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Dissertations / Theses on the topic 'Brand Imagery'

Author: Grafiati

Published: 4 June 2025

Last updated: 1 August 2025

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1

Gonzalez, Camilla, and Sanne Swedenås. "Does reaching resonance give brands a free card? : A study of the strength in the consumer-brand relationship when the brand has reached the stage of brand resonance." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-42852.

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Increased consumer awareness together with the importance of sustainable consumption is currently a highly debated topic. Frequently, the media reports scandals from strong international brands, revealing information regarding deficiencies linked to the brands social sustainability efforts. As a consequence, some consumers are starting to put higher demands on social sustainability by spreading condemnations. This is to prevent injustices such as child labour and modern slavery. The condemnation can be in the form of negative word-of- mouth or by boycotting the brand. This is something that ca

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Aagerup, Ulf. "The Impact of User Weight on Brands and Business Practices in Mass Market Fashion." Licentiate thesis, Department of Business Administration School of Business, Economics and Law University of Gothenburg, Gothenburg, Sweden, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31482.

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Overweight people claim to be mistreated by the fashion industry. If they were, it would be in line with branding theory supporting the idea of rejecting fat consumers to improve user imagery for fashion brands. However, fashion companies do not confess to such practices. To shed some light on the subject, I have conducted two studies. The first attempts to illustrate what effect, if any, user imagery has on fashion brands. It is an experiment designed to show how the weight of users affects consumers’ perceptions of mass market fashion brands. The findings show that consumers’ impressions of

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Parker, Brian Thomas. "This brand's for me brand personality and user imagery based self-congruity /." [Gainesville, Fla.] : University of Florida, 2005. http://purl.fcla.edu/fcla/etd/UFE0012900.

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Carvalho, de Almeida Pedro Alexandre Santos. "Brand archives : the rescuing of locally specific brand imagery as a graphic design response to the globalization of visual identity." Thesis, University of the Arts London, 2012. http://ualresearchonline.arts.ac.uk/5689/.

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Visual identity can be understood as the result of the application of graphic design methods aimed at inter-brand differentiation, which paradoxically is leading to “homogenizing identities” (Bell, 2004). The globalization of visual identity is a phenomenon that can be observed not only among global brands competing with each other, but also in locally specific heritage brands that relinquish distinctive elements of their identity to resemble the global. In many cases, their specificities end up being distorted, blurred, or lost, and the richness of what is historically and culturally unique a

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Erlandsson, Maria, and Elin Forslund. "Are intermediary luxury fashion brands excluding overweight and obese women in the UK, by not offering their sizes among its assortments?" Thesis, Högskolan i Halmstad, Centre for International Marketing and Entrepreneurship Research (CIMER), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28503.

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Title: Are intermediary luxury fashion brands excluding overweight and obese women in the UK, by not offering their sizes among its assortments? Authors: Elin Forslund and Maria Erlandsson Supervisor:Ulf Aagerup Level: Bachelor thesis in marketing (15 ECTS). Spring 2015. Key concepts: Fashion, Intermediary Luxury, Brand Identity, Brand Image, User Imagery and Self-image Congruence. Purpose: The purpose of this study is to review the sizes available in store by three leading intermediary luxury fashion brands offered in the UK and compare it with the actual body shapes of the female UK populati

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Lemmer, Su-Marie. "Brand loyalty to arts festivals : case of KKNK / Su-Marie Lemmer." Thesis, North-West University, 2011. http://hdl.handle.net/10394/8493.

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The primary purpose of this study was to determine the status of brand loyalty to art festivals with reference to Klein Karoo national Arts Festival (KKNK). This was achieved by firstly analysing and discussing the role of branding in tourism marketing. Secondly, a literature study was conducted to analyse the concept brand loyalty. Thirdly, the results of the empirical research were discussed and finally the conclusions were drawn from the research and recommendations were made with regard to visitors’ loyalty to the KKNK. Literature indicated that when marketing a tourism product or service

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Svedulf, Hanna, and Kristin Martinsson. "Varumärken : Ur barns perspektiv." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16823.

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Dagens teknologiska utveckling har bidragit till vårt mediaintensiva samhälle som iallt större utsträckning har övergått till ett konsumtionssamhälle. Trots Sverigesrestriktioner gällande marknadsföring riktat till barn, står barn för stora delar avlandets konsumtion, vilket inte minst förstärkts genom internets utveckling. Dagensbarn är rikare än någon annan generation genom tiderna, vilket är något företag i daguppmärksammat vid utformandet av marknadsföring och produkter. Varumärken harfått en större betydelse på den konkurrenssatta marknaden, inte minst bland barn.Uppsatsens syfte är att i

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Bogicevic, Vanja Bogicevic. "Service Preview Using Virtual Reality: Enhancing Hotel Pre-Experience." The Ohio State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=osu1525358474437145.

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Ahlbom, Joel, and Daniel Andersson. "E-bike users are lazy… and healthy : A study in consumer behaviour on the symbolic values of e-bikes, why some want e-bikes and others avoid them." Thesis, Högskolan i Halmstad, Centre for International Marketing and Entrepreneurship Research (CIMER), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-40354.

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Research question: To examine what aspects affect some consumers to avoid e-bikes and others to desire them. Purpose: The main purpose of this study is to see if e-bikes have a symbolic value. We aim to see if e-bikes is associated as an environmentally friendly product. We will examine stereotypes and brand avoidance. Further we will see what attributes consumers associate with typical users of e-bikes. Theory: To test our research question we chose our main theory of the matching process between self-image and typical user. Prior studies on e-bikes in areas as typical users and environment w

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Sjöstedt, Anna, and Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.

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The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to mea

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Arklöf, Rebecca. "Seeking Opinions Concerning... : - the Swedish Olympic Committee and its Trademarks." Thesis, Umeå University, Umeå School of Business, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1458.

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<p>Background: In the XX Winter Olympics 2006 in Torino the Swedish Olympic Team succeeded by winning 14 medals. The best result that Sweden has ever made during a Winter Olympics. The happiness was shortly after mixed with disputes between the Swedish Olympic Committee and Swedish companies. There were companies who wrongly had used the trademark ‘OS’ in their marketing campaigns. The disputes happened because the use of the protected trademarks concerning the Olympic Games are reserved only to the Swedish Olympic Committee’s sponsors.</p><p>Title: Seeking Opinions Concerning… - the Swedish O

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Cuicchi, Federica. "Higher education branding: Nova School of Business and Economics and Bocconi University." Master's thesis, NSBE - UNL, 2014. http://hdl.handle.net/10362/11862.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics<br>In this thesis it is shown a comparison between two of the top thirty European Business School 2013 Ranking of the Financial Times: Nova School of Business and Economics and Bocconi University. The analysis is carried out focusing on the brands and the stakeholders perceptions by analyzing the findings of twenty-four in-depth interviews. These interviews were conducted to students and alumni from both universities in order to show the gaps

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Todd, Louise A. "Festival images : brand image and stakeholders' brand relationship types at the Edinburgh Festival Fringe." Thesis, Edinburgh Napier University, 2011. http://researchrepository.napier.ac.uk/Output/4344.

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The Edinburgh Festival Fringe (The Fringe) is the largest arts festival in the world and it has inspired the creation of similar festivals world-wide. Since its conception in 1947, the Fringe has demonstrated significant growth in visitor numbers; ticket sales; and its economic contribution. Despite this, the sustainable future of Edinburgh's festivals is debated as Edinburgh, ‘the Festival City', faces threats from other festival destinations. Festivals position Edinburgh creatively in contrast to the city's traditionally perceived image as a cultural-historic centre. Despite this, little res

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Zakharkina, Polina, and Christine Jansson. "Balansgången mellan kommersiell framgång och exklusiv image : ‐ Att lyckas med varumärkesutvidgning nedåt av lyxvarumärken." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-151991.

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Many luxury companies within the fashion industry today choose to extend their brands downwards in order to reach new customer segments and hence increase their profitability. A brand extension strategy that leverages the core values of the luxury brand is a new possibility for luxury brands to position themselves towards a broader customer base. Meanwhile there is a risk that the extension dilutes the image of the luxury brand and has a negative effect on the company in the long term. Thus a tradeoff exists b

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Vinyals-Mirabent, Sara. "Building urban destination brands in Europe: re-conceptualizing the relationship between brand image and brand personality in website communication practices." Doctoral thesis, Universitat Pompeu Fabra, 2018. http://hdl.handle.net/10803/462852.

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Destinations must project a strong and differentiated brand image to position themselves in a competitive market. To this end, official websites have become a key instrument in the portrayal of the desired image and as the place where tourists expect to find everything about the destination. In this study, the official websites of the 12 most popular urban destinations in Europe are analyzed with a two-fold purpose: to describe their projected image, and to explore the relationship between brand image and brand personality in their discourse. The results highlight cultural activities, tourist

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Ben, Nasr Imed. "Une analyse de l’expérience ponctuelle du site web de marque au travers des bénéfices qu’elle procure et de leurs effets sur la satisfaction et l’attitude de l’internaute : une application aux sites web de marques automobiles." Thesis, Bordeaux 4, 2012. http://www.theses.fr/2012BOR40017.

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La présente recherche traite de l’expérience de consultation du site web d’une marque et de son impact sur les réactions post-visite de l’internaute. Dans cette perspective, une revue de la littérature relative à l’expérience de consommation de manière générale et à l’expérience de navigation de manière spécifique est effectuée. Cette démarche conceptuelle, conjuguée à une étude qualitative exploratoire, a abouti à la proposition d’un modèle conceptuel qui met en exergue le processus psychologique – notamment le mode de traitement et l’expérience d’imagerie mentale – de l’internaute lors de la

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Yaro, Walita. "The Role of Luxury Fashion Brands : A qualitative research of how the consumption of luxury fashion brands relate to young consumers' self-concept." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-132964.

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The market for luxury brands has outpaced other consumption categories through its growth, and has been found in continuous development. As there is an increasing amount of luxury categories, the consumption of luxury fashion brands account for the largest proportion of luxury profits, and the marketing costs for such brands has shown to surpass those of other fashion categories. Consumer researchers have throughout decades emphasized how individuals participate in consumption behavior to form their self-concept in relation to brands. However, previous research has disregarded the multidimensi

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Busch, Friederike, and Rego Diego Planas. "Qualitative Brand Image Analysis for a Global Brand : An Intercultural Perception of the Brand Image through Brand Personality." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9781.

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<p>The cultural differences in the consumers' perspectives are an important factor that affects the image of brands around the world. A brand's image may be affected even though the company gives the same message across different cultures. In order to analyze these effects, the authors have conducted a qualitative study, chosen the chocolate brand Kinder and studying how Kinder's brand image perception varies in four different cultures by conducting 16 in-depth interviews. The data was afterwards categorized, analyzed and compared to each other in order to find differences and similarities of

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Weishaupt, Matthias. "Influence of customer brand image on the employer brand image." St. Gallen, 2008. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/02606820002/$FILE/02606820002.pdf.

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Johnsson, Östergren Amanda, and Linnea Alldrin. "Student Perspectives of Social Media Brands: Facebook and Instagram : Factors Influencing Brand Success." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-88877.

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Branding is an influential aspect a company can have to gain the attention of their customers. It is often said that, “Your brand is your promise to your customer”, because the brand is a confirmation that the product or service you are selling matches the expectations of the customer and their wants or needs (Grosdidier, 2012). From a consumer perspective, branding helps direct customers in choosing what they want to buy (Tarnovskaya and Bertilsson, 2017). This way, they spend less time focusing on the type of product and its qualities, because they can instead look at the products they are a

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Huisman, Cherie, and Sofie Karlsson. "Vintage : ett varumärke?" Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-19621.

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To dress in used clothes is no longer considered as unfashionable. The acceptance of thesecond hand market has increased over the years. Vintage clothing has becomefashionable because you get the opportunity to create your own individual style. Vintagehas been given status. It has become a trend. You no longer call second hand clothing“second hand”; people tend to call it vintage even though it’s not.Our aim with this study is to determine whether or not vintage is a brand. We start fromthe consumer’s perspective when we examine the status and image as vintage received byconsumers. Later we co

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Rodrigues, Lucas, and Daniel Karlsson. "Why Do We Hate Brands? : A qualitative study of how the dark side of branding is influenced by group identification." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-111206.

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Abstract The purpose of this thesis was to gain a better understanding of the relatively new concept of Brand Hate. More specifically, how Brand Hate can occur in people with no to little experience with certain brands, so called non-customers. We want to believe that humans are a rational being that takes decisions based on all the available information and does not jump to conclusions before all options have been exhausted. But upon closer examination theoretical concepts such as brand love can be found. A concept that argues that users of a brand utilize the brand itself in order to interna

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Randhawa, Kavaljit. "The Role of Sport Events in Spectator Sponsor/Brand Attitudes: A Case Study of the Quiksilver Pro." Thesis, Griffith University, 2017. http://hdl.handle.net/10072/367062.

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Sport events are frequently used as a marketing tool by sponsoring organisations. However, the effectiveness of this strategy towards future purchase intentions and behaviour has received limited theoretical/empirical research attention. Using an established sport event as a case study (2012 Quiksilver Pro), this thesis seeks to address this gap by investigating spectator’s attitudes towards brands of key public and private event sponsors based on: 1) motivations to attend events; 2) identification with brands; 3) satisfaction with event; and the consequent impact this has on purchasing decisi

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Lindstedt, Alexandra, Christoffer Tilstam, and Annie Toster. "The Carlforsska Experience : - uppfyller reklamfilmen sitt syfte?" Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9962.

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<p>Syftet med studien var att beskriva överensstämmelsen mellan elevernas uppfattning och Carlforsska gymnasiets menade budskap med ”The Carlforsska experience”. Eleverna i detta fall var elever som gick i årskurs åtta på Skiljeboskolan i Västerås. För att beskriva överensstämmelsen gjordes en fallstudie där empiri insamlades genom intervjuer, där det togs reda på om vilka skillnader och likheter som fanns mellan elevernas uppfattning och den varumärkesidentitet som Carlforsska gymnasiet ville förmedla med ”The Carlforsska experience”. Studien visade att reklamfilmen ”The Carlforsska experienc

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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.

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<p>As 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 em

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Fernandes, Miguel Pinto Valente. "External brand extensions impact on Diesel's brand image." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10329.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics<br>Diesel is a global urban brand that privileges individuality and irreverence. This project measures Diesel brand image within the different types of Portuguese consumers; the objective is to understand the main buying drivers and analyze the impact of brand licensing. It was concluded that Diesel global brand image is consensual among the consumers of each product category, but the purchasing drivers differ among them; Clothing and Time

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Gomes, Maria Isabel Araujo. "A identidade da marca Visobel Itallique." Master's thesis, [s.n.], 2015. http://hdl.handle.net/10284/5129.

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Dissertação apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências Empresariais<br>A presente pesquisa teve como objetivo conhecer os elementos que caracterizam a identidade da marca Visobel Itallique na relação produto, empresa e mercado. Para responder a este objetivo foi aplicado o modelo de escopo dos autores clássicos Aaker, Kapferer e Keller. Estes modelos procuram avaliar as características, os benefícios, as associações e as distinções de uma marca. Essa análise fornece detalhes para a identificação da identidade da marca e perm

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江華南 and Wa-nam Wallace Kong. "Brand image in China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B31266538.

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Kong, Wa-nam Wallace. "Brand image in China /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404030X.

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Medard, Myriam. "HERITAGE BRANDS: How corporate heritage and brand stewardship contribute to the valorization of brand image and strengthen corporate marketing ? The Case of Rémy Martin." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-72780.

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The purpose of this study is to show how effective brand heritage and brand stewardship can contribute to build a strong brand image and thus strengthen corporate marketing. Moreover, it is aimed to provide evidences that historical resources can enforce the brand identity and create desirability among customers, the strong brand creating value to both the customer and the company.

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Lukavská, Klára. "Image a identita značky." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-205096.

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The main focus of this diploma thesis is brand image and brand identity. The objective of the thesis is to compare how consumers perceive the brand (brand image) with how the brand wants to be perceived itself (brand identity). First part is focused on the process of building and managing strong brands, as well as defining brand image and brand identity theoretically. The practical part presents the brand on which the research was conducted, Proenzi brand, its history on the Czech market, competition and its identity. In the final chapter there are presented results of the research which was c

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Venâncio, Patrícia de Jesus Pereira. "Imagem da marca Alentejo e seu reflexo no comportamento dos consumidores e produtores de vinho." Master's thesis, Universidade de Évora, 2009. http://hdl.handle.net/10174/18433.

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O presente trabalho centra-se no estudo da imagem de marca Alentejo procurando conhecer a forma como os consumidores e produtores de vinho formam essa imagem e quais as fontes de informação que usam. Os objectivos da pesquisa foram alcançados através da realização de uma alargada revisão da literatura e da realização de dois estudos exploratórios cujos resultados, permitiram desenvolver dois questionários de avaliação da imagem da "Marca Alentejo". Ambos os questionários foram aplicados on-line a duas amostras de conveniência, uma de produtores de vinho do Alentejo e outra, de consumidores de

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Peredo, Paredes Mireya Lucía, and Ortiz María Teresa Vargas. "Online brand experience, brand image, brand trust y customer satisfaction en relación al e-brand engagement en canales digitales de e-fashion retail." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655445.

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La industria del e-fashion retail evidencia un continuo crecimiento en los últimos años, ello acompañado de la creciente preferencia de compra de prendas de vestir a través de canales online por parte de los consumidores peruanos. Por tal motivo, es oportuno identificar los diferentes componentes que participan en relación a la experiencia online en canales de e-fashion retail. La presente investigación busca establecer relaciones entre el online brand experience, brand image, brand trust y customer e-satisfaction en función al e-brand engagement. Basado en una muestra de 400 encuestados en Li

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Costa, Francisco Miguel Araújo Branco Bruto da. "Identidade versus imagem : análise da convergência da personalidade da marca no setor hoteleiro." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/17497.

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Mestrado em Marketing<br>A revolução tecnológica modificou o comportamento dos consumidores e a forma como se relacionam com as empresas. Atualmente, os indivíduos têm acesso a grandes quantidades de informação sobre as marcas e a diferentes plataformas digitais onde partilham opiniões entre si. A identidade e imagem de marca assumem perspetivas diferentes e as características que as marcas pretendem projetar nem sempre correspondem à imagem que os consumidores têm das mesmas. Fundamental para a compreensão das relações entre marcas e consumidores (Fournier, 1998), o modelo de personalidade da

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Capellaro, Angélica Ferreira. "O desenvolvimento de marcas setoriais no Brasil: uma análise comparativa." Universidade de São Paulo, 2013. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-23012014-135304/.

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Algumas características de um produto ou serviço podem ser facilmente reproduzidas, contudo o valor de uma marca é um ativo intangível que as empresas buscam e que possibilita a diferenciação em relação aos demais concorrentes de mercado. Muitos estudos analisam outra interferência no processo de decisão de compra: a influência de informações a respeito do país de origem de um bem ou serviço nas atitudes do consumidor (chamada de \"efeito país de origem\"). O efeito país de origem está relacionado à imagem de um país, bem como à sua marca. Muitas empresas, tentando aproveitar o potencial da im

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Gårdh, Victor. "Brand Heritage : Helping Strengthen the Brand Identity of Husqvarna Motorcycles." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9825.

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<p>Abstract:</p><p>Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity.</p><p>Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. Such companies also enjoy a history of interesting products, for which some may exist the possibility for a retro relaunch. Husqvarna is such a company, which made it interesting to find out how these two strategic tools can or cannot strengthen the studied company‘s brand identity.</p><p>Method: Through

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Hultman, Emma, Sylvio Hardy Razafimandimbison, and Ramin Nazem. "Aligning Brand Identity with Brand Image : An evaluation of a proposed method." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26776.

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Branding and the management of brands has become a highly prioritized aspect for com-panies to maintain lasting competitive advantage and to provide meaning to consumption. Therefore companies have adopted an inside-out approach in order to manage their brand. The challenge with an inside-out approach is to align the internal brand identity,what brands communicate, with the external brand image, what consumers perceive. Therefore two questions are crucial to answer; how does the brand want to be perceived and how is the brand actually perceived? There is a risk that gaps occur in the communica

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Romero, Chacón Berioska. "Percepción de las mujeres sobre el uso del femvertising para construir una imagen de marca en la industria de la moda." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653211.

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A lo largo de los años, la publicidad se ha encargado de explotar estereotipos relacionados a la figura femenina mediante la difusión de ideales que plantean desde los comportamientos que debe tener hasta cómo debe lucir una mujer. De esta manera, la representación de la mujer en la publicidad se ha visto afectada por un modelo poco realista. Sin embargo, desde el año 2014, esta tendencia publicitaria ha intentado ser combatida con la aparición de una nueva estrategia llamada “femvertising”. El uso de esta pretende transmitir a los consumidores una representación más valiosa y empoderada de la

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Sotiropoulos, Veneta. "Luxury fashion brands : the impact of embodied imagery on brand responses." Thesis, 2003. http://spectrum.library.concordia.ca/2248/1/MQ83959.pdf.

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Brand imagery is composed of user and usage imagery. User imagery describes the user of the brand with personality traits while usage imagery describes the context in which to use the brand. The traditional use of personality traits to portray the brand user has been with imagery that has a static quality. However, imagery can also have an embodied quality. It is this embodied quality in imagery that leads an individual to form images of their self-concept that is more experiential. The current focus of this thesis is (1) to identify which type of user imagery--embodied or static--leads the co

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TU, RUO-HAN, and 凃若涵. "The Influence of Brand Preference, Brand Involvement, and the Effect of Visual Stylistic Imagery on Purchase Preferences - Taking Perfume as an Example." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/96tjsf.

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碩士<br>國立屏東大學<br>行銷與流通管理學系碩士班<br>106<br>Perfume is a surprise in our lives. It is also an indispensable life adjustment product for modern people. Compared with language, appearance, emotion or will, scent is more persuasive. Using perfume can not only increase confidence, attractiveness can also increase the charm! However, in the current literature, there is not much discussion about perfume brand preferences, brand involvement, modeling visual imagery and buying preferences, and lack of empirical result support. Therefore, this study uses the questionnaire survey method to explore the consum

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LEE, CHU-TING, and 李筑婷. "Brand, appeal type and product detail page design — The effect of mental imagery and psychological ownership." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/u52cws.

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碩士<br>東吳大學<br>心理學系<br>105<br>While the product detail page of an online store is likened to the merchandise display of a physical store, online shoppers are unable to touch and feel products when shopping over the Internet. Product pictures on the product detail pages are one of the main sources of information for product evaluation, resulting in a strictly visual mode of shopper-product interactions. Product pictures convey important information concerning product attributes (details on looks and functions) and benefits (what the product is good for). Previous studies, however, have scarcely

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Al-hamdani, Mohammed. "A SURVEY ON THE EFFECTS OF PROGRESSIVE REMOVAL OF BRAND IMAGERY ELEMENTS FROM CIGARETTE PACKS ON THE PERCEPTION OF ADULT UNIVERSITY STUDENTS." Thesis, 2011. http://hdl.handle.net/10222/14243.

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Plain packaging can arguably reduce the appeal of cigarette packages and deter people from smoking. In this study, a 1 (brand type) X 4 (levels of plain packages) betweensubject design was utilized. The method used was an internet survey. 220 adult smokers and non-smokers from Halifax Regional Municipality (HRM) rated packages in terms of their brand imagery characteristics and answered a single multiple choice question to test their recall of the health warning on their package. According to the results of a MANOVA test and a bivariate logistic regression test of perception attributes, the as

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Lee, Hsin-Ling, and 李欣陵. "The Study of Brand Story, Brand Personality, and Brand Image: Examples of Brands in Taiwan." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/44320356091069880222.

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碩士<br>國立中山大學<br>企業管理學系研究所<br>98<br>Taiwan development started from agriculture and gradually moves to manufacturing to finally transform the economy into a high-tech industry. The economic miracle was based on Taiwanese diligence, perseverance, and dependability; but the process does not finish there. Since we have come to a knowledge economy era, lots of enterprises in Taiwan have developed from OEM, ODM to OBM to speed up internationalization and upgrade competitive advantages. The best answer from companies is to response quickly and become more creative, vivid and diversified enhancin

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"Brand image of major beer brands in Hong Kong." 1998. http://library.cuhk.edu.hk/record=b5889375.

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by Cheng Shu Yan, Sin Kim Nam.<br>Includes questionnaire.<br>Thesis (M.B.A.)--Chinese University of Hong Kong, 1998.<br>Includes bibliographical references (leaves 82-83).<br>ABSTRACT --- p.ii<br>TABLE OF CONTENTS --- p.iii<br>LIST OF ILLUSTRATIONS --- p.iv<br>LIST OF TABLES --- p.v<br>PREFACE --- p.vi<br>Chapter<br>Chapter I. --- INTRODUCTION --- p.1<br>Chapter II. --- OBJECTIVE --- p.5<br>Chapter III. --- METHODOLOGY --- p.6<br>Chapter IV. --- HONG KONG BEER MARKET --- p.9<br>Chapter V. --- PHENOMENA OF HONG KONG BEER MARKET --- p.26<br>Chapter VI. --- BRAND IMAGE AND BRAND IDENTIT

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Sheng, Laing-Kuo Chung, and 梁郭仲生. "The Effect of Culture Identity, Product Images and Brand Images on Brand Attitude: An Empirical Examination of Fashion Designer Brands." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/7hrt9j.

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碩士<br>輔仁大學<br>織品服裝學系<br>100<br>As more and more imported fashion brands in the marketplace, the domestic designer brands have faced business dilemma. In the past, the researches on development of clothing brands have focused on qualitative method and emphasized on the issues of marketing strategy rather than on consumer behaviors. This study uses quantitative analysis to explore the relationship among the three dimensions of the country of origin, that is, product image, cultural identity, and clothing brand image. Consumers’ cognitions and attitudes of the image of country origin are examined

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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.

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碩士<br>大葉大學<br>企業管理學系碩士班<br>107<br>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 o

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Yang, Yu-Lin, and 楊玉琳. "The Relationship between Brand Image and Impulse Buying - Sports Brands as Examples." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/n5634v.

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碩士<br>中國文化大學<br>國際企業管理學系<br>105<br>Consumer impulse buying is becoming popular, and with the social changes, the antecedents of impulse buying have been more complicated and diverse than ever. In the extant literature, the antecedents have been focused on external environment factors or situational factors. The purpose of this study is to investigate the relationship between brand image and impulse buying. Brand image has been shown to be an important product attributes affecting consumer brand decision making. Using the students of College of Business at Chinese Culture University as data sou

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Liang, Sarah, and 梁碧仙. "Relationships among Country Image, Brand Reputation, Performance Quality and Brand Loyalty - A Case Study of Taiwanese Brands in India." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/45432375403213079450.

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碩士<br>國立中興大學<br>行銷學系所<br>105<br>There are several intrinsic and extrinsic cues that play a part in a consumer’s purchase motivation for a particular brand. In this competitive market there are a wide range of brands available to the consumer. This first concern of this research was to define the idiosyncrasies of the Indian consumer. Secondly, to understand which variables affect purchase motivation. This study was an exploratory one that utilized the tools of qualitative research. The technique used was the laddering technique. The reason for this was to gain a deeper understanding of the min

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the, Trinh ngoc, and 鄭玉世. "A Study on Brand Strategy, Brand Image, Customer Loyalty and Branhd Equity An Empirical Investigation Of the Mobile Phone Industry." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/z5779r.

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碩士<br>國立臺北科技大學<br>經營管理系碩士班<br>101<br>Mobile Telecommunication industry is the one of most popular industry in the world now. As the environment changes, Vietnam joined the World Trade Organization (WTO), the country''s economic development, Vietnam''s service sector has become the mainstream of the industrial structure, while the rise of consumerism awareness, business and consumers must re-examine their inter-relationship. Brand strategy their own advantages, their weaknesses, in order to create a brand image, customer loyalty successfully established consumer brand preference. Thus increas

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LIU, YI-LING, and 劉羿伶. "Exploring the Parent Brand Image–Extended Brand Image Link in Vertical Brand Extension." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/22649344763506478154.

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碩士<br>東海大學<br>國際經營與貿易學系<br>104<br>Abstract This study was designed to examine how the parent brand and diffusion brand reciprocally affect their images each other in vertical brand extension. By investigating and analysizing the young people to understand the extent of brand image, brand trust and brand love from main observation items; and using perceived fit and diffusion’s satistifaction to be the moderators for examining whether the avantage can be maximined after it launched the diffusion brand. 　　This study posted questionnaire on internet and asked for the customer of two department

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