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The use of brands during Nguni healing rituals: an exploratory study within South Africa
Author(s)
Maqalekane, Vusumzi Vincent
Date Issued
2026
Type
master thesis
Publisher
Cape Peninsula University of Technology
Abstract
In today’s dynamic consumer landscape, brands must deliver more than just functional products; they must create meaningful value that resonates with their audiences. While traditional marketing emphasises brand-driven engagement, an emerging perspective highlights the role of customers in shaping value through their own rituals and cultural practices. This study explores the intersection of brand value creation and customer rituals, focusing on the Xhosa and Zulu Nguni people of South Africa, who integrate brands into their traditional healing practices. The purpose of this study was to investigate how brands were embedded within and contributed to the ritualistic experiences of customers, with little to no direct influence from companies. By taking a customer-dominant perspective, this research examined how rituals function as value-creation moments beyond commercial transactions, shaping brand perceptions and deepening consumer connections (Servadio, 2018:21). The study filled a critical gap by moving beyond corporate-driven value propositions to explore how customers independently co-created brand meaning within sacred cultural contexts. A qualitative research approach was employed, using purposive and snowball sampling techniques to engage knowledgeable traditional healers and ritual participants (Palinkas et al., 2015:534). Data collection involved semi-structured interviews and participant observations, with thematic analysis applied to uncover key patterns. To enhance research credibility, triangulation, member checking, and reflexivity were incorporated throughout the study. Findings revealed that brands played a significant role in Nguni traditional healing rituals, not merely as modern consumer goods but as deeply integrated elements within cultural and spiritual frameworks. Healers and participants acknowledged the effectiveness of specific brands in rituals, with notable disruptions when certain brands were absent. While some practitioners believed substitutions could be made through ancestral communication, others argued that replacing brands compromised ritual authenticity and efficacy. These findings highlighted a complex negotiation between tradition and contemporary consumer culture. This research contributes to the growing discourse on value co-creation by demonstrating how customers repurposed brands within deeply personal and communal experiences (Servadio, 2018:21). It challenged conventional branding strategies by illustrating how brands derived meaning outside corporate influence. The study’s insights have practical implications for marketers and brand managers, particularly those overseeing products like Commando Brandy, Smirnoff Vodka, and South African Breweries. By understanding the cultural and ritualistic significance of their brands, companies could develop more nuanced and culturally respectful marketing strategies that aligned with the Xhosa and Zulu Nguni people of South Africa’s lived experiences. Ultimately, this intends to advance knowledge on the interplay between branding and indigenous practices, offering a framework for brands to engage with cultural rituals in ways that are authentic, respectful, and strategically impactful.
Additional information
Thesis (Master of Marketing)--Cape Peninsula University of Technology, 2026
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Maqalekane_Vusumzi_216283728.pdf
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