The influence of website use on brand awareness and its sub factors: A Zimbabwean polytechnics perspective

Bekimpilo Bhebe, Marlé van Eyk and Adele Potgieter
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Bekimpilo Bhebe: Nelson Mandela University
Marlé van Eyk: School of Management Sciences, Nelson Mandela University
Adele Potgieter: Department of Marketing Management, Nelson Mandela University

International Journal of Research in Business and Social Science (2147-4478), 2024, vol. 13, issue 9, 01-10

Abstract: The increased digital acumen among students has necessitated institutions to adopt digital marketing platforms such as websites to enhance brand awareness for competitive advantage purposes. The study therefore investigated the influence of website use on brand awareness and its sub-factors in the Zimbabwean polytechnic context. The study adopted the positivist paradigm, a descriptive research design and is quantitative in nature. A self-administered online questionnaire was used to collect primary data and through convenience sampling, 492 valid and reliable responses were collected. The collected data was analysed using descriptive analysis and inferential statistics. The empirical results indicated a statistically significant relationship between website use and brand awareness, specifically when looking at the brand awareness sub-factors of top-of-mind and brand recall in the context of Zimbabwean polytechnics. However, a statistically insignificant relationship was noted between website use and brand recognition. The study proposed contributions to polytechnic marketers on website use to enhance brand awareness for their institutions to ensure competitive advantage. The empirically tested model provides a basis for future research in the marketing of polytechnics. Key Words:Brand awareness, brand recall, brand recognition, top-of-mind awareness, website

Date: 2024
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