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The role of consumers' brand legitimacy perceptions in terms of their loyalty towards car brands
Dissertation (MBA)--University of Pretoria, 2023
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| Other Authors: | |
| Format: | Thesis |
| Language: | English |
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University of Pretoria
2024
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| _version_ | 1867613469867507712 |
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| access_status_str | Open Access |
| author | Mahapa, Katleho |
| author2 | Erasmus, Alet |
| author_browse | Erasmus, Alet Mahapa, Katleho |
| author_facet | Erasmus, Alet Mahapa, Katleho |
| author_sort | Mahapa, Katleho |
| collection | Thesis |
| dc_rights_str_mv | © 2023 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2023 |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/95879 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:39.169Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| 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:2263/95879 The role of consumers' brand legitimacy perceptions in terms of their loyalty towards car brands Mahapa, Katleho Erasmus, Alet Customer brand loyalty Car brands Legitimacy perceptions Consumer behaviour Qualitative research Dissertation (MBA)--University of Pretoria, 2023 This study aims to evaluate the factors of brand legitimacy that influence consumers to switch to purchasing new Asian car brands from established car brands. The study is conducted in the context of South Africa, outlining the impact of diluting the market with price-cutting foreign brands in the automotive manufacturing and retail sector. The research is a qualitative study conducted using focus groups of consumers who are car owners. Findings from the study show that the brand loyalty of established brands is at risk of being cannibalised. However focusing on building customer relationships and improving customer experiences can reinvigorate the legitimacy of established brands. pagibs2024 2024-05-10T08:29:44Z 2024-05-10T08:29:44Z 2024-04-17 2024-04-17 Mini Dissertation * A2024 http://hdl.handle.net/2263/95879 en © 2023 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | Customer brand loyalty Car brands Legitimacy perceptions Consumer behaviour Qualitative research Mahapa, Katleho The role of consumers' brand legitimacy perceptions in terms of their loyalty towards car brands |
| title | The role of consumers' brand legitimacy perceptions in terms of their loyalty towards car brands |
| title_full | The role of consumers' brand legitimacy perceptions in terms of their loyalty towards car brands |
| title_fullStr | The role of consumers' brand legitimacy perceptions in terms of their loyalty towards car brands |
| title_full_unstemmed | The role of consumers' brand legitimacy perceptions in terms of their loyalty towards car brands |
| title_short | The role of consumers' brand legitimacy perceptions in terms of their loyalty towards car brands |
| title_sort | role of consumers brand legitimacy perceptions in terms of their loyalty towards car brands |
| topic | Customer brand loyalty Car brands Legitimacy perceptions Consumer behaviour Qualitative research |
| url | http://hdl.handle.net/2263/95879 |
| work_keys_str_mv | AT mahapakatleho theroleofconsumersbrandlegitimacyperceptionsintermsoftheirloyaltytowardscarbrands AT mahapakatleho roleofconsumersbrandlegitimacyperceptionsintermsoftheirloyaltytowardscarbrands |