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Jonathan, Gideon Mekonnen, and Anna Kapetanakis. "How can loyalty programmes improve brand loyalty?" Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19934.
Повний текст джерелаАнотація:
Title: How can loyalty programmes improve brand loyalty? Level: Final assignment for Master Degree in Business Administration Author: Anna Kapetanakis, and Gideon Mekonnen Jonathan Supervisor: Sarah Philipson (Assistant Professor) Date: June, 2015 Aim: To investigate how customers loyalty can be improved through loyalty programmes. Method: Mixed approach, both qualitative and quantitative data, is chosen for this study. The qualitative data using telephone interviews with customers and the firm was carried out at the beginning of the study to formulate the survey. Online survey with closed questions, based on responses from the qualitative interviews and the theoretical framework, was designed and sent to 3500 potential respondents. The contact list from IvyWear’s CRM database was used to distribute the survey. 309 respondents (9%) completed the survey, which was available online for 7 days. The quantitative data was analysed using descriptive statistics and cluster analysis. Result & Conclusions: The empirical data and analysis has shown that IvyWear customers can be categorised as “true loyals”, “latent loyals”, “spurious loyals”, and “not loyals”. It was also found that “bonuses and points” are the most preferred reward among customers that can be used to improve loyalty toward IvyWear. Suggestions for future research: The findings may not reflect brand loyalty and effects of loyalty programmes on loyalty beyond the clothing retail industry. Comprehensive study covering other industries and targeting respondents outside membership registers would provide deeper understanding of brand loyalty among customers. Contribution of the thesis: The study adds to the debate on loyalty programmes and how members of these programmes can be managed in the way that they can not only choose the brand, but also attract new customers through positive word of mouth. The results are particularly important for managers and marketers in the retail industry, who are under pressure to show the benefits of loyalty programmes. The results will be invaluable in the design of loyalty programmes to impact on the long-term profitability of firms.
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Forsido, Mulugeta Z. "Brand loyalty in Smartphone." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-179607.
Повний текст джерелаАнотація:
Abstract Problem statement – what factors determine brand loyalty in Smartphone? Purpose – The purpose of this study is to examine causal antecedent factors leading to brandloyalty in the Swedish Smartphone market Theory – theoretical review and critical analysis of academic journals related to dependantand independent variables and conceptual model is formulated. Methodology - Quantitative approach is used to quantify the relationship between dependantand independent variables based on the proposed theoretical model that delineates therelationships between dependant variable brand loyalty and the independent variablescustomer satisfaction, perceived quality, brand experience, brand image, brand switching costand product involvement. Data – In total 200 responses were collected through a structured interview from UppsalaUniversity, Uppsala central train and bus station and two big shopping centers in Uppsala (S: tper galleria and Forum galleria). Apple and Sony Ericsson brand users are interviewed in thedata gathering process, 100 respondents for each brand Findings – the analysis suggest brand image, product involvement and customer satisfactiondetermined brand loyalty in Apple brand, whereas customer satisfaction was the onlydeterminate factor in Sony Ericsson brand
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Benson, Caroline, and Martin Hedrén. "Online Brand Communities - a Route to Brand Loyalty?" Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-23231.
Повний текст джерелаАнотація:
Purpose: The purpose of this thesis is to investigate if the use of online brandcommunities helps sporting goods brands in building brand loyalty. Frame of Reference: The frame of reference begins with a presentation of brands leading upto brand equity and subsequently brand loyalty. The second part of thissection begins with a presentation regarding marketing communication,the promotional mix and online communities. Finally, brand loyalty andonline community is merged together into a presentation of brandloyalty in online brand communities. Method: The purpose is examined through comparing secondary data withquantitative collected data about community members’ purchasingbehaviour prior and after joining a sporting goods brand community. Empirical Framework: In this part the results of the online questionnaire is presented. Conclusion: The survey concludes that sporting goods brands' online brandcommunities have a positive impact and suggestions on further researchare presented.
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BARBOSA, ROBERTA DA SILVA ATHAYDE. "SOCIAL MEDIA BASED BRAND COMMUNITIES EFFECTS ON BRAND LOYALTY." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2018. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=35243@1.
Повний текст джерелаАнотація:
PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIROCOORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR
PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTS. DE ENSINO
PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTITUIÇÕES COMUNITÁRIAS DE ENSINO PARTICULARES
A rápida propagação e alta popularidade das mídias sociais digitais criaram um ambiente favorável à instalação de comunidades de marca. Cada vez mais, empresas criam comunidades - as chamadas fanpages no Facebook - como forma de se aproximar dos seus consumidores e alcançar a lealdade dos mesmos. Neste contexto, este estudo elaborou dois novos modelos conceituais para investigar como as comunidades de marca baseadas em mídias sociais afetam a lealdade à marca. A revisão de literatura realizada permitiu que esta relação fosse explorada por meio dos seguintes construtos: benefícios funcionais, psicossociais e hedônicos, comprometimento com a comunidade e boca-a-boca. Os dados da pesquisa foram obtidos através de uma survey on-line que, aplicada a membros da comunidade da Netflix no Facebook, gerou 1.236 respostas válidas. Estes dados, analisados por meio de modelagem de equações estruturais (SEM), confirmaram todas as hipóteses propostas e sugeriram que as comunidades de marca baseadas em mídias sociais influenciam positivamente na lealdade à marca. Os modelos finais da pesquisa indicaram, ainda, que os benefícios hedônicos são os que exercem maior influência sobre o comprometimento com a comunidade e sobre o boca-a-boca. Além disso, indicaram que o boca-a-boca decorrente da comunidade apresenta influência significativa sobre a lealdade à marca.
The digital social media s quick spread and its big popularity has built a favorable environment to the creation of brand communities. Increasingly, companies launch communities - known as fanpages on Facebook - as a way to approach their customers and reach brand loyalty. In face of that, this study sought to develop two new models in order to investigate how social media based brand communities affect brand loyalty. The literature review allowed this relation to be explored through the following constructs: functional benefits, social-psychological benefits, hedonic benefits, community commitment and word-of-mouth. The research data was collected via an on-line survey applied to Netflix s community members on Facebook, which had 1.236 valid responses. Structural equations modeling (SEM) was employed and confirmed all the research hypotheses, suggesting that social media based brand communities affect positively brand loyalty. The findings reveal that hedonic benefits are the major influencers of community commitment and word-of-mouth. Therefore, results show that the word-of-mouth from the community significantly influences brand loyalty.
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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.
Повний текст джерелаАнотація:
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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Urun, Seren. "PRICE PROMOTION, QUALITY AND BRAND LOYALTY." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-31712.
Повний текст джерела
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Hammond, Kathleen Ann. "Brand loyalty for frequently bought products." Thesis, London Business School (University of London), 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.286725.
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Mendez, Marife. "SALES PROMOTIONS EFFECTS ON BRAND LOYALTY." NSUWorks, 2012. http://nsuworks.nova.edu/hsbe_etd/76.
Повний текст джерелаАнотація:
In this dissertation the field of promotion marketing was examined by studying the impact of sale promotions on brand royalty. More specifically, for products with different levels of involvement, the study assessed how effective different nonmonetary and monetary promotions are at retaining brand loyalty.
Two research questions were posed: (a) Will the effect of nonmonetary and monetary promotions on brand loyalty vary according to the extent of hedonism or utilitarian benefits for low and high involvement products? (b) Will the preference for nonmonetary or monetary promotions on brand loyalty have a greater or lesser effect for low and high involvement products? It was theorized that the effect of nonmonetary and monetary promotions on brand loyalty would vary according to the extent of hedonism or utilitarian benefits for low and high involvement products (H1a and H2a). The second set of hypotheses (H2a and H2b) posited that preference for nonmonetary promotions would have a greater on brand loyalty for both high and low involvement products.
A questionnaire consisting of 36 questions provided the data that was collected from 114 subjects. Two product categories were chosen for the study: deodorant (high involvement) and laundry detergent (low involvement). For each product category, regression was used to explore the relationship between the indirect variables and the dependent variable -- brand loyalty. The results did not show support for any of the hypotheses; yet, they offer valuable information on sales promotions.
Five important findings are discussed:
1. Monetary promotions are perceived to provide more utilitarian benefits.
2. Nonmonetary promotions seem to provide more utilitarian benefits than hedonic benefits.
3. "Preference for Gifts," a nonmonetary promotion, could affect negatively brand loyalty.
4. "Buy 2 get 20% off," a monetary promotion, could have a positive impact on brand loyalty.
5. Involvement has a positive relationship with brand loyalty.
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Struben, Sarah-Annique. "Constructing brand loyalty via social networks." Master's thesis, University of Cape Town, 2014. http://hdl.handle.net/11427/13348.
Повний текст джерелаАнотація:
Includes bibliographical references.Identifying the construction of brand loyalty via social networks requires an analysis of the information sharing of a product or brand amongst a social network, therefore indicating the strength of the brand loyalty members of a social network not only have towards a brand, but also promote to other members of the same social network. This exchange of information amongst social network members is called ‘homophily’, where “similarity breeds connection” (McPherson, 2001, p.415). In order to determine the strength of brand loyalty amongst a social network, a qualitative study was performed on a sample of consumers from the ‘digital age’ generation (Castells, 2010, p.xviii), examining the extent of information exchange via social media as well as via the social networks. In addition to this a minor case study was conducted where participants were asked a serious of questions that pertained to a specific brand, that of Woolworths. This was done in order to determine the strength of the brand loyalty they had for a particular brand that may then be theoretically applied on a general scale. As a result the strength of their brand loyalty was determined, indicating whether or not brand loyalty can be constructed via social networks. On the whole it can be determined that social networks play a strong role in the development of brand loyalty, particularly as it pertains to the current digital generation. Keywords: Social Network, Habitus, Purchase Behaviour, Networked Society, Brand Loyalty, Consumer satisfaction, Homophily, Brand Trustworthiness
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Mkhize, Londiwe. "The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/24702.
Повний текст джерелаАнотація:
The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility to ensure that the right messages are communicated to consumers in order to give consumer a positive brand experience. A robust brand strategy and Communications strategy plays a pivotal role in successful delivery of the essence and image of luxury brands. Identity and self concept theory are central to understanding consumer behaviour and consumption decisions. CopyrightDissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted
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Duffoó, Quintos Sebastián Orlando, and Beraún Laura Daniela Palacios. "Gamificación y consumer - brand engagement en relación con el brand loyalty." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655761.
Повний текст джерелаАнотація:
La gamificación es un proceso de uso del pensamiento y la mecánica del juego en contextos ajenos al juego para aumentar auto contribuciones de los usuarios. Es por ello que, está ganando atención por parte de profesionales e investigadores. En la actualidad, en el ámbito del marketing, la gamificación ha sido utilizada por muchas empresas para mejorar el rendimiento publicitario, atraer clientes, mejorar el valor percibido de la marca y para incrementar el conocimiento de la marca, la actitud y lealtad de marca de los consumidores. Sin embargo, existen pocos estudios que hablen y/o refuercen este fenómeno. En esta investigación se evalúa el impacto que tiene la gamificación con respecto al consumer brand engagement (CBE) en relación con el brand loyalty (BL), por lo que se aplicarán 400 encuestas, de acuerdo a los lineamientos de nuestro público objetivo, usando la escala de Likert y los resultados serán evaluados utilizando el tipo de análisis bivariado con un estadístico de correlaciones como también, análisis multivariado con un estadístico de ecuaciones estructurales (SEM).Gamification is a process of using game thinking and mechanics in non-game contexts to increase self-contributions from users. That is the reason why it is gaining attention from professionals and researchers. Today, in the marketing area, gamification has been used by many companies to improve advertising performance, attract customers, improve perceived brand value, and increase brand awareness, attitude, and brand loyalty. the consumers. However, there are few studies that speak or reinforce this phenomenon. This research evaluates the impact of gamification with respect to consumer brand engagement (CBE) in relation to brand loyalty (BL), for which 400 surveys will be applied, according to the guidelines of our target audience, using the scale Likert and the results will be evaluated using the type of bivariate analysis with a correlation statistic as well as multivariate analysis with a structural equation statistic (SEM).
Trabajo de investigación
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Vuoste, I. (Ilari). "The role of brand identity in the formation of brand loyalty." Bachelor's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201905282186.
Повний текст джерелаАнотація:
Abstract. This thesis studies the role of brand identity in the formation of brand loyalty. This is done in the form of a literature review, more specifically the integrative variant of the method. By integrating together the findings received from various previously conducted pieces of scientific research, this thesis forms a model of brand loyalty creation in order to study brand identity’s role in it. By analyzing the aforementioned model it can be concluded, that brand identity does indeed have a significant role in the process, although it is indirect in nature in terms of affecting brand loyalty. The role of brand identity is to affect the formation of brand loyalty through first affecting brand image, which then in turn is the factor that the customers of a brand potentially form brand loyalty based on. Explaining this in more concrete terms, brand identity’s role is to affect the behavior of the internal stakeholders of the brand in a way that furthers the development of a brand image that is likely to entice brand loyalty within the target customer base of the brand.
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Wilson, Axel, and Nina Persson. "The Interplay Between Brand Loyalty and Brand Satisfaction : A qualitative study of consumers in the clothing industry." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-315714.
Повний текст джерелаАнотація:
This thesis focuses on clarifying how brand loyalty interplays with brand satisfaction. As most research conducted on this subject have been quantitative, this study takes a qualitative approach as a way to further describe the interplay on an individual level in a specific context, in this case the clothing industry. It has been conducted through semi-structured interviews, using seven heterogeneously brand loyal informants who answered questions concerning their brand satisfaction and brand loyalty towards brands within the clothing industry. The results demonstrates that there are significant differences in the interplay on the individual level, though most of these can be explained through previous research. Furthermore, there is considerable differences between interplay that can be explained by the brand loyalty levels of the informants. The interplay was clear amongst manifestly brand satisfied consumers. Subcategories to mental brand loyalty influenced both brand loyalty and brand satisfaction and the identification-subcategory had a distinct influence on the reasoning of all consumers.
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Sharp, Byron Malcolm. "Evaluating the impact of a loyalty program on brand loyalty : can loyalty programs produce deviations from established 'Dirichlet' patterns of repeat-purchase? /." Title page, contents and abstract only, 1999. http://web4.library.adelaide.edu.au/theses/09PH/09phs5308.pdf.
Повний текст джерела
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King, Ceridwyn. "Building Employee Based Brand Equity: Model Conceptualisation and Development." Thesis, Griffith University, 2008. http://hdl.handle.net/10072/366123.
Повний текст джерелаАнотація:
The significance of employee behaviours and actions influencing consumer
perceptions of the brand and service quality, as well as their overall satisfaction
levels, has been established in the literature. In particular, in high contact service
industries, where the service is inseparable from the person providing it (Bove &
Johnson, 2000), management of the relationship between service employees and
customers is considered to be a critical component to an organisation’s overall
strategy (Goldstein, 2003). This is because such actions influence consumer based
brand equity, which represents the added value attributed to a brand as a result of
brand building marketing efforts (Keller, 1993). As a result, modern brand
management practices promote the need for brand management to be placed at
the heart of the organisation (Interbrand, 2007). In particular, internally oriented
brand management practices have been advocated as a means through which
positive, brand related employee actions could be realised (Gapp & Merrilees,
2006).
Despite practitioners and academics alike promoting the positive outcomes of
employees being aware of the organisation’s brand in the context of their work
environment, there appears to be no evidence thus far to understand the impact of
such brand building efforts from an employee perspective. To date, brand equity
has only been conceptualised from an external market perspective. So as to enable
appropriate investment and emphasis in the context of a holistic brand
management strategy to be realised, this study has allowed for necessary
consideration to be given to the impact of internal brand building efforts. In
particular, given that the employee perspective, within the brand equity
literature, is currently missing, this study promotes a third perspective of brand
equity, namely Employee Based Brand Equity (EBBE).
Conceptualisation and subsequent development of EBBE required a thorough review
of the extant literature that is focused on harnessing the power of an
organisation’s human capital. Specifically, as a result of considering and
synthesising the internal communication, internal marketing and internal
relationship marketing literature, a sound framework upon which to appreciate
what is involved in realising brand equity from an employee perspective was
realised. The resultant EBBE framework or model is considered to be a holistic
brand management conceptualisation that not only identifies the dimensions of
internal brand management but also promotes significant relationships between
them. For example, the model illustrates the components of internal brand
management, namely information generation, knowledge dissemination, openness
and the ‘H’ factor (i.e. the extent to which an employee perceives that the
organisation treats them like a human being), as well as the employee brand
knowledge effects that result from such actions, incorporating role clarity and
brand commitment. Furthermore, the EBBE model not only enhances current brand
management practices by promoting a link between actions and subsequent
effects, it also allows for the identification of organisational benefits. Such
benefits are reflected in the model as EBBE benefits or, more specifically, brand
citizenship behaviour, employee satisfaction, employee intention to stay and
positive employee word of mouth. Furthermore, to enable a significant
contribution to both practitioner and academic arenas focussed on brand equity
and the application of internal brand management, the EBBE model was empirically
tested. Following a methodical research design process, data were collected via an online
survey that was sent to service industry employees. In total, 371 completed surveys
formed the basis of empirical evaluation. Through the application of Partial Least
Squares analysis, the proposed relationships within the EBBE Model were assessed.
Despite the lack of support for the relationship between the ‘H’ factor and
information generation, overall, the results confirm the EBBE Model to be a valid
model to build employee based brand equity.
As a result, it is believed that the conceptualisation and development of the EBBE
Model makes a valuable contribution to enriching practitioners’ application of
traditional brand management techniques. In particular, this study serves as a
guide to internal brand management as well as highlights the need for managers to
exhibit affective, as well as cognitive, awareness. Furthermore, enhanced internal
communication practices, which are demonstrated via words and actions, are
acknowledged as being necessary for improved employee ‘buy in’. Finally, the
articulation and subsequent empirical validation of benefits attributed to EBBE
provide a measurement tool that not only allows for greater management
accountability, but serves as a robust platform to justify internal brand
management investment as well.
The EBBE Model also makes a contribution to theory in the area of brand
management. In particular, this study addresses the absence in the brand equity
literature with respect to employees. In doing so, it is believed that EBBE
completes the brand equity picture, which, prior to this study, was limited to
consumer and financial perspectives only. Furthermore, in synthesising the extant
literature, an empirically validated framework (EBBE Model) focussed on realising
productive employees, has been developed. Consequently, the EBBE Model extends
existing theory as it relates to the application of cognitive psychology in the
context of the brand equity literature. As a result, this study provides a good
theoretical example from which further brand equity model development can
emanate. In consideration of both the practical and theoretical contributions of
this study, it is believed, here, that the conceptualisation and empirical support for
the EBBE Model, emphasises the importance of a third, yet equally relevant,
perspective of brand equity, namely Employee Based Brand Equity.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Busines School
Griffith Business School
Full Text
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Kulle, Julia, and Julia Hellsten. "The Beauty of Brand Loyalty : – a case study of how marketers view Millennials' brand loyalty in the beauty industry." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-137526.
Повний текст джерелаАнотація:
The generation of Millennials is becoming a very important segment in today's beauty market, because of their large size, purchasing power and engagement on social media. The Millennial consumers are heavy buyers of beauty products, but heavy buyers are not always loyal to the beauty brands. The concept of what is considered beautiful constantly changes, and there is an aspect of trendiness to the use of cosmetic products. Brands launch new products on a regular basis to follow fashion and because the product lifecycle often is short, and purchasing what is trendy right now might not leave much room for loyalty, as other brands or products are soon trendier. There are constricting views on whether it is possible to achieve brand loyalty among Millennials. Many question the possibility of gaining brand loyalty among this generation, others state that while they could possibly be loyal, this usually only lasts for a short period of time. Although several attempts to establish whether Millennials are in fact brand loyal have been made, few have looked at how marketers view brand loyalty when marketing to Millennials. Therefore, the purpose of this study is to add understanding of how companies in the beauty industry can work to create brand loyalty among Millennials, through a case study of the world leading beauty company, L'Oréal. This exploratory study takes on an inductive research approach, as it aims to add understanding in the field of brand loyalty among the generation Millennials. In order to answer the research questions, five semi-structured interviews were conducted on marketers who are experts in the field of marketing towards Millennials. The results of this study showed that the generation Millennials is an important target group in the beauty industry of today, due to their large size and strong power of choice. There is a congruence between the Millennial self-image and brand image, which proves the importance of a positive brand image. The findings also showed that it is important for companies to speak the language of Millennials but still keep a coherent balance among brands. Offering an experience to Millennials makes them more perceptible to brand loyalty, if the experience is positive, and co-creating brand personalities can help in this endeavor as well. Other valuable findings showed the importance of authenticity and credibility together with of a full range brand portfolio, due to lower incentives to switch between brands. This study contributes with understanding to how marketers in the beauty industry can work towards achieving brand loyalty among the generation Millennials, by giving examples of how five experienced marketers at L’Oréal works with this challenge. Furthermore, the results of this study contribute to the research gap and are applicable in the research area of brand loyalty in the beauty industry. The study uncovered that digital marketing works without paid media, but paid media without digital marketing is not an option. Therefore, one of our recommendations to companies in the beauty industry is to always use digital media while marketing towards the generation Millennials.
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Kwan, Man Ching. "A self-based perspective for consumer-brand relationship : understanding the role of brand attachment in brand equity creation." HKBU Institutional Repository, 2011. http://repository.hkbu.edu.hk/etd_ra/1261.
Повний текст джерела
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Del, Negro Shehadeh Flavia María, and Baumeler Heidi Paulina Miranda. "Brand Experience, Brand Community, Brand Trust & Brand Loyalty en relación a la recompra en el sector textil." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/657248.
Повний текст джерелаАнотація:
El sector textil es una categoría que ha ido evolucionando a lo largo del tiempo y que genera grandes ingresos y puestos de trabajo en el país. A su vez, el consumidor también ha ido cambiado, este es ahora más exigente y digital. Por ello, y adicional a la crisis económica ocasionada por el Covid-19, las marcas de moda han tenido que reinventar su oferta y propuesta de valor como método de desestancamiento. Las marcas han optado por innovar y adoptar nuevas tendencias como la generación de comunidades estables, adaptación de la omnicanalidad para el proceso de compra y experiencias de usuario. Así mismo, se ha identificado que es necesario generar una relación positiva con el consumidor a base de confianza y transparencia para que todo lo mencionado funcione correctamente.
Por tal motivo, se desea investigar la relación entre los drivers: Brand Community, Brand Trust, Brand Loyalty y Brand Experience en relación a la recompra en el sector textil, específicamente en las marcas de ropa indumentaria, ya que en la búsqueda que se ha realizado, solo se han encontrado estudios con algunas de las variables mencionadas anteriormente.
Para la elaboración de esta investigación se utilizará la metodología y tipo correlacional, con la formulación de hipótesis correlacionales. El enfoque a realizar será cuantitativo, generalizando resultados en base a deducciones estructuradas para la comprobación de las hipótesis planteadas. La muestra estará conformada por 400 encuestas y será no probabilística, ya que únicamente podrán participar los miembros de la población que cumplan con las características y criterios seleccionados por conveniencia para la investigación. Los datos serán analizados mediante Anova y Correlación de Pearson.El sector textil es una categoría que ha ido evolucionando a lo largo del tiempo y que genera grandes ingresos y puestos de trabajo en el país. A su vez, el consumidor también ha ido cambiado, este es ahora más exigente y digital. Por ello, y adicional a la crisis económica ocasionada por el Covid-19, las marcas de moda han tenido que reinventar su oferta y propuesta de valor como método de desestancamiento. Las marcas han optado por innovar y adoptar nuevas tendencias como la generación de comunidades estables, adaptación de la omnicanalidad para el proceso de compra y experiencias de usuario. Así mismo, se ha identificado que es necesario generar una relación positiva con el consumidor a base de confianza y transparencia para que todo lo mencionado funcione correctamente. Por tal motivo, se desea investigar la relación entre los drivers: Brand Community, Brand Trust, Brand Loyalty y Brand Experience en relación a la recompra en el sector textil, específicamente en las marcas de ropa indumentaria, ya que en la búsqueda que se ha realizado, solo se han encontrado estudios con algunas de las variables mencionadas anteriormente. Para la elaboración de esta investigación se utilizará la metodología y tipo correlacional, con la formulación de hipótesis correlacionales. El enfoque a realizar será cuantitativo, generalizando resultados en base a deducciones estructuradas para la comprobación de las hipótesis planteadas. La muestra estará conformada por 400 encuestas y será no probabilística, ya que únicamente podrán participar los miembros de la población que cumplan con las características y criterios seleccionados por conveniencia para la investigación. Los datos serán analizados mediante Anova y Correlación de Pearson.
Trabajo de investigación
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Higgins, Julie A. "Brand equity & college athletics investigating the effects of brand uncertainty situations on consumer-based brand equity /." Columbus, Ohio : Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1150144059.
Повний текст джерела
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Al-Busaidi, Azza. "Destination Brand Meaning in the Context of a Nation Brand." Thesis, Griffith University, 2019. http://hdl.handle.net/10072/389744.
Повний текст джерелаАнотація:
Nation brands are a formidable yet lucrative source of destination brands. Destinations differentiate themselves through unique attributes that people hold in memory. These mental representations move beyond cognitive attributes and include experiential and emotional based attributes. This research develops a destination brand meaning model incorporating people's perceptions, feelings and beliefs about the brand. Brand meaning is fluid and dynamic, and is associated with the mental representation people have about the brand.
A classic brand association approach employed which revealed the prominent associations related to a destination brand. Early research focused on cognitive associations to a place, and only recently, the literature has considered the significance of experiential and affective or emotional attributes of destination brands. Since brand meaning is about the mental representation that people have in mind about a brand, this research explores and measures the cognitive, experiential and emotional associations of locals and non-locals and their intentions to recommend and to re-visit the destination. Three research questions were examined in two stages, including, RQ1) What are the cognitive, experiential and emotional attributes of a destination brand? RQ2) What is the relationship between cognitive, experiential and emotional attributes and how this in turn affects locals’ and non-locals’ intentions to recommend the destination? RQ3) What is the relationship between cognitive, experiential and emotional attributes and how this in turn affects non-locals’ intentions to re-visit the destination?. This research adapted a two-stage research employing qualitative methods in stage one and quantitative methods in stage two of the research in the context of Oman as a Middle Eastern nation.
This research identified four key themes for the cognitive-based images, including political stability and peacefulness, people, nature, and heritage and traditions. Also, nature-based images and heritage-based images were prominent themes of peoples’ experiences, and love, loyalty and pride were found to be of significance to peoples’ emotions towards the nation brand. The central finding of this research is based on the development of two structural models, portraying destination brand meaning. The structural models exhibit the prominent relationships between cognitive, experiential and emotional attributes and their relationship towards locals and non-locals’ intentions to recommend, and non-locals’ intentions to re-visit the destination. Structural Model-1 supported the following paths political stability to emotions; experiences to intentions to recommend; food, tourism infrastructure and sustainability (FTIS) towards both experiences and intentions to recommend; tangible cultural heritage and traditions (TCTR) to peoples’ experiences, experiences towards emotions and finally peoples’ emotions towards peoples’ intentions to recommend for locals and non-locals. While, Structural Model-2 supported the following relationships people, nature, political stability towards peoples’ experiences, emotions and intention to re-visit. Other attributes that have a significant effect on peoples’ experiences include Food, tourism infrastructure and sustainability; and tangible cultural heritage and traditions. Interestingly experiential attributes were found to have the most significant effect on peoples’ emotions. Finally, emotional attributes have shown a significant effect on intentions to re-visit.
The findings of the study make a novel theoretical contribution to destination and nation branding literature. Firstly, a core contribution of this research is a holistic study that combines cognitive, experiential and emotional attributes towards understanding destination branding and brands in the context of a nation. Secondly, this research study compared the differences between locals and non-locals' perspectives of the destination brand in relation to the cognitive, experiential and emotional attributes, especially in the case of a Middle Eastern nation. Theoretically, this research contributes an enhanced understanding of the critical role cognitive, experiential and emotional attributes play in developing destination brand image and influencing behavioural intentions. Practically, this research can guide brand managers to employ effective strategies by delivering greater insight into how brand attributes influence destination loyalty through the behavioural intentions of repeat visitation and word of mouth referral. Future research should focus on exploring the intricate connection between experiences and emotions and how this is associated with destination branding.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Dept Tourism, Sport & Hot Mgmt
Griffith Business School
Full Text
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Liu, Shu-Fen, and 劉淑芬. "Relationship of brand community, Involvement and brand loyalty - sports brands as examples." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/14799915900746483787.
Повний текст джерелаАнотація:
碩士國立交通大學
經營管理研究所
98
People like to be connected through group activities. Participation in sport activities sponsored by the brand company or join the brand related user group. This study explores the relationship among brandfests, product involvement, and brand loyalty in sports brands. The brand loyalty behavior can be further investigated by dividing consumers to two groups, recommend others to buy and repurchase intention. Through the survey studying, the demographic analysis shows that most people joined brandfests are male university students. Their ages are between 21 and 30. This research also shows people have positive significant effect of commend after joining brandfests. Besides, the level of involvement also has significant positive effect to positive repurchase intention. Moreover, through a variance analysis, the result shows (1) people who attended NIKE running club are male students (2) people who joined ASICS competition are almost technology engineers.
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Priyadarsini, Aakankshya. "Effect of Corporate Brand on Brand Loyalty." Thesis, 2015. http://ethesis.nitrkl.ac.in/7223/1/2015_Effect_Priyadarsini.pdf.
Повний текст джерелаАнотація:
The new millennium is not just a new beginning; it is a continuation of trends in human behaviour that have been following the trends throughout our country’s history. We have always been living in the world of brands and a brand is a set of perceptions and images that represent a company, product or service. A brand guarantees a quality, evokes an emotion and instils a belongingness. It is built on the elements of confidence, passion, action, security and culture. Company’s ability to maintain its satisfying customer requires an understanding of the consumer buying behaviour, their satisfaction after purchasing the product and eventually the brand loyalty. In this paper a new term called corporate branding is been highlighted. Corporate branding represents an opportunity for organizations to enhance and sustain their distinctiveness through linking corporate characteristics to products and services, thereby, allowing unique synergies to be developed. Brand loyalty is the degree to which consumers are committed to particular brands of goods or services. Corporate branding enables the firms to use the vision and culture of the whole organization explicitly as part of its uniqueness and can increase the firm’s visibility, recognition and reputation to a greater extent than a product brands can. Indian consumers were indifferent in choosing the brand since a lot of close substitutes were available in the market. However, they have changed ever since the India liberalized its economy. Choosing the right brand is difficult enough when there were half a dozen brands and all of these claimed to be the excellent in quality. Marketing managers are interested not only in the product but also the behaviour of the consumers because it gives them the right orientations for product development and positioning. The level of consumer’s satisfaction provides the scope for repeated purchases and brand loyalty that lead to optimum profitability. The study has been carried out based on mobile phone markets. There have been a number of studies regarding corporate branding and brand loyalty in foreign context. Yet there are very limited studies on Indian consumers, hence this study aims to find out the various determinants of corporate branding and how those determinants have an impact on the brand loyalty.
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Chang, Yu-Chang, and 張祐菖. "Determinants of Brand Loyalty." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/56733579254859534977.
Повний текст джерелаАнотація:
碩士國立清華大學
科技管理研究所
92
Chang, Yu-Chang, MBA, Tsing-Hua University, Jun 2004. Determinants of Brand Loyalty. Professor: Hsiao, Chung-Chiang. The marketing condition in Taiwan mobile phone is very unique. The penetration rate of mobile phone has been high sine mobile phone was introduced to the market. This result in almost everyone own more than one handset. In this case, what factors would affect consumers when they make repeated purchase is quite critical. Consider the characteristics of mobile phone consumers, user interface need to be tested as a factor of satisfaction. The results show regret and satisfaction are antecedents of brand loyalty. Valence of chosen outcome is proved enhance satisfaction. However, it shows that regret may be experienced even in the absence of information on the foregone outcome Keyword: Brand Loyalty, Satisfaction, Regret, and User Interface
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Huang, Shih-Yun, and 黃士芸. "Adopting Loyalty Bond Strategies and its Impacts on Brand Image and Brand Loyalty." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/08983896059112777724.
Повний текст джерелаАнотація:
碩士國立東華大學
國際企業學系
98
Loyalty bonds have emerged as one of the dominant mantras in business strategy for coping with customer relationship management. This study examined the relationship between loyalty bond strategies a firm may employ and its effects on brand image that its customers will perceive, along with a comparison of the strategy adoption likelihoods between different firm financial status. In addition, this study also investigates the linkage between brand image and brand loyalty. We sampling in the airline industries, the results showed that loyalty bond strategy adoption is positively related to brand image building (or perception). The findings also suggested firms under different performance status will employ different bond strategies respectively. Consequently, the managerial implications of this study can provide the appropriate strategies for the airline companies to develop and execute their efficiency on customer relationship activities, build or even turn around their brand image; likewise make profit by gaining brand loyalty from customers.
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Mocatta, Antonia. "Student-based conceptualisations of university brands: a brand loyalty model." Thesis, 2018. http://hdl.handle.net/1959.13/1394423.
Повний текст джерелаАнотація:
Professional Doctorate - Doctor of Business Administration (DBA)The purpose of this exploratory study is to present an empirically tested customer-based brand equity framework for higher education institutions. Using an adapted service brand model, the framework addresses gaps in the higher education brand literature by incorporating a comprehensive inventory of brand attributes and dimensions, and by identifying their relative influence on student perceptions of university brands and the process by which brand loyalty is created as the ultimate expression of brand equity. The results are compared with other service sector studies on which the model is based. The positivistic research involves the collection of quantitative survey data sampled from current, Australian university students. The partial least squares structural equation modelling (PLS-SEM) method is selected for its suitability for causal or structural equations where estimates of both the structural and measurement relations are required, and for complex hierarchical component models with two or more layers of formative and reflective constructs. The study indicates that of the university brand attributes experienced by students, those most meaningful to them are employee service, followed by self-image congruence, feelings about the brand, and the core service. Whilst students’ appraisal of controlled and uncontrolled university brand communications precedes and influences their subsequent assessment of the education service, it is their evaluation of those university brand attributes directly experienced during study that results in either satisfaction or dissatisfaction, determining their consequent brand attitude, and whether they are ultimately loyal towards the university brand. The results suggest the model is applicable in the university context, and the process by which university brand loyalty is created is comparable to that of other services industries. A comparison of the current study results with those of earlier empirical studies using the same model in other industry settings, reveals variances that can be explained by industry context and the extent to which the service is experience and credence dominant. By linking the higher education brand equity creation processes to that of other services, the findings contribute both to the higher education brand literature, and to services branding literature more broadly. From a managerial perspective, the scales and model provide a useful diagnostic tool for higher education brand managers to measure brand performance and make evidence-based decisions concerning brand strategy.
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Liu, Chien-Hung, and 劉建宏. "The Relationships Among Brand Experience, Brand Personality, Brand Attachment and Brand Loyalty." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/95802624789019054965.
Повний текст джерелаАнотація:
碩士真理大學
企業管理學系碩士班
102
This study investigated the relationships among brand experience, brand personality, brand attachment and brand loyalty. A questionnaire survey was administered to Samsung smartphone users in the Taipei region. We received 367 valid questionnaires, which were subsequently analysed using structural equation modelling. The result indicated that brand experience has a significant positive influence on brand personality and brand attachment, through which it indirectly enhances brand loyalty. This finding enriched the extant literature related to brand experience, and the managerial implications of this finding were also elucidated, providing a reference for enterprises to develop marketing strategies.
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Ying, Lin Tsui, and 林翠瑩. "The Relationships among Brand Image、Brand Relationship Quality and Brand Loyalty." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/79236692599823888111.
Повний текст джерелаАнотація:
碩士南台科技大學
行銷與流通管理系
92
Brand is an important tool for business to communicate with consumer. Furthermore, it also a key point for customers to make purchase decision and judgment. The more brand image values the brand has, the more brand relationship quality would be established by consumers. In recent years, the retailer’s have more channel advantag and more aggressive to develop the private brands. In order to attract consumers to purchase products, firms develop their private brands enthusiastically. Nowadays, the consumers have known more about private brands. This research investigates two types of retailing operation in Tainan－convenience store and mass merchandiser. The purpose is to find out the relationships among brand image、brand relationship quality and brand loyalty. The results of the analysis are as follows： 1.Functional image will influence brand loyalty positively, but abstract image and organize image will have different effects owing to type of operation. 2.Functional image and abstract image will influence brand relationship quality positively, and brand relationship quality will enhance brand loyalty. 3.Brand relationship quality is an important mediate variable between brand image and brand loyalty. 4.The convenience store has to take all brand images tactics to enhance consumer’s brand loyalty, but the mass merchandiser has to emphasis on functional image to develop their private brand.
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YEH, CHUN-LIN, and 葉俊麟. "The Effect of Brand Attractiveness, Brand Awareness and Brand Involvement on Brand Loyalty." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/21598818260357826993.
Повний текст джерелаАнотація:
碩士國立暨南國際大學
管理學院經營管理碩士學位學程碩士在職專班
104
There is more and more diversity products could be chosen by consunmers with the environment, technological changes rapidly and the global market open. Invested in real estate need to put into large of money, thus how to attract consumers to purchase is an important issue for construction industry. In order to realize do consunmers have brand consciousness when they purchased, this study tried to explore the effect of brand relative attractiveness, brand awareness and brand involvementon on brand loyalty. And utilized the well known enterprise- SHINY Construction be a subject matter to survey. The finding showed that all of the hypothese had positive relationships except hypothese 3. Several contributions and implications are extracted to help construction industry better to revise their brand strategise and decision to strength their brand success.
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Tseng, Hsiang-Zing, and 曾祥景. "Holistic Experiences, Brand Awareness, Brand Associations, Perceived Quality, Brand Affect, and Brand Loyalty." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/21952239261451800222.
Повний текст джерелаАнотація:
碩士國立交通大學
經營管理研究所
97
As the commercialization and customization of service, here comes the experience economy. Everyone has a quest for authenticity. Staging experiences is one way of offering authenticity. Therefore, management philosophies that have a focus on customer experiences have sprung up as can be seen in academic journals in 2009. We follow these research streams and try to relate experience strategies to relevant dimensions of brand where holistic experience strategies was input and brand loyalty was the final goal. Main research purposes were shown below. First, the relationship among holistic experiences, brand affect, and brand equity dimensions were examined. Second, the effectiveness of experience strategies was examined. Third, the efficiency of experience strategies was examined. The research brand was McDonald’s, an experience stager since September 2003. We physically surveyed 313 customers in 17 chain stores of McDonald’s. Purposive sampling was performed. Analytical method was SEM. Key research findings were as follows. First, unlike atmospherics context, it is deficient to explain the responses of customers under cognition-emotion or emotion-cognition intervening mechanisms alone in the experience context. More intervening mechanisms should be included such as hierarchy-of-effect model in our study. Second, strategies appealed to the brand affect directly had the larger effectiveness than those appealed to the cognitive dimensions of brand, and then brand affect. Third, to attain efficiency, relate experiences ranked first and should be assigned the most resource while sense experiences ranked the least. Core managerial implication was to urge experience managers holistically planning their experience strategies to attain the experiential goal effectively and efficiently. Conclusion, limitations, and future research directions were presented in the end.
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Kuo, Yen-Yu, and 郭艷玉. "The impact of brand experience, brand trust, brand satisfaction and brand engagement on brand loyalty." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/3rd3c7.
Повний текст джерелаАнотація:
碩士南臺科技大學
行銷與流通管理系
105
Brand experience has become one of the main marketing issue, this study explores the relationship between brand experience, satisfaction, trust, brand engagement, and explores the mediating effect of satisfaction and trust. Form the sampling of the consumers who buy "3C hypermarket products", obtained 335 valid samples by convenience sampling method. Using the SPSS 22.0 analysis data, the results show that the brand experience has a significant positive impact on brand satisfaction and brand trust; Brand trust has a significant negative impact on brand engagement; Brand satisfaction has a significant positive impact on brand engagement; Brand engagement has a significant positive impact on brand loyalty. Brand satisfaction has mediating effect of brand experience and brand engagement, brand engagement has mediating effect of brand satisfaction and band loyalty. Finally, according to the results of the study, this paper puts forward some practical suggestions and directions for future research.
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CHANG, YU-TING, and 張瑜庭. "Research on Brand Awareness, Brand Attitude and Loyalty Relationship." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/vv4393.
Повний текст джерелаАнотація:
碩士大葉大學
運動健康管理學系
105
The main purpose of this study is to explore the relationship between brand awareness, brand attitude and customer loyalty, and to study the consumers who bought sports drinks and drinks in Changhua area. In this study, 300 sample questionnaires were used to collect 261 questionnaires and 261 valid questionnaires. The questionnaire was analyzed by statistic analysis, factor analysis and regression analysis to explore the influence of brand awareness, brand attitude and customer loyalty. The results of this study are as follows: First, brand awareness has a positive impact on brand attitude. Second, the brand attitude has a positive impact on customer loyalty. Third, brand awareness has a positive impact on customer loyalty. Fourth, the brand attitude in this study to achieve some significant intermediary effect. Based on the results of the study, several recommendations were made as a reference for future research.
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Wu, Kun-lung, and 吳昆龍. "The Influence of Negative Information about Brand Love, Brand Trust, Brand Loyalty." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/70493684725916531895.
Повний текст джерелаАнотація:
碩士國立中央大學
資訊管理研究所
95
Brand name recognition and loyalty or ‘branding’ is at the core of marketing. In a competitive market the consumer will have many similar products from which to choose. The only way to win the customer is to enhance the brand image in the customer’s mind. For example some Taiwan consumers still love Apple and SONY products, although Apple’s “Product Service” is almost nonexistent and SONY’s products are always high priced. These are examples of successful brand love. If we can understand this brand love, we should be able to help enterprises in Taiwan build successful brand names and win a larger potion of the market share. The model used in this study is based on Carroll and Ahuvia’s (2006) brand love model. There are some antecedents to brand love such as brand loyalty and positive word of mouth. We also refer to the research of Chaudhuri and Holbrook (2001) who discuss brand trust. They suggest that brand trust is the mediator of satisfaction and brand loyalty, and has positive affect on the price premium. Finally we also discuss the negative influence that negative information has on the consumer and the brand. Information for this study was gathered by internet questionnaire, from consumers who used the Apple iPod, Apple NB, SONY PSP, or SONY VAIO. Out of 273 questionnaires received for recreational products, 262 were useable, out of 166 questionnaires related to utilitarian products, 142 were useable. The statistical analysis was done using the Structural Equation Model (SEM) of SPSS and AMOS. The results obtained from correlative statistical analysis and model verification are summarized as follows: 1.“Self-expression branding” has a positive and significant influence on “brand love” a phenomenon shared for both recreational and utilitarian products. 2.“Brand love” has a positive and significant influence on “positive word of mouth”, and “Brand loyalty” has positive and significant influence on the “price premium”. 3. For both entertainment and utilitarian products, the R2 of “brand love” is bigger than “brand trust”. 4. Negative information act to lessen the influence of brand love and brand trust. On the one hand, brand love can lessen the influence for recreational products, while brand trust can decrease the influence for utilitarian products. 5. According to the method of Baron and Kenny (1996), we prove that brand trust is truly the mediator of satisfaction and brand loyalty.
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Luo, Wei, and 羅緯. "The Influence of Citizen Brand on Brand Trust, Brand Identification, and Loyalty." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/5564j2.
Повний текст джерелаАнотація:
碩士國立臺北科技大學
商業自動化與管理研究所
93
Brand is the sign that provides customers to discriminate among different products and service. The outstanding brands could always appeal to customers and make them visit the businesses again. All companies try to make good use of their marketing tricks to gain customer loyalty and make profit. Recently, there are more and more news about scandals of businesses. This trend has cultivated a climate of defiance toward businesses. In response to this growing suspicion, all companies have openly profiled themselves as socially responsible. In order to reverse the bad image of commercial brand, these companies should rethink the means of managing and marketing their brands. The businesses should find out the real need of customers, devote themselves to improving customers’ life. Since citizen brand is a new issue in marketing, this study aimed at the consumers’ attitudes toward citizen brand. Exploratory and confirmatory research methods were used to implement this study. This study built up the dimensions of citizen brand by literature review, profession interview, and factor analysis to find out what influence the relation among citizen brand, brand trust, brand identification, satisfaction, and loyalty. Total 450 questionnaires are portioned out to consumers in 7-eleven. We take LISREL 8.51 as statistical tool to conduct confirmatory analysis. Theoretical conclusion and practical implications for the study are discussed as follows: The findings indicated that citizen brand is able to be classified into five dimensions, including business culture, brand identity, business image, perceived quality, and corporate social responsibility. All dimensions have positive effect on brand trust and three of these dimension that are business culture, perceived quality, and corporate social responsibility have positive effect on brand identification. And citizen brand have positive effect on satisfaction and loyalty, through brand trust and brand identification. Citizen brand would have positive effect on brand trust, brand identification, satisfaction, and loyalty. This study could give some reference to both companies and future researchers.
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Adhikari, Kishalay. "Consumer Brand Engagement and Brand Loyalty: Catalyzing Effect of Brand Relationship Quality." Thesis, 2021. http://ethesis.nitrkl.ac.in/10293/1/2021_PhD_KAdhikari_514SM3010_Consumer.pdf.
Повний текст джерелаАнотація:
Understanding the dynamics of focal consumer/brand relationships has garnered the attention of academic scholars and brand managers in the last three decades. Specifically, identifying the various means to create and maintain enduring relationships with consumers has been a popular research stream. In the marketing domain, the ‘engagement’ construct has been considered vital in comprehensively capturing the true nature of the consumer/brand relationship. Along these lines, consumer brand engagement (CBE) has emerged as a crucial predictor for brand-related outcomes and strategic imperative for establishing competitive advantage. Since 2010, a body of researchers conducted exploratory studies to understand the fundamentals of the engagement concept in the marketing area. Despite the ever-growing scholarly interest, there has been a dearth of empirical studies concerning CBE, which limits the knowledge about the measurement of the concept and its relational consequences. Based on the extensive literature review, the present study addresses the gaps through investigating the potent antecedents of CBE and its direct role in driving brand loyalty and indirectly/via brand relationship quality (mediator). Also, the study explores the moderating impact of consumer characteristics i.e. gender, age profile, and usage experience on enhancing brand loyalty. To satisfy the research objectives, the Indian automobile industry, especially passenger vehicles and two-wheeler brands were the main focus of interest. Survey research was carried out using a structured questionnaire; while, convenience and snowball sampling was followed to draw the respondent sample. The gathered responses were subjected to preliminary assessments for establishing normality and evaluating the associative nature of the study variables. Following these assessments, the proposed model was tested and validated through factor analysis and structural equation modeling. The findings reveal the antecedents (brand interactivity, consumer involvement, and self-brand image congruency) positively impact CBE. Further, the mediating role of brand relationship quality (BRQ) was supported. Also, age profiles and usage experience have a substantial moderating effect on the hypothesized paths. Additionally, the BRQ index based on the final set of six indicators effectively captures the conceptual domain of brand relationship quality and positively influences brand loyalty. These findings contribute to the limited literature on the CBE by empirically explaining its drivers and outcomes. From the managerial lens, the findings yield novel insights for developing targeted engagement and relationship-building strategies for automobile consumers.
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Sin-Yun, Kuo, and 郭芯妘. "The Impacts of Brand Experience, Brand Engagement and Brand Identify on Brand Satisfaction and Brand Loyalty." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/w895qg.
Повний текст джерелаАнотація:
碩士南臺科技大學
行銷與流通管理系
104
In pace with technological development, consumers do value not only product performance as before but also extra value and experience brought with goods. The long-term brand experience will be saved in memory of consumers over time and affect consumers’ brand satisfaction and brand loyalty. In this study, the influence of brand experience, brand engagement, and brand identity on customers’ satisfaction and loyalty among smartphone users is explored.Questionnaire survey is adopted; 760 questionnaires were issued, in which 713 were recovered and 670 were valid, with 93% of the effective response rate. It was tested that there was no homologous deviation. Data were analyzed with SPSS21.0 and Smart PLS. The results show that brand experience has a significantly positive impact on brand engagement and brand identity, brand identity and brand engagement have a significantly positive impact on brand satisfaction, and brand satisfaction has a significantly positive impact on brand loyalty. Brand engagement has mediating effect of brand experience and brand satisfaction. Finally, in this study, specific suggestions on management implications and follow-up researches are provided for research results.
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Xiao, Ssu-Ken, and 蕭思根. "Brand Loyalty to International Chain Hypermarket." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/54945814275143467557.
Повний текст джерелаАнотація:
碩士開南大學
國際企業學系
102
This study focused on the factors that influence consumer brand loyalty international chain of hypermarket stores, according to the impact of brand loyalty literature, presented five factors to do the research model. Discussion of these factors impact the brand loyalty of the hypermarket store; via structural equation modeling (SEM structural equation model). The object of study subjects had to two (or more) different discount stores carry the main consumer behavior, conduct questionnaires for the people of Taiwan, a total number of 450 questionnaires, 393 valid questionnaires. The results can be summarized as follows: for enhancing brand loyalty international chain stores, where customer satisfaction is the most important factor, and can through service quality and perceived value to effectively improve customer satisfaction; discount stores can be good service quality to distinguish the difference with other competitors, thereby effectively enhance brand loyalty; good service quality is better than the effect of perceived value for enhancing customer satisfaction; direct impact on the attractiveness of the brand loyalty of negative competitor illustrates the attractiveness of brand loyalty because of the level of competition and affect.
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Chen, Hui-Tzu, and 陳慧慈. "Brand Love, the Priority of Loyalty." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/44059365782940536157.
Повний текст джерелаАнотація:
碩士國立臺北大學
企業管理學系
101
Customer satisfaction is a significant keystone for firms to retain its customer relationship. To facilitate the customer sense of brand love is becoming an effective strategy for many companies to build brand equity especially in facing the fiercely competitive environment today. Prior studies indicate that company will have higher customers’ satisfaction, trust and loyalty in terms of customer’s brand love. This study will use Taiwan IKEA as an example to explore the relationships among customer perceived value, customer satisfaction, brand love, word of mouth and loyalty. Employ Questionnaires interviewing to collect data from the customers of IKEA and put the questionnaires on website “mySurvey”. Total of 213 questionnaires were collected and 200 were valid. The hypotheses are tested through CFA and SEM analysis accordingly. The results of SEM analysis show that: (1) Functional value and symbolic value have a positive effect on brand love, and experiential value only has a positive effect on customer satisfaction. (2) Brand love is a pure mediator between functional/symbolic values and word of mouth/brand loyalty. (3) Brand love becomes the main variables of word of mouth and brand loyalty instead of customer satisfaction. Last but not least a conclusion will be drawn including academic and managerial implications.
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TSAI, SHANG-HUA, and 蔡尚樺. "The Influence of Brand Asset Building Activities on Brand Loyalty." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/68133931853268196527.
Повний текст джерела
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Yeh, Hui-Wen, and 葉蕙文. "Using brand commitment and community identification to predict brand loyalty." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/06151800665872756412.
Повний текст джерелаАнотація:
碩士國立臺灣師範大學
管理研究所
100
With the advanced information technology, consumers always try to collect the information about the product they want to buy on the Internet before them making decision. Consequently, Brand community plays an important role in our life. This paper develops the model to explain the sources of brand loyalty on individual and group level, the individual level is brand commitment and the group level is brand community identification that is based on social identity theory. The results suggest that brand commitment can enhance brand loyalty effectively, but the brand community identification for brand loyalty doesn’t has influence and only through brand commitment as mediator, makes brand community identification enhance brand loyalty effectively. In this paper, brand commitment can be measured by three values: affective commitment, calculative commitment and normative commitment. Brand community identification can be measured by three values: cognitive identification, affective identification and evaluation identification, and the brand community identification based on second-factor confirmatory factor analysis model. We have collected One hundred and twenty-six respondents those participated Ford’s community-FSC group. Implications for managers and future research directions are discussed.
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Hsia, Kuo-yao, and 夏國耀. "Effect of Consumer and Brand Romantic Relationship on Brand Loyalty." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/31482644132868853889.
Повний текст джерелаАнотація:
碩士義守大學
管理研究所碩士班
96
Consumers often say they are "in love with a product or brand," but we know nothing about the import of consumers’ remarks. In this research, romantic relationship was applied to measure the relationship between the brand and consumers. In addition to confirm whether brand loyalty is different under different kinds of romantic relationship between the brand and consumers, it also get in touch with the influence of brand personality on romantic relationship between the brand and consumers. The connection between consumers’ personality trait and brand attitude is another purpose in this research. According to references, this research generalizes five types of brand personality (sincerity, excitement, competence, sophistication, ruggedness) and six kinds of romantic relationship (passionate love, game-playing love, friend love, dependent love, practical love, altruistic love) between the brand and consumers. After surveying by questionnaires, it finds out that the results tend to perform passionate love, friend love, dependent love, practical love when consumers consider brand personality to be sophisticated. Among each types of romantic relationship, friend love has an obviously influence on brand loyalty. Group of extraversion usually consider brand personality as being competent and sophisticated, therefore, they tend to perform dependent love, practical love. Besides, group of extraversion and group of conscientiousness have much higher brand loyalty than group of openness to experience. Finally in order to increase brand loyalty, this research suggests brand manager working hard on modeling the sincerity and sophistication of the brand personality.
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Lin, Wan-Ni, and 林宛妮. "The Relationships among Brand Image , Brand Loyalty and Brand Identity of News Websites." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/93030149612322422646.
Повний текст джерелаАнотація:
碩士銘傳大學
傳播管理學系碩士班
99
In recent years, the gradual extension and expand of the brand on the media. In addition to major companies, media brand will be an important strategy of the marketing.Results of the current investigation, Udn.com have the most users of the news websites. The study will be among the top three news websites as research objects, rank order of Udn.com , Nextmedia.com and Chinatimes.com. According to the survey, the students were the heavier users of the internet in Taiwan. Therefore, the study samples for college of communication students in Taipei city. Using questionnaire survey and statistical analysis for SPSS12.0. The aim of the present study focuses on the relationships among brand image, brand identity and brand loyalty. The results of the study were that Udn.com was the highest level of understanding in brand image, brand identity and brand loyalty. Association between the variables showed positive correlations. Overall, based on the results, another aim was expect to given a feasible suggestions on the future of media brand development.
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Lee, Yuhsuan, and 李育萱. "The Influence of Brand Experience on Brand Loyalty- Brand Relationships as The Mediator." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/91899382195506487383.
Повний текст джерелаАнотація:
碩士實踐大學
企業管理學系碩士班
100
Pine II & Gilmore(1998) indicate that the experience economy are coming and proclaim “Welcome to Experience Economy” on Harvard Business Review. Consumers don’t only focus on product attributes anymore such as before. (Holbrook&Hirschman,1982). Schmitt(1999) describes how to create different feelings by different SEM(Strategic Experiential Modules ) and experience providers. Then it will become a foundation in marketing domain. Brakus,Schmitt & Zarantonello(2009) define brand experience from experience marketing and explain brand experience by four experiences. This study explores how effective that brand relationships as a moderator between brand experience and brand loyalty is. The survey is carried out on 350 subjects in Taipei arena with the valid rate of questionnaires at 92%. Furthermore, this study adopted SPSS AMOS 18.0 to test and verify hypotheses. The results are (1) brand experience positively impact brand relationships; (2) brand relationships positively impact brand loyalty; (3) brand relationships has a mediation effect between the brand experience and the brand loyalty. The suggestions for future research are summarized as follows :(1)there are a lot of topics in consuming process. So many latent variables will be influenced by brand experience and the brand loyalty. Future researchers can put other latent variables and discuss it; (2)3C industry is the main research in this study. Future researchers can explore different industries such as retail business, luxury industry, service industry then compare it; (3) individuals have different subjective senses on brand experience and brand relationships. The result of study is probably difference because consumers’ different customs or their culture context in different areas. Future researchers can survey by different groups in different areas then compare it.
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Lai, Wei-Hsun, and 賴韋勳. "The relationships among brand experience, brand resonance and brand loyalty in event marketing." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/05083973025714558731.
Повний текст джерелаАнотація:
碩士國立交通大學
管理科學系所
102
Experiential marketing has become the stream of companies marketing strategy in Taiwan. The change from the traditional marketing to experiential marketing is attributed to the rise of Taiwanese income, and then customers demand more than shopping product or service, shopping experience instead. However, Taiwanese corporations always take the low-price competition or bundle discount to attract consumers’ attention. The shopping experience is fragmented while these kind of marketing only deliver price information. As for successful marketing, corporations should offer customers favored product or service with “experience”, called “Experiential Marketing”. During the last few years, the Marketing researchers have demonstrated the importance of the influence of shopping experience on consumer behavior. Unfortunately, most studies have not explained how the potential factors of event marketing affect the brand relationships with customers. Analyzing the role Schmitt’s (1999) strategic experiential modules play in brand building, the study applied the SEM model to experiential marketing of brand building. Besides, the study conducted a thorough investigation of the definition of experiential marketing to identify these dimensions’ relation between brand experiences in event marketing. Furthermore, the researcher examined how brand experience affects customers to reach brand resonance and brand loyalty. The results indicate that the five strategic experiences modules dimensions are positively related to the brand experience; the relationships among brand experience, brand resonance, and brand loyalty as well. This could be a contribution for marketing practitioners to improve their knowledge about the importance of event marketing and understand the relationship between their brand and customers more accurately.
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LIN, KAI-CHE, and 林楷哲. "The impact of brand extension attitude and fit on brand loyalty -The case of Sports Brands." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/36428493039391571245.
Повний текст джерелаАнотація:
碩士東吳大學
企業管理學系
97
The purpose of this study is to determine the impact of brand extension and cognitive fit on consumers’ brand loyalty. It seeks to explore consumers’ brand awareness and emotional strain on the extension of product loyalty and also the cognitive fit of the impact of brand loyalty. The study also involves the extent of use of products as a means of testing whether the interference of loyalty will be affected, an attempt to more clearly explain the assessment of the extension of consumer products as well as the impact of the factors behind this. The sample study undertaken was mainly students from Soochow, through a questionnaire survey, using SPSS 14.0 for data analysis and research to verify the hypothesis. According to the evidence of this study, the results can be summarized as follow: 1. The brand extension attitude of a well-known brand has significant impact on the behavior of loyalty and the attitudinal loyalty. The degree of product involvement as an interference factor, will also have a great influence on the results of these two components; On the other hand, the extension product cognitive of a less well-known brand has no significant impact on the behavior of loyalty but does have an impact on the attitudinal loyalty, and the degree of product involvement as an interference factor produces the same effect as well. 2. Cognitive fit has significant influence on the behavior of loyalty and attitudinal loyalty, and the degree of product involvement as an interference factor will also affect the result of the two components. 3. If consumers at the same time are taking into consideration brand extension attitudes and cognitive fit, and also the degree of product involvement as an interference factor, there will be significant impact on the behavior of loyalty and the attitudinal loyalty. 4. The level of consumers brand loyalty performance does not come from the attitude of the brand, the cognitive fit decides whether a product brand extension is successful.
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LUO, YUAN-LONG, and 羅元隆. "The Relationships among Brand Image, Brand Loyalty and Customer Satisfaction: A Study on Tennis Racket Brands." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/upyxdt.
Повний текст джерелаАнотація:
碩士大葉大學
企業管理學系碩士班
107
This study aims to explore relationships among brand image, customer satisfaction and brand loyalty by using Taiwanese tennis participants as the focus of the research. Questionnaire survey was conducted by means of convenient sampling. A total of 150 questionnaires were sent out, of which 142 were valid questionnaires. The data were analyzed by SPSS statistical Item analysis, Factor analysis, Reliability analysis, and the following conclusions were obtained: Taiwanese tennis participants Most of the males are mostly aged between 20 and 29 years old. The age of the ball is more than 5 years. The occupation is mostly students. The main tennis racket brand currently used is the Wilson. The following suggestions are made for this research result: The tennis racket player can lock a group to promote the brand and increase the market share of the brand. Second, the tennis player will try new products for mainstream brands, increase the awareness of tennis players on the new racket, and effectively improve the new products. Sales; Third, tennis shooters want to promote related games, increase product exposure or conduct trials to promote products. Key Word: Tennis racket；Brand image；Customer satisfaction；Brand
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Scholtz, Liezl-Marie. "Measuring brand loyalty in the hospitality industry in South Africa / Liezl-Marie Scholtz." Thesis, 2014. http://hdl.handle.net/10394/15539.
Повний текст джерелаАнотація:
Brand loyalty development is an important part of a company‘s marketing strategy. Empirical data on the influences of brand loyalty in the South African hospitality industry is non-existent.
Moolla and Bisschoff developed an empirical tool for measuring twelve influences of brand loyalty in, originally, the fast moving consumer goods (FMCG) industry. The model has since been validated and the reliability of the data confirmed for various industries such as agri- business, banking and pharmaceutical industries. The twelve influences the model test are; customer satisfaction, culture, brand performance, brand relevance, relationship proneness, brand affect, repeat purchase, perceived value, commitment, involvement, switching cost and brand trust. An adapted Moolla and Bisschoff model is employed in the hospitality industry, and more specifically the hotel sector, which aims to determine the role each influence plays on brand loyalty. Questionnaires were distributed to guests at various branded hotels in South Africa of which 187 patrons responded positively. The Kaiser-Meyer-Olkin measure indicated sample adequacy and suitability for factor analysis, where after the questionnaire was validated and the data found to be reliable.
According to the respondents‘ perceptions, customer satisfaction is regarded as the single most very important brand loyalty influence in the hospitality industry. Brand trust, repeat purchase, involvement, perceived value, relationship proneness, brand affect, brand relevance and brand performance can also be seen as important factors. Switching cost, commitment and culture were not considered to be very important brand influences. Sub-factors were identified for the influences of perceived value and relationship proneness. A new conceptual framework for brand loyalty in the hospitality industry was therefore suggested. The results of this study concluded that the adapted Moolla and Bisschoff model is indeed a valuable tool for measuring brand loyalty influences in the hospitality industry. This study also contributed to the knowledge base regarding brand loyalty of the South African hospitality industry in South Africa.MBA, North-West University, Potchefstroom Campus, 2015
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Lin, Wei-Shiun, and 林煒勛. "A Study on Virtual Brand Community, Knowledge Sharing, Brand Loyalty and Brand Performance -An Empirical Investigation of the Sports Brands." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/cee326.
Повний текст джерелаАнотація:
碩士國立臺北科技大學
經營管理系碩士班
101
Advances in information technology, making the Internet and living close links. Nowadays, more and more businesses and emerging entrepreneurs, in addition to the official website, more and more brands began to use social media as a new interactive communication platform. In a highly competitive environment, enterprises can use social media to build virtual brand communities, community sharing mechanism to enhance the brand loyalty with the company of members of their own values, and thus enhance corporate’s brand performance, corporate brand can be a sustainable business. This research integrated with academic books and with related references has developed a theory framework. The data collected from questionnaire investigation method in the Internet community, and explore brand community in the industry, knowledge sharing, brand awareness and brand performance by way of structural equation modeling. The most significant findings are as following: There is a significant, positive correlation between Virtual Brand Community and Knowledge Sharing. There is a significant, positive correlation between Virtual Brand Community and Brand Loyalty. There is a significant, positive correlation between Virtual Brand Community and Brand Performance. There is a significant, positive correlation between Knowledge Sharing and Brand Loyalty. There is a significant, positive correlation between Brand Loyalty and Brand Performance. There is not a significant, positive correlation between Knowledge Sharing and Brand Performance. In this survey, the sports brands‘ virtual brand community members were taken as empirical objects to explore the relationship between the variables and to develop marketing strategies to provide business owners as a reference in order to be able to contribute to the formulation of its marketing strategy and manage sports brands.
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WU, HUI-LAN, and 吳慧蘭. "The Influence of Brand Image on Brand Trust and Brand Loyalty-A Case of Cosmetics Brand." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/dcbgu7.
Повний текст джерелаАнотація:
碩士國立澎湖科技大學
行銷與物流管理系服務業經營管理碩士班
106
Cosmetic care products is a high price and high brand loyalty consumer good, except for the basic functions that must be able to meet the needs of customers, the added value and services provided is also the value pursued by consumers. This article explores the brand image from the consumers’ point of view to explore the perceived value of customers, brand trust, customer satisfaction and brand impact of brand love on brand loyalty. In this study, first of all, the paper is depth discussion the relevant literature of brand image, perceived value, customer satisfaction, brand trust, brand love and brand loyalty, and based on research motivation, research purpose and literature to establish a research framework and research hypothesis. Second, organize and revise the scale of research variables of brand image, perceived value, customer satisfaction, brand trust, brand love and brand loyalty, as a measure tool. After the preparation of the questionnaire, , the research object is based on the experience of consumers who have used cosmetic skin care products. The survey was conducted by using online questionnaires and paper questionnaires, 340 questionnaires were collected online, 300 copies of paper questionnaires were issued and 203 valid questionnaires were collected. Questionnaire data using SPSS.22.0 narrative and multivariate statistical analysis, and use PLS software to study the reliability and structural equation model variables analysis to verify the research hypothesis and the compatibility of the theoretical model. The study results are as follows:1. Consumers on brand image of the cosmetic skin care brand will positively affect the customer perceived value. 2. Consumers on brand perceived value of the cosmetic skin care will positively affect customer satisfaction. 3. The perceived value of the consumer's cosmetic brand will positively affect the brand's trust. 4. The perceived value of the consumer cosmetics brand will positively affect the brand's love. 5. Consumers' satisfaction with the cosmetic brand will positively affect brand loyalty. 6. Customer trust in the brand of the cosmetics brand does not have a significant positive impact on brand loyalty. 7. Consumers on brand love of the cosmetics brand will positively affect the brand loyalty. This study concludes with academic and practical advice for the cosmetic industry to plan marketing strategies.
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Techachokviwat, Nutthanich, and 鄭明娜. "The Effects of Product Originon Brand Loyalty and Brand Value:Moderating by Brand Experience and Brand Dilution." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/3eseuv.
Повний текст джерелаАнотація:
碩士銘傳大學
企業管理學系
106
This research explores the relationship between the product origin which consisted of authentic products from authorized retailers, authentic products from grey market and counterfeit products toward brand value and brand loyalty. This topic is important because the growth of counterfeit market has increasingly every year. Internet and online purchases is also growing tremendously, especially when people have more or less aware of product origin. The purpose of this study is to investigate the effects of brand loyalty and brand value according to Aaker (1997) states for consumers is easy to assign their personality qualities to represent their own brand optical mindset. Therefore, to based on the literature review and conceptual model, this study has been developed the attempts to examine the influence of brand value and brand loyalty, via using these factors include product origins, brand experience and brand dilution. In particular, the model proposed to see if there is any similarity or difference between two main factor effects. Data was collected using an online questionnaire and in person during February to April in 2018. SPSS statistical software was used to describe demographic information of the sample, and MANOVA Model was used to test the research hypotheses.
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Liu, Yingyu, and 劉盈佑. "The Effect of Brand Affect and Brand Trust on Building Brand Equity and Brand Loyalty under Emotional Brand." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/89546290030154943064.
Повний текст джерелаАнотація:
碩士義守大學
管理學院管理碩博士班
101
Kotler talking about the Internet and globalization trends marketing is undergoing a revolution,and business shifted to focus establish deep and long-term relationship with customer,and not only make customer satisfaction but also make them happy. The world's top ten brand-marketing-company CEO - Marc Gobe said the most important investment in brand management is create right emotional atmosphere,and emotional brand strategy over the past ten years has become quite influential brand management mode. This study investigated:(1)The influence of Brand Affect and Brand Trust of Emotional Brand their respective on Brand Loyalty.(2)The influence of Brand Loyalty of Emotional Brand on Brand Equity.(3)Research on the partial mediating effects of Brand Loyalty of Emotional Brand on Brand Affect and Brand Trust their respective on Brand Equity. To explore above subject, this research choose the emotional business philosophy and won the-year-most-touching-advertising award - PayEasy,a shopping Website for our research object. By the recovery of 228 valid samples were used for data analysis,and then the empirical results display Brand Affect and Brand Trust of Emotional Brand both has positive influence on Brand Loyalty, and Brand Trust influences greater than Brand Affect.In addition, this study also found that Brand Loyalty of Emotional Brand plays partial mediating role on Brand Affect and Brand Trust their respective on Brand Equity.