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1
Silberhorn, Nadja. "Four essays on modeling brand choice and brand loyalty." Doctoral thesis, Humboldt-Universität zu Berlin, Wirtschaftswissenschaftliche Fakultät, 2010. http://dx.doi.org/10.18452/16094.
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Die vorliegende Arbeit besteht aus vier Aufsätzen, die sich mit der Modellierung von Markenwahlverhalten und Markentreue beschäftigen. Der erste Aufsatz gibt eine Einführung in das Nested Logit Modell und weist auf die Existenz von zwei unterschiedlichen Spezifikationen hin. Das utility maximization nested logit (UMNL) und das non-normalized nested logit (NNNL) Modell besitzen unterschiedliche Eigenschaften, die die Schätzergebnisse beeinflussen. Mit einer Simulationsstudie werden die Konsequenzen der Verwendung verschiedener Softwarepakete demonstriert. Außerdem wird gezeigt, dass nur die UMNL Spezifikation bei Auferlegung einer Parameterrestriktion mit der Zufallsnutzentheorie konform ist. Der zweite Aufsatz untersucht anhand von realen Haushaltspaneldaten den Erfolg einer Familienmarkenstrategie. Die Signaling Theorie liefert einen Rahmen für die dem Markenwahlverhalten zugrunde liegenden psychologischen Prozesse zur Entstehung und Erklärung von produktkategorieübergreifender Markentreue. In einer empirischen Studie wird untersucht, inwieweit in einer Kategorie markentreue Kunden dieser Marke auch in anderen Produktkategorien treu sind. Es wird ein Markentreue-Hebel-Index entwickelt. Im dritten Aufsatz stehen die psychologischen Determinanten von kategorieübergreifenden Zusammenhängen im Markenwahlverhalten im Mittelpunkt. In einer empirischen Studie wird die Risikoaversion als entscheidender Bestimmungsfaktor von kategorieübergreifender Markentreue untersucht. Die konsumentenspezifische Risikoaversion wird dabei über Innovativeness und Status Quo Bias erfasst. Im vierten Aufsatz wird das Hybride Wahlmodell einem breiten Marketingpublikum vorgestellt. Klassische Wahlmodelle gehen davon aus, dass das beobachtbare Verhalten das Resultat eines nicht spezifizierten Evaluationsprozesses des Individuums ist. Der kausalanalytische Ansatz hingegen erlaubt die Spezifikation nicht direkt messbarer Faktoren als latente Variablen und kann somit Wahlmodelle sinnvoll ergänzen.<br>This thesis is composed of four essays that pick up topics in brand choice and brand loyalty modeling. The first essay gives an introduction to the nested logit model and points attention to the existence of two different specifications. The utility maximization nested logit (UMNL) model and the non-normalized nested logit (NNNL) model have different properties which impact the estimation results. In a simulation study, the consequences of the usage of different software packages for model estimation on the estimation results is demonstrated. It is also shown that only the UMNL specification with an imposed parameter restriction is consistent with the underlying random utility theory. The second essay investigates the success of an umbrella branding strategy using household panel data. Signaling theory provides a framework for the underlying psychological processes in consumers'' brand choice behavior and can contribute in the formation and explanation of loyalty to the brand in multiple categories. An empirical study determines whether there is a tendency for loyal consumers from one product category to be loyal to the same brand in other product categories as well. Therefore, a cross-category brand loyalty leverage index is developed. In the third essay, consumer-specific psychological determinants of cross-category relations between brand loyal choice decisions are discussed. In an empirical study, the concept of risk aversion is considered as the key determinant of cross-category brand loyalty. Consumers'' risk aversion is derived from their innovativeness and status quo bias. In the fourth essay, the hybrid choice model is introduced to the broad marketing audience. Traditional choice models assume that observable behavior results from an unspecified evaluation process of the observed individual. The causal-analytic approach offers the possibility to specify not directly measurable factors as latent variables, and can thus reasonably supplement choice models.
2
Mohaidin, Zurina. "Behavioural analytic approach to consumer choice as foraging." Thesis, Cardiff University, 2011. http://orca.cf.ac.uk/54461/.
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Human behaviour can be explained not only through experience and environments but also by incorporating evolutionary explanation. Consumer behaviour could not be understood accurately without infusing Darwinian evolutionary theory which has contributed in the knowledge of human nature. Evolutionary psychology revolves around the human's evolved mental and the impact on human's traits and behaviour where the influence of the environment to our genes would determine our individual behaviour and traits, resulting in variation among us. Foraging which is a part of behavioural ecology involves many sequences or repetitions of animals' activities and decision making which is useful to relate these patterns of activities to the decisions made in human consumption. The aim of this research is to investigate the similarities of human consumption and ecological behaviour by employing interpretative and comparative approach. It is hoped that by applying the evolutionary theory in explaining consumer choice, this study is able to contribute to the development of behavioural ecology in human consumption.
3
Lamb, Timothy Jerome. "Patterns of brand and store choice." Thesis, City University London, 1989. http://openaccess.city.ac.uk/8327/.
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The sublects of brand choice and store choice have been widely studied, but these two aspects of consumer behaviour have tended to be treated in isolation from each other. This thesis therefore provides a detailed examination of the way in which brand choice and store choice patterns compare and interact. The results are based on AGB consumer panel data, and relate to three frequently-bought grocery products. Despite the multiplicity of factors believed to influence brand and store choice, at the aggregate level many highly regular patterns (concerning for instance the rate of purchase at a store, or the extent to which a brand's buyers also buy another brand) are found in each context. These various patterns are shown to be predictable by the Dirichlet, a stochastic model of buying behaviour, using only market share as brand-specific or store-specific input. Importantly, the Dirichlet is shown to apply not only to the "whole-market" contexts of brand choice and store choice (as is known from previous research), but to the "submarket" contexts of within-store brand choice and within-brand store choice. This indicates that, although the numerical values may differ, at a rather more fundamental level brand choice patterns are the same within different stores, and store choice patterns are the same for different brands. It also means that the practical utility of the Dirichiet - generating theoretical norms to help interpret the observed data - has been extended, providing retailers and manufacturers with a more detailed and flexible market analysis tool. A wide range of new findings are reported regarding the relationship between brand and store loyalty. For instance, it is found (via a new methodology to take account of the crucial influence of market share) that the levels of brand loyalty and store loyalty are quite similar in degree, although the latter does tend to exceed the former - a result which holds important implications for consumers' reactions to a brand delisting or stock-out. It is also found on a number of measures that the overall level of within-store brand loyalty varies little from store to store, and that consumers exhibit marked brand loyalty across stores (i.e. they show no tendency to switch brands when switching stores). In all these cases, the value of structuring the (often complex) observed patterns via the Dirichlet is amply demonstrated.
4
Guillory, Monica D. "Perceived Brand Age and Its Influence on Choice." Digital Archive @ GSU, 2012. http://digitalarchive.gsu.edu/marketing_diss/24.
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Understanding brand age is potentially critical to a brand management program. When a brand begins to be perceived as older, even with the positive attributes aligned with the idea of traditional and established brands, consumers may begin to move away from the brand. This study defines the concepts of both perceived and preferred brand age. We look at how perceived brand age fits in with our current perspective on branding and can enrich our understanding of consumers’ personal preferences.
As there is very little published work in the area of brand age three distinct set of studies were conducted in order to fully understand the meaning of brand age, explicate the construct and understand the antecedents and consequences. The first study involved a group of exploratory studies. The purpose of this initial group of conceptual studies was to explore current consumer understanding and interpretation of the concept of perceived brand age. These studies were used to inform and direct our subsequent research. Our second set of studies explicated the brand age concept. In the first project, we used a Likert scale designed to understand what cues consumers use to understand the age of a brand. The second project was a semantic differential research study to examine what specific characteristics are associated with younger brands, older brands or are neutral between the two. We also develop and test a model of consumer choice through the exploration of the relationship between perceived brand age and preferred brand age.
5
Zhu, Liyu. "Discrete Brand Choice Models: Analysis and Applications." Diss., Available online, Georgia Institute of Technology, 2007, 2007. http://etd.gatech.edu/theses/available/etd-07102007-142035/.
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Thesis (Ph. D.)--Industrial and Systems Engineering, Georgia Institute of Technology, 2008.<br>Esogbue, Augustine, Committee Chair ; Griffin, Paul, Committee Member ; Lu, Jye-Chyi (JC), Committee Member ; Li, MinQiang, Committee Member ; McCarthy, Patrick, Committee Member.
6
Chung, Kim-Choy, and n/a. "Brand image and brand trust in choice of international tertiary education provider." University of Otago. Department of Marketing, 2009. http://adt.otago.ac.nz./public/adt-NZDU20090826.121449.
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Increased competition for top students, reduced public funding, and comparative "shopping" by prospective students have resulted in universities taking a more market-oriented approach to improve student enrolment (Moore 2004). The outcomes of this market-oriented approach of universities are: First, students are increasingly seen as customers of knowledge by universities, and universities as suppliers of knowledge to these customers (Svensson & Wood ,2007). Second, students are being faced with an array of education choices and information (passively or actively gained). As with physical product consumption, the institution brand with its underlying appeals can function as a route map for students through this bewildering variety of choices/information.
Despite the plethora of studies on education purchase, the impact of brands on students' choice of international tertiary education provider has not been fully explored. This is especially so within the context of brand image and brand trust. The purchase of an international tertiary education can be a risky (uncertain) venture because of the time and cost involved. Consumer's trust in a brand contributes to a reduction of uncertainty in consumer purchases (Garbarino & Mark 1999). However, the concept of brand trust is not explored in education. While the research on brand image within the context of education is not new, its definition and measurement varied or seldom explore in relation to country-of-origin, promotion channel and individual values in student's choice decisions. This thesis aims to address these research gaps. It explores the impact of two psychological associations with brand: brand image and brand trust (in relation to individual values, country of origin and promotion channel) on Chinese students' choice of international tertiary education provider, using the Bednall and Kanuk's (1997) decision-making model as the research's underlying framework.
Since no existing measures or scales related to brand image and brand trust suitable for use in this thesis were identified from the literature, a two-stage research method to collect both qualitative (in-depth interviews) and quantitative data was used to develop measures for this thesis. The adopted research design is consistent with Anderson Churchill (1979) and Gerbing's (1988) guideline for scale development.
Information gathered from 36 in-depth interviews, 416 pilot surveys in Singapore and Malaysia, and 287 surveys (post enrolment data) in New Zealand revealed that choice patterns for international tertiary education providers are focused on: i) A university's brand image, as reflected in the brand positioning messages of an institution competencies, course related issues, and brand identity (university values and missions statement); ii) Brand trust as reflected by the expressed opinion of friends and family members and students' positive experiences with university staff; iii) The social political image of a university's country of origin; iv) The perceived direct barriers to tertiary education (English language proficiency and course admission requirements); and v) High Context communications through education fairs, corporate sponsorships of scholarships/bursaries and international student exchange programs.
In addition, a customer-centric approach to the student-university relationship helped improve the identity and brand image of a university. The presence of senior academic staff (professor level) at education fairs; good accessibility of academic staff on campus; having knowledgeable and culturally sensitive frontline staff (reception & marketing personnel); and small, customised tutorial classes would identify the university as customer-centric and contribute to a positive university life experience. These help projected an image that the university is concerned with their students' learning outcomes. Not only will positive university life experiences lead to improved learning outcomes for students, it helps strengthen future alumni-university relationships, resulting in alumni being willing to promote their alma mater to their children, friends and colleagues. This free publicity can help enhance the brand image and brand trust in a university, differentiating it from other universities.
This thesis verified the findings of McMahon (1992) that superior economic development in the destination country is not an important 'pull' factor in student mobility. It complimented the findings of Gray, Fam and Llanes (2003) by showing the importance of customised strategy in international education offerings and illustrated the link between brand image and country image (socio-political) in the purchases of educational services, evidence that was absent in the study by Zhou, Lawley and Perry (2000).
While pre-enrolment data from the in-depth interview and pilot survey indicated that Singapore and Malaysian Chinese students are value bound in their decision of New Zealand as their intended study destination, there is no evidence from the main survey (post-enrolment) that individual values had an influence on their choice decision. The in-depth interview indicated that Singapore and Malaysian Chinese students found New Zealand society appealing because of its low corruption and high level of honesty and fairness because these values help to reinforce group harmony, a prominent characteristic of Chinese society. Further research is recommended in this area. Overall, this thesis will contribute to the body of knowledge in students' decision-making and university branding.
7
Lange, Fredrik. "Brand choice in goal-derived categories : what are the determinants?" Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics [Ekonomiska forskningsinstitutet vid Handelshögsk.] (EFI), 2003. http://www.hhs.se/efi/summary/612.htm.
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Li, Xiaolian, and 李曉蓮. "Brand effects and brand dominance in transitional economies: a longitudinal study on brands in China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2001. http://hub.hku.hk/bib/B31226383.
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Chang, Kwangpil. "Essays on heterogeneity in choice modeling." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1998. http://www.collectionscanada.ca/obj/s4/f2/dsk2/ftp02/NQ34537.pdf.
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Murphy, Kyle Cook. "The effect of brand affinity on investor stock choice." Thesis, University of Manchester, 2016. https://www.research.manchester.ac.uk/portal/en/theses/the-effect-of-brand-affinity-on-investor-stock-choice(481115db-1bd7-4459-8621-8623e0d00000).html.
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This study focuses on investigating some of the factors that influence the choice of stock to purchase (invest) by retail individual investors within the same industry. Specifically, understanding how brand affinity and stock choice of investors correlate and the effect on the price of the stock. Brand affinity, in this context, refers to the level of affect of favour that an individual has towards a certain corporate brand. The research also aims at developing a model for predicting the relationship between financial performance metrics of a company, brand affinity, and investor stock choice, which can be used in developing a simulator for predicting pricing and stock choice behaviours by simulating market choices. This research makes a relevant contribution to the fields of behavioural economics/finance, business strategy and investment management. Collection of primary data is done using a controlled experiment that involves an online simulation of a quantitative study using the choice-based conjoint analysis approach, which is a conjoint analysis variant. The data is collected and analysed using Sawtooth Software, an application for conjoint analysis, because of the complex mathematical operations involved. Investor stock choice is taken as the dependent variable while independent variables comprise of brand affinity and five financial performance metrics, which are dividend yield, price-to-earnings ratio, price-to-book ratio, return on equity and earnings per share. This study finds that brand affinity has a major impact, and is the most important factor affecting investor decision making in purchasing stocks. It is established that brand affinity and investor stock have a direct positive relationship, which is also the same for higher brand affinity levels and stock price. It is also established that when selecting stocks, investors do not exclusively rely on the rationality and expected utility in the same industry with same risk profiles. A market simulator is also successfully developed to examine the cross-elasticity effects between different stock attributes and levels of those attributes, albeit with a few limitations, which are to be improved through further research.
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Gaskill, Adam. "The influence of consumption values on motorcycle brand choice this thesis is submitted to the Auckland University of Technology in partial fulfilment of the degree of Master of Business, 2004." Full thesis. Abstract, 2004.
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Heinemann, George. "Motivations for Chinese and Indian consumers to buy luxury brands a dissertation submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of Business (MBus), 2008 /." Click here to access this resource online, 2008. http://hdl.handle.net/10292/512.
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Wang, Hua. "The effects of marketing mix on brand equity /." View abstract or full-text, 2005. http://library.ust.hk/cgi/db/thesis.pl?MARK%202005%20WANG.
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Ma, Yun. "The role of consumer knowledge in consumer evaluations of brand extension a thesis submitted to Auckland University of Technology in partial fulfilment of the degree of Master of Business, 2005." Full thesis. Abstract, 2005.
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15
Huang, Rong 1973. "Exploration of brand equity measures : linking customer mind-set measure to product-market performance measure." Thesis, McGill University, 2008. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=115606.
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Motivation: Various brand equity measures have been proposed in extant literature. Few researches have explored the theoretical similarities, differences and relationship between different brand equity measures. In the thesis, I will explore two types of brand equity measures, namely customer mind-set measures and product-market performance measures. In particular, I will look at: 1) the correlation between the two types of measures; 2) which measure reflects the underlying brand equity construct better; 3) the impacts of marketing mix elements on the two types measures respectively; and 4) the prediction relationship between customer mind-set measure and product-market performance measure.<br>Theoretical Framework: My main theoretical framework will be brand equity literature. I draw upon the Brand Value Chain framework (Keller & Lehmann, 2(03) to explore the conceptual differences between two types of brand equity measurements, namely customer mind-set and product-market performance measurements. Furthermore, I also use Keller's (1993) Customer-Based Brand Equity concept to explore how specific marketing activities impact the brand equity theoretically.<br>Data and Methodology: This thesis measures brand equity by two methods: customer mind-set (Keller, 1993) and revenue premium (Ailawadi, Lehmann, & Neslin, 2(03). I use two types of data in the empirical analyses. Survey data, procured from a consumer-packaged product company 1, is used to measure customer mind-set brand equity. This unique data consists of proprietary equity scan surveys on 11 brands from 2004 -- 2006 in the United States. The measurement model of brand equity is rooted in Keller's customer-based brand equity concept (1993). The measurements include brand awareness, brand performance, brand image, brand judgment, brand feelings and brand resonance (Keller, 2(01). The second data is from commercial sources, including IRI and TNS, for the specific brands and time periods corresponding to the survey data and includes revenue premium, price, sales, distribution, promotion, and advertising information. Various techniques are employed for analyses including descriptive and reliability analyses, correlation analyses, multiple-regression, and cross-validation.<br>Contribution: The contribution ofthis thesis is threefold. Firstly, it sheds light on the underlying theory and relationship between two types of brand equity measurements and provides empirical test of the theory. Secondly, it provides a systematic exploration of the impact of marketing mix elements on brand equity using real market data and two different measurements. Third, it offers very practical guidance for managers on how to choose a specific brand equity measures and how to track the brand equity measures over time for their brands.<br>1Because a confidential agreement with this company, the company name, brands name as well as product category will be disguised in the thesis.
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Kim, Woo Sung. "Product quality, image, and salient association levels as factors in brand extendibility /." view abstract or download file of text, 2001. http://wwwlib.umi.com/cr/uoregon/fullcit?p3024519.
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Thesis (Ph. D.)--University of Oregon, 2001.<br>Typescript. Includes vita and abstract. Includes bibliographical references (leaves 155-163). Also available for download via the World Wide Web; free to University of Oregon users.
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Dew, Leah Kristin Kwon Wi-Suk. "College consumers' apparel brand knowledge an exploratory study of brand awareness and perceived brand category structures /." Auburn, Ala, 2008. http://repo.lib.auburn.edu/EtdRoot/2008/SUMMER/Consumer_Affairs/Thesis/Dew_Leah_7.pdf.
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Bornmark, Hanna, Åsa Göransson, and Christina Svensson. "A study to indicate the importance of brand awareness in brand choice - A cultural perspective." Thesis, Kristianstad University College, Department of Business Administration, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-3501.
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<p>According to theory, consumers choose a brand they recognise, before an unfamiliar brand in an unknown environment. If the consumers do not choose according to theories, what are the factors that have a greater affect on the buying behaviour? </p><p>There is not so much research about the effect of brand awareness on brand choice, which is why this subject was investigated. One of the purposes of this dissertation was to do a research about brand awareness; to see to what extent it matters when purchasing the first time in an unfamiliar environment. One of the objectives was to determine if there were any differences in buying behaviour between the chosen cultures. The research group was limited to the students from China, India and Iran at Kristianstad University. </p><p>The research questions were important since they structured the problem that was to be answered and made it easier to limit the scope of the dissertation. The questionnaires that were handed out reflected our research questions. This made it possible to observe which product the students recognised most and which product they recognised least. The result was used in our analysis. </p><p>The conclusions of the dissertation was that all investigated factors had some importance for choice of brand, while quality had a greater affect on brand choice than brand awareness. Further, it was no difference in buying behaviour between the cultures. Finally, it was not possible to state any differences in buying behaviour the first time compared to today.</p>
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Mathekgana, Khutso. "The relationship between brand loyalty and brand choice within the emerging markets of South Africa." Thesis, Stellenbosch : Stellenbosch University, 2002. http://hdl.handle.net/10019.1/53154.
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Thesis (MBA)--Stellenbosch University, 2002.<br>ENGLISH ABSTRACT: Brands, compnsing goods and services, serve to differentiate them from those of
competitors. These have now proliferated to such an extent that it is difficult for brand
owners to reach consumers and make their brands stand out.
Brand loyalty has become one of the most frequently studied aspects of the purchasing
process. It is thus defined through its measurements as the repeated purchase behaviour of
one brand vis-á-vis other brands in the same category. The definition assumes a choice
between two or more brands on the shelf. The objective of this project was to establish
the presence of a direct relationship between brand loyalty and brand choice (or the lack
thereof), in the emerging black markets of South Africa. The issue at hand is what
happens in the absence of choice, i.e. the situation where there is only one brand per
category. The second aspect to this is how do you measure brand loyalty in the absence of
competition.
The, outcome of the study clearly states that the choice that consumers are faced with in a
particular market, lacks the dictionary meaning, In the absence of other brands in the
same stable, loyalty has been found to exist because of the following:
Brand being the first to market.
Brand's superiority in terms of delivering on its promise,
The presence of a strong advertising and promotions team to demonstrate its quality.
Disposable incomes that are low and as such consumers' unwillingness to try other
unknown brands,
The lack of choice was described as a hostage situation, As long as the brand
continues to deliver on quality, consumer choice will be deliberate and biased towards
one brand. One very interesting other aspect to loyalty was that once it exists; it gets
passed from one generation to the next. It becomes a family tradition,<br>AFRIKAANSE OPSOMMING: Handelsmerke onderskei produkte en dienste van hul mededingers. Die getal
handelsmerke het nou tot so 'n mate toegeneem dat handelsmerkeienaars dit moeilik vind
om verbruikers te bereik en hul handelsmerke duidelik van ander te onderskei.
Handelsmerklojaliteit is een van die aspekte van die koopproses wat die meeste bestudeer
word. Op grond van metingsprosedures word dit gedefinieer as 'herhaalde koopgedrag
wat een handelsmerk bo ander handelsmerke in dieselfde kategorie bevoordeel'. Hierdie
definisie veronderstel 'n keuse tussen twee of meer handelsmerke op dieselfde rak. Die
doel van hierdie projek is om die direkte verwantskap tussen handelsmerklojaliteit en -
keuse (of die gebrek daaraan) in die opkomende swart markte van Suid-Afrika te bepaal.
Die eerste aspek van die ondersoek handel oor wat gebeur as verbruikers geen keuse het
nie, m.a.w. as daar net een handelsmerk per kategorie op die rak is. Die tweede aspek
handel oor die meting; van handelsmerklojaliteit as daar geen kompetisie van ander
handelsmerke is nie.
Die gevolgtrekkings van die studie illustreer duidelik dat die keuse wat verbruikers in 'n
bepaalde mark het, nie aan 'n woordeboekdefinisie voldoen nie. Daar is ook bevind dat
wanneer verbruikers nie 'n keuse van meer as een handelsmerk het nie, lojaliteit wel
ontwikkel, om die volgende redes:
Die handelsmerk was die eerste een wat in die mark beskikbaar was.
Die betrokke handelsmerk doen sy beloftes beter gestand as ander handelsmerke.
'n Sterk advertensie- en promosiespan is teenwoordig om die kwaliteit van die
handelsmerk te demonstreer.
Die lae besteebare inkomste van verbruikers maak hulle onwillig om ander,
onbekende handelsmerke te beproef
Die gebrek aan keuse word beskryf as 'n "gyselaar"-situasie. Solank die handelsmerk
aan die gehaltevereistes voldoen, sal verbruikers se keuse doelgerig daardie
handelsmerk bevoordeel.
Een van die interessantste aspekte van lojaliteit wat vorendag gekom het, is die volgende:
as lojaliteit eers gevestig is, word dit van een generasie na die volgende oorgedra. So
word dit dan 'n familietradisie.
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Davis, Nigel Roger John. "A study of the extent of brand loyalty exhibited by business travellers towards the lodging product." Thesis, This resource online, 1992. http://scholar.lib.vt.edu/theses/available/etd-12232009-020359/.
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Bucker, Silke. "Assessing brand fit using conjoint analysis." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/4143.
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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.<br>ENGLISH ABSTRACT:
Many studies have been conducted on the occurrence of brand image transfer,
but very few of them have focused on one of the most important determinants
of such transfer namely, brand fit. Brand image transfer is the transfer of brand
associations, attributed to another entity, to the brand, while brand fit has been
defined as a consumer learning process that seeks to match those brand
associations held of the relevant brands involved. This study proposes to
assess brand fit.
Since a variety of brands were involved in this study, conjoint analysis was
used as a method of assesing brand fit. In particular, choice-based conjoint
analysis was singled out because of its capability to allow the relative
advantage of brands considered jointly to be ascertained. Brands might not be
able to be measured if taken one at a time. Both qualitative and quantitative
research methods were employed in order to assess brand fit using conjoint
analysis, which was the main reason for this study.
Rugby sponsorships were chosen to asses brand fit, as this particular game is
the second most-watched sport in South Africa, with the highest monetary value
attached to its sponsorships at the time of this study. The qualitative research
was accomplished by using focus groups to determine which brands were typically perceived to be associated with the Springbok rugby brand. The
different industries and brands used in the focus groups were selected on the
grounds of their being current, previous, and potential sponsors of the
Springbok rugby brand. The quantitative research was conducted by means of
an online questionnaire, sent via a link in an email to a chosen database on the
social networking site, ‘Facebook’. A screening question served to ensure that
only rugby supporters would be eligible to complete the survey. The
information was captured in ‘real time’ in the conjoint analysis software, thereby
determining which brands were perceived to best fit the Springbok rugby brand.
The realised sample was composed of a younger, more male-dominated group.
All respondents were also Springbok supporters who possessed sufficient
knowledge on the Springbok brand and sponsors. There were six brands
identified to fit the Springbok rugby brand, namely, Castle, Vodacom, SASOL,
Canterbury, Nike, and Adidas. These identified brands proved that the study
did indeed assess brand fit using conjoint analysis.
Conclusions were drawn that brand fit could be established in a variety of ways.
The most dominant ways were by leveraging the sponsorship, and also by
sponsoring on a continuing basis. These two ways serve to inform consumers
of the sponsorship, making them aware of the brands, and building the basis of
brand fit in their minds. Brand fit was also achieved based on similar brand
images of the two different brands.
It was found that brand fit was absolutely essential for a successful brand
image transfer. Before undertaking a sponsorship, it is important to establish if
a perceived brand fit between the various brands will be perceived. If not,
additional leveraging of the sponsorship, by means of a marketing campaign,
should be used to teach consumers the basis of the brand fit between the
various brands.<br>AFRIKAANSE OPSOMMING:
Talle studies is reeds uitgevoer aangaande handelsmerk beeld oordrag, maar
baie min van hierdie studies het gefokus op een van die belangrikste
determinante van diesins, naamlik handelsmerk pas. Handelsmerk beeld
oordrag is die oordrag van die handelsmerk assosiasies, toegeskryf aan ‘n
spesifieke entiteit, na die betrokke handelsmerk, terwyl handelsmerk pas
gedefinieër word as 'n verbruiker leerproses wat poog om die handelsmerk
assosiasies van die betrokke handelsmerke te laat pas. Hierdie studie poog
om handelsmerk pas te beoordeel.
As gevolg van die verskeidenheid handelsmerke betrokke in hierdie studie is
vereenigde analise gebruik as 'n metode om handelsmerk pas te beoordeel.
Besluitneming-gebaseerde vereenigde analise is gekies aangesien dit die
vermoë het om die relatiewe voordeel van handelsmerke wat as gesamentlik
beskou word vas te stel. Handelsmerke sal nie akkuraat gemeet word op
individuele basis nie. Kwalitatiewe en kwantitatiewe navorsing is gedoen om
handelsmerk pas te beoordeel met behulp van vereenigde analise, en dit was
die hoof doelwit van hierdie studie.
Rugby borgskappe is gekies om handelsmerk pas te beoordeel aangesien dit
die tweede grootste kykertal in Suid-Afrika het, asook die hoogste monetêre
waarde geheg aan borgskappe gedurende die tyd van hierdie studie.
Kwalitatiewe navorsing is gedoen, met behulp van fokusgroepe, om te bepaal
watter handelsmerke geassosieër word met die Springbok rugby handelsmerk.
Die verskillende industrieë en handelsmerke gebruik in die fokus groepe is
geselekteer deur die navorser op grond van huidige, vorige en potensiële
borgskap van die Springbok rugby handelsmerk. Kwantitatiewe navorsing is
gedoen met behulp van 'n aanlyn vraelys wat gestuur is deur 'n skakel in 'n epos
aan 'n gekose databasis op die sosiale netwerk, Facebook. 'n Siftings
vraag het verseker dat net rugby ondersteuners die opname voltooi. Die
inligting is, soos ingesleutel deur respondente, in die vereenigde analise
sagteware opgeneem. Sodoende was handelsmerke waargeneem as die wat
die beste pas het met die Springbok rugby handelsmerk, bepaal.
Die steekproef het bestaan uit 'n jonger, manlike dominerende groep
respondente. Al die respondente was inderdaad Springbok ondersteuners met
voldoende kennis oor die Springbok handelsmerk, asook Springbok borge. Ses
handelsmerke is geïdentifiseer om te pas by die Springbok rugby handelsmerk,
naamlik Castle, Vodacom, SASOL, Canterbury, Nike en Adidas. Hierdie
geïdentifiseerde handelsmerke bewys dat die studie inderdaad handelsmerk
pas beoordeel het met behulp van vereenigde analise.
Gevolgtrekkings is gemaak dat handelsmerk pas op ‘n verskeidenheid maniere
kan ontstaan. Die mees dominante is advertering van die borgskap asook, om
‘n borgskap te onderhou op ‘n deurlopende basis. Dit lig die verbruikers in
aangaande die borgskap, maak hulle bewus van die borgskap tussen die twee
handelsmerke, en vorm ‘n basis waarop handelsmek pas by verbruikers kan
plaasvind. Handelsmerk pas is ook bereik onder handelsmerke met soortgelyke
handelsmerk beelde. Dit is gevind dat handelsmerk pas absoluut noodsaaklik is vir 'n suksesvolle
handelsmerk beeld oordrag. Voordat enige borgskap onderneem word, is dit
belangrik om vas te stel of verbruikers wel ‘n passing tussen die verskillende
betrokke handelsmerke, waarneem. Indien nie, sal ekstra bemarking rondom
die borgskap gedoen moet word deur middel van 'n bemarkingsveldtog, om die
verbruikers in te lig, op grond van wat, handelsmerk pas tussen die verskeie
handelsmerke gevorm kan word.
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Marriott, Andrew William. "Consumer perceptions of multiple private label brands offered by Pick n Pay stores." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/5974.
Full textAbstract:
This research provides insight into consumer perceptions of multiple private label brands being simultaneously offered by an individual retailer. The primary purpose of this study is to investigate the current consumer perceptions of the three private label brands at Pick n Pay Stores, a South African retailer. Consumers are no longer being presented with a single private label brand, but individual grocery retailers offer multiple private label brands under one retailer. Pick n Pay Store’s current private label brands co-exist as PnP no name, PnP and PnP Finest, and are synonymous with the generic, classic, and premium private label brand concepts, respectively. The question can thus be posed whether consumers perceive private label brands differently and whether they will eventually purchase the private label brand. The research explores the subject of brand, and the nature and success factors of private label brands in retail. This was done by reviewing the literature that traced the rapid changes in the retail sector because of the increasing influence of private label brands on conventional retail practices and consumer behaviour. A conceptual framework was developed showing the constructs that may have relationships with the three private label brands of Pick n Pay Stores. Information regarding the different private label brand concepts was obtained from primary as well as secondary research. An empirical study of a quantitative nature in the form of a paper-based and online-based questionnaire was undertaken. Altogether 375 usable questionnaires were collected. The results of the empirical study indicated positive relationships of perceptions between all three of the Pick n Pay private label brands and their respective intention to purchase. Furthermore, there was a statistically positive relationship between the brand perceptions of Pick n Pay private label brands. The proposed framework is intended to shed light onto the interactions between the private label concepts to allow for meaningful strategic branding decisions to be made at senior business levels.
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Lee, Dongdae. "Effects of Perceived Quality, Product Category Similarity, and Brand Breadth on Consumers' Perceptions of Brand Extensions: Tests of Categorization Theory and Cognitive Response Theory." Thesis, University of North Texas, 1994. https://digital.library.unt.edu/ark:/67531/metadc279140/.
Full textAbstract:
Various constructs are related to predicting consumers' perceptions of brand extensions. Among these, three constructs, perceptions of perceived quality (PQ) associated with the parent brand, product category similarity (PCS) of an extension to its parent brand, and brand breadth (BB) of the parent, are central to many brand extension studies. The purpose of this study is to clarify the roles of these three constructs and to pit predictions from an alternative theoretical perspective — cognitive response theory — against predictions based on categorization theory.
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Fry, Timothy Richard Leighton. "On the use of some Burr family distributions in econometrics." Thesis, University of Manchester, 1988. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.328288.
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Park, Seong Yong. "Modeling dynamic choice behavior : empirical analysis using multinomial logit and multiperiod multinomial probit models /." Thesis, Connect to this title online; UW restricted, 1996. http://hdl.handle.net/1773/8727.
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Raggio, Randle David. "Three essays exploring consumers' relationships with brands and the implications for brand equity." Columbus, Ohio : Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1146066729.
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Sharp, Byron Malcolm. "Evaluating the impact of a loyalty program on brand loyalty : can loyalty programs produce deviations from established 'Dirichlet' patterns of repeat-purchase? /." Title page, contents and abstract only, 1999. http://web4.library.adelaide.edu.au/theses/09PH/09phs5308.pdf.
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Li, Wei. "Consumption motivations underlying ownership effect in brand extensions." Click to view the E-thesis via HKUTO, 2007. http://sunzi.lib.hku.hk/hkuto/record/B38747236.
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Jones, Scott A. "Whose cobrand is it anyway? : exploring consumer interpretations of a brand alliance /." view abstract or download file of text, 2004. http://wwwlib.umi.com/cr/uoregon/fullcit?p3136427.
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Thesis (Ph. D.)--University of Oregon, 2004.<br>Typescript. Includes vita and abstract. Includes bibliographical references (leaves 157-165). Also available for download via the World Wide Web; free to University of Oregon users.
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Li, Wei, and 李暐. "Consumption motivations underlying ownership effect in brand extensions." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2007. http://hub.hku.hk/bib/B38747236.
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Tsang, Cheung-ming. "Business opportunities of luxury product business in the PRC /." Hong Kong : University of Hong Kong, 1996. http://sunzi.lib.hku.hk/hkuto/record.jsp?B18023812.
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Chau, Wai-yee Danny. "The branding strategy of car industry in Hong Kong and Thailand /." Hong Kong : University of Hong Kong, 1996. http://sunzi.lib.hku.hk/hkuto/record.jsp?B18003692.
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Blombäck, Anna. "Supplier brand image - a catalyst for choice : Expanding the B2B brand discourse by studying the role corporate brand image plays in the selection of subcontractors." Doctoral thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management), 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-72.
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This thesis discusses brands and branding in a B2B context by investigating the role corporate brand image plays during the selection of subcontractors and, furthermore, how subcontractors might pursue branding as an active communication strategy. The background for these questions can be found in the evolving topics of corporate communications and B2B branding. The empirical parts focus on how buyers and sellers representing nine companies in the subcontractor context describe different phases and processes included in sales and purchasing. The results indicate that subcontractor corporate brand image can play different roles depending on the buyers’ situation. The type of product and buy class, in addition to the availability of time, known subcontractors and information sources, prove to have an impact on buyer behaviour and, consequently, the role played by corporate brand image. The analysis of subcontractor branding reveals that, although the brand concept is not in focus, branding activities can be identified. However, it also indicates that the reality of subcontractor branding is not in compliance with the theory on corporate branding and communications, which might be criticised for giving a too straightforward approach to the introduction of integrated and corporate-wide communications management.
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Do, Thi Thu Huyen, and Veselin Ralev. "Swedish university brand personality and student choice : How does the university brand personality influence international students when selecting a higher education institution? Case study: Jönköping University." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52646.
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Background: There has been an increasing trend of more Swedish higher education institutions competing for international students in response to international student mobility trends, self-management and budget securement, and government-backed recruitment campaigns. An emerging stream of higher education research is brand personality, and it may represent a robust basis for differentiation between many universities competing for student recruitment. Therefore, the study was built to get a deeper understanding of the impact of university brand personality on international students' choices. Purpose: Given the importance of brand personality for higher education institutions to deal with the international competition or differentiate themselves, the purpose of this study is to explore international student's perception of the university brand personality that affects the selection of a Swedish university. Method: To address the purpose of the exploratory study, the qualitative research approach was applied, combining with interpretivism philosophy. Semi-structured interviews with open-ended questions were conducted with 11 international first-year students. By utilizing abductive reasoning, the data was analyzed and interpreted through thematic analysis. Conclusion: Cosmopolitan is perceived as the most distinct brand personality dimension that Jönköping University possesses. Nevertheless, the degree of perception among foreign students regarding each brand personality dimension is different during the decision-making process. In the early stages, the potential students perceive prestige as the most distinct and significant dimension, followed by cosmopolitan. However, when the consumption process nears, cosmopolitan becomes an essentially more important dimension. Further, lively and sincerity are found to partly influence students' choice for higher education.
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Fuller, Rachel. "The link between consumer memory and brand choice : a comparison across two markets." Thesis, Loughborough University, 2017. https://dspace.lboro.ac.uk/2134/27343.
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The aim of this thesis is to clarify the link between consumer memory and brand choice, which is a seminal assumption of prominent marketing theories and brand management practises, such as Customer Based Brand Equity (CBBE; Keller, 1993, 2003). The aim is important for two reasons: (i) recent evidence has questioned the precise nature of the link (e.g., Stocchi et al., 2015), thus potentially challenging a long-standing body of CBBE research; and (ii) up-to-date efforts in CBBE research have shifted towards linking the two aspects (memory and choice) to conceptualise CBBE as a process (e.g., Christodoulides et al., 2015; Grohs et al., 2016), but how exactly this can happen is still in its infancy (Stocchi and Fuller, 2017). The aim is addressed with two objectives. The first objective is to develop a new framework that conceptualises and operationalises the link between consumer memory and brand choice. This is reinforced with the second objective, which uses the framework to examine the link in, and across, two different markets ( repertoire and subscription markets; see Sharp et al., 2002). Importantly, the second objective addresses an additional problem of theoretical and practical relevance, which is a bias of CBBE research in goods markets (Christodoulides and de Chernatony, 2009) and an absence of comparative research across markets. This problem is worth addressing given the growing prevalence of non-goods offerings (Ostrom et al., 2014). The development of the new framework derives from the clarification and integration of two established research streams: brand retrieval research, which offers insight into the cognitive processes involved in the link between consumer memory and brand choice, and hierarchical models of brand choice, which detail the stages that brands move through in memory before choice. Specifically, the new framework provides a theoretically robust and multi-level examination of how consumers narrow down brands for choice in memory, which includes: (i) brand retrieval propensity (i.e., the likelihood to think of a brand(s) in purchase occasions; Romaniuk, 2013); (ii) the stages involved in the brand choice process, including the extent to which consumers narrow down brands between the stages; (iii) the relationship between brand retrieval and brand choice; and (iv) a feedback loop controlling for the impact of prior brand usage. The operationalization of the new framework is based on existing and new measures, thereby delivering some methodological advancements. The data used to examine the link between consumer memory and brand choice in and across markets derives from a large-scale UK consumer survey (N=771) capturing brand usage, brand awareness and brand image data for soft drinks (a proxy for repertoire markets) and banking (a proxy for subscription markets), from the same consumers, over three time periods. These tightly controlled variables support a robust comparison of the link across markets, which is facilitated further with the employment of a suite of empirical tools, including mean absolute deviations (MADs), correlations, ANOVAs and multiple linear regression. The thesis offers several theoretical contributions. Firstly, by clarifying the link between consumer memory and brand choice, the new framework addresses concerns over the validity of the link (Stocchi et al., 2015) and clarifies how CBBE can be conceptualized and measured as a process (Christodoulides et al., 2015). Moreover, the results of the thesis showed that the link between consumer memory and brand choice differs across markets, specifically: (i) consumers find it easier to think of subscription market brands in purchase occasions; (ii) subscription market brands face fiercer competition at the early stages of the brand choice process vs. the later stages for repertoire market brands; and (iii) consumers draw on memorized brand information to a greater extent when purchasing in subscription markets. These insights contribute to brand loyalty literature, where they offer a first simultaneous examination of the cognitive origins of loyalty (i.e., across multiple stages); and challenge Service Dominant Logic (SDL), where they reinforce the need to recognize differences between markets. Furthermore, the results offer novel insights for brand retrieval research by illustrating that such differences may originate, at least in part, from the prevalence of different pathways to brand retrieval, most notably recollection (the retrieval of experiential brand information). Managerially, the framework provides an advanced brand management tool that features key performance metrics related to brand choice, and advice for managers of how to build them. For instance, from the results in this thesis, the advice to managers in subscription markets is to build and reinforce attribute-to-brand cues in memory, and links from the brand to the category; whilst managers in repertoire markets should focus on building and reinforcing reasons to buy.
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Morris, Andrea Leigh. "Assessing brand image transfer in sponsorship." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/5347.
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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.<br>ENGLISH ABSTRACT:
Marketing literature has revealed that sponsorship is a key marketing communication tool used to break through promotional clutter. Sponsorship is a means by which marketing managers are able to transfer knowledge about organisational offerings to consumers and communicate how organisations are able to satisfy consumers‟ needs. Satisfying consumers‟ needs is a key philosophy of marketing, thus, it is an important objective for marketing managers to transfer knowledge to consumers about their need-satisfying capabilities. Research has shown that knowledge is transferred to consumers by first creating awareness of brands, then building consumers‟ knowledge of brands, and finally establishing and enhancing consumers‟ perceptions of brand image. According to marketing literature, the process of building brand awareness, brand knowledge and brand image ultimately contributes toward the enhancement of brand equity.
Previous research has shown that establishing brand awareness is an initial and crucial objective of sponsorship endeavours. Little research, however, has been done on the importance of brand image objectives and strategies in sponsorship. Researchers agree that brand image can be transferred between a sponsor brand and sponsored event, thereby enhancing the brand image of the respective parties. The purpose of this study was therefore to assess brand image transfer in sponsorship.
The research problem considered the question whether the brand image of sponsor brands is transferred to the brand image of sponsored events, and whether the brand image of sponsored events is transferred to the brand image of sponsor brands.
Fictitious brands were designed to assess the transfer of brand image, namely FruityBliss (sponsor brand) and the ProFriz Frisbee Challenge (sponsored event). Four brand image attributes were selected to assess the brand image of the sponsor brand and the brand image of the sponsored event. These included physical product and price (sponsor brand) and status and size (sponsored event). The four brand image attributes were manipulated in sixteen experiments and the brand image scores of the sponsor brand and sponsored event were subsequently measured.
Results of the study showed that brand image scores of the sponsor brand were significantly higher than the brand image scores of the sponsored event. It was therefore concluded that brand image transfer does occur from a sponsor brand to a sponsored event and vice versa. Furthermore, product and price appeared to have a greater influence on the brand image scores of the sponsor brand and the sponsored event, than did status and size of the sponsored event. It was thus concluded that although brand image transfer does occur from a sponsor brand to a sponsored event and vice versa, the sponsor brand is influenced more by the sponsorship than the sponsored event. In other words, a stronger brand image transfer takes place from a sponsored event to a sponsor brand than from a sponsor brand to a sponsored event.
From the research results, a number of recommendations were made. It was emphasised that organisations should make use of sponsorship as a means to break through promotional clutter. Sponsorship is an effective technique in enhancing brand images, and ultimately enhancing the brand equity of organisations. Organisations should therefore take careful consideration in developing sponsorship strategies; sponsor products should be affiliated with sponsored events and vice versa.<br>AFRIKAANSE OPSOMMING:
Bemarkingsliteratuur toon dat borgskap ‟n belangrike bemarkingskommunikasie-instrument is om te midde van ‟n warboel produkreklame ‟n impak te hê op die uitbou van handelsmerkbeeld. Borgskap is ‟n kommunikasiemetode waardeur bemarkingsbestuurders inligting oor bemarkingsaanbiedinge aan verbruikers oordra, oftewel aan verbruikers verduidelik hoe organisasies in hul behoeftes kan voorsien. Bevrediging van verbruikers se behoeftes is 'n belangrike filosofie van bemarking, dus, is dit 'n belangrike doelstelling vir bemarkingsbestuurders om kennis oor te dra aan verbruikers oor hulle behoefte-bevredigende vermoëns. Navorsing toon dat inligting eerstens aan verbruikers oorgedra word deur hulle bewus te maak van ‟n handelsmerk; daarná hul kennis van die handelsmerk op te bou, en uiteindelik hul opvattings van die beeld van daardie handelsmerk vas te lê en te verbeter. Volgens bemarkingsliteratuur dra die opbouproses van handelsmerkbewustheid, handelsmerkkennis en ‟n handelsmerkbeeld uiteindelik by tot die versterking van merkekwiteit.
Vorige navorsing dui aan dat die vestiging van handelsmerkbewustheid ‟n aanvanklike en noodsaaklike doelwit van borgskap is. Tog is daar nog weinig navorsing gedoen oor die belang van handelsmerkbeelddoelwitte en –strategieë in borgskap. Navorsers is in eenstemming dat handelsmerkbeeld tussen ‟n borg en ‟n geleentheid oorgedra kan word, om só die handelsmerkbeeld van die onderskeie partye te versterk. Hierdie studie het ten doel gehad om sodanige handelsmerkbeeld-oordrag gedurende borgskap te beoordeel.
Die navorsingsprobleem het besin oor die vraag of die handelsmerkbeeld van borghandelsmerke na die handelsmerkbeeld van geborgde geleenthede oorgedra word, asook of die handelsmerkbeeld van geborgde geleenthede na die handelsmerkbeeld van die borghandelsmerke oorgedra word. Fiktiewe handelsmerke, naamlik Fruitybliss (die borghandelsmerk) en die ProFriz Frisbee Challenge (die geborgde geleentheid), is ontwerp om handelsmerkbeeld-oordrag te bestudeer. Vier handelsmerkbeeld-eienskappe, naamlik fisiese produk en prys (borghandelsmerk) en status en grootte (geborgde geleentheid), is gekies om die handelsmerkbeeld van die borg en dié van die geleentheid te beoordeel. Die vier eienskappe is in sestien eksperimente gemanipuleer, waarna die handelsmerkbeeldtellings van die borghandelsmerk sowel as die geborgde geleentheid gemeet is.
Die studieresultate toon dat die borghandelsmerk beduidend hoër handelsmerkbeeldtellings as die geborgde geleentheid behaal het. Daar was afgelei dat handelsmerkbeeld wél van ‟n borghandelsmerk na ‟n geborgde geleentheid oorgedra word, én omgekeerd. Voorts het produk en prys van die borghandelsmerk oënskynlik ‟n groter invloed op die handelsmerkbeeldtellings van die borghandelsmerk en die geborgde geleentheid gehad as die status en grootte van die geborgde geleentheid. Daaruit word afgelei dat, hoewel borgskap ‟n tweerigting-oordrag tussen borghandelsmerk en geborgde geleentheid impliseer, die borgskap tog ‟n groter invloed op die borghandelsmerk het as op die geborgde geleentheid. Handelsmerkbeeld-oordrag blyk dus om sterker te wees vanaf ‟n geborgde geleentheid na ‟n borghandelsmerk, as van ‟n borghandelsmerk na ‟n geborgde geleentheid.
‟n Aantal aanbevelings kan op grond van die studie gedoen word. Onder meer word beklemtoon dat organisasies borgskap moet aanwend om te midde van ‟n warboel produkreklame ‟n impak te hê op die uitbou van handelsmerkbeeld, om sodoende uiteindelik merkekwiteit te verbeter. Daarbenewens word voorgestel dat borgskap gebruik word om die handelsmerkbeeld van organisasies te bou en te versterk. Organisasies moet dus noukeurig oorweeg tydens die ontwikkeling van borgskap strategieë; borg produkte moet geaffilieer word met geborgde geleenthede én omgekeerd.
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Peters, Wilhelm. "A study of the brand characteristics of Oakley." Thesis, Link to the online version, 2005. http://hdl.handle.net/10019/1762.
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Wallin, Julia, and Anna Lindborg. "The competition within the walls : a qualitative study about how customers reason regarding their brand choice." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20887.
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As private labels have developed and increased in recent years, customers’ options have grown. The purpose of this qualitative study is to explore how customers reason when they choose a brand in a Swedish sportswear store, which offers both private labels and national brands. More specifically, the following attributes, private labels versus national brands, customer behavior, and store layout are considered in order to address a possible complexity in the brand choice. The empirical material was collected through twelve exit interviews outside Stadium stores in four cities, combined with four observations in four Stadium stores. The findings revealed that private labels and national brands seem to have similar product characteristics, which may cause complexity in customers’ brand choices. This thesis contributes with an insight into a new dynamic within the walls of a sportswear store and discusses what aspects influence customers’ brand choice.
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Overstreet, Kay L. "Children's Inferences Based on Brand Personality." Thesis, University of North Texas, 1993. https://digital.library.unt.edu/ark:/67531/metadc500407/.
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This study explored the inferences male children held about the brand personality. The sample included 46 male fifth graders. Personal interviews were conducted and the results were compiled and interpreted using descriptive statistics. Four subject areas were addressed: identification and inferences about brand personality, sources of inferences, children's ability to make inferences about other children based on brand personality, and application of brand personality to self. Results indicated children make inferences about brand personality, make inferences about other children based on brand personality, and apply brand personality to themselves. An attempt to identify sources of inferences was inconclusive.
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Gerrath, Maximilian Hartwig Emmerich Eilert. "Brand rivalry : the role of choice popularity and self-threat in consumer side-taking." Thesis, University of Leeds, 2016. http://etheses.whiterose.ac.uk/15387/.
Full textAbstract:
Brands constantly challenge each other for market leadership and release new products to outperform their competition (e.g. Coca-Cola vs. Pepsi or Mac vs. PC). Although brand rivalry is a ubiquitous phenomenon that greatly influences consumer behavior, scholars only recently started to examine brand rivalries’ implications for consumer behavior. Prior consumer research related to rivalry focuses on competitive advertising, brand choice making, brand relationships or brand switching. An emerging stream of research specialized on consumer-based implications of brand rivalries investigates the phenomenon from a social identity theory based brand community perspective. However, little research investigates the underlying psychological processes that drive individual consumers to take sides in a brand rivalry. Consumer side-taking can take several forms. Consumers may prefer one brand over its rival brand, possess more favorable perceptions of their brand’s capabilities, counter-argue negative information about their brands and experience a feeling of joy if a rival brand fails (i.e. schadenfreude). Rather than arguing that consumers take sides because of their brand community membership, we propose that side-taking in brand rivalries may be elicited by consumers’ tendencies to stand by their choices. We find that consumers who own brands (especially in the case of ownership-by-choice) are more likely to prefer their owned brand over rival brands, process information regarding their brand more favorably, are more hostile towards their rival brand and show higher levels of schadenfreude. Particularly, we find that consumers show higher levels of schadenfreude if their choice is disconfirmed (e.g. by a comparative product review), especially if their chose brand is perceived to be inferior and less popular. Moreover, these effects are mediated by feelings of self-threat and regret. Finally, we find evidence for the notion that consumer side-taking, and particularly schadenfreude, is a mean of consumer’s self-affirmation.
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Sun, Xiaolu. "Of Symbolic Consumption and Brand Choice: An Empirical Testing of the Self-congruity Theory." Kent State University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=kent1341322211.
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Mitchell, S. L. "Exploring the role the brand plays in the choice of charity by UK volunteers." Thesis, University of Reading, 2016. http://centaur.reading.ac.uk/65726/.
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Charities need to understand why volunteers choose one brand rather than another in order to attract more volunteers to their organisation. There has been considerable academic interest in understanding why people volunteer generally. However, this research explores the more specific question of why a volunteer chooses one charity brand rather than another. It builds on previous conceptualisations of volunteering as a consumption decision. Seen through the lens of the individual volunteer, it considers the under-researched area of the decision-making process. The research adopts an interpretivist epistemology and subjectivist ontology. Qualitative data was collected through depth interviews and analysed using both Means-End Chain (MEC) and Framework Analysis methodology. The primary contribution of the research is to theory: understanding the role of brand in the volunteer decision-making process. It identifies two roles for brand. The first is as a specific reason for choice, an ‘attribute’ of the decision. Through MEC, volunteering for a well-known brand connects directly through to a sense of self, both self-respect but also social recognition by others. All four components of the symbolic consumption construct are found in the data: volunteers choose a well-known brand to say something about themselves. The brand brings credibility and reassurance, it reduces the risk and enables the volunteer to meet their need to make a difference and achieve a sense of accomplishment. The second closely related role for brand is within the process of making the volunteering decision. Volunteers built up knowledge about the charity brands from a variety of brand touchpoints, over time. At the point of decision-making that brand knowledge and engagement becomes relevant, enabling some to make an automatic choice despite the significant level of commitment being made. The research identifies four types of decision-making behaviour. The research also makes secondary contributions to MEC methodology and to the non-profit context. It concludes within practical implications for management practice and a rich agenda for future research.
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Ferreira, Kirla Seronni Cardoso. "Do they deserve it? The effect of consumer envy on brand attitude and choice." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/20704.
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Dissertacao Final.pdf: 1734762 bytes, checksum: 58702523e1dfcfd8be1d38bc6cab44aa (MD5)<br>Envy has become popular as a marketing tool, and marketers are not only trying to evoke envy but also trying to convince consumers to use their products and brands to provoke envy in other consumers, so brands are strengthened. However, I demonstrate that malicious envy leads consumers to be more likely to choose a competing brand (analysis 2), and while benign envy increases consumers’ attitude toward a brand, malicious envy decreases their attitude toward a brand (analysis 3). Moreover, analysis 1 demonstrates that the effects of deservingness on malicious envy has a moderator factor (type of relationship) that affects how undeservingness is perceived, in terms of luck and deceit. The objective is to investigate the influence of deservingness and type of relationship (like or dislike a person) on benign and malicious envy, and the role of such envy subtypes on brand choice and brand attitude. The findings introduce a more nuanced view of the undeservingness effects and type of relationship, and contribute to the literature on brands and emotions, showing that each envy subtype brings different consequences for brands.<br>A inveja tornou-se popular como uma ferramenta de marketing, e os profissionais de marketing não somente tentam evocar inveja como também tentam convencer os consumidores a usar seus produtos e marcas para provocar inveja em outros consumidores, de modo que as marcas sejam fortalecidas. No entanto, eu demonstro que a inveja maligna leva os consumidores a serem mais propensos a escolher uma marca concorrente (análise 2), e enquanto a inveja benigna aumenta a atitude dos consumidores em relação a uma marca, a inveja maligna diminui a atitude em relação a marca (análise 3). Além disso, a análise 1 demonstra que os efeitos do merecimento na inveja maligna têm um fator moderador (tipo de relacionamento), que afeta como o merecimento é percebido, em termos de sorte e engano. O objetivo é investigar a influência do merecimento e do tipo de relacionamento (gostar ou não de uma pessoa) sobre a inveja benigna e maligna, e o papel dos subtipos de inveja na escolha de marca e na atitude de marca. Os resultados introduzem uma visão mais detalhada dos efeitos do merecimento e tipo de relacionamento, e contribuem para a literatura sobre marcas e emoções, mostrando que cada subtipo da inveja do consumidor traz diferentes conseqüências para as marcas.
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Johnson, Earl E. "Dispensing a Hearing Aid Brand: What's Important to Audiologists and Their Individual Decision Choice?" Digital Commons @ East Tennessee State University, 2008. https://dc.etsu.edu/etsu-works/1710.
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Johnson, Earl E. "Personal Evaluations of Hearing Aids by Audiologists and Their Impact on Brand Dispensing Choice." Digital Commons @ East Tennessee State University, 2010. https://dc.etsu.edu/etsu-works/1726.
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Rawal, Monika. "THE IMPACT OF MESSAGE FRAMING WITH ADVERTISING APPEALS ON CONSUMER ATTITUDES AND BRAND CHOICE." OpenSIUC, 2019. https://opensiuc.lib.siu.edu/dissertations/1707.
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An advertisement is meant to persuade consumers by using different message framing (gain or loss) within advertising themes also known as appeals, broadly classified into rational and emotional appeals. Previous research has studied the impact of either message framing or advertising appeals on consumers’ attitudes. Because message framing and advertising appeal both are an intrinsic part of an advertisement, it is important to understand the combined impact of message framing and advertising appeals on consumer attitudes. Hence, this research examines the effect of gain versus loss message framing with advertising appeals on consumers’ attitudes toward the advertisement the and advertised brand, leading to their choice of brand. The study also examines if reactance acts as a mediator between message framing with advertising appeals and consumer attitudes. Finally, this study investigates the relationship between attitude toward ad, attitude toward brand, and brand choice in current context. The results of this study suggest that for rational and positive emotional appeals, messages with gain frame lead to more positive consumer attitudes, as compared to messages with loss frame. In addition, the results suggest that for negative emotional appeals, there is no significant difference between loss frame and gain frame messages as they relate to consumer attitudes. The results from mediation analysis suggest that reactance does not mediate the relationships between message framing with any of the advertising appeals, but has an indirect effect between message framing with negative emotional appeals and consumers attitudes. Finally, the results show that attitude toward ad is positively related to attitude toward brand, which is further positively related to brand choice. These findings can help advertisers in using appropriate combination of message frames with advertising appeals, which can have a significant impact on consumers’ attitudes and finally their brand choice.
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WANG, Yanan. "Exploring online brand choice at the SKU level : the effects of internet-specific attributes." Digital Commons @ Lingnan University, 2004. https://commons.ln.edu.hk/mkt_etd/13.
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E-Commerce research shows that existing studies on online consumer choice behavior has focused on comparative studies of channel or store choice (online or offline), or online store choice (different e-tailers). Relatively less effort has been devoted to consumers’ online brand choice behavior within a single e-tailer. The goal of this research is to model online brand choice, including generating loyalty variables, setting up base model, and exploring the effects of Internet-specific attributes, i.e., order delivery, webpage display and order confirmation, on online brand choice at the SKU level. Specifically, this research adopts the Multinomial Logit Model (MNL) as the estimation methods. To minimize the model bias, the refined smoothing constants for loyalty variables (brand loyalty, size loyalty, and SKU loyalty) are generated using the Nonlinear Estimation Algorithm (NEA). The findings suggest that SKU loyalty is a better predictor of online brand choice than brand loyalty and size loyalty. While webpage display has little effect on the brand choice, order delivery has positive effect on the choice. Online order confirmation turns out to be helpful in choice estimation. Moreover, online consumers are not sensitive to net price of the alternatives, but quite sensitive to price promotion. These results have meaningful implications for marketing promotions in the online environment and suggestions for future research.
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Li, Yiyan Stella. "Three essays on consumer behavior in Virtual Community eWOM, online trust, and dynamic impacts on brand selection /." View the Table of Contents & Abstract, 2007. http://sunzi.lib.hku.hk/hkuto/record/B38025395.
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Li, Yiyan Stella, and 李藝燕. "Three essays on consumer behavior in Virtual Community: eWOM, online trust, and dynamic impacts on brandselection." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2007. http://hub.hku.hk/bib/B38800184.
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Love, Edwin. "Innovation in context : the effect of diminishing sensitivity, reference dependence, and goal orientation on consumer acceptance of new features /." Thesis, Connect to this title online; UW restricted, 2008. http://hdl.handle.net/1773/8833.
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