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Dissertations / Theses on the topic 'Brand'
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Teah, Hui Min. "Brand mimicry of luxury brands." Thesis, Curtin University, 2013. http://hdl.handle.net/20.500.11937/70365.
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This research extends the theory of mimicry from the discipline of biological and natural sciences to the luxury brand context. Three brand mimicry scales namely Wicklerian-Eisnerian, Vavilovian and Pouyannian mimicry were developed and validated. A conceptual model is developed to test the influences of the three types of brand mimicry across four categories of luxury products. The findings provide academics, practitioners and policy makers with valuable insights into mimicry in the luxury brand industry.
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Repo, Jesper. "Brand Culture : Between consumers and brands." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-15220.
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The empirical data that lies behind this survey comes from field work between 1992 and 1995. This field work represents work I made myself as a sales-man for the company, Malmberg Original Water. The task was to implement the Malmberg mineral water brand on the restaurant market of the South-Swedish area. Our aim was to reach the upper-scale, premium market of restaurants. The mission was successfully completed, and at 1996 we had completed the position as the most exclusively positioned mineral water brand in Skåne (Southernmost Sweden). How could we fulfill this mission so fast, and with a very limited marketing budget (=0)?The secret key was that we managed to work and be in line with the values of our targeted customer group. We lived close to the customers and developed what was in line with their needs. This follows the research of Porter (1980) and Philipson (2011), serving the customer groups´ needs. Despite lack of money and budget from PR and promotion we made a large effort of serving and doing service towards our targeted customers.The thesis also focuses the target group´s importance for the construction of the brand identity. Strategic brand management-literature normally considers the target group taken-for-granted. Consumer research-literature, on the other hand, considers it as something vague and undefined. By applying a perspective of cultural values between the company, the brand and the target group it is possible to qualify the target group more than just refer to it as consumers or customers. The thesis also point to the conclusion not to consider brand identity as an independent entity, but dependent on the customers and the consumers. The consumers give birth to the brand. Finally since the target group is a group that is constantly set in motion, the brand also should reflect and represent change.
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Zetterberg, Martin, Pontus Davidsson, and Mathias Johansson. "Brand Equity for Service Brands Online." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44567.
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Purpose: The purpose is to explain what factors affect brand equity for SBOs. Hypotheses: These hypotheses were derived from a literature review. H1 - Perceived Quality has a positive effect on SBO brand equity H2 - Brand Association has a positive effect on SBO brand equity H3 - Brand Awareness has a positive effect on SBO brand equity Method: The researcher conducted an quantitative research where the empirical data was collected through a questionnaire. Conclusion: This research show that perceived quality, brand association and brand awareness positively affects SBO brand equity.
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Sjöstedt, Anna, and Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.
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The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to measure brand identity and brand image and gap in between them. The study presents three central theories; Profile, Image and Identity, Brand Equity and The Corporate Personality Scale. The first two gives a background to the concept of the words. The Corporate Personality Scale was created and designed to assess image and identity and the gaps in between them. The results showed that there were gaps in between the brand identity and the brand image in all three of the selected companies. However there were also signs of coherence between them. The companies succeeded in some part, in their trying to convey the identity of their trademarks to the consumers. There were both clear gaps and clear coherence between Brand Identity and Brand Image. In some cases the image was graded higher than the identity and vice versa.
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Sengupta, Aniket. "Brand Analyses of Global Brands Versus Local Brand in Indian Apparel Consumer Market." UKnowledge, 2014. http://uknowledge.uky.edu/mat_etds/6.
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The purpose of this study was to conduct brand analyses on global brands in comparison to local retailers in India taking into account the regional differences and Indian consumers’ affinity towards global brands. The study has derived its conceptual framework from previous work done by Lee, Knight, and Kim (2008) and Bhardwaj, Kumar and Youn-Kyung (2010) with some added attributes. Quantitative data included a sample of 194 subjects where the sampling was conducted randomly as well as the involvement of convenient method to analyze the brands in real-world scenario. The survey involved the questionnaire which was utilized in previous researches and analyzed under the light of statistical treatment. The results confirm the importance of global brands (influence of European brand over American brand) over local brand in the Indian apparel consumer market.
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Miesenberger, de Morais Daniel, and Annemarie Snellman. "Varumärken - Varför har företag problem med dem? : En studie i vilka problem varumärkesbyråer identifierar som vanliga hos kundföretag och varför." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-173228.
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Varumärken är viktiga för företags vara eller icke vara. Ett företag vars varumärke är dåligt eller döende kan gå samma öde till mötes som varumärket. Därför är det förvånande att, enligt en undersökning gjord av en varumärkesbyrå publicerad i en branschtidning, marknads- och informationschefer i Stockholm har dålig koll på sitt varumärke. I vår studie undersöks vilka problem som kundföretag oftast har när de söker hjälp av en varumärkesbyrå. Vi försöker sedan att identifiera varför, och möjliga lösningar för att lösa eller förminska dessa problem. För att kunna göra detta har vi genomfört fyra intervjuer med varumärkesbyråer i Stockholm, varav vissa är erkänt bland de bästa i Sverige. Resultatet är att de vanligaste problemen som varumärkesbyråerna identifierat egentligen inte har med varumärkena i sig att göra, utan mest är av organisatorisk och kunskapsmässig art. Exempelvis gör företag för många undersökningar utan att veta vad dessa ska leda till, varumärkets och företagets värderingar är relativt okända inom företaget, företaget har ett kortsiktigt synsätt, och marknadsföringsavdelningar har för bristfälligt samarbete med ledning samt lite makt att kunna styra nödvändiga förändringar. Vi menar att dessa problem kan lösas genom högre utbildning av dem som har hand om varumärket, brand managers, en generell kunskapshöjning inom marknadsföringsavdelningen vad gäller marknadsföring, och en mer integrerad marknadsföringsavdelning som tar plats med ledning för ökat samspel.
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Motter, Junior Mario Divo. "A prospective study on the dimensions of global brands, brand equity and brand value." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/16578.
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This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a 'step ahead' in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.
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Mkhize, Londiwe. "The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/24702.
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The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility to ensure that the right messages are communicated to consumers in order to give consumer a positive brand experience. A robust brand strategy and Communications strategy plays a pivotal role in successful delivery of the essence and image of luxury brands. Identity and self concept theory are central to understanding consumer behaviour and consumption decisions. CopyrightDissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted
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Rudinski, Sanja. "Consumer Perception of Brand Personalization : Adbusters as Anti-Brand." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10149.
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Thesis purpose: The thesis purpose is to examine the interrelationship of consumer and brand relation. The main objective is to research how consumers’ perception of brand personalization before and after seeing Adbusters subvertisement ads influences their relation to brands. Methodology: The thesis has deductive quantitative research approach, since it starts from theory to gain more understanding of the research area. The data is collected through an online questionnaire. Theoretical perspective: This study is based upon the general brand and branding definitions, with focus on brand personality, consumer perception and findings within the study of Adbusters. Empirical data: The study is investigated quantitatively. An online questionnaire was used to gather the empirical data. Conclusion: This study provides a broad overview about consumer perception of brand personalized commercial ads and what is their relation to brands after seeing Adbusters subvertisement ads. The research contributes to brand personalization theory and Adbusters studies and demonstrates that Adbusters influence on brand personalization depends on how strong the consumer-brand relationship is. However, it is also shown that consumers are inconsistent in their perception of brand personas and that relation to brands is highly brand-specific.
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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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Hassey, Roseann V. "Stand By Your Brand: How Brand Personality and Brand Failure Type Shape Brand Forgiveness." University of Cincinnati / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1470045358.
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Ishikawa, Keizo. "BRAND DYNAMICS: The Effects of Brand Personality and Brand Experience on Emotional Brand Attachment." OpenSIUC, 2013. https://opensiuc.lib.siu.edu/dissertations/713.
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Marketers have long observed, or at least assumed, that people buy certain products or brands as a means of expressing themselves. Marketing researchers have studied this phenomenon from the perspective of "self-congruity," assuming that a fit between the consumer's understanding of self (i.e., self-image) and the brand's image (or "brand personality") should drive the consumer's purchase behavior. This stream of research has vigorously explored the relations between the fit (i.e., "self-brand image congruity" or "self-congruity") and various behavioral outcomes. Nonetheless, this research stream has not succeeded in finding clear and strong evidence of the assumed effects on such a vital outcome as emotional brand attachment. Moreover, little research has directly explored the relations between self-congruity and emotional brand attachment. In this context, the main purpose of this dissertation is to shed light on this little understood relationship. Specifically, this research proposes that consumers' brand experience and self-congruity jointly create the strong driving force that directs consumers to an emotional attachment to the brands. Here, brand experience is conceptualized as the positive impact of brand-related stimuli or the "magnitude" of consumer responses to the stimuli that reflects a consumer's past interactions with brands or brand-related information. On the other hand, self-congruity can be understood as the "direction" that indicates which brand image a consumer wants to go with. The existing research has focused exclusively on the "direction." Taking the "magnitude" into account, this research aims to develop the theory that explains the assumed effects of self-congruity on emotional brand attachment as well as clearly demonstrate the effects, by proposing the interaction effects between self-congruity and brand experience. By synthesizing multiple research streams that have been recently growing, a comprehensive explanation was developed to explicate how consumers' perception of self-brand image fit and their past interactions with brands affect the formation of emotional brand attachment. In order to test the hypotheses that were derived from the theory, data were collected from 397 U.S. consumers using an online survey. The proposed interaction effects were clearly detected, along with the direct effects of self-congruity on emotional brand attachment, which the previous study had not been able to identify. The research revealed that brand experience boosts the positive effects of self-congruity on emotional brand attachment.
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Arklöf, Rebecca. "Seeking Opinions Concerning... : - the Swedish Olympic Committee and its Trademarks." Thesis, Umeå University, Umeå School of Business, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1458.
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Background: In the XX Winter Olympics 2006 in Torino the Swedish Olympic Team succeeded by winning 14 medals. The best result that Sweden has ever made during a Winter Olympics. The happiness was shortly after mixed with disputes between the Swedish Olympic Committee and Swedish companies. There were companies who wrongly had used the trademark ‘OS’ in their marketing campaigns. The disputes happened because the use of the protected trademarks concerning the Olympic Games are reserved only to the Swedish Olympic Committee’s sponsors.
Title: Seeking Opinions Concerning… - the Swedish Olympic Committee and its Trademarks.
Problem: What attitudes do people hold towards the Swedish Olympic Committee after the XX Winter Olympics 2006?
Purpose: The study aims to get an understanding about if people’s attitudes towards the SOC and its trademarks have changed after what has been written and said in media after the XX Winter Games 2006. In order to reach this understanding I will look at people’s knowledge about the SOC’s trademark, their prior knowledge and thoughts and finally their prior knowledge about the ‘Olympic pizza’.
Theory: By going from an initial description of the factors that make up a good brand and the different meanings to the word ‘brand’, the reader is taken through different steps to finally in the end see how attitudes are created.
Method: The study was done with a quantitative method through questionnaires, looking at the problem from the perspective of the Committee who are the ones affected by the results of the study. The collection of data was done through a non-random convenience selection in the community of Storuman with a total number of 76 respondents. Further, the study has a positivistic view and a deductive approach.
Result: The results were that the respondents’ first thought about the Swedish Olympic Committee was mostly indifferent, it seems like they did not have an opinion. Digging deeper it seems like after what has happened in the media the respondents’ attitudes have changed. There was not a big difference however in the number of people who had had an attitude change after the ‘Olympic pizza’ story compared to those who had not. The ones who had experienced attitude changes had had them towards the negative side.
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López, Lomelí Miguel Angel. "Global, local and glocal brands in emerging markets: sources of brand value and brand purchase likelihood." Doctoral thesis, Universitat Autònoma de Barcelona, 2016. http://hdl.handle.net/10803/399555.
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Esta tesis doctoral tiene como objetivo dar respuesta a tres preguntas principales de investigación: RQ (1) ¿Cuáles son los antecedentes que aumentan la probabilidad de compra de marca local en mercados emergentes (EMS), existen factores específicos para las marcas de alimentos y las marcas de prendas de vestir? RQ (2) ¿Cómo se pueden clasificar las marcas presentes en el mercado en Global, Local y Glocal con base en las percepciones del consumidor, son los resultados de estas categorizaciones basadas en el consumidor similares a las categorizaciones que están basadas en criterios objetivos? RQ (3) ¿Es la relación entre los antecedentes previamente identificados y la probabilidad de compra de marca similar para las marcas globales, locales y glocales que compiten en la misma categoría, o son diferentes para cada tipo de marca? Se ha identificado que existe un vacío en la literatura con respecto a estas preguntas y este trabajo de investigación tiene como objetivo aportar conocimientos sobre estas relaciones.
El primer ensayo examina los antecedentes en relación con la probabilidad de compra de marca para las marcas locales. El segundo ensayo examina cómo la categorización de marcas basada en las percepciones de los consumidores difiere de las categorizaciones estándar que se encuentran en la literatura, y el tercer ensayo examina cómo estos antecedentes influyen positivamente en la probabilidad de compra de la marca, en los diferentes tipos de marcas, y si hay un factor con el rol de moderador en estas relaciones.
Los resultados de estos tres ensayos sugieren: en el estudio 1 del primer ensayo, que tres factores influyen positivamente la probabilidad de compra de las marcas locales de alimentos y también muestran que para los consumidores más jóvenes, existe un factor adicional. En el estudio 2 del primer ensayo, cinco factores están positivamente relacionados con probabilidad de compra de las marcas de ropa locales. El ensayo 2, ofrece una categorización de algunas marcas líderes que se venden en el mercado mexicano, en global, local y glocal, basadas en la perspectiva del consumidor. Los hallazgos sugieren que existen diferencias relevantes entre los resultados de la categorización de marcas basada en la percepción del consumidor y la categorización de marcas basada en enfoques objetivos tradicionales encontrados en la literatura. En el ensayo 3, algunos antecedentes se relacionan positivamente con la probabilidad de compra de la marca, y son relevantes para todas las categorías de marcas. Nuestros resultados sugieren que el tipo de marca modera algunas de estas relaciones.
Todos estos estudios se llevaron a cabo entre consumidores mexicanos y los datos fueron analizados con pruebas estadísticas y ecuaciones estructurales.
Esta investigación contribuye al conocimiento académico actual poniendo en relieve las siguientes áreas: 1, desarrolla y prueba un modelo integral de los antecedentes de la probabilidad de compra de marca que combina varias teorías y corrientes de investigación. 2, desarrolla una tipología para medir cuatro tipos de marcas, ampliando la teoría de Steenkamp de De Jong al contexto del estudio de marcas.
3, desarrolla y prueba hipótesis del papel moderador del tipo de marca y sus efectos en la relación de estos antecedentes y la probabilidad de compra de la marca.
Todo lo anterior se llevó a cabo dentro de un contexto de mercados emergentes. Además, nuestro trabajo de investigación contribuye al ámbito de la gestión, proporcionando conocimientos adicionales para la gerencia de marca en los mercados emergentes, que les permiten desarrollar estrategias de marca y de comercialización sostenibles, buscando tener éxito en un entorno globalmente competitivo.This doctoral dissertation aims to address three main Research Questions: RQ (1) What are the antecedents that enhance local brand purchase likelihood in emerging markets (EMs), and are there specific factors for food and clothing brands? RQ (2) How can brands present in the market be classified into Global, Local and Glocal based on consumer perceptions, and are the results of these consumer-based categorisations similar to the categorisations based on objective criteria? RQ (3) Is the relationship between previously-identified brand antecedents and brand-purchase likelihood similar for global, local and glocal brands competing in the same category, or different for each type of brand? A gap in the literature has been identified regarding these questions and this research work aims to provide insights into these relationships. The first essay examines the antecedents of the brand purchase likelihood for local brands. The second essay examines how consumer perceptions of brand categorisation differ from the standard categorisations found in the literature, and the third essay examines how these antecedents positively influence the brand purchase likelihood of the different types of brands, and if there is a moderating role in these relationships. The findings of these three essays suggest the following: in study 1 of essay 1, three factors positively influence local food-brand purchase likelihood and also show that, for younger consumers, an additional factor is present. In study 2 of essay 1, five factors are positively related with local clothing-brand purchase likelihood. Essay 2 provides a categorisation of some leading brands sold in the Mexican market into global, local and glocal, based on consumer perspective. The findings suggest that there are relevant differences in the results of this categorisation of brands vs. the traditional objective approaches found in the literature. In essay 3 some antecedents are positively related with brand purchase likelihood, and, in addition, relevant to all brand categories. Our results suggest that the type of brand moderates some of these relationships. All these surveys were conducted among Mexican consumers and data analysed with statistical tests and Structural Equation Modelling (SEM). Our research work contributes to the current academic body of knowledge by highlighting the following areas:1, by combining theories from different streams to develop and test a comprehensive model of drivers of brand purchase likelihood. 2, by developing a typology to measure four types of brands by extending Steenkamp and De Jong’s theory to the branding context. 3, by hypothesising and testing the moderating role of brand type on the effects of these theoretically-grounded drivers of purchase likelihood. All of the above takes place within an emerging-market context. In addition, our research work contributes to the field of management by providing additional insight for brand-managers in emerging markets in the development of sustainable branding and marketing strategies, in order to help them succeed in a globally competitive environment.
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Sun, Ling (Cindy). "Transferring Corporate-level Brand Evaluations to Product-level Brand Evaluations: the Context of Chinese Car Brands." Thesis, Griffith University, 2017. http://hdl.handle.net/10072/365950.
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A number of discussions have taken place in the recent decade on how to build a successful brand in an increasingly globalised market, including in the emerging markets. China as an attractive emerging market has gained a lot of researchers to conduct research from the macro- or micro-view to discuss the branding issues. Among these discussions, however, there are big gaps for the branding issue in terms of the corporate image transferring to product brand performance, and the influence of corporate brands vis-á-vis product brands on consumer behaviours. Meanwhile, joint ventures as the most popular form for foreign investment in China, has not received sufficient research toward branding issues, presenting another valuable literature gap to fulfil.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith School of Business
Griffith Business School
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Das, Samar Kumar 1956. "A consumer-based theory of strong brands and its implications for brand equity and brand management." Diss., The University of Arizona, 1998. http://hdl.handle.net/10150/288858.
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The power of brands like Coke, Levi's and Nike defies conventional understanding. How do such strong brands get created? What are the sources of their phenomenal strength? The traditional thinking reflected in the brand literature traces the sources of brand strength to the consumer's cognitive knowledge of brand's functional and image attributes, and other associations linked to the brand. I draw upon past research in marketing and social psychology to propose a user-centered view of brand strength. I suggest that loyal consumers actively create 'brandspaces' based on personal, social and cultural factors. These brand knowledge structures may be more insular since they are self generated and anchored in the personal and social self of the user. In Essay 1 of this dissertation, I take the user-centered approach to propose a method for mapping and measuring consumer-based brand equity. I developed a structural model for the sneakers product category with five consumer-based sources of brand equity ('functional attributes','brand image','appeal', 'self-brand relationship', and 'perceived popularity') as independent variables, and study their impact on a four indicator measure of brand equity. In Essay 2, I investigate the role of self-brand relationship schema in promoting insularity of strong brands. I hypothesize that strong brand users, who have high self-brand relationship, suppress or discount negative brand information, as compared to strong users who have low self-brand relationship. Experimental results confirm this central hypothesis. This study clearly shows the centrality of self-brand relationship in promoting brand insularity and brand strength.
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Shields, Alison B. "WHAT DID YOU DO TO MY BRAND? THE MODERATING EFFECT OF BRAND NOSTALGIA ON CONSUMER RESPONSES TO CHANGED BRANDS." Kent State University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=kent1365696658.
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Baeza, Julia, and Caroline Ånmo. "Brand origin : how does it impact brand awareness and brand image." Thesis, Kristianstad University, School of Health and Society, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-6690.
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As globalization influences today’s world markets, many brands are becoming international and global. When a brand is in an international market it creates an opportunity for perceived brand origin to influence the consumers. Brand origin effect refers to the different ways that the perceived origin of a brand influences the consumers, for example, the consumer brand equity or purchase behaviour. The purpose of this dissertation is to investigate brand origins effect on brand image and brand awareness. There has been research on this in the past; however, only few of them have focused on emerging markets. Therefore, we will investigate the brand origin effect in emerging markets. The study is performed in Ecuador, and the data is collected through structured interviews within the target population. The dissertation was done in collaboration with the Swedish company Husqvarna. Therefore, it was the brand awareness and image of Husqvarna in particular that was studied. The results of this dissertation indicate that there are relationships between the variables brand origin, brand image and brand awareness. First of all, there were indications that consumers in emerging markets prefer brands from developed countries. The second relationship that the results indicate is that a more positive image of perceived brand origin means a more positive image of brand image. The last relationship is that a more positive image of perceived brand origin, leads to a higher sense of brand awareness. However, it is necessary to mention that none of these relationships could be proven to be significant through statistical testing. As a result of this, this dissertation provides a good foundation for future research where the relationships should be further studied.
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Iyer, Pramod P. "Brand Management Capability and Brand Performance." Thesis, University of North Texas, 2016. https://digital.library.unt.edu/ark:/67531/metadc862750/.
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Brands are intangible assets that provide companies with the potential to extract higher rents or prices from customers. However, only few organizations are able to build and sustain brands over a long period of time. Brand management capability - the organization's ability to build and sustain brands becomes important for achieving sustainable competitive advantage. Despite the importance of brand management capability to organizations, majority of the brand management literature has primarily focused on the consumer perspective of brands. This gap in knowledge about the components of brand management capability impedes firms from replicating brand successes, and makes them reliant on brand managers. More recently, there have been multiple calls in literature to identify marketing-related organizational capabilities, which can provide organizations with a sustainable competitive advantage. The focus on developing marketing-based capabilities comes at a time when marketing is losing its influence in organizations. To this end, the current dissertation uses organizational capability theory and literature on brand management to identify the primary resource (intellectual capital comprising of structural, human, and relational capital), organizational culture type (clan, adhocracy, hierarchy, and market), and processes (strategic brand management, internal branding, and market information processes comprising of information acquisition, information transmission, conceptual utilization, and instrument utilization), that constitute the brand management capability. This dissertation also examines the association among various components of brand management capability and brand performance. A survey-based technique was used to gather data from individuals responsible for managing brands. The data was analyzed using PLS-SEM. The results indicate that human capital, relational capital, market and hierarchy culture types, internal branding, strategic brand management, and instrument utilization are positively associated with brand performance. Structural capital, clan and adhocracy culture types, information acquisition, information transmission, and conceptual utilization are not associated with brand performance. From a research standpoint, this dissertation contributes to the extant literature by identifying the resources, organizational culture, and processes that constitute the brand management capability. In addition to the extant brand management processes (internal branding and strategic brand management), a third set of processes identified in this dissertation (market information processes) is argued to be a critical component for successfully managing brands in organizations. This dissertation also provides empirical support for the role of marketing-based capabilities in determining organizational value, which has been debated in recent literature. Finally, this research addresses the calls for exploring marketing-based capabilities, especially at a time when marketing as a function is losing its influence in academia and organizations. From a managerial standpoint, this dissertation provides an outline for organizations seeking to build brand management capability. In addition to developing intellectual capital and brand management processes, firms need to create the right kind of organizational culture that is needed for brand management capability. This is consistent with the movement towards brands being managed with a strategic perspective.
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Muth, Alexandra, Rima Ismail, and Boye Caroline Langfeldt. "Customer Brand Relationship : An empirical study of customers’ perception of brand experience, brand satisfaction, brand trust and how they affect brand loyalty." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19385.
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Background: During the last decade, retail businesses have realized the importance of creatinga strong brand to be able to differentiate in a fierce market. However, having a strong brand isno longer enough to survive in the long run and gain a large customers base. Especially in theretail and fashion industry where many products fulfill the same need for the customer, making it important to adapt to changes on the market and stand out in the crowd. This has lead to the wide variety of brands that can be found and an intensified competition. Therefore, the key factor for building a long-term relationship is through customer brand relationship. A literature review showed that the most important variables needed to build this relationship are brandexperience, brand satisfaction and brand trust. Purpose: The purpose of this study is to investigate how brand experience, brand satisfaction and brand trust effect brand loyalty in Växjö, Sweden. Hypotheses:H1: Brand experience has a positive effect on brand loyalty.H2: Brand satisfaction has a positive effect on brand loyalty.H3: Brand trust has a positive effect on brand loyalty. Method: This study was based on a deductive and quantitative research approach withempirical data conducted from 239 respondents to either accept or reject the stated hypotheses. Result and conclusion: According to the empirical data, the stated hypotheses were acceptedand imply that 41.2 percent of brand loyalty can be explained by brand satisfaction, brand trustand brand experience. However, for retail businesses within the fashion industry to ensurebrand loyalty from the customers, brand satisfaction is the main focus.
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Miller, Felicia Maddox. "What Do Brands Mean? A Series of Three Essays That Explore the Nature of Meaning for Well-known Brands." University of Cincinnati / OhioLINK, 2006. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1148496425.
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Klouman, Henrik, and Djavid Beljulji. "Branding in the lower level sport club setting : The case of Swedish division 1 ice hockey teams." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18704.
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Background Keller (2009) states that brand equity and the crucial intangiblevalue a brand brings to organizations is perhaps one of the most important marketing topics discussed in recent years. As the competitive market and branding environment for companies are fierce, the sport industry has gradually become more competitive and professional in many aspects of their operations as well. Researchers have gone to the extent of claiming that a brand is the most important asset of a sports team and that the brand provides direction and meaning for sports associations as well as for their followers. Still, market studies have indicated that sport associations often lack appropriate branding strategies and particularly for teams below the professional level, research have been limited in these areas. Purpose The purpose of this thesis is to examine what strategies and actions lower level Swedish ice hockey teams use in order to create and strengthen their brand. Method A hermeneutic view and inductive approach have been applied for this thesis. The purpose and research questions of this thesis have been answered with the help of seven qualitative, semistructured in-depth interviews with lower level sport club managers. Frame of reference Theory is based on two approaches to how teams can build and leverage their brand. While a model by Richelieu (2003) illustrates a strategic construction of the sports brand, the Spectatorbased brand equity model by Ross (2006) is more concerned with how controllable and uncontrollable factors contributes to the two main components of spectator based brand equity, namely brand awareness and brand associations. Conclusions The conclusion withholds the answer to the four research questions and purpose designed for this thesis. The findings indicate that teams are starting to realize the importance of a strong brand, particular to meet increased customer expectations for the game experience are considered important to create positive brand associations. An important finding have been the lack of communication and interaction teams seem to have with their customers in order to establish a clear brand identity and position in the market. The findings also indicate some characteristics particular to the lower level setting e.g. the dependence on volunteer workers and how the lack of long-term financial responsibility have impacted the management and development of a strong brand.
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Håkansson, Per. "Beyond private label : the strategic view on distributor own brands." Doctoral thesis, Handelshögskolan i Stockholm, Centrum för Konsumentmarknadsföring (CCM), 2000. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-627.
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During the past two decades something fundamental has happened to the relationship between manufacturers and distributor organisations in many European countries. Within a number of product markets, distributors have launched their own products, forcing manufacturing companies to compete with shelf space owners in addition to the "traditional" competition with other manufacturers. Theoretical and empirical findings regarding Distributor Own Brands (DOB’S) offer us a number of explanations of the differences between national markets and product categories in terms of DOB penetration. However, much of this literature is deterministic in its approach: DOB penetration is often seen as a direct consequence of different market conditions, rather than as the result of strategy processes involving a number of decision-makers and their perceptions of market-related and organisational factors.This study investigates how an array of organisational and market related factors are perceived by distributor organisations, and how this is expressed in the organisations’ own brand strategies. To investigate this research problem, a theoretical framework that explicitly takes distributor own brand strategy into consideration when examining proposed determinants of DOB penetration is presented. The empirical study is mainly based on interviews with decision-makers within the central organisations of the two largest distributors within Swedish fmcg distribution: the ICA federation and the consumer co-operation KF.Diss. Stockholm : Handelshögsk.
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Gårdh, Victor. "Brand Heritage : Helping Strengthen the Brand Identity of Husqvarna Motorcycles." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9825.
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Abstract:
Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity.
Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. Such companies also enjoy a history of interesting products, for which some may exist the possibility for a retro relaunch. Husqvarna is such a company, which made it interesting to find out how these two strategic tools can or cannot strengthen the studied company‘s brand identity.
Method: Through an inductive and exploratory case study with interviews of the personnel at Husqvarna Motorcycles, Italy, three theoretical areas emerged to be researched, brand identity, brand heritage and retro brands. The latter two required the help of real life examples for better understanding. The analysis had a deductive approach where the studied theory was applied to the companies, and conclu-sions were drawn from the accumulated knowledge to help streng-then the brand identity of Husqvarna Motorcycles.
Conclusions: HQM is a brand with heritage in the process of taking a strategic de-cision to use its heritage as a tool to strengthen the brand identity, hence on the way to become a heritage brand in the true meaning of the definition. As the oldest brand on the market, HQM can use its heritage to differentiate itself from the competition, creating uni-queness impossible to copy. A retro product can be a useful vehicle to carry the newly uncovered heritage to surface. With the help of theory and a real life example, a contender within the historical company product portfolio was recognized. Finally, the band identi-ty as stated by HQM was redefined according to the findings.
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Hein, Katja, and Deike Bode. "The Influence of Brand Equity and Brand Identity on Brand Extension Strategies." Thesis, Högskolan i Halmstad, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29048.
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The times of following a ‘one brand – one product’ strategy have long past. Nowadays, firms are increasingly recognizing the true value of their brands and are starting to use these as a source of competitive advantage. By introducing new products under an existing brand name, firms leverage the power of their brands and thus, aim at benefiting from the success of the parent brand. Brands are amongst the most valuable assets owned by a company, which encourages them to engage in brand extensions. The authors mainly distinguish between three brand extension strategy types: line extension, vertical line extension and category extension. Previous quantitative studies have identified that particularly brand equity and brand identity stand out as significantly influencing brand extension strategies. Therefore, this qualitative case study further explores how these two branding constructs affect firms’ brand extension decisions. While most past studies investigated the potential success of fictitious brands, this study performs qualitative interviews with brand and product managers of eight real case firms operating in the FMCG industry in Germany. The empirical data indicates that the pressure to innovate rises, as more and more new extension products are being introduced to the market in recent years. Nevertheless, the majority of firms opt for line extension strategies, while only few dare to enter a further distanced market segment. Hence, the condition of a “fit” between the parent brand and extension product is mostly accounted for. The study further suggests that a brand without strong brand equity will not be able to perform brand extensions at any level. However, even if brands do benefit from strong brand equity, firms may adopt divergent strategies, which is mainly dependent on the brand’s identity. The research results show that narrowly defined brands, predominantly distinguishable by concrete product features and physical facets, restrict the firms’ capability to extend a brand beyond its original product line. Contrarily, brands with a more abstract or value based identity provide more opportunities to stretch further from the parent brand. An emotional brand that succeeds in building a relationship to the customer, in representing a distinct personality or telling a story, is able to extend to a new product category. The study concludes that certain brands may be under-exploited, as they do not leverage their high equity and identity capabilities in terms of extending the brand to a further distanced market segment. As a result of the findings, two Brand Extension Strategy Matrices are constructed, setting the brand identity abstraction level (product or value based identity) into relation to (1) brand equity and (2) the identity “fit” of an extension product and the parent brand. Each of these two matrices explains the strategic consequences of a given set of brand equity and brand identity.
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Mouton, Estelle. "The effect of internal brand management on brand commitment and brand trust." University of the Western Cape, 2018. http://hdl.handle.net/11394/6690.
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Magister Commercii - MComThe focus of branding is often externally focused, yet it is the employees through their direct interaction with the brand, that can make or break the brand promise. Despite the important role of employees in building the brand, they are often overlooked in brand building strategies. The purpose of the study was to test the effect of internal brand management on brand commitment and brand trust in a government organisation. Front-line employees of the South African Post Office, a state-owned organisation in South Africa was selected to collect the data using convenience sampling. Cronbach Alpha and content validity was used to test the reliability and validity of the measurement instrument. The data was not normally distributed and non-parametric tests were performed during data analysis. Descriptive statistics was used to describe the basic characteristics of the respondents and the correlation coefficient (Rho) was used to test the relationships between variables. All three hypotheses were accepted. The results are consistent with previous research, however, new developments are emerging. For front-line employees to commit to the brand, they must trust the brand, which in turn is created through brand identity. Negative external communication influences the ability of front-line employees to deliver the expected brand promise. Importantly, the role of top management in fostering internal brand management cannot be overlooked.
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Zheng, Xiaoshu, and Yuan Shi. "The case of Geely acquiring Volvo Car : A study on low brand equity acquiring high brand equity." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202174.
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Much previous research has studied high brand equity acquiring high brand equity or high brand equity acquiring low brand equity. However, very little research has been conducted to understand how that low brand equity acquiring high brand equity changes the low brand equity especially in China. This paper is on the case of Geely Group acquiring Volvo Car which was a typical acquisition of a high brand equity company by a low brand equity company. The aim of the paper is to verify whether this type of acquisition could increase the acquirer’s brand equity evaluated by consumers. This paper selects two brand strategies, ‘the house of brands strategy’ and ‘the endorsed brand strategy’, as the study objects of post-acquisition brand integration, and attempts to find the differences on consumers’ expectations and what is better suited for the new joint company. Therefore, a survey research strategy was used in this paper. A conceptual framework which included brand loyalty and perceived quality was developed from a review of the existing literature. Samples of data collected from Chinese consumers have been analyzed for the changes of consumers’ evaluation on the brand equity of Geely after its successful acquisition. Our research result proved that, a low brand equity company could enhance its brand value through acquiring an internationally known brand. After the acquisition, no matter what brand strategy applied, consumers had a more positive attitude towards the brand. The conclusion reached was that firms should be careful to choose an acquisition strategy by considering its strengths. But when faced with a decision of acquisition, the most important thing is to focus on the final success of the acquisition, while the brand integration strategy might be adjusted flexibly.
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Busch, Friederike, and Rego Diego Planas. "Qualitative Brand Image Analysis for a Global Brand : An Intercultural Perception of the Brand Image through Brand Personality." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9781.
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The cultural differences in the consumers' perspectives are an important factor that affects the image of brands around the world. A brand's image may be affected even though the company gives the same message across different cultures. In order to analyze these effects, the authors have conducted a qualitative study, chosen the chocolate brand Kinder and studying how Kinder's brand image perception varies in four different cultures by conducting 16 in-depth interviews. The data was afterwards categorized, analyzed and compared to each other in order to find differences and similarities of the brand image in the interviewee's perspectives. This work’s focus is on the problem how the cultural differences can affect the perspective of individuals brand image even though this one can try to have a global standardized image.
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Sponga, Alexandra. "Competing Smartphone brands: Understanding brand rivalry between two brand communities." Thesis, 2013. http://hdl.handle.net/10214/6761.
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This thesis is an investigation of brand rivalry between two competing brands. The number of Smartphone users in Canada is rising and is not expected to slow anytime soon. Two major Smartphone brands have emerged as competing brands in this product category: Samsung and Apple. When two strong companies emerge brand rivalry can manifest. Brand rivalry seems to be under studied in the consumer behaviour literature, yet is common amongst consumers. Current literature pertaining to brand rivalry focuses primarily on the ‘dark’ side of this concept, manly oppositional brand loyalty and brand rivalry. Utilizing focus groups, this study gains a more holistic view of the interaction between opposite brand community members. The findings extend the existing literature by offering evidence of the ‘lighter’ side to brand rivalry.
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Lee, Hsin-Ling, and 李欣陵. "The Study of Brand Story, Brand Personality, and Brand Image: Examples of Brands in Taiwan." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/44320356091069880222.
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碩士國立中山大學
企業管理學系研究所
98
Taiwan development started from agriculture and gradually moves to manufacturing to finally transform the economy into a high-tech industry. The economic miracle was based on Taiwanese diligence, perseverance, and dependability; but the process does not finish there. Since we have come to a knowledge economy era, lots of enterprises in Taiwan have developed from OEM, ODM to OBM to speed up internationalization and upgrade competitive advantages. The best answer from companies is to response quickly and become more creative, vivid and diversified enhancing clients’ involvement. Consequently, the “Storytelling” era has begun. Enterprises nowadays use “Brand Story” to draw customers’ attention. Based on this perspective, the study examines how brand stories affect the brand image and brand personality. By using qualitative research, the managers of these four interviewed companies shared experiences of developing brand stories, allowing us to understand the brand spirit and brand position through the use of touching true stories that express the unique image and personality of the brand. The study shows how brand stories influence consumers, employees and other stakeholders bringing the benefits and increasing recognitions, brand image and word-of-mouth. The influencing power of brand stories is truly beyond imagination.
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Ruei-Fang, Hu, and 胡瑞芳. "Brand Characteristics and Brand Strategy Research-Demonstrated by Yogurt-Related Brands." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/54967293178999314095.
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碩士國立臺北大學
企業管理學系
91
With the increase of competition in market, brand management is increasingly demanded by enterprises. Once the brand is properly managed, obviously the brand benefits are obtained. Proper brand management can cost much lower than creating a new brand and bring continued competence. The thesis tries to build an integrated brand management framework, and based upon the investigation of seven famous yogurt-related brands. The brand framework contains five steps; The first is collecting market information, which is comprised of direct data and indirect data; the second is implementing brand market analysis, which is comprised of customer behavior and competition analysis; the third, we start to carry out brand monitor analysis of brand awareness, brand royalty, brand association, brand perception, brand compatibility, brand position and brand personality, and finally, according to the results of brand monitor analysis, we can count brand equity. At last, brand strategy planning consist of brand extension, brand spokesman, brand positioning, brand competition, brand advertising, brand channel and brand equity strategy. With strategic suggestion for seven famous yogurt-related brands, they can improve their brand equity and through continuous practicing the brand framework they can achieve the objective of brand eternally operation.
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Baeva, Daniela Yasenova. "Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator." Master's thesis, 2011. http://hdl.handle.net/10316/15384.
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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Matos Coelho.In a world of global competition that we are living nowadays, brands are each time more used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. These experiences contribute to increased consumer trust and loyalty and allow building strong relationships with the “brand”. By this way, “brands” promote the increase of shareholder value and establish a long-term advantage in the marketplace for organisations. Companies recognise that strong brands are and have been historically associated with accelerated revenue growth and improved returns to shareholders. That is why, each time more organisations focus their strategies on building powerful brands as they represent competitive advantage and they are a key success factor in creating value to the customer and at the same time value to the company. In this regard, this study intends to show how effective brand strategy and brand communication contribute to build brand equity and consequently create a strong brand. For this purpose, the case study of Navigator was chosen, being a good example to show how the brand has been managed to become a powerful brand in the premium office paper segment. Key words: Branding, Strong Brands, Brand Strategy, Brand Communication, Brand Equity, Navigator
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Liu, Shu-Fen, and 劉淑芬. "Relationship of brand community, Involvement and brand loyalty - sports brands as examples." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/14799915900746483787.
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碩士國立交通大學
經營管理研究所
98
People like to be connected through group activities. Participation in sport activities sponsored by the brand company or join the brand related user group. This study explores the relationship among brandfests, product involvement, and brand loyalty in sports brands. The brand loyalty behavior can be further investigated by dividing consumers to two groups, recommend others to buy and repurchase intention. Through the survey studying, the demographic analysis shows that most people joined brandfests are male university students. Their ages are between 21 and 30. This research also shows people have positive significant effect of commend after joining brandfests. Besides, the level of involvement also has significant positive effect to positive repurchase intention. Moreover, through a variance analysis, the result shows (1) people who attended NIKE running club are male students (2) people who joined ASICS competition are almost technology engineers.
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Lin, Wei-Shiun, and 林煒勛. "A Study on Virtual Brand Community, Knowledge Sharing, Brand Loyalty and Brand Performance -An Empirical Investigation of the Sports Brands." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/cee326.
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碩士國立臺北科技大學
經營管理系碩士班
101
Advances in information technology, making the Internet and living close links. Nowadays, more and more businesses and emerging entrepreneurs, in addition to the official website, more and more brands began to use social media as a new interactive communication platform. In a highly competitive environment, enterprises can use social media to build virtual brand communities, community sharing mechanism to enhance the brand loyalty with the company of members of their own values, and thus enhance corporate’s brand performance, corporate brand can be a sustainable business. This research integrated with academic books and with related references has developed a theory framework. The data collected from questionnaire investigation method in the Internet community, and explore brand community in the industry, knowledge sharing, brand awareness and brand performance by way of structural equation modeling. The most significant findings are as following: There is a significant, positive correlation between Virtual Brand Community and Knowledge Sharing. There is a significant, positive correlation between Virtual Brand Community and Brand Loyalty. There is a significant, positive correlation between Virtual Brand Community and Brand Performance. There is a significant, positive correlation between Knowledge Sharing and Brand Loyalty. There is a significant, positive correlation between Brand Loyalty and Brand Performance. There is not a significant, positive correlation between Knowledge Sharing and Brand Performance. In this survey, the sports brands‘ virtual brand community members were taken as empirical objects to explore the relationship between the variables and to develop marketing strategies to provide business owners as a reference in order to be able to contribute to the formulation of its marketing strategy and manage sports brands.
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REVOLONIO, ANA MARIA, and 陸瑪莉. "The Effects of Brand Rarity and Stability on Brand Engagement: Investigating of Online Brands." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/29752274855855973102.
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碩士銘傳大學
企業管理學系
104
This study had as its core to investigate the Effects of Brand Rarity and Stability on Brand-Engagement: Investigating of Online Brands. It could be highlighted that by analyzing such determinants and factors many companies can boost up gains in the business field. A quantitative approach was conducted to investigate the effects of specific areas on brands. An online questionnaire was applied to collect data and analyzed to obtain the outcomes. This allowed the participation of global perspectives which could assist to demonstrate the views of various individuals in the global market. Celebrity authenticity served as benchmarks to determine the factors affecting new brands in the global market. Results showed that brand attitude and brand engagement on celebrity authenticity were major dominant factors that affect brand engagement. It was also brought to light that specific areas related to talent played a significant role and had influential meaning on brands. Most of the outcomes indicated dominant areas that people had impact on celebrity’s talent and morality .Whereas stability and rarity were uncovered which was confirmed in this investigation. This research advances our understanding and assisted to have a deeper perspective at brands and how this is affected by other interesting components. This certainly served as a good determinant and possibilities in the business and marketing world. In addition, this investigation certainly proved beneficial results to major companies and other businesses specially when marketing new brands in the global domain. A data was collected and a total of 444 respondents were included, after we set up a questionnaire. We conducted data analysis with SPSS 18 and, for a better analyzing we separated our liker scale with our nominal scale factors.
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Lima, Diogo Homem de. "Impact of brand coolness on social media brand engagement of brands MOCHE-WTF-Yorn." Master's thesis, 2020. http://hdl.handle.net/10071/21742.
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Este estudo destaca o impacto da frescura da marca no engajamento da marca nas redes
sociais das marcas MOCHE-Yorn-WTF (operadoras de telecomunicações para jovens).
Analisando a literatura, notamos que há muitas contribuições sobre o engajamento da marca
nas redes sociais, enquanto poucas pesquisas são focadas na frescura da marca. Assim, optou-se por aprofundar a análise do impacto supramencionado, tendo o amor / satisfação com a marca
como mediadores.
No universo digital, as redes sociais oferecem aos seus utilizadores uma variedade de novas
formas de comunicarem e é exatamente esse potencial que oferece uma oportunidade
significativa para as empresas e suas marcas restabelecerem as comunicações.
Os resultados de um questionário com 399 participantes ajudam-nos a discutir a análise e a
tirar conclusões. Portanto, foi possível verificar que a frescura da marca está positivamente
relacionada com o amor / satisfação com a marca, que o engajamento da marca nas redes sociais
está positivamente relacionado com o amor / satisfação com a marca e que, consequentemente,
a frescura da marca está positivamente relacionada com o engajamento da marca nas redes
sociais. Mas é importante mencionar que nem todas as dimensões da frescura da marca têm
impacto nos restantes constructos. Resumindo, apenas as dimensões "útil", "popular",
"subcultural" e "icónica" estão positivamente relacionadas com o amor à marca. Apenas as
dimensões "útil", "original", "autêntico" e "popular" estão positivamente relacionadas à
satisfação com a marca. E apenas as dimensões "rebelde", "status elevado", "subcultural" e
"icónica" estão positivamente relacionadas com o engajamento da marca nas redes sociais.This study highlights the impact of brand coolness on social media brand engagement of brands MOCHE, Yorn and WTF (telecommunications operators for the young target). Analyzing the literature, we note that there are many contributions on social media brand engagement, while little research is focused on brand coolness. Thus, it was decided to deepen the analysis of the impact mentioned above with brand love and brand satisfaction as mediators of this impact. On digital universe, social media offers its users a variety of new ways to communicate with each other and it is precisely this potential that offers a significant opportunity for companies and their brands to re-establish their communications. Results of a survey with 399 participants help us to discuss the analysis and to get some conclusions. Therefore, it was possible to verify that brand coolness is positively related with brand love and brand satisfaction, that social media brand engagement is positively related with brand love and brand satisfaction, and that consequently brand coolness is positively related with social media brand engagement. But it is important to mention that not all dimensions of brand coolness have an impact on other constructs. Summing up, only "useful", "popular", "subcultural" and "iconic" dimensions are positively related with brand love. Only the dimensions "useful", "original", "authentic" and "popular" are positively related with brand satisfaction. And only "rebellious", "high status", "subcultural" and "iconic" dimensions are positively related with social media brand engagement.
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Kuo, Yen-Yu, and 郭艷玉. "The impact of brand experience, brand trust, brand satisfaction and brand engagement on brand loyalty." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/3rd3c7.
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碩士南臺科技大學
行銷與流通管理系
105
Brand experience has become one of the main marketing issue, this study explores the relationship between brand experience, satisfaction, trust, brand engagement, and explores the mediating effect of satisfaction and trust. Form the sampling of the consumers who buy "3C hypermarket products", obtained 335 valid samples by convenience sampling method. Using the SPSS 22.0 analysis data, the results show that the brand experience has a significant positive impact on brand satisfaction and brand trust; Brand trust has a significant negative impact on brand engagement; Brand satisfaction has a significant positive impact on brand engagement; Brand engagement has a significant positive impact on brand loyalty. Brand satisfaction has mediating effect of brand experience and brand engagement, brand engagement has mediating effect of brand satisfaction and band loyalty. Finally, according to the results of the study, this paper puts forward some practical suggestions and directions for future research.
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Wah, Yim Kah, and 任嘉樺. "The Roles of Brand Experience, Brand Personality and Brand Relationship Quality in Determining Brand Loyalty: An Empirical Study of Restaurant Chains Brands in Taiwan and Malaysia." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/ympe83.
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碩士東吳大學
企業管理學系
103
Over the last decade, brand loyalty is widely used in order to increase the business performance. However, solely a strong brand is insufficient for fierce markets, building a long term relationship is essential. A literature review showed that brand experience, brand personality and brand relationship quality are important variables for brand loyalty. Thus, this research develops a framework that intends to find out the roles of brand experience, brand personality, brand relationship quality on brand loyalty in context of restaurant chains (i.e. McDonald and Din Tai Fung). Data collected from 280 Malaysian respondents and 278 Taiwanese respondents via street or mall intercept surveys conducted in Kuala Lumpur and Taipei. After collecting the data, SPSS is employed to exam the reliability and factor loading of those constructs. Afterwards, LISREL is used to run Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) for comprehension of the effect of the research model. The hypotheses applied to different samples will lead to different results from the cultural difference and other issues. Lastly, managerial implications, research limitations and suggestions for future research are discussed
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Sin-Yun, Kuo, and 郭芯妘. "The Impacts of Brand Experience, Brand Engagement and Brand Identify on Brand Satisfaction and Brand Loyalty." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/w895qg.
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碩士南臺科技大學
行銷與流通管理系
104
In pace with technological development, consumers do value not only product performance as before but also extra value and experience brought with goods. The long-term brand experience will be saved in memory of consumers over time and affect consumers’ brand satisfaction and brand loyalty. In this study, the influence of brand experience, brand engagement, and brand identity on customers’ satisfaction and loyalty among smartphone users is explored.Questionnaire survey is adopted; 760 questionnaires were issued, in which 713 were recovered and 670 were valid, with 93% of the effective response rate. It was tested that there was no homologous deviation. Data were analyzed with SPSS21.0 and Smart PLS. The results show that brand experience has a significantly positive impact on brand engagement and brand identity, brand identity and brand engagement have a significantly positive impact on brand satisfaction, and brand satisfaction has a significantly positive impact on brand loyalty. Brand engagement has mediating effect of brand experience and brand satisfaction. Finally, in this study, specific suggestions on management implications and follow-up researches are provided for research results.
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Liu, Chien-Hung, and 劉建宏. "The Relationships Among Brand Experience, Brand Personality, Brand Attachment and Brand Loyalty." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/95802624789019054965.
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碩士真理大學
企業管理學系碩士班
102
This study investigated the relationships among brand experience, brand personality, brand attachment and brand loyalty. A questionnaire survey was administered to Samsung smartphone users in the Taipei region. We received 367 valid questionnaires, which were subsequently analysed using structural equation modelling. The result indicated that brand experience has a significant positive influence on brand personality and brand attachment, through which it indirectly enhances brand loyalty. This finding enriched the extant literature related to brand experience, and the managerial implications of this finding were also elucidated, providing a reference for enterprises to develop marketing strategies.
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Mai, Shen Yang, and 麥升陽. "Brand Strategy Analysis ---Single Brand vs. Multiple Brand." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/48737436157041315400.
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碩士淡江大學
商管學院高階主管管理碩士學程
91
Consumer is facing with information overflow in the current technology era. When confronted with countless information, consumers would probably rely on past experiences to make purchase decisions. One of those experiences includes something one has bought, heard, or utilized before. As a result, a reputable brand name is an ideal tool to assist consumers in making decisions regarding the purchase of products or services. This study focuses on the comparison between the pros and cons of a single brand strategy versus multiple brands strategy. In lie of a case study, this thesis would try to make recommendations on branding strategy that is based on the analysis of a company’s internal and external environment and consumers' purchasing trend. The motive for this thesis is to get a better understanding from a marketing perspective regarding how a corporation should develop its branding strategy while facing various kinds of market changes. This thesis also points out that corporations need to focus on its core competence in order to stay competitive in Taiwan’s market. Through an exploratory research on relevant theories, this study discussed the definition of brand and the key factors a company needs to take into account when formulating a branding strategy. The contents of this study include the following: 1)Developing a branding strategy through brand loyalty. 2)Setting up a branding strategy from consumer’s perspective. 3)Applying product and market matrix to make branding strategy decisions. 4)Formulating a branding strategy for products/services, which best complies with long term brand management.
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Lin, Michelle, and 林瑀庭. "Enhancing Emotional Brand Attachment in Online Brands with Actual/Ideal Self-Congruence through Brand Personality." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/50590163281452194662.
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碩士國立清華大學
科技管理研究所
104
Internet and related technologies have dramatically changed the landscape of the global branding. New corporate brands (online brands) such as Amazon.com, Yahoo!, Google, eBay, Facebook have arisen in the new digital age and command immense brand equity, putting them at the top of many traditional offline companies. Online brands emerge as the result of advancements in information and communication technologies. This study examined the congruence between self-concept and brand personality and its effect on emotional brand attachment in the online branding environment. The five brand personalities (sincerity, excitement, competence, sophistication, and ruggedness) adopted from prior research were used as moderating variables. The self-congruence for consumers’ emotional brand attachment can be different by brands’ different brand personalities. The results show that brands with “sincerity”, “excitement”, or “competence” traits may have the stronger impact of actual self-congruence on emotional brand attachment than of ideal self-congruence on emotional brand attachment. On the contrary, brands with “sophistication” and “ruggedness” traits may have the impact of ideal self-congruence on emotional brand attachment be slightly weaker than the impact of actual self-congruence on emotional brand attachment.
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ZHOU, QUAN, and 周全. "Brand Development Strategy and Brand Value: An Empirical Investigation of Top 100 Brands in China." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/73z5q4.
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碩士中國文化大學
國際企業管理學系
107
In todays highly competitive market, companies are often adopting various brand development strategies to consolidate their strengths and create better organizational performance in order to create higher brand values. In many brand strategy thinking, customer orientation and competitor orientation are two important directions. In addition, the marketing literature also proposes brand strategy combined with corporate social responsibility to enhance brand competitiveness and brand value. This research topic has received much attention in recent years. However, the past literature mostly focuses on the direct influence of customer orientation, competitor orientation and corporate social responsibility investment on business performance, while ignoring its behind-the-scenes mechanism. This study believes that this actually requires brand value to affect business performance. This study collects non-structural and structural secondary data for data analysis and hypothesis verification, and selects 59 corporate brands that have been selected to enter the top 100 brands in China in the past three years (2015-2017). Using the non-structural texts of the annual report to measure customer orientation, competitor orientation and corporate social responsibility, and to measure the brand value by BRANDZ brand evaluation, and finally evaluate the overall performance of the company by the net rate of return. This study finds that customer orientation can positively enhance brand value, but the input of competitors and corporate social responsibility is not significant for enhancing brand value. Brand value can positively improve business performance. Therefore, this study provides reference value for the academic and practical application of brand management for domestic and foreign scholars and practitioners.
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Huang, Kuan-Chi, and 黃冠錡. "The Impact of Brand Awareness, Brand Image and Brand Extension on Brand Equity." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/39056462778443132944.
Full textAbstract:
碩士國立體育學院
休閒產業經營學系碩士班
95
In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades. This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extension. There are two main purposes in this study. This study confirms that do brand awareness and brand image influence brand equity in the first and does brand extension strategy actually make contribution to brand equity in the second. The research method of this study used an experiment design and there are 210 respondents during April, 2007. The results of this study are that both brand awareness and brand image have significant influence on brand equity in study 1. But study 2 shows that brand equity does not have significant influenced under the use of brand extension strategies. As this result, this study concludes that the brand awareness and image are important factors to brand equity. But they are not really extended to new products by extension strategy, especially in non-product-related categories.
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YEH, CHUN-LIN, and 葉俊麟. "The Effect of Brand Attractiveness, Brand Awareness and Brand Involvement on Brand Loyalty." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/21598818260357826993.
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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
104
There is more and more diversity products could be chosen by consunmers with the environment, technological changes rapidly and the global market open. Invested in real estate need to put into large of money, thus how to attract consumers to purchase is an important issue for construction industry. In order to realize do consunmers have brand consciousness when they purchased, this study tried to explore the effect of brand relative attractiveness, brand awareness and brand involvementon on brand loyalty. And utilized the well known enterprise- SHINY Construction be a subject matter to survey. The finding showed that all of the hypothese had positive relationships except hypothese 3. Several contributions and implications are extracted to help construction industry better to revise their brand strategise and decision to strength their brand success.
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黃冠錡. "The Impact of Brand Awareness, Brand Image and Brand Extension on Brand Equity." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/35505810994198301087.
Full textAbstract:
碩士國立體育大學
休閒產業經營學系碩士班
95
In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades. This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extension. There are two main purposes in this study. This study confirms that do brand awareness and brand image influence brand equity in the first and does brand extension strategy actually make contribution to brand equity in the second. The research method of this study used an experiment design and there are 210 respondents during April, 2007. The results of this study are that both brand awareness and brand image have significant influence on brand equity in study 1. But study 2 shows that brand equity does not have significant influenced under the use of brand extension strategies. As this result, this study concludes that the brand awareness and image are important factors to brand equity. But they are not really extended to new products by extension strategy, especially in non-product-related categories.
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Tseng, Hsiang-Zing, and 曾祥景. "Holistic Experiences, Brand Awareness, Brand Associations, Perceived Quality, Brand Affect, and Brand Loyalty." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/21952239261451800222.
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碩士國立交通大學
經營管理研究所
97
As the commercialization and customization of service, here comes the experience economy. Everyone has a quest for authenticity. Staging experiences is one way of offering authenticity. Therefore, management philosophies that have a focus on customer experiences have sprung up as can be seen in academic journals in 2009. We follow these research streams and try to relate experience strategies to relevant dimensions of brand where holistic experience strategies was input and brand loyalty was the final goal. Main research purposes were shown below. First, the relationship among holistic experiences, brand affect, and brand equity dimensions were examined. Second, the effectiveness of experience strategies was examined. Third, the efficiency of experience strategies was examined. The research brand was McDonald’s, an experience stager since September 2003. We physically surveyed 313 customers in 17 chain stores of McDonald’s. Purposive sampling was performed. Analytical method was SEM. Key research findings were as follows. First, unlike atmospherics context, it is deficient to explain the responses of customers under cognition-emotion or emotion-cognition intervening mechanisms alone in the experience context. More intervening mechanisms should be included such as hierarchy-of-effect model in our study. Second, strategies appealed to the brand affect directly had the larger effectiveness than those appealed to the cognitive dimensions of brand, and then brand affect. Third, to attain efficiency, relate experiences ranked first and should be assigned the most resource while sense experiences ranked the least. Core managerial implication was to urge experience managers holistically planning their experience strategies to attain the experiential goal effectively and efficiently. Conclusion, limitations, and future research directions were presented in the end.
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Ching-Yun, Chang, and 張瀞云. "A study on the impact of brand tribalism and brand identification on brand loyalty – based on the case of smart phone brands." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/k6t5f3.
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碩士國立雲林科技大學
資訊管理系
102
Due to the rapid development of information and communication technology, smartphones have been released rapidly; indeed, consumers are confronted with different options for brands, functions, and designs. In this highly competitive market, to maintain a long-term mutual beneficial relationship with loyal consumers has been an important research issue. In terms of brand tribalism and brand identification, this study shows that the brand loyalty to connects causes and effects deeply. The paper focuses on brand tribalism who are using smartphones and some relative products of the phone which they use; eventually, 417 valid samples have been retrieved, which shows the results analyzed by AMOS21.0. First, the brand tribalism and the brand image positively impact the approvals. Next, the brand loyalty and its factors- perceived value, satisfaction, and trust, impact positively with slight commitment. Finally, the brand identification affects the brand loyalty positively by followed factors. In connection with results, this research proposes a suggestion, which is helping firms of smartphone technology to augment the relation between enterprises and consumers in order to increase the brand loyalty. Furthermore, the paper provides numbers of ideas for readers who would like to extend this research in the future.
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Liu, Yingyu, and 劉盈佑. "The Effect of Brand Affect and Brand Trust on Building Brand Equity and Brand Loyalty under Emotional Brand." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/89546290030154943064.
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碩士義守大學
管理學院管理碩博士班
101
Kotler talking about the Internet and globalization trends marketing is undergoing a revolution,and business shifted to focus establish deep and long-term relationship with customer,and not only make customer satisfaction but also make them happy. The world's top ten brand-marketing-company CEO - Marc Gobe said the most important investment in brand management is create right emotional atmosphere,and emotional brand strategy over the past ten years has become quite influential brand management mode. This study investigated:(1)The influence of Brand Affect and Brand Trust of Emotional Brand their respective on Brand Loyalty.(2)The influence of Brand Loyalty of Emotional Brand on Brand Equity.(3)Research on the partial mediating effects of Brand Loyalty of Emotional Brand on Brand Affect and Brand Trust their respective on Brand Equity. To explore above subject, this research choose the emotional business philosophy and won the-year-most-touching-advertising award - PayEasy,a shopping Website for our research object. By the recovery of 228 valid samples were used for data analysis,and then the empirical results display Brand Affect and Brand Trust of Emotional Brand both has positive influence on Brand Loyalty, and Brand Trust influences greater than Brand Affect.In addition, this study also found that Brand Loyalty of Emotional Brand plays partial mediating role on Brand Affect and Brand Trust their respective on Brand Equity.
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Lin, Pei-Chin, and 林佩津. "A Study of Relationships among Brand Story, Brand Image, Brand Identification and Brand Attachment." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/74541937278337704833.
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碩士大葉大學
管理學院碩士在職專班
103
This study aimed to investigate the influence of corporation brand story on the brand attachment, including the effect of the brand story to the brand image, the brand identification and the brand attachment, the effect of brand image and the brand identification to the brand attachment. It is also to confirm the mediators of the brand image and the brand identification. The results showed that: 1.The ability of the brand story has positive effects on the brand image. 2. The empathy of the brand story has positive effects only on experiential brand image. 3 The brand image has positive effects on the brand identification. 4 .The brand identification has positive effects only on the brand prominence of brand attachment. 5. The brand identification is the mediators that the experiential brand image affects the brand attachment. 6. The brand identification is the mediators that the symbolic, functional brand image affects the brand prominence of the brand attachment. Finally, we put forward practical implications of the study and propose on future research. Keywords: brand story, brand image, brand identification, brand attachment