Dissertations / Theses on the topic 'Brand Awareness'
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Baeza, Julia, and Caroline Ånmo. "Brand origin : how does it impact brand awareness and brand image." Thesis, Kristianstad University, School of Health and Society, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-6690.
Full textAs globalization influences today’s world markets, many brands are becoming international and global. When a brand is in an international market it creates an opportunity for perceived brand origin to influence the consumers. Brand origin effect refers to the different ways that the perceived origin of a brand influences the consumers, for example, the consumer brand equity or purchase behaviour. The purpose of this dissertation is to investigate brand origins effect on brand image and brand awareness. There has been research on this in the past; however, only few of them have focused on emerging markets. Therefore, we will investigate the brand origin effect in emerging markets. The study is performed in Ecuador, and the data is collected through structured interviews within the target population. The dissertation was done in collaboration with the Swedish company Husqvarna. Therefore, it was the brand awareness and image of Husqvarna in particular that was studied. The results of this dissertation indicate that there are relationships between the variables brand origin, brand image and brand awareness. First of all, there were indications that consumers in emerging markets prefer brands from developed countries. The second relationship that the results indicate is that a more positive image of perceived brand origin means a more positive image of brand image. The last relationship is that a more positive image of perceived brand origin, leads to a higher sense of brand awareness. However, it is necessary to mention that none of these relationships could be proven to be significant through statistical testing. As a result of this, this dissertation provides a good foundation for future research where the relationships should be further studied.
Khan, Muhammad Jawad, and Inam Ullah. "To investigate Brand Awareness & Brand Image of KFC in Sweden." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6255.
Full textRizzo, Elena <1994>. "Building brand awareness through social media influencers." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/14448.
Full textZetterberg, Martin, Pontus Davidsson, and Mathias Johansson. "Brand Equity for Service Brands Online." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44567.
Full textRizwan, Muhammad, and Qin xian. "Study of Brand Awareness and BrandImage of Starbucks." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-1523.
Full textAbstract
Date: September 1, 2008
Course: EFO705 Master Thesis International Marketing
Tutor: Peter Dalin
Authors: Muhammad Rizwan mrn07003@student.mdh.se
Qin Xian xqn07001@student.mdh.se
Title: Study of Brand Awareness and Brand Image of Starbucks
Problem: To investigate to what extent the Swedish youths have brand awareness
about the brand of Starbucks and what kind of brand perception of
Starbucks as reflected by the brand association held in target customers’
memories (brand image).
Purpose: Carrying with the conception of brand awareness and brand image
packaged into the case of Starbucks brand, the authors aim to investigate
the degree of Starbucks’ brand awareness among the Swedish youths’
minds (brand awareness) and the perceptions of Starbucks brand as
reflected by the brand association held in target customers’ memories
(brand image).
Method: Primary data is collected through qualitative interviews with Swedish
students of Mälardalen University in vasteras. Secondary data is collected
from articles and literatures in journals and through internet.
Conceptual Model: A model of keller about Brand Image and Brand Awareness is
used as the conceptual framework of whole thesis. The relevant
theories and definitions are used during the research process.
Conclusions: After the investigation we can come to the conclusion that the focal
respondents’ acquaintance to Starbucks brand stay on the basic
level—they are able to recognize the focal brand and retrieve it when
given some type of probe as a cue. Although the general spirit
embedded into Starbucks is consistent with what the customers
comprehend, still some commitments and symbol involved into
Starbucks are ignored or misunderstood by focal respondents. The
concrete explanation is concluded underneath:
Dew, Leah Kristin Kwon Wi-Suk. "College consumers' apparel brand knowledge an exploratory study of brand awareness and perceived brand category structures /." Auburn, Ala, 2008. http://repo.lib.auburn.edu/EtdRoot/2008/SUMMER/Consumer_Affairs/Thesis/Dew_Leah_7.pdf.
Full textShahzad, Umer, and Muhammad Azeem. "Brand Awareness among Customers : A case study of ICA-Kvantum." Thesis, Högskolan Dalarna, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:du-5993.
Full textManning, Matthew R. "The determinants of brand awareness within sports sponsorship." View electronic thesis (PDF), 2009. http://dl.uncw.edu/etd/2009-3/manningm/matthewmanning.pdf.
Full textTřetina, Ondřej. "Budování brand awareness značky ASUS u cílové skupiny vysokoškoláků." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-74982.
Full textAbdulrahman, Abubakar, and Citra Hussien. "The Role Of Online Video Advertising In Brand Awareness." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-75032.
Full textReto, Natasha Sofia Pereira. "O Event-Marketing como estratégia de comunicação de marcas." Master's thesis, Escola Superior de Hotelaria e Turismo do Estoril, 2012. http://hdl.handle.net/10400.26/4460.
Full textFacing an increasingly competitive and global market where communication channels are commoditized and consumers share information with each other about brands, marketers felt the need to reinvent their communication strategies, focusing its attention on the emotional aspect of the consumer. The concept of experiential marketing, which is part of an event-marketing strategy, arises in a response to communicate differently and active consumer that arises Through the analysis of three case studies of leading brands with a strong presence in experiential events, this dissertation intends to conduct an exploratory study, whose aim is to understand how the events are perceived by the brands, analyzing the main motivational factors for investing on this strategy as a communication tool. This study acknowledges the importance of experiential events as part of the overall communication strategy of the brands studied. According to the analyzed cases, events are part of a global experiential marketing strategy adopted in the last decade and represent a significant part of the company’s marketing budget. These are annual events and in most cases they have been running for several consecutive years, showing that a long-term investment was made by the brand. The main motivation for the brands to invest on this strategy is the reinforcement of its positioning in the market. In this particular case, the main goal was the approach of the youth segment. Through the creation of lasting memories in the head of the consumers, brands intend to build an emotional connection between the brand and the consumer. This investigation reveals the existence of an evaluation system used by the brands which gives it the recognition of being a communication tool. The evaluation of the events’ effects is in the analyzed cases made by external entities focused on measuring the media return and the consumer satisfaction. For this purpose, questionnaires and clipping tools are the most used techniques.
Barreda, Cornejo Maria Paz. "Brand Equity (Brand Awareness, Brand Association y Perceived Quality) y Brand Personality en relacion a Brand Loyalty en la categoría de sportswear de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655013.
Full textThe term Brand Equity is increasingly important in various categories, thus, companies seek to build a solid one. Likewise, Brand Personality in this phenomenon is relevant, since it is related to Brand Equity by indicating the values and personality of the brand and influencing the connection with the consumer. This study seeks to find the relationship between dimensions of Brand Equity (Brand Awareness, Brand Association and Perceived Quality) and Brand Personality with respect to Brand Loyalty in the Peruvian context of the sportswear category. The data obtained from 400 respondents through an online survey was analyzed using multiple regression analysis and correlations.
Trabajo de investigación
Bornmark, Hanna, Åsa Göransson, and Christina Svensson. "A study to indicate the importance of brand awareness in brand choice - A cultural perspective." Thesis, Kristianstad University College, Department of Business Administration, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-3501.
Full textAccording to theory, consumers choose a brand they recognise, before an unfamiliar brand in an unknown environment. If the consumers do not choose according to theories, what are the factors that have a greater affect on the buying behaviour?
There is not so much research about the effect of brand awareness on brand choice, which is why this subject was investigated. One of the purposes of this dissertation was to do a research about brand awareness; to see to what extent it matters when purchasing the first time in an unfamiliar environment. One of the objectives was to determine if there were any differences in buying behaviour between the chosen cultures. The research group was limited to the students from China, India and Iran at Kristianstad University.
The research questions were important since they structured the problem that was to be answered and made it easier to limit the scope of the dissertation. The questionnaires that were handed out reflected our research questions. This made it possible to observe which product the students recognised most and which product they recognised least. The result was used in our analysis.
The conclusions of the dissertation was that all investigated factors had some importance for choice of brand, while quality had a greater affect on brand choice than brand awareness. Further, it was no difference in buying behaviour between the cultures. Finally, it was not possible to state any differences in buying behaviour the first time compared to today.
Bedón, Salazar Andrea Jimena, and Guzmán Ariana Dora Ríos. "Elementos del social media marketing, el brand awareness y su relación con el brand loyalty." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655792.
Full textThe objective of this research is to analyze the elements of social media marketing, brand awareness and its relation with brand loyalty in Peru. The population of interest for the research will consist of millennial women and men between the ages of 20 and 25 who are regular users of the social network Facebook, and they must also frequently interact with the publications of the pages they follow. The research method for this work will have a conclusive quantitative approach and the research data will be obtained through online surveys shared on social networks. For the analysis of these data, the SPSS program will be used, making bivariate analyzes from correlations and multivariates from structural equations.
Trabajo de investigación
Qu, Yulan, and Zhibing Mo. "Private label in the supermarket industry : a case study of ICA." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-10126.
Full textHuang, Wei. "Brand awareness of students at the Nelson Mandela Metropolitan University." Thesis, Nelson Mandela Metropolitan University, 2005. http://hdl.handle.net/10948/187.
Full textScott, Darcea. "Female consumers' awareness of and preference for brand name apparel." Thesis, Virginia Polytechnic Institute and State University, 1986. http://hdl.handle.net/10919/101147.
Full textM.S.
Jonsson, Daniel, and Gabriel-Johan Saliba. "Relationen mellan brand awareness och eWOM i förhållande till tillit." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-30047.
Full textTitle: The relation between brand awareness and eWOM relative to trust Level: Student thesis, final assignment for Bachelor’s Degrees in Business Administration Author: Daniel Jonsson and Gabriel-Johan Saliba Supervisor: Akmal Hyder and Michelle Rydback Date: June 2019 Aim: The aim of this research is to examine if the relation between the credibility of eWOM and trust is stronger than the relation between brand awareness and trust. Method: In this study we applied a quantitative method with the help of a web-based survey to test our four hypotheses. We gathered a total of 85 answers including the non-usable surveys. This empirical data was later analyzed using SPSS. We performed a descriptive analysis, a correlation analysis, a factor analysis and a T-test to prove or reject our hypotheses. Result and Conclusions: The connection between brand awareness and trust was according to our study not strongly correlated. However, we could prove a connection between low credibility and low trust and vice versa. We also found that anonymity played a part and influenced credibility in a way that made eWOM less trustworthy. This proved three of our four hypotheses. We also fulfilled our purpose and proved that eWOMs relation was stronger with trust than the relation between brand awareness and trust. Contribution of the thesis: This research further confirms previous researchers’ findings. Low credibility of eWOM results in low levels of trust and high credibility of eWOM results in high levels of trust. The anonymity of eWOM affects the credibility in a negative manner, and therefore it also leads to lower levels of trust. We believe that our empiric data should give future researchers a platform to build similar quantitative trust research upon. We have also proved that eWOM which is seen as credible has a stronger relation with trust than brand awareness has. This finding alone could give inspiration, tips, and guidelines to researchers and companies. We have also included a method criticism which should give future researchers some guidance as well. Suggestions for future research: Future research should however focus on gathering a more representative sample of respondents, which we believe would lead to a better result. To acknowledge more factors and to take more variables into account when researching trust (for example brand equity) would also help future researchers to develop a deeper understanding of this subject. We do believe that a future quantitative survey could further specify their questions and by doing so find a stronger relation between brand awareness and trust than we managed to. Key words: eWOM, trust, brand awareness, WOM, credibility, anonymity.
Rösth, Simon, and Tamim Tabesh. "Betydelsen av att vara Top-of-mind : En kvantitativ studie om Top-of-mind varumärken inom fyra olika produktkategorier." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-39984.
Full textErhard, Peter. "Cross-device brand experience : Interactive brand elements in the Skype service ecology." Thesis, Linköping University, Department of Computer and Information Science, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-14953.
Full textMany interactive products and services have made the move from stationary or desktop applications to dedicated mobile devices. Sonys Playstation has evolved into the PSP (playstation portable), Apples iPod is fully integrated with iTunes, Microsoft’s new media player is rumored to carry the Xbox brand and browsers like Internet Explorer and Opera can be used on pocket PCs, cell phones and Smart Phones. A very interesting example of this development is the global telephony company Skype that offers free calls over the Internet as well as instant messaging, video conferencing among many other things. Skype is making its way from the desktop to a wide array of devices, stressing the need for a unified brand experience. This thesis seeks to explore the different interactive aspects that constitute the user experience of a specific brand. Through listing the use qualities fulfilled by the services in the primary product and examining their requirements and dependencies in the user interface, this thesis proposes a method to foresee potential confinements in the brand experience when distributing an interactive product or service to a new platform. The thesis also aims at examining how the method can be used in the design process.
Rosengren, Alexandra, Andrea Standoft, and Ann Sundbrandt. "Brand Identity & Brand Image : A case study of Apotek Hjärtat." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12623.
Full textBackground: The Swedish pharmaceutical retailing market was re-regulated in February 2010, which enabled competition. Hence, it has now become important to stand out through having a strong brand. In order for a brand to be strong, the brand identity and the brand image need to be congruent. This study investigates brand awareness, brand identity and brand image in the biggest newly established pharmaceutical retailing company, Apotek Hjärtat. Since brand develops over time, the researchers believe that the newness of the company provides an interesting aspect.
Purpose: The aim of this study is to explore if there is a gap between Apotek Hjärtat’s brand identity and brand image.
Method: This study uses a mixed method approach. The qualitative method is used in forms of interviews, in order to obtain information concerning the brand identity of Apotek Hjärtat. The quantitative method refers to a survey conducted on the customers of Apotek Hjärtat, which generated information concerning the brand image.
Conclusion: Apotek Hjärtat has a strong and coherently communicated brand identity. However, the brand image is not mirroring the brand identity, partly due to the fact that many customers have not yet made up their mind concerning Apotek Hjärtat.
Capelo, Inês Ribeiro dos Santos. "Millennials brand awareness." Master's thesis, 2014. http://hdl.handle.net/10400.14/16990.
Full textHuang, Kuan-Chi, and 黃冠錡. "The Impact of Brand Awareness, Brand Image and Brand Extension on Brand Equity." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/39056462778443132944.
Full text國立體育學院
休閒產業經營學系碩士班
95
In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades. This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extension. There are two main purposes in this study. This study confirms that do brand awareness and brand image influence brand equity in the first and does brand extension strategy actually make contribution to brand equity in the second. The research method of this study used an experiment design and there are 210 respondents during April, 2007. The results of this study are that both brand awareness and brand image have significant influence on brand equity in study 1. But study 2 shows that brand equity does not have significant influenced under the use of brand extension strategies. As this result, this study concludes that the brand awareness and image are important factors to brand equity. But they are not really extended to new products by extension strategy, especially in non-product-related categories.
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.
Full text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.
黃冠錡. "The Impact of Brand Awareness, Brand Image and Brand Extension on Brand Equity." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/35505810994198301087.
Full text國立體育大學
休閒產業經營學系碩士班
95
In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades. This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extension. There are two main purposes in this study. This study confirms that do brand awareness and brand image influence brand equity in the first and does brand extension strategy actually make contribution to brand equity in the second. The research method of this study used an experiment design and there are 210 respondents during April, 2007. The results of this study are that both brand awareness and brand image have significant influence on brand equity in study 1. But study 2 shows that brand equity does not have significant influenced under the use of brand extension strategies. As this result, this study concludes that the brand awareness and image are important factors to brand equity. But they are not really extended to new products by extension strategy, especially in non-product-related categories.
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.
Full text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.
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.
Full text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.
Ko, Hsin-Chin, and 柯新進. "The Influence of Brand Awareness and Brand Image on Brand Extension - A case of sport brand." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/75967735209046375631.
Full text國立勤益科技大學
流通管理系
100
As the growing emphasis on health and leisure, sport event has become a fashion nowadays. The connections of sport, leisure and fashion have strengthened the scope of sport goods. Also it expands the consumer market. Following the footsteps of fashion, style and function of products are often innovated. Moreover, since brand awareness and image can affect consumer needs, it is necessary to meet the market trends and consumer tastes with appropriate product innovations and specific marketing strategies. With the fierce competition and high costs, it is common to use a well-known brand in the market to reduce the risk of introduction of new products. This study was to discuss the relationship of brand rights, brand awareness, brand image, and the brand extension based on Aaker and Keller’s theory. A questionnaire survey was conducted by using the employees of FILA as internal customers; the consumers who consume at the stores as existing customers, and the younger generation shops at Taipei Hsimen-ting business district, Taichung Yi-chung business district, and Kaohsiung Hsin-juejiang business district as potential customers. The results showed that brand awareness and brand image have a positive impact on brand extension. Both of existing and potential consumers have high agreement on brand extension of FILA brand. However, in order to expand the use of practical value in this study, it has added a scale to distinguish the differences among the consumers’ lifestyles. As a result, it has found that consumers with different lifestyles have different factors in regards of brand awareness and brand image and at the same time it has different effects on brand extension.
Inha, Eini, and Maiju Laiho. "Brand Image and Brand Awareness. Case Study: Finnair in Indian Market." Thesis, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-19066.
Full textHuang, Pu-Sheng, and 黃樸生. "The Relationships among Brand Story Function, Attitude towards Advertising, Brand Attitude, and Brand Awareness." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/63670894543382964296.
Full text大葉大學
管理學院博士班
104
This study proposes the brand story should have two functions that include the emotional contagion and competency. We test these functions that can impact attitude toward advertising and brand attitude. These functions and attitude toward advertising also can be moderates by brand awareness. Using 336 college students as research samples, empirical results indicate that these two functions positively influence attitude toward advertising and brand attitude. Therefore, this study proposes the core functions for brand story advertising to achieve the marketing effect, and proves the influence of the function on attitude towards advertising and brand attitude. This study also can provide suggestion for advertising managers or marketing managers to develop brand story advertising.
Huang, You-Yan, and 黃友彥. "The Impact of Brand Association, Brand Awareness and Integrated Marketing Communication, on Brand Equity." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/56398017684352900583.
Full text嶺東科技大學
行銷與流通管理研究所
102
This study was to explore tourist travelers when choosing hotels, tourist hotels for brand association and brand awareness of tourist hotels and produce integrated marketing communication, travelers have an impact on tourist hotel brand equity. In this study, the main tourist hotel guests as object of study, convenience sampling method distributed 312 questionnaires, 300 valid questionnaires, a questionnaire using SPSS statistical analysis tools program and then analyze the data in a linear structural equation findings that brand association to significantly impact integrated marketing communication, brand awareness of integrated marketing communication has a significant impact, integrated marketing communications have a significant impact on brand equity, hope that this study may provide advice to tourist hotels as decision-making. Finally, managerial implications and future research directions are also discussed.
Huang, Chia-Chun, and 黃家均. "The Effect of Brand Image, Brand Awareness and Cartoon Celebrities on Consumers’ Brand Attitude." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/93913755386032850433.
Full text輔仁大學
織品服裝學系
100
The main purpose of our study is to explore the effect of brand Image (functional image & prestige image) , brand awareness (high & low) and cartoon celebrities (Cartoon endorsement & Spokes-character) on consumers’ brand attitude. The above was forming 2x2x2 between subject factorial designs. The result indicates as following. 1. Brand Image on consumers’ Brand Attitude does not have significant differences. 2. Brand Awareness on consumers’ Brand Attitude do have significant differences. 3. Cartoon Celebrities on consumers’ Brand Attitude does have significant differences. 4. Brand Image and cartoon celebrities on consumers’ Brand Attitude, if brand with prestige image does not have significant differences on affective and cognitive brand attitude, and the rest are with significant differences. 5. Brand Awareness and Cartoon Celebrities on consumers’ Brand Attitude does have significant differences.
Chang, Ting-Jung, and 張庭榕. "A Study of Brand Image, Brand Awareness and Brand Equity for Buffalo Cookware Products." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/88403566745643631754.
Full text龍華科技大學
商學與管理研究所
100
With the technological advances of mankind and the rapid rise in competition of the market, companies have to heavily rely on price cut to maintain a shear profit. Therefore, a solid brand can become the only representative of a business and help establishing some edge in the competitive market, because, mostly people make purchase decision based on their perception of brand image, brand awareness, and ease of use of certain products. In this study, the market survey of distributing questionnaires to target audiences aged between 18-60 years was adopted in order to get some basic understanding about the marker response for Buffalo rice cooker products. The objective of this research is to get the correlation between the brand image, the brand awareness and the brand value of such products. Random sampling in the northern part of Taiwan by issuing a total of 200 questionnaires was conducted and our final valid questionnaires were counted as 194. For the data being collected in these questionnaires, the statistical software SPSS18.0 was used for descriptive statistical analysis, reliability analysis, factor analysis, correlation analysis, as well as regression analysis. The study results showed that brand awareness has a positive impact on brand image, and brand image also has a positive impact on brand value for such products. Hopefully, through this study of the company's brand image, brand awareness, and brand value, we can come up with some recommendations for the company’s future marketing strategy.
Pyang, Huang Sheau, and 黃小屏. "A Study of The International Brand on Athletic Shoes Brand rsonality, Brand Awareness and Brand Attitude Effects." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/69417179820063291694.
Full text大葉大學
國際企業管理學系碩士在職專班
94
ABSTRACT Due to prosperous developments of the domestic sports and recreation industry in recent years, there has been increased demand for sports consumables. The main objective of this study is to conduct discussions on how brand personality and brand awareness influence brand attitude in world-famous sports shoes. Randomly selected consumers who favor and regularly purchasing famous international branded sports shoes in central Taiwan have been chosen as study subjects in this study. A total number of 270 samples have been distributed and 250 valid questionnaires have been returned. The rate of valid retrieval is 92.59%. Through statistical methods such as descriptive statistical analysis, credibility analysis, regression analysis, and case studies, the following results have been drawn: 1. Brand personality is positively related to brand awareness. 2. Brand personality is positively related to brand attitude. 3. Brand personality and brand awareness are positively related to brand attitude. It is expected that the analytic results obtained in this study will ensure enterprise emphasis on brand personality and brand awareness so that a positive consumer attitude toward “brand” can be achieved.
Li, Yi-Wen, and 黎意文. "Free Sample’s Brand Awareness and Trying usage toward Brand Congition, Brand Attitude and Purchase Intention." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/72480173561046599187.
Full text國立高雄應用科技大學
商務經營研究所
95
This study discussed about the free samples of Non-price promotion. Brand awareness toward trying and usage toward trying are the independent variables; Word-of-Mouth (WOM) is a moderator variable. And analyzed whether these factors affect the Brand Cognition, Brand Attitude and Purchase Intention or not. In this thesis, the Nested Factor Design manipulates the three independent variables of brand awareness, sample size, and WOM effects. This research cooperated with Shiseido Company and Shen Hsiang Tang Company, obtained cleaning foam samples of two companies. Using female students in the southern university as the target and send at random. Get in touch after trying one week later. Findings suggest that no matter the brand awareness toward trying is high or low, it affected the consumer attitude. And the usage toward trying didn’t affect the consumer attitude. Trough the positively WOM, high brand awareness and usage toward trying affect consumer attitude. And if consumer had past purchase experience, it affect consumer attitude.
Tran, Thu-Thuy, and 陳秋水. "The Research of Brand Awareness on Vietnam Customer’s Brand Coffee Purchasing Intention." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/cn9tjf.
Full text健行科技大學
企業管理系碩士班
104
Abstract This study was designed to investigate brand awareness, quality, value perception affect perception, satisfaction and willingness to buy them with TRUNG NGUYEN coffee brand, for example. In this study, the main of subject is deeply understanding of brand awareness, quality, value perception affect perception, satisfaction, and purchase intention. The second purpose is exploring the relationship between is brand awareness, quality, value perception affect perception, satisfaction and purchase intention. The research was used questionnaire survey method, issuing 300 totally, recovering a valid questionnaires to add up to 287. We get the results by descriptive statistics analysis, reliability and validity analysis and regression analysis, One- way ANOVA. The conclusions of the research are： 1. The brand awareness has significant positive effect on consumer perceived quality is supported. 2. The brand awareness has significantly positive impact on the perceived value. 3. The perceived quality and the perceived value have positive correlation. 4. The perceived quality has significantly positive effect on customer satisfaction. 5. The perceived quality has significantly positive influence on customer satisfaction. 6. The perceived value has significant positive effect on customer satisfaction. 7. The perceived value has a positive impact on purchase intention. 8. The customer satisfaction has significantly positive effect on purchase intention.
Chen, Jie, and 陳婕. "The Influence of Brand APP Usage on Brand Awareness and Purchase Intention." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/56735396645395374934.
Full text銘傳大學
傳播管理學系碩士班
102
Because of the rise of intelligent mobile devices in recent years. It’s almost a must have mobile device for everyone. Therefore, the marketing of mobile devices became a essential requirement. Many industries started invented their own kind of brand APP as well, for the direct interaction with the customers, To promote the awareness of the brands even increase the brand market. So I would like to comprehend the brand awareness and purchase intention effects through using brand APP. This research had used questionnaire, without limit gender, age but only if you’ve used the brand APP or you’ve been using it. Questionnaire Designed by using the Likert scale to measure. Questionnaire has four important parts, they are APP usage, brand awareness, purchase intention and demographic statistics. Research results:(1)consumer used brand APP and brand awareness and product purchase intentions positively correlated.(2) consumer brand APP on brand awareness and product purchase intentions have a significant positive effect.
CHI, PEI-CHUN, and 紀佩君. "The Impact of Corporate Social Responsibility on Brand Awareness and Brand Value." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/qz72xx.
Full text東吳大學
會計學系
107
This paper explores whether corporate social responsibility has any impact on the firm’s brand awareness and brand value. We collect the CSR award winning enterprise as our research sample from 2007 to 2017.In this paper, we use the CSR index, and include the four facets of CSR (corporate governance, corporate commitment, social engagement, and environmental protection).Wealso uses Google Trends as a tool for constructing brand awareness. Finally, we use HIROSE brand value and Tobin’s Q as indicators to measure brand value. This paper mainly discusses the following three research topics as follows. The first topic is to explore whether corporate social responsibility has a significant impact on brand awareness and brand value. We find that the CSR index does not have a significant positive impact on brand awareness and brand value, but it can be a positive benefit to the companys value(Tobin’s Q). The second topic explores the CSR indicators of the four facets, and analyzes whichfacet is most critical to brand awareness and brand value.We find that corporate governance, corporate commitment and environmental protection have a significant negative impact on brand awareness; but corporate governance, corporate commitment and social participation have a significant positive effect on corporate value, especially social participation is more significant. The third topic is to explore the impact of corporate social responsibility on brand awareness and brand value during the financial crisis. We find thatcompanies with higher CSR will bring positive benefits to brand awareness during the financial crisis; in addition, companies with higher CSR will have higher corporate value than companies with lower CSR.
Hung, Shiau-Chi, and 洪曉琪. "A Study on brand strategy, brand extension, brand judgment, brand awareness and brand equity – An Empirical Investigation of the Healthcare Industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/4f55rw.
Full text國立臺北科技大學
經營管理系碩士班
100
Over the last decade, changes in the environment in Taiwan and global markets become increasingly competitive, regardless of all walks of life at home and abroad have a series of marketing strategies and management to build the brand, and we are closely related to the health care industry have been slow to brands related conceptsapparent consciousness, however, in the health care industry, consumers are different from those of other products and services for their own health, particularly careful, therefore, more needs to build a strong health care brand equity, so that consumers increaseloyalty and brand image. In this study, through literature review, the integration of past scholars writings and research to develop a theoretical framework. Consumers of the health care industry in the greater Taipei area, through the questionnaire and structural equation modeling to explore the industry in brand strategy, brand extension, brand judgments, brand awareness and brand equity related. This study found that: brand extension on brand judgments,brand extension on brand strategy, brand extension on brand awareness, brand strategy, brand judgment and brand awareness, both a significant positive impact on brand equity.But ,brand strategy on brand judgments and brand awareness both a not significant positive impact.The survey takes consumer of the value healthcare industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy.
Tsai, Chia-Chun, and 蔡佳君. "The Investigation on Brand Strategies, Brand Image, Brand awareness and Brand Loyalty - An Empirical Investigation of Own Brand of Hypermarket Industry." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/pr82nj.
Full text國立臺北科技大學
經營管理系碩士班
102
In the process of Taiwan hypermarket industry development, many companies cooperate with foreign enterprises, hoping to through the strong managerial experience of foreign enterprises to promote domestic competition force.In addition,it is hoped to expand market share and enhance the bargaining power.In recent years,Taiwan hypermarket industry has reached the saturation stage industry status.In order to improve the competitiveness in the hypermarket industry environment, and meet consumer demand,hypermarket industry have launched its own brand, to provide consumers with more choice, hoping to increase their preference for its own brand, resulting in higher purchase intention, increase the purchase frequency, also make their own brand to increase its added value, and establish a consumer’s brand loyalty gradually. This study observe the phenomenon as the research background and motivation.Through the integration of the past scholars and research, this research has developed a brand strategy, brand image, brand awareness and brand loyalty of the theoretical framework. On the basis of the analytical framework and the developed operational model via AMOS, and the data which collected from questionnaires survey in the Taipei city and Taipei County to carry out the empirical test. The most significant findings are as following: 1. There is a significant, positive correlation between Brand Strategy and Brand Awareness. 2. There is a significant, positive correlation between Brand Strategy and Brand Image. 3. There is a significant, positive correlation between Brand Awareness and Brand Image. 4. There is a significant, positive correlation between Brand Awareness and Brand Equity. 5. There isn’t a significant, positive correlation between Brand Image and Brand Equity. The survey takes the empirical investigation of the value own brand of hypermarket industry evidence on the relationship between the different variables. Besides, this research is expected to provide some suggestions for improving brand strategy to get brand performance.
Tu, Chan-Wei, and 杜展緯. "The Relationship among Brand Image, Brand Trust, Brand Awareness, Brand Preferences, Customer perceived value and Brand Loyalty-An Example of Notebook." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/65074487252580113950.
Full text龍華科技大學
商學與管理研究所
97
In this study the relationships between brand image, brand awareness, brand trust, brand preference, customers' perceived value, and brand loyalty were examined. Targeting at laptop manufacturers, the influences of each brand’s attributes on brand preference, brand preference on customers' perceived value, and customers' perceived value on brand loyalty are discussed, the relationships between demographic variables, brand preference, and other variables are also looked at, and consumers’ brand image, preference, perceived values, and ultimate satisfaction towards different brands of laptops are also analyzed. Owners of laptops, the subjects in this study, have been analyzed using one-way ANOVA, factor analysis, and regression analysis, and the findings serve as valuable references for laptop manufacturers’ successful management and decision-making. The findings suggest that each brand attribute has significant influences on brand preference, and in turn affects customers' perceived value which ultimately shapes brand loyalty. The two most popular brands are Asus and Acer. Their initial brand image, reliability, and brand exposure affect not only brand preference but eventually their customers' loyalty. In addition, this study relies on online surveys and is targeted at younger age groups, suggesting that younger consumers’ preferences towards laptop computers are often affected by advertisements, promotions, and brands. Most people who purchase laptops are between 20 and 40 years of age – a finding that converges with our conclusion, supporting the idea that a company would have a better chance at gaining a higher level of customer loyalty by targeting their advertisements on the desired age groups.
Brito, Carla Liliana Fernandes. "A importância do brand awareness no setor hoteleiro." Master's thesis, 2021. http://hdl.handle.net/10362/132244.
Full textFor the purpose of the internship of my Master’s Degree in Communication Sciences with specialisation in Strategic Communication at the Universidade Nova de Lisboa, I did an apprenticeship in press and public relations during the period of October 1st to December 18th 2020. The apprenticeship took place at Message in a Bottle, which is a Communication, Digital Marketing & Design agency. During that period I worked with several clients that are linked to the tourism sector, such as Qatar Airways, Tourism of Malta and The Lodge Wine & Business Hotel. As such, this document highlights my experience during the apprenticeship and analyses the importance of Brand Awareness in the hospitality industry, seen as I decided to analyse this topic through my experience at The Lodge Wine & Business Hotel, as I was part of the press office team, whose responsibility it was to launch the Hotel in the media as well as build brand awareness. Further studies on this topic are necessary, in order to better understand the relationship between the communication and the success of the Hotel with its stakeholders.
Wu, Kang-ling, and 巫康菱. "A Study on evaluation indicators of brand awareness and brand image of university." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/30829676270145114239.
Full text國立暨南國際大學
教育政策與行政學系
93
The purpose of this study is to construct one weight system for evaluation indicators of brand awareness and brand image of university﹒Through the literature understand,we can get that theoretical bases of brand awareness and brand image of university are brand management related concept,brand awareness theories,brand image theories,educational marketing theories and public relation theories﹒The questionnaire are constructed according to literature review﹒The population are 58 domestic universities﹒Sampling 29 principals/vice-principals,deans of research and development,and professors﹒They are 36 valid questionnaires gathered from 87 samples﹒Using the results of AHP,one weight system for evaluation indicators of brand awareness and brand image of university has been constructed﹒Through literature review /servey research and stastic analysis,some conclusions are proposed as bellows︰ 1.Brand awareness of university are composed of brand recall and brand recognition﹒ 2.Brand image of university are composed of brand personality and brand estimate﹒ 3.All samples considered is indicators are important﹒ 4.There is a applicative worth in the weight system for evaluation indicators of brand awareness and brand image of university﹒ 5.All samples have some common views as belows︰ (1)Placing importance on all the domestic indicators of brand recall of university. (2)Placing importance on the degree that students and universities are trusted by the entrepreneurs﹒ (3)Regarding excellent the research institute or college department showed the characteristic of university﹒ (4)The name of university, the characteristic buildings ,the buildings style , the student culture, a convienient traffic , a convienient living conditions of students and teachers of university can improve the brand personality of university﹒ (5)Both the research and teaching are important﹒ 6.The professors teaching Nature subject regard the brand recognition are very important,the opinion are different with who teaching in humane studies﹒
Yang, Hui-Ping, and 楊慧萍. "The Influences of Brand Awareness and Brand Preference on Bike Shoppers’ Purchasing Intention." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/76388954497385830315.
Full text大葉大學
運動事業管理學系
98
The study was aimed at exploring the purchasing intention of bike shoppers in re-lations to brand awareness and brand preference. Subjects, 360 adults over 20 years old, are selected by convenience sampling in central Taiwan. 330 copies of questionnaire have returned and 30 of which are invalid; thus, the valid return ratio is 91%. The re-sults indicate: 1. Among the shoppers’ knowledge to brand awareness, the most signifi-cant factor is brand recognition (M=3.93), the second is brand recall (M=3.68) and brand symbolization (M=3.66). 2. Gender of shoppers is a significant factor in brand preference. 3. There is a significant positive correlation between brand awareness and purchasing intention. 4. Brand awareness and brand preference can predict purchasing intention significantly, and provide 44.1% of the predictability in purchasing intention. Suggestions were finally proposed for bike industry. To promote the brand aware-ness, the bike industry needs to focus on “brand recall” and “brand symbolization”.
Pan, Fu Jen, and 潘扶仁. "Taiwan car brand image study －Relationship of brand awareness, purchase intension and loyalty”." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/10560738875239405556.
Full textChen, Mei-Yu, and 陳美玉. "A Study on the Relationships among Brand Awareness, Brand Image and Purchase Intention." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/40841521187949978755.
Full text大葉大學
企業管理學系碩士班
103
Owing to the diminishing difference among product, and the change of customers’ lifestyle, the demand of automobiles has a major change. Therefore, automobile industry faces a fiercely competitive market. Consequently, brand image becomes a critical factor in automobile purchase intention. The purpose of this paper is to examine the relationships among brand awareness, brand image and purchase intention in automobile industry. The questionnaire survey was conducted by using stratified random sampling to investigate the elementary school teachers in Changhua County. In the analyses of SPSS and AMOS, there are 274 valid sample respondents. The study results indicate as follows: 1.The brand awareness on automobiles is higher, and the brand image becomes better. 2.The brand image on automobiles is better, and the elementary school teachers’ purchase intention becomes higher. 3.The brand awareness on automobiles is higher, and the elementary school teachers’ purchase intention becomes higher. As a result, the study shows that brand awareness and brand image have positive impact on consumer’s purchase intention. Thus, automobile company needs to consider the impacts of brand awareness and brand image on consumer’s purchase intention.
Hung, Hsueh-Hua, and 洪雪華. "Exploring the Relationship among Brand Awareness, Brand Image, Service Quality and Customer Satisfaction." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/71807528120208604967.
Full text義守大學
企業管理學系碩士班
99
With the change of industrial structure, the consumers’ ability to identify brands has enhanced. Besides, the enterprises in 21st century have entered the "Brand Leadership Times" and enterprises value brand development. The above phenomena shows that it is essential to conduct the research. This study was done with a combination of qualitative and quantitative research methods. In qualitative research, the in-depth interview was conducted so as to discuss the potential relationship of Brand Awareness, Brand Image, Service Quality and Customer Satisfaction from the viewpoint of qualified hospitality academic scholars and experienced lodging industry practitioners. Proposition and model formulation are the basis of qualiative research. The quantitative research was done by doing the survey questionnaire (1) to explore if the customers satisfaction was effected by brand awareness, brand image, and service quality and to (2) understand about the current status of brand awareness, brand image, service quality, and customer satisfaction in the hotel industry. The research sample was drawn from the customers of Formosa International Hotels Corporation for its reputation in Taiwan. The results of the research showed that there exits certain relationship among brand awareness, brand image, service quality and customer satisfaction. First, it was found that brand awareness, brand image, and service quality have direct impacts on customer satisfaction. Secondly, the brand image will affect customer satisfaction through service quality. The result of the research could be as a useful reference for future research and can also serve as a guideline for improving customer satisfaction in a similar hotel setting.
Hsu, Che-Wei, and 許哲維. "Influences of the Brand Awareness and Brand-Cause Fit on Cause-Related Marketing." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/38021567328960389333.
Full text國立交通大學
管理科學系所
99
As times change, consumer are becoming more concerned with corporate social responsibility, which also influence attitude about company and consume behaviors, hence companies start actively thinking about performing corporate social responsibility. "Cause-related marketing(CRM)" is a new form of sales promotion, which is an offer from a part of profit purchasing the firm’s products or service to contribute a specified amount to a designated cause that satisfy organizational and individual objectives, for achieving to improve corporate profit, performing corporate social responsibility, helping the worthy causes ,and influencing consumer attitude about company. Therefore, CRM achieves a win-win-win situation. This study proposed brand awareness, brand-cause fit as two independent variables to learn how to achieve maximum effect on CRM. The study used 320 questionnaires to collect data in different ages. A total of eight different scenarios are divided into 2 × 4 (low brand awareness, high brand awareness) × (without CRM, low brand-cause fit, high brand-cause fit, disaster relief related issues).This study chose different independent variables to realize CRM in depth .The main results are as follows : First, the use of CRM is more effective than without CRM. Second, high brand awareness is more effective than low on CRM. Third, high brand-cause fit is more effective than low on CRM. Fourth, disaster relief related issues have no significant differences to high brand-cause fit and low brand-cause fit. Fifth, female is more effective than male on CRM. Sixth, perceived motivation of the firm’s support for the cause is significant on CRM. Seventh, in terms of low brand awareness, the use of CRM is more effect than without CRM. Eighth, high brand-cause fit than those without CRM can effectively enhance purchase intention, brand attitude, word of mouth,perceived quality, corporate social responsibility.
Yen, Hsiu-Hua, and 閻秀樺. "The Influence of Brand Awareness on Customer Attitude to Brand Alliance and Feedback Effect." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/22477314735375005484.
Full text國立政治大學
企業管理研究所
95
Brand alliance, also called co-branding, is a useful marketing strategy which helps an existing brand to leverage associations, strengthen its image and influence consumers’ attitudes by linking itself to other brands. A special case of brand association is ingredient branding, which highlights a product’s ingredient brand in order to signal the quality of co-branded products. While consumers perceive a co-brand and form attitudes to it, the attitudes toward each constituent brand are also influenced, causing the spillover effect. This study tries to find out if brand awareness is the key factor to impact consumers’ attitudes to a brand alliance. Further, it explains how spillover effect differs between a main brand and an ingredient brand when either positive or negative information about an ingredient branding product is presented to customers. Experiments are conducted to compare an array of consumer’s attitudes and spillover effects of ingredient branding products. Main brands and ingredient brands of different awareness levels are paired alternatively to design eight co-branding conditions. The study finds out brand awareness is a key factor that influences consumer’s attitudes toward a brand association. The combination of two high-awareness brands gains the more positive attitudes than other awareness combinations. However, the level of awareness has little to do with the strength of spillover effect. Attitudes to a brand alliance, positive or not, do not necessarily influence the attitudes to either allied brands. Spillover effect is not a symmetrical phenomenon, and therefore one brand usually gains more spillover effect than their counterpart. Generally the main brand in an ingredient branding has higher spillover effect than the ingredient brand.
HO, CHUN-CHIEH, and 何俊傑. "The Effects of Negative Controversial Topic, Product Type and Brand Awareness on Brand Attitude." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/8mzg29.
Full text國立高雄應用科技大學
國際企業系碩士在職專班
105
With the online community and websites arising like Facebook and PTT, it speeds up the spread of negative controversial topics and the influence become more powerful. More enterprises start choosing this channel to promote their new products and services. Based on the literature, there are two types of negative controversial topics: performance-related and value-related. The purpose of this research is to examine the effect of negative controversial topic on brand attitude. Also, the product type and brand awareness are two moderators. We conducted two experiments, a 2 (controversial topic type: performance-related vs. values-related) x 2 (product type: utilitarian attributes vs. hedonic attributes), and a 2 (controversial topic type: performance-related vs. value-related) x 2 (brand awareness: high vs. low) between-subjects designs were developed. By using ANCOVA, the result came up as the following: (1) There are no differences in brand attitude between performance-related and value-related negative controversial topic. (2) Consumers’ brand attitudes toward utilitarian products with performance-related negative controversial topic are lower than hedonic products; however, consumers’ brand attitudes toward utilitarian products and hedonic products with value-related negative controversial topic are no differences. (3) consumers’ brand attitudes toward low brand awareness with value related negative controversial topic are lower than high brand awareness.