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Добірка наукової літератури з теми "Brand choice"

Автор: Grafiati

Опубліковано: 4 червня 2021

Оновлено: 31 липня 2024

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Статті в журналах з теми "Brand choice"

K. Govender, Krishna. "Consumer Choice Behavior during a Social Disruption." Problems and Perspectives in Management 15, no. 3 (December 6, 2017): 411–24. http://dx.doi.org/10.21511/ppm.15(3-2).2017.09.

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This paper explores the relationship between an external socio-disruptive factor and consumer product and brand decision-making behavior. The social disruption was physical relocation, which resulted in a radical change in the toilet system, which had implications for toilet cleaning product and brands used. By using a sample calculator, a probability sample of 384 households from Cosmo City, South Africa were surveyed using a structured questionnaire. The data from 332 respondents (86% response rate) were analyzed using various inferential statistical analysis techniques to test three hypotheses. Multiple regression path coefficients demonstrated positive and significant changes&nbsp;β=1.709,&nbsp; p&lt;.0005 in the desired brand benefits following the social disruption, and that there were no significant differences&nbsp;β=-0.601,&nbsp; p&lt;.027 between households that switched brands and those that did not. The findings underscore the importance of recognizing that consumers re-evaluate their brand choices, leading to significant brand switching in cases where the social change has a radical effect on brand usage. The results also indicate that ‘out-of-market’ changes such as a radical social change have the same impact on consumer brand behavior and brand choice, as “in-market” disruptions such as the introduction of an innovative brand. The findings have strategy implications for marketers of toilet cleaning products in particular and consumer goods in general.

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Humphrey Jr, William F., Debra A. Laverie, and Shannon B. Rinaldo. "Brand choice via incidental social media exposure." Journal of Research in Interactive Marketing 11, no. 2 (June 12, 2017): 110–30. http://dx.doi.org/10.1108/jrim-04-2016-0025.

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Purpose The paper seeks to establish the effectiveness of social media advertising and participation by brands through incidental exposure. Using experimental design, in a social media environment, this paper aims to extend incidental exposure research in the context of social media. Design/methodology/approach This paper uses an experimental design with controlled image durations using MediaLab and DirectRT, allowing for precise image display times and randomization of screens. Participants were split between high-involvement and low-involvement product categories, and the brand choice exercise was administered in an on-screen experiment. Findings The paper provides support that incidental exposure influences brand choice. Further, it indicates that for low-involvement product categories, the type of social media exposure does not influence brand choice significantly between types. For high-involvement product categories, ads perform better than sponsored story executions; consumer-generated brand messages perform better than brand-generated messages; and the influence of reference group affects brand choice. Research limitations/implications This paper tests one social media environment using a desktop Web environment. Additional studies would be needed to test other social media environments and mobile technology. Practical implications The paper provides evidence that brands benefit by simply participating and advertising in social media, but the execution style matters to a greater extent for high-involvement product categories in influencing brand choice. Social implications Mere exposure to a brand message may influence consumers unknowingly. Repeated exposure as short as 5 s per viewing is related to increases in brand choice. Originality/value This paper extends research on incidental exposure and establishes a key positive brand outcome for practice and research, and it provides the first exploration on the outcome of incident exposure to brand messages in social media. The results suggest that social media and advertising by brands have positive impacts beyond traditional measures of success online.

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Koch, Camilo, and Davit Mkhitaryan. "Consumer’s Brand Choice Behavior for Luxury Cars in China." International Journal of Management Science and Business Administration 1, no. 12 (2015): 46–57. http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.112.1005.

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This paper introduces the aphorism “think globally, act locally” and examines consumer tendencies in the Chinese automobile marketplace based on the analysis of relevant local brands. Findings demonstrate significant consumer preferences for products related to the luxury category signifying the need for refining local marketing operations where performance of multinational corporations must match global standards as expected by local consumers. Car consumption has grown during the last years in China turning brand marketing into a critical variable that can forge an active place in consumer’s minds, or negative impact if a campaign is not well-implemented. The relevance of this subject result from the realities that brand marketing is one of the most important aspects of determining whether a brand succeeds or fails. Regardless of the benefits of the brand, poorly marketed brand can end in failure. Multinational corporations need to identify several factors to understand the benefits of branding such as the image and characteristics of the firm, the purpose of the brand, the consumers profile, the brand’s position within the marketplace, and the brand’s general impression. Once, multinational corporations entirely assume these aspects they can utilize brand marketing to market the benefits of the brand in any space in the marketplace. The investigation provides several recommendations to multinational corporations intending to enter Chinese market by utilizing brand marketing as a strategic tool to focus on consumer needs and preferences in the Chinese luxury automobile market.

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Campbell, Julie, Alicia Rihn, and Hayk Khachatryan. "Factors Influencing Home Lawn Fertilizer Choice in the United States." HortTechnology 30, no. 3 (June 2020): 296–305. http://dx.doi.org/10.21273/horttech04454-19.

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Home lawn fertilizer use throughout the United States is coming under increased scrutiny due to potential negative environmental impacts. A better understanding of how consumer perceptions and socio-demographics impact their choices of types of lawn fertilizers can aid industry stakeholders when marketing products. This research uses a nationwide survey to evaluate factors that impact respondents’ choice of lawn fertilizer brands. Respondents with home lawns selected the lawn fertilizer brands they purchased the most frequently and rated the importance of various fertilizer attributes (e.g., nitrogen–phosphorus–potassium ratio, brand, price, etc.) when selecting lawn fertilizers. Given many lawn fertilizer brands share commonalities, respondents’ answers were grouped into five categories: most popular brand, primarily turf brands, sustainable/organic brands, other brands, and “I don’t remember the brand.” The most popular brand of fertilizer was chosen by 69% of respondents, with the primarily turf brands and other fertilizers being chosen by 25% and 23% of respondents, respectively. This study finds that brand selection is impacted by important fertilizer features, frequented retail outlets, geographical region of residence, and demographic variables. For example, brand importance and purchasing from mass merchandisers or wholesale clubs increased respondents’ selection likelihood of the most popular brand by 6.9% and 20.5% points, respectively. Marketing implications are discussed.

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Yasri, Yasri, Vidyarini Dwita, Mia Ayu Agustina, and Noor Fadhiha Mokhtar. "Enforcement Branding Choice for SMEs Specialty Food Brands Among Indonesian Millennials." ABAC Journal 44, no. 3 (July 26, 2024): 104–18. http://dx.doi.org/10.59865/abacj.2024.31.

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This study examines the influence of brand authenticity on brand choice among SMEs’ local specialty food brands by the millennial generation, with the roles of brand trust, brand love, and brand value, examined as meditating variables. Survey data were collected from a sample of 770 SME customers who bought local specialty food in Indonesia. A convenience sampling technique was applied, and partial least squares–based structural equation modeling was utilized for data analysis. Primary data were collected using a survey method to distribute structured questionnaires. The results showed that all direct effects in the proposed model had a significant impact, except for the relationships of brand trust and brand value with brand choice. Similarly, brand trust, brand love, and brand value proved to be mediating variables. This study attempts to fill a gap in the literature by investigating how brand love influences brand choice for local specialty food brands at SMEs, especially in emerging markets.

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Erdem, Tülin, and Joffre Swait. "Brand Credibility, Brand Consideration, and Choice." Journal of Consumer Research 31, no. 1 (June 2004): 191–98. http://dx.doi.org/10.1086/383434.

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Kaswengi, Joseph, Mbaye Fall Diallo, Houcine Akrout, and Pierre Valette-Florence. "Choosing high-equity cosmetic brands in bad macroeconomic conditions: evidence from panel data." International Journal of Retail & Distribution Management 48, no. 4 (April 7, 2020): 305–25. http://dx.doi.org/10.1108/ijrdm-01-2019-0003.

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PurposeThis study investigates how price, promotion and consumer characteristics affect consumer choice of high over medium- and low-equity cosmetic brand under different macroeconomic conditions.Design/methodology/approachThe study uses purchase records from MarketingScan's Behaviour Scan panels (a GFK – Mediametrie Company) covering the period from 2008 to 2009. The panel analysed represents a sample of 2,149 households representative of the national population.FindingsResults indicate that regular price and relative brand price increase high-equity cosmetic brand choice over both low- and medium-equity brands, while reference price decreases it. Brand feature promotion activity and joint promotion positively affect high-equity cosmetic brand choice, whereas display promotion decreases it. In comparison to medium-equity cosmetic brands, gender and education slightly increase high-equity cosmetic brand choice, while age decreases it. Surprisingly, household income does not affect high-equity cosmetic brand choice. The effect of regular price decreases over worsening macroeconomic conditions. However, the effect of relative brand price decreases between low and moderate contraction periods, but increases between moderate and high contraction times. Feature promotion is effective only when the contraction is moderate, while the negative effect of display promotion is stable over time.Originality/valueThe paper underlines the moderating role of macroeconomic conditions on the relationship between pricing decisions as well as promotion activity and consumer choice of high-equity cosmetic brands.

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Kulter Demirgunes, Banu, and Bulent Ozsacmaci. "Exploring the Effect of Consumers’ Food-Related Decision Making Styles on National Brand vs. Store Brand Choice." International Journal of Marketing Studies 9, no. 1 (January 16, 2017): 46. http://dx.doi.org/10.5539/ijms.v9n1p46.

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It is important for marketers to understand individuals’ buying decisions in a competitive environment. The concept of decision making style is one of the key determinants of consumers’ behavioral patterns. This study aims to explore the effects of consumers’ decision making styles on buying national and store brand food products. To examine consumer decision making styles, Sproles & Kendall’s (1986) The Consumer Style Inventory (CSI) is adopted for the study. The framework of the study is based on eight consumer decision making styles, expected to shape consumers’ national and store brand choices on food products. The empirical analysis is based on data obtained from consumers living in Kırşehir, a city in Turkey. Questionnaires are handed over to customers of retail stores both selling national and their own brands. The sample consists of 400 customers. The data is gathered by using convenience sampling and face-to-face survey methods. Multiple regression analysis is used to test some hypotheses of the research and to compare consumers’ national and store brand choices in the context of their decision-making styles. Besides, independent samples t-test and one way ANOVA are also used to see whether national and store brand choices significantly differs in demographic characteristics. The results of the study reveal that lower price seeking, habituation/brand loyalty, recreation consciousness and impulsiveness/carelessness have significant effects on the choice of store brand food product, whereas novelty/fashion consciousness, confused by over choice and value seeking have statistically significant effects on consumers’ choices of national brand food products. Lower price seeking is found to have the strongest effect on consumers’ store brand choices, whereas novelty fashion consciousness has the strongest effect on national brand food product choice. Besides, both store and national brand food product choices differ according to gender and income level.

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Trivitt, Julie R., and Patrick J. Wolf. "School Choice and the Branding of Catholic Schools." Education Finance and Policy 6, no. 2 (April 2011): 202–45. http://dx.doi.org/10.1162/edfp_a_00032.

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How useful are “corporate brands” in markets? In theory, brands convey reliable information, providing consumers with shortcuts to time-consuming provider searches. We examine the usefulness of a corporate brand when parental school choice is expanded through K–12 tuition scholarships. Specifically, we evaluate whether Catholic schools carry an identifiable education brand (1) preferred even by non-Catholics, (2) for reasons connected to the brand, (3) signaling largely accurate information resulting in an enduring “match” of school characteristics to student needs, and (4) leading to exit from the program when a Catholic school fails to meet consumers' brand expectations. We test these hypotheses using attitudinal and behavioral data from a scholarship program in Washington, DC. The results largely confirm our hypotheses about the Catholic school brand being attractive, familiar, generally accurate, and, when not accurate, an instigator of programmatic attrition—results that speak to enduring policy issues involving school choice.

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Schori, Thomas R., and H. Lee Meadow. "Brand Choice Modeling: Identifying a Brands Optimal Positioning." Psychological Reports 57, no. 3_suppl (December 1985): 1260–62. http://dx.doi.org/10.2466/pr0.1985.57.3f.1260.

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Using a Fishbein-type approach, the authors developed a Brand Choice Model. Conceptually very simple, this model identifies each consumer's unique determinants of brand choice. By simulating changes in beliefs about a brand, it is possible to identify that brand's optimal positioning, i.e., a perceptual positioning that will maximize the brand's share of the market. As a result of having carefully selected attributes for inclusion in the model, the identified optimal positioning can be readily implemented.

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Більше джерел

Дисертації з теми "Brand choice"

Silberhorn, Nadja. "Four essays on modeling brand choice and brand loyalty." Doctoral thesis, Humboldt-Universität zu Berlin, Wirtschaftswissenschaftliche Fakultät, 2010. http://dx.doi.org/10.18452/16094.

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Die vorliegende Arbeit besteht aus vier Aufsätzen, die sich mit der Modellierung von Markenwahlverhalten und Markentreue beschäftigen. Der erste Aufsatz gibt eine Einführung in das Nested Logit Modell und weist auf die Existenz von zwei unterschiedlichen Spezifikationen hin. Das utility maximization nested logit (UMNL) und das non-normalized nested logit (NNNL) Modell besitzen unterschiedliche Eigenschaften, die die Schätzergebnisse beeinflussen. Mit einer Simulationsstudie werden die Konsequenzen der Verwendung verschiedener Softwarepakete demonstriert. Außerdem wird gezeigt, dass nur die UMNL Spezifikation bei Auferlegung einer Parameterrestriktion mit der Zufallsnutzentheorie konform ist. Der zweite Aufsatz untersucht anhand von realen Haushaltspaneldaten den Erfolg einer Familienmarkenstrategie. Die Signaling Theorie liefert einen Rahmen für die dem Markenwahlverhalten zugrunde liegenden psychologischen Prozesse zur Entstehung und Erklärung von produktkategorieübergreifender Markentreue. In einer empirischen Studie wird untersucht, inwieweit in einer Kategorie markentreue Kunden dieser Marke auch in anderen Produktkategorien treu sind. Es wird ein Markentreue-Hebel-Index entwickelt. Im dritten Aufsatz stehen die psychologischen Determinanten von kategorieübergreifenden Zusammenhängen im Markenwahlverhalten im Mittelpunkt. In einer empirischen Studie wird die Risikoaversion als entscheidender Bestimmungsfaktor von kategorieübergreifender Markentreue untersucht. Die konsumentenspezifische Risikoaversion wird dabei über Innovativeness und Status Quo Bias erfasst. Im vierten Aufsatz wird das Hybride Wahlmodell einem breiten Marketingpublikum vorgestellt. Klassische Wahlmodelle gehen davon aus, dass das beobachtbare Verhalten das Resultat eines nicht spezifizierten Evaluationsprozesses des Individuums ist. Der kausalanalytische Ansatz hingegen erlaubt die Spezifikation nicht direkt messbarer Faktoren als latente Variablen und kann somit Wahlmodelle sinnvoll ergänzen.
This thesis is composed of four essays that pick up topics in brand choice and brand loyalty modeling. The first essay gives an introduction to the nested logit model and points attention to the existence of two different specifications. The utility maximization nested logit (UMNL) model and the non-normalized nested logit (NNNL) model have different properties which impact the estimation results. In a simulation study, the consequences of the usage of different software packages for model estimation on the estimation results is demonstrated. It is also shown that only the UMNL specification with an imposed parameter restriction is consistent with the underlying random utility theory. The second essay investigates the success of an umbrella branding strategy using household panel data. Signaling theory provides a framework for the underlying psychological processes in consumers'' brand choice behavior and can contribute in the formation and explanation of loyalty to the brand in multiple categories. An empirical study determines whether there is a tendency for loyal consumers from one product category to be loyal to the same brand in other product categories as well. Therefore, a cross-category brand loyalty leverage index is developed. In the third essay, consumer-specific psychological determinants of cross-category relations between brand loyal choice decisions are discussed. In an empirical study, the concept of risk aversion is considered as the key determinant of cross-category brand loyalty. Consumers'' risk aversion is derived from their innovativeness and status quo bias. In the fourth essay, the hybrid choice model is introduced to the broad marketing audience. Traditional choice models assume that observable behavior results from an unspecified evaluation process of the observed individual. The causal-analytic approach offers the possibility to specify not directly measurable factors as latent variables, and can thus reasonably supplement choice models.

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Mohaidin, Zurina. "Behavioural analytic approach to consumer choice as foraging." Thesis, Cardiff University, 2011. http://orca.cf.ac.uk/54461/.

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Human behaviour can be explained not only through experience and environments but also by incorporating evolutionary explanation. Consumer behaviour could not be understood accurately without infusing Darwinian evolutionary theory which has contributed in the knowledge of human nature. Evolutionary psychology revolves around the human's evolved mental and the impact on human's traits and behaviour where the influence of the environment to our genes would determine our individual behaviour and traits, resulting in variation among us. Foraging which is a part of behavioural ecology involves many sequences or repetitions of animals' activities and decision making which is useful to relate these patterns of activities to the decisions made in human consumption. The aim of this research is to investigate the similarities of human consumption and ecological behaviour by employing interpretative and comparative approach. It is hoped that by applying the evolutionary theory in explaining consumer choice, this study is able to contribute to the development of behavioural ecology in human consumption.

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Lamb, Timothy Jerome. "Patterns of brand and store choice." Thesis, City University London, 1989. http://openaccess.city.ac.uk/8327/.

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The sublects of brand choice and store choice have been widely studied, but these two aspects of consumer behaviour have tended to be treated in isolation from each other. This thesis therefore provides a detailed examination of the way in which brand choice and store choice patterns compare and interact. The results are based on AGB consumer panel data, and relate to three frequently-bought grocery products. Despite the multiplicity of factors believed to influence brand and store choice, at the aggregate level many highly regular patterns (concerning for instance the rate of purchase at a store, or the extent to which a brand's buyers also buy another brand) are found in each context. These various patterns are shown to be predictable by the Dirichlet, a stochastic model of buying behaviour, using only market share as brand-specific or store-specific input. Importantly, the Dirichlet is shown to apply not only to the "whole-market" contexts of brand choice and store choice (as is known from previous research), but to the "submarket" contexts of within-store brand choice and within-brand store choice. This indicates that, although the numerical values may differ, at a rather more fundamental level brand choice patterns are the same within different stores, and store choice patterns are the same for different brands. It also means that the practical utility of the Dirichiet - generating theoretical norms to help interpret the observed data - has been extended, providing retailers and manufacturers with a more detailed and flexible market analysis tool. A wide range of new findings are reported regarding the relationship between brand and store loyalty. For instance, it is found (via a new methodology to take account of the crucial influence of market share) that the levels of brand loyalty and store loyalty are quite similar in degree, although the latter does tend to exceed the former - a result which holds important implications for consumers' reactions to a brand delisting or stock-out. It is also found on a number of measures that the overall level of within-store brand loyalty varies little from store to store, and that consumers exhibit marked brand loyalty across stores (i.e. they show no tendency to switch brands when switching stores). In all these cases, the value of structuring the (often complex) observed patterns via the Dirichlet is amply demonstrated.

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Guillory, Monica D. "Perceived Brand Age and Its Influence on Choice." Digital Archive @ GSU, 2012. http://digitalarchive.gsu.edu/marketing_diss/24.

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Understanding brand age is potentially critical to a brand management program. When a brand begins to be perceived as older, even with the positive attributes aligned with the idea of traditional and established brands, consumers may begin to move away from the brand. This study defines the concepts of both perceived and preferred brand age. We look at how perceived brand age fits in with our current perspective on branding and can enrich our understanding of consumers’ personal preferences. As there is very little published work in the area of brand age three distinct set of studies were conducted in order to fully understand the meaning of brand age, explicate the construct and understand the antecedents and consequences. The first study involved a group of exploratory studies. The purpose of this initial group of conceptual studies was to explore current consumer understanding and interpretation of the concept of perceived brand age. These studies were used to inform and direct our subsequent research. Our second set of studies explicated the brand age concept. In the first project, we used a Likert scale designed to understand what cues consumers use to understand the age of a brand. The second project was a semantic differential research study to examine what specific characteristics are associated with younger brands, older brands or are neutral between the two. We also develop and test a model of consumer choice through the exploration of the relationship between perceived brand age and preferred brand age.

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Zhu, Liyu. "Discrete Brand Choice Models: Analysis and Applications." Diss., Available online, Georgia Institute of Technology, 2007, 2007. http://etd.gatech.edu/theses/available/etd-07102007-142035/.

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Thesis (Ph. D.)--Industrial and Systems Engineering, Georgia Institute of Technology, 2008.
Esogbue, Augustine, Committee Chair ; Griffin, Paul, Committee Member ; Lu, Jye-Chyi (JC), Committee Member ; Li, MinQiang, Committee Member ; McCarthy, Patrick, Committee Member.

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Chung, Kim-Choy, and n/a. "Brand image and brand trust in choice of international tertiary education provider." University of Otago. Department of Marketing, 2009. http://adt.otago.ac.nz./public/adt-NZDU20090826.121449.

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Increased competition for top students, reduced public funding, and comparative "shopping" by prospective students have resulted in universities taking a more market-oriented approach to improve student enrolment (Moore 2004). The outcomes of this market-oriented approach of universities are: First, students are increasingly seen as customers of knowledge by universities, and universities as suppliers of knowledge to these customers (Svensson & Wood ,2007). Second, students are being faced with an array of education choices and information (passively or actively gained). As with physical product consumption, the institution brand with its underlying appeals can function as a route map for students through this bewildering variety of choices/information. Despite the plethora of studies on education purchase, the impact of brands on students' choice of international tertiary education provider has not been fully explored. This is especially so within the context of brand image and brand trust. The purchase of an international tertiary education can be a risky (uncertain) venture because of the time and cost involved. Consumer's trust in a brand contributes to a reduction of uncertainty in consumer purchases (Garbarino & Mark 1999). However, the concept of brand trust is not explored in education. While the research on brand image within the context of education is not new, its definition and measurement varied or seldom explore in relation to country-of-origin, promotion channel and individual values in student's choice decisions. This thesis aims to address these research gaps. It explores the impact of two psychological associations with brand: brand image and brand trust (in relation to individual values, country of origin and promotion channel) on Chinese students' choice of international tertiary education provider, using the Bednall and Kanuk's (1997) decision-making model as the research's underlying framework. Since no existing measures or scales related to brand image and brand trust suitable for use in this thesis were identified from the literature, a two-stage research method to collect both qualitative (in-depth interviews) and quantitative data was used to develop measures for this thesis. The adopted research design is consistent with Anderson Churchill (1979) and Gerbing's (1988) guideline for scale development. Information gathered from 36 in-depth interviews, 416 pilot surveys in Singapore and Malaysia, and 287 surveys (post enrolment data) in New Zealand revealed that choice patterns for international tertiary education providers are focused on: i) A university's brand image, as reflected in the brand positioning messages of an institution competencies, course related issues, and brand identity (university values and missions statement); ii) Brand trust as reflected by the expressed opinion of friends and family members and students' positive experiences with university staff; iii) The social political image of a university's country of origin; iv) The perceived direct barriers to tertiary education (English language proficiency and course admission requirements); and v) High Context communications through education fairs, corporate sponsorships of scholarships/bursaries and international student exchange programs. In addition, a customer-centric approach to the student-university relationship helped improve the identity and brand image of a university. The presence of senior academic staff (professor level) at education fairs; good accessibility of academic staff on campus; having knowledgeable and culturally sensitive frontline staff (reception & marketing personnel); and small, customised tutorial classes would identify the university as customer-centric and contribute to a positive university life experience. These help projected an image that the university is concerned with their students' learning outcomes. Not only will positive university life experiences lead to improved learning outcomes for students, it helps strengthen future alumni-university relationships, resulting in alumni being willing to promote their alma mater to their children, friends and colleagues. This free publicity can help enhance the brand image and brand trust in a university, differentiating it from other universities. This thesis verified the findings of McMahon (1992) that superior economic development in the destination country is not an important 'pull' factor in student mobility. It complimented the findings of Gray, Fam and Llanes (2003) by showing the importance of customised strategy in international education offerings and illustrated the link between brand image and country image (socio-political) in the purchases of educational services, evidence that was absent in the study by Zhou, Lawley and Perry (2000). While pre-enrolment data from the in-depth interview and pilot survey indicated that Singapore and Malaysian Chinese students are value bound in their decision of New Zealand as their intended study destination, there is no evidence from the main survey (post-enrolment) that individual values had an influence on their choice decision. The in-depth interview indicated that Singapore and Malaysian Chinese students found New Zealand society appealing because of its low corruption and high level of honesty and fairness because these values help to reinforce group harmony, a prominent characteristic of Chinese society. Further research is recommended in this area. Overall, this thesis will contribute to the body of knowledge in students' decision-making and university branding.

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Lange, Fredrik. "Brand choice in goal-derived categories : what are the determinants?" Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics [Ekonomiska forskningsinstitutet vid Handelshögsk.] (EFI), 2003. http://www.hhs.se/efi/summary/612.htm.

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Li, Xiaolian, and 李曉蓮. "Brand effects and brand dominance in transitional economies: a longitudinal study on brands in China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2001. http://hub.hku.hk/bib/B31226383.

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Chang, Kwangpil. "Essays on heterogeneity in choice modeling." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1998. http://www.collectionscanada.ca/obj/s4/f2/dsk2/ftp02/NQ34537.pdf.

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Murphy, Kyle Cook. "The effect of brand affinity on investor stock choice." Thesis, University of Manchester, 2016. https://www.research.manchester.ac.uk/portal/en/theses/the-effect-of-brand-affinity-on-investor-stock-choice(481115db-1bd7-4459-8621-8623e0d00000).html.

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This study focuses on investigating some of the factors that influence the choice of stock to purchase (invest) by retail individual investors within the same industry. Specifically, understanding how brand affinity and stock choice of investors correlate and the effect on the price of the stock. Brand affinity, in this context, refers to the level of affect of favour that an individual has towards a certain corporate brand. The research also aims at developing a model for predicting the relationship between financial performance metrics of a company, brand affinity, and investor stock choice, which can be used in developing a simulator for predicting pricing and stock choice behaviours by simulating market choices. This research makes a relevant contribution to the fields of behavioural economics/finance, business strategy and investment management. Collection of primary data is done using a controlled experiment that involves an online simulation of a quantitative study using the choice-based conjoint analysis approach, which is a conjoint analysis variant. The data is collected and analysed using Sawtooth Software, an application for conjoint analysis, because of the complex mathematical operations involved. Investor stock choice is taken as the dependent variable while independent variables comprise of brand affinity and five financial performance metrics, which are dividend yield, price-to-earnings ratio, price-to-book ratio, return on equity and earnings per share. This study finds that brand affinity has a major impact, and is the most important factor affecting investor decision making in purchasing stocks. It is established that brand affinity and investor stock have a direct positive relationship, which is also the same for higher brand affinity levels and stock price. It is also established that when selecting stocks, investors do not exclusively rely on the rationality and expected utility in the same industry with same risk profiles. A market simulator is also successfully developed to examine the cross-elasticity effects between different stock attributes and levels of those attributes, albeit with a few limitations, which are to be improved through further research.

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Книги з теми "Brand choice"

Trappey, Randolph J., and Arch G. Woodside. Brand Choice. London: Palgrave Macmillan UK, 2005. http://dx.doi.org/10.1057/9780230514201.

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Ian, Greig, and ESOMAR, eds. Brand choice modelling. Amsterdam: ESOMAR, 1998.

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Meier, Beat. Brand Choice and Loyalty. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-28014-7.

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Maltz, Eliot. Managing brand equity. Cambridge, Mass: Marketing Science Institute, 1991.

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Dhar, Sanjay Kumar. Why store brand penetration varies by retailer. Cambridge, Mass: MSI, 1997.

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Reeves, Peter. Political brand choice in Britain. Birmingham: Birmingham Business School, 2003.

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Maltz, Eliot. Managing brand equity: Conference summary. Cambridge, Mass: Marketing Science Institute, 1991.

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Sinha, Piyush Kumar. Brand adoption by BoP retailers. Ahmedabad: Indian Institute of Management, 2014.

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Chernatony, L. De. Developing a brand performance measure for financial services brands. Birmingham: Birmingham Business School, 2002.

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Foxall, Gordon R., Jorge M. Oliveira-Castro, Victoria K. James, and Teresa C. Schrezenmaier. The Behavioral Economics of Brand Choice. London: Palgrave Macmillan UK, 2007. http://dx.doi.org/10.1057/9780230596733.

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Частини книг з теми "Brand choice"

Trappey, Randolph J., and Arch G. Woodside. "Customer Thinking and Brand Choice." In Brand Choice, 1–8. London: Palgrave Macmillan UK, 2005. http://dx.doi.org/10.1057/9780230514201_1.

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Trappey, Randolph J., and Arch G. Woodside. "Automatic-Unconscious Process Models of Primary Choice." In Brand Choice, 9–39. London: Palgrave Macmillan UK, 2005. http://dx.doi.org/10.1057/9780230514201_2.

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Trappey, Randolph J., and Arch G. Woodside. "Customer Portfolio Analysis among Competing Retail Store Brands." In Brand Choice, 40–64. London: Palgrave Macmillan UK, 2005. http://dx.doi.org/10.1057/9780230514201_3.

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Trappey, Randolph J., and Arch G. Woodside. "Automatic Thinking and Store Choices by Near and Distant Customers." In Brand Choice, 65–82. London: Palgrave Macmillan UK, 2005. http://dx.doi.org/10.1057/9780230514201_4.

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Trappey, Randolph J., and Arch G. Woodside. "Modelling Bank Loyalty." In Brand Choice, 83–156. London: Palgrave Macmillan UK, 2005. http://dx.doi.org/10.1057/9780230514201_5.

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Trappey, Randolph J., and Arch G. Woodside. "Learning How Linkage Advertising and Prior Experience Affect Customer Behaviour." In Brand Choice, 157–79. London: Palgrave Macmillan UK, 2005. http://dx.doi.org/10.1057/9780230514201_6.

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Trappey, Randolph J., and Arch G. Woodside. "The Role of Human Cognitive Ability (g) in Consumers’ Automatic and Strategic Processing of Brands." In Brand Choice, 180–237. London: Palgrave Macmillan UK, 2005. http://dx.doi.org/10.1057/9780230514201_7.

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Trappey, Randolph J., and Arch G. Woodside. "Conclusions and Implications for Future Research and Marketing Strategy." In Brand Choice, 238–53. London: Palgrave Macmillan UK, 2005. http://dx.doi.org/10.1057/9780230514201_8.

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Foxall, Gordon R. "Patterns of Brand Choice." In Understanding Consumer Choice, 126–52. London: Palgrave Macmillan UK, 2005. http://dx.doi.org/10.1057/9780230510029_7.

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Meier, Beat. "Introduction." In Brand Choice and Loyalty, 1–6. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-28014-7_1.

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Тези доповідей конференцій з теми "Brand choice"

Munteanu Siserman, Mihaela. "Beer names between locality and multiculturalism." In International Conference on Onomastics “Name and Naming”. Editura Mega, 2022. http://dx.doi.org/10.30816/iconn5/2019/60.

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The shifts which have appeared in Romanian culture after its transition to market economy can also be seen in language – for instance, in the choice of trade names. The corpus analysed draws attention to two aspects: on the one hand, the onomastic tendency of being conservative, which can be accounted for by the producers’ wish to preserve brand names, due to their connection with tradition or status as landmarks among local brands in the food industry: (the beer brands) Bucegi, Ursus, Silva, Azuga. On the other hand, Romanian beer brands mirror the openness towards a foreign market, which is (also) salient in the brand names and is underpinned by various reasons: (the beer brands) Bergenbier, Tuborg, Staropramen. At the same time, the emergence of craft beers has favoured the occurrence on the corresponding market of onomastic innovations and novel associations in the naming of these products.

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Külter Demirgüneş, Banu, and Bülent Özsaçmaci. "EXPLORING THE EFFECT OF CONSUMERS’ FOOD-RELATED DECISION MAKING STYLES ON NATIONAL BRAND VS. STORE BRAND CHOICE." In 4th Business & Management Conference, Istanbul. International Institute of Social and Economic Sciences, 2016. http://dx.doi.org/10.20472/bmc.2016.004.012.

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Pérez-Sánchez, Mónica, and Javier Casanoves-Boix. "BRAND CONCEPT AND BRAND REPUTATION AS DETERMINING FACTORS OF THE ATTITUDE TOWARDS THE BRAND AND THE PURCHASE CHOICE IN THE POST-COVID ERA." In 13th annual International Conference of Education, Research and Innovation. IATED, 2020. http://dx.doi.org/10.21125/iceri.2020.2284.

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Zhao, Dong-sheng, and Li-yan Wang. "An Empirical Study on Influencing Factors of Online Consumer Brand Choice Behavior." In 2017 2nd International Conference on Politics, Economics and Law (ICPEL 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/icpel-17.2017.15.

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Briciu, Victor-Alexandru, Arabela Briciu, Crina-Antonia Tudor, and Claudiu Coman. "ANALYZING ROMANIAN AUTOMOTIVE COMPANIES WEBSITES TO EVALUATE THE ONLINE EMPLOYER OF CHOICE AND BRANDING CHARACTERISTICS." In 9th SWS International Scientific Conferences on SOCIAL SCIENCES - ISCSS 2022. SGEM WORLD SCIENCE, 2022. http://dx.doi.org/10.35603/sws.iscss.2022/s10.094.

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This paper explores the concept of employer branding in the light of external marketing that establishes the company's image as an employer of choice. The motivation is represented by the raising importance of human resource management. The employer brand is an important element from a marketing point of view; it is practically the defining image of a company. The values and symbols it embodies need to be transparent to maintain the connection with the audience, whether we are talking about customers or simply interacting with the company�s online interface. From the perspective of potential, current and former employees, the functions of an employer brand are like the generally valid brand functions, which include three main aspects: risk reduction, information efficiency and symbolic benefit. Often, potential employees cannot fully evaluate a prospective employer prior to their employment experience because they suffer from an information deficit. These concepts are developed in this research trying to highlight some of Employer of Choice constituents at the level of the official websites of automotive companies from Romania. The research focuses on the first step in the recruitment process, namely attracting candidates and uses a descriptiveexplanatory methodological framework using content analysis method to the research corpus consisting of 18 official Web pages. After synthetizing the results by analyzing and interpreting the data, the authors concluded that the organizations that developed and structured the actions in the direction of Employer of Choice have a consistent strategy by attracting ideal candidates.

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Perera, Charitha Harshani. "ROLE OF SOCIAL WORD-OF-MOUTH ON EMOTIONAL BRAND ATTACHMENT AND BRAND CHOICE INTENTION: A STUDY ON PRIVATE EDUCATIONAL INSTITUTES IN VIETNAM." In 10th Business & Management Conference, Paris. International Institute of Social and Economic Sciences, 2019. http://dx.doi.org/10.20472/bmc.2019.010.006.

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Choi, Hyewon, and Junyong Kim. "CONSUMER CHOICE BETWEEN BRAND-CAUSE FIT AND CONSUMER-CAUSE FIT IN CAUSE-RELATED MARKETING." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.05.08.01.

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Chen, Hui, Jie Pan, Yi-Wei Zhou, Hong-Cheng Gan, Xu-Chuan Lin, and Hao Chen. "Investigating Bike-Sharing Brand Selection Using Hybrid Choice Model: An Empirical Analysis from Shanghai." In 23rd COTA International Conference of Transportation Professionals. Reston, VA: American Society of Civil Engineers, 2023. http://dx.doi.org/10.1061/9780784484869.067.

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Liao, Junfeng, Rui Cheng, and Zhongqiang Wang. "Key factors of online bank brand choice intention —basing on mainland China online banks." In EM). IEEE, 2010. http://dx.doi.org/10.1109/ieem.2010.5674202.

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Yuan Sun, Hsin-Chuan Chou, Xinmin Peng, Guilin Guo, Fangwen Zhu, Kai Wang, and Ying Zhang. "An empirical study on influencing factors of enterprise recruiter’s conditional brand choice of E-recruiting provider." In 2007 IEEE International Conference on Industrial Engineering and Engineering Management. IEEE, 2007. http://dx.doi.org/10.1109/ieem.2007.4419184.

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Звіти організацій з теми "Brand choice"

Townsend, John. Technical assistance for expanding contraceptive choice in India. Population Council, 1995. http://dx.doi.org/10.31899/rh1995.1017.

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One of the roles of the ANE OR/TA Project in India was to participate in policy dialogues with national counterparts, in the public sector and among NGOs, about expanding contraceptive choices, and to provide technical assistance for facilitating changes in service-delivery procedures. The public sector provides five contraceptive methods through its 11,500 hospitals and primary health care facilities. NGOs, private physicians, and pharmacies have access to a broader range of brands. While India is one of the world's leaders in contraceptive research, in recent years products have come to market slowly. New technology is often embraced, however the cost of contraceptive options is not trivial in the Indian context. As stated in this report, the OR Project became formally involved in the effort to expand contraceptive choices in 1993 at the request of the USAID Mission in India. The Secretary of Family Welfare supported concerns for quality and choice as part of the preparation for the International Conference on Population and Development held in Cairo, September 1994. Similar recommendations were made during development of a draft national population policy.

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Jeong, So Won, and Kyu-Hye Lee. The Influence of Consumer Experiences on Store Choice Criteria and Patronage Intention: the Case Study of SPA brands. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-651.

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