PSL team brand loyalty amongst Generation Y - focus of unique study
During the recent October Graduation of the Vaal Triangle Campus of the North-West University (NWU Vaal) the degree Doctor of Philosophy in Marketing Management was conferred upon Thabang Excellent Mofokeng.
In his thesis, Determinants of PSL team brand loyalty amongst black Generation Y students, Dr Mofokeng developed and empirically tested a structural model of the factors that influence black Generation Y students’ brand loyalty towards South African PSL teams. The study sought to determine the influence of branding dimensions as well as relationship-quality dimensions on team brand loyalty.
The findings of this unique study will serve as strategic guidelines for marketers targeting this significantly sized market segment and will provide a greater understanding of the factors that contribute to the Generation Y cohort’s brand loyalty towards professional sport teams. According to the promoter of the study, Prof Ayesha Bevan-Dye, the study furthermore contributes to the literature on sport spectator psychology within South Africa.
More about Dr Mofokeng
Born on 2 September 1985 in Kroonstad, Dr Mofokeng completed matric in 2003 at Dr Reginald Cingo Secondary School in Kroonstad. In 2005, he enrolled for a National Diploma in Marketing Management, which he completed in 2007, followed by a Baccalaureus Technologiae in Marketing in 2012 at the Vaal University of Technology. The title of the Masters dissertation was: Motives of sport spectators’ team identification and repurchasing intentions among Generation Y students. He was part of the Teaching and Research Assistant programme at the Vaal Triangle Campus of the North-West University and is currently a lecturer at the Vaal University of Technology in Vanderbijlpark.
* The co-promotor of this study was Prof Natasha de Klerk