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The influence of website use on brand awareness and its sub factors: A Zimbabwean polytechnics perspective

Author

Listed:
  • Bekimpilo Bhebe

    (Nelson Mandela University)

  • Marlé van Eyk

    (School of Management Sciences, Nelson Mandela University)

  • Adele Potgieter

    (Department of Marketing Management, Nelson Mandela University)

Abstract

The increased digital acumen among students has necessitated institutions to adopt digital marketing platforms such as websites to enhance brand awareness for competitive advantage purposes. The study therefore investigated the influence of website use on brand awareness and its sub-factors in the Zimbabwean polytechnic context. The study adopted the positivist paradigm, a descriptive research design and is quantitative in nature. A self-administered online questionnaire was used to collect primary data and through convenience sampling, 492 valid and reliable responses were collected. The collected data was analysed using descriptive analysis and inferential statistics. The empirical results indicated a statistically significant relationship between website use and brand awareness, specifically when looking at the brand awareness sub-factors of top-of-mind and brand recall in the context of Zimbabwean polytechnics. However, a statistically insignificant relationship was noted between website use and brand recognition. The study proposed contributions to polytechnic marketers on website use to enhance brand awareness for their institutions to ensure competitive advantage. The empirically tested model provides a basis for future research in the marketing of polytechnics. Key Words:Brand awareness, brand recall, brand recognition, top-of-mind awareness, website

Suggested Citation

  • Bekimpilo Bhebe & Marlé van Eyk & Adele Potgieter, 2024. "The influence of website use on brand awareness and its sub factors: A Zimbabwean polytechnics perspective," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 13(9), pages 01-10, December.
    • Handle: RePEc:rbs:ijbrss:v:13:y:2024:i:9:p:01-10
    DOI: 10.20525/ijrbs.v13i9.3765
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    References listed on IDEAS

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    1. Anna Makrides & Demetris Vrontis & Michael Christofi, 2020. "The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas," Business Perspectives and Research, , vol. 8(1), pages 4-20, January.
    2. Nerisa N. Paladan, 2018. "Higher Education Institutions Embracing Digital & Social Media Marketing: A Case of Top 25 Universities in Asia & Africa," Marketing and Branding Research, EUROKD, vol. 5(3), pages 159-167.
    3. S.M. Shariful Haque & Tauhid Ahmed Bappy & Md. Arifuzzaman, 2018. "The Impact of Brand Awareness on Customer Loyalty towards Igloo Ice Cream: A Study on Dhaka University Students," International Journal of Science and Business, IJSAB International, vol. 2(1), pages 1-21.
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