The impact of the identification process and the corporate social responsibility process on the effectiveness of multi-racial advertising in South Africa
- Authors: Johnson, Guillaume Desire
- Date: 2008
- Subjects: Marketing -- South Africa Advertising -- South Africa Sales promotion -- South Africa Consumers' preferences -- South Africa Marketing research -- South Africa Consumer behavior -- South Africa Consumption (Economics) -- Social aspect Attribution (Social psychology) South Africans -- Race identity Race awareness -- South Africa Ethnopsychology -- South Africa Group identity Racially mixed people
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:1196 , http://hdl.handle.net/10962/d1008263
- Description: Selecting actors to appear in an advertisement is an important decision which has a crucial impact on the effectiveness of an advertising campaign. The same message, delivered by different actors, produces varying outcomes among consumers. This dilemma concerning the choice of actors occurs particularly in multi-racial societies, such as South Africa, where advertisers have to target different sectors of the community. In multi-racial societies, the choice of actors in advertisements goes beyond the usual commercial reasons. Indeed, two dimensions are generally conferred to multi-racial advertising. Firstly, the use of multi-racial representations allows for the targeting of a wider population that also owns a wider purchasing power. Marketers who want to market their brand use, for example, white and black actors so that white and black consumers can identify with the actors and recognize themselves as the target of the advertisement. Secondly, the multi-racial representations of this type of advertising hold a social role that counteracts the segregated depiction of the society. Consumers who are exposed to a multi-racial advertisement might perceive this social dimension and attribute a social responsibility to the advertisement. The purpose of this thesis is to examine the influence of the above dimensions on the effectiveness of a multi-racial advertisement. On the one hand, this study investigates the Identification Process followed by a consumer exposed to a multi-racial advertisement. On the other hand, it examines how consumers attribute a social responsibility to a specific multiracial advertisement and how this attribution, in turn, influences their responses to the advertisement and brand. Finally, the impacts of both of these dimensions on consumer behaviour are compared and the most persuasive dimension is identified. This thesis draws on Attribution Theory and Identification Theory in arguing that there are strong economic imperatives for adopting a multi-racial advertising approach. The thesis develops a conceptual framework and tests empirically hypotheses regarding the key constructs and moderating variables. The empirical results point out that both dimensions symbiotically influence the effectiveness of a multi-racial advertisement. Specifically, the results highlight that the social responsibility attributed by the viewers to the advertisement influences their behaviour more than the Identification Process.
- Full Text:
- Date Issued: 2008
- Authors: Johnson, Guillaume Desire
- Date: 2008
- Subjects: Marketing -- South Africa Advertising -- South Africa Sales promotion -- South Africa Consumers' preferences -- South Africa Marketing research -- South Africa Consumer behavior -- South Africa Consumption (Economics) -- Social aspect Attribution (Social psychology) South Africans -- Race identity Race awareness -- South Africa Ethnopsychology -- South Africa Group identity Racially mixed people
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:1196 , http://hdl.handle.net/10962/d1008263
- Description: Selecting actors to appear in an advertisement is an important decision which has a crucial impact on the effectiveness of an advertising campaign. The same message, delivered by different actors, produces varying outcomes among consumers. This dilemma concerning the choice of actors occurs particularly in multi-racial societies, such as South Africa, where advertisers have to target different sectors of the community. In multi-racial societies, the choice of actors in advertisements goes beyond the usual commercial reasons. Indeed, two dimensions are generally conferred to multi-racial advertising. Firstly, the use of multi-racial representations allows for the targeting of a wider population that also owns a wider purchasing power. Marketers who want to market their brand use, for example, white and black actors so that white and black consumers can identify with the actors and recognize themselves as the target of the advertisement. Secondly, the multi-racial representations of this type of advertising hold a social role that counteracts the segregated depiction of the society. Consumers who are exposed to a multi-racial advertisement might perceive this social dimension and attribute a social responsibility to the advertisement. The purpose of this thesis is to examine the influence of the above dimensions on the effectiveness of a multi-racial advertisement. On the one hand, this study investigates the Identification Process followed by a consumer exposed to a multi-racial advertisement. On the other hand, it examines how consumers attribute a social responsibility to a specific multiracial advertisement and how this attribution, in turn, influences their responses to the advertisement and brand. Finally, the impacts of both of these dimensions on consumer behaviour are compared and the most persuasive dimension is identified. This thesis draws on Attribution Theory and Identification Theory in arguing that there are strong economic imperatives for adopting a multi-racial advertising approach. The thesis develops a conceptual framework and tests empirically hypotheses regarding the key constructs and moderating variables. The empirical results point out that both dimensions symbiotically influence the effectiveness of a multi-racial advertisement. Specifically, the results highlight that the social responsibility attributed by the viewers to the advertisement influences their behaviour more than the Identification Process.
- Full Text:
- Date Issued: 2008
Managing conflict across cultures, values and identities: a case study in the South African automotive industry
- Authors: Mayer, Claude-Hélène
- Date: 2008
- Subjects: Conflict management -- South Africa Automobile industry and trade -- South Africa Automobile industry workers -- South Africa Communication in management -- South Africa Intercultural communication -- South Africa Culture conflict -- South Africa Diversity in the workplace -- South Africa
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:1174 , http://hdl.handle.net/10962/d1002790
- Description: Over the past fifty years, interest in the field of conflict management and peacekeeping has developed worldwide. During the same time, the potential for trans-ultural) conflict has escalated. This can mainly be attributed to the trend towards globalisation, as well as the growing complexity of societies increasingly experiencing more intercultural encounters or cultural transition situations and work-related or organisational conflicts. Cultural transition situations occur in the South African international automotive industry where the emergence of international co-operation, such as joint ventures (driven by globalisation) and new diversity management trends, have changed the way business is conducted. Due to these changes, employees of diverse origins with different cultures, values and identities work together, experiencing work-related conflicts. The purpose of this study was to assess managerial perspectives on conflict, identity and values, as well as on how (trans-cultural) conflict is managed in a selected international organisation in the South African automotive industry. The contribution of this study is twofold, namely to increase the understanding of the complexities of conflict in organisations; and to provide recommendations for conflict resolution strategies to manage (trans-cultural) conflict constructively by considering the values and identity aspects of those individuals involved. This study comprises a single explanatory case study which made use of qualitative data collection and analysis to investigate managerial perspectives on conflict, identity and values, as well as the management thereof, in the selected international organisation in the South African automotive context. Based on the main findings from this case study, it could be concluded that managers with diverse backgrounds experience work-related conflicts which are related to value and identity concepts in the selected organisation. The conflicts experienced fell into the categories of Communication and Treatment, Position and Competition, Organisation and Race and Gender.An overview of the occurrence frequency of value statements revealed that equality, communication and respect were the most commonly indicated values in conflicts. These value concepts include sub-concepts such as: · for equality: race, gender and human equality; · for communication: open, personal, free, decent, calm and proactive communication; and · for respect: mutual respect for self and others. With regard to value concepts and according to value domains of Schwartz (1994) and Schwartz and Bilsky (1987), the value dimensions of selftranscendence comprised the highest number of value statements. This dimension included the value domains of universalism and benevolence. Conflict in the data material was interlinked with identity. The extracts, based on the key words of the identity factors, demonstrated that the identity factors were related to either a weakening or strengthening effect on identities. Social and identity multiplicity in managers provides creativity spaces and flexibility in cases of strong identity patterns. Particularly with weak identities, the existence of conflict potentials could lead to complex conflicts and challenges in conflict management. Communication was most often mentioned as important to successful conflict resolution management and included examples such as round-table talks, smooth communication, face-to-face communication and room meetings. Communication was followed in frequency by strategies of internal intervention, which included the use of the formal structure of the organisation to resolve conflicts.
- Full Text:
- Date Issued: 2008
- Authors: Mayer, Claude-Hélène
- Date: 2008
- Subjects: Conflict management -- South Africa Automobile industry and trade -- South Africa Automobile industry workers -- South Africa Communication in management -- South Africa Intercultural communication -- South Africa Culture conflict -- South Africa Diversity in the workplace -- South Africa
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:1174 , http://hdl.handle.net/10962/d1002790
- Description: Over the past fifty years, interest in the field of conflict management and peacekeeping has developed worldwide. During the same time, the potential for trans-ultural) conflict has escalated. This can mainly be attributed to the trend towards globalisation, as well as the growing complexity of societies increasingly experiencing more intercultural encounters or cultural transition situations and work-related or organisational conflicts. Cultural transition situations occur in the South African international automotive industry where the emergence of international co-operation, such as joint ventures (driven by globalisation) and new diversity management trends, have changed the way business is conducted. Due to these changes, employees of diverse origins with different cultures, values and identities work together, experiencing work-related conflicts. The purpose of this study was to assess managerial perspectives on conflict, identity and values, as well as on how (trans-cultural) conflict is managed in a selected international organisation in the South African automotive industry. The contribution of this study is twofold, namely to increase the understanding of the complexities of conflict in organisations; and to provide recommendations for conflict resolution strategies to manage (trans-cultural) conflict constructively by considering the values and identity aspects of those individuals involved. This study comprises a single explanatory case study which made use of qualitative data collection and analysis to investigate managerial perspectives on conflict, identity and values, as well as the management thereof, in the selected international organisation in the South African automotive context. Based on the main findings from this case study, it could be concluded that managers with diverse backgrounds experience work-related conflicts which are related to value and identity concepts in the selected organisation. The conflicts experienced fell into the categories of Communication and Treatment, Position and Competition, Organisation and Race and Gender.An overview of the occurrence frequency of value statements revealed that equality, communication and respect were the most commonly indicated values in conflicts. These value concepts include sub-concepts such as: · for equality: race, gender and human equality; · for communication: open, personal, free, decent, calm and proactive communication; and · for respect: mutual respect for self and others. With regard to value concepts and according to value domains of Schwartz (1994) and Schwartz and Bilsky (1987), the value dimensions of selftranscendence comprised the highest number of value statements. This dimension included the value domains of universalism and benevolence. Conflict in the data material was interlinked with identity. The extracts, based on the key words of the identity factors, demonstrated that the identity factors were related to either a weakening or strengthening effect on identities. Social and identity multiplicity in managers provides creativity spaces and flexibility in cases of strong identity patterns. Particularly with weak identities, the existence of conflict potentials could lead to complex conflicts and challenges in conflict management. Communication was most often mentioned as important to successful conflict resolution management and included examples such as round-table talks, smooth communication, face-to-face communication and room meetings. Communication was followed in frequency by strategies of internal intervention, which included the use of the formal structure of the organisation to resolve conflicts.
- Full Text:
- Date Issued: 2008
The role of experience in the development of bar managers' social competencies
- Authors: Dhaya, Jateen
- Date: 2008
- Subjects: Hospitality Industry -- Management , Bars (Drinking establishments) -- Management , Social skills , Executive ability , Interpersonal communication , Experience
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1177 , http://hdl.handle.net/10962/d1002794 , Hospitality Industry -- Management , Bars (Drinking establishments) -- Management , Social skills , Executive ability , Interpersonal communication , Experience
- Description: This research study analysed the role that experience played in the development of bar managers’ social competencies. Given the social nature of the bar environment, social competencies were perceived to be essential managerial competencies that enable bar managers to manage employees and consumers to ensure that employee and consumer satisfaction is maintained. The literature reviewed discussed the importance of managerial competencies and the composition of social competencies. Experience was conceptualized to develop an understanding of the informal learning method through which competency development occurs. Data was captured through face-to-face interviews, which were based on the Critical Incident Technique (CIT). The data was analysed using the open coding procedures of grounded theory. This research study proposed a process to explain how experience contributed to the development of social competencies. The proposed process, which is called the Social Competency Cache Development Process (SCCD Process), ultimately indicated that experience contributed to bar managers’ social competencies through a reflection process, the residues of experience, and through the familiarity of situations and results. This research study found that experience contributed to the development of bar managers’ social competencies within a process that established an awareness of unfamiliar social competencies or reinforced the effects of familiar effective social competencies. Experience was also found to promote the transition between novel situations and familiar situations, which in turn enabled bar managers to effectively assess social situations and select effective responses to social situations. Consequently, experience improved the probability of bar managers implementing effective social competencies to ensure employee and consumer satisfaction. In essence, experience shaped bar managers’ accumulation of social competencies by promoting the addition of new social competencies or the reinforcement of existing social competencies.
- Full Text:
- Date Issued: 2008
- Authors: Dhaya, Jateen
- Date: 2008
- Subjects: Hospitality Industry -- Management , Bars (Drinking establishments) -- Management , Social skills , Executive ability , Interpersonal communication , Experience
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1177 , http://hdl.handle.net/10962/d1002794 , Hospitality Industry -- Management , Bars (Drinking establishments) -- Management , Social skills , Executive ability , Interpersonal communication , Experience
- Description: This research study analysed the role that experience played in the development of bar managers’ social competencies. Given the social nature of the bar environment, social competencies were perceived to be essential managerial competencies that enable bar managers to manage employees and consumers to ensure that employee and consumer satisfaction is maintained. The literature reviewed discussed the importance of managerial competencies and the composition of social competencies. Experience was conceptualized to develop an understanding of the informal learning method through which competency development occurs. Data was captured through face-to-face interviews, which were based on the Critical Incident Technique (CIT). The data was analysed using the open coding procedures of grounded theory. This research study proposed a process to explain how experience contributed to the development of social competencies. The proposed process, which is called the Social Competency Cache Development Process (SCCD Process), ultimately indicated that experience contributed to bar managers’ social competencies through a reflection process, the residues of experience, and through the familiarity of situations and results. This research study found that experience contributed to the development of bar managers’ social competencies within a process that established an awareness of unfamiliar social competencies or reinforced the effects of familiar effective social competencies. Experience was also found to promote the transition between novel situations and familiar situations, which in turn enabled bar managers to effectively assess social situations and select effective responses to social situations. Consequently, experience improved the probability of bar managers implementing effective social competencies to ensure employee and consumer satisfaction. In essence, experience shaped bar managers’ accumulation of social competencies by promoting the addition of new social competencies or the reinforcement of existing social competencies.
- Full Text:
- Date Issued: 2008
The influence of organisational culture on organisational commitment at a selected local municipality
- Van Stuyvesant Meijen, Jolise
- Authors: Van Stuyvesant Meijen, Jolise
- Date: 2008
- Subjects: Local government -- South Africa , Corporate culture -- South Africa , Organizational change -- South Africa , Municipal services -- South Africa , Employee loyalty
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1172 , http://hdl.handle.net/10962/d1002788
- Description: Since 2000, local municipalities have been through a process of transformation which amalgamated a number of smaller local municipalities into larger municipalities. The amalgamation of a number of municipalities brings together an array of people, and therefore a myriad of organisational cultures are combined. The organisational culture of an organisation has an effect on the organisational commitment of its employees. A fit between the organisational culture and the employees will increase the organisational commitment of those employees and contribute towards improved service delivery. A survey conducted in South Africa indicated that the local municipalities have been delivering poor standards of service to the community; therefore there is a need to increase the service delivery within local municipalities. The importance of looking at the organisational commitment of a local municipality is because if there is commitment within the organisation, then employees will identify with their organisation and its goals, and will deliver the service more effectively and efficiently. Therefore, increasing the service delivery of local municipalities can be achieved through diagnosing the organisational commitment and organisational culture of employees within the selected municipality. The primary objective of this research was therefore to diagnose the relationship between organisational culture and the organisational commitment of employees at the selected municipality. In order to achieve this objective, a survey was conducted to canvas the opinions of respondents (N = 148) from the selected local municipality regarding their perceptions of the existing organisational culture, their preferences regarding the organisational culture within the selected municipality, and finally the organisational commitment. The main findings of this research conducted at a selected municipality can be summarised as follows: The dominant existing organisational culture is the power culture, while the dominant preferred organisational culture is the support culture; There is an organisational culture gap between the existing and preferred organisational cultures at the selected municipality; The dominant organisational commitment within the selected municipality is normative commitment; The findings pertaining to the relationship between organisational culture and organisational commitment of employees within the selected municipality can be stated as follows: The existing organisational cultures have significant effects on the organisational commitment of employees; The preferred organisational cultures do not have significant effects on the organisational commitment of employees; and The organisational culture gap does not have a significant effect on the organisational commitment of employees; The findings pertaining to the relationship between the biographical variables and the existing and preferred organisational culture, organisational commitment and the organisational culture gap can be stated as follows: There is no significant relationship between biographical variables and the existing organisational culture; There are significant relationships between the biographical variables, namely the departments in which respondents work, and the education level of respondents, and the preferred organisational culture; There are significant relationships between the biographical variables and organisational commitment; and The average organisational culture gap scores of the organisational culture scales for the biographical variables are significantly different. It can be concluded that organisational culture has a significant effect on the organisational commitment of employees within the selected municipality and therefore can affect the service delivery of the selected municipality.
- Full Text:
- Date Issued: 2008
- Authors: Van Stuyvesant Meijen, Jolise
- Date: 2008
- Subjects: Local government -- South Africa , Corporate culture -- South Africa , Organizational change -- South Africa , Municipal services -- South Africa , Employee loyalty
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1172 , http://hdl.handle.net/10962/d1002788
- Description: Since 2000, local municipalities have been through a process of transformation which amalgamated a number of smaller local municipalities into larger municipalities. The amalgamation of a number of municipalities brings together an array of people, and therefore a myriad of organisational cultures are combined. The organisational culture of an organisation has an effect on the organisational commitment of its employees. A fit between the organisational culture and the employees will increase the organisational commitment of those employees and contribute towards improved service delivery. A survey conducted in South Africa indicated that the local municipalities have been delivering poor standards of service to the community; therefore there is a need to increase the service delivery within local municipalities. The importance of looking at the organisational commitment of a local municipality is because if there is commitment within the organisation, then employees will identify with their organisation and its goals, and will deliver the service more effectively and efficiently. Therefore, increasing the service delivery of local municipalities can be achieved through diagnosing the organisational commitment and organisational culture of employees within the selected municipality. The primary objective of this research was therefore to diagnose the relationship between organisational culture and the organisational commitment of employees at the selected municipality. In order to achieve this objective, a survey was conducted to canvas the opinions of respondents (N = 148) from the selected local municipality regarding their perceptions of the existing organisational culture, their preferences regarding the organisational culture within the selected municipality, and finally the organisational commitment. The main findings of this research conducted at a selected municipality can be summarised as follows: The dominant existing organisational culture is the power culture, while the dominant preferred organisational culture is the support culture; There is an organisational culture gap between the existing and preferred organisational cultures at the selected municipality; The dominant organisational commitment within the selected municipality is normative commitment; The findings pertaining to the relationship between organisational culture and organisational commitment of employees within the selected municipality can be stated as follows: The existing organisational cultures have significant effects on the organisational commitment of employees; The preferred organisational cultures do not have significant effects on the organisational commitment of employees; and The organisational culture gap does not have a significant effect on the organisational commitment of employees; The findings pertaining to the relationship between the biographical variables and the existing and preferred organisational culture, organisational commitment and the organisational culture gap can be stated as follows: There is no significant relationship between biographical variables and the existing organisational culture; There are significant relationships between the biographical variables, namely the departments in which respondents work, and the education level of respondents, and the preferred organisational culture; There are significant relationships between the biographical variables and organisational commitment; and The average organisational culture gap scores of the organisational culture scales for the biographical variables are significantly different. It can be concluded that organisational culture has a significant effect on the organisational commitment of employees within the selected municipality and therefore can affect the service delivery of the selected municipality.
- Full Text:
- Date Issued: 2008
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