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The relationship between transparency and customer-based brand equity in the FMCG industry
Mini Dissertation (MBA)--University of Pretoria, 2018.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2019
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| _version_ | 1867613510182109184 |
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| access_status_str | Open Access |
| author2 | Kilpatrick, Brett |
| author_browse | Kilpatrick, Brett |
| author_facet | Kilpatrick, Brett |
| collection | Thesis |
| dc_rights_str_mv | © 2019 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, 2018. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/68823 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:17.367Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2019 |
| publishDateRange | 2019 |
| publishDateSort | 2019 |
| 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:2263/68823 The relationship between transparency and customer-based brand equity in the FMCG industry Kilpatrick, Brett ichelp@gibs.co.za Wood, Michelle UCTD Mini Dissertation (MBA)--University of Pretoria, 2018. This research sought to determine whether transparency is a significant driver, relative to other drivers, of customer-based brand equity within the food and beverage sector of the FMCG industry. More emphasis is placed on transparency and ethical challenges encountered by organisations today, than in earlier years. Transparency is also seen as one of the critical components in business and social structures. However, unethical behaviours and lack of transparency indicate that organisations are unaware of the effect of their actions on consumer behaviour and perceptions or they are attempting to engage consumers' perceptions with signalling efforts which are not always as authentic, transparent and credible. The research adopted a deductive, qualitative approach among users of food and beverage products in the FMCG industry, and the philosophy employed was positivism. Primary data was collected through an online questionnaire and was distributed using convenience and snowball sampling. 186 responses were valid and retained for the research. Correlation and multiple regression analysis were applied to these responses to test the hypotheses. The results indicated that brand trust, brand image, brand credibility and transparency had significant positive relationships with CBBE. Despite the significant relationships between the independent variables and CBBE, only brand credibility was identified as a significant driver of CBBE in the proposed regression model, relative to the context of the food and beverage sector in the FMCG industry. This research found that transparency does not significantly impact CBBE; however, further research would suggest using alternative drivers and industries. Additionally, the influence of transparency on the drivers and dimensions of CBBE could further be explored. kr2019 Gordon Institute of Business Science (GIBS) MBA 2019-04-04T10:16:53Z 2019-04-04T10:16:53Z 30-Mar-19 2018 Mini Dissertation Wood, M 2018, The relationship between transparency and customer-based brand equity in the FMCG industry, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/68823> http://hdl.handle.net/2263/68823 en © 2019 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 The relationship between transparency and customer-based brand equity in the FMCG industry |
| title | The relationship between transparency and customer-based brand equity in the FMCG industry |
| title_full | The relationship between transparency and customer-based brand equity in the FMCG industry |
| title_fullStr | The relationship between transparency and customer-based brand equity in the FMCG industry |
| title_full_unstemmed | The relationship between transparency and customer-based brand equity in the FMCG industry |
| title_short | The relationship between transparency and customer-based brand equity in the FMCG industry |
| title_sort | relationship between transparency and customer based brand equity in the fmcg industry |
| topic | UCTD |
| url | http://hdl.handle.net/2263/68823 |