FLAME University


Learning from some of the best minds in education and in the industry
Prof. Frederick Jacobus Herbst
Dean - Faculty of Communication
Email: frederick.herbst@flame.edu.in
Prof. Frederick Jacobus Herbst received his Doctorate Degree in Marketing Management from University of Pretoria, South Africa; M. Com in Marketing Management from University of Pretoria; Honours Degree in Commerce from University of South Africa; National Higher Diploma in Post School Education from Technikon South Africa and Bachelor’s Degree in Marketing Management from University of Pretoria.

Prof. Frederick Jacobus Herbst received his Doctorate Degree in Marketing Management from University of Pretoria, South Africa, and has completed M. Com in Marketing Management from University of Pretoria. He holds an Honours Degree in Commerce from University of South Africa, National Higher Diploma in Post School Education from Technikon South Africa and Bachelor’s Degree in Marketing Management from University of Pretoria.

Prof. Frederick has over thirty-four years of work experience and was associated with University of Pretoria, University of Johannesburg, University of Stellenbosch, University of the Western Cape and Milpark Business School in South Africa. He was also a Visiting Professor at Accredited Business Schools in France and Sweden. He has received the Best paper award at the 12th Annual International Conference of Global Business and Technology Association (GBATA) held in South Africa, Golden Key International Honours Society Stellenbosch Chapter recognition certificate for excellence in teaching and University of Stellenbosch Rector’s Award for Excellence in Teaching.

He has 28 peer review articles published in international journals. He has supervised 7 Doctoral and 136 Masters students. He is also a co-author of a business research textbook and has also contributed to 11 textbook chapters. He has a keen interest in the research areas which involve Marketing, Marketing Strategy and Wine Business.

He also served as Director of Western Cape Cricket and in his spare time he enjoys reading autobiographies and travelling.


  • Herbst FJ & Schreuder AN. 1999.  The Influence of Marketing Effectiveness on Building Long-Term Relationships in a Sport Environment.  South African Journal of Economic and Management Sciences, 2 (1): 34-53.

  • Herbst FJ. 1999.  The Influence of Communication on an Effective Marketing Strategy for Sport Unions in the New Millennium.  Journal of Communication Sciences, 18 (2): 53-80.

  • Herbst FJ & Burger CF. 2002.  Attributes used by young consumers when assessing a fashion product: a conjoint analysis approach.  Journal of Family Ecology and Consumer Sciences, 30: 40-45.

  • Herbst FJ.  2003.  Product Life Cycle use and application by marketing decision-makers in small South African organisations.  Acta Commercii, 3: 9–22.

  • Herbst FJ & du Plessis PJ.  2003.  Are the current product life cycle concept assumptions still sufficient for the marketing of a physical product and a service in today’s dynamic environment?  The International Journal of Applied Marketing, 2 (1):3–18.

  • Van Eck A, Grobler AF & Herbst FJ. 2004.  Perceptions of branding in the clothing industry: a survey amongst black adolescents.   Journal of Communication Sciences, 23(1): 1-14.

  • Berndt A & Herbst FJ.  2004.  Customer relationship management as a management philosophy: A financial services perspective.  Southern African Business Review, 8(2): 31-41.

  • Steyn M & Herbst FJ.  2005.  The utilisation of the product life cycle concept by marketing decision-makers in South African Banks dealing with mortgage products and markets.  Acta Commercii, 5:13-29.

  • Berndt A, Herbst FJ & Roux L.  2005.  Implementing a customer relationship management programme in an emerging market.  Journal of Global Business and Technology, 1(2):81-89.

  • Herbst FJ.  2005.  Utilising the product life cycle concept during product and market development in South African Banks.  International Journal of Applied Marketing.  ISSN: 1472-8249

  • Berndt A & Herbst FJ.  2006.  Service quality in the motor vehicle industry in South Africa: An exploratory study.  Southern African Business Review, 10(2): 97-110.

  • Venter WP, Kruger S & Herbst FJ.  2007.  A proposed conceptual familiness transmission of capital model.  South African Journal of Business Management, 38(3): 1–14.

  • Dobbelstein T, Dos Santos MA & Herbst FJ.  2007.  Exploring consumers’ spiritual development in adulthood: Possible implications for marketing organizations.  Developments in Marketing Science, 30:154-163.

  • Herbst FJ &.  2008.  The drivers influencing the relationship between sales representatives and customers and the impact this relationship has on sales volume within Coca-Cola’s Western Cape region.  South African Journal of Economic and Management Sciences, 39(1): 35-43.

  • Herbst FJ & von Arnim C.  2009.  The role and influence of wine awards as perceived by the South African wine consumers.  Acta Commercii, 9: 90–101.

  • Drotskie A & Herbst FJ.  2010.  The total customer experience as a sustainable strategic differentiator.  Journal of Contemporary Management, 7: 191-207. 

  • Van Loggerenberg MJC & Herbst FJ.  July-December 2010.  Word-of-Mouth Marketing to a Female Emerging Market: A South African Perspective.  Journal of Digital Marketing, 1(2): 107-127.

  • Charters S, Velokova N, Ritchie C, Fountain J, Thach L, Dodd TM, Fish N, Herbst F, and Terblanche N.  2011. Generation Y and sparkling wines: A cross-cultural perspective.  International Journal of Wine Business Research, 23(2): 161 - 175.

  • Wadawi JK, Bresler NC & Herbst FJ.  2011.  An assessment of hotel product quality in Kenya as a basis for building destination competitiveness.  Tourism Analysis, 16:1-16.

  • Wadawi JK, Bresler NC & Herbst FJ.  2011.  Normative versus perceptual gap analysis of hotel product quality as a service to tourism in Kenya.  Chinese Business Review, 10(1):1-17.

  • Bruwer J, Coode M, Saliba A & Herbst FJ.  2013.   Wine tourism experience effects of the tasting room on consumer brand loyalty.  Tourism Analysis, 18: 399 - 414.

  • Van Tonder J, Herbst FJ and Terblanche-Smit M.  2013.  Evaluating alternatives to support social marketing:  A framework for alcohol control policy development.  Responsibility and Sustainability Socioeconomic, political and legal issues, Vol 1(3), pp: 1-14.

  • Engelbrecht JA, Herbst F and Bruwer J. 2014. Region-of-Origin (ROO) certification as marketing strategy in the South African wine market. International Journal of Wine Business Research, 26(2): 139 – 162.

  • Heyns E, Herbst FJ & Bruwer J. 2014.  The Relevance and Acceptance of Green Wines in South Africa: Social Responsibility and Marketing Perspectives.   The Journal of Wine Research, 25(4): 243-264.

  • Ko YJ, Chang Y, Park C & Herbst F. 2017.  Determinants of consumer attitude toward corporate sponsors: A comparison between a profit and nonprofit sport event sponsorship. Journal of Consumer Behaviour, 16: 176 -186.

  • Bruwer J, Roedinger B & Herbst FJ. 2017. Domain-specific Market Segmentation: A Wine-related Lifestyle (WRL) Approach.  The Asia Pacific Journal of Marketing and Logistics, 29(1): 4 - 26.

  • Pieter Steenkamp, Frederick Jacobus Herbst, Christiaan De Villiers, Marlize Terblanche-Smit & Holger Schmidt.  2020.  Servbrand Framework: A Business-To-Business Service Equity Framework.  Journal of Business-To-Business Marketing.

  • Marlin Hoffman, Catherine J Schenk & Frederick Herbst.  2022.  The intersection of business models, circular economy and sustainability in the waste management economy.  A scoping review.  Sustainability, 14, 3687.