Honours research and an introduction into
the publication world
All honours students are required to acquire the art of academic research and
how that differs from market research. Additionally, for students who would
like to proceed to master’s studies, this course is essential. This forum is a
safe space where learner-researchers can get the first taste of the discipline
of academic research. Within the context of academic research, honours-
level research should be anchored in relatable and current scenarios. Students
are encouraged to focus their research on practical issues within their own
environment.
An annual collaboration with the publication Brands and Branding South Africa
has once again produced some notable coverage of a selection of students’
work. Nine pages of this annual glossy showcase three IIE Vega Honours
student research bodies of work to the industry. The publication is distributed
widely amongst all stakeholders and Vega is bursting with pride to be the only
school of higher education with a footprint in it.
Full articles of the extracts below are published in Brands & Branding 2018
(Affinity Publishing: www.brandsandbranding.co.za).
The Brands & Branding 2018 publication carried the following three articles:
James Stapelberg under the guidance of Patrick Pirow, explored the possible
link between perceptions of Brand South Africa, and perceptions of the South
African government. Four key themes emerged, namely that citizens currently
have negative perceptions about the government due to the negative political
climate, they feel that although they are obliged into some ‘forced patriotism’
regarding the National Flag and Anthem, that it is still part of their identity.
These factors however, have fuelled a sense of urgency to cultivate Brand
South Africa anew.
Kimberley Tocknell explored the Effect of Product Placement in Television
Series on Millennials’ Brand Perception and Buying Behaviour, indicating
that several factors influence brand equity. Familiar brands that suit the
television series, and placements that are done in a clever manner, generate
the most attention amongst viewers, thus affecting brand awareness which
is described as the lowest level of Keller’s Brand Equity Model (2008). A
common theme emerging was that participants felt negative towards
beverage product placement when it is too staged. The most positive
feelings towards product placement was when it was skilfully incorporated
into the script to suit the actor’s role. Considering millennials and their
multitasking tendencies, audio product placement is seen as the most
effective type of product placement.
Tegan Hartzer, guided by Simon Grainger investigated how Customer
Service Impacts Brand Loyalty in the Durban Privately Owned Restaurant
Industry. Hartzer makes a number of recommendations for restaurant owners
such as that they should work on the atmosphere, create consistently good
experiences, use multiple social media channels for advertising and meet
the most prominent needs. We recommend that restaurants focus on
meeting the most prominent of customer expectations and needs in order
to effectively encourage repeat patronage and brand loyalty. Mostly, the
authors claim, it is about getting to know your customer.
Dr Franci Cronje
National Honours Research Navigator