Brand and Digital Research (BDR) Hub
Profile/overview of the research centre
In line with the VC’s vision of One Smart CPUT and to support the institutional focus on research output and supervision throughput, The Brand and Digital Research (BDR) Hub was established by Dr Pieter Steenkamp, Dr Kuhle Zwakala, and Prof Rodney Duffett to consolidate and focus research efforts within the Marketing Department in 2019. Due to the emergence of artificial intelligence (4th industrial revolution), a gap and a need exist. Hence, this hub has consolidated and aligned the research efforts in conventional strategic brand management and digital media. Moreover, brand management and digital interactive media marketing can enhance the country’s economic growth and international competitiveness. Brands can create a competitive advantage through differentiation, which creates brand loyalty that could lead to financial gain. On the other hand, digital interactive media marketing is a powerful tool and platform for businesses. It provides consumers with mechanisms that could result in a more efficient consumer decision-making process. Hence the importance of consolidating and aligning the two realms. The department endeavours to positively contribute to economic growth and 4th Industrial Revolution challenges with the research emanating from the BDR Hub and help achieve CPUT’s 2030 goal to develop the research capacity of a future generation of scholars.
Objectives
The main objectives of the BDR Hub are:
- To support the strategic goals of CPUT and the Faculty of Business and Management Sciences, including focusing on the 4th industrial revolution.
- To increase awareness of the research projects of the Marketing Department.
- To explore and develop a pan-Africanist perspective regarding strategic brand and digital media management.
- To improve research output.
- To improve the quality of research output.
- To attract high-calibre postgraduate students and researchers.
- To attract high-calibre research projects.
- To attract internal and external research funding.
- To increase research and supervision capacity.
- To foster and leverage industry linkages.
Overview of research niche areas
The BDR Hub has completed 26 brand management and digital interactive media marketing-related research projects, which included the following research niche areas: Consumer behaviour of black women wearing natural textured hair; brand identity-brand image congruence framework for business-to-business bank brands; the underdog effect in the context of brand management, a servbrand framework in business-to-business services brand equity framework; retailers’ branding and digital maturity; brand co-creation; the social sciences research methodology framework; Twitter advertising influence on behavioural attitudes; social medium communication tools used by the main tourist attractions; online advertising strategies in an age of online advertisement avoidance, antecedents of customer satisfaction in mobile commerce; social media marketing communication among independent food retailers; the effect of YouTube advertising in developing countries; digital marketing strategy in the real estate sector; the effect of YouTube marketing communication on electronic word-of-mouth; and Generation Y online fashion clothing buying behaviour.
The BDR Hub is currently involved in 20 research projects, which include a wide array of brand management and digital interactive media marketing research niche areas, including: use of brands during Nguni healing rituals; brand knowledge of Méthode Cap Classique among consumers; competitive Méthode Cap Classique marketing strategy during COVID-19; digital brand safety and viewability to protect online brand reputations; brand management to reduce discrimination; traffic service satisfaction; Google shopping ads influence intention to purchase; social media marketing communication strategy use by health-related NPOs; IMC service learning project among SMEs; social media marketing communication among independently owned restaurants; social media marketing communication among independent clothing SMEs; emojis in digital marketing communications; social media marketing communication among rugby clubs; Instagram influencers intention to purchase among Generation Z and Y; WhatsApp tone of voice brand communication; Generation Z and Y social media perceptions in the real estate sector; influence of Instagram advertising among Millennials; brand identity-image fit in professional services; brand activism; designer luxury Maxhosa Africa fashion brand identity; mobile phone innovation influence on cultural values; service brand management; automotive insurance price discrimination in townships; and services brand management brand equity.
Team
 |
Dr Pieter Steenkamp is a lecturer in the Marketing Department in the Faculty of Business and Management Sciences. He obtained a PhD from the University of Stellenbosch, focussing on strategic brand management. His research focuses on strategic brand management, which has been published in major scientific journals, including the Journal of Brand Management and the Journal of Business-to-Business Marketing. Pieter has over 20 years of experience in brand management and marketing. He is the co-developer of the servbrand framework, brand integrity measure, underdog brand management framework, and brand for success process. |
 |
Dr Kuhle Zwakala is a brand marketing lecturer at the Cape Peninsula University of Technology in Cape Town, South Africa. He obtained his DCom in Marketing from the same institution, specialising in strategic brand management with a niche focus on brand identity, brand image, brand positioning, and corporate reputation. His growing research output has been published in local and international journals such as the Journal of Contemporary Management and the Journal of Business-to-Business Marketing. Prior to his academic career, he worked in various industries, including logistics, FMCG, and financial services. |
 |
Dr Rodney Graeme Duffett is an associate professor in the Marketing Department in the Faculty of Business. He holds a DTech in Marketing, which focuses on social media as a marketing communication channel among the Generation Y cohort. His main research niche area is integrated marketing communications (IMC), particularly any topics related to digital, mobile, and social media marketing communication, which have been published in international journals such as Internet Research, Young Consumers, and Electronic Commerce Research. Other secondary research niche areas include consumer behaviour, education, SME, and sport marketing-related topics. Rodney has been teaching marketing communication-related courses at the undergraduate and postgraduate levels for over 25 years. Rodney has authored and co-authored articles 48 DHET-accredited journals, peer-reviewed over 350 papers for 80 local and international journals and served as an article editor for SageOpen. |
First BDR Hub research symposium
The research of the BDR Hub was showcased at its first research symposium in October 2022 under the theme “Branding Services in the Digital Era”, which was well attended by postgraduate students, alumni, industry and international guests, and staff. It was a great success to inspire young researchers when they saw what their fellow students had achieved. Two master’s students presented their research, which was well received by the audience (both of these students graduated in December 2023 Cum Laude).
Ms Simone Thomas is a BDR doctoral student who was awarded a bursary and job opportunity, which she took up in Germany in 2021 to undertake academic activities at Hochschule Koblenz University of Applied Science (HSK) while furthering her doctoral studies through the CPUT-HSK cooperation. Accordingly, Simone continued her residency in Germany for 2022 and 2023.
Prof Holger J Schmidt (HSK) was a guest speaker at the first BDR Hub Symposium, and Professor Tudor Edu from the Romanian American University gave a message of support, which is another international affiliate of the BDR Hub.
First Brand and Digital Research Hub Symposium. From the left Prof Rodney Duffett, Dr Pieter Steenkamp, Dr Kuhle Zwakala and Prof Holger J Schmidt
Second BDR Hub research symposium
The second BDR Hub research symposium was once again well attended by students, alumni, industry, international guests, and staff at the Garden Court Victoria Junction hotel on 30 November 2023. The symposium showcased the exceptional work being done within the department.
Shaun Thomas, Prof Rodney Duffett and Jaydi Charles at the second BDR Hub Symposium
These included the master’s students’ research presentations that provided a glimpse into the innovative ideas and talent emerging from the BDR Hub. Shaun Thomas, a Master of Marketing graduate, showcased his topical research, namely “Social Media as a Marketing Communication Strategy among Health-Related NPOs in the Western Cape, South Africa”, which was well received by the audience. Another Master of Marketing graduate, Jaydi Charles, presented his research on the “Influence of Google Shopping Ads on Intention to Purchase among Generation Y in Cape Town”, and finally gave a face to those personalised advertisements that we receive across digital platforms.
Prof Dr Daniel Michelis from Anhalt University of Applied Sciences in Germany was the keynote speaker, sharing his expertise on using digital communication for good. His address on collaborative online international learning (COIL) and the other collaborations with the Marketing Department motivated enhanced collaboration. Furthermore, of the “Services Brand Management” book, co-authored by Drs Pieter Steenkamp and Kuhle Zwakala, was officially launched through an interview skilfully conducted by Prof Nkosivile Madinga from UCT. The book is a contribution to the field of brand strategy and an achievement for the department.
Dr Kuhle Zwakala and Dr Pieter Steenkamp
CPUT research reports
The BDR Hub prominently features in the CPUT research reports for 2021 and 2022, and the symposium will also feature in the 2023 edition.
BDR Hub popular press articles
The BDR Hub has also been featured in several CPUT articles.
