Acta Universitatis Danubius. Œconomica, Vol 15, No 2 (2019)

Do Demographic Aspects have an Effect on Perceived Corporate Brand Attributes of South African Vehicle Owners

Louise van Scheers, William Mmatli

Abstract


The main objective of this paper was to explore whether the demographic aspects have an effect on perceived corporate attributes. 205 respondents participated in this study (146 males and 59 females) and were surveyed through a random sampling method.  A questionnaire was given to them to complete.

 

The main finding in this paper is that there is a strong and significant relationship between corporate brand’s attributes and the perceived behaviour towards the particular brand. It is found that there is no difference between male and female respondents in the way they perceive the attribute of a corporate brand, while and the demographics like age group have a significant impact on the perceived corporate and product attributes

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