RESEARCH METHODOLOGY 5.1 INTRODUCTION

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162Chapter 5RESEARCH main objective of the study was to establish the brand equity of theprovincial, regional and national rugby teams of South Africa. Primaryresearch played a significant role in achieving this objective as very littlesecondary information regarding brand equity of these teams is secondary objectives of the study, which constituted the secondaryresearch dimension, included the following:o To investigate South African rugby supporters brand awareness of thevarious South African rugby teamso To examine South African rugby supporters brand associations withSouth African rugby teamso To analyse South African rugby supporters brand loyalty to SouthAfrican rugby teamso To examine South African rugby supporters

164 data, on the other hand, refer to first-hand information, facts or estimates that are derived through a formalised research process for a specific current

  Research, Introduction, Methodology, 1 introduction, Research methodology 5