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Theses and dissertations (Management Sciences)

Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/14

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Subject: search.filters.subject.Brand image

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    Student protests and the brand image of a university of technology
    (2023) Abdool, Sajida; Mason, Roger Bruce; Maharaj, Mandusha
    Over the past several years, student protest action has become an annual occurrence at the Durban University of Technology (DUT), located in Durban, KwaZulu-Natal. Unmet student demands related to registration fees; the National Student Financial Aid Scheme; accommodation; and book allowances, have led to the protests turning violent, which resulted in injuries to staff members and students and the destruction of property. These actions clearly have the potential to damage the university's brand and the students' views and opinions about the institution. As such, this study investigated the effects of student protests on the brand image of the institution. A quantitative approach using a descriptive research design was adopted. The study administered a questionnaire to 402 students across the faculties of Management Sciences, Engineering and the Built Environment, Applied Sciences, Accounting and Informatics and Health Sciences at DUT. The participation in this study was entirely voluntary and participants were assured of confidentiality and their anonymity. The data was captured using the SPPS software. Descriptive analysis was conducted to analyse the survey responses. Cronbach’s Alpha test was used to calculate the reliability of the questionnaire. This study found that the student protest disrupts learning at DUT and affects the daily operations, such as the academic calendar being amended, delay in graduation and threat of non-completion of the syllabus. Significantly, it was established that the protest has a negative impact on the image of DUT, forcing students to deregister from courses due to the unsafe environment. This study recommends further research be conducted via a comparative analysis with other universities to ascertain the rate that other institutions are affected by student protests and the impact it has on their brand image. The results achieved from the statements on the brand image of DUT suggest that society believes that student protest negatively impacts on the brand of the university. Expanded research on other universities will broaden the knowledge based on this topic and provide insight and suggestions for other universities to cope with student protests. Further research at other universities may help understanding the impact and the importance of protest action on the brand image and reputation of universities.
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    A comparative study of the influence of brand awareness and brand image in the selection of a university of technology in KwaZulu-Natal
    (2019-11) Matli, Cleopatra Moipone; Veerasamy, Dayaneethie
    Brand awareness and brand image have long played an integral role in a variety of sectors, particularly within the private sectors where billions of rands are invested to entice potential customers. Similar to private entities, public entities such as tertiary institutions equally invest in brand awareness campaigns and brand image. Taking this to account, this study aims to determine the influence of brand awareness and brand image in the selection of a University of Technology in KwaZulu-Natal among first-year students. The objectives of the study were to establish and identify the brand awareness and brand image attributes that entice first-year selection of University of Technology (UoT) students. The study also examined the biographic variables of those students. To achieve these objectives, a quantitative research method was adopted wherein questionnaires were administered to 500 Durban University of Technology (DUT) and Mangosuthu University of Technology (MUT) first-year students. The study revealed that topics such as the investments in brand awareness and brand image, safety and security, the calibre of staff, delays in academics programmes, student-lecturer relationships and service delivery were identified as factors that influenced the DUT and MUT participants in their selection and their willingness to recommend their institutions to potential students. Thus, the study recommends that UoTs should pay more attention on branding strategies as an agendum to ensuring institutional profitability and viability, relationship management and human resource.
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    Assessing the effects of inadequate human capital affecting brand image of the hospitality and tourism industry
    (2018-11) Pitso, Adelaide Rethabile Motshabi; Agbenyegah, Albert Tchey
    The demand for educated, trained, professional and skilled employees in the hospitality and tourism industry (HOSTI) has grown drastically. HOSTI is one of the biggest industries in the world; World Tourism Organisation estimated that one in ten jobs depends on the HOSTI. (CTH 2016:3). Yet, literature still reveals inadequate human capital (HC) in the HOSTI. Inadequate HC may be influenced by how people perceive the industry. How people perceive the industry affects the brand image. The aim of this research was to assess the effects of lack of HC on HOSTI brand image. Identifying the effects will assist the entire HOSTI to avoid negative impact of lack of HC for lasting improvements in the industries. Qualitative design was employed to carry out this research through non-probability particularly purposive sampling. Thus, semi-structured interviews and focus group discussions (FGDs) were conducted. To gather relevant information hospitality and tourism DUT students and lecturers were interviewed. 61 individuals were interviewed and 4 FGDs were conducted. This research gathered an empirical data that went through a thematic process of data analysis. This research used thematic framework as a guide of semi- structured interviews and FGDs. Empirical outcomes of this research revealed that both DUT hospitality and tourism students and lecturers agreed that lack of qualified personnel in the industry exists. They further stated that HOSTI is a very attractive industry even though family and friends do not regard it as a professional career. The research recommended few strategies that employer’s may use to enhance the HOSTI brand image. Recommendations included that frequent auditing of employees qualifications and skills level should be an ongoing process. In addition, employers should change all negative attributes towards the industry. The research also recommended further research should employ a larger sample and other institutions.