Author - 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 Orlando Pirates and Kaizer Chiefs Football Clubs

The Premier Soccer League (PSL) is a prominent league in Africa. The best South African soccer teams that play in the domestic Premier Soccer League are from Soweto, namely Kaizer Chiefs F.C. and Orlando Pirates F.C. Both teams have a rich history in their domestic league and have become the most successful and recognisable brands in South Africa. The purpose of this study is to validate the dimensions of brand personality of South African professional sport teams, by using Kaizer Chiefs F.C and Orlando Pirates F.C. as examples. The study employed a quantitative research method. The results of this study produced four factor structures, which include Trustworthiness, Competitiveness, Friendliness and Trendiness. In addition, convergent and discriminant validities were assessed. The model fit indices SRMR, RMSEA, GFI, CFI, IFI, and TLI of the measurement model showed a good fit. Therefore, this instrument is valid and reliable to measure the dimensions of professional sport teams in...

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Nkosinamandla Erasmus SHEZI Ephrem Habtemichael REDDA

Determinants of Brand Loyalty of Sports Footwear Brands in South Africa

The sports footwear industry is an attractive market, especially with the Generation Y market segment. The purpose of this study is to establish the determinants of brand loyalty of sports footwear brands in South Africa. The study followed a descriptive research design and implemented a quantitative research method. Of the nine independent variables, six variables namely brand image, brand association, style, brand name, price and endorsement were found to have a statistically significant influence on Generation Y consumers’ brand loyalty toward sports footwear, while three of the nine variables namely perceived quality, comfort and style, were not found to be statistically significant predictors of brand loyalty. It is important for manufacturers and marketers of sports footwear brands to understand which factors contribute to brand loyalty to their sports footwear brands as this will provide them with the insight to know what to feature in their product during the production stages...

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