Do Demographic Aspects Have an Effect on Perceived Corporate Brand Attributes of South African Vehicle Owners

Louise van Scheers (vscheml@unisa.ac.za) and William Mmatli (mmatlmw@unisa.ac.za)
Additional contact information
Louise van Scheers: University of South Africa
William Mmatli: University of South Africa

Acta Universitatis Danubius. OEconomica, 2019, issue 15(2), 190-203

Abstract: The main objective of this paper was to explore whether the demographic aspects have an effect on perceived corporate attributes. 205 respondents participated in this study (146 males and 59 females) and were surveyed through a random sampling method. A questionnaire was given to them to complete. The main finding in this paper is that there is a strong and significant relationship between corporate brand’s attributes and the perceived behaviour towards the particular brand. It is found that there is no difference between male and female respondents in the way they perceive the attribute of a corporate brand, while and the demographics like age group have a significant impact on the perceived corporate and product attributes.

Keywords: Corporate branding; customer satisfaction; customer loyalty; consumer behavior; brand reputation perception brand image (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
http://journals.univ-danubius.ro/index.php/oeconomica/article/view/5309/4880 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:dug:actaec:y:2019:i:2:p:190-203

Access Statistics for this article

More articles in Acta Universitatis Danubius. OEconomica from Danubius University of Galati Contact information at EDIRC.
Bibliographic data for series maintained by Daniela Robu (danarobu@univ-danubius.ro).