Dissertations / Theses: 'Brand Theory'

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Das, Samar Kumar 1956. "A consumer-based theory of strong brands and its implications for brand equity and brand management." Diss., The University of Arizona, 1998. http://hdl.handle.net/10150/288858.

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The power of brands like Coke, Levi's and Nike defies conventional understanding. How do such strong brands get created? What are the sources of their phenomenal strength? The traditional thinking reflected in the brand literature traces the sources of brand strength to the consumer's cognitive knowledge of brand's functional and image attributes, and other associations linked to the brand. I draw upon past research in marketing and social psychology to propose a user-centered view of brand strength. I suggest that loyal consumers actively create 'brandspaces' based on personal, social and cultural factors. These brand knowledge structures may be more insular since they are self generated and anchored in the personal and social self of the user. In Essay 1 of this dissertation, I take the user-centered approach to propose a method for mapping and measuring consumer-based brand equity. I developed a structural model for the sneakers product category with five consumer-based sources of brand equity ('functional attributes','brand image','appeal', 'self-brand relationship', and 'perceived popularity') as independent variables, and study their impact on a four indicator measure of brand equity. In Essay 2, I investigate the role of self-brand relationship schema in promoting insularity of strong brands. I hypothesize that strong brand users, who have high self-brand relationship, suppress or discount negative brand information, as compared to strong users who have low self-brand relationship. Experimental results confirm this central hypothesis. This study clearly shows the centrality of self-brand relationship in promoting brand insularity and brand strength.

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Lee, Michael Shyue Wai. "Brands we love to hate: An exploration of brand avoidance." Thesis, University of Auckland, 2008. http://hdl.handle.net/2292/2556.

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Brands, and the process of branding, are of considerable importance in both marketing academia and practice. Although most research has focussed on the positive attitudes and behaviours that consumers have toward brands, there is a growing interest in anti-consumption. This thesis contributes to anti-consumption research by exploring the phenomenon of brand avoidance. Earlier studies investigating the avoidance of brands have been one-dimensional, failing to account for the wide range of reasons underlying brand avoidance. Therefore, this thesis addresses the limitations of existing models by providing an integrative and comprehensive approach to understanding brand avoidance. As an anti-consumption phenomenon, brand avoidance concerns the negative interaction between consumers, as social actors, and brands, as meaningful objects, within a social and historical context. Therefore, this thesis adopts an interpretive approach, a social constructionist epistemology, and historical realist ontology. Since research in the immediate area of brand avoidance is limited, this thesis employs a grounded theory methodology to analyse, code, and generate theory from the qualitative data gathered through 23 in-depth interviews. Four main types of brand avoidance (experiential, identity, deficit-value, and moral) and the circumstances in which brand avoidance may be restricted or alleviated (avoidance antidotes) emerge from the data. Existing literatures are used to further inform these findings and an original negative brand promises framework is developed to help increase understanding of the brand avoidance phenomenon. The main components of this research are then integrated into an emergent theoretical model of brand avoidance. This model offers a synopsis of how the various brand avoidance constructs may relate to one another and to other pertinent branding concepts within a consumption system. Combined, the findings of this thesis provide a comprehensive appreciation of why consumers avoid certain brands in addition to potential insights that may be used in the management of brand avoidance. Overall, this thesis contributes knowledge to the growing field of anti-consumption research by providing an innovative overview and an integrative understanding of an under-explored domain, brand avoidance.
Foundation for Research Science and Technology (Project number UOWX0227). The University of Auckland Graduate Research Fund. The Business School Post Graduate Research Grant.

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Villegas, Juliana. "Theoretical explanation of brand rejuvenation: a substantive theory." Doctoral thesis, Pontificia Universidad Católica del Perú, 2019. http://tesis.pucp.edu.pe/repositorio/handle/123456789/13401.

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The purpose of this research study that uses a qualitative approach was to propose an intermediate theory using the Grounded Theory, that would theoretically explain the brand rejuvenation phenomenon. To do this, several criteria were defined that lead to a sample of 18 brands that had undergone a rejuvenation process. As sources of evidence, in depth interviews were held with senior executives that participated in the branding work, as well as a documentary review of the rejuvenation process for each of these brands, an in-depth literature review and an evaluation by 10 experts who compared the aging brand and the rejuvenated brand for each of the 18 cases. After interpreting the primary and secondary data using the Atlas Ti 8 software and comparing its results with scattered knowledge found in the literature review, an intermediate theory emerged, that responded to the study’s questions on three topics: The symptoms of brand aging, the brand rejuvenation intervention process, and the results of brand rejuvenation. This allowed concluding that, to explain the brand rejuvenation process, it is necessary to go back to its causes, understand its motivators and purposes, implement a process for planning, executing and evaluating the rejuvenation phenomenon, and investigating its results. A step-by-step process was also identified that explains how the brand rejuvenation process occurs and that accounts for the reversal of the brand aging process. It was reaffirmed that brand rejuvenation is necessary because it responds to different requirements of the environment, of the firm and to certain strategic marketing goals. Proposals for future studies include proving, quantitatively, the 16 propositions put forward in this research study that provide a theoretical explanation for brand rejuvenation. Another suggestion is to expand the scope with failed cases, other brand taxonomies, or a review of the phenomenon from a demand perspective.
Tesis

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Lee, Dongdae. "Effects of Perceived Quality, Product Category Similarity, and Brand Breadth on Consumers' Perceptions of Brand Extensions: Tests of Categorization Theory and Cognitive Response Theory." Thesis, University of North Texas, 1994. https://digital.library.unt.edu/ark:/67531/metadc279140/.

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Various constructs are related to predicting consumers' perceptions of brand extensions. Among these, three constructs, perceptions of perceived quality (PQ) associated with the parent brand, product category similarity (PCS) of an extension to its parent brand, and brand breadth (BB) of the parent, are central to many brand extension studies. The purpose of this study is to clarify the roles of these three constructs and to pit predictions from an alternative theoretical perspective — cognitive response theory — against predictions based on categorization theory.

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Chan, Priscilla Yuen-Lan. "The impact of brand owner on consumers' brand perceptions : a development of Heider's Balance Theory." Thesis, Aston University, 2005. http://publications.aston.ac.uk/10795/.

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Studies have shown that the brand “owner” is very influential in positioning the brand and when the brand “owner” ceases his or her active role the brand will be perceived differently by the consumers. Balance Theory (HBT), a cognitive psychological theory, studies the triadic relationships between two persons and an entity and predicts that when a person’s original perception of the relationship is disturbed, the person restructures to a new balanced perception. Consequently, this research was undertaken to: conceptualize the brand owner’s impact on consumer’s brand perception; test the applicability of both the static and dynamic predictions of the Heider’s Balance Theory in brand owner-consumer-brand relation (OCB); construct and test a model of brand owner-consumer-brand relation; and examine if personality has an influence on OCB. A discovery-oriented approach was taken to understand the selected market segment, the ready-to-wear and diffusion lines of international designer labels. Chinese Brand Personality Scale, fashion proneness and hedonic and utilitarian shopping scales were developed, and validated. 51 customers were surveyed. Both traditional and extended methods used in the Balance Theory were employed in this study. Responses to liked brand have been used to test and develop the model, while those for disliked brand were used for test and confirmation. A “what if’ experimental approach was employed to test the applicability of dynamic HBT theory in OCB Model. The hypothesized OCB Model has been tested and validated. Consumers have been found to have separate views on the brand and the brand owner; and their responses to contrasting ethical and non-ethical news of the brand owner are different. Personality has been found to have an influence and two personality adapted models have been tested and validated. The actual results go beyond the prediction of the Balance Theory. Dominant triple positive balance mode, dominant negative balance mode, and mode of extreme antipathy have been found. It has been found that not all balanced modes are good for the brand. Contrary to Heider’s findings, simply liking may not necessarily lead to unit relation in the OCB Model.

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Han, Jung-Min. "The consumer negotiation of brand meaning in online brand communities." Thesis, University of Manchester, 2015. https://www.research.manchester.ac.uk/portal/en/theses/the-consumer-negotiation-of-brand-meaning-in-online-brand-communities(d7db292d-1fa1-4314-a595-53a2febbab44).html.

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There has been much enthusiasm over the power of online brand communities (OBCs). Ensuring that OBCs achieve their potential, however, is a challenge. Adopting the view that an OBC is a social entity at its core, this study examines consumers’ perceptions of OBCs and how consumers manage the continuous tension between social-related and brand-related aspects of OBCs through brand-related and non-brand-related social practices. The researcher took a symbolic interactionist approach and qualitative data were collected using ethnography and in-depth interviews from OBC participants in South Korea. The study was divided into two phases: the exploratory phase and the main study. In the first stage the researcher inspected OBCs and focused on understanding the social context by investigating four OBCs in the fashion and digital camera categories. Evidence of an OBC as a virtual third place (VTP) in the consumer’s mind was revealed. A typology was developed and social practices were revealed and defined. In the main study the researcher developed the framework of brand meaning negotiation and revealed how consumers symbolically interact and negotiate brand meaning through social practices. The tension between social-related and the brand-related aspects during this process was illustrated. The key contributions of this research are as follows. Firstly, the study reveals that an OBC has a strong VTP quality, whereby consumers hate to leave. Second, the study extends our understanding of an OBC by categorising consumers’ different perceptions of OBCs according to their attachment to the brand, the OBC and other participants. Third, the study reveals underlying social practices within OBCs that show the characteristics of a collectivistic culture. The study also fills the research gap by examining the brand meaning negotiation process and suggesting a framework that shows how underlying practices link brand and social-related aspects of an OBC together, which was formerly a “black box”. Lastly, it demonstrates that social bonds, regardless of their importance for making an OBC thrive, can be a double-edged sword and should be balanced carefully with brand-related practice.

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Daugherty, Jason Alexander. "Character Influence and Brand Relationships: How Morally Ambiguous Characters Shape Brand Identity?" Digital Commons @ East Tennessee State University, 2021. https://dc.etsu.edu/etd/3909.

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This study examines morally ambiguous characters in television dramas and they represent their respect brand. The goal of the study is to examine how these MACs define their respective brands, specifically the brands, AMC and Showtime. Recent studies observed people chose brands based on their affective disposition and social cognition towards specific influencers. These theories could inform how people relate to characters from TV shows and brands. An observation and narrative analysis of four characters promotional videos from AMC were Don Draper (Mad Men), Saul Goodman (Better Call Saul) and from Showtime Jackie Peyton (Nurse Jackie) and Dexter Morgan (Dexter). Interviews were conducted with 13 people about their views of the character's moral ambiguity and brand interest. Promo videos were observed along with videos of characters in their environment. Results found MACs defined their brand and their overall character arc appealed to the audience's interests in their brands.

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Lamb, Timothy Jerome. "Patterns of brand and store choice." Thesis, City University London, 1989. http://openaccess.city.ac.uk/8327/.

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The sublects of brand choice and store choice have been widely studied, but these two aspects of consumer behaviour have tended to be treated in isolation from each other. This thesis therefore provides a detailed examination of the way in which brand choice and store choice patterns compare and interact. The results are based on AGB consumer panel data, and relate to three frequently-bought grocery products. Despite the multiplicity of factors believed to influence brand and store choice, at the aggregate level many highly regular patterns (concerning for instance the rate of purchase at a store, or the extent to which a brand's buyers also buy another brand) are found in each context. These various patterns are shown to be predictable by the Dirichlet, a stochastic model of buying behaviour, using only market share as brand-specific or store-specific input. Importantly, the Dirichlet is shown to apply not only to the "whole-market" contexts of brand choice and store choice (as is known from previous research), but to the "submarket" contexts of within-store brand choice and within-brand store choice. This indicates that, although the numerical values may differ, at a rather more fundamental level brand choice patterns are the same within different stores, and store choice patterns are the same for different brands. It also means that the practical utility of the Dirichiet - generating theoretical norms to help interpret the observed data - has been extended, providing retailers and manufacturers with a more detailed and flexible market analysis tool. A wide range of new findings are reported regarding the relationship between brand and store loyalty. For instance, it is found (via a new methodology to take account of the crucial influence of market share) that the levels of brand loyalty and store loyalty are quite similar in degree, although the latter does tend to exceed the former - a result which holds important implications for consumers' reactions to a brand delisting or stock-out. It is also found on a number of measures that the overall level of within-store brand loyalty varies little from store to store, and that consumers exhibit marked brand loyalty across stores (i.e. they show no tendency to switch brands when switching stores). In all these cases, the value of structuring the (often complex) observed patterns via the Dirichlet is amply demonstrated.

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Steurenthaler, Jochen. "“Brand Management in conjunction with Merger and Acquisition in Theory and Practice – Volvo Car Corporation”." Thesis, University of Gävle, Department of Business Administration and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4390.

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Aim: This study deals with Brand Management after acquisitions. Since this subject is still quite unexplored, a case study backed the theoretical review in order to answer the two research questions. Furthermore, the work educes a model which shows the ascendancies that are involved in the field of Brand Management after acquisitions. It is the aim to reveal the necessity of strong branding for acquired companies and the importance of the continuity of their presenting brand values. I hope this paper adds new knowledge in the Brand Management sector in connection with acquisitions and gives the reader a proper understanding about the issue.

_{Method: The study occupies a theoretical and an empirical study. The theory}part presents a selection of theories and models developed by scholars in the field of business administration. While the first research question concerning brand equity after acquisitions is addressed in the theoretical review in chapter 3, the second question regarding brand image is mainly discussed during the empirical part. The data for the latter was primarily obtained by a case study which is a qualitative method and occupies interviews and discussions.

Result: Brand Management has become a key issue for companies and is a sensitive subject in the context of Merger and Acquisition. Hence, it is a challenge for the acquirer and the acquired company to manage control and adapt to the new situation. Brand equity as a key asset of Brand Management is the amount of loyalty a customer has towards a brand and it is certainly influenced by such transactions as M&A. In the real-life comparison of the specific case it proved to be successful for the acquirer to maintain the autonomy of the acquired brand and continue the meaning of the brand. In addition, the loyalty of the customers is of great importance to assure a smooth process of the business operations.

Suggestions for future research: Due to the current situation and constant changes it would be interesting to repeat the study some time in the future for a final conclusion. Furthermore, since the findings for the empirical part of this study are based on a strong acquired brand, it would be interesting to investigate the case of another company of weaker nature, and maybe of a different branch. The high profile of the target firm and its strong brand values had a remarkable influence on the revelations of this study.

Contribution of the thesis: The result of this study helps companies to maintain their brand values during an acquisition. The research adds new knowledge in the brand management sector in connection with acquisitions, and it is useful for companies which are involved in M&A activities.

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Appiah, Dominic. "Building resistance to brand switching during disruptions in a competitive market : an identity theory perspective." Thesis, University of Plymouth, 2018. http://hdl.handle.net/10026.1/11661.

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The impact of identity on brand loyalty has taken precedence as an area of focus in recent marketing research. This has taken place in an era defined by technological revolution, which has created market disruptions and there are implications for customer–brand relationships. Nonetheless, the extant literature on brand loyalty does not extensively acknowledge the impact of socio-psychological attributes but rather functional utility maximisation. The brand loyalty literature has the notion that the perceived value of a brand is conceptualised and operationalised as a functional utilitarian value. Knowledge that illuminates how firms can reposition themselves to sustain brand loyalty when disruptions occur in today’s complex and globalised business environment is explored in this study, through empirical investigation into the phenomenon of brand switching behaviour among consumers in a specific competitive market, namely, the Smartphone Industry. The current study explores how resistance could be built from an identity theory perspective. As highlighted above, much emphasis has historically been placed on the functional utility of products at the expense of social meanings. Given the relative paucity of literature on identity and brand loyalty, this study adopts a grounded theory methodology based on a survey and a series of in-depth interviews across Ghana and the UK to access consumers’ insights and experiences of specific brands in the Smartphone industry. Interviews were recorded, transcribed and coded, utilising the three-stage process of analysing data; specifically, open, axial and selective coding. This study is the first to combine brand loyalty literature, identity theory and grounded theory to study the behaviour of brand switching in the Smartphone Industry. This study identified a gap in knowledge in the brand loyalty literature, as it focuses only on how brands perform under normal market conditions. Hence, this study provided consideration for market disruptions in the Smartphone industry. Empirical data from Smartphone users confirmed in this study that underlining factors which are non-utilitarian factors such as socio-psychological benefits, motivate consumers to continue buying the brands they buy. The study also established that the sustainability of brand loyalty could be accomplished from an identity theory perspective by adapting and advancing a customer–brand identification (CBI) model, to examine the phenomenon of brand switching in the Smartphone industry at a more matured and competitive stage.

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Falls, Alan David. "Brand management in social media environments : an institutional theory perspective." Thesis, Ulster University, 2013. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.603532.

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The processes of branding and brand management have progressively transitioned from corporate offices to online social spaces in recent years as brands have become increasingly situated within social media. To date however there has been limited academic scrutiny directed towards understanding the impact of social media on brands and brand management. Taking the view that social media represent a new institutional environment for brands and brand management, this research draws from institutional theory in exploring brand management in social media environments. Specifically the study explores how social media impacts upon brand management, and how brand management responds to the institutional demands of social media. Following a case study approach, five cases were studied with data collected from semi-structured interviews, longitudinal observations of social media brand fan pages and consultation of secondary sources. The findings show that social media can serve as a medium capable of framing the brands situated therein as worthy of attention, and moreover as legitimate actors. However the transparency of social media renders brands highly visible, creating ambivalence for brand managers and serving to constrain the range of legitimate actions that can be employed by organisations ill the management of their brands. However, institutional demands are not entirely deterministic and the findings draw attention to the roles of internal organisational processes and individual actors in influencing brand management activities in social media. The findings demonstrated that organisations do not necessarily passively comply with the demands of social media, but rather develop subtle forms of maintaining control over their brands through attempts at influencing brand-related user-generated content and the behaviours of social media users.

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Andreasson, Henric Lars, and Andreas Sjöberg. "Corporate rebranding inom dynamiska marknader : En komparativ studie i telekombranschen." Thesis, Linköpings universitet, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-79186.

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Bakgrund: Corporate rebranding är ett relativt nytt fenomen som innebär att ett företag väljer att omdefiniera sitt varumärke på grund av förändringar inom företaget eller omgivningen. Men det är fortfarande relativt ostuderat och ingen studie behandlar den eventuella kopplingen med en dynamisk marknad. Syfte: Syftet med denna studie är att skapa en förståelse för hur fenomenet corporate rebranding fungerar inom en dynamisk marknad, där vi valt att utgå från telekombranschen som exempelmarknad. Metod: Studien har en hermeneutisk ansats med ett deduktivt angreppssätt för kopplingen mellan teori och empiri. Studien har vidare använt sig av en komparativ design med fallstudieinslag utifrån en kvalitativ strategi. Referensram: Referensramen består av teorier om dynamiska marknader som leder in till globalisering, lokalisering samt glokalisering. Därefter definieras varumärke med respektive underliggande teorier och avslutningsvis corporate rebranding. Slutsats: Den dynamiska marknaden har gett upphov till ett stort antal rebranding-processer inom branschen, där tre strategier för att hantera ett nytt globalt varumärke har identifierats. Slutligen har varumärkets roll inom branschen blivit av en mer dynamisk karaktär där syftet är att ha ett varumärke som är mest lämpat för de förändringar som skett inom såväl den interna som externa miljön.
Background: Corporate Rebranding is relatively new phenomenon where a firm decides to redefine their brand due to changes within the company or the environment. But the amount of literature on the subject is lacking, and so far no one has studied the potential connection to a high-velocity environment. Purpose: The purpose of the study is to create an understanding of how Corporate Rebranding interacts with a high-velocity market by using the telecommunications industry. Methodology: The study was a hermeneutic endeavour with a deductive approach in linking theory and empirical evidence. In addition, a comparative case study using qualitative methods was performed. Theory: This chapter consists of theories on dynamic markets as well as glocalization, localization and globalization. This is followed by a definition of branding and finally Corporate Rebranding. Conclusion: The high-velocity market has been the root of numerous cases of rebranding and we have identified three different strategies for handling the adaptation to a new global brand. Finally, the role of the brand within the market has taken on a more dynamic role, where the purpose is to create a brand better suited for the changes in the internal as well as the external environment.

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Davari, Arezoo Sadat. "Goodbye Seems to be the Hardest Word: Investigating Why, When, and How to Delete Brands." Thesis, University of North Texas, 2016. https://digital.library.unt.edu/ark:/67531/metadc862876/.

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Branding dates back to centuries ago when traders were trying to distinguish their products from others in order to promise a higher quality to their consumers. Today, brands are considered as intangible resources that can have a significant contribution to the firm performance. Based on the Resource-Based Theory (RBT), valuable, rare, inimitable, and non-substitutable brands are strategic resources that create superior value and play a key role in achieving a sustainable competitive advantage over rivals. In the process of developing and maintaining strong brands, brand managers constantly need to make multiple decisions. Whether to add, delete or retail brands are among the routine decisions that brand managers face in managing their brand portfolios. Brand managers need to regularly assess their brand portfolios in order to make sure they are not selling redundant brands. Through brand portfolio assessment, brand managers can recognize weak brands and delete the unprofitable brands from the portfolio in order to free up resources and reinvest them in their stronger and more successful brands to gain competitive advantage in the market. This admonition is in line with the RBT of competitive advantage. This dissertation builds upon and extends previous literature on RBT in the context of brand deletion to achieve three main objectives. The first objective is to find the answer to why companies decide to delete brands from their portfolios. Thus, the focus of the first objective is to identify the organizational (i.e., firm, managerial, and brand) factors that drive the brand deletion strategy in a company. The second goal is to find the answer to the when question through identifying the environmental (i.e., market) factors associated with brand deletion decision making in a company. Finally, the third objective is to go deeper and investigate the different types of brand deletion strategy (i.e., merge, sell, milk, and kill). In other words, the third objective seeks to find the answer to the how question. Deleting brands from the portfolio of a company, being the most sensitive issue in strategic brand portfolio management, is yet understudied in the brand portfolio management literature. This study adds to the literature of strategic brand portfolio management by a) applying the Resource-based Theory (RBT) in the context of brand deletion decision making and b) empirically testing the relationships among the drivers of brand deletion strategies. The findings of this dissertation provide a better understanding on how each of these factors are associated with the brand deletion decision making process in companies. The current dissertation provides practitioners with several managerial insights as well. First, the study identifies and empirically tests several organizational-level factors that drive brand deletion decisions in companies. This will help brand managers be familiar with factors that they need to consider when evaluating their poor-performing brands. Breaking these factors into internal (brand and firm) and external (market) drivers provides practitioners with a better understanding of the brand deletion decision making process. In addition, the findings of this study help managers realize their own role (in terms of their attitude toward deletion and their commitment to the brand) in the brand deletion process. Finally, the identification and discussion of the four types of brand deletion strategy help companies have a clearer picture of how they can remove brands from their portfolios.

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Van, der Walt Richard. "Employer brand identification influence on total reward structure." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/26387.

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Companies compete for employees based on their perceived employer brand value. This study investigates what influences a strong or weak employer brand has on the preference for total rewards. The results should assist remuneration agents in appropriately leveraging the company’s employer brand value, as a factor, when compiling a total rewards package for potential employees. A questionnaire was developed, asking participants to indicate their preferences relating to total rewards in the context of their current employer, with regard to stronger and weaker employer brands. Results of the study indicate that potential employees would require financial reward increases in the range of 15% - 30% in order to change employment, irrespective of whether it is perceived as a strong or weak employer brand. It was observed that a stronger employer brand could offer increases closer to the bottom of the range compared to weaker employer brands which would have to pay a premium to the top end of the range Employer brand value appears to increase the total reward costs for companies, irrespective of how the brand is perceived. It is however beneficial to be viewed as a strong employer brand, as the value of this perception translates to a smaller premium compared to weaker employer brands.
Dissertation (MBA)--University of Pretoria, 2011.
Gordon Institute of Business Science (GIBS)
unrestricted

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Tietje, Brian C. "Promotional enhancement theory : a model for designing promotions that enhance brand evaluations /." Thesis, Connect to this title online; UW restricted, 1999. http://hdl.handle.net/1773/8806.

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Wen, Dusu. "AN EXPLORATION OF HERITAGE TOURISM BY USING THE BRAND PERSONALITY THEORY." Kent State University / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=kent1627655242220898.

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Gaskill, Meghan Lynne. "Social Identity Theory and Rebranding: The brand formerly known as Dunkin' Donuts." Thesis, Virginia Tech, 2020. http://hdl.handle.net/10919/96398.

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This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perception, specifically in Generation Z and Millennials through the lens of social identity theory. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin'. The findings also demonstrated that social identification decreased slightly through the visual rebranding, but did not create any reported impact on purchasing habits. It was also reported that the level of social identification was based off of perception of brand value and quality. Finally, participants demonstrated that there was an impact on social comparison through participants questioning Dunkin's values as an organization. Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and that communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed.
Master of Arts
This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perceptions, specifically among Generation Z and Millennials through the lens of social identity theory. Social identity theory guides the understanding of how Generation Z and Millennials perceive Dunkin' through its rebranding. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin' Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed.

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Birk, Matthias Maximilian. "Investigating consumer-brand relationships." Doctoral thesis, Humboldt-Universität zu Berlin, Wirtschaftswissenschaftliche Fakultät, 2010. http://dx.doi.org/10.18452/16080.

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Die vorliegende Dissertation behandelt in fünf wissenschaftlichen Artikeln Grundfragen aus dem Themenfeld der Konsumenten-Marken Beziehung. Artikel 1 befasst sich mit der Fragestellung, was Konsumenten dazu führt, eine Marke in Betracht zu ziehen. Artikel 2 untersucht den Zusammenhang von Kundenzufriedenheit und Loyalität. Artikel 3 analysiert Konsumentenreaktionen auf Beziehungsverstöße und die Rolle von Beziehungsnormen. Artikel 4 untersucht den Einfluss negativer Informationen auf die Stärke der Markeneinstellung von Konsumenten. Im abschließenden 5. Artikel werden schließlich Kommunikationsstrategien für den Fall negativer Markenvorfälle entwickelt.
This dissertation consists of five articles concerned with different aspects of consumer-brand relationships. Article 1 looks at what makes consumers consider a brand in the first place, the precondition for a brand to establish a relationship with a consumer. Article 2 deals with sustaining consumer-relationships and the role of satisfaction in retaining customers. Article 3 looks at whether consumers stay with the brand in the case of a relationship problem, actively work to sustain the relationship or silently let it deteriorate. It shows that relationship norms constitute an important factor in how consumers react to such negative incidents in a relationship. Article 4 investigates the effect of negative brand information on consumers’ attitudes and article 5 develops communication strategies for companies to employ when negative brand incidents occur.

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McClure, Samantha. "Brand Engagement in Relation to the Elements of Uses and Gratifications Theory through Participation in Virtual Brand Communities on Pinterest." Thesis, University of Louisiana at Lafayette, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10163337.

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Many advertising, marketing, and communication professionals look for ways to increase consumers’ engagements with their brands. In doing so many have begun to use social networking sites, such as Pinterest. Consumers can engage with brands through participation in these sites. Through this brand engagement, businesses can hope for positive customer satisfaction towards their specific brand, which can lead to the development of brand attachments. The purpose of this study was to show the association between brand engagement and the elements of uses and gratifications theory, specifically through the use of the virtual brand community of Pinterest. Statistical tests were conducted to determine the relationship between individual and multiple elements of the uses and gratifications theory and brand engagement.

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Swartling, Alida, and Louise Schander. "Artister som vandrande varumärken : En kvalitativ studie om hur artister blir ett human brand." Thesis, Södertörns högskola, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-45919.

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Att använda människor som varumärken är ett växande marknadsföringsfenomen som har fått benämningen human brand. I dag går det bland annat att hitta detta fenomen i musikbranschen där artister ses som varumärken för sin musik. Tidigare forskning visar att användning av human brand som marknadsföringsstrategi kan stärka relationen mellan konsumenter och kändisar. Att använda människor som varumärken är inte ett nytt koncept inom marknadsföring. Däremot menar forskning att begreppet human brand är relativt nytt och att det saknas kompletta ramverk och teorier inom området. Syftet med denna studie är att få en större förståelse för hur processen av varumärkesbyggande för ett human brand går till inom musikbranschen. Syftet är även att få förståelse för vilka komponenter som är viktiga, vilka aktörer som är delaktiga i processen samt vilka för- och nackdelar det finns med att använda human brand som marknadsföringsstrategi. De valda teorierna för studien är stakeholder theory, attachment theory, brand authenticity, celebrity brand authenticity samt self-determinations theory. Studien utgår från en kvalitativ metod där semistrukturerade intervjuer med artister, marknadsförare och managers samt en fokusgrupp med konsumenter genomfördes. Resultatet visar att en av de största faktorerna till att artister lyckas med personal branding processen är genom tydliga mål och visioner av vad de vill åstadkomma. Utan detta är det svårt för marknadsförare och managers att utföra sitt jobb då det inte finns något att sträva mot. Planeringsfasen är även det en viktig faktor i processen att utveckla ett human brand. I denna fas ingår profilering och paketering, kontinuitet samt att skapa och upprätthålla en röd tråd i artisten karriär, detta för att uppfattas som äkta hos allmänheten. Studien visar att det är viktigt, både för artisten men även för konsumenter och fans att artisten är sann mot sig själv. Resultatet visar att flera aktörer är viktiga för artisten och processen att bli ett human brand. Studien visar även på att det saknas en aktör som ser till artisten fysiska och psykiska hälsa, samt att det finns både för- och nackdelar med att använda human brand som marknadsföringsstrategi.
Using humans as brands is a growing marketing phenomena called human brand, that can be seen in the music industry where musicians have become their own brand for their music. Studies have shown that using human brands can result in a stronger relationship between the celebrity and consumers. Although using humans as brands is not a new concept in marketing, studies regarding human brands is a relatively new phenomenon that is still lacking a complete framework and theories. This study seeks to find a deeper understanding of how a musician becomes a human brand, which stakeholders are vital and what are the pros and cons of using the marketing tool human brand. The chosen theories for the study are stakeholder theory, attachment theory, brand authenticity, celebrity brand authenticity and self-determinations theory. The selected method for the study is a qualitative research method with semi-structured interviews with musicians, marketers and managers and one focus grupp with consumers and fans. The result of the study shows that one of the biggest factors for succeeding as a musician is to have clear goals and visions of what they want to achieve. Without it, it is nearly impossible for marketers and managers to do their work. What is also found to be of great importance is the planning phase which involves profiling and packaging, continuity and maintaining a red thread through the musicians career and authenticity. The study shows that being true to oneself is an important aspect for the musician as well as to the consumers and fans. Results show that there are numerous stakeholders that are vital for the process of becoming a human brand as a musician. The study also found a non existing stakeholder that the respondents would like to see in the future, that is an individual who only sees to the physical and psychological well-being of the musician. Furthermore the study showed that there are both pros and cons regarding using human brands as a marketing tool.

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Boostrom, Robert E. Singelmann Peter. "Symbolic interaction in brand equity theory the Ford Mustang as an abstract object /." Diss., UMK access, 2004.

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Thesis (M.A.)--Dept. of Sociology. University of Missouri--Kansas City, 2004.
"A thesis in sociology." Typescript. Advisor: Peter Singelmann. Vita. Title from "catalog record" of the print edition Description based on contents viewed Feb. 22, 2006. Includes bibliographical references (leaves 44-46). Online version of the print edition.

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Wang, Jiayi. "Understanding Cleveland as a Sports Destination: an Empirical Study of Brand Personality Theory." Kent State University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=kent1460986522.

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Elbedweihy, Alaa Mohamed. "Conceptualisation, measurement, and validation of consumer-brand identification : a social identity theory perspective." Thesis, University of Hull, 2014. http://hydra.hull.ac.uk/resources/hull:11268.

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Of particular importance to academics and practitioners in the marketing discipline is the ability to identify means of building deep, committed and enduring relationships with customers. Consumer-brand identification has been proposed as a useful construct in understanding the underlining mechanisms that explain relationships between consumers and brands. Despite the surge in interest in examining identification in the organisational settings, little attention has been paid to the investigation of the notion of identification in the branding context. Following a systematic review of relevant peer-reviewed articles in six major electronic databases, published between 1989 and 2013, three limitations were apparent (a) the lack of clear unequivocal definition of consumer identification, (b) doubts over discriminant validity between consumer identification and similar marketing constructs, and (c) limited evidence of reliability or validity for most available measures. Informed by these issues, a theoretically grounded conceptualisation and measurement of consumer-brand identification construct were developed. Specifically, three comprehensive phases were conducted to develop a reliable, valid and parsimonious consumer-brand identification scale. Following item generation from literature review and two expert surveys, these items in conjunction with related constructs and existing measures of identification were administered to two independent samples. Numerous exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were employed to purify the scale, determine the dimensionality of the construct, assess the internal consistency of the scale, and support its convergent, discriminant and predictive validity. These analyses found support for a second-order consumer-brand identification construct comprising of five first-order factors: cognitive identification, affective identification, public evaluation, private evaluation, and emotional responses. Using a third new sample, the newly developed scale was then incorporated into a full structural model to assess its nomological validity. This thesis contributes to the identification theory and practice by, first, offering a theoretically grounded conceptualisation of consumer-brand identification and delineating the construct of interest from similarly related constructs. Second, by developing a valid, reliable and parsimonious scale that reflects the multidimensional conceptualisation of the construct. Third, by utilising the new measure to study underexplored antecedents and consequences to the newly conceptualised consumer-brand identification construct. Finally, the findings would help researchers and managers gain a better understanding of the phenomenon of identification and factors under which identification is likely to occur that can derive advocacy or championing behaviour. In addition, consumer-brand identification scale might facilitate the measurement of identification in future empirical studies and could be a useful tool for managers to determine the level of identification of both current and potential consumers.

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Bazaki, Eirini. "The effect of relational elements and co-creation of value on brand extension acceptance." Thesis, University of Glasgow, 2013. http://theses.gla.ac.uk/4373/.

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This thesis aims to broaden the spectrum of brand extension acceptance literature, largely defined by categorisation theory, and bring to light alternative and complementary criteria for predicting brand extension success. To achieve this, the theoretical framework of this study replicates the principal model in brand extension acceptance (Aaker and Keller 1990) and extends it by introducing the concepts of virtual brand tribal communities, consumer-brand relationships, and co-creation of value, which originate in relationship marketing and service-dominant (S-D) logic. The thesis considers brand extension acceptance criteria within the increasingly important paradigm of S-D logic (Vargo and Lusch 2004). The present study uses a mixed method research design in order to address the research objectives of this study, enhance the robustness of the study and improve the level of reliability of the research findings. The qualitative data from the study served to deepen understanding of the research concepts and to construct the research instrument. The quantitative data were analysed to test the research hypotheses, and provide measurable results that can be projected to a larger population; the data were collected through an online survey with European consumers in the entertainment goods sector (specifically, video games). The present study found that the factors introduced by relationship marketing and the S-D logic explain a high proportion of variance on extension acceptance of joint co-creation and high consumer-low company co-creation products. Major contributions of the study include the development of a more holistic framework of brand extension acceptance; along with the adoption of the S-D logic which establishes the existence of relational and co-creative parameters in the evaluation of brand extension products. In terms of theory, the thesis contributes to the conceptual development of the virtual brand tribal community and consumer-brand relationship concept; and provides empirical support for their dimensionality and impact on brand extension acceptance. Similarly, at a theoretical level the thesis brings together two dimensions of the co-creation of value concept which were previously found dispersed in the literature, and thus provides empirical support for the effects of the level of co-creation construct. Concluding remarks acknowledge the limitations of the thesis and propose avenues for future research.

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Sun, Xiaolu. "Of Symbolic Consumption and Brand Choice: An Empirical Testing of the Self-congruity Theory." Kent State University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=kent1341322211.

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Schmidt-Devlin, Ellen M. "OMNI-BRAND: THE PARADOX OF GLOBAL ACCEPTANCE AND LOCAL AUTHENTICITY." Case Western Reserve University School of Graduate Studies / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=case1584618669205106.

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Pongsakornrungsilp, Siwarit. "Value co-creation process : reconciling S-D logic of marketing and consumer culture theory within the co-consuming group." Thesis, University of Exeter, 2010. http://hdl.handle.net/10036/113457.

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The purpose of this dissertation is to demonstrate how individual consumers negotiate in the collective community in order to co-create value. By making use of the concepts of ‘resources’ from the Service Dominant Logic of Marketing and ‘cultural lens’ from Consumer Culture Theory, this dissertation considers both individual and collective interaction in order to demonstrate the roles of individual consumers in the value creation process and how the value creation process works. A comprehensive and up to date review of literature provides a guide to the theory and a path for research. This dissertation employed netnography to understand social and cultural aspects of consumption from an online football fan community. The data collection also included participant and non-participant observations, and local fans interviewings. Hermeneutical framework of interpretation was used to analyse data. The findings show that consumers can co-create value among themselves through the roles of ‘provider’ and ‘beneficiary’. It shows the dynamic movement of individual consumers within the continuous learning process of value creation. This dissertation demonstrates that brand community plays a role as a platform of value creation. Consumers can co-create value among themselves through the process of engaging, educating and enriching. The finding demonstrates active roles of consumers in value creation process. This dissertation also discusses how inequalities between resources of consumers in brand community can cause conflicts among them and how these conflicts stimulate consumers to co-create the collective resources. Within this process, consumers have collectively balanced the power through the social interaction in order to eliminate the domination and conflicts. This dissertation extends the previous researches in value creation within brand community by demonstrating how individual consumers engage and negotiated in value creation process. It contributes to respond working consumers and double exploitation through ‘sacrifice’.

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Greyling, Caroline. "Exploring the impact of language on consumer-brand relationships across digital media." Master's thesis, Faculty of Commerce, 2021. http://hdl.handle.net/11427/33702.

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Within the marketing management sphere, consumer-brand relationship theory has attracted interest and academic research since its inception. One area that has been relatively unexplored, however, is the interplay between vernacular languages and consumer-brand relationships in a multilingual South Africa. Celebrated for its multicultural and multilingual identity, South Africa recognises eleven official languages with English predominantly used across marketing activities. Despite a variety of research projects aimed at exploring consumer-brand relationship theory, there remains a gap in the knowledge regarding how languages impact the relationships that consumers form with brands. Previous research has been centred on the Western and Asian markets and has failed to address the challenges of the diverse South African market. Consumers experience an emotional link and a sense of attachment to their home language. This paper postulates that this connection extends to consumer-brand relationships and that language choice can, therefore, impact the formation and development of brand relationships. This paper sought to explore this theory, using qualitative research methods. In-depth interviews were conducted in order to collect information about consumers' experiences and feelings regarding this topic. Fourteen participants from various language groups were asked a series of open-ended questions and their responses recorded. Results demonstrated that the use of first languages can influence how consumers respond to brands and can affect a number of elements identified in the brand-relationship quality model. The analysis found a link between language use and brand relationship theory, finding that the use of consumers' mother tongues can lead to consumers developing relationship qualities including love and passion, self-connection and commitment. This demonstrates that language can play a significant role in impacting consumer-brand relationships. We, therefore, infer that language can potentially impact consumer-brand relationships, and that language choice has the power to impact how consumers build relationships with brands.

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Siyasinejad, Seyedmohammadali, and Teodor Teodosiev. "Value Co-creation Practices in Brand Community of Airbnb." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-45606.

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Abstract Background: Value co-creation emerged at the beginning of the 21st century as a new way of understanding of value and its creation which occurs around individualized experiences of co-creation, leading to the creation of value that is exclusive to every person. In the essence of the concept of value co-creation lays the service-dominant logic of marketing. The investigation of value co-creation within brand communities has been emphasized in recent years. The practices of brand community members play a significant role in the value co-creation. Since Airbnb has never been looked as a brand community in the value co-creation literature, it remained unclear how value can be co-created through the practices of Airbnb community members. Purpose: How value is co-created between brand community members of Airbnb (between hosts and guests and guests themselves) through their practices in their experiences within the corporeal world? Method: In order to meet the purpose of this study, authors applied a qualitative method. Further, a netnographic strategy has been employed which led us to collect online-posted reviews of Airbnb guests from Airbnb website. Authors used purposive sampling by selecting the only guests who had the previous experience of stay in Airbnb accommodations in cases of on-site hospitality. 155 reviews of different guests from 31 accommodation profiles were collected in three waves of data collection. Moreover, a grounded theory coding was employed in order to analyze the data. Conclusion: We identified 14 sub-categories of value-creating practices that emerged under four major categories, namely: practice of sharing, practice of communicating, practice of saving, and practice of authenticating. Further, in the process of elaboration of main elements of practices (i.e. objects, doings, and meanings), we found general connections of these elements within the practices of hosts and guests (i.e. Airbnb community members) that helped us to understand how value is co-created in their experiences within the corporeal world.

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Hilgenkamp, Heather. "Contrasting multiple models of brand equity’s role in consumer decision making." Diss., Kansas State University, 2014. http://hdl.handle.net/2097/18711.

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Doctor of Philosophy
Department of Psychological Sciences
Gary Brase
Brand Equity is a common phrase in consumer research, but there is still a lot of ambiguity surrounding the measurement of this concept (Keller, 2008). Several methods of measurement have been proposed over the years, but no one method has been adopted as the ideal way to predict purchase intent and measure brand equity. The current research tested three theories—Social Exchange Theory (SET), Theory of Planned Behavior (TPB), and the Yoo and Donthu model—to see which is the best predictor of purchase intent and brand equity. SET assumes consumers weigh the costs and rewards of purchasing the product. TPB uses consumers’ attitudes over purchasing the product, subjective norms of what others would do, and the perceived behavioral control consumers have in actually purchasing the product. The Yoo and Donthu model has been used most often of the three theories in measuring brand equity and includes measures of brand loyalty, perceived quality, brand awareness/associations, and overall brand equity. Study 1 assessed consumer durable products (TV and athletic shoes) and Study 2 assessed consumer non-durable products (soap and toothpaste). Consumers evaluated these products online based on a picture of the product, the brand name, price, customer reviews, quality ratings, and an advertisement and then indicated their likelihood to purchase the product. Theory of Planned Behavior was the best predictor of purchase intent across all four products assessed indicating that consumers look at external factors such as what others would do as well as how much control they have over purchasing the product as much as they consider their own attitudes.

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Coetzee, Zandereen. "Global versus local brands in South Africa: an empirical analysis of consumer perceptions." Master's thesis, Faculty of Commerce, 2018. http://hdl.handle.net/11427/31537.

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Global brands are increasingly expanding their footprint to developing countries, due to the promising opportunities that these countries hold; and as such, consumers are faced with the decision between global and local brands. In South Africa too, there has been an influx of global brands, which has placed pressure on the local retail landscape. Therefore, the main objective of this study was to determine whether there is a difference in perception among millennial consumers in South Africa between a global and a local fashion retail brand. Millennials are considered to be individuals born between the early 1980s and late 1990s. To understand consumers’ decision making process between global and local brands, the signaling theory was applied. The signaling theory is typically used to describe behaviour when multiple parties have access to different information – in this case it relates to consumers having access to the different signals sent out by both global and local brands. In addition to the signaling theory, the brand-analysis model was employed to measure these perceptions relating to brand-specific associations (perceived quality and emotional value), general brand impression (brand awareness and brand image) and brand commitment (brand loyalty and purchase intention). Therefore, the objectives and hypotheses for this study were directly derived from each of the brand-analysis constructs mentioned above. It is understood that researchers have not used the signaling theory and brand analysis model together. This study also considers them independently, however the brand analysis constructs are used as signals between brands and consumers. Using the two retail brands, H&M (global) and Mr Price (local) as stimuli, the data were collected through an online questionnaire. A non-probability sampling technique was implemented, which achieved a total sample size of n=263. The target population consisted of millennial consumers in South Africa, due to the significant spending power of this cohort. The findings were three-fold. Firstly, the hypotheses tests indicated that there are differences in consumer perception relating to each of the brand-analysis constructs, with higher ratings towards the global brand for perceived quality, emotional value, brand image, brand loyalty, and purchase intention. Local brands, however, appear to enjoy higher levels of brand awareness. Secondly, in order to gain deeper insights into these perceptions, this study also compared the difference in perceptions among the demographic subgroups. In contrast to the overall preference for global brands, certain groups, such as those with lower income levels and lower levels of education, had higher ratings for the local brand in terms of perceived quality, emotional value, brand loyalty and purchase intention. Lastly, the strength of the relationships between constructs was measured; and this showed that, for both brands, positive relationships exist among all of the brand-analysis constructs – with varying strength levels. The academic contributions of this study are as follows: In general, brand management literature in developing countries has been neglected. Previous research has shown that there are differences in brand perception between consumers from developed and those from developing countries. This study therefore aimed to add to the literature, not only towards a typical developing country, but towards a hybrid country, namely South Africa. In addition, the brand-analysis model and the signaling theory used in this study, serve as a basis for future research aiming to evaluate consumer choice. Practical contributions include the following: The findings yielded significant insights into the aspects to be emphasised by global and local brands, in order to be successful in capturing and maintaining the desire of consumers to purchase and use their brands. Thus, the findings provide an understanding of the drivers of global and local brand purchases for marketing practitioners – to improve or adjust their marketing strategies. On the basis of these findings, local brands are advised to invest in expanding their presence in other countries, and to advertise this as a signal of quality. Another strategy for local brands is to emphasise their authenticity and pride in the local culture as a signal of a deep connectedness with the local market. Global brands on the other hand, are advised to advertise their worldwide availability and acceptance as a signal of quality and prestige, and to offer an opportunity for consumers to be part of the global-consumer culture.

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Alsabt, Danah. "Global vs. Local – Marketing and Advertising Strategies to Promote ‘Brand’ Kuwait." OpenSIUC, 2021. https://opensiuc.lib.siu.edu/theses/2880.

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The purpose of this exploratory study is to examine the development and promotion of local brands in Kuwait, to understand the cultural practices used to create their branding, and how they compete with global brands within the competitive marketplace. Specifically, the study looks into the brands of Kuwait and the need to be self-reliant and self-sufficient to generate incomes within the country and achieve national competency. The Western brands influence the local brands and sometimes squashing them by transitioning from global to local brands. The Covid-19 has also sparked the need for supporting local brands and the national economy, as evident in the way countries are gradually transitioning their business practices. Therefore, the author provides an understanding of how locals use the cultural identity theory for their owned brands and shift the perception of consumers to try, use, and support local brands. Furthermore, the author analyzes the digital marketing strategies applied by local and global brands in achieving effective communications by promoting their brand image to Kuwait and the Gulf Cooperation Council (GCC) region.

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Andersson, Gustaf. "Årets julklapp ”INGENTING” : En fallstudie i hur svenska hjälporganisationer jobbar med gestaltning och katalysatorer för Consumer Brand Identification i sin marknadsföring." Thesis, Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-45425.

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När en individ identifierar sig med ett varumärke har det visat sig att hen är mer benägen att utföra positiva gärningar gentemot varumärket. Det kan innefatta positive word of mouth, att försvara varumärket vid smutskastning eller intention att köpa produkter från varumärket. För att en identifikation ska uppstå krävs det att en individ kan se delar av sig själv i varumärket eller se en vinning i att identifiera sig med det. En viktig del för varumärket är att visa detta i sin marknadsföring. Till hjälp finns det fem centrala katalysatorer som hjälper till med denna process på olika nivåer. Jag har i denna undersökning isolerat och analyserat dessa i hjälporganisationers marknadsföring för att kunna se hur de används. Vidare används nästan alltid någon form av gestaltning i marknadsföring för att få konsumenten att i större utsträckning förstå budskapet och se det ur berättarens ögon. På det sättet så kan konsumenten lättare ta till sig vad varumärket vill säga och, om kommunikationen är utförd rätt, ges större chans till identifikation. Syftet med denna studie är att undersöka om 1) hjälporganisationer använder sig av gestaltning i sin marknadsföring, 2)om de använder sig olika katalysatorer för Consumer Brand Identification och 3) om dessa varumärken är lätta att identifiera sig med enligt dessa teorier. Till hjälp för att ta reda på detta så har studien använt sig utav teorierna kring Consumer Brand Identification, gestaltningsteorin och delar av The prospect theory. Studien har analyserat reklamfilmer från två olika hjälporganisationer: Rädda barnen och Unicef. I studien användes en kvalitativ retorisk analys för att tolka reklamfilmernas manifesta och latenta budskap samt två sammanställningar av strategisk gestaltning och olika katalysatorer för Consumer Brand Identification. Resultatet visade att reklamfilmerna tillsammans innehöll alla de olika katalysatorerna och strategiska gestaltningarna. Det intressanta och anmärkningsvärda var att reklamfilmerna ibland inte använde den strategiska gestaltningen på det sätt som forskningen visat skulle vara det bästa sättet att använda dem på. Vad detta kan bero på kan man bara spekulera om och det gör jag också i slutdelen av denna uppsats.
When an individual identifies with a brand, it has been proved that he or she does to some extent perform positive actions toward the brand. It can include positive word of mouth, defending the brand in mudslinging, or intent to purchase products from the brand. For an identification to occur, the individual has to see parts of her or his soul in the brand. An important part of the marketing strategy is to show the brands values in their marketing. To facilitate this there are five key drivers that help with this process at different levels. I have in this study isolated and analyzed them in humanitarian organizations marketing. Furthermore, there is almost always some kind of strategic framing in marketing, to get consumers to increasingly understand the message and see it from the narrator's eyes. In this way, the consumer can more easily absorb what the brand is trying to say, and if the communication is performed properly, greater the chance of identification. The aim of this study is to investigate whether humanitarian organizations 1) make use of strategic framing in their marketing, 2) make use of driver for Consumer Brand Identification and 3) if those brands are easy to identify with according to these theories. To help determine this, the study used the theories of Consumer Brand Identification, strategic framing theory and parts of The prospect theory. The study has analyzed commercials from two different aid organizations: Save the Children and UNICEF. The study used a qualitative rhetorical analysis to interpret the advertisings manifest and latent messages and two compilations of strategic design and various driver for Consumer Brand Identification. The result showed that the commercials together contained all the various drivers and strategic framing elements. The interesting and noteworthy part was that the commercials did not, in some cases, use the strategic portrayal in the way that research has shown would be the best way to use them. Why this is we can only speculate about, and so I do in the final section of this paper.

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Kype, Benjamin, and Leo Genberg. "Borde Zlatan ryta till? : En experimentell kvantitativ studie om marknadsaktiviteters påverkan på en Celebrity Endorsers uppfattade varumärkespersonlighet." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37175.

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Problem Formulation: Is the consumers perceived brand personality of a celebrity endorser affected by a marketing activity and its transferred personality? Purpose: The purpose of this study is to explain the correlation and relation between the perceived brand personality of a celebrity endorser and a marketing activity he or she partakes in. Theoretical Framework: The frame of reference consists of existing theories regarding brand personality, celebrity endorsement, the Meaning of Transfer Model and Marketing Activities. Method: This study has chosen a deductive quantitative experimental research design. The collected primary data is consisting of 159 respondents divided into three groups who answered an group specific online survey which was distributed through private social media channels. Empirical Findings: The results in this study comprehends of 159 respondents attitude of a celebrity endorser, which has been analysed through statistical methods. Conclusion: The study’s results point out that there is no significant change on a celebrity endorsers perceived brand personality affected by the effect of a marketing activity, which can be statistically proven. The results showed a slight variance, however these are most likely a result of random.

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Osborne, David. "Images of a Hong Kong mall : a grounded theory investigation of consumer retail brand image development." Thesis, Coventry University, 2011. http://curve.coventry.ac.uk/open/items/6111d275-32a5-4e5f-b439-692481c90284/1.

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This study generated a substantive theory of retail mall brand image construction on the part of consumers for a retail mall in Hong Kong. The primary source of data was generated from face-to-face interviews, and analysed using a grounded theory methodology. From this analysis key categories emerged which provided the foundation for the substantive theory. The theory of retail mall brand image construction proposes that consumers associate the retail mall with a particular stratum of society, through a series of interpretive processes that attach personal and social meaning to the mall. The resultant ‘brand image’ conceptualizes the mall as an integral and representative part of that social stratum and, in consequence, there is an associated series of consumer actions, behaviours, and appearances deemed to be expected and appropriate for that mall. Based on this conceptualization there is a resultant ‘character frame’ - a set of socially acceptable parameters governing action, appearance and behaviour – from which a variety of identities can be adopted or assumed that are considered appropriate to the brand image. Consumers can then determine whether these available identities resonate with their own personal values – either through simple compatibility or through more aspirational desires - and thus their response to these identities ii determines whether they accept or reject the positioning of the mall as ‘suitable’ or desirable to themselves. On a theoretical level this study articulates the link between brand image, social position, and consumer culture, and can be seen to contribute to two of the four areas of theoretical interest to consumer culture theorists, namely the area of mass-mediated marketplace ideologies and consumers' interpretive strategies and, secondly, the field of consumer identity projects. In addition the study addresses the gap in branding literature relating to consumer processes for developing (retail mall) brand images. The implications of this study for professional practice are two-fold. Firstly, they can be seen to benefit the marketing of places and place-related products by providing additional knowledge regarding the consumer brand image construction. Secondly, they have the capability to inform and thus improve the design quality of the built environment.

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Baraćová, Kristina. "Employer branding of a global company operating in the CR." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264352.

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Ambition of the thesis is to identify and evaluate tools that companies use to build and strengthen its employer brand in the external labour market, and internally among its employees and apply the theory of building employer brand on concrete company. The theoretical part of the thesis focuses defining brand as such, its theory and components moving through corporate brand to definition and concept of employer brand and its elements and ways of building an employer brand. The methodology of work consists of analysis of dedicated literature and papers on the topic and publicly available information about chosen company. In practical part, the thesis analyses concrete company and its employer brand using external and internal questionnaire research.

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Nuñez, Michelle N. "Womenpreneurs in a Digital Environment: Utilizing Instagram to Build a Personal Brand." Scholar Commons, 2019. https://scholarcommons.usf.edu/etd/7874.

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Personal branding on social media is a growing and expanding field. The present research works to uncover the processes and practices of womenpreneurs and the ways in which they utilize social media, specifically Instagram, to build and maintain their personal brands. Grounded theory is used to underpin the research and provide a basis of which the study is conducted. The review of literature provides the context necessary to support the methods of a content analysis and semi-structured interviews. There is a gap in research as it pertains to the conceptualization of personal branding practices on Instagram and the present study works to build a bridge to understanding these practices. Online presentation of the self is an expanding body of research in academia, and the present research works to contribute new knowledge surrounding the exploitation of the most popular visually based social media platform Instagram to create and maintain successful personal brands.

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Boman, Courtney. "Understanding the effects of Twitter-based crisis communications strategies on brand reputation." Thesis, Kansas State University, 2017. http://hdl.handle.net/2097/35571.

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Master of Science - Agricultural Education and Communication
Department of Communications and Agricultural Education
Jason D. Ellis
The Situational Crisis Communications Theory (SCCT) states that what organizations say to various publics during a crisis should influence the extent of the reputational and financial damage a crisis can inflict on the organization's image. Past research has focused on distinguishing types of crises and what crisis-communication strategies should be used with traditional media. Research exists, but looks at social media and its effects on brand reputation during a crisis via case studies or is an experimental design focused on the information source. There is a lack of controlled experimental studies that investigate the role of social media in crisis-communications strategies. Guided by Coombs’ Situational Crisis Communications Theory, this controlled experimental design employed a 2x2 factorial design. The independent variables were (a) type of crisis (preventable, accidental) and (b) type of response (rebuild, diminish) used on Twitter. The dependent variable was organizational brand reputation. Survey participants were recruited through a paid Qualtrics panel who were millennials that live in Midwestern states. Specific research questions were RQ 1: Will all participants begin with the same pre-test score; RQ 2: Is there a time effect on brand reputation; RQ 3: Does an accidental crisis change brand reputation; RQ 4: Does a preventable crisis change brand reputation; RQ 5: Does brand reputation change vary by crisis type? Based on findings in previous research, hypotheses developed were: H1: Brand reputation will be consistent from pre-brand to post-brand test for matched crisis responses; H2: Post-brand tests for unmatched accidental responses will be consistent with or better than pre-brand tests; H3: Post-brand tests for unmatched preventable responses will be lower than pre-brand tests. The findings from this study give insight to how SCCT translates to Twitter. In this study, matched responses did not maintain reputation as the SCCT literature suggests. In addition, the accidental unmatched condition did not perform better than the matched condition. However, unmatched preventable did have a bigger decline in brand reputation than matched, suggesting it could be better to have no response than the wrong response in some situations. This study confirms the need for practitioners to understand the crisis type prior to responding and understand the role of social media in communication. Throughout the study, it was found that using an unmatched response could cause a decrease in brand reputation. This is especially true when using a low-attribution response for a high-attribution situation, as the response will fall short of what the crisis requires.

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Pournaris, Marios. "An empirical investigation into the behavioural aspects of OBC participation for the brand using the commitment-trust theory of relationship marketing." Thesis, Brunel University, 2018. http://bura.brunel.ac.uk/handle/2438/16666.

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Advancements in information technology have shaped the way customers and organisations interact with one another. Online brand communities (OBCs), especially have found their way into 21st century relationship marketing. While research embraces these OBCs for their cost-efficiency and ability for quicker and more intimate interactions, it has not thoroughly examined the procedure through which participation in such OBCs affects the major constructs of relationship marketing. Drawing from the commitment-trust theory and its central concepts of brand trust and brand commitment, this thesis utilizes this theory in a brand community and in an online context. Using probability sampling and a self-administered questionnaire, this study employs a deductive logic to investigate if higher levels of commitment and identification with an OBC translate to increased attachment, identification, trust and commitment toward the brand that the OBC supports. Furthermore, it demonstrates that this OBC-generated commitment is significant to brand managers since it enhances brand equity in terms of positive Word-Of-Mouth, customers' propensity to pay a price premium and oppositional brand loyalty. Similarly, this thesis underlines the importance of understanding the process through which an OBC member gradually develops strong emotional ties with the OBC, as a result of continuous interaction with other OBC members.

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Vitense, Judith, and Mary Chitgar. "Marknadsföring av Globala varumärken i en Sluten ekonomi : En Fallstudie på Iran." Thesis, Södertörn University College, School of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-1597.

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Purpose: The purpose of this thesis is to analyze and evaluate essential

prerequisites for companies and corporations aiming at marketing

global brands in a restricted market.

Method:

The investigation strategy used for this essay was to perform a case

study on the Islamic Republic of Iran. Both primary data – such as a

survey, interviews and participating observation – and secondary

data – found in books, scientific articles and the internet – have been

used to achieve the results. The gathering of empirical data was

performed inside the Islamic Republic of Iran during two weeks in

November 2007 in three different cities: Tehran, Ispahân and Bâbol.

This was carried out by considering several theories: global

branding strategies, brand equity, involvement theory and

communication models.

Results: The outcome of this essay show several factors that should be taken

in consideration in relation to marketing global brands in Iran. Many

companies have chosen adaptation as their promotion– and product

strategy because of countless rules and restrictions hindering global

marketing. These strategies affect consumer involvement: low

involvement global brands become high involvement global brands

once in the Iranian market. The authors have taken Brand

Awareness as a primary factor for spreading and promoting global

brands. The empirical material also shows how global brand

knowledge is mostly spread through prohibited new media (Satellite

TV and Internet) as well as with the Word-of-Mouth practice in

Iran. Furthermore, global brand knowledge amongst Iranian

consumers is widely extended. As a result, consumers prefer

standardized global brands before adapted global brands or local

brands. What the authors also found out was that the enormous

demand of standardized global brands has already been fulfilled by

the use of new solutions for distribution and promotion in the

Iranian market: most global brands enter the Iranian market via

other countries (Dubai and Turkey).

From gathering all the empirical findings by using methods of

triangulation, the authors have concluded that it is impossible to

hinder knowledge and accessibility of global brands, even in a

restricted market such as the Islamic republic of Iran.

Syfte: Syftet med denna uppsats är att analysera och utvärdera

förutsättningar som är relevanta för företagens

marknadsföringsstrategier av globala varumärken i en sluten

ekonomi.

Metod:

Uppsatsens forskningsstrategi har varit att göra en fallstudie på Iran.

Vidare kombinerar studien kvalitativ– och kvantitativ angreppssätt i

form av litteratur såsom böcker, artiklar och Internet, samt en

enkätundersökning, intervjuer, och deltagande observation.

Empirisk datainsamling skedde i Iran under två veckor i November

2007 på tre olika städer: Tehran, Ispahân och Bâbol.

Detta utfördes med hjälp av följande teorier som bakgrund: global

marknadsföringsstrategier, Brand Equity, involveringsteorier och

kommunikationsmodeller.

Resultat: Ett flertal faktorer bör beaktas i samband med marknadsföring av

globala varumärken i Iran.

De flesta företagen har valt anpassning som produkt– och

kommunikationsstrategi på grund av en mängd regler och

restriktioner som hindrar global marknadsföring. Dessa strategier

påverkar konsumenternas engagemang: låg involverade köp

omvandlas till hög involverade i den Iranska marknaden.

Uppsatsförfattarna har valt märkeskännedom som den viktigaste

faktorn för att kommunicera och marknadsföra globala varumärken.

Det empiriska materialet visar hur global märkeskännedom sprids

framförallt genom de förbjudna nya medierna (Satellit TV och

Internet) samt genom Word-of-Mouth metoden i Iran. Dessutom är

global märkeskännedom redan utbrett bland Iranska konsumenter.

Utifrån det, föredras standardiserade globala varumärken framför

anpassade eller lokala varumärken. Uppsatsförfattarna har även

konstaterat att den stora globala varumärkesefterfrågan har redan

besvarats med hjälp av nya distribution– och

kommunikationsslösningar för den Iranska marknaden: de flesta

globala varumärken marknadsförs via andra länder (Dubai och

Turkiet).

Utifrån all uppsamlad empiri, har uppsatsförfattarna genom

metodtriangulering dragit slutsatsen att det går inte att hindra

tillgången och kännedom av globala varumärken, även i en sluten

ekonomi såsom den Islamiska Republiken av Iran.

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Dosé, Tiffany, and Alexander Åström. "The Taco Theory : - A repeated measurement study of the effects of experiential event marketing on brand relationship quality in the FMCG industry." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-324789.

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Consumer marketing scholars keenly emphasize a proposed paradigm shift toward interactive relationships and lived brand experiences. Yet, little has been done to investigate the link between the two. Until now. This study is an attempt to measure the effects of lived brand experiences on consumers’ perceived relationship with a brand, through testing an academically established brand relationship quality model onto the concept of experiential event marketing. Susan Fournier’s (2000) brand relationship quality scale was chosen as the construct to be tested in the experiential event marketing context. It was through a theoretical argumentation hypothesized that the experiential event intervention would produce positive direct effects within the scale, but that these would decline with time. This was consequently tested through a repeated measurement study, set at an experiential food truck event hosted by the Swedish FMCG brand Santa Maria. Respondents were to rank their perceived brand relationship quality with the brand on three different occasions; directly before, directly after, and two weeks after being exposed to the experiential event. This way, not only the immediate effect, but also the effect over time, could be measured. It could be concluded that all but one constructs produced positive direct effects, but only half of them were significant. In all cases but one this effect declined significantly when being measured two weeks afterwards, and went in several cases back at approximately the same level as in the initial measurement. These findings have important implications for both academics and practitioners. Most notably, we argue that the link between lived brand experiences in form of typical FMCG experiential events and strengthened longer-term brand relationship quality can be invalidated.

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Jordan, Mary Margaret. "Player-Character Congruity and Immersive Experiences: Impact on Loyalty in Gaming." Diss., Temple University Libraries, 2018. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/495149.

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Business Administration/Marketing
D.B.A.
Brand loyalty in a gaming context takes many forms, including conscious selection of brand, intention of game continuation, positive word of mouth, recommendation, or even active recruitment. As games can be played multiple times, player loyalty is essential to fostering an on-going relationship between brand and consumer. This study focuses on the theory of self-congruity, the congruence between one’s self-concept and one’s perception of a brand’s personality, and its impact on brand loyalty in the gaming industry, a market that has grown exponentially in recent years. Through 31 in-depth interviews, the initial qualitative research explores self-congruity (actual, ideal, social, and ideal social) and its relationship to the gaming environment and how that impacts brand loyalty. The findings of the first study demonstrated: 1. congruity between the player and game character, rather than the game itself, 2. the deeply personal approach to character design, and 3. the feeling of immersion in the game’s narrative. Based on the initial study findings, the second study was developed to incorporate flow theory that describes the nature of feeling fully immersed within the game. A conceptual model was created to integrate self-congruity and flow theories and their impact on brand loyalty. The model was then tested through 512 respondents of a self-reported survey. Results supported prior researchers’ findings, such as the relationships between player-character identification and flow as well as flow and loyalty. Yet, we found that ideal congruity may be a stronger indicator of loyalty as mediated through flow, while actual congruity may in fact inhibit the relationship. The results of this research provide a theoretical contribution by adding self-congruity theory to the flow and loyalty body of knowledge in the gaming space. Furthermore, the self-congruity measurement model provides an alternative measurement method to the previous player-character identification model. From a managerial perspective, the study results support an approach to game design that encourages character design suited to players’ ideal selves rather than mimicking their actual, “real world” selves.
Temple University--Theses

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Björkman, Anna. "Logotypens relationer - att designa en logotyp för ett undervarumärke." Thesis, Linköpings universitet, Medie- och Informationsteknik, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-150559.

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The purpose of this study is to create a new logotype for the student-run organisation LinTek Näringsliv (LinTek Corporate Relations), a sub-brand of the Union of Science and Technology Students at Linköping University, by means of research through design. The course of the design work followed a defined process and began with a pre-study, establishing the groups current situation, their value words and wishes for the design. After a time an evaluation, in the form of a questionnaire distributed to the target audience, was made to review whether the new logotype had achieved its goals. The results show that the respondents, overall, have a neutral or positive view of the design, that the visual connection to LinTek is visible and that it now is more difficult to confuse LinTek Näringsliv with LARM. The existing theories regarding logotype and brand design are therefore proven to be true in this study.

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Burghausen, Mario. "Explicating corporate heritage identity stewardship theory from a corporate marketing perspective : a qualitative case study of Great Britain's oldest brewer." Thesis, Brunel University, 2013. http://bura.brunel.ac.uk/handle/2438/13067.

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Positioned within the corporate marketing domain, and adopting an explicit managerial perspective, this doctoral thesis advances knowledge in the form of a substantive and analytically generalisable theory of corporate heritage identity stewardship, which is derived from an empirical, theory-building, qualitative case study of Great Britain’s oldest brewer. In broad terms, corporate heritage identity stewardship theory articulates the particular management requirements of a corporate heritage identity in terms of two mutually constitutive dimensions namely (a) stewardship mindset and (b) enactment. Stewardship mindset refers to a shared awareness amongst management (i.e. positionality, heritage, and custodianship awareness) underpinned by specific managerial dispositions to feel, think, and act (i.e. sense of continuance, belongingness, self, heritage, responsibility, and potency). Enactment refers to the multi-modal implementation (i.e. narrating, visualising, performing, and embodying) of a corporate heritage identity and its relational positioning visà-vis stakeholders (i.e. temporal, spatial, and socio-cultural anchoring), which at once is predicated on and reinforces the stewardship mindset. The theoretical contribution of this study is significant in that it empirically confirms the existing, largely conceptual, literature in terms of the applicability and efficacy of the nascent corporate heritage identity construct per se. More importantly, it expands the extant body of literature by introducing a detailed theoretical explication of corporate heritage identity stewardship, which has important implications for future scholarly work. The study is, additionally, of instrumental relevance for corporate marketing management practice. First, it identifies different ways of implementing and anchoring a corporate heritage identity within societal environments vis-à-vis stakeholders, which can be utilised by organisations. Second, it articulates different enabling management dispositions, which help management to better understand the specific requirements of corporate heritage identity stewardship. The doctoral thesis articulates several avenues for future research (qualitative and quantitative) and provides – with the analytically generalisable corporate heritage identity stewardship theory – a new conceptual lense for future empirical and conceptual work within this nascent area of corporate marketing.

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45

Whytas, Kara Julie. "Impact of a Brand Crisis on Nation Branding: An Analysis of Tweets about VW’s Emissions Crisis." Scholar Commons, 2016. http://scholarcommons.usf.edu/etd/6432.

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On September 18, 2015, the U.S. Environmental Standards Agency (EPA) filed a Notice of Violation of the Clean Air Act to the Volkswagen Group regarding software used to intentionally deceive the EPA’s emissions tests. Social media is an efficient way for organizations to release information and respond quickly during a crisis. Not only are organizations posting on social media sites, but consumers are increasingly turning to social media sites, such as Twitter, during crises to share information and opinions. The VW crisis may impact Germany’s nation brand, as predicted by more recent country-of-origin literature. The country-of-origin effect occurs when the reputation of a country impacts consumer perceptions of products produced by that country. When consumers had favorable perceptions of a country, Xu and Wu (2015) found the country’s products were more likely to receive positive after-crisis reactions. German products are considered to be of high quality. “So, in the case of Germany, the development of its national brand identity is an integral part of the growth and development of its exports, the ‘Made in Germany’ label that has a world-class reputation,” (Joseph, 2014, p. 4). A content analysis was performed to examine the international conversation on Twitter through the analysis of tweets that included at least one of the following hashtags: #VWGate, #DieselGate, #VWscandal or #Volkswagenscandal.

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46

Lu, Yifu. "College Students' E-Coupon Search Behavior: A Theory of Planned Behavior Perspective." Ohio University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1398916048.

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Kolatsis, Stavroula. "Differences in interpersonal and impersonal influences on clothing brand status consumption across different population groups." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/63303.

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This empirical study investigated how interpersonal influences (normative receptiveness and informative influences) and impersonal influences differ across different population groups in terms of status consumption of clothing brands. The theory of consumer socialisation directed the study and was used to describe consumers’ susceptibility to interpersonal and impersonal influences by encompassing its two major components: the learning processes and socialisation agents. The interpersonal influences, normative receptiveness and informative influences together with the impersonal influences were included in the conceptual framework and hypotheses. The theory of consumer socialisation was selected as it provides a suitable framework to explain how consumers are socialised over time through interpersonal and impersonal agents so that they come to prefer or purchase certain products such as status clothing brands. A survey research design was followed. Data were collected with a structured self-administered questionnaire, developed from existing scales. Non-probability sampling techniques, convenience and quota sampling were used to include an appropriate sample size. Trained field workers distributed the questionnaire to the target population in suburbs in Tshwane. A total of 1014 (N=1014) usable questionnaires were completed. The sample consisted of males and females living in Tshwane, 19 years and older from all population groups. The data were captured and coded and then analysed with the help of a statistician who made use of descriptive and inferential statistics. The EFA retained three factors: normative receptiveness, impersonal influences and informative influences. The results from the CFA confirmed that the measurement model fit was good. Subsequently, GLMs were performed to assess if differences exist in interpersonal and impersonal influences across the different population groups’ status consumption of clothing brands. The findings showed that normative receptiveness, informative and impersonal influences had a statistically significant effect on the status consumption of clothing brands. From the three independent factors, normative receptiveness had the greatest effect on status consumption and showed significant difference across population groups when factoring in gender, education, age and income into the GLM models. Impersonal influences showed minor significant differences across population groups’ status consumption when gender was considered in the GLM model. Even though informative influences affected status consumption, no significant differences could be found across the different population groups when factoring in demographic factors. Findings can be useful for retailers and marketers to direct their market segmentation strategies and target consumers who would engage in status consumption. Normative receptiveness elements such as word of mouth from reference groups and social comparison in advertisements can add value to clothing brands’ campaigns.
Hierdie empiriese studie ondersoek of invloed interpersoonlike invloede (normatiewe ontvanklikheid en informasie invloede) en onpersoonlike invloede verskil oor verskillende bevolkingsgroepe in heem in terme van statusverbruik van klere-handelsmerke. Verbruikersosialiserings teorie het die studie gerig en is gebruik om verbruikers se ontvanklikheid vir interpersoonlike en onpersoonlike invloede te beskryf, deur die twee hoofkomponente die leerprosesse en sosialisering agente te inkorporeer. Die interpersoonlike invloede, normatiewe en informatiewe invloede, saam met die onpersoonlike invloede is in die konseptuele raamwerk en hipoteses ingesluit. Die teorie verbruikersosialisering is gekies aangesien dit 'n geskikte raamwerk verskaf om te verduidelik hoe verbruikers deur interpersoonlike en onpersoonlike agente gesosialiseer word met verloop van tyd om bepaalde produkte te verkies of te koop soos status klere-handelsmerke. ’n Opname navorsingsontwerp is gevolg. Data is met behulp van 'n gestruktureerde selfgeadministreerde vraelys ingesamel. Die vraelys is ontwikkel uit bestaande skale. Niewaarskynlikheid steekproeftegnieke, gerief en kwota, is gebruik om 'n geskikte grootte steekproef in te sluit. Opgeleide veldwerkers het die vraelys aan die teikenpopulasie in voorstede van Tshwane versprei. ‘n Totaal van 1014 (N = 1014) bruikbare vraelyste is voltooi. Die steekproef het uit mans en vroue, 19 jaar en ouer van alle bevolkingsgroepe, woonagtig in Tshwane, bestaan. Data is vasgelê en gekodeer waarna analises/ontledings met behulp van 'n statistikus gedoen is. Die statistikus het van beskrywende en inferensiële statistiek gebruik gemaak. Die EFA het drie faktore: behou naamlik, normatiewe ontvanklikheid, onpersoonlike invloede en informatiewe invloede. Die resultate van die CFA bevestig dat die meting model se passing goed was. Daarna is GLMs uitgevoer om te bepaal of daar verskille in interpersoonlike en onpersoonlike invloede oor die verskillende bevolkingsgroepe se statusverbruik van klerehandelsmerke bestaan. Die bevindinge het getoon dat normatiewe ontvanklikheid, informatiewe en onpersoonlike invloede 'n statisties beduidende effek op die statusverbruik van klere-handelsmerke gehad het. Van die drie onafhanklike faktore, het normatiewe ontvanklikheid die grootste invloed op statusverbruik gehad en toon ook beduidende verskil oor bevolkingsgroepe wanneer geslag, onderwys, ouderdom en inkomste in die GLM modelle ingebring is. Onpersoonlike invloede toon geringe beduidende verskille oor bevolkingsgroepe se statusverbruik wanneer geslag in die GLM model ingebring is. Selfs al het informatiewe invloede ‘n invloed op verskillende bevolkingsgroepe se statusverbruik was daar geen betekenisvolle verskille gevind wanneer demografiese faktore ingesluit is nie. Bevindinge kan nuttig wees vir kleinhandelaars en bemarkers om hul marksegmentasie strategieë te rig en om spesifieke teikenverbruikers wat statusverbruikers is te bereik. Normatiewe ontvanklikheid elemente soos mondelingse oordrag van inligting deur verwysingsgroepe en sosiale vergelyking in advertensies kan waarde tot klere handelsmerke veldtogte voeg.
Dissertation (MConsumer Science)--University of Pretoria, 2017.
Consumer Science
MConsumer Science
Unrestricted

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Hsu, Wan-Ting, and 許椀婷. "Brand and Sub-brand Effects: A Game Theory Approach." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/07923507502071535443.

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碩士
東吳大學
經濟學系
102
This paper aims to develop a model to study the monopolist’s strategies for creating a single brand or two brands in a market where consumers have S-shape preference on product’s quality (reference-dependent preferences). Most of the existing literatures assume consumers’ preferences on product’s quality are liner, and study the suppliers’ pricing and product differentiation strategies. We assume that there is continuum of consumers uniformly distributed, with a density of one, along a line segment 0 to 1. Every consumer has a different ideal expectation of quality. Consumer’s utility grows fast in a range, and begins to grow slower in another range. The range is determined by the reference point. Our model sheds light on relationship between quality and pricing. Consider a monopoly industry with a firm which can discover who will buy the product, so the quantity to produce can be computed by the range of consumers. Via the envelope theorem, yields the optimal price and quality. Moreover, the maximizing profit. The result shows how firm chooses quality and price of product under one brand and two brands. Such like in the single brand equilibrium, the consumer with the highest reference point always buys the single brand product. The monopolist chooses a higher single brand quality when research cost c decreases. In specific cases, firm could choose to not creating a new brand.

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Pereira, José António Monteiro. "Brand hate: A constructivist grounded theory approach." Master's thesis, 2019. http://hdl.handle.net/10071/19378.

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While Brand Love has been extensively studied, Brand Hate is still in the early stages of its theoretical development. Therefore, the main intentions of this dissertation are: first, to conduct a literature review, seeking to learn what has been written about the concepts and meaning of love, hate, brand love, brand hate and several supportive elements such as emotions, consumer-brand relationships, brand and anti-brand communities; second, perform multiple semi-structured interviews, analyse and discuss the Portuguese costumer’s perception on the topic and link it to academia. To achieve these objectives, the Constructivist Grounded Theory methodology is employed. In this vein, an extensive literature review was accomplished, mainly resorting to top tier journals belonging to Q1 and Q2 of Scopus and Web-of-Science, suchlike Journal of Marketing, Journal of Business Research and Journal of Consumer Psychology. Subsequently, sixteen semi-structured interviews were carried out, with knowledgeable consumers of both genders, different generational groups and professional backgrounds. To code and support the analysis of the interviews, the CAQDAS ATLAS.ti was operated. Among the findings generated by this process, seven facets were uncovered: emotions are essential to the shopping experience; there is an occasional contemporaneity between diverse elements of Active Brand Hate; Negative Past Experiences was the most cited antecedent of Brand Hate; it is possible to turn Brand Hate into neutral or positive relationships but so is the reverse; Negative Double Jeopardy should be divided into parcels; Oppositional Brand Loyalty ought be tested as another antecedent; there are dissimilar types of Brand Hostages.
Enquanto o Amor à Marca tem sido extensivamente estudado, o Ódio à Marca ainda está nas primeiras fases do seu desenvolvimento teórico. Portanto, as principais intenções desta dissertação são: primeiro, fazer uma revisão de literatura, procurando aprender o que foi escrito sobre os conceitos e significado de amor, ódio, Amor à Marca, Ódio à Marca e vários elementos de suporte como emoções, relacionamento entre consumidores e marcas, comunidades pró e anti-marca; segundo, realizar múltiplas entrevistas semi-estructuradas, analisar e debater a percepção que o consumidor Português tem sobre o tópico e vinculá-la ao mundo académico. Para atingir estes objectivos, a metodologia Constructivist Grounded Theory foi implementada. Nesse espírito, uma extensiva revisão da literatura foi concretizada, principalmente recorrendo a jornais de alto gabarito pertences a Q1 e Q2 da Scopus e Web-of-Science, tais como Revista de Marketing, Revista de Pesquisa de Negócios e Revista de Psicologia do Consumidor. Subsequentemente, dezasseis entrevistas semi-estructuradas foram conduzidas, com conhecedores consumidores de ambos os géneros, diferentes grupos geracionais e formações profissionais. Para codificar e suportar a análise das entrevistas, o CAQDAS ATLAS.ti foi manejado. Dentro das descobertas geradas por este processo, sete facetas foram reveladas: as emoções são essenciais à experiência de compra; existe uma contemporaneidade entre diversos elementos do Ódio Activo à Marca; Experiências Negativas do Passado foi o antecedente de Ódio à Marca mais citado; é possível transformar Ódio à Marca em relacionamentos neutros ou positivos, mas o reverso também; o Risco Duplo Negativo devia ser dividido em várias parcelas; Lealdade de Oposição à Marca devia ser testado como outro antecedente; há vários tipos de Reféns da Marca.

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HSIAO, Ju-Min, and 蕭如敏. "Application of Drama Theory on Simple Life Brand." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/28566106161614132526.

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碩士
國立臺北教育大學
文化創意產業經營學系
99
Since the aesthetics of life and the Lifestyle society, with the issues of cultural and creative industries spread around, have become a trend, the amount of cultural festivals to cultural productions would be more numerous and various; Moreover, these trend not only attracts citizens continuously to be more enthusiastic and active about aesthetics, but also proceeds aesthetics to living levels, and cultivates creative thoughts. In other words, in an epoch of experiences in daily life, it make people have the ability to choose their lifestyles more liberally and without limit, that is not just focus on transforming their living attitude, however, it have become a belief in values and culture. 　　Additionally, the Simple Life Festival was first held in 2006, at Hua Shan 1914 Creative Park, and the total number of attendances had achieved to one hundred thousand by the 3rd Simple Life Festival held in 2010. Furthermore, the festival also cut a conspicuous figure to those fans which were from China, Hong Kong, Singapore and Malaysia, at the same time, it owned important position in Cultural Activities field and gathered the most attractive cultural productions and local elements. When concerning the procedures through the large-scale cultural festival which mixed music and lifestyle gradually evolved to an important collective cultural event, long-term communication in brand viewpoint with consumers would become an vital rule in these procedures, and the phenomenon within cultural discourse and emotional relationship also be viewed as important when operating cultural brand. 　　Therefore, with these background, the study would apply participant observation and the structure equation modeling to analyze and research the brand of Simple Life Festival. After questionnaire survey and SEM test, the results showed that: 1. Experiential theater factor makes significant and positive influence toward brand identification and brand relationship, however, brand identification toward brand relationship only has positive influence on consumers who have more frequencies of participation. 2. From experiential theater factor, the factors of drama, performance, and audience, are the key elements which influenced the operation of Simple Life Festival. Additionally, the consumers through adopted personality, culture to build the brand identification, that is a kind of pursuit and imagination of emotionality benefits for the brand relationships of the festival. 　　In conclusion, researcher think that Simple Life Festival established new value and ideology from its event discourse, then composed music, lifestyle, reading and creativity as scenarios to central idea, with shaping and the aura of its area, and hence, the festival would become an unbloody and anti-revolution social cultural activity. Most importantly, the festival raised a new wave of living aesthetics, which was blooming in Taipei city of 21st century.

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