a specific branded refrigerator and manipulated information about the brand's age and product features, symbolising the level of innovation present. Using the statistical test of a MANOVA to determine the significant relationship between the factors whereby trust was a covariate, the findings reflected that neither heritage nor innovation played a pivotal role in the consumer intention to purchase. However, trust was found to be the most essential component in the consumer's mind. This has implications for brands that see themselves as innovative, as the acceptance of innovation is overridden by trust, which can affect the sustainability of the future business. Consequently, regardless of a brand’s longevity, perceived innovation by consumers, or positioning by the firm, such factors do not ensure customer purchase intention in the absence of trust. Some of the findings in this research could be of great importance for marketing managers who position innovation at a product or brand level and historic brands that rely on their long-standing existence. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-09: Industry, innovation and infrastructure 2025-04-08T07:55:54Z 2025-04-08T07:55:54Z 2025-05-05 2024-11 Mini Dissertation * A2025 http://hdl.handle.net/2263/101883 en © 2024 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. application/pdf University of Pretoria |
| spellingShingle | UCTD Brand Heritage Brand Innovation Brand Resonance Consumer Purchase Intention Consumer Trust The influence of brand heritage versus brand innovation on consumer purchase intent |
| title | The influence of brand heritage versus brand innovation on consumer purchase intent |
| title_full | The influence of brand heritage versus brand innovation on consumer purchase intent |
| title_fullStr | The influence of brand heritage versus brand innovation on consumer purchase intent |
| title_full_unstemmed | The influence of brand heritage versus brand innovation on consumer purchase intent |
| title_short | The influence of brand heritage versus brand innovation on consumer purchase intent |
| title_sort | influence of brand heritage versus brand innovation on consumer purchase intent |
| topic | UCTD Brand Heritage Brand Innovation Brand Resonance Consumer Purchase Intention Consumer Trust |
| url | http://hdl.handle.net/2263/101883 |