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Oosthuizen, Elzandi. "The influence of merging brands on the brand position in the global open–field vegetable seed sector / Oosthuizen, E." Thesis, North-West University, 2011. http://hdl.handle.net/10394/7047.
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The study deals with the concept of the influence of merging brands on the brand position in the global open–field vegetable seed sector. The research, more specifically, examines the market perception and awareness of the brand regarding the company versus the competitive brands. Monsanto, as a company, deals in the market as Seminis.
A tailor–made questionnaire was used as the measuring instrument. A total of 1177 respondents completed the questionnaires during interview sessions. Interviews were done by the marketing and product management teams of Monsanto as well as a consultancy firm, Market Probe. Mostly growers from the North and South America (NAFTA) and Europe, Middle East and Africa (EMEA) regions were interviewed. Data analysis was done by means of descriptive statistics.
The study concludes that in terms of top–of–mind awareness, Seminis is in a very competitive position within the NAFTA market, but trails Nunhems and Bejo in the EMEA market. While the individual Syngenta seed brands have low unaided brand awareness, Syngenta is frequently cited, on an unaided basis, as a brand of vegetable seed in both NAFTA and EMEA.
No particular brand, in either NAFTA or EMEA, seems to have distinguished itself in either a positive or negative manner over the past five years. From an overall image perspective Seminis has a strong competitive position. For the most part, on a total sample basis, there is a lack of clear brand differentiation between Seminis and its top competitors in both NAFTA and EMEA. There seems to be little risk in linking Monsanto to Seminis and, in fact, Monsanto may be a “reason to believe” if Seminis is to be positioned around a product performance or innovation theme.Thesis (MBA)--North-West University, Potchefstroom Campus, 2012.
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Linander, Kristina, and Carolina Carlsson. "Positioning of a brand point of parity : a study of a possible approach for taking position of a point of parity in a mature business to business market." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-90333.
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Every organisation has to build their brand on specific associations that they want to be related to. These associations can be divided into two categories: points of parity and points of difference. Traditionally brands have been concentrating on the company’s points of difference in their positioning strategies. It is more complex to take the position of a point of parity than it of a point of difference. Positioning involves finding a distinct place in the customer’s memory for the right reasons the company wants to convey and in that way maximize the profit potential for the company. To be able to achieve this, the company need to define its target group, its competition, and in what way the brand are alike the competition and in what way they differ from their competition. Existing brands positioning derives from the brand’s identity. The problem question is how can an organisation gain the position of a point of parity? Food Safety is relevant to use as an example given that it is impossible to compromise with, since it could lead to bankruptcy if not properly handled. The aim is to dissolve the complexity of the situation by using well known theory about marketing strategies, brand building, positioning, brand identity, brand equity and communication. The solution consists of three phases that forms a model of a strategy. In the first phase the organisation need to set up their marketing and brand strategies, their frame of reference and decide on their identity, what point of parities and point of differences they want to be associated with. The second phase involves elaboration of the identity into brand equity. For a point of parity it is a longer process than for a point of difference. The last phase is the communication of the brands message and identity. Communication is the key to linking the identity to the customer. The steps are combined in the strategy set up in this research. Since markets are dynamic it is important to resubmit and keep working with all steps of the strategy.
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Malečková, Marie. "Strategická pozice značky a její definování v konkurenčním prostředí." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-81384.
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A study on the strategic position of a brand and it's position in a competitive environment was carried out based on Apogeo an advisory group and valuation institute. The target of my work was to evaluate the impact of communication in building APOGEO's strategic position in the market place, in addition to outlining measurement techniques and the importance of brand definition.
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Karlström, Erica, and Musser Camilla. "Lönsam premiumstrategi? Laddavarumärket med rationella och emotionella värden till den breda massan : En kvalitativ undersökning om hur företag utvecklar en framgångsrik och lönsam premiumstrategi." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35930.
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I den här uppsatsen tillhandahåller vi resultatet av en deduktiv och kvalitativ fallsstudie om företagsinterna processer för framgångsrikt varumärkesarbete med fokus på hur identifiera, prioritera, applicera och omsätta effekterna av omvärldstrender till en framgångsrik och lönsam premiumstrategi; genom att beskriva och analysera detta arbete i två premiumföretag (Haglöfs och BMW). Studien avser att göra ett bidrag till teorin om effektivt varumärkesarbete med fokus på premiumstrategi, nämligen premiumstrategins sammanbindande länkar med hänsyn tagen till dess kontextuella förutsättningar Den teoretiska referensramen utgörs av huvudbegreppen: trender, premiumvarumärken, varumärkesutvidgning samt marknadsposition. För studien valdes två empiriska undersökningsobjekt och relevant information beträffande dessa samlades in via två metoder; dels via en kvalitativ semistrukturerad-intervju samt via dokumentanalys. Detta för att undersöka hur premiumföretag arbetar utefter den struktur och teoretiska modell/bidrag som identifierats i samband med fastställandet av syntesen. Utifrån teorin identifierade vi ett antal förutsättningar samt länkar kopplade till en premiumstrategi. Dessa förutsättningar samt länkar verifierades senare via en analytisk induktion. Återkommande sekvenser i insamlad empiri söktes och förklarades genom att vi undersökte företagens branschspecifika förutsättningar men även hur de arbetade med att utveckla en premiumstrategi. Strukturen och länkarna för att utveckla en premiumstrategi var följande: att identifiera, prioritera samt applicera trender àatt identifiera och utarbeta värdeskapande attributà att därefter anpassa och utveckla premiumvarumärketà och att senare etablera en premiumkanal med syfte att tillgängliggöra varumärket till den bredare massan. Länkarna utgjorde viktiga förutsättningar associerade med en önskad effekt om en marknadsposition i form av premiumledarskap.In this paper, we provide results of a deductive and qualitative case study on a company's internal processes for successful branding efforts with a focus on how to identify, prioritize, apply and translate the impact of external trends into a successful and profitable premium strategy by describing and analyzing this work in two premium companies (Haglöfs and BMW). The theoretical framework consists of the main concepts: trends, premium brands, brand extensions and market position. For the study, two empirical survey items were elected and relevant information concerning these were collected via two methods; partly through a qualitative semi-structured interview, and through document analysis. This is to investigate how premium business works along the structure and theoretical model/contribution identified in connection with the determination of the synthesis. Based on theory, we identified a number of conditions, and links related to a premium strategy. These conditions, as well as links, were later verified through an analytical induction. Recurrent sequences in the collected empirical data were declared by investigating companies industry-specific conditions but also how they were developing a premium strategy. The structure and links in order to develop a premium strategy were: to identify, prioritize and apply trends à to identify and develop value-adding attributes à then to adapt and develop the premium brand à and later to establish a premium channel with the purpose of making the brand available to a wider mass. These links were important conditions associated with a desired effect on a market position in the form of premium leadership.
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Sun, Yao. "Effects of length, frequency and serial position on advertising impact moderated by product involvement : evidance from super bowl broadcast 1992-2012." HKBU Institutional Repository, 2013. http://repository.hkbu.edu.hk/etd_ra/1531.
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Larsson, Jennifer, and Johan Jansson. "Varumärkeshantering : Positionera ett varumärke på spelmarknaden." Thesis, Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-8028.
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Problemställning: Syftet med examensarbetet var att bekräfta en position och en tilltänkt målgrupp tilluppdragsgivaren MooreGames som är en ny spelsajt på den svenska spelmarknaden. Studien är även tillför att ta fram en varumärkesplattform som i sin tur sammanfattas i en varumärkesbok. Denna bokkommer internt och externt kommunicera varumärkets värden.Teori: För att kunna få reda på hur vi på ett lyckat sätt skulle identifiera positionen hos varumärketMooreGames studerade vi teorier inom varumärkesutveckling och retorik. Teorierna förvarumärkesutveckling är tagna ur brand managment-området som är en övergripande teori förvarumärkesutveckling. Delarna vi använt oss av inom brand managment-området äridentitetsstrukturen, image hantering, positionering och konsumentens perspektiv. Teorierna omretorik användes för att granska konkurrenternas retorik som sedan ledde till att vi kunde fastställakonkurrenternas positioner.Metod: De empiriska studierna bestod av en enkätundersökning på målgruppen, och en kvantitativinnehållsanalys som mätte konkurrenters användande av retoriska grepp. Den kvantitativainnehållsanalysen bestod av 11 spelsajter som utifrån retoriken analyserats medan enkätundersökningenhar fokuserat på MooreGames tilltänkta målgrupp (killar 18-25år).Resultat: De empiriska studierna visade att den tilltänkta positionen var tillgänglig på spelmarknaden.Denna position innebär att MooreGames skulle kunna ge mer än vinster, i form av pengar, för attkunna särskilja sig från deras konkurrenter. Under målgruppsanalysen såg vi att målgruppen borde ökasmed 5 år, då MooreGames annars kommer förlora en stor del av spelarna på grund av att spelaren ärmellan 23-28 år. Målgruppens intressen är resor, sport, familj och vänner, samt att de ärvinstfokuserade. Den position som föreslås för MooreGames kommer innebära att vinsterna som delasut kommer vara i form av resor och sportevenemang.Presentation of the problem: The goal of the thesis was to find a position to our client MooreGames,which is a new game site on the Swedish gaming market. Our study will help us develop a brandplatform that will be summarized in a brand book. This book is going to communicate internal andexternal values of the brand.Theory: To learn about how we successfully could find a position to the brand MooreGames westudied the theories of branding and rhetoric. The theories of brand development are taken from theBrand Management area, which is a comprehensive theory of brand development. The parts we usedfrom the Brand Management area are Core Identity, Image Management, Positioning and Consumerbehaviour. The theories of rhetoric were used to examine competitors' rhetoric, which then led us todetermine the positions of the competitors.Method: The empirical studies consist of a survey on the target group and a quantitative contentanalysis that measures the competitors' use of rhetoric. The quantitative content analysis consists of 11gaming sites based on the rhetoric analyzed while the survey has focused on MooreGames intendedtarget group (boys 18-25year).Results: The empirical studies showed that there is a vacant position in the gaming market. Thisposition means that MooreGames could offer more profits in other forms then money to be able todistinguish themselves from their competitors. In the target group analysis, we saw that the targetgroup should be increased with 5 years, or else MooreGames will lose a large part of the playersbecause the average player is between 23-8 years old. Therefore a wider audience in the age 18-30 wasrecommended. The target group interests are travel, sports, party, and that they are profit-focused. Theposition suggested for Moore games will mean that the benefits awarded will be in the form of traveland sporting events.
Den producerade varumärkesboken bifogas som en bilaga
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Wallström, Emilia, and Evelina Simonsson. "Attityd till ett varumärke via produktplacering : En jämförande studie mellan Generation X och Generation Y." Thesis, Högskolan i Gävle, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-24275.
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Syfte: Syftet med denna studie är att jämföra hur Generation X och Y:s attityd till ett varumärke påverkas av produktplacering. Metod: I studien genomfördes en undersökning med hjälp av experimentell design och enkät med 169 respondenter. Varje respondent fick ta del av ett avsnitt från TV-serien Solsidan där det förekommer produktplacering. Därefter fick respondenterna svara på en enkät om de produktplaceringar som förekom i avsnittet. Resultat & slutsats: Resultaten visar att generationerna i de flesta fall har samma inställning till produktplacering generellt. Vår slutsats är att både Generation X och Y har en positiv attityd till ett varumärke som använts i en produktplacering i TV-serien Solsidan. Vi kan se ett undantag vid tydlig produktplacering där båda generationerna visar en negativ attityd. För samtliga varianter av produktplacering går det inte att se någon skillnad mellan generationernas attityd, då Generation X och Generation Y har samma attityd. Förslag till fortsatt forskning: Vårt förslag till vidare forskning är att genomföra samma typ av studie med fler respondenter. Ytterligare ett förslag är att utföra samma typ av studie med hjälp av en kvalitativ undersökning. Uppsatsens bidrag: Det teoretiska bidraget är vår jämförande studie mellan Generation X och Generation Y och deras attityd till varumärket via produktplacering. Vårt praktiska bidrag är att utöka kunskapen för marknadsförare att använda de olika varianter som finns inom produktplacering. Detta för att kunna hjälpa de som använder produktplacering för att nå olika ålderskategorier, då de vill få en positiv inverkan på attityd till varumärket hos konsumenterna de vill nå ut till.Aim: The purpose of this study is to compare how Generation X and Y´s attitude towards a brand is influenced by product placement. Method: In the study, a survey was conducted using experimental design with 169 respondents. Each respondent was asked to watch a specific episode from the TV-series Solsidan where product placement occurs. Thereafter the respondents answered a survey about product placements that appeared in the episode. Results & conclusion: According to the results, Generation X and Y in most cases have the same attitude to product placement in general. Our conclusion is that both Generation X and Y have a positive attitude towards a brand used in a product placement in the TV-series Solsidan. We can see an exception in prominent product placement where both generations show a negative attitude. For all kinds of product placement, there is no difference between generation's attitude, since Generation X and Generation Y have the same attitude. Suggestions for further research: Our proposal for further research is to do the same type of study with more respondents. Another suggestion is to do the same type of study using a qualitative survey. Contribution of the thesis: The theoretical contribution is our comparative study between Generation X and Generation Y and their attitude towards brands through product placement. Our practical contribution is to expand the knowledge of marketers to use the different kinds of product placement. This in order to help those who use product placement to reach different age categories, as they want a positive impact on the consumer's brand attitude.
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HALLIN, DANIEL, and FILIP MÄLBERG. "Evaluation of ingredient brands with network effects : Towards an Analytical Framework." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-299271.
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In recent years, companies have increasingly built their businesses around network effects. Furthermore, ingredient branding has become a frequent occurrence in which companies develop their business model by incorporating their product into other products. During contact with the Swedish company Twiceme Technology and after investigating these phenomenon deeper, it appeared to be unique to have both network effects and ingredient branding in the company’s offering. That's where it was discovered a gap in the existing literature and the decision to learn more about how they're related by empirically studying companies that use network effects or ingredient branding in their business models. The overarching aim of the study is to look at characteristics among these phenomenon and analyze how network effects affect ingredient brands, and how they can be connected together. There were several phases in the empirical analysis method. A case sample group of four companies was analyzed in order to obtain a better understanding of the topic in practice. Following that, based on the previous results, the company Twiceme was evaluated as an ingredient brand with network effects. In order to address the research questions, the data extracted from the case sample group and Twiceme were analyzed and compared to theory. From the study, it was found that achieving a strong market position for network effect companies is highly dependent on reaching the certain network size where the value of the network starts having an exponential increase. High brand equity in terms of brand awareness and reputation is needed to achieve a strong market position accelerated by network effects. Ingredient brands with network effects can generate synergy effects, allowing the network value to potentially grow even faster as a result of the increased brand equity from ingredient branding. Based on the conclusions of the study and the proposed evaluation framework, this thesis aims to be useful for managerial decision-making and understanding of network effects and ingredient branding, and when they should explore new market opportunities. It also contributes to academia by presenting a novel research perspective in this field and provides material for future research to continue to investigate this subject.Under de senaste åren har företag i allt högre grad byggt sina företag kring nätverkseffekter. Dessutom har ingrediensvarumärken blivit en vanlig förekomst där företag bygger sin affärsmodell på att integrera sin produkt i andra företags produkter. Under kontakten med det svenska företaget Twiceme Technology och efter att ha undersökt dessa fenomen, påvisades det vara unikt att både vara ett ingrediensvarumärke och ha nätverkseffekter i företagets erbjudande. Där upptäcktes ett gap i den befintliga litteraturen och beslutet att lära sig mer om hur de kan relateras till varandra genom att empiriskt studera företag som använder nätverkseffekter eller ingrediensvarumärkning i sina affärsmodeller. Studiens övergripande mål var att titta på egenskaper hos de bägge och analysera hur nätverkseffekter påverkar ingrediensvarumärken samt hur de kan sammankopplas. Det fanns flera faser i den empiriska analysmetoden. En fallgrupp med fyra företag analyserades för att få en bättre förståelse för ämnet i praktiken. Efter det, baserat på de tidigare resultaten, utvärderades företaget Twiceme som ett ingrediensvarumärke med nätverkseffekter. För att besvara forskningsfrågorna, analyserades data från fallprovgruppen och Twiceme och jämfördes med teorin. Från studien kan det konstateras att uppnå en stark marknadsposition för nätverkseffektföretag är mycket beroende av att uppnå en viss nätverkstorlek där företagets värdeerbjudande börjar öka exponentiellt. För att uppnå en stark marknadsposition som accelereras av nätverkseffekter behövs högt varumärkesmedvetenhet och anseende. Ingrediensvarumärken med nätverkseffekter kan generera synergieffekter, vilket gör att värdeerbjudandet potentiellt kan växa ännu snabbare till följd av det ökade varumärkeskapitalet från ingrediensvarumärken. Baserat på slutsatserna från studien och det föreslagna ramverket, syftar denna uppsats till att vara användbar för ledningsbeslut och förståelsen för nätverkseffekter och ingrediensvarumärkning, samt när de bör utforska nya marknadsmöjligheter. Det ämnar också till att bidra till akademin genom att presentera ett nytt forskningsperspektiv inom detta område och ge material för framtida forskning att fortsätta att undersöka detta ämne vidare.
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Monahan, Lisa. "Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes." Scholar Commons, 2017. http://scholarcommons.usf.edu/etd/6908.
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Given a lack of tactics for addressing brand hate, most managers tend to ignore brand haters, and instead dedicate their resources towards consumers who like or love their brand. Similarly, relative to the volume of research on positive brand emotions, the academic literature exploring negative brand emotions is limited. Moreover, research indicates that compared to positive brand information, negative brand information is more diagnostic, and ultimately more damaging.
In contrast to such findings and practices, this dissertation proposes a strategy whereby using advertising to openly acknowledge that a brand is hated (i.e. hate-acknowledging advertising) can be advantageous for corporate polarizing brands. The findings suggest that, compared to a traditional ad (i.e., an ad which only focuses on positive brand attributes or information), a hate-acknowledging produces higher levels of brand trust through the mediating influence of ad credibility. This research also demonstrates that hate-acknowledging advertising (vs. traditional advertising) has a stronger and more favorable influence on consumer intentions to engage in positive word of mouth, and that consumer brand emotions moderate this effect. Specifically, the favorable influence of hate-acknowledging on positive word of mouth intensifies with higher levels of consumer love towards a polarizing brand.
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Beccu, Gabriele. "Positive effects of strategic corporate social responsibility." Master's thesis, NSBE - UNL, 2012. http://hdl.handle.net/10362/9591.
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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 EconomicsIn recent years scholars have been developing various theoretical models to measure the effects of corporate social responsibility activities on customer perceptions and on customer-company identification. While significant advances have been made in demonstrating the positive effects of CSR initiatives, little research has been focused on how a structured approach to CSR affects these variables. This study aims to demonstrate the major positive effects of a strategic approach to CSR in comparison to a philanthropic approach, and to provide managers with useful advices for the creation of shared value for the society.
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Johansson, Jacob, Oscar Folkesson, and Jacob Henningsson. "Brand image in the Sharing Economy : An exploratory study of how to achieve positive customer perceptions in the sharing economy." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39695.
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Abstract Background: Most of existing literature in the field of sharing economy has focused on aspects of sustainability and business model structure. Research on brand image in the sharing economy has up until today not been an area of investigation. The purpose of a company’s marketing activities is to influence the perception and attitude towards the brand and stimulate consumers’ purchasing behavior by establish the brand image in consumers’ mind. The peer-to-beer based structure of sharing goods and services in the sharing economy consequently means less involvement from the focal company and presents the challenge of influencing the customers’ perception of the brand. Purpose: Page and Lepkowska-White (2002) developed the ‘Web Equity Framework’ which illustrates factors affecting brand equity in an online environment. By using this framework as a foundation for interviews, the purpose of this study is to understand how brand image is built and uncover factors that affects brand image in the sharing economy. Method: This is a qualitative study using an abductive approach. Seven in-depth interviews have been held with sharing economy companies in Sweden to collect data and gain an understanding in the field of study. Conclusion: The findings of this study show five factors that affect brand image in the sharing economy. The factors in Page and Lepkowska-White’s (2002) framework have been found to affect brand image also in the sharing economy, to different extent. However, two of them have been renamed to more appropriately fit the field of study and one additional factor has been identified, namely Peer trust, which has been illustrated in a revised model. Since trust between consumers becomes more apparent in the sharing economy, this is also one of the factors that impact the way consumers perceive the brand.
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Yarango, Alcocer Yolanda Fátima. "El Body Positive como recurso motivador de la intención de compra de las marcas hedónicas. Caso Cyzone." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652997.
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A lo largo de los años, surgieron movimientos como el Body Positive para cuestionar los rígidos estándares de belleza, visualizar la diversidad en la imagen física y oponerse a los paradigmas en torno al exceso de peso. Es así como algunas marcas hedónicas incluyeron este movimiento en la publicidad a través de las modelos de tallas grandes para conectar con el público femenino. Sin embargo, se cuestiona si estas marcas comprenden los fundamentos de este movimiento, la influencia del autoconcepto del público objetivo y en qué aspectos podría afectar a la marca. La importancia de esta investigación radica en los aportes obtenidos, primero, en el ámbito publicitario al distinguir el papel inclusivo o mercantilista de las marcas hedónicas que buscan desestandarizar la belleza. En segundo lugar, en el ámbito psicológico, considera la influencia del autoconcepto de cada mujer y los estándares de belleza aún persistentes en el contexto peruano. El objetivo de la presente investigación es conocer cómo el Body Positive es usado como un recurso motivador de la intención de compra de las marcas hedónicas, sustentado en el caso de Cyzone y su campaña “Quiérete”. La metodología de investigación es de tipo cualitativa a través de las técnicas focus group y entrevistas a profundidad. La población en estudio son mujeres universitarias entre los 17 a 24 años de edad de Lima Metropolitana, quienes son consumidoras de Cyzone.Over the years, movements arose like the Body Positive emerged to question rigid beauty standards, visualize diversity in the physical image, and oppose to the paradigms around being overweight. This is how some hedonic brands included this movement in advertising through plus-size models to connect with the female audience. However, it is questioned whether these brands understand the fundamentals of this movement, the influence of the target audience's self-concept and in what aspects it could affect the brand. The importance of this research lies in the contributions obtained, first, in the advertising field by distinguishing the inclusive or commercial role of hedonic brands that seek to de-standardize beauty. Second, in the psychological field, it considers the influence of each woman's self-concept and the still persistent beauty standards in the Peruvian context. The objective of this research is to know how the Body Positive is used as a motivating resource for the purchase intention of hedonic brands, supported by the case of Cyzone and its “Love yourself” campaign. The research methodology is qualitative through focus group techniques and in-depth interviews. The study population are university women between the ages of 17 and 24 from Metropolitan Lima, who are Cyzone consumers.
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Vaara, Linnea, and Sabina Zahiraldinni. "Online Communication and Brand Attitudes : A Millennial Perspective." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74185.
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This study’s purpose was to provide a deeper understanding regarding how millennials’ attitudes towards brands are influenced by online communication. With the aim of fulfilling the purpose of the study, two research questions of descriptive and explorative kind were stated; “How can the factors that influence millennials’ use of electronic word-of-mouth be described?” as well as “How does electronic word-of-mouth influence millennials’ brand attitude?”. In order to generate potential answers to the stated research questions, a conceptual framework was conducted by reviewing scholarly literature. The conceptual framework then provided the study with a theoretical foundation of which was utilized during both the data collection and the data analysis. Methodologically, this was a case study analyzing qualitative data that was collected through eleven semi-structured and in-depth interviews with both male and female millennials. The findings and conclusions of this study implied that electronic word-of-mouth has a meaningful impact on both the formation of and influence on attitudes towards brands amongst the millennials. Moreover, this was heavily dependent on the one disseminated it. However, with regard to the ever-evolving area of social network sites, other noteworthy factors such as millennials’ need for affiliation, aesthetically appealing firm-generated content and intense exposure to digital advertising were emphasized as components of which too formed their attitudes towards brands. Furthermore, the results suggested that adopting personalization- and social interaction strategies will encourage the spreading of positive electronic word-of-mouth. Lastly, positive electronic word-of-mouth was then for its part related to brand loyalty, which was reckoned to promote the persistency of positive brand attitudes.
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Ji, Hye Kang. "The positive emotion elicitation process of Chinese consumers toward a U.S. apparel brand a cognitive appraisal perspective /." online access from Digital Dissertation Consortium access full-text, 2007. http://libweb.cityu.edu.hk/cgi-bin/er/db/ddcdiss.pl?3291278.
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Frieden, Laura Rose. "The Role of Consumer Gender Identity and Brand Concept Consistency in Evaluating Cross-Gender Brand Extensions." Scholar Commons, 2013. http://scholarcommons.usf.edu/etd/4488.
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Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the present study focuses on gender roles, conceptualizing gender as levels of masculinity and femininity. The products featured were positioned as having either a symbolic or functional brand concept. The results from this study not only confirm that gender and gender roles are indeed two distinct concepts, but they also indicate that gender roles and brand concept have a significant effect on brand extension evaluations, especially when level of masculinity is a factor.
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Ahlin, Jenny, and Klara Hällerfors. "Kan företag påvisa en positiv effekt av sin sponsring? : En explorativ studie om hur företag mäter effekten av sin sponsring samt hur sponsring påverkar deras varumärkesimage." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41174.
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Att sponsra idrottsorganisationer är ett väletablerat och vanligt förekommande fenomen bland företag. Miljontals kronor pumpas in i olika idrottsorganisationer med syfte att förbättra företags anseende om deras verksamhet samt varumärke. Trots krav på att kunna påvisa hur dessa investeringar påverkar företags verksamhet tyder många studier på en avsaknad av samt okunskap kring effektmätning. Avsikten med denna studie är att söka djupare förståelse kring om och i så fall hur företag mäter effekten av sin sponsring. För att kunna undersöka detta krävs att djupare förståelse skapas kring vilka mål företag, utan idrottskoppling, har till att investera i sponsorsamarbeten med idrottsorganisationer. Slutligen är även avsikten med studien att söka svar på vilket faktiskt utfall företags sponsring får, både gällande varumärkesimage ur konsumentens perspektiv samt om företag kan se en eventuell ekonomisk vinst genom deras sponsorsamarbeten. För att möjliggöra undersökandet av detta baseras studien i huvudsak på en kvalitativ intervjustudie med fyra passande företag, BAUHAUS och Folksam som idag, 2020, är aktiva sponsorer till idrottsorganisationer samt Epson och Ericsson som tidigare sponsrat idrottsorganisationer eller idrottsrelaterade event. Detta kompletteras med en kvantitativ enkätundersökning med de aktiva sponsorföretagens konsumenter för att analysera sponsorsamarbetenas påverkan på varumärket. Enkäten besvarades av 369 respondenter. Fenomenet undersöks med hjälp av följande teorier: Brand Equity, Brand Image Transfer, Return on Investment, Return och Objectives samt SMART-modellen. Resultatet från studien visar att företag har otydligt formulerade mål med sin idrottssponsring vilket medför att en eventuell effektmätning försvåras. Dock kan studiens resultat påvisa att idrottssponsring leder till ett något förbättrat varumärkesanseende. Däremot genererar idrottssponsring inte de positiva utfall som företag tycks förutsätta när sponsorsamarbeten inleds.To sponsor a sports organization is a well-established and recurring phenomenon amongst corporations. Millions of Swedish kronor are invested in different sport organizations with the purpose to improve corporations business and trademarks. Despite requirements regarding proving an investments impact on corporation’s business operations many studies suggest there is a lack of, and ignorance surrounding effect measurements. The purpose with this study is to seek deeper understanding surrounding how corporations measure the effect of their sponsoring To enable this it is necessary to understand what goals corporations, without a clear connection to sport, have with their investments in sports organizations. The purpose with this study is also to seek answers surrounding which outcome the corporations sponsoring actual has, both regarding their brand image from a consumers perspective as well as weather they can identify an economic benefit with their sponsorship. The study is mainly based on a qualitative interview study with four appropriate corporations, BAUHAUS and Folksam that today, 2020, are active sponsors to sports organizations and Epson and Ericsson that earlier have sponsored sports organizations or sport-related events. This is then supplemented with a quantitative survey with the consumers of the corporations that actively sponsor sports organizations to enable an analysis of the sponsorships impact on their trademark. The survey was completed by a total of 369 respondents. The phenomenon is studied with the help of the following theories: Brand Equity, Brand Image Transfer, Return on Investment, Return on Objectives and the SMART-model. The results of this study show that corporations have vaguely formulated goals regarding their sport sponsorships which entails that potential effect measurements are hampered. However, the result of the study can prove that sport sponsorships do lead to a somewhat improved trademark reputation. On the contrary sport sponsorships do not seem to entail the positive effect corporations seem to presume when initiating a sport sponsorship.
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Andersson, Malin, and Alva Nimeryd. "Sinnesmarknadsföring : En kvalitativ undersökning om hur hotell i Kalmar län arbetar med positiva upplevelser." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-101394.
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Previous research shows that new strategies are currently needed to reach consumers on an emotional level. Theories claim that sensory marketing is the most effective method for companies to achieve customer loyalty and profitability. The five senses have proven to be useful in hotels, but there are a few studies that explain how these sensory strategies can be applied in real cases. The purpose of this essay is thus to gain a better understanding of how hotels with the help of sensory marketing can create a valuable encounter. The empirical material is based on nine interviews with various hotels in Kalmar County where the respondents were asked to answer thirteen questions that include sensory marketing, service management and brand image.The results show that sensory marketing isn't a conscious strategy used by hotels. There is therefore no greater thought about how they use the senses, but more about their own intentions and what they think appeals to the consumers. One reason why hotels don't use this strategy may be due to a lack of knowledge but also other priorities of strategies. This study has been based on a company perspective where hotels have a large customer focus. There is a constant discussion about what the hotels consider is appealing to the guest, therefore the interest thus ends up in what consumers consider to be a valuable experience. A supplementary study from the consumer perspective could have confirmed the question marks that currently cannot be answered without the consumer's voice.
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JU-PING, HO, and LI FEI. "The influences of physical environment of multi-brand fashion retail store on consumer's behavior." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20326.
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The overall purpose of this research was to understand how consumers perceive physical environments from multi-brand fashion retail stores. According to Solomon and Rabolt (2008), a well-design of store environment can fulfill consumer’s shopping process with a pleasant, efficient and enjoyable experience. Since many researchers have proved that the store environment directs consumer’s shopping experience, by investigating consumer’s behavior with psychological and physical perceptions in a store is the approach for retailers to create more business opportunities in a competitive fashion industry today.Through literature review we know, the development of retail stores from eighteenth century until today, it changes by social, culture, economic factors as well as consumer behavior. From the history, it also illustrates how a multi-brand fashion retail store grows in today’s Swedish market. Customers’ interview is the important approach to know how consumers experience shopping and perceive the environment in the multi-brand fashion retail stores. Because of consumers’ demographic differences, the perceptions from the same store environment lead to either positive or negative feelings. By interviewing the store staffs, the companies’ management and store display strategies are provided and it is helpful to analyze and compare in parallel. The retailer applies appropriately store designing strategy to focus on a certain group of consumers is useful to find its target consumers as well as appealing to target consumer’s satisfaction with shopping experience. Based on the interview result, the perceptions both from consumers and retailers are discussed. According to the analysis of the results, recommendations are given for tangible and intangible improvements. In terms of visible improvements, the retailers may improve visual communication and lighting design in the store environment which enhances consumer’s attitude toward positive perception and exceptions. Sending positive knowledge is an invisible channel to influence consumer behavior, and it is sure that consumers are willing to learn what they are interested. Furthermore, improving visual merchandise management is an approach to compete increasing number of outlets in the market which could be achieved by professional employees and training processes.To design or create a better physical environment of multi-brand fashion retail store, it not only follows the retailer’s marketing strategy and company orientation, but also concerns for consumers’ needs toward positive influences. A consumer’s perception from a store environment decides his or her attitude and behavior. If consumers are satisfied with the store, they will tell an average of 5 other people, whereas disappointed consumers may talk to more people and never return to the store. (Hines and Bruce 2008) To develop a better physical environment of a multi-brand fashion retail store, it relies on interacting of influences between consumers and retailers.Program: Magisterutbildning i fashion management med inriktning modemarknadsföring
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Domínguez, Grandez Emilio Bryan. "El eWOM positivo, reconocimiento de marca, y su impacto en la intención de compra a través de la red social Instagram en los restaurantes de comida Nikkei en la ciudad de Lima." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/651930.
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En la actualidad, la categoría de restaurantes en el Perú, cada vez es más demandada, gracias a las nuevas innovaciones en el sector. Es por esto, que se observa la rápida aparición de formatos emergentes en la ciudad de Lima, tales como los restaurantes de comida Nikkei. Por lo tanto, el objetivo de la presente investigación trata de indagar cual es la relación que tienen las recomendaciones en línea y el reconocimiento de marca con los consumidores, como determinante para la toma de decisiones.
Par la presente investigación, se aplicó el método mixto, en el cual la primera parte se realizó de forma exploratoria, en la que se puso en práctica el manejo de focus group y entrevistas al público objetivo primario y secundario.
La segunda parte fue Concluyente y correlacional, en la cual se realizaron encuestas a 250 personas y fruto de esta investigación se pudo demostrar la relación positiva entre las variables mencionadas a lo largo del trabajo de investigación.Currently, the category of restaurants in Peru is increasingly demanded, thanks to new innovations in the sector. It is for this reason, that the rapid emergence of emerging formats in the city of Lima is observed, tales such as Nikkei food restaurants. Therefore, the objective of the present investigation tries to investigate which is the relation that have the recommendations in line and the recognition of mark with the consumers, like determinant for the decision making. For the present investigation, the mixed method was applied, in which the first part was carried out in an exploratory manner, in which the practice of focus group management and interviews with the primary and secondary target audience was carried out. The second part was concluding and correlational, in which the 250 people were analyzed and the product of this research could demonstrate the positive relationship between the variables identified throughout the research work.
Trabajo de investigación
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Chumacero, Flores Melanie Jasmín. "La representación del cuerpo de la tendencia Body Positive en la percepción de autenticidad de marca en Instagram." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653668.
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Dada la internalización y normalización de los estándares de belleza que implantan un tipo de cuerpo ideal para todas las mujeres en la actualidad, y el crecimiento de una población más consciente sobre aquello que es real o no, el movimiento Body Positive se mantiene luchando contra los cánones clásicos de belleza que parecen no dejar de expandirse, optando por representar al cuerpo de la mujer como bello, sin importar el aspecto, color, talla,etc. Por lo que el presente trabajo analiza la influencia de esta representación del cuerpo bajo la tendencia Body Positive en la percepción de autenticidad de marca. De esta forma, y bajo el análisis de literatura, se busca analizar a las marcas que han optado por una estrategia publicitaria Body Positive y sus repercusiones a nivel de usuario. Así mismo, cómo estas repercusiones podrían estar vinculadas directamente con la percepción de una marca como auténtica y/o real. De la misma forma, se estudia los aspectos de una posible marca auténtica y cómo podría afectar esto en el comportamiento del consumidor.Given the internalization and normalization of beauty issues that implant an ideal body type for all women today, and the growth of a population more aware of what is real or not, the Positive Body movement continues to fight against classic canons of beauty that seem to not stop expanding, choosing to represent the woman's body as beautiful, regardless of appearance, color, size, etc. So the present work analyzes the influence of this representation of the body under the positive body trend in the perception of brand authenticity. In this way, and under the analysis of literature, we seek to analyze the brands that have opted for a positive body public strategy and its repercussions at the user level. Likewise, how these repercussions can be directly linked to the perception of a brand as authentic and / or real. In the same way, study the aspects of a possible authentic brand and how this could affect consumer behavior.
Trabajo de investigación
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Wang, Ming-Hong, and 王明宏. "The Strategy Tool of Brand Position." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/14528521986771351808.
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碩士南台科技大學
數位內容與動畫設計研究所
102
The aim of this research is to develop a series of strategic tools for analyzing and positioning the market of branding design. Therefore, designers can make objective and reasonable plans while designing works. The purposes of this research are (1) feasibility evaluation of assistant tools in the future by case comparison and analysis. (2) to help trade mark designers establish the elements and the thread of brand design in objective and reasonable ways and enhance the efficiency of time management. (3) to help business brands makepositioning strategies and evaluate infringement range of trade mark design to increase the visibility in the market and avoid infringements. In this research, 82 valid questionnaires were given out to designers and general consumers and then taken back. Multi-Dimensional Scaling is used to further analyze the trade mark data. Two-dimensional images are used as real images in final results to show the position of each trade mark. In this research, business trade mark images of the same industries are used and made into square cards for the interviewee to categorize the trade images into groups according to the degree of approximation of their own. The final results of this research are as follows: (1) establishing trademark map and clearly present the distribution distance of each trademark sample is helpful with the understanding of each trademark sample. (2) Through comparison of experiment results and infringement lawsuit cases, we found out that general consumers and those with design background share similar ideas concerning trademark sample approximation. (3) Via simulation of the project design, we found out that trademark map positioning tool is practicable.
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Li, Wen-Hsin, and 李文欣. "The Analysis of Brand Perception Position of Smart Phone." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/03204395097801880915.
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碩士南台科技大學
國際企業系
101
Recently years, technological innovation and progress smart phone's industry became more and more competitive. Therefore, the "brand" is always the key elements which could influence consumer's decision making. In terms of Aaker, 1991 indicated that “Brand Equity” is the best indicator to decided whether the brand is good or not. Although Brand Equity has become the main factors to influence consumer's decision making and many scholars applied the brand equity in the study of consumer behavior. However, it is not common of applying the brand equity in the smart phone. Therefore, this research would adopt four dimensions of brand equity (brand awareness, brand association, perceived quality, brand loyalty) which developed by Aaker (1991) as criteria for evaluation. In terms of the Institute for Information Industry (2011) showed the market share of the smart phone are including Samsung, Apple, HTC, Nokia and Sony Ericsson in Taiwan. According above all, this research would use those top five brands as the evaluation objectives to investigate each of them performance through “multidimensional scaling” by consumer's perception. Multidimensional scaling (MDS) could assist researcher to defined the market position and competitive analysis. This research used the internet questionnaires to collect the sampling from the North, Middle and South of Taiwan. The respondents of this research are all had the experience of using the smart phone or own the smart phone. The following will present the result of this research. 1. Except the monthly disposable income have the significant difference in perceived quality, rest of demographic variables of variance of the dimensions do not have significant differences. 2. Consumers agree that there is a significant difference of the evaluation of smart phone's attributes between various brands. 3. From the result of multidimensional scaling analysis shows that none of brand and its ideal brand belong to the same group. Besides, Apple belongs to the leading group, Samsung and HTC are in the competitive group, Sony Ericsson is in the potential group, and Nokia is the backward group.
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Huang, Teng-Huei, and 黃騰輝. "Case Study of Brand Position in Coffee Shop Franchise." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/27448447853949270051.
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碩士開南大學
商學院碩士在職專班
104
Businesses focused on their brand position needs to develop strategies for brand positioning through discovery of the brand product’s differentiating feature from the business owner’s standpoint in order to emphasize the importance of brand positioning. Even though brand positioning can be synonymous to product position, brand positioning is not limited to product itself. It originates from the product but it is sometimes more vital than the product. Therefore, we will use case study of Lusia, which is a coffee shop franchise, to explore brand recognition, cultural attributes, and the relationship between brand and consumers. This study reaches the following important conclusions through literature review and case study: a brand’s personality must be established during brand design phase; brand culture reflects not only the brand history but also the cultural of the brand origins. In addition, the combination of brand and consumers reflects the brand’s attitude towards consumers, including niceness, helpfulness, and care.
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Wu, Chun-Hung, and 吳俊鴻. "The Analysis of Brand Perception Position of Cord Blood." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/65643887788463245596.
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碩士崑山科技大學
企業管理研究所
101
ABSTRACT How to choose cord blood bank for expectant parent? What kind of the factors need to be considered during various cord blood banks? The object of this investigation is to find out the key factors of purchase intention of consumers by their understanding and knowledge. Hence, this investigation will adopt questionnaire for quantitative research. The objectives of questionnaire focus on the expectant parent, who examined childbirth at Beitou area of Taipei city and Banciao area of New Taipei city. The results displayed that the key factors of choosing cord blood bank include quality of production, after-care service and brand image. However, the imperfect conclusion made in this study due to the limits on research. Because of the cord blood saving is a new production; there is still no suitable theory to explain the results. The results of this investigation will be more consistent and accurate until more suitable theory developed.
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YANG, PO-HSIUNG, and 楊博雄. "Using MDS to Position the Brand Perception of Travel Wholesalers." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/k93ppt.
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碩士南華大學
旅遊管理學系旅遊管理碩士班
107
The aim of this study is to explore the differences the attributes of wholesale travel agencies by conducting positioning theory. Useing the multi-scale method to explore six wholesale travel angencies in Taiwan from the perspective of travel angencies within the trade. From the point of view of wholesale travel agencies, this study examines the main products, tour product prices, tour itinerary quality and consumer satisfaction as a measure to evaluate the effectiveness of wholesale travel agencies. Applying Likert Scale, the researcher discusses the value of the wholesale travel agencies from the travel angencies within angencies to construct the orientation of the travel agencies as a reference for recreation marketing. To establish the position of the travel industry for the wholesale travel agencies as a reference for the brand positioning strategy of the integrated travel industry market. Based on the analyses of questionnaires, the depiction of perceptual map through multidimensional scaling analysis, the perceptual map reveals that Southeast Travel Agency and Phoenix Travel Agency are the first group, and the Lion Travel Agency and Kangfu Travel Agency are competitors as potential groups. In the aspect of perception analysis, the strategy methods for the six wholesale travel agencies brands can be learned: appeals, improvement Change, give up. Finally based on the above analysis results provide the basis for the market's appropriate market positioning, segmentation and marketing recommendations.
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Wu, Ting Kuei, and 吳婷貴. "A Case Study on the Brand Position and Service Innovation." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/3a3bzt.
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碩士國立政治大學
經營管理碩士學程(EMBA)
107
Abstract Chiayi, which was one of a city of Taiwan with the richest timber resources. However, with the changes in the years, the timber trade industry gradually became sunset industry. During 1950s to 1980s, Taiwan Cypress in the Alishan area was fully felled. At that time, the timber industry in Taiwan accounted for more than 80% of the forestry revenue. This was the heyday of the Taiwan Cypress processing industry. Taiwan Cypress has special weather resistance and ant resistance, which is the most-loved building material for Japanese architectural temples. Between 1966 to 1975, it was the fastest and most prosperous period for Taiwan wood carving and furniture export.The engraver used to hire some masters and apprentices to form a tiny production chain. The Hinoki family has been engaged in the wood processing industry for more than 40 years. After 1990, the Taiwan Cypress industry was sluggish and the wood industry of the family was affected and closed. In 2002, the Hinoki Taiwan Cypress brand was established. It is also a factory-operate business model of the former store and the factory, but the performance is not good. In order not to let the Chimu culture of Chiayi disappear, I hope that the traditional cultural industry will be passed down. Until 2006, the university and the university proposed an industry-university cooperation plan, and rebuilt the timber factory as the Hinoki Taiwan Cypress Museum,In addition to continuing the mission of the history and future development of the Taiwanese Cypress industry, the goal of the museum is to promote the traditional industries with the creation of the tourism industry, creating a booming period for Taiwanese Cypress products, and re-create traditional industrial opportunities. Business model nowadays is very different from the past. The marketing media is too numerous to enumerate. How to re-launch traditional industries with innovative methods and achieve economic effects. The purpose of this research is to analyze the case companies and apply service innovations in the era of intelligence to create new industry opportunities and the future of smart service era. Analysis of the challenge of Intelligent technology application in service innovation.
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Chen, Yung-Shin, and 陳永信. "The Intertemporal Analyses of Advertising Effect-Brand Position Consistently Test." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/rz9b9w.
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碩士銘傳大學
國際企業學系碩士班
94
Advertising has become a part of our daily life, what are these implications of the marketing strategy? Keller (2001) thought any marketing activities could change the consumers brand congnition. This research discuss the intertemporal advertising influence the brand position. Additionally, this research also discuss the brand awareness and product involvement will influence the intertemporal advertising and the brand position. This research use the experimental design, divided by advertisement(past/now), the product involvement(high/low), brand awareness (high/low). Include eight different experiment situations. The result discussed as followed: First, the effect of intertemporal advertising to the brand position is consistence. Second, the product involvement play moderating role between intertemporal advertising and brand position. Third, the brand awareness don’t play role between intertemporal advertising and brand position. Finally, the product involvement and brand awareness play role between intertemporal advertising and brand position.
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"A Study of The Relationship between Brand Positioning and Brand Value." Doctoral diss., 2016. http://hdl.handle.net/2286/R.I.40758.
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abstract: It is important and with significant practical value to study how positioning may help enhance a company’s brand value and improve a company’s profitability. It is especially essential to find suitable solution to help Chinese enterprises appropriately position their brands, evaluate brand value, and adopt suitable positioning strategy.
The purpose of this paper is to clarify the impact of positioning on brand value through several case studies and empirical research, and to establish the relationship between positioning and brand value. At the same time, through determination of research topics and conduction of field studies, the paper ultimately verified the relationship between the internal theoretical prediction and the business management outcomes.Dissertation/Thesis
Doctoral Dissertation Business Administration 2016
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Weng, Ming-Chi, and 翁明祺. "A Research on Brand Revitalization from Brand Position and Integrated Marketing Communication- Case Study Analysis Method." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/48649142262171023448.
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碩士國立雲林科技大學
企業管理系碩士班
100
As America’s subprime crisis and European debt crisis happened, many enterprises and consumers take “price” as a benchmark for shopping behaviors. Thus, the profit of many enterprises decreased. Also, brand equity easily decrease. Communication technology and media message develop and increase explosively. If time-honored brand which shorts brand conscious and innovation motivation relies on sustain its competitive advantage by 4P marketing combination only, it will lose their market finally. As a result, brand revitalization of time-honored is the most important issue of selected company in this research. The purpose of this research is how to build the process of brand revitalization and its business model for enterprise by understanding the hidden thinking and purpose of brand revitalization in enterprise in multi-case study comparison and analysis. This research takes “Wei Lih Jah Jan Mein”, “Wei Lih Yi Duo Tsan” and Kaisi Oolong Tea” as example, researches the case of brand revitalization and compare with benchmark brand and then, summarizes the relationship between brand position, integrated marketing communication and brand revitalization. In this research, there are three conclusions as bellow: 1. Brand position is the core of brand maintain and every marketing activity origins from it. 2. Brand revitalization is consumer-oriented. At the same time, pursing the common topic for bilateral communicate. 3. Brand revitalization is the synergistic effect which comes from brand awareness and brand preference. This research proposes when enterprises develop brand revitalization and business model, they emphasize on “brand strategy” and take “brand position” as the first considering. As a result, the first step for brand development to build brand identification of enterprises by building brand position. With brand identification, customers can distinguish other competitive brand clearly in market. The second step is developing “brand innovation”. Figure out and meet the demand of customers and make customers moved is the main process of the second step. The third step is developing brand. “Brand communication” is the main key factor. By proper integrated marketing communication channel, the unity of the communication for brand message in customers, brand identification and brand image, customers can have positive association with brand equity.
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Bertholet, Joris, and Daan Juistenga. "How FIFA Scores from an Offside Position: Understanding the longevity of a Disliked Brand." Thesis, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52674.
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Background: Organizations desire to create and maintain a strong and long-lasting relationship with their consumers. Firms enjoy many benefits through the loyalty of customers, such as lower marketing costs, increased revenue, and much more. Our study pinpoints two specific elements within brand loyalty that are in need of research: brand longevity, which describes the duration of a brand’s activeness, and customer loyalty to disliked brands. Furthermore, our study tries to identify how consumers add value during their relationship with the video game franchise FIFA. We identified the video game franchise FIFA as a perfect fit for this study; a criticized franchise that has been successful since 1993. Research Purpose: The purpose of this research is to understand why a disliked brand stays successful despite increasing criticisms from critics and consumers. Research Problem: Our study identified a need for further investigation into the concept of brand longevity, brands with a rich heritage would benefit from understanding their assemblage. Furthermore, qualitative research is needed to address the lack of knowledge of loyalty for disliked brands in other cultural and demographical contexts. Finally, more insights about customer value are needed to better understand how firms can evaluate their customers. Research Question: How is FIFA able to attain such longevity, despite receiving strong critics on their annual products? Method: Ontology through a relativistic scope - Epistemology with a social constructionism view - 20 Semi-structured Interviews - Snowball Sampling for gathering participants - Content Analysis for analyzing and coding the data. Conclusion: Our study managed to identify several drivers that keep consumers loyal to FIFA. We also identified how the community of FIFA perceives the environment of the franchise. Finally, the intensity of the value contribution has been outlined to illustrate how consumer differs from each other. Practical Implications: Emerging from our findings, implications are formulated for franchises, brands, and firms in general, both inside and outside of the gaming industry.
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Chang, Huei-Chen, and 張惠珍. "Effect of Different Price Position of Brand on Brand Equity-Using Personality and Lifestyle as Segmentation Variables." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/66457313617912182773.
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碩士元智大學
經營管理碩士班(企業管理與服務科學學程)
101
With the rising of globalization and level of consumption, Consumers now have a huge variety of selections on choosing merchandises; The “Brand” has become a focus of consumers’ object, showing that consumers are willing to pay for branded products. Presenting the concept of “M-shaped Society”, the distribution of classes have become a polarized society with extreme rich and poor due to middle class is gradually assimilated to either side and starting to disappear; a distinct M-shaped is formed with the chart of class distribution. People who fall into lower income class are highly sensitive to price, they do rational consumption in a planned way and expect to pay least money in exchange for better quality merchandises; whereas the other group are willing to pay for more expensive merchandise even in the depression of the economy. Under this developing trend of M-shaped society, establishing the brand equity among competitors are not only the key points for enterprises to operate their businesses, but also strengthen their competitive advantages. Therefore, this research tries to measure the influences of different price position of clothing brands on brand equity by using a scale; and also using consumers’ personality and lifestyle as segment variables to provide operating strategies for high, medium and low clothing brands. In this research, a total of 297 valid questionnaires have retrieved by using SPSS as a research tool. According to the research, different price position of brands have distinct differences on brand equity aspects of brand awareness, perceived quality and brand association; in addition, some cluster of personality traits and life style also have distinct differences on difference price position of brands.
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Lin, Zhi Yun, and 林芷芸. "Using MDS to Position the Brand Perception of Coffee Chain Stores." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/77582777858546460027.
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碩士清雲科技大學
經營管理研究所
95
The living condition in Taiwan has greatly improved in recent years. The popularization of the coffee habit of locals has boosted the prosperous development of coffee chains stores. The rise of e Coffee and 85C is the fastest. Yet, the pace of domestic studies on coffee chains store did not catch up with the coffee chains store boom. This study thus investigated the brand positioning of coffee chains stores in Taiwan by means of contrastive study on e Coffee and 85C, and the steadily growing Starbucks and Dante Coffee. The multidimensional scaling was applied to analyze the coffee chains stores brand positioning and awareness. Consumer characteristics were investigated with factor analysis and cluster analysis on data collected from survey on coffee chains store consumers. That is, whether or not demography, lifestyle, consumption reality and shop impression are significantly different in coffee chains store selection. Findings indicate: in brand positioning, Starbucks falls in the leading group, and Dante Coffee, e Coffee and 85C are in the potential group; and in brand awareness analysis, the possible strategies adopted by these 4 coffee chains stores are: claim, improvement, change and abandonment. Besides the MDS, the factor analysis and cluster analysis were applied as a reference for market segmentation. Results indicate that the former can be used as the foundation of market segmentation. Further, by applying the cluster analysis, three market segmentation clusters are located: rational and introvert, active and fashionable, and carefree and simple. Lastly, these results can be a reference and recommendations for coffee chains store owners to map out suitable market positioning, market segmentation and marketing.
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Lee, Chang-Yuan, and 李承遠. "A Study of Position the Brand Perception of Coffee Chain Stores." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/23402193625218593116.
Full textAbstract:
碩士淡江大學
國際企業學系碩士班
99
As times change, Asian lifestyle and eating habits influenced by western culture, Taiwan is no exception. Coffee has become part of everyday life the people of Taiwan. In recent years, the coffee market become more and more competition. chain coffee shops have sprung up everywhere in the streets. According to the survey, Taiwan has at least 5.4 million people drink coffee. In this study, would like to know whether the coffee chain in the minds of consumers how their positioning in order to understand the competitive situation of the coffee chain stores. In addition, this study hoped that through the analysis of consumer lifestyles, will help manufacturers strategy develop. Through this research paper questionnaires, the Department of Tamkang University, state-owned enterprises and the production by students, Northern Taiwan University of Technology International Trade students for the survey, a total of 506 questionnaires, and through the SPSS statistical software-related statistical analysis. The results showed that the minds of consumers, Barista Coffee, Dante Coffee and Mr. Brown coffee similar to each other, competition is more intense, IS and CAFÉ are similar to each other, the more competition. Starbucks, 85 degrees C and Ikei coffee separate out. Lifestyle segmentation variables in this study is not significant, consumer characteristics and consumer behavior analysis are not significant.
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Lin, Fu Guo, and 林富國. "A Study Of City Brand Position And Marketing Strategies In Yilan." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/36389550196570566999.
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碩士國立宜蘭大學
經營管理研究所碩士班
99
By the end of 2010, Taiwan created five municipalities. This not only creates a new order for the local governments, but urban development and its related issues redominate politics. In the light of urban competition, development and strategy will play a significant role. If the city adopts the appropriate strategy, then naturally it would enhance the city's competitiveness, pushing it towards a more advantageous position. For instance, Ilan's "the Lanyang plain that is good/nice for living." Although resources may be scarce, the use of local resources, such as good living environments, high living standards, or rich cultural atmospheres, are something the rich megapolis in Taiwan need to work on. The research started with SWOT analysis, on Yilan’s strengths, weaknesses, opportunities and threats, as a basis for futher analysis. Second, discussion of brand positioning for the city, include city’s image, city position, sustainable development of city, creative city, and core competence. Finally, after analysis city brand and giving position, it will develop city’s own marketing strategy, include image marketing, attraction marketing,infrastructure marketing. This research not only through the literature review, compilation of relevant conceptsand theories, but also use in-depth qualitative interviews to visit the Yilan County Government heads of the competent officials, and members of Yilan County Council. Through interview to understand respondents’s view and blueprint of Yilan’s administration for the future development trends and city brand position. Keywords：City Brand Position, City Marketing Srategy, Yilan County
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Chang, Chun-Wen, and 張郡文. "Building a Consumer-Brand identification and comsumer reaction model of online community—the brand position as a moderator." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/fqy7r6.
Full textAbstract:
碩士國立臺中科技大學
流通管理系碩士班
104
Virtual community becomes a necessary media of brand marketing. Facebook is the primary interaction platform of brand operation. To understand the influence of the user experience and position on brand identity, this study tries to build a customer- brand identification reactive model in the context of virtual community of Facebook. The antecedents of C-B identification were divided into functional experience and psychological experience. Functional experience are including usability, communication, product presence, interactivity, social presence；Psychological experience are including trust, value for money, corporate visual identity, life style, corporate/self-identitly components and emotional experience. Co-value and C-B identification are influenced by functional and psychological constructs separately. This study also investigated the moderating effects of brand position the relationship between functional/ psychological and co-value, as well as the impact of co-value on C-B identification. This study also estimated the consequences of C-B identification from the view of consumers’ in-behaviors and extra-behaviors. In-behaviors including loyalty, resilience to negative information and brand preference. Extra-behaviors including stronger claim on brand、attend brand activities and word of mouth。360 usable responses were collected from the facebook users who liked the pages and analyzed by structural equation model. The findings demonstrate that the constructs in functional experience of luxury brand page context，s communication, product presence, interactivity had significant effects on co-value. And the direct influence of functional experience on C-B identification including usability, communication and product presence. The significant influence of psychological experience on co-value are trust, corporate/self-identity components and emotional experience. The direct influence of psychological experience on C-B identification including trust, value for money, corporate/self-identity components and emotional experience.In the context of budget brand pages, the significant influence constructs of functional experience on co-value including usability, communication, interactivity, social presence. Communication is the significant construct of functional experience on C-B identification. trust、value for money、corporate visual identity、corporate/self-identity components、emotional experience are the constructs of psychological experience that influenced on co-value. The significant construct of psychological experience on C-B identification are value for money, life style, corporate/self-identity components, emotional experience. To in-behaviors and extra-behaviors reaction of consumers who identify to luxury brands, Loyalty is the most influence in in-behavior and stronger claim on brand is most influence in extra-behavior. In the context of budget brand, Loyalty is the most influence in in-behavior and stronger claim on brand is the most influence in extra-behavior. The results of moderating effects indicated that in the constructs of functional experience, brand position moderate the influence of usability on C-B identification. And in the constructs of psychological experience, the influence of trust and corporate visual identity on C-B identification are moderated by brand position. The theoretical and practical contribution of brand position and brand identification in virtual community were provided.
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Chiu, Teng-Yi, and 邱騰逸. "The Analysis of Brand Perception Position of Package Rice-Application of MDS." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/00129454304831458263.
Full textAbstract:
碩士崑山科技大學
企業管理研究所
99
The environment is changing in Taiwan in racent years , food consumption are increasingly being used not to rice the staple food, so consumers are gradually reducing the demand for rice, while we joined the World Trade Organization as the WTO , for we are agriculture has great conflict , rice industry has a positive transition,we must eat to eat refined the concept into the concept,both to promote high-quality characteristics of rice with small package, this is hard work, Taiwan''s manufacturers packaging rice direction of the brand. The questionnaire will be issued on the purchase of packaged rice will be sold consumers to investigate. First, through literature, to explore the twelve criteria for consumer assessment of packaging meters, as the analysis basis, for San Hau rice、Jung Shing rice、Jin Duen rice、Shan Shuei rice、Superman brand, five packaging rice of brand , the use of MDS to Perception of brand positioning. I have a total of 400 questionnaires. But the actual recovery and 311 valid questionnaires were effective return rate of about 77.7%.because Superman brand is too few respondents who had to rule out this brand is not included in the analysis, in four of the brand positioning, MDS analysis will be divided into two groups of four brands . The first group have Jung Shing rice and San Hau rice ; The second groups are Jin Duen rice and Shan Shuei rice, Jin Duen rice and Shan Shuei rice for the same group of competitors, landscape, and Jung Shing rice and San Hau rice for the same group of competitors,Perceptual positioning map will have two dimensions, the twelve brand attributes can be divided into two groups, dimension one for product-oriented and dimension two for the marketing-oriented. Benchmarking can identify the outstanding characteristics of the brand attributes, competitive landscape analysis will be four packaging rice separate the advantages point and disadvantages point , The key factor is the consumer brand attributes great importance to good taste, health and safety, the overall good quality, fresh rice, government certification, price. through the Competition Analysis and Key Factors analysis are cross results, packaging rice manufacturers can produce of individual the demands, improve, give up, change can be that four companies in four key strategic analysis, the hope of packaged rice for domestic manufacturers as operators on the reference.
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Ting, Jou Fong, and 丁柔丰. "A Study of Brand Position and Favorability of Convenience store brewed coffee." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/zg9468.
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碩士長庚大學
商管專業學院
104
Taiwan’s brewed coffee markets are highly competitive nowadays. Four major convenience stores’ brewed coffee have similar marketing strategy in terms of pricing, promotion, shop-deco, as well as the barista equipment. However, the sales of brewed coffee at different brands of convenience store is different. The differences between brand images of major conveniences store’s brewed coffee and the influences toward brand favorability are the issues discussed in this thesis. The purpose of this study is to investigate the influences of brand image on consumer preferences and reduce the dimensions of brand image of conveniences store’s brewed coffee. Quantitative questionnaire and online surveys were conducted with 300 consumers who have ever bought brewed coffee in convenience stores. After the reliability and validity test, exploratory factor analysis is used to reduce the dimensions of brand image and the relative positions of these dimensions are plotted. Furthermore, the relationship of brand images and consumer preferences were tested by regression analysis. The results shows that there are four main dimensions of brand image of convenient store brewed coffee, namely convenience of channel, life style, quality of product and emotional intimacy. Besides, the first three dimensions have significant influences on consumer preferences.
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Tai, Yu-hsuan, and 戴佑軒. "Brand Identification and position for Skincare Products in the market of Beauty Salon." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/93250393172267766051.
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碩士逢甲大學
經營管理碩士在職專班
101
Having healthy and beautiful skin makes one spirited and confident. Skincare products can meet human’s need for pursuing beauty. International brands are currently taking the lead in skincare product industry. A great number of brand name products are run under international firms. Thus, the competition of the international skincare product market is fierce. The researcher has been working for twenty years in the design department at a skincare industry in Taiwan. To do a research on how to build a successful brand has always been the biggest motive behind this research. When collecting the data initially, the researcher found out that Taiwanese researches on skincare products focus mostly on the marketing related fields of management strategy, marketing channel, customer relationship, brand loyalty and so on. However, in terms of brand identification and position, very few studies deal with the relationship between the experience of aesthetics and identification of vision. Skincare product industry is a unique industry that combines science and aesthetics; as a result, the researcher thinks that the aesthetics of brand identification must be seen as a main reason when discussing a brand of skincare product. Based on the researcher’s work experience and education background in this field, the researcher decides to use the theory of Aaker’s brand identification as his study. The purpose of this research is achieved through literature discussion and the analysis of interviewing participants. The research has drawn the following conclusion：(1) Skincare beauty salon is an intimate relationship between people. The quality of a product and its service are the fundamental of customer’s loyalty and long-term relationship as a good service is based on feelings, and feelings result from the commitment of a brand. (2) A brand’s aesthetics, visual identification and symbol system play the key roles in a successful skincare products. (3) A brand’s identification should be made clearly and specific; furthermore, it has to be consistent with a brand’s position. Therefore, a powerful brand image will be created among consumers. An identification of a brand is the key factor in affecting the right of a brand. Through the research, the researcher has gained a deeper understanding of the industry of skincare products. This understanding does not only apply to beauty or design related industry however. Moreover, the manager of a brand should realize that brand’s identification and position do not only mean logo design and package, a brand’s identification resembles a mirror that reflects a brand’s position and strategy. A brand’s aesthetic and image will be eventually reflected a company’s employees and the product’s lovers. This is the reason why a successful brand is desirable among people.
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WU, YIH-CHUN, and 吳翌群. "A Study on Community Platforms'' Consumer Position the Brand Personality Using Sentiment Analysis." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/60999719890529251162.
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Li, Cheng-Hsiu, and 李正修. "The Study of Establishment of Brand Position-The Case Study of TransAsia Telecommunications Inc." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/86529259468798346883.
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碩士國立中山大學
企業管理學系研究所
90
The brand-related theories had been valued in recent year. Brand position has been viewed as the core of brand identity, and at the meantime of establishing brands of Taiwan corporations who neglected the importance of brand position. This thesis focused on Taiwan’s mobile service industry and tried to analyze and discuss the ways of establishing brand position of TransAsia Telecommunications Inc. This thesis made the conclusions as followed: (1) Discovering the variable could be differentiated at brand analysis. (2) Choosing and prompting the target-position, which could differentiate itself from other brands’. (3) Communicating the consistent tone of the brand and drawing the attention through being the subject of a talk. (4) The strategic turn of brand position after been merged. Through the discoveries of this thesis, hope it could give some suggestions of building the brand position for practice. Keywords: Brand Position, Brand Identity, TransAsia Telecommunications Inc.
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Wang, Cheng-Chih, and 王建智. "The Analysis of Position and Strategy on Suits Marketing: The View of Brand Equity." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/14613660755704071444.
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碩士輔仁大學
織品服裝學系
99
“OEM” used to be the success model of Taiwan textiles and garments industry, and played a very important role in Taiwan economic development. But in the globalized competitive business environment, the rising of “Brand” is a growing trend, and is attached much more importance by Taiwan garments industry. The “Brand” represents the thought, image, quality assurance in the consumers’ consciousness. A good brand not only provides the business competitive advantage, but also contributes to the marketing and product value added. This study is a quantifying research that takes the consumers in Taipei area as the object of sending questionnaires. The amount of sending out questionnaires is 165, and 112 questionnaires is effective collected. This research surveys the consumers’ cognition of various dimensions in brand equity (brand loyalty, brand awareness, perceived quality and brand association) of different suits brands. It provides the consciousness chart and inspects the business difference positioning from their competitors. This research also does clustering analysis, benchmarking analysis, competition analysis and strategy analysis by multi-dimensional scaling analysis. It investigates consumers’ cognitive positioning and demand of variant suits brands and suggests the brand strategies to bestead the brands growing and to increase the brand value added.
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Kuo, Chiayu, and 郭家宇. "The Influence Of Position Effects And Congruence Of Oline Advertising On Brand Recall And Recognition." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/98882776568569982385.
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碩士國立中正大學
企業管理研究所
100
The growth of broadband penetration rate means that online advertising will reach more consumers and the network gradually become the important platform of advertisers. In addition, the growth of internet advertising also demonstrates the importance and great potential of it. Although previous research has focused on banner advertising, in fact, the format of online advertising has become increasingly diversified. In this study, laboratory experiment was used to find out the influence of different advertising placements and congruence of online video advertising on brand recall and brand recognition. The results showed that the brand of post-roll video advertising was well recalled and recognized, but not as was the pre-roll, in comparison with the mid-roll video advertising. We found strong recency effects from post-roll video. And there was better brand recalled in a situation of high congruence between the video advertising and the online video. However, brand recognition was not significantly influenced by the video-advertising congruity.
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Shen, Shen-Lun, and 沈聖倫. "A Study on the Brand & Product Position and Strategic Group of Taiwan Automobile Industry." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/04136066929294185732.
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碩士育達商業科技大學
企業管理所
98
The thesis is a study by the auto parts suppliers and distributors views of Taiwan's automobile industry which uses multidimensional scaling, cluster analysis techniques to analyze the domestic car brand & product positioning and strategic group. Also the consistency analysis between the suppliers and the distributors related to their perceptions of the degree. The purpose of this study was to get the brand & product positioning and strategic group analysis as provided to Taiwan's businesses in the automotive industry to enable them to enhance the competitiveness of the brand, product and industry to achieve sustainable business goals. The study found that Taiwan's automobile in various different attributes properties according to their characteristics, of which the best overall performance for Toyota. Passenger cars and Sport Utility Vehicle(SUV) in the perception map shows the characteristics though, but in fact the difference between products is not large.The suppliers and distributors for the brand and product views for passenger cars is the most relevant, but comments on the views for the SUV was the lowest.
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YUHAN, CHANG, and 張寓罕. "Impact of market position and channel strategy on brand competitiveness- Based on Chinese women’s apparel industry." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/11090225820652670439.
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碩士輔仁大學
管理學研究所
98
A case study that focuses on the business development of an apparel company in China.To take “Impact of market position and channel strategy on brand competitiveness- Based on Chinese women’s apparel industry”as the topic of this research. Research will be centered on the strategy a Japanese apparel firm utilized to build brand equity and market influence. The goal of the case study is to develop hypothesis based on actual business operation. 1. The methods that a firm employ to position and segment the market based on existing conditions and market peculiarities. How the firm builds brand equity and extend market influences starting from single store operation to different territories. 2. How the selected builds brand competitiveness based on market positioning and different distribution strategies. This is a case study of Taiwanese/Japanese joint venture holding company operating Japanese labeled female apparel (including shoes and cosmetics). The company specializes in brand marketing and management within the greater China market with the core business of operating multiple brands across different channel and market segments. The company emphasizes international brand building and channel distribution strategy. The core strength of the company is building brand equity and influence through development of appropriate product mix for different distribution channel based on market differentiation and segmentation across multiple territories. Company operation is based on the above requirements, further supported through leveraging multiple channel resources and minimizing investment risks in order to rapidly adjust to changing market conditions.Research data obtained through multiple sources a. Interviews with key decision makers and business planners from subject company b. Insider information from company c. Official government data and unofficial business information in supplement Research finding contains as below:Brand competitiveness equals brand equity and can be measured by the power a brand wields. Through research, we have confirmed that brand competitiveness can be reflected by the influence exerted by the brand’s retail strategy. Through in depth research as well as actual operation, we discovered that during brand development, you can systematically and scientifically position the brand with an effective retail strategy. An appropriate retail strategy will allow the company to decide order of brand entry, prepare better business expansion plan, more efficient allocation of resource, and proper operational method (director retail or through distributor). It is crucial for a company to evaluate the competitiveness of its brand and product mix versus its distribution channel. The company needs to develop an in depth knowledge of where the power lies between a company brand and the brand of distribution channel. With this understanding, the company will then analyze and decide between three core strategies to build brand equity. After selecting its market position and real estate strategy, the company can choose between using the corporate brand, distribution brand, or combination of the two to establish and build its brand. The heart of the three mode of operation lies in using the brand as the mean, channel as the way. The company brand is based on the image and influence of its distributor, therefore the firm needs to grasp the strengths and weaknesses of different channels to meet its goals. Brand equity will be accumulated as the company establishes the correct perception of the brand in front of not only the consumer, but channels and distributors. This research is based on the case study of a firm’s successful entry into the Chinese market. For any person interested in entering the Chinese market, feel free to research the actual operation method of subject firm, and evaluate your own brand competencies. It is my belief that with thorough evaluation of market forces and a strong understanding of distribution channel, the three different brand operation strategies stated above should be beneficial in the establishment of brands across different industries and territories in China. The key is whether the entry firm has spent enough time evaluating its distribution and operational strategy beforehand. In addition, the strategy of operating concept stores needs to be adjusted before the concepts from this research can be applied.
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Ho, Chia-Ju, and 何佳儒. "Brand Attitude as a Mediate Role on Purchase Intention: Moderating by Advertising Cultural Position and Persuasion Route." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/52865759219816177845.
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碩士銘傳大學
國際企業學系碩士班
98
On the trends of consumers’ various preferences and changing of product market, international marketing has become an important issue nowadays. Shank (2005) claimed the advertising is still the most visibility and important marketing tool. Therefore, the experimental design method is used in this study with twelve advertising stimulus to explore the relationship between attitudes toward advertising and purchase intention. Four types of attitude mediation hypothesis are also proposed: Affection Transfer Hypothesis, Dual Mediation Hypothesis, Reciprocal Mediation Hypothesis, Independent Influences Hypothesis. In addition, this study also investigated persuasion route, advertising cultural position and involvement as moderators between advertising cognitive and brand cognitive. Structural Equation Model (SEM) is adopted for the empirical data analysis. The main findings of this study are as follows: (1) Consumer of interdependent has significantly direct impact on advertising cognitive and brand cognitive, thereby affecting the advertising attitude and brand attitude. (2) In persuasion route, central route is not influence obviously of interdependence on advertising cognitive, but peripheral route influence obviously of interdependence on brand cognitive. (3) In advertising cultural position, FCCP advertising will influence obviously of interdependence on advertising cognitive, and GCCP advertising will influence obviously of interdependence on brand cognitive. (4) In involvement, high-involvement will influence obviously of interdependence on advertising cognitive, but high-involvement is not influence obviously of interdependence on brand cognitive. (5) The impact of consumer of interdependent on purchase intention will through the "Affection Transfer Hypothesis", "Dual Mediation Hypothesis" as an intermediary.
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MIN, CHIEH WU, and 吳民傑. "A Study on the Relationship Between Brand Logo Position and Purchase Intention–Using Gender as a Moderator." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/9eu3pj.
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碩士大葉大學
企業管理學系碩士班
104
In the past history, with high power, status of people with higher social image in contemporary society. For example: the Vatican, the Gothic architecture, the Egyptian pyramids, skyscrapers have declared high powerful effect. In addition to height used to highlight the advantages and intimidation of other competitors, but also respect and awe inspiring effect. Sundar & Noseworthy (2014) study found that the position of the brand logo itself, but also a status symbol of power. Visuospatial information may strengthen the position of the brand logo, in a competitive market can also get a larger advantage. Specifically, the position of consumers like the brand logo on high rather than low, but some in the market when the weaker or the creation of new brands to choose their flag is placed low and not in a high point on its packaging. Since the two research scholars, tied to Europe and the United States, its subject's line of consumer-oriented European countries, so the findings apply to consumers in other areas, and a topic worth exploring. However, in its study, but they did not consider the relationship between the two, whether consumers will be because of differences in gender, and there are different results, this is a very important issue.
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liang, Chang chung, and 張仲良. "Using the Dramaturgical Theory to Explore the Brand Position and Theater Strategic Planning of Hakka Da Yuan." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/33144182279775218165.
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碩士育達商業科技大學
行銷與流通管理所
101
The Hakka Da Yuan was established in May of 2010 by the Miaoli County government, and is now one of the newest and most popular scenic destinations in Taiwan. This success has triggered the construction of similar Hakka cultural projects in several other cities and counties. The beautiful image of the Hakka Da Yuan’s traditional three-section compound has become so deeply ingrained in people’s minds, that it has naturally carved out its own brand niche. By further seeking to establish this brand position, as well as expanding the compound to surrounding cities and villages, this study hopes to not only prevent the decline of visitors to the Hakka Da Yuan, but also to play an influential role in the promotion and passing down of Hakka culture. “The Dramatization of Mixing Service and Marketing” strategy has been adopted to research the dramaturgical theory, which is based on the four tactical arms of performance, actors, setting, and audience. In other words, this study aims to promote a new model of Hakka culture, recognize the ideal values that the Hakka Da Yuan residents should exhibit, optimally design and utilize the space of the compound, and develop and promote its tourist market. This research would also like to serve as a reference to government, industry, academia, and the general public.
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Po-MingMo and 莫博銘. "Chun Shui Tang and Bubbleology:The Effect of Culture Position, Country of Origin, and Product Knowledge on Brand Authenticity." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/65m4e8.
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碩士國立成功大學
國際經營管理研究所碩士在職專班
103
Thomas L. Friedman’s book The World is Flat: A Brief History of the Twenty First Century indicated that boundaries between countries had been disappearing rapidly. Globalization would benefit human beings and would become the main-stream in future. While the world undergoes the globalization process, new obstacles follow. From the brand management perspective, this thesis asks how globalization will affect brand authenticity. Particularly, how will brand cultural theme position strategy affect brand authenticity? Will country of origin effect, which resulted from global sourcing, influence brand authenticity? How do consumers from diversified culture background perceive brand authenticity? In two experimental studies, this thesis finds that positioning a brand culture theme to be consistent with the original culture of a product category increases perceived brand quality; however, it will be more vulnerable to country of origin effect. On the other hand, country of origin has less effect on a brand that is positioned based on a globally accepted cultural ideology. Interestingly, positioning a brand theme to be associated with an original culture ideology or a globally accepted culture ideology does not influence perceived category authenticity neither nor brand authenticity. Finally, consumers with high product category knowledge are more susceptible to original brand authenticity than novice consumers; however, the experts are more capable to interpret brand authenticity.
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Kao, Kai-Wen, and 高開文. "Differential Influence of Brand Leading Position and Market Year on Market Sales Growth —A Study on Taiwan Pharmaceutical Market." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/75629872670059606868.
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碩士世新大學
企業管理研究所(含碩專班)
98
Pharmaceutical industry has been suffering a big challenge in new drug research and development due to new approved drug number decline continuously. At the same time, a lot of cash cow products will be losing the patent protection in coming years. In addition to strengthen the investment in research and development, pharmaceutical company is thinking how to sustain the long-term business. In Taiwan, the pharmaceutical companies have been facing the limited global budget growth from Bureau of National Health and the fierce competition from emerging competitors. For those who owned leading brands, the company is trying to grow the market business in order to gain more incremental business from the initiatives. However, there are many subjects benefit from the market growth. There is a question need to be explored – Who will be benefiting from the market growth, leading brand or new product. For this research, data mining is based on IMS audited data during 2005-2009. A new term was proposed called “Market Growth Impact Index (MGI index) to evaluate the correlation between variables and market growth impact. The research objectives are to test and verify the correlation among MGI index (Market Growth Impact Index) and leading brand、new product、non-prescription drug and generic competition. The finding shows, leading brand has the highest positive correlation with MGI index. In contrast, generic competition gained the highest negative correlation. Besides,new product significantly shows positive correlation toward MGI index while non-prescription got negative but without significant. Based on the findings, there are two suggestions below for daily practice: 1. Leading brand should take measure to expand the market but need to avoid lost share to new product. 2. New product should take sprinkler strategy to expand the market to accelerate the market potential.
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Decavel, Fien Toon Terry. "How to position anewhigh-end sportswear brand, recto verso sports,within the new paradigm of the luxury fashion market." Master's thesis, 2020. http://hdl.handle.net/10362/107359.
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This dissertation revolves around the new paradigm of the luxury fashion market which is the consequence of the rising athleisure trend through an increasing cross-sector convergence between sportswear brands and luxury fashion. (Woodworth, 2018)Athleisure is the fastest growing clothing category in fashion (Allied Market Research, 2019)and can be defined as “casual clothing designed to be worn both for exercising and for general use”. (Merriam Webster, 2019)Recto Verso Sports is a new Belgian high-end sportswear brand tapping intothe rising athleisure trend by offering a collection that covers multiple categories being sportswear, athleisure wear and fashion. As a newcomer in this highly competitive market and because of operating in different categories of the fashion industry, Recto Verso facesdifficulties in finding the right positioning for the brand.Therefore, the goal of this work project is to answer the following research question ‘How to position a new high-end sportswear brand Recto Verso Sportswithin the new paradigm of the luxury fashion market’. First, literature research was conducted followed by qualitative market research through in-depth interviews and focus groups. This research shows thatthe growth of athleisure is driven by wellness aspirations, celebrity endorsement on social media(Woodworth, 2018)and a search for comfortable yet fashionable (luxury) clothing. Furthermore, collaborative capsule collections are the expression of sportswear brands going moreand moreinto luxury fashion and vice versa, contributingto the rising luxury athleisure trend. (BCG-Altagamma, 2019)Luxury athleisure is considered a fashion statement delivering both substance and status and is generally not used to conduct sports. Recto Verso shouldpositionitselfas a luxury sportswear/athleisure brand that also delivers status next to the substance it already delivers through its superior quality and comfort.