Doctoral thesis provides guidelines for marketers seeking to increase and improve their brand equity

Annette Willemse -- Mon, 05/11/2015 - 13:47

PhD thesis provides guidelines for marketers to increase and improve their brand equity

A PhD degree was recently conferred upon Dr Christiaan (Christo) Rudolf Quintus Roets during the Autumn Graduation Ceremony of the Vaal Triangle Campus of the North-West University (NWU Vaal). Dr Roets is currently a researcher at one of the largest research groups worldwide, TNS Global in Cape Town.

In his thesis, Role of brand trust in creating brand equity in the mobile phone industry amongst black Generation Y students, Dr Roets developed and empirically tested a structural model that determined the influence of: social image on brand trust, the influence of brand trust on mobile phone brand loyalty, and brand equity amongst black Generation Y students in South Africa. The findings of this study will act as a guideline for marketers seeking to increase and improve their brand equity.  The Promoter of the study was Dr WP Viljoen.

Dr Christo Roets Prof Thanyani Mariba conferred the degree Dr Christo Roets

More about Dr Christo Roets

Born on 16 March 1989 in Johannesburg, Dr Christo Roets completed matric in 2007 at Hoërskool Vereeniging. In 2008 he enrolled for a BCom degree in Economics and International Trade, which he completed in 2010 at the Vaal Triangle Campus of the North-West University. He completed Hons BCom in 2011 with distinction. In 2012 he enrolled for an MCom in Marketing Management, which he completed in the same year with distinction. The title of the Masters dissertation was:  Black Generation Y students’ attitudes towards the demarketing of smoking and alcohol consumption. He was part of the Teaching and Research Assistant program at the NWU Vaal. 

Dr Roets and his Promoter, Dr WP Viljoen