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Relevant bibliographies by topics / Corporate Brand Image / Dissertations / Theses

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Dissertations / Theses on the topic 'Corporate Brand Image'

Author: Grafiati

Published: 4 June 2021

Last updated: 26 July 2025

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1

Khan, Muhammad Ghayour, and Omar Khan. "Corporate Identity, Corporate Branding and Brand Image." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-57516.

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This dissertation aims to address the research gap which was evident on the apparel industry. The authors identified that additional research is required on how corporate identity influences the designing of a brand image on apparel industry. In order to address the gap the authors first formed a research model based on literature review or secondary data. Later on, primary data was collected through qualitative research method from 14 garments companies in Pakistan. Moreover, the primary data and secondary data was synthesized in order to analyze and conclude the research.The finding shows th

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2

Janečková, Barbora. "Corporate identity a corporate image značky PRIM." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11719.

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The master thesis named "Corporate identity and corporate image of PRIM" analyses the current position of brand PRIM on the watch market in the Czech Republic whereas the main focus is on the description of its corporate identity elements and the brand management strategy. The thesis consists of two main parts - theoretical and practical. The theoretical part defines the concept of corporate identity, corporate image, as well as strategic planning and strategic brand management. The practical part comprises of the ELTON firm's presentation and analysis of the Czech watch market including the d

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Gudjonsdottir, Elly, and Albina Jusubova. "CSR's effect on brand image." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-14997.

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The purpose of this study is to investigate CSR’s effect on brand image in order to increase the understanding of CSR as a marketing tool, within the service industry. The research questions of the study are “How does a service-based company’s involvement in CSR as a marketing strategy affect the brand image? And how do the different CSR dimensions affect the brand image?” This study has a positive and deductive approach with a cross sectional design. The quantitative method chosen was a questionnaire, more precisely. More specifically, a self-completion survey was conducted on a sample of 73

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Gustafsson, Clara. "Brand trust : corporate communications and consumer-brand relationships /." Stockholm : School of Business, Stockholm University, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-8148.

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Aslam, Muhammad Bilal, Mirza Nafees Baig, and Sohail Sahms. "How to establish corporate brand?" Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-5975.

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<p>Technology is becoming easy to imitate day by day thus the companies involved in technology need to invest on the soft points like branding. This will give a competitive advantage over the competitors which is not possible to imitate. Thus the overall purpose of this thesis is to investigate that how a company evolved b2b selling can establish corporate brand. So three research questions were addressed:</p><ol><li>What are the major components of corporate brand building process?</li><li>How to establish corporate brand image with the customer? </li><li>How effective corporate communication

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

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

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Medard, Myriam. "HERITAGE BRANDS: How corporate heritage and brand stewardship contribute to the valorization of brand image and strengthen corporate marketing ? The Case of Rémy Martin." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-72780.

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The purpose of this study is to show how effective brand heritage and brand stewardship can contribute to build a strong brand image and thus strengthen corporate marketing. Moreover, it is aimed to provide evidences that historical resources can enforce the brand identity and create desirability among customers, the strong brand creating value to both the customer and the company.

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Hallberger, Petter, and Amanda Malmberg. "How Corporate Social Responsibility affect brand image - A qualitative study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35639.

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Background The market together with the demands on companies are ever-changing and it has for long been a growing trend for companies to work in a responsible way towards its society, Corporate Social Responsibility (CSR). CSR gives the opportunity of improving a company‟s brand image, but it has yet to been explored which dimensions of the well known- and cited CSR pyramid, that affect brand image among consumers. Purpose To explore how consumers brand image of companies are affected by companies‟ CSR activities.Methodology The thesis was conducted by a qualitative case study, through focus g

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Mpuya, Adeline Nkwimba. "The identification and awareness level of students towards the new Nelson Mandela Metropolitan University's brand." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1024.

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In the past fourteen years, mergers and takeovers have represented a major dimension of corporate identity changes in South African institutions of higher learning. This treatise firstly describes and then explores if students identify themselves with the NMMU corporate identity. Thereafter, it firstly explores and then describes the corporate identity awareness level of NMMU students. Design: An exploratory-descriptive research design was used. The researcher used two types of data. One was secondary data and the other one was primary data. The former were collected by means of an extensive r

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Mavrommatis, Alexis. "Standardisation in international retailing : transferring store brand image." Thesis, University of Stirling, 2003. http://hdl.handle.net/1893/2021.

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There is common theme within the literature that a store represents the tangible and intangible values of the company's commercial and retail organisational philosophy. Given this, it could be considered as a brand, with all the associated competitive advantages that correspond to this entity. Operationally, a store's brand competitiveness can be viewed from the image it transmits and the impact it has in the minds of consumers. However, as markets and consumer tastes vary between countries, there have been calls for further inquiry into how the domestic store brand image, with its inherited c

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Marder, Gabriella, and Yvonne Sjöblom. "Bryr sig företagskunder om leverantörens corporate image? : Betydelsen av leverantörens corporate image vid köp av kunskapsintensiva IT-konsulttjänster." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-5211.

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Background: Critical conditions to become an attractive supplier of knowledge based IT-services in the B2B market are many. Besides the fact of supplying a service of high quality one must as a supplier communicate values which are understandable and desirable for a new buyer. Buying a knowledge based IT-service involves several risks; the consultant might not have sufficient knowledge or have difficulties understanding the corporate culture and collaborating with other staff within the client’s organization. Since services are intangible offers and it can be intricate to put right price level

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Blombäck, Anna. "Supplier brand image - a catalyst for choice : Expanding the B2B brand discourse by studying the role corporate brand image plays in the selection of subcontractors." Doctoral thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management), 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-72.

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This thesis discusses brands and branding in a B2B context by investigating the role corporate brand image plays during the selection of subcontractors and, furthermore, how subcontractors might pursue branding as an active communication strategy. The background for these questions can be found in the evolving topics of corporate communications and B2B branding. The empirical parts focus on how buyers and sellers representing nine companies in the subcontractor context describe different phases and processes included in sales and purchasing. The results indicate that subcontractor corporate br

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Chen, Chen-Chu. "The use of corporate reputation in the development of brand image strategy in the Taiwanese pharmaceutical industry." Thesis, Brunel University, 2011. http://bura.brunel.ac.uk/handle/2438/6135.

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This doctoral research aims to investigate the reputation building process of companies and to examine the applicability of western-developed theories about the uses of corporate reputation in a non-western context. It is the first study that synthesises three theories (value creation, strategic resources and corporate communication) to examine the strategic consequences of the uses of corporate reputation. Corporate reputation is an attribute or a set of attributes ascribed to a firm and inferred from the firm’s past actions. It is the belief of market participants about a firm’s strategic ch

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

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

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

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

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Mičáková, Veronika. "Vplyv CSR na image značky." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75996.

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The main aim of this diploma thesis is to discover an evidence of CSR influence upon brand image. More precisely, I will attempt to explore the impact of L'Oréal corporate social responsibility on L'Oréal Paris brand image. The concept of CSR, the center of the brand and brand image are described in the introduction. For better understanding, there are also practical examples provided. Chapter number three creates a fluent connecting link between theoretical and practical part, briefly characterising company L'Oréal and brand L'Oréal Paris. Following practical part focuses on introduction of t

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Elaies, Rosol, and Amanda Schreck. "The Influence of Internal Corporate Communicationson Brand Pride: A case study." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387342.

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The purpose of this paper is to get a deeper understanding of brand pride as a phenomenon and acompany’s influence on employees’ brand pride through their internal corporate communicationsprocesses. In order to do this, both primary and secondary data were collected and analyzed using a qualitative case study approach. A case company was chosen based on a previous internal surveythat showed that the company’s employees exhibited brand pride. Semi-structured interviews were conducted and documents from the case company were collected in order to analyze according to the analytical model that wa

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Jansson, Felix. "Företagsidentitet & image - Valet av present- och profilreklam." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-6298.

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Syfte: Huvudsyftet med denna studie är att få en förståelse för vilken roll ett företags identitet och image har för valet av profilreklam. Metod: Studien är baserad på en kvalitativ undersökning där en fallstudie har gjorts av två stycken företag/organisationer som är köpare av profilreklam samt deras profilföretag. En tvärsnittsstudie har sedan gjorts av mottagaren av profilreklam. Resultat: Ett företags identitet och image har stor betydelse för valet av profilreklam, framförallt företagets strategi, kultur, design och marknadskommunikation. Begränsningar: Studien har endast undersökt två s

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Bendisch, Franziska. "Branding CEOs : how relationship between chief executive officers, corporate brands and stakeholders image can influence perceived brand value." Thesis, University of Bradford, 2010. http://hdl.handle.net/10454/4892.

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Chief Executive Officers (CEOs) have become recognised as brands in the academic and popular domain, but little is known about the relationship between these senior manager 'brands' and the corporate brand of the organisation they represent. Since stakeholders associate the CEO's reputation with that of the company, they may negatively or positively affect each other, and there is little research into this dynamic. Indeed there is only a limited understanding about the field of people branding in general and much less into CEO brands in particular. Consequently this doctoral thesis investigate

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Bendisch, Franziska. "Branding CEOs : How relationship between cheif executive officers, corporate brands and stakeholders image can influence perceived brand value." Thesis, University of Bradford, 2010. http://hdl.handle.net/10454/4892.

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Chief Executive Officers (CEOs) have become recognised as brands in the academic and popular domain, but little is known about the relationship between these senior manager ¿brands¿ and the corporate brand of the organisation they represent. Since stakeholders associate the CEO¿s reputation with that of the company, they may negatively or positively affect each other, and there is little research into this dynamic. Indeed there is only a limited understanding about the field of people branding in general and much less into CEO brands in particular. Consequently this doctoral thesis inve

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Meyer, San-Marie. "Social media and corporate brands : a study of how the top 10 corporate brands in South Africa utilise social media content to strengthen their brand." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/96219.

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Thesis (MBA)--Stellenbosch University, 2014.<br>Social media has become one of the marketing tools corporate organisations cannot ignore anymore. Organisations are forced to adjust, and in certain cases replace, traditional marketing methods. The reason why this study was undertaken was to determine the type of content successful corporate brands use on social media platforms to attract new customers and retain their existing brand communities. The South African top ten most valuable brands of 2013, identified by Brand Finance, was the focus of the study and their social media activity was m

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Manning, Matthew R. "The determinants of brand awareness within sports sponsorship." View electronic thesis (PDF), 2009. http://dl.uncw.edu/etd/2009-3/manningm/matthewmanning.pdf.

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Mäläskä, M. (Minna). "Co-creation of corporate brand through stakeholder relationships in B2B SMEs." Doctoral thesis, Oulun yliopisto, 2015. http://urn.fi/urn:isbn:9789526208718.

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Abstract This study examines the phenomenon of corporate brand co-creation in the context of small and medium sized enterprises (SMEs) operating in business-to-business (B2B) markets. The aim of this study is to better understand how external stakeholders co-create a corporate brand—brand image and identity—and what characterises these brand co-creative stakeholder relationships. Branding is regarded as a social and interactive process in which the company and its stakeholders are both considered active participants. In addition to the corporate branding literature, this study builds on indust

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Ampuero, Denise, and Sophie Holmberg. "Co-created reputation in a nonprofit context : A mixed-method study of SACC-DC." Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-90710.

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Reputation has been the subject of marketing research throughout recent years, and it was found to be an important measure of how organizations are perceived. The theory of co-creation, where organizations interact and deliver value through the involvement of customers, has also shown positive effects on performance. The main purpose of this thesis is to gain a deeper understanding of how reputation and co-creation are managed internally. Furthermore, this study aims to investigate the impact of brand image, satisfaction, perceived quality, and brand experience on co-creation and reputation by

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Henriksson, Clara, and Karolina Kubiak. "The unknown brand of the Swedish Armed Forces : a case study of how the SAF's brand image coheres to its brand identity and how it might influence its employer attractiveness." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-19691.

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This study is based on the case of the Swedish Armed Forces (SAF) since the organization has struggled with its recruitment and brand building. The purpose of the study is to approach the coherence between brand image and brand identity through an employer branding perspective. More specifically, it aims to explore how this interplay might influence the employer attractiveness of an organization. The research is based on a qualitative case study. Furthermore, previous research regarding brand identity, brand image and employer branding constitutes the basis of the developed conceptual model. T

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Desjardins, Élise. "CFL Touching Down Back in Ottawa: Exploring Corporate Image and Brand Equity Prior to Entry." Thèse, Université d'Ottawa / University of Ottawa, 2012. http://hdl.handle.net/10393/23620.

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This mixed method research evaluates corporate image theory and its impact on assets of brand equity. It consists of a single case study of a CFL franchise coming back to a market that has experienced two failed franchises. The first phase involved the collection of archival material and the execution of semi-structured interviews. Through content analysis, four higher order themes emerged: the importance of Football Tradition, the need for a new Sport Facility, and the importance placed on both Identity and Brand Awareness. These themes denoted the importance of history and tradition for a

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Fontolan, Giorgia <1993&gt. "HISTORIC CORPORATE SOCIAL RESPONSIBILITY Gli effetti su brand image e performance nel caso Hugo Boss." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/14691.

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Negli ultimi anni si è sviluppato un acceso dibattito in merito a come un’azienda è in grado di affrontare le scelte prese dalle generazioni precedenti di manager; il passato di un’impresa in principio non veniva considerato come un elemento determinante nel processo decisionale che porta al conseguimento di determinati risultati. Si è evidenziato come questo tipo di decisioni si ripercuotono nel tempo sull’immagine e sulla performance aziendali, generando effetti sia negativi che positivi. La responsabilità in merito all’eredità storica di un’azienda prende il nome di Historic Corporate Respo

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Růna, David. "Význam corporate designu pro firemní komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-15903.

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Thesis is focused on corporate identity with accent on corporate design. It describes roles and relationships among particular components of CI. More detailed is aimed at corporate design. Practical part of thesis describes redesign process and presents results of research on this theme.

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Zwakala, Kuhle Mkanyiseli. "Brand identity of a selected South African bank." Thesis, Cape Peninsula University of Technology, 2016. http://hdl.handle.net/20.500.11838/2435.

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Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2016.<br>By virtue of existence, a brand has a history, and probably an envisaged future. Collectively these variables are understood to be central to a brand’s identity formulation. However, there are various other elements that may inform brand identity construction. This study investigated brand identity formulation of a bank brand in the South African banking sector. In essence, the current study probed variables or elements that inform brand identity formulation, in this service oriented sector. It is understood tha

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

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En tant que le pilier de l'économie nationale, l'entreprise immobilière qui assume la responsabilité sociale peut contribuer à l'environnement de marché harmonieux en Chine. Le 19 septembre 2004, la quatrième session plénière du 16e Comité central de Chine a présenté le concept de la "construction d'une société harmonieuse". La "société harmonieuse" est l'objectif stratégique du développement social proposé par le Parti communiste chinois Le sens de la "société harmonieuse" est d'utiliser autant que possible tous les facteurs disponibles et favorables à exploiter la capacité d'innovation de to

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Kabíčková, Edita. "Značka jako životní styl." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205385.

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This thesis collects the information about concrete trademark and its marketing activities. By using the detailed analysis of Quiksilver Company its image and marketing communication the thesis indicates the importance of building a strong brand and shows how far can marketing goes. It includes analysis of the company´s image and marketing tools used by Quiksilver, through available documents and questionnaire survey. The main objective of this thesis is to capture the image of Quiksilver brandon the Czech market. The final section includes the evaluation of actual actions on the examined mark

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Pietrobon, Alberto, and Yu Dai. "Branding for Start-ups: A case Study of Spotify." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-98374.

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Purpose - The purpose of this research is to explore if there is a viable way for a newly brand to speed up the process of creating and acquiring the brand equity. Since branding is a very broad area, we narrow the research down to brand alliance for startups. With this research, we aim to deep into the subject to understand how this has been done and could be done. Research Question - How can a start-up make brand associations with other well-known brands, in order to leverage their equity and acquire its own? Methodology - Qualitative research method is applied through an interview to th

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Barros, Inês Peso de Oliveira. "Ben & Jerry’s: case study on children’s social awareness and its impact on corporate strategy." Master's thesis, NSBE - UNL, 2011. http://hdl.handle.net/10362/10054.

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Johansson, Marie-Louise. "Vem bryr sig? : en studie av Corporate Social Responsibility som konkurrensmedel." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-19611.

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The competitive situation for businesses has experienced drastical changes as an effectof globalization and changes in consumer demands. Product related competitive advantages arerisking to quickly become presumptions for competition. The demand for increased innovationpace, along with the intense price competition, has led to buisnesses trying to find new ways todifferentiate themselves and Corporate Social Responsibility has became one way of doing so.The bad working conditions associated with the textile industry have rised a debate about thebusinesses’ Corporate Social Responsibility. The

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Miettinen, Noora Irina, and Silva Soraya Lima. "Better products, better world, better image : A Study on the Interaction of Corporate Social Responsibility, New Product Development and Brand Image in the B2B Sector." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20543.

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Title: Better products, better world, better image: A study on the interaction of corporate social responsibility, new product development and brand image in the B2B sector Authors: Soraya Lima Silva & Noora Irina Miettinen Course: Marketing master programme final thesis, 30 ECTS, spring semester 2012,LinnaeusUniversity Keywords: Corporate social responsibility, sustainability, new product development, innovation, B2B brand image, B2B brand perception Purpose: Investigating how customer’s perception of brand image is affected by corporate social responsibility (CSR) and new product d

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Kyller, Hannah, and Hedvig Thorson. "Boycotting, buycotting or doing nothing : A quantitative study of corporate reputation in relation to political consumerism." Thesis, Jönköping University, IHH, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53020.

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Background: In previous years, Swedish company Na-kd has been promoted in the media due to allegations of poor working conditions. While this has potentially taken a hit on the company’s reputation, studying the relationship between corporate actions and perceptions of the public has been neglected. People engage in political consumerism to express their opinions regarding political, social, or ethical concerns, which could for example include boycotting (refusing to shop at) a specific company. Previous literature within the political consumerism and corporate brand reputation stream pays lit

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Gudelevičiūtė, Irma. "Organizacijos prekės ženklo ir įvaizdžio sąsajos: socialinės atsakomybės aspektas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2011~D_20140627_162951-96688.

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Organizacijos, norinčios pasiekti geresnių rezultatų rinkoje nei konkurentai, turi įgyti ir išlaikyti tam tikrą unikalumą, kurio negalima imituoti, ir kuris suteiktų konkurencinį pranašumą. Vienu iš tokių sunkiai imituojamų išteklių yra organizacijos prekės ženklas ir organizacijos įvaizdis. Organizacijos socialinė atsakomybė taip pat tampa vis svarbesniu konkurenciniu pranašumu. Darbo objektas – organizacijos prekės ženklas, įvaizdis ir socialinė atsakomybė. Darbo tikslas – teoriškai pagrįsti ir empiriškai patikrinti organizacijos prekės ženklo ir įvaizdžio sąsajas socialinės atsakomybės aspe

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Le, Roux Christelle. "An assessment of the role of corporate brand identity in corporate brand image formation." Thesis, 2013. http://hdl.handle.net/10500/9847.

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This study focuses on the extent to which the various elements of corporate brand identity as identified in the literature are perceived to contribute to corporate brand image formation. In doing so, a theoretical perspective is adopted for this study that borrows from both marketing communication and corporate communication theories. Three data collection techniques – Q methodology, an online questionnaire and computer-assisted telephone interviews (CATI) – were used to determine to what extent these elements are perceived significant in corporate brand image formation among participants fro

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Sevel, Louise. "Corporate brand portfolio management." Thesis, 2016. http://hdl.handle.net/10539/21062.

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Thesis (M.M. (Strategic Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Wits Business School, 2016<br>Many organisations consider their brands strategic assets and want to manage them accordingly. The adoption of a corporate brand strategy is one way in which organisations show their commitment to being a brand-focused business. Organisations do however often find it difficult to translate the theory on corporate branding into practice. There are a number of reasons for this; in essence, brands are not always created equally due to the fact that organisa

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Ho, Chung-Ju, and 何宗儒. "Analyzing Cosmetic Brand Loyalty on Customer Value, Corporate Image, Brand Equity." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/88101572822305651561.

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碩士<br>嘉南藥理大學<br>化粧品應用與管理系<br>102<br>Competition among the cosmetic industry is fierce; therefore, earning consumer’s favor and enhancing brand loyalty have become the key elements in corporate management and development. By studying from consumer’s viewpoint, this research attempts to investigate the influences of customer value, corporate image and brand equity on brand trust and brand identification, and further examines the relationships among brand trust, brand identification and brand loyalty. Research subjects are general consumers aged 18 to 50, and more than 450 copies of questionnai

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Lai, Pei-Hsin, and 賴佩欣. "The Relationships among Corporate Social Responsibility, Corporate Image, Brand Image, Customer Value, and Customer Satisfaction." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/84870163959494982546.

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碩士<br>靜宜大學<br>國際企業學系<br>103<br>With industrial development, social progress and the impact of internationalization, corporate social responsibility (CSR) has been gradually emphasized and consumers increasingly put focus on the company’s contribution to society. Investigations of corporate social responsibility, corporate image, brand image, customer value and customer satisfaction were very few in the past. The main purpose of this study is to explore the relationship among these five. Using McDonald's as the study company, this research used questionnaires from the Internet to collect inform

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Kao, Hsiu-ming, and 高綉茗. "The Relationship among Green Advertising, Negative Information, Brand Image, and Corporate Image." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/01409803526021281699.

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碩士<br>朝陽科技大學<br>應用外語研究所<br>100<br>In recent years, there has been increasing growth of advertising in the market. However, most studies have focused on how a product’s price and quality affect brand image. Few studies specifically emphasize green advertising and its effects on brand and corporate images. The purpose of this study is to investigate the impact of green advertising on brand image and also on corporate image. Moreover, this study aims to examine the differences between the relationship of green advertising to brand and corporate images under different cognitions of negative inform

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Chen, Chien-Chung, and 陳建忠. "The Study of the Relationships among Brand Image, Corporate Image, Country - of - Origin Image." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/80427109049725029868.

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碩士<br>淡江大學<br>企業管理學系碩士在職專班<br>101<br>Image is important. Past studies mostly focus on the relation of brand image with corporate image or brand image with country of origin image. This study will use smartphones (iPhone series/Galaxy series) for the subject to research brand image, corporate image, country of origin image and take product involvement as a moderator variable to analyze the three images’ correlation. The study by the smartphone products, to explore the brand image, corporate image, country of origin image connected between each other and products involved in the interference eff

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KUO, SHIH-YU, and 郭世育. "An Influence Study of Brand Awareness, Brand Image and Corporate Image- A Case of Standard Chartered Marathon." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/6u9fnz.

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碩士<br>中華大學<br>企業管理學系<br>106<br>The objective of this study is to investigate the impact of charitable road run on brand awareness, brand and corporate images. This study utilizes the 2018 Taipei Standard Chartered Marathon as an example to explore the effects of different participants’ background variables obtained by questionnaire survey on charitable event awareness and overall brand equity. The results are as follows:(1) If the running participants consider the Standard Chartered Bank having higher degree of fitness with the charitable running event, then the effect of increasing in brand a

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Mahlatji, L. M. "The basics of corporate brand management in South Africa." Thesis, 2008. http://hdl.handle.net/10210/904.

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The study views a corporate brand as more than just an outward manifestation of an organisation (its name, logo and visual presentation), or as an organising proposition that helps to shape an organisation’s value and culture and guide the organisation’s processes that generate and support value creation (Bickerton, 2001:43). Corporate brands are adored by stakeholders and organisations alike the world over because they provide enormous value to their organisations by differentiating their organisations from competitors, bestowing added value on products and services and contributing to a firm

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Chen, Chin-Han, and 陳勁翰. "The Relationship Between Corporate Image, Brand image and Employee Benefits From Willingness of Candidates." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/01672425588284420131.

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碩士<br>嶺東科技大學<br>高階主管企管碩士在職專班<br>103<br>With the accelerated pace of globalization, the demand for the talents is increasing for the companies. More and more companies realize that it’s the competition for seeking the talents in this highly competitive industry environment. The recruitment activities have changed from passive to active. To acquire the talents has become one of the company’s core competitiveness. Therefore, how to attract and retain talents and help company to get the biggest benefit is becoming the primary problem needs to be solved. Based on this study which focus on realizin

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Lin, Cheng-Hui, and 林政輝. "The Influence of Brand Extension Fit and Corporate Image on Brand Equity for Service Industries." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/17005476778235381463.

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碩士<br>真理大學<br>管理科學研究所<br>89<br>Brand equity is an important factor while consumers purchase products, and brand extension fit and corporate image are one of the most important thing to influence brand equity. The purpose of this research is to study the influence of brand extension fit and corporate image on brand equity, and introducing original product involvement and original product knowledge as moderate variables. We proceed pretest to choose numbers of cell-phone (low involvement) and convenience store (high involvement) as the service category of the study, Taiwan Cellular an

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PeijuHsieh and 謝佩如. "Employees’ Brand Commitment and its Consequences: The Interplay of Corporate Brand Image, Individual Brand Preference, and HR Practices." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/15447900001635813553.

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碩士<br>國立成功大學<br>經營管理碩士學位學程(AMBA)<br>101<br>The brand commitment of employees is the foundation of brand marketing to the companies. We applied the theory of service triangle to discuss whether employees’ perceived brand image to companies and employees’ individual brand preference will influence the brand commitment and further to make the customer orientation service and the word-of-mouth communication. We also examine the brand-focused human resource practice will moderate the relationship between the perceived brand image and brand commitment, or the relationship between the individual bran

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Liu, Yu-Te, and 劉育德. "A Study on Web Corporate Identity System and Web Brand Image." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/96252971381483804187.

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碩士<br>國立屏東科技大學<br>企業管理系碩士班<br>92<br>This study aims to examine the relation between web corporate identity system (WCIS) and web brand image, including the identities relation and matching in CIS, the consequence of individual attributes, the important factors of web brand image, and the correlation on WCIS and web brand image. The study approaches are experiment design and questionnaires, with 85 valid samples. Data were analyzed by independent t-test, ANOVA, regression analysis, factor analysis, and canonical analysis. The results reveal that: 1) the Internet users considered that web visual

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Liu, Yu-Wen, and 劉宇文. "The Effects of Country, Corporate, and Product Image on Brand Extensions." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/17183110635516275225.

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碩士<br>臺灣大學<br>國際企業學研究所<br>98<br>The aim of this research is to investigate how the endorsed-effect and the feedback-effect of brand extensions influence branding strategy. The endorsed-effect flows from the parent brand to the new brand, whereas the feedback-effect flows from the new brand back to the parent brand. Furthermore, this research also discusses the modulated effect of country, corporate, and product image on branding strategy. The research setting is in the Taiwan food service industry, using two well-known brands; Formosa Chang, well known for its use of country branding, and Wang

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