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Faculty of Management Sciences

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Author: search.filters.author.Mason, Roger BruceSubject: search.filters.subject.Awareness

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    Awareness of the space industry as a career opportunity in South Africa
    (IGI Global, 2019) Zuma, Khanya Philani; Mason, Roger Bruce; Maharaj, Mandusha
    The South African space industry is not seen by young learners as a potential career. The objectives of this study were to identify: high school students’ awareness of the industry, their perceptions of employment opportunities, and their knowledge of the industry’s educational requirements. A quantitative, descriptive survey with structured questionnaires was administered to 171 respondents. Purposive and quota sampling selected grade 10-11 students in rural, urban and suburban schools. Most respondents had some awareness of the industry, but had limited knowledge about career opportunities, especially in rural schools. Respondents were unclear about how and where to apply for space-related education. The space industry inadequately markets itself to students, so more outreach programs, sponsoring of science and technological projects, more scholarships, and encouragement of the Department of Higher Education to provide information about, and improve career guidance officers’ knowledge of, the space industry are recommended.
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    Residual brand awareness following the termination of a long-term event sponsorship and the appointment of a new sponsor
    (Journal of marketing communications, 2006) Mason, Roger Bruce; Cochetel, Fabrice
    This study examined brand awareness after a change in sponsor and audience perceptions about the sponsors and the event before and after the change. A survey of the audience at a surfing event was conducted. The findings were that the original sponsor maintained high awareness levels with the audience, particularly awareness of the previously sponsored event, thereby supporting the proposition that long-term sponsorship supports long-term brand awareness. Secondly, the research found that a change in sponsorship does not necessarily lead to changes in respondents’ perceptions of the event. Thirdly, the research showed that there was a mismatch in the values of the original sponsor and the event, whereas the current sponsor had a closer match with the event’s values. Sponsorships change fairly frequently and it would be of interest to sponsors to know the extent to which benefits continue to accrue after they have stopped sponsoring an event. Since almost no research has been carried out on residual awareness and awareness decay, this paper should contribute to knowledge about the cessation of sponsorships, as well as to the broader field of sponsorship knowledge.