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Fraser, Alison. "Customer attitudes to private labels the role of store image : a dissertation submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of Business (MBus), 2009 /." Click here to access this resource online, 2009. http://hdl.handle.net/10292/759.
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Marriott, Andrew William. "Consumer perceptions of multiple private label brands offered by Pick n Pay stores." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/5974.
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This research provides insight into consumer perceptions of multiple private label brands being simultaneously offered by an individual retailer. The primary purpose of this study is to investigate the current consumer perceptions of the three private label brands at Pick n Pay Stores, a South African retailer. Consumers are no longer being presented with a single private label brand, but individual grocery retailers offer multiple private label brands under one retailer. Pick n Pay Store’s current private label brands co-exist as PnP no name, PnP and PnP Finest, and are synonymous with the generic, classic, and premium private label brand concepts, respectively. The question can thus be posed whether consumers perceive private label brands differently and whether they will eventually purchase the private label brand. The research explores the subject of brand, and the nature and success factors of private label brands in retail. This was done by reviewing the literature that traced the rapid changes in the retail sector because of the increasing influence of private label brands on conventional retail practices and consumer behaviour. A conceptual framework was developed showing the constructs that may have relationships with the three private label brands of Pick n Pay Stores. Information regarding the different private label brand concepts was obtained from primary as well as secondary research. An empirical study of a quantitative nature in the form of a paper-based and online-based questionnaire was undertaken. Altogether 375 usable questionnaires were collected. The results of the empirical study indicated positive relationships of perceptions between all three of the Pick n Pay private label brands and their respective intention to purchase. Furthermore, there was a statistically positive relationship between the brand perceptions of Pick n Pay private label brands. The proposed framework is intended to shed light onto the interactions between the private label concepts to allow for meaningful strategic branding decisions to be made at senior business levels.
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Oakenfull, Catherine. "An investigation into brand loyalty, and the case for house brands in the emergent township market." Master's thesis, University of Cape Town, 2000. http://hdl.handle.net/11427/5814.
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Vojta, Jan. "Architektura 3M značek a práce s nimi, case study 3M – z pohledu B2B, interních specialistů a marketérů." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359869.
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Brand portfolios of multinational firm are a complex organism which is managed by headquarter of organization, in particular by the brands architecture and rebranding. The distributors create a direct feedback relationship from the market and they significantly influence any success of brands. The specific work of marketing personnel with brands is thus influenced by many stakeholders on the market and, in consequence, the specific work becomes a complex marketing activity. This master thesis is concerned with the architecture of the specific portfolio of 3M and the work with its brands. The aim is (i) to map architecture of the specific portfolio of 3M House of Brands and (ii) to assess rebranding form 2015 and (iii) to analyze the work with 3M brands and to formulate recommendation for improvements of the work with 3M. The first part is considers the architecture of brands from a theoretical viewpoint which provides a basis for the mapping of 3M House of Brands. There is also specified marketing research methodology which is applied in the practical part of the thesis concerned with specific secondary data, questionnaire survey and deep interviews. In the practical part of the master thesis there is analyzed 3M Case Study, in which there is described and assessed the empirical research of 3M brands. The research consists of two parts: (1) questionnaire survey orientated on B2B distributors, and (2) deep interviews carried out with 3M marketing and special personnel. The comparison and synthesis of more qualitative data appears that the most important result. The 3M perspectives of the marketing personnel and the distributors on the selection of brand activities differ in spite the fact that their aims are similar. The key recommendation of this thesis is, therefore, to give more importance to preferences of the market and create upon this empirical basis more effective branding activities.
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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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Mpofu, Bukhosi Dumoluhle. "Consumer perceptions of private label brands: an Eastern Cape university-aged analysis." Thesis, Rhodes University, 2011. http://hdl.handle.net/10962/d1002783.
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This research investigates the consumer perceptions of private label brands amongst the university aged consumers from selected Eastern Cape universities. The research also aimed to ascertain whether or not generation Y consumers are aware of the existence of private labels, whether price, quality, advertising, packaging, reference groups and demographic variables influenced generation Y purchasing behavior of private label brands. To achieve these objectives, the research made use of the simple random technique to gather the primary data via the use of an online structured questionnaire. The sample population selected where the students in the Eastern Cape Province Universities (Rhodes and Nelson Mandela Metropolitan Universities) who reside off-campus. The assumption was that students who reside off-campus are more aware of private labels as they carry out shopping more than those that reside on campus and generally would have more disposable income and the reason that two different universities have been chosen is to provide a broad base of student opinions, covering varying cultural and income backgrounds, thus allowing for unbiased, valuable research. After pre-tests were conducted the questionnaire was made available online to easy the distribution of the questionnaire and allow for a greater response rate. Descriptive and inferential statistics where used to analyze the results of the questionnaire. The results showed that consumers are generally aware of private label brands and have at least seen them being advertised. Furthermore, the results showed that consumers purchase groceries based on price, quality and convenience of location of the grocery stores .The results indicate that Generation Y consumers are indeed a significant part of the consumer population and that they represent a confident, self reliant, optimistic and positive generation and are verbally and visually more sophisticated, creating a whole new language through digital media and that Generation Y consumers are generally aware of the existence of private labels. The results also indicate that Generation Y consumers strongly agreed that they purchase groceries based on price and quality, meaning price and quality are very influential when purchasing groceries and that the packaging of, generally, all private label brands was not attractive hence a conclusion was made that packaging of private labeled products does not influence Generation Y’s purchasing behaviour of private labels.
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Dias, José Manuel Silveira. "A casa da marca. Promessa, experiência e relação na arquitetura." Master's thesis, Universidade de Lisboa. Faculdade de Arquitetura, 2013. http://hdl.handle.net/10400.5/6662.
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Marquardt, Adam Jefferson. "Buyer-seller relationship quality and brand equity in the thoroughbred consignment industry /." view abstract or download file of text, 2007. http://proquest.umi.com/pqdweb?did=1421612791&sid=1&Fmt=2&clientId=11238&RQT=309&VName=PQD.
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Thesis (Ph. D.)--University of Oregon, 2007.Typescript. Includes vita and abstract. Includes bibliographical references (leaves 194-203). Also available for download via the World Wide Web; free to University of Oregon users.
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CAROTA, FRANCESCO. "China Brand Homes: Business history and projects¿ analysis of China Vanke Co. Ltd., 1988-2016." Doctoral thesis, Politecnico di Torino, 2019. http://hdl.handle.net/11583/2742534.
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Hunter, Judith. "Legislation, royal proclamations and other national directives affecting, inns, taverns, alehouses, brandy shops and punch houses 1552 to 1757." Thesis, University of Reading, 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.260675.
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Чусовитина, Е. А., and E. A. Chusovitina. "Концептуальные особенности книжной серии ИД «Коммерсантъ» об истории Екатеринбурга : магистерская диссертация." Master's thesis, б. и, 2020. http://hdl.handle.net/10995/94050.
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Целью работы является исследование концептуальных особенностей книжной серии ИД «Коммерсантъ» как редакторского продукта и инструмента продвижения издательского дома в Екатеринбурге. Объектом исследования в данной работе является серия книг издательского дома «Коммерсантъ» об истории Екатеринбурга. Предметом – концептуальные особенности серии книг ИД «Коммерсантъ». Магистерская диссертация «Концептуальные особенности книжной серии ИД "Коммерсантъ" об истории Екатеринбурга» состоит из введения, двух глав, заключения, приложения и библиографического списка, включающего 74 наименования. В первой главе исследования изучены различные точки зрения на определение серийного издания, книжная серия охарактеризована как вид издания, рассмотрены особенности редакторской подготовки, выявлены основные концептуальные особенности книжной серии, а также проанализированы маркетинговые понятия издательского имиджа и бренда. На основе проведенной исследовательской работы был составлен план анализа серийных изданий. Во второй главе диссертации на основе разработанного плана проведен практический анализ эмпирического материала – книжной серии об истории Екатеринбурга издательского дома «Коммерсантъ-Урал» (далее – ИД «Коммерсантъ»). В результате практического анализа выявлены концептуальные особенности книжной серии ИД «Коммерсантъ», позволяющие выделить данную серию в особый вид серийного издания, который имеет определенные содержательные, структурные, композиционно-художественные и маркетинговые характеристики. Было выявлено, что серия книг как редакторский продукт может выступать инструментом формирования издательского бренда и создавать определенный имидж издательского дома. Результаты исследования могут быть использованы другими издательствами для продвижения собственного издательского бренда или разработки эксклюзивной книжной серии, а также в процессе обучения студентов бакалавриата и магистратуры по специальности «Издательское дело».The aim of the work is to study the conceptual features of the book series of Kommersant Publishing House as an editorial product and a tool for promoting a publishing house in Yekaterinburg. The object of research in this work is a series of books by the Kommersant publishing house on the history of Yekaterinburg. The subject is the conceptual features of a series of books by Kommersant Publishing House. The master's thesis "Conceptual features of the Kommersant Publishing House book series on the history of Yekaterinburg" consists of an introduction, two chapters, a conclusion, an appendix, and a bibliographic list that includes 74 titles. In the first chapter of the study, various points of view on the definition of a serial publication are studied, the book series is characterized as a type of publication, the features of editorial training are examined, the main conceptual features of the book series are identified, and the marketing concepts of the publishing image and brand are analyzed. Based on the research work, a plan for the analysis of serial publications was compiled. In the second chapter of the dissertation, on the basis of the developed plan, a practical analysis of empirical material is carried out - a book series on the history of Yekaterinburg of the Kommersant-Ural publishing house (hereinafter - Kommersant Publishing House). As a result of practical analysis, the conceptual features of the Kommersant Publishing House book series have been identified, which make it possible to distinguish this series in a special type of serial publication, which has certain substantial, structural, compositional, artistic and marketing characteristics. It was revealed that a series of books as an editorial product can act as a tool for forming a publishing brand and create a certain image of a publishing house. The results of the study can be used by other publishers to promote their own publishing brand or to develop an exclusive book series, as well as in the process of training undergraduate and graduate students in the specialty of Publishing.
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Drexhage, Glenn. "The future of our past : inside the 2008 B.C. Digitization Symposium." British Columbia Library Association, 2009. http://hdl.handle.net/2429/8545.
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This article, written by Glenn Drexhage, Communications Officer – UBC Library/Irving K. Barber Learning Centre, appeared in the BCLA Browser: Linking the Library Landscape online newsletter (vol.1, no.1 2009). For more information, please visit the BC Digitization Symposium 2008 website at: http://symposium.westbeyondthewest.ca and the BCLA Browser website at: http://bclabrowser.ca.
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Johnson, Matthew. "When Ye Are Assembled Together: Congregational Patterns and Worship Practices of the Early Latter-day Saints 1829-1846." BYU ScholarsArchive, 2013. https://scholarsarchive.byu.edu/etd/3627.
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The worship experience in The Church of Jesus Christ of Latter-day Saints is inextricably linked to the ward or branch. This thesis examines the development of the Latter-day Saint congregation at the church centers from 1829 to 1846: Palmyra and Fayette, New York; Harmony, Pennsylvania; Kirtland, Ohio; Independence, Liberty and Far West in Missouri; and Nauvoo, Illinois. This work not only documents the creation and development of congregations, but also gives attention to the other important elements developed during the early years that are still associated with modern Latter-day Saint wards: meeting and worship patterns, physical locations where meetings took place, and leadership of local branches and wards. More on parameters and purpose is spelled out in Chapter 1.Each of the next three chapters deals with a time period and place, tracking all four of the elements of emphasis through an era. Chapter 2 briefly discusses meetings and groups before the official organization of the Church, and then continues on to consider the developments made in the three areas considered as Church centers: Fayette and Palmyra in New York and Harmony, Pennsylvania. The bulk of Chapter 2, however, deals with Kirtland, Ohio, which was headquarters for the Church for much of the 1830s.The three counties in Missouri that held the highest concentration of Saints-Jackson, Clay and Caldwell-are the area of study for Chapter 3. Eventually driven not only from all of these counties but also the state of Missouri, the Saints moved on to Illinois, the subject of Chapter 4. Quincy, Illinois was briefly considered the Church center until the purchase of the land that became Nauvoo. The final chapter synthesizes each of the four topics: congregational organization, meeting patterns, local leadership, and meeting places. Consequently, it is a brief overview of what advancements were made across all years and places studied in each area of focus.
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Simson, William Ronald. "Removing Reds from the Old Red Scar: Maintaining and Industrial Peace in the East Tennessee Copper Basin from the Great War through the Second World War." Digital Archive @ GSU, 2010. http://digitalarchive.gsu.edu/history_diss/17.
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This study considers industrial society and development in the East Tennessee Copper Basin from the 1890s through World War II; its main focus will be on the primary industrial concern, Tennessee Copper Company (TCC 1899), owned by the Lewisohn Group, New York. The study differs from other Appalachian scholarship in its assessment of New South industries generally overlooked. Wars and increased reliance on organic chemicals tied the basin to defense needs and agricultural advance. Locals understood the basin held expanding economic opportunities superior to those in the surrounding mountains and saw themselves as participants in the nation’s industrial and economic progress, and a vital part of its defense. The study upends earlier scholarship contending local industrial concerns acted proactively to challenges from farmers harmed by industrial pollution; investigation shows firms hesitated to initiate new production processes and manipulated local elections. Partisan developments woven amid all this underscore errors in assuming ancient regional affinity for Republicans. Confederate heritage gave Democrats an historic advantage that fractured before New Deal progressivism and expanding basin Republican power. Markets forced basin firms to merge and embrace technological change affecting working people’s relationships, forcing workers to improve skills or settle for low-skill jobs. Excepting TCC managers and supervisory staff, provincialism ruled; suspicions and competitiveness among workers grew as most miners lived a few scattered villages and most managers and craftsmen settled in the basin’s “Twin-cities” district. Early union efforts collapsed before union mismanagement, rational management and a company union based upon Sam Lewisohn’s ideals. Management managed to wrest control of its industrial relations despite the effects of Depression and the New Deal’s empowerment of workers. Workers’ infighting, reflecting neighborhood demographics and ideological differences, benefitted TCC; it convinced locals TCC could best protect industrial peace. The submissive AFL union installed fit of ownership’s nationally recognized program for industrial relations reliant on federal power. After competition crippled local industry, locals continued their reliance on government: to investigate the medical consequences of extraction work and coordinate environmental restoration. Recent regional anti-government populism makes the basin’s peculiar historic reliance on federal help engaging.
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Kaupa, Stewart Peter. "An investigation of consumers' perceptions of in-house food brands in Durban's major food retailers." Thesis, 2010. http://hdl.handle.net/10413/6813.
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The term in-house brands refers to products that are sold to retail outlets where the store name appears on the packaging instead of the manufacturer’s name or brand name (Brickman, 1988:24).
The introduction, presence and behaviour of such brands, has added a significant dimension to the marketing of food products. In-house food brands have been around in South African supermarkets for almost fifteen years and consumers long regarded such products as “cheap and nasty generic substitutes for the real thing rolled out by retailers during recessions and discarded once the economy picks up again; however, times have changed and so has the quality standards of such products. High quality in-house brands are now found in retail outlets some of them commanding premium prices.
Some market observers still attribute the growth and success of in-house food brands to hard economic times whilst others believe that this growth trend is here to stay and will continue to grow because in-house food brands now provide acceptable quality at reasonable prices. Consumers are giving less importance to manufacturer brands and retailers are becoming more proficient at managing their in-house brands.
In this study, research was conducted to investigate consumers’ perceptions of in-house food brands in Durban’s major food retailers. To evaluate how consumers perceive the prices, and quality of in-house food brands. To evaluate the influence of in-house brands positioning on consumers’ purchasing decision, to determine market factors which are
influencing consumers in respect of in-house brands, to investigate consumers’ loyalty to such products as well as the categories which consumers prefer and finally to investigate if there is any relationship between consumers’ disposable income and their loyalty to
consume in-house brands.
The literature review assisted in placing this study into context and preparing for the collection of primary data to answer the research questions. Consumers around Durban’s Commerce and Business District participated in this study and responded to a questionnaire that focused on the consumers’ perceptions regarding the areas mentioned
above.
The findings from the analysis of data show that consumers are drawn to purchase inhouse brands because of the low prices, the quality of in-house food brands has been raised to acceptable levels, in some cases retailers are offering premium quality in-house brands, favourable positioning of in-house brands has an influence on consumers’ decision to purchase in-house brands, consumers no longer see in-house food brands as
substitutes because the quality of such products is now very good, and finally, the study found that there is no relationship between consumers’ income levels and their loyalty to in-house food brands.
The recommendations that were made to in-house brands retailers were that: in-house brands retailers should invest more in innovation, research and development, they must come up with attractive packages, they should compete with manufacturer brands on both quality and prices and not just on prices alone and they must increase product visibility through creative product positioning.
It was also recommended that future studies should be undertaken to study the factors that need to be taken into consideration before in-house food brands are introduced so as to avoid in-house brand failure.Thesis (M.Com.)-University of KwaZulu-Natal, Pietermaritzburg, 2010.
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Oosthuizen, Daleen. "The relationship between perceived value and consumers’ purchase intentions of private label wine brands." Thesis, 2015. http://hdl.handle.net/10210/13960.
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M.A. (Tourism and Hospitality Management)The primary objective of this study was to determine the relationship between perceived value and the purchase intentions of consumers relating to Private Label Brands (PLBs) of wine within the retail sector in South Africa. Private Label Brands (PLBs), also referred to as store brands or house brands, are defined as products that the retailer owns, sells and distributes to consumers. Producer brands, which are also known as manufacturer or national brands, are made by a specific brand name company or producer. If retailers can successfully influence the perceived value of their PLB wines, it will allow them to influence consumers’ purchase intentions and increase their profits and market share. This study adds value to the limited research that is available on the perceived value of PLB wines in South Africa, and the effect that it has on consumers’ purchase intentions. The study provides valuable insight for Mass Grocery Retailers (MGRs) on how to effectively market their PLB wines in order to capture a larger market share, and gain a competitive edge over their brand name rivals. This study aimed to investigate the moderating role of perceived value on consumers’ purchase intentions of private label wine brands. Perceived relative price, perceived quality and perceived risk comprise the concept of perceived value, which affects consumers’ purchase intentions. These aspects in the wine purchasing decision have not been researched extensively in South Africa and in order for MGRs to take advantage of the unique growth opportunity that the PLB market has to offer, in-depth research needed to be conducted...
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"Horse and Rider: The Photogravures of Cynthia Brants." Texas Christian University, 2007. http://etd.tcu.edu/etdfiles/available/etd-05022007-080753/.
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CHEN, CHUN-CHI, and 陳俊吉. "Product Functionality, Buyer’s Attitude to Constructor’s Brand,and House-purchase Intentoin." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/a7m9v8.
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碩士國立高雄師範大學
事業經營學系
105
ABSTRACT The purpose of this study is to investigate the correlation among the functional properties of the houses, the customers' intention to purchase, and the reputation and branding of the construction companies. This theis focused locally on the Kaohsiung city area, and used experimental design with questionnaires survey as the method to collect opinions from Kaohsiung citizens who have experience in buying houses/apartments, or are planning to purchase one in the near future. We handed out 160 questionnaires and collected 155 filled questionnaires, which yielded 150 valid samples. The analysis of the samples was done via statistics software SPSS 22, and we found that: 1. The buyer's willingness to purchase is significantly affected by the accordance between the functional properties of the house and the customer's own requirements. 2. Construction company's reputation has a positive influence on the customer's intention to purchase. 3. There is a significant relation between how a homebuyer emphasizes on the functional properties of the house and how influential his buying decision is affected by the reputation of the construction company. We found that the traffic convenience and daily-life convenience have a significant relation. However, we didn't observe significant relation between school district, daily-life convenience and recreational functionality. Houses and apartments are high-priced products. Thus, the buying decision is usually influenced by multiple factors. Though this study, this thesis aims to discern the correlations among the forementioned three factors: functional properties of the houses, the customers' intention to purchase, and the reputation and branding of the construction companies. Keywords: functional properties of the house,brand attitude,purchasing intention
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Yang, Sheng-Kai, and 楊勝凱. "Factors of House-Purchase Intention: Media, Brand Attitudes, and Consumers Preference." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/72622300073730964188.
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碩士國立成功大學
高階管理碩士在職專班
92
House-Construction, though honored with leading industry, recently has experienced great challenge in the circumstances of boom-and-bust in the market、demand and supply change, and population redistribution. Housing is a high-involved product. The decision-making process of consumers is extremely complicated. The consuming behavior also includes a number of elements. In factors that affect purchase intention, brand is a distinct indicator besides house features that consumers prefer. Owning to the worry of construction quality or off-scheduled accidences, consumers tend to trust much on substantial constructors with great images. This means the Brand Effect is fermenting, and building brand name is relatively important. In house-construction industry, commercial advertisement is the main media tool. Consumers can gain information via mass media, and at the same time conceptualize their attitude toward the brand name, with following effects on consuming intention. This research was conducted with stratified random sampling, based on the population proportion of every district in Taipei City. The sample size of the survey was 450 individuals with 400 responses while 8 of them were eligible. The response rate was 87.1%. This research used linear structure relationship (LISREL) to examine four hypotheses. The findings were: (1) information offered by media affected attitude and concept toward brands, (2) media affected or changed consumer’s preference toward house features, (3) media affected purchase intention,(4) brand attitudes affected purchase intention afterward, (5) different brand attitudes resulted in different purchase intention, (6) preferences on house features did not affect purchase intention.
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Wu, Hsiang-Ning, and 吳湘寧. "Old house reuse -Backpacker hostel analysis and brand visual identity systems design." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/68934610981006717197.
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碩士中原大學
商業設計研究所
102
Maintenance or re-use the old house to form a trend，not only to let the past be preserved cultural history, combining business more different spark clashes，coupled with the development of the domestic tourism industry，along with the upgrading of tourism activities，modern tourism is not just to release the pressure to enhance interpersonal，it is the best choice to highlight personal qualities alone backpacker travel around the island populations have grown dramatically，booming tourism industry has driven visitor accommodation，B&;B is to promote local cultural industries，this study will old house culture and tourism combine creative design Backpackers B&;B brand. According to the literature research of Backpackers type， brand identity and other relevant information，we want to use the Backpackers B &; B's case studies and their interview results，in order to combine their own old house to execute the identification of Backpackers B &;brand design creation. To this end，we purpose to achieve giving the new life to the old house by analyzing the expectation of the Backpackers and B&;Bs relationship with the influence between the market-oriented and consumers in nowadays，and help consolidate the foundation of creation by backpackers B&;B brand vision systems.
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Fei, Chiao-Deng, and 費喬登. "The Social network stickiness on Brand Relationship Quality and Brand Extension: A Case Study of The Red House." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/f77qz8.
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碩士銘傳大學
國際企業學系碩士班
103
Today’s brand business management is in an environment which information changes constantly. Due to the advanced development of Internet, the barriers of information between brands and consumers become weaker. The links between brands and consumers are mostly based on the interaction of consumers’ communities and information exchange on the websites. The consumers’ communities nearly become the battlefield between the brands. The main focus of this thesis is to discuss the effects of brands on the interactions of communities and consumers. The thesis mainly aims to investigate how consumers see the effects of the communities which are provided by the brands and the qualities of the relationship of brands. In short, the thesis tries to analyze the relationships of the variables mentioned above, and the results could be provided as references for brand managers. The thesis mainly targets macro customers by the method of convenience sampling. A total of 200 questionnaires were distributed. Recovered samples are categorized. Invalid samples are excluded. Valid samples amount to 196, and the valid recovery rate is 100%. The thesis uses SPSS to undergo factor analysis on the recovered samples, and LISREL uses structural equation model to undergo model verification. By positive analysis, the result shows: (1) The social network stickiness of the communities of the cultural and creative industries have positive impact on the qualities of the relationships of brands. (2) The high qualities of the relationships of brands have positive impact on the revisiting of customers. (3) The qualities of the relationships of brands with the customers have positive impact on brand extension.
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Yi, Liu. "The building of a service brand: The case of Fusen Noble House, China." Doctoral thesis, 2012. http://hdl.handle.net/10071/6683.
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Service brand has become a key factor for Chinese home furnishing malls to enhance
competitiveness under the commercial tenant system. However how to build a service brand
is still a much discussed question and the literature is scant on research specifically addressing
the brand building process in the particular case of home furnishing malls. Taking the case of
Fusen Noble House in Chengdu, China as a case study, the aim of this research is to explore
empirically the building process of a service brand in a special case of a Chinese home
furnishing mall. Based on the literature review, the research starts by designing a theoretical
framework of service brand building and then uses personal interviews and questionnaires for
data collection. Data is coded and analysed and a new model redesigned. Findings show that
the most important driving forces in the brand building process of the company studied are
senior managers, customer information and competitors, with senior managers being the most
important. In what concerns the guarantee or support mechanisms of service brand building,
results also show that they mainly include corporate strategy and organizational culture. The
key is for corporate strategy and organizational culture to match the service brand, while the
role of incentive mechanisms is less significant. The case also revealed the existence of a
clear process of service brand building following certain developmental steps. Although the
process tends to be highly informal, it still followed the basic order of service brand auditing,
service brand identification, service brand positioning and service brand implementation, with
an emphasis on external marketing. The thesis concludes with a discussion on the managerial
and research implications.O conceito de marca aplicado à indústria de serviços é um fator chave na competitividade e diferenciação dos centros comerciais especializados no setor da construção e decoração de interiores na China. Qual a melhor forma de construir uma marca no caso da indústria de serviços continua a ser uma questão muito debatida e a literatura existente é ainda escassa sobre este assunto, em especial no caso específico deste tipo de centros comerciais em larga escala. Utilizando o método do estudo de caso, esta tese selecionou a empresa Fusen Noble House em Chengdu, China, com o objetivo de entender, de uma forma empírica, qual o processo de construção da marca neste caso específico e quais as forças motoras dessa construção. Com base na revisão da lieratura, a investigação começou por conceber um modelo teórico de desenvolvimento de marca procurando em seguida recolher dados que permitissem validar esse modelo. Os dados foram recolhidos através de entrevistas pessoais e de questionários tendo-se chegado a um novo modelo concetual que reflete a situação da empesa estudada. Em resumo, os principais resultados revelam que os gestores de topo, a informação dos clientes e dos concorrentes constituem as principais forças motoras do processo de construção da marca na empresa estudada sendo a gestão de topo o fator mais importante. No que respeita aos mecanismos de apoio e garantia, os principais elementos, de acordo com os resultados, são a estratégia e a cultura da organização. O essencial é que a marca corresponda à cultura e à estratégia da organização tendo-se concluído que mecanismos de incentivos assumem um papel menos importante. Este estudo de caso revelou também a existência clara na empresa de um processo na construção da marca obedecendo a determinadas etapas de desenvolvimento. Embora o processo tenda a ser bastante informal verificou-se que ele seguiu a ordem geralmente atribuída à construção de uma marca de serviços, nomeadamente, auditoria, identificação, posicionamento e implementação da marca, com enfâse especial no marketing externo. A tese conclui com uma discussão sobre as implicações dos resultados para a gestão e para a investigação.
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HSU, SHU-TAN, and 徐樹潭. "Analysis on Brand Management of Nordic Style – Furniture – GREEN HOUSE as An Example." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/26951091053099585669.
Full textAbstract:
碩士逢甲大學
國際經營管理碩士學位學程
105
It is common for furniture companies to experience some bottlenecks at a certain point in business operation, and branding, in a long run, is probably the best way to unlock the bottlenecks. After visiting various factories and companies worldwide to gain a more comprehensive understanding of the furniture industry, the author considered that for furniture companies in Taiwan, Scandinavian furniture brands provide useful information and experiences. Scandinavian furniture emerged for its furniture style and design in the 1930s, a fruitful result attributed to effort from generations of furniture designers, and is now an icon of excellent design. In contrast, the furniture industry in Taiwan is still at the stage of copying others and exploring possibilities, and to advance, it is a good idea to learn from the Scandinavian experience in furniture design and development. systematic and aesthetic living space for consumers to create a home environment. In this study, the author first discussed the background of Scandinavian style, especially in terms of the culture and the geographical characteristics, to better understand how Scandinavian furniture design evolves. Then, the author studied relevant cases and analyzed characteristics making Scandinavian furniture design successful. Thereafter, a research was conducted to examine how aesthetic design is used as a branding factor by GREEN HOUSE and VINTAGE these two Scandinavian furniture brands. To find out differences between these two Scandinavian brands and changes in furniture design, their angle of elevation and systemic aesthetics were contrasted and analyzed. Lastly, deduction and induction were employed to determine how Scandinavian furniture design characteristics affect GREEN HOUSE home design. This study shows that the Scandinavian-style furniture design is characterized by the following components: a simple and natural overall look, a function- and utility-orientation, an emphasis on traditional craftsmanship and culture, and an innovative use of local materials. Three key messages are acquired from how the features of Scandinavian-style furniture design influencing GREEN HOUSE home design : 1. The effect of running a furniture brand on the industry-environment relationship; 2. The use of nature, simplicity, and functionality as the starting point for furniture design; 3. Ways to assist consumers realizing home systemic aesthetics and creating a comfort and happy small-space living environment. This study provides people working in the furniture industry helpful information and makes contribution to the use of systemic aesthetics for creating a happy home environment that draws family members together.
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CHEN, WU-SUNG, and 陳武松. "The Study of Brand Equity and Purchase Behaviors─A Case Study of House." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/8jk237.
Full textAbstract:
碩士國立臺灣科技大學
管理學院MBA
105
This study focuses on the influence between consumers’ house purchase and brand equity. The study is based on the qualitative research process to study the respondents’ thoughts and practicalities on the subject. The key results are summarized from the answers of the interview. The respondents are senior persons with life experience. The respondents are EMBA students and teachers of National Taiwan University of Science and Technology. The interview is preceded with semi-structured interviews and the outlines. Research result shows that consumers will first consider the basic functional requirements, such as area, layout, location, traffic and convenience conditions while they are considering buying a house. The house has characteristics such as high unit price, high total price and low repeat purchase frequency, so consumers usually choice the house first with the basic needs, then start to consider other factors such as brand. Consumers’ awareness of the house brand is different because of the different consumer background. The ordinary people awareness of the house brand is in the developer company and development project. The ordinary people pay attentions on the scale of the company, resources, quality, and market reputation. When consumers are real estate industry professionals or have enough product knowledge, in additional to developer company, the professional consumer awareness of the house brand is also consider which contractor is building provider. The professional consumers pay attentions on the both companies’ conditions, such as resources, quality, and market reputation. And professional consumer’s awareness of the house brand is in the developer company and contractor.
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ANN, YAP HONG, and 葉楓安. "Design for Brand Image on Visual Identity System-An example of Bakery House." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/p92nn9.
Full textAbstract:
碩士樹德科技大學
應用設計研究所
107
With the enormous development of the market economy, the brand quality has drawn increasing attention from the public for its influence in the demand of the product. Nowadays, brand image has become one of the key criteria for the consumers'' choice of a particular product. Brand image matters because it establishes a unique impression among various products so that consumers are attracted and recognized it as a distinct product. In this study, we integrate the concept of natural scenery and human culture of the locals through the complete visual identity system design to create a brand image for a local Bakery House located in Da''ai Village, Shanlin District, Kaohsiung City. Through our designs, we hope to enhance the consumers experiences by delivering a natural, healthy and risk-free vibes and impressions on the Bakery House to the consumers. Meanwhile, we hope to promote the good quality agricultural products of Shanlin while generating more job opportunities and assist in the development of six-level industry of Shanlin District.
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Chen, Chih-Yu, and 陳枳毓. "A Study on Brand Revitalization Strategies - The Case of House of Little Moments." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/4f5375.
Full textAbstract:
碩士國立中山大學
管理學院國際經營管理碩士學程
106
There are lots of new brands which provide similar products in the food market which makes the Taiwanese food market get more competitive. Some food companies, especially for those brands with a long history, not only need to react to those external environment changes and the changes of consumer''s taste to avoid the brand entering Brand graveyard, but also achieve the goal of brand revitalization. This study tries to use the case of a leading brand with a long history in the Taiwanese food industry, Uni- Noodles, to find the secret of brand revitalization. This study analysis the case study based on literature review, which not only arranges the symptom of outdated brands and the terms, timing, problem finding, and the solution of brand revitalization, but also provides a model of brand revitalization which combine the case study to make their study more practical. In this study, the model of brand revitalization is based on Brand Identity System form Daivd Aaker including value proposition, position, and communication ways of the brand. Delivering emotional benefit, understanding the target audience, and back to the core of the brand are important, especially for the leading brand in the market with a long history. If this kind of brands would like to have another peak in the future, they have to answer the question: how to follow the change of the environment and the customer and build the strategy with differentiation advantage at the same time?
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Lu, Tai-Yueh, and 盧泰岳. "The Brand Image Study and Visual Identity Design of Xie-Jiang-Lin Tea House." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/32408952983870127294.
Full textAbstract:
碩士朝陽科技大學
數位化產品設計產業研發碩士專班
99
Due to the import of foreign tea, the traditional tea industry has suffered a decline in its business and the value of its products in recent years. Visual elements of brand image are mostly neglected in the traditional tea industry. Most traditional tea houses use generic design templates to create visual identity of their brands or packaging designs and thus have a relatively lower brand value. Based on the market data of the domestic tea industry and visual design literature, this study compared dominant tea brands in the market in an attempt to propose an appropriate visual identity design for a 100-year-old tea house—Xie-Jiang-Lin Tea House. The brand image analysis and creation framework consisting of the three elements of visual symbols, namely shape, color and texture, was first constructed on the basis of industry conditions and visual images of competitors. This framework was then used to analyze each competitor’s positioning of brand ideas and image, visual identity design, packaging system and overall visual design. Finally, a brand image for Xie-Jiang-Lin Tea House was created using the same framework. In the design of identity symbols, this study used the analysis and creation framework to achieve a basic visual integration of identity symbols and the packaging system and visually show the emotions and feelings expected to be carried by the brand image.
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Yu, Lee-Chung, and 李中瑜. "Traditional Food Packaging Design and Brand Strategy -A Case Study of red tile house Souvenir." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/32002053632917587902.
Full textAbstract:
碩士國立聯合大學
創設產碩專班
102
The package boxes are originally designed to maintain the quality during transportation. Currently, the gift packaging styles and texture are getting more and more diverse. This study adopts Kansei Engineering to explore the relations between styles and form features of rice dumpling package design. Moreover, important form treatments that will affect customer’s purchase intention and important images are explored. From the survey, user’s needs and image perceptions toward rice dumpling package design are clarified. At last, a series of souvenir gift design is proposed for the Red Tile House brand. Data collected from the subjects were used for quantitative analysis. From regression analysis, correlations between images and form features of the rice dumpling gift package design are examined. In terms of colors, special colors in the package design have higher postive effects on enhancing user’s purchase intention and willingness in use. For the treatments of cover design, separated type is preferred because the cover the the gift box can be reused, reaching the benefit of environmental protection. Moreover, the handle bar design brings forth a new quality image different from traditional food package. Fro the texture of package, fabric texture is more preferred by the users because it is durable, heat-resistant, cold-resistant, various in patterns, easy to use, but of higher cost. In addition, paper material is a good choice for its flexibility in design. More importantly, decorative accessories can add design sense. The graphics of flowers and Chinese ink-and-wash painting are helpful for better image perception and purchase intention. Graphics and colors of flowers and plants are popular and can match all sorts of package design. The results obtained from this study can serve as a reference for gift package design in the future.
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CHEN, KUAN-TING, and 陳冠廷. "Impact of Brand Image, Experiential Marketing on Repurchase Intention: Evidence from the TASTY Steak House." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/296a22.
Full textAbstract:
碩士國立虎尾科技大學
企業管理系經營管理碩士在職專班
107
In Taiwan, a large number of innovative brands have been put into the market in recent years. In the restaurant red sea market, how to attract customers , let customers follow the consumption again, customer recognition of the brand image and experiential in the restaurant, has become a brand restaurant A major issue, from the restaurant's business perspective, restaurant brand image and experiential marketing is a very important part of attracting customers to re-consume, and understanding the customer's feeling is a key factor in business success. This study takes Tasty Steak as the research object, discusses the relationship between customers' brand image and experiential marketing on the willingness of customers to re-sell, and studies the number of guests in the afternoon and the number of guests in the evening as a questionnaire survey. A total of 431 questionnaires were actually collected in 500 questionnaires. After deducting the incomplete questionnaires, the total number of valid questionnaires was 431, and the effective questionnaire recovery rate was 86.2%. According to the needs of the research purposes, narrative statistics, reliability analysis, factor analysis, t-test, single factor variance analysis, Pearson product correlation analysis and regression analysis were used moment for empirical analysis. The empirical results are as follows: 1. Consumers of different ages, education levels, occupations, average monthly personal income and the number of consumptions of TASTY steaks in the past 2 years show significant differences in brand image; 2. Different ages, marital status, education level Consumers, occupations and consumption of TASTY steaks in the past 2 years have shown significant differences in experiential marketing; 3. Consumers with different levels of education, occupations and consumption in the past 2 years to TASTY steaks have shown significant differences in repurchase intentions; 4. Brand image and experiential marketing are positively related; 5. Brand image and repurchase intention and be positively correlated; 6. Experiential marketing and repurchase intention and be positively related; 7. Brand image has a positive predictive power toward repurchase intention; 8. Experiential marketing has a positive predictive power toward repurchase intention.
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Amaro, Luís Miguel Martins de Sousa. "A imagem de marca do cavalo lusitano." Master's thesis, 2003. http://hdl.handle.net/10400.5/15319.
Full textAbstract:
Mestrado em Gestão/MBAEstudo exploratório sobre a imagem de marca do cavalo Lusitano. O objectivo do estudo consiste em identificar as principais associações dos cavalos das raças de puro sangue Lusitano e de puro sangue Andaluz e saber em que medida elas são iguais ou diferentes. Neste estudo é analisado o conjunto das associações destas raças nas seguintes vertentes: a importância dos atributos que moldam a decisão de compra, a classificação dos atributos das marcas, as atitudes dos clientes e utilizadores face a estas duas marcas, o nível globalde satisfação obtido com o desempenho de cada raça, a preferência pela raça e por último é analisado o perfil da personalidade destas marcas, ou seja , dos cavalos da raça Lusitana e da raça Andaluza. Este estudo conclui que as imagens de marca da raça Lusitana e Andaluza são distintas. Todavia, não se rejeita a existência de algumas associações comuns às duas raças.
This research involves an exploratory study on the brand image of the Lusitano horse. The objective of this study is to identify the main associations of the Lusitano thoroughbred horse and of the Andalusian thoroughbred horse. This study also aims to explore the issue of how far the brand image of the Lusitano is differentiated from its main competitor. ln this study we investigate the importance of key attributes involved in the buying decision process, the global evaluation of these two brands, the attitudes of the clients and users towards these brands, the overall levei of satisfaction derived from the performance of each horse breed as well as their preference for each horse breed. The last, but the not the least issue to be studied, is the profile of each brand in terms of the brand personality traits, that is to say, the personality of the Lusitano horse breed and of the Andalusian horse breed. We have concluded that the brand images of the Lusitano and Andaluzian horses differ. Nevertheless, this study does not rule out the possibility of some associations being shared by the two brands.
N/A
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Yu-ChangChang and 張育彰. "Effect of Brand Image of House Building Company and Personality of Employee in Tainan Science Park on House Purchasing Intensions –with Promotional Activities as a Moderator." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/31753423462201921635.
Full textAbstract:
碩士國立成功大學
高階管理碩士在職專班
98
Recently, the economic depression of Taiwan has been impacting the real estate market which influences other related industries. In addition, many Taiwan architecture industry leaders endeavor to encourage consumers to purchase products through the brand image and promotional activities in order to attract consumers’ attention and the purchase desire. However, different characteristics of consumers may create different consumer reactions toward home purchase intentions. Therefore, the main purpose of this study is to understand how high-tech industry employees’ personal attributes and brand image impact on home purchase intentions. Furthermore, this study also applies non-monetary promotions and monetary promotions as moderators to observe the effects, and to explore how demographic statistics (e.g. sex, marital status, education level, age, family number, and the income of family) affects home purchase intentions. Research subjects are from high-tech industry employees in Southern Taiwan Science Park. A total of 300 copies of questionnaire are sent out, and 223 valid questionnaires are obtained, that made the returning rate to be 74.33%. SPSS statistical software is employed to analyze the data, and the methods includes descriptive statistics, factor analysis, reliability analysis, validity analysis, radon simple t test, One-way ANOVA, Pearson Correlation analysis and regression analysis. Major findings are listed as follows: (1) Personal attributes have significantly positive influence on home purchase intentions; (2) Brand image has significantly positive influence on home purchase intentions; (3) According to literature review, promotional activities should have moderator effect between brand image and home purchase intentions, but the result does not support such hypothesis in this study, (4) Respondents with different education levels show significant differences in home purchase intention. Finally, this study discussed managerial implications according to the research results, and offered some suggestions for future studies.
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LIAO, YU-LIN, and 廖又琳. "Influence of Brand Image, Consumption Scenarioand Customer Value on Willingness to Purchase: Case of Etude House." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/fhu34h.
Full textAbstract:
碩士朝陽科技大學
企業管理系
104
The popularity of Korean culture has spread like a storm in Taiwan in recent year. Shops selling Korean cosmetics have successfully developed their own clienteles in the fiercely competitive cosmetics market by adopting unique ways of management. The findings of this study reveal that brand image, shop decoration, lines of movement, workers’ attitude, and whether consumers’ needs and expectations are met are all factors that can increase consumers’ willingness to purchase. Enterprises need to find out how to make consumers perceive their brand image, understand the connotation behind and also make consumers feel it is worthwhile to purchase in order to increase consumers’ willingness to purchase. This study is mainly intended to discuss the influence of brand image, consumption scenario and customer value on consumers’ willingness to purchase. 368 questionnaire copies are administered and 360 valid copies are retrieved, making the valid survey response rate 98%. SPSS 21 statistical software is adopted to conduct analysis and the results show: （1） the brand image of Etude House Cosmetic Shop has significant positive influence on customer value; （2） the consumption scenario in Etude House Cosmetic Shop has significant positive influence on customer value; （3） the brand image of Etude House Cosmetic Shop has significant positive influence on consumers’ willingness to purchase; （4） the consumption scenario in Etude House Cosmetic Shop has significant positive influence on consumers’ willingness to purchase; and （5） the customer value in Etude House Cosmetic Shop has significant positive influence on consumers’ willingness to purchase. Keywords: brand image, consumption scenario, customer value, willingness to purchase
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Sun, Ching-Wen, and 孫靖雯. "Brand visual design of the Infant care center - Using Doll House Infant care center as an Example." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/25680731982945583337.
Full textAbstract:
碩士中原大學
商業設計研究所
102
The existence of nursery center not only provides a learning environment for children, but also offers parents a secure place for their kids. Nevertheless, in the environment of diverse nursery ideas, a brand should be seen first before being identified and disseminated. Owning a unique, distinguishable, and recognizable brand will exactly give consumers the messages and ideas of the brand. After unifying the brand style, the brand’s unique value can be created. And this is the purpose of this design on brand-shaping toward Doll House nursery center. Initially, this paper analyzes the market and information of nursery center in Taiwan from previous literatures. This paper also analyzes the factors of center selection of parents from consumer behavior. Moreover, the researcher analyzes the importance of the design of vision recognition and environment recognition toward nursery center’s brand-shaping. What’s more, under the combination of vision and environment recognition, the researcher then analyzes how to show the brand features in every detail, making the nursery center establish a systematic and consistent vision impression and brand image. Afterwards, the researcher analyzes the major competitors and finds the market positioning. The researcher also analyzes other competitors’ logos’ colors, styles, and vision designs; finally begins to design from these generalized analysis. These vision recognition and environment recognition design were worked under the clear market positioning and the brand’s appeal, which made the Doll House not only a signboard but a stylish, recognizable, and friendly brand. Key words: nursery center、brand-shaping、vision recognition、environment recognition、logo design
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Hung, Le Van, and 黎文興. "Effects of Marketing Mix Elements on Brand Equity: A Case Study of Thanh Hung House Moving Company." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/22874294478386396861.
Full textAbstract:
碩士美和科技大學
企業管理系經營管理碩士班
102
There are about 100 house moving companies around the country concentrating on 3 largest cities including Ho Chi Minh, Da Nang and Ha Noi. They are competing severely in the market to obtain larger market shares. In this competition, house moving companies have conducted many marketing strategies to build up and develop their brand equity which is considered as an important means to create a strong position in the market. However, there has not been a prior study on effects of marketing mix elements on brand equity in house moving industry. This study investigate the relationship between marketing mix elements and brand equity in Thanh Hung House Moving Compay – one of the largest firms in house moving industry in Vietnam. The research is conducted with a sample of 378 customers who have purchased Thanh Hung’s services. The questionnaire is sent to respondents via email. The research findings that most of marketing mix elements are positively related to brand image and awareness, brand loyalty and perceived service quality.
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Chi, Nguyen Thi Quynh, and 阮氏嬛芝. "The Critical Factors Affecting Customers Brand Choice-A Case Study of Phuc Long Coffee and Tea House." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/w8ms7y.
Full textAbstract:
碩士美和科技大學
企業管理系經營管理碩士班
106
Nowadays, the consumption of coffee in domestic market is increasing because the increase in GDP and population has brought about the expenditure on food and beverage such as coffee. Urbanization and the proliferation of Western style coffee shops are also predicted to contribute significantly to this trend. In the period of 2005 - 2015, coffee consumption in Vietnam has grown remarkably from 0.43 kg per capita per year to 1.8 kg per capita per year. This figure is forecasted to rise to 2.6 kg per capita per year by 2021. Therefore, the mass coffee consumption in Vietnam coffee market causes the severe competition among foreign and domestic coffee chains. This research will focus on investigate the critical factors affecting customers brand choice at Phuc Long Coffee and Tea House. In this study, there are eight factors Quality of beverages and foods, Price, Place, Sales service, Advertisement, Atmosphere, Friend and family recommendations and Brand credibility used to test the relationship with brand choice. This paper is a quantitative research using questionnaire to collect data. There were 265 respondents taking part in survey but 217 valid survey questionnaires were used to make data analysis. Besides, descriptive analysis, reliability test, validity test, correlation analysis and linear regression are also applied to find out factors influence customers brand choice at Phuc Long Coffee and Tea House. The result of analysis is all of the investigating factors, Quality of beverages and foods, Price, Place, Sales service, Advertisement, Atmosphere, Friend and family recommendations and Brand credibility has positive impact on the choice of brand at Phuc Long Coffee and Tea House. The research found that Advertisement is the most significant factor in customers brand choice.
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LU, CHI-HSIEN, and 盧季嫺. "The Study of Golden Horse Fantastic Film Festival- From the Perspecture of Brand Equity." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/5452v7.
Full textAbstract:
碩士國立臺北教育大學
文化創意產業經營學系
107
In the film festivals with different themes in Taiwan, how to use the existing resources to attract audience support, give the audience a clear and significant image of the exhibition, and at the same time be separated from other film festivals? The key is the audience's construction of the festival brand. This study explores the implementation of the Taiwan Theme Film Festival-Golden Horse Fantastic Film Festival from the Perspecture of Brand Equity. Through researching and understanding of the key factors of the operation status and audience satisfaction of Golden Horse Fantastic Film Festival, and compares the performance of the film curatorial team and the audience to the implementation of the Golden Horse Fantastic Film Festival. Is there a significant difference in performance perception？ This research method is based on case studies and quantitative research. The case study method utilizes literature analysis and in-depth interviews with relevant personnel of the Taipei Golden Horse Film Festival Executive Committee to draw a focus on the brand equity of the Golden Horse Fantastic Film Festival. The questionnaires were sampled simultaneously, and the Kano two-dimensional quality model was used for quantitative analysis. A total of 315 valid questionnaires were used. The research findings are as follows： A.From the point of view of the film curatorial team, it is known that the Golden Horse Fantastic Film Festival has different strategies for different ethnic groups and has clear brand management objectives. B.From the perspective of the audience, the key factors to enhance the satisfaction of the film festival are the visual design of the film festival, the fare, the film list, the theme atmosphere, and the experience activities; there is no feeling for the equipment and environment where the film is launched. C.From the perspecture of brand equity, we explore the effect of the film curatorial team and audiences on the implementation of the Golden Horse Fantastic Film Festival. The difference is the hardware equipment, surrounding products, and the association features of the festival; the same is the visual design of the exhibition, fares, service personnel, and external image. D.Applying Kano's two-dimensional quality model requires in-depth interviews to be applied to the brand management of the film festival, and to find out the strategic suggestions for resource allocation, so that the curatorial team can expect more accurate and realistic comparison with the audience. In the competition of many film festivals in Taiwan, accurate brand management has become the key to the elimination of the film festival. This study attempts to clarify the balance between the film curatorial team and the audience's needs to help the future film curatorial team to precede their brand management. The following four research recommendations are provided for future reference by relevant units. A.Confirm the resource input order of each quadrant in the customer satisfaction coefficient and continue to investigate and analyze. B.Continuously extend the link between activities and cross-industry cooperation to strengthen the unique Film Festival brand image. C.Taking a cautious view of the impact caused by social media, in addition to maintaining space for interaction with the audience, it is necessary to try different propaganda channels to expand the stratosphere. D.Review brands with consistent brand management strategies at any time to present the consistency of the brand.
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ZHENG, JIA-CHI, and 鄭嘉馳. "Revitalizing an Ageing Brand via the Use of Microfilm Advertising: The Case Study of Uni-Noodle “House of Little Moments”." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/nteu3m.
Full textAbstract:
碩士世新大學
傳播管理學研究所(含碩專班)
106
By employing the microfilm promotional film “House of Little Moments” produced by Uni-Noodle, this thesis Uni-Noodle examines how to revitalize an ageing brand in a marketing campaign. Uni-president has enjoyed being part of nostalgic memories of Taiwan, but losing young consumers seeing it as old and unhealthy. Given this divide, the brand campaign has maneuvered to eliminate these stigmas by trying to convert the sense of nostalgic memories to a sense of humanity existing among younger generation with respect to their interpersonal relationships. Uni-present has long been aware of the ageing brand image and implemented a number of product innovation projects and advertising campaigns. The main purpose of doing this is to rescue the ageing brand images – being old, cheap, not trendy and unhealthy. This case study is comprised of three stages: In the first stage, the study examines the three semiotic levels – strategic, semantic and technical to see how the microfilm’s texts. In the second stage, this study employs semiotic analysis with special attention on narrator, scenery space and product placement; in the third stage, in-depth interviews were conducted to understand how the consumers perceived the microfilm advertisements. The result suggests that Uni-president noodle has employed four strategies, first - detective film format is implemented to communicate with younger sensation seeking audiences; second, affect as a form of flavor; third, natural, a slice of lifestyle rather than too dramatic as symbolically Japanese, and fourth, new recipes are connected with the new generations. From the perspectives of consumers, the reposition of nostalgic feeling toward young generation is the key; second, noodle shop and the sense of humanity; third, younger consumers are presented; fourth, the apprenticeship among Japanese culture; fifth, the viral marketing effect for housekeepers who are not skilled in the cooking value the generic qualities of instant noodle.
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Pai, Wan-Chu, and 白萬居. "A Study on relationship among the Green Brand Knowledge,Customer Delivered Value and Behavior Intention-An Example of The Orange House." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/35052224091524012124.
Full textAbstract:
碩士朝陽科技大學
企業管理系碩士班
100
In the face of the raising environmental awareness, humans start to understand the impact of their activities on the Earth. According to the survey, domestic wastewater accounts for 40.1% of the overall polluted water, making it the main source of water pollution followed by industrial wastewater. Domestic wastewater contains the commonly used synthetic detergent in our daily life, including vegetable detergent, dish soap, bathroom cleaners and even toothpaste, shampoo, softener and so on. However, in the full range of Orange House’s products, none of the harmful substances such as fluorescent agents, petrochemical surfactants, artificial flavors and colors are added, indicating their efforts to create a non-toxic and healthy environment. This study aims to probe into the correlation among the customers’ behavior intention, customer value, green brand awareness and green brand image of Orange House in an attempt to serve as a reference for marketing strategies in this industry. With the literature review and the questionnaire, descriptive statistical analysis, ANOVA analysis and regression analysis were also applied to verify the interrelationship among all the dimensions and to examine the hypotheses proposed in the study. analysis results show that the green brand awareness, green brand image, and the customer value all have positive influence on the consumers’ behavior intentions. The following recommendations are therefore proposed in the study. 1.The more familiar the consumers are with the green brand of Orange House and the more famous the brand is, the faster the consumers can recognize this brand. The consumers’ behavior intention can thus be enhanced. 2.The better the green brand image of Orange House is, the higher the consumers’ behavior intention is to the products from Orange House.
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Reed, Rebecca. "Storytelling and survival in the "Murderer's House": gender, voice(lessness) and memory in Helma Sanders-Brahms' Deutschland, bleiche Mutter." Thesis, 2009. http://hdl.handle.net/1828/1686.
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Helma Sanders-Brahms’ film Deutschland, bleiche Mutter is an important contribution to (West) German cinema and to the discourse of Vergangenheitsbewältigung or “the struggle to come to terms with the Nazi past” and arguably the first film of New German Cinema to take as its central plot a German woman’s gendered experiences of the Second World War and its aftermath. In her film, Deutschland, bleiche Mutter, Helma Sanders-Brahms uses a variety of narrative and cinematic techniques to give voice to the frequently neglected history of non-Jewish German women’s war and post-war experiences.
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Yu, Wan-I., and 余萬益. "Positivistic research on how media information, agent attributes, brand image influence consumer’s will to trust real estate brokerage industry for selling house." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/45811502920349726101.
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碩士國立屏東商業技術學院
不動產經營系
94
In order to administer the real estate brokerage industry, the government has formally set up “Real Estate Broking Management Act” on 3rd Feb. 2002, which directly regulate the business, its quality and the authorized dealing of real estates. The real estate firms in Kaohsiung city have been increasing more than twice from 96 in 2002 to 220 in 2005. So the dealers have deeply recognized it’s really more difficult to draw customers and enhance their satisfaction as well as trustful relationship while confronting with the stress of business growth and roaring competition among the profession. This research would use mainly structural equation model (SEM) to analyze how media information, agent attributes, brand image and consumer attitude influence interviewees’ (consumers’) will to trust estate agent for selling their houses. The results show media information would impact the brand image in consumers’ minds or change their attitudes to trust agents for selling houses. Besides, consumer attitude and the will to trust agents would be altered under the promotion of media information and agent attributes. Therefore, (1) the dealer should invest in advertisement and other informational resources to build up and reinforce brand image, so as to change consumer attitude and step up their brand preferences as well as the will to trust agent, (2) “personnel” is the dynamic resource for developing estate brokerage, and the quality of workforce would effect the brand image of estate agent firm, (3) consumer attitude would be influenced by the brand image, and the consumers would use the image to presume or keep their perception for the company’s quality. Meanwhile, the brand image could also represent all the information of a whole product, indicate whether consumers get direct stimulate or not, or whether consumers’ will to trust agent would be increased by the assurance and endorsement by the agent company.
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Пилявська, Дар’я Олегівна. "Рекламні стратегії в фешн-індустрії: досвід світових брендів." Магістерська робота, 2020. https://dspace.znu.edu.ua/jspui/handle/12345/4243.
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Пилявська Д. О. Рекламні стратегії в фешн-індустрії: досвід світових брендів : кваліфікаційна робота магістра спеціальності 061 "Журналістика" / наук. керівник К. О. Доценко. Запоріжжя : ЗНУ, 2020. 108 с.UA : Магістерська робота «Рекламні стратегії в фешн-індустрії: досвід світових брендів» – основний текст – 108 сторінок. Для виконання дипломної роботи опрацьовано 91 джерело. Об’єктом дослідження є рекламна комунікація сучасних модних брендів Dior і H&M. Предметом дослідження є рекламні стратегії, шляхи та методи реалізації рекламної комунікації названих брендів у fashion-індустрії. Мета дослідження: визначити і проаналізувати основні стратегії рекламного просування сучасних фешн-брендів. Методи дослідження: аналізу та синтезу під час підбору теоретичного матеріалу, узагальнення та класифікація під час опрацювання теоретичних та емпіричних джерел, компаративістський аналіз, SWOT і 4P аналіз під час укладання практичного матеріалу, а також метод анкетування під час складання анкети, та узагальнення результатів дослідження. Для реалізації поставленої мети необхідно виконати такі завдання: 1) проаналізувати поняття «рекламна стратегія» та виявити її методи; 2) дослідити теоретичні аспекти та механізми реалізації явища стратегічного позиціонування; 3) систематизувати інформацію про історію, бренд-портрет та рекламну комунікацію брендів Dior і H&M ; 4) виділити особливості побудови та вибору рекламної стратегії аналізованих брендів у сфері моди; 5) провести SWOT та 4P аналіз брендів Dior і H&M; 6) підготувати і провести соціологічне опитування серед респондентів у формі анкетування для аналізу вподобань і мотиваційних характеристик аудиторії, що купує товари модних брендів; 7) проаналізувати висновки анкетування; 6 8) розробити на основі результатів опитування власну стратегію просування для нового фешн-бренду, створивши його з нуля. Методологічну і теоретичну основу дослідження складають праці, присвячені розгляду рекламних стратегій та просування в фешн-бізнесі вітчизняних і зарубіжних дослідників Р. Барта, Л. Березової, В. Божкова, І. Гардабхадзе, А. Годіна, А. Гофмана, Ф. Котлера, В. Музиканта, М. Островецької, Т. Примак, Р. Рівза, Є. Ромата, Дж. Траута, Т. Хайнса, Д. Шевченка, та інших. Наукова новизна одержаних результатів полягає у тому, що у дослідженні створено концепцію, що забезпечує використання універсальної стратегії для модного бренду, оскільки на її прикладі можна будувати ефективну стратегічну комунікацію з нуля, а також у науковому обґрунтуванні шляхів та видів реалізації фешн-брендів. Сфера застосування: матеріали кваліфікаційного дослідження можуть бути використані у професійній діяльності фахівців із брендингу та реклами, а також студентами, що вивчають спеціальність «реклама та зв’язки із громадськістю». Магістерська робота та результати дослідження можуть бути використані під час вивчення сучасних стратегій відомих модних брендів.
EN : Pilyavska D.O. Advertising Strategies in Fashion-Industry: Experience of the World’s Brands. Zaporizhzhya, 2020. 108 pр. Now is important to research the advertising strategies of fashion brands, as they have a significant impact on the minds of consumers, as well as on their unconscious, using their own methods and tactics. Thanks to the knowledge gained during the study, it is possible to find out how deeply, strongly and powerfully there is such an impact, through which channels and how. In addition, fashion brands dictate their own rules and trends, according to which the audience operates and is guided. The aim of the study is to identify and analyze the main strategies of advertising promotion of modern fashion brands. In the work theoretical and practical methods are used. Particularly, the typological, comparative methods, deduction, induction and analysis. We achieved such results: analyzed the concept of "advertising strategy" and identify its methods; systematized information about the history, brand portrait and advertising communication of Dior and H&M brands; highlighted the features of construction and selection of advertising strategy of the analyzed brands in the field of fashion; prepared and conducted a sociological survey among respondents in the form of a questionnaire; developed their own promotion strategy for the new fashion brand based on the results of the survey, creating it from scratch. Significance of the research is clear: in the study created a concept that ensures the use of a universal strategy for a fashion brand, because its example can be used to build effective strategic communication from scratch, as well as in the scientific substantiation of ways and types of implementation of fashion brands.
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Герасименко, О. Д. "Дитяча мода в Україні ХХ – початку ХХІ століть: еволюція, тенденції, проєктна практика." Diss., 2021. https://er.knutd.edu.ua/handle/123456789/17862.
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Дисертацію присвячено вивченню актуальної проблеми мистецтвознавчого аналізу дитячої моди в Україні ХХ – початку ХХІ ст. як складової сучасного українського дизайну.The dissertation is devoted to the study of the actual problem of the art analysis of children`s fashion in Ukraine in the 20th century – at the beginning of the 21st century as a component of modern Ukrainian design.
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Santos, Ângelo Emanuel Neves dos. "Design and simulation of a smart bottle with fill-level sensing based on oxide TFT technology." Master's thesis, 2016. http://hdl.handle.net/10362/19593.
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Packaging is an important element responsible for brand growth and one of the main rea-sons for producers to gain competitive advantages through technological innovation. In this re-gard, the aim of this work is to design a fully autonomous electronic system for a smart bottle packaging, being integrated in a European project named ROLL-OUT. The desired application for the smart bottle is to act as a fill-level sensor system in order to determine the liquid content level that exists inside an opaque bottle, so the consumer can exactly know the remaining quantity of the product inside.
An in-house amorphous indium–gallium–zinc oxide thin-film transistor (a-IGZO TFT) model, previously developed, was used for circuit designing purposes. This model was based in an artificial neural network (ANN) equivalent circuit approach.
Taking into account that only n-type oxide TFTs were used, plenty of electronic building-blocks have been designed: clock generator, non-overlapping phase generator, a capacitance-to-voltage converter and a comparator. As it was demonstrated by electrical simulations, it has been achieved good functionality for each block, having a final system with a power dissipation of 2.3 mW (VDD=10 V) not considering the clock generator. Four printed circuit boards (PCBs) have been also designed in order to help in the testing phase.
Mask layouts were already designed and are currently in fabrication, foreseeing a suc-cessful circuit fabrication, and a major step towards the design and integration of complex trans-ducer systems using oxide TFTs technology.