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Stevens, Samantha L. "Exploring the relationship between college student perceptions of on-campus health care brands, associated health care brand representatives, and visible." Thesis, University of Louisiana at Lafayette, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10163365.
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Generally, non-tattooed individuals assign less favorable characteristics to individuals with tattoos. This generalization tends to exclude celebrities, professional athletes, musicians, and others who pursue non-traditional professions. However, present research has largely neglected to consider whether or not the general opinion of tattoos can have an effect on the perception of an entire brand. The objective of the present study was to determine if the presence of a tattoo in a mock advertisement would affect the way an individual would evaluate the brand itself as well as its brand representative (i.e. the tattooed individual shown in the advertisement). Questionnaires were distributed and completed by 206 undergraduate students enrolled in a public university. The mock advertisements used focused on the university’s health clinic, located on campus. Participants were asked to evaluate the presentation of the brand in one advertisement and then to evaluate the skill and likeability of the brand representative featured in the second advertisement. The control group was not exposed to any tattoo stimuli, and the two experimental groups were exposed to varying degrees of tattoo visibility. The results demonstrated that while there was no difference in the way the control group and each experimental group perceived the advertisements, there was a significant difference in the way the two experimental groups (exposed to the tattoo stimuli) perceived the advertisements.
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Santos, Clara Nobre Braga dos. "Healthy brand extentions targeted at adolescents: can products encourage healthier eating habits and still be fun?" Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/9799.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThis study aims to understand if launching healthy extensions of brands that have high acceptance among adolescents could contribute to healthier eating habits. We also analyzed the impact of this launch on brand image. We conducted a survey with 121 Brazilian teenagers and used the market leader brand to study the hypothesis. Results showed that brand preference remained very high with the introduction of the new reduced sugar product, although this caused significant effects regarding brand image. These effects vary regarding age and gender of the child, and also whether the adolescent had already engaged in weight control practices.
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KUMAR, SUSHIL. "SOCIAL MEDIA TOOLS FOR BRAND HEALTH AND CRISIS SURVIVAL (SENTIMENT ANSLYSIS)." Thesis, DELHI TECHNOLOGICAL UNIVERSITY, 2020. http://dspace.dtu.ac.in:8080/jspui/handle/repository/18496.
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I, Sushil Kumar (2K18/MBA/090) a student of Delhi School of Management- DTU,
pursuing Masters of Business Administration has worked on my project titled “Social
media tools for brand health and crisis survival(Sentiment Analysis)” . People
increasingly look at social media applications as an important part of their daily life and
more likely *to *move their interactions to the virtual platforms (i.e. Facebook,
Instagram, LinkedIn and Twitter) . This, in turn, positively reflect on their orientations
and behaviours toward all kinds of social media technology
In recent years, Social media marketing has attracted interests of many organisations,
institutions, Non profit organisations. Also, social media marketing at times of crisis
like natural disasters like floods, pollution and health emergencies has become common.
We know that, at present we are in a middle of a health pandemic “COVID-19” or
commonly called corona virus health emergency, which has affected every single
institution and business across the globe. My project deals with using Sentiment
analysis on twitter dataset understanding how brands demonstrate social media
marketing at times of crisis and understand the sentiment of their tweets and
engagement among their followers. People worldwide are largely engaged and attached
with the web 2.0 technology and Social media platforms. By the same token,
businesses start looking at such technologies as effective mechanisms to interact more
with their customers. People actively display their views and opinion on Twitter, it
serves as a medium to help the common people to raise their concerns and have their
opinions heard and valued.
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The organisations taken up for the project are:
Hindustan Unilever.
Reliance Jio.
Zomato.
Amul.
The analysis is based on using Python to fetch tweets and further analysing their
sentiments into positive, negative or neutral. Also to check on the followers, likes,
number of re-tweets and other similar metrics. The analysis made from this project can
surely help companies to plan their social media activities at times of various crisis like
COVID-19 and in general to improve user experience.
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George, Tamuno Raymond. "Generic Drugs : Physician Prescribing Practices for Brand Name and Generic Medications." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2655.
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Brand-name drug costs continue to create a burden for many US seniors who receive care from healthcare institutions. Generic medication is as therapeutic as is brand-name drugs and, in most cases, costs far less. Despite this cost difference, physicians continue to prescribe brand-name drugs. The purpose of this cross-sectional study was to explore physicians' patterns of prescribing brand-name drugs over generic drugs. This study was guided by the medical home model, which was developed in 1967 by the American Academy of Pediatrics. The study incorporated a purposeful sampling approach with a sample size of 151 physicians. Multiple linear regression was used to examine the associations between cost of treatment using generic medications and determinants of physicians' pattern of prescribing brand-name medications over generic medications. There were no statistically significant associations between physician belief of cost using generic medications and determinants of physicians' pattern of prescribing brand-name medications over generic medications, suggesting that physicians' prescription patterns are not solely determined by cost of the drug to the patients. The positive social change implication of this study is in the awareness that it generates among physicians, with evidence to suggest the need for more education on the utility of generic drugs instead of brand-name medications.
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Peterschmidt, Max. "Cureating: Building Healthy Eating Habits with Design, Psychology, and Economics." University of Cincinnati / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1367944842.
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Ligtenberg, Tiffany G. "Awareness assessment of Safe-Guard® in the U.S. cattle industry." Thesis, Kansas State University, 2017. http://hdl.handle.net/2097/35404.
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Master of AgribusinessDepartment of Agricultural Economics
Dustin L. Pendell
This research focuses on the cattle producer’s overall awareness of an internal deworming product available in the U.S. cattle market. Parasitism in cattle can be very costly for the producer, and identifying a need for deworming is instrumental to the decision-making process for animal health protocols. The additional cost of deworming products can be beneficial for profitability for cattle producers when used properly. Likewise, when there is no proven need for deworming products in certain operations, the additional cost is an unnecessary expense that can be avoided. Proper awareness and education regarding deworming products and the benefits they can provide is one crucial piece to improving herd health, better rates of gain, and increased profitability. The main objective of this study is to determine the awareness of non-handling formulations of Safe-Guard. To understand and assess awareness, a survey was used. A population of participants was developed and asked to participate in the survey either online or in hard copy. A binary logit is used to analyze how cattle producers make decisions in adopting animal health products into their operations. Influencing factors of operation type, size, location, producer’s age, and information sources are used in the assessment. Factors that were the most influential to the decision-making processes for producers were discussions with veterinarians, nutritionists, and animal health sales representatives. In addition to face-to-face discussions with neighboring producers/friends, industry meetings, and reading industry journals and publications were also important. These producers were aware of a few formulations of Safe-Guard, and used them within the previous twelve months of taking the survey. However, participants were generally unaware of the product, and its different formulations. Upon review of the assessed unawareness of the product formulations, it is apparent that the company needs to identify and select a better way to make producers aware. Different approaches to targeted marketing campaigns and more in depth product training for the animal health company’s sales representatives should be implemented to increase awareness and sales.
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Dost, Omid, Carolina Pettersson, and Pernilla Brocker. "Varumärke i offentlig förvaltning : Varumärkesarbete på vårdmarknaden." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18069.
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Syftet med denna studie är att ta reda på hur de privata och offentliga vårdcentralerna i Hallands län hanterar sina varumärken. Genom denna studie kan vi se hur vårdcentralerna utmärker sig från varandra i vårdmarknaden samt vilka likheter och skillnader som finns mellan de två olika verksamhetsformernas, de privata och de offentliga, hantering av varumärke.Studien är baserad på en kvalitativ metod och det empiriska materialet har inhämtats genom semistrukturerade intervjuer. Sex vårdcentraler, varav tre offentliga och tre privata, från Hallands län har deltagit i undersökningen. Resultatet har sedan analyserats med hjälp av tidigare forskning och relevanta begrepp inom områdena varumärkesuppbyggnad och varumärkeskommunikation.Resultatet visar att varumärkesarbete är något som både de offentliga och de privata vårdcentralerna, medvetet och omedvetet, arbetar med. Vissa vårdcentraler anser att varumärkesarbete är något som är viktigt för deras verksamhet medan andra vårdcentraler ser det som mindre viktigt. Det som dock framkommer tydligt är att samtliga undersökta vårdcentraler vill associeras med värdeorden gott bemötande, hög kvalitet och god tillgänglighet.
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Rozani, Veliswa Celestine. "Measuring brand loyalty in the medical device industry of South Africa : a study across the public and private health-care system." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/d1021070.
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Brands are major role-players in the organisational business strategy; and they are recognised as one of the most valuable assets a company can possess. The entry of low-cost competitors has redefined the entire competitive landscape of the health-care industry through their ability to transform their value chain, in order to drastically reduce prices. With the fierce rivalry amongst the competitors, and a quest for companies to achieve competitive advantage, companies must design their strategies better than their competitors. For a company to be successful in such an environment, customer-brand loyalty is a critical issue. The main objective of this study was to measure brand loyalty in the medical-devices industry of South Africa, and to establish the key influencing factors of brand loyalty in this industry. The measurement of brand loyalty in the medical devices industry is founded on a conceptual brand-loyalty framework for the Fast Moving Consumer Goods (FMCG) industry developed by Moolla (2012). The 12 brand loyalty factors identified by Moolla are: customer satisfaction; switching costs or risk aversion; brand trust; involvement; repeat purchases; relationship proneness; commitment; perceived value; brand relevance; brand affect; brand performance and culture. The empirical study was conducted among 250 medical practitioners across the private sector and public sector health-care system of South Africa. The methodology adopted in the study included the sampling procedure, the data collection, the questionnaire development and the statistical techniques used to analyse the results. The results were analysed with regard to: Factor analysis; Cronbach’s Alpha coefficients, mean values and inferential statistics. The results were presented in a conceptual framework, in order to measure brand loyalty in the medical devices industry of South Africa. The results of this study concluded that the brand loyalty influences, as identified by Moolla, are important for measuring brand loyalty in the medical devices industry. The empirical results focused on the demographic profile of the respondents, the validity of the questionnaire, the reliability of the results obtained, as well as the importance of the research variables. The analysis enabled certain conclusions to be drawn relating to the significant factors of brand loyalty in the medical devices industry in South Africa. A comparison was conducted relating to age group, gender profile, the health-care sector and the medical specialization – to determine whether there were any significant differences in the influence of the brand-loyalty factors identified. The chapter concluded with a conceptual framework for the medical-devices industry adapted from Moolla (2012) framework.
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Zafir, Haneen Osama. "The impact of customers' experience of quality on brand loyalty : a study of health and diet online communities." Thesis, Brunel University, 2016. http://bura.brunel.ac.uk/handle/2438/13721.
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Consumer experience plays an increasingly significant role in influencing the success of most businesses. The concept of ‘consumer experience’ has become an important area of study within the disciplines of marketing and consumer behavior. Regardless of its positive attention, this phenomenon has received in recent years; the clarification of consumer experience quality in online communities has remained unclear and needs a detailed theoretical base. In addition, it has been assumed that there is a relation between consumer experience quality and brand loyalty, nevertheless, there is limited research to confirm this theoretical proposition. The purpose of this study is to gain an in-depth perspective on the concept of consumer experience quality and its dimensions in the online community. The Internet has changed the behavior of consumers significantly where individuals have used online communities to interact with one another. These online communities enable individuals to connect globally in order to communicate effectively since inappropriate communication activities can affect the image consumers have formed with a particular organization from online social networks. As a result, the traditional way of communication is changed using interactive platforms. Data was collected through qualitative and quantitative research using an online blog where consumers shared ideas, experiences and interacted with each other about their experiences of Weightwatchers and Slimming World in the United Kingdom. The qualitative research was done by applying Netnography technique that uses content analysis of consumer reviews of their experiences in the Health and Diet online communities. Using the PLS-SEM, the structural model proposed in this study revealed a significant positive relationship between pragmatic experience and overall quality experience. Thus, the current study maintains the notion that pragmatic experience is a key determinant of overall quality experience. In addition, finding of this study suggests that consumers assess their online experience when participating in “health and diet online communities”. These pragmatic components are reflected in the consumers’ benefits gained during interacting with the online community. Furthermore, it was evident that consumers view the online community as important in relation to their feelings and enjoyment because the forum provides them with the opportunities and preferences to share health and diet information with other community members. Consequently, the participants in the “health and diet online communities” will eventually generate moods, feelings and emotional experiences after interacting with each other in order to develop an affective relationship with a company’s brand and products.
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Wyatt, Stefanie Michele. "A Retrospective Chart Review: Are Gastrointestinal Complications Associated With Formula Brand and Rate Changes Outside of the Standard Protocol in a Random Sample of Pediatric Burn and Trauma Patients?" The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1352900178.
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Rivera, Cristian. "The Role of Privacy, Brand Labeling, and Cost on Condom Procurement| Using the Theory of Planned Behavior to Assess a University Policy." Thesis, University of Louisiana at Lafayette, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10269049.
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Studies show many college students are sexually active and do not use condoms consistently (American College Health Association, 2014); however, interventions aimed at increasing condom procurement and reported condom use have been successful (Wells & Alano, 2013; Olenick, 1999). This study compared students’ attitudes and behavioral intentions toward obtaining condoms on campus according to the University’s current condom administration policy to a group of hypothetical alternative policies. We were interested in determining if an alternative policy that provides condoms to students in unattended machines inside or outside of restrooms, as opposed to the student health center, would increase students’ intentions to obtain condoms on campus.
In accordance with the theory of planned behavior (TPB), students’ attitudes (ATB), perceived social norms (SN), perceived behavioral control (PBC), and behavioral intentions (BI) to obtain condoms were measured, after reading a description of the current policy and again after reading one of eight alternative policies, which varied on location (inside, outside of restrooms), cost (free, two condoms for $0.25), and brand (Trojan, generic). The four components of TPB were compared between the current and alternative policies and amongst the eight alternative policies.
Results suggest that there may be minor differences in preference when comparing certain alternative policies to the current, especially alternative policies that provide condoms outside of restrooms; however, students overall showed significantly greater intentions to use any alternative policy over the current policy offered at student health services. This was without regard to gender, proximity to campus, relationship status, and sexual activity within the past year, which suggests that providing condoms to students in unattended machines could increase condom procurement amongst students. Limitations and future directions for this study are discussed.
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Bergeria, Cecilia Louise. "Comparing the Smoking Topography of Usual Brand Cigarettes in Pregnant and Non-Pregnant Smokers." ScholarWorks @ UVM, 2017. http://scholarworks.uvm.edu/graddis/676.
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Introduction: Most pregnant smokers report abruptly reducing their cigarettes per day (CPD) by ~50% shortly after learning of pregnancy and of making further smaller reductions over the remainder of their pregnancy. Laboratory and naturalistic studies with non-pregnant smokers have found that these types of reductions often lead to changes in smoking topography (i.e., changes in smoking intensity to maintain a desired blood-nicotine level). 19, 20 If pregnant women engage in compensatory smoking, they may expose themselves and their offspring to the same level of toxicants despite reporting reductions in CPD.
Methods: Pregnant and non-pregnant female smokers (n = 17 and 91, respectively) participated. At the experimental session, after biochemical confirmation of acute abstinence, all participants smoked one of their usual brand cigarettes ad lib through a Borgwaldt CReSS Desktop Smoking Topography device. Carbon monoxide (CO) and measures of nicotine withdrawal, craving, and reinforcement derived from smoking were also collected.
Results: The two groups did not differ on any demographic or smoking characteristics at screening, except nicotine metabolism rate, which as expected, was faster in pregnant smokers. Analyses suggest that none of the smoking topography parameters differed between pregnant and non-pregnant smokers, although pregnant smokers had a significantly smaller CO boost. Both groups reported similar levels of relief of withdrawal and craving after smoking, but other self-report data suggest that pregnant smoker find smoking less reinforcing than non-pregnant smokers.
Conclusions: Pregnant smokers do not smoke cigarettes differently as compared to non-pregnant female smokers, but appear to find smoking less reinforcing.
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Pulker, Claire Elizabeth. "A Mixed-Methods Investigation of Australian Supermarkets’ Corporate Social Responsibility Commitments to Public Health: The Case of Supermarket Own Brand Foods." Thesis, Curtin University, 2019. http://hdl.handle.net/20.500.11937/76925.
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This PhD examined Australian supermarkets’ corporate social responsibility commitments that impact public health, and evidence of practical application, by analysing the contribution of supermarket own brand foods to Australian within-store food environments. A mixed-methods approach was used because so little was known about the topic. Findings from the eight included studies show how Australian supermarkets exert power over the food system and impact public health by the decisions they make.
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Archer, Catherine Jane. "The role of relationships versus reputation in determining perceptions of employer attractiveness : a case-based study into how employer brand perception is formed in the health industry." Thesis, Curtin University, 2008. http://hdl.handle.net/20.500.11937/306.
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In Australia and many other developed countries, there have been acute skills shortages in a number of different industries. Even with the current economic downturn, healthcare continues to have a shortfall in staffing. Building a strong employer brand offers a promising approach to this problem. Employer branding is the “package of functional, economic and psychological benefits provided by employment and identified with the employing company” (Ambler & Barrow 1996, p. 187). Using a qualitative approach, this case study of a private hospital in Australia explores the role of these concepts in building a strong employer brand. The purpose of this study is threefold: first, to identify which is more important in influencing a company’s employer brand – its reputation or relationships; second, to analyse perceptions of employer branding for nurses at different levels of their career; and third, to identify the barriers to implementing the employer branding/attractiveness concept in the health industry. A large, for-profit private hospital within Western Australia was investigated, focusing on the nursing profession. It was found that a company’s relationships with its stakeholders will have a direct influence on a company’s reputation.Therefore, the two concepts are more closely related than the existing literature (e.g. Hutton 1999) would suggest. Relationships prior to (and during) employment were seen as an important factor in projecting an attractive employer brand, a factor not previously emphasised in the employer branding literature. It was found that perceptions of factors related to employer attractiveness did differ depending on experience and life stage. However, over-promising in recruitment was identified by all employees interviewed as a major source of disenchantment. The concept of “reputation” was reviewed and it was found that negative visibility appeared to have a stronger impact than a positive reputation. Reputation was often formed via word-of-mouth from industry colleagues, hence the importance of developing strong relationships as a major step to ensuring a quality reputation. Within management there were several barriers to an effective employer branding process identified. The thesis concludes with a discussion of the implications and limitations of this study, together with recommendations for future research.
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Howell, Patricia Marley. "The Relationship of Preschool Children's Television Viewing, Food/Brand Recognition/Recall, Weight Classification, and Parent's Knowledge of American Academy of Pediatrics' Recommendations of Daily Television Viewing." UNF Digital Commons, 2011. http://digitalcommons.unf.edu/etd/86.
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The prevention of childhood obesity during the formative years is necessary because dietary patterns influenced by parents are developed early. A major obstacle to healthy feeding patterns in children is television advertising. The study tested three hypotheses. 1) Preschool children ages two to five years who watch more television are able to recognize/recall more food brands than those who view less television. 2) An increase in food brand recognition/recall in preschool children is associated with an overweight classification based on calculated Body Mass Index. 3) Children of parents who are unaware of the American Academy of Pediatrics (AAP) recommendations for television viewing per day in preschool children will exceed the recommended daily viewing time of two hours.
Twenty-nine preschool children were assessed on their ability to match food brand logos with correct foods and identify specific brands from recall. Weight and\ height were measured to calculate their Body Mass Index-for age. Twenty-eight parents were asked to complete a validated survey and a one-week television diary.
The results showed statistically significant differences in identifying food brands between children who had lower exposure to television (6.8±.5; 95% CI 5.95-7.55) compared to higher exposure (10.3±1.0; 95% CI 9.25-11.42). This effect was not significantly correlated with overweight status (n=5). No significant correlations were found between parent's knowledge of AAP recommendations and children's exposure to television. Impact of television advertisements on preschool children's response to food/brand logos due to daily exposure to advertising is still of critical interest and worthy of further exploration.
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Lima, Moraes de Oliveira Gustavo, and Suzanne Meinders. "CONSUMERS IN LOVE : A model to consumers heart." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75380.
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PURPOSE To explain what impacts brand love. METHODOLOGY Quantitative approach, using online surveys, with a total of 462 participants. Additionally, a qualitative method was applied in the pre-study, using semi-structured in-depth interviews, and a total of 12 respondents. FINDINGS Previous literature lack of concern for parallel studies has a divergent effect in explaining what impacts brand love. A consolidated approach can explain brand love antecedents as the combination of brand evaluation, brand identification, and experience value. In additional findings, brand category has a rather small influence in brand love, and, brand love is a phenomenon not exclusive to one particular brand category. LIMITATIONS The findings of this research account for 50% of explanatory power, further exploration and qualitative tests are needed in order to identify the remaining explanatory power. IMPLICATIONS The results of this research suggest a consolidated model that can be used by researchers to extend the understanding of what antecedes brand love. Additionally, the model is a starting point for avoiding future divergence in literature. For managers, the findings present a three-faceted suggestion on how to use brand love antecedents. ORIGINALITY This study consolidates a divergent field of study, and by doing so, creates a new understanding of what impacts brand love. Additionally, the pre-study has an unorthodox methodological approach, and uses a qualitative method as a screening process, rather than an exploration process.
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Ferreira, Miguel Araújo Avelino de Sousa. "Promoting healthy eating standards on children through CSR educational programs: an evaluation of impact on eating preferences, attitude towards the brand and perceived brand reputation." Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/11597.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe purpose of this research is to evaluate the influence of brand sponsored education interventions on children’s eating preferences, attitude towards the brand and perceived brand reputation. An experiment was conducted, involving 122 third grade children who where invited to participate in a fictional brand sponsored nutrition education session, and subsequently completed a structured questionnaire and a drawing task. The results suggested that nutrition based Corporate Social Responsibility education programs can lead children to develop improved eating preferences and higher perception of brand reputation. However, the research revealed no impact on attitude towards the brand.
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Летуновська, Наталія Євгенівна, Наталия Евгеньевна Летуновская, and Nataliia Yevhenivna Letunovska. "Дослідження трендів здорового маркетингу." Thesis, Видавничий дім "Гельветика", 2021. https://essuir.sumdu.edu.ua/handle/123456789/85220.
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У тезах закцентовано увагу на тому, що для досягнення конкурентоспроможності компаніям доцільно моніторити зміну трендів в системі охорони здоров'я. Наведено значний перелік прикладів до реалізації інструментів маркетингу, що зконцентровані на приверненні уваги до споживачів та переконання їх у тому, що певний бренд піклується про їх здоров'я та довкілля.В тезисах сакцентировано внимание на том, что для обеспечения конкурентоспособности компаниям целесообразно мониторить тенденции в системе охраны здоровья. Приведены примеры реализации инструментов маркетинга, которые сосредоточены на привлечении внимания к потребителям и убеждения их в том, что определенный бренд заботится об их здоровье и окружающей среде.
The abstracts emphasize that in order to achieve competitiveness, it is advisable for companies to monitor changes in trends in the health care system. There is a significant list of examples for marketing toolsi mplementation that focus on attracting attention to consumers and convincing them that a brand cares about their health and the environment.
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Augustin, Livia S. A. "The effect of wheat bran particle size and wheat protein on serum lipids and colonic health." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1998. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape11/PQDD_0014/MQ40821.pdf.
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Liu, Hao-Lin, and 劉豪林. "Brand Communication Strategy in Health Supplement." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/23087331343149621850.
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碩士國立臺灣師範大學
高階經理人企業管理碩士在職專班(EMBA)
104
ABSTRACT Health drink market is growing rapidly in the health food industry, and therefore it is a very harshly competitive market. Most of companies in this field are cautiously and positively competing by whatever or any means necessary in product development, brand management. All are aim to win over the consumer recognition and trust, to get more market shares at a certain important position or even successfully to dominate the market. The research is mainly focused on the brand communication strategy of a global leading Chicken-Essence company who has real hands-on experience in health drink market. Based on USP theory it is apparently proven that the brand is effectively communicating with consumers when health food is certified by Health Food Control Act in Taiwan. Therefore most of major brand companies have invested efforts on achieving the healthy food certification. Major brand players attempt to use the linkage of certification and brand awareness to strengthen the consumer trust and go further to get bigger and bigger market share of the product, and even in the product vertical markets. The result of this research has shown the adverse and unfavorable impact on brand communication with consumers since the product efficacy and product communication via channels and mass media could not be exactly consistent and complementary each other in this health food industry. From the case it is also indicated the importance of brand communication strategy which is the decisive factor of brand management. From the consumer survey of this research it has effectively come out the real consumer demand and functional requirements which could benefit the health drink companies to define product efficacy and position in the market that they expect to achieve. This should be operated in coordination with certificates from Health Food Control Act in Taiwan, and with extending brand management to acquire consumer awareness and market shares in the new markets. Key words: Health Drink, Brand Communication, Health Food certificates
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Chen, Yen-Chen, and 陳彥蓁. "Do Health Marketing and Brand Marketing Help Health Food Purchase Intention?" Thesis, 2016. http://ndltd.ncl.edu.tw/handle/26913617186768444766.
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碩士國立彰化師範大學
會計學系 企業高階管理(EMBA)
104
This study explore the effect of health marketing and brand marketing and interact with two kinds of marketing, which is consumer-oriented business that is confined by advertisement could use both of marketing to promote the perceived value and purchase intention. This study use literature review and experimental study to analyze the research purposes, the subjects are divided into three experimental groups (with health marketing and brand marketing and interact with two kinds of marketing) and a control group (with none any kinds of marketing). The samples collected from Changhua University of education in office master's degree student as example. Of the total of 100 questionnaires distributed, 89 returned copies were deemed as valid, giving a recovery rate of 89.0%. The samples are then analyzed using ANOVA and path analysis and hypothesis testing; provide all support for these predictions. The research shows that it was corresponded to the expected assumption and had a significant effect. As a result, whatever health marketing and brand marketing or interact with two kinds of marketing can effectively enhance perceived value and further improve purchase intension. According to the results, implications and suggestions are proposed.
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Liao, Ling-Yu, and 廖玲玉. "The Relationship among Service Recovery, Brand Affect and Brand Trust in the Health Industry." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/45932313168981090683.
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碩士中臺科技大學
醫療暨健康產業管理系碩士班
101
Because it is easy generates service failure in healthcare industry, the effectiveness of service recovery become key factor for customer relationship management in healthcare industry. The purpose of this study is to examine the relationship among service recovery, brand trust and brand affection in healthcare industry, for instance, hospital, clinic, Pharmacy, or medical equipment company). The data were collected from sample of 396 customers in healthcare industry. Results of this study indicate service recovery significantly positive influence brand trust. Brand affect is no significant mediating effect between service recovery and brand trust. Finally, implications for useful suggestions to further research and healthcare industry professionals are discussed.
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Lee, Pei-yi, and 李佩儀. "Building Brand Image Strategy of Health Food Companies." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/07444229331851625560.
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碩士國立中央大學
企業管理研究所
98
As of 2008, the annual output value of Taiwan health food industry has reached NT$ 67.7 billion, thus attracting more and more businesses into this booming industry. Increasing number of companies with their own brands enter the industry. Therefore, this study tries to figure out the reason and utilization of characteristic of health food companies’ the brand strategies and the brand building tools. The thesis used case study method and in order to understand the practical aspects of brand management, the study was held by in-depth interview with unstructured questionnaire to a number of domestic companies. From the case study, this research got the conclusions as following: health food companies always use product attributes and benefits for customers to do brand positioning and differentiation from competitors, and managing its brands by multi-brand and endorsed brands strategies. They also operated the tools of brand image built to deliver messages which they want to tell customers, further making the brand image strengthened in the minds of consumers.
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Chen, Kuan-Hua, and 陳冠樺. "A Study on Brand Strategy, Brand Equity,Customer Trust and Brand Performance –An Empirical Investigation of the Health Food Industry." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/4pu8g9.
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碩士國立臺北科技大學
工業工程與管理研究所
96
Recently, the health food market grows strongly because of the increase in GDP, aging population, and people’s awareness on the health. Health food industry becomes one of the popular industries in the world. However, the health food market grows up too fast, and its products are more and more diversified. Therefore, consumers will face high uncertainty and risk of the effect of the products and edible safety while buying the health food. Hence, Enterprises manage the brand through different brand strategies and marketing strategies actively in order to reduce uncertainty of consumers and obtain trust of consumers. As consumers become loyal customers, they can create profits for company and thus raise the brand performance. This research integrated with academic books and with related references has developed a brand and customer trust relationship and theory framework. The data collected from questionnaire investigation method in Taipei, probe into industry this brand strategy, brand equity, and customer trust is it close of connecting with brand performance by way of LISREL linear structure. The most significant findings are: 1.There is a significant, positive correlation between Brand Strategy and Brand Equity. 2.There is a significant, positive correlation between Brand Strategy and Customer Trust. 3.There is a significant, positive correlation between Customer Trust and Brand Equity. 4.There isn’t a significant, positive correlation between Brand Equity and Brand Performance. 5.There is a significant, positive correlation between Customer Trust and Brand Performance. The survey takes consumer of health food industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy and managing health food brands.
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"The implications of brand positioning and identity to a health insurance company." Thesis, 2008. http://hdl.handle.net/10210/295.
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The South African health care industry is characterised by strict regulation in the form of the Medical Schemes Act of 2000, high medical inflation, a deteriorating public health care system; and costly private health care schemes which are only available to the higher end of the market. Before 1992, medical inflation rose in double digits (over 20%) and medical aids traditionally responded by raising premiums considerably (Pile, 2004:19). Private health care was expensive, while the public health care system deteriorated. The financial sustainability of schemes depended on the number of young, healthy members remaining on the scheme as these members cross-subsidised the sick. For these members though, medical aids did not offer any incentive and/or reward to remain members of the scheme. The ‘use-it-or-lose-it’ principle of traditional schemes did not provide any value to members and led to young, healthy members leaving medical schemes. This tendency could potentially drive a health care industry to a meltdown (Pile, 2004:19). The South African health care environment is complex and dynamic, and within this environment, Discovery Health established itself as a successful and innovative company. The Discovery Health medical scheme is currently the largest open medical scheme in South Africa with 1.6 million members (Discovery A, 2004: on-line). Discovery is a specialist insurance company with four strong and distinct businesses (with a fifth business starting in partnership with UK insurance company Prudential in 2005). The businesses are Discovery Health, Discovery Life, Discovery Vitality and Destiny Health (US). Discovery Health is the first business of the group and was launched in 1992. Discovery listed on the JSE in 1999. The company’s strategy is to grow the business organically by building a strong foundation of innovation and engaging people in the management of their health in order to achieve better social and financial outcomes (Discovery A, 2004: on-line). While a medical aid would be an essential ‘commodity’ which consumers would not normally aspire to buy, Discovery positioned itself as a value-adding company that provides products and services that consumers want to buy. The Vitality HealthStyle programme for e.g., is similar to a loyalty programme, but with the aim of motivating members to improve their health. Members can earn points and move up different status levels by performing certain preventative activities for e.g. working out at the gym and having cholesterol and glaucoma screening tests done. Depending on their status, members can qualify for discounts on certain health and lifestyle benefits (Discovery A, 2004: on-line). The advantage of this is that while Vitality adds value to the Discovery product, it also improves the general health of members and in turn, decreases claiming from the medical scheme and assists in the overall management of the financial risk to the scheme. The company’s life assurance business was launched in 2000 and profits from this section of the business constituted 40% of operating profits in August 2004. The company succeeded in integrating the Discovery Health, Vitality, and Life product offerings through the Payback Benefit (Discovery A, 2004: on-line). This benefit allows Discovery Health members who are also Discovery Life policy holders to receive back a substantial percentage of their life assurance premiums, based on how they manage their health.H.B. Klopper
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陳淑萍Chen, Su-Ping, and 陳淑萍. "A study on the relationship among Seniors Herbal Health Food on Customer Engagement, Brand Value and Brand Attachment." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/sdn2s8.
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碩士中州科技大學
保健食品系
107
Chinese herbal medicine has become a star in the biotechnology industry in recent years. Countries around the world have put the relevant research, our government is also the policy support, more and more pharmaceutical companies and biotechnology plant related research. The purpose of this research is to explore the he effects of brand attachment on consumer of senior citizen with health food about Chinese herbal medicine, as well as these specific market behaviors, namely commercialization and market entry. Investigate what factors will affect the commercialization strategy. This study investigates the relationship about brand attachment and which proposed a theoretical framework to understand the factors affecting seniors’ purchase intention of health food. This research made use of the convenience sampling method. Of the total of 300 questionnaires distributed, 246 returned copies were deemed as valid, giving a recovery rate of 82.0%. Structural equation modeling (SEM) was applied to test the research hypothesis. The main conclusions are as follows: (1) The customer cognitive, customer emotional and customer behavioral has a significant positive effect on brand attachment; (2) The customer cognitive has a significant positive impact on function value, emotional value, emblematic value, emotional engagement, behavioral engagement has a significant positive effect on brand value; (3) The function value, emotional value has a significant positive effect on brand attachment; This study enriched the connotation of the brand attachment factors, analysis influence mechanism of customer engagement on brand attachment, provides a new entry point for brand value and brand attachment research. Meanwhile, the research has certain significance in promoting brand attachment through Consumer of Senior Citizen with health food about chinese herbal medicine. Key Words: seniors herbal, health food, structural equation modeling (SEM),
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Tseng, Gin Feng, and 曾俊峰. "The Relationships among Brand Experience, Service Quality and Brand Loyalty —A Case Study of Health and Wellness Industry." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/yzhy4c.
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碩士東海大學
會計學系
107
The increasing awareness of people to health and the growth of the aged population have enhanced the pursuit of people for health maintenance, which brings great business opportunities to firms engaging in diet therapy, elderly care or health device. Different from the traditional fitness centers, the modern fitness centers are transformed into health centers by the current firms. Products and services provided will be oriented to immunity enhancement, instead of strengthening of muscular endurance. Despite of a huge market, it is an emerging industry. Thus, it is unable to predict consumers’ cognition and acceptance of health centers. This study aims to discuss the consumers’ cognition of health centers based on the external stimuli - attitude cognitive behavior theory. The brand experiential marketing and service quality will be used as independent variables to check whether the consumers’ brand loyalty can be improved. This study collected 235 valid questionnaires, which were analyzed by SPSS 23.0. The analysis results show that age has significant difference in the variables of demographic statistics, and the brand experiential marketing and service quality have a positively significant effect on the brand loyalty. On this basis, this study proposes discussions and suggestions for firms as a reference.
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CHENG, TING YIE, and 鄭登義. "A Research Framework of Brand-Customer Relationship in Health Food Industry." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/82786821693470746382.
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碩士國立暨南國際大學
管理學院經營管理碩士學位學程碩士在職專班
98
For the past decade, the trend of Study in marketing has changed to relationship orientation from transaction orientation. In order to maintain the customer loyalty; Enterprises usually focus on price competition or products differentiation. But more and more Enterprises engaged in brand management. Because of Economy progresses、The living standard is improved, Compatriots pay attention to keeping in good health、The prevention and health care idea takes shape, being healthy becomes what people focus on, and the market of Health Food has been increasing. As a result, the goal of this study is to form a model of a Taiwanese Health Food Industry and Customer Relationship. And we hope that the model would be reference to increase the competitiveness for Taiwanese Health Food Industry. The study is based on Fournier’s preliminary model of brand relationship quality and its affection relationship stability and further we discuss how Perceived Risk and Perceived Value influence brand-customer relationship through the influence of Perceived Risk and Perceived Value on Health Food quality. The study uses the case of a Health Food company, and check the Authenticity by Triangulation. And we also collect the information by deep interview、Literature review、Document data analysis、Sound recording, etc, in order to discuss the theory of Consumer behavior and Brand relationship. This paper provides (1) the validity of the relationship proposition in consumer-brand context through our empirical work, and (2) beneficial knowledge of decrease Perceived Risk and increase Perceived Value on improvement of brand-customer relationship.
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Hsu, Jui-Tsung, and 徐瑞宗. "The Study on Consumer Behavior Affected by Brand Image of Health Equipment." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/04560490160650062041.
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碩士義守大學
資訊管理學系碩士班
99
Health concept has attracted most of the people attention and there are a variety of method to take care of health, using health equipment is one of the ways.There are wide ranges of health equipment in the market, the products are complex and have unclear functions, the consumers’ knowledge on how to choose and purchase health equipment is not high, and therefore they often cannot choose the right and suitable equipment for themselves. This study is on the theme of health-care equipment, study from consumer behavior and brand to identify various factors affecting their purchasing behavior. Explore consumer groups, the brand’s origin country and manufacturer which will affect their purchase behavior on health equipment. Use EKB model as infrastructure, consumer characters as feature-based segmentation, adding consumer behavior and brand, finally analyze consumer habits and characteristics. Purpose is to explore the relationship between consumer behavior and brand effectiveness and impact.Questionnaire is based on paper distribution method, mainly focused on the research of customer who has strong purchasing power. This study analyzed the buying behavior of health equipment; research results can be used as a reference for manufacturers, thru this research to improve production performance and brand image, in order to strengthen customer value.
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Wu, Yi-Chun, and 吳怡君. "A Study on Corporate Brand Strategy- an Example as Johnson Health Technology." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/3d54y4.
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碩士嶺東科技大學
高階主管企管碩士在職專班
107
The leading brands in the fitness industry is always for the European or American. As an Asian corporation how to be the Top3 brands with the brand strategy? This thesis is based on the case study of the Johnson Health Tech. With the analysis of bibliography and second-hand materials, in particular, focusing on brand strategy and corporate strategy. The study discloses the key to the success of corporate brand strategy was following four points: 1. The brand development must be built by the market attribution. 2. The international organization means have the local persons to manage and lead the team by principle. 3. The staff can at the appropriate the position with professional skill. 4. The forethought leader leads the team to the right and bright way.
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PAN, YI-CHING, and 潘怡靜. "Determinants of Customers’ Repurchase Intention in the Health Supplement Industry: The Perspectives of Resource-Based View, Brand Trust, and Brand Attachment." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/spta56.
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碩士銘傳大學
國際企業學系碩士在職專班
107
In recent years, in response to the prolonged life expectancy of the population and the rise of health awareness, the health supplement industry has flourished and been very competitive. The main purpose of this study is to explore the antecedents of repurchase intention by integrating the perspectives of resource-based view, brand trust, and brand attachment. This study collected 217 customers who has been purchased specific branded health supplement through online questionnaires to test the proposed model. Based on the analysis results using SmartPLS 3 software, the research results show that technology, human and business resources have positive effects on brand trust, while only the human resources will affect customer’s brand attachment significantly. The results also report that brand trust and brand attachment have significant positive impacts on customer repurchase intention and brand attachment exerts s stronger influence on repurchase intention than brand trust. Finally, this study finds that brand trust has a significant positive impact on brand attachment. Based on the research findings, this study proposes practical implications to provide health supplement companies as a reference for future operations and resource allocation. This study also proposes some research suggestions for researchers to conduct further studies to explore the predictors of repurchase intention.
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Chen, Yu-Cheng, and 陳宥成. "A Study on the Formative Display Design of the BRAND''S Health Museum." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/j65dys.
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碩士國立雲林科技大學
視覺傳達設計系碩士班
96
The experience spaces of the creative life industries started from industry core knowledge, and the goal of them were to achieve the high quality of aesthetic feeling and deep experience. The customers could deeply experience the space design from the integrated atmosphere of the Experience Spaces. This integrated atmosphere played an important role in the Experience Spaces. The parent company of BRAND’S Health Museum gave the museum the most support, and the issue of health was its main purpose which was set to bring more concept and knowledge to the customers. This study focused on knowing how the BRAND’S Health Museum designed their display interface. The survey of the present study was conducted through customers’ questionnaires and experts’ heuristic evaluation. Supplementary explanations and materials from the museum were also given to explore the issue. Several suggestions for the improvement of the museum were reconstructed based on the experts’ interviews, focus group, and heuristic evaluation of the present study. Findings of this study were described as follows. 1. The display design and current conditions of the BRAND’S Health Museum: It was included three main contents of histories, enlightenment, and business of the Museum industry. The design of the integrated atmosphere was adopted sense direction, direct description, and interactive contents and knowledge was adopted the collateral, comprehensive and induct description methods. The display contents were based on the BRAND’S history to construct the image of health, and applied with health promotion, high nutrition of the products, and customers’ reflection. The museum display methods with modeling, Audio-visual equipment, and used the streamline connected with space. 2. The problems of the display design of the BRAND’S Health Museum: The problems were developed through the data collection analysis of the customers’ questionnaires, the experts’ heuristic evaluation and the comments from the museum. Both of the customers and experts gave their suggestions to the improvement of the museum. （1） Health featured was not clearly, it was recommended that the design of visual image could be connected with the issue of health, nature, and forest. The warm and fragrant colors were suggested, such as light yellow and green colors were more appropriate. The first image from the design of its entry should be further improved the match the inside signs and visual designs of the building. （2） The five sense of experience was not enough. It was suggested to use discard lids to decorate the wall to enhance tactile and play some nature music and light music to enhance audition in the building was also recommended. The museum could emphasize the contrast of display design through the lighting and integrated atmosphere. （3） As the moving line of the environment was not so good enough, the streamline design could give the customers clear direction in the building. The arrangement of the display board should be clearer to help the customers understand the products. （4） The display systems were lack of interaction and leisure areas had not enough. It is recommended to had more leisure areas for the customers. The screen size of display was too small need to replace with larger one. The contents of display were not relation the theme enough, the display related issues, such as environmental protection and health, need to consider to enhance the interaction between the customers and the media. 3. The proposal for the improvement of the BRAND’S Health Museum: The customers and the experts of the present study provide their personal ideas and suggestions to the improvement of the BRAND’S Health Museum. The strengths and weaknesses of the display design were described as follows. （1）Strengths: The overall design was able to integrate with nature, the enterprise spirit was clear, and stretch of the space design could decrease the pressure of the confined area. （2）Weaknesses: The color of the wall was not active. It was recommended to include some natural materials. Besides, the design of the display board was not streamlined which might look stiff to the customers. It was suggested to enhance the flowing of the display design. Finally, it was also recommended to have a more interactive visit route and use light colors to construct the atmosphere of the building. Keywords: Formative display design, Experience, the BRAND’S Health Museum, Creative industry.
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YI, JIAN-CHUN, and 易建春. "Using Health Consciousness and Brand Image Explore Purchasing Intention of Sports Wearable Devices." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/qf94k6.
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碩士佛光大學
傳播學系
107
In recent years,wearable devices make a splash in almost every international electronic exhibition nowadays. According to the market size and the growth rate, they can be said as the rising stars of the high-tech industry. The former researches pointed out that the brandimage is the key when customers choose the products. Moreover, the relationship between exercise behavior and health is inseparable. As a consequence, this study aims at purchase intention of wearable devices by using Technology Acceptation Model（TAM）as a research framework. The health consciousness and brandimage are the external variables of TAM. The study used Google forms to conduct the survey.The health consciousness scale, brand image scale and technology acceptance model theory are used as the bases for the questionnaire design. This study showed that the questionnaire has a certain degree of reliability and validity through the pre-test. Finally, 455 questionnaireswere obtained. There are 25 invalidquestionnaires and 430validquestionnaires in total. The research usedSPSS20.0statisticalsoftware to analyze the collecteddatawith reliability and validity,descriptive statistics, factor analysis, Pearson correlation coefficient and regression analysis. Thefindings of the study wereconcluded as follows: 1. Health consciousness and brandimage have positiveeffectson perceivedusefulnessand perceivedeaseofuse of wearable devices. 2.Perceivedeaseofuse of wearable deviceshas positiveeffectonperceivedusefulness. 3.Perceived usefulnessand perceivedeaseofuse of wearable devices have positiveeffectson users’ attitude. 4. The attitude of using wearable devices has a positiveeffecton purchase intention. 5. Health consciousness and brandimage influenced customers’ usage attitude and purchase intention through the perceivedusefulnessand perceivedease of useofusing wearable devices. As a result, the manufacturers of wearable devices should be aware of the influences of health consciousness and brand imageon customers, and thus produce fashionablewearable devices that conform to fashion trends, and highlight personal styles. Moreover, to attract consumers to purchase wearable devices,they need to focus on the relavence of sports and health on marketing.
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Wang, Yu-fen, and 王玉芬. "The Influence of Health Claim and Brand Awareness on Brand Evaluation and Consumer’s Purchase Intention—A Case Study of Functional Tea Beverage." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/23933762457410013476.
Full textAbstract:
碩士東吳大學
企業管理學系
99
In recent years, consumers prefer to purchase health food because they follow with interest of health issue. Functional tea beverage grow up rapidly and become the trend in the beverage market. In order to grab the market shares, health claim becomes one of the key promotion tools for entrepreneur. Consumers prefer to choose high brand awareness product especially in the field of functional food, because this high brand awareness product gives customers more knowledge and can make them more reliable. When functional tea beverage’s using health claim, would brand with high brand awareness enhance consumer’s brand evaluation and purchase intention? Therefore, brand awareness is incorporated as a moderating variable in this study. To discuss the problem above, an experimental design method is adopted. Data is collected to analyze the influence of health claim and brand awareness on brand evaluation and purchase intention. The results obtained are summarized as follows: 1. Customers tend to have high perceived quality、perceived value and purchase intention toward a product use health claim. 2. High brand awareness will enhance customer’s perceived quality and purchase intention brought by using health claim. 3. Brand awareness does not affect the perceived value when dealing with health claim.
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Jinying, Liu. "The Influence of Health Consciousness, Environmental Consciousness, Social Influence, Brand Awareness and Brand Trust on Consumer Purchase Intention in Organic Skin Care Industry." Master's thesis, 2019. http://hdl.handle.net/10316/89965.
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Dissertação de Mestrado em Marketing apresentada à Faculdade de EconomiaObjetivo: O objetivo principal deste estudo é explorar a correlação entre as variáveis independentes e intenção de compra do consumidor e satisfação com a vida dos três aspectos dos consumidores, influências sociais e marcas, no contexto de produtos orgânicos para cuidados com a pele. Através desta pesquisa, podemos descobrir como a consciência de saúde dos consumidores, consciência ambiental, influência social, conhecimento da marca e confiança da marca influenciam a satisfação com a vida ea intenção de compra do consumidor, afetando o valor percebido e a atitude da marca. Design / metodologia / abordagem: Primeiro, cinco variáveis independentes - consciência de saúde, consciência ambiental, influência social, reconhecimento da marca, confiança da marca e cinco variáveis dependentes - valor percebido, atitude da marca, satisfação com a vida, lealdade à marca e intenção de compra. os interesses de pesquisa e os fenômenos sociais. Com base nisso, uma estrutura teórica é estabelecida para explorar a influência e a relação entre si. Os questionários da revisão de literatura foram então distribuídos para 400 entrevistados chineses por meio de plataformas de redes sociais. Finalmente, os dados coletados são analisados pelo software de estatística IBM SPSS e IBM SPSS AMOS para obter os resultados do estudo. Resultados: Os resultados do estudo mostram que a consciência de saúde e a influência social dos consumidores têm um impacto importante em seu valor e atitude percebidos em relação à marca. Ao mesmo tempo, há uma relação significativa entre a confiança da marca e a atitude da marca. Além disso, o valor percebido, a atitude da marca e a fidelidade à marca têm um impacto significativo na intenção de compra. Implicações práticas: Os resultados do estudo desempenham um papel importante para ajudar a empresa a entender os fatores que influenciam a propensão de compra dos consumidores, o que é construtivo para a futura estratégia de desenvolvimento da empresa. A empresa pode ajustar o caminho de pesquisa e desenvolvimento, produção, direção de promoção na perspectiva dos consumidores, promovendo assim os consumidores a comprar e aumentar a fidelidade à marca do consumidor, bem como melhorar a atitude de marca e valor percebido dos consumidores, fazendo-os mudar para um positivo direção. No final, a empresa pode melhorar a satisfação com a vida do cliente, fornecendo o produto satisfatório. Por outro lado, os consumidores também podem aprender mais sobre suas necessidades de produtos orgânicos para a pele, por meio de resultados de pesquisas. Originalidade / valor: O estudo deu atenção aos fatores que influenciam a propensão dos consumidores a comprar produtos orgânicos para a pele. Os resultados da pesquisa não apenas fornecem conselhos construtivos sobre as estratégias de marketing da indústria de cuidados com a pele orgânica, mas também fornecem uma direção de pensamento diversificada, que pode ajudar a empresa a se posicionar e direcionar os clientes para atender às reais necessidades deles.
Purpose: The main purpose of this study is to explore the correlation between independent variables and consumer purchase intention and life satisfaction from the three aspects of consumers, social influences, and brands, in the context of organic skin care products. Through this research, we can find out how consumers' health consciousness, environmental consciousness, social influence, brand awareness and brand trust influence life satisfaction and consumer purchase intention by affecting perceived value and brand attitude.Design/methodology/approach: First, five independent variables-health consciousness, environmental consciousness, social influence, brand awareness, brand trust, and five dependent variables-perceived value, brand attitude, life satisfaction, brand loyalty, purchase intention were determined according to the research interests and social phenomena. Based on this, a theoretical framework is established to explore the influence and relationship between each other. Questionnaires from literature review were then distributed to 400 Chinese respondents through social network platforms. Finally, the collected data is analyzed by statistics software IBM SPSS and IBM SPSS AMOS to obtain the results of the study.Findings: The results of the study show that consumers' health consciousness and social influence have an important impact on their perceived value and attitude towards the brand. At the same time, there is a significant relationship between brand trust and brand attitude. In addition, perceived value, brand attitude and brand loyalty have a significant impact on purchase intention.Practical implications: The results of the study play an important role to help the company understand the factors that influence consumers' purchasing propensity, which is constructive for the company's future development strategy. The company can adjust the way of research and development, production, promotion directions from the perspective of consumers, thereby promoting consumers to purchase and enhance consumer brand loyalty, as well as improving consumers' brand attitude and perceived value, making them change to a positive direction. In the end, the company can enhance the customer's life satisfaction by providing the satisfying product. On the other hand, consumers can also learn more about their needs for organic skin care products through research results.Originality/value: The study paid attention to the factors that influence consumers' propensity to buy organic skin care products. The research results not only provide constructive advice on the marketing strategies of the organic skin care industry, but also provide a diversified direction of thinking, which can help the company to position itself and target customers to meet the real needs of them.
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Silva, Diogo Filipe Prada da. "EEG mapping of brain activity resulting from stimulation with brand logos." Dissertação, 2020. https://hdl.handle.net/10216/130840.
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Hung, Meng-Chuan, and 洪孟銓. "The Study on the Relationship among Franchise Health Club Members’ Experiences, Brand Image, and Loyalty." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/12058098323226513924.
Full textAbstract:
碩士國立雲林科技大學
休閒運動研究所碩士班
95
The study aims to explore the relationship among the members’ experiences, brand image, and loyalty in Taichung’s franchise health clubs; the results of the research are expected to provide the health clubs with constructive references in improving services, planning marketing strategies, and building images. This study was conducted by questionnaire, which contained four parts: the scale of experiences, the scale of brand image, the scale of loyalty, and a personal profile. The target members are from the Chong Kong branch of Alexander Health Club, and the Sogo and the Taichung Central branches of World Gym. Four hundred questionnaires were distributed, of which 323 were collected and 301 considered valid. The validity of the questionnaire collecting was 93%. Based on the purposes and the questions of this study, the collected questionnaires were analyzed by descriptive statistic analysis, item analysis, factor analysis, reliability analysis, validity analysis, t-test, and SEM. The results were as follows: 1.In the different aspects of the experience scale, act experience was ranked highest, followed by feel experience, while relate experience was ranked lowest. 2.In the different aspects of brand image scale, members of a franchise health club gave the functional brand image the highest score, experiential brand image the second, and symbolic brand image the last. 3.The loyalty of members of a franchise health club appears positive. In loyalty scores, the willingness of members to renew their membership scored the highest, the willingness of recommendation the second, and the willingness of interpurchase the lowest. 4.Different variables of population statistics were significantly different in experiences, brand image, and loyalty. 5.Member experiences and brand image had a significantly advanced effect. 6.Brand image and loyalty had a significantly advanced effect. 7.Experiences and loyalty had a significantly effect. Key Words：Franchise Health Club , Experience , Brand Image , Loyalty , Structural Epuation Modeling
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Hsieh, Tien Fu, and 謝添富. "The impact of health food brand image and purchase experience impact on consumer purchase behavior." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/56092842205349412532.
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碩士中州科技大學
保健食品系
103
This study aims at exploring the relationship between health food brand and purchase experience to purchase intention. The main purpose of this study was to: (1) Investigate current situation of health food brand, purchase experience and purchase intention. (2) Explore the different influence effect of different variables on the health food brand, purchase experience and purchase intention. (3) Analyze the relationships between health food brand, purchase experience and purchase intention. After collecting and summarizing related literatures, to achieve the above-stated goals, surveys were conducted using purposive sampling. A total of 300 questionnaires were issued and 200 were valid. Descriptive statistics, T Test, one-way ANOVA, Pearson-moment correlation analysis were used to analyze the data. The study results are as the following: (A) Health food brand and purchase experience and purchase intention has effect. (B) Different backgrounds, samples, having differences in health food brand and purchase experience and purchase intention. Finally, based on the study results, the researcher proposes some suggestions for business and the future researchers, hoping to benefit the business in the future. Key word: health food, brand image, purchase experience, purchase intention
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Yang, Shih-Hsien, and 楊士弦. "A Study of the Relationships Among Visitors’ Experiential, Brand Attitude and Purchase Intention for Tourism Factory - A Case of BRAND''S Health Museum." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/67821501423105199487.
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碩士朝陽科技大學
休閒事業管理系碩士班
101
The purpose of this study is to investigate relationships among visitors’ experiential, brand attitude and purchase intention for tourism factory. The scope of research is BRAND''S Health Museum in locations, and object of study for tourists. It adopts the method of convenience sampling choosing tourists for questionnaire survey. A total of 450 surveys were sent out and 424 valid surveys were returned. The percentage of valid surveys is 94.22 percent. The data was analyzed with descriptive statistical analysis, cross-analysis, multivariate analysis of variance, ANOVA analysis, independent samples T test and structural equation modeling. Results are as follows: In the background factors of object of study, gender and occupation, age and monthly income was significant correlation between. Tourists’ in different background showed no significant differences in visitors’ experiential, brand attitude and purchase intention. Visitors’ experiential has a positive effect on brand attitude, and Brand attitude has a positive effect on purchase intention. To promote tourism factory can sustainable development, According to the results made the following recommendations: BRAND''S Health Museum should identify the main customer according to marketing, to develop different products base on customized flavors, to enhance BRAND''S visibility and maintain BRAND''S tourist positive feeling.
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Silva, Diogo Filipe Prada da. "EEG mapping of brain activity resulting from stimulation with brand logos." Master's thesis, 2020. https://hdl.handle.net/10216/130840.
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Chih, Ho Yuan, and 何沅芝. "The Study of Brand Management on Health Food industry- An Empirical Analysis on Essence of Chicken." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/28883t.
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碩士長庚大學
企業管理研究所
97
When Taiwan society is gradually aging, health industry becomes a rising star in the market. Meanwhile, chicken essence is one of the most potential products in the future. However, there are not much health- food brand related research of. The main purpose of this research is to study about the brand market, customers’ cognition, and brand strategy of chicken essence. We select five brands of chicken essence, i.e., Brands, Uni-President, Hua Tuo, Taiwan Sager Corporation, and Quaker for comparison. Firstly, we collect the sales information from the market and analyze by using RAS. Secondly, through random sampling from the customers of chicken essence, we survey 600 questionnaires and obtain 290 valid results. The returning rate is about 48.3%. The analysis of collected data includes utilize descriptive statistic, t-test, Chi square, factor analysis, cluster analysis and MDS by using SAS software. The major results after analysis include: 1. Age, occupation, education and connubiality are the major factors that will significantly affect brand loyalty. 2. The different motivation of purchasing depends on different life styles of customers. 3. Brands, Uni-President are positive brand associations, nevertheless, Taiwan-Sugar, Quaker are negative brand associations. The research finds the different customers’ motivation for purchasing chicken essence, the strategy for advertisement, and positioning of chicken essence. The results can offer the market mangers of chicken essence a reference for management of brand strategy.
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LU, CHIA-CHI, and 呂家綺. "The Relationship between Purchase Experience of Health Food and Brand Trust:The Moderating Effects of Information Channel." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/87n7de.
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碩士中臺科技大學
醫療暨健康產業管理系碩士班
105
With the advance of the medical environment recently, the aging society is an unavoidable trend. Moreover, Health has become a matter of great importance to people, and thus bring the trend of eating healthy food. The main purpose of this study is to explore the relationship between purchase experience and brand trust, and analyze the moderating effects of information channel on the relationship between purchase experience and brand trust. In this study, a sample of 310 respondents was sampled by questionnaires. Most of the samples were female, middle-aged, middle-income and college-educated. Finally, we gather these data for statistical analysis of the reliability, and then went through the regression analysis to examine whether hypotheses were support or not. The result of research is that purchase experience will positively affect the brand trust, that is, the higher frequency and amount of purchase, the higher brand trust. In addition, different information channel also have moderating effects on the relationship between purchase experience and brand trust. In the channels of network, store and friends and relatives recommended, the purchase of brand trust has a positive impact. However, in the channels of TV, newspaper and magazines, purchase experience is negatively influence brand trust. According to the results of this study, managerial implications are proposed and references for future studies are provided.
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張琇喻. "A Study of Health Food Promotion Type on Consumer’s Purchase Intension －Brand equity as a mediator." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/03376975362610778620.
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碩士國立彰化師範大學
商業教育學系
98
The purpose of this study was to examine the effect of the health food consumer’s promotion, brand equity on consumer’s purchase. A quota sampling method was used in the study, there were 1,200 questionnaires sent to the consumers who used health food. A number of questionnaires returned were 848 with 73.6% valid return rate. The collected data were analyzed by using descriptive analysis, t-test, one-way ANOVA, factor analysis, Pearson correlation, simple regressions and multiple regressions. According to the findings, the results were summarized as follows: 1.The key appeal to health food is that consumers can get good effect from it. Below 1,000 dollars in one season purchased mainly from pharmacy store and the fundamental nutritious food is the most purchased one; 2.The youth adults primarily pay much more attention to promotion of merchandises; 3.Female, paramedic, high income consumers have more intention to buy health food; 4.Both money and non-money promotions are all contributed to the consuming intention; 5.Money promotion is more contributed to the consuming intention than non-money promotion; 6.Both Money promotion and non-money promotion are all contributed to brand equity; 7.Health food with high brand equity is contributed to consuming intention; 8. The promotion way of health food provided with brand equity make more consuming intention. Finally, based upon the findings and conclusions would provide concrete suggestions for health food consumers, cosmetics industry and future researchers.
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Chao, Pi-Lien, and 趙碧蓮. "Effects of Brand Image and Perceived Value on Purchase Intention:A Case Study of Quaker Health Food." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/19073051739758409181.
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碩士南台科技大學
行銷與流通管理系
100
Modern people are mostly under great pressure in their lives, with the awareness that health is of great significance. Such awareness gave rise to the formation of health care ethos that has become increasingly popular all over the globe. Consequently, health food industry now appears to be very hot and very popular. The purpose of this study is to investigate the interrelationship of brand image, perceived value and purchase intention in terms of health foods, explore views of customers on health foods, and thereby provide decision makers with reference related to their industries. This study is based on survey results derived from 400 consumers of Quaker Health Food, with a total of 389 copies of questionnaires and an effective recovery rate of 97.25%. Factor analysis, descriptive statistics, reliability analysis, validity analysis, correlation analysis, regression analysis, and other statistical methods are employed to acquire the study results as follows: First, brand image only partially supports purchase intention, with the “functional” and “empirical” showing a significant effect on purchase intention and the “symbolic” showing no significant effect on purchase intention. Second, the perceived value and purchase intention shows a significant, positive effect on purchase intention, with “social value” and “functional value” showing a significant effect on purchase intention.
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White, Christine. "The impact of cigarette package design on young women in Brazil: brand appeal and perceptions of health risk." Thesis, 2011. http://hdl.handle.net/10012/6176.
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Tobacco use is responsible for 5.4 million deaths every year worldwide and a leading cause of preventable death. The burden of these deaths is rapidly shifting to low and middle-income countries, such as Brazil. Brazil is widely regarded as an international leader in tobacco control. The country has prohibited most forms of advertising; however, the cigarette pack remains a primary source of tobacco marketing. The current study sought to examine how tobacco packaging influences brand appeal and perceptions of health risk among female youth in Brazil.
A between-subjects experiment was conducted in which 640 Brazilian females between the ages of 16 to 26 years participated in an online survey. Each participant was asked to view and rate a series of cigarette packages that were digitally altered to correspond to one of three experimental conditions: (1) “standard” branded cigarette packages, (2) the same packs with all brand imagery removed (“plain packaging”), or (3) the same packs with all imagery and brand descriptors removed. Participants rated the packages on perceived appeal, taste, smoothness, health risk, ease of quitting, desirability to be seen smoking, preference to try, and smoker attributes through single pack ratings and two-pack comparisons. A pack offer was used as a behavioural measure of general appeal. Linear and logistic regression modeling was used to test for differences between and within experimental conditions.
Branded packs were rated as significantly more appealing, better tasting, and smoother on the throat than plain packs. Branded packs were also associated with a greater number of positive smoker attributes including style and sophistication, and were perceived as more likely to be smoked by females than the plain packs. Removing descriptors from the plain packs further decreased the ratings of appeal, taste and smoothness, and also reduced associations with positive attributes. Results of the study also indicated that packages marketed as lighter, through use of lighter coloured pack imagery, and descriptors referring to lighter colours and flavours, were more likely to be rated favourably. Over 52% of participants accepted a pack offer at the end of the study, and of those who selected a pack, more than three-quarters chose a branded pack over a plain pack.
Overall, the findings suggest that plain packaging and removing descriptors from cigarette packs, including those that refer to flavours, may help to reduce the appeal of smoking, and consequently reduce smoking susceptibility among young women in Brazil.
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SUEN, YU-JIE, and 孫于傑. "The Effect of Conformity Behavior on Repurchase Intentions of Health Food－ the Moderating Effects of Brand Image." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/2p32ca.
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碩士大葉大學
管理學院碩士在職專班
102
The purpose of this study is to investigate the effect of brand image and conformity behaviors on repurchase intentions in health food markets. It also analyzes the moderating role of brand image in conformity behaviors and repurchases intentions. The theoretical model is tested with a sample of 258 health food customers who use the offline or the online questionnaire survey. Four empirical results indicate that (1) female consumers increase with higher informational social influences, repurchase intentions and brand image than males, (2) the conformity behaviors significantly influences the decision of repurchase intention, (3) the brand image of health food strongly enhances the willingness to repurchase intention, (4) the brand images of health food does not contribute significantly moderated effect to the relationship between conformity behaviors and repurchase intention.
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Chang, Chun-Ting, and 張淳婷. "The Effects of Brand Preference on Health-Concept Purchase Behavior of Seniors-An Example of Milk Products." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/62433063490251090818.
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碩士東海大學
管理碩士在職專班
96
Title of Thesis：The Effects of Brand Preference On Health-Concept Purchase Behavior of Seniors—An Example of Milk Products Name of Institute：EMBA of Tunghai University Graduation Time：07/08 Student Name：Chun-Ting Chang Advisor Name：Dr. Sue-Ming Hsu Abstract： Population Aging has become a global phenomenon. Seniors possess distinct characters, therefore has drawn the attention from the practitioners and researchers. Past research on seniors mostly focused on “health care” or “health maintenance”, which had enhanced profitability of the food industry. According to Taiwan Institute of Economic Research (TIER), there are over ten suppliers providing multi-variety of heath-concept milk products in the marketplace. The previous studies showed that milk consumption was affected by price and product attributes while seniors tended to have stable purchase behavior with high brand loyalty. Unlike questionnaires done in previous studies, this paper is to investigate health-concept purchasing behaviors among customers with different brand preference by utilizing database of an existed hypermarket. Concentration and variance of brand consumption were designed as the variables of segmentation. Target members were clustered into three groups by Cluster Analysis as: “non-prominent brand loyalty”, “prominent brand loyalty”, “high consuming but brand disloyalty”. The results from MANOVA analysis showed that health-concept preferences were significantly different with main effect, and parts of behaviors with interaction effects, which support the idea of market segmentation by brand consumption pattern. This paper provides real data evidence and marketing strategy suggestions in practical field. Besides, it proves to be a beneficial reference for future studies. Key words：Aging, Concentration degree, Milk Products Consumer Behavior, Cluster Analysis, MANOVA
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HuangChunYu and 黃君郁. "The Study Of Health Food Industry Tourism Development Strategy–Case Study of Brand' s Essence of Chicken." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/55002816174824081369.
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碩士中華大學
建築與都市計畫學系碩士班
95
Abstract Because of the heavy life pressure and the awareness of the importance of health, people desired to pursue healthy body though taking health food in modern age. Health food is a kind of food that can provide health effect. If we can promote health food by means of industrial tourism, we can not only increase the sales of health food but also can educate consumers and create positive business images at the same time. Not like general soft drink food industries like Coca-Cola or Hey-Song soda water, health food industries need to create its own attractiveness and educational function to attract their consumers. How to create the special attractiveness of health food industry is what we want to study in this research paper. We began this research by surveying the characteristics of health food. We distinguished the differences between health food and other common foods. Taking Brand’s Essence of Chicken as a case study, we analyzed consumers’ behaviors. Through the SWOT analysis of health food industry, we find the internal advantage and disadvantage of developing health food industrial tourism and the external opportunity and threat. Finally, we tried to make some strategic suggestion for health food industrial tourism in the near future. The research came out the following results through the paper review; 1. The motivation and behavior of health food consumers. 2. The effectiveness of health food industry to develop its industrial tourism. 3. The difficulties of health food industry to present its own special characters. Based on health food industry SWOT analysis, we can conclude that it is highly possible to promote health food industry through industrial tourism design. There are still a lot of things to do to make the industrial tourism more interesting. Health food industries need to cooperate with medical hospital to do more human experiments to prove the effectiveness to their health food. They need to focus those high consumable elder people, major family procurement women, and student group to promote their products. They need to borrow the experiences of general food industry tourism method to make health food industry tourism more interesting as well. Consequently, we believe that health food industry will develop much better in the future. Keyword: Health Food、Industrial Tourism、Tourism Factory、Strategy
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Chentg, Min-Chung, and 鄭閔中. "Brand Image, Product Innovation, Conformity, and Health Consciousness on Functional Tea Purchase Intention: Mediated by Perceive Value." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/96378974329980864017.
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碩士國立中央大學
企業管理學系
104
With the increase of health consciousness, consumption of functional tea has increased tremendously. The main purpose of this study is to explore the relationships among brand image, product innovation, conformity, and health consciousness on purchase intention, as well as whether perceive value may serve as a mediator. A total of 260 questionnaires were collected, and 236 valid questionnaires were analyzed. Using SPSS and Process macro to test the hypothesis, the study found brand image, product innovation, conformity, and health consciousness were all significantly related to both purchase intention and perceive value. Perceive value partially mediated the relationship between brand image, product innovation, and health consciousness on purchase intention, and fully mediated the relationship between conformity and purchase intention. Finally, the study suggests that a consumer’s purchase intention for functional tea may increase through enhanced brand image, dedicated product innovation, creative marketing strategy to generate conformity, and increased health consciousness.
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Kuo, Ya-Hui, and 郭雅惠. "The Effects of Health Food’s Brand Popularity and Perceived Risk on Attitudes Toward Product and Purchase Intentions." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/17424283653419397513.
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碩士中華大學
企業管理學系碩士班
99
Over the last decade, People's demand for food has grown from basic satiety enhancements to eat nutritious and healthy; experts and nutritionists have begun public advocacy, when we intake of food, we must take into account the nutritional. Therefore, not only health food began to be made attention, but also promote the food industry in Taiwan and the Chinese and Western medicine sector to committed to the development and promotion of health products. Because of these factors, health food market gradually growing, health food has become the mainstream of world demand According to data, the global market of health food is growing year by year.There is 83 billion U.S. dollars at the global market of health food in 2007. According to ITIS（Industry & Technology Intelligence Service）data,there should be 91.5 billion N.T. dollars at the Taiwan market of health food in 2010.We can feel the market of health food is very vigorous. According to 104 survey ,the consumer’s decision factors of purchasing health food in Taiwan are price,effect (are belong to perceived risk), and brand.So,we can see perceived risk and brand are very important decision factors in purchasing process.The object of this research is to study the effects of health food’s brand popularity and perceived risk on attitudes toward product and purchase intentions.The outcome could be a reference for companies operating their brands. For this study, we got 214 pieces questionnaire ,the analyzing methods contain general statistics,reliability analyze,t test analyze,one way ANOVA,and regression analyze.In this study,the independent variable is perceived risk,the mediated variable is brand popularity,and the dependent variable is attitudes toward product and purchase intentions. The major conclusions are： 1. In samples of different properties, for perceived risk and purchase intention are significant differences, but the attitude of the product is no significant difference. 2. Perceived risk have a significant effect on product attitude, but have no significant impact on purchase intention. 3. Under different brand awareness, Perceived risk have a significant effect on purchase will, but have no significant impact on product attitude.