Dr Mignon Reyneke

Mignon Reyneke
Dr Mignon Reyneke
Profile

Mignon is a marketing lecturer and consultant with experience in the corporate and academic fields, both locally and internationally.

Responsibilities

​​Adjunct faculty teaching marketing to the part-time and modular groups.

Published Research

Journal articles

Ogonowski, A., Montandon, A., Botha, E., & Reyneke, M. (2014). Should new online stores invest in social presence elements? The effect of social presence on initial trust formation. Journal of Retailing and Consumer Services, 21(4), 482-491.


Botha, E., & Reyneke, M. (2013). To share or not to share: The role of content and emotion in viral marketing. Journal of Public Affairs, 13(2), 160-171.

Reyneke, M. (2012). Fine wines and Facebook: Ignore social sites at your peril. Strategic Direction, 28(6), 14-15.

Reyneke, M., Sorokácová, A., & Pitt, L. (2012). Managing brands in times of economic downturn: How do luxury brands fare. Journal of Brand Management, 19(6), 457-466.

Reyneke, M. (2011). In the lap of luxury consumer conversations concerning online advertisements of luxury brands. South African Journal of Business Management, 42(2), 27-34.

Reyneke, M., Berthon, P. R., Pitt, L. F., & Parent, M. (2011). Luxury wine brands as gifts: Ontological and aesthetic perspectives. International Journal of Wine Business Research, 23(3), 258-270.

Reyneke, M., Pitt, L., & Berthon, P. R. (2011). Luxury wine brand visibility in social media: An exploratory study. International Journal of Wine Business Research, 23(1), 21-35.


Conference papers

Reyneke, M., Jordaan, Y., van Heerden, G., & Jordaan, A. (2016). When second-best becomes the first-best option: The education dilemma. In K. Plangger (Ed.), Thriving in a New World Economy: Proceedings of the 2012 World Marketing Congress/Cultural Perspectives in Marketing Conference (pp. 360–362). Cham: Springer International Publishing. http://doi.org/10.1007/978-3-319-24148-7_109


Botha, E., & Reyneke, M. (2016). The influence of social presence on online purchase intention: An experiment with different product types. In C. Campbell & J. J. Ma (Eds.), Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress (pp. 180–183). Cham: Springer International Publishing. http://doi.org/10.1007/978-3-319-24184-5_49


Botha, E., & Reyneke, M. (2015). One size does not fit all: A closer look at brands in the high net worth market of the South African emerging economy. In K. Kubacki (Ed.), Ideas in Marketing: Finding the New and Polishing the Old: Proceedings of the 2013 Academy of Marketing Science (AMS) Annual Conference (pp. 665–670). Cham: Springer International Publishing. http://doi.org/10.1007/978-3-319-10951-0_244


Boshoff, C., van Huysteen, L., & Reyneke, M. (2014, September). The case for using neuro-physiological measures to better understand emotional responses and behaviour modification. Paper presented at the Proceedings of the 26th South African Institute of Management Sciences Conference, SA. Retrieved from http://www.saibw.co.za/docs/Proceedings%20SAIMS2014.pdf

Botha, E., & Reyneke, M. (2013, July). The influence of social presence on online purchase intention: An experiment with different product types. Paper presented and abstract published in the Conference Proceedings at Academy of Marketing Science (AMS) Conference. Melbourne, Australia.

Reyneke, M., & Botha, E (2013, May). One size does not fit all: Brands in the high net worth market of the South African emerging economy. Paper presented and published in the Proceedings of the 42nd Annual Academy of Marketing Science (AMS) Conference. Monterey, California.

Reyneke, M., van Heerden, G., Jordaan, Y., & Jordaan, A. (2012, August). When second best becomes the first best option: An education dilemma. Paper presented and published in Conference Proceedings of the Academy of Marketing Science (AMS) World Conference. Atlanta, USA.

Van der Spuy, A. A., Reyneke, M., & Strasheim, A. (2011, September). The relationship between personality traits and Facebook involvement: Using the TIPI model in a South African context. Paper published and published in the Conference Proceedings of the 23rd Annual National Conference of The Southern African Institute of Management Scientists (SAIMS).

Consulting Involvement

Consulting on marketing strategy, advertising and customer experience with various organisations.

Contact Details
Qualifications
  • PhD
  • MBA
  • BCom

 

Fields of Interest
  • Consumer behaviour
  • Branding (particular interest in luxury branding)
Professional Memberships
  • Academy of Marketing Science
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