https://cris.library.msu.ac.zw//handle/11408/214 2026-04-06T18:07:34Z 2026-04-06T18:07:34Z Maliti, Bright M https://cris.library.msu.ac.zw//handle/11408/3937 2022-06-27T13:49:05Z 2016-01-01T00:00:00Z

Title: The influence of social media interactions on brand equity: A case of Old Mutual Zimbabwe Authors: Maliti, Bright M Abstract: The development of social networks has transformed the communication landscape; companies are no longer co-creators of marketing information as consumers have been empowered to share their experiences with several online peers. After an economic melt-down, several financial service companies operating in Zimbabwe are facing hardships in regaining customer’s confidence and this has engendered transitory investments as well as under-capitalisation. This study aims to determine the influence of social media interactions on customer based brand equity within the context of financial services offered by Old Mutual Zimbabwe. The study will focus on evaluating the effects of various social media elements (user generated content, firm generated content and e-fluentials) on customer based brand equity constructs (including brand loyalty, awareness and brand image). Research study was guided by the following objectives; to determine the effects of firm generated content on brand awareness and to establish the effects of e-fluentials on brand image. In this study the researcher administered 50 questionnaires to customers and interviewed social media consultants for Old Mutual Zimbabwe so as to obtain contemporary data about the effects on social media interactions on customer based brand equity. Research findings indicated that, user generated content, firm generated content and e-fluentials significantly affect customer brand equity.

2016-01-01T00:00:00Z Maliti, Bright M Chiwerera, Dareen Anesu https://cris.library.msu.ac.zw//handle/11408/3878 2022-06-27T13:49:05Z 2018-05-01T00:00:00Z

Title: The effectiveness of Personal Selling on company performance. A case of C.T. Bolts Authors: Chiwerera, Dareen Anesu Abstract: The research conducted was to investigate the effectiveness of personal selling on company performance of Zimplow Holdings ltd t/a C.T. Bolts. The company was facing a diminishing trend in its sales and hence management took a decision to refocus its efforts on personal selling so as to improve the firm’s performance. Objectives of the study were to explore the effects of sales presentation on market share, to examine the effects of sales presentations on sales volume and to establish the effects of handling objections on customer loyalty The study was conducted in Bulawayo on C.T. Bolts customers, employees and management. After adopting a sample size of 55 respondents, the researcher administered questionnaires and face to face interviews to the respective parties. The results of this study were presented using pie charts and bar graphs after the analysis of the data was done through SPSS and interpreted using mean and percentages. Findings in the study, were gathered and supported by primary and secondary data. The researcher obtained this data during the course of the research. Findings showed that prospecting has a positive effect on market share of the company. The research also uncovered that, sales presentations effective on increasing sales volume of the company, where sales persons adapt their presentation in order to convince customers to make a purchase. Lastly, handling objections results in customer loyalty because it involves communication and assistance to the customer, which provides a great sense of service quality. Therefore, the researcher recommended that C.T. Bolts may adopt training salespersons on adapting their presentations so as to conform to different selling situations. More so, management may also consider investing more time in prospecting as it increases the customer base. Lastly, the researcher suggested that salespersons address consumer queries quickly so as to maintain a positive perception on service quality.

2018-05-01T00:00:00Z Chiwerera, Dareen Anesu Chiwanza, Wendy https://cris.library.msu.ac.zw//handle/11408/3754 2022-06-27T13:49:05Z 2019-01-01T00:00:00Z

Title: The impact of corporate branding on company performance: a case study of Olivine industries Authors: Chiwanza, Wendy Abstract: The research looked at the impact of Corporate Branding on company performance, a case of Olivine Industries Zimbabwe. The study focused on corporate branding in terms of brand name, promise, association and personality and assessed their impact against company measures of market share, customer acquisition, repeat purchase and profitability. The study was guided by four major objectives namely (1)Past research had focused more on financial measures of company performance so the researcher incorporated non-financial measures and applied to an African context particularly a Zimbabwean economy existing in a highly strained macroeconomic environment. An explanatory research design was used together with structured questionnaires administered to 100 customers at 2 outlets for the company’s major distributors and 6 distribution and sales managers. The study found that the corporate brand of a company can raise the performance of individual brands to the level of the company performance in the market. The research also noted individual brands can outperform a corporate brand. The study recommends the usage of corporate branding on low performance products and maintains the high performance product brands as part of the company brand mix

2019-01-01T00:00:00Z Chiwanza, Wendy Chodeva, Tinashe https://cris.library.msu.ac.zw//handle/11408/3189 2022-06-27T13:49:05Z 2018-01-01T00:00:00Z

Title: Influence of the rebranding strategy on brand preference: case of the Zimbabwe Broadcasting Corporation (ZBC). Authors: Chodeva, Tinashe Abstract: This research study sought to investigate the influence of the rebranding strategy on brand preference: The case of Zimbabwe Broadcasting Corporation. The research sought to fulfil objectives such as the influence of digitalisation on perceived quality, influence of change in television content on brand likeability and the influence of change in programming on repeat business. Internal rebranding definition was drawn from Juntunen et al (2009) and the elements of brand preference were taken from different authors who include (Davies et al 2009, McMillan and Josh 2013, Richard and Zhang 2012). Interest in the researcher to carry out this research was triggered after noticing that the brand preference of ZBCTV was continuously decreasing as the general public now prefer most other channels such as DSTV, Kwese TV to mention but a few. Literature review was carried out on the above mentioned objectives as discussed by different authors to find the similarities and different authors who studied on rebranding and brand preference variables. A theoretical view discussed by authors’ shows that in the internal rebranding of a broadcasting corporation, changing television content was the most favorable strategy. Other factors of broadcast internal rebranding that is digitalisation and change in programming were also regarded as influential to customers but to a lesser extent as compared to change in television content. In carrying out the research, the researcher used descriptive and exploratory research design, both primary and secondary sources of data were used. A target population of 151 was used and a sample size of 114 was employed. Simple random sampling and convenience sampling were used to select the respondents as well as allowing flexibility on the part of the researcher to use readily available participants. STATA was used to analyze data and presentations were done in the form of tables and bar-graphs. From the findings it was noted that digitalisation has a positive influence on perceived quality as indicated by the R-squared of 0.6877 thus 69% of perceived quality is explained by digitalisation. A positive correlation exists between the two variables. From the run tests it was also noted that change in television content had a strong influence on brand likeability as it explained 73% of brand likeability. Moreso change in television programming has a positive relationship with repeat business and a strong positive correlation existed between the two variables. From the research findings, the researcher recommends the organization to direct marketing efforts on things that are strongly valued by the viewer and customers, to invest in modern equipment such as drone cameras and lastly to keep on creating brand awareness through live broadcasts and getting feedback from viewers and customers.

2018-01-01T00:00:00Z Chodeva, Tinashe