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All Journal JBMR: Journal of Business and Management Review International Research Journal of Business Studies
Maziriri, Eugine
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Leveraging on the parent brand image to build brand extensions: a consumer's perspective on the Clover Tropika brand Maziriri, Eugine
Journal of Business and Management Review Vol. 5 No. 1 (2024): (Issue-January)
Publisher : Profesional Muda Cendekia Publishing

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Abstract

The primary objective of the study was to investigate how brand extensions can leverage on the parent brand image in order to achieve a positive brand extension perception. This was investigated in accordance with specific brand building constructs. The study focused on a consumers’ perspective of the Clover Tropika brand within emerging economic areas. The research was based on a quantitative approach which adopted convenience sampling at Mall intercepts. A total sample of 238 consumers responded to a self-administered questionnaire at Southgate and Maponya Mall which are located in the south west of Johannesburg. All respondents were above the age of 18 and consented to participate in the research by willingly placing their completed questionnaires in the box provided on the day. The data techniques used included Structural Equation Modelling (SEM) which had a core focus on Confirmatory Factor Analysis (CFA) which assisted in confirming the relationships proposed in the conceptual model. SEM also focused on path modelling to determine the causal relations. Nine out of the ten hypotheses proposed had a significant level of p<0.001 proving support for the proposed hypotheses. The research found that there is a significant relationship between brand awareness and brand attitudes, as this hypothesis had the highest path coefficient score. After the research was conducted. It was noted that high recall and recognition of the parent brand, accompanied by favorable attitudes, are key factors in leveraging on the parent brand image to build brand extensions. Moreover, brand extensions need to have high perceived fit in order to leverage extensively on the parent brand image.
How Creative Engagement and Innovation Drive Growth in Manufacturing SMEs in South Africa Maziriri, Eugine; Chuchu, Tinashe; Nyagadza, Brighton
International Research Journal of Business Studies Vol. 18 No. 2 (2025): August - November 2025
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.18.2.115-138

Abstract

This study investigates how green transformational leadership fosters creative process engagement to drive green product and process innovations, ultimately enhancing firm innovative performance and SME business growth within South Africa’s manufacturing sector. A quantitative survey was administered to 304 manufacturing SME managers in the Gauteng province, South Africa. Employing Partial Least Squares Structural Equation Modelling (PLS-SEM), the study tested hypothesised relationships among green transformational leadership, creative process engagement, green innovation (both product and process), firm innovative performance, and SME business growth, while also examining the moderating effect of top management support. Empirical results reveal that green transformational leadership significantly promotes engagement in the creative process, which drives green product and process innovations. These innovations contribute to improved firm innovative performance, positively influencing SME business growth. Moreover, top management support strengthens the relationship between innovative performance and business growth, underscoring its critical role in facilitating sustainable competitive advantage. By integrating Schumpeter’s innovation theory with the natural resource-based view, this research offers novel insights into the interplay between green leadership, creativity, and sustainable business outcomes in an emerging economy context. It fills a notable gap in the literature by focusing on South African small and medium-sized manufacturing enterprises (SMEs). It provides actionable recommendations for leaders and policymakers seeking to integrate sustainability into their strategic growth initiatives.
Co-Authors Chuchu, Tinashe Nyagadza, Brighton