Factors Influencing Omnichannel Marketing to Drive Brand Equity For a Medium-sized South African Winery.
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Authors
Barker, B.
Issue Date
2024-06-30
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Abstract
This study focussed on the factors within omnichannel marketing which can be leveraged, to drive brand equity for a medium-sized South African winery. The changes brought about by the COVID pandemic overarched by lockdown regulations altered the ways consumers shopped and considered shopping channels. Rapid adaptation was required by companies with the shift towards online shopping. Marketers had to adjust swiftly to meet this surge of activity with the provision of a seamless customer experience and positive brand experience being key to customer retention. Brand equity and a loyal customer base were the rewards for brand custodians who successfully navigated, and continue to move brands forward amidst new ways of working.
A quantitative online questionnaire was administered to respondents who had indicated their willingness to partake in an academic research survey. The subscriber wine club database comprised 1175 possible respondents. After inclusion criteria had been applied, letters to 725 subscribers requesting their willingness to partake were sent, 600 replied in the affirmative and of these 157 responded timeously to the survey.
Factor analysis was used to analyse the data set so as to understand the underlying patterns within the data.
The results revealed that three Propositions were partially supported through factors of Brand Association, Purchase Intention, Customer Dialogue, Social Engagement, Brand Loyalty, Brand Strength, Shared Values, Brand Experience and Consistency of Touchpoints.