Rozprawy doktorskie: „EFFECT OF BRANDING”

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Mouton, Estelle. "The effect of internal brand management on brand commitment and brand trust". University of the Western Cape, 2018. http://hdl.handle.net/11394/6690.

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Magister Commercii - MCom
The focus of branding is often externally focused, yet it is the employees through their direct interaction with the brand, that can make or break the brand promise. Despite the important role of employees in building the brand, they are often overlooked in brand building strategies. The purpose of the study was to test the effect of internal brand management on brand commitment and brand trust in a government organisation. Front-line employees of the South African Post Office, a state-owned organisation in South Africa was selected to collect the data using convenience sampling. Cronbach Alpha and content validity was used to test the reliability and validity of the measurement instrument. The data was not normally distributed and non-parametric tests were performed during data analysis. Descriptive statistics was used to describe the basic characteristics of the respondents and the correlation coefficient (Rho) was used to test the relationships between variables. All three hypotheses were accepted. The results are consistent with previous research, however, new developments are emerging. For front-line employees to commit to the brand, they must trust the brand, which in turn is created through brand identity. Negative external communication influences the ability of front-line employees to deliver the expected brand promise. Importantly, the role of top management in fostering internal brand management cannot be overlooked.

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Lian, Xiaoxi. "The effect of multiple co-branding : an exploration through associative learning theory". HKBU Institutional Repository, 2010. http://repository.hkbu.edu.hk/etd_ra/1179.

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Demir, Kivilcim Dogerlioglu. "The effect of value network integration on evaluations of modern, classic and retro brands". Pullman, Wash. : Washington State University, 2010. http://www.dissertations.wsu.edu/Dissertations/Spring2010/K_dogerliogludemir_1050210.pdf.

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Babili, Galeichubeloe Nnana. "The effect of branding on customer buying behaviour in selected hotels of Gaborone, Botswana". Thesis, Cape Peninsula University of Technology, 2014. http://hdl.handle.net/20.500.11838/2117.

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Thesis (MTech (Tourism and Hospitality Management))--Cape Peninsula University of Technology, 2014.
The success of any hotel depends entirely upon the satisfaction of its consumers. In order to get this right, hotels have to know the buying behaviour of their customers, hence the saying that “the Customer is King, therefore the Customer is always right!” The Botswana hospitality and tourism market has experienced remarkable changes of late. The well-known hotel brands seem to have increased their market share in the existing market, which used to be dominated by local brands. A brand is a powerful tool that attracts more consumers to buying particular products and services. Some companies may even regard it as equity, as it can add value to the products with which it is associated. It is in this regard that branded properties are important in the hospitality industry. “Brands play an intangible role in the operational effectiveness of any organisation” (Bruce & Harvey, 2008:6). “Brands are increasingly important to tourist destinations and are used by all consumers in the process of buying situations” (Kotler, Bowen & Makens, 2006:315). This study focused on exploring the research problem, which stated: What will the effect of branding be on consumer buying behaviour in the hospitality industry of Gaborone? and the sub-problem, which stated: Will there be an increase in the buying behaviour of consumers due to branding in the hospitality industry of Gaborone? Semi-structured interviews were conducted with the sales managers of the three participating hotels, and two questionnaires were distributed – one for guests and one for staff. The analysis of the questionnaires and the interview results indicated that the guests and employees of the hotels were aware of the brands that were available to them in the hospitality industry of Gaborone, Botswana. This was shown by the results that revealed that 52.99% guests stated that the hotel brand had a very important effect in their decision making on which hotel to choose, and 76.06% of the employees thought that the hotel brand had a very important effect in the decision making of customers on which hotel to choose.

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Buro, Rossella <1994&gt. "The phenomenon of co branding - analyzing the social psychological effect on consumer buying behavior". Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/13575.

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The dissertation aims to demonstrate how the consumer is influenced by the brand and by all the social phenomenons that surround him. After an introduction of branding and co-branding the thesis wants to analyze with a analytical model the phenomenon perceived by the consumers. It focuses on how much value the brand generates to the consumer’s mind, affecting him on his decisional behaviour.

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Venkataraman, Arun. "The sonic boom effect of logo presentation style in television commercials on memory for the advertised brand /". Diss., Columbia, Mo. : University of Missouri-Columbia, 2007. http://hdl.handle.net/10355/5072.

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Thesis (M.A.)--University of Missouri-Columbia, 2007.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on September 30, 2008) Includes bibliographical references.

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Nascimento, Rita. "Country-of-origin effect applied to talent: Portugal abroad". Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/11665.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
The core of this study is the concept of country-of-origin (COO) effect and its relevance for talent, especially focusing on the image of Portuguese high-skilled people. Thus, this research examines the perception of recruiters towards the Portuguese high-skilled people that are currently working abroad. The contribution of this Work Project to the COO effect construct development relies on the fact that it complements the research with a new perspective regarding the applicability of the concept in a third dimension, other than products and services – talent. Nonetheless, the findings of this study reflect many obstacles faced by the COO effect research.

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Wilfong, Alaena. "Determination of the effect of branding on consumer palatability traits of ground beef and beef strip loin steaks". Thesis, Kansas State University, 2016. http://hdl.handle.net/2097/32776.

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Master of Science
Department of Animal Sciences and Industry
Travis O’Quinn
The objectives of these studies were to determine how consumer palatability ratings of beef strip loin steaks and ground beef are affected when products are identified with a brand, USDA grade, or product type. Strip loins were selected to represent five quality levels and six ground beef treatments were chosen, representing a variety of fat levels and product types. After aging steaks for 14 d and ground beef for 8 d, 2.5 cm steaks and 151.2 g patties were formed. Consumer panelists evaluated samples for tenderness, juiciness, flavor liking, and overall liking as well as texture liking for ground beef samples. Additionally, consumers rated each palatability trait as either acceptable or unacceptable and rated the sample as either unsatisfactory, everyday quality, better than everyday quality, or premium quality. Samples were fed in two rounds – blind and informed testing. In the first round of blind testing, consumers were served one sample from each treatment with treatments not disclosed. For the second round of informed testing, USDA grade, or product information was disclosed prior to sampling. Samples evaluated by consumers were paired for blind and informed testing. During blind testing, Certified Angus Beef (CAB) steaks rated similar (P > 0.05) to Choice for all palatability traits; however CAB rated greater (P < 0.05) than Choice for all traits for informed testing. Additionally, Angus Select and Select steaks were rated similar (P > 0.05) when tested blind, but Angus Select was rated greater (P < 0.05) than Select for flavor and overall liking when treatment was informed. Prime, CAB, and Angus Select had increased (P < 0.05) ratings for flavor and overall liking due to brand disclosure. However, Choice and Select samples did not receive any increase (P > 0.05) in ratings for palatability traits when brand was informed. Multiple traits were rated greater for Prime, CAB, and Angus Select products indicating these products received a "brand lift" (change in ratings due to brand knowledge) in palatability due to brand identification. However, when brand information was disclosed for Choice and Select steaks, consumers indicated no increase in palatability perception. Few differences were observed in blind testing for ground beef; however, during informed testing, 90/10 CAB ground sirloin rated greater (P < 0.05) than all other products for all palatability traits besides juiciness. Increased (P < 0.05) ratings were found for CAB products for multiple traits while the only non-branded product that received increased (P < 0.05) ratings was 90/10 ground beef during informed testing. There were few differences among ground beef products when tested blind, indicating that during blind testing, brand, fat percentage, and subprimal source have little effect on ground beef palatability. However, when product and brand were identified, multiple treatments received increased ratings for palatability traits indicating branding and product type knowledge influence the palatability of ground beef.

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MARCOZ, ELENA MARIA. "ENHANCING REGION DEVELOPMENT THROUGH TYPICAL FOOD MARKETING AND DESTINATION BRANDING". Doctoral thesis, Università Cattolica del Sacro Cuore, 2014. http://hdl.handle.net/10280/2893.

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Questa tesi empirica si concentra sul ruolo svolto dal food marketing (sezione uno) e dal destination branding (sezione due) nel promuovere lo sviluppo di una regione . La tesi è strutturata come raccolta di 4 articoli. La prima sezione si basa su due ricerche empiriche inerenti il caso della Fontina, un tipico formaggio italiano. L'obiettivo è capire che tipo di valore può essere generato collegando un alimento tipico alla regione di origine / produttore / certificazione. L'analisi approfondisce e supporta studi precedenti sull’ importanza della certificazione DOP e contribuisce individuando un legame tra le preferenze dei consumatori per i prodotti DOP e le differenze territoriali. La seconda sezione si concentra sul tema della collaborazione nelle destinazioni turistiche, approfondendo il ruolo della fiducia nel rapporto tra benefici (economici e relazionali) realizzabili attraverso service bundling e l'orientamento degli albergatori al networking. Sono stati intervistati 164 albergatori valdostani. I risultati evidenziano che la fiducia media il rapporto tra benefici relazionali e orientamento al networking. Un ulteriore risultato interessante è l'effetto mediazione svolto dell’ innovatività degli albergatori nel rapporto tra benefici economici e orientamento al networking. Lo studio fornisce una segmentazione del settore dell'ospitalità in base all'orientamento al networking degli operatori.
This empirical thesis focuses on the role played by typical food marketing (section one) and destination branding (section two) in enhancing the development of a region. The thesis is structured as the collection of 4 papers. The first section is based on two empirical surveys on the case of Fontina, a typical Italian cheese. The aim is to understand which kind of value can be generated by linking a typical food to the region of origin/ producer/ certification. The analysis supports and builds on previous studies on the importance of PDO certification. Importantly, it contributes by eliciting consumers’ preferences for PDO according to territorial differences. The second section focuses on the topic of collaboration in tourism destinations. This research investigates the role of trust in the relationship between benefits (economic and relational) achievable through service bundling and hoteliers’ orientation to networking. 164 hoteliers located in Aosta Valley region in Italy were interviewed. Outcomes highlight that trust mediates the relationship between relational benefits and networking orientation. Another interesting result is the mediation effect of hoteliers’ innovativeness on the relationship between economic benefits and networking orientation. The study provides a segmentation of the hospitality industry according to operators’ networking orientation.

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MARCOZ, ELENA MARIA. "ENHANCING REGION DEVELOPMENT THROUGH TYPICAL FOOD MARKETING AND DESTINATION BRANDING". Doctoral thesis, Università Cattolica del Sacro Cuore, 2014. http://hdl.handle.net/10280/2893.

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Questa tesi empirica si concentra sul ruolo svolto dal food marketing (sezione uno) e dal destination branding (sezione due) nel promuovere lo sviluppo di una regione . La tesi è strutturata come raccolta di 4 articoli. La prima sezione si basa su due ricerche empiriche inerenti il caso della Fontina, un tipico formaggio italiano. L'obiettivo è capire che tipo di valore può essere generato collegando un alimento tipico alla regione di origine / produttore / certificazione. L'analisi approfondisce e supporta studi precedenti sull’ importanza della certificazione DOP e contribuisce individuando un legame tra le preferenze dei consumatori per i prodotti DOP e le differenze territoriali. La seconda sezione si concentra sul tema della collaborazione nelle destinazioni turistiche, approfondendo il ruolo della fiducia nel rapporto tra benefici (economici e relazionali) realizzabili attraverso service bundling e l'orientamento degli albergatori al networking. Sono stati intervistati 164 albergatori valdostani. I risultati evidenziano che la fiducia media il rapporto tra benefici relazionali e orientamento al networking. Un ulteriore risultato interessante è l'effetto mediazione svolto dell’ innovatività degli albergatori nel rapporto tra benefici economici e orientamento al networking. Lo studio fornisce una segmentazione del settore dell'ospitalità in base all'orientamento al networking degli operatori.
This empirical thesis focuses on the role played by typical food marketing (section one) and destination branding (section two) in enhancing the development of a region. The thesis is structured as the collection of 4 papers. The first section is based on two empirical surveys on the case of Fontina, a typical Italian cheese. The aim is to understand which kind of value can be generated by linking a typical food to the region of origin/ producer/ certification. The analysis supports and builds on previous studies on the importance of PDO certification. Importantly, it contributes by eliciting consumers’ preferences for PDO according to territorial differences. The second section focuses on the topic of collaboration in tourism destinations. This research investigates the role of trust in the relationship between benefits (economic and relational) achievable through service bundling and hoteliers’ orientation to networking. 164 hoteliers located in Aosta Valley region in Italy were interviewed. Outcomes highlight that trust mediates the relationship between relational benefits and networking orientation. Another interesting result is the mediation effect of hoteliers’ innovativeness on the relationship between economic benefits and networking orientation. The study provides a segmentation of the hospitality industry according to operators’ networking orientation.

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Stork, Angelica, Byström Elisabet Leü i Marie Gustafsson. "Going, Going... Gone Global : A study of two companies that want to take their brands abroad". Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-672.

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This is a bachelor thesis within marketing that aims at finding how branding strategies is affected by the market it operates and how it influences the possibilities to create a global brand. This will be carried out by looking at branding strategies, global branding and branding on the emerging markets with comparison to mature markets. The authors will do this by conducting a case study where two companies will be studied, one from an emerging market and one from a mature market.

The development of a case study came from the explanatory nature of the purpose and the decision was made to look into the lingerie industry since this is a market that is easily segmented and that uses branding. The authors used one company on each market that were in the lingerie industry and the companies that came to be investigated were Beijing Aimer Co Ltd. and Miss Mary of Sweden AB. The authors used theories of branding, empirical material from interviews as well as secondary information about the markets in order to conduct the study.

The authors concluded that there are a number of different strategies a company has to consider for their brand: What market(s) to cover, pricing strategies, name strategies and extension strategies. All are combined and need to fit each other to have a good branding strategy. Then there are different conditions for companies on mature and emerging markets. In the emerging markets, branding is a relatively new concept and differentiation with the help of branding has been missing. A mature market, on the other hand, is often saturated of brands which make it hard for companies to stand out in the clutter. This can make it easier for a company to target a niche in the market.

When globalising the brand, the companies also need to take other things into consideration. It is important to know the market the company wishes to reach and there can be images that stick from the country of origin of the brand, which also influences the globalisation of the brand and is different for mature and emerging markets.

What the authors found from the empirical findings was that the companies are not as the theories would suggest and the Chinese company seems to be very aware of their brands. What the authors also found that both the companies were failing in their branding strate-gies, but in very different ways. Aimer, who desperately wants to create an international brand, is failing due to country of origin effects, while Miss Mary is failing in their segmentations strategy which makes them less resident to competitors in a mature and cluttered marketplace.

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Brukienė, Justė. "Prekės kilmės šalies efektas ir nacionalinis įvaizdis". Master's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2006~D_20090908_192046-96817.

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Iki šiol nėra vieningos nuomonės, kaip turėtų būti apjungta prekės kilmės šalies efekto vertinimo koncepcijų ir principų įvairovė. Todėl metodologiniais ir praktinės vadybos tikslais būtina vieninga prekės kilmės šalies efekto įvertinimo metodika, sudaranti sąlygas atsižvelgti į šio efekto įvairiapusiškumą ir įtaką vartotojų elgsenoje. Atsižvelgiant į problemos aktualumą, numatomas darbo tikslas yra dvejopas ir susijęs su nurodyta prekės kilmės šalies efekto vertinimo krypčių ir metodų įvairove: 1) išskirti vieningą metodiką prekės kilmės šalies efekto ir nacionalinio įvaizdžio vertinimui vartotojų elgsenos procesuose; 2) apibrėžti galimas pasiūlyto modelio pritaikymo kryptis verslo praktikoje. Siekiant nurodytų darbo tikslų ir sutelkiant dėmesį į vieningos kilmės šalies efekto vertinimo metodikos nustatymą, apibrėžiami šie darbo uždaviniai: a) atlikti teorinių šaltinių (literatūros) ir empirinių tyrimų, nagrinėjančių prekės kilmės šalies efektą ir šalies įvaizdžio įtaką vartotojų elgsenoje, analizę, b) išskirti pagrindinius prekės kilmės šalies efekto vertinimo elementus ir principus, remiantis pagrindinėmis šalies įvaizdžio koncepcijos nuostatomis, c) apibrėžti vieningą teorinį prekės kilmės šalies efekto vertinimo modelį, d) pateikti galimus siūlomo prekės kilmės šalies efekto vertinimo modelio pritaikymo sprendimus Lietuvos verslo aplinkai. Siekiant apibrėžtų uždavinių įvykdymo, šiame tiriamajame teoriniame-metodologiniame darbe atliekant literatūros šaltinių bei... [toliau žr. visą tekstą]
This graduation paper researches the phenomenon of country-of-origin effect with the two-fold aim to define a unified model for the COO effect evaluation and identify model application opportunities in the business reality. This identification of the aim of the paper has led to the following objectives of the study: · to present an in-depth analysis of theoretical concepts and models related to the COO effect and identify main trends in the scientific COO research, · to identify essential principals of the COO effect evaluation in regard to consumer behaviour; · to integrate main theoretical and empirical aspects of the phenomenon in a unified hypothetical model; · to propose opportunities for model application in Lithuanian business. In order to achieve the stated aim and given objectives, the object of research was defined as COO effect and the following methodology was selected: (1) content analysis of empirical research to be carried out, (2) theoretical analysis of theories related to COO to be conveyed, (3) synthesis of empirical and theoretical dimensions in a unified COO model, (4) a pilot study to be carried out to define the existence of the COO effect in regard to Lithuanian consumers. Part 1 of the paper discloses major theoretical and empirical concepts related to the COO effect. Analytical approach is used in Part 2 to view theoretical and empirical approaches to the evaluation of COO effect in consumer behaviour. Part 3 of the paper covers pilot research as an... [to full text]

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Bloom, Oskar, i Pontus Liljenberg. "Video Storytelling Advertisement : A quantitative study about the effect consumers’ attitude towards the brand". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76764.

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Background: In order for marketers, brands and companies to be successful in the advertising environment the stress for well developed content and messages is a necessity. To have a competitive advantage it is all about the attention a advertisements gain by the audience and the public eye. Storytelling advertising is a marketing tool that during the past years have been highly recognized due to its effective and powerful ways to make market changes and branding. Stories can mediate various heightened emotions that could trigger and evoke emotional responses with the audience. Since companies all over the world spend hundreds of billions each year on marketing, it is important for marketing managers to understand how the advertisements affect the consumers in order for them to make decisions that are cost efficient and affect the consumers in the way they are intended. However, this research focus on the effect of two specific emotions when applied to video storytelling advertisements. Humoristic and dramatic. Purpose: The purpose of this study is to extend the understanding of the effect of video storytelling advertisements on consumers’ attitude towards the brand. Methodology: A quantitative research was applied to collect the data using a online questionnaire in order to further analyze and describe the relationship between the different variables. Conclusion: The findings of this research suggests that video advertisements positively influence the consumers´attitude towards the brand. It also suggest that that the attitude towards humorous advertisement not only is affected by the affective and cognitive dimensions, it is also affected by the demographics of the viewer. This indicates that humor is perceived differently by different individuals which needs to be taken into consideration when it comes to marketing communication. Also, findings indicate that the attitude towards the brand is affected positively if the advertisement is seen as a story by the viewer, which shows that storytelling is an efficient approach to use within marketing communication.

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Kaburek, Philip, Alex Wahlberg i Andreas Kilit. "How Employer Branding is Affected by Country-of-Origin : And its effect on Employee Retention of Generation Z". Thesis, Jönköping University, IHH, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52876.

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Employer branding is becoming increasingly important, but the literature on the subject lacks vital elements. First, Country of Origin (COO) has been shown to affect employer branding, but this process is very poorly understood. Second, employee retention, although proven to have multiple benefits and to be impacted by employer branding, is underrepresented in employer branding research. Third, despite the importance of cultural context being well documented in literature, current employer branding research takes little consideration for this, especially in regards to Generation Z, who are becoming increasingly vital in the workforce. To mend these important research gaps, this thesis aims to examine how employer branding is affected by COO, and, in extension, how this impacts employee retention among Generation Z employees. This purpose is fulfilled by answering the following research question: “How is employer branding affected by COO when retaining Generation Z employees?” With this research question in mind, an abductive qualitative study was conducted using multiple- case studies in a Swedish MNE context. Semi-structured interviews with HR/employer branding managers and international Generation Z employees were conducted. This provided a dual perspective where both the views of employers and employees could be observed, analysed, and compared which was necessary to answer the research question. The results were then analysed using rigorous data-driven content-analysis. Using this approach, the study answered the research question by finding that employer branding is affected indirectly by COO through the process of other primary factors in retaining Generation Z. The research led to the introduction of a new model; The Employer Brand Compass, which illustrates how employer branding is affected by COO through three main factors in employee retention of Generation Z; ESG, development opportunities, and consumer branding.

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Zhang, Lin. "When brand extensions backfire exploring the reciprocal effect of negative information of brand extensions on parent brand /". Diss., Mississippi State : Mississippi State University, 2006. http://sun.library.msstate.edu/ETD-db/ETD-browse/browse.

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Grobler, Maria Jacoba. "Effect of hot-iron branding on the cheek or upper hind limb on cortisol levels, behaviour and production in feedlot calves". Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/25850.

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Hot-iron branding on the upper hind limb in beef feedlot calves is a usual part of the processing procedure at arrival in many feedlots in South Africa. However, cheek branding is becoming more popular in feedlots due to ease of restraint and better visibility of the brand mark. However, the welfare aspects of cheek branding compared to leg branding have not been investigated. By monitoring physiological and behavioural markers this study was conducted to determine potential stress-related differences between feedlot calves which are branded on the leg, those branded on the cheek and control (sham-branded) animals. Thirty weaned crossbred beef calves, recently arrived at a commercial feedlot, were habituated to handling in a crush for seven days and then randomly divided into three groups of ten. Group A was branded on the cheek, Group B on the hind leg and Group C was sham-branded with a room temperature iron. Group C was further divided into two groups (n = 5) that were either sham-branded on the cheek or on the leg. Blood was collected at 0, 30, 60, 90 and 120 minutes after branding for serum cortisol determination with a commercial radioimmunoassay kit. In addition, faeces were collected from all animals on the day after arrival, as well as at day seven, two and one prior to branding, on the day of branding and for seven consecutive days. Faecal glucocorticoid metabolite levels were determined using a group-specific enzyme immunoassay measuring 11,17-dioxoandrostanes (11,17-DOA). Other outcomes monitored included behavioural traits for seven days after branding, individual average daily weight gain (ADG), morbidity and mortality during the feedlot period and histopathological evaluation of the brand mark on the skin after slaughter. Faecal 11,17-DOA concentrations were higher the day after transport than the day after branding (P < 0.001) indicating higher circulating levels of cortisol during transport. Compared to pre-branding levels, serum cortisol was not significantly higher at 30 minutes after branding in all three groups but hormone levels dropped significantly at 60 minutes post-branding. Concentrations at 90 and 120 minutes were not significantly different from pre-branding concentrations in all three groups. The quantifiable rise seen between 60 and 90 minutes post-branding could have been due to the extended time (up to 2.5 hours) spent in the crush. There were no statistically significant differences in blood cortisol or faecal 11,17-DOA between the cheek, leg or sham branded groups at any time. Vocalization occurred more frequently at the time of branding in the cheek branded group than in either the leg branded (P = 0.030) or the control group (P < 0.001). There were also no significant differences in other behavioural indices between the three groups. Faint brand marks could be seen at the time of slaughter (74 days after branding) on five animals from the leg branded group. No cheek brands were visible. No scarring was seen on histopathological examination. No significant differences were seen in the ADG, and there were no morbidities or mortalities. In conclusion, using the methods described, there were no obvious differences in serum cortisol levels, faecal 11,17-DOA levels, behavioural indicators of pain or production outcomes between feedlot calves branded on the cheek, the leg, or sham branded.
Dissertation (MMedVet)--University of Pretoria, 2012.
Production Animal Studies
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Fernández, Hidalgo Cristina, Larry Mikano i Tom Vermeersch. "The Effect of Co-Branding on the Fashion Luxury Consumer’s Brand Equity : Comparison between the Generations Y and X". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54086.

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The co-branding strategies are gaining attention from research due to the special difficulties of implementing a collaborative strategy. Hence, this paper evaluates the effect of the co-branding strategy between a luxury brand and a high-street retailer on the luxury consumers’ brand equity of the luxury brand post-co-branding. Additionally, this study aims to find differences between the generation Y and X cohorts in terms of brand equity impact from co-branding. This effect was evaluated from three brand equity dimensions: perceived quality, brand image and brand loyalty. To conduct this research the data was collected at the department store Harvey Nichols in London where luxury fashion brands are sold. Later the data was analyzed with a regression, analysis and t-test. The consumers showed differences in terms of their attitude towards the co-branding strategies between a luxury fashion brand and a high-street retailer. In addition, this research found that all the brand equity dimensions suffer a direct influence from the attitude towards co-branding for all the consumers in the study. Direct influence means that the co-branding strategies may cause positive or negative spillover effects. Moreover, the results conclude that there is only a difference in the brand equity dimension of brand loyalty between the generation cohorts Y and X.

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Johansson, Evelina, i Frida Svensson. "The effect of influencer marketing in dense content on brands on Instagram". Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37083.

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Due to digitalization, marketing has shifted from traditional media into being common on the internet today. Dense content marketing is argued to be the strategy which is the most suitable for today’s online-society. Dense content focus on providing the customers with a lot of quality content in the smallest amount of space, weather it is through text, sound or picture. By using dense content, marketing communication is optimised to fit today’s customers who spend a lot of time on mobile devices. Instagram is a platform which provides an opportunity to both send out a company’s message by pictures through their own channel, but also through the usage of social media influencers and sponsored posts. Influencer marketing creates a shortcut to branding and dense content since some influencers has strong personal brands that transfers onto the brand. For companies, it is important to learn about dense content to be able to form a modern marketing strategy that differentiate them from their competitors. The purpose of this thesis was to research the effect of influencer marketing in dense content on brands on Instagram. Primary data has been collected through 15 qualitative interviews that was compared with the frame of references to create an analysis. The analysis is used to answer the research questions, identify branding strategies and increase knowledge about dense content. A part of the purpose was to identify strategies of branding through dense content on Instagram that can be useful for companies when developing their online marketing strategy. The study have provided information which makes it possible to identify strategies and make recommendations to companies that are interested in including this new marketing phonomenon into their branding strategies.

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Lim, Yu Mi. "Customer-based brand equity: The Effect of Destination Image on Preference for Products Associated with a Destination Brand". Thesis, Virginia Tech, 2009. http://hdl.handle.net/10919/32588.

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Due to highly competitive destination markets, destination branding techniques are becoming popular among destination marketers. The destination marketers tend to leverage their destination brand value to other products associated with the destination brand (referred to as brand extension). This thesis investigated how customer-based brand equity for a tourist destination can be transferred to products associated with a destination brand. Specifically, the effect of destination image on preference for products associated with a destination brand was investigated. The relationship between destination image, consisting of a cognitive component and an affective component, and preference for products associated with the destination brand was examined. Also, the relationship between tourists' destination preference and preference for products associated with a destination brand was investigated. Both cognitive image and affective image of destination are positively related with preference for products associated with a destination brand. It is revealed that preference for destination is also positively related to preference for products associated with a destination.
Master of Science

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Lund, Malin, i Maya Sundlöf. "Produktexponering på sociala medier : En studie om hur bloggar och Snapchat påverkar konsumenters inköpsbeslut". Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19551.

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Titel: Produktexponering på sociala medier - en studie om hur bloggar och Snapchat påverkar konsumenters inköpsbeslut. Nivå: C-uppsats i ämnet företagsekonomi Författare: Maya Sundlöf och Malin Lund Handledare: Jonas Kågström Datum: 2015 Syfte: Vårt syfte är att undersöka om konsumenters inköpsbeslut och val av varumärke påverkas av exponering av produkter på bloggar respektive Snapchat. Syftet med studien är att undersöka om konsumenter blir påverkade av kända personers produktexponeringar på deras bloggar och på deras Snapchat. Metod: I studien genomfördes ett experiment med 98 deltagare som var uppdelade i fyra experimentgrupper. I studien blev en experimentgrupp exponerad av produkter från blogginlägg och en annan experimentgrupp blev exponerad av produkter från bloggares Snapchat. I resterande två experimentgrupper tillämpades defaulteffekten för att se om det skulle påverka deras val av varumärke. Resultat & slutsats: Resultatet visar att Snapchat är den typ av social media som personer i större utsträckning blir påverkade av vid produktexponeringar. Bloggar påverkar i större utsträckning ett inköpsbeslut när kända personer ger rekommendationer. Vår slutsats är att Snapchat är ett fungerande marknadsföringsverktyg när det gäller att marknadsföra produkter och väcka uppmärksamhet hos personer. Bloggar är också ett fungerande marknadsföringsverktyg och påverkar konsumenten mest när någon vill marknadsföra ett varumärke för en produkt. Förslag till fortsatt forskning: Se marknadsföring via sociala medier från ett företagsperspektiv, hur företagen tänker vid val av kända personer att marknadsföra sig via samt hur bloggare tänker vid val av företag att samarbeta med. Uppsatsens bidrag: Då bloggar visat sig vara ett bra marknadsföringsverktyg valde vi att genomföra en studie om Snapchat är ett likvärdigt marknadsföringsverktyg då forskningsområdet om detta är svagt. Vi har även undersökt om produktexponering påverkar konsumenters inköpsbeslut. Nyckelord: Sociala medier, celebrity endorsement, blogg, Snapchat, varumärke, defaulteffekt, personal branding
Title: Product Exposure on social media - a study on how blogs and Snapchat influence consumers' purchasing decisions. Level: Final assignment for Bachelor´s Degree in Business Administration: Marketing Author: Maya Sundlöf and Malin Lund Supervisor: Jonas Kågström Date: 2015 Aim: Our aim of this study is to investigate whether consumers' purchase decisions and brand of choice is affected by exposure of the products on blogs and Snapchat. The purpose of this study is to investigate whether consumers are affected by known person’s product exposure on their blogs and on their Snapchat. Method: The study conducted an experiment with 98 participants who were divided into four experimental groups. The study was an experimental group exposed to products from blog posts and another experimental group were exposed products from bloggers Snapchat. In the remaining two experimental groups were applied default effect to see if it would influence their choice of brand. Results & Conclusion: The result shows that Snapchat is the kind of social media as people increasingly become affected by the product exposures. Blogs influences to a greater extent a purchase decision when famous people give recommendations. Our conclusion is that Snapchat is an effective marketing tool when it comes to marketing products and attract attention of people. Blogs are also an effective marketing tool and affects the consumer the most when someone wants to advertise a brand name for a product. Suggestions for further research: Marketing on social media from a business perspective, how businesses in the choice of celebrity endorsement to work with and how do bloggers in the selection of companies to work with. Contribution of the thesis: When blogs proved to be a good marketing tool, we chose to conduct a study on snapchat is an equivalent marketing then research on this is weak. We also investigated whether the product exposure affects consumers' purchasing decisions. Key words: Social media, celebrity endorsement, blog, Snapchat, trademarks, default effect, personal branding

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Oreski, Mario, i Adrian Dilaveri. "Good vibes? The effect Brand Experience has on Attitudinal Brand Loyalty through Social Media. : A Quantitative Study". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65110.

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Authors: Adrian Dilaver and Mario Oreski Tutor: Urban Ljungquist Examiner: Anders Pehrsson Purpose: The purpose of this study the relationship between brand experience, brand trust and brand loyalty. Research questions: What type of relationship does brand experience have with brand loyalty? How does brand trust affect the relationship between brand experience and brand loyalty? Methodology: A descriptive research design with a quantitative approach was conducted, utilizing an online questionnaire with a total of 113 respondents. Conclusion: The findings of this research partially supports that sensory-, intellectual- and behavioral experience have a positive- and direct relationship with brand loyalty. Affective experience did not have a positive relationship with brand loyalty, not even when tested separately. The mediating variable in this study (brand trust), also partially mediated the relationship between sensory-, intellectual- and behavioral experience and brand loyalty. However, brand trust did not mediate the relationship between affective experience and brand loyalty.

Acnkowledgments

This study could not have been conducted without the help of several people. Firstly, we would like to thank Urban Ljungquist for his guidance and assistance throughout this process. We would also like to thank Anders Pehrsson for giving us valuable feedback and input during the seminars. Further, we want to thank all of the respondents who participated in our survey and made it possible for us to conduct our research. Lastly, the researchers would like to thank each other for supporting and encouraging one another during this process.

Linnaeus University

Växjö 26th of May 2017

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Ertzberger, Bradley K. "The effect of ambient factors in the design and branding of the restaurant environment a business approach model exemplified in "Café Cabernet", Tallahassee, Florida /". Tallahassee, Florida : Florida State University, 2009. http://etd.lib.fsu.edu/theses/available/etd-11232009-230829/.

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Thesis (M.F.A.)--Florida State University, 2009.
Advisor: Peter Munton, Florida State University, College of Visual Arts, Theatre and Dance, Dept. of Interior Design. Title and description from dissertation home page (viewed on May 7, 2010). Document formatted into pages; contains xiii, 132 pages. Includes bibliographical references.

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Liu, Xin. "Three Essays: Affect Transfer, Network Effects and Market Valuation of Brand Extensions". [Kent, Ohio] : Kent State University, 2007. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=kent1189136426.

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Thesis (Ph.D.)--Kent State University, 2007.
Title from PDF t.p. (viewed Apr. 8, 2009). Advisor: Michael Y. Hu. Keywords: brand extensions, network effect, brand management. Includes bibliographical references.

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Nilsson, Benjamin, i 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.

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As digitalization has evolved over the years, the need for automating procedures for faster results has become stronger. Marketing automation is a software that automates an organization’s marketing activities. Its purpose is to deliver a firm’s personalized messages to the existing and potential customers. Consequently, marketing automation is closely related to content marketing which’s main attribute is to raise brand awareness, and having a higher brand awareness can ultimately affect the buying decision. It has been discovered that there is a lack of research in the existing literature about marketing automation and more specifically in how marketing automation can affect the buying decision by raising brand awareness. Therefore, this thesis aims to examine how marketing automation affects the buying decision through brand awareness and external branding. The theory was outlined by six concepts which were marketing automation, external branding, brand communication, brand awareness, and buying decisions. These concepts led the authors to create six different hypotheses in order to find a link between them. The data were collected through a self-completion questionnaire, therefore a quantitative study with an exploratory purpose was conducted. The results from the 118 respondents of the questionnaire suggest that marketing automation influences the organizational buying decision by enhancing brand awareness. Moreover, marketing automation has a positive impact on external branding which also has a positive effect on the buying decision. Concludingly, this suggests that marketing automation does positively affect the B2B buying decision through brand awareness and external branding.

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Mussman, Mark P. "Consumerism in the Classroom: An Investigation into the Effect of Advertising on Student Trust and Comprehension". Cincinnati, Ohio : University of Cincinnati, 2008. http://rave.ohiolink.edu/etdc/view.cgi?acc_num=ucin1226336671.

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Thesis (Ph.D.)--University of Cincinnati, 2008.
Advisor: Marvin Berlowitz PhD (Committee Chair), Vanessa Allen-Brown PhD (Committee Member), Steven Carlton-Ford PhD (Committee Member), Rodney Coates PhD (Committee Member), Wei Pan PhD (Committee Member). Title from electronic thesis title page (viewed Feb. 8, 2009). Keywords: strudent trust; trust; advertising; branding; school partnerships; Channel One; popular culture. Includes abstract. Includes bibliographical references.

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Riberth, Anna, i Sofia Ericsson. "COO - How do they do? : Swedish Fashion Brands' Exploitation of the Country-of-Origin Effect". Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19805.

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Background: Some brands have reached popularity much because of their origin and the "made-in" label can possibly generate a positive differentiating effect to the brand. Adequate examples are the British Burberry or the Italian Gucci, the French Chanel or the American Apple. All these brands strategically communicate their origin as part of their brand and the inspiration for this thesis arose form the Country-of-Origin phenomenon in international marketing (COO). This refers to that brands use cues related to their origin as a component of their brand message. Even the Swedish origin can be a competitive advantage and more companies could perhaps benefit from turning to a COO strategy, as there is a current trend of being local in a global context. This would promote the using of firms' Swedishness to succeed in establishments on foreign markets. The authors of this thesis believe that if more Swedish companies would clearly distinguish as Swedish this could perhaps also enhance the positive image of Sweden. Therefore, this thesis is exploring to what extent some Swedish fashion apparel brands work with their origin as part of their international marketing. Research Question: How do companies exploit their Country-of-Origin as part of their brand in their international marketing communication? Purpose: The purpose of this thesis is to explore the exploitation of a Country-of-Origin effect in Swedish fashion apparel brands' international marketing. Methodology: The study ha taken a primarily qualitative research design, which has included two research techniques. A pre-study was conducted, that consisted of a focus group interview where the following issues were discussed: the general view of Sweden, Swedish brands and companies, and their examination with the Country-of-Origin label. The pre-study gave important insights that were used in the main study - semi structured interviews with Swedish companies working in the fashion apparel industry. From the whole population of companies in the Swedish fashion industry, a first sample of 57 companies was made. From this sample a second sample of 11 companies was drawn, that represented approximately 20 percent that was argued to be a fair number of respondents to be able to see some patterns. The data from the interviews were analyzed and interpreted in a qualitative analysis procedure that focused on the finding of keywords and patterns. Results: The results showed that a clear majority of the random interviewed companies, 9 of 11 use their COO in their brand and 8 companies said it is a more or less explicit strategy. The exploitation of their COO was made by using country-related cues in their marketing. The reason why these companies have turned to a COO strategy was that it could give them competitive advantages, since there was a positive match between associations of their brand and Sweden. The general conclusion that could be made was that the benefits from using a COO strategy differ with the product and the country. It can also be assumed that more Swedish companies could benefit from realizing the potential in using a COO strategy.

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Sousa, Andrea Isabel Oliveira da Costa e. "Abordagem multimetodológica do impacto da mentoria e relações de ajuda no processo informal de employee branding: o efeito de marca de empregado". Doctoral thesis, Universidade de Évora, 2016. http://hdl.handle.net/10174/18728.

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O processo de employee branding tem demonstrado promover e reforçar o contrato psicológico entre os colaboradores e a organização, pelo incremento e potenciação do sentimento de comprometimento e lealdade do colaborador de acordo com Miles e Mangold. Esta investigação foca-se no estudo do impacto da mentoria e relações de ajuda no processo de employee branding, numa visão integrada da gestão de recursos humanos e do comportamento organizacional, com base nas relações de troca do marketing do relacionamento numa perspetiva da gestão por competências e foco nas Pessoas. Com a introdução da nova variável (mentoria e relações de ajuda) esta investigação, ao enriquecer e incrementar o processo de employee branding de Miles e Mangold proposto em 2004 e 2005, apresenta a construção de um instrumento de diagnóstico do inovador processo de Efeito de Marca de Empregado. A investigação decorreu em 30 organizações, com um total de 725 questionários, que permitiu a validação e fiabilidade do instrumento, bem como demonstra através de métodos estatísticos a influência das ações de mentoria e relações de ajuda e da atuação das relações interpessoais que promovem o processo employee branding. Se o processo de employee branding já incrementava os resultados organizacionais, com esta investigação, pode-se afirmar que o processo de Efeito de Marca de Empregado não só incrementa como também impulsiona a imagem de marca da organização pela atuação dinâmica e catalisadora das relações interpessoais dos seus colaboradores, dentro e fora da organização, com a introdução e promoção de ações mentoria e relações de ajuda entre chefias e chefiados; ABSTRACT: The employee branding process has shown as to promote and strengthen the psychological contract between employees and the organization, by increasing and maximizing the sense of employees’ commitment and loyalty, according with Miles and Mangold. This research focuses on the impact of mentoring and helping relationships in the employee branding process, in an integrated view of human resources management and organizational behavior, based on the exchange ratio of the relationship marketing in a perspective of management by competencies and people focused approach. With the introduction of the new variable (mentoring and helping relationships), this research enriches and enhances the Miles and Mangold employee branding process proposed in 2004 and 2005 and presents the construction of an diagnostic instrument for the innovative process of Employee Brand Effect. This research took place in 30 organizations with a total of 725 questionnaires, which allowed the validation and reliability of the instrument and the evidence through statistical methods of the influence of mentoring and helping relationships actions and of the interaction of interpersonal relationships promoting the employee branding process. If the employee branding process was already boosting organizational results with this research, it can be stated that the Employee Brand Effect process not only increases, but also boosts the organization’s brand image by the actuation of the dynamics of employees’ interpersonal relationships, inside and outside the organization, with the introduction and promotion of mentoring and helping relationships actions between leaders and followers.

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Ingels, Lovisa. "The Attraction of Korea : An empirical study on how country-of-origin affects consumers' perception and purchase intentions of Korean beauty products". Thesis, Stockholms universitet, Institutionen för Asien-, Mellanöstern- och Turkietstudier, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-183472.

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The Korean Wave has taken the world by storm and Korean beauty (K-beauty) has in extension to this become a global phenomena. K-beauty has reached this popularity with the help of authentic and natural ingredients and a combination between tradition and modernity creating a competitive advantage on the market. Despite this popularity a lack of research has been identified on how the “Made in Korea” label affects consumer’s perception of Korean products and in specific K-beauty products. The current study addressed this opportunity in examining how consumers perceive K-beauty products in addition to country-of-origin affects their purchase intention. To examine this a qualitative approach was taken consisting of 11 email interviews with millennial women residing in Sweden. The empirical data derived from the interviews was divided into four themes (1) Made in Korea, (2) Image, (3) Quality and (4) Effect. The findings were then analyzed in regards to the country-of-origin effect (COE) and previous research on the topic. The results identify two main attributes as driving factors in consumer perception of K-beauty products on the Swedish market. These two attributes are image and quality. Korea was in this study found to carry a strong cognitive country image (CCI) and is as a result perceived to be on the forefront of the beauty industry creating an attraction towards Korean products. Although K-beauty is found to be driven by the CCI a connection to the Korean Wave and an affective country image (ACI) is found creating a separation in the country image. This was further found to suggest that the Korean Wave facilitates the spread of Korean culture through all Korean products. Future research directions are additionally discussed.

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Mölne, Hanna, i Stina Lamm. "Made in Italy". Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17435.

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This paper investigates how professionals within the Italian fashion industrycollaborate and communicate to develop the nation brand Made in Italy. Theproblem of brand confusion, which occurs when the different parties within anation does not cooperate towards a distinct brand message, is analysed.Based on a theoretical review of previous studies in nation branding,interviews and observations in the area of Florence and a desk study ofscientific papers, articles and literature, the model “The Nation Brand Tree”was developed. This was applied to the case of Made in Italy. Conclusions: Thecertification “100% Made in Italy” was proven to be an ineffective solution ofsaving the Italian heritage of craftsmanship and quality. The Italian nationbrand is currently being preserved by private investors, but there is a need forincreased governmental support to create a stronger and unified nation brandfor Made in Italy.
Program: Textilekonomutbildningen

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Schmelz, Lisa, Gabriele Myscenkaite i Fares Youcefi. "Competence Neworks: Effects on Corporate Branding in B2B SMEs". Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26745.

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The purpose of this thesis is to investigate the effects of competence networks on corporate branding in B2B SMEs and to develop a conceptual model of these effects. After reviewing the relevant literature that explores the field, eight components of corporate branding in an effective growth stage of an SME have been identified. Founders Alliance is a competence network in Sweden that was chosen as a case for our study. Representatives of five B2B SMEs within Founders Alliance were interviewed in order to understand what components of corporate branding the competence network influences. The study shows that even though B2B SMEs join competence networks for other reasons than improving their corporate branding, the corporate branding nonetheless is affected. However, the eight components of corporate branding are affected differently. Competence networks have no effect on three out of eight components of corporate branding, namely, controlling the corporate personality, assuring employees’ involvement and maintaining corporate image. Competence networks have possible effects on emphasizing brand-oriented strategic thinking, maintaining corporate identity and maintaining corporate brand communications. Finally, competence networks have an effect on managing corporate branding relationships and monitoring with feedback.

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Skalski, Cali. "The Effects of Ingredient Branding on Restaurant Menu Items". Ohio University Honors Tutorial College / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1400523902.

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Radighieri, Jeffrey P. "Feedback effects in ingredient branded offerings". Pullman, Wash. : Washington State University, 2010. http://www.dissertations.wsu.edu/Dissertations/Spring2010/j_radighieri_041410.pdf.

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Pacheco, Barney. "Foreign branding and its effects on product perceptions and attitudes : a reassessment". Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1995. http://www.collectionscanada.ca/obj/s4/f2/dsk3/ftp04/MQ47727.pdf.

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Hansen, Matthew. "City Branding : The effects of hosting sporting events: An empirical study of Singapore". Thesis, Jönköping University, JIBS, Business Administration, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12496.

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Hansen, Matthew, i Yen Wiee Lee. "City Branding : The effects of hosting sporting events: An empirical study of Singapore". Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12496.

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There is a growing amount of literature that investigates the various strategies and effects of city branding, but only a limited amount of research has been carried out pertaining to how sporting events can be used as a tool for city branding in a real world setting. By conducting an empirical study of Singapore, this study aims to contribute to the ongoing discussion on city branding by identifying how evaluations of a city differ for certain dimensions of its overall brand when it hosts different sporting events and when there is a perceived match between different sporting events and a city. An important theoretical framework used in this study is the match-up theory. Dimensions used as the measurements of perception are chosen from the six dimensions used in the Anholt-GfK Roper City Brands Index. Using a quantitative approach, the authors surveyed 200 students studying in South Korea, Thailand and Sweden to gather their perceptions of 4 dimensions of the city (short-term and long-term Pulse scores, pleasant travel and physical attractiveness Place scores), 2 dimensions (Pulse and Place scores) of 3 sporting events it hosts, and the level of perceived match between these sporting events and the city. The sporting events measured are high-profile events with international interest namely the AVIVA Open Singapore, the Singapore Grand Prix and the Volvo Ocean Race. Pearson Bivariate Correlation, test of equality of means, and multiple linear regression analyses were performed. The results of the equality test of means between match and non-match groups are sensational as 10 of 12 models report significant differences in means at either 1% or 5% levels. Nevertheless, the results of the comprehensive multiple regressions are mixed. The perceived Pulse score for a sporting event has a positive and significant impact on the two perceived Pulse scores for Singapore in 4 of 6 models. Similarly, the perceived Place score for a sporting event has a positive and significant impact on the two perceived Place scores for Singapore in 5 of 6 models. The perceived match between a sporting event and a city positively affects the perceived long-term Pulse score for Singapore in 1 of 3 models and the two perceived Place scores for Singapore in 3 of 6 models at less than a 10% level of significance; it has no significant effect on the perceived short-term Pulse score and perceived pleasant travel Place score for Singapore. Thus, partial support to the match-up theory is found.

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GAO, Xue. "The effects of perceived brand globalness on consumer responses to brand failures". Digital Commons @ Lingnan University, 2010. https://commons.ln.edu.hk/mkt_etd/1.

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Even big companies cannot guarantee their brands never ever fail customers. Recently the brand failures of Toyota taught us a vivid lesson that a brand takes decades to be built up but to be ruined overnight. Although, the advantages of building global brands are well recognized in literature, the superiorities of global brands in brand failure context are not yet studied. This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures. Global brands are perceived superior to local brands due to factors like higher quality perceptions and prestige feelings. Based on attribution theory, consumers are expected to have less negative responses to the failure of a brand which has a higher (vs. lower) PBG. Two studies were conducted to test the proposed hypotheses. Both studies were 2 (high PBG vs. low PBG brand) × 2 (failure present vs. absent) between subjects factorial designs. More than 200 respondents participated in the experiments. Study 1 examined the effects of PBG on consumer responses to fictitious brands. In order to increase the generalizability of research, Study 2 used established brands to find out the effects of PBG on consumer responses while controlling the confounding variables of brand familiarity and brand equity of the selected established brands. The results indicate that the more a brand is perceived global, the less negative responses consumers have toward the failures. Moreover, this thesis examines the moderating role of consumer ethnocentrism on the relationship between PBG and consumer responses. The proposed hypotheses are generally supported. The findings enrich the literature and benefit the marketing practitioners by broadening their views of building global brands.

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Moser, Rafael Rodrigo, i Thor-Björn Käck. "Employer Branding - Measuring the practical effects of a theoretically sound EVP : A Case Study of ABB Sweden". Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-22389.

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This study was developed during the Swedish spring semester of 2013 for the Bachelor of Science in Business Administration of the now graduates Rafael Moser and Thor-Björn Käck. The students, authors of this research, were selected by ABB Sweden for a research internship on the field of Employer Branding (EB). Employer Branding (EB) is an increasingly popular practice within multinationals. It is applied to develop in the minds of current and potential employees, brand associations related to the organization as an employer. The research problem identified by the authors relates to the lack of reliable measurement of the employer branding process. Therefore, this study consisted of creating a set of indicators or measures of the process’ performance. To do so, the authors relied on theoretical support as well as consistent feedback from Joakim Forsberg, employer branding manager at ABB Sweden. A conceptual model of the employer branding process was developed and internal measures, or Key Performance Indicators (KPI), were placed in the context of the three stage model. The KPI’s were proposed as a solution for the lack of internal measurement of the EB process, and were developed based on the objectives of each stage of the process as well as in Human Resources and Marketing theory. Once the model was developed to the point where internal measures could be incorporated into the EB process, an empirical study was executed and respondents were asked to scrutinize the applicability of the proposed solution in current business environment as well as the applicability of certain KPI’s. Among different findings, results from the empirical study point to a variety of issues that currently inhibit the development of employer branding and consequently its measurement i.e. lack of managerial autonomy, poor integration and communication among departments, misguided resource allocation within EB, etc. Nevertheless, as the experts and professionals interviewed in this research point out, solving the problem discussed in this research with the solution proposed is considered to be the future of employer branding.

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Lin, Song Marketing Australian School of Business UNSW. "Driving preferences for co-branded products: effects of extendibility, compatibility and uncertainty". Awarded By:University of New South Wales. Marketing, 2010. http://handle.unsw.edu.au/1959.4/44735.

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Firms frequently use brand extension strategies to enter new product categories. Another type of entry strategy is co-branding by effectively exploiting the equity of both constituent brands. Co-branding may effectively drive consumer preferences if consumers believe the combination of two brands offers a better solution than either one separately. However, there is also the risk that consumers may get confused with the combination, or have perceptions of strengths regarding one of the brands diluted, leading to the failure of this strategy. While much has been written on brand-category extension, despite its prevalence, the use of co-brands to enter a new category has attracted relatively little attention. In this study, the author models the effects on consumer perceptions and preferences of combining two brand names for a new product. The proposed model provides a mechanism to represent how consumers prior attribute beliefs about constituent brands, the extendibility of the brands into the extension category, the compatibility between the constituent brands, and the uncertainty associated with them can jointly determine their preferences for the co-branded product. The contribution that this model enables is a means to study co-branding and new category entry simultaneously, by assessing the drivers of consumer preference for a co-brand in a new product category. An empirical study is designed to test the model, using real brands and hypothetical extensions and co-brands. Theoretical contributions and managerial implications of this study are discussed.

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Mitsell, Maria, Annie Johansson i Sanna Lindberg. "Branding : - A research measuring brand involvement and brand attitude and their effects on buying intention". Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19086.

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The purpose of this thesis was to investigate if there is a relationship between brandinvolvement, brand attitude and buying intention. From the purpose, two hypotheses weredeveloped. Brand involvement has a positive impact on brand attitude and a positive Brandattitude has a positive impact on buying intention. They were tested on the eventMöbelriksdagen. A quantitative method was used, an e‐mail questionnaire was sent out to400 previous participants to Möbelriksdagen and 80 of them responded. The result showsthat the hypothesis is supported. There is a clear connection between both brandinvolvement and brand attitude, and between brand attitude and buying intention. Thesefindings give organizations an understanding of the importance of having involved customersto affect the brand attitude, buying intention and event participation. Recommendations arepresented and could help organizations to know what is important to focus on when theywant to affect buying intention and event participation.

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Vasconcelos, Gonçalo Maria Pinheiro Machado de Almeida e. "The effects of mega-events on city branding: the example of warsaw and Euro 2012". Master's thesis, NSBE - UNL, 2012. http://hdl.handle.net/10362/9623.

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Clark, Melissa. "The effects of branding and relationship marketing on physician lifetime value in the pharmaceutical industry /". Full text available from ProQuest UM Digital Dissertations, 2007. http://0-proquest.umi.com.umiss.lib.olemiss.edu/pqdweb?index=0&did=1614447711&SrchMode=1&sid=2&Fmt=2&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1268673371&clientId=22256.

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Burt, Stephanie. "Re-Branding Palliative Care: Assessing Effects of a Name Change on Physician Communicative Processes During Referrals". Thesis, University of North Texas, 2011. https://digital.library.unt.edu/ark:/67531/metadc67964/.

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Although provision of palliative care on the United States is growing, referrals to the service are often late or non-existent. The simultaneous care model provides a blueprint for the most progressive form of palliative care, which is palliation and disease-oriented treatments delivered concurrently. Research indicates the existence of a widespread misconception that associates palliative care with imminent death, and some organizations have chosen to re-brand their palliative care services to influence this perception. The goal of this study was to assess the effects of a name change from palliative care to supportive care on the communicative process during referrals to the service.

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43

Ask, Marie-Michélle, i Frida Robertson. "Co-branding och dess effekter på Brand Equity : En fallstudie på samarbetet mellan Prada och LG". Thesis, Södertörn University College, School of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-1541.

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This dissertation is a case study on the Co-branding between Prada and LG, ”The Prada phone by LG”. The purpose of the study is to broaden the understanding of Co-branding and the effects this type of collaboration can have on a company’s brand. The research questions are: “What effects can a Co-branding have on a company’s Brand Equity?” and “How can these effects be measured?”. The study has been made using questioners, which have been exposed in diagrams. The sampling frame used is the target group for “The Prada phone by LG”. We decided to construct the questioners by using the four parts of Aakers theory of how to measure Brand Equity. The parts that were relevant for the study were brand loyalty, brand knowledge, perceived quality and brand associations. Through this study we have developed a tool to measure Brand Equity and we have established a, for this study, relevant way to measure the effects of a Co-branding. The result of the study showed that the Co-branding ”The Prada phone by LG” has given positive effects on all four parts of Brand Equity on LG: s brand.

Denna uppsats är en fallstudie på Co-brandingen mellan Prada och LG, ”The Prada phone by LG”. Syftet med uppsatsen är att närma oss fenomenet Co-branding och de effekter ett sådant samarbete kan få på ett varumärke. Frågeställningarna är följande; ”Vilka effekter kan Co-branding ge på ett företags Brand Equity?” och ”Hur kan dessa effekter mätas?”. Data har insamlats via frågeformulär och redovisats i diagram. Urvalsramen är målgruppen för ”The Prada phone by LG”. Vid utformandet av frågeformulären har vi utgått ifrån Aakers teori om hur man mäter de fyra delarna av Brand Equity som är relevanta för studien, nämligen varumärkeslojalitet, varumärkeskännedom, kundupplevd kvalitet och varumärkesassociationer. Genom denna studie har vi utvecklat ett mätverktyg för att kunna mäta Brand Equity, dessutom har vi fastställt ett, för denna studie, relevant tillvägagångssätt att mäta effekterna av en Co-branding. Resultatet av undersökningen visar att Co-brandingen ”The Prada phone by LG” har gett positiva effekter på alla de fyra delarna av LGs Brand Equity.

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Andersson, Jonas, i Robert Sandgren. "Rich Media in Employer Branding : An experimental study on the impact of rich media testimonials on job seekers perceptions about firms’ Employer Brand Values". Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-205644.

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This thesis investigated how information on a firm’s website presented with richmedia employee testimonials differs compared to a poor media descriptioncommunicating the same content in its ability to positively influence potential jobseekersperceptions about a firms employer brand values, in particular social valuedue to its potential in differentiation. A problem was identified being that firms areexperiencing difficulties with communicating social value of the firm to potential jobseekers. The authors used a mixed-method research design containing explorativeexpert interviews, an explanatory experiment where potential job-seekers wereexposed to two different versions of a firms’ website (one containing rich mediaemployee testimonial, and one containing a written text description of the samecontent), and a number of focus groups with the aim to further explain the findingsfrom the experiment. The findings indicate that rich media employee testimonials embedded in afirm's website increase potential job-seekers perceptions about a firm in terms of bothsocial value and identification with the firm. These findings suggest that firms shouldconsider using rich media employee testimonials on their career websites as analternative to the more commonly used poor media written descriptions.

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Riedel, Aimee S. "Examining the effects of varying levels of consumer control over advertising intrusiveness on the advertising brand". Thesis, Queensland University of Technology, 2018. https://eprints.qut.edu.au/121078/1/Aimee_Riedel_Thesis.pdf.

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This thesis examines the effects of consumer control over advertising intrusiveness on the advertising brand across two intrusive advertisement types: banner and pop-up advertisements. In study one, a conceptualisation of advertising intrusiveness is developed. In study two, it is identified that a mechanism- a countdown- can be utilised to overcome an inconsistency in brand preference and memory outcomes, leading to more positive effects for the brand for intrusive banner advertisements. It is also identified that a perceived level of control can be used, but is not imperative, to produce optimal brand outcomes for intrusive pop-up advertisements.

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Green, Miriam. "THE HAMBURG-ST.-PAULI-BRANDDIALECTIC - Examining Hamburg’s city branding approach and its effects on the local Red-Light-District". Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21675.

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“What is certain is that the question of […] re-making a landscape of prostitution in the city […] needs to be viewed as part of a changing, global discourse on the nature of contemporary cities” (Aalbers & Sabat 2012, p. 114).Prostitution – associated with well-known Red-Light Districts – has for a long time been seen as “a significant urban activity that relates to other economic and social functions of the city [and contributes] […] to the cognitive image of a city held by both residents and non-residents, even those who have never frequented them” (Ashworth, White & Winchester 1988, p. 201). It is therefore no surprise that within the neoliberal framework of inter-city competition, these once notorious districts, commonly associated with crime and violence, ascended into spaces of entertainment and consumption, neatly aligning with entrepreneurial city branding strategies. The Reeperbahn, Hamburg’s famous mile of sin, located within the district of St. Pauli is no exception to this rule. As a place traditionally located outside Hamburg’s social and physical city limits, it is nowadays frequented by thousands of tourists and party seekers, drawn in by the area’s myths and shady reputation (Khan 2012). Actively fostering the (economic) attractiveness of the so-called Kiez has long been part of Hamburg’s city politics and was reinforced with the creation of the Hamburg Brand Marketing Strategy in 2002, where the Entertainment Mile Reeperbahn alongside Hamburg’s Pulsating Scenes became two of the key success modules in branding the city. The repercussion this has had not only for the district and its inhabitants but specifically for the red-light industry has largely been understudied.This Master’s Thesis therefore, aims at studying the general effects of city branding, such as displacement and conflict over spatial uses in the face of Over-Tourism and re-development strategies. Looking at the specific case of the Reeperbahn, it closes the gap of the somewhat understudied effects of gentrification on St. Pauli’s unique culture. By interviewing different local stakeholders, conducting a broad literature review as well as undertaking field work, the Hamburg-St.-Pauli-Brand-Dialectic will be analyzed subsequently, showing, how the Hamburg Brand and the city as a whole have profited from St. Pauli’s reputation and what consequences this has had in turn for the district.

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Wu, Ya Chi, i 吳雅琪. "Context Effect in Co-branding Judgments". Thesis, 2007. http://ndltd.ncl.edu.tw/handle/56230515172624742922.

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碩士
國立清華大學
科技管理研究所
95
A lot of businesses are enthusiastic at embracing the co-branding strategy in order to acquire more profit. However, would co-branding strategy always engender positive outcome? In particular, would consumers’ attitude be necessarily manipulated in a favorable way when encountering the persuasive communication consisting of positive co-branding? The present research is concentrated on the examination of how a context brand may influence a target brand through the mechanism proposed by the theories critical to context effect, such as Dimensional Range Overlap Model and Inclusion-Exclusion Model. The experimental designs were applied in three studies conducted to investigate the potential effect of co-branding on the product assessment. As a result, the finding of the studies demonstrated that, contrary to what co-branding relevant literature noted, assimilation and contrast could occur in response to the overlap or non-overlap between the interpretation range of target brand and context brand. The traditional wisdom and past literature suggested that as long as the target brand is co-exposed with a favorable context brand, the target brand would be evaluated better than when no favorable context brand is co-exposed. However, the finding of the current research indicated that contrast effect was likely to occur as well such that the target brand might be evaluated worse rather than better even when a favorable context brand was served as a co-brand.

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DAS, KAUSTAV. "EFFECT OF BRANDING ON CONSUMER BUYING BEHAVIOUR". Thesis, 2019. http://dspace.dtu.ac.in:8080/jspui/handle/repository/17139.

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Brand is a Guarantee, an assurance for a defined standard of quality for the first time and for every time but not the vice versa. Brand is name or logo that plays the role in the mind of the customer. Brands do not compete in the product area but compete for the mind space of the customer. A brand once established in the mind of the customer becomes indelible when customer identifies itself with that particular Brand. Branding is an effective marketing strategy tool that has been used with frequent success in the past. Branding can be an effective and powerful tool for all types of business organizations. If brand owners use their product correctly, the payoffs can be substantial. However, if brands are mismanaged, the results can be damaging. The buying decision by consumer on certain branded product is an important issue that previous researchers have studied so far and it is still continuing till present day. Growing recognition of different brands and brands becoming a status symbol plays a vast role in influences the Consumer buying behavior. Brand image is an implied tool which can positively change people’s buying behaviors and the purpose of this study is to examine the impact of brand image. The social media and the digital marketing of brands also plays a vital role. The ways by which the consumer perceives the quality and the extents to which he/she considers its importance is very influential and it can be perceived that the quality of branded products is rather good than most of the nonbranded products. The most important factor of all is purchasing power of customer survey that was used to collect the data by using non probability convenient sampling technique. A sample of 50 questions were used in which 116 responses were collected within the period of three months. The scope of this study is will focus on respondents of both male and female with a wide variety of age range as well as Salary. The relevance of this study will eventually provide information about the important factors which directly impact on the consumer themselves and their buying behavior for branded products over non branded products. As these factors will influence their purchase decision process.

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Silva, Francisco Pratas e. Sousa Tavares da. "The employer branding effect on employee commitment". Master's thesis, 2021. http://hdl.handle.net/10071/24818.

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Creating and developing a strong employer brand is becoming one of the most crucial challenges for organizations to strive. Many studies focus on its impact on the companies’ attractiveness and retention dimensions. This study is aimed towards another dimension, the impact on employees’ commitment. This research has a theoretical and a practical component, in the form of a questionnaire. The questionnaire was distributed and completed by 152 participants (N=152). Employer branding was measured using a scale developed by Tanwar and Prasad in 2017, that divides it into 5 areas: healthy work atmosphere; training and development; work-life balance; ethics and corporate and social responsibility; compensation and benefits. To assess employee commitment, the Three Component Model created by Meyer and Allen in 1991, in which commitment is separated into affective commitment, normative commitment and continuance commitment. The results achieved were that from those employer branding variables, healthy work atmosphere, and ethics and corporate social responsibility help explaining affective commitment. Normative commitment is only explained by healthy work atmosphere, while none of the above employer branding dimensions help understanding continuance commitment.
Criar e desenvolver uma marca de empregador forte está-se a tornar um dos desafios mais cruciais para as organizações terem sucesso. Muitos estudos focam-se no seu impacto nas dimensões da atratividade e da retenção. Este estudo é direcionado para outra dimensão, o compromisso organizacional dos colaboradores. Esta investigação tem uma componente teórica e uma componente prática na forma de um questionário. Este questionário foi distribuído e completado por 152 participantes (N=152). O employer branding foi medido usando uma escala desenvolvida por Tanwar e Prasad em 2017, que o divide em 5 áreas: atmosfera de trabalho saudável; formação e desenvolvimento; balanço vida-trabalho; ética e responsabilidade social corporativa; compensação e benefícios. Para avaliar o compromisso dos colaboradores, foi utilizado o Modelo de Três Componentes criado por Meyer e Allen em 1991, no qual o compromisso organizacional é separado em compromisso afetivo, compromisso normativo e compromisso de continuância. Os resultados foram que das variáveis de employer branding, a atmosfera de trabalho saudável e ética e responsabilidade social corporativa ajudam a explicar o compromisso afetivo. O compromisso normativo é apenas explicado pela atmosfera de trabalho saudável, enquanto nenhuma das dimensões de employer branding ajudam a perceber o compromisso de continuância.

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Chou, Pin-hsu, i 周品旭. "The strategic effect of branding for OEM manufacturers". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/qrban3.

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碩士
國立中山大學
經濟學研究所
102
Taiwanese firms have made an outstanding performance of OEM and ODM business in many industries. Therefore, this article considers that two players, a branding firm and a subcontractor, play a non-cooperative game that decides how to reach an agreement. Under this game, the branding firm decides to outsource production to the subcontractor and the latter decides to take this job or not. The result shows that, if the subcontractor is unprepared to become a branding firm, in equilibrium, there is always zero-profit solution. On the other hand, branding is a powerful strategy to force the branding firm to raise the subcontracting prices, in order to avoid the competition in the final goods market. The result also shows that, if the brand value of this potential branding firm is high enough and either (i) the sunk cost to brand is low enough, or (ii) the probability of branding is not too low, in equilibrium, then the subcontractor might choose to invest the sunk cost in the first stage.

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