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1
Tom, Lubabalo Alexander. "A case study of the strategic leadership displayed by Kevin Hedderwick at Famous Brands between 2004-2009." Thesis, Rhodes University, 2011. http://hdl.handle.net/10962/d1003893.
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Research studies and the review of academic literature has found that strategic leadership had a direct impact on organisational climate, and that climate in turn accounted for nearly one third of the financial results of organisations (Goleman, 2000). The conclusion from research conducted across 13 industries established that over a 20 year period, leadership accounted for more variations in performance than any other variable (Northouse, 2006). This thesis confines its research to a case study on Famous Brands. Famous Brands is currently one of Africa’s leading Quick Service Restaurant and Casual Dining franchisors and is also represented in the United Kingdom. The Group also has a manufacturing arm and supplies its franchisees, the retail trade and the broader hospitality industry with a wide range of meat, sauce, bakery, ice cream, fruit juice and mineral water products. At the time when the company’s name changed from Steers Holdings to Famous Brand in 2004, Kevin Hedderwick was appointed as Chief Operating Officer. The research examines how Kevin Hedderwick has exercised strategic leadership and thereby influenced Famous Brands’ performance. Hedderwick displays qualities, attributes and behaviours that are characterized by the phenomenon of “strategic leadership”. A quantitative analysis of Famous Brands financial performance (between 2005 and 2009) was undertaken. Further qualitative descriptions were used to further give meaning to the financial results. The success experienced by Famous Brands since Hedderwick’s appointment, seem to suggest that strategic choices and initiatives have been met with great success. The research is presented in the form of a case study that can be developed into a teaching case to be used in the classroom to illustrate the exercise of strategic leadership. The researcher explored a qualitative research framework by collecting and assimilating data from available documentation, and from a formal interview that was conducted with Mr Hedderwick. Information was also obtained from interviews that were conducted with other senior executives and influential personnel. This research concludes that the success of organisations is dependent on the interventions of a strategic leader who displays a specialist set of skills and behaviours. These strategic leaders have the ability to successfully influence their employees, thereby creating an enabling environment for the implementation of their strategic choices.
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Mutubi, Kabelo. "You can’t use confusion to dilute a famous brand : A comparative study of the approaches of the EU and South Africato dilution." Thesis, Uppsala universitet, Juridiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-385751.
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The primary objective of the study as contained in this thesis is the discussion of the approaches to dilution taken by the legal systems of the European Union and South Africa. Although a comparative methodology is employed the discussion grounds the separate development of the anti-dilution provisions in both systems first before discussing comparisons and diverging approaches (should they exist). As a result of the South African anti-dilution provisions being relatively new, there exists a lot of overlap between the approaches in the United Kingdom, European Union and South Africa. Dilution both as a concept and a reality remains controversial as both the courts and commentators grapple with how it fits within greater Trade Mark law. The relationship between traditional infringement and dilution is equally contentious as questions continue to be asked about the relevance of the anti-dilution provisions when traditional infringement already exists and is effective. A question that is constantly asked is: can there be infringement without confusion? Equally contentious is the issue of whether a parody exception should be introduced in Trade Mark law even though there is minimal litigation around the issue of parody and dilution.
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Ho, Yi-Chin, and 何易芹. "The Different Impact of Trademark Imitation on Brand Evaluation between New Brands and Famous Brands." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/07768621045635144966.
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碩士<br>國立雲林科技大學<br>企業管理系碩士班<br>95<br>The phenomenon of imitation of trademark has been globally extravagant in recent years. Such imitation acts often take place especially in Asian region for the purpose of enabling new brands to rapidly appeal to consumers; thus, the purpose of this study is going to explore following issues (1) whether imitation leads to negative impact on famous brands? (2) Generally speaking, consumers easily approach brand names and slogans via advertisement and commercial encounters; whether imitations on brand names and slogans result in different effects on new and famous brands? (3) Whether the effect of brand dilution appears in famous brands when new brands mimic famous brand names? (4) What benefits new brand obtains from imitation? (5) Whether positive effect will be caused on both of new and famous brands when the former adopts commercial slogan similar to the latter? and (6) whether the level of similarity of products of new brands and famous brands influence the effects of imitation? This study creates situation of imitations of brand names and slogans; and develop questionnaire to investigate the relationship between new brands and famous brands.
This study uses between-subjects factor experimental design, and research variables incorporate imitation of trademark and similarity of product. The imitation of trademark consists of similarity of slogan, reverse brand name spelling, and similarity of brand name. Further, Trustme and Lexus were selected in this study owing to the result of pre-test. Participants were divided into two groups. One was engaged in test of similarity of slogan; the other involved in imitation of brand name. Use questionnaire to test beliefs, attitudes, purchase intention, and reaction time. The sample includes college students and graduate students, and the research adopts convenience sampling. The valid number of sample was 470 approached from internet questionnaire.
The findings of this study suggest that when similarity of products is low, the imitation of slogan has a stronger effect on both of new and famous brands; moreover, the effect of low similarity of product is superior to that of high similarity of product for new brands. Reverse brand name spelling leads to stronger effect on new brands, especially under situation of high similarity of products, but it also leads to brand dilution to famous brands. Similarity of brand name generates positive effect on new brands; besides, in such situation the effect high similarity of products is greater than that of low similarity of products; there is no effect on famous brands. For new brands, the adoption of reverse brand name spelling is superior to that of similarity of brand name. Furthermore, the adoption of reverse brand name spelling leads to greater brand dilution to famous brands than the adoption of similarity brand name does.
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Tseng, Fu-Chun, and 曾甫鈞. "An empirical study of consumers to buy famous counterfeit brands." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/82928142297112227343.
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碩士<br>中國文化大學<br>國際企業管理研究所<br>98<br>World Customs Organization estimates that counterfeit products for 5%-7% of global merchandise trade. Equivalent to the brand loss of 512 billion dollars. And the counterfeit products of global merchandise trade income increased year by year. Counterfeits make serious economic problems. Counterfeits harm legal firm and bring huge economic benefits, relatively low risk and crime. It came with the drug, arms and people trafficking. It can only reduce consumer purchase intentions for counterfeit goods to prevent counterfeiting. This study is based on the theory of planned behavior to explore consumer attitudes toward counterfeit goods, thereby affecting purchase intentions, and interactions between the variables produced results. The samples of this research were collected from the normal consumers. 360 research questionnaires were spread out, and the valid samples are 347 (96%).
Results of the study showed that normative susceptibility, information susceptibility, personal gratification, brand consciousness, brand reputation and consumer attitude towards counterfeit goods among the negative relationship. value consciousness and consumer attitudes toward counterfeit goods is a positive relationship. The study found that counterfeit goods consumer attitudes between purchase intentions and the variables have mediating effect. In conclusion, this research provides several suggestions for management and academic research.
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Wang, Chiehyi, and 王捷毅. "A Study of Brand Extension and Brand Equity of Famous Athletic Shoes Brands in Taiwan and Mainland China." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/28789822192084088248.
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碩士<br>大葉大學<br>國際企業管理學系碩士班<br>99<br>In the study, our main object is to discuss (1) the effect of initial parent brand equity on consumer’s brand extension attitude, (2) the effect of category fit on consumer’s brand extension attitude, (3) the effect of image fit on consumer’s brand extension attitude, and (4) the effect of consumer’s brand extension attitude on initial parent brand equity. This study could help the dealer in sport industry to understand how to increase consumer’s purchase intention.
This study adopts Structural Equation Modeling (SEM) to examine our model, in order to explore whether there is a correlation between each variables or not, we aimed at the consumers who lives in Taiwan and China (they have the experiences to purchase the well-known brand sports shoes) to survey. We total send 240 questionnaires out.
The results of study indicated that there is a positive relationship between initial parent brand equity and consumer’s brand extension attitude, there is a positive relationship between category fit and consumer’s brand extension attitude, there is a positive relationship between image fit and consumer’s brand extension attitude, and consumer’s brand extension attitude provides a positive influence on initial parent brand equity.
Key Words: category fit、image fit、initial parent brand equity、consumer’s attitude toward brand extensions 、final parent brand equity
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Yang, Chao-Hsiang, and 楊朝翔. "A Study on Industry Attribute and Image of Brand Logo─A Case Study of World-famous Brands." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/06125865915849051781.
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碩士<br>中原大學<br>商業設計研究所<br>101<br>Logos not only have the main power to launch all the all the visual design elements of CIS but also are the core of them.When designing a proper logo, it is necessary to make it easily identified and become a symbol of the company or brand. Industry attributes should be concerned and showed through shapes and colors.
In order to precisely acquire the influence of industry attributes on logo design, a questionnaire survey was conducted in this study to obtain data on how a particular industry attribute reflects its particular brand personality through a brand logo.The purposes of this research are as follows:（1）to understand college students’ perception of brand personalities and industry attributes of world-famous brands’ logos;（2）to explore how a particular industry attribute reflects its particular brand personality through a brand logo; and（3）to analyze how a brand logo uses shapes and colors to express its particular industry attribute.
The results of this research are as follows:
1. Regarding brand personality, logos of electronics brands chiefly show “competence”, while those of FMCG brands chiefly show “sincerity”, those of automotive brands chiefly show “competence” and “sophistication”, and those of financial services brands chiefly show “competence”. Logos of automotive brands get high degree of recognition in all the five dimensions of brand personality.
2. Regarding the perception of industry attributes, logos of electronics brands are also considered suitable for internet services, computer software, business services, etc. Logos of FMCG brands are also considered suitable for beverages, restaurants, home furnishings, etc. Logos of automotive brands are also considered suitable for business services, luxury, transportation, etc. Logos of financial services brands are also considered suitable for business services, internet services, media, etc.
3. Regarding the shapes of logos, most of world-famous brands design their logos with letters and keep them simple.
4. Regarding the colors of logos, there are some differences in the brand personalities that the logos performance among different industry attributes. Strong colors are mostly chosen as logos’ standard colors, which less than to two colors, so as to to make a deeper impression on the consumers.
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Wang, wen-chun, and 王文君. "A study on feminine consumptive phenomenon of famous brands and their logos in Taiwan." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/81769038928191049170.
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碩士<br>中國文化大學<br>新聞研究所<br>95<br>In Taiwan, there are more and more international brand high-quality goods agencies established, subsequently observes the present brand handbag's stream by Taiwan feminine consumers, and that is this research taking it as starting point. And then, by proposing some questions attempts to figure out what is the motive and demand that the feminine consumers use the brand handbag's ? And from their deeply thoughts to understand what the explanatory relation among them and logos. As well as how do they operate the logo marks in the social life ? Whether they want to transmit some kind of messages because of the social meanings of brand logos? Finally, from understanding the thoughts of the feminine consumers about the popular stream and the consumptive appearance to discuss the interaction relations between these people and the high-quality goods logo marks, and how is the interpretation from their deeply mind practiced into the social activities.
In the theories part, the research takes Peirce’s semiotic triangle interaction relations argument understood that the interpretation among the feminine consumers and the things and brand logos how to interact and what was the cause of the relations. And the symbolic consumption concept which proposed by Baudrillard in “the System of Objects” to discover the structural relation between the consumers and the objects, including the paradox. For figuring out the psychology and the motive of feminine consumers by unifying the feminine psychological special characteristic argument and the popular cultural correlation theories to carry on the analysis.
The research adopts the in-depth interview of the Qualitative Research and the quasi-structure questionnaire to gather the materials. The respondents of the research divides into married, the unmarried female and female students, from the three kind of tribal groups to find the differences of their interpretations and the interaction with logos.
Results of the research demonstrate the unmarried feminine office worker is situated between the married feminine office worker and between the female student in many viewpoints, on the one hand they care about brand logoss to bring the value added in the work place and the important social occasion for oneself. On the other hand they care about using brand handbags whether could bring some benefits added for external image of oneself. However, narrower diacritical space and the stream of brand tends to popular, the feminine consumers are also feeling the unprecedented concealed worries, therefore, a new interpretation and distinction viewpoint is occurring, the traditional brand value also carries on horizontal transformation in the present consumption society, but no longer the difference of vertical social stratum.
Key words: feminine consumer, symbolic consumption, symbolic interpretation, brand logo, brand handbags
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Chao, Yen-Chieh, and 趙彥傑. "The Effect of Customization Service, Brand Image and Perceived Value on Consumers’ Purchase Intention: Take Famous Sports Brands as an Example." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/v8yn59.
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碩士<br>龍華科技大學<br>企業管理系碩士班<br>106<br>The purpose of this study was to investigate whether customized services, brand image, and perceived value influence consumers’ purchase intentions and whether brand image and perceived value act as mediators between customized services and consumers’ purchase intentions. This study was conducted using the online questionnaire from March 11, 2007 to April 15, 2007, targeting at the people who used NIKE sports shoes. A total of 336 copies of the questionnaire were collected and analyzed by SPSS 18.0 statistical package software, including descriptive statistical analysis, reliability and validity analysis, correlation analysis, regression analysis, and variance analysis. Results show that (1) Customized services have a significant positive impact on brand image; (2) Customized services have a significant positive impact on perceived value; (3) Brand image has a significant positive effect on consumers' purchase intention. (4) Perceived value has a significant positive effect on consumers' purchase intention; (5) Brand image has a complete mediating effect between customized services and consumers' purchase intention; (6) There is a complete mediating effect between customized services and consumers' purchase intentions.
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Wu, Yi-Chen, and 吳懿真. "The Analysis of the Marketing Experience from Taiwan Famous Brands in Mainland China─A Case Study of Hey Song." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/2wzzeh.
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碩士<br>國立雲林科技大學<br>企業管理系<br>103<br>National economy has been developing rapidly since Chinese economic reform in 1979. In recent years, Taiwanese enterprises successively invest in Mainland China. Among them, some succeeded and some failed. HeySong, an old and famous brand in Taiwan, turned to China. However, its investment did not go well. Why HeySong succeeded in Taiwan but failed in China? Is there any problem in the process of decision making? What is HeySong’s next step? The above questions are what the study is going to discuss.
At first, the study clarifies the beverage marketing environment in China. After that, the study discusses what problems and difficulties HeySong may encounter when entering Chinese market in order to find the solutions and provide suggestions. The study hopes to achieve the following purposes:
1. Analyze the beverage market in China, and understand the current development tendency in Chinese market.
2. From HeySong’s point of view, discuss the strategies of entering Chinese market in order to understand the current situations of HeySong in Chinese market.
3. Find out the problems and the solutions when HeySong entering Chinese market in order to help other enterprises which are willing to enter Chinese market.
The study uses case analysis, in-depth interview and field observation to collect the information needed. After analyzing, the study finds that if HeySong wants to make a breakthrough in Chinese market, it should change its strategy and entry mode. The study also thinks HeySong could use joint venture, strategic alliance, authorization or encircling the cities from the rural areas to continue investing in Chinese market. In these ways, HeySong could reverse the disadvantage situation.
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Krčmárová, Anna. "Známky s dobrou pověstí se zaměřením na luxusní značky." Master's thesis, 2015. http://www.nusl.cz/ntk/nusl-354349.
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This diploma thesis deals with trade marks with reputation materia as a subgroup of trade marks connected with greater protection. First parts of this thesis are dedicated to an introduction to the trade mark law, in particular the inclusion of trade mark law in the legal system, principles governing this branch of law description and especially familiarization with the Czech trade mark law sources through an enumeration of the individual regulations, along with their significance. Parts three and four then are focused on the concept of trade mark with reputation and the specifics analysed also by comparison with the famous trade mark, because these two concepts are united in their development, which is also described. In the fifth part, the concept of luxury brands is described for the purposes of this thesis, where importance of reputation for luxury brands is covered through luxury brands characteristics analysis, and expanded in the context of individual court decisions, not only the European institutions. The final part of this thesis presents selected decisions relating to non-traditional trade marks as they constitute a higher level of protection, even though at different level, and thus they are related to the concept of reputation, especially in the context of trade mark law trends that will be...
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Lai, Shih-Min, and 賴世閔. "The Different Impact of Award Strategy on Brand Evaluation between New Brand and Famous Brand." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/30423956772322218317.
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碩士<br>國立雲林科技大學<br>企業管理系碩士班<br>95<br>In the past, small-to-medium enterprises in Taiwan made meager profits by Original Equipment Manufacturing (OEM). However, as more and more companies in emerging countries following and operating in even lower production costs. It has become difficult for Taiwanese firms to maintain their competitiveness by the simple way of lowering costs. Therefore, corporate transformation is usually considered to be necessary for them. Some successful cases have shown that creating an own brand can bail them out of Original Equipment Manufacturing and make higher profits. In addition, the Executive Yuan also emphasize and list the subject of importance for small-to-medium enterprises to develop their own brand in the plan named “Challenge 2008-council for economic planning and development”, in order to facilitate Taiwan industry upgrading and prompt national and companies competitiveness. Nevertheless, for small-to-medium enterprises to create their own brand could be easy to fail as their are usually have fewer resources than large ones. According to research findings, to join for a brand award issued by a third-party groups can enhance consumers’ perception and attitude toward the brand and increase the chance for new brand building, so helping the small-to-medium enterprise to successfully corporate transformation. Yet rather few researchers have indicated that the possible effects from awards’ type and the issuer country on small-to-medium enterprises, and the quantity of how many awards needed to boost the image of a new brand in consumers’ mind.
This research adopted the experimental design and the questionnaire survey of EMBA students who are studying in 14 universities or colleges in Taiwan by convenience sampling method. We totally obtained 568 valid questionnaires and carried out MANOVA analysis by SPSS software to examine the hypotheses mentioned earlier on. The results show that there is significant difference for consumers to evaluate a new brand with or without awards. And, when a new brand is awarded a specific award, it could affect consumers’ perceived quality of it. However, the award issuer country and the quantity of awards won’t affect consumers’ evaluation of a new brand. It means that when small-to-medium enterprises are creating their own brand, they should apply for awards. More importantly, the information of award granted must be well-known by consumers in regardless of award issuer country is international or domestic, or number of awards is many or few.
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Tsao, Wei-En, and 曹瑋恩. "The study of effect university students choice famous brand bag." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/29045062244349218540.
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碩士<br>真理大學<br>管理科學研究所<br>97<br>According to these years, university students are interested in famous brand bag, so we want to find out the motivation behind the university students why they want to buy the famous brand bag. In the construct, we can separate the motivation into two parts, the perception value of luxury-brands（conspicuous、unique、fashionable、hedonism、quality）and Materialism（materialism scale which is composed of acquisition centrality, acquisition as the pursuit of happiness, and possession-defined success to measure one’s materialism tendency）, we discuss about how these factor affect the university students choice and the relationship between these factors. In addition, the operation of brand awareness, the index of high-profile brands as 「Louis Vuitton」, low-profile brand 「Lancel」 to university students to choose.
Our samples are university students in Tainan, this study took convenience sampling, while there were 327 questionnaires of validity. Data analysis in the use of statistical tools to SPSS12.0. In the research method, we use the logistic regression analysis to research the effect of the variables, We find that university students who choose high brand awareness are attracted by the Materialism（materialism scale which is composed of acquisition centrality and possession-defined success to measure one’s materialism tendency）、conspicuous value、unique value and quality value, On the other hand, university students who choose low brand awareness are attracted by the hedonism value. This study prove when the university students is proceeding on choice famous brand bag, Materialism and perception value of luxury-brands Will influence university student's choice purchase decision-making.
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Kung, Sung-Yen, and 龔松煙. "Merger Strategies and Analyses of Famous Brand Firms: Cases of the Athletic Shoes Industry." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/uescph.
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碩士<br>國立中興大學<br>高階經理人碩士在職專班<br>106<br>This study evaluates two merger cases: (1) Nike acquired Converse with US$ 305 million in 2003 and (2) Adidas paid US$ 3.8 billion to merge Reebok in 2005. The results show that Nike''s acquisition of Converse is likely to generate synergy due to product complement. The imputed value of Converse ranges from US$200 to 530 million calculated by the market comparative approach and the discounted free cash flow model. This range indicates that the merger deal value of $305 is reasonable. Nike adopted a post-merger strategy of symbiosis integration, allowing Converse to operate successfully due to an increase in sales channels. On the other hand, the acquisition of Reebok increases Adidas''s market share in North America, but it can hardly create synergy because these two companies share similar classes of customers. The imputed value of Reebok ranges in US$1.87~2.5 billion, indicating that Adidas paid premium more than 50%. Adidas uses a strategy of preservation integration for acquiring Reebok but it can rarely rise the market penetration rate of its products. These two cases show that an acquirer must carefully evaluate the potential synergies of the merger deal, bids reasonable price, and adopt an appropriate post-merger integration strategy.
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Lee, Jinn-Jinn, and 李晶晶. "Product Development Alliance between Fashion Brand and Famous Artists: Analysis of Consumer Acceptance and Purchase Intention." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/52548937364766884905.
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碩士<br>臺灣大學<br>國際企業學研究所<br>98<br>The purpose of this thesis is to explore the value of consumer’s acceptance and buying intention in fashion design and art collaboration and evaluate the efficiency of collaborative brand projects. And this thesis will be laid on constructing the correlative model combining the collaboration with brand and artist via the brand alliance model. Through questionnaires, this study investigates numbers of customers as the sampling-based objects, adopts brand alliances model, uses LISREL as an analytical tool. The induced conclusions are as follows：
1. Prior to the cooperation between brand and artist, the brand’s image and artist image is the primary factor to the success of the consumer’s acceptance.
2. When a brand intends to launch such artistic collaborations, the selection of art style should be treated as an important issue. The higher product fit level, the more probability that consumer accept the collaborative product.
3. After conducting the alliance, whether the brand equity and artist equity will improve or not will be mainly depend on the images before the alliances and the consumers’ attitudes toward both.
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Huang, Jian-Feng, and 黃健峰. "The Study of Comsumer’s Conformity, Price Perception and Satisfaction－Take the World Famous Brand Leather Product." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/24103323844352531631.
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碩士<br>大葉大學<br>管理學院碩士在職專班<br>98<br>This study mainly explores the influence of conformity on the satisfaction after purchasing products. The research takes international brand’s leather products as subjects to study the effect of price perception on the satisfaction.
There were totally 350 questionnaires surveyed and 300 of them were returned. The effective questionnaires are 215. The result of the study shows that informative conformity has positive effect on satisfaction. As to the interference effect of price perception on conformity and satisfaction, only prestige sensitivity has obvious interference effect on the aspect of informative conformity.
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CHUAN, LEE LI, and 李莉絹. "Investigation of consumer invoement and behavior for famous-brand fine works :Hsinchu area as an example." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/38317139581513938635.
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碩士<br>亞洲大學<br>國際企業學系碩士班<br>94<br>This research aims at probing into consumer's consumer behavior discussion of the famous-brand fine works. Research object, adopting questionnaire investigation, it amounts to 452 for the effective sample to count. Count the software and analyse , the result is as follows with SPSS:
(1) Different marital statuses, different ages, different jobs, famous-brand fine works consumer of different monthly incomes show the difference in various degree in the consumption decision degree.
(2) Different marital statuses, the famous-brand fine works consumers of the age , education degree , monthly income are relatively paid attention to the society to consider , paid attention to the comfortable considering , price to lead and consider by the position on their purchase decisions, and there is difference of showing.
(3) The famous-brand fine works consumers of different living type attitudes show the difference in various degree in the consumption decision degree.
(4) In attitude famous-brand fine works consumer and society of living etc. by status, pay attention to comfortable, price is it have with brand image relevant to lead; And there is difference of showing.
(5) Buy the project , buy the amount of money , information source , buy the piece , brand unusual fluctuation , shopping way and having difference of showing with involve in entering famous-brand fine works consumers of the degree state.
(6) In is it enter degree famous-brand fine works consumer with society by status , pay attention to comfortable to wade, price is it have with brand image relevant to lead. High dependence is the higher to involve in entering the degree .
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HUANG, WUN-SIAN, and 黃文賢. "A Study of Factors Influencing Consumers’ Intentions toward Buying Limited Edition of Famous Brand Sneakers on the Internet." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/3eg9cd.
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碩士<br>大葉大學<br>資訊管理學系碩士班<br>107<br>In recent years, online community has become more and more popular. Some sneaker manufacturers have invited Internet celebrities, famous people or performing artists to take photos of wearing certain sneakers and post them onto the social media in order to increase the shoes’ visibility or attract consumers' attentions. Such chic wave has stirred up the limited-edition sneaker market and even making profits by reselling such sneakers. Sneaker designers and marketers attempt to understand what factors driving consumers to buy the limited-edition famous brand sneakers online.
Based on the above motivations, the purpose of this study is to empirically examine the factors influencing consumers' online purchasing decisions for the limited-edition famous brand sneakers. According to Lauterborn's (1990) 4C theory of consumers’ demands and Rook's (1987) impulsive purchasing theory, a research framework for predicting consumers' online shopping intentions toward limited-edition sneakers was established. Drawing on the prior studies, a questionnaire was developed for measuring the variables. A total of 185 valid samples were collected through the paper-pencil and online surveys.
Data was analyzed by a structural equation modeling (SEM) approach to test the hypotheses. Results showed that all measurements had acceptable validity and reliability and most indicators of model fitness met the thresholds. Among four hypotheses, customer demand and perceived convenience positively affect the consumers’ intentions to buy the limited-edition famous sneakers respectively while perceived value and impulsive purchasing characteristics did not affect consumers’ intentions. Finally, several recommendations for shoe manufacturers based on the results are provided.
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CHIANG, PEI-TZU, and 江姵稺. "A Study on the Current Status of Authentication of Famous Brand School in Changhua County and its Improvement." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/93170967566841376194.
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碩士<br>中華大學<br>科技管理學系碩士在職專班<br>100<br>ABSTRACT
The purpose of this study is to investigate the execution of the authentication of famous brand school and to analyze the content and management strategies of famous brand school. A questionnaire survey was used for the collection of empirical data. The questionnaire was divided into five parts: the motivation of participating in authentication, the reasons of choosing authentication items, the strategies of executing authentication, the encountering difficulties and the benefits of implementing authentication. The participants are educators in 63 elementary schools which participate the authentication plan in Changhua in 99 academic year. Three hundred teachers were chosen as the sample by a stratified random sampling process. 286 questionnaires were returned and 280 were valid, accounting to 93.3%.The SPSS was applied for data analysis, including descriptive statistics, t-test, one-way ANOVA, and stepwise multiple regression. The conclusion of this research was as follows:
1. School educators had positive perspectives on the plan of the authentication of famous brand school in Changhua County,among which, “the establishment of school brand”was highly praised.
2. School educators thought that the reasons of implementing the authentication of famous brand school should be considered well-rounded, among which, “the match of existent school goals”was mostly supported.
3. In terms of the strategy of developing school features, teachers held the view that there should be multiple ways to achieve the goal of the development of school features. Among those strategies, making use of advantages which the school already has was widely confirmed.
4. Teachers expressed that while developing school features, they encountered the major difficulties with aspects of teachers and school administration.
5. Teachers commonly identified the effects of developing school features, and among which, setting the positive image of the school and promoting the identification from the neighborhood and parents were the most profound.
6.Relating to various facets in whether school characteristics and authentication or not, the divergences were not obvious though there were minor ones.
7. “Development strategies”and “encountering difficulties”can predict whether schools can pass the authentication or not. Based on the above conclusions, the study offers some concrete suggestions for educational administrators, school principals and future researchers.
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Jan, Tsai-Ping, and 詹采萍. "The purchase intention of luxury products in Taiwan －The case study of the young people buying famous brand bag." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/16762740162400677269.
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CHEN, CHUN-WAN, and 陳純婉. "The Relationship Between Virtual and physical word of mouth , Brand Image and Purchase Intention:A Study of Famous Bakery Store." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/8uem2k.
Full textAbstract:
碩士<br>輔仁大學<br>餐旅管理學系碩士在職專班<br>107<br>Taiwan's bakery industry set off a booming craze in last 10 years, so consuming "brand bread" has become a fashion-chasing and taste-showing consumptive pattern. This trend has led to emergence of chain and high-priced bakeries. These bakeries sell various special breads emphasizing health, freshness, handiwork, etc. With story-based marketing, consumers buy bread for more factors. To succeed in a competitive market, reputation is the most effective way to market. When consumers make decisions, Virtual and physical word of mouth will affect the establishment of brand image and purchase intention. This study empirically researches consumers and explores the relationship among virtual and physical word of mouth, brand image and purchase intention. The purpose is to understand the determinants and outcomes of brand image for virtual and physical word of mouth and purchase intention. It looks for consumers' definition of famous bakeries at first and chooses some representative ones. Using Web-based questionnaires to facilitate 400 samples from famous bakery consumers. Based on the research purpose and verification hypothesis, this study carried out data analyzing with descriptive statistics, reliability analysis, project analysis, independent t-test, factor analysis, Pearson correlation analysis, and hierarchical regression analysis.
The results show a positive correlation between virtual and physical word of mouth, brand image and purchase intention. Virtual and physical word of mouth influences brand image of famous bakeries and purchase intention. The empirical image of brand in famous bakeries is positively related to purchase intention. Brand Image's effect on reputation's Mediator indirectly affects purchase intention. It has a full mediation effect on the entity reputation, and has a greater impact on purchase intention than virtual and physical word of mouth.
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Ling, Tien-Ming, та 凌田明. "A study on junior high school studentsʹconsumption value, interpersonal influence and behavior of purchasing fake famous brand products in Taoyuan county". Thesis, 2009. http://ndltd.ncl.edu.tw/handle/65604820653709908570.
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碩士<br>元智大學<br>管理研究所<br>97<br>Meanwhile income increases gradually year by year, Taiwan people recognize and accept famous brand product, moreover a large number of consumers are the brand advocates. Such atmosphere affects the youth’s consumption behavior too. Anyhow young people might not be affordable for the high pricing fame brand, then lower pricing counterfeit brand-name becomes as their choice. This study focused on how consumption value and interpersonal relations will impact junior high school students’ attitude and purchase intention on the counterfeit brand. The subjects consisted 731 students from Taoyuan County junior high school. The collected data was analysed by descriptive statistics, factor analysis, reliability analysis, correlation analysis, t test and regression analysis. Resulted shown as follows:
1. The relationship among consumption value, counterfeit brand attitude and counterfeit brand purchase intention of the adolescence-
(1) The result of multiple regression analysis is no significant correlation with counterfeit brands attitude and/or counterfeit brands purchase intention of junior high school students from Materialism, Consumption of Sign , Hedonism, Fashion anxiety or Price Sensitivity.
(2) However, in simple regression analysis that the materialism, hedonism, fashion anxiety of junior high school students are relevant significant correlated with counterfeit brands attitude and counterfeit brands purchase intention.
(3) from the above (1) and (2), we can see that some variables, in their interactions the significant would be affected in nature.
2. The affection of counterfeit brands attitude and counterfeit brands purchase intention from interpersonal relationships of the adolescence:
(1) Conspicuous shows a positive effect on counterfeit brands attitude and counterfeit brands purchase intention.
(2) Peer influence, the more obvious characteristics of the junior high school students, the less the attitude of counterfeit brand-name recognition had no effect on purchase intention.
(3) Conformity will be positive impact to the junior high school students on the counterfeiting of brand attitude and purchase intention.
(4) The family finance education is proper or not, the impact will be negative to the junior high school students to counterfeit brand attitude and purchase intention.
3. Demographic variables and counterfeit brands attitude and counterfeit brands purchase intention of the adolescence:
(1) Gender is not significant different.
(2) A higher level of parental education, and counterfeit brand-name recognition of their children and also the higher the willingness to buy.
(3) The higher the socioeconomic status of students, the more there is not counterfeit brand-name recognition, anyhow their willness to buy is not confirmed.
(4) The more per month pocket money students have, the less agrees with counterfeit brand-name, but willness to buy is not confirmed.
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Lin, Hsi-Liang, and 林錫亮. "The Study of Brand Awarness and Perceived Value Effect on Consumer`s Re-buying Will-Take International Famous Sporting clothes for example." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/07096617372978524722.
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碩士<br>大葉大學<br>管理學院碩士在職專班<br>100<br>The Study of Brand Awarness and Perceived Value Effects on Consumer`s Re-buying Will-Take Intertional Famous
SportingClothes for example
Student：Sea-Lang Lin Advisor：Prof.Ming-Kuo Chuang
Da-Yeh University
ABSTRACT
This research explores the relationships among brand awareness,perceived value and consumer`s re-buying will,take international famous sporting clothes for example.The researcher distributed 500 questionaries to consumers, 479 valid questionaries were returned.The researcher analyzed results using SPSS stastical software,drawing the following conslusions:
1.Higher brand awareness attracts higher perceived value.There is a significants positive influence. Higher brand recall attracts higher perceived value.There is a significants positive influence. Higher brand recognition attracts higher perceived value.There is a significants positive influence.
2.Higher perceived value attracts higher consumer`s re-buying will.There is a significants positive influence. Higher functional value-performance/quality attracts higher consumer`s re-buying will.There is a significants positive influence. Higher functional value-price/value for money attracts higher consumer`s re-buying will.There is a significants positive influence. Higher social value attracts higher consumer`s re-buying will.There is a significants positive influence. Higher emotional value attracts higher consumer`s re-buying will.There is a significants positive influence.
3.Higher brand awareness attracts higher consumer`s re-buying. There is a significants positive influence. Higher brand recall attracts higher consumer`s re-buying will. There is a significants positive influence. Higher brand recognition attracts higher consumer`s re-buying. There is a significants positive influence.
Key Words: brand awareness, perceived value, consumer`s re-buying will
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Yeh, Chia-Chia, and 葉佳佳. "A Study on The Image of Commercial District, Cultural Experience and Brand Value － A Case Study of Famous Commercial Districts in Taichung." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/zzyd9j.
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碩士<br>東海大學<br>企業管理學系碩士班<br>102<br>Commercial development has been the main force of the local economy , while Taiwan's tourism economy is also become the focus in recent years . Our government response to the changing environment and the rise of tourism , each commercial district transformed into tourism and leisure commercial district has become the new trend. Commercial district in the performance presented in addition to shopping, but also provides consumer a new expression of leisure and culture. In the dynamic business environment, the district-oriented brand shopping district in the process, how to shape the image of each district occupies a very important position.
This study investigated the Taichung district, and each district regarded as a separate brand, to explore the effects of different district composed of images of brand value. Furthermore, joined the cultural experience as a Mediator, to explore cultural experience in the cultural image and brand value in the relationship between the business district. First, this study understanding district imagery, brand value and cultural experience through literature review, in order to clarify the relationship between the three overall. Second, district imagery, brand value and cultural experience as a framework of this study, a questionnaire designed to investigate the recovery of the last data were summarized and analyzed. Data analysis showed that the establishment of cultural imagery has a positive and significant impact on the brand value of the business district, representative cultural experience plays an important intermediary role in the business district image and brand value relationship. In other words , cultural imagery through cultural experience needed to strengthen consumer recognition of its brand value business district.
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YEH, WAN-YI, and 葉宛怡. "The Study of Perceived Value , Purchase Intention and Conspicuous Consumption with The Famous Brand Sports Products-The Case of Beijing Sports University." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/fdz63a.
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碩士<br>國立臺灣體育運動大學<br>休閒運動管理研究所<br>105<br>The purpose of this study was to discuss the relationship among perceived value, purchase intention, and conspicuous consumption for brand name sports product. Research samples were selected from Beijing Sports University. Survey for data collection was distributed 480 copies return valid 450 copies. Descriptive statistic, t-test, one-way ANOVA, Scheffe method, and multiple regression analysis were adopted for data analysis. Results indicated that 1. positive effect existed between perceived value and purchase intention for Beijing Sports University students. 2. positive effect existed between conspicuous consumption and purchase intention for Beijing Sports University students. 3. positive effect existed between perceived value and conspicuous consumption for Beijing Sports University students. The attribute of conspicuous consumption exist among Beijing Sports University students. Sports product has evolved into conspicuous consumption era.
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Lee, Jinn-Yih, and 李進益. "The Study of the Impacts of Satisfaction, Regret and Switching Barriers on Transition Behavior of World-Famous Brand Cellular Phone Users in Taiwan." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/93388784623347144521.
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碩士<br>大葉大學<br>國際企業管理學系碩士在職專班<br>95<br>Cellular phone manufacturers have invested lots of resources to engage in product innovation recently to provide diversified and new functional mobile phones to consumers. For example, mobile phones equipped with wireless headsets, voice dialing, superior pixel digital photographing, digital media, Bluetooth, wireless transformation, GPS and PDA, are. In addition, they also strengthen the specialties of products to promote competitive advantages, switch the mobile phones from enduring products to consuming products and arouse the fashion of the usage of 3C to attract consumers to switch their mobile phones.
Results and suggestions: 1. Cellular phone design significantly influences the satisfaction and the regret altitude of consumers. We suggest that cellular phone manufacturers should invest more resources into cellular phone function design and provide better supporting services to improve consumer’s satisfaction and reduce consumer’s regret. 2. cellular phone manufacturers can increase the degree of consumers’ switching barriers and decrease consumers’ churn intention by constructing switching costs. 3. Switching barriers do not significantly influence consumers’ churn intention. The reason may be either the sample size is too small or the questionnaire is not in details to entail the actual viewpoints of the consumers. 4. Churn intention may result in switching behavior. That is, consumers may be more inclined to take switching action when the churn intentions are higher. Hence, cell phone manufacturers should not only enhance the core competition advantages and construct effective switching barriers, but also provide substantial service to eliminate consumers’ churn intention.
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CHANG, CHIA-LING, and 張嘉玲. "The Relationship among Brand Awareness, Promotion Type & Service Quality to Perceived Value & Purchase Intention - The Case Study of Famous Department Stores." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/3eb936.
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碩士<br>德明財經科技大學<br>行銷管理系<br>105<br>Department stores have been issuing vouchers (cash vouchers and product vouchers) for several decades. In the retail industry of department stores, due to the changes of regions, business areas, fashion trends etc., and because of the strong consumer needs towards retail products solxd in department stores, department stores industry becomes flourishing, and hence vigorously competitive. This research mainly investigates consumers’ intention of purchasing vouchers.
This research attempts to investigate the relationship between brand awareness, types of promotion, service quality, perceived value and intention of purchase, through consumers’ acceptability towards vouchers and literature reviews. There are 365 effective samples. SPSS version 24.0 is used for analysis of reliability, analysis of factors, independent sample t-test, regression analysis, as well as result analysis and assumptions. Analyses related to this research are as follows.
Firstly, there is a positive correlation between brand awareness, types of promotion, service quality and perceived value. Secondly, the assumption that intention of purchase is influenced by perceived value is valid. Thirdly, since perceived value has a mediating effect, brand awareness and service quality can directly effect intention of purchase, and types of promotion can partially effect the intention of purchase.
Finally, I suggest to future researchers can provide more variables for research, and so management plans can be done with more precision.