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Dissertations / Theses on the topic 'Brand promotion'
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Urun, Seren. "PRICE PROMOTION, QUALITY AND BRAND LOYALTY." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-31712.
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Пімоненко, Тетяна Володимирівна, Татьяна Владимировна Пимоненко, Tetiana Volodymyrivna Pimonenko, Олексій Валентинович Люльов, Алексей Валентинович Люлев, Oleksii Valentynovych Liulov, Яна Олександрівна Ус, Яна Александровна Ус, and Yana Oleksandrivna Us. "Digital marketing tools in brand promotion." Thesis, Sumy State University, 2021. https://essuir.sumdu.edu.ua/handle/123456789/86990.
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У роботі розглянуто головні інструменти цифрового маркетингу, їх особливості та переваги.В работе рассмотрены основные инструменты цифрового маркетинга, их особенности и преимущества.
This paper considers the main tools of digital marketing, their features and advantages.
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Tietje, Brian C. "Promotional enhancement theory : a model for designing promotions that enhance brand evaluations /." Thesis, Connect to this title online; UW restricted, 1999. http://hdl.handle.net/1773/8806.
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Conrad, Eric Christopher. "The Walt Whitman brand: Leaves of grass and literary promotion, 1855-1892." Diss., University of Iowa, 2013. https://ir.uiowa.edu/etd/1838.
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My dissertation tracks the development of literary advertising in the United States during the late-nineteenth century through the emergence and evolution of Walt Whitman as a recognizable brand name. Situating the strategies of Whitman and his publishers within the broader context of nineteenth-century literary advertising, I trace the roots of modern publishing practices back to the experiments of a generation of American authors and would-be promoters. At the intersection of the professional author's ascent in the United States and the growing centralization and sophistication of the advertising trade, a new anxiety surfaces in the world of nineteenth-century American publishing: how best to sell the literary text and, in turn, market its author. Whitman's attempts to promote himself and Leaves of Grass--efforts that were sometimes prescient, occasionally ludicrous--focus this study of a period in literary advertising when professional authorship was a relatively new reality, poetry was widely read, and the rise of the literary celebrity was in the making. The multiple publications of Leaves of Grass may not, in their time, have defined this moment of American literary history, but retrospectively they invite us to consider how poets and publishers distinguished their literary commodities and authorial personas in rapidly expanding and increasingly unpredictable literary markets.
This dissertation develops an important new dimension to the study of Whitman and the culture of literary celebrity: an in-depth examination of the promotional artifacts circulating in and around Leaves of Grass--the newspaper advertisements, circulars, print ornaments, promotional schemes, posters, broadsides, engravings, book covers, and critical annexes that were as central to Whitman's brand as his poetry. This book-studies oriented methodology challenges us to consider the role "non-literary" elements have played in the reception and consumption of literary works, especially in establishing the iconic status of authors like Whitman.
Each chapter is devoted to a marker of the Whitman brand--an image, symbol, or promotional strategy that served as a metaphoric trademark of the poet and his distinct textual product. Chapter 1, "`No other matter but poems': Promotion Paratexts and Whitman's Gymnastic Reader," examines the use of promotion paratext to advertise the first three editions of Leaves of Grass and the sophisticated reading practice these texts recruited. Chapter 2, "'I announce a man or woman coming': The Poet as Printer's Fist," looks at Whitman's use of the "manicule" (a small pointing hand) as a symbol of the poet's function reproduced in and on Leaves of Grass. Chapter 3, "`Anything honest to sell books': Autograph-hunting and the Whitmanian Imprimatur," considers Whitman's relationship to the culture of autograph collecting and his innovative use of his own signature as a promotional device. Chapter 4, "Am I Not a Man and a Poet?: Branding Walt Whitman," examines the two most famous faces of the Whitman brand--Whitman the Bowery boy rough and Whitman the Good Gray Poet--revealing how those seemingly conflicting personas became the target of racialized critiques during the 1860s.
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Dahl, Martina, and Anna Johnsson. "Extending the Understanding of Sales promotions’ Influence on Brand Knowledge : A Quantitative Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44946.
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Title: A quantitative study extending the understanding regarding the influence of sales promotion on brand knowledge Background: Sales promotion is a marketing communication activity that aims to promote a purchase, usage or trial of a particular brand. Sales promotion activities can provide significant benefits and incentives that could help the brand to differentiate from competitors and can contribute to the consumer’s brand knowledge. Prior to this thesis, there has been little attempt to integrate research to determine the relationship between the use of sales promotions and brand knowledge, which is why this study intends to extend the existent understanding. Purpose: The aim of this study is to extend the understanding regarding the relationship between sales promotion and brand knowledge and its drivers. Research questions: R1: What influence does monetary promotions have on brand awareness? R2: What influence does monetary promotions have on brand image? R3: What influence does non-monetary promotions have on brand awareness? R4: What influence does non-monetary promotions have on brand image? Hypotheses: H1: Monetary promotions of a brand influence brand awareness H2: Non-monetary promotions of a brand influence brand awareness H3: Monetary promotions of a brand influence brand image H4: Non-monetary promotions of a brand influence brand image Methodology: In order to test the hypotheses a quantitative research approach was conducted and a questionnaire was used to collect data from Swedish consumers, the data was analyzed in the IBM SPSS program to find out if the hypotheses was supported or rejected. Conclusions: H1,H3 and H4: May from this study be supported. H2: May from this study be rejected.
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Hasan, Md Kamrul, and Rabia Khan. "Building international brand through promotional Strategy: A case study of MEC: Active Engagement in Bangladesh." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-5334.
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Background: The brand embodied a set of values and attributes which were appropriate, which stimulated consumer interest, which distinguished brand from others and created a unique piece of property for its owners. From marketing point of view, brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential advantage. Furthermore, brands communicate tangible and intangible advantages and are attractive to a range of feeling. In order to make decisions for brand strategy, branding plays an important role. Kotler and Keller (2006) state that a brand is needed because it identifies the product, and the responsibility of the product hence lies in the hands of the makers or producers of the product. Brands are important in both consumer and business-to-business situations, where a decision of purchase is needed. A strong brand can create sufficient higher total returns to shareholders than a weak brand. Brands are at the heart of marketing and business strategy ( Doyle,1998, p.165) and building brand equity or strong brands, is considered to be one of the key drivers of a business success ( Prasad & Dev, 2000; p.22). Problem Statement: What are the promotional strategies company’s uses to create International brand in order to pursue the potential customer in B2C marketing environment?? Purpose:The purpose of the thesis is to investigate how firm employ effective promotional tools and techniques to create and sustain international brand in the customers mind. Research design: Both Qualitative and Quantitative method is applied in this thesis. Primary data is collected from interview (E-mail and telephone) and internet survey, while secondary data is gathered from books, journals, and internet source. Conclusion: The promotional tools capabilities can help businesses to spread the messages to the mass market. It is very powerful technique to be used to increase brand awareness of the organization. We found out those promotional tools such as sales promotion, direct marketing, personal selling, publicity, advertisement, and internet marketing play vital role to create international brand.
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Zhao, Zhiyu. "An investigation into a design framework for animated online characters to promote brands effectively to customers in China." Thesis, De Montfort University, 2016. http://hdl.handle.net/2086/13112.
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This study presents a design framework for helping Chinese companies and designers to create effective animated cartoon characters for promoting brands. Previous research has demonstrated that animated characters which companies use to promote their brands appear to have a good chance of gaining and holding consumers’ attention. However, most relevant research in this area was conducted decades ago and focused on TV advertisements. There is little relevant research into new media advertisements featuring animated characters in an international context even though online advertising is growing. Furthermore, several academic researchers in China have begun to explore this topic without the benefit of practical research. As a result, the Animated Cartoon Promotional Characters (ACPC) are rarely developed and used although the animation industry has boomed in the Chinese market. ACPC for client companies which are created by commercial designers or design studios are not always in accordance with the preferences of their target customers. A design framework is therefore needed to provide a detailed design procedure for potential customer involvement. In order to achieve this, the Sanyuan Foods Company has been involved as a case study in this research. A series of surveys and focus groups with potential customers and interviews with Sanyuan and professional animators have been employed to improve the design process, to explore and identify more effective design procedures and to develop a design framework for the production of ACPCs. Secondary research has also been conducted in order to trace the historical issues and growth of promotional characters which have been employed successfully by selected companies; to determine the design process and fundamental features, functions and narrative for these animated promotional characters; and to discuss the relationship between different age groups and promotional characters, customers' favour and loyalty. The final framework has been evaluated by the development and testing of a “family“ of 2D and 3D hybrid computer characters for Sanyuan Foods and a series of short promotional animations and web site. Results show positive agreement with theoretical predictions and significant improvement over previous efforts. The research presented here has significant implications for future studies on branding strategy.
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Kachanovska, Valeriia. "Theoretical and Practical Aspects of Brand Building." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75272.
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The purpose of this thesis is to analyse existing tools for developing the concept of a brand that allow a systematic approach in their design and to propose ideas for improvement of these tools. The research object is the concept of building a brand according to the "Who? What? How?" Brand Building Framework. From the brand development of the portable digital player iPod, used as an example in thesis, the practical use of this model is analysed and a short evaluation of its effectiveness is performed.
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Dublish, Sandipa. "Advertising effects on brand search and preference: assessing the mediational role of Aad and Ab." FIU Digital Commons, 1997. http://digitalcommons.fiu.edu/etd/3093.
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Most advertising research has focussed at examining effects of advertising on attitudinal responses or brand preference and choice. However, in a natural environment, the time period between advertising exposure and purchase decision is filled with prepurchase search. Prepurchase external search refers to information search from sources other than memory, prior to making a purchase decision. Usually consumers access only a small subset of available information and base their choice decisions on it. Prepurchase search therefore acts as a filter and, the final choice depends critically on the small subset of potential inputs the consumer notes in the environment and integrates into the decision. Previous research has identified a variety of factors that affect consumers' prepurchase search behavior. However, there is little understanding of how specific advertisements designed by marketers impact consumers' prepurchase search. A marketer would like consumers to search information that reflects favorably on his/her brand. Hence, s/he would attempt to influence the brands and attributes on which consumers seek information prior to making a choice. The dissertation investigates the process by which a particular marketer's advertising influences consumers' search on available brands, i.e., the marketer's brand and other competing brands. The dissertation considers a situation where exposure to advertising occurs prior to seeking information from any other source. Hence, the impact of advertising on subsequent search behavior is the topic of interest. The dissertation develops a conceptual model of advertising effects on brand search and conducts two experiments to test the tenets of this model. Specifically, the dissertation demonstrates that attitudinal responses generated by advertising mediate advertising effects on search attitudes and behaviors. The dissertation goes on to examine how attitudinal responses generated by advertising and subsequent effects on search alter brand preference and choice.
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Парненко, Д. А. "Формування стратегії просування бренду в соціальних мережах." Master's thesis, Сумський державний університет, 2021. https://essuir.sumdu.edu.ua/handle/123456789/86816.
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Актуальність теми роботи Успіх позиціонування бренду та рекламної кампанії залежить від вмісту, який представляє продукт цільової аудиторії. І, звичайно, наскільки ретельно розроблена стратегія і наскільки вона відповідає всім вимогам бренду щодо присутності в соцмережах. На сучасному етапі розвитку інформаційних технологій соціальні медіа стають все більш популярними. За даними Internet World Statistics, станом на грудень 2021 року у світі нараховується 4,2 мільярда користувачів соціальних мереж.
Останнього року ця кількість підвищилась на 490 мільйонів, що на 13% більше, ніж того року. Наразі кількість користувачів у мережах становить понад 53% з усього населення світу. Крім того, кількість зареєстрованих споживачів соціальних мереж постійно збільшується продуктового магазину
та їх вплив на конкурентоспроможність підприємства.
Завдання роботи: дослідити поняття стратегій просування бренду в соціальних мережах; проаналізувати основні етапи розвитку бренду в соцмережах; надати загальну характеристику бренду інтернет-магазину з виготовлення еко-свічок «Dari_magic»; проаналізувати споживчі переваги клієнтів бренду; розробити стратегію просування бренду магазину з виготовлення еко-свічок в соціальних мережах, створити контент-план, реклама, комунікації з клієнтами; оцінити ефективність впровадження запропонованої стратегії.
Об’єктом дослідження є маркетингові інструменти у соціальних мережах та стратегія просування бренду Інтернет-магазину з виготовлення екосвічок «Dari_magic».
Предметом є теоретичні та практичні основи формування бренду Інтернет-магазину з виготовлення екосвічок в соцмережах.
Методи дослідження – спостереження, порівняння, опитування, статистичні дослідження, аналіз.
Наукова новизна дослідження полягає в тому, що вперше проведено комплексний аналіз принципів та інструментів практичного використання можливостей соціальних мереж для розвитку бренду з виготовлення екосвічок «Dari_Magic».
Практична значущість дослідження полягає у створенні практичних положень та описів інструментів, за допомогою яких реалізується актуальна стратегія просування бренду магазину виготовлення екосвічок» у соціальних мережах.
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Hsu, Ting-Jung, and 許庭蓉. "Effects of Consumer-Brand Relationship on Promotion Advertisement Brand Alliance's Brand Attitudes." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/11447550624960757114.
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碩士國立交通大學
運輸與物流管理學系
102
Recently, due to the competing of the brand market, more and more companies are focusing on increasing the value of its brands. Therefore, lots of companies will try to cooperate to other brands in order to create brand value and increase market share. According to prior work, this kind of brand marketing strategy was called “brand alliance.” In fact, brand alliance have three types：cobranding, advertising promotion, Ingredient brand alliance. However, many researchers only focus on the effect that will influence the brand or category’s combination, that is, consumer’s perceiving fit. They neglected consumers will judge the brand by the connection of them and brands, and we called this norm for consumer-brand relationship. It has two different dimensions: communal (e.g., VIP) and exchange (e.g., business relation). Exactly, , we only focus on the advertising promotion brand alliance in this essay, due to the probability of the non-fit situation will more possible in this kind of brand alliance. Therefore, in our research we discussed two different situation─ high level of fit and low level of fit will how being influenced by moderate effect and will how react to the overall attitude toward brand alliance (H1) and attitude toward host brand (H2) and ally brand (H3). However, in this essay, we assumed that by the associative network which can activate memory nodes and will let consumers in the exchange relationship evaluate their attitude higher than those in the communal relationship also the same hypothesis on the attitude toward host brand and ally brand. However, as the result showed that the moderate effect was not significant and consumer’s perceiving fit only affected on the overall attitude. According to the results, we thought there may be exist spillover effect to decrease the effect of associative network. Finally, this research can provide some suggestions for marketing managers and to suggest some advices for the detail when they try to launch advertising promotion brand alliances.
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Pan, Hung-ming, and 潘鴻銘. "Sales promotion effects on Brand equity-using fictitious brand as examples." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/83qc63.
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碩士國立中山大學
企業管理學系研究所
95
In our daily life, we can receive the information about sales promotion usually, and it is confused that research in the past posited sales promotion may erode brand equity. In another aspect, when researching sales promotion, researcher used simple sentence instead of original colorful information, and asked participants imagine the advertisement. We may believe that will be harmful to the credibility. According to the reasons before, this research follow Vidal and Ballester(2005), posited that sales promotion can contribute to build brand equity. This research uses fictitious brand and designs the fictitious advertisement to avoid the effect of stereo type in consumers mind. The outcome of this research suggests that sales promotion actually can contribute to build consumer-based brand equity. If corporation wants to make the brand different from competitors to let consumer identify the brand, it needs to design unique sales promotion.
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陳昱文. "Brand promotion analysis for Hi-Tech products." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/92373856720408345995.
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碩士國立臺灣科技大學
管理研究所
92
The hi-tech industry in Taiwan has entered the era of micro-profit (1% to 3%) for OEM and ODM products. The elevation of brand asset and brand value can not only create brand recognition but also generate higher profit margin (10% to 25%). In modern marketing, the proliferation of product types makes the customers have hard time making selection. Marketers are trying all the means to ensure their products stand out among all the products. This research utilizes product positioning and promoting successful brands on marketing planning. By using unique, unbiased and reliable positioning tactics, as well as aggressive marketing methodologies, the reputation of the brand can thus be maintained. More and more enterprises view the globe as their markets and thus try to manage global brands. It is believed that besides the trend of globalization, the work of global branding will achieve economy of scale for branding. If we based on the 80/20 principle, the market location of the global brand, whether there be really a market, and how the marketing resources be distributed are all important research subjects. This research will use the employer of the author as the case, analyze how and why entering global branding. However, it is not practical for most of the enterprises to set their eyes on establishing global brands. First of all, the advantage of the economy of scale may not exist. In many occasions, due to cultural differences, it is better off establishing the advertisement for different local market independently. The advertisement made for a local market specifically may be much better than that made from modification from the generic global advertisement. Secondly, it is not an easy task to organize a global branding team. In addition, global brand may not be directly applicable to all the various markets. It still requires a significant amount of effort to focus on on-hand resources (i.e., existing brand value and budget) in order to solidify company brand with simplified marketing to generate sales, customer loyalty, brand asset and other competitive advantages. Based on a case company, research will investigate how the brand strategy should be established to make the brand and the products create value and sustain brand superiority to promote the brand under the superiority and competitiveness in the market. Traditional textbook marketing framework follows the steps of environmental analysis, STP, 4P and then SWOT analysis as the focal point of marketing strategies. In reality, marketing is about resolving the problem of exchange; environment analysis, SPT and 4P are procedures and tools for the purpose. Resolving the problem of exchange is the real issue. Using existing popular marketing framework to integrate these concepts may easily make people short-sighted and unable to fully explain why any particular marketing action is taken. This research integrates all these important marketing concepts for the enterprises to gain better training on marketing practices and to be able to deal with the marketing strategy with a macro perspective view.
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Huang, Mei-shu, and 黃美淑. "Promotion Level, Promotional Type, and Brand Awareness on Consumers’ Brand Evaluation and Purchase Intention ---An Empirical Study of Bancassurance." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/09502050667291294792.
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碩士東吳大學
企業管理學系
99
Abstract While all banks devote more and more to the rat race competition in wealth management, consumers are exposed to a variety of insurance products with various kinds of promotion campaigns. Hence, brand awareness and promotion level can be the two critical factors that affect consumers’ identifying product and that attract consumers’ attention. Consumers usually determine whether the insurance products are good according to the brand awareness of the providers, the insurance companies. “Brand” has also become an important indication of “quality.” However, as the insurance companies decide on offering significant promotion as marketing promotion, consumers will still evaluate the offerings based not only on the promotion level but also on the “brand” and influence their consuming behavior. The brand marketing and promotion study also indicates that manufacturers with prestigious brand should not offer too much promotion to promote their products. Such a promotion will lower consumers’ appraisal of the insurance companies so as to influence their intention and behavior. This research focuses on, when the insurance companies decide to stimulate short-term sales performance with promotion campaigns whether the promotion level should be high or low, what type of promotion an insurer should adopt, how the “Brand” will influence the consumers’ buying decision, and how to leverage the promotion level of promotion to positively impact on consumers’ image on the “Brand” and their buying behavior. Empirically, through pretest we selected Fubon Life Insurance Co. Ltd. and Far Glory Life Insurance Co. Ltd. as the experimental subjects representing high and low brand awareness respectively. With the inter-group factors experimental design, the subjects are divided into 2 × 2 experimental groups: high/low promotion level × high/low brand awareness. The testees are randomly exposed to a selected product DM and fill in the questionnaire. The number of effective questionnaire was 289 out of totally 300 required questionnaires for statistical analyses, and the experimental results support the hypothesis. The results include: 1. The higher the promotion level, the more significant influence on the quality and value of consumer consciousness and on the buying behavior. 2. Brand awareness has significant influence on the quality and value of consumer consciousness. 3. Unlike the companies with lower brand awareness, the ones with higher brand awareness won’t increase consumers’ willingness to buy when consumers face high promotion level. Keyword：Promotional level, Brand Awareness, Brand Evaluation, Purchase Intention, Bancassurance.
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Jiann-Lin, Chen, and 陳建霖. "The Effect of Sales Promotion on Brand Equity." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/00220578191531944791.
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碩士國立雲林科技大學
企業管理研究所
86
Owing to the Prevalence of sales promotion(SP) activities and the emphasis of brand equity in recent years, this research examines the influence of SP on the brand equity. However, the researchers did not have a consistent result about this area. According to the discussion of related literature, this research divides SP into pricing promotion and non-pricing promotion, and we use discount promotion and gift promotion to represent the two kinds of promotion. Furthermore, the promotion situations are divided into induced, collective and aggressive situations. This research studies the high and low lever brand equity of two manufactures'''' brand. Using a 2×3×2 experimental design, discusses the influences of SP on manufactures'''' brand and retailers'''' brand. The result is that SP will has negative impact on manufactures'''' brand. The pricing promotion will harm the brand equity of manufactures'''' brand than the non-pricing promotion. The SP will reduce the consumer''''s purchase intention of manufactures'''' brand. In the situation of collective and induced, SP will has positive impact on retailers'''' brand. However, in the situation of aggressive, SP will not has positive or negative impact on retailers'''' brand. Finally, source of the SP will has positive impact on retailers'''' brand is the upgrade of reasonable price perception.
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CHI, CHUNG-HSING, and 吉中行. "Effects of Promotion Type on Brand Conative Attitude: the Moderating Role of Brand Image and Brand Loyalty." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/29963965802088366930.
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碩士元智大學
管理研究所
91
This research reconciles the debate that effects of price incentives are positive or negative in literatures. Our study suggests that when the brand image is prestige, price incentives would decrease the brand affect of high loyalty and no negative effect on the brand affect of low loyalty; in contrast, when the brand image isn’t prestige, price incentives would raise the brand affect of high loyalty. This conclusion proves the moderating role of brand image and brand loyalty on effects of price incentives. Besides a research on price incentives, this research contributes new insights to non-price incentives literatures, which are less paid attention. The conclusion of research on non-price incentives is that non-price incentives have more powerful influence on improving brand affect in the prestige brand; on the other side, price incentives have more powerful influence on inducing purchase intention in the non-prestige brand. This study also extends the research in Roehm et al. (2002) to brand loyalty and finds that when non-price incentives are associated to brand image, they could raise more brand affect in low loyal consumers than in high loyal ones. Finally, this research applies an experimental design to replicate the relationship between price incentives and purchase intention, which has almost proven in the panel data research in literatures. This relationship suggests that price incentives inducing more purchase intention than non-price incentives in the short term whatever brand image and brand loyalty are, and price incentives induce more purchase intention for low loyal consumers than for high loyal ones.
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Wang, Yu-Ting, and 王宇廷. "The joint promotion of brands and consumers'' attitudes toward core brands - on application of brand extension." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/98989154583988090519.
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碩士淡江大學
國際貿易學系
86
The joint promotion of brands is one of the marketing strategies that a great deal of business has frequenting employed. Its purpose is not only to increase the market share and business profit, but also to enplane from ofthe brand. Based on the concept of brand extension, this research uses an empirical approach to evaluate the effects of the strategy of joint promotion as well as study the consumers'''' attitudes towards the core brand, in this case study, coca cola, together with the combination of core and other tie-in brands in the company on a joint promotion. In this study, the data uses collection from questionnaire survey, conducted to university students. For the analysis of surveys, ANOVA and simple main effects are the two main methods used to adduct the data analysis. The research supports the following findings: The consumers'''' original impression on the core brand will change with brand concept and product similarity. In affecting the consumers'''' attitudes, when the core brand and the tie-in brand are substitutes, the brand concept is more influential than the effects of substitutes. In contracts, when the core brand and the tie-in brand are complementary, it is more influential than the brand concept. The same results are obtained when it comes to the consumers'''' impressions in the combination of brands in the joint promotion. Concerning, factors that determine consumers'''' purchasing decisions, both brand concept and product substitute affect consumers'''' decisions to the same extent. In the case of complementary brands. When the core brand is more famous, it weaves more association effect on the consumers'''' in the joint promotion company. On the other hand, in the case of substituting brands, when the core brand is not a well known, if the tie-in brand is more famous, consumer will transfer their impressions on the tie-in brand to the core brand.
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Yu-TingWang and 王郁婷. "The Impact of Promotion Intensity、Brand Equity and Brand Preference on Purchase Intention-Brand Similarity as a moderator." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/82192454500216560075.
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碩士國立成功大學
企業管理學系碩博士班
100
From the 1980s, the concept of brand extension has begun to receive attentions. Since then, brand extension has considered to be one of the important growth strategies. As a result, there has been a large number of literature concerning about the relative issues. However, the brand extension strategies have been widely used by companies, but do not necessarily guarantee success. On the other hand, from a practical prospective, more and more managers are focusing on how to leverage the parent brand equity to obtain benefits. Therefore, this study considers the impact of promotion intensity, brand equity and brand preference on purchase intention, which concludes the moderating effect of brand similarity. The results indicate that different levels of promotion intensity will cause significant difference of brand equity. But high level of promotion intensity will not certainly lead to low perceived quality and then diminish brand equity. In addition, consistent with the viewpoints of previous researches, brand equity will have positive impact on brand preference. On the other side, the empirical results of this study show that, regardless of the degree of brand similarity, the relationships between brand preferences and purchase intentions are positively coorelated. That means, if consumers have positive attitudes towards the brand, suppliers can introduce highly similar extension products into the market and increase consumers purchase intentions. In another words, if there are suppliers whose brands are evaluated negatively by consumers, it is not beneficial even if suppliers introduce low similar extension products.
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Peng, Yi-Jiun, and 彭宜君. "Moderating Effect of Brand on Retailers’ Price Promotion Strategy." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/76106748326644036627.
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碩士國立交通大學
管理學院碩士在職專班經營管理組
95
How deep and frequency of price promotion is always one of the hardest decision for retailers. We may also see the trend that competitions get harder between national brands and private brands. Correspondingly, this study tries to provide a reference for retailers in developing promotion strategy via investigating the relationship between Retailers' profit and promotion deep as well as frequency under brands effect on sales. Scanner data co-collected by GSB and Dominick's Finer Foods in Chicago was applied and analyzed in this study. It contains 847,282 observations covering 96 shops with 156 weeks' sales duration. Some findings were identified and concluded in this study as below. Price promotion deep will negatively impact sales profit of retailers, while price promotion frequency will result a positive impact. Brand shows a significant moderating effect on price promotion strategy. Low price promotion deep and high price promotion frequency will generate positive result on retailers' profit for national brands with medium to high unit price. While, for private brands and national brands with low unit price, promotion strategy of high price promotion deep and low price promotion frequency was suggested.
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趙家瑩. "The Effects of Price Promotion and Brand Price Points on Brand Evaluation and Perceived Value." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/85964431072311462827.
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Yeh, Che-Shen, and 葉則伸. "The Study on the Relationship among Brand Equity,Promotion,Integrated Brand Building and Purchase Intention." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/72338171013584263069.
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碩士南台科技大學
工業管理研究所
95
ABSTRACT Brand is the most important property of business. Brand equity is the added value of product that gave by brand. Brand equity is to build brand advantage, to provide the reason to purchase, and to create brand value in customers’ mind. To elevate marketing efficiency and competing advantage, the corporation groups including Uni-President corporation and Wei Chuan corporation raise the integrated brand building trend, that is, strengthening the brand image and building a powerful brand which create brand value can bring the brand umbrella effect into full play. Among the current market, there are many similar products making the consumers to have many choices. Promotion becomes the deciding factor of purchase for consumers. Therefore, factory owners place more and more importance on promotion. Marketing staffs strive to build brand equity and provide various promoting activities to let the corporation create large sales and elevate competing advantage. Making the brand younger is the trend. How to catch young consumers’ minds is the biggest challenge of business marketing. Domestic food corporations now figure out the importance of the young consumers’ messages. It is common to investigate the young consumers of the product. Consequently, this research takes young consumers as the investigational target, and explores the relations among the brand equity, integrated brand building, different promotion styles, and the purchase intention. This research uses descriptive statistics, regression analysis, and one way ANOVA to sum up several conclusions: （1） Based on the diversity analytic result of demographic variable on each research dimension, we know that only different sex consumers have significantly difference on brand loyalty and purchase intention. And the female cognition is higher than male’s. （2） The brand equity does have significantly positive impact on the purchase intention. And, the perceived quality, the brand loyalty, and the brand association of the brand equity has significantly positive impact on the purchase intention. （3） According to the analytic results of the brand equity dimension on the integrated brand building dimension, we know that only the perceived quality and the brand loyalty dimension individually have significantly positive impact on the integrated brand building dimension. （4） In the eight dimensions of the integrated brand building, only the globalization and the customer value have significantly positive impact on the purchase intention. （5） Different promotion styles have significantly positive impact on the purchase intention. Among them, the instant / money promotion is the most helpful for raising the purchase intention of consumers. keywords：Brand Equity, Integrated Brand Building, Promotion, Purchase Intention
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CHAO, LUN LEE, and 李兆倫. "Brand Building and Promotion for Culture and Creative Brand: A Case Study of Zeelandia Firm." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/kpyab2.
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碩士南臺科技大學
國際企業系
106
This study tries to answer: What are the key elements to build a successful cultural and creative brand, through analyzing the case of “Zeelandia Firm”. At the beginning, this study will through the literature review of "cultural and creative industries" go depth dive to explore the development process and to figure its definition. Then, compared and tested the "Eight Key Capabilities of Brand Management" by key success factors of the brand management in the past research, which will be used in the case study. The case study would be divided into three part. First, Apply the theory "Eight Key Capabilities of Brand Management" by Mark Stocker - Strategy and Executive Director form DDG(Direction Design Group) to do a brand evaluation to “Zeelandia Firm”. Second, according to the brand evaluation results to Summed up the insufficient items then bring up Improvement plan. Final, through the actual implementation of marketing planning to improve brand management, and recording the relevant operating data after the implementation. At last, the study would combine the implementation operating data plus in-depth interview method with the questionnaire. Through cross-validation and investigation to provide the key elements to build a successful cultural and creative brand. Then to propose the recommendations for the future development of Taiwan's cultural and creative industries, look forward to helping other cultural and creative brand and related research.
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Huang, Chia-Wei, and 黃家蔚. "The Effect of Promotion Type, Promotion Situation, and Product Involvement on Brand Evaluations and Purchase Intention." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/33408835960829043775.
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碩士國立成功大學
企業管理學系碩博士班
92
Sales promotion is usually a short-term selling cause tool; it excites consumers or retailing to bring faster and more product or service. This research wants to understand sales promotion affect brand evaluation and purchase intention. The main objectives are as followed: first, we want to know the ways of sales promotion have influences on brand evaluations and purchase intentions or not. Second, we want to know the considering different product involvements, the ways of sales promotion have influences on brand evaluations and purchase intentions or not. Third, the considering different promotion situation, the ways of sales promotion have influences on brand evaluations and purchase intentions or not. In this research, We investigate what kinds of effects, including main and interactive effects, the ways of sales promotion(price discount or premium) promotion situation(limited amount、limited time、limited amount and time、without any limits) product involvement(high or low)would have on brand evaluations and purchase intentions.According to MANOVA analysis, we have some findings as follows: 1. The ways of sales promotion have influences on brand evaluations and purchase Intentions. 2. Considering different product involvements, the ways of sales promotion have a portion of influences on brand evaluations and purchase Intentions. 3. Considering different promotion situation, the ways of sales promotion have a portion of influences on brand evaluations and purchase intentions.
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Chu, Chun-Mien, and 朱隽緜. "A Study on Brand Strategy, Promotion Strategy, Brand Image, Brand Popularity, and Brand Performance – An Empirical Investigation of the Value Clothing Retail Industry." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/86993276320873364383.
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碩士國立臺北科技大學
商業自動化與管理研究所
99
With the improvement of living, People are willing to enhance their quality of life. While consumers face various products, the brand gradually become a goal they pursued. Urde (1994) pointed out, the difference among products tend to become smaller. If just rely on the superiority of the product can not win in the market, the brand has become the key to survival and growth. Therefore, brand building and management not only the main reason the company runs their business, but it can also enhance the critical competitive advantage. This study will be discussed by the relevant documentation, integration and related works of the past academic research. This research has developed a brand strategy, promotion strategy, brand image, brand popularity and brand performance relationship and theory framework. On the basis of the analytical framework and the developed operational model via AMOS, and the data which collected from questionnaires survey in the Taipei city and Taipei County to carry out the empirical test. The most significant findings are as following: 1. There is a significant, positive correlation between Brand Strategy and Brand Image. 2. There is a significant, positive correlation between Brand Strategy and Brand Popularity. 3. There is a significant, positive correlation between Promotion Strategy and Brand Image. 4. There is a significant, positive correlation between Promotion Strategy and Brand Popularity. 5. There is a significant, positive correlation between Brand Popularity and Brand Performance. 6. There is not a significant, positive correlation between Brand Image and Brand Performance. The survey takes the empirical investigation of the value clothing retail industry evidence on the relationship between the different variables. Besides, this research is expected to provide some suggestions for improving brand strategy to get brand performance
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LIAO, SHIH-HSUAN, and 廖士萱. "An Investigation of Promotion Effectiveness for Starbucks of Co-brand." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/4pezkm.
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碩士東方設計大學
文化創意設計研究所
106
It is very common and important to appeal consumers that the enterprise use marketing strategies in high competition. The strategy of Co-brand is more useful and inexpensive way in the enterprise. President Starbucks Coffee Corporation has been here over twenty years. In order to increase more sales volume and consumer, President Starbucks Coffee Corporation has cooperated many famous and popular brands since 2015, such as: Alice & Oliva、Anna Sui 、Pau l& Joe、Dannijo、 Vivienne Tam and HANTACi. Starbucks developed co-brands products of coffee for various kinds. For example：thermos、handbags、double mug and etc. The product of Starbucks applies different of features in co-brands which show special type of charm. There are many types put the product of co-brand into practice. Starbucks of co-brand has fashion factor in our daily life. There are many customers not only for coffee but also for their personal entertainment. Co-brand of Starbucks have become quality goods. Most of people like to tag themselves on Facebook or Instagram. Some people show co-brands of Starbucks for sharing on Facebook or Instagram, others for selling. This study is aimed to discuss Starbucks club of Taiwan on Facebook. We would like to realize the member’s inclination for Starbucks of double mug. With this research, we are not only know the importance of Miryoku engineering but also help the enterprise to realize the customer satisfaction. Finally, we really hope this study will help the other field, such as cultural and creative、business、design.
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Tsao, Kai-Chun, and 曹凱鈞. "A Study on the Relationship between Brand Experience, Brand Image, Promotion Strategy, Brand Loyalty and Brand Performance - An Empirical Investigation of the Smartphone Industry." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/30330493906847763700.
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碩士國立交通大學
管理科學系所
99
With the development of internet and technology progress, we are in the new generation of internet. Consumers not only concern about function or price of product, but take more things about satisfaction of emotion account. As above mentioned, there are some new marketing means to attract consumers. Physical good product is important. However, spiritual need is mort important to creat long and best feeling to catch consumers’ minds. Finally, it will build long term connection with consumers and reflect brand image and brand performance. Generally, promotion mix includes price promotion, advertising, publicity, and personal selling. When price promotion is used in the inderstry for long term, consumers don’t use price information to infer quality. They increase positive brand image and performance. This research integrates related literatures and analysis to apply the industry of smart phone. In order to research the relationship between Brand Experience, Brand Image, Promotion Strategy, Brand Loyalty and Brand Performance, this research uses AMOS to analysis SEM modle to prove the data and theories. The most significant findings: There is a significant, positive correlation between Brand Experience and Brand Loyalty. There is a significant, positive correlation between Brand Image and Brand Loyalty. There is a significant, positive correlation between Promotion Strategy and Brand Loyalty. There is a significant, positive correlation between Brand Loyalty and Brand Performance. There is a significant, positive correlation between Brand Experience and Brand Image. There is a significant, positive correlation between Promotion Strategy and Brand Image. This survey takes consumers of smart phone industry to discover different variables of relationships. The survey is expected to make contributions to provide marketing strategy and manage smart phone brands.
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Cheng, Po-Sheng, and 鄭博升. "The Effects of Price Promotion, Brand Familiarity, and Consumers’ Perceived Benefits of Sale Promotion on Brand Evaluation －A Case of Convenience Chain Store in Taipei City." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/80984306892856034093.
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碩士真理大學
管理科學研究所
93
This study took convenience chain stores of Taipei as a case, we investigated the effects of price promotion, brand familiarity and consumer’s perceived benefits of sales promotion on brand evaluation, and understood that consumer’s perceived benefits of sales promotion under the circumstances that different brand familiarity. By using convenience sampling, the subjects who was buy beverage products and gone out from convenience store was asked, after questionnaires survey, we collected 400 effective samples. The data is used by the statistical methods such as t-test, Reliability analysis, ANOVA and stepwise multiple regression to test the hypotheses. The results are described as below: (1) Consumer’s perceived benefit of sales promotion was significantly positive effected by different kinds price promotion. (2) Consumer perceived more benefits of sales promotion from high brand familiarity product than low one. (3) Consumer’s perceived benefits of sales promotion have a positive effect on brand evaluation. (4) Consumer’s perceived benefits of sales promotion has mediating effect on the relationship between price promotion and brand evaluation. (5) Consumer’s perceived benefits of sales promotion has mediating effect on the relationship between low brand familiarity and brand evaluation, but no mediating effect on high brand familiarity.
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Chen, Ya-wen, and 陳雅文. "THE EFFECT OF BRAND ALLIANCE AND BRAND EQUITY ON CONSUMER PURCHASE INTENTION: USING PROMOTION AS A MODERATOR." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/36464224132188435182.
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碩士大同大學
事業經營學系(所)
99
Global market expands constantly, but economical power lay on some big corporations and small corporations only can fight with others alone. If the small corporations corporate with each other, they can find the survival way under the competitive environment. Hence, more and more corporations start corporation with their alliance. There are many ways of corporation, and brand alliance is one of the most common marketing strategies corporations adopt. This study further understands the related issues through empirical methods and intends to provide references to real society on what kind of ways of alliance and promotion is more successful under the brand alliance. This study uses SPSS 14 to conduct data analysis and to examine whether the study is supported or not. The method of statistical analysis include descriptive statistics analysis、reliability analysis、Pearson correlation analysis、multi-collinearity analysis and variance analysis. Corporations choose the ways of brand alliance have a variety of objectives. This study uses co-branding and ingredient brand. We find ingredient brand is more successful than co-branding because the willingness of consumers are higher. If corporations would like the brand alliance, they can try the brand alliance based on the ingredient. From the conclusions, we can find that before alliance, brand equity has a significant effect on willingness of consumers under promotion situation. After alliance, brand equity has no significant effect on willingness of consumers under promotion situation, it means brand alliance has no effect on willingness of consumers, so brand alliance corporations can find other ways to increase willingness of consumers.
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陸玉蘭. "The effects of Life Style and Sales Promotion on Brand Loyalty." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/43246065641923441844.
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Creativani, Kharisma, and Kharisma Creativani. "Forming Brand Identity and Promotion Strategy of Creative Industry in Indonesia." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/40914997072657033615.
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碩士國立雲林科技大學
設計學研究所
104
ABSTRACT Indonesia creative industry has been occupying a position the 4th from 10 economic sectors in the category of the work force in 2012. Creative industry contributed IDR 11,799,568 its people or 10.65% in the total workforce to national 110,808,154 people. Creative industry 3rd occupying a position of the 10 economic sectors with business 5,398,162 or accounted for 9.72% of the total number of economic activities. From the significant growth and contribution of creative industry toward Indonesia economic and employment as shown, and expectation that there will be more people interested in opening a business in the creative industries and further expand employment. it is important to determine what is actually happening on the smallest sector of creative industry, the economic practitioners and how they run the business. This studies intends to determine the brand identity and promotion strategy of the top 3 creative industries sector in Indonesia; culinary, fashion and craft. Research carried in descriptive method, using qualitative and quantitative approached. As a result, this study found the positive response toward all brands have examined. Moreover, it is also found differences especially related to some consumer’s background. At the end of study, it explained four significant factor to develop brand identity and promotion strategy based on the study results. The research may have significant in forming successful brand identity and promotion strategy in creative industry. Moreover, this study could be helpful to the industry, business practitioners and pioneer in branding and promotion strategy as its came from real example. In addition, perhaps it could give the government a rough idea to formulate a sustainable company in creative industry in order to achieve the Indonesia Creative Economy goal 2025. Keywords: Creative Industry, Brand Identity, Promotion Strategy, Indonesia
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Pokorná, Hana. "Promotion of research and development by means of cluster brand building." Master's thesis, 2017. http://www.nusl.cz/ntk/nusl-431764.
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The diploma thesis deals with promotion of research clusters by means of brand building. It focuses on a current situation of research clusters, research and development promotion and cluster branding. Primary data were collected by 2 qualitative research methods, focus group and in-depth interviews, which were carried out with representatives (n = 15) of 2 chosen target groups. The results are establishing research Stroke Brno cluster together with its branding strategy, cluster mapping and content analysis report summarizing the qualitative research results.
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洪立文. "Research of advertising cooperation under retail promotion with negative brand image." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/42196836797824736003.
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Chu, Yu-Hsiang, and 瞿育祥. "The influence of Sales Promotion on Brand Equity and Purchase Intention." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/22167086136743394080.
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LEE, MIN-HUA, and 李敏華. "The Influences of Brand Image, Brand Awareness and Promotion On Value Perception, Trust and Customer in Loyalty-Kindergarten." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/knx2gb.
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碩士國立宜蘭大學
人文及管理學院高階經營管理碩士在職專班
107
Parents are now more willing to collect information in order to select kindergarten as the first step for their children campus education. To improve perceived value and promote parent’s trust on the kindergarten, many managers try to join into franchise systems with high brand awareness, brand image and high quality promotion activities. However, whether this method will be work remains uncertain. This study explore the influence of brand image, brand awareness and promotion activities on parents perceived value, trust and loyalty to the kindergarten. 216 parents as research sample responded questionnaire. The analytic results shows that brand image and promotion has positive impact on perceived value and trust, but brand awareness has not. Furthermore, perceived value has a positive influence on loyalty, but trust has not. Implications are discussed and suggestion are provided to practitioners.
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林建文. "The Influence of The Original Brand Attitude, Perceived Fit, and Sales Promotion on Customers'' Brand Attitudes and Purchase Intentions of The Brand Extensions." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/87330610607068499908.
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碩士實踐大學
企業管理研究所
92
In the twenty-one century, more and more products are produced to let customers choose. In order to save money, companies usually use the strategy of brand extensions. A successful brand extension can make benefits for both the original brand and the new product. There are more and more companies using the brand extension strategy when they launch new products. This research examined the influence of the original brand attitude, perceived fit, and sales promotion on customers’ brand attitudes and purchase intentions of the brand extensions. This research used experimental design of 2x2x3 to collect data and to validate the proposed conceptual framework. Results of this research indicate that: (1) The original brand attitude positively affects customers’ brand attitudes and purchase intentions of the brand extensions. (2) The different ways of sales promotions don’t make any significant difference statistically. (3) The interaction of the original brand attitude and sales promotion doesn’t positively affect customers’ brand attitudes and purchase intentions of the brand extensions. (4) The perceived fit is a significant moderator when sales promotion affects customers’ brand attitudes and purchase intentions of the brand extensions. (5) The perceived fit makes a positive influence on customers’ brand attitudes and purchase intentions of the brand extensions.
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Chen, Hung-nian, and 陳宏年. "The synergy of brand signal and promotion mix for new entry item." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/56466134710557730765.
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碩士國立雲林科技大學
企業管理系碩士班
92
The Product Life Cycle (PLC) of most merchandise in the market has been declining due to the speedily developed technology and competition within industries. Hence, companies must continuously develop new entry item to meet the changing preference of customers and prevent the threats from competitors’ strategy. This research is not only for distinguishing the interactive effect of promotional factors, but also for developing a framework of complementary promotion combination. Moreover, it would like to explore the promotional synergy under different brands’ signal. Finally, we would address a strategy of introducing new entry item for e-retailers. Twice pretests and twice formal experiments were executed for our research. The major purpose of the first pretest was to find out the familiar products category in our samples.The second pretest was to determine the brand names. The first formal experiment was to explore the effect of promotional combination and brand signal for new entry item, while the second was about the price promotion to understand the interactive effect of price promotion within promotional combinations under different brand strategies. Our research found out that upon the inter-relationship of promotional factors, companies which simultaneously use push and pull strategy for customer’s quality consciousness, liking and purchase intention are superior to which that only use single pull or push strategy. About promotion combination and brand signal, according to the data analysis this research addressed that the customer’s quality consciousness, liking and purchase intention for new entry item of brand ally will be superior to new brand. About the brand signal and fit, if companies use highly fitness brand ally to new entry item, customers quality consciousness, liking and purchase intention will be superior to those that use low fitness brand ally, while customer’s quality consciousness, liking and purchase intention for highly fitness new brand will be superior to that for low fitness new brand. Besides, companies which use pull promotion of “highly compatible brand ally’s new entry item”, customer’s quality consciousness, liking and purchase intention will be superior to those whom use other combinations. But companies which use highly compatible new brand for customer’s quality consciousness, liking and purchase intention are NOT superior to which that use other combinations. Finally, if the highly compatible brand ally uses both push and pull promotional strategy, their effect will be superior to other combinations. About the effect of price promotion, consumers think that the higher discount of price promotion companies provide, the greater effect for customer’s quality consciousness, liking and purchase intention will be. If companies want to increase customer’s quality consciousness, liking and purchase intention, those which use manufacturer price promotion of brand ally for quality consciousness, liking and purchase intention will be NOT superior to those which use manufacturer price promotion of new brand. And also companies which use retail price promotion of brand union for customer’s quality consciousness, liking and purchase intention will be NOT superior to those which use retail price promotion of new brand. The reason might be caused by the negatively associated thinking of brand delivered from price promotion. But when companies want to increase customer’s quality consciousness, liking and purchase intention for products via using “manufacturer price promotion of highly fitness brand ally’s new entry item”, the customer’s quality consciousness, liking and purchase intention will be superior to which via “manufacturer price promotion of low fitness brand ally’s new entry item”. This proves that, under price promotion, the interference effect of “fitness” has a obviously positive relation. The result has changed from less obvious to obvious effect, thus we can say that customer’s quality consciousness, liking and purchase intention for highly fitness brand signal with price promotion have a positive effect. After all, we suggest that beside the variables in this research, customer’s quality consciousness, liking and purchase intention might be affected by other factors. For example, the effect of the way it shows off might have different result. Hence, it’s worthy for researchers to do a further research examining the effect of those conditions.
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Lin, Yu Rong, and 林雨蓉. "The study of brand image and promotion on consumer purchase Netbook behavior." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/69488512149767701301.
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碩士國立彰化師範大學
行銷與流通管理研究所
98
There are many brands in today’s Netbook market. Customer have different evaluate on brand image. Many company use sale promotion to stimulate consumer’s purchase, however, sale promotion would cause negative quality of product on consumer’s perception. The aim of this research is to investigate consumer’s perceived quality and perceived value by different type of promotion, and the relation of brand image, perceived quality, perceived value, brand attitude and purchase intention. This research collected 344 valid samples (N=344) from computer store’s customers, company’s staff, college and graduate students of Universities in Taiwan by convenience sampling and computer network survey. We used descriptive statistics, reliability analysis, factor analysis and SEM to test the hypotheses. The result showed that the consumer won’t perceive negative quality by price promotion. Brand image, promotion, and perceived quality exerted significant influence on perceived value. The relation of brand image and brand attitude is positive. Perceived value and brand attitude, in turn, positively influenced purchased intentions.
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Chen, Jui-Jen, and 陳瑞鎮. "The Research Of Brand Evaluation And Purchase IntentionThrough Promotion In Different Channels." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/11123126239593916982.
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碩士國立中興大學
行銷學系所
98
Abstract The main purpose of this study was to analyze tools which can effectively promote instant noodle without hurting brand image. Also, this research studied which promotion packages and channels were more effectively accept by consumers. There were 501questionnaires collected. Different buying behaviors were analysis. The results shown that convenience store presented the highly branding appraisal. Also, consumers were more accepted the multi-package or combination package in convenience store than those who in the hypermarkets. On the other hand, consumers were more intensive purchase when the hypermarket combines with price and packaging tactics of promotion strategies. Finally, this research developed suggestions which can provide the long-term profitability for the current noodle marketers.
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Su, Mei-Hsun, and 蘇眉勳. "The Impacts of Spokesperson of Sport Brand and Promotion on Purchase Intention." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/13320870920108148612.
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碩士大葉大學
事業經營研究所碩士在職專班
96
Previous studies of spokesperson endorsement have shown that brand image or advertising effect has a positive relationship with consumer’s purchase intention. However, these studies seldom touched upon sport-related commodities. Therefore, this study not only focused on branded sport shoes but also included working-class people as subjects, because people now have more time for sport and recreational activities, and sport shoes have become a fashionable product. This study aimed to investigate the impact of endorser credibility and promoting methods on consumer’s purchase intention as well as the impact of the fit of brand and product on consumer’s purchase intention. Questionnaires were distributed to consumers in Central Taiwan. A total of 312 copies were collected, and 260 copies were valid, making the valid response rate 83.3%. The collected data were further analyzed by SPSS. The research findings showed that expertness, attractiveness, and trustworthiness of spokesperson have positive influence on consumer’s purchase intention, and among the promoting methods, price promotion has the highest influence on consumer’s purchase intention. Besides, when purchasing sport shoes, the primary factor that consumers consider is shoe brand and the secondary factor is the fit of shoe type and brand. It was expected that the research results could be a reference for marketing staffs for sport products to make a more comprehensive plan.
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Huang, Jing-chin, and 黃晶琴. "The impact of Brand、Quality、Service And Promotion Strategy on Purchasing Decision." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/38590240348954264036.
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碩士義守大學
管理研究所碩士班
95
With globalization trend that the business management pattern pursuing and prevalent internet technology plus rapid information circulation, it is effortless for consumers to obtain product related information readily. Thus, consumers can opt and appreciate the product and service comes from the globe. However, there are always various factors to affect the consumer’s purchase decision. Not only the essential attribute is the element to affect consumers on product perception, such as product performance and label indication, but also the apparent attribute is, such as service, warranty, advertisement promotion campaign and brand name. The research adopts Quantification theory typeⅠof Multi-Variate Analysis to be the foundation of research approach. The questionnaire is designed by the aspects of brand name, quality, service, promotion campaign, and the research objects are CEOs, purchasing decision makers, designers and so on from Taiwanese air conditioner components companies, refrigeration and air conditioning companies, design companies, etc. The research tool is SPSS (Statistical Package for Social Science) and the results are as follows: 1.The cognitive values of brand name, quality, service, promotion campaign have different effect levels on consumer purchasing decision. 2.The effects of brand name, quality, service, promotion campaign have differences on the purchasing decision between the consumer market and organization market. 3.The customer satisfaction characteristic, such as brand name, quality, service, promotion campaign has the effect on the different purchasing intention for consumers. 4.The regression equation which analyzed from the Quantification theory type I of Multi-Variate Analysis is defined as below: Customer satisfaction＝3.9748－1.6790 χ 11＋0.4981 χ 12－0.1594 χ 21＋0.0315 χ 22－0.6218 χ 31＋0.0803 χ 32－0.0973 χ 41＋0.1862 χ 42 The coefficient of determination resulted from the 236 questionnaires of this research is R²＝1－(SE/ Syy)＝0.8856
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Lee, Jui Hsueh, and 李瑞雪. "The study of the interactive effect of store brand and promotion way." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/83549589444642281405.
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碩士淡江大學
國際企業學系碩士在職專班
100
Lately, it is more and more active in the management of the private brand at the retailer. Private brands can bring profits, nowadays, consumers are more familiar with private brands. The private brand already gradually influenced consumers’ purchase behaviors. Therefore in the hypermarket retailer the private brand and the manufacturer brand competition also tends to be the superheating. The purpose of this study is to investigate the consumer attitudes , purchase intention and product image in the private brand and the manufacturer brand by different promotion way , the factors that influence it. In the hope to offer contribution to the development of the wholesale business. This study adopted a survey research design, were collected Taipei area customer primarily for research investigation object. 1、The private brand and the manufacturer brand have the remarkable difference in the price with the non-price promotion different combination way under to the consumer attitudes. 2、The private brand and the manufacturer brand have the remarkable difference in the price with the non-price promotion different combination way under to the purchase intention. 3、The private brand and the manufacturer brand have the remarkable difference in the price with the non-price promotion different combination way under to the product image. According to the result of the study, it is suggested that the wholesale stores, to improve the customer wishes to purchase by price promotion way; on the side, to promote the location of the private product and the promotion way of the D.M and show bill. Another study also found that the manufacturing industry use too many promotion to be able to let consumer suspected whether it is low quality to affect the consumer impression, and to injure the product image and reduce the purchase wish. Therefore the suggestion manufacturer brand can strengthen the product quality to enhance the customer purchase wish.
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Lee, Chia-Ying, and 李家瑩. "The Effects of Sales Promotion and Brand Awareness on Brand Evaluations and Purchase Intentions – A Case of Green Products." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/68ew68.
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碩士國立東華大學
企業管理學系
101
In recent years, the rapid economic development and natural resource consumption globally result in serious environmental pollution and damage, from which the awareness of environmental protection is rising. In order to promote the green products to the public , the enterprise mostly make use of such sales promotions as free gifts, trials and advertising, but rarely use monetary promotions. The current study intends to explore whether the common sales promotions are appropriate to the popularization of green products. An experimental design was adopted to investigate whether it sales promotions would influence consumers’ brand evaluations and purchasing intentions. Moreover, the lifestyle of consumers was also discussed. This study took sales promotion and brand awareness as two experimental variables, and set 6 experimental combinations of 3 (no promotion, monetary promotion, non-monetary promotion) × 2 (high and low brand awareness). One hundred questionnaires were distributed for each experimental group, with a total of 600 distributed, and 388 valid samples returned, with a valid return rate of 64.7%. Analysis of variance was conducted and the empirical results as follows: I.“Monetary promotion” could make the consumers have higher brand evaluations and purchasing intentions than “no promotion”; II.“Non-monetary promotion” could make the consumers have higher brand evaluations and purchasing intentions than “no promotion”; III.Brand awareness has positive influence on both brand evaluations and the purchasing intentions; and IV.Consumers with different lifestyles show significant difference in the influence of sales promotion and brand awareness on the brand evaluations and purchasing intentions.
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Lin, Po-Hua, and 林柏樺. "The study on the relationship among brand equity , promotion sensitivity, and customer loyalty-A study of shiseido during promotion period." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/72088800546937538845.
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碩士元智大學
管理研究所
98
This assay is to study the brand equity of shiseido, the impact of customer relationship quality to perceived risk and how perceived risk will impact the royalty. Also, what is the role of promotion between each conceptions. Use statistic to analysis the questionnaire gathering from the customers who come to shop during the annual sales. In order to learn customers’ behavior regarding to the brand and also they may have different opinion for the future promotion plan We can find from the research conclusion, the conceptions does impact each other seriously and also perceived risk is impacted by brand equity seriously in negative way. Perceived risk is impacted by customer relationship quality seriously in negative way and customer loyalty (royalty of customer) is impacted by perceived risk seriously in negative way. Therefore, the interviewee did prove that the relationship between shiseido and customers can reduce the perceived risk of customers and raise the purchasing rate and royalty. In addition, the conception that customer loyalty and perceived risk are impacted by promotion seriously in negative way is not proved, we could study more regarding how shiseido will impact customer’s behavior during promotion period.
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Shih, Hui-Shan, and 施惠珊. "A Study on the relationships between Brand Image, Brand Experience, Promotion Strategy, Customer’s Satisfaction and Brand Performance –An Empirical Investigation of the Department Store Industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/472e76.
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碩士國立臺北科技大學
經營管理系碩士班
100
In recent years, the department store industry in Taiwan, separate categories from the original Far East Department Store, Shin Kong Mitsukoshi, Pacific Sogo situation, since the other department stores set up by adding, evolved into a perfectly competitive market.For now, a Taipei department store, such as springing up constantly set up increasingly large scale, more and more to enrich the content, the decor is increasingly concerned about more and more new brands in the entry. This study will be the department store industry as an example, a combination of brand image, brand experience, marketing strategy, customer satisfaction and brand performance dimensions of relationship between the department store industries. This research integrated with academic books and with related references has developed a theory framework. The data collected from questionnaire investigation method in Taipei City, probe into the value department store industry this brand image, brand experience, promotion strategy, customer’s satisfaction and brand performance, is it close of connecting with customer satisfaction degree and brand equity by way of structural equation modeling. The most significant finding: There is a significant, positive correlation between brand image and customer satisfaction degree. There is a significant, positive correlation between brand experience and customer satisfaction degree. There is a significant, positive correlation between promotion strategy and customer satisfaction degree. There is a significant, positive correlation between customer’s satisfaction and brand performance degree. The survey takes consumer of the value department sotre industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy.
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Chiu, Sheng-Chuan, and 邱盛傳. "The Impact of Mobile Promotion on Brand Evaluation and Purchase Intention to Teenagers." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/75723730003289242559.
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碩士亞洲大學
經營管理學系碩士在職專班
98
Promotional activity is often used as a short-term incentive tool, and it’s designed to stimulate consumers or distributors, so that it can quickly generate the purchase intention or generate more and more purchase intention of buying a particular product or service. Besides, the brand is one of the important assets of an enterprise and it also plays an important role in the field of marketing management, so that it became a significant basis for consumers when they are choosing some products. In this research, we select the mobile promotion of Sony Ericsson as an example, and utilize questionnaires to study for teenagers. The purpose of this research is to comprehend that if the difference between mobile promotions could really have a significant impact on teenagers’ brand evaluation and purchase intention. By means of Pearson correlation we can find out that there has a significant correlation between “mobile promotion,” “brand evaluation” and “purchase intention”. And then, by using the “multiple regression” to analyze these data, some conclusions has been made based on our analysis: 1. There has a significant difference between “mobile promotions” and teenagers’ “brand evaluation”. 2. There has a significant difference between “mobile promotions” and teenagers’ “purchase intention”. 3. There has a significant difference between “the brand of mobile” and teenagers’ “purchase intention”. Finally, we recommend the distributor when they do some goods promotions, they have better to take the target consumer as a restriction, so that it will not interfere the brand evaluation due to the overabundance of the brand.
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Hsu, Chu-Ting, and 許筑婷. "The interaction effect of category fit and brand fit on premium-based promotion." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/25341646039644557041.
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碩士國立臺灣大學
商學研究所
102
This research explores the interaction effect of category fit and brand fit on the effectiveness of premium-based promotions. It is proposed that the difference of the promotional effectiveness between high and low brand fit was more significant in a low category fit condition than in a high category fit condition. An experiment was conducted where the product involvement, the fit between the premium and the product category, and the fit between the premium and the product brand image were manipulated in a 2*2*2 factorial design. The results confirm the existence of a significant interaction effect between category fit and brand fit in the proposed direction. Additionally, high category-fit premiums were preferred over the low category-fit ones for both high-involvement and low-involvement products. When it came to brand fit, however, high brand-fit premiums were preferred only in the low-involvement product conditions. Furthermore, attitude toward the premiums was identified as a mediator for the category-fit by brand-fit interaction effect.
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Huei, Hung Kuo, and 洪國輝. "The Effects of Consistency,Distinctiveness and Size of Price Promotion on Brand Evaluations." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/94046161764021449221.
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Feng, Chun-Han, and 馮鈞崡. "The influence of brand image and information disclosure on premium promotion perceived value." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/11916529190554061882.
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碩士德明財經科技大學
行銷管理系
101
Premium promotion is one kind of sales promotion to be a short run sales incentive with excellent effectiveness. By giving the attractive free gift, customers will increase their perceived value of the entire products. But, do the customers really believe the information disclosed on the advertising? Or, they will discount the value of the related products. Will the perceived value of the entire products certainly increase when brand image is excellent or the price of free gift is disclosed? On the other hand, will the perceived value of free gift reduce in the future independently selling? This study is going to discuss the influences on customers’ perceived value for the entire products in promotion and for the free gift in future sales. There are 340 valid samples conformed by manipulation test. In order to analyze the perceived value and willingness to pay for the entire products, we adopt between-subjects experimental design: 2 (brand image of main product: high or low) x 4 (brand disclosure of gift: high brand image, low brand image, high-class, none) x 2 (price disclosure of gift: yes or no). A 3-way MANOVA is used. Furthermore, to analyze the perceived value and willingness to pay for the free gift before and after promotion, we adopt a between-within subjects MANOVA. Our research has the following findings: (1) Although lower brand image of the main product have a negative impact on consumers’ perceived value of the entire products, it have a positive impact on the price willing to pay for the free gift in promotion. (2) Although brand disclosure of the free gift has no effect on consumers’ perceived value of the entire products, a main product and a free gift both with lower brand image will induce the highest price willing to pay for the free gift in future sales. (3) Considering the consumers’ perceived value of the entire products, it is better not to disclose the price of free gift. However, if consider the price willing to pay for the free gift in promotion, then it is better to disclose the price of free gifts. (4) If the main product of premium promotion has higher brand image, it is better not to disclose the price of free gift, so that consumers are willing to pay more for the entire products. Conversely, the price of free gift should be disclosed when the main product has lower brand image, so that consumers can anchor the value and avoid the spillover effect of low brand image. (5) As a free gift, its perceived value will decline. Moreover, price disclosure of free gifts will induce higher willingness to pay for the free gift in promotion but more severe value-discounting effect. In addition, higher brand image of a main product with lower brand image of a free gift will induce the lower price willing to pay for the free gift in future sales. Finally, we suggest that the manufacturers of free gifts should take an appropriate matched brand strategy in order to avoid value-discounting in future sales. On the other hand, the manufacturers of main products should not disclose the price of free gifts in order to promote their products without considering consumers' perceived value for the free gift.
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Jhang, Wei-Lun, and 張瑋倫. "The Influence of Brand Image, Sales Promotion and Service Convenience on Purchase Intention." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/32801699744702446340.
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碩士德明財經科技大學
物流管理系
101
In recent years, many home-delivery service companies have launched promotional programs during the summer and winter vacations, aiming to gain a stake in the door-to-door luggage delivery market for the university students. Using the questionnaire survey method, this paper contains an empirical study of the influence of brand image, sales promotion and service convenience on purchase intention. The research focuses on university and college students in northern Taiwan. A total of 250 questionnaires were distributed and 211 valid samples were collected. The valid response rate was 84.4%. The SPSS18.0 statistical software was used for data analysis, which led to the following conclusions: 1.The brand image of home-delivery service companies has significant and positive influence on sales promotion and purchase intention. In other words, the better the brand image, the higher the purchase intention from the students. Similarly, home-delivery service companies with better brand images are more likely to achieve better results from their promotional programs. 2.The sales promotion arranged by the home-delivery service companies have significant and positive influence on the purchase intention. In other words, the sales promotion influence the decision-making of students when choosing home-delivery service providers. It was also found in the research process that, relatively speaking, students prefer cash-related promotional offers. Home-delivery service companies, therefore, may consider price discount programs in future to attract the students. 3.The service convenience of home-delivery companies has significant and positive influence on the purchase intention. This suggests that students will take into account the convenience of the whole delivery process when selecting a luggage-delivery service, including easeof access to relevant information and service locations, as well as the quality of post-sales services, etc. In other words, students are apt to be attracted by service providers who provide more convenient services. 4.The research results suggest that, to achieve a positive influence on purchase intention, home-delivery service companies should strengthen their brand images, arrange diversified sales promotion and provide more convenient and integrated luggage delivery services. In order to attract student customers in the luggage-delivery market, service providers are recommended to make good use of advertisements to increase their brand recognition. They may also consider coupon collecting eventsduring each semester to create a higher discount, so as to build up loyalty from the student customers. Furthermore, service providers are suggested to offer instant customer service through Facebook pages or websites, and include delivery status enquiry services and instant replies to queries. These will enable the students to have more convenient access to their luggage-delivery information as well as get timely solutions to their problems.
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Hsia, Teresa, and 夏心華. "A Empirical Study on Relationship Among Promotion ,Degree of Involvement and Brand Equity." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/33472920935472651543.
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