Category - Nkosinamandla Erasmus SHEZI

University of South Africa, South Africa, ORCID: 0000-0003-3070-8969

Nkosinamandla Erasmus SHEZI

Validating Brand Personality Dimensions to South African Professional Sport Teams: A Study of Sharks and Lions Rugby Teams

Rugby is one of the most popular sports among the big three sports in South Africa. Rugby is formally represented by the Currie Cup as the domestic league in South Africa. The aim of this study is to validate the dimensions of brand personality to the South African professional rugby sport teams, namely Sharks and Lions. The two teams were selected because of higher level of team identification during the study. The study employed the quantitative research method. The results of this study produced four-factor structure which includes Trustworthiness, Competitiveness, Friendliness and Trendiness. Furthermore, monological and discriminant validity was confirmed. The model fit indices of measurement, SRMR, RMSEA, GFI, CFI, IFI and TLI were assessed and showed a good fit. Therefore, this instrument is confirmed as valid and reliable to measure the dimensions of professional rugby sport teams in South Africa. Team managers of professional rugby sport teams in South Africa, including all...

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Nkosinamandla Erasmus SHEZI Ephrem Habtemichael REDDA

Factors that Contribute towards Sports Footwear Satisfaction in South Africa

The sports footwear sector is a lucrative market, particularly among Generation Y consumers. The aim of this research is to determine the factors that influence the customer satisfaction level of sports footwear brands among South African Generation Y. The study used a quantitative research method and followed a descriptive research design. Six of the nine independent variables, namely brand association, perceived quality, style, comfort, brand name and price, were found to have a statistically significant impact on Generation Y consumers’ satisfaction levels with sports footwear brands, while three of the nine variables, namely brand image, colour and endorsement, produced an insignificant impact on customer satisfaction levels of the same age cohort. Marketers of the sports footwear brands that were not identified as favourite brands in the study are advised to evaluate their marketing strategies and manufacturing processes. Those sports brands identified as favoured brands by...

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