Academic literature on the topic 'High-end brand'
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Journal articles on the topic "High-end brand"
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Childs, Michelle, and Seeun Kim. "Exploring conspicuous compassion as a brand management strategy." Journal of Product & Brand Management 28, no. 4 (2019): 540–54. http://dx.doi.org/10.1108/jpbm-05-2018-1882.
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Purpose Cause-related marketing (CR-M) – promising to donate to a charity when consumers purchase specific products – is a popular brand strategy, particularly in the social media context. In light of Veblen’s theory of conspicuous consumption, the purpose of this experimental study is to test the impact of a brand’s level and the conspicuousness of a brand’s CR-M campaign on consumers’ brand-related responses. Results reveal a novel mechanism underlying the effects by showing that pride and guilt mediate results. Design/methodology/approach This research is based on two studies that used a 2 (brand level: high-end vs low-end) × 2 (conspicuous of CR-M campaign: conspicuous vs non-conspicuous) between-subjects experimental design with random assignment to conditions and manipulation checks. Findings Results reveal that consumers respond more favorably when high-end brands participate in CR-M, particularly when the CR-M promotion is conspicuous. That is, when a high-end brand partners with a charity, especially under conspicuous conditions, it significantly improves consumers’ brand attitudes and intent to share with others. Moreover, pride and guilt are important mediators in effects. Practical implications The results of this study offer strong implications for brand managers seeking to partner with charities in CR-M campaigns. Results suggest that implementing CR-M campaigns may be fruitful for brands, particularly high-end brands when they enhance the conspicuousness of their CR-M campaign. Originality/value Results empirically extend the notion of conspicuous consumption by demonstrating that social status can be achieved by displaying not only acquired goods but also benevolence.
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Lee, Wai Jin (Thomas), Aron O’Cass, and Phyra Sok. "Unpacking brand management superiority." European Journal of Marketing 51, no. 1 (2017): 177–99. http://dx.doi.org/10.1108/ejm-09-2015-0698.
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Purpose A strong brand is one that consumers know and perceive as differentiated from competing brands. Building brands with high levels of awareness and uniqueness is critical to ensuring brand strength and sustained competitiveness. To this end, the roles of brand management capability and brand orientation are highlighted. However, given the significance of consistency in branding, firms’ brand management capability and brand orientation alone may not be sufficient, and a mechanism that facilitates branding consistency is required. In the integrating marketing control theory with the resource-based view (RBV) and dynamic capabilities (DC) theory, this study aims to examine how a firm’s brand orientation, when supported by formalisation, contributes to building brands with high levels of awareness and uniqueness through the intervening role of brand management capability. Design/methodology/approach In testing the hypotheses proposed in this study, survey data were drawn from a sample of firms operating in the consumer goods sector and examined through hierarchical regression analysis. Findings This study finds that firms are more likely to build brands with high levels of awareness and uniqueness in the market when their brand orientation is supported by formalisation, because this combination (brand orientation and formalisation) facilitates branding consistency and brand management capability development. Originality/value In weaving together the theoretical perspectives of marketing control, RBV and DC, this study extends current knowledge by showing that brand management capability and brand orientation alone are insufficient for building brands with high levels of awareness and uniqueness. Instead, maximising their performance effects requires the support of formalisation.
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Mishra, Sanjay, Surendra N. Singh, Xiang Fang, and Bingqing Yin. "Impact of diversity, quality and number of brand alliance partners on the perceived quality of a new brand." Journal of Product & Brand Management 26, no. 2 (2017): 159–76. http://dx.doi.org/10.1108/jpbm-05-2015-0873.
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Purpose Co-branding is popular with partnerships between well-known and new brands. In a laboratory study, this paper aims to examine the effects of a single ally and multiple allies on quality perception of a brand. The results suggest that the quality perception of the new brand depends on the co-branding strategy. Design/methodology/approach For dual-brand alliances, a single-factor design was used, with secondary brand quality level (high, medium and low) as the independent variable. Three advertisements were created by manipulating quality levels of the single partner. For multiple-brand alliances, a 2 × 3 between-subjects factorial design was used in the experiment. The two factors were diversification (homogeneous vs heterogeneous) and quality levels of the alliance (high-end, mixed and low-end). Findings The results suggest that the number of brand partners significantly affected the perceived quality of the primary brand. For both dual- and multi-brand alliances, the quality level of the secondary brand positively influenced the perceived quality of the primary brand. For multiple-brand alliances, even though the highest quality perceptions of the primary brand are in the heterogeneous conditions, the heterogeneity of partners (partners across different product categories) did not affect the quality perception of the primary brand. Research limitations/implications One limitation of the current study is that it only addresses one type of brand alliance: co-promotion. The generalization of these findings to other forms of brand alliances (e.g. ingredient branding: Intel with IBM, Dell and HP) merits further investigation. Also, in this study, respondents processed the information in a relatively low-involvement condition (note that the target ad was presented along with filler ads). They were more likely to use brand names as heuristic cues to form their judgments. Because an alliance partner also assumes risks, future research should consider the effect of the alliances on the secondary brand. Practical implications Understanding brand alliances (especially multiple-brand alliances) is critical for new product managers and marketers. Introducing a new brand has higher risk and failure rates. Companies may lower these risks by co-branding with established brands. However, they should carefully consider the diversification and quality level of the partners. If brand managers position their product as “high quality (luxury)” or “low quality (budget)”, they should choose high- (or low-) quality partners from different product categories (heterogeneous high-end or low-end alliances) because diversification strengthens the primary brand. For a single-partner alliance, the secondary brand should be of high quality. Originality/value This paper extends the brand alliance literature beyond single-partner to multiple-partner alliances. With multiple partners, one can explore several critical aspects of an alliance, e.g. quality variance and product class diversity across the partners.
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Beneke, Justin, and Emma Trappler. "The might of the brand." British Food Journal 117, no. 2 (2015): 485–505. http://dx.doi.org/10.1108/bfj-06-2014-0192.
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Purpose – This study examined the influence of supermarket brand name on the perceived quality of its private label merchandise. The purpose of this paper is to determine whether the fascia brand of a retail chain has the power to positively or negatively skew prevailing opinions concerning the quality of its own merchandise range, beyond the set of product-specific intrinsic benefits. Design/methodology/approach – A within-subject two-phase research design was adopted, intially using an experimental approach and thereafter modeling the cognitive effect with the inclusion of a moderator variable (brand interaction). Paired sample t-tests were used to assess differences in mean ratings and partial least squares analysis was implemented in order to test the hypothesized relationships. Findings – In the experiment phase, both products were rated equally at the outset in unsighted conditions, however, ratings diverged when brand name was introduced. Here, the high-end private label brand was scored considerably better than in its unsighted condition, while the low-end brand suffered a marginal decline in rating. In the modeling phase, two iterations of the conceptual model were run, considering the high-end and low-end brands seperately. The results were mutually reinforcing. A strong relationship, significant at the one percent level, was found to exist between brand name and perceived quality for both the lower- and higher-end brands, whereas no moderation effect was found to exist. This suggests that entrenched views of the brand strongly determine the perceived quality thereof, with operational and day-to-day fluctuations having little bearing on this. Research limitations/implications – This study focusses solely on South Africa, an emerging market within the BRICS consortium. To this end, the results are not transferable to other markets. The context of the study pitted a top tier retail brand against a mid tier retail brand. In accordance with this eventuality, lower income consumers, and retail chains catering to this market segment, do not constitute components of this particular study. Originality/value – While the relationship between store image and perceived quality of private label merchandise is well documented, this study considers the effect through an experimental design. Here, perceived quality was measured both with and without brand cues evident. Thus, the results are likely to be more accurate than those acquired through strictly survey research. As a defining feature, the study points to the brand name as being a supremely powerful extrinsic cue, and hinting at the fact that it is long term influences that create a distinct brand aura, with these being largely undisturbed by short term fluctuations.
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Farra, Samanta Puglia Dal, Mauricio Jucá Queiroz, Paulo Henrique Müller Prado, and Renata Steffanoni Bernardes de Queiroz. "O valor e a autenticidade da marca influenciados pelos canais de distribuição." Revista de Administração da UFSM 12, no. 3 (2019): 418. http://dx.doi.org/10.5902/1983465938763.
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Brands, being ubiquitous, can provide different perceptions of brand equity and brand authenticity among consumers. This paper aims to identify the impact of the fit between a brand, premium positioned, placed in premium channels, in contrast with popular channels placement. A product of an identical brand may have its brand value (brand equity) altered by the fit of the channel option, i.e. a channel consistent in image and brand positioning (high fit) would impact on a higher end consumer based brand equity (CBBE). We intend to contribute to enhancing the understanding of the role of channel strategy in brand value as well as the mediating effect of brand authenticity. As a methodological proposal, a couple of experiments were conducted and it was found that the consistency between brand positioning and channel (fit) leads consumers to evaluate differently the CBBE. In addition, the study found that the fit between channel and brand has a direct effect on consumer purchase intent, the higher the fit, the greater purchase intent. Likewise, it was found that the perception of brand authenticity is affected by the fit between the channel and the brands, the higher the fit with the channel, the greater the perception of brand authenticity.
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Gilal, Faheem, Abdul Khalique Gadhi, Rukhsana Gul Gilal, Naeem Gul Gilal, and Na Zhang. "Towards an Integrated Model of Customer Religiosity: A Self-Determination Theory Perspective." Central European Management Journal 28, no. 2 (2020): 16–37. http://dx.doi.org/10.7206/cemj.2658-0845.20.
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Purpose: Drawing on self-determination theory (SDT), this article aims to examine the impact of customers’ intrinsic and extrinsic religiosity on purchase intentions for luxury brands. Moreover, this study delves into the moderating effect of customer brand loyalty in these relationships. Methodology: To this end, we tested our hypotheses with a student sample (N = 169) from Pakistan. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation modeling (SEM), and moderation analysis techniques were used to analyze the data using SPSS 24.0 and AMOS 24.0. Findings: The results of data analysis indicated that a customer’s purchase intention for luxury brands is significantly influenced by extrinsic religiosity, while intrinsic religiosity has trivial influence in boosting purchase intention for a luxury brand. Our results for moderation analysis further show that customer purchase intention for a luxury brand is reinforced by intrinsic religiosity when customer brand loyalty is high but not when customer brand loyalty is low, whereas purchase intention for a luxury brand is fortified more by extrinsic religiosity when customer brand loyalty is low than when customer brand loyalty is high. Research Limitations: As with any set of cross-sectional studies, our research is not without limitations. For instance, the sample size in the current study is purposefully small. This limits the generalizability of findings across a wider population. Implications/originality/value: This study has provided a framework to explain how customers’ intrinsic and extrinsic religiosity affected the purchase intentions of luxury brands in the emerging market.
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Colicev, Anatoli, Ashwin Malshe, Koen Pauwels, and Peter O'Connor. "Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media." Journal of Marketing 82, no. 1 (2018): 37–56. http://dx.doi.org/10.1509/jm.16.0055.
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Although research has examined the social media–shareholder value link, the role of consumer mindset metrics in this relationship remains unexplored. To this end, drawing on the elaboration likelihood model and accessibility/diagnosticity perspective, the authors hypothesize varying effects of owned and earned social media (OSM and ESM) on brand awareness, purchase intent, and customer satisfaction and link these consumer mindset metrics to shareholder value (abnormal returns and idiosyncratic risk). Analyzing daily data for 45 brands in 21 sectors using vector autoregression models, they find that brand fan following improves all three mindset metrics. ESM engagement volume affects brand awareness and purchase intent but not customer satisfaction, while ESM positive and negative valence have the largest effects on customer satisfaction. OSM increases brand awareness and customer satisfaction but not purchase intent, highlighting a nonlinear effect of OSM. Interestingly, OSM is more likely to increase purchase intent for high involvement utilitarian brands and for brands with higher reputation, implying that running a socially responsible business lends more credibility to OSM. Finally, purchase intent and customer satisfaction positively affect shareholder value.
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Ho, Shu-Hsun, Heng-Hui Wu, and Andy Hao. "Vis-à-vis: pampering the sophisticated and satisfying the simple." Emerald Emerging Markets Case Studies 10, no. 2 (2020): 1–21. http://dx.doi.org/10.1108/eemcs-07-2019-0179.
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Learning outcomes Learning objectives of this case is to understand the hairdressing industry and develop the sub-branding strategy. After reading this case and practicing in class, students should be able to understand this business and marketing terminology and apply them in the real world. Students will learn the branding strategies: brand extension, brand architecture and brand portfolio. Students will design (DS) the brand name for the new store. Case overview/synopsis Case synopsis Mr. Tai-Hua Teng (aka TR) was a hair artist and opened his first hair salon, vis-à-vis (VS), in 1989 using a high-end positioning strategy. VS focused on offering superb and diverse services to keep ahead of the competition rather than trying to undercut prices. VS hair salon had a solid foundation based mainly on the elite, celebrities and high-salary customers. In 2017, TR owned 16 stores (including one in Canada and two intern salons), 1 academy, 265 employees and 3 brand names. The three brand names were VS, DS and concept (CC). DS and CC were less known to the public, so now these two brands had been carried the parent name and were known as VS DS and VS CC. Quick cut hairdressing businesses were thriving because customers needed quick and cheap hairdressing services. Acknowledging the benefits of entering the highly competitive quick haircut market, TR began to contemplate the new brand name and services to offer. VS had adopted the brand house strategy but TR wondered if it was better to have an individual brand name when entering the quick haircut market. The sub-branding strategy carried the established quality assurance of VS but there was possible brand overlap. An individual new brand name might lack the well-established values from VS but it also showed the potential to reach different segments of customers. TR’s decision to make: a branded house or hybrid? This case showed a high-end hair salon facing the need for simplicity in the market and considered how to expand its business to the lower-end market. Keywords: hairdressing, brand extension and sub-branding strategy. Complexity academic level Level of difficulty: easy/middle level to undergraduate courses specific prerequisites: it is not necessary for students to prepare or read any marketing theory or chapters of the textbook. However, it would help a more in-depth discussion if students know the CCs of brand architecture, brand portfolio, brand extension and line extension. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing.
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Colucci, Mariachiara, Elisa Montaguti, and Umberto Lago. "Managing brand extension via licensing: An investigation into the high-end fashion industry." International Journal of Research in Marketing 25, no. 2 (2008): 129–37. http://dx.doi.org/10.1016/j.ijresmar.2008.01.002.
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Cuomo, Maria Teresa, Pantea Foroudi, Debora Tortora, Shahzeb Hussain, and T. C. Melewar. "Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption." Sustainability 11, no. 23 (2019): 6791. http://dx.doi.org/10.3390/su11236791.
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Taking into consideration the increasing role of sustainability in the luxury industry, our study investigates the role of celebrity credibility, celebrity familiarity, luxury brand value, and brand sustainability awareness on attitude towards celebrity, brand, and purchase intention for sustainable consumption. For this, we explored relationships among these variables to test a conceptual model which is developed using existing knowledge available in academic research on this topic. Data for testing were collected from high-end retail stores in the UK about the world top luxury brands by brand value in 2019, also acknowledged for their major engagement in sustainability. Findings from a survey of 514 consumers suggest that celebrity credibility is a very strong key to increasing purchase intentions of sustainable luxury goods. The study has important implications for the expansion of current literature, theory development and business practices. Limitations of the study are also outlined, and directions for future research are considered too.
Dissertations / Theses on the topic "High-end brand"
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de, Arteaga Sebastian. "Bio-based Clothes Covers for a High-end Clothing Brand." Thesis, KTH, Maskinkonstruktion (Inst.), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-182900.
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There is a growing interest in using plastics from renewable resources and other bio-based materials to replace conventional oil-based plastics. This report presents the development of a new bio-based clothes cover for a high-end clothing brand. The project was carried out as a Master’s Thesis project in Industrial Design Engineering at the research institute Innventia AB commissioned by the clothing brand Tiger of Sweden. The project’s development process was based on The Mechanical Design Process by David G. Ullman. A web-based survey, an idea generation workshop and a perception study were performed as a basis for the investigation. The new clothes cover is intended for hanging clothes, primarily suits. The new clothes cover should be effectively managed in the transport chain and be aesthetically appealing. Additionally, it should add value by being used by the end-users as a transport bag when buying a suit. The study had a large focus on the selection of a suitable bio-based material for the application. The project resulted in two product concepts: one to be used from production to retail and from the store to the customer’s home and the other primarily to be used as a transport cover. The first concept, Concept 1, is a foldable clothes cover made in bio-based polyethylene. The product concept fulfills the requirements within the transport chain and can also be carried as a garment bag. Concept 2 is a premium transportcover also made in bio-based polyethylene. The cover has a stiff exclusive look and is closed at the bottom with a resealable zip-lock. Bio-based polyethylene was selected because it possesses the most suitable properties for this demanding application and is nearest to a commercially implementable solution. The flexibility, water barrier and great manufacturability of polyethylene outperformed the other bio-based competitors among starch-based plastics, polylactic acid and paper materials. The project was delimited to be adapted to the prevailing methods Tiger of Sweden was using in their transport chain and finally, cost and profitability studies were not included.<br>Det finns ett ökat intresse för att använda plast från förnyelsebara råvaror och andra biobaserade material i syfte att ersätta oljebaserad plast. Den här rapporten presenterar utvecklingen av ett nytt biobaserat klädskydd för ett exklusivt klädmärke. Projektet utfördes som ett examensarbete inom teknisk design på forkskningsinstitutet Innventia AB på uppdrag av klädmärket Tiger of Sweden. Utvecklingsprocessen i projektet baserades på boken The Mechanical Design Process av David G. Ullman. En webbaserad enkätundersökning, en idégenereringsworkshop och en perceptionsstudie låg till grund för studien. Det nya klädskyddet är avsett för hängande klädesplagg, framförallt kostymer. Skyddet ska även kunna hanteras på ett effektivt sätt inom transportkedjan och vara estetisk tilltalande. Utöver detta så ska skyddet kunna användas av slutkunden som ett kostymfodral vid köp av kostym. Studien hade ett stort fokus på att identifiera ett lämpligt biobaserat material för det nya skyddet. Projektet resulterade i två produktkoncept där det ena är avsett att användas från produktion till butiken och vidare från butiken till konsumentens hem och det andra primärt som ett transportskydd. Det första konceptet, Koncept 1, är ett vikbart klädskydd gjort av biobaserad polyeten. Produktkonceptet lever upp till kraven inom transportkedjan, men kan också användas som ett kostymfodral av slutkunden. Koncept 2 är ett premium transportskydd som också är i biobaserad polyeten. Skyddet har ett styvt exklusivt utseende och stängs undertill med en återförslutningsbar zip-lock. Biobaserad polyeten valdes för att den har lämpligast egenskaper för den här applikationen samt att den är kommersiellt realiserbar. Biobaserad polyeten är flexibelt,har god vätskebarriär och producerbarhet vilket gör den oöverträffad gentemot sina biobaserade konkurrenter, så som stärkelsebaserad plast, polylaktid (PLA) och papper. Projektet var avgränsat till att slutkonceptet skulle kunna hanteras inom transportkedjan med Tiger of Swedens rådande metoder. Ingen kostnadsanalys eller lönsamhetsstudie var inkluderad i projektet.
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Pham, Phong Lan. "Cultural influences and non-conspicuous consumption : the case of high-end or luxury skincare brands in Vietnam." Thesis, Paris 1, 2015. http://www.theses.fr/2015PA010065.
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Le Vietnam est un marché très potentiel pour les marques de soin de la peau. Dans le prémium segment, les produits importés prennent la part totale du marché avec une croissance annuelle de 18 à 35 % dans ces dernières années 2010-2014 (Euromonitor 2015). Dans ce secteur, le seul terme commun utilise ‘mỹ phẩm cao cấp’ (prémium cosmétique) implique les marques de luxe (ex : Clinique, Estée Lauder, Lancôme, Sisley, Shiseido, SKII, Menard, Ohui…) et les marque non-luxe mais haut de gamme (ex : Vichy, Dr.Spiller, Swissline, Dermalogica, Tenamid…). Jusqu’à maintenant, le segment de luxe a bien été abordé, pourtant le segment de haut de gamme ne fait pas encore l’attention des chercheurs. A côté, les vietnamiens par tradition mènent une vie simple et modeste, ce qui est à l’encontre du phénomène de consommation ostentatoire des produits de luxe qui a été largement discuté dans les pays émergeants. Par conséquent, les influences culturelles au marché Vietnamien devrait être revisité dans cette thèse. Alors, comment les consommateurs vietnamiens perçoivent les produits de soin de la peau de luxe et ceux de haut de gamme ? Pourquoi ils choisissent les produits de luxe et pour quoi ils choisissent les produits de haut de gamme ? Quelles sont les facteurs culturels qui influence leur choix ? Cette thèse est pour but de répondre à ces questions tout en générant des implications managériales et académiques importantes pour le marché vietnamien. Dans la partie théorique, cette thèse approche les trois axes théoriques comme les concepts de luxe et de haut-de-gamme, les consommateurs, et les influences culturelles avec des spécificités du marché vietnamien. La partie empirique de cette thèse contient 5 études qualitatives (les records audio spontanés, les discussions en groupe, l’enquête sur le prix de vente, la collection des photos et les entretiens individuels). Les résultats de la revue de littérature et des analyses des données confirment 7 propositions de recherche : [...] Cette thèse contribue à rafraîchir les connaissances sur une économie émergente et en transition tel est le Vietnam. Elle aide les managers à avoir une stratégie dynamique sur la segmentation des produits prémiums (luxe vis-à-vis haut-de-gamme) ainsi que de prendre conscience de la potentialité des consommateurs traditionnels non-ostentatoires Vietnamiens. Elle donne aussi une suggestion aux chercheurs d’étudier une nouvelle perception des marques de luxe et de haut de gamme dans les marchés émergents ; ainsi l’attention sur le pays d’origine devrait être donnée non seulement aux pays de l’Ouest (développés) mais aux aussi autres pays couronnés de succès actuellement comme la Corée du Sud dans les études du marché vietnamien<br>Vietnam is a promising market for skincare brands. In premium segment, foreign imported products take the total share with an annual sales increase of 18 to 35 % during the last period 2010-2014 (Euromonitor 2015). Though vietnamese consumers have one common term for this segment as ‘mỹ phẩm cao cấp’ (premium cosmetics), it includes in fact luxury brands (eg : Clinique, Estee Lauder, Lancôme, Sisley, Shiseido, SKII, Menard, Ohui…) and non-luxury but high-end brands (eg: Vichy, Dr.Spiller, Swissline, Dermalogica, Tenamid…). Researchers so far have approached luxury segment but not yet adequately paid attention on the non-luxury but high-end segment in Vietnam. Besides, vietnamese people by culture appraised simplicity and modesty in actual life ; this is contrary to a phenomenon of conspicuous luxury consumption that has been heavily discussed by researchers in emerging economies so far. As such, existent and new cultural trends in Vietnam also is to be revisited in this thesis. So, how vietnamese consumers perceived luxury and high-end skincare brand products ? Why they choose luxury brands and why they choose high-end brand ? Which cultural factors influence their consumption choice ? This thesis is for an aim to find answers to these questions in enabling important managerial and academic implications for the vietnamese market.In theoretical part, this thesis approaches in three axes as luxury and high-end brand concepts, consumers, and cultural influences in stressing on the specificities of vietnamese market. The empirical part of this thesis contains 5 qualitative studies (random records, focus group discussion, market price survey, photo collection and in-depth interview). The results of theoretical review and data analysis confirmed 7 research propositions: 1/ During the economic transition period, vietnamese consumers are supposed not to have clear perception on luxury and high-end brand skincare products; 2/ Vietnamese traditional consumers was supposed not to be conspicuous but quality seeking in premium skincare consumption; 3/ By Korean cultural influence, there exists a behavioral preference of Korean high-end skincare products by vietnamese consumers; 4a/ Comparing to vietnamese young traditional consumers, elder consumers are less product-involved, less knowledgeable on brands, more advice-seeking and brand committed; 4b/ Comparing to elder traditional consumers, young consumers are more product-involved, more knowledgeable on brands, more self-information seeking and self-decisive and less brand committed; 5/ Vietnamese traditional consumers prefer luxury skincare products because of the quality assurance, of which elder consumers rely on price cue and young consumers rely on brand cue; 6/ Vietnamese traditional prefer high-end products because of price-quality, of which elder consumers rely on advice cue and young consumers rely on self-judgment.This thesis contributes to a refreshing knowledge on such emerging and transition markets as Vietnam. It helps managers to have dynamic strategy on premium product segmentation (luxury versus high-end products) as well as to acknowledge of the big potentiality of vietnamese traditional and non-conspicuous consumers. It also give a hint to academic researchers for studying a new perception of luxury and high-end brands in emerging markets as well as to pay attention on not only COO from Western/developed countries but also from such successful Asian country as Korea in study vietnamese market
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Nilsson, Anna, and Gustaf Wennberg. "Sandberg : Key Strategic Decisions in Regards to Entry on the Japanese Market -." Thesis, Jönköping University, JIBS, Business Administration, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-311.
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<p>Problem: What key strategic decisions are required when choosing the right entry mode for a small Swedish firm, with a high-end jewellery brand, on the complex Japanese market?</p><p>Purpose: The purpose of this research is to investigate different strategic choices in regards to the entry mode and the introduction of an exclusive brand on the Japanese market. The research will be supported by analysing the current situation of Sandberg and its aim to enter new markets. The authors of this thesis aim at enlighten the important issues regarding the key strategic decisions that Sandberg will have to take when entering Japan. The ambition with this thesis is to illustrate how firms in high-end sectors in similar industries can apply the overall concepts in order to successfully enter the Japanese market.</p><p>Method: The authors of this thesis have chosen a descriptive approach and marketing literature has been studied in order to find suitable theories to help the analysis of the Japanese market. Root (1998) argues that the social environment plays an important role in the choice of entry mode and can be analysed through the PESTEL framework. As long as the businesses have an understanding that the competitive marketplace never reaches a static state (Grant, 1995), the PESTEL framework is useful if it is continuously changed over time (Walsh, 2005). The deductive approach will be used since the authors of this thesis will focus on searching for already existing theories in external sources in order to enable an understanding for the strategic decisions that have to be made in regards to entering the Japanese market (Lekvall & Wahlbin, 2001). The deductive data analysis is preferable since the nature of the concept, with the use of existing theory, gives a more objective research.</p><p>Results: This thesis demonstrates that some of the most important strategic decisions that have to be taken when entering the Japanese market concerns following issues: (a) entry mode, (b) trade partners, (c) transportation, (d) currency rate, (e) location, and (f) type of establishment.</p><p>Finally, the authors of this thesis believe that Sandberg will benefit from international operations in the Japanese market. It will most likely open up opportunities for future growth in the area due to the almost certain enhancement which in turn give increased opportunities for expansion. It is without doubt up to Sandberg to take advantage of the growing demand in the region.</p><br><p>Problem: Vilka strategiska nyckelbeslut krävs när en liten svensk organisation, med ett lyxigt smyckemärke, ska välja sätt att gå in på den komplexa japanska marknaden?</p><p>Syfte: Syftet med den här undersökningen är att utreda olika strategiska beslut med tanke på inträdet och introduktionen av ett exklusivt märke på den japanska marknaden. Undersökningen kommer att understödjas genom att författarna analyserar den svenska firman, Sandberg, nuvarande situation och Sandbergs mål att inträda på nya marknader. Författarna till den här uppsatsen inriktar sig på att lämna upplysningar gällande de viktiga saker rörande strategiska nyckelbeslut som Sandberg måste ta när de går in på den japanska marknaden. Ambitionen med den här uppsatsen är att illustrera hur organisationer i exklusiva sektorer inom liknande industrier ska kunna tillämpa de övergripande koncepten för att framgångsrikt inträda på den japanska marknaden.</p><p>Metod: Författarna till den här uppsatsen har valt en deskriptiv infallsvinkel och marknadslitteratur har studerats för att finns passande teorier för att underlätta en analys av den japanska marknaden. Root (1998) menar att den sociala omgivningen spelar en viktig roll när en organisation väljer sätt att gå in på en ny marknad och anser att omgivningen kan analyseras genom PESTEL. Så länge som organisationen har en förståelse för att den konkurrenstäta marknaden aldrig når ett statiskt tillstånd (Grant, 1995), så är PESTEL användbart om den kontinuerligt ändras över tiden (Walsh, 2005). Den deduktiva infallsvinkeln används eftersom författarna till den här uppsatsen fokuserar på att söka efter redan tillgängliga teorier i externa källor för att möjliggöra en förståelse för de strategiska beslut som måste tas med tanke på ett inträde på den japanska marknaden (Lekvall & Wahlbin, 2001). Den deduktiva dataanalysmetoden föredrogs på grund av karaktären av konceptet, att användandet av existerande teorier ger en mer objektiv undersökning.</p><p>Resultat: Den här uppsatsen demonstrerar att några av de viktigaste strategiska besluten som måste tas inför ett inträde på den japanska marknaden rör följande saker: (a) sätt att gå in på marknaden, (b) handelspartners, (c) transport, (d) valutakurs, (e) lokalisering, och (f) typ av etablering. Författarna till den här uppsatsen menar slutligen att Sandberg kommer att ha nytta av internationella aktiviteter på den japanska marknaden. Det kommer troligen öppna upp för framtida tillväxt i området och nya möjligheter för expansion. Det är utan tvekan upp till Sandberg att ta tillvara på fördelarna av den nu växande efterfrågan i området.</p>
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Richardson, Mette, and Siri Hedberg. "En kulturell och kommersiell teater : En differentieringsstrategi mot E-handeln." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-438038.
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Syftet med uppsatsen är att utifrån intern strategi och anställdas uppfattning undersöka hur ett varuhus inom High-End-segmentet arbetar med att differentiera sitt fysiska erbjudande. Vidare syftar uppsatsen till att undersöka huruvida detta skulle kunna vara ett sätt att bemöta den ökade konkurrensen från E-handeln. De teorier som har legat till grund för studiens analysmodell är teorin om The Five Products Levels samt immateriella värdens kompletterande effekten på differentieringen av ett erbjudande. Studien baseras på primär- och sekundärdata av Nordiska Kompaniet (NK). Kvalitativ primärdata erhölls från semistrukturerade intervjuer med personer i strategisk position på NK och anställda i varuhuset. Respondenterna valdes utifrån ett strategiskt urval. Sekundärdata från externa källor användes som komplement. Studien visar att NK har möjlighet att konkurrera med E-handeln med ett fysisk erbjudande, genom en unik upplevelse som sträcker sig utanför köpögonblicket. NK kan konkurrera genom att positionera sig inom områden som E-handeln behärskar sämre. Områden som E-handeln i dagsläget ej anses behärska på grund av dess svårigheter att bygga starka kundrelationer samt endast digital närvaro där fysiska upplevelser går förlorade.<br>The purpose of the thesis is to, based on internal strategy and the employees' perception, investigate how a department store within the High-End segment works to differentiate its physical offering. Furthermore, the thesis aims to investigate whether this could be a response to the increased competition from E-commerce. The theories that have formed the basis of the study's model of analysis are the theory of The Five Products Levels and the complementary effect of intangible values on the differentiation of an offer. The study is based on primary and secondary data of Nordiska Kompaniet (NK). Qualitative primary data was obtained from semi-structured interviews with people in strategic positions at NK and department store staff. The respondents were selected based on a strategic selection. Secondary data from external sources were used as a complement. The study shows that NK has the opportunity to compete with E-commerce with a physical offer, through a unique experience that extends beyond the moment of purchase. NK can compete by positioning itself in areas that E-commerce masters less. Areas that E-commerce currently does not master due to its difficulties in building strong customer relationships and only digital presence where physical experiences are lost.
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Minhas, Frida, and Mersiha Memic. "The fast fashion phenomenon : Luxury fashion brands responding to fast fashion." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20850.
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Purpose:The purpose of this thesis has been to study, describe and analyze how luxury fashion brands have responded to fast fashion. Background:It has been stated that the life of luxury fashion brands has become more difficult since the proliferation of fast fashion brands. The Italian luxury fashion designer Giorgio Armani has said that "Fast fashion is a growing reality in our sector". Anna Wintour, the editor-in-chief of American Vogue has credited Zara for creating a ‘seasonless cycle for fashion’. Fast fashion brands such as H&M, Zara, Mango and Topshop have through interpreting catwalk trends with a speedy time-to-market been extremely successful at attracting the fashion conscious consumer. Even loyal high-end customers have started to mix their luxury fashion with fast fashion. Luxury fashion brands once dismissed the fast fashion brands as irrelevant to their high-end business, which however have started to drain away sales from the luxury fashion brands.Method:A qualitative research approach was taken to meet the purpose of collecting the relevant data. An interview was made with PR and Marketing Manager at Group 88, Robert Meeder who manages brands such as Gucci, Burberry and Bottega Veneta in Copenhagen. We also did a content analysis on articles collected that address the issue of how different luxury fashion brands have responded to fast fashion for the empirical study.Conclusion:Luxury fashion brands have responded to fast fashion by inclining towards the fast fashion model or reacting against it. Some of the reactions have been to offer lower priced lines under their own sub-brands. They have also allowed their customers to buy products during online webcasts in order to ensure early deliveries. Improvements have been made within logistics in order to speed up the time-to-market. The luxury fashion brands are also working more ‘seasonless’ than before and focusing on their heritage to portray a slower and more indulgent image to the consumer.<br>Program: Magisterutbildning i Fashion Management
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Chang, Min-Shun, and 張閔舜. "High-end dessert brand image, motivation and customer satisfaction research –GODIVA." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/tf85d7.
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碩士<br>中國文化大學<br>全球品牌與行銷碩士在職學位學程<br>107<br>This study aims on the relevance of GODIVA brand image; purchase motivation, customer satisfaction and brand loyalty of consumers who have purchased GODIVA. Through literature citation and logical reasoning it is found that these four components are interrelated.
The purpose of this study is to explore whether: (1) brand image affects purchase motivation, (2) brand image affects customer satisfaction, (3) customer satisfaction affects purchase motivation, (4) customer satisfaction affects brand loyalty, and (5) brand image affects brand loyalty.
Questionnaires were used to collect data and the empirical results are as follows: (1) brand image has a significant positive impact on purchase motivation, (2) brand image has a significant positive impact on customer satisfaction, (3) customer satisfaction has a significant positive impact on purchase motivation, (4) customer satisfaction has a significant positive impact on brand loyalty, and (5) brand image has a significant positive impact on brand loyalty.
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CHENG, WU YU, and 吳昱承. "The Influence of Mass Luxury Value on Brand Image – A Case Study of High-end Smartphone." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/4efucy.
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碩士<br>國立臺北大學<br>資訊管理研究所<br>103<br>Mass luxury goods were the products and services are priced at or near the top of their category and represent a considerable premium compared with conventional offerings. However, they remain affordable to middle-market consumers. These products and services fall in the niche between the mass-market and high-class goods.They command a premium price compared with conventional goods but still are priced well below superpremium goods. These goods bring consumers a richer experience feelings. This study was designed to investigate the mass luxury value architecture. And explore the influence of mass luxury value on brand image. In this study, the high-end smartphone users as a surveying object. In the study, have two empirical studies. In Study 1, development of mass luxury value scale, through the method of scale development, a total of 803 valid questionnaires were collected. This study suggests that mass luxury value included function, excellence, conspicuous consumption, status, uniqueness, personal identity, self-gift giving, aesthetics, pleasure, experience , affiliation and economic. In Study 2, through the study 1 of the scale of development, and further understand the influence of mass luxury value on brand image. Brand image included cognitive brand attribute, affective brand attribute, brand loyalty and brand purchase Intention. In Study 2, total of 800 valid questionnaires were collected. The research results found that mass luxury value will positively affect cognitive and affective brand attribute, and strengthen consumer brand purchase intention and brand loyalty through the cognitive and affective brand attribute. Finally, this study presents the results of the architecture of mass luxury value.To complement the theoretical knowledge gap; and make recommendations related to operating practices of the brand for high-end smartphone.
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Yang, Shao-Yi, and 楊少儀. "Marketing Strategy Analysis of Second Mover with High-End Brand-A Case Study of Hui Bao." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/794d6c.
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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>I used 4C theory by Professor Zhi-sheng Qiu to analyze mainly the role and importance of marketing in the global economy and society. In this study, we chose the case of Huibao Company because it’s backward manufacturer. Then, later into the market Huibao Company’s attitude and strategy to compete with the advanced manufacturers. For the huge business opportunities in the Chinese market, strategic analysis and strategy formulation, what’s the difference with the biggest rivals for Huibao Company.
Huibao company is a one-stop strategy which the first concept of 4P marketing planning, and then have 4C interaction analysis. Marketing is a exchange problems. In the study, it is found that exchange problems include the relationships that organizations and individuals need to exchange, and how''s the exchange relationships. Including, the factors were generated, resolved, and avoidance.
In the case study, we found out how we can help both buyers and sellers to get the most appropriate match to achieve the best quality of the goods, so that all the brands that have become saturated have the best attitude to grow in the market. Outsourcing unit cost of benefits in 4C architecture, the company confirmed how to reduce the cost of buyers to create a more advanced advantage.
Actually, Huibao considered overall information about buyer’s search cost and the best balance between buyers and sellers to reduce informational asymmetry. Additionally, as a risk cost, Huibao also targeted the buyer''s moral crisis cost. It clearly identifies and clarifies the subject matter of the transaction that the buyer will question, so that the buyer will not take this moral hazard when buying Caused by the dispute between buyers and sellers, the buyer, the lower the cost the better.
In conclusion, the study found that the best cost-saving method to verify 4C was the best way for the buyers to rely on the brand for a long time, so that the buyer could continue to work with the specific seller Maintaining the relationship of exchange, the buyer, the lower the better the exclusive assets, on the contrary, the seller is as high as possible. In the case study of Huibao, the combination of 4P and 4C and how they complement each other have been confirmed in the study, confirming how the latecomers plundered the market with 4C marketing strategy and how to create the advantage of latecomers so that the advanced ones can not copy counterfeit and follow In turn, resulting in market maximization, that shows the strong combination of style 4C and 4P theory, to create an irreplaceable one-stop path.
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Beck, Helena Dundas de Sousa e. Holstein. "How do consumers react differently to a brand owned by a New Digital Influencer compared to a traditional brand, in the high-end beauty segment?" Master's thesis, 2019. http://hdl.handle.net/10400.14/29239.
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The present thesis aims at studying and comparing reactions consumers have towards two types of brands: a traditional brand, one that has been in the high-end beauty segment for generations, and a brand owned by a New Digital Influencer -NDI - in the same segment.
A New Digital Influencer is someone who gathers a large online following, who has their audience’s trust by posting reliable content. The goal was to understand consumers’ reactions in Purchase Intention, Brand Attitude, Word-of-Mouth, and Engagement. Furthermore, high-end stands for “very good quality” and “expensive”, being this the criterion applied to select the studied brands.
Following the Literature Review, a quantitative research was performed. An online questionnaire targeted at women who are on social media and who don’t reject recommendations from influencers was considered the ideal approach. An experimental in-between groups design was conducted with respondents being randomly allocated either to the traditional brand, or to the brand owned by an NDI.
Research Questions were answered by performing a Kruskal-Wallis test, where both groups were considered statistically different in three of the four dimensions analysed. Furthermore, the traditional brand has higher scores for Purchase Intention and Word-of-Mouth; for Engagement the public engages more with a brand owned by an NDI; and for Brand Attitude the reaction by consumers is equal for both brand types. All these discoveries are justified with previous literature.
The gap in academic literature has been significantly reduced. Also, it is confirmed: influencers are a possible competitor in the retail industry.<br>A presente tese pretende estudar e comparar a reação de consumidores a dois tipos de marcas: uma marca tradicional, marca presente no mercado de beleza de luxo há gerações, e uma marca lançada por um Novo Influenciador Digital – NDI- no mesmo segmento.
Novo Influenciador Digital é alguém que ganha uma rede de seguidores considerável online, que detém a confiança dos mesmos através da postagem de conteúdo confiável. O objetivo traçado foi o de compreender a reação de consumidores em termos de Intenção de Compra, Atitude com a Marca, Boca-a-Boca e Interação. Ainda, o conceito de luxo é “alta qualidade” e “caro” pelo que foi este o critério utilizado na seleção das marcas estudadas.
Posteriormente à Revisão de Literatura, foi efetuada uma análise quantitativa. Um questionário online tendo como alvo mulheres ativas nas redes sociais, que não rejeitam influenciadores foi considerada a abordagem ideal. Foi feita uma experiência entre grupos na qual os respondentes foram aleatoriamente alocados à marca tradicional, ou à marca lançada por um NDI.
As Perguntas de Pesquisa foram respondidas através do teste de Kruskal-Wallis, e os dois grupos foram considerados estatisticamente diferentes em três dimensões. A marca tradicional obteve resultados mais elevados em Intenção de Compra e Boca-a-Boca; Interação com uma marca lançada por um NDI é superior; Atitude com a Marca é igual em ambos os grupos. Os resultados foram justificados de acordo com a literatura.
A lacuna na literatura académica foi significativamente reduzida, e é possível afirmar: influenciadores são possível concorrência no mundo do retalho.
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Sun, Yi-Yuan, and 孫義淵. "A Study on the Influence of High End Car Service Management System on Car Service Quality-The Brand Lamborghini as a case." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/33mus4.
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碩士<br>國立臺北科技大學<br>車輛工程系<br>106<br>In recent years, with the fast development of the car market in Taiwan and the rapid increase of the car sales, the simple pursuit of the car brand in the early years has turned into the present requirement for fine after-sales service quality. Furthermore, with the higher consumers’ awareness and the transparency and prosperity of the online information, in terms of the factors in car sales, besides the car brands, the car repair and maintenance system has become one of the important factors the consumers will pay attention to in purchasing a car. The after-sales service quality has become a key element in raising or keeping the value of the car brand. In the face of the keen competition among brands, the changeable car market, and the thriving industries such as the chain car maintenance centers, each car manufacturer has to emphasize the service in maintaining and raising the customers’ loyalty. In addition to the sales of their own products, each car manufacturer should also think about how to provide more complete and considerate after-sales service to increase the customers’ loyalty and indeed upgrade the after-sales service quality.
Based on the after-sales service center of the car brand Lamborghini, this study will construct the perspectives corresponding to the existing service quality and further discuss the importance that will have an influence on the after-sales service quality.
The major procedures of the study are as follows:
1. Establish the regulations for management and competitions: The management regulations including the operation scale, after-sales service, parts, and maintenance skills of each dealer’s repair and maintenance center are categorized based on the distribution of the existing car park number of the brand Lamborghini in Taiwan to further assess the practical capacity and performance of each district dealer’s repair and maintenance centers, and through the regulations for reward and punishment to assist the dealers’ service centers in increasing their capacity.
2.Collect and analyze the documents for assessment: The dealers’ management system and the implementation of the reward and punishment regulations will be collected from DMS (Dealer Management System) of the original manufacturer. The pros and cons and key implementation points, besides improving the dealers’ business management conditions, will also raise the efficiency of the overall service quality, level up the customers’ satisfaction, and regulate in details each dealer to execute and complete the necessary activities thoroughly and do regular reports for the reference of evaluation.
Through case study, this study will enable the managers in the car industry of Taiwan to operate with the high-end car brand, fulfill the promise to customers, and provide the promised quality and service reliably and punctually. The trustworthy and modernized software and hardware service facilities will upgrade and improve the service quality and capacity.
Book chapters on the topic "High-end brand"
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Eom, Hyo Jin, and Soyoung Kim. "How can a Brand Successfully Extend in a Premium Market when Collaborating with a High-End Retailer? An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_126.
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Parker, Christopher J., and Stephen A. Doyle. "Designing Indulgent Interaction." In Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-8957-1.ch031.
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Electronic Commerce (e-commerce) has transformed the retail environment and has become an ever increasingly important channel of the global economy. Within this, fashion retail has been a driving force, with increasing brand growth and profit deriving through Mobile Commerce (m-commerce). While the high-street fashion retailers have been key drivers and innovators in creating engaging and persuasive m-commerce app offerings, the high end and luxury fields have to date been slow to adopt and innovate at a comparable rate. This chapter explores the history and meaning of luxury and branding, in relation to the current state of m-commerce in fashion. Specific reference is given to the current state of m-commerce design in the retail domain between luxury and high-street market levels. Key questions and leading developments in the realm of interaction and User Experience (UX) design are presented along with directions on how to design for luxury m-commerce interactions.
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Sharr, Adam. "Libeskind in Las Vegas: Reflections on Architecture as a Luxury Commodity." In Critical Luxury Studies. Edinburgh University Press, 2016. http://dx.doi.org/10.3366/edinburgh/9781474402613.003.0008.
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This chapter considers a project from renowned architect Daniel Libeskind: a shopping mall opened in Las Vegas in 2009, deploying what have become the architect's trademark crystalline shapes. Named ‘Crystals at CityCenter’, the mall's branding derives its name and its luxury credentials from Libeskind's signature contribution. The chapter examines Crystals at CityCenter as an example of the millennial phenomenon of the ‘starchitect’-designed iconic luxury building. It explores the origins of Libeskind's architectural brand forms in the architecture of trauma in Berlin and, by contrast, the re-use of those forms in service of high-end retail on the Las Vegas Strip. In addition, the chapter argues that Crystals at CityCenter is also an example of architecture as sign — a sign of architecture referring only to itself, of architecture imagined as a luxury commodity.
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Snyder, Sherri. "Nine." In Barbara La Marr. University Press of Kentucky, 2017. http://dx.doi.org/10.5810/kentucky/9780813174259.003.0010.
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The chapter opens with an explanation of the pre–World War I dance craze that has seized the country and given rise to the appearance of ballroom dance teams, the nation’s latest brand of celebrity. Reatha’s departure for San Francisco, host to the 1915 Panama-Pacific International Exposition (San Francisco World’s Fair), to obtain dancing employment is then noted and complete documentation of her career as a professional dancer begins. Her love affair and dance partnership with Robert Carville, a professional dancer, are meticulously addressed; she changes her name to Barbara La Marr, develops as a dancer (both in her collaborative and solo efforts), and she and Robert procure high-end dancing engagements throughout San Francisco and at the fair. The chapter closes with Barbara and Robert, having achieved fame in San Francisco, being given the opportunity to try their luck on Broadway.
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Bratina, Danijel, and Armand Faganel. "Using POS Data for Price Promotions Evaluation." In Surveillance Technologies and Early Warning Systems. IGI Global, 2011. http://dx.doi.org/10.4018/978-1-61692-865-0.ch014.
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Price promotions have been largely dealt with in the literature. Yet there are just a few generalizations made so far about this powerful marketing communication tool. The obvious effect, that all authors who have studied price promotions emphasize, is quantity increase during price promotions. Inference studies about the decomposition of the sales promotion bump do not converge to a generalization or a law, but end in radically different results. Most of these studies use consumer panel data, rich of demographical characteristics and consumers’ purchasing history. Companies that use such data, available from marketing research industry, usually complain that data is old and expensive. The authors start with literature review on price promotions in which they present existing models based on consumer panel data (Bell, et al., 1999; Mela, et al., 1998; Moriarty, 1985; Walters, 1991; Yeshin, 2006). Next they present existing POS analysis models and compare their findings to show the high level of heterogeneity among results. All existing models are based on powerful databases provided by professional research institutions (i.e. Nielsen or IRI) that usually cover the whole market for the analysed brand category geographically. The authors next apply existing models to find which best suits data available for Slovenian FMCG market. They show two models analysis – quantity (SCAN*PRO) and market share (MCI) and their power for explanatory and forecasting research using POS data. Having dealt with more than 30 brand categories within a wider research, they conclude that the models developed are usable for a fast decision making process within a company, but their exploratory power is still poor compared to panel data.
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Ten Busschen, Albert. "Industrial Re-Use of Composites." In Current Topics in Recycling [Working Title]. IntechOpen, 2021. http://dx.doi.org/10.5772/intechopen.99452.
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The amount of obsolete composites is increasing on a global scale, for example yacht hulls from a growing leisure industry and large rotor blades from wind energy production. Until now it has not been possible to recycle or disassemble thermoset composites into their original constituent parts of fibre reinforcement and resins. Subsequently a new method of re-use has been developed. This method involves machining the obsolete composite product into strips or flakes for re-use as reinforcing elements which, when combined with fresh resin and fibre, enable the production of a brand new component. This, in effect, preserves and re-uses the mechanical properties of the original obsolete composite. This method has been proven in manufacturing retaining walls, also guide beams for canals, crane mats and bridge decking, all using the strips or flakes from end of life composite products. For use on an industrial scale, a positive business case is imperative. In order to prove the industrial technology, new products have to contain a sufficiently high percentage of re-used composites in combination with automated processing. This has been achieved with “push-pultrusion” which is in essence a further development of the long established pultrusion process.
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Assaf-Zakharov, Katya. "Non-Traditional Trademark Protection as (Non-Traditional) Means of Cultural Control." In The Protection of Non-Traditional Trademarks. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780198826576.003.0019.
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Trademarks, or brands, are symbols whose initial purpose is providing information about the source of a product. Yet, with the course of time, high-end brands have developed into symbols providing information about their owner's status rather than about the sold goods. This phenomenon naturally attracts imitation and status cheating, offering new challenges to established trademark doctrines. This chapter outlines the different legal perceptions of imitation in the U.S. and Continental Europe, while placing these perceptions into broader cultural contexts. It then focuses on the U.S. legal view on imitation of trademarks that serve as status symbols, pointing out that this view is “non-traditional” in American context, in the sense that it is inconsistent with U.S. traditional cultural values.
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Moutinho, Luiz A. M. "AI Storm ... From Logical Inference and Chatbots to Signal Weighting, Entropy Pooling." In Advances in Systems Analysis, Software Engineering, and High Performance Computing. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-7156-9.ch015.
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The chapter is focused on the paradigm shift of artificial intelligence (AI) and marketing evolution. Considering the effects of AI on marketing and AI powered by engagement marketing, why is AI the marketing future? Is AI in marketing merely over-promoted? What can AI do for marketing and how can AI most influence and bring advantages to marketing and transformation of the customer experience through mass personalisation? Some critical impacts of chatbots are highlighted, with explanations of what they can do and how they will change the future of customer engagement. An explanation of how AI products influence and transform the role of product management is given, emphasizing the importance of the human context delivering, along with emerging technologies. Following this is an investigation about AI influencing brand management, and by the end, the issues of the future of AI and robotics are highlighted.
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Macdonald, Lynsey E., Irene García Medina, and Zahaira F. González Romo. "A Study of the Impact of Social Networking Communities on the Consumption of Beauty Luxury Products." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-9958-8.ch009.
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The advances in internet technology over the past decade have irrevocably altered the ways in which people communicate – this, in turn, has had an undeniable impact on consumer behaviour. The following chapter set out to explore the phenomenon of blogging and social media communities, and the impact these communities have had on reference group culture, social identity and the buying behaviour of a target group of consumers – women, aged 18-30, who participate in the online beauty community. This research has examined the impact participation in this community has had on the amount of money these consumers spend on beauty and skincare products, and the extent to which it has influenced their attitude towards luxury products. The study confirmed findings from existing literature, in that a connection between purchasing habits and the desire to be considered a member of the community was established. The data collected revealed that participation in the beauty community has an impact not only on the amount of money consumers spend on beauty and skincare items, but that this frequent online communication makes them increasingly more willing to purchase a wider variety of products, both at a high end/luxury and High Street/drugstore level. The study also revealed that regular participation in the community increases consumer knowledge of products, and can eventually lead to their expertise surpassing that of sales staff. The study concludes by outlining recommendations for marketers working with beauty brands, highlighting key considerations to make when approaching the marketing of products via the online community, based on the findings on this study.
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Emsley, John. "Lead and dead." In The Elements of Murder. Oxford University Press, 2005. http://dx.doi.org/10.1093/oso/9780192805997.003.0020.
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Gout was once a common malady that immobilized many of the upper class males of ancient Rome and imperial Britain. Both societies blamed it on too much rich food and wine, and they may have been right. The Roman writers, Seneca, Virgil, Juvenal, and Ovid all poked fun at the sufferers of gout, as did the London cartoonists; the popular belief was that it was a just punishment for over-indulgence. Physicians knew of the pain it caused and discovered that it was due to sharp crystals of uric acid between the joints of the bones; but what caused these to form? Among those affected by gout were Benjamin Franklin, one of the founding fathers of the United States of America, British Prime Minister William Pitt, poet Alfred Lord Tennyson, biologist Charles Darwin, and the founder of Methodism, John Wesley. It has been suggested that Alexander the Great, Kubla Khan, Christopher Columbus, Martin Luther, John Milton, and Isaac Newton also suffered its agonies. In the last century, it was found that more than a third of those suffering from gout had high levels of lead in their blood. It now seems likely that earlier generations had exposed themselves to gout by a fondness for port wine, which was invariably tainted with lead, and kept in lead crystal decanters. At various times in the 1700s, the British were at war with the French and no longer imported their wines or brandy, although quite a lot was smuggled into the country. Instead Englishmen turned to drinking the wines of their most faithful ally, Portugal. These, like port and Madeira, contained lead, and they became so popular that by the 1820s more than 20 million litres of port were being imported annually. Bottles of this age have been analysed for their lead content and shown to have in excess of 1 ppm suggesting that the risk of serious lead poisoning from such drink was relatively low, although it would have had an effect. Indeed the lead may have simply served as an irritant to the gut, which is why a glass of port at the end of a meal was reputed to have a laxative effect by the following morning.
Conference papers on the topic "High-end brand"
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Mengyao, Liu, and Shan Hongzhong. "Research on the Implementation of China's High-end Women's Clothing Brand ELLASSAY International Strategy." In Proceedings of the 4th International Conference on Economics, Management, Law and Education (EMLE 2018). Atlantis Press, 2018. http://dx.doi.org/10.2991/emle-18.2018.86.
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Chatterley, James J., Andrew J. Boone, Thomas L. Lago¨, Jonathan Blotter, Scott D. Sommerfeldt, and Craig C. Smith. "Sound Quality Testing and Analysis of Multiple Brands of Sewing Machines." In ASME 2005 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. ASMEDC, 2005. http://dx.doi.org/10.1115/detc2005-85636.
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Sound quality analysis is an invaluable tool for the product designer. This tool is designed to help determine customer preferences, which can help the designer improve product quality, or the consumers’ perception of the product’s quality. Many industries desire to know how the consuming public perceives their product as this affects the product life and viability. This paper will present which of two brands of sewing machines ranging in market segments from entry-level, thru mid-level machines, to high-end computer controlled units, is the most acoustically pleasant. Results across market segments independent of brand will be evaluated and compared, as well. The methods used to determine the sound quality of these machines will be presented. These methods are both jury based listening tests and quantitative sound quality metrics.
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Yan, Xiyu, Yong Jiang, Shuai Chen, et al. "Automatic Grassland Degradation Estimation Using Deep Learning." In Twenty-Eighth International Joint Conference on Artificial Intelligence {IJCAI-19}. International Joint Conferences on Artificial Intelligence Organization, 2019. http://dx.doi.org/10.24963/ijcai.2019/835.
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Grassland degradation estimation is essential to prevent global land desertification and sandstorms. Typically, the key to such estimation is to measure the coverage of indicator plants. However, traditional methods of estimation rely heavily on human eyes and manual labor, thus inevitably leading to subjective results and high labor costs. In contrast, deep learning-based image segmentation algorithms are potentially capable of automatic assessment of the coverage of indicator plants. Nevertheless, a suitable image dataset comprising grassland images is not publicly available. To this end, we build an original Automatic Grassland Degradation Estimation Dataset (AGDE-Dataset), with a large number of grassland images captured from the wild. Based on AGDE-Dataset, we are able to propose a brand new scheme to automatically estimate grassland degradation, which mainly consists of two components. 1) Semantic segmentation: we design a deep neural network with an improved encoder-decoder structure to implement semantic segmentation of grassland images. In addition, we propose a novel Focal-Hinge Loss to alleviate the class imbalance of semantics in the training stage. 2) Degradation estimation: we provide the estimation of grassland degradation based on the results of semantic segmentation. Experimental results show that the proposed method achieves satisfactory accuracy in grassland degradation estimation.
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Xu, Qinnuo. "A Study of the Marketing Strategies of High-End Luxury Brands: The Case of Hermes." In 2020 2nd International Conference on Economic Management and Cultural Industry (ICEMCI2020). Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.201128.088.
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Chen, Siqing, and He Xu. "Modeling, Analysis, and Function Extension of the McKibben Hydraulic Artificial Muscles." In BATH/ASME 2020 Symposium on Fluid Power and Motion Control. American Society of Mechanical Engineers, 2020. http://dx.doi.org/10.1115/fpmc2020-2741.
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Abstract Compared with rigid robots, flexible robots have soft and extensible bodies enforcing their abilities to absorb shock and vibration, hence reducing the impact of probable collisions. Due to their high adaptability and minimally invasive features, soft robots are used in various fields. The McKibben hydraulic artificial muscles are the most popular soft actuator because of the controllability of hydraulic actuator and high force to weight ratio. When its deformation reaches a certain level, the actuators can be stopped automatically without any other braking mechanism. The research of McKibben hydraulic artificial muscles is beneficial to the theoretical analysis of soft actuators in the mechanical system. The design of soft actuators with different deformations promotes the development of soft robots. In this paper, a static modeling of the McKibben hydraulic artificial muscles is established, and its correctness is verified by theoretical analysis and experiment. In this model, the deformation mechanism of the artificial muscle and the law of output force is put forward. The relationship between muscle pressure, load, deformation, and muscle design parameters is presented through the mechanical analysis of the braid, elastic tube, and sealed-end. The law of the muscle deformation with high pressure is predicted. The reason for the muscle’s tiny elongation with extremely high pressure is found through the analysis of the relationship between the angle of the braid, the length of single braided thread, and the pressure. With the increase of pressure, the angle of the braid tends to a fixed value. As the stress of braided thread increases, so does its length. The length changes obviously when the stress is extremely enormous. The angle of the braid and the length of the braided thread control the deformation of artificial muscles, resulting in a slight lengthening with extreme high pressure. Under normal pressure, the length of the braided wire is negligible, so that the entire muscle becomes shorter. According to the modeling and theoretical analysis, a new McKibben hydraulic artificial muscle that can elongate under normal rising pressure is designed. This artificial muscle can grow longer with pressure increases, eventually reaching its maximum length. During this time, its diameter barely changes. Its access pressure is higher than that of conventional elongated artificial muscles. Through experiments, the relationship between the muscle deformation, pressure, and load still conform to this theoretical model. This model can be used for the control of soft actuators and the design of new soft robots. This extensional McKibben hydraulic artificial muscles and the conventional McKibben hydraulic artificial muscles can be used in the bilateral control of soft robots.
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Obiajulu, Steven C., Ellen T. Roche, Frank A. Pigula, and Conor J. Walsh. "Soft Pneumatic Artificial Muscles With Low Threshold Pressures for a Cardiac Compression Device." In ASME 2013 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. American Society of Mechanical Engineers, 2013. http://dx.doi.org/10.1115/detc2013-13004.
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In this paper, we present the design, fabrication and characterization of fully soft pneumatic artificial muscles (PAMs) with low threshold pressures that are intended for direct cardiac compression (DCC). McKibben type PAMs typically have a threshold pressure of at least 100 kPa and require rigid end fittings which may damage soft tissue and cause local stress concentrations, and thus failure points in the actuator. The actuator design we present is a variant on the McKibben PAM with the following key differences: the nylon mesh is embedded in the elastomeric tube, and closure of the end of the tube is achieved without rigid ends. The actuators were tested to investigate the effects of mesh geometry and elastomer material on force output, contraction, and rise time. Lower initial mean braid angles and softer elastomer materials provided the best force, contraction, and rise times; Up to 50 N of force, 24% contraction, and response times of 0.05 s were achieved at 100 kPa. The actuators exhibited low threshold pressures (<5 kPa) and high rupture pressures (138 kPa – 720 kPa) which suggest safe operation for the DCC application. These results demonstrate that the actuators can achieve forces, displacements, and rise times suitable to assist with cardiac function.
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Clarke, Matthew A., Narcrisha S. Norman, and Sonya T. Smith. "Hybrid-MCX-1, BWB and 777 Aircraft Comparison." In ASME 2015 International Mechanical Engineering Congress and Exposition. American Society of Mechanical Engineers, 2015. http://dx.doi.org/10.1115/imece2015-52526.
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Conceptual design is the first and most important phase of an aircraft’s configuration and system development process. That being said, there is no denying that innovation in aviation has stunted over the last 50 years; the once every present fascination of flying has been blanketed by the rapid profit-driven commercializing of an industry. Moreover, we have reached an apex of maximizing the efficiency of current passenger aircraft model configurations. In recent times, new research and development has culminated to the introduction of aerodynamic structures to address key issues such as stability and fuel efficiency. This research paper seeks to push the envelope of innovation with a brand new perspective on how we view air travel — redefining the Why, What and How. It explores novel concepts such as Boeing Blended Wing Body (BWB) aircraft shown in, which does not follow the conventional Tube and Wing (TAW) configuration. It is a tailless design that integrates the wing and the fuselage into a single-lifting surface. The most common advantages include a higher lift-to-drag ratio and higher payload capacity due to a distribute load along the centerline of the aircraft. On the other hand, a tailless configuration comes at a cost to in-flight maneuvering and stability. The unique design of the Hybrid-MCX-1 aircraft involves the application of the active aero-elastic tailoring to aircraft topology optimization for both subsonic and transonic regimes. With a focus on experimental wind tunnel testing and high-fidelity simulations, this project proposes a new concept that deviates from today’s tubular and wing concept. The aircraft has a unique shape with a forward fuselage that starts off with the conventional tubular and winged aircraft design currently flown in commercial travel, but deviates to a wider cross section at the center of the fuselage. The model has self-supporting, cantilever, dihedral, swept wings, with pronounced fillets at the junction of the wing root and fuselage, blending them smoothly. This smooth transition reduce interference between airflow over the wing root and the adjacent body surface, ultimately reducing drag. The engines of the Hybrid-MCX-1 are mounted by at 45-degree angle on the rear of the plane. This engine location offers the opportunity for swallowing the boundary layer of air from that portion of the center body upstream of the inlet, providing improved propulsive efficiency by reducing the ram drag. The Hybrid-MCX-1 also possesses a vertical tail that bisects the engines. As with current commercial aircraft, this tail provides lateral stability and controls the yaw. In the case of the BWB, yaw control is made possible by sweeping the wing and downloading the wingtips. However, this approach reduces the effective aerodynamic wingspan of the aircraft and imposes a significant induced drag penalty. The presence of a tail on the concept model addresses the aforementioned issue and rectifies unwanted yawing that may arise during cross wind flight conditions. The rear end of the aircraft decrease significantly in vertical thickness when compared to the lateral thickness to minimize the possibility of flow separation as air passes around the wings and over the front half of the aircraft while maximizing total lifting surface area. The pylons are adequately sized to avoid aerodynamic interference between fuselage, pylon and nacelle but still relatively short to minimize drag.
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Petersen, Eric L., Olivier Mathieu, James C. Thomas, et al. "Combustion and Oxidation of Lube Oils at Gas Turbine Conditions: Experimental Methods." In ASME Turbo Expo 2021: Turbomachinery Technical Conference and Exposition. American Society of Mechanical Engineers, 2021. http://dx.doi.org/10.1115/gt2021-60319.
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Abstract Because of the high temperatures involved, undesirable ignition events can happen during gas turbine operation, often necessitating expensive down time and repairs. The ignition events are frequently linked to the lubricant, a flammable mixture of large hydrocarbons with a very low vapor pressure. To understand better the role of the lubricant in such ignition events, increased understanding of the fundamental thermal and oxidation characteristics of such oils is needed. To this end, a suite of different tests has been set up and demonstrated at the TEES Turbomachinery Laboratory at Texas A&M University (TAMU) to study various aspects of lubrication oil breakdown and oxidation at elevated temperatures, mostly those related to their coking and ignition behaviors. Five types of tests have been implemented: ignition delay time measurements using a shock tube; hot surface ignition (HSI); autoignition temperature (AIT) determination; thermal cook-off under controlled heating; and a high-temperature coking experiment. Such tests can be used both for fundamental understanding of how lube oils burn and for comparing the reactivity of various types and grades of oil. Each technique at TAMU is briefly described in this paper as they pertain to gas turbine lube oils, and sample results are presented for a common lubrication oil, Mobil DTE 732. For this oil, the HSI tests produced a lowest temperature without ignition of 510°C, and in shock-tube measurements, lower-temperature ignition kinetics are observed below about 1300 K, even at 1 atm. Typical AIT values for oils have been found to be around 370°C but do vary amongst brands, types, and level of degradation. The measured temperatures for the exothermic and boiling events were measured as 166±2 °C and 277±4 °C using the cook-off rig.
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VIESTURS, Dainis, Nikolajs KOPIKS, and Adolfs RUCINS. "RESEARCH ON THE DEVELOPMENT OF THE TRACTOR AND COMBINE FLEET IN LATVIA." In RURAL DEVELOPMENT. Aleksandras Stulginskis University, 2018. http://dx.doi.org/10.15544/rd.2017.183.
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The article offers an analysis of the development of the tractor and combine harvester fleet in 2001 - 2016. There are stated tractors and combines of the most common brands registered in the country. A methodology has been developed for the estimation of an adequate quantity of tractors and combines for timely cultivation of the sowing areas under agricultural crops. The methodology is based on the calculation of the annual increase in the summary engine capacity of the entire fleet of tractors and combine harvesters, and its comparison with the annual increase in the sowing areas. It is assumed that 10% of the sowing areas are cultivated by worn-out tractors, and 7.5% of the new tractor and combine capacity is required for the replacement (amortisation) of the worn-out tractors. We consider that the increase in the summary capacity should compensate for the increase in the sowing areas, taking into account also the impact of the total yield upon the productivity of the machinery. It has been found out that during the period the summary engine capacity of the tractors has grown 1.52 times, the summary engine capacity of the combine harvesters – 2.8 times; in the same period the area under agricultural crops has increased approximately 1.38 times but the area under cereals and canola – approximately 1.8 times. Several authors consider specific capacity kWh-1 as a criterion for the estimation of an adequate quantity of the machinery; therefore there are calculated also its changes in a 16-year period, with the specific capacity of both the tractors and combine harvesters increasing. The average specific power kWh-1 is considered as relatively high, but, due to the concentration of production, a decrease in this indicator is possible in the future. The average weighted capacity of the purchased new tractors and combine harvesters has also increased. The increase in the summary capacity of the tractor fleet compensates for the increase in the sowing areas and even exceeds it a little. In its turn, the increase in the summary capacity of the combine fleet allows timely harvesting the significantly increased sowing area, and more than twice the increased totals yield at the end of the period, and, compared to the beginning, slightly shorten the harvesting duration. The calculations do not include weather conditions during the harvesting period. As increase in the sowing areas and total yield is expected still further, upgrading of the tractor fleet should be continued at approximately the same rate – by purchasing, on the average, 600 to 700 new tractors and 80 to 100 new combine harvesters every year.