The effect of advertising on brand attitudes and perceived brand value: the case of South African township youth luxury brand choices [Summary]

The purpose of the study was to investigate the effect of advertising on brand attitudes and perceived brand value. A field study was conducted in four South African townships namely, Alexandra, Soweto, Kagiso and Vosloorus in the Gauteng Province, where cluster sampling was adopted. The study was quantitative in nature and a structural equation modelling approach was utilized to analyse a sample of 300 respondents using SPSS 23 and AMOS 23 software. The main finding of the study was that South African youth consumer attitudes towards brands are key considerations in persuading them to purchase luxury brands, for example of leisure wear goods. These, therefore, have to be inline the advertising content pushed by marketers. The study further observed that consumers prefer brands that closely resemble their own personal attributes implying that marketers should also make efforts to provide carefully crafted tailor-made brands for the township markets.