Dissertations / Theses: 'Brand Recal'

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Falsarella, Carla Regina Borges Matias. "O endossamento de celebridades na propaganda sob a ótica do Neuromarketing: um estudo sobre a influência de uma celebridade no processo de atenção visual." Universidade de São Paulo, 2016. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-03052016-112316/.

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O presente estudo buscou entender a influência da utilização da celebridade Gisele Bundchen em anúncios de propaganda no comportamento do consumidor por meio de uma das técnicas de Neuromarketing: o eye tracking. Sendo assim, esta pesquisa objetivou analisar se é realmente importante a presença da celebridade em propagandas de anúncio impresso analisada sob o ponto de vista do Neuromarketing por meio da análise da atenção visual ao estímulo \'celebridade\'. Para a verificação dos objetivos, das hipóteses e da proposição advindas destes objetivos, foi empregada uma metodologia em que se buscou avaliar a atenção visual dos consumidores acerca do estímulo \'celebridade\' em relação aos demais estímulos presentes nos anúncios impressos como a logomarca, nome ou símbolo que representa a marca; o produto; e outras pessoas não famosas. Essa avaliação foi realizada por meio da técnica de Neuromarketing que utiliza o equipamento de eye tracking. Assim, os participantes foram divididos em três grupos (um que avaliou os anúncios das seis marcas com a celebridade; o outro que avaliou os anúncios destas mesmas marcas com a presença de pessoas não famosas e um último grupo que avaliou os anúncios das marcas sem a presença de pessoas). No final do foi aplicado um questionário para confirmação de alguns dados e para análise em relação à lembrança da marca. Os resultados, no geral, demonstraram que, de alguma forma, os participantes prestaram atenção na celebridade considerada na pesquisa (o que foi evidenciado, principalmente, pelos mapas de calor apresentados). Quando as celebridades foram comparadas às pessoas não famosas, em alguns casos (com a confirmação de algumas hipóteses), foi evidenciada a importância da presença da celebridade; porém, em outros casos, houve mais destaque para a presença da pessoa não famosa. Na pesquisa ficou evidente, também, que a presença de pessoas (sendo elas celebridade ou não) pode atrapalhar no processo de atenção para a marca e o produto e que, quando não se utilizou pessoas, houve mais atenção dos participantes para estes outros estímulos.
This study intend to understand the influence of the use of celebrity Gisele Bundchen in advertising announcements on consumer behavior through one of Neuromarketing techniques: the eye tracking. Thus, this study aimed to analyze whether it is really important the presence of the celebrity in print ad advertisements analyzed from the point of view of Neuromarketing through analysis of visual attention to the stimulus \'celebrity\'. For the verification of goals, hypotheses and proposal arising from these, we used a methodology in which it sought to evaluate the visual attention of consumers about the stimulus \'celebrity\' in relation to other stimulis presents in print ads as the logo, name or symbol is the mark; the product; and non-famous people. This was accomplished by Neuromarketing technique which uses eye tracking device. The participants were divided into three groups (who evaluated the ads of six brands with celebrity, the other evaluating the ads these same brands with the presence of non-famous people and a last group that evaluated the announcements of the marks without the presence of people). At the end was applied a questionnaire to confirm some data and analysis regarding the brand recall. The results in general show, somehow, that the participants paid attencion to celebrity considered in the survey (which was evidenced mainly by heatmaps shown). When celebrities were compared to non-famous people, in some cases (with the confirmation of some hypotheses), the importance of the presence of celebrity was evident, however, in other cases, there was more emphasis on the presence of non-famous person. It was evident, too, that in the search, somehow, the presence of people (celebrity or not) can disrupt the process of attention to the brand and the product and that when not used people, there was more attention from participants to these stimuli.

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Luke, Brittany D. "Brand Recall of Advertisements on Twitch.tv." Thesis, University of Louisiana at Lafayette, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=10813253.

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Twitch.tv is a new phenomenon in the world of gaming and online entertainment. Advertising professionals could use Twitch.tv as a new outlet to advertise brands to their audiences. To further understand brand recall of advertisements on Twitch.tv, this thesis examined different variables such as game experience, ad placement, and ad familiarity. The Limited Capacity Model of Motivated Mediated Message Processing (LC4MP) relates to effects on viewer recall of brands in advertisements seen on Twitch.tv, as it is ultimately a new form a television and this model can help understand how its messages are processed (Lang, 2000). A 2x2 factorial design was used to determine interactions between brand familiarity and advertisement placement as well as their effects on brand recall. Game experience was used as a covariate to determine if this variable further made a difference in brand recall of advertisements on Twitch.tv.

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Bengtsson, Therese, and Daniel Håkansson. "Real-time marketing effects on brand in social media." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28628.

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Purpose: The purpose of this research is to investigate whether RTM-advertising is a more effective and attractive way of creating social media content compared to traditional social media marketing, and if so, provide insights on what makes it successful. The objective is also to get a greater understanding if such real-time marketing may affect the consumers’ perception of a brand due to the lack of time to consider the content of the marketing message. Further we wish to research if and what kind of impact events have on the real-time marketing effectiveness. Lastly we provide recommendations on how to, according to us, best practice RTM-advertising on social media today. Theoretical framework: The theoretical framework consists of the essentials of brand equity and the importance of having a strong brand, as well as the emerging of a digital marketing platform and how it affect how companies perform marketing activities today. Further the theoretical framework covers the basic of social media and development of RTM. Considering RTM being a new phenomenon, previous scientific theories on the subjects are limited. Method: The research is based on a triangulation, a combination of both qualitative and quantitative research methods. This was made to get a broad perspective on the subject with viewpoints from both experts and consumers. The qualitative part consisted of five interviews with experts in the field of marketing as well as online observations of real-time marketing activities. The quantitative part consisted of a survey with 296 responses. Conclusions: The conclusions made in this research is that RTM is an effective and attractive way of creating social media marketing if made according to the following guidelines: 1) Build content on up-to-date news, so called newsjacking, 2) Be selective on what events to work on to make sure they are in alignment with your brand personality, 3) Use weather related happenings to build real-time content that is relevant and geographically on target, and 4) Interact with other brands and start a two way conversation. However, advertising in real-time may jeopardize how the brand is perceived by its consumers, since it may 1) Confuse the consumers, a luxury brand may for example come off as too mainstream, 2) Be misunderstood, considering the lack of time to plan and reconsider, and 3) Have the brand come out as Page 3 of 76 unauthentic, if the real-time content fail to reach high engagement, making it look dull and unattractive. Lastly, events have shown to have an impact on the effectiveness of the real-time advertisement, since 1) It provides brand with a short-cut to creating content that people are talking about, 2) Events are easy to plan beforehand, and 3) Events often open up to unpredicted happenings that consumers want to talk about, creating a so called opportunistic real-time opportunity.

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Fayemi, Temitayo. "COLLEGE STUDENTS' RECALL OF AND ATTITUDES TOWARD BRAND PLACEMENT IN REALITY TELEVISION PROGRAMMING." Master's thesis, University of Central Florida, 2006. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/2743.

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This thesis measures college students' attitudes toward, and the effectiveness of, brand placement in the genre of reality television. Surveys were used to discover the level of brand recall for the products and brands displayed in reality television programming and to discover viewers' reported reasons for paying attention to these brands. The study found that viewers tended to have positive attitudes toward brand placement in reality television and that focus on a brand was a major reason for recall. Furthermore, the study found no significant difference in the recall scores of reality television viewers versus non-viewers and no significant difference based on the perceived level of the reality of the programming.
M.A.
Nicholson School of Communication
Arts and Sciences
Communication

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Anderson, Caitlin. "Recall and Recognition of Brand-Modified Product Placement in Movies." Diss., CLICK HERE for online access, 2006. http://contentdm.lib.byu.edu/ETD/image/etd1580.pdf.

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Erevelles, Sunil. "The accessibility of brand affect." The Ohio State University, 1992. http://rave.ohiolink.edu/etdc/view?acc_num=osu1272294352.

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Edberg, Elinor, and Oscar Sivertzen. "Keeping it Real while Selling Out : How to increase Customer-Based Brand Equity by utilizing Brand Authenticity." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-255943.

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Previous research has proven that perceived Brand Authenticity functions as a differentiator, which brands can use to stand out in today’s marketplace. However, few studies have investigated whether it is possible for brands to become more profitable by utilizing their authenticity. This thesis therefore investigates the relationship between the two branding concepts Brand Authenticity and Customer-Based Brand Equity (CBBE). An explanatory survey study is made on the Swedish retail clothing industry, which measures the effect of the Brand Authenticity associations Continuity, Originality, Trustworthiness, Genuineness, Heritage, and Symbolism on the CBBE outcomes (1) consumers’ willingness to pay a price premium, (2) recommend a brand, and (3) buy a brand before other brands. The results show that while some Brand Authenticity associations increase the CBBE outcomes, others seem to give no effect and some even to undermine them. If brand managers of authentic brands wish to increase their value sales through price premiums and increase volume sales through increased purchases, they should focus on communicating Symbolism, Originality and Genuineness. If decreased marketing costs through word of mouth is the goal, brand recommendations can be achieved through communicating Trustworthiness as well. However, Continuity and Heritage should be avoided in all brand communication if increased profits is the primarily goal.

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Lozano, Robyn Danielle. "Impact of mood on recall of brand placements in the movies." [Gainesville, Fla.] : University of Florida, 2005. http://purl.fcla.edu/fcla/etd/UFE0010602.

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Abrahamsson, Jens, and Niclas Lindblom. "Product Placement : A study about Swedes attitude towards product placements in Movies and TV-shows." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19051.

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Marketers have always been looking for alternative ways to reach the target population with their messages. One approach that has grown the last decades is product placement that has become a large arena for companies to involve in their marketing communication. It has been shown that people tend to dislike traditional advertisement such as commercial brakes in TV and tries to avoid it by switching channel. Since product placement is a type of advertisement that is embedded in a movie or TV-show and cannot be zapped away without missing the story of the movie or TV-show, it is a good opportunity to reach out with a company’s message. Several studies have been done in the field of mapping the attitudes towards product placement but no research has been done with the Swedish audience in focus. Therefore the purpose of this thesis is: “…to investigate what attitudes the Swedish audience has towards product placements in Movies and TV-shows”, which will lead to a greater knowledge for Swedish marketing managers about the attitudes towards product placement in Sweden. This thesis is a quantitative study with a descriptive single cross-sectional design. The data was retrieved through a questionnaire online. The sample frame was generation Y which is people that are between the ages 18-35. The study showed that the general attitude towards product placement is positive for the Swedish audience. When it comes to the different dimensions of product placement; visual-only, audio-only and a combination audio-visual it is shown that the visual placements is seen as the most positive way to place a product in a movie or a TV-show. It could also be seen several similarities with previous studies that prominent placement has a lower attitude while a subtle placements has a more positive attitude.

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Hertzberg, Jennifer, and Louise Rask. "The Impact of Language Barriers on Product Placement : A Qualitative Study Investigating Swedish Consumers’ Brand Recall and Brand Attitude Using Netflix Original Series." Thesis, Jönköping University, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52782.

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Product placement has long been a popular advertising tool that is still heavily used in today’s market. Therefore, this thesis adds a new construct to the field of product placement, namely language barriers, to see if that can have an impact on consumers’ ability to perceive product placement, in terms of brand recall. Moreover, this study also explores alternative constructs, such as brand attitude, to examine if they have an influence on consumers’ ability to recall brands when viewing SVoD entertainment content containing product placement. Furthermore, the Tripartite Typology of Product Placement conducted by Russell (1998) was applied as the main theory throughout this thesis as a foundation of the product placement-concepts. Additionally, the aforementioned research topics were explored via 14 semi-structured interviews with Swedish consumers, where all participants were within the age group that are the largest consumers of SVoD content. After the data was collected and analyzed, the results yielded that language barriers have a negative impact on brand recall, in terms of verbal placement, and no impact in terms of visual placements. Moreover, some other factorsthat also impacted the participants’ ability to recall the placed products included brand attitude, personal interests and perception of brands.

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Sedněvová, Šárka. "Efektivita product placementu v závislosti na známosti značky." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162693.

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Product placement as one of the modern tools of marketing communication has become very important. This is also the case of the Czech Republic, especially after recent legislative changes and related legalization of product placement. The thesis characterizes product placement, states its particular forms and methods of evaluating its effectiveness. The aim of the thesis is to determine the difference between product placement in a situation when in an audiovisual work is presented in the first case known brand, in the second case unknown brand and in the third case fictitious brand. This is examined by the executed experiment based on watching a video with three type situations and filling in a subsequent questionnaire survey. Analysis of the survey results reveals that product placement is the most effective when displaying known brand, using unknown brand is considerably less effective and that the effectiveness of fictitious brand is the lowest. On the basis of statistical hypothesis testing, it is confirmed that there is a statistically significant relation between brand knowledge and its effectiveness.

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Östberg, Nils, and Hanna Bergström. "To be or not to be – showing up on the first result page : Search engine marketing’s potential effect on brand awareness." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-298344.

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The aim of this study is to examine whether search engine marketing may influence consumers’ brand awareness in terms of brand recall and brand recognition. The theoretical background derives from the definition and rationale of brand awareness. The study is further based on a theoretical outline of search engine marketing and its components. Furthermore, the Hierarchy of Effects Model is used in order to describe the steps a company may influence consumers in their purchase process. In order to capture consumers’ reasoning and behaviour in the search engine context, a two-way study approach was conducted. Firstly, by letting ten participants conduct a log related to their search engine behaviour, spanning for a period of ten days. Secondly, by conducting semi-structured interviews, using their logs as a base for further discussions. Results from this study show that search engine marketing can have an effect on consumers’ brand awareness by creating initial awareness or by building upon existing awareness. Secondly, in the context of unknown brands, the results show that it had a particular strong effect on brand recognition among the participants. Thirdly, it appeared that SEM can work as a gateway for brands and an enabler for building a brand attitude amongst its potential customers. Lastly, the website experience is a crucial step for brands in order to positively influence consumers in their purchase process.

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Rösth, Simon, and Tamim Tabesh. "Betydelsen av att vara Top-of-mind : En kvantitativ studie om Top-of-mind varumärken inom fyra olika produktkategorier." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-39984.

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Consumers are nowadays presented with many choices regarding products and services. In addition, there is a wide array of brands that one is forced to choose from. In this study you will get to know the brands that Swedish consumers think of first when given a specific category, thus the brands that are Top-of-mind. The purpose of this study is to investigate possible opportunities for a new entrant to become Top-of-mind and whether the importance of being Top-of-mind differs. The study examines four product categories: Toothpaste, Soft drink, Insurance company and Sportscar. The study’s empirical data is based on a survey of 200 respondents. The results of the study show that there are greater opportunities for a new market entrant to become Top-of-mind within the product category Insurance company and Sportscar, at the same time as it indicates that the possibilities within Toothpaste and Soda are smaller. Furthermore, the study's results conclude that it is more important to be Top-of-mind in the product categories Toothpaste, Soft drink and Insurance company.

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Jansson, Julia, and Christina Najm. "Är influencers vampyrer? : En studie om influencer-baserad marknadsföring och brand recall." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-27394.

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Titel: Är influencers vampyrer? En studie om influencer-baserad marknadsföring och brand recall. Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi. Författare: Julia Jansson och Christina Najm Handledare: Jonas Kågström Datum: 2018 - maj Syfte: Syftet med studien är att analysera hur influencer-baserad marknadsföring, vad gäller brand recall, påverkas av tidsaspekten, vampire effect, source credibility och match-up hypotesen. Metod: Data har insamlats med hjälp av två enkäter med 1461 respondenter. Respondenterna fick svara på enkäter gällande två olika influencers och dess samarbete med ett företag. Materialet har sedan analyserats och bearbetats med hjälp av deskriptiv statistik, T-test, korrelationsanalyser, faktoranalyser samt klusteranalys. Resultat & slutsats: Studien visade betydelsen för företag att välja en lämplig influencer för deras marknadsföring. Dessa influencers har möjligheten att nå en stor del av konsumenterna och det är då viktigt att de kan sända ut rätt information om varumärket. I fallet om vampire effect kom studien fram till att detta hot inte nödvändigtvis behöver påverka varumärkets brand recall, utan vid val av en lämplig och rätt influencer kan istället varumärket gynnas av influencer-baserad marknadsföring. Uppsatsens bidrag: Studiens bidrag till marknadsföringens forskningsområde är en ökad kunskap om influencer-baserad marknadsföring, vad gäller brand recall och dess effekter. Studien bidrar också med olika aspekter för företag att ta hänsyn till i valet av lämplig influencer. Förslag till fortsatt forskning: Forskning bör vidare undersöka hur tidsaspekten har en påverkan på brand recall, då tidigare forskning varit begränsad. Vi anser att fler studier ska göras om influencer-baserad marknadsföring och brand recall då detta fält är relativt nytt och outforskat. Nyckelord: Brand recall, the vampire effect, source credibility model, match-up hypotesen, influencers, tidsaspekt.
Title: Are influencers vampires? A study about influencer-based marketing and brand recall. Level: Student thesis, final assignment for Bachelor Degree in Business Administration. Authors: Julia Jansson and Christina Najm Supervisor: Jonas Kågström Date: 2018 – may Aim: The purpose of this study is to investigate how influencer-based marketing, in terms of brand recall, is affected by the time aspect, vampire effect, source credibility and match-up hypothesis. Method: Data were collected from two surveys, with 1461 respondents. The respondents answered surveys about two influencers and their collaboration with a company. The data has been analysed and processed with descriptive statistics, T-test, correlation as well as factor and cluster analyses. Results & Conclusion: The study showed the importance for companies to choose an appropriate influencer for marketing. These influencers have the ability to reach a large portion of consumers and it is, therefore, important that they can send accurate information about the brand. Regarding the vampire effect, the study showed that it is not necessarily a threat to brand recall, but if the appropriate influencer is chosen, the brand can benefit from influencer-based marketing. Contribution of the thesis: The contribution of this study to the marketing research area is an increased knowledge about influencer-based marketing, in terms of brand recall and its effects. The study also contributes with different aspects for companies to consider in selecting an appropriate influencer. Suggestions for future research: Future research should examine how the time aspect can affect brand recall, since prior research has been narrowed. We believe that more studies should be done especially about influenced-based marketing and brand recall since it is relatively new and unexplored. Key words: Brand recall, the vampire effect, source credibility, match-up hypothesis, influencers, time aspect

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Lundberg, Carl Alexandros, and Lola Smith. "Investigation of Embedded Brand Placement within Esports." Thesis, Jönköping University, JTH, Avdelningen för datateknik och informatik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53886.

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The video game and esports industry has grown exponentially over the past few years.“During recent years, esports have become one of the most rapidly growing forms ofnew media driven by the growing provenance of online games and onlinebroadcasting technologies” (Hamari and Sjöblom, 2017). Sponsors have identifiedmarketing opportunities in this rapidly growing advertising medium. Brand placementin esports is gaining momentum as a means to target audiences in an indirect andengaging way. In our study we have defined embedded brand placement in the contextof video games and esports as the practice of including a brand name, signage or otherforms of trademark merchandise integrated naturally within the game and in return,visibly featured in the esport broadcast. The aim of this study was to examine howembedded brand placement performed during different spectating scenarios whichpossess different distraction levels and in-game dynamics (audio and visual). Ourstudy explores the effectiveness of embedded brand placement within esports byemploying an eye tracking methodology as well as a brand recall exercise inconnection to participant's prior involvement with the video game, League of Legendsand the respective esports scene. The practical implications from the results of thisstudy hope to assist advertisers in making a better informed decision aboutcollaborating with esport events and uncover a better perception in regards to howthey might expect their advertising messages to perform. Through our study, we havesuccessfully contributed to the foundation of research surrounding embedded brandplacements within esports through our investigation of practical factors affecting towhich extent viewers are able to consume these advertising messages. These factorsbeing prior involvement, how differing spectating scenarios, distractions and in-gamedynamics affect fixations on advertising messages and finally how the above factorscontribute to overall brand recall as well as long-term versus short-term brandrecollection.

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Scro, Paige. "Slogan Word Count and the Effects on Consumer Behavior." Thesis, University of North Texas, 2017. https://digital.library.unt.edu/ark:/67531/metadc1062865/.

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Slogans can be attributed as a way in which to communicate a brand's message to its key consumer. An effectively established brand amongst targeted consumers can in turn generate profitability and ever further promote the brand. The purpose of this paper was to investigate the effectiveness of advertisements that employ vague or precise cosmetic product brand slogans among both male and female consumers. Ultimately, the end goal of marketing is to make a sale. Additionally, the purpose of this study was to determine whether or not the length of a slogan is an influential factor on the participant's motivation to purchase a cosmetic or skincare product. Data was collected through the use of survey in an online social media format, in order to test the effectiveness of different lengths of slogans for slogan recall, brand recall, brand awareness and purchase intention. Prior research and hypotheses were used to predict the concept that shorter more concise or precise slogans in this study would heighten the levels of all measured variables in the study, slogan recall, brand recall, brand awareness and purchase intention. The results of this paper conclude overall vague slogans have the potential to reach higher levels of slogan recall ability , brand recall and the intent to purchase, on the contrary shorter more precise slogans affect brand awareness at a greater level than the lengthier slogans.

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Dougherty, Jeffrey S. M. Massachusetts Institute of Technology. "From clicks to bricks : the impact of digital-native consumer brands on retail real estate." Thesis, Massachusetts Institute of Technology, 2019. https://hdl.handle.net/1721.1/123613.

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Thesis: S.M. in Real Estate Development, Massachusetts Institute of Technology, Program in Real Estate Development in conjunction with the Center for Real Estate, 2019
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 54-60).
Digital-native retail brands have business models that sit at the intersection of two major narratives in retail: technology and brick-and-mortar stores. Founded online, they rely on technology to attract a Millennial customer base that gets most of their brand information over the internet. Digital-native retailers are also opening, not closing, brick-and-mortar stores at an accelerating pace. Recent studies have suggested that digital-native retail brands will grow from roughly 600 to over 1,400 brick-and-mortar locations in the coming years. However, these projections only consider existing brands, and industry trends suggest that the actual number of physical stores opened by digital-native retail brands will be significantly greater. Real estate owners that develop leasing strategies focused on the specialized needs of digital-native retail brands are positioned to benefit.
The brick-and-mortar store locations of digital-native retail brands provide key insights into their site selection criteria and brand strategies. Store locations are based on customer data from their online stores. As a result, the sites brands select indicate locations with strong target consumer demand. To analyze trends, we identified 58 major digital-native retail brands that have opened a permanent physical store location in the United States. Then, we collected the addresses of the 608 individual stores that they operate. Among other insights, the store location results indicate that digital-native brands concentrate in New York, Los Angeles, and San Francisco before moving into other major metro areas. Within each metro area, digital-native brands agglomerate into both shopping centers and retail streets located within high-income neighborhoods.
Retail property owners have an opportunity to leverage their expertise in physical retail to assist digital-native retail brands in successfully establishing themselves offline. A brand's first few brick-and-mortar locations are a high-stakes bet that falls outside of the company's core competency. Beyond leasing the physical space, landlords can offer support in identifying store locations, completing tenant improvements, and assisting in the store permitting process. Real estate owners and investors that provide low-capital, turnkey spaces and a streamlined leasing process will be attractive to a growing number of digital-native retail brands.
by Jeffrey Dougherty.
S.M. in Real Estate Development
S.M.inRealEstateDevelopment Massachusetts Institute of Technology, Program in Real Estate Development in conjunction with the Center for Real Estate

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Hägg, Gustav, and Niklas Jonsson. "Brand building activities in Small Service Firms: A Qualitative Study on Swedish Real Estate Firms." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-5220.

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Brand building is a highly researched phenomenon when it comes to large enterprises in product oriented industries. However, when it comes to small firms and especially the service industry branding is a relatively new topic. This article explores the field of small service firms and their efforts in building their brand. The starting point rests on the creation of an organizational identity which is the values and beliefs that concurrently creates the foundation for the firm´s internal procedures. The purpose of this study is to get an understanding on how small service firms build their brand. Therefore, this article uses a qualitative approach with multiple cases with responding firms ranging from 2 to 12 employees. This was done in the effort of finding patterns on how brand building is conducted in small service firms. The findings shows that brand building is an important aspect that small service firms place great efforts on and that despite shortages in resources they build their brand by using alternative methods that are less resource intensive. The respondents argue that they have the organization as a base when creating their marketing activities. Important characteristics are consistency, honesty, creativity, integrity and heritage. Together they build a foundation for a unification of the firm that is presented through the brand. A unified organization is then used as a way of branding themselves towards new customers with the help of both reputation gained and word-of-mouth.

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Wu, Yifan. "Varumärkesplacering i digitala spel : Inverkan av interaktiv belöning och bestraffning på spelarens inställning till och minnesbilder av varumärken." Thesis, Högskolan i Skövde, Institutionen för informationsteknologi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-9413.

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Varumärkesplacering i digitala spel i samband med belöning och bestraffning harundersökts i denna studie. Resultat från tidigare studier på varumärkesplacering i spelanvändes i utformningen av undersökningen. Tidigare undersökningar av belöningoch bestraffning och dess inverkan på minnet studerades också. Detta kan vara förstagången som varumärkesplacering i digitala spel undersöks i samband med interaktivbelöning och bestraffning.Två versioner av spelet Supertuxkart skapades för undersökningen; den ena medbelönings- och bestraffningsåterkoppling och den andra utan. Deltagare från Kina ochSverige medverkade i experimentet.Undersökningen visade att varumärken med belöning eller bestraffning har tydligaeffekter på deltagarnas memorering av varumärken. Detta verkar gälla oberoende avdeltagarnas kulturella bakgrund, genus eller erfarenhet av digitala spel. Resultatetvisade även att bestraffning inte nödvändigtvis leder till en negativ inställning hosdeltagarna i samband med varumärkesplacering. Vidare studier behövs för att bättreförstå inställningsförändring i detta sammanhang.

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Chávez-Arroyo, Merino Frances María. "Acciones de promoción digital del Real Beauty con relación al posicionamiento basado en imagen de marca del sector de moda en mujeres." Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652692.

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La comunicación de marcas sigue proyectando a la mujer como un objeto de deseo, que tiene como fin la venta de un producto, definido autores como marketing de belleza. Sin embargo, existe un tendencia internacional llamada “Real Beauty”, Belleza Real en español, el cual demuestra que la belleza no es única y estándar, es diferente y especial por persona. Asimismo, debido a la facilidad de acceso a la información, por la evolución de medios, los consumidores se tornan más exigentes frente a las marcas. De tal manera, es que el objetivo de la investigación es identificar qué variables de las acciones de promoción digital, siendo el uso de videos y uso de influencers, presenta mayor relación frente al posicionamiento basado en imagen de marca, enfocado al Real Beauty en el sector de moda femenina. Para ello, se realizará el análisis cualitativo, realizando entrevistas a profundidad, siendo 19 preguntas divididas en 3 bloques al target y 17 preguntas divididas en 2 bloques a cada experto, y el cuantitativo, realizando una encuesta, basada en 22 anunciados, dirigida a una muestra de la población. La muestra evidenció importantes hallazgos frente al estudio cualitativo, porque efectivamente, consideran que el concepto Real Beauty debería ser mejor implementado en las marcas del sector investigado, generando un vínculo más allá de lo transaccional, buscando un vínculo emocional. Por lo cual, consideran importante y efectivo el uso de diferentes estrategias para ello, como el uso de videos o influencers, generando un buena imagen y posicionamiento en la mente del consumidor. Teniendo en cuenta que en los hallazgos cuantitativos, por medio la regresión lineal múltiple, se pudo aterrizar los resultados cualitativos, indicando que el modelo indicado de analizar comprende ambas variables, es decir, que las estrategias de promoción analizadas tienen relación frente a la imagen de marca, sin embargo, una es más relevante e influyente. Debido a ello, es que la presente investigación tiene una utilidad práctica para la industria de la moda femenina. Asimismo, resulta funcional frente a la toma de decisiones en relación a la implementación estrategias de promoción digital.
Brand communication continues to project women as an object of desire, whose purpose is to sell a product, defined by authors as beauty marketing. However, there is an international trend called "Real Beauty", which shows that beauty is not unique and standard, it’s different and special per person. Also, due to the ease of access to information, due to the evolution of media, consumers are becoming more demanding towards brands. Therefore, the objective of the research is to identify which variables of the digital promotion actions, being the use of videos and the use of influencers, have a greater relationship with the positioning based on brand image, focused on Real Beauty in the women's fashion sector. For this, the qualitative analysis will be carried out, making in-depth interviews, being 19 questions divided in 3 blocks to the target and 17 questions divided in 2 blocks to each expert, and the quantitative analysis, making a survey, based on 22 announced, directed to a sample of the population. The sample showed important findings compared to the qualitative study, because indeed, they consider that the Real Beauty concept should be better implemented in the brands of the investigated sector, generating a link beyond the transactional, looking for an emotional link. Therefore, they consider important and effective the use of different strategies for this, such as the use of videos or influencers, generating a good image and positioning in the mind of the consumer. Taking into account that in the quantitative findings, by means of the multiple linear regression, it was possible to land the qualitative results, indicating that the indicated model to analyze includes both variables, that is to say, that the analyzed promotion strategies have relation in front of the brand image, nevertheless, one is more relevant and influential. Because of this, the present research has a practical utility for the women's fashion industry. Likewise, it is functional in relation to decision making in relation to the implementation of digital promotion strategies.
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Ribeiro, Catarina Peres. "Event marketing : an innovative promotional tool and its impact on consumer." Master's thesis, reponame:Repositório Institucional do FGV, 2015. http://hdl.handle.net/10400.14/20335.

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Event Marketing represents a common promotional strategy that involves direct contact between brands and consumers at special events, namely concerts, festivals, sporting events and fairs. Brands have been investing in sponsorship as a means of associating themselves with particular events, essentially with the goal to enhance brand image and brand awareness. Interestingly, the response of consumers to event marketing has not yet been fully understood. This dissertation fills this gap. More specifically, it intends to determine the extent to which sponsoring brands at events favors brand awareness (recall and recognition) and how it relates to brand attitude. Based on three Portuguese music festivals, two studies were conducted to ascertain event sponsorship’s impact on consumer memory, notably Brand Recall and Brand Recognition, and correlation with attitudes towards the brands such as familiarity and liking. The key findings of these studies show that recognition is much higher for those respondents who attended the festivals, presenting a score of 73,9%, in comparison with recall, presenting a much lower score of 37,5%. Further, and surprisingly, it suggests that the ability to recall and recognize sponsoring brands is not associated to consumer attitudes towards the brands. Instead, it relates to the time consumers dedicated to these particular events, that is, the number of music festivals attended.
Marketing em Eventos representa uma estratégia promocional comum que envolve contacto direto entre marcas e consumidores em eventos pontuais, nomeadamente concertos, festivais, eventos desportivos e até feiras. As marcas têm investido em patrocínios como um meio de associação a eventos específicos, principalmente com o objetivo de intensificar a sua imagem e notoriedade. Interessantemente, as reações dos consumidores relativamente ao marketing em eventos não foi ainda inteiramente compreendida. Esta é precisamente a lacuna que esta dissertação tenciona preencher. Mais especificamente, esta pretende determinar em que medida o patrocínio de marcas em eventos favorece verdadeiramente a notoriedade das mesmas, e a correlação com as atitudes do consumidor. Baseados em três festivais de música Portugueses, foram conduzidos dois estudos com o objetivo de averiguar o impacto do patrocínio em eventos na memória do consumidor, particularmente Brand Recall e Brand Recognition, e a correlação com as atitudes para com as marcas, tal como familiaridade e agrado. As principais descobertas destes estudos, mostram que o reconhecimento das marcas (brand recognition) é mais alto para os consumidores que frequentaram os festivais, apresentando um resultado de 73,9%, comparativamente com a lembrança das mesmas (brand recall), apresentando um resultado mais reduzido de 37,5%. Para além disso, e surpreendentemente, sugere que a capacidade de lembrar e reconhecer as marcas patrocinadoras não está associada às atitudes do consumidor para com as marcas, mas sim relacionada com o tempo dedicado a este tipo de eventos, isto é, ao numero de festivais de música em que participa.

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Jansson, Wiktor, Ilja Johansson, and Ali Mehrnoosh. "Sponsorship - Attitudinal Effects of Sponsorship." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-13462.

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Purpose: To investigate how attitudes of hockey supporters change towards a sponsoring company depending on fan type and team commitment. Background: Sponsorship has become a widely accepted and used as a communication tool. In Sweden, sponsoring is a large part of all advertising conducted in the country. Previous studies within the subject of sponsorship show that generally sponsorship is a good affair for companies that engage in it. When it comes to sports sponsorship, hockey is the most developed sport in Sweden. Sports sponsorship is also an area where negative effects could occur due to sponsoring and the fact that many people are very passionate when it comes to sports and their favorite teams. Considering the massive amounts that companies invest in sponsoring it is of great interest to further investigate the effects of such activities. There is quite little research conducted within sports sponsoring in Sweden and therefore it is of interest both from businesses as well as the academic world to investigate the effects of sponsorship in a Swedish context. The main focus of this study is to investigate possible positive and negative attitudes towards sponsoring companies that sponsor different teams as well as effects on brand recall based on fan commitment. Method: In order to answer the purpose of this thesis a deductive approach was applied by collecting quantitative data from an experiment, control group and a follow-up study. Theories and previous research in the subject area was used in order to establish hypothesis that later has been tested. The data retrieved through the research was processed and analyzed using SPSS. Conclusion: The results show that attitudes towards the sponsor are positive when associated with the supported team and negative when associated with the rival team. Fans viewer frequency did not have a significant impact on positive attitudes towards the supported team while fan commitment had a strong impact on negative attitudes towards the sponsor of the rival team. Brand recall was higher with highly committed fans and is correlated with fan commitment. It is concluded that negative attitudes are easily invoked by fan commitment while it is not as easy to build positive attitude with repeated viewings.

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Papadopoulos, Savvas. "Effects of in-game advertising on brand awareness in virtual reality game interactions." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-280826.

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Advertisers keep seeking new ways to target a wider audience while game developers are trying to monetize their game. This study investigates how Virtual Reality (VR) interactions influence user's sense of presence and brand awareness; specifically brand recall and brand recognition. A 2 (familiar/unfamiliar brands) x 2 (high/low game interactions) between subject design user study was created where 40 participants were recruited to participate in a self-made Virtual Reality game built in Unity. The game objective was to walk through a virtual city and locate the stadium while passing by billboards with static advertisements which the users were not informed about. The data have been collected through post and pre-experiment surveys in addition to two memory tests; brand recall and brand recognition. The results show that users that have the option to interact more with the VR environment can have a slight increase in their sense of presence as well as their recognition to both familiar and unfamiliar brands. Virtual reality in-game advertising can make advertisers unlock new audiences who can not target with traditional media while developers can unlock new revenue streams through entire gaming sessions without disrupting the user experience.
Marknadsförare letar ständigt efter nya vägar att nå ut till en bredare målgrupp samtidigt som spelutvecklare strävar efter att utveckla spel som genererar inkomster. Denna studie undersöker hur interaktioner i Virtual Reality (VR) påverkar användares känsla av närvaro och medvetenhet gällande varumärken; specifikt vad gäller varumärkesåterkallelse och varumärkesigenkänning. En 2 (kända/okända varumärken) x 2 (hög/låg spelinteraktion) mellan-ämnesdesign har använts i en användarstudie där 40 deltagare rekryterades till att delta i ett egentillverkat VR-spel skapat i Unity. Spelet gick ut på att gå genom en virtuell stad för att hitta Stadion och samtidigt passera skyltar med statisk reklam som användaren inte informerades om i förväg. Data har samlats in genom undersökningar före och efter experimentet och två minnestester har genomförts; varumärkesåterkallelse och varumärkesigenkänning. Resultaten visar att användare som har möjlighet att interagera i större utsträckning med VR-miljön kan ha en ökad känsla av närvaro och igenkänning av kända och okända varumärken. Genom att marknadsföra i VR in-game kan marknadsförare nå ut till nya målgrupper de inte når via vanlig media samtidigt som spelutvecklare kan skapa nya inkomstströmmar i spelsessioner utan att störa användarupplevelsen.

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Hsu, Liwu. "The role of social media and brand equity during a product recall crisis: a shareholder value perspective." Thesis, Boston University, 2012. https://hdl.handle.net/2144/12424.

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Thesis (Ph.D.)--Boston University PLEASE NOTE: Boston University Libraries did not receive an Authorization To Manage form for this thesis or dissertation. It is therefore not openly accessible, though it may be available by request. If you are the author or principal advisor of this work and would like to request open access for it, please contact us at open-help@bu.edu. Thank you.
Product recalls: companies fear them, customers hate them, and investors pay close attention to them. The goals of this dissertation are to examine whether and to what extent social media can hurt or help a company's shareholder value in the event of a product recall crisis and to provide insights into the role of brand equity as a potential moderator of the firm value impact. This study identifies and operationalizes four metrics of online WOM that may moderate the negative product recall effects: volume, valence, spread rate, and breadth. In addition, this study explores whether a company's engagement in online chatter potentially mitigates the negative effects of the social media. Finally, this study assesses whether social media effects are homogeneous across brands. Research to date has not yet considered whether the effects of social media are different for big versus small brands when assessing the negative impact of crisis events on firm value. The author utilizes an event study methodology from a sample of 186 product recall announcements reported in USASearch's product recall data. Online WOM data is collected from a social media company and firm value data is obtained from CRSP, COMPUSTAT, and 1/B/E/S. The findings suggest that product recalls result in significantly negative abnormal returns for firms. Furthermore, negative online WOM exacerbates the negative effects of product recall crises on firm value. The faster spread of online WOM also negatively affects firm value during product recalls. More importantly, such negative effects of the valence of online WOM on firm value are lower for big brands than small brands, indicating an insurance-like protection of shareholder value from big brands. In contrast, small brands benefit from the larger volume of online WOM, possibly due to overall brand awareness building. This dissertation contributes by highlighting the threats and opportunities presented by the new social media environment and the role of brand during a product recall crisis. This study provides practical implications for crisis management as well as theoretical insights for scholars in the field of product recall management and marketing communications.

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Tatibana, Cássia Yuri. "Estudo experimental do Linux como plataforma para aplicações de tempo real brando." Florianópolis, SC, 2002. http://repositorio.ufsc.br/xmlui/handle/123456789/84081.

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Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Engenharia Elétrica.
Made available in DSpace on 2012-10-20T06:08:39Z (GMT). No. of bitstreams: 0Bitstream added on 2016-01-08T14:57:18Z : No. of bitstreams: 1 182736.pdf: 30207915 bytes, checksum: e6ab163b44e58278c44b41cf2e98a17c (MD5)
A flexibilidade e o custo do Linux padrão têm atraído desenvolvedores e projetistas de sistemas de tempo real brando. É consenso que o Linux padrão não é apropriado para aplicações de tempo real crítico. Entretanto, não está claro na literatura até que ponto o Linux pode ser utilizado em aplicações com restrições temporais menos rigorosas (soft real-time). O objetivo deste trabalho é a observação do comportamento temporal de aplicações de tempo real brando sobre o Linux convencional. A observação e análise do comportamento foi feita através de tempos de resposta capturados durante a execução de aplicações hipotéticas especialmente projetadas para essas experiências. Durante o processo de construção e execução das aplicações de tempo real, alguns mecanismos capazes de melhorar o comportamento dessas tarefas foram apontados. A análise do resultado destas atividades permitiram a obtenção de informações úteis para desenvolvedores no julgamento da adequação do sistema às necessidades temporais específicas de suas aplicações.

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Kuchmaner, Christina A. "ARE YOU FOR REAL? THE CONSUMPTION-DRIVEN SELF-AUTHENTICATION PROCESS AND ITS EFFECTS ON PERCEIVED BRAND AUTHENTICITY." Kent State University / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=kent1584978108171991.

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Olsson, Kristian. "Building a fire propagation system in real-time graphics." Thesis, Luleå tekniska universitet, Institutionen för konst, kommunikation och lärande, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64249.

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This report covers the creation of a dynamic fire propagation method for a real-time environment. The purpose is to see if it is possible to create a system that can control fire propagation behaviour and visual design based on some sort of simple parametrization, the purpose stems from the lack of a system to control and design a fire propagation scenario. To attain the results, a fire propagation method is devised based on the purpose of having a parameter based system, this method is created through the use of scripting in a real-time game engine to control visuals and behaviour of built in particle systems. Results show fire propagation through an example scenario where the fire behaves differently based on the material that is burning, based on parameters set by an artist. These results conclude that is it possible to create a parameter based fire propagation system and that it can be used to change the visual design and behaviour and be expanded to provide better artist input and control. The report suggests further research in the area of simplified controlled fire simulation in real-time engines, and usability.
Den här rapporten täcker skapandet av en metod för dynamisk eldspridning i en realtidsmiljö. Syftet är att se om det är möjligt att skapa ett system som kan kontrollera spridningsbeteendet och den visuella designen av elden baserat på någon sorts simplifierad parametrisering, Syftet härstammar ifrån att det saknas system där man kan kontrollera och designa ett eldspridningsscenario. För att nå resultat så skapas en metod som är baserad på syftet att använda ett parameterbaserat system, denna metoden skapas med hjälp av programmering i en realtidsmotor genom att kontrollera det visuella samt beteendet hos inbyggda partikelsystem. Resultatet visar eldspridning genom ett exempelscenario där elden beter sig olika baserat på vilket material som brinner, baserat på parametrar som är satta av en artist. Slutsatsen av resultatet visar att det är möjligt att skapa ett parameterbaserat eldspridningssystem och att det kan användas för att kontrollera den visuella designen och beteende samt att det kan expanderas för att förse artister med bättre kontroll över systemet. Rapporten föreslår fortsatta studier inom området simplifierade kontrollerade eldsimulationer inom realtidsmotorer, och användarvänlighet.

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Sjöström, Josefin, and Anna Symmons. "Att förmedla en dröm : En studie om svenska fastighetsmäklarföretags positioneringsstrategier på den svenska och spanska marknaden." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30649.

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Ett starkt varumärke är nyckeln till att ett tjänsteföretag ska lyckas behålla en framstående position på marknaden samt för att urskilja dem från andra aktörer. Därutöver krävs det att företaget lyckas med sin positionering, det vill säga att när kunden eller intressenten får ett behov ska den kunna koppla företagets varumärke till just det uppkomna behovet. Vid etablering på en ny marknad är det viktigt att undersöka företagets positionering och varumärkesstyrkor på hemmamarknaden för att avgöra om dessa går att nyttja även på den nya marknaden, eller om de behöver anpassas. Fastighetsmäklarföretag har sett sin chans att internationalisera sig då allt fler svenskar väljer att köpa bostad utomlands. Ett av de mest populära länderna för svenskar att köpa bostad i är Spanien, detta med anledning av klimatet, atmosfären, arbetssituationer eller familjerelationer. Forskare menar att ett företag kan ha svårigheter med att imitera samma varumärkesimage på den internationella marknaden som på hemmamarknaden, det kan beror på faktorer som exempelvis kulturella och legala skillnader. Syftet med denna studie var att undersöka hur svenska fastighetsmäklarföretag valt att positionera sitt varumärke på hemmamarknaden respektive den spanska marknaden samt utreda om de anpassar sin positioneringsstrategi beroende på vilken marknad de riktar sig till. I teoridelen användes befintliga teorier och modeller, i den empiriska delen utgicks detifrån den kvalitativa forskningsmetoden därdatainsamlingen begränsadestill intervjuer. Detta ansågs ge störst djupet i studien samt att det var den mest lämpliga metoden för att få ut den informationen som söktes från informantföretagen. Resultatet av studien visade att samtliga informantföretag vill förmedla ett enhetligt varumärke till sina kunder på de båda marknaderna för att öka tryggheten mot dem. Dock tyder resultatet på att fastighetsmäklarföretagen väljer att anpassa sin positioneringsstrategi på hemmamarknaden jämfört med den spanska marknaden då de huvudsakligen vill förmedla en dröm.
For a company to succeed it must have a strong and recognizable brand, this is the most important tool a company can use to be successful. If a company succeeds with its positioning, the client should be able to connect the company’s brand to their needs. When starting in a new market, it is important to examine the company’s positioning and brand strengths in the home market in order to determine whether they can use similar ideas in the new market, or whether the brand positioning need to be adapted. Real estate brokerage firms have seen their opportunity to internationalize due to that more and more Swedes are choosing to buy a property abroad. Spain is one of the most popular countries for Swedes to buy properties in, because of the climate, the atmosphere, work situations and family relationships. Researchers believe that a company may have difficulties imitating the same image in the international market as the home market, it may depend on factors such as cultural and legal differences. The purpose of this study was to investigate how Swedish real estate brokerage firms have chosen to position their brand in the home market and the Spanish market, as well as investigate whether they adapt their positioning depending on the market they are operating on. Existing theories and models where used and as for the empirical part, we have chosen to use qualitative research method and to limit the data collection to interviews. We believed this provided a greater depth to our study and that it was the most feasible way to get access to the information we sought from the companies that we interviewed. We came to the conclusion that all companies that took part in our study want to convey a united brand to its customers in both markets. However, we found that theychoose to alter the way of working their positioning strategy in their home market compared to the Spanish market.

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Bergström, Johnny, and Camilla Sannabo. "The Real Deal : En kvalitativ studie som undersöker hur independent artister tänker kring verktyget autenticitet, och vilka faktorer som kan bidra till att skapa en autentisk grafisk profil." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-93215.

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Syfte och forskningsfrågor Denna studie har till syfte att undersöka hur independent artister tänker kring verktyget autenticitet och vilka faktorer som kan bidra till att skapa en autentisk grafisk profil. Metod Studien genomfördes med en kvalitativ forskningsmetod och grundar sig i en abduktiv ansats med deduktiva inslag. Studiens empiriska data utgörs av 6 semistrukturerade intervjuer med independent artister. Slutsats Autenticitet skapas naturligt genom artistens självständiga motivation, passion och drivkraft eftersom artisten tycker det är roligt att skapa musik och en visuell image. Artister kan vara autentiska samtidigt som de vill bli framgångsrika så länge det finns en balans och fokus på det kreativa skapandet.

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Zhu, Rui. "The Corporate Social Responsibility Orientation as a New Strategy to Build an Efficient Chinese Corporate Brand : The Case of the Real Estate Sector." Thesis, Paris 1, 2020. http://www.theses.fr/2020PA01E051.

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En tant que le pilier de l'économie nationale, l'entreprise immobilière qui assume la responsabilité sociale peut contribuer à l'environnement de marché harmonieux en Chine. Le 19 septembre 2004, la quatrième session plénière du 16e Comité central de Chine a présenté le concept de la "construction d'une société harmonieuse". La "société harmonieuse" est l'objectif stratégique du développement social proposé par le Parti communiste chinois Le sens de la "société harmonieuse" est d'utiliser autant que possible tous les facteurs disponibles et favorables à exploiter la capacité d'innovation de toute la société afin de construire une société stable, démocratique et vigoureuse. Dans une telle société, les gens peuvent vivre harmonieusement dans la nature, l'ordre social rationnel et le système juridique peuvent être établis, ainsi que l'équité et la justice. Bien que l'économie de marché se développe rapidement et de manière prospère, de nombreuses entreprises émergentes choisissent de nuire aux intérêts des consommateurs, coopérer malhonnêtement avec des partenaires, violent les lois et règlements, polluent l'environnement, l'évasion fiscale, la corruption ... afin de poursuivre des profits soudains, des intérêts à court terme. Par conséquent, bien que le slogan de "construire une société harmonieuse "a été mis en avant depuis plus de 10 ans, mais sur le marché actuel, "la construction d'une société économique harmonieuse "est toujours un objectif stratégique important et un programme de leadership, et il ne sera pas dépassé. Le gouvernement chinois a promulgué des lois et des règlements pour promouvoir les entreprises. De nombreuses grandes entreprises immobilières s'acquittent activement de leurs responsabilités sociales, ce qui contribue à bâtir une société harmonieuse et un marché économique harmonieux. Les entreprises immobilières assument des responsabilités sociales peuvent promouvoir le développement sain des industries connexes. L'industrie immobilière joue un rôle important dans l'économie nationale de la Chine, non seulement elle atténue la tension du logement pour les résidents, mais aussi construit un centre commercial plus prospère pour les villes, et il favorise également la prospérité et le développement de l'économie de marché chinoise. Dans le même temps, l'industrie immobilière est étroitement liée au marché du travail, marché des matières premières, marché des ventes, marché financier .... Le développement de l'immobilier et le secteur immobilier favorise, stimule et dirige le développement des industries connexes. L'influence sociale positive du secteur immobilier peut favoriser l'harmonie et le développement sanitaire des industries concernées et former un bon environnement de marché
As the pillar industry of the national economy, the real estate enterprise fulfill the social responsibility can make a contribution to the harmonious market environment in China. On September 19, 2004, in the Fourth Plenary Session of the 16th Central Committee of China put forward the concept of "building a harmonious society". The "harmonious society" is the strategic goal of social development which proposed by the Communist Party of China. The meaning of the "harmonious society" is to utilize ail the available and favorable factors as much as possible, tap the innovation capacity of the whole society in order to build up a stable, democratic and vigorous society. ln such society, people can live harmoniously in the nature, the rational social order and legal system can be established, and fairness and justice can be upheld. Although the market economy developed rapidly and prosperously, many emerging enterprises choose to damage the consumers' interests, harsh treat the labors, dishonest cooperate with partners, violate the laws and regulations, pollute the environment, tax evasion, bribery... in order to pursue sudden profits, short-term interests. Therefore, although the slogan of "building a harmonious society" has been pull forward for more than 10 years, but in current market, "building a harmonious economic society" is still an important strategic objectives and leadership program. and it will not outdated. The Chinese government promulgated laws and regulations to promote enterprises fulfill the social responsibilities. Many large-scale real estate enterprises fulfill their social responsibilities actively which contributed to building a harmonious society an1 a harmonious economic market. The real estate enterprises fulfill social responsibilities can promote the healthy development of related industries. The real estate industry plays an important role in China's national economy, it is not only alleviated the housing tension for the residents, but built a more prosperous commercial center for the city, and it also promoted the prosperity and development of the Chinese market economy. At the same time, the real estate industry is closely related to the labor market, raw material market, sales market, financial market. ... The development of real estate industry also promotes, drives and leads the development of the related industries. The positive social influence of the real estate industry can promote the harmony and health development of the relevant industries, and form a good market environment

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Julinová, Martina. "Návrh na změnu a rozšíření marketingových aktivit v realitní kanceláři." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2013. http://www.nusl.cz/ntk/nusl-232794.

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This thesis deals with the marketing mix, which is in a real estate agent VL REALITY s.r.o. currently applied. Based on the theoretical bases and a complex analysis of the selected company is the practical part of the proposed changes and recommendations which should lead to building a brand and improve the situation on the market and acquire new customers.

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Fidelis, Bruno Tomaselli. "A lembrança da marca em propagandas com apelo sexual: um estudo em anúncios de mídia impressa com a utilização do eye-tracking." Universidade de São Paulo, 2015. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-23102015-111523/.

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Estudos comprovam que a lembrança de determinada marca é um componente essencial para a geração de seu valor. Na tentativa de atrair a atenção visual e, consequentemente, influenciar o processo de fixação da marca na memória do consumidor, profissionais de marketing utilizam, em seus anúncios, conteúdos com a presença de apelo sexual. Tais conteúdos sugerem, dentre outras formas, a exposição da nudez (total ou parcial) de modelos fisicamente atraentes. Neste contexto, a presente pesquisa tem como principal objetivo verificar se a presença de apelo sexual em anúncios de mídia impressa influencia a lembrança da marca sob a ótica do Neuromarketing. A disciplina do Neuromarketing pode ser definida como uma área de estudo que utiliza ferramentas de análises clínicas para entender melhor reações fisiológicas dos indivíduos e como tais reações afetam o comportamento do consumidor. A ferramenta utilizada na pesquisa foi o Eye-Tracking, que consiste em um aparelho que capta a movimentação dos olhos e registra os pontos de maior atenção visual. A pesquisa foi realizada em três etapas: inicialmente, foram escolhidos trinta anúncios reais de mídia impressa e, por meio de uma pesquisa com 96 participantes, foram selecionados seis anúncios com apelo sexual. Em seguida, 201 participantes assistiram, durante cinco segundos, seis anúncios diferentes. Destes 201 participantes, 100 deles assistiram os anúncios com a presença de apelo sexual e 101 participantes assistiram anúncios sem a presença de apelo. Nesta etapa, os registros da movimentação ocular foram captados pelo eye-tracking. No final do experimento, os participantes responderam um questionário em que, dentre outras informações, mencionaram quais marcas estavam contidas nos anúncios. O teste estatístico para provar se há diferenças entre os dois grupos, considerando os dados coletados, foi o teste de Mann Whitney Wilcoxon. Os resultados evidenciaram que não existe diferença estatisticamente significante entre a lembrança da marca e a presença ou não de apelo sexual no anúncio. Já no contexto do Neuromarketing, os resultados mostraram que os participantes fixaram mais o olhar na imagem com apelo sexual do que na imagem sem apelo sexual. Entretanto, no que diz respeito à fixação do olhar na logomarca do anúncio, não houve diferenças estatisticamente significantes do tempo de fixação na logomarca dos anúncios com apelo sexual e sem apelo sexual
Studies show that the recall of a particular brand is essential for its value generation . In an attempt to attract visual attention and thus influence the process of fixing the brand in the consumer\'s memory, marketing professionals use, in their ads, content with the presence of sex appeal. Such content suggest, among other forms, the exhibition of nudity (partial or total) of physically attractive models. In this context, this research aims to verify if the presence of sex appeal in advertisements for print media influences brand recall from the perspective of Neuromarketing. The discipline of Neuromarketing can be defined as an area of study that uses clinical analysis tools to better understand physiological reactions of individuals and how such these reactions affect consumer behavior. The tool used in the research was the Eye-Tracking, which consists of a device that captures eye movements and records the points of greatest visual attention. The research was conducted in three stages: initially, were chosen thirty real print media ads and , through a survey with 96 participants, six ads with sex appeal were selected. Then two hundred and one participants watched, for five seconds, six different ads. Of these two hundred participants, 100 of them watched the ads with the presence of sex appeal and the 101 watched ads without the presence of appeal. At this stage, the records of eye movements were captured by the eye-tracking. At the end of the experiment, participants answered a questionnaire that, among other information, mentioned which brands were contained in the ads. The statistical test to prove whether there are differences between the two groups, considering the data collected, was the Mann-Whitney-Wilcoxon test. The results showed that the presence of sex appeal in advertising has no influence in the consumer\'s ability to remember a brand. Under the Neuromarketing vision, the results showed that participants spend more time looking to the sex appeal image comparing with the non sex appeal image. Considering the fixation duration in the brand image, the results presented that there no statistical difference between sex appel and non sex appeal advertising

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Roque, Tiago Filipe de Oliveira. "Environment effects on recall and recognition of brands in in-game advertising: a FIFA 15 Study : a FIFA 15 Study." Master's thesis, Universidade de Aveiro, 2016. http://hdl.handle.net/10773/18377.

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Mestrado em Comunicação e Multimédia
Estudos mostraram a eficácia geral do Product Placement e como a publicidade in-game evoluiu e como ela se compara à de outros mídias. Com a evolução da tecnologia e de todas as novas formas de consumir a TV, é importante que as marcas e os anunciantes explorem novas formas de atingir o seu público-alvo. Enquanto os videogames existem como uma mídia por muitos anos, eles são capazes de comunicar publicidade com a mesma qualidade de outras mídias devido ao aumento do poder de processamento. O mercado dos videojogos é agora também muito mais atraente para marcas como é uma outra maneira de atingir milhões de consumidores Esta dissertação irá explicar o papel do ambiente na eficácia do Product Placement em termos de recordação e reconhecimento em videojgos. Para responder a esta pergunta, utilizando os princípios de recordação e reconhecimento, bem como a memória implícita e explícita, foi elaborado um estudo onde os participantes foram divididos em quatro grupos diferentes em termos de ruído e distrações presentes na sala, bem como a quantidade de Interações sociais entre eles. Os dados recolhidos foram comparados aos resultados esperados e verificados pela prova empírica. Durante esta fase, foi também feito um inquérito sobre a satisfação do jogador com a publicidade no jogo sobre se as técnicas como publicidade em vídeo, Product Placement e cartazes são bem recebidas pelos jogadores. Verificou-se que um aumento de ruído e distrações diminui a eficiência da publicidade no jogo e que as interações sociais têm um impacto muito negativo sobre a recordação e reconhecimento de anúncios no jogo. Isso pode trazer para os anunciantes uma visão importante sobre onde e quando incluir a sua mensagem de publicidade dentro de um jogo, bem como a forma de apresentar essas mensagens, porque a colocação de produtos em cartazes tem uma aprovação muito maior pelos jogadores.
Studies have shown the effectiveness of product placement in general and how in-game advertising has evolved and how it compares to other media. With the evolution of technology and all the new ways to consume TV it’s important for brands and advertisers to explore new ways to reach their target audience. While video games exist as a media for many years, they are capable of communicate advertising with the same quality of other media due to the increase of computer power. Video games as a market is now also much more appealing to brands as it’s another way to reach millions of consumers This dissertation will explain the role of the room environment in the effectiveness of product placement in terms of recall and recognition in videogames. To answer this question, using the principles of recall and recognition as well as implicit and explicit memory, a study was elaborated where the participants were divided into four groups differing in terms of the noise and distractions present in the room as well as the amount of social interactions between them. The data collected was compared to the expected results and verified by the empirical proof. During this phase it was also made an inquiry on player’s satisfaction with in-game advertising on whether techniques such as video advertising, product placement and billboards are well received by players. It was found that an increase of noise and distractions lowers the efficiency of in-game advertising and that social interactions have a very negative impact on the recall and recognition of in-game ads. This can bring to advertisers an important insight on where and when to include their advertising message inside a game, as well as how to present this messages because product placement in billboards have a much higher approval by the players.

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Urrea, Inmaculada. "La Construcción de la marca personal de Coco Chanel a través de sus fotografías: su aportación a la creación de la mujer moderna." Doctoral thesis, Universitat Pompeu Fabra, 2016. http://hdl.handle.net/10803/385858.

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El objetivo principal de la presente tesis es investigar sobre cómo Coco Chanel, la mujer más importante de la creación de moda femenina y una de las mujeres más importantes del siglo XX, construyó su marca personal a través de sus retratos. Para ello se investiga en dos direcciones, una, la marca en todas sus dimensiones, desde la comercial a la antropomorfa, pasando por su relación con la emoción y el recuerdo, y los modelos de construcción de marca personal. Otra, la semiótica aplicada al campo visual para desentrañar todos los significados asociados al corpus fotográfico de Chanel analizado. Además, para enmarcar el tema central se analiza la aportación del personaje a la construcción de la mujer moderna, así como el relato construido sobre su persona, mediante los biógrafos que la conocieron, y sus aportaciones a la moda.
The main objective of this thesis is to investigate how Coco Chanel, the most important designer in the creation of women's fashion and one of the most important women of the twentieth century, built her personal brand through her portraits. For this matter, it has been researched in two different paths. First the brand in all dimensions, from the commercial to the anthropomorphic, through its relationship with emotion and memory, and models of personal brand building. Second semiotics applied to visual field, for unravel the meanings associated with the Chanel corpus analyzed through pictures. Furthermore, the study focuses on the legacy of her character to the construction of modern women and the stories built it on herself, as told by biographers who knew her, and Chanel’s contributions to fashion.

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Howell, Patricia Marley. "The Relationship of Preschool Children's Television Viewing, Food/Brand Recognition/Recall, Weight Classification, and Parent's Knowledge of American Academy of Pediatrics' Recommendations of Daily Television Viewing." UNF Digital Commons, 2011. http://digitalcommons.unf.edu/etd/86.

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The prevention of childhood obesity during the formative years is necessary because dietary patterns influenced by parents are developed early. A major obstacle to healthy feeding patterns in children is television advertising. The study tested three hypotheses. 1) Preschool children ages two to five years who watch more television are able to recognize/recall more food brands than those who view less television. 2) An increase in food brand recognition/recall in preschool children is associated with an overweight classification based on calculated Body Mass Index. 3) Children of parents who are unaware of the American Academy of Pediatrics (AAP) recommendations for television viewing per day in preschool children will exceed the recommended daily viewing time of two hours. Twenty-nine preschool children were assessed on their ability to match food brand logos with correct foods and identify specific brands from recall. Weight and\ height were measured to calculate their Body Mass Index-for age. Twenty-eight parents were asked to complete a validated survey and a one-week television diary. The results showed statistically significant differences in identifying food brands between children who had lower exposure to television (6.8±.5; 95% CI 5.95-7.55) compared to higher exposure (10.3±1.0; 95% CI 9.25-11.42). This effect was not significantly correlated with overweight status (n=5). No significant correlations were found between parent's knowledge of AAP recommendations and children's exposure to television. Impact of television advertisements on preschool children's response to food/brand logos due to daily exposure to advertising is still of critical interest and worthy of further exploration.

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Postica, Doru. "Self-image congruence and brand preference: analysis by product usage role and level of country development." Master's thesis, [s.n.], 2015. http://hdl.handle.net/10284/4805.

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Dissertação apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências Empresariais.
Past research assumed and successfully proved self-image congruity to have a positive impact on product/brand choice, purchase intentions, and brand preference. The purpose of the research is to study the self-concept dimensions (actual and ideal) and their relation to brand preference. Type of product (conspicuous and inconspicuous) and type of country (Moldova as developing country and Portugal as developed country) were examined in the relationship between actual/ideal self-image congruence and brand preference. Hypotheses were formulated and data were collected through survey method. A preliminary questionnaire was designed to test the instrument’s efficiency and choose the most representative brands. Then, data were collected through student surveys, written in Romanian for Moldova, in Portuguese for Portugal and in English for Erasmus students. The perceptions of 208 respondents about their self-congruity and brand preference were obtained for two types of products: clothes and toothpaste, with two brands being compared for each type. An understanding of self-image congruence impact can give clearer directions in developing better marketing programs. These notions are also crucial in determining the relation between the person’s image and the final purchase behavior. It was found that self-image congruence has a significant impact over brand preference, while actual self-image congruence influencing more the inconspicuous products and ideal self-image congruence – conspicuous ones. Other practical and theoretical implications are also discussed. The work’s originality is in the cross-analysis of products and countries.
Investigações anteriores provaram com êxito o impacto positivo da congruidade da auto-imagem sobre a escolha do produto / marca, intenção de compra e preferência de marca. O objetivo desta pesquisa é estudar as dimensões de auto-conceito (real e ideal) e sua relação com a preferência de marca. O tipo de produto (conspícuos e discreto) e do tipo de país (Moldávia como país em vias de desenvolvimento e Portugal como país desenvolvido) foram examinados na relação entre a congruência entre a auto-imagem real/ideal e a preferência da marca. As hipóteses foram formuladas e os dados foram recolhidos por meio de sondagem. Um questionário preliminar foi elaborado para testar a eficiência do instrumento de recolha e para escolher as marcas mais representativas. Em seguida, os dados foram recolhidos por meio de uma sondagem a estudantes, escrita em romeno para a Moldávia, e em português para Portugal, e em inglês para os estudantes Erasmus. As perceções dos 208 inquiridos sobre a sua auto-congruência e a marca foram obtidas através de dois tipos de produtos: roupa e pasta de dentes, com duas marcas utilizadas respetivamente para cada tipo. Uma compreensão do impacto da congruência da auto-imagem pode dar indicações mais claras no desenvolvimento de melhores programas de marketing. Essas noções são também cruciais para determinar a relação entre a imagem do consumidor e do comportamento de compra final. Verificou-se, assim, que a congruência da auto-imagem tem um impacto significativo sobre a preferência de marca, embora a congruência da auto-imagem real influencie mais os produtos discretos e a congruência da auto-imagem ideal, os produtos conspícuos. Outras implicações práticas e teóricas também são discutidos. A originalidade do trabalho reside na análise cruzada de produtos e países.

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Coker, Kesha Kenlene. "Social Contextual Influences on Consumer Behavior: The Impact of Group Composition and Coviewing Context on Recall of and Attitude toward Placed Brands." OpenSIUC, 2010. https://opensiuc.lib.siu.edu/dissertations/246.

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Though research has shown that social context influences behavior, research on product placement is yet to incorporate such effects. This is a very significant research gap since product placements are often consumed as part of a shared viewing experience. To address this gap, this dissertation examines social contextual influences on consumer behavior associated with the coviewing of product placements. Two aspects of social context were examined in a 2 (group composition: friends versus strangers) x 2 (coviewing context: interactive versus passive) experimental design. Data were collected during a laboratory experiment in which participants in dyads first viewed a 22-minute Seinfeld sitcom episode and then completed an online survey, designed to collect data on the variables in this study. Since the data were hierarchical in nature, i.e., individuals nested in groups, multilevel modeling was used to analyze the data. Results showed that friends recalled significantly more placed brands than did strangers. Friends also held significantly stronger, more positive attitudes toward the audiovisual, very prominently placed brand, Gore-Tex. However, there was no significant difference between interactive and passive coviewers on recall of and attitudes toward placed brands. Results suggest that the impact of individual-level variables on brand recall and on attitude toward placed brands did not significantly depend on social context. The exceptions were for the effects of: (1) brand familiarity on attitude toward Gore-Tex, which was stronger for strangers than friends, and (2) parasocial attachment on attitude toward the visual only, very subtly placed brand, Coca-Cola, which was stronger for interactive than passive coviewers. The results hold implications for marketing theory, methodology, and practice. Results suggest that to the extent marketers can create, encourage, and maintain social contexts that favor friendship effects, they stand to benefit with desired outcomes. Results also suggest that interaction during coviewing may not cause a significant enhancement in or decrement to recall of and attitude toward placed brands. This study is the stepping stone for research on social contextual influences in product placement research. There is still much to be done on research in this area, particularly since social contextual influences are expected to play a major role in the future of marketing.

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Sakamoto, Thales Roberto Fontes. "Avaliação de marcas em casos de fusões e aquisições: uma aplicação de opções reais para o caso Santander/Real." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/15541.

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This work is based on the discussion of scenarios and models applied to brand valuation. We conducted a review of available literature in order to fully understand the brand definition and its valuation methodologies. The advantages, disadvantages and criteria of which method should be used in each situation were all analyzed. Then a case study is presented, comparing this estimation to others carried out by different evaluators. At the end one can conclude that brand valuation is not objective at all. For a model to be considered really robust, one needs to assess three views of the brand: client, manager, shareholder and still a degree of subjectivity will always be present.
Este trabalho consiste na discussão de contextos e modelos de avaliação de marcas. Ao final é apresentado um estudo de caso aplicado à aquisição de um banco com valiosa marca. Na primeira parte constam: revisão bibliográfica, a evolução da definição de marca e as principais metodologias para sua avaliação. Foram analisadas vantagens, desvantagens e critérios de qual método de avaliação utilizar em cada situação. Em seguida, o modelo de avaliação ilustra uma aplicação em que foi realizada a comparação desta estimativa com outras avaliações realizadas na época. Ao final concluímos que, assim como toda avaliação de ativos, a avaliação da marca não é objetiva. Para que um modelo seja considerado robusto, é preciso conjugar as três visões que a marca agrega: do cliente, do administrador e do acionista e ainda assim um certo grau de subjetividade sempre estará presente.

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Zylstra, Andrew. "Transposing the 'real effects of financial markets' perspective onto the marketingfinance interface." Thesis, Paris 1, 2019. https://ecm.univ-paris1.fr/nuxeo/site/esupversions/cc1fc8b2-1794-477f-baba-9be8bf7d855a.

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Afin d’approfondir les connaissances sur la relation entre le marketing et le marché des actions, cette thèse questionne l’éventualité selon laquelle la perspective des « effets réels des marchés financiers » (P. Bond et al., 2012) est adaptée à la fusion des deux courants de l’interface marketing-finance. Les quatre études de cette thèse font la démonstration suivante : les flux d’informations transmis par les cours des actions sont bidirectionnels entre les investissements marketing et les marchés secondaires. Les deux premières études (chapitres 3 et 4) montrent de façon empirique l’impact des flux d’informations provenant des investissements marketing sur les marchés secondaires, tandis que les troisième et quatrième études (chapitre 5 et 6) montrent de la même manière l’impact des flux d’informations provenant du marché des actions sur les investissements marketing. Réunies, ces quatre études attestent que l’information circule de façon bidirectionnelle entre les investissements marketing et les marchés secondaires, ce qui met en relief les débats autour de la perspective « des effets réels des marchés financiers ». Nous présentons deux conclusions relatives à ce résultat. Dans un premier temps, nous soutenons l’idée selon laquelle la perspective des « effets réels des marchés financiers » devrait être superposée à l’interface marketing-finance car elle améliore notre compréhension de ces deux axes. Elle nous apporte également un cadre théorique adéquat pour examiner la manière par laquelle les investissements marketing reflètent et impactent les informations du marché des actions. Dans un second temps, la superposition de la perspective des « effets réels des marchés financiers » à l’interface marketing-finance ouvre la voie à de nombreuses possibilités de recherche permettant d’en savoir plus sur les interactions bidirectionnelles entre les investissements marketing et le marché des actions
To obtain deeper insights into the relationship between marketing and equity markets, this thesis investigates whether the ‘real effects of financial markets’ perspective (P. Bond et al., 2012) is suitable for integrating the two streams of the marketing-finance-accounting interface research area. The four studies in this thesis highlight the bidirectional flows of information in stock prices between marketing investments and equity markets. The first two studies (Chapters 3 and 4) show empirically the impact of information flows from marketing investments to equity markets while the third and fourth studies (Chapters 5 and 6) show empirically the inverse flow of information from equity markets to marketing. Together, the four studies suggest that information flows bidirectionally between marketing investments and equity markets, reflecting the contentions of the ‘real effects of financial markets’ perspective. We make two arguments based on this finding. First, we contend that the ‘real effects of financial markets’ perspective should be transposed onto the marketing-finance interface because it enhances our understanding of the two research streams of the marketing-finance interface and provides a suitable theoretical framework to account for how marketing investments both affect and reflect information in equity markets. Second, transposing the 'real effects of financial markets' perspective onto the marketing- finance interface opens up many research possibilities to generate new insights into the two-way interactions between marketing investments and equity markets

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Yang, Hongwei. "Lead us into temptation : a survey of college students' media use, materialism, beliefs, and attitudes toward advertising, status consumption tendencies, compulsive buying tendencies, brand recall, and purchase intent of luxury products /." Available to subscribers only, 2006. http://proquest.umi.com/pqdweb?did=1147196381&sid=14&Fmt=2&clientId=1509&RQT=309&VName=PQD.

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Armas, Nizama Juan Carlos, and Príncipe Stefany Ortiz. "La relación entre la experiencia de marca y el comportamiento del consumidor durante el proceso de compra en la MAC Store de Real Plaza." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/656547.

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El crecimiento del sector cosméticos y del retail en el Perú, han ocasionado el ingreso de nuevas marcas mediante tiendas especializadas, por lo cual crear experiencia de marca es un punto clave para diferenciarse de la competencia. En consecuencia, se seleccionó la marca MAC Cosmetics por ser líder mundial en el sector de cosméticos, su influencia de marca y el profesionalismo de su personal en el punto de venta. En esta investigación, se busca validar cuatro hipótesis: la relación entre las variables “Experiencia de marca” y “Comportamiento del consumidor”. Así como la relación entre “Experiencia de marca” y cada una de las dimensiones del comportamiento del consumidor como: Comunicación boca a boca, intención de compra continua y disposición a pagar más. Para ello, se aplicó la siguiente estructura de investigación: en primer lugar, se realizó una investigación cualitativa a través de 3 entrevistas en profundidad, con la finalidad de conocer más sobre el sector de cosméticos, sobre la marca y el comportamiento del consumidor; en segundo lugar, una investigación cuantitativa correlacional a través de una encuesta a 215 personas, tanto hombres como mujeres entre los 18 y 45 años de edad, que realizaron al menos una compra durante el último año en la MAC Store de Real Plaza Salaverry. Los resultados confirmaron que si hay relación entre las variables de las hipótesis mencionadas anteriormente y el beneficio que genera crear una buena experiencia de marca en la tienda de MAC Cosmetics
The growth of the cosmetic industry and retail in Peru has caused the entry of new brands through specialized stores. Therefore, creating brand experience is a key point in order to differentiate from the competition. In consequence, we chose MAC Cosmetics brand for being a world leader in the cosmetics industry, for its brand influence and for its employees’ professionalism in their point of sale. In this research, it seek to validate four hypotheses like the relationship between “Brand experience” and “Consumer behavior”. As well as the relationship between “Brand experience” and each of the consumer behavior dimensions, such as mouth-to-mouth communication, ongoing purchasing intention and willingness to pay more. To accomplish this, we applied the following research structure: Firstly, we used a qualitative research through three-in-depth interviews in order to learn more about the cosmetic industry, the brand and the consumer behavior. Secondly, the quantitative analysis was a correlational research through a survey for 215 people, both men and women between the range of 18 to 45 years old, who had made at least one purchase during the last year in The Real Plaza Salaverry MAC Store. The results have shown that there exists a relationship between the above-mentioned variables of the hypotheses and the benefit that a good brand experience delivers in a MAC Cosmetics store.
Tesis

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Klasson, Caroline. "Fastighetsmäklarbyråer på sociala medier : Varumärkeskommunikation och digitala strategier för mäklarbranschens nischade aktörer." Thesis, KTH, Fastigheter och byggande, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-214847.

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Stockholms mäklarvärld präglas av hård konkurrens, vilket har tvingat mäklarbyråer att fokusera på skapandet av ett starkt och unikt varumärke. Samtidigt diversifieras branschen genom att många mindre, nischade byråer tar sig plats på marknaden. Den här studien undersöker hur några av dessa företag arbetar för att nå ut till allmänhet-en med sina varumärken. Tonvikten ligger på deras digitala strategier och arbete på sociala medier och jämförs till viss del med övriga mäklarbranschens arbete. Fyra te-man genomsyrar uppsatsen: det första temat behandlar skapandet av varumärken och dess betydelse för mäklarbyråer. Därefter diskuteras diskrepansen, och arbetet för att minska den, mellan företags identitet och image. Dessa två teman kopplas sedan ihop med förväntningar på, och fördelar med, digitala strategier för varumärkeskommuni-kation. Slutligen undersöks vilka typer av kommunikationsstrategier som brukas på sociala medier. Slutsatsen som dragits av denna uppsats är att digitala strategier krä-ver resurser, kunskap och energi i uppstarten och att de sedan kontinuerligt bör upp-dateras. Det arbete som läggs ner på att utforma dem lönar sig både för varumärket och för de objekt som publiceras på mäklarbyråers olika konton.
Stockholm's brokerage world is characterized by fierce competition. This has forced brokerages to focus on the creation of a strong and unique brand. At the same time, the industry is becoming more diversified by the fact that many smaller niche agencies are entering the market. This study investigates how some of these agencies work in order to reach the public with their brands. Emphasis is placed on their digital strategies as well as their work on social media and is compared to some extent with the work of other brokers. There are four main themes of the thesis: the first theme attends to the creation of brands and its importance to brokerage agencies. Thereafter the discrepancy between identity and image, and the work to reduce it is discussed. These two themes are thereafter connected to expectations upon, and benefits from, digital strategies for brand communication. Lastly is companies and brokerage agencies communication strategies on social media analyzed. The main conclusion of this thesis is that digital strategies require resources, knowledge and energy during the initial phase, and should, in addition to this, be continuously updated. The work which is put in to design the digital strategies will pay off for the brand as well as for the home-owners, whose homes are published on the accounts of the different brokerage agencies.

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Cheng, Chuang-Chou, and 程壯洲. "The Differences between Local Brand and Franchising Brand in Real Estate Industry." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/26351103679284913670.

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碩士
國立雲林科技大學
企業管理系碩士班
101
The real estate industry in Taiwan can be divided into two kinds: (1) local brands and (2) franchising brand. For franchising brands, brand image attract customers, the profits and compensation is relatively high, the local brands brokerage brands to rely on is a more human, profits thin, but relying on local reputation. Therefore, the aim in this study is that competitive advantage between local and franchising brands. To further discuss the development of real estate industry in Taichung, the results were investigated with literature review, KJ method and interview. This study determined 7 items to estimate the differences between local brand and franchising brand including "brand image", "marketing tool", "consumers and customer service ", " trading mechanism", " human recruitment and training "," Information system " and " team Support ". The results showed that franchising rand better than local brand on "marketing tool", "consumers and customer service", " human recruitment and training", " Information system " and " team Support ". But local brands through focusing their product range, visit the local chairman, management and marketing low cost can change disadvantage into opportunity. The suggestion in this study was the real estate industry can use the house sales website to find the customers. In addition, local brand and franchising brand can development the stable and cooperative relations with investors.

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Wang, Shao-Yang, and 王少揚. "The Effect of Advermovie on Brand Recall and Brand Attitude-Using the Moderator of Enjoyment." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/dtya2p.

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碩士
淡江大學
企業管理學系碩士班
106
In current society, many countries regard the film industry as the mean of marketing. Through a series of excellent works, the humanity and customs, as well as local culture of the respective countries can be publicized to the international through the screen and show the soft power of the country to the world. TechOrange Technology News Website (2014) once mentioned that the development of the film industry will undergo great changes in the future, mainly conducting towards three major directions, namely, e-commerce, video and advertising. Advermovie is a new concept of advertising marketing that has emerged in the past decade. It regards the movie media platform as a medium and putting advertisements on it. Chen Siyan and Liu Jianguo (2009) pointed out that with this model, advertisements can have different market influence and publicity effect than before, and the advertising industry and the film industry can complement each other, as well as making progress and development together. The purpose of this study is aimed at exploring the impact of Advermovie on brand recall and brand attitude, and adopting enjoyment as the moderating variable of this study, and to conduct research through experimental method and questionnaire survey. The experiments in this study selects university students as the research samples. The experiment divides the subjects into two groups by using comparative group designing, and respectively watching the edited clips of the movie "Captain America: The Winter Soldier", and asking the subjects to answer relevant questions after the end of the movie. At the same time, a survey of demographic variables has also been added to the questionnaire to see whether the personal characteristics of the subjects would make a differences on some variables and final research results. A total of 417 questionnaires have been distributed in this study. After deleting the missing and invalid questionnaires, the actual valid samples are 384, and the recovery rate of valid questionnaire is 92.0%. Data analysis has been performed by using the statistical software of SPSS version 22 for valid sample data including the descriptive statistics analysis, item analysis, regression analysis, hierarchical regression analysis, t-test and ANOVA to verify each hypothesis. After empirical analysis and discussion, the following important findings have been found: 1. Advermovie has a significantly positive impact on consumers’ brand recollection. 2. Advermovie has a significantly positive impact on consumers’ brand attitude. 3. Enjoyment does not have a significant moderating effect on the impact of advermovie on consumers’ brand recall. 4. Enjoyment has a significant moderating effect on the impact of advermovie on consumers’ brand attitude. 5. Some different demographic variables have significant differences on the impact of advermovie to brand recall and brand attitude. Finally, this study proposes management implications based on the aforementioned research results and verification, and provides for organizations and enterprises as relevant references, including strengthening the function of advermovie, which can effectively enhance brand recall and brand attitude of consumers; as well as to enhance enjoyment of consumers and improve the brand attitude of consumers. Generally speaking, it is hoped that managers can make good use of the degree of advermovie and enjoyment to create excellent achievements in the film industry market and expand market profits.

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Pereira, Teresa Viana. "New insights on the importance of real-time marketing on building brand engagement and brand equity." Master's thesis, 2020. http://hdl.handle.net/10071/20560.

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User participation has been gaining more importance on the Web. Customers are now creators and engagers of content, through multiple platforms such as Social Media. Through User-Generated Content, they create content and are instigated to like, comment and share some posts. Recognizing the importance of social networks, many brands have become present in these platforms as a way of keeping closer relationships with the consumers, establishing, developing, maintaining and improving such relationships – Relationship Marketing – and building Brand Equity. Brand Communities have also come online, being more accessible worldwide – Online Brand Communities. Sometimes its members are given the chance to Co-create with the brands strengthening the community and the interactions between them, ultimately increasing Brand Engagement. This dissertation investigates Real-Time Marketing as one strategy for businesses to take advantage of this social and technological ecosystem. The challenge of a more social and connected consumer is that they engage in online conversations, trends and things happening today. To get into those conversations, brands can launch campaigns and lay their communication strategy on events of public interest, relating their messages with a context. The model proposed revealed a good fit and proved the antecedent role of Co-creation on the Social Media Context, which will therefore positively impact User-Generated Content which will positively impact Brand Equity and Engagement. This study proves that Real-Time marketing leads to situations of increased User-Generated Content, complementing previous findings and addresses the gap in literature proving that Real-Time marketing leads to situations of increased Brand Equity and Brand Engagement.
A participação do consumidor veio a ganhar mais importância na Web. Este está envolvido na criação e partilha de conteúdo, interagindo através de múltiplas plataformas como os Social Media. Através de Conteúdo Gerado pelo Usuário, este cria e interage com conteúdo através de gostos, comentários e partilhas. Reconhecendo o potencial das redes sociais, muitas marcas têm marcado a sua presença nestas como forma de estabelecer, desenvolver e melhorar as relações com os consumidores – Marketing Relacional – desenvolvendo a Equidade da Marca. Também as comunidades das marcas têm vindo a marcar a sua presença nestas redes sociais – Comunidades Online das Marcas. Muitas vezes os seus membros têm a possibilidade de Co-criar, melhorando as interacções entre estes e o seu envolvimento com a marca. Esta dissertação investiga a importância que Real-Time Marketing tem para as marcas que querem aproveitar o potencial deste sistema. O desafio de um consumidor mais conectado é que interage em conversas online sobre tendências e eventos de público interesse. Para participar nessas conversas, as marcas podem basear a sua estratégia de comunicação em eventos de interesse público e relacionar as suas mensagens com um contexto. O modelo proposto comprova que a possibilidade de co-criar com a marca leva a um aumento de CGU, que impactará a Equidade e o Envolvimento para com a marca. Complementa estudos passados comprovando que Real-Time Marketing leva a situações de maior CGU e pela primeira vez sugere que esta estratégia leva a situações de maior Equidade de Envolvimento com a marca.

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Lu, Hsin-I., and 呂信億. "The effect between advertising appeals and consumer brand choice on the real estate agencies：The mediating role of brand attitude and brand trust." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/42222227881261008932.

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碩士
南台科技大學
企業管理系
96
With the advancement of advertisement industry and internet technology in modern society, most consumers widely utilize the services of real estate agencies for time-conserving purposes, creating a relatively competitive real estate market. Many reality agencies, intending to establish credibility, implement various advertisement effects to develop brand reputation. Recently, instead of using rational advertising strategy, many real estate agencies’ use emotional advertising strategy, establishing affectionate scenes to impress consumers. Therefore, it is important to explore the advertising strategies that can best influence consumer decision/choices. This study is primarily focused on the real estate agencies’ advertising strategies, by using the rational and emotional advertising appeal, to discover the prominent strategy for the consumers. The study establishes the degree of the consumer involvement with the housing as a control variable to examine the effects of consumer attitudes and trusts toward the brand name and furthers the influence on consumer choices. This study employed convenience sampling and Structure equation model to examine the research model. According to the results, the consumers have influence on advertisement’s effects and induced more positive brand attitudes and brand trusts. It also found a mediating effect of brand attitudes and trusts in the relationship between brand choices. In the group of high involvement have influence on advertisement’s effects, but in the group of low involvement must do as services show on the advertising strategies. In the future, this study will be to provide advertising strategies for the real estate agencies.

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Groff, Jessica Raine. "Online advertising : the impact of browsing behavior on brand recall." Thesis, 2014. http://hdl.handle.net/2152/28242.

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Advertising
The average American spends more than twenty hours online each week (EMarketer, 2013, pp. 8). Time online is spent working, browsing social networks, watching videos and consuming news. With so much of consumers’ attention focused on the Internet, advertisers have worked to leverage persuasive tactics within their online display advertising. For example, designers and agencies employed animated ads, gamification, and intrusion as methods to garner attention. Even still, a consumer’s ability to ignore ad space, also known as “banner blindness,” is widespread and well documented (Adotas, 2009, pp. 7-11). This research will consider not only what is on the screen but also what is going on in the head of the consumer to analyze the ways in which online browsing behavior, specifically leisurely information seeking, impacts recall and recognition of web advertisements.
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JEN, HSU YAO, and 許耀仁. "The relationships exploration among brand image, brand loyalty and customer responses For Real Estate Developers In Taiwan." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/70165847538659936531.

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碩士
國立臺北大學
企業管理學系
94
ABSTRACT The relationships exploration among brand image, brand loyalty and customer responses For Real Estate Developers In Taiwan by HSU, YAO-JEN June 2006 ADVISOR(S): Dr. chen, M-S DEPARTMENT: DEPARTMENT OF BUSINESS ADMINISTRATION MAJOR：BUSINESS ADMINISTRATION DEGREE：MASTER OF BUSINESS ADMINISTRATION During the period time of high density of the advertisement and information . How the Real Estate Developers products to break through among so many competitive products and earn consumer’s trust . The well known brand image and establishment is profit gurantee while the firm own the long-term competition .Superior brand image could transform to the enterprise’s invisible long-term assets and offer higher pontential value of it’s products .Regard it’s brand as the quality of the products and ensure an buy consuming at the same time to reduce buy and pay time as well as labour necessarily and then consolidate the loyalty to this brand of consumer .Increase other to have now or potential firm’s entry barrier. According to this issue ,this article takes the Real Estate Developers on Taipei city as an example .Adopt convenient to sample , using factor and regression analysis to explore and prove the model and Hyposis .This article’s issue is in order to explore the relationship exploration among brand image and brand royalty by the constructor .The main research conclusion are first , the brand image of the symbolic construct is positive influence about the brand loyalty, second the brand image of the experienced construct is insignificant influence about the brand loyalty. Key words: brand image, brand loyalty , consumer response.

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Dao, Tien-Anh, and DaoTienAnh. "A Study on Communication Strategy, Brand Strategy, RelationshipTrust, Brand Associations andBrand Performance –an Empirical Real Estate Agents." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/sxk265.

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碩士
國立臺北科技大學
經營管理系碩士班
100
The rapid growth of Taiwan’s economy leads to the foundation of numerous domestic Real Estate Agents. In particularly, due to many foreign Real Estate Agents have entered Taiwan market after the nation joining WTO, the competition within real estate broking market has became more severe. That why a strong brand is necessary for any company in order to get salient in the market. However, the knowledge about Real Estate Agents brand is deficient for professional in practicing. According the problem mentioned above, this study discusses about the relationship of Communications Strategy, Brands Strategy, Relationship Trust, Brand Associations and Brand Performance, in the theme of Real Estate Agents. The study applies AMOS statistical analysis software to analyze Structural Equation Model (SEM) for building model and making data analysis. This study reveals the Communication strategy affects the Brand Performance with the Brand Associations and Brand Strategy as a mediate variance. Besides, because of the characteristics of output product of Real Estate Agents is high involvement, the Relationship Trust affects the Brand Performance insignificantly in this study.

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Kapilakanchana, Montalee. "The Effect of Branding and Firm Size on the Recurrence of Food Recall Events Associated with Pathogenic Contamination in the United States." Thesis, 2012. http://hdl.handle.net/1969.1/ETD-TAMU-2012-05-11091.

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Food recalls caused by pathogens receive considerable public attention due to health risk and the potential loss to the companies involved. There are very few studies analyzing the relationship between food recalls and characteristics of the companies involved. Because of the significance of the problem and lack of available research, the association between food recalls caused by pathogen and characteristics of the companies involved is examined in this thesis. To address the problem, data on food product recalls in the United States from January 2000 to October 2009 are used. Only the events caused by pathogens are analyzed in the thesis. The firms that have multiple recall incidents are the units of analysis. The study employs an econometric model with discrete choice modeling approaches: logit and probit. There are two main hypotheses. Firstly, it is hypothesized that branding decreases the likelihood of the occurrence of the repeated recall event. Secondly, size of the firm is hypothesized to be associated with higher likelihood of recurrence. The major finding is that branding and firm size are associated with higher probability of the recurrence of food recall events associated with pathogenic contamination. A firm that produces branded products is around 15 percent more likely to have a recurrence of food recall events than a firm producing unbranded product. This finding points out the interesting and unexpected issue that branding is not associated with improved performance in food safety. Additionally, an increase in firm size has a minute but significant association with rising likelihood to have a recurrence of a food recall event. This study is the first concerning the firm level factors that can influence risk of the recurrence of food recall incidents involving pathogens. Thus, its results are distinctive and can benefit both government and private sectors with respect to food safety policy or food safety standards.

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Dissertations / Theses on the topic 'Brand Recal'

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