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Kong, Wa-nam Wallace. "Brand image in China /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404030X.
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江華南 and Wa-nam Wallace Kong. "Brand image in China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B31266538.
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Schafer, Nina. "Brand equity : an approcah to value based brand management." Thesis, Stellenbosch : Stellenbosch University, 2005. http://hdl.handle.net/10019.1/50290.
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Thesis (MBA)--Stellenbosch University, 2005.ENGLISH ABSTRACT: Brands are getting more and more valuable. In this age of cross-border mergers and acquisitions. the value of brands is a key detenninant of a company value and stock market capitalization. For the consumer a brand also plays a significant role. It is seen as a sign of quality, helping them make their purchasing decisions. Yet brand loyalty and established customer relationships can no longer be taken for granted or assumed to last forever in an environment of increased competition. Brand loyalty is vitally dependent on how the relationship between the brand and the consumer is nurtured and specifically developed: A strong brand brings with it the opportunity to raise the proftle of a product and the company that sells it, setting them apart from rivals in the marketplace. A strong brand even allows companies to command a price premium for their products. In this way the value of a brand or brand equity becomes a company's most important asset. But the questions are: How much is the brand actually worth? And how can a brand's value be boosted? The term brand equity originated as a business-financial concept, and consists in "[the] net present value of all future net surpluses over his cash input that the owner of a brand can earn". Such financially oriented measurement of brand equity is a suitable approach for expressing it as a monetary value as required for purposes of financial statements, licensing agreements or acquisition decisions. There is a wide variety of brand valuation models available to detennine a monetary value on brand equity, but in some cases these models are controversial. and the value of their resu1ts as an objective statement may be limited. The consumer oriented perspective on brand equity sets itself apart from the financial approach by focusing on the judgments made by consumers, with a view to improving the effectiveness and efficiency of marketing measures and also brand management on a longterm basis. This behavioural approach endeavours to reach a qualitative explanation of the factors driving brand equity and to determine psychological constructs of brand strength by means of operational measurement. The underlying study project illustrates some of the most common brand valuation models, shows their respective advantages and disadvantages and explores the different approaches to brand equity. Methods to increase brand equity by putting it in the focus ofa Value Based Brand Management explain its drivers and individual brand processes. This approach to a successful brand management is fmally compared with the current brand management process of the FMCG brand NNEA. Recommendations on how this international brand could be managed more efficiently with respect to brand equity conclude this study project.
AFRIKAANSE OPSOMMING: Handelsmerke raak al hoe meer waardevol. In hierdie eeu van oorgrens-samesmeltings en oornames, is die waarde van 'n handelsmerk 'n sleutelfaktor om 'n maatskappy se waarde en aandelebeurs-kapitalisering te bepaal. Handelsmerke speel ook 'n belangrike rol in die lewe van verbruikers. Dit word beskou as 'n simbool van kwaliteit, 'n hulpmiddel om aankopebesluite te vergemaklik. Nietemin kan lojaliteit teenoor 'n handelsmerk en gevestigede klienteverhoudings nie as vanselfsprekend aanvaar word, of aanvaar word dat dit vir altyd sal aanhou, in 'n omgewing waar kompetisie toeneem nie. Lojaliteit teenoor 'n handelsmerk is in essensie afhanklik van hoe die verhouding tussen die handelsmerk en die verbruiker opgepas en spesifiek ontwikkel word: 'n gevestigde handelsmerk skep die geleentheid om die profiel van 'n produk, asook die relevante maatskappy se profiel, te verhoog - en derhalwe hulle te onderskei van mededingers in die mark. 'n Sterk handelsmerk bring selfs mee dat 'n prys-premie vir produkte gehef kan word. Op die manier word die handelsmerkwaarde of handelsmerk-ekwiteit 'n maatskappy se grootste bate. Maar die vraag is: hoeveel is 'n handelsmerk eintlik werd? Asook, hoe kan 'n handelsmerk se waarde vermeerder word? Die term handelsmerk-ekwiteit het sy oorsprong as 'n besigheidfinansiele konsep en is gewortel in "[die] netto huidige waarde van aIle toekomstige netto surplusse oor die kapitale-insette wat die eienaar van die handelsmerk kan verdien". Bogenoemde finansieel - georienteerde maatstaf van handelsmerk-ekwiteit, is 'n geskikte benadering om dit in monetere waarde uit te druk, soos benodig vir finansiele state, lisensiering-ooreenkomste of oorname besluite. Daar is 'n wye verskeidenheid handelsmerk waardasie modelle beskikbaar om die monetere waarde van handelsmerk-ekwiteit te bepaal, maar in sommige gevalle is die modelle kontroversieel, wat daartoe lei dat die waarde van hulle resultate, as 'n objektiewe waarneming, beperk kan wees. Die verbruiker- georienteerde benadering tot handelsmerk-ekwiteit onderskei homself van die finansiele benadering deur te fokus op die besluite wat gemaak word deur verbruikers, met die oog daarop om bemarkingsmaatstawwe, asook die bestuur van 'n handelsmerk, meer effektief en doeltreffend te maak op 'n langtermyn basis. Hierdie gedragswetenskaplike benadering poog om 'n kwalitatiewe verklaring te gee vir die faktore wat handelsmerkekwiteit dryf en om 'n psigologiese struktuur te gee aan die impak wat 'n handelsmerk het via 'n operasionele maatstaf. Die onderliggende projek iIIustreer die mees aanvaarde waardasie-modelle, asook hulle onderskeie voordele en nadele en ondersoek die verskillende benaderings tot handelsmerkekwiteit. Metodes om handelsmerk-ekwiteit te vermeerder deur dit te benader aan die hand van Waarde-gebaseerde Handelsmerk Bestuur (Value Based Brand Management) gee insig ten opsigte van sy drywers en individuele handelsmerkprosesse. Hierdie benadering tot suksesvolle handelsmerkbestuur word ten slotte vergelyk met die huidige handelsmerkbestuur-prosesse wat deur die FMCG handelsmerk NIVEA gevolg word. Aanbevelings aangaande meer effektiewe bestuur van hierdie internasionale handelsmerk aan die hand van handelsmerk-ekwiteit, sluit hierdie projek af.
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Liu, Ziyu. "Celebrity endorsements of branded apparel and its role in printed advertising." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1178.
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Purchasing is an important concept in the life of students. The decision whether to purchase branded apparel is hence a very important one. The 21st century student is less loyal and more demanding when choosing branded apparel. Marketers should understand how students evaluate celebrity endorsers when they appear in printed advertising and respond accordingly. The objective of the research is to find out how celebrity endorsed print advertisements affect Nelson Mandela Metropolitan University (NMMU) students’ purchase behaviour. The results of this study could assist marketers in improving the quality of their advertising and to more accurately meet the needs of this dynamic student market. A literature review was conducted to provide an understanding of the consumer purchasing behaviour and the role celebrity endorser played in printed advertisements. The empirical study was designed to assess the impact of the use of celebrity endorsements of printed advertisements targeted at NMMU students. The empirical findings showed that both male and female students indicated that the use of celebrity endorsers get their attention and created interest, and make advertisements more memorable. Males were more influenced than ii females. Moreover, both groups indicated that for a desired or familiar product, celebrity endorsers did not easily change their purchase decisions. It was also found that the use of pictures, colours and wording featured in the advertisements are important to students. The study proposes that marketers should continue to focus on effective marketing communications and establish whether a celebrity should be used. The correct selection of a celebrity endorser can help to create greater consumer persuasion.
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Fok, Gary S. "The role of brands in corporate strategies in Hong Kong /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404027X.
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Widing, Robert E. "Computer-assisted and static information provision formats : comparisons on reactions, time, and decision quality /." Connect to resource, 1986. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1262269327.
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Scott-Kolarova, Elizabeth. "Brand portfolio strategy in the wood products industry : consideration of brand assocations in a co-branding environment /." Thesis, Connect to this title online; UW restricted, 2008. http://hdl.handle.net/1773/5500.
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Kwan, Man Ching. "A self-based perspective for consumer-brand relationship : understanding the role of brand attachment in brand equity creation." HKBU Institutional Repository, 2011. http://repository.hkbu.edu.hk/etd_ra/1261.
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Ndisengei, Charity. "An exploratory analysis of the global brand perceptions of SABMiller's global beer brands in Africa." Thesis, Stellenbosch : Stellenbosch University, 2015. http://hdl.handle.net/10019.1/97353.
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Thesis (MBA)--Stellenbosch University, 2015.ENGLISH ABSTRACT: David Ogilvy stated that ‘I have seen one advertisement actually sell not twice as much, not three times as much, but 19 ½ times as much as another. Both advertisements occupied the same space. Both were run in the same publication. Both had photographic illustrations. Both had carefully written copy. The difference was that one used the right appeal and the other used the wrong appeal’, Ogilvy (1983, 9) He then goes on to say that, the wrong advertising can actually reduce the sales of products. It is with this quote in mind that the researcher took to this research study. The objective of this study is to understand why the current advertising for SABMiller’s Global brands does not resonate with its intended target audience and based on these findings make recommendations that can be implemented by SABMiller. The design of this report is qualitative and exploratory. Participants of this study included a sample of fifteen individuals made up of SABMiller customers, and employees from Tanzanian brewery’s marketing and sales departments. The findings confirmed that Global brand advertising does not currently resonate with consumers in Tanzania. The perception generally is that these brand’s communication does not compel consumers to want to interact with them, let alone drive the propensity for purchase. Factors such as a mismatch in culture, language and relevance were identified as drivers to advertising relevance, all of which were lacking in Global brand advertising. The practical impact of this study is that SABMiller marketers can use this information to develop robust brand positioning strategies as well as communications strategies that will better resonate with their intended target audience and help to increase consumer’s propensity to purchase these brands.
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Martin, William Carroll. "Investigating the antecedents and consequences of perceived connectedness to brand users brand communities versus brand collectivities /." Diss., Mississippi State : Mississippi State University, 2009. http://library.msstate.edu/etd/show.asp?etd=etd-03262009-122935.
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Varma, Tulika M. "Corporate branding on the Web : a content analysis of stakeholder communication by U.S. and Japanese global companies /." Ohio : Ohio University, 2005. http://www.ohiolink.edu/etd/view.cgi?ohiou----------.
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Buddle, Richard. "The dyadic brand : a systematic enquiry to explore the confusion embedded in brand literature, and to inform the development of a simpler brand model that clarifies the roles of the consumer and custodian /." full text via ADT, 2007. http://erl.canberra.edu.au/public/adt-AUC20080829.120412/index.html.
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Wang, Hua. "The effects of marketing mix on brand equity /." View abstract or full-text, 2005. http://library.ust.hk/cgi/db/thesis.pl?MARK%202005%20WANG.
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Ma, Yun. "The role of consumer knowledge in consumer evaluations of brand extension a thesis submitted to Auckland University of Technology in partial fulfilment of the degree of Master of Business, 2005." Full thesis. Abstract, 2005.
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Huang, Rong 1973. "Exploration of brand equity measures : linking customer mind-set measure to product-market performance measure." Thesis, McGill University, 2008. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=115606.
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Motivation: Various brand equity measures have been proposed in extant literature. Few researches have explored the theoretical similarities, differences and relationship between different brand equity measures. In the thesis, I will explore two types of brand equity measures, namely customer mind-set measures and product-market performance measures. In particular, I will look at: 1) the correlation between the two types of measures; 2) which measure reflects the underlying brand equity construct better; 3) the impacts of marketing mix elements on the two types measures respectively; and 4) the prediction relationship between customer mind-set measure and product-market performance measure.Theoretical Framework: My main theoretical framework will be brand equity literature. I draw upon the Brand Value Chain framework (Keller & Lehmann, 2(03) to explore the conceptual differences between two types of brand equity measurements, namely customer mind-set and product-market performance measurements. Furthermore, I also use Keller's (1993) Customer-Based Brand Equity concept to explore how specific marketing activities impact the brand equity theoretically.
Data and Methodology: This thesis measures brand equity by two methods: customer mind-set (Keller, 1993) and revenue premium (Ailawadi, Lehmann, & Neslin, 2(03). I use two types of data in the empirical analyses. Survey data, procured from a consumer-packaged product company 1, is used to measure customer mind-set brand equity. This unique data consists of proprietary equity scan surveys on 11 brands from 2004 -- 2006 in the United States. The measurement model of brand equity is rooted in Keller's customer-based brand equity concept (1993). The measurements include brand awareness, brand performance, brand image, brand judgment, brand feelings and brand resonance (Keller, 2(01). The second data is from commercial sources, including IRI and TNS, for the specific brands and time periods corresponding to the survey data and includes revenue premium, price, sales, distribution, promotion, and advertising information. Various techniques are employed for analyses including descriptive and reliability analyses, correlation analyses, multiple-regression, and cross-validation.
Contribution: The contribution ofthis thesis is threefold. Firstly, it sheds light on the underlying theory and relationship between two types of brand equity measurements and provides empirical test of the theory. Secondly, it provides a systematic exploration of the impact of marketing mix elements on brand equity using real market data and two different measurements. Third, it offers very practical guidance for managers on how to choose a specific brand equity measures and how to track the brand equity measures over time for their brands.
1Because a confidential agreement with this company, the company name, brands name as well as product category will be disguised in the thesis.
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Kim, Woo Sung. "Product quality, image, and salient association levels as factors in brand extendibility /." view abstract or download file of text, 2001. http://wwwlib.umi.com/cr/uoregon/fullcit?p3024519.
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Thesis (Ph. D.)--University of Oregon, 2001.Typescript. Includes vita and abstract. Includes bibliographical references (leaves 155-163). Also available for download via the World Wide Web; free to University of Oregon users.
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Harris, Fiona J. "Internal factors affecting brand performance." n.p, 2001. http://ethos.bl.uk/.
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Sultan, Abdullah J. "The relationship between new brand information exposure and future purchase intention the moderating role of brand implicit image /." Pullman, Wash. : Washington State University, 2008. http://www.dissertations.wsu.edu/Dissertations/Fall2008/a_sultan_11609.pdf.
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Bucker, Silke. "Assessing brand fit using conjoint analysis." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/4143.
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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.ENGLISH ABSTRACT: Many studies have been conducted on the occurrence of brand image transfer, but very few of them have focused on one of the most important determinants of such transfer namely, brand fit. Brand image transfer is the transfer of brand associations, attributed to another entity, to the brand, while brand fit has been defined as a consumer learning process that seeks to match those brand associations held of the relevant brands involved. This study proposes to assess brand fit. Since a variety of brands were involved in this study, conjoint analysis was used as a method of assesing brand fit. In particular, choice-based conjoint analysis was singled out because of its capability to allow the relative advantage of brands considered jointly to be ascertained. Brands might not be able to be measured if taken one at a time. Both qualitative and quantitative research methods were employed in order to assess brand fit using conjoint analysis, which was the main reason for this study. Rugby sponsorships were chosen to asses brand fit, as this particular game is the second most-watched sport in South Africa, with the highest monetary value attached to its sponsorships at the time of this study. The qualitative research was accomplished by using focus groups to determine which brands were typically perceived to be associated with the Springbok rugby brand. The different industries and brands used in the focus groups were selected on the grounds of their being current, previous, and potential sponsors of the Springbok rugby brand. The quantitative research was conducted by means of an online questionnaire, sent via a link in an email to a chosen database on the social networking site, ‘Facebook’. A screening question served to ensure that only rugby supporters would be eligible to complete the survey. The information was captured in ‘real time’ in the conjoint analysis software, thereby determining which brands were perceived to best fit the Springbok rugby brand. The realised sample was composed of a younger, more male-dominated group. All respondents were also Springbok supporters who possessed sufficient knowledge on the Springbok brand and sponsors. There were six brands identified to fit the Springbok rugby brand, namely, Castle, Vodacom, SASOL, Canterbury, Nike, and Adidas. These identified brands proved that the study did indeed assess brand fit using conjoint analysis. Conclusions were drawn that brand fit could be established in a variety of ways. The most dominant ways were by leveraging the sponsorship, and also by sponsoring on a continuing basis. These two ways serve to inform consumers of the sponsorship, making them aware of the brands, and building the basis of brand fit in their minds. Brand fit was also achieved based on similar brand images of the two different brands. It was found that brand fit was absolutely essential for a successful brand image transfer. Before undertaking a sponsorship, it is important to establish if a perceived brand fit between the various brands will be perceived. If not, additional leveraging of the sponsorship, by means of a marketing campaign, should be used to teach consumers the basis of the brand fit between the various brands.
AFRIKAANSE OPSOMMING: Talle studies is reeds uitgevoer aangaande handelsmerk beeld oordrag, maar baie min van hierdie studies het gefokus op een van die belangrikste determinante van diesins, naamlik handelsmerk pas. Handelsmerk beeld oordrag is die oordrag van die handelsmerk assosiasies, toegeskryf aan ‘n spesifieke entiteit, na die betrokke handelsmerk, terwyl handelsmerk pas gedefinieër word as 'n verbruiker leerproses wat poog om die handelsmerk assosiasies van die betrokke handelsmerke te laat pas. Hierdie studie poog om handelsmerk pas te beoordeel. As gevolg van die verskeidenheid handelsmerke betrokke in hierdie studie is vereenigde analise gebruik as 'n metode om handelsmerk pas te beoordeel. Besluitneming-gebaseerde vereenigde analise is gekies aangesien dit die vermoë het om die relatiewe voordeel van handelsmerke wat as gesamentlik beskou word vas te stel. Handelsmerke sal nie akkuraat gemeet word op individuele basis nie. Kwalitatiewe en kwantitatiewe navorsing is gedoen om handelsmerk pas te beoordeel met behulp van vereenigde analise, en dit was die hoof doelwit van hierdie studie. Rugby borgskappe is gekies om handelsmerk pas te beoordeel aangesien dit die tweede grootste kykertal in Suid-Afrika het, asook die hoogste monetêre waarde geheg aan borgskappe gedurende die tyd van hierdie studie. Kwalitatiewe navorsing is gedoen, met behulp van fokusgroepe, om te bepaal watter handelsmerke geassosieër word met die Springbok rugby handelsmerk. Die verskillende industrieë en handelsmerke gebruik in die fokus groepe is geselekteer deur die navorser op grond van huidige, vorige en potensiële borgskap van die Springbok rugby handelsmerk. Kwantitatiewe navorsing is gedoen met behulp van 'n aanlyn vraelys wat gestuur is deur 'n skakel in 'n epos aan 'n gekose databasis op die sosiale netwerk, Facebook. 'n Siftings vraag het verseker dat net rugby ondersteuners die opname voltooi. Die inligting is, soos ingesleutel deur respondente, in die vereenigde analise sagteware opgeneem. Sodoende was handelsmerke waargeneem as die wat die beste pas het met die Springbok rugby handelsmerk, bepaal. Die steekproef het bestaan uit 'n jonger, manlike dominerende groep respondente. Al die respondente was inderdaad Springbok ondersteuners met voldoende kennis oor die Springbok handelsmerk, asook Springbok borge. Ses handelsmerke is geïdentifiseer om te pas by die Springbok rugby handelsmerk, naamlik Castle, Vodacom, SASOL, Canterbury, Nike en Adidas. Hierdie geïdentifiseerde handelsmerke bewys dat die studie inderdaad handelsmerk pas beoordeel het met behulp van vereenigde analise. Gevolgtrekkings is gemaak dat handelsmerk pas op ‘n verskeidenheid maniere kan ontstaan. Die mees dominante is advertering van die borgskap asook, om ‘n borgskap te onderhou op ‘n deurlopende basis. Dit lig die verbruikers in aangaande die borgskap, maak hulle bewus van die borgskap tussen die twee handelsmerke, en vorm ‘n basis waarop handelsmek pas by verbruikers kan plaasvind. Handelsmerk pas is ook bereik onder handelsmerke met soortgelyke handelsmerk beelde. Dit is gevind dat handelsmerk pas absoluut noodsaaklik is vir 'n suksesvolle handelsmerk beeld oordrag. Voordat enige borgskap onderneem word, is dit belangrik om vas te stel of verbruikers wel ‘n passing tussen die verskillende betrokke handelsmerke, waarneem. Indien nie, sal ekstra bemarking rondom die borgskap gedoen moet word deur middel van 'n bemarkingsveldtog, om die verbruikers in te lig, op grond van wat, handelsmerk pas tussen die verskeie handelsmerke gevorm kan word.
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Round, David. "Exploration of consumer brand name equity for established products and services : using a global marketing induced change analysis approach." Thesis, University of Manchester, 2012. https://www.research.manchester.ac.uk/portal/en/theses/exploration-of-consumer-brand-name-equity-for-establishedproducts-and-services-using-a-global-marketing-inducedchange-analysis-approach(18ac86eb-6e67-418d-bcfb-2a3bad551d0b).html.
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The objective of the study is the exploration of consumer brand name equity for established products and services. There is little research on consumer brandname equity for established products, despite the general assumption within the literature of the central importance to consumers of the brand name element. To achieve isolation of the brand name element the study focuses on name changes brought about by global marketing. Adopting both a critical realist position and a functional based approach towards consumer brand equity, a mixed methods three stage sequential study design is employed. The first stage of the research focuses on the theoretical literature relevant to consumer brand name equity. In particular it seeks to derive a theoretical model of the consumer impact of a change in brand name for an established product. The second stage of the research uses qualitative analysis to empirically explore established product brand name functions. The model developed in the first stage of research is used as a framework but research is not limited to the empirical exploration of this model. The final stage of the research uses quantitative analysis to empirically explore the importance of the brand name of established product to consumers. The research makes a number of contributions to the existing literature. It empirically identifies a number of ways in which the brand name of established products can provide equity to consumers; specifically through rational, relationship, habitual and symbolic functions. One key finding is the discovery that much of the symbolic value appears to be customer rather than corporate driven. A further contribution from the quantitative work is an indication that the overall importance of the brand name of established products holds significant variance. A minority of research participants placed great importance on the brand name element, whilst for the majority the brand name held little importance. This places in context the above functions of the brand name element. Key implications from this study are that the accepted centrality of the brandname element within branding needs qualification and the active role of the consumer within brand equity creation requires greater recognition. In addition, whilst the research findings provide a good rationale for why corporations are able to change the brand name of their products with minimal impact for most of their customers, it also suggests that for a minority of customers this name change will cause an insurmountable long term problem, which will have to be borne by the corporation.
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Staisch, Ingrid. "A brand audit on the L'Oreal brand." Thesis, Stellenbosch : University of Stellenbosch, 2007. http://hdl.handle.net/10019.1/815.
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Thesis (MBA (Business Management))--University of Stellenbosch, 2007.ENGLISH ABSTRACT: The main question addressed in this research study is ‘How can L’Oréal improve upon their current brand image and subsequent brand positioning amongst Stellenbosch students as their target audience’. It was therefore considered necessary for the author of this research project to effectively be able to uncover the current health of the L’Oréal brand. A brand audit was therefore performed on the corporate L’Oréal brand. Brand audits are qualitative snapshots of the current position of the brand in terms of the current perceptions of the target audience and it is important to perform them on a regular basis as target audiences may evolve over time. Through performing a brand audit, the manufacturers / marketers of the brand in question will gain a better understanding of the current problems, desires and needs of the target audience in question. The information obtained from such an audit is valuable for the organization / brand as it allows them to determine whether a costly and time-consuming process such as a brand repositioning is necessary, as well as providing valuable market research which can lead to a viable and sustainable brand strategy. In order to uncover the health of the brand and determine the perceptions, attitudes and behaviour of the target audience, a deductive approach to this study was employed. A paperbased questionnaire regarding the corporate / product L’Oréal brand was designed by the author and distributed to 444 students located on central campus at the University of Stellenbosch. A statistical significance level of five percent (α = 0.05) was employed when the information collected from the questionnaires was subjected to a series of statistical tests. Six main brand characteristics were investigated during the analysis of the survey data. These include brand awareness, attitude towards the corporate brand, attitude towards the products, level of desire for the brand, behavioural tendencies, and the value proposition. The results from the survey indicated that an overwhelming majority of respondents were familiar with the brand, and also that a large percentage of them had also used L’Oréal products. Along similar lines, the perceptions / attitudes with regards to the corporate and product brand were very, or fairly favourable amongst the respondents. There was a consistent trend amongst ethnic groups, with the white ethnic group being the most familiar with the brand, having the most favourable attitude with regards to the brand and products, and displaying the most positive usage behaviour with regards to the products. The opposite trend was observed for the black ethnic group. It was also determined that as the attitude with regards to the corporate brand increases so too does that of the product brand. This is a favourable situation for L’Oréal as efforts to build corporate brand identity can translate into strong, favourable and unique product associations. In terms of the benefits being sought, the majority of respondents ranked functional and emotional benefits as most important when using personal care products. The author was able to extract from the survey the fact that the black ethnic group had the least awareness and least favourable attitude, perception and behaviour with regards to the corporate and product brand in question. If L’Oréal is able to enhance the brand imagery amongst this target audience, they will surely build a positive brand equity as well as an additional income stream. In addition to this, the author was also able to identify that the emotional bond to the L’Oréal brand was not as strong as it could be. The respondents indicated that their level of desire for the brand was not on par with their expected / anticipated needs and that a personal care brand should fulfil more of these needs.
AFRIKAANSE OPSOMMING: Die hoofonderwerp van hierdie stuk navorsing is: “Hoe kan L’Oréal hulle huidige beeld en dus ook hulle handelsmerk posisionering tussen Stellenbosch studente as hulle teikenmark verbeter?” Dit is dus as nodig beskou dat die navorser ondersoek moet instel na die huidige gesondheid van die L’Oréal handelsmerk. ‘n Handelsmerk-oudit is dus op die korporatiewe L’Oréal handelsmerk uitgevoer. Handelsmerk-ouditte is kwalitatiewe “foto’s” van die huidige posisie van die handelsmerk in terme van die huidige persepsies van die teikenmark en dit is belangrik dat hulle op ‘n gereelde basis uitgevoer moet word want teikenmarkte evalueer oor ‘n tydperk. ‘n Handelsmerk-oudit kan daartoe lei dat die bemarkers van die handelsmerk ‘n beter begrip sal hê van die probleme, begeertes en behoeftes van hulle teikenmark. Die inligting wat deur die oudit verkry word is vir die organisasie / handelsmerk waardevol want hulle kan daaruit vasstel of ‘n duur en tydrowende proses soos handelsmerk re-posisionering nodig is, en ook kan dien as marknavorsing wat kan lei tot ‘n lewensvatbare en volhoudbare handelsmerkstategie. Om die gesondheid van die handelsmerk asook die persepsies, houdings en gedrag van die teikenmerk vas te stel, is ‘n deduktiewe benadering tot hierdie studie gevolg. ‘n Vraelys oor die korporatiewe / produk L’Oréal handelsmerk is deur die navorser opgestel en onder 444 studente op die sentrale kampus van die Universiteit Stellenbosch versprei. ‘n Statisties sinvolle vlak van vyf persent (α = 0.05) is gebruik toe die versamelde inligting van die vraelyste aan ‘n reeks statistiese toetse onderwerp is. Ses hoof handelsteken kenmerke is tydens die ontleding van die opname-data ondersoek. Dit sluit in merkbewustheid, houding teenoor die korporatiewe handelsmerk, houding teenoor die produkte, begeerte vir die handelsmerk, gedragstendense, en die waarde-proposisie. Die opname het getoon dat die oorweldigende meerderheid van die respondente die handelsmerk geken het en ook dat ‘n groot persentasie van hulle al L’Oréal produkte gebruik het. Die persepsies / houdings tussen die respondente betreffende korporatiewe- en produk handelsmerke was baie of redelik gunstig. Daar was ‘n konsekwente neiging tussen etniese groepe; die wit etniese groep ken die handelsmerk beter, het ‘n meer gunstige houding teenoor die handelsmerk en produkte en toon meer positiewe gebruiksgedrag betreffende die produkte. Die teenoorgestelde geld vir die swart etniese groep. Daar is ook vasgestel dat soos die houding teenoor die korporatiewe handelsmerk verbeter, so ook dié teenoor die produk handelsmerk. Dit is ‘n gunstige situasie vir L’Oréal want pogings om korporatiewe handelsmerk identiteit te bou sal omsit in sterk, gunstige en unieke produk assosiasies. Die navorser het uit die opname geleer dat die swart etniese groep die minste bewustheid en die ongunstigste houding, persepsie en gedrag betreffende die korporatiewe en produk handelsmerk het. As L‘Oréal die handelsbeeld onder hierdie teikenmark kan verbeter, sal hulle ‘n positiewe handelsekwiteit asook ‘n bykomende inkomstestroom kan skep. Die navorser het ook vasgestel dat die emosionele band met die L’Oréal handelsmerk nie so sterk is wat dit kan wees nie. Die respondente het aangedui dat hulle begeerte vir die handelsmerk nie so sterk is as hulle verwagte behoeftes nie en dat ‘n persoonlike sorg handelsmerk in meer van hierdie behoeftes behoort te voorsien.
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Simelane, Tekhaya. "Exploring the role of consumer brands In shaping employer brand attractiveness." Diss., University of Pretoria, 2015. http://hdl.handle.net/2263/44449.
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The purpose of this research was to explore if there is a role that consumer brands play in shaping the attractiveness of an employer brand. This qualitative study was conducted using the exploratory approach, because the prior insights of the proposed relationship were modest and inconclusive. The population constituted of all registered Masters of Business Administration students at the Gordon Institute of Business Science. The sampling frame constituted second year (2013/14) and full time (2014/15) students. The reason for this choice was that these individuals are knowledgeable on brand concepts, are mostly likely thinking about employment prospects, and have had the opportunity to evaluate employer attractiveness. A sample size of 15 was drawn; this number was chosen based on the likelihood that data saturation would be reached at that point because of the homogeneous nature of the population.
The outcome of this study revealed that consumer brands play a role in shaping employer brand attractiveness, with the main role being that consumer brands project employer brands. Potential employers utilise brands’ dimensions such as quality, innovativeness, longevity and public perception, amongst others, as an indication of employer brand attractiveness. Also uncovered by the study was that the extent of consumer brand influence on an employer brand varies with profession, industry and maturity. Moreover, consumers play a role in attracting potential employees towards investigating employment prospects in a certain organisation, but contribute very little to retaining employees if employment expectations are not met.Dissertation (MBA)--University of Pretoria, 2015.
lmgibs2015
Gordon Institute of Business Science (GIBS)
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Buddle, Richard, and n/a. "The Dyadic Brand A systematic enquiry to explore the confusion embedded in brand literature, and to inform the development of a simpler brand model that clarifies the roles of the consumer and custodian." University of Canberra. School of Professional Communication, 2007. http://erl.canberra.edu.au./public/adt-AUC20080829.120412.
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The battle of the brands is being waged in an ever increasingly competitive and
global business environment, a battle which generates the largest body of academic and
professional literature in the field of marketing communication. Although much of the
ground has been repeatedly ploughed, the literature conveys an impression that the
"Brand" is perceived to lack clarity and agreement on its definition, strategic deployment
and evaluation measures and that the overall concept of the brand is fraught with
complexity and confusion. This thesis attempts to categorize and frame these impressions
using content analysis to systematically unpack and analyze the layers of meaning
embedded in the literature. The output from this study will inform the development of a
simplified brand schema representing both sides of the brand equation, consumer and
manager, recognition of which holds significant implications for the custodial guidance
of this most vital business asset.
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Ormeño, Marcos O. "Managing corporate brands a new approach to corporate communication /." Wiesbaden Dt. Univ.-Verl, 2007. http://dx.doi.org/10.1007/978-3-8350-9599-1.
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Lee, Dongdae. "Effects of Perceived Quality, Product Category Similarity, and Brand Breadth on Consumers' Perceptions of Brand Extensions: Tests of Categorization Theory and Cognitive Response Theory." Thesis, University of North Texas, 1994. https://digital.library.unt.edu/ark:/67531/metadc279140/.
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Various constructs are related to predicting consumers' perceptions of brand extensions. Among these, three constructs, perceptions of perceived quality (PQ) associated with the parent brand, product category similarity (PCS) of an extension to its parent brand, and brand breadth (BB) of the parent, are central to many brand extension studies. The purpose of this study is to clarify the roles of these three constructs and to pit predictions from an alternative theoretical perspective — cognitive response theory — against predictions based on categorization theory.
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Zhang, Yi. "Brand naming practices in China : an exploratory research into brand naming porcess of companies in Guanzhou and Shanghai." HKBU Institutional Repository, 1999. http://repository.hkbu.edu.hk/etd_ra/174.
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Radighieri, Jeffrey P. "Feedback effects in ingredient branded offerings." Pullman, Wash. : Washington State University, 2010. http://www.dissertations.wsu.edu/Dissertations/Spring2010/j_radighieri_041410.pdf.
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Liu, Yang. "The relationships among extrinsic cues, perceived quality, perceived sacrifice and perceived value a cross national study : a thesis submitted to Auckland University of Technology in partial fulfilment of the degree of Master of Business, September 2005 /." Full thesis. Abstract, 2005. http://puka2.aut.ac.nz/ait/theses/LiuYang.pdf.
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Widing, Robert E. "Computer-assisted and static information provision formats : comparisons on reactions, time, and decision quality /." The Ohio State University, 1987. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487323583623045.
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Woodward, Tracy. "Identifying and measuring customer-based brand equity and its elements for a service industry." Thesis, Queensland University of Technology, 1996.
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Kronlund, Antonia. "Remembering words and brand names after a perception of discrepancy /." Burnaby B.C. : Simon Fraser University, 2006. http://ir.lib.sfu.ca/handle/1892/2658.
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Steyn, Ettiene. "Brand distinctiveness of a new trade name for MC Design & Contracting." Thesis, Stellenbosch : Stellenbosch University, 2015. http://hdl.handle.net/10019.1/97361.
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Thesis (MBA)--Stellenbosch University, 2015.ENGLISH ABSTRACT: This study aimed to answer the question whether a change of trade name would affect the brand distinctiveness of MC Design & Contracting. MC Design & Contracting is a small to medium-sized enterprise based in Port Elizabeth, South Africa. The business falls within a segment of the manufacturing sector known as the engineering sector. The business manufactures and installs engineered production facilities and components to industrial markets. As MC Design & Contracting is based in the Eastern Cape where the majority of South African automotive manufacturers are situated, it has a strong reliance on the automotive industry. In an attempt to break this single industry reliance, MC Design & Contracting management has deployed customer diversification strategies. The brand MC Design & Contracting is unique and the business therefore has achieved brand distinctiveness within its industry sector. The customer differentiation strategy requires marketing and sales personnel to target new customers that are not familiar with the business. As a promotional aspect of business-to-business marketing, the element of personal selling plays an important role. The salesforce and marketing personnel felt that the trade name of the business, MC Design & Contracting, was no longer aligned with its customer value proposition. They considered the trade name to be a distraction to the selling and promotions process. In order to assess the impact of a trade name change, MC Design & Contracting’s board requested an independent study dealing with the matter. This study set out to establish the various elements relating to the design of a trade name, including the procedural and legal requirements within a South African context. The ultimate goal of branding is for a business to achieve a degree of ‘uniqueness’ over its competitors. Referred to as ‘brand distinctiveness’, this study explored how trade names relate to brand distinctiveness. The study utilised a qualitative research methodology in the form of semi-structured interviews to gather data from internal and external stakeholders of MC Design & Contracting. The study found that MC Design & Contracting has a distinctive brand, but its trade name is no longer relevant. Furthermore, the study suggests that a change of trade name would affect both brand recognition and brand distinctiveness. The study concludes with recommendations to MC Design & Contracting’s board of directors. The recommendations revolve around the process of selecting an effective trade name that contains an element of distinctiveness. It also deals with the element of brand protection by suggesting the registration of a trademark.
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Luk, Christine. "Hong Kong competitiveness : brand marketing in the garment industry /." Hong Kong : University of Hong Kong, 1997. http://sunzi.lib.hku.hk/hkuto/record.jsp?B18831138.
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Li, Wei. "Consumption motivations underlying ownership effect in brand extensions." Click to view the E-thesis via HKUTO, 2007. http://sunzi.lib.hku.hk/hkuto/record/B38747236.
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陳肖珍 and Chiu-chun Peggy Chan. "Brand building into PRC: a case study of Intel." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31268511.
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Chan, Chiu-chun Peggy. "Brand building into PRC : a case study of Intel." Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B19874443.
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Li, Xiaolian, and 李曉蓮. "Brand effects and brand dominance in transitional economies: a longitudinal study on brands in China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2001. http://hub.hku.hk/bib/B31226383.
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Jones, Scott A. "Whose cobrand is it anyway? : exploring consumer interpretations of a brand alliance /." view abstract or download file of text, 2004. http://wwwlib.umi.com/cr/uoregon/fullcit?p3136427.
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Thesis (Ph. D.)--University of Oregon, 2004.Typescript. Includes vita and abstract. Includes bibliographical references (leaves 157-165). Also available for download via the World Wide Web; free to University of Oregon users.
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Pienaar, Hannelie. "An investigation into the impact of the Internet on brand building strategies in the physical and virtual world." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/49690.
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Thesis (MBA)--Stellenbosch University, 2001.ENGLISH ABSTRACT: With the emergence of the Internet in the early 1990's, traditional principles of building brand equity, as they were applied in physical markets, were challenged. This happened because brands were traditionally built using passive media such as radio, television and print magazines and newspapers. The Internet introduced interactive media where the consumer is not only highly informed because of the exponential expansion of technology especially on the Internet, but also because the consumer could now choose to be a participant, or not, in marketing and brand building initiatives. Theoretically, it is possible to establish certain principles to build brands in virtual markets. The best solution is however to look at past studies of different companies that present various challenges that relate directly to the Internet and its brand building initiatives, and then combine this practical knowledge with a theoretical background. In the case studies, eight success drivers were identified as being crucial to build a brand firstly in a virtual market, but also secondly in physical markets. The success drivers that were implemented by companies that managed to build strong brands on the Internet include: using a multimedia mixture to differentiate and build the brand; focusing on supreme customer commitment: entering into distribution and content alliances; moving first, fast and keeping up the pace; developing intimate customer and market knowledge; building a reputation for excellence; delivering outstanding value and in respect of cross-over marketers, respecting core brand attributes, improving on the offline brand experience online and leveraging key offline assets in favour of the online brand. Brand building on the Internet, should be clear, consistent and reflecting leadership not only in the implementation of the above success drivers, but also in respect of the overall construction of the brand.
AFRIKAANSE OPSOMMING: Met die bekendstelling van die Internet in die vroeë negentiger jare, is die tradisionele beginsels van "brand building" soos toegepas in tradisionele markte bevraagteken. Dit het gebeur omrede "brands" tradisioneel gebou was deur passiewe media soos radio, televisie, tydskrifte en koerante te gebruik. Die Internet het nie net interaktiewe media bekend gestel waar die kliënt oor baie inligting beskik as gevolg van die eksponensiële uitbreiding van tegnologie op die Internet nie, maar ook het die kliënt nou die keuse om deel te neem of nie aan bemarkings en "brand building" insentiewe. Dit is moontlik om deur middel van 'n teoretiese studie sekere beginsels vas te stel ten opsigte van hoe "brands" gebou moet word op die Internet. Die beste oplossing is egter om na gevallestudies te kyk wat betrekking het op 'n paar maatskappye wat 'n verskeidenheid van uitdagings daarstel wat direk van toepassing is op "branding" insentiewe op die Internet. Die kennis verkry van die gevallestudies kan dan gekombineer word met die teoretiese kennis om 'n raamwerk daar te stel vir "branding" op die Internet. Die gevallestudies het agt sukses drywers geïdentifiseer wat krities is vir die ontwikkeling van "brand building" insentiewe in fisiese markte sowel as markte op die Internet. Die sukses drywers deur die maatskapye geïmplimenteer wat sterk "brands" of die Internet gebou het, sluit in: die gebruik van 'n multimedia mengsel om die "brand" te differensïeer en te bou; konsentrasie op uitstekende ktïente diens; sluit van verspreidings en inhouds vennootskappe, om eerste in die mark te wees en aan te hou beweeg; ontwikkel intieme klïente en mark kennis; bou 'n uitstekende reputasie; lewer uitstaande waarde en ten opsige van oorbruggings bemarkers, respekteer die basis van die "brand", verbeter die Internet "brand" se ervaring in vergelyking met die fisiese "brand" en gebruik die bates van die fisiese "brand" ten gunste van die Internet "brand". Die bou van 'n "brand" moet eenvouding, deursigtig en konstant wees sowel as leierseienskappe toon wat nie net betrekking het op die bogemelde sukses drywers nie, maar ook op die algehele "brand" projeksie en implimentasie.
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Yung, Kar Frontane. "Marketing exclusive brands in Hong Kong : a strategic approach /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B14724108.
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Yoon, Doyle. "The effect of web-based negative information on brand attitude /." free to MU campus, to others for purchase, 2003. http://wwwlib.umi.com/cr/mo/fullcit?p3091984.
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Greybe, Frikkie. "The influence of endorsed professional surfers on consumer attitude towards surf brands." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1008470.
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Sport, with the help of the media, plays a huge role in today’s society. Sport fans are following their favourite athlete and teams religiously as they compete locally and internationally. Over a century ago, the first professional athlete was endorsed. Since then companies are investing millions of dollars in athlete endorsement to promote brand awareness under consumers. The surfing industry is no different. With the Association of Professional Surfers (ASP) world tour, the big surf companies are jumping at the opportunity to sponsor pro surfers to market their products. Previous studies have shown athletes can evoke both positive and negative attitudes towards their endorsing brand thus effecting company’s sales. The aim of this study was to research the influence these endorsed pro surfers have on consumer behaviour towards their brand in a local market. A qualitative study was done on local surfers in Port Elizabeth, South Africa. Results showed that favourite surfers evoke a positive attitude towards their sponsoring brand. However this influence does not seem to be as significant as in other sports. Surf companies within the industry should be aware of the big influence age has on the consumers behaviour and that different age groups follow different surfers. Companies should choose to sponsor professional surfers that fit the image of the company and the products, not necessarily the professional surfer who performs the best. Using professional surfers in advertising of products does create better brand awareness, but endorsed professional surfers are not likely to change consumer’s perceptions of the endorsing brand’s products.
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Campbell, Richard M. Jr. "Measuring consumers' evaluations of the functional, symbolic, and experiential benefits of brands /." view abstract or download file of text, 2002. http://wwwlib.umi.com/cr/uoregon/fullcit?p3061937.
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Vigneron, Franck. "Multiple-item scale for measuring prestige perceptions of brands." Thesis, The University of Sydney, 1998. https://hdl.handle.net/2123/27660.
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This study extends the emerging research on prestige consumption. The objective of this research is to examine the concept of prestige with the goals of designing a conceptual framework and developing a scale (i.e., semantic differential) able to measure the meaning of this concept. There are several reasons why it is important to develop a scale measuring the concept of prestige. First, there exists no clear definition concerning what constitutes a prestige brand compared to a nonprestige brand. The second reason supporting this research is the lack of theoretical direction concerning the conception and the evaluation of prestige brands. The theoretical and applied research question that was used in this study is: how can a new brand in particular, or perhaps a low-prestige established brand, build a prestigious image?
The prestige seeking conceptual framework was developed using different models of consumer behaviour such as models of conspicuous consumption and materialism. This framework identifies four types of consumers which are differently influenced by reference groups. However, the purpose of the research was not to explore the conceptual framework per se, but more modestly, this framework was used in the development of a scale, subsequently named Brand Prestige Inventory (BPI), for measuring consumer perceptions of prestige for brands. Prestige was operationally defined as the distinction between brands perceived as owned by a few people compared to brands owned by virtually everyone.
The research revealed that the concept of prestige is multidimensional and substantiated a five-factor model including the following perceived values; conspicuousness, uniqueness, quality, extended-self, and hedonism. We used standard psychometric procedures to establish evidence for both aspects of reliability and validity, using methods such as structural equation modelling and multitraitmultimethod data analysis.
The benefits of the BPI scale to researchers resides in helping them understand how consumers view prestige brands. This study proposes that BPI scores may categorise prestige brands into 3 groups luxury brands, premium brands, and upmarket brands. From a market segmentation point of view, clustering consumers according to their level of prestige assigned to a brand, may reveal significant demographic or psychographic characteristics. From a market positioning point of view, relative strengths and weaknesses can be identified in the target market along either each of the 20 items comprising the BPI scale or each of the 5 underlying dimensions determined by the research. In conclusion, this instrument could be used both in the creation of a prestige brand and in the continuous monitoring of existing prestige brands.
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Dew, Leah Kristin Kwon Wi-Suk. "College consumers' apparel brand knowledge an exploratory study of brand awareness and perceived brand category structures /." Auburn, Ala, 2008. http://repo.lib.auburn.edu/EtdRoot/2008/SUMMER/Consumer_Affairs/Thesis/Dew_Leah_7.pdf.
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Gill, Tripat. "Composite products as conceptual combinations : issues of perception, categorization and brand evaluation." Thesis, McGill University, 2002. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=38486.
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This dissertation addresses the issues pertaining to composite products (CPs). CPs are defined as products formed by combining knowledge from two distinct domains, for example, digital cameras, which combine knowledge from digital products and cameras. The three research questions addressed in the dissertation are: (1) how is knowledge combined from two distinct domains of a CP, (2) how are CPs categorized vis-a-vis their two components, and (3) what brands, among those associated with one of the two domains, are preferred in CPs? The thesis here is that CPs can be construed as conceptual combinations---that is, a combination of two concepts, wherein one concept (the "modifier") modifies the knowledge associated with the other (the "header"). Employing the literature in psycholinguistics, two combinatorial processes---namely, property mapping and relation linking---were identified for combining knowledge in CPs. These processes lead to modifications in knowledge associated with the header of a CP (e.g., knowledge about cameras is modified in digital cameras). The extent of these modifications is measured by the proposed construct of modification centrality. As per this construct, modifications in features critical to the function of a header (i.e., central modifications) are perceived as more significant than those in non-critical features (i.e., non-central modifications).Three experimental studies investigated the above research questions. These studies used 16 novel CPs that were created by combining two dissimilar concepts. Study 1 showed that subjects readily combined knowledge from two dissimilar domains, using property mapping or relation linking. In addition, the representation of these CPs varied along their modification centrality, even though the dissimilarity between the two combining domains was held constant. Study 2 showed that the categorization of CPs was contingent upon their similarity to the modifier and header categories. Study 3 showed that both modification centrality and the combinatorial process influenced the categorization and brand preferences in CPs. While CPs with non-central modifications (e.g., disposable cameras) were categorized as headers (i.e., cameras), and header-associated brands were preferred, those with central modifications (e.g., digital cameras) were categorized as both (i.e., digital product and camera), and the modifier brands (i.e., digital brands) gained equity.
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Luk, Christine, and 陸智倩. "Hong Kong competitiveness: brand marketing inthe garment industry." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1997. http://hub.hku.hk/bib/B3025677X.
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Tong, Xiao. "Creation of brand equity in the Chinese clothing market." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/4367.
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Thesis (Ph. D.) University of Missouri-Columbia, 2006.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 9, 2007) Vita. Includes bibliographical references.
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Li, Wei, and 李暐. "Consumption motivations underlying ownership effect in brand extensions." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2007. http://hub.hku.hk/bib/B38747236.
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RODRIGUES, CARLOS DELANO. "THE BRAND NAME AND ITS IMPORTANCE TO THE CONSTRUCTION OF COMPANIES AND PRODUCTS IDENTITIES." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2005. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=7324@1.
Full textAbstract:
PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIROEsta pesquisa considera que a forma como o nome de uma marca é concebido pode influenciar na construção da identidade de marcas de empresas ou produtos/serviços e consequentemente influir no processo criativo e na metodologia de trabalho do designer. Sendo assim, criou-se a hipótese de que soluções criativas e estratégicas para a construção de identidade de empresas e/ou produtos são influenciados pelo processo de Naming. Para isto foram feitas diversas entrevistas com profissionais autônomos e outros ligados a escritórios sediados nas cidades do Rio de Janeiro e de São Paulo, que atuam no segmento de Identidade Corporativa e Branding. A intenção foi verificar qual é a visão atual a respeito dos conceitos de marca e identidade de marca, e até que ponto o designer se envolve na concepção de nomes de marca. Após a análise dos resultados, verificou- se que existe um novo cenário em formação no mercado de design no Brasil, onde diversas empresas que antes eram especializadas apenas no fornecimento de projetos de design estão migrando gradualmente para o território do Branding, acompanhando as tendências historicamente verificadas no exterior. Os dados obtidos com esta pesquisa visam contribuir no entendimento da inserção destas novas atividades, o Naming e o Branding, no campo de atuação do designer, ao mesmo tempo em que ajuda a compreender o papel deste profissional na construção deste novo cenário.
This research takes into account the fact that the way in which a brand name is conceived can influence in the construction of the companies or products/services identities and consequently influence in the creative process and the designer´s method of work. This way, we created the hypothesis that creative and strategic solutions to the construction of companies and products identities are influenced by the Naming process. To this end, a lot of interviews have been made with autonomous professionals and others connected with offices with headquarters in the city of Rio de Janeiro and São Paulo and that work in the segment of Corporate Identity and Branding. The intension was verifying what the current vision of the concepts of brand and brand identity is, and until what point the designers involve themselves in the conception of brand names. After the analysis of the results, it was verified that there is a new scenario being formed in the design market in Brazil, where various companies that used to specialize in only supplying design projects are gradually migrating to Branding territory; following the tendencies historically verified abroad. The data obtained from the research aims to contribute to the understanding of the insertion of these new activities, Naming and Branding, in the designers work field, at the same time that they help to comprehend the role of this professional in the construction of this new scenario.