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Brand choice has historically played an important role in a wide range of industries, particularly in the private sector, where billions of Rands are invested to entice potential customers. Taking this into consideration, the purpose of this study is to investigate the effect of brand awareness and brand image on first-year student selection of a University of Technology in KwaZulu-Natal. The objectives of the study were to establish and identify the brand preference and image attributes that entice first-year students’ selection of a University of Technology (UoT). The study also examined the biographic variables of those students. To accomplish these objectives, an exploratory study using a quantitative research approach was conducted, in which questionnaires were administered to 500 first-year students at the selected Universities of Technology in KwaZulu-Natal. The study revealed that topics such as investments in brand awareness and brand image, safety and security, the caliber of staff, delays in academic programmes, student-lecturer relationships, and service delivery were identified as factors that influenced the participants' selection and willingness to recommend their institutions to potential students. Thus, the study recommends that UoTs should pay more attention to branding strategies as an agendum to ensuring institutional profitability and viability, relationship management, and human resource.  Finally, the findings of this study are limited to KwaZulu-Natal and should not be extrapolated outside this region.

The study aims to evaluate the moderating role of service innovation on the relationship between corporate reputation and the performance of hotels in Kenya. The study design used was cross-sectional descriptive utilizing the mixed approach. The target that served as the study population, was General Managers of all the 4-star hotels in Kenya. Primary data was collected by the use of a self-administered semi-structured questionnaire and secondary data from hotel records, journals, and government publications. Data analysis involved qualitative and quantitative techniques, analyses of variance (ANOVA), and Structural Equation Modelling (SEM) which tested the hypothesized relationship in this study. Statistical software such as Statistical Package for Social Sciences version 21, MS-Excel for Windows 8, Analysis of Moment Structures version 17, and SmartPLS version 2.0 was used for analysis. The theoretical models and hypotheses were tested based on empirical data gathered from 43 General Managers. The study findings indicate that corporate reputation positively and significantly influences performance (C.R = 5.907 at 5% ?-level) and service innovation moderates (R2 change = 0.054) the relationship between corporate reputation and performance. The study results are meant to benefit hotel industry policymakers, academicians, and other opportunistic entrepreneurs. The recommendation is that the hotel industry should invest seriously in corporate reputation so as to influence customer purchase behavior and improved performance.

Brand choice has historically played an important role in a wide range of industries, particularly in the private sector, where billions of Rands are invested to entice potential customers. Taking this into consideration, the purpose of this study is to investigate the effect of brand awareness and brand image on first-year student selection of a University of Technology in KwaZulu-Natal. The objectives of the study were to establish and identify the brand preference and image attributes that entice first-year students’ selection of a University of Technology (UoT). The study also examined the biographic variables of those students. To accomplish these objectives, an exploratory study using a quantitative research approach was conducted, in which questionnaires were administered to 500 first-year students at the selected Universities of Technology in KwaZulu-Natal. The study revealed that topics such as investments in brand awareness and brand image, safety and security, the caliber of staff, delays in academic programmes, student-lecturer relationships, and service delivery were identified as factors that influenced the participants' selection and willingness to recommend their institutions to potential students. Thus, the study recommends that UoTs should pay more attention to branding strategies as an agendum to ensuring institutional profitability and viability, relationship management, and human resource.  Finally, the findings of this study are limited to KwaZulu-Natal and should not be extrapolated outside this region.

The study aims to evaluate the moderating role of service innovation on the relationship between corporate reputation and the performance of hotels in Kenya. The study design used was cross-sectional descriptive utilizing the mixed approach. The target that served as the study population, was General Managers of all the 4-star hotels in Kenya. Primary data was collected by the use of a self-administered semi-structured questionnaire and secondary data from hotel records, journals, and government publications. Data analysis involved qualitative and quantitative techniques, analyses of variance (ANOVA), and Structural Equation Modelling (SEM) which tested the hypothesized relationship in this study. Statistical software such as Statistical Package for Social Sciences version 21, MS-Excel for Windows 8, Analysis of Moment Structures version 17, and SmartPLS version 2.0 was used for analysis. The theoretical models and hypotheses were tested based on empirical data gathered from 43 General Managers. The study findings indicate that corporate reputation positively and significantly influences performance (C.R = 5.907 at 5% ?-level) and service innovation moderates (R2 change = 0.054) the relationship between corporate reputation and performance. The study results are meant to benefit hotel industry policymakers, academicians, and other opportunistic entrepreneurs. The recommendation is that the hotel industry should invest seriously in corporate reputation so as to influence customer purchase behavior and improved performance.