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Dissertations / Theses on the topic 'Brand Perception'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Rudinski, Sanja. "Consumer Perception of Brand Personalization : Adbusters as Anti-Brand." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10149.

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Thesis purpose: The thesis purpose is to examine the interrelationship of consumer and brand relation. The main objective is to research how consumers’ perception of brand personalization before and after seeing Adbusters subvertisement ads influences their relation to brands. Methodology: The thesis has deductive quantitative research approach, since it starts from theory to gain more understanding of the research area. The data is collected through an online questionnaire. Theoretical perspective: This study is based upon the general brand and branding definitions, with focus on brand person

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Sztrokay, Aniko. "Gender- and Age-Dependent Brand Perception." Diss., lmu, 2010. http://nbn-resolving.de/urn:nbn:de:bvb:19-124496.

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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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Karlsson, Liam, and Emmanuel Ero. "Differences in the Perception of Brand Personality." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39807.

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Background: The process connected to understanding perceived brand personality is discussed as well as how perceived brand personality may be affected by different cultures. Finally, the reader is introduced to the sportswear fashion industry, namely Adidas. The research questions are introduced. Literature Review: The concept of standardisation vs adaptation is introduced, leading to a discussion regarding social media as a form of standardised marketing and how Adidas use it. The concept of culture is addressed with additional information regarding gender identity. Aaker’s dimensions of bran

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Muth, Alexandra, Rima Ismail, and Boye Caroline Langfeldt. "Customer Brand Relationship : An empirical study of customers’ perception of brand experience, brand satisfaction, brand trust and how they affect brand loyalty." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19385.

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Background: During the last decade, retail businesses have realized the importance of creatinga strong brand to be able to differentiate in a fierce market. However, having a strong brand isno longer enough to survive in the long run and gain a large customers base. Especially in theretail and fashion industry where many products fulfill the same need for the customer, making it important to adapt to changes on the market and stand out in the crowd. This has lead to the wide variety of brands that can be found and an intensified competition. Therefore, the key factor for building a long-term r

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Adomaviciute, Inga, and Denis Danilov. "Interaction between brand communities and a brand owner : The effect on community members’ perception of a brand." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-180003.

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Purpose The aim of the paper is to improve the understanding of effects caused by involvement of brand community members in communication with a brand owning company. The research has been conducted in Moscow, Russia. It examines brand values associated with Audi by Audi Club Moscow members, and those ones perceived by non-community members, and beside this, the degree of involvement in communication with the company of both. Research Method Numerous in-depth interviews have been processed among brand community members, people outside the community and the Audi AG employees. Results Through th

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Barclay, Helen Jane. "The perception of brands and brand value within the developing cultures / by H.J. Barclay." Thesis, North-West University, 2008. http://hdl.handle.net/10394/3626.

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The fundamental focus of this study is to discover the perception consumers of developing cultures have of brands and brand value. Markets are highly fragmented and is characterised by factors such as a diversity of cultures, traditions and beliefs on the one hand and historical imbalances in consumer purchasing power, illiteracy, and a wide variety of socio-economic challenges. Consumers are also increasingly experiencing what they perceive as an enhanced image from the consumption and possession of branded products. Brand Value, Brand Equity and Brand Loyalty have been an aggressively develo

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Baalbaki, Sally Samih. "Consumer Perception of Brand Equity Measurement: a New Scale." Thesis, University of North Texas, 2012. https://digital.library.unt.edu/ark:/67531/metadc115043/.

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Brand equity is perhaps the most important marketing concept in both academia and practice. The term came into use during the late 1980s; and the importance of conceptualizing, measuring, and managing brand equity has grown rapidly in the eyes of practitioners and academics alike. This has resulted in several often-divergent view-points on the dimensions of brand equity, the factors that influence it, the perspectives from which it should be studied, and the ways to measure it. Many different definitions and ways to measure brand equity have been proposed, and most of them are based upon the d

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Bortolotto, Carol <1991&gt. "Italian Prosecco Brand and Consumer Perception: An Explorative Analysis." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/10129.

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Branding, especially in the food and beverage industry, can be an effective tool for building awareness and recognition of product differentiation among consumers. This especially concerns Prosecco, one of the most successful sparkling wine stories in the world, where branding can represent the solution for building a consistent image of quality, on which companies could maintain and nourish a sustainable competitive advantage throughout the years. The primary purpose of this research is to examine consumer perception in relation to Italian Prosecco and its brand. This is to be interpreted as

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Ongaro, Gloria <1992&gt. "Neuropricing: the effect of supermarket promotions on Brand perception." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/12329.

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Nel Regno Unito i rivenditori devono effettuare promozioni nei loro supermercati. I brand sono dunque "obbligati" a scegliere quali promozioni applicare ai loro prodotti che siano loro favorevoli o, almeno, meno rischiose. Le promozioni, nel lungo periodo, potrebbero danneggiare l'immagine del brand e, soprattutto, la qualità percepita dal consumatore. Questo studio ha utilizzato la tecnica del neuro marketing per misurare l'effetto delle promozioni al supermercato sulla percezione del brand. Attraverso queste tecniche si ottiene una misurazione oggettiva, analizzando il subconscio dei rispond

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Jabbar, Zeenat. "The impact of corporate visual identity on brand personality." Thesis, Brunel University, 2014. http://bura.brunel.ac.uk/handle/2438/8734.

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It is argued that there is a need to extend our understanding and knowledge of the magnitude to which the elements of corporate visual identity (CVI) are perceived as the communicators of brand personality and hence corporate image, by the consumers. This thesis extends the knowledge about corporate visual identity (CVI) factors, particularly, name, logo, and colours, by developing a comprehensive model which incorporates corporate visual identity (CVI) elements and brand personality (BP) traits (sophistication, sincerity, ruggedness, excitement, competence). The thesis focuses on the associat

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Zheng, Tian. "The Variance between Brand Positioning and Brand Perception : -A Case Study about Volvo Cars in China." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-11451.

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Polák, Ivan. "Perception of the Hard Rock Brand by Czech University Students." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-72714.

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The goal of this thesis is to understand perception of the Hard Rock brand in the Czech Republic among university students. Hard Rock Cafe Prague is a combination of a restaurant, bar, and rock club operated by the hospitality corporation Hard Rock International. The studied segment can be seen as a group of potential customers in long term, and this research should identify opportunities for growth of Czech guests. The thesis presents the process and results of Hard Rock brand research on the selected segment. The work is supported by theory of marketing of services, brand, and methodology of

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Martínková, Kateřina. "The Perception of the PUMA Brand in the Czech Market." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-358986.

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The ambition of this master thesis is to provide a deeper insight into a marketing strategy of the multinational company PUMA applied in the Czech Republic. Specifically, the thesis includes a survey of customers designed to examine the perception of the PUMA brand in the Czech market within the target group of people from 16 to 26 years old. One of the essential requirements of this thesis is to provide a very important theoretical background of the marketing field, explaining the basic marketing terminology, presenting the marketing and communication mix, introducing the company analysis and

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Kronlund, Antonia. "Remembering words and brand names after a perception of discrepancy /." Burnaby B.C. : Simon Fraser University, 2006. http://ir.lib.sfu.ca/handle/1892/2658.

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Pretti, Nelson. "Zara’s brand perception: a comparative approach between Brazil and Spain." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/19657.

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Submitted by Nelson Pretti (n.pretti.91@gmail.com) on 2018-01-05T15:58:08Z No. of bitstreams: 1 Thesis - Nelson Pretti.pdf: 2041109 bytes, checksum: f5934c1066bf210c83bf047d8126c277 (MD5)<br>Rejected by Vera Lúcia Mourão (vera.mourao@fgv.br), reason: Olá Nelson, bom dia. estou rejeitando o seu arquivo postado porque você colocou, como se fosse um cabeçalho, o título do seu trabalho em todas as páginas a partir da contracapa, seguindo as normas não pode conter essa informação, peço a gentileza de corrigir e postar novamente. abs. on 2018-01-10T13:11:50Z (GMT)<br>Submitted by Nelson Pret

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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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Starkenberg, Marilyn. "The Importance of Brands : Swedish Generation Y Males and Clothing." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26469.

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Brands are an important part of consumers’ lives, and cultural aspects affect how consumers view brands. Though a great depth of research exists on branding and consumer culture, there is a lack of knowledge about Generation Y’s perceptions of clothing in Sweden, and specifically for men, across many countries. Different people purchase branded clothing for varied reasons and possess diverse needs that branded clothing may meet. Therefore, this study focuses on determining the perception of clothing and brands that Swedish men of Generation Y hold and examines the role branded clothing plays i

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Gaum, Bernice. "The influence of country of origin on consumers’ quality perception and selection of interior merchandise." Diss., University of Pretoria, 2014. http://hdl.handle.net/2263/46275.

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The study aimed to explore and describe consumers’ reliance on brands, specifically the Country of Origin (COO) of brands as a heuristic, i.e. the perceived quality of a selected category of interior merchandise and to subsequently explain how COO influences consumers’ quality perceptions and product choices. The study focussed on major household appliances, due to the prominence of brand names and the COO on these products. In other interior merchandise product categories such as furniture and textile products, the brand name and COO is not necessarily that prominent or visible. A surve

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Schram, Juliette Amelie. "Luxury brands and online consumer-generated content: dealing with the new lead of customers in brand perception." reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/10847.

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Submitted by Eliene Soares da Silva (eliene.silva@fgv.br) on 2013-05-16T14:52:59Z No. of bitstreams: 1 Dissertation FINAL VERSION.pdf: 1753101 bytes, checksum: f4b7733972d701d9bcb27de88e4fa663 (MD5)<br>Approved for entry into archive by Eliene Soares da Silva (eliene.silva@fgv.br) on 2013-05-16T14:54:07Z (GMT) No. of bitstreams: 1 Dissertation FINAL VERSION.pdf: 1753101 bytes, checksum: f4b7733972d701d9bcb27de88e4fa663 (MD5)<br>Made available in DSpace on 2013-05-16T15:10:10Z (GMT). No. of bitstreams: 1 Dissertation FINAL VERSION.pdf: 1753101 bytes, checksum: f4b7733972d701d9bcb27de88e4fa6

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Larsson, Jenny, and Maria Törnqvist. "Online Brand Perception : Functionality and Representationality in the Printer Manufacturing Industry." Thesis, Jönköping University, Jönköping International Business School, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-217.

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<p>Background and problem: As Internet usage has become increasingly common and important in our society it is crucial for companies to acknowledge the impact of online branding. As differences between products are decreasing it is no longer sufficient to compete solely on price or quality. Thus the importance of brands and branding is increasing. Even though branding is a heavily research topic, almost all research has been performed with consumer markets in mind, more or less ignoring industrial markets. This is done in spite of most markets being predominated by industrial firms.</p><p>Purp

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Granat, Mattias, and Camilla Nilsson. "LSPs employees’ perception of customer service : How it influences the brand." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Centre of Logistics and Supply Chain Management, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-24169.

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Purpose - The purpose of this research is to analyse how employees’ perception of customer service is linked to the brand. The aim is to analyse the connections between brand and the employees’ perceptions and develop managerial implications based on those findings. Problem – Davis et al. (2008) brought the attention of the influence employees have in increasing or decreasing the firms’ brand. Connecting the employees work role in customer service to see how these influence the brand in reality at LSPs. Method – A deductive mixed method was applied throughout this research and used in the fo

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Van, Jaarsveld Karien. "The effect of the senses on the perception of a brand." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/4130.

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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.<br>ENGLISH ABSTRACT: Against the background of the challenge marketers face in influencing consumer perceptions of brands, this study attempts to assess the effect of the senses on the perception of a brand. Perception is the way in which consumers interpret the world around them, with the senses as the receptors of information from the environment. One way of influencing consumer perceptions is by stimulating or involving multiple senses in brand building. To test this statement, the following research question was

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Kocacenk, Serap, and Sara Rubenstein. "The launch of a new car from a premium brand under pressure - defining consumers’ perception of a brand." Thesis, Kristianstad University College, Department of Business Administration, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-4477.

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<p>The view of a brand and brand image can be based on a numerous different factors. It is however largely due to historical associations in consumer’s mind and the symbolic value at an emotional level which has been build over the years. Therefore, it is of importance to a company to find the key to the consumer’s perception of a brand in order to be successful.</p><p>The dissertation examines the difficulties a company is facing when launching a new product in a high-tech industry. The Jaguar Company is operating in the high-tech industry and is interested in entering the market of modern lu

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Djerv, Sara, and Zeina Malla. "iPrefer : A Qualtative Study of the Drivers of Brand Preference in the Swedish Smartphone Market." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-176143.

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Problem Discussion: The rapid development of the smartphone market led formerly well-established brands to subdue to new entrants. Understanding what drives brand preferences within the dynamic smartphone market is key to formulating marketing efforts that influence purchase intentions. Research Objective: To qualitatively explore how a brand's equity drives Uppsala University students brand preferences within the Swedish smartphone market. Furthermore, to suggest how to increase the level of brand preference that may lead to increased purchase intentions for smartphones. Research Question: a)

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Xie, Hu. "Brand Mind Perception and Moral Judgments of Brand Behavior: How Perceived Leadership Influences Consumer Attitudinal Responses to a Brand's Wrongdoing." Thesis, University of Oregon, 2017. http://hdl.handle.net/1794/22716.

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How we communicate about brands and companies has changed. CEOs have come into the spotlight of brand communications but little marketing research offers holistic knowledge about CEOs as brand endorsers. This research investigates how CEO endorsers influence consumer attitudes toward a brand differently from conventional endorsers (e.g., celebrities and athletes). Further, this research examines underlying mechanisms that determine consumer responses to CEOs as brand endorsers and especially consumer moral judgments of a brand’s wrongdoing. Building on research on brand endorsers and brand

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Wiesmann, Benedikt, and Eduard Habt. "Corporate Social Responsibility : The Role of CSR in Brand Assessment – A Consumers’ Perspective." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18386.

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The purpose of this thesis is to investigate the role of CSR (Corporate Social Responsibility) on the consumers’ brand perception. It is assumed that if CSR has any effect on the consumers’ brand perception it is supposed to be found as a component of the brand image. The aim is to get realistic insight into the role of CSR in the consumers’ brand perceptions. Therefore it was needed to overcome essential limitations that previous studies had faced. Past researches have applied similar methods whereby almost no attention was given for the limitations that came along with experiments and quant

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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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Gill, Tripat. "Composite products as conceptual combinations : issues of perception, categorization and brand evaluation." Thesis, McGill University, 2002. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=38486.

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This dissertation addresses the issues pertaining to composite products (CPs). CPs are defined as products formed by combining knowledge from two distinct domains, for example, digital cameras, which combine knowledge from digital products and cameras. The three research questions addressed in the dissertation are: (1) how is knowledge combined from two distinct domains of a CP, (2) how are CPs categorized vis-a-vis their two components, and (3) what brands, among those associated with one of the two domains, are preferred in CPs? The thesis here is that CPs can be construed as conceptual comb

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Hansson, Ida, and Lovisa Mattsson. "Product placement : A study of audience perception on brand recognition and congruence." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64517.

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Traditional advertising has decreased while product placement in, for example, movies has increased. This has led to a problem, which is that viewers can perceive product placement as something negative. Product placement enhances viewers’ ability to recognize brands and products after watching a movie, while the placements can be congruent or incongruent. This study examines how brand recognition is produced and how congruence of a placement can affect audience acceptance. In response to this, a case study was conducted with embedded units consisting of three focus groups where the authors pr

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Vacková, Veronika. "Význam positioningu značky s aplikací na Google." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-81395.

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The first chapter of the diploma thesis is a theoretical background for the following, practically oriented chapters. It discusses a brand and its importance in marketing, and also deals with brand identity, image, brand awareness, methods of determining brand value and positioning strategies. The other two parts of thesis are practical and focus directly at the brand Google. The second chapter introduces the company Google and subsequently analyzes brand attributes and its perception in the Czech Republic. It also focuses on brand awareness, its value and comprehensively evaluates a current c

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Falk, Jenny, and Baobao He. "Management perception on the importance of corporate social responsibility for brand image: : A case study of Husqvarna." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18286.

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This master thesis focus on corporate social responsibility (CSR) and the relation to brand image. The topic was chosen because of the lack of research in this type of field. Previous research has suggested that there might be a bond between CSR and the brand image of a company, however, no confirmations has been done. The case study was done with in-depth interviews with Husqvarna’s CSR manager and marketing manager. The case study was also done with the help of Husqvarna’s sustainability report. Results from this study shows that brand image is affected positively by CSR. For Husqvarna, it i

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Heed, Niklas, and Jakob Granlund. "Advantageous for Who? : A Study of How Delivery and Return Policies Affect Customer Perception of Multichannel Retailers." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70032.

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In today’s retail landscape, the goal of retaining loyal customers is a pivotal part of success. Multichannel retailers offer an extended service package which increases the chances of totally satisfied customers, a requirement for loyalty. In 2017, 20-30 percent of all purchased e-commerce goods were returned. This aroused an interest in how consumer behaviour is influenced by a multichannel retailers’ delivery- and return policies, and so the purpose of this study was defined. The nature of the purpose directed the study to a quantitative form, where primary data was collected by conducting

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Huang, Meiyuan, and Annie Guu. "A study of consumer perception of a Chinese luxury fashion apparel brand in Sweden." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-165.

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This thesis investigates consumer perceptions of a Chinese luxury fashion brand in Sweden. The impact of nation brand image in terms of consumer buying behaviour and perception is examined by performing a case study of Shanghai Tang, comparing it to the American luxury fashion brand Ralph Lauren through the brands’ country of origin and brand history. Then a questionnaire is developed to analyse the luxury consumers’ perception of the Chinese brand Shanghai Tang and calculate the probability of customers purchasing luxury goods by Shanghai Tang. Finally, the future of Chinese luxury in Sweden

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Chen, Hsin-Teh. "Factors Affecting Perception of Fit of Jeans." Thesis, North Texas State University, 1987. https://digital.library.unt.edu/ark:/67531/metadc500737/.

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The purpose of this research was to determine if perception of fit in jeans will vary by target wearer, sex, educational background, political-social attitudes, and brand name. One hundred and sixteen usable questionnaires were completed by students enrolled in the 1987 spring semester at a university in North Texas. The questionnaire gathered data about perception of fit in jeans, social-political attitudes, clothing interest, and jeans consumption. No differences were found between perception of fit by sex or target wearer. Factors found to affect perception of fit were educational backgroun

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Gustafsson, John, and Giancarlo Mancuso. "Cola som Cola ? : Premium kontra substitut produkter." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-12682.

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Titel: Hur står sig de billigare substituten emot premium produkter? Nivå: C-uppsats i ämnet företagsekonomi Författare: Giancarlo Mancuso & John Gustafsson Handledare: Jonas Kågström Datum: 2012 – Maj Syfte: Syftet med denna uppsats är att vi vill undersöka hur de billigare substituten står sig emot premium produkter genom att ställa de emot varandra i ett blindtest föreslagits av tidigare forskning Ogenyi Ejye (1994). Vi vill veta om det finns en stor skillnad mellan de billigare varianterna och de premier produkterna enligt tidigare gjord forskning. Metod: Vi har utfört ett experiment i

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Šimánková, Klára. "Image a identita značky adidas." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193699.

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The master thesis deals with brand image and identity, the difference between brand perception from the customer point of view and from the creator point of view. The thesis is divided into theoretical and practical part. In the frame of theoretical part there is a brand definition, its components, functions which are the most important part of brand building since it is necessary to see the advantages of brands. This master thesis looks in details on brand value and models for measuring brand value. The practical part deals with market research through questionnaire, which is a base for evalu

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Johansson, Martin, and Ömer Bozan. "How does celebrity endorsement affect consumers' perception on brand image and purchase intention?" Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64430.

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Having a celebrity endorse a product has in previous research been shown to increase both sales and brand awareness for companies. Celebrity endorsement can also be used by companies as a marketing communication strategy to build brand image. As a result of this, companies pay millions of dollars to have a celebrity endorse their products. It is therefore a very interesting area to investigate and do further research on. By using a qualitative research, this thesis explores, describes and analyse how celebrity endorsement affects consumers’ perception on brand image and purchase intention. To

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Vigneron, Franck. "Multiple-item scale for measuring prestige perceptions of brands." Thesis, The University of Sydney, 1998. https://hdl.handle.net/2123/27660.

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This study extends the emerging research on prestige consumption. The objective of this research is to examine the concept of prestige with the goals of designing a conceptual framework and developing a scale (i.e., semantic differential) able to measure the meaning of this concept. There are several reasons why it is important to develop a scale measuring the concept of prestige. First, there exists no clear definition concerning what constitutes a prestige brand compared to a nonprestige brand. The second reason supporting this research is the lack of theoretical direction concerning the co

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Vargasová, Nikola. "Perception of Chinese hi-tech brands in Europe." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-262251.

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The thesis "Perception of Chinese hi-tech brands in Europe" examines how Chinese origin affects the perception of hi-tech brands by European customers. The theoretical part deals with the concept of country of origin and its relationship to the concept of brand equity. The practical part is devoted to the research on the topic of perception of Chinese smartphones in Europe. The research results confirm both hypotheses: 1. Customers when choosing a smartphone brand are not affected by the country of origin. 2. European customers do not perceive Chinese hi-tech products as of low quality.

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Chen, Chao, and Jiayan Liu. "Brand Adapting Management in Merger and Acquisition : A Case Study of Geely/Volvo's Brand Acquisition." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12268.

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The premise of this thesis is to conduct a research regarding the connection of brand image, brand identity, brand positioning with brand adapting management. The significant purpose of this thesis is for better understanding how a Chinese auto corporation can effectively manage and adapt an acquired foreign brand in Chinese market. In order to reach this purpose, a case study of Geely/Volvo’s acquisition has been carried out which entailed company visit (Volvo Brand Experience Center), interviews with Volvo brand specialists, Volvo dealer and Chinese market expert. The Theoretical Framework d

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Su, Jiue-Ru, and 蘇玨如. "Customers’ Perception of Brand Alliances." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/92473670791217049685.

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碩士<br>國立臺灣大學<br>國際企業學研究所<br>90<br>Businesses gradually adopt the brand alliance strategy on the basis of various marketing motivations. This study will make people more understand effects of brand alliances on customers’ perception. It explores roles of each brand in brand alliances, including the target brand and the context brand. Especially, customers’ attitude toward target brand is the point of this study. Giving a fitness club (target brand) in alliance with a restaurant (context brand) as an example, this study uses the experimental design method, which researches

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Elin, Norell, and Larsson Emma. "Consumer Perception of the Value of Brand Heritage." Thesis, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35652.

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Brand heritage and consumer perceived value are two concepts which separately have received a growing interest among academics for quite some time. However both of them combined, hence consumers’ perception of the value of brand heritage is a relatively unexplored field of research. This study therefore intends to explore how consumers perceive the value of brand heritage of luxury fashion brands. To achieve this purpose, the study will investigate consumers’ perception of the value of brand heritage of four European luxury fashion brands – Burberry, Chanel, Gucci, and Louis Vuitton – which se

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Khan, Khalid, and Rattanawilai Janthimapornkij. "Horizontal Brand Extension and Customer perception." Thesis, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-8117.

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Company use different method for extended their business to different market and to different segment. They use different method; brand extension is one of popular strategy for extension of business. Brand extension does not become successful for every brand, it is very risky. The purpose of this thesis is to study horizontal brand extension and customer perception. We will discuss horizontal brand extension and its two main types franchise brand extension and line extension. Brand extension is less expensive as compared to new product development in the market. Some time failure of brand exte

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Lucouw, Leana. "The impact of brand ambassador transgression on brand perception / Leana Lucouw." Thesis, 2014. http://hdl.handle.net/10394/15375.

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The impact of brand ambassador transgression on brand perception is investigated in this study. To reach the goal of this research the impact brand ambassador transgression across different generational cohorts was measured. The essence of brand ambassadors in the new branding landscape was determined from literature. The new branding landscape as a whole was described to provide a context for the study and the impact and affect thereof on the different generations. The increasing popularity of using brand ambassadors in marketing campaigns due to their ability to increase brand awareness, cre

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Lee, Wu-Hsuan, and 李娪萱. "The perception differences study of extending to 3C brand from manufacture brand." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/26834004602441084564.

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碩士<br>國立臺北大學<br>企業管理學系<br>99<br>This study focused on consumers and manufacturers on brand perception and brand extension perceived differences, combined with depth interviews with selected members of various sectors within the company, to compare differences of brand awareness. And will extract the brand association of store personnel and consumers to do quantitative analysis, to compare the similarities and differences in brand perception. Sample from a well-known domestic appliances manufacturers, the case itself, in addition to its own brand manufacturers to access the original brand exten

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Cheong, I.-Man, and 張伊汶. "The Impact of Crisis Perception on Brand Trust-The Moderating Role of Self-Brand Connection and Perception of Self- Relevance." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/h4b8a6.

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碩士<br>世新大學<br>公共關係暨廣告學研究所(含碩專班)<br>103<br>Over the past few decades, the frequency of brand crisis has increased. Consumers roundly encounter negative message about brands, including traditional brand, non-profit organization, educational institution etc. The rumors or factual negative information arising from crisis not only harm the reputation of organization, but also harms the trust and confidence that consumers place in brands. Furthermore, if the consumer trust is broken, the process of repairing trust maybe more difficult than building trust initially. Thus, understanding how publics pe

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Liu, Yin-Sung, and 劉尹淞. "Aligning Customer Taste Perception with Coffee Brand Image." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/28057986392663691642.

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碩士<br>淡江大學<br>企業管理學系碩士班<br>101<br>Human beings usually use five senses to experience and memorize things in their daily life. However, most companies use only sight and hearing to transmit their brand image nowadays. This research aims to investigate what taste perception that product brands delivered to their customers. By combining association rule and taste model, this study attempts to discover taste characteristics of the product brand, as well as how these taste characteristics can help companies improve and enhance brand image. This study tested 246 student participants for five famous

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Vasiukov, Denis. "Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand." Master's thesis, 2017. http://hdl.handle.net/10198/14668.

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Mestrado APNOR<br>Corporate Social Responsibility (CSR) is an open and transparent business practices. It is the method based on moral values and respect to staff, community and environment. Corporate social responsibility is scheduled because it is the result of stable values for society in general and for shareholders more specifically (Esmaeilpour & Barjoei, 2016). Nowadays corporations are seriously engaged with CSR initiatives leading to positive social change. CSR norms and codes of conduct outlined by leading branded global corporate actors are a pre-requisite for an entry into ma

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Kowathanakul, Suwanna. "Consumer evaluations of brand extensions : the influence of brand trust, brand affection and perception of fit on Thai consumers." 2006. http://arrow.unisa.edu.au:8081/1959.8/80781.

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The factors which influence consumers evaluations of brand extensions have been an important research issue in the area of brand extensions. Regardless of its importance, there is a lack of study in brand extensions in Asia, particularly in Thailand.<br>Based on the review of previous research of brand extensions and integration into the elements of the conceptual combination literature, a conceptual model for evaluating brand extensions, which is relevant to Thai consumers, is proposed. The consumers evaluations of brand extensions are examined using similar and dissimilar hypothetical extens

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