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Measures driving the internationalisation and adoption of African luxury fashion brands
Dissertation (MPhil)--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_ | 1867613695203344384 |
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| access_status_str | Open Access |
| author | Mthembu, Bridget |
| author2 | Erasmus, Alet |
| author_browse | Erasmus, Alet Mthembu, Bridget |
| author_facet | Erasmus, Alet Mthembu, Bridget |
| author_sort | Mthembu, Bridget |
| 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 (MPhil)--University of Pretoria, 2023 |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/96049 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:40:13.972Z |
| 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:2263/96049 Measures driving the internationalisation and adoption of African luxury fashion brands Mthembu, Bridget Erasmus, Alet Internationalisation Brand adoption Luxury brands African fashion Qualitative research Dissertation (MPhil)--University of Pretoria, 2023 The study identified the lack of academic attention on the internationalisation and marketing of emerging African luxury brands. While the luxury category is growing globally, African luxury brands were gaining prominence and experiencing steady growth. However, they were not well covered in luxury goods studies and were not substantially represented in global trade. In order to identify the gaps, the study aimed to investigate how African luxury brands internationalised and marketed themselves when expanding globally. The study sought to understand the preferred modes of internationalisation, the motivations behind expanding outside of their home countries, the strategies used to create demand in unfamiliar markets, and the marketing capabilities developed during the internationalisation process. Additionally, the study aimed to identify the challenges faced by these brands in differentiating themselves from international competitors. A phenomenological qualitative approach was followed for the study. Overall, the study focused on the internationalisation and marketing of African luxury brands so that the body of knowledge could be enriched for academics and assist other emerging African luxury brands. What emerged was the importance and role of global connectedness in facilitating exposure to international consumers; and the importance of different stakeholders such as facilitators, strategic partnerships and policymakers’ involvement. pagibs2024 2024-05-17T11:26:33Z 2024-05-17T11:26:33Z 2024-04-17 2024-04-17 Mini Dissertation * A2024 http://hdl.handle.net/2263/96049 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 | Internationalisation Brand adoption Luxury brands African fashion Qualitative research Mthembu, Bridget Measures driving the internationalisation and adoption of African luxury fashion brands |
| title | Measures driving the internationalisation and adoption of African luxury fashion brands |
| title_full | Measures driving the internationalisation and adoption of African luxury fashion brands |
| title_fullStr | Measures driving the internationalisation and adoption of African luxury fashion brands |
| title_full_unstemmed | Measures driving the internationalisation and adoption of African luxury fashion brands |
| title_short | Measures driving the internationalisation and adoption of African luxury fashion brands |
| title_sort | measures driving the internationalisation and adoption of african luxury fashion brands |
| topic | Internationalisation Brand adoption Luxury brands African fashion Qualitative research |
| url | http://hdl.handle.net/2263/96049 |
| work_keys_str_mv | AT mthembubridget measuresdrivingtheinternationalisationandadoptionofafricanluxuryfashionbrands |