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Qiao, Liang. "Pricing and advertising responses of national brands to store brand introduction /." May be available electronically:, 2007. http://proquest.umi.com/login?COPT=REJTPTU1MTUmSU5UPTAmVkVSPTI=&clientId=12498.
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Kaneva, Nadezhda (Nadia). "Re-imagining nation as brand: Globalization and national identity in post-communist Bulgaria." Connect to online resource, 2007. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3273677.
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Chou, Ken-Hong Bell Leonard N. "Caffeine content of national and store brand carbonated beverages." Auburn, Ala., 2006. http://repo.lib.auburn.edu/2006%20Fall/Theses/CHOU_KEN-HONG_41.pdf.
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Hood, Joseph William. "Destination branding : a case study of the Kruger National Park / J.W. Hood." Thesis, North-West University, 2008. http://hdl.handle.net/10394/2296.
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King, Taryn Val. "Examining the visual brand language used by Brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/28349.
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Wally Olins (2008:6), points out that in contemporary culture “brands and branding are all-pervasive and ubiquitous”. As he says, one need only walk down the high street of any major foreign city in the world, be it San Francisco or Shanghai, to be embraced by so many familiar brands, including Coca-Cola, KFC, Apple MAC, Chanel and Toyota, that one could mistake it for home. In the last 15 years particularly, the ubiquitous influence of brands and branding has seen the field outgrow its commercial role and expand into more secular and political spheres. Thus, the focus of this study is the role and influence of brands and branding on modern nations and their reputations via intentionally constructed national identities, with specific reference to South Africa. According to the main objectives of this study, focus was placed on the critical examination of South Africa’s nation brand, It’s Possible, in the light of the theoretical ideals for an intentional constructed national identity as proposed by Bartholmé and Melewar, Anholt and Olins. The examination centred on the analysis and interpretation of the individual communiqués that constituted the South African pavilion at the world Expo 2010, as their content is the result of the implementation of the nation’s visual brand language. The analysis and interpretation sought to, firstly, investigate the constitution of the South African visual brand language used in the design and construction of the pavilion’s communiqués and, secondly, to broadly identify the core values of the intentionally constructed South Africa nation brand – It’s Possible, made manifest in the South African exhibit through the visual communiqués.Dissertation (Master of Arts)--University of Pretoria, 2012.
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Wyma, Louise. "Consumers' preferences for private and national brand food products / L. Wyma." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4926.
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Introduction: The importance of brands and the competition between private and national brands in different food categories increased in recent years. According to literature, except for packaging and price, there is virtually no difference between the contents of food products in the majority of private and national brands. Private brands are usually cheaper than national brands. Previous research indicated consumers’ preferences for private and national brand food products to differ between various products and in different regions. Objective: The aim of this study was thus to determine the relationship between consumers’ brand preferences for different food products, in relation to their demographics and psychographics in a South African context. Setting: A mall intercept, interviewer administered questionnaire was used as a quantitative method in this study in Potchefstroom in a South African context. Consumers’ preferences for private and national brand food products in different product categories were explored, using preference, psychographics and demographical questions simultaneously. Results: Respondents in this study preferred to purchase national brands in all products categories except for cooking oil. Considering eight psychographic factors that were extracted by exploratory factor analysis, two factors could be associated with positive reactions, while neutral reactions were evident for six factors. Respondents being indecisive on the majority of factors could be due to the fact that national brands were preferred for most products by respondents in the present study. Conclusions: Although brand preference depended on demographics and psychographics in previous research, the present study did not find significant relationships with psychographics when different products were used. Although a combination of demographic factors (mainly gender, education level, home language and employment status) could be useful in determining brand preference when used with specific products, home language and education level seem to be the most important factors. Therefore, brand preference depended on specific demographics for each product, while psychographic factors did not play a significant role. This implied that brand preference research should be product and region specific using specific demographic variables.Thesis (M. Consumer Science)--North-West University, Potchefstroom Campus, 2011.
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Cruz-Donayre, Xiomara, and Eliana Gallardo-Echenique. "Understanding a Lovemark Brand Through the Sponsorship of the Peru National Football Team." Springer Science and Business Media Deutschland GmbH, 2021. http://hdl.handle.net/10757/655961.
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Brands are eager to gain their consumers love and respect by connecting with them in a more efficient manner in order to become a Lovemark. This happens very frequently in the football “world” as it is the sport with the biggest audience in the planet. This study analyzes the Lovemark Axis inside the sponsorship strategies directed toward the female audience. Semi-structured interviews were conducted, with the aim of analyze the perception of the consumers exposed to the ads of the sponsor brands of the Peru national football team. Results evidenced that the love and respect elements for the sponsored brand contribute to the association of values and feelings of the sponsoring brand. These results support that although the construction of a Lovemark requires a great period of time, the use of sports sponsorship helps to generate greater visibility and association of the brand with the sport.
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Dreyer, Adriana. "Tourist perceptions of the Klein Karoo National Arts Festival's corporate brand / A. Dreyer." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4352.
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Blomgren, Elin, and Sofie Ljungström. "Nation branding : The role of tourism from a managerial perspective." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-79963.
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Although tourism has been recognised as an important subfield in nation branding little research have focused on its role in the nation branding process. A managerial perspective was assumed to examine what role tourism has in nation branding. This study adopts a deductive approach reviewing existing literature on nation branding, brand management strategies and tourism stakeholders. A case study on how tourism is integrated in nation branding strategies and how stakeholders operating in the tourism sector perceive their own influence on the nation-brand was conducted in Sweden using a qualitative method. Data was collected through interviews with managers in organisations that directly or indirectly work with tourism while being involved in the strategic nation branding of Sweden. A conceptual framework was developed to illustrate how the nation-brand is created and communicated through tourism. The study concludes that tourism can have a significant role in nation branding and affect other subfields if the right circumstances are given. Strong collaborations are a prerequisite for effective nation branding and strategies should incorporate national identity and country-of-origin for authenticity. Future research could focus on comparing the role of tourism in nation branding with other subfields as well as comparing how organisations on the same level work with nation branding strategies.
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Rigaud, Maxime, and Tianlin Shao. "National Brand Positioning in the Swedish Meat Market : How to maintain a price premium." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-179878.
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A global trend of decreased Willingness to pay(WTP) price premiums for national brands prevails.In this paper, the authors shed light on how national brands(NBs) can best defend their pricepremiums towards Private labels(PLs). This is done through studying what factors drives the WTPprice premiums for national brands and what attributes are important when consumers buy meatproducts.With inputs from the literature and conducted focus groups, a questionnaire testing our constructedhypothesis and the importance of attributes were collected from 163 respondents. A connection ismade to the theory of positioning using a customer-based brand equity concept.The results show that the WTP is driven by high perceived risk, perceived quality gap between NBsand PLs, is moderated by consumer involvement and mediated through PL experience. Swedishmeat, good animal husbandry, supporting farmers and locally produced meat were all importantattributes national brands should associate with their brands.
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Gunnarsson, Anna, and Katrina Holmström. "Country-of-origin in brand communication: A multinational company perspective." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-65238.
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National branding and Country-of-origin strategy (COO) has not only shown to be convenient for research, but also of considerable importance and interest for companies to enhance competitive advantage. With constantly increasing product range on the markets and continually new technology in the society, the buying behaviour and customer preferences have changed. The customer evaluates not only the product regarding its function or physical capacity, but also regarding the product's intangible value, such as its COO. The purpose with this study was to provide a deeper understanding about how a multinational company's (henceforth MNC) use of COO in their brand communication, can be described. To realize and accomplish the purpose, two research questions were formulated which this study had the intention to answer. The first research question was meant to describe what channels in the communication process a multinational company can use to communicate their brand. The second research question was meant to describe how a multinational company can use COO in the message component of the communication process. The fundamental purpose of the thesis in question was descriptive. The study was performed by observing a multinational case company. The observation of case company was performed partly with an interview and partly with a content analysis. The interview was held with a representative of the case company. The content analysis of case company was performed by reviewing websites in two different countries. As a result, we found that the case company, which represented a multinational company (MNC), among other channels, used paper catalogues and websites as a channel in the communication process. The study also showed that different COO strategies can be used complementary in the message component in the company´s communication process, with the aim to attain competitive advantage among other companies on the market.
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Andersson, Amanda, and Rebecca Danielsson. "Leverantörens varumärkesstrategi : En studie om hur konsumenters beteende kan påverka leverantörers varumärkesstrategi gällande private label och national brands." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35901.
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Uppsatsens titel: Leverantörens varumärkesstrategi – En studie om hur konsumenters beteende kan påverka en leverantörs varumärkesstrategi gällande private label och national brands Kurs: Examensarbete, Civilekonomexamen, Marknadsföring, 30hp (4FE62E) Lärosäte: Ekonomihögskolan vid Linnéuniversitetet, Kalmar Författare: Amanda Andersson och Rebecca Danielsson Handledare: Christine Tidåsen Examinator: Bertil Hultén Datum: 2014-05-26 Nyckelord: Private Label, National Brands, Varumärkesstrategi, Leverantör, Konsumentbeteende, Attitydslojalitet, Beteendelojalitet Bakgrund: Varumärkesutbudet på hyllorna i dagligvaruhandeln har förändrats. Denna uppsats fokuserar på hur en konsuments beteende gällande varumärkena private label och national brands ser ut. Vidare utgår uppsatsen från hur konsumentens beteende kan påverka leverantörens varumärkesstrategi gällande private label och national brands. Syfte: Examensarbetets syfte är att beskriva hur konsumenters köpbeteende och tankar kan påverka en leverantörs varumärkesstrategi gällande private label och national brands. Vidare avser uppsatsens författare generera slutsatser gällande hur leverantörer kan hantera sin varumärkesstrategi. Slutligen ämnar examensarbetets slutsatsers ligga till grund för rekommendationer till samarbetsföretaget och leverantören Nordic Stream. Metod: Denna uppsats är en kvalitativ studie där konsumenters beteende och tankar beskrivits utifrån fyra fokusgruppintervjuer. I uppsatsen har även intervjuer genomförts med leverantören Nordic Stream och detaljisterna ICA och Bauhaus. Uppsatsen bygger på en abduktiv forskningsansats. Den teoretiska referensramen bygger på särskilda författare och teorier inom marknadsföring. Slutsats: Attitydslojala konsumenter det vill säga de konsumenter som har en positiv attityd till en detaljists butiksvarumärke utryckte en mer positiv attityd mot private label. Beteendelojala konsumenter det vill säga de konsumenter som åter besöker en detaljist oberoende av attityden till detta butiksvarumärke utryckte en mer negativ attityd mot private label. Leverantörers varumärkesstrategier kan påverkas av konsumenters beteende både direkt och indirekt. Det som identifierats som intressant och påverkar leverantören är attityden och förväntningen på de olika varumärkena innan ett köpbeslut.Titel: The supplier's brand strategy-a study of how consumer behaviour can affect a supplier's brand strategy regarding private label and national brands Course: Master Thesis, Business Administration and Economics, Marketing, 30 ETCS (4FE62E) Institution: School of Buisness and Economics at Linnaeus University, Kalmar Authors: Amanda Andersson and Rebecca Danielsson Supervisor: Christine Tidåsen Examiner: Bertil Hultén Date: 2014-05-26 Keywords: Private Label, National Brands, Brand Strategy, Supplier, Consumer Behaviour, Attitude loyalty, Behaviour loyalty Background: The brand range on the grocery shelves in the stores has changed. This thesis focuses on describing consumers behaviour regarding the brands private label and national brands. Further more the thesis focus on how consumer behavior can affect the suppliers brand strategy regarding private label and national brands. Purpose: This thesis purpose is to describe how consumers behaviour and thoughts can affect a suppliers brand strategy regarding private label and national brands. Furthermore the thesis generate conclusions regarding how suppliers can manage their brand strategy. Finally the thesis conclusions intends to be the basis for recommendations to the the supplier Nordic Stream. Method: This thesis is a qualitative study where consumer behaviour and thoughts is described in terms of four focus group interviews. The thesis has also conducted interviews with the supplier Nordic Stream and the retailers ICA and Bauhaus. The thesis is based on an abductive research approach. The theoretical framework is based on specific authors and theories in marketing. Conclusion: Attitude loyal consumers are consumers who have a positive attitude to the retailers store brand and are those who expressed a more positive attitude toward private label. Behaviour loyal consumers are consumers who revisits a retailer regardless of the attitude to this store brand and are those who expressed a more negative attitude toward private label. Suppliers brand strategies can be affected by consumer behaviour, both directly and indirectly. Consumers attitudes and expectations of different brands before making a purchasing decision affect suppliers brand strategy.
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Diedericks, Lizette. "The influence of brand incongruity on females’ perception of the properties of bi-national apparel products." Diss., University of Pretoria, 2013. http://hdl.handle.net/2263/41107.
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This study investigated the influence of brand incongruity on females’ perception of the properties of bi-national apparel products. A survey was conducted across Tshwane, a major urban area in South Africa, to provide empirical evidence of female consumers’ reliance on brands in the context of an emerging economy where global brands have become widely available and easily accessible in recent years. Data was collected by means of convenient sampling and through self completion of a structured questionnaire by 322 willing, working females. Data analysis involved descriptive statistics, factor analysis, ANOVAs and post hoc tests.
This study confirmed the significance of brand names as a cue of the functional performance related properties of female apparel and concluded that the relevance of brands for status related purposes is secondary to females’ use of brands to infer the functional and performance attributes or to deduce the eco friendliness of apparel. This was true for all the age, income, and education levels or population categories. Although extant research confirms the importance of brands to convey status and to boost consumers’ self image, i.e. serving as an extension of an individual’s self, this study revealed that females do not primarily use brands for status purposes. Brands are mostly trusted to provide good fit, durability, comfort and good quality. Consumers do not necessarily seem familiar with the majority of apparel brands that are widely advertised. However, the majority of consumers preferred the country of manufacture (COM) and the country of origin (COO) of brands to match. Overall, they preferred brands originating from Western countries as the COM, and were more approving of locally manufactured goods than apparel manufactured in Eastern countries. As a simplifying strategy, consumers’ ignorance about the COM of global brands is probably addressed by opting for brands associated with Western COM. Brand incongruence may therefore have noticeable consequences for brand equity in a highly competitive global market and this should be addressed through clever marketing initiatives to prevent dismay and brand switching.Dissertation (MConsumer Science)--University of Pretoria, 2013.
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Wallin, Julia, and Anna Lindborg. "The competition within the walls : a qualitative study about how customers reason regarding their brand choice." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20887.
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As private labels have developed and increased in recent years, customers’ options have grown. The purpose of this qualitative study is to explore how customers reason when they choose a brand in a Swedish sportswear store, which offers both private labels and national brands. More specifically, the following attributes, private labels versus national brands, customer behavior, and store layout are considered in order to address a possible complexity in the brand choice. The empirical material was collected through twelve exit interviews outside Stadium stores in four cities, combined with four observations in four Stadium stores. The findings revealed that private labels and national brands seem to have similar product characteristics, which may cause complexity in customers’ brand choices. This thesis contributes with an insight into a new dynamic within the walls of a sportswear store and discusses what aspects influence customers’ brand choice.
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Zhang, Shijie. "An empirical assessment of the impact of brand trust on consumers' repurchase intention of national dairy products in China : a brand and consumer relationship perspective." Thesis, University of Essex, 2014. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.654434.
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The Chinese national dairy industry has experienced a series of scandals owing to dairy firms' aggressive pursuit of profits and neglect of product quality guarantees since the 2008 melamine case. This perceived violation of trust has affected consumer perceptions of and behaviours toward the national dairy brand, which may best be resolved by facing up to the issues, enhancing the brand and building consumer relationships to regain trust in brand quality. Therefore, understanding how brand and consumer relationships affect Chinese consumers' brand trust and further influence their beliefs and intentions following a violation of trust is a key consideration for Chinese dairy firms. Through the literature review, some gaps are addressed. Few empirical works in the literature have explored the antecedents of consumer trust in brand in the context of brand/consumer relationships. In particular, very few studies have tested the antecedents of two facets of consumer trust in brand - cognitive and affective - in a single study to establish which antecedents are more relevant to these two types of trust. Moreover, there is the lasting debate on whether or not violation of trust will lead to negative consequences. Using Fournier's (1998) brand relationship quality model (BRQ) and Fishbein and Ajzen's (1980) theory of reasoned action (TRA), this dissertation investigates the impact of the constructs of brand/consumer relationships on consumers' trust in brand, and how this trust influences consumer beliefs and repurchase intentions following a violation of trust. It seeks to fill the gaps in the literature by undertaking a large-scale, face-to-face survey (400 respondents) using a structured questionnaire to gather data from the Children park; hospital; kindergarten in the first-tier Chinese cities. The data are analysed using structural equation modelling techniques to investigate causal relationships between the different latent variables.
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Mills, Catherine Anne. "Narratives of home : national and transnational belonging in the recent works of Toni Morrison and Dionne Brand." Thesis, University of Nottingham, 2007. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.438254.
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Huang, Jo-Ting. "A cross-cultural study of the influence of personal cultural orientation on brand loyalty." Thesis, University of Bradford, 2015. http://hdl.handle.net/10454/14421.
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This thesis investigates a generalisable cross-cultural model for brand loyalty by integrating extant theories of personal cultural orientation (of individualism and collectivism), self-congruity (actual, ideal, social, and ideal social self-congurity), customer satisfaction, attitudinal brand loyalty, and behavioural brand loyalty. Creating brand loyalty is a key branding issue in modern marketing. Brands are faced with the challenge of building, maintaining, and increasing their capacity to drive customer loyalty across borders with consumers of different cultures. Notwithstanding the growth of culturally centered brand loyalty research, the focus of research today continues to be on cross-cultural differences, often overlooking the generalisable cross-cultural path to consumer brand loyalty. This study instead addresses this overlooked topic of cross-cultural generalisabilities across nations. To assess the cross-cultural generalisability of the conceptual model, survey data from a non-student sample were collected from middle-class, Generation Y individuals of the relevant nationality who have always lived in China, Singapore, or the United States. After performing data cleaning procedures, 541 usable responses from three countries were analysed with the use of the SEM model. The findings show that the personal cultural orientation of collectivism has a positive effect on behavioural brand loyalty through ideal social self-congruity, customer satisfaction, and attitudinal brand loyalty. These findings extend brand loyalty research by considering how an individual’s personal cultural orientation impacts brand loyalty. Moreover, the findings offer marketers increased insight into consumers’ brand loyalty formation process in cross-cultural contexts. The limitations of the study and suggestions for future research are also presented.
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Pajvani, Mehulkumar. "Universal celebrity endorser and interaction between perceived celebrity image (PCI) And perceived brand image(PBI) across national boundaries." Thesis, University of Leeds, 2009. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.511170.
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Du, Shuai, and Elodie Lu. "Competition Between National Company and Global Company in the Swedish Fast Food Industry: A Case Study of MAX." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-32726.
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Liu, Yang. "The relationships among extrinsic cues, perceived quality, perceived sacrifice and perceived value a cross national study : a thesis submitted to Auckland University of Technology in partial fulfilment of the degree of Master of Business, September 2005 /." Full thesis. Abstract, 2005. http://puka2.aut.ac.nz/ait/theses/LiuYang.pdf.
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Gerritsen, Anne lot. "Tulips, cheese and bikes? : Constructing the Netherlands through nation branding on the website Holland.com." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44457.
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In the globalized world of today, more and more countries are constructing themselves as authentic and unique in order to attract potential tourists. Nation branding is being used as a tool to commodify the country. This thesis is a critical discourse analysis that takes interest in examining how the Netherlands is discursively constructed as a nation brand on the website Holland.com. The thesis draws on theories of national identity, nation branding, commodification and authenticity, all from a critical point of view. Using critical discourse analysis as a method, this thesis is able to reveal the underlying ideologies and interests that are being promoted through the website. This is done by using specific tools, to discover what information is being made salient on the website and what information is being suppressed. The analysis of the website reveals three main findings: the Netherlands is constructed as authentic, with the purpose of commodifying the country to become as attractive as possible for potential visitors. Another finding shows how nation branding is used to reshape and reconstruct national history, as well as geography. Lastly, the analysis uncovers forms of nationalism found in the texts on the website.
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Zamora, Barberá Ana. "Excellence, uniqueness and elites : Constructing Spain through nation branding on the website Marca España." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31105.
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One of the most interesting approaches on how we perceive nations today is the idea of imagining nations as brands. Nation branding is used by many governments as a tool for the dissemination of a certain nation imagery. From a media approach, this thesis explores the notion of nation branding as ideologically loaded in media discourse, and the official web discourse on Spain serves as a case. Specifically, the thesis reveals the media construction of Spain on the official website marcaespaña.es, exploring its relation to national identities and the underlying ideologies behind the online selfrepresentation. The thesis draws on the concepts of nation, national identities, ideology and discourse, relating them to nation branding from a critical perspective. To do so, the thesis employs Critical Discourse Analysis as method for analyzing national narratives, where nation branding discourse is seen as a social practice that legitimizes certain ideologies and power relations. The study concludes that the Spanish construction, portraying Spain as unique and united, reduces its national identity to an excellence and elite discourse, ignoring the complex reality of the nation. The thesis shows how this way of constructing the nation serves, through a website, to legitimize the current economical and political system, including the current government and the Spanish nationalism.
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Araújo, Olegário da Cruz de. "In-store attractiveness of national brands and private labels in an emerging market." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/20705.
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Emerging markets are considered relevant for international manufacturers and retailers to grow their turnovers. In order to achieve their goals, manufacturers and retailers are executing different initiatives to attract new customers such as in-store promotions. However, both in the US and here in Brazil, the results of these actions are questioned. Retailers are also investing in their Private Labels (PLs), which can alter the competitive dynamics within the categories. In the United States and Europe, studies were conducted to assess in-store promotions, impulses and responses in short-term and long-term sales for National Brands (NBs) and also Private Labels (PLs). The research question of this study was to evaluate if in Brazil, an emerging market, the attractiveness of Weighted Distribution, Price and Promotions of National Brands and Private Labels provide similar responses to the impulses. In order to evaluate if the impulses provide long-term residual effects for National Brands (NBs) and Private Labels (PLs), Vectors of Auto Regression (VAR) model was used in a continuous panel of self-service food stores in Greater São Paulo, which is the main metropolitan region of Brazil. The databases by categories (powdered coffee, biscuit, and ready-to-serve fruit juice) contained information of 25 months (November 2013 to November 2015) for each variable (Weighted Distribution, Price and Promotions), by NBs and PLs. The result of this study points out that there is a difference in responses to the impulses (distribution, price, and promotions) between NBs and PLs. National Brands (NBs) showed a greater number of situations with positive residual effects on long-term sales. However, the long-term response on sales occurred only for less than the half of the total potential situations. In other words, more than half of the total potential situations give an absence of statistical significance. The study indicates that there are retailers developing differentiated actions with Private Labels and obtaining, in their sales, positive long-term residual effects. Although modestly, this study contributes to the retail literature by using an econometric model (VAR) to analyze the impulse in some in-store attractiveness variables their long-term sales response to NBs and PLs in an emerging market. In short, the main contribution from the observations of the analyzed categories is that it is possible to Private Label compete without price sensibility and also positioning PL above the average price of the category/segment. The results also suggest that there is an opportunity to review the modus operandi of in-store promotion to get better results.
Mercados emergentes são importantes para as receitas totais de fabricantes e varejistas internacionais. Estudos de companhias globais de pesquisa, que atuam no Brasil, apontam que os investimentos em ações promocionais no ponto-de-venda, pelas Marcas de Fabricantes, aumentaram, mas há questionamentos quanto ao retorno destas iniciativas. Os varejistas também têm investido em Marcas Próprias. Nos Estados Unidos e Europa há vários estudos sobre o estímulos dentro do ponto-de-venda para as Marcas dos Fabricantes e Marcas Próprias e o impacto nas vendas no curto e longo prazo. O objetivo central deste estudo é avaliar se, em um mercado emergente, o nivel de atratividade das ações realizadas pelas Marcas de Fabricantes e Marcas Próprias dentro das lojas proporcionam respostas similares de curto e longo prazo aos impulsos realizados. Para analisar os efeitos destes impulsos foi utilizado o modelo de Vetores de Auto Regressão (VAR) em um painel continuo de lojas de autosserviço alimentar, na principal região metropolitana do Brasil, a Grande São Paulo. As bases de dados por categoria (Café em Pó, Biscoito e Suco Pronto para Consumo), continham informações de 25 meses (novembro de 2013 à novembro de 2015), com dados de distribuição ponderada, preço e promoções, O resultado deste estudo aponta que há diferenças entre Marcas de Fabricantes e Marcas Próprias nas respostas de longo prazo aos estímulos promocionais. Embora as Marcas de Fabricantes tenham apresentado um maior número de situações com efeitos residuais positivos nas vendas de longo prazo do que as Marcas Próprias, apenas menos da metade das situações apresentaram resultados de longo prazo. O estudo também sinaliza que há varejistas desenvolvendo ações diferenciadas com Marcas Próprias e obtendo, em suas vendas, efeitos residuais positivos de longo prazo, na mesma intensidade das Marcas de Fabricantes. Embora de forma modesta, esta pesquisa contribui para a literatura ao utilizar um modelo econométrico (VAR) para analisar os impulsos aplicados em distribuição, preço e promoção das Marcas dos Fabricantes e das Marcas Próprias em um mercado emergente. A principal contribuição deste estudo, a partir das categorias analisadas, é que a Marca Própria, não necessariamente, precisa atuar apenas com um posicionamento de preço baixo e/ou reduzir preços para competir dentro da categoria ou segmento no qual está inserida. Além disto, o estudo também sugere que as há espaço para rever as práticas promocionais ou até operacionais, considerando o baixo retorno proporcionado para Marcas de Fabricantes e Marcas Próprias.
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Smith, Blake. "The Evolution of the Marketing and Branding Strategies for the National Parks." Digital Commons @ East Tennessee State University, 2019. https://dc.etsu.edu/etd/3568.
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Since the first national park Yellowstone was established, people from across the world have come to visit the natural wonders that our national parks have to offer. While much empirical research has been conducted concerning the marketing and branding strategies of non-profit organizations, government agencies, and tourism destinations; not much has been conducted on national parks. This research seeks to understand how our national parks have marketed and branded themselves over time and determine how marketing and branding will play a role in the development and conservation of the parks. This research was conducted utilizing in- depth methods such as an autoethnographic reflection and content analysis. Throughout the content analysis, themes arose amongst the strategies of the national parks over time such as “Romanticism,” “Exploration,” “Nature Preservation,” and many more discussed throughout this research. Each of these unique themes represents what was culturally important.
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Santana, Adriana Campelo. "Marca lugar: lições da Nova Zelândia." Universidade Federal da Bahia, 2006. http://www.adm.ufba.br/sites/default/files/publicacao/arquivo/dissertacao_de_mestrado_adriana_campelo_santana.pdf.
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Nos últimos anos tem-se observado a existência da percepção da imagem dos países como um ativo poderoso para as economias nacionais. A projeção correta da identidade nacional e da imagem do país pode se tornar um importante instrumento de desenvolvimento econômico. A utilização estratégica deste ativo pode converte-lo numa marca nacional. Uma marca lugar representa um caminho mais curto para decisões econômicas. O desafio consiste em como construir e posicionar esta marca adequadamente de modo que possa resultar em benefícios para o país. O propósito deste trabalho foi compreender o processo de formação e implementação de uma marca lugar, com o objetivo de produzir conhecimentos que sirvam para a implementação de uma marca Bahia.O objeto empírico analisado foi a experiência em construção de marca lugar da Nova Zelândia, nas dimensões turismo, investimentos e educação. Foi adotada a metodologia de estudo de caso. Para obtenção de dados primários foram feitas entrevistas semi-estruturadas através de correio eletrônico. O caso foi analisado considerando-se três aspectos: identidade, ações e comunicação. Como resultado verificou-se que um programa de marca lugar deve refletir a identidade local, deve ser construído a partir de uma base real, e precisa contar com a participação dos vários setores da sociedade.
Salvador
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Dallabona, A. "Brand extensions into the hospitality industry by luxury fashion labels and national identity : the cases of Hotel Missoni Edinburgh and Maison Moschino." Thesis, Nottingham Trent University, 2014. http://irep.ntu.ac.uk/id/eprint/93/.
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The luxury fashion industry is closely intertwined with the phenomenon of brand extension. Italian labels have been particularly active in this regard, consistently associating their name with a variety of products and extending into sectors that are sometimes rather distant from the core where they operate, like in the hospitality business. This thesis gives an insight into this phenomenon that sees Italian luxury fashion labels expand their brands into hôtellerie by unpacking the relationship it holds with Italianicity. Examining the cases of two iconic Italian luxury fashion labels, Missoni and Moschino, and the hotels associated with their names, Hotel Missoni Edinburgh and Maison Moschino, this thesis investigates the different ways in which they refer to Italy and its culture. It is contended that within Hotel Missoni Edinburgh and Maison Moschino there are corporate strategies at play that are aimed at deploying their Italianicity as a means to increase their prestige and strengthen their association with the identity of their parent brands. Moreover, it is contended that the hotels employ strategies of cultural opportunism that see the deployment of characteristic traits associated with Italy and its culture as a way to augment their offerings, maximising the brand extension potential of those labels. However, while Missoni Hotel Edinburgh and Maison Moschino rely on traits of Italianicity for their identity, they also contribute to the construction of ideas of Italianicity. Through an exploration of the different versions of Italianicity portrayed by these hotels, this thesis posits Missoni and Moschino brand extension practices as pivotal sites for shaping and mobilising notions of Italian national identity. Italy is considered here as a narrative text from a semiotic perspective, acknowledging that it is constituted through a variety of discourses and entities, like the ones produced by Hotel Missoni Edinburgh and Maison Moschino, which actively contribute to negotiate and re-shape notions of Italianicity. As such, the thesis offers insight into the link between the fashion industry and national identity.
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Liu, Min-Chin, and 劉明欽. "National Brand and Store Brand Competition-When the Manufacturer Introduces a Flanker Brand." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/47363985512632675827.
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碩士國立臺灣大學
商學研究所
98
The introduction of store brands has enhanced the bargaining power and increased profitability of retailers. Many retailers devote in developing their own store brands. For example, 7-ELEVEN has introduced its own store brand “7-Select” offering low priced products to consumers. After the financial crisis, the decline of consumer’s purchasing power has strengthened the competitive advantage of low priced store brands and brought huge pressure on national brands. Some national brand manufacturers try to introduce flanker brands to compete with the store brands. For instance, being against the store brands of Wal-mart, P&G has introduced “Tide-Basic” with 20% price lower than Tide to rescue the decline of the market share in the south of America in June of 2009. However, in a supply chain the strategies of manufacturers and retailers will influence each other, which cause the complexity of price and quality decisions for both parties. Introducing a flanker brand by manufacturer will certainly raise the problem difficulty and the risk of cannibalization on original national brands. This research investigates the price and quality decision of retailers and manufacturers when manufacturers introduce a flanker brand against store brand. First, we formulate a Stackelberg game between a retailer and a manufacturer to discuss the price and quality choices of the flanker brand and the associated profits of both parties. Next, we conduct a numerical study to investigate the relationship between the parameters and both parties’ optimal profits. Our results show that when the quality difference between the original national brand and the store brand is large, introducing a high quality flanker brand will be better for both parties than a low quality one. On the other hand, if the store brand’s quality is high or the quality difference between the original national brand and the store brand is small, introducing a low quality flanker brand will be better for both parties. Base on our results, we provide specific recommendations for the manufacturers who decide to introduce new brands against store brands.
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Outhavong, Sounthaly 1972. "Branding "nation brand"." Thesis, 2007. http://hdl.handle.net/2152/3770.
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As a consequence of global interaction, real time news availability, consumer generated media and content, countries have become increasingly aware of their image internally and internationally. In response to this awareness, some countries have adopted advertising and marketing practices to manage their country image. A review of the literature shows that there is much room for growth on nation brand research. For example, contemporary empirical research on national character is limited in that the research tends to incorporate human personality traits to define the brand or character of countries. Since the research tradition in national character roots itself in the early to mid-20th century around the same time that human personality research is beginning to flourish, there is no surprise for the influence of using human personality traits to describe nations. Unfortunately, a nation brand is more complex than what can be explained by human personality traits. Another example of limitations in the literature are the many case studies of branding nations that do not provide sufficient empirical methods to analyze the nation brands. Contributing to this problem is the lack of consistent usage of a standard term to refer to the concept of a nation brand. To this end, this dissertation first makes an argument as to why nation brand is the appropriate name for this stream of research. Thereafter, the research and approach presented provides a definition of the nation brand hypothetical construct and investigates the underlying dimensions of that construct. This dissertation is comprised of three studies using one survey in each of them. The first two surveys are used to generate a list of stimulus countries and a list of country attributes that are used in the third survey. Qualitative analyses are applied in the first two surveys, and exploratory factor analysis is used in the third survey. The results show a reliable and interpretable 3-factor model. Conceding sampling issues and cautioning the reader to consider the results with care, the findings herein can serve as a springboard for future research in this area.
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Fan, Hsin-Wei, and 范心維. "The Vendor Selection of Store Brand with Consideration of National Brand Advertising." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/79795071137099565052.
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碩士國立中興大學
企業管理學系所
103
In the current market channel, store brand’s booming development makes the competition with national brand vigorous. How the members in the channel should response to the competition activities becomes a very important issue in these days. In the production market, manufacturer’s products was known by the customer through advertising or other marketing tactics. And by stimulating the customer’s desire to make them want to buy the product. So the consumer will be able to purchase national brand products through retailers and bring benefits to the members in the channel. Although the advertising effect can bring forward brand message to the customer and stimulate demands of the product, it can also generate advertising costs for the manufacturer. Therefore, how to determine the level of advertising and choose the most profitable strategy will be a very serious question for the manufacturer. We built a model considered of the advertising level of manufacturer based on the game theory. We assumed that there is a national brand manufacturer, an independent manufacturer and a retailer who wants to release its store brand in the market. We also considered the interaction between the manufacturer and the retailer, the degree of consumer preferences for national brand, the degree of the competition intense between national brand and store brand and the consumer sensitivity of prices toward national brand as our variable in this study. To determined whether the retailer should choose the national brand’s manufacturer or an independent manufacturer to produce their products. Conclusions of our study are , the national brand’s manufacturer should produce products for the retailer in order to increase both the wholesale price of national brand and store brand and also to increase the price of the product . Which also leads to an increase of the national brand’s sales. Iin the retailer''s point of view, when consumer preferences level of national brand is low enough, the degree of the competition between national brands and private label is high enough, the price sensitivity of national brands is low enough and the manufacturer’s advertising unit cost is low enough will increase private brand’s price, margin per unit and the retailer’s profit.
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Huang, Yi Chian, and 黃以謙. "Cultural significance of Chinese national brand advertising analysis." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/15113297409500358253.
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-Wen, Ching, and 林靖雯. "An Inquiry into the Gap of the Brand Identity and Customer Brand Image：Cases of National Brand in Instant Noodle." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/78815166791006734810.
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碩士國立高雄第一科技大學
行銷與流通管理所
95
This thesis aims to investigate the brand identity’s evolution through a firm’s national wide instant noodle brands. By utilizing historical research method, the researcher cross-examined consumer’s perceptions over a time frame on the brand image realization. To analyze whether or not a firm’s design of brand identity and its reflection of customer’s brand image is consistent with each other would identify the phenomenon of the gap and explain related causes. Taking instant noodle brands as the research subjects, the researcher analyzes the historical brand image gap through historical research method. Then, combining with the management’s comment on the analysis’s relevancy via in-depth interviews allows her further verify the validity of the influencing factors of brand image gap. The research results reveal that the case company rarely strengthens proactively its brand identity elements in the process of brand identity progression. The change of its extended identity is often influenced by market competitors as well as the company’s brand reinforcement strategy. Although some gaps were often detected at the early stage from customer surveys, the company tends to overlook the issue as long as its sales figure has been positive. Consequently, once a brand image gap widens, the remedy to fill it up would become more resource intensive. The two foremost factors for consumer perception change of brand image are biased periodic marketing activities and unintended shift of the brand identity. It is evident an annual book for the brand identity with a long-term systematical tracking of its consumers’ perception of the brand image will be needed for the firm to further strengthen its strategic brand management.
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KAO, HAN-MAO, and 高漢懋. "A Study of National Games Brand Management Indicators Construction." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/3akq34.
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碩士國立體育大學
休閒產業經營學系
107
The purpose of this study was to construct the cretira of National Games Brand Management for Taiwan. Some important constructs regarding the brand management of National Games were concluded based on the literature reviews. The Fuzzy Delphi expert questionnaire investigation was managed to locate the reliable constructs for National Games. Five constructs entitled Brand objectives, Brand positioning, Brand characteristics, Brand legacy and Brand marks containing 25 significant criteria were summarized as follows: 1. Brand objectives: four influencing management criteria were “mission of organizing committee”, “the obligation and duty of sport federations and organizing committee”, “mission of host organization”, and “mission and duty of event owner”, respectively. 2. Brand positioning: four influencing management criteria were “position of National Athletic games”, “legal status of National Games”, “right and duty of National Athletic Games participating organizations”, “Mission and duty of event organizing committee”, respectively. 3. Brand characteristics: seven influencing management criteria were “venues and facilities of National Athletic games”, “opening and closing ceremonies of National Games”, “media interview and service of National Athletic Games”, “competition sports of National Games”, ”awarding ceremony of National Athletic Games”, ”identification cards of participating team staffs”, ”the use of National Games’ flags, respectively. 4. Brand Legacy: Three influencing management criteria were “TV broadcasting right of National games”, “ownership of National Games”, and “advertisement, exhibition, promotion of National Games”, respectively. 5.Brand marks: six influencing management criteria were “mascot of National Games host city”, “emblem of National Games”, “flags of National Games”, “logo of National Games host city”, ”image of National Games”, ”marks of National Games”, respectively. In terms of the construction of event management criteria, the suggestions provided for brand management of National Games includes: 1. To study from the significant mega events such as Olympic Games and World Games thus to formulate an own event management model that creates the future brand value for National Games. 2. To refer to the international sport event organizational model to modify the organizing criteria of National Games that will results in the produce of document specification. 3. To establish the responsible National Game organization, elaborating existed event host experience and knowledge will increase the event quality and efficiency thus to connect the partnership of central government and local government in the promotion of sport policies. 4. To protect sport legacy and study how Olympic Games and World Games transferred their experience and knowledge from organizing the mega-event thus to develop the knowledge management database for future reference. The Ministry of Education is also expected to develop the specific regulations of legacy protection to decrease the lost of legacy. For future researchers, this study suggests to investigate the stakeholders, such as athletes, coaches, referees, media, audiences, sponsors and organizing committee staffs by implementing the practical study to verify the general viewpoints of National Games management therefore the future researcher will be able to achieve precise evaluation effectiveness of brand management.
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Lin, Yi Ching, and 林宜青. "The Effect of Competition between Store Brand and National Brand on Supply Chain Coordination Mechanisms." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/52091766973710028825.
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碩士國立臺灣大學
商學研究所
93
The coordination mechanism has become an important issue in supply chain management. With the growing power of retailers relative to manufacturers, the competition between private labels as offered by retailers and national brands as offered by manufacturers becomes more intensive. This study constructs a game theory-based model in a manufacturer-retailer consumer channel. Under the different scenarios of Manufacturer-Stackelberg, Vertical Nash and Retailer-Stackelberg, this thesis analyzes the effects of coordination mechanisms on channel performance of private label and national brand. The coordination mechanisms include the quantity discount offered by manufacturers and profit sharing offered by retailers. Channel performance indices include channel profits, retailers’ profits, manufacturers’ profits, brand demands, brand retail prices and wholesale prices. There are three main conclusions in this study. First, when the characteristics of private label and national brand are significantly different, coordination mechanisms can’t provide significant effect. Second, the power structure between the manufacturers and retailers affects the performance of coordination mechanisms. The quantity discount mechanism is most effective under the Retailer-Stackelberg scenario. The profit sharing is most effective under the Manufacturer-Stackelberg. Under the scenario of Vertical Nash, more communication effort is required to perform the coordination mechanisms. Finally, the quantity discount mechanism has a better coordination effect than the profit sharing mechanism
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Hsu, Hsiao-Tzu, and 許孝慈. "Consumer Ethnocentric Tendency, Brand-Self Image Congruence and Local Brand Preference: A Cross-National Study." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/9jcpz5.
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碩士國立高雄第一科技大學
行銷與流通管理研究所
99
Consumer ethnocentrism has long been confirmed to directly influence local brand purchase. This thesis highlights the mediating role of consumer self-image congruence between consumer ethnocentrism and local brand preference. We employed an empirical examination covering 2 product categories (beer and notebook-PC) and 10 brands from five countries to test this mediating effect in three countries－Taiwan, Korea, and Japan. The empirical results demonstrate that consumer self-image congruence with local brand completely mediates the relationship between ethnocentrism and local brand preference under different degrees of perceived product necessity and cultural similarity in Taiwanese and Korea samples. But this mediation is only effective under un-necessity product (beer) and low cultural similarity (Holland Heineken) in Japanese sample. Both Eastern and Western brand marketers wishing to enter the Taiwanese, Korean, and Japanese markets are recommended to, not only emphasize on product superiority, uniqueness or novelty to attract the consumers but also need to build a strong brand image to fit in with local consumers’ self-image.
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Tzu, Shih Lin, and 施陵子. "A Study of Consumers'' Perception and Behavior on Food Product Between National Brand and Private Brand." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/02255456970800515550.
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碩士東海大學
食品科學系
88
A survey was conducted in Taichung area to interview consumer who bought private label food product in 1999. The hedonic pricing method is employed to study the willingness to pay for the five different attributes. The comparison between private label (PL) and national brand (NB) is also studied. Study aims to investigate consumers’perception and evaluation toward the same type of private label and national brand food product according to 5 different attributes of product: the valuation on the brand name, the flavoring, food packaging, product safety and food quality. By using regression analysis, consumers’willingness to pay for the five different attributes of product was calculated, and the important attributes consumers perceived was identified as well. The homogeneity of consumers’perception towards 5 attributes between PL and NB was also tested, analysis of variation and tukey test was used to find out the discrepancy of consumers’perception between PL and NB product. Consumers who buy PL product can be identified accordingly. Among the 210 effective questionnaires returned, high correlation was found between consumer''s evaluation of attributes of flavor and quality, in order to prevent the multicollinearity problem in econometric analysis, five food attributes has been reduced to four dimension, food flavor, package, safety and brand for consumer to compare. The major finding of this research has been summarized as follows : 1. It''s found that consumers’willingness to pay for the brand name is the highest among the 4 attributes for NB products (46.05% of price listed), while consumers’ willingness to pay for taste is the highest among the 4 attributes for PL products (51.78% of price listed). The brand image and firm''s famous will be influence consumer thinking of NB product. It''s suggested that other than physical product differentiation, the NB producer should emphasize on the image product differentiation to increase consumers’willingness to pay for their brand name. Besides, the PL channel retailers should emphasize on analyzing information of consumer''s behavior to increase their market share for future market expanding. 2. Consumers’perception for the brand name, the flavoring, food packaging, product safety and food quality attribute significantly differs between NB and PL. But the difference of perception between NB and PL product is smaller. It is not a negligent situation for the national-brand''s manufacturer. However, it''s wining situation for the consumers because they can always get the same products with lower price, higher quality as well as more varieties due to the competition between NB and PL. 3. It''s also found who shops 3 times a week, age varies from 35 to 44 with household income distributed from 50 to 100 thousand per month, have higher evaluation on PL products, therefore, are the potential target market. The PL channel retailers should emphasize on analyzing information of consumer''s behavior to increase their market share for future market expanding.
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Wu, Yann-Ling, and 吳燕玲. "A Study of Establishing National Brand through Taiwanese Religious Culture." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/5xst2b.
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博士逢甲大學
商學博士學位學程
105
Taiwan’s religious and cultural festivals, such as the Yanhsui Beehive Fireworks Festival, Pingxi Sky Lantern Festival, and Dajia Mazu Pilgrimage, have gradually received international attention and attracted considerable numbers of tourists every year, capable of generating substantial related economic value. Moreover, these festivals are invaluable opportunities for enhancing the attractiveness of townships and Taiwan by show casing religious architectures, gardens, museums, historic sites, relics, festival events, celebrations, and cultural heritage to tourists, inviting their participation, and leaving a lasting impression on them. Specifically, these festivals can bolster the reputation of townships and Taiwan, attract international visitors, and stimulate national economic growth. This study examined the establishment of a religious and cultural-based nation brand and obtained the following findings: (1) The nation brand evaluation indicator framework established by this study through the analytic hierarchy processes, as well as the weighted dimensions and indicators, show that cultural dimensions and indicators, in particular those related to cultural heritage, have the strongest influence on establishing a nation brand. (2) Results on the religious and cultural experiences of Taiwanese and foreign nationals show that regarding experience management in the process of religious and cultural branding, Taiwanese nationals emphasize the shaping of moral experiences, whereas foreign nationals assert the formation of action and moral experiences. (3) Taiwan can determine suitable measures and implementation directions based on the nation branding experiences of benchmark countries. According to the current measures and resource allocation in Taiwan, the government can establish dedicated teams and platforms to integrate and apply resources, and co-create a religious and cultural-based nation brand. (4) Propose suggestions for establishing policies related to religious and cultural-based nation branding.
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Gouveia, Sandra Daniela Fernandes. "Estratégia da marca no setor alimentar: O caso das marcas de fabricante e marcas de retalhista em Portugal." Doctoral thesis, 2018. http://hdl.handle.net/1822/60067.
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Tese de Doutoramento em Engenharia Industrial e de SistemasSegundo dados da FoodDrinkEurope, a indústria de alimentos e bebidas na Europa é o maior player na economia. Este setor é considerado como sendo “estável, resiliente e robusto” (FoodDrink Europe 2017, p. 2), e o que mais contribui para a economia europeia. Nas últimas três décadas, o setor alimentar tem evidenciado um crescimento notável (Olper, Pacca & Curzi, 2014) e um aumento significativo dos níveis de competição nas indústrias alimentares (van Duren, Sparling, Turvey & Lake, 2003). Em Portugal o consumo de produtos alimentares e bebidas representa 18% do valor total de gastos do agregado familiar. O setor alimentar é um setor caraterizado por uma intensa competição, pelo que as empresas nele inseridas devem tentar evidenciar a sua oferta junto dos consumidores. As marcas são um ativo estratégico que permite às empresas atingir esse objetivo pois atribuem às empresas uma vantagem competitiva a longo prazo, através da brand equity. Brand equity é um conceito recorrentemente utilizado em marketing e que auxilia a explicar o porquê de o marketing dos produtos com marca apresentar melhores resultados do que o marketing dos produtos sem marca. As marcas de retalhista são uma derivação da marca, incorporam a personalidade do retalhista e têm um preço de aquisição 30% inferior às outras marcas. Ao longo do tempo, estas marcas têm alterado o seu posicionamento de serem consideradas uma alternativa de preço baixo e de qualidade inferior, para, nos dias que correm, serem uma alternativa viável às marcas de fabricante. Portugal, por exemplo, foi em 2014, o quinto país com a maior quota de mercado de marcas de retalhista em produtos alimentares na Europa, de acordo com dados da MetroAG (2015). Urge às marcas de fabricante munirem-se de estratégias para poderem manter-se e prosperarem no mercado e existem quatro tipos de estratégias possíveis de implementar: não fazer nada, realizar um ajuste de preço, um ajuste de qualidade ou um ajuste de portefólio. A estratégia de não fazer nada em resposta às ações das marcas de retalhista consiste, como o nome indica, numa inação por parte das marcas de fabricante aos avanços das marcas de retalhista. Esta estratégia pode representar um risco elevado e, como tal, deve ser desenvolvida após uma análise criteriosa, no sentido de compreender efetivamente o valor que a marca representa no mercado e a importância que tem para os seus consumidores, para evitar posicionar-se num nicho de mercado. A estratégia ajuste de qualidade é uma estratégia que se baseia na qualidade como atributo diferenciador e na inovação (contínua) para alcançar o sucesso no mercado e evitar a competição pelo preço. A estratégia ajuste de preço, que, de acordo com a literatura é a estratégia mais utilizada pelas marcas de fabricante, consiste numa redução do preço de mercado, com o objetivo de acompanhar o preço das marcas de retalhista. Deste modo, é permitido às marcas competirem diretamente com a MDD, havendo, no entanto, o risco de erosão do poder da marca. A estratégia ajuste de portefólio é uma estratégia que consiste na introdução pela marca principal (de fabricante) de uma segunda marca no mercado, que associa o seu poder no mercado a um preço mais baixo, tornando-se numa alternativa às marcas de retalhista. Esta opção é dispendiosa e deve ser devidamente comunicada para evitar a canibalização de vendas da marca principal. O objetivo deste trabalho de investigação foi perceber qual a melhor estratégia a aplicar pelas MDF, para contrapor os avanços das marcas de retalhista no setor alimentar. O trabalho foi desenvolvido em dois passos que envolveram em simultâneo, questionários. A pré-fase foi conduzida usando um questionário para conduzir uma entrevista semiestruturada a académicos, retalhistas e produtores nos setores de marketing e/ou branding. O trabalho de campo envolveu o envio de um questionário via correio eletrónico a importantes empresas do setor alimentar, com o traço comum de pertencerem a uma associação portuguesa de relevo na sua atividade em Portugal. Os resultados obtidos confirmam em parte a literatura sobre o tema. Os respondentes mostraram concordância com o facto de o ajuste de qualidade ser uma estratégia importante para a vantagem competitiva e que o preço pode ser percebido como um indicador de qualidade. Assim, quanto maior for o preço, maior será a qualidade expectável e pelo contrário existe a competição pelo preço com as MDD que, a médio/longo prazo é uma estratégia incomportável de ser mantida. Contrariamente ao expectável, os respondentes selecionaram o lançamento de marcas fighter como a principal estratégia a escolher na competição com as marcas de retalhista. À semelhança do que defende Hoch (1996), foram encontradas correlações entre as estratégias. Na análise das dimensões, foram encontradas sete dimensões caracterizadoras das estratégias, nomeadamente “Indiferenciação”, “Qualidade, Inovação e Diferenciação”, “Competição pelo preço”, “Preço Premium”, “Premissas ao lançamento de marcas fighter”, “Lançamento da marca fighter como alternativa à guerra de preços, proteção da MDF e oportunidade de mercado” e finalmente “Posicionamento da marca fighter”, sendo que as dimensões “Qualidade, Inovação e Diferenciação”, “Preço Premium” e “Posicionamento da marca fighter” foram as dimensões consideradas mais importantes pelos respondentes.
According to FoodDrinkEurope, the food and beverage industry in Europe is the largest player in the European economy. This sector is considered to be "stable, resilient and robust" (FoodDrink Europe 2017, page 2), and the one that contributes the most to the European economy. In the last three decades, the food sector has shown remarkable growth (Olper, Pacca & Curzi, 2014) and a significant increase of levels in competition in the food industries (van Duren, Sparling, Turvey & Lake, 2003). In Portugal, the consumption of food and drink goods accounts for 18% of the total value of household expenditures. The food sector is characterized by intense competition, so the companies included in it should try to highlight their offer to consumers. Brands are a strategic asset that allows companies to achieve this goal because they give companies a long-term competitive advantage through brand equity. Brand equity is a concept that is often used in marketing and helps explain why branded product marketing has better results than unbranded product marketing. Retailer brands are a derivation of a brand, incorporating the personality of the retailer and having a 30% lower purchase price than other brands. Over the time, these brands have changed their positioning to be considered a low-price alternative and inferior quality to become a viable alternative to the national brands. Portugal, for example, was the fifth country with the largest market share of retail food brands in Europe in 2014, according to MetroAG (2015) data. It is though imperative for national brands to have strategies to stay in and thrive the market, and there are four types of possible strategies to implement: not to react, carry out a price adjustment, a quality adjustment or a portfolio adjustment. The strategy of not responding to the actions of retailers is, as the name implies, an inaction on the part of a national brand to the advances of retail brands. This strategy can pose a high risk and as such should be developed after a careful analysis, in order to effectively understand the value that the brand represents in the market and the importance it has for its consumers, to avoid positioning itself in a market niche. The "Quality Adjustment" strategy is a strategy that relies on quality as a differentiating attribute and on (continuous) innovation to achieve market success and avoid competition by price. The "Price Adjustment" strategy, which, according to the literature is the most used strategy by the national brands, consists of a reduction of the market price, in order to follow the price of retail brands. This way, brands are allowed to compete directly with the retail brand in terms of price; however, according to the literature, there is a risk of brand power erosion. The "Portfolio Adjustment" strategy is a strategy consisting on the introduction by the main (national) brand of a second brand in the market, which associates its power in the market with a lower price, becoming an alternative to retail brands. This option is expensive and must be properly communicated to avoid cannibalizing sales of the main brand. The objective of this research was to understand the best strategy to be applied by the national brands, to counter the advances of the retail brands in the food sector. The work was developed in two steps that involved simultaneously questionnaires. The pre-phase was conducted using a questionnaire to conduct a semi-structured interview with academics, retailers and producers in the marketing and/or branding sectors. The work field involved sending a questionnaire via email to important food companies, belonging to a very relevant Portuguese association in their activity in Portugal. The results obtained partially confirm the literature on the subject. Respondents agreed that "Quality Adjustment" is an important strategy for competitive advantage and that price can be perceived as an indicator of quality: the higher the price, the higher the expected quality or a strategy of competition by price with the retail brands that in the medium/long term is an unaffordable strategy to maintain. Contrary to expected, respondents selected the launch of fighter brands as the main choice in the competition with the retail brands. As Hoch (1996) argues, correlations were found between the strategies. In the analysis of the dimensions, seven dimensions characterizing the strategies were identified, namely "Undifferentiation", "Quality, Innovation and Differentiation", "Competition for price", "Premium price", "Premises to launch fighter brands", “Fighter as an alternative to the price war, national brands protection and market opportunity "and finally" Fighter brand positioning ", with the dimensions" Quality, Innovation and Differentiation", "Premium Price" and "Fighter brand dimensions” considered more important by the respondents.
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Luo, J., B. L. Dey, C. Yalkin, Uthayasankar Sivarajah, K. Punjaisri, Y. Huang, and D. A. Yen. "Millennial Chinese consumers' perceived destination brand value." 2018. http://hdl.handle.net/10454/16422.
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YesThere has been a substantial rise in the number of Chinese tourists, with the Chinese millennials being important influencers. Yet very little is known about their tourism behavior, particularly how their perceived destination brand values influence their destination loyalty. This study brings in the consumers’ perceived brand value concept from the branding literature to investigate Chinese millennial tourists’ destination loyalty. An online survey was adopted to collect data from 287 Chinese millennial tourists. The findings offer insight into the relative effects of five dimensions of tourists’ perceived destination brand values on their destination loyalty. The findings also extend existing tourism literature, showing the moderating effects of destination brand globality, destination status (domestic vs. international) and national brand attitude on the said relationships. Managerial implications to better target Chinese millennials are discussed together with future research directions.
Zhejiang Natural Science Funding [LQ17G020009]
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Teng, Yan-Chen, and 滕晏辰. "The Investigation on Brand of Country-of-Origin, Brand Judgments, Brand Resonance and Brand Equity--An Empirical Investigation of National Label of the Clothing Retail Industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/qdjj59.
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碩士國立臺北科技大學
經營管理系碩士班
100
In recent years, the rise in the retail industry in Taiwan, according to statistics by the Ministry of Economic Affairs, the turnover growth of 40% over the past decade. Revolution in retail channels changed the original manufacture, wholesale and retailer tripartite structure of relations. High concentration of retail channels and price competition, so the retailers have begun to invested in the establishment of its own brand and product development. In the global apparel retail industry environment, "Fast Fashion" will be the consumption trends for the next 10 years. The central idea "cheap and fast", has a direct impact on the purchasing decisions of consumers and the managers’ operation way. With this industry trend, the rise of private label clothing brands like ZARA(Spain), UNIQLO(Japan), H&M(Sweden) and so on. In Taiwan also felt the impact of changes in both “private label clothing brand” and “Fast Fashion” significantly. In Taiwan market, foreign brands have to open retail stores and the private label clothing brand in Taiwan have been established, makes consumers more and more choices for apparel brands. Therefore, this study observed these phenomenon as a research background. Through the integration of past academic books and related research, to develop a brand of country-of-origin, brand judgment, brand resonance and brand equity of the theoretical framework. The data collected from the consumers in Taipei area by the questionnaire investigation method. Using structural equation modeling and AMOS as the main analysis tools. Explore the correlation between brand country-of-origin, brand judgments, brand resonance and brand equity in the industry. The most significant findings are: 1.There is a significant, positive correlation between Brand of Country-of-Origin and Brand Judgment. 2.There is a significant, positive correlation between Brand Judgment and Brand Resonance. 3.There is not a significant, positive correlation between Brand Judgment and Brand Equity. 4.There is a significant, positive correlation between Brand Resonance and Brand Equity. 5.There is a significant, positive correlation between Brand of Country-of-Origin and Brand Equity. In this survey, an empirical study takes private label of the clothing retail industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy.
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Ku, Chao-Wei, and 古朝維. "The Effect of Private Brand and National Brand on Store Equity : The Mediate Effect of Store loyalty." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/42577107215655639089.
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碩士義守大學
管理學院管理碩士班
99
The growth of market share of private Brands,also known as store brands,has accelerated in recent years. Private brands have transformed a important marketing tools for retailers that instrument to generate store differentiation, store loyalty and profitability.This study tests the three major notion：(1)The influence of consumer’s private brand attitude and national brand attitude on store loyalty,and whether high consumer’s private brand attitude leads to higher store loyalty than consumer’s national brand attitude.(2)The influence of consumer’s private brand attitude and national brand attitude on store equity,and whether high consumer’s private brand attitude leads to higher store equity than consumer’s national brand attitude.(3)Research on the partial mediating effects of store loyalty on consumer’s private brand attitude and store equity. The purpose of this study examined the relationships between consumer’s brand attitude, store loyalty and store equity among Carrefour’s consumer who had the purchase experience.The results using regression analysis demonstrates a positive relationship between consumer’s private brand attitude and store loyalty. In addition, high consumer’s private brand attitude leads to higher store loyalty than consumer’s national brand attitude. Furthermore, results show a positive relationship between consumer’s private brand attitude and store equity. In addition, high consumer’s private brand attitude leads to higher store equity than consumer’s national brand attitude.Another finding is that the store loyalty have the partial mediating effect between consumer’s private brand attitude and store equity.We suggest the store loyalty is the key elements in the private brand attitude to store equity.
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Lin, Su-yen, and 林素嬿. "The national brand sales volume competes with the generation of labor brand sales volume gathers the relations." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/21361740923362879921.
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碩士國立高雄第一科技大學
運籌管理所
97
Recently, many large-scale retail sales channel companies promote the private brand to compete with national brand one after another. While national brand manufacturer private brand products for the retail sales channel business, they need to consider whether the private brand products would reduce their sales market or benefit from the pooling of interests with retail sales channel business from the market. There were discussions regarding to many national brand manufacturer concurrently run the private brand products, and most of them focus on the electronics and semiconductor industries. Recently people pay attention to the health care concept a lot, and lead to the development of biotech industry. Therefore, the biotech industry also encountered the same challenge of national brand run the private products. In the discussion between the relationships of national brand with private brands, it usually focuses on the influence on the prices, promotion, and market shares but has not mentioned to the sales volume fluctuations. This research focuses on the sales volume fluctuation between national brand and private brand in the time series and analyzes the competition relationship in both long-term and short-term influences. If the national brand and private brand compete with each other, the national brand should operate ordnance bench mark otherwise, the national brand and private brand benefit from the cooperation the operation of private brand could be a good chance to generate profits.
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Li, Ching-liang, and 李清良. "The effect of brand community on brand equity - Evidence on nonprofit organization of Taiwan’s National Youth commission." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/97107716560720523758.
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碩士國立高雄大學
亞太工商管理學系碩士班
100
Due to the emergence of social network nowadays, the interaction between corporation and consumers are not only confined to the form of the transaction and, more importantly, maintaining relationships with customers becomes even crucial. The studies concerning nonprofit community are few, thus this article provides the study of nonprofit community in Taiwan in which brand equity is affected by the community. Here in this article, we examine the concepts of brand community and find which one has the most powerful effect on brand equity. In this research, the independent variables are “identification,” “relationship commitment,” “involvement,” “perceived sense of community” and “benefit.” And four dimensions of brand equity – “brand loyalty,” “brand association,” “brand awareness” and “perceived quality” – are the dependent variables. Through the regression analysis, we learn that brand community has positive effect on brand equity, which verifies the brand community literature in the past, and offers a path to community where brand equity could be affected directly.
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Fang, Chun-Ping, and 方鈞平. "Formulation and evaluation of a multi-national brand value measurement model." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/21627926339052393744.
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碩士義守大學
管理研究所碩士班
94
Because of the globalization of world trade, many firms believe that the key to success in competitive environment is to development a multi-national brand. From the consumer’s perspective, multi-national brand does not simply provide special credibility and additional value, it advances the performance of brand. In this study, we considered the international factor to be included in brand valuation model by reference to the brand finance approach and discounted free cash flow model of Brand Finance PLC. The earning of the net income of brand was based on the data of the financial statements, and we used the discounted rate to compute the brand value. To get the 「brand value addition coefficient」, the 「brand attitude construct」and 「brand competition construct」were calculated. We measured the real brand value by consisting of the discounted brand value and brand value addition coefficient. Finally, we compared the results with the “Brand Price Multiplier Model” and the “Finance Model“. Our valuation model is recommended to those who require the information of multi-national brand value more quickly and effective for the business strategy.
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Jiang, Wan-Yu, and 江婉瑜. "The Competition between National Brand and Private Label under Fairness Concerns." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/cmq392.
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碩士國立中央大學
工業管理研究所
107
Traditional studies assumed that the channel members are rational and are acting in personal advantage. For example, the shopkeepers are hoping to earn as much money as possible, the suppliers trying to bump the price of raw material, or the customer searching for the product at such low price. In recent decades, extensive research has shown that people not entirely act of considering the benefit to themselves, they also paid attention to the fairness. Our studies focus on the competitive problem of a dyadic supply chain. This means there are one supplier and one retailer in our model. Supplier produces two products, one is her national brand (NB) and the other is a retailer’s private label (PL). These two products only are sold in retailer’s store. The model structure combines the push system (NB) and pull system (PL) then we try to focus on the decision making and the competitive relationship among two products. First, we assume consumers are rational and are acting in personal benefit. By using the trinomial distribution demand function to check how our model works. Second, we will introduce fairness to the model and find out the impact on decision making. On the last section, we compared the outcome of decision making between the rational player and the fairness concern player in our supply chain structure.
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Chien, Shi-long, and 簡世隆. "A Study of the Impact of Marketing Strategies of National Universities on Its Brand Image and Brand Awareness." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/50603642314211458002.
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碩士國立暨南國際大學
教育政策與行政學系
93
Title of Thesis: A Study of the Impact of Marketing Strategies of National Universities on Its Brand Image and Brand Awareness Name of Institute: Department of Educational Policy and Administration National Chi Nan University Pages: 232 Graduate Date: 2005/6 Degree: Master of Education Student: Shi-long Chien Supervisor: Lain-Chyi Yeh PhD Abstract The purpose of this study is to explore the effects of brand image and brand awareness on marketing strategies in national universities. To understand the viewpoint of marketing strategies, brand image and brand awareness by teachers,personnel of administrative and students of national Universities. Survey research and stratified random sampling is adopted by this research. The questionnaires are using for the teachers，personnel of administrative and students of Universities. There are 734 effective samples and the rate of retrieve is 65.61﹪. According to the research finding by statistic methods, conclusions were drawn as following: 1.National universities should be enforced to concered and understand the marketing strategies. 2.Most of national universities adopt the marketing strategies of product and price at present. 3.National universities marketing strategies have influences on brand image and brand awareness. 4.Different categories of universities with brand image and brand awareness have different marketing strategies. 5.Brand image has stronger influences than brand awareness in marketing strategies of national universities. 6.The schools’officers have different viewpoints of the marketing strategies、brand image and brand awareness in different areas. 7.To compare with other universities ,the Teachers Colleges have significant effects on brand image and brand awareness when practicing the marketing strategies. There are some suggestions for national universities, different categories of national universities and the following analysis according above conclusions. Key words: brand awareness, brand image and education marketing strategies.
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Hsu, Che-Hsuan, and 許哲瑄. "The Study of Brand Positioning Strategy for National Palace Museum in Taiwan." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/12228107667603794960.
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碩士國立臺北大學
公共行政暨政策學系
100
This study aimed to research the strategy of the museum brand positioning with the case of National Palace Museum. Through analysis of documents and depth interviews, the four aspects of culture, collection, layout and services in the region are analyzed in which the current situation of brand identity and its key issue are pointed out. Following are the questions of the case study: 1.What are the cases of foreign renowned museums that were branded with success? And how did it position its brand? 2.The research on the branding of National Palace Museum: What is the brand image of the National Palace Museum? What are the current situation and connotation of its brand identity? What are the current brand positioning and its relevant activities? According to the opinions of the museum, museum experts and the audience, following are the suggestions: 1.Branding National Palace Museum from the perspective of Asia. (1) Expanding the target audience of the curatorial. (2) Cooperating with more influential marketing companies. 2.Establishing a brand management agency to integrate the brand development. 3.Creating the concept “Studio” of further interacting experience for the audience. (1) Making “Studio” a place for the audience to appreciate the art. (2) Presenting “Studio” by way of creativity, interactivity and close sensory experience. 4.Upgrading the services. (1) Charging respectively in different exhibition district, thus changing the way of one ticket for the whole exhibition. (2) Providing art and culture entertaining services closely connected with daily life. (3) Reorganizing the catering service of distinctiveness and clear positioning. (4) Setting up the commodity of its own style and positioning.
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"National Symbol or Brand?: Tracing the Drag Queen in Media and Communities." Doctoral diss., 2020. http://hdl.handle.net/2286/R.I.57339.
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abstract: This dissertation project examines the cultural labor of the drag queen in the United States (US). I explore how the drag queen can be understood as a heuristic to understand the stakes and limits of belonging and exceptionalism. Inclusion in our social and national belonging in the US allows for legibility and safety, however, when exceptional or token figures become the path towards achieving belonging, it can leave out those who are unable to conform, which are often the most vulnerable folks. I argue that attending to the drag queen’s trajectory, we can trace the ways that multiply-marginalized bodies navigate attempts to include, subsume, and erase their existence by the nation-state while simultaneously celebrating and consuming them in the realm of media and consumer culture. In the first chapter I introduce the project, the context and the stakes involved. Chapter two examines representations of drag queens in films to unpack how these representations have layered over time for American audiences, and positions these films as necessary building blocks for queer semiosis for viewers to return to and engage with. Chapter three analyzes RuPaul and RuPaul’s Drag Race to outline RuPaul labor as an exceptional subject, focusing on his investment in homonormative politics and labor supporting homonationalist projects. Chapter four centers questions of trans* identity and race, specifically Blackness to analyze how Drag Race renders certain bodies and performances legitimate and legible, constructing proper drag citizens. Chapter five utilizes ethnographic methods to center local drag communities, focusing on The Rock and drag performers in Phoenix, Arizona to analyze how performers navigate shifting media discourses of drag and construct a queer performance space all their own.Dissertation/Thesis
Doctoral Dissertation Gender Studies 2020
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Chuang, Tzu-Hsin, and 莊子信. "The Study of Brand Management Strategies of National Theatre Company of China." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/5tmsn6.
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碩士國立臺北藝術大學
藝術行政與管理研究所
100
Taiwan''s art performance is blooming in recent years and the cooperation opportunities between Taiwan and china are also increasing, through participation interaction, we both widen the vision and experiment possibility of modern drama. However, Taiwan and China are facing the same difficulties including personnel training, audience development, innovative management and sustainable operation. In 1993, Central People’s government carried out the reformation by deepening the state arts performance troupes; unlike past culture policy that the funds of art troupes were provided by government, the new policy only provide partly funds for art troupes. This policy brings the troupes back to the market mechanism and deeply influence future operation and development of art troupes in china. Besides, the policy also promoted the establishment of National Theatre Company of China (hereafter refer as NTCC) in 2001, which merging the former China Youth Art Theatre and China Central Experimental Modern Drama Theatre. NTCC gathered the most outstanding artists, actors, stage designers and management personnel as the foundation of brand management field. This study used brand management strategies theory to explore the NTCC brand management processes and application of strategies. Collecting and analyzing data by case study method and in-depth interview. This study found that in Brand Management Strategy, NTCC applied” New Realistic” as the core strategies of planning brand marketing, Sub-brand and Inner Brand, which clearly orientates and separates NTCC from general market, and expand the idea to brand management strategies. Also it adopted “public welfare” low price strategy to promote products during performance season and apply CTI (computer-telephony-image) to create national images. “Sub-brand” employed characters, locations, other brands and issue strategy, through brand representatives, NTCC theater union, capital theater system and famous cultural organizations to conduct co-production. “Inner brand” mainly focus on the “enterprise environment”, “values”, “ceremony and system” to establish the connection between employees and inner brand.
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Chiu, Leng-Yu, and 邱稜育. "Exploring Strategic Motives that Drive National Brand Manufacturers to Produce Retailers’Private Labels." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/72417752777633693596.
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碩士國立高雄第一科技大學
行銷與流通管理所
95
With the emergencey of more private brands initiated by retailers, local national brand manufacturers face a dilemma of whether producing competitive private brands. Past research mainly offeres tactics of how national brands react the competition of private brands, but less investigate why they manufacture private labels for retailers. The study takes the perspective of strategic motives, namely economics, relationship, and competition motives to explore what types of motives really drive national brand manufacturers to contract manufacture private labels. Twenty-five expert samples were picked from Taiwan food companies who have ever produced private label goods. Analytic Hierarchy Process (AHP) method was explored to test the data. The result shows that local national brand manufacturers harbour economics motives most for the consideration of the apportioned cost and production cost reduction. Relationship group of motives were ranked second where the motive of expansion of display space is considered to be most important. In competition motives, manufacturers seem augmented market share by private brand the most. They tend to nurture a value private label to attack competitors’ flagship brands for the augmentation of total market share.
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Song, So-Ra, and 宋小麗. "Korean TV Drama Influences on Korean Brand Image, National Image and Purchase Intention." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/37262251034437882775.
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碩士龍華科技大學
企業管理系碩士班
103
This study evaluates whether Korean TV drama influences on Korean brand image, national image and purchase intention. Questionnaires were distributed to Taiwanese students in Ming Chuan University and Lunghwa University of Science and Technology, gathered totally 360 samples. A number of 340 samples were usable, accounted for 94.4%. SPSS statistical analysis package was used for assessing measurements reliability, descriptive statistic, t-test, ANOVA one-way analysis, factors analysis and regression analysis. The results of this study show that Korean TV drama partially influences on Purchase intention, with Korean brand image and National image cognitive mediating effect. In addition, all of the rest of hypotheses are positively affects each other. The findings found that the higher frequency that people watch Korean TV drama, the more positive affects to Korean product's brand image, the national image as well as purchase intention would be relatively higher.