Dissertations / Theses on the topic 'BRANDING DECISION'
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Hasan, Tanveer. "Influence of Brand Name on Consumer Decision." Thesis, Umeå University, Umeå School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1623.
Full textIn the present developing and modern day world, consumerism has dominated all the aspects of life. The life in the society follows the pattern of the capitalist culture where the human values have a different measure, ‘you are known by what you have not by what you are’.
This naturally leads to the life in a society where everyone wants to have a unique place in the society, by possessing the things which sets them apart from the rest of people in the society.
In present society and living way, the Brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. This makes a deep connection between the company and its brand, with the consumer. In this two way relation both are dependent on each other for various different reasons.
In today’s time customers are very deeply connected to the brands. When they purchase any product like a car, mobile, items of daily need, brand name influence the consumer’s choice.
Some customers purchase the specific branded things just due to the brand name. Customers believe that brand name is a symbol of quality.
I found this interesting and wanted to find out whether brand name influences the consumer choice when they go for purchasing any product. I chose to for the specific product because
this is one of the products which got my attention because of many reasons.
Initially the car production was dominated by few companies and one or two countries. With the time, the market started to grow and once considered to be luxurious commodity, cars became a need
rather than a choice. This increased the demand and with that many more companies entered the arena to have their share of profit and exploit the growing market. This made the companies to put more efforts and money to creating brand awareness of their product.
With the Huge sum of money and effort invested by the companies to create the awareness of their brand in the market, many questions arise; does this really affect the purchasing decision
of the customer? Does the brand awareness somehow influence the sale of the product? Etc.
On the basis of these questions, I formulated my problem as follows:
The purpose of this thesis is to create deeper consideration of what influence a brand name can have, when people go for purchasing, choose the products between different brands in automobile industry. Further I want to identify, if there is a connection between brands and the consumer decision making process.
I conducted this study based on theories and surveys. I analyzed the result of the survey in order to be able to draw conclusions and find answers to my problem.
I came to the conclusion that when consumer purchases a car, brand names influence his choice. Customers choose the well known branded car among other brands which are new or not so known.
The study shows that branded cars have a great place in consumer mind, when customers go for purchasing a car, they prefer to purchase a well known branded car. Customers do not want to try new or unknown branded cars because they have no much information about the
lesser known brand. Usually, people purchase well known branded cars because they might have heard before about brands or they have some information about them from other sources.
This makes customer feel more comfortable during the time of decision making as they are not so confident about the knowledge they have gathered about the other brands.
The consumers are very conscious about branded and unbranded cars because they have the view that branded cars are more reliable than unbranded car. This study also explains that customers trust the branded cars’ quality. Before purchasing a car people do not consider the lesser known brand car, as people are very attached to some specific brands. Some people are loyal to specific brands, over time they want to purchase the same branded car because the specific brand has satisfied the customer’s needs and in turn has gained the trust in the brand name.
I feel that the purpose of this study has been fulfilled to some extant. The theory describe that brand name has a power, which attracts the customers towards branded products. The reason
is that customer gets special connection with specific brands product and become the loyal with brand.
Filipsson, Therese, and Rebecca Kviberg. "Fair Trade branding as a purchase criterion." Thesis, Jönköping University, Jönköping International Business School, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-882.
Full textBackground: In the 1970’s, the first concerns regarding manufacturing pollu-tion headed off in Sweden and an enormous demand was cre-ated. The result came to be an enhanced consumption of ingredi-ent branded products such as KRAV, Bra Miljöval and The Swan to mention a few. Fair Trade entered the Swedish shelves in 1996 which gave the consumers the possibility to buy products and contribute to better conditions for farmers and employees in de-veloping countries.
Problem: In 1995 a research was performed, which showed that 50 percent of the respondents did not buy products with for instance an en-vironmental concerned label due to the significantly higher price. Some argue against this and believe that it is more of a marketing issue. Customers have become more aware in their shopping and, in order to keep them, companies must meet their demands by paying more attention to how they run their business.
Purpose: The aim with this thesis is to investigate why managers make decisions to purchase ingredient branded products, particulary Fair Trade.
Method: To accomplish this thesis a qualitative approach has been applied with the intention to describe the result from performed tele-phone and personal interviews with companies within chain res-taurants, hotels, grocery stores, and textile retail stores.
Conclusion: The study demonstrated that the decision to introduce Fair Trade labelled products depended on factors such as; the introduction year of these products, the history of the company and core values. Managers at the selected companies decided to purchase products with the ingredient brand Fair Trade for different rea-sons. Either since they had a long history of concern for fair production and rooted values or due to that the introduction of these products contributed to a good business image or to clean the company’s history.
Karlsson, Karin, and Lamei Tang. "Consistency in Constant Change : A Sensemaking Perspective to Uncover How Marketers Justify Budget for Branding Activities." Thesis, Linköpings universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-177730.
Full textEggertsson, Matthias. "COUNTRY-OF-ORIGIN AND BRANDING IN A B2B CONTEXT." NSUWorks, 2010. http://nsuworks.nova.edu/hsbe_etd/29.
Full textWolontis, Stella, and Maja Jonsson. "Oh, look - It's coffee o'clock! : En studie om konsumentens beslutsprocess vid köp av homogena produkter, samt studiet av ett företags arbete med varumärkesstärkande aktiviteter på en homogen produktmarknad." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-26384.
Full textReje, Anders, and Elena Dreger. "Marketing Sustainability in Charter Tourism : The Influence of Brands, Eco-Labels and their Combination on the Swedish Charter Tourist´s Decision Making." Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-91035.
Full textNilsson, Rasmus, and Robin Eckerblad. "Do consumers give Fairtrade a fair chance in the supermarket?" Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-90736.
Full textDo, Thi Thu Huyen, and Veselin Ralev. "Swedish university brand personality and student choice : How does the university brand personality influence international students when selecting a higher education institution? Case study: Jönköping University." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52646.
Full textBeckman, Maria. "Green Brand Equity in industrial B2B markets : A cross-sectional study of Sandvik Coromant’s customers." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-388952.
Full textStundytė, Inga. "AB Nordea Bank Finland Plc Lietuvos skyriaus darbdavio vidinio įvaizdžio stiprinimas." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2009~D_20090625_114020-13961.
Full textThis issue of the work was chosen with purpose to analyze employer branding and the level of satisfaction of Nordea bank.Research employer branding is important due to some reason, one of them strong connection employees toward the organization and the satisfaction of employee with they work. The object of the work: To make recommendation on consolidation of the internal employer brand of AB Nordea Bank Finland Plc Lithuanian branch. The task of the work as follow: to establish conditions that negative influence AB Nordea Bank Finland Plc Lithuanian branch employer brand, also estimate fundamental attributes of employer branding and the level of satisfaction of the employees to use empirical research and establish offers how to consolidation the internal employer brand . The paper has three parts. The firs part contains the analysis of the internal and external environment of the AB Nordea Bank Finland Plc Lithuanian branch. The second part contains the empirical research and the results of this research. The method of the research is the quantitative and qualitative. Qualitative - direct employer interview. Quantitative method – direct survey. The instrument of the research is structural questionnaires. The level of the satisfaction of the employees commitment toward organization and decision to leave an organization also the connection of their internal – relation were established in the research. The third part contains the solution for management on how AB Nordea Bank... [to full text]
Forsberg, Mikael, and Sara-Maria Löfvenberg. "Socially Desirable Fast Moving Consumer Goods - A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-156171.
Full textLundgren, El-Salhy Sara, and Amanda Lundmark. "Corporate Social Responsibility in Branding : A Study of The Body Shop's Visitor's Attitudes and Purchase Decisions." Thesis, Umeå University, Umeå School of Business, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-23578.
Full textTitle
Corporate Social Responsibility in Branding - A study of The Body Shop's visitors' attitudes and purchase decisions
Authors Sara Lundgren El-Salhy & Amanda Lundmark
Seminar Date 2009-06-02
Level C-level Thesis
Tutor Malin Näsholm
Keywords
CSR, The Body Shop, Corporate Identity, Corporate Image, Associations, Attitudes, Purchase Decision
Problem
Previous research suggests that by using well known CSR as a branding tool, companies can create positive consumer attitudes, and these attitudes are assumed to lead to positive purchase decisions. This study aims to test this connection, when CSR is well known, by answering the following problem question: What are the opinions and attitudes among The Body Shop Umeå's visitors towards The Body Shop and CSR, and how do they perceive the company regarding CSR? Are their purchase decisions affected by these opinions and attitudes?
Purpose
To explore the importance of a well-known CSR; to find what attitudes consumers have towards CSR and a company with well-known CSR, and to look at these attitudes' relation to the consumers' purchase decision.
Methodology
A quantitative, deductive study is conducted, where the theory is tested. The data is collected by handing out self-completion questionnaires to The Body Shop visitors in Umeå.
Results & Conclusion
This study shows that The Body Shop visitors in Umeå think that CSR is important when buying cosmetics. The respondents have positive attitudes towards The Body Shop and these positive attitudes can be connected to The Body Shop's CSR. The positive attitudes can also be connected to positive purchase decisions. A conclusion that can be drawn from these findings is that well known CSR can be connected to positive purchase decisions, if the CSR is trustworthy. This conclusion can, however, only be generalized to the population for this study; the visitors to The Body Shop's store in Umeå.
Number of Pages 57
Number of References 40
Grönlund, David, and Rabe Johan Hirsch. "CSR inom mejeri- och klädbranschen : En kvantitativ studie om konsumenters åsikter kring CSR inom två olika branscher." Thesis, Södertörns högskola, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38492.
Full textImplementation of a CSR engagement involves major financial strain on a company, which may prove problematic for companies, as consumers state that they are willing to consider CSR, but when it comes to real consumption, few consumers take CSR into consideration. The purpose of this paper is therefore to map out the opinions about the corporate social responsibility regarding the industries of both clothing and dairy products for the consumers in the Stockholm area. The research questions that were examined was “do Swedish consumers consider CSR to be important in the dairy industry and the clothing industry?” and "which CSR factors do Swedish consumers consider to affect their purchases most in the dairy industry and the clothing industry?". The research has a quantitative base with a survey with 307 respondents. In order to study the result of the survey the use of different theories has been implemented for example CSR, Green Marketing and Consumer Behaviour. The result shows that the respondents think that CSR is more important in the dairy industry than the clothing industry, as well as the most important factor in their purchase is the taste or looks of the product, depending on the industry. Another conclusion is that CSR is more important for women than for men in both industries. Furthermore, consumers don't think that CSR factors is what has the greatest impact on their purchases within each industry. Lastly is that the respondents consider CSR factors to have a greater impact on their purchases in the dairy industry than in the clothing industry, apart from working conditions which are considered to affect more in the clothing industry.
Wernick, Jacob. "There’s No Shortcut to Longevity: A Study of the DifferentLevels of Hip-Hop Success and the Marketing Decisions Behind Them." Ohio University Honors Tutorial College / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1556189262423471.
Full textMhlatyana, Lovington Unathi. "Optimising the marketing mix to influence consumer purchasing decisions in liquor outlets." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/11712.
Full textNilsson, Benjamin, and Paraskevi Tsakmaki. "The Effect of Marketing Automation on the Buying Decisions : A quantitative study on SMEs explored through brand awareness and external branding in a B2B context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86129.
Full textGaspar, Márcia Susana Folgado. "Importância da marca institucional na decisão de compra : caso da Indústria Farmacêutica." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/10497.
Full textIntrodução. Na indústria farmacêutica, como noutras indústrias, é fundamental criar marcas de produtos, que estejam relacionadas com marcas institucionais (MI) fortes e com uma clara identidade de marca, porque tanto os médicos como os doentes procuram a garantia de qualidade e segurança que a MI pode proporcionar. Objectivos. Esta investigação exploratória e descritiva tem por objectivo analisar a ordem de importância de 4 factores influenciadores eficácia, segurança, MI e preço e, particularmente, analisar a importância da MI na tomada de decisão na prescrição médica dos médicos portugueses. Métodos. A recolha de dados foi efectuada através de um questionário online, enviado a todos os membros das Sociedades Médicas da Ordem dos Médicos. Resultados. 114 médicos responderam ao questionário, 57,9% do sexo feminino, 50,9% especialistas hospitalares, 39,5% de Medicina Geral e Familiar e 9,6% sem especialidade médica. A eficácia surge como atributo mais importante, seguindo-se a MI e o preço - valorizados de forma identica. Os médicos identificam a MI como importante ou muito importante atributo para a prescrição médica e, no futuro, tendo em conta as recentes alterações na legislação, que promovem a prescrição por DCI, consideram que a MI poderá perder importância. Conclusões. A importância da marca institucional é reconhecida pelos médicos e funciona como factor de credibilização dos medicamentos, logo que seja comprovada a sua eficácia. Foi-lhe atribuída importância quando comparada com os outros atributos, mas também quando avaliada individualmente. O preço tem vindo a ganhar importância na tomada de decisão.
Introduction. In pharmaceutical industry, as in other industries, it has become essential to create product brands, which are highly related to strong institutional brands and with a clear brand identity, since both physicians and patients look for the quality and safety, assurance that institutional brand can provide. Aim. This exploratory and descriptive study aims to analyse the order of importance of 4 influencing factors efficacy, safety, institutional brand and price, and particularly, analyse the importance of institutional brand in the act of prescribing among Portuguese physicians. Methodology. Data collection was conducted via an online questionnaire, sent to all members of the Medical Societies registered in the national Medical Association. Results. 114 physicians responded to the questionnaire, 57.9% female, 50.9% hospital specialists, 39.5% general practitioners and 9.6% with no speciality. The attribute efficacy appears as the most important factor, followed by institutional brand and price - both valued identically. Physicians identify institutional brand as important or very important attribute in the act of prescribing and consider that institutional brand may lose importance in the future, taking into account recent changes in legislation, promoting drug prescription by INN. Conclusions. The importance of institutional brand is recognised by the physicians and it works as credibility factor for drugs, once its effectiveness is proven. Institutional brand was assessed as important when compared with other attributes, but also when assessed individually. The price has gained importance in the act of prescribing.
Sohani, Armin, and Tarek Fahmy. "The impact of a pandemic on brand preference in purchasing decisions of food and hygiene products: a COVID-19 perspective." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20741.
Full textGálvez, Santa María Alessandra Sofía, Alberca José Antonio Rivera, and Zúñiga Frederick Alexander Zavalaga. "Moda desde las cárceles de Lima: el branding de una organización peruana de moda sostenible en la decisión de compra de sus clientes. Estudio de caso de la marca Pietà." Bachelor's thesis, Pontificia Universidad Católica del Perú, 2018. http://tesis.pucp.edu.pe/repositorio/handle/123456789/12207.
Full textTesis
Hosseini, Reza Hirad. "Stratégie de marque de société et création de richesse pour les actionnaires." Thesis, Bordeaux 4, 2011. http://www.theses.fr/2011BOR40010/document.
Full textThis research tests to analyze if solid corporate brands create wealth for shareholders; and have risk reducing properties. Previous studies that were relating marketing with the creation of shareholder value worked on product brands. This research is based on theory of positivism; positivism states that true knowledge is based on verification. Random sampling was chosen for the quantitative part of this study, and for the qualitative section of this research we chose purposive sampling. Observation is used as the main data collection technique.13The most important contribution of this research to the field of branding is precisely the focus on corporate brand, its risk reducing and creation of wealth for shareholders. Using data between 1994 and 2008, we find strong evidence that corporations that own superior corporate brands create wealth for stakeholders of companies. Later in the qualitative part of this research we went through some fairly known cases of corporate brands – their stories and how they managed to succeed were explained and some of their branding policies were highlighted. This part is seen as qualitative validation of quantitative results through triangulation method. Conceptual frameworks and theoretical models were implemented to further analyze the qualitative cases for this research; this added perspective reinforced and supported our quantitative findings
Lind, Stefan, and Jerry Knudsen. "Key success factors : The internationalisation of Swedish fashion companies." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1115.
Full textBackground:
The Swedish fashion market today quickly becomes too small, even for the new companies, and they are quick to take the step abroad and launch their internationalisation process. With a focus on the four Swed-ish fashion companies Filippa K, Acne Jeans, Nudie Jeans and Whyred, we have analysed how these representatives of the industry have interna-tionalised themselves. The companies have chosen different ways to promote their brand and how to control the perceived image of the brand. As there is a lack of earlier in-depth studies into this particular question of the Swedish Fashion industry, we have set out to investigate how this is done.
Purpose:
The purpose of the thesis is to look at the internationalisation process of Swedish fashion companies, with a focus on the growth and the penetra-tion of the international markets in order to determine the key success factors for successful international expansion. We will also investigate to what extent branding, country of origin (COO) and psychic distance to geographical markets has an influence on the internationalisation process and its success.
Method:
We used a qualitative approach and conducted a case study consisting of four Swedish fashion companies. The data have been collected through interviews and secondary sources. The information has been put into dif-ferent models for internationalisation, branding and key success factors.
Conclusion:
We have interpreted the collected data together with the theories used, thereafter drawn the conclusions that the key Success factors that have taken these firms so far and have been important in the building of the successful brands/companies, are in fact to a large degree COO, rela-tions in the Swedish fashion Industry and the creation of superior prod-ucts. The companies have both similar and specific factors for their suc-cess on the international market.
Almaça, Sérgio Filipe Cabrita. "Moche : an important branding decision." Master's thesis, 2014. http://hdl.handle.net/10400.14/16649.
Full textA Moche é uma Marca prestadora de serviços no mercado das telecomunicações móveis, detida pela Portugal Telecom (o maior prestador de serviços de telecomunicações em Portugal), que foi lançada em 2011 com o objectivo de atrair o segmento da população com menos de 25 anos de idade. É uma marca independente da TMN, a outra marca prestadora de serviços de telecomunicações móveis detida pela Portugal Telecom, que tem um posicionamento de mercado diferente. A Portugal Telecom tem vindo desde 2008 a tentar atrair o segmento jovem através do lançamento de Serviços (Serviço TMN Moche lançado em 2008) e de Marcas (Moche em 2011) com um posicionamento jovem e irreverente. No entanto, serão estas as características de marca mais valorizadas pelos consumidores? A Moche tem vindo a ter bons resultados desde o seu lançamento como Marca, no entanto, em Janeiro de 2014, a TMN estava prestes a mudar a sua designação para MEO, e consequentemente, o seu posicionamento também ia mudar, o que poderia prejudicar o sucesso da Moche no futuro. Nesse momento, Mestre e a sua equipa tinham que recomendar a administração da Portugal Telecom na sua estratégia de marca futura: continuar com a estratégia de duas marcas no mercado ou mudar o nome da Moche para MEO à semelhança do que a TMN estava prestes a fazer. Para tomar esta decisão, Mestre teve que analisar as vantagens e desvantagens dos dois senários de marca possíveis, as preferências dos consumidores acerca das diferentes características de Marca e as percepções dos consumidores relativamente às diferentes marcas existentes no mercado.
Tseng, Li-wen, and 曾麗雯. "The Decision Making of Agency or Branding." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/45397283579126382187.
Full text國立臺灣科技大學
管理研究所
101
A decision on whether to act as agent or create &; start your own brand; the story of this case story took place at Excelsior Medical Co., Ltd. in 2010, a company founded twenty years ago and started as trade agency. Tom, the highest ranking executive of home appliance department received a letter from the original manufacturer of Honeywell products, kaz, informing him that the agency relationship between the two parties which lasted for 15 years would soon be terminated. For so long he had been worried and it finally took place, as an agency, the threat of being replaced because of unable to accomplish the target the original manufacturer had expected was always there, and sometimes the agency relationship was terminated because the accomplishment exceeded the target through the basic outlet set up by the original manufacturer, and then the original manufacturer would terminate the agency right and establish a branch of its own in private instead. Although a replacement of agency was never a new thing, but this time, he was the one who had to deal with this problem. Through the experiences he had accumulated over these years, he came up with an idea to have a full grasp of product resources, so that the main spindle of product could be lying in the healthy appliances comprised of “air, water, and regimen.” In addition to a long-term stability strategy, he must also think of what resources of own branding in response to the current phase of a company which had been focusing on agency and B2B for years could be selected from? To take a prudent step towards success, but how? He must submit appropriate countermeasures to the general manager during the executive meeting next Friday, at the meantime, he and the chief financial officer who had a dissenting opinion must reach a consensus; on the other hand, would department colleagues, as well as cooperative dealers and distributors support his idea? With the rise of concepts of regimen and health, how to become the leading brand of home appliances in the future was the major issue, and how could he achieve the vision which gradually emerged in his mind? The discussion of this case study is focused on operational issues a trading company encounters when it is faced with the decision making of whether to act as agent or create &; start its own brand. For years, Excelsior Medical Co., Ltd. has been dealing a vertical integration of all sorts of medical-related products, while the business of home appliances lies in the role of agency, when it is faced with the idea of development its own brand, this case study uses a modularity theory to conduct relevant aspects; and to explore the existing internal core competencies of resources remodeling based on the resource-based view; to discuss how to stimulate the customer service department to transform into B2C service and serve as a strong backup of its own brand based on the resource-based view and enterprise transformation theory. Next, to explore how to ensure a stable development for the home appliance department in the next phase and become the leading brand in the healthy home appliance industry based on the business ecosystem theory. Through the development experiences of the actual case and a combined confirmation of theories, this study wishes to provide enterprises some references regarding creating &; starting their own brands.
Chen, I.-Chun, and 陳怡君. "The Impact of Cobranded Ingredient Branding on Purchase Decision." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/93084577755360822530.
Full text國立高雄大學
亞太工商管理學系碩士班
100
Cobranded ingredient branding is one of the marketing strategies that aims at increasing customer awareness and brand value through highlighting the use of recognized key components or ingredients in order to create competitive advantages from the very beginning. The goal of this research is to explore whether there are moderating effects of brand equity, product characteristics, and relational benefits on the relationship between cobranded ingredient branding and consumer’s purchase decision. In addition, the mediating effect of consumer characteristics on the relationship between cobranded ingredient branding and consumer’s purchase decision is also analyzed. This study was performed empirically by sampling from those consumers who have the capabilities of purchase. One hundred and sixty six effective samples were collected. The statistical approaches including reliability analysis, confirmatory factor analysis, correlation analysis, and regression analysis were adopted to testify the research goal. Results show that cobranded ingredient branding, brand equity, product characteristics, consumer characteristics, and relational benefits have positive effects on consumer’s purchase decision. Further analyses show that the moderating effects of brand equity, product characteristics, and relational benefits on the relationship between cobranded ingredient branding and consumer’s purchase decision are not significant. Nevertheless, the mediating effect of consumer characteristics on the relationship between cobranded ingredient branding and consumer’s purchase decision is significant. The interests of the consumers are those relational benefits, product characteristics, and product knowledge that brought by the cobranded ingredient branding. Therefore, for those companies that desire to adopt the strategy of cobranded ingredient branding into the market, should particularly highlight the functions and contributions of the ingredients in the end products. Through this way, the virtues of the end product can be seen and experienced by the consumers, and then to enhancing the positive impact of cobranded ingredient branding on the consumer’s purchase decision.
DAS, KAUSTAV. "EFFECT OF BRANDING ON CONSUMER BUYING BEHAVIOUR." Thesis, 2019. http://dspace.dtu.ac.in:8080/jspui/handle/repository/17139.
Full textII, Eugene Roy Simpson, and 金羅依. "Go Branding or Not: Institutional and Organizational Determinants of Branding Decision in Taiwan''s IT Industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/86051414835801837499.
Full text國立臺灣大學
企業管理碩士專班
100
Contract manufacturing, due to their scale-based advantage, contributes significantly to the industrial development in Taiwan for the past several decades. In light of the control of most of value added at the hands of branded companies and the mounting pressure to create value for shareholders, contract manufacturers have come to a watershed: sticking to OEM/ODM, or moving to OBM. However, there have been more failures than few successes in the pursuit of branding, and many manufacturers have chosen to focus on manufacturing only with company branding instead of product branding. Although strategy research and marketing literatures have long emphasized the need of moving downward the value chain and building brand(s) as a intangible resource for competitive advantage, it remains elusive why only a handful of Taiwanese manufacturers chose to brand their products while others prefer to brand their companies only? This paper is an attempt to respond to the puzzle by revisiting the branding decisions from different theoretical perspectives. Based on the research of three large and well known ICT companies in Taiwan (BenQ, Quanta and HTC), this study argues that profit-driven motive and customer-compelled force jointly work on the branding decision. Evidence also shows that organizational factors, such as executives’ strategic intent, the pool of competences, firm age, relate more to the branding decision and the transformation outcome (if the firm chooses to brand itself) than the external factors, such as government intervention or customers coercion.
Tsai, Ching-Yi, and 蔡靜怡. "An Exploratory Study on the International Branding Decision of Taiwanese Firms." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/76727396342493807194.
Full text國立臺灣大學
國際企業學系
85
Focusing on factors of the industry environment, firms'' capability, and the strategic intent, this thesis attempts to provide an integrated framework for analyzing an international branding decision of Taiwanese firms as well as their subsequent implementation decisions concerning target market selection, resource reconfiguration, and marketing mix adopted. Cy means of the multiple cases study on five companies covering different industries, this study concludes that a manufacturer''s intent in international branding may be enhanced if the external pressures of creating differentiation advantage is high, business opportunities in emerging or growing markets could be potentially realized, and the potential threat of order switch by OEM buyers is critical. Meanwhile, brand and non-brand businesses indeed aren''t mutual exclusive and the complementary effect could exist if the potential conflict between both sides could be solved. Concerning the implementation of international branding strategy, a successful firm usually will tend to reduce the degree of the conflict with the distinct activities through appropriate market choice, product design, and after service. In addition, these firms tend to leverage their resources through simultaneously engaging in brand and non-brand businesses. Based on these preliminary findings, this thesis furnishes suggestions for future research. Finally, since branding is not the only way to compete in the global market and branding is a long-term committment, we suggest that a thorough strategic analysis with consistent implementations is critical to the success of international branding.
Hsu, Dianne Sharmaigne Pua, and 許郁敏. "An Empirical Study of Taiwan’s SMEs in Brand Investing Decision and Branding Revenue: Application of Heckman Selection Model." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/jg3rd6.
Full text東海大學
國際貿易學系
102
As the motif of this research, it is probe that Taiwan’s SMEs, Original Equipment Manufacturer (OEM) has the ability to transform its business model into an Original Brand Manufacturer (OBM). In this paper, 2006 and 2011 census data for industry commerce and service, there are about 100,000 manufacturing observable samples. Using such data, Heckman selection model is applied to estimate the brand investing decision and brand revenue regression equation. The findings of the empirical results are organized as follows: (1) Due to the low brand investing decision (penetration), brand revenue ratio, degree of internationalization and other dimensions, it confirms Taiwan SMEs remains to operate as a manufacturer; provided that, brand investing decision and branding revenue ratio in 2006 is 6.8% and 5.232% raise to 2011’s 12.0% and 9.019%. This signifies that there is a highlight in the initial effectiveness of brand. (2) Foreign direct investment is not conducive to improve the efficiency of enterprises to promote branding. In contrast, the amplification of export market inspires Taiwan’s SMEs to explore their potential in branding. (3) Implementation of e-commerce is conducive to brands’ operating environment which signifies the convenience provided by e-commerce plays an important role in maintaining Taiwan’s SMEs competitiveness.
Ribeiro, Inês Amaral. "Bem-vinda, Geração Z! : tecnologias digitais e novas estratégias de branding perante a evolução da consumer decision journey." Master's thesis, 2019. http://hdl.handle.net/10400.14/28269.
Full textDigital technologies are inherent to the daily lifes of the majority of the population and are, at the same time, one of the main characteristics of the contemporary society in which we are living. Nowadays, this technologies make part of our daily activities, and we often do not even realize how deeply we use them as well as how much influenced they have on each one of us as consumers. In this work, it was intended, firstly, to look at the role that digital technologies occupy in the daily life of youngers who belong to generation Z, the ones born from 1998 and later, and then, sought to relate this technologies penetration in their daily lifes with the changes that occurred in their consumer decision journey. Additionally, a set of strategies considered to be the most appropriate and effective to impact this generation, aimed at the brands which seek to communicate and impact these young people, were proposed. Through a qualitative methodology, interviews were carried out with ten youngsters from generation Z, two digital communication consultants from two different agencies, as well as with a psychologist, whose objective was to respond to the challenge, described above, that is proposed in this research. The presentation, analysis and discussion of the obtained results was done simultaneously, in an interpretative style, through a set of thematic analysis grids which related the information obtained from the interviews with the ideas presented throughout the theoretical framework. It was, therefore, validated that there is a frequent and daily use of digital technologies in the daily life of young people from generation Z, while, at the same time, clarifying that their penetration in the context of their daily lifes can not be dissociated from their behavior and buying decisions.
Liang, Tai-Na, and 梁黛娜. "Technique Branding Advantages on The Decision of Innovation Strategy-A Case Study based on The Front Projector Business in Taiwan." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/06721225269428829478.
Full text元智大學
管理研究所
92
Due to the progress of modern techniques, every enterprise faces a highly competitive business environment. Based on the research of known expertise in the field of management and strategy, success or failure of an enterprise lies mostly on their good or bad choice of strategy. Hill&Jones (1998) on his notably book, Strategic Management Theory, depicted that an enterprise can make their manage strategy based on their resources, technique imitation barrier, as well as their competency ability among fellows. This report provides a case study on business of front-projection-projector where three different companies represent three different techniques. By showing the advantage or shortage of each company and the outcome of each company, we verify the theory of strategic management. Also, we present a brief description of theory on strategic management as the foundation for this discussion.
Mandhlazi, Lawrence. "Decision-making styles of generation Y consumers in the purchase of fashion apparel in Kempton Park." Thesis, 2011. http://hdl.handle.net/10352/116.
Full textThe underlying determinants of how and why people shop has been a topic of study for many years, when typologies of shopping styles were developed. These studies have been successful in demonstrating that some shoppers display consistent shopping orientations that can be diametrically opposed, for example, the functional shopper versus the recreational shopper. This study concentrates on purchasing patterns of consumers by examining the decision-making styles of Generation Y consumers with regard to fashion apparel. The study reports on various stages that consumers undergo when confronted with a decision situation. These stages are outlined as need recognition, information search, pre-purchase evaluation, purchase, consumption and post-consumption. The buying behaviours influencing consumers were categorised into internal and external factors. The internal factor includes perception, motivation, learning, attitudes, personalities, self-concept, lifestyle and demography. The external factors comprised the following variables, namely, cultural background, subculture, family influence, and the social factor. The general characteristics of Generation Y were briefly discussed. Various dimensions used to measure consumer decision-making styles were reviewed in the study related to perfectionism, brand consciousness, novelty-fashion consciousness, recreational consciousness, price-and-value-for-money consciousness, impulsiveness and confusion as a result of overchoice of brands. The study adopted quantitative approach. A structured questionnaire was used to survey 230 students who were selected using non-probability convenience sampling. Seven dimensions measuring consumer decision-making styles were found to be applicable within the Generation Y context. These consumers were profiled as being quality conscious, brand conscious, novelty-seeking, hedonistic, confused by overchoice, habitual, brand loyal and fashion conscious. Differences were found between consumers who are confused by overchoice and younger Generation Y consumers. Younger consumers were found to be more confused by overchoice compared to their older counterparts. It is suggested that apparel retailers should try to use communication channels which will be more understandable by Generation Y consumers, and they should provide information that assists buyers to make a rational decision in the buying process. Differences were also confirmed between habitual, brand-loyal consumers and age. It was found that younger consumers are more likely to be loyal to specific brands as compared to their older counterparts. Differences were noted between brand conscious, confused by overchoice and gender. Brand consciousness was regarded as a reflection of men‟s desire to use shopping as a demonstration of their superiority, as well as being beneficial because they reduce search costs. It was revealed that males were more brand conscious than their female counterparts. It also highlighted that males were more confused by overchoice than females. The study found that the majority of Generation Y does pursue quality, even if it means paying higher prices. It is recommended that retailers should continue to emphasise their well-known brand names and set prices at levels where consumers perceive the quality of the product by its price. Retailers should focus on diverse designs, sizes and colours in their product assortment and range. The introduction of new products through the use of fashion shows, fashion magazines and advertisements may provide added advantages in terms of brand awareness
Central Research Committee of the Vaal University of Technology
CHEN, KUAN-FEI, and 陳冠妃. "The Relationship of Organization Culture and Core Competence with Business Branding Decision and the Performance of the Firms for the OEM /ODM Firms - Take Auto/Motorcycle Parts & Accessories Industry as an Example." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/89820955615526010055.
Full text國立成功大學
企業管理學系專班
94
In recent 20 years, OEM is the most important drive for Taiwan Auto/Motorcycle Parts & Accessories industry developing in the world. However with the increase of production and labor cost, both advantages in Taiwan has been replaced by Mainland China and other countries in Southeast Asia. Therefore, in order to reduce the impact of environment changes and face this new challenge, Taiwan has to shift its attention and upgrade levels under different operating patterns. Building up brands is a good way. Besides continuing to OEM, companies in Taiwan try to creat their own brand-OBM. But as a traditional industry like Taiwan Auto/Motorcycle Parts & Accessories one，no matter building a brand or turning the company from OEM/ODM to an OBM company, the biggest problem is to measure the core competence and the impact of the orgnization culture during the process! Although the increasing importance of the business branding decision, little has been done in the literature in examining the relationships among the core competence ，orgnization culture, the branding decisions, and the performance of the firms. Therefore, this study attempts to fill the gap in the literature by providing a research framework through extensive literature review to identify the two determinants and to examine the relationships among these determinants, the branding decision, and the performance of the firms. Based on resource-based perspective, hypotheses were proposed and then examined through an empirical study. The population in the study is 934 exhibition firms from 2006 Taipei Int l Auto/Motorcycle Parts & Accessories Show. The major finding of this study includes: First, the results of regression analyses indicate that the organization culture, core competence has direct effects on the performances of the firms. Secondly, the results of the logistic analyses show support for the direct effects of organization culture, core competence, on the business branding decision. Finally, the results of the T-test suggest that the branding decision has partial impacts on the firms’ performance.
Kao, Tien-Ching, and 高天慶. "A Study on Branding Decisions toward Own Brand Manufacturers in the Taiwanese High Technology Industry." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/79381968435196268519.
Full text國立清華大學
科技管理研究所
93
In the past, original equipment manufactures (OEMs) and original design manufactures (ODMs) play important roles in Taiwanese high tech industry. But, recently, they encountered more intensive competition worldwide and tended to be overtaken by suppliers from China, Korea and Southeast Asia. To cope with the external competitors, Taiwanese high tech OEMs and ODMs have to revise their strategic positions in terms of enhancing competitive advantages not only in research and development, but also in marketing capability, especially the usually-ignored branding strategy. So far, little research has been focused on the topic regarding OEMs and ODMs’ branding decisions in Taiwanese high tech industry, and therefore, there has been no consistent theory proposed as far as the literature was concerned. In order to better explore such an undefined area of research on branding decision for Taiwanese high tech industry, this study applies the exploratory methodology of multiple cases study on six companies in high tech industry. It is expected that the valuable information may be collected and analyzed through in-depth interviews and literature reviews. This study focused on the investigation of branding strategy in Taiwanese high tech OEMs and ODMs, especially whether or not own brand manufactures (OBMs) are the inevitable business planning and the advantages and disadvantage of OEMs/OBMs. In addition, this study would examine the underlying factors that may explain why some OEMs or ODMs would like to be transformed to OBMs. Furthermore, the successful characteristics for Taiwanese ODMs and OBMs would be identified. Finally, a conceptual framework would be proposed in this study to facilitate OEMs and ODMs’ decision making as to whether or not they are better off by transforming to OBMs and how to transform to OBMs successfully by controlling some potentially important factors.
Gomes, Mariana Alcina Fernandes. "Importância do Branding na Decisão de Compra B2B - O Caso do Grupo DST." Master's thesis, 2013. https://repositorio-aberto.up.pt/handle/10216/69818.
Full textGomes, Mariana Alcina Fernandes. "Importância do Branding na Decisão de Compra B2B - O Caso do Grupo DST." Dissertação, 2013. https://repositorio-aberto.up.pt/handle/10216/69818.
Full textLee, Szu-Hsien, and 李思嫺. "The research of relationships among the internail and external determinants, the branding decisions, and the performance of the firms." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/19928082111132025183.
Full text國立成功大學
企業管理學系碩博士班
91
Recently, with the increase of production and labor cost, Taiwan''s advantage of low cost has been replaced by Mainland China and other countries in Southeast Asia. Therefore, in order to reduce the impact of environment changes, Taiwan has to shift its attention and upgrade levels under different operating patterns. Building up brands is a good way. Although the increasing importance of the business branding decision, little has been done in the literature in examining the relationships among the internal and external determinants, the branding decisions, and the performance of the firms. Therefore, this study attempts to fill the gap in the literature by providing an integrative research framework through extensive literature review to identify the key determinants and to examine the relationships among these determinants, the branding decision, and the performance of the firms. Based on transaction cost theory and resource-based perspective, hypotheses were proposed and then examined through an empirical study. The population in the study is the top 5000 firms of Taiwan listed in the China Credit Information Service Incorporation. A random stratified sampling method was used to select 90 firms in each of the five levels. 450 questionnaires were mailed. Of the 450 questionnaires mailed, 110 responses were received and fifteen of them were incomplete. The remaining 95 valid and complete questionnaires were used for the quantitative analysis. It represents a useable response rate of 21.11%. The major finding of this study include: First, the results of the logistic analyses show support for the direct effects of environment uncertainties, organization resources, core competence, and market characteristics on the business branding decision. Secondly, the results of the T-test suggest that the branding decision does not have direct impacts on the firms’ performance. Finally, the results of ANOVA analyses indicate that the environment uncertainties, organization resources, core competence and market factors have interaction effects with the branding decision on the performances of the firms.
Cântara, Sónia. "Branding farmacêutico: a importância da embalagem na decisão de compra dos medicamentos não sujeitos a receita médica." Master's thesis, 2014. http://hdl.handle.net/10400.26/10222.
Full textMiranda, Sónia Maria Rodrigues Barbosa. "O IMPACTO DO PERSONAL BRANDING NA TOMADA DE DECISÃO DO CONSUMIDOR EM TURISMO – O CASO DA MADEIRA." Master's thesis, 2018. http://hdl.handle.net/11110/1524.
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