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1
Hoang, Dung Tuan. "The effect of brand name congruity and product category on consumers' attitudes toward brand names." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/6683.
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Thesis (M.A.)--University of Missouri-Columbia, 2008.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 19, 2009) Includes bibliographical references.
2
LOPES, JULIANA LOURENCO DA SILVA. "PRODUCT`S NAME, PERSON`S BRAND: CONSUMPTION, ADVERTISING AND CLASSIFICATION." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2005. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=7731@1.
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FUNDAÇÃO DE APOIO À PESQUISA DO ESTADO DO RIO DE JANEIRO<br>Um levantamento apoiado nos dados do Social Security
Administration
chamou a atenção para um curioso fenômeno: crianças
cujos
nomes são marcas de
produtos conhecidos no mercado. Os resultados mostram
que,
na sociedade
americana, já adquire certa relevância estatística o
fato
de seres humanos
receberem nomes pessoais tais como: Armani, Porsche,
L`Oreal ou Pepsi. Uma
pesquisa similar realizada para esta dissertação baseou-
se
na lista telefônica e em
cartórios do registro civil de todo o país e permitiu
constatar a ocorrência deste
fenômeno também no Brasil. O objetivo do trabalho é
investigar esse
acontecimento, que pode ser considerado um caso limite
da
inserção de elementos
do consumo como forma de classificação. Através de
entrevistas, realizadas com
pessoas nomeadas por produtos, foi possível obter
relatos
que permitiram
aprofundar determinados aspectos dessa nova lógica
social,
na qual marcas podem
se tornar nomes de seres humanos. Procurou-se, portanto,
examinar esta forma de
identificação radical entre produtos e pessoas, o
sistema
classificatório que daí
deriva e o papel que a publicidade desempenha nesse
processo.<br>A survey based on the Social Security Administration data
called the
attention for a curious phenomenon: children whose names
are product`s brands
well-known in the market. The result shows that, in the
American society, it
already has certain statistic relevance the fact that
babies are being named after
brands such as: Armani, Porsche, L`Oreal or Pepsi. A
similar research, conducted
for this dissertation, was based on the yellow pages and
civil register offices from
all over the country, which allowed us to establish the
occurrence of this
phenomenon also in Brazil. The purpose of this work is to
investigate the event,
which can be considered a limit case of the insertion of
consumption elements as a
form of classification. Through interviews with people
whose inspiration for
nomination were products, it was possible to collect
stories that allowed us to
deepen determined aspects of this new social logic, in
which brands can become
names of human beings. It was sought to examine this
radical form of
identification between products and people, the
classificatory system that
derivates from it and the role that the advertising plays
in this process.
3
Kim, Woo Sung. "Product quality, image, and salient association levels as factors in brand extendibility /." view abstract or download file of text, 2001. http://wwwlib.umi.com/cr/uoregon/fullcit?p3024519.
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Thesis (Ph. D.)--University of Oregon, 2001.<br>Typescript. Includes vita and abstract. Includes bibliographical references (leaves 155-163). Also available for download via the World Wide Web; free to University of Oregon users.
4
Napoli, Julie 1969. "Developing and validating a multidimensional measure of nonprofit brand orientation and assessing its impact on organizational performance." Monash University, Dept. of Marketing, 2003. http://arrow.monash.edu.au/hdl/1959.1/5655.
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5
Schafer, Nina. "Brand equity : an approcah to value based brand management." Thesis, Stellenbosch : Stellenbosch University, 2005. http://hdl.handle.net/10019.1/50290.
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Thesis (MBA)--Stellenbosch University, 2005.<br>ENGLISH ABSTRACT: Brands are getting more and more valuable. In this age of cross-border mergers and
acquisitions. the value of brands is a key detenninant of a company value and stock market
capitalization. For the consumer a brand also plays a significant role. It is seen as a sign of
quality, helping them make their purchasing decisions. Yet brand loyalty and established
customer relationships can no longer be taken for granted or assumed to last forever in an
environment of increased competition. Brand loyalty is vitally dependent on how the
relationship between the brand and the consumer is nurtured and specifically developed: A
strong brand brings with it the opportunity to raise the proftle of a product and the company
that sells it, setting them apart from rivals in the marketplace. A strong brand even allows
companies to command a price premium for their products.
In this way the value of a brand or brand equity becomes a company's most important asset.
But the questions are: How much is the brand actually worth? And how can a brand's value
be boosted? The term brand equity originated as a business-financial concept, and consists in
"[the] net present value of all future net surpluses over his cash input that the owner of a
brand can earn". Such financially oriented measurement of brand equity is a suitable approach
for expressing it as a monetary value as required for purposes of financial statements,
licensing agreements or acquisition decisions. There is a wide variety of brand valuation
models available to detennine a monetary value on brand equity, but in some cases these
models are controversial. and the value of their resu1ts as an objective statement may be
limited.
The consumer oriented perspective on brand equity sets itself apart from the financial
approach by focusing on the judgments made by consumers, with a view to improving the
effectiveness and efficiency of marketing measures and also brand management on a longterm
basis. This behavioural approach endeavours to reach a qualitative explanation of the
factors
driving brand equity and to determine psychological constructs of brand strength by
means of operational measurement.
The underlying study project illustrates some of the most common brand valuation models,
shows their respective advantages and disadvantages and explores the different approaches to
brand equity. Methods to increase brand equity by putting it in the focus ofa Value Based
Brand Management explain its drivers and individual brand processes. This approach to a
successful brand management is fmally compared with the current brand management process
of the FMCG brand NNEA. Recommendations on how this international brand could be
managed more efficiently with respect to brand equity conclude this study project.<br>AFRIKAANSE OPSOMMING: Handelsmerke raak al hoe meer waardevol. In hierdie eeu van oorgrens-samesmeltings en
oornames, is die waarde van 'n handelsmerk 'n sleutelfaktor om 'n maatskappy se waarde en
aandelebeurs-kapitalisering te bepaal. Handelsmerke speel ook 'n belangrike rol in die lewe
van verbruikers. Dit word beskou as 'n simbool van kwaliteit, 'n hulpmiddel om aankopebesluite
te vergemaklik. Nietemin kan lojaliteit teenoor 'n handelsmerk en gevestigede
klienteverhoudings nie as vanselfsprekend aanvaar word, of aanvaar word dat dit vir altyd sal
aanhou, in 'n omgewing waar kompetisie toeneem nie.
Lojaliteit teenoor 'n handelsmerk is in essensie afhanklik van hoe die verhouding tussen die
handelsmerk en die verbruiker opgepas en spesifiek ontwikkel word: 'n gevestigde
handelsmerk skep die geleentheid om die profiel van 'n produk, asook die relevante
maatskappy se profiel, te verhoog - en derhalwe hulle te onderskei van mededingers in die
mark. 'n Sterk handelsmerk bring selfs mee dat 'n prys-premie vir produkte gehef kan word.
Op die manier word die handelsmerkwaarde of handelsmerk-ekwiteit 'n maatskappy se
grootste bate. Maar die vraag is: hoeveel is 'n handelsmerk eintlik werd? Asook, hoe kan 'n
handelsmerk se waarde vermeerder word? Die term handelsmerk-ekwiteit het sy oorsprong as
'n besigheidfinansiele konsep en is gewortel in "[die] netto huidige waarde van aIle
toekomstige netto surplusse oor die kapitale-insette wat die eienaar van die handelsmerk kan
verdien".
Bogenoemde finansieel - georienteerde maatstaf van handelsmerk-ekwiteit, is 'n geskikte
benadering om dit in monetere waarde uit te druk, soos benodig vir finansiele state,
lisensiering-ooreenkomste of oorname besluite. Daar is 'n wye verskeidenheid handelsmerk
waardasie modelle beskikbaar om die monetere waarde van handelsmerk-ekwiteit te bepaal,
maar in sommige gevalle is die modelle kontroversieel, wat daartoe lei dat die waarde van
hulle resultate, as 'n objektiewe waarneming, beperk kan wees.
Die verbruiker- georienteerde benadering tot handelsmerk-ekwiteit onderskei homself van die
finansiele benadering deur te fokus op die besluite wat gemaak word deur verbruikers, met
die oog daarop om bemarkingsmaatstawwe, asook die bestuur van 'n handelsmerk, meer
effektief en doeltreffend te maak op 'n langtermyn basis. Hierdie gedragswetenskaplike
benadering poog om 'n kwalitatiewe verklaring te gee vir die faktore wat handelsmerkekwiteit
dryf en om 'n psigologiese struktuur te gee aan die impak wat 'n handelsmerk het via
'n operasionele maatstaf.
Die onderliggende projek iIIustreer die mees aanvaarde waardasie-modelle, asook hulle
onderskeie voordele en nadele en ondersoek die verskillende benaderings tot handelsmerkekwiteit.
Metodes om handelsmerk-ekwiteit te vermeerder deur dit te benader aan die hand
van Waarde-gebaseerde Handelsmerk Bestuur (Value Based Brand Management) gee insig
ten opsigte van sy drywers en individuele handelsmerkprosesse. Hierdie benadering tot
suksesvolle handelsmerkbestuur word ten slotte vergelyk met die huidige
handelsmerkbestuur-prosesse wat deur die FMCG handelsmerk NIVEA gevolg word.
Aanbevelings aangaande meer effektiewe bestuur van hierdie internasionale handelsmerk aan
die hand van handelsmerk-ekwiteit, sluit hierdie projek af.
6
Huang, Rong 1973. "Exploration of brand equity measures : linking customer mind-set measure to product-market performance measure." Thesis, McGill University, 2008. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=115606.
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Motivation: Various brand equity measures have been proposed in extant literature. Few researches have explored the theoretical similarities, differences and relationship between different brand equity measures. In the thesis, I will explore two types of brand equity measures, namely customer mind-set measures and product-market performance measures. In particular, I will look at: 1) the correlation between the two types of measures; 2) which measure reflects the underlying brand equity construct better; 3) the impacts of marketing mix elements on the two types measures respectively; and 4) the prediction relationship between customer mind-set measure and product-market performance measure.<br>Theoretical Framework: My main theoretical framework will be brand equity literature. I draw upon the Brand Value Chain framework (Keller & Lehmann, 2(03) to explore the conceptual differences between two types of brand equity measurements, namely customer mind-set and product-market performance measurements. Furthermore, I also use Keller's (1993) Customer-Based Brand Equity concept to explore how specific marketing activities impact the brand equity theoretically.<br>Data and Methodology: This thesis measures brand equity by two methods: customer mind-set (Keller, 1993) and revenue premium (Ailawadi, Lehmann, & Neslin, 2(03). I use two types of data in the empirical analyses. Survey data, procured from a consumer-packaged product company 1, is used to measure customer mind-set brand equity. This unique data consists of proprietary equity scan surveys on 11 brands from 2004 -- 2006 in the United States. The measurement model of brand equity is rooted in Keller's customer-based brand equity concept (1993). The measurements include brand awareness, brand performance, brand image, brand judgment, brand feelings and brand resonance (Keller, 2(01). The second data is from commercial sources, including IRI and TNS, for the specific brands and time periods corresponding to the survey data and includes revenue premium, price, sales, distribution, promotion, and advertising information. Various techniques are employed for analyses including descriptive and reliability analyses, correlation analyses, multiple-regression, and cross-validation.<br>Contribution: The contribution ofthis thesis is threefold. Firstly, it sheds light on the underlying theory and relationship between two types of brand equity measurements and provides empirical test of the theory. Secondly, it provides a systematic exploration of the impact of marketing mix elements on brand equity using real market data and two different measurements. Third, it offers very practical guidance for managers on how to choose a specific brand equity measures and how to track the brand equity measures over time for their brands.<br>1Because a confidential agreement with this company, the company name, brands name as well as product category will be disguised in the thesis.
7
Sourdot-Derexel, Elise, and Trim Gerlica. "The impact of the change in a product name on the consumer's perception and behavior." Thesis, Högskolan i Halmstad, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25531.
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8
Peterson, Katie Ha-Brookshire Jung. "Brand origin and consumers' pereceptions of apparel product attributes relating to quality." Diss., Columbia, Mo. : University of Missouri--Columbia, 2009. http://hdl.handle.net/10355/6572.
Full textAbstract:
The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on December 18, 2009). Thesis advisor: Dr. Jung Ha-Brookshire. Includes bibliographical references.
9
Lee, Dongdae. "Effects of Perceived Quality, Product Category Similarity, and Brand Breadth on Consumers' Perceptions of Brand Extensions: Tests of Categorization Theory and Cognitive Response Theory." Thesis, University of North Texas, 1994. https://digital.library.unt.edu/ark:/67531/metadc279140/.
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Various constructs are related to predicting consumers' perceptions of brand extensions. Among these, three constructs, perceptions of perceived quality (PQ) associated with the parent brand, product category similarity (PCS) of an extension to its parent brand, and brand breadth (BB) of the parent, are central to many brand extension studies. The purpose of this study is to clarify the roles of these three constructs and to pit predictions from an alternative theoretical perspective — cognitive response theory — against predictions based on categorization theory.
10
Zhang, Xiaojia. "Effect of program intensity and product involvement on advertising memory and liking in live broadcasting: Super Bowl broadcasting 1992-2012." HKBU Institutional Repository, 2015. https://repository.hkbu.edu.hk/etd_oa/233.
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The effect of involvement with program context has long been an imperative factor in understanding advertising processing. However, contradictory theses and inconsistent findings demand better clarifications. This thesis bridges a gap between the key constructs of program intensity and product involvement in terms of TV advertising effects with the consideration of antecedents of program involvement. Following the “Cognitive Efficacy principle, the Wyer-Srull model, Limited Capacity Model and ELM model has been adopted to examine the theoretical frameworks of contextual and serial TV advertising position effects. With the emphasis on the concept of involvement, both situational and enduring involvement has been contemplated to explore the theoretical framework of TV advertising message processing. With the unit of analysis set at the advertised brand level, a naturalistic field study has been conducted to examine program intensity induced involvement (situational), product involvement (enduring) and audiences’ intrinsic involvement (enduring) effects on live TV advertising utilizing twelve years of Super Bowl broadcasting content analysis and survey data. The results have indicated that the advertisements subsequent to high intensity TV program contents are more likely to be memorized, yet it is moderated by product involvement. In other words the scoring segments would tend to have a positive effect on low involvement products and negative effect on high involvement products in terms of viewers’ memory. Additionally, the same effect patterns have been revealed on both high involvement (Fans) and low involvement (Non-Fans) viewers. However, the pattern of impact has not been witnessed on viewers’ attitude. The results have also validated serial position effects. The findings have revealed the dynamics created by program intensity and its interaction with product involvement on advertisement effects. The outcome also provided an in-depth understanding of TV ads positions for practical implications
11
Sun, Yao. "Effects of length, frequency and serial position on advertising impact moderated by product involvement : evidance from super bowl broadcast 1992-2012." HKBU Institutional Repository, 2013. http://repository.hkbu.edu.hk/etd_ra/1531.
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12
Wong, Yat-ming. "The evaluation of new product development marketing plan by the launch of new cars in the Hong Kong market /." Hong Kong : University of Hong Kong, 1997. http://sunzi.lib.hku.hk/hkuto/record.jsp?B18835843.
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13
Coetzee, Nerisa. "The exploitation of niche markets : an evaluation of Huisgenoot's standalone titles in an already competitive consumer magazine market." Thesis, Stellenbosch : Stellenbosch University, 2013. http://hdl.handle.net/10019.1/95637.
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Thesis (MBA)--Stellenbosch University, 2013.<br>The high costs of new product launches have forced consumer magazines globally to launch brand extensions as part of new product strategies. Costs can be reduced radically by using renowned brands and utilising their marketing and distribution competencies. The economic recession and a rapid leaning towards non-print media have caused a sharp drop in advertising as well as consumer spending in the print magazine industry.
Nevertheless, tablet devices and ground-breaking technology offers opportunities for traditional media to grow. The product life cycle and the growth-share matrix for a mature brand such as Huisgenoot validate the necessity of new products and brand extensions to remain sustainable. Huisgenoot is the largest magazine in South Africa with a circulation of 281 045, reaching 2.2 million (AMPS 2012, Jul 2011 – Jun 2012) readers on a weekly basis. Publishers felt it necessary to develop a brand extension strategy to leverage the brand even further and to avoid stagnation of the title. However, although profiting from parent brand value sounds promising, the global failure rate of extensions is still great.
Extending existing brands and launching new products is crucial to increase profits. Brand extensions address neglected consumer needs and simultaneously confront competition in the market. However, launching new products is costly, risky and time consuming. In 2010, Media24 decided to leverage content, one of its most valuable assets, by introducing additional standalone magazines (line extensions) for one of its strongest brands, Huisgenoot.
Are magazines exploiting niche markets catering for the changing needs of the South African consumer and advertiser? What is the impact of Huisgenoot’s standalone titles on the business of Media24 Weekly Magazines in an already competitive consumer magazine market? This research report explores specifically Huisgenoot’s line extensions in order to evaluate if an extension strategy has long-term sustainability for the title or if it is inducing a cannibalisation effect on the core magazine brand. Growth of the extensions will be measured by analysing profit, circulation and point of sale data. A critical analysis of the current extension strategy will also be completed.
The report also includes an overview of the South African media landscape, identifies the core brand (parent brand) values of Huisgenoot and includes interviews with important role-players within the publishing business. This was done by conducting a literature overview, completing a reader questionnaire and doing in-depth interviews. The qualitative data was supported by secondary circulation and advertising data.
The researcher concludes by making recommendations to ensure sustainability in terms of Huisgenoot’s future line extensions.
14
Staisch, Ingrid. "A brand audit on the L'Oreal brand." Thesis, Stellenbosch : University of Stellenbosch, 2007. http://hdl.handle.net/10019.1/815.
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Thesis (MBA (Business Management))--University of Stellenbosch, 2007.<br>ENGLISH ABSTRACT: The main question addressed in this research study is ‘How can L’Oréal improve upon their
current brand image and subsequent brand positioning amongst Stellenbosch students as their
target audience’. It was therefore considered necessary for the author of this research project to
effectively be able to uncover the current health of the L’Oréal brand. A brand audit was
therefore performed on the corporate L’Oréal brand. Brand audits are qualitative snapshots of the current position of the brand in terms of the current perceptions of the target audience and it is important to perform them on a regular basis as target audiences may evolve over time. Through performing a brand audit, the manufacturers / marketers of the brand in question will gain a better understanding of the current problems, desires and needs of the target audience in
question. The information obtained from such an audit is valuable for the organization / brand as it allows them to determine whether a costly and time-consuming process such as a brand repositioning
is necessary, as well as providing valuable market research which can lead to a viable and sustainable brand strategy.
In order to uncover the health of the brand and determine the perceptions, attitudes and
behaviour of the target audience, a deductive approach to this study was employed. A paperbased
questionnaire regarding the corporate / product L’Oréal brand was designed by the
author and distributed to 444 students located on central campus at the University of
Stellenbosch. A statistical significance level of five percent (α = 0.05) was employed when the
information collected from the questionnaires was subjected to a series of statistical tests.
Six main brand characteristics were investigated during the analysis of the survey data. These include brand awareness, attitude towards the corporate brand, attitude towards the products,
level of desire for the brand, behavioural tendencies, and the value proposition. The results from
the survey indicated that an overwhelming majority of respondents were familiar with the brand, and also that a large percentage of them had also used L’Oréal products. Along similar lines,
the perceptions / attitudes with regards to the corporate and product brand were very, or fairly
favourable amongst the respondents. There was a consistent trend amongst ethnic groups, with
the white ethnic group being the most familiar with the brand, having the most favourable
attitude with regards to the brand and products, and displaying the most positive usage
behaviour with regards to the products. The opposite trend was observed for the black ethnic
group. It was also determined that as the attitude with regards to the corporate brand increases so too does that of the product brand. This is a favourable situation for L’Oréal as efforts to build corporate brand identity can translate into strong, favourable and unique product associations. In terms of the benefits being sought, the majority of respondents ranked functional and
emotional benefits as most important when using personal care products. The author was able to extract from the survey the fact that the black ethnic group had the least awareness and least favourable attitude, perception and behaviour with regards to the
corporate and product brand in question. If L’Oréal is able to enhance the brand imagery amongst this target audience, they will surely build a positive brand equity as well as an
additional income stream. In addition to this, the author was also able to identify that the
emotional bond to the L’Oréal brand was not as strong as it could be. The respondents
indicated that their level of desire for the brand was not on par with their expected / anticipated
needs and that a personal care brand should fulfil more of these needs.<br>AFRIKAANSE OPSOMMING: Die hoofonderwerp van hierdie stuk navorsing is: “Hoe kan L’Oréal hulle huidige beeld en dus ook hulle handelsmerk posisionering tussen Stellenbosch studente as hulle teikenmark verbeter?” Dit is dus as nodig beskou dat die navorser ondersoek moet instel na die huidige gesondheid van die L’Oréal handelsmerk. ‘n Handelsmerk-oudit is dus op die korporatiewe L’Oréal handelsmerk uitgevoer. Handelsmerk-ouditte is kwalitatiewe “foto’s” van die huidige posisie van die handelsmerk in terme van die huidige persepsies van die teikenmark en dit is belangrik dat hulle op ‘n gereelde basis uitgevoer moet word want teikenmarkte evalueer oor ‘n
tydperk. ‘n Handelsmerk-oudit kan daartoe lei dat die bemarkers van die handelsmerk ‘n beter begrip sal hê van die probleme, begeertes en behoeftes van hulle teikenmark. Die inligting wat deur die oudit verkry word is vir die organisasie / handelsmerk waardevol want hulle kan daaruit
vasstel of ‘n duur en tydrowende proses soos handelsmerk re-posisionering nodig is, en ook kan
dien as marknavorsing wat kan lei tot ‘n lewensvatbare en volhoudbare handelsmerkstategie.
Om die gesondheid van die handelsmerk asook die persepsies, houdings en gedrag van die
teikenmerk vas te stel, is ‘n deduktiewe benadering tot hierdie studie gevolg. ‘n Vraelys oor die
korporatiewe / produk L’Oréal handelsmerk is deur die navorser opgestel en onder 444 studente op die sentrale kampus van die Universiteit Stellenbosch versprei. ‘n Statisties
sinvolle vlak van vyf persent (α = 0.05) is gebruik toe die versamelde inligting van die vraelyste aan ‘n reeks statistiese toetse onderwerp is. Ses hoof handelsteken kenmerke is tydens die ontleding van die opname-data ondersoek. Dit sluit in merkbewustheid, houding teenoor die korporatiewe handelsmerk, houding teenoor die produkte, begeerte vir die handelsmerk, gedragstendense, en die waarde-proposisie. Die opname het getoon dat die oorweldigende meerderheid van die respondente die handelsmerk
geken het en ook dat ‘n groot persentasie van hulle al L’Oréal produkte gebruik het. Die
persepsies / houdings tussen die respondente betreffende korporatiewe- en produk
handelsmerke was baie of redelik gunstig. Daar was ‘n konsekwente neiging tussen etniese groepe; die wit etniese groep ken die handelsmerk beter, het ‘n meer gunstige houding teenoor die handelsmerk en produkte en toon meer positiewe gebruiksgedrag betreffende die produkte. Die teenoorgestelde geld vir die swart etniese groep. Daar is ook vasgestel dat soos die houding teenoor die korporatiewe handelsmerk verbeter, so ook dié teenoor die produk handelsmerk. Dit is ‘n gunstige situasie vir L’Oréal want pogings om korporatiewe handelsmerk
identiteit te bou sal omsit in sterk, gunstige en unieke produk assosiasies. Die navorser het uit die opname geleer dat die swart etniese groep die minste bewustheid en die ongunstigste houding, persepsie en gedrag betreffende die korporatiewe en produk handelsmerk het. As L‘Oréal die handelsbeeld onder hierdie teikenmark kan verbeter, sal hulle ‘n positiewe handelsekwiteit asook ‘n bykomende inkomstestroom kan skep. Die navorser het ook vasgestel dat die emosionele band met die L’Oréal handelsmerk nie so sterk is wat dit kan wees nie. Die respondente het aangedui dat hulle begeerte vir die handelsmerk nie so sterk is as hulle verwagte behoeftes nie en dat ‘n persoonlike sorg handelsmerk in meer van hierdie behoeftes behoort te voorsien.
15
Wong, Yat-ming, and 王逸明. "The evaluation of new product development marketing plan by the launchof new cars in the Hong Kong market." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1997. http://hub.hku.hk/bib/B31268407.
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Samkange, Tichaona. "An evaluation of the brand campus concept implemented at Mercedes-Benz South Africa : a case study /." Thesis, Rhodes University, 2009. http://eprints.ru.ac.za/1576/.
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Thesis (M.B.A. (Rhodes Investec Business School)) - Rhodes University, 2009.<br>A dissertation submitted in partial fulfilment of the requirements for the degree of Master of Business Administration (MBA)
17
Victorin, Axel. "Varumärkesexponering i televisionen : - en jämförelse mellan SVT och TV4 2003 och 2006." Thesis, Uppsala University, Media and Communication, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-9188.
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<p>Abstract</p><p>Title: Brand exposure in television. A comparison between SVT and TV4 2003 and 2006.</p><p>Number of pages: 57 including appendix</p><p>Author: Axel Victorin</p><p>Period: Spring 2008</p><p>Course: Media and Communication studies C</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Purpose/aim: The aim of this study is to evaluate the prevalance of brand exposure in Swedish public service television, SVT and TV4. The Swedish public service TV broadcasting company, Sveriges Television (SVT) advertises itself as purveyor of free television, without commercial or political interference. A B-level essay, written some years ago, showed that the SVT policies were not always observed throughout the entire organisation. The aim of this essay is, by using quantitative research, to study whether SVT is letting commercial interests have their say in the programmes by exposing brand names and logotypes.</p><p>Material/method: The study is performed through examining 40 hours of television from SVT and 40 hours from TV4, as reference. TV4 is a Swedish commercially funded broadcaster, working under similar legislation as SVT. A quantitative method has been developed for this study.</p><p>Results: The results of the study shows that while TV4 stays on a fairly steady level concerning brand exposure, brand exposure in SVT has decreased significantly between 2003 and 2006. The reason for this is beleived to be increased awareness of the issue in the SVT organisation, possibly due to product placement being more debated and acknowledged in recent years.</p><p>Keywords: SVT, TV4, product placement, brand name exposure, television, marketing</p>
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Eamsobhana, Sudawadee. "The cross-cultural research of United States and Thailand: The relationship between celebrity endorsers and types of product endorsed." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2845.
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The purpose of this study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and two popular magazines in Thailand were used.
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Ekemba, Chinedu, and Emin Ali Emurla. "Motivating Factors Influencing Consumers’ Brand Preferences for mobile phones: University of Gavle Students." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-25080.
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Title: Motivating factors influencing consumers’ Brand preferences for mobile phones: University of Gavle students Level: Final assignment for Master degree in Business Administration (MBA) Authors: Chinedu Ekemba and Emurla Emin Ali Supervisor: Professor Ehsanul Huda Chowdhury Examiner: Professor Maria Fregidou-Malama Date: 2017- June Aim: The aim of this study is to investigate the motivating factors that influence University Gavle students to prefer a particular Mobile phone brand. Method: A qualitative study is carried out based on primary data; the primary data was collected through semi-structured interview with twenty of University of Gavle Students by the use of face to face interview. Result & Conclusion: The study finds out that, the role of word of mouth as extrinsic factors serves as the highest motivating factor, while prestige serves as intrinsic factors of motivation. Thus, word of mouth and quality are the highest motivating factors that influence University of Gavle students to prefer a particular mobile phone brand. This finding of this research will help mobile phone marketers and managers to develop strategy on how to capture Swedish consumers to prefer their companies brand products. Suggestion for future research: Future research could be done by considering different or more widely target groups instead of students of University of Gavle. Different perspectives can be combined in future research thus, further research can be conducted by more broadly with a variety of age groups and in a wider area. Also, further research could include comparison between mobile phone brand types and may consider different type of products. This will give understanding of the different segments in mobile phone market, and to determine if these different segments can cause any variety and change of motivating factors. Additionally, further research could be conducted in the long time period, thus can be explored in detail benefiting from the longitudinal study and could be include observations to understand long-term variables on mobile phone market and effects of motivating factors. Hence, this could bring more effective conceptualization of influencing factors of smartphone buying consumers and helps to achieve a more in-depth research. More so, the same study can be conducted with a combination of different Universities in Sweden. And also, same research can be carried out using quantitative research method for future research. Contribution of the Study: This study contributes with knowledge on which motivating factors influence customers brand preferences, and how these factors affect their purchase decision.
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Kong, Wa-nam Wallace. "Brand image in China /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404030X.
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Halvová, Darja. "Návrh koncepce oslovení projektantů." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2007. http://www.nusl.cz/ntk/nusl-221483.
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Master´s thesis deals with electro-designers addressing concept proposal by the Automation and drives division of Siemens company. Actual state in the company has been explored by SWOT analysis. By means of questionnaire investigation, main criteria according to which the electro-designers are abided by during the manufacturer selection, has been established. Forcefully to these criteria, the set of measures leading to the Siemens products position by the electro-designers improvement, has been proposed. By realization of the measures, outstanding relationships improvement will happen and thus also many new customers will be won.
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Mugobo, Virimai. "Re-branding Zimbabwe : a transformative and challenging process." Thesis, Cape Peninsula University of Technology, 2013. http://hdl.handle.net/20.500.11838/2091.
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Thesis (DTech (Marketing))--Cape Peninsula University of Technology, 2013.<br>During the past few decades, nation branding has emerged as one of the key strategies for national
economic development. Many nations across the world, both developed and developing, have
embraced the concept as they compete against each other for export markets, foreign direct
investment, tourists, scarce human resources and international leverage and influence. Nation
branding has now become one of the critical drivers for country differentiation and the creation of
sustainable competitive advantages for nations.
This thesis explores the concept of nation branding and investigates its applicability to Zimbabwe, a
country which has been riddled with various socio-economic and political challenges during the past
two decades. The main purpose of the thesis was to develop a model that can be used to re-brand
Zimbabwe. This research study adopted a mixed-methods approach through the amalgamation of
both qualitative and quantitative research methodologies. A survey questionnaire was administered to
respondents who included Zimbabweans as well as people who are not Zimbabwean citizens. The
qualitative phase of the research study consisted of depth interviews with various branding
practitioners, managers in both the private and public sectors and academics inside and outside of
Zimbabwe. Four summarised case studies were also carried out in order to draw lessons from cases of
successful and unsuccessful nation branding programmes in different parts of the world. According to the research findings, Zimbabwe has a negative image on the global map. The country
needs to be re-branded and the majority of Zimbabweans are willing to be part of this process.
However, for the re-branding initiative to be successful there should be a comprehensive
transformation of the country's socio-political, economic and legal systems in order to create an
enabling environment that is conducive for the effective application of nation branding strategies. The
findings further reinforce the notion that re-branding should be part of a broader national economic
development strategy for the country. The thesis concludes with the propagation of two models viz,
the transformative process model for the re-branding of Zimbabwe and the re-branding as a
transformative learning process model.
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江華南 and Wa-nam Wallace Kong. "Brand image in China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B31266538.
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Prichard, Lori. "An organizational analysis of internally marketed branding strategies." Diss., Columbia, Mo. : University of Missouri-Columbia, 2007. http://hdl.handle.net/10355/6027.
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Thesis (M.A.) University of Missouri-Columbia, 2007.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on April 15, 2008) Includes bibliographical references.
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Fok, Gary S. "The role of brands in corporate strategies in Hong Kong /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404027X.
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Liu, Ziyu. "Celebrity endorsements of branded apparel and its role in printed advertising." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1178.
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Purchasing is an important concept in the life of students. The decision whether to purchase branded apparel is hence a very important one. The 21st century student is less loyal and more demanding when choosing branded apparel. Marketers should understand how students evaluate celebrity endorsers when they appear in printed advertising and respond accordingly. The objective of the research is to find out how celebrity endorsed print advertisements affect Nelson Mandela Metropolitan University (NMMU) students’ purchase behaviour. The results of this study could assist marketers in improving the quality of their advertising and to more accurately meet the needs of this dynamic student market. A literature review was conducted to provide an understanding of the consumer purchasing behaviour and the role celebrity endorser played in printed advertisements. The empirical study was designed to assess the impact of the use of celebrity endorsements of printed advertisements targeted at NMMU students. The empirical findings showed that both male and female students indicated that the use of celebrity endorsers get their attention and created interest, and make advertisements more memorable. Males were more influenced than ii females. Moreover, both groups indicated that for a desired or familiar product, celebrity endorsers did not easily change their purchase decisions. It was also found that the use of pictures, colours and wording featured in the advertisements are important to students. The study proposes that marketers should continue to focus on effective marketing communications and establish whether a celebrity should be used. The correct selection of a celebrity endorser can help to create greater consumer persuasion.
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Widing, Robert E. "Computer-assisted and static information provision formats : comparisons on reactions, time, and decision quality /." Connect to resource, 1986. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1262269327.
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Steyn, Ettiene. "Brand distinctiveness of a new trade name for MC Design & Contracting." Thesis, Stellenbosch : Stellenbosch University, 2015. http://hdl.handle.net/10019.1/97361.
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Thesis (MBA)--Stellenbosch University, 2015.<br>ENGLISH ABSTRACT: This study aimed to answer the question whether a change of trade name would affect the brand distinctiveness of MC Design & Contracting.
MC Design & Contracting is a small to medium-sized enterprise based in Port Elizabeth, South Africa. The business falls within a segment of the manufacturing sector known as the engineering sector. The business manufactures and installs engineered production facilities and components to industrial markets. As MC Design & Contracting is based in the Eastern Cape where the majority of South African automotive manufacturers are situated, it has a strong reliance on the automotive industry. In an attempt to break this single industry reliance, MC Design & Contracting management has deployed customer diversification strategies.
The brand MC Design & Contracting is unique and the business therefore has achieved brand distinctiveness within its industry sector. The customer differentiation strategy requires marketing and sales personnel to target new customers that are not familiar with the business. As a promotional aspect of business-to-business marketing, the element of personal selling plays an important role. The salesforce and marketing personnel felt that the trade name of the business, MC Design & Contracting, was no longer aligned with its customer value proposition. They considered the trade name to be a distraction to the selling and promotions process. In order to assess the impact of a trade name change, MC Design & Contracting’s board requested an independent study dealing with the matter.
This study set out to establish the various elements relating to the design of a trade name, including the procedural and legal requirements within a South African context. The ultimate goal of branding is for a business to achieve a degree of ‘uniqueness’ over its competitors. Referred to as ‘brand distinctiveness’, this study explored how trade names relate to brand distinctiveness.
The study utilised a qualitative research methodology in the form of semi-structured interviews to gather data from internal and external stakeholders of MC Design & Contracting. The study found that MC Design & Contracting has a distinctive brand, but its trade name is no longer relevant. Furthermore, the study suggests that a change of trade name would affect both brand recognition and brand distinctiveness.
The study concludes with recommendations to MC Design & Contracting’s board of directors. The recommendations revolve around the process of selecting an effective trade name that contains an element of distinctiveness. It also deals with the element of brand protection by suggesting the registration of a trademark.
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Varma, Tulika M. "Corporate branding on the Web : a content analysis of stakeholder communication by U.S. and Japanese global companies /." Ohio : Ohio University, 2005. http://www.ohiolink.edu/etd/view.cgi?ohiou----------.
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Scott-Kolarova, Elizabeth. "Brand portfolio strategy in the wood products industry : consideration of brand assocations in a co-branding environment /." Thesis, Connect to this title online; UW restricted, 2008. http://hdl.handle.net/1773/5500.
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Ormeño, Marcos O. "Managing corporate brands a new approach to corporate communication /." Wiesbaden Dt. Univ.-Verl, 2007. http://dx.doi.org/10.1007/978-3-8350-9599-1.
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Radighieri, Jeffrey P. "Feedback effects in ingredient branded offerings." Pullman, Wash. : Washington State University, 2010. http://www.dissertations.wsu.edu/Dissertations/Spring2010/j_radighieri_041410.pdf.
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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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Buddle, Richard. "The dyadic brand : a systematic enquiry to explore the confusion embedded in brand literature, and to inform the development of a simpler brand model that clarifies the roles of the consumer and custodian /." full text via ADT, 2007. http://erl.canberra.edu.au/public/adt-AUC20080829.120412/index.html.
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Widing, Robert E. "Computer-assisted and static information provision formats : comparisons on reactions, time, and decision quality /." The Ohio State University, 1987. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487323583623045.
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Pienaar, Hannelie. "An investigation into the impact of the Internet on brand building strategies in the physical and virtual world." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/49690.
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Thesis (MBA)--Stellenbosch University, 2001.<br>ENGLISH ABSTRACT: With the emergence of the Internet in the early 1990's, traditional principles of
building brand equity, as they were applied in physical markets, were challenged.
This happened because brands were traditionally built using passive media such as
radio, television and print magazines and newspapers. The Internet introduced
interactive media where the consumer is not only highly informed because of the
exponential expansion of technology especially on the Internet, but also because the
consumer could now choose to be a participant, or not, in marketing and brand
building initiatives.
Theoretically, it is possible to establish certain principles to build brands in virtual
markets. The best solution is however to look at past studies of different companies
that present various challenges that relate directly to the Internet and its brand
building initiatives, and then combine this practical knowledge with a theoretical
background.
In the case studies, eight success drivers were identified as being crucial to build a
brand firstly in a virtual market, but also secondly in physical markets. The success
drivers that were implemented by companies that managed to build strong brands on
the Internet include: using a multimedia mixture to differentiate and build the brand;
focusing on supreme customer commitment: entering into distribution and content
alliances; moving first, fast and keeping up the pace; developing intimate customer
and market knowledge; building a reputation for excellence; delivering outstanding
value and in respect of cross-over marketers, respecting core brand attributes,
improving on the offline brand experience online and leveraging key offline assets in
favour of the online brand.
Brand building on the Internet, should be clear, consistent and reflecting leadership
not only in the implementation of the above success drivers, but also in respect of the
overall construction of the brand.<br>AFRIKAANSE OPSOMMING: Met die bekendstelling van die Internet in die vroeë negentiger jare, is die
tradisionele beginsels van "brand building" soos toegepas in tradisionele markte
bevraagteken. Dit het gebeur omrede "brands" tradisioneel gebou was deur
passiewe media soos radio, televisie, tydskrifte en koerante te gebruik. Die Internet
het nie net interaktiewe media bekend gestel waar die kliënt oor baie inligting beskik
as gevolg van die eksponensiële uitbreiding van tegnologie op die Internet nie, maar
ook het die kliënt nou die keuse om deel te neem of nie aan bemarkings en "brand
building" insentiewe.
Dit is moontlik om deur middel van 'n teoretiese studie sekere beginsels vas te stel
ten opsigte van hoe "brands" gebou moet word op die Internet. Die beste oplossing is
egter om na gevallestudies te kyk wat betrekking het op 'n paar maatskappye wat 'n
verskeidenheid van uitdagings daarstel wat direk van toepassing is op "branding"
insentiewe op die Internet. Die kennis verkry van die gevallestudies kan dan
gekombineer word met die teoretiese kennis om 'n raamwerk daar te stel vir
"branding" op die Internet.
Die gevallestudies het agt sukses drywers geïdentifiseer wat krities is vir die
ontwikkeling van "brand building" insentiewe in fisiese markte sowel as markte op die
Internet. Die sukses drywers deur die maatskapye geïmplimenteer wat sterk "brands"
of die Internet gebou het, sluit in: die gebruik van 'n multimedia mengsel om die
"brand" te differensïeer en te bou; konsentrasie op uitstekende ktïente diens; sluit van
verspreidings en inhouds vennootskappe, om eerste in die mark te wees en aan te
hou beweeg; ontwikkel intieme klïente en mark kennis; bou 'n uitstekende reputasie;
lewer uitstaande waarde en ten opsige van oorbruggings bemarkers, respekteer die
basis van die "brand", verbeter die Internet "brand" se ervaring in vergelyking met die
fisiese "brand" en gebruik die bates van die fisiese "brand" ten gunste van die
Internet "brand". Die bou van 'n "brand" moet eenvouding, deursigtig en konstant
wees sowel as leierseienskappe toon wat nie net betrekking het op die bogemelde
sukses drywers nie, maar ook op die algehele "brand" projeksie en implimentasie.
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Ndisengei, Charity. "An exploratory analysis of the global brand perceptions of SABMiller's global beer brands in Africa." Thesis, Stellenbosch : Stellenbosch University, 2015. http://hdl.handle.net/10019.1/97353.
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Thesis (MBA)--Stellenbosch University, 2015.<br>ENGLISH ABSTRACT: David Ogilvy stated that ‘I have seen one advertisement actually sell not twice as much, not three times as much, but 19 ½ times as much as another. Both advertisements occupied the same space. Both were run in the same publication. Both had photographic illustrations. Both had carefully written copy. The difference was that one used the right appeal and the other used the wrong appeal’, Ogilvy (1983, 9) He then goes on to say that, the wrong advertising can actually reduce the sales of products.
It is with this quote in mind that the researcher took to this research study. The objective of this study is to understand why the current advertising for SABMiller’s Global brands does not resonate with its intended target audience and based on these findings make recommendations that can be implemented by SABMiller.
The design of this report is qualitative and exploratory. Participants of this study included a sample of fifteen individuals made up of SABMiller customers, and employees from Tanzanian brewery’s marketing and sales departments.
The findings confirmed that Global brand advertising does not currently resonate with consumers in Tanzania. The perception generally is that these brand’s communication does not compel consumers to want to interact with them, let alone drive the propensity for purchase. Factors such as a mismatch in culture, language and relevance were identified as drivers to advertising relevance, all of which were lacking in Global brand advertising.
The practical impact of this study is that SABMiller marketers can use this information to develop robust brand positioning strategies as well as communications strategies that will better resonate with their intended target audience and help to increase consumer’s propensity to purchase these brands.
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Yung, Kar Frontane. "Marketing exclusive brands in Hong Kong : a strategic approach /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B14724108.
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Wang, Hua. "The effects of marketing mix on brand equity /." View abstract or full-text, 2005. http://library.ust.hk/cgi/db/thesis.pl?MARK%202005%20WANG.
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Buddle, Richard, and n/a. "The Dyadic Brand A systematic enquiry to explore the confusion embedded in brand literature, and to inform the development of a simpler brand model that clarifies the roles of the consumer and custodian." University of Canberra. School of Professional Communication, 2007. http://erl.canberra.edu.au./public/adt-AUC20080829.120412.
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The battle of the brands is being waged in an ever increasingly competitive and
global business environment, a battle which generates the largest body of academic and
professional literature in the field of marketing communication. Although much of the
ground has been repeatedly ploughed, the literature conveys an impression that the
"Brand" is perceived to lack clarity and agreement on its definition, strategic deployment
and evaluation measures and that the overall concept of the brand is fraught with
complexity and confusion. This thesis attempts to categorize and frame these impressions
using content analysis to systematically unpack and analyze the layers of meaning
embedded in the literature. The output from this study will inform the development of a
simplified brand schema representing both sides of the brand equation, consumer and
manager, recognition of which holds significant implications for the custodial guidance
of this most vital business asset.
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Ma, Yun. "The role of consumer knowledge in consumer evaluations of brand extension a thesis submitted to Auckland University of Technology in partial fulfilment of the degree of Master of Business, 2005." Full thesis. Abstract, 2005.
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Kronlund, Antonia. "Remembering words and brand names after a perception of discrepancy /." Burnaby B.C. : Simon Fraser University, 2006. http://ir.lib.sfu.ca/handle/1892/2658.
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Campbell, Richard M. Jr. "Measuring consumers' evaluations of the functional, symbolic, and experiential benefits of brands /." view abstract or download file of text, 2002. http://wwwlib.umi.com/cr/uoregon/fullcit?p3061937.
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Sultan, Abdullah J. "The relationship between new brand information exposure and future purchase intention the moderating role of brand implicit image /." Pullman, Wash. : Washington State University, 2008. http://www.dissertations.wsu.edu/Dissertations/Fall2008/a_sultan_11609.pdf.
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Greybe, Frikkie. "The influence of endorsed professional surfers on consumer attitude towards surf brands." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1008470.
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Sport, with the help of the media, plays a huge role in today’s society. Sport fans are following their favourite athlete and teams religiously as they compete locally and internationally. Over a century ago, the first professional athlete was endorsed. Since then companies are investing millions of dollars in athlete endorsement to promote brand awareness under consumers. The surfing industry is no different. With the Association of Professional Surfers (ASP) world tour, the big surf companies are jumping at the opportunity to sponsor pro surfers to market their products. Previous studies have shown athletes can evoke both positive and negative attitudes towards their endorsing brand thus effecting company’s sales. The aim of this study was to research the influence these endorsed pro surfers have on consumer behaviour towards their brand in a local market. A qualitative study was done on local surfers in Port Elizabeth, South Africa. Results showed that favourite surfers evoke a positive attitude towards their sponsoring brand. However this influence does not seem to be as significant as in other sports. Surf companies within the industry should be aware of the big influence age has on the consumers behaviour and that different age groups follow different surfers. Companies should choose to sponsor professional surfers that fit the image of the company and the products, not necessarily the professional surfer who performs the best. Using professional surfers in advertising of products does create better brand awareness, but endorsed professional surfers are not likely to change consumer’s perceptions of the endorsing brand’s products.
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Gill, Tripat. "Composite products as conceptual combinations : issues of perception, categorization and brand evaluation." Thesis, McGill University, 2002. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=38486.
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This dissertation addresses the issues pertaining to composite products (CPs). CPs are defined as products formed by combining knowledge from two distinct domains, for example, digital cameras, which combine knowledge from digital products and cameras. The three research questions addressed in the dissertation are: (1) how is knowledge combined from two distinct domains of a CP, (2) how are CPs categorized vis-a-vis their two components, and (3) what brands, among those associated with one of the two domains, are preferred in CPs? The thesis here is that CPs can be construed as conceptual combinations---that is, a combination of two concepts, wherein one concept (the "modifier") modifies the knowledge associated with the other (the "header"). Employing the literature in psycholinguistics, two combinatorial processes---namely, property mapping and relation linking---were identified for combining knowledge in CPs. These processes lead to modifications in knowledge associated with the header of a CP (e.g., knowledge about cameras is modified in digital cameras). The extent of these modifications is measured by the proposed construct of modification centrality. As per this construct, modifications in features critical to the function of a header (i.e., central modifications) are perceived as more significant than those in non-critical features (i.e., non-central modifications).<br>Three experimental studies investigated the above research questions. These studies used 16 novel CPs that were created by combining two dissimilar concepts. Study 1 showed that subjects readily combined knowledge from two dissimilar domains, using property mapping or relation linking. In addition, the representation of these CPs varied along their modification centrality, even though the dissimilarity between the two combining domains was held constant. Study 2 showed that the categorization of CPs was contingent upon their similarity to the modifier and header categories. Study 3 showed that both modification centrality and the combinatorial process influenced the categorization and brand preferences in CPs. While CPs with non-central modifications (e.g., disposable cameras) were categorized as headers (i.e., cameras), and header-associated brands were preferred, those with central modifications (e.g., digital cameras) were categorized as both (i.e., digital product and camera), and the modifier brands (i.e., digital brands) gained equity.
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Arendse, Garron Mark. "Private-label versus corporate brands : a qualitative study." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/18155.
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Thesis (MBA)--Stellenbosch University, 2008.<br>ENGLISH ABSTRACT: Competition in food retailing has become a noticeable cosmopolitan
phenomenon. Competitiveness filters down from retailers and their private-label
brands to the suppliers and their manufacturer brands. Furthermore, the
proliferation of food retailing has evolved into a double-edged sword for suppliers
and manufacturers of both private-label and manufacturer/supplier-branded
goods. Therefore, these suppliers, in comparison to those that solely
manufacture national-brand goods, has to continuously maintain a favourable
status quo on shelf with regard to brand performance, product quality and price
of both retailer and supplier brands. Moreover, in store and on shelf, consumers
of these brands are overloaded with choices between different packaging, prices
and product statements. All relevant and eye catching, but do the supplier
brands get the worst of the bargain? The objective of this study was to perform a
qualitatively analysis on the supplier value of being a supplier of both privatelabel
and manufacturer brands to the food-retail industry.
The empirical study encompassed one-an-one and electronic interviews with key
participants from specific food retailers to obtain answers validly, objectively and
economically. The researcher employed a qualitative research approach
together with a non-probability sampling strategy to explore the retail
environment and interview participants. The three retailers that participated in
the qualitative study were SPAR and Shoprite from South Africa and Morrisons
from the United Kingdom. Interviews were scheduled with each participant that
was available to participate and actively contribute to the outcome of this study.
Interviews were conducted with a pre-set list of open-ended questions that was
prepared in a discussion guide. Content analysis was then done on the interview
feedback and this was used to formulate major findings and provide justification
for the research objectives and propositions of this study. From the major
findings in this study five themes were identified: growth, challenges, competitive
environment, brand differentiation and supplier-retailer relationship.
Findings indicated that retailers - regardless of their global location, consumer
base and competitive environment - were mostly focused on growing their
company and their respective private-label brand. Depending on the volatility of
the supplier-retailer relationship, this growth focus could even come at the
expense of a manufacturer's brand. The study also revealed that retailers are
faced with a number of different challenges, which include deciding whether a
product is fit to be sold under their private-label brand and if a supplier's strategy
supports their own company strategy. The challenges encompass dependability
of supply, quality of product and delivery reliability. Additionally, prime area for
retailing is becoming more condensed in South Africa and as a result competition
between the four major South African retailers is more vibrant. The study has
noted that major retailers are also seeking expansion into emerging markets
outside the metropolitan areas in South Africa, which will increase demand and
create new customer expectations. Competitiveness and a point of difference
would then be underpinned by innovation , creating a favourable shopping
experience and service delivery, but with no compromise on quality and price.
When considering brand differentiation, the study revealed that retailers were
using this differentiation to increase private-label market share among the
national brands whereas suppliers use it to create aspirational brands that attract
and sustain consumer loyalty. It was concluded from this study that the growing
availability and presence of private-label products in all categories on retailer
shelves will become a serious threat for growing national brands that have not
yet established themselves as market leaders. This threat will be further
enhanced by the fact that retailers are using real estate and shelf space as
leverage to negotiate. Regarding supplier-retailer relationship, this study showed
that a retailer's focus will always be biased with the balance of power tilting in
favour of the retailer, speCifically where a supplier is considered to be a supplier
of both private-label and manufacturer brands. Although the latter is an industry
norm, the power balance is complicated by the fact that no contract exists
between supplier and retailer. As a result, a show of goodwill and a hand shake
will seldom have the one-sided situation swing in favour of a supplier.
Nonetheless, retailers' feedback indicated that they would rather develop
relationships with suppliers that either have brands with smaller market share or
only manufacture private-label products.<br>AFRIKAANSE OPSOMMING: Mededinging in die voedselkleinhandel het 'n merkbare kosmopolitaanse
verskynsel geword. Mededingendheid syfer van kleinhandelaars en hul private
handelsmerke na verskaffers en hul vervaardigershandelsmerke deur. Voorts
het uitbreiding in die voedselkleinhandel in 'n tweesnydende swaard vir
verskaffers en vervaardigers van goedere vir sowel private as vervaardigersIverskaffershandelsmerke
ontwikkel. Daarom moet hierdie verskaffers,
vergeleke met diegene wat slegs goedere vir nasionale handelsmerke
vervaardig, voortdurend 'n gunstige status quo op die rak handhaaf ten opsigte
van die handelsmerkprestasie, produkgehalte en prys van sowel private as
verskaffershandelsmerke. Origens word verbruikers van hierdie handelsmerke,
in die winkel en op die rak, oorlaai met keuses tussen verskillende verpakking,
pryse en produkverklarings. Dit is alles tersaaklik en treffend, maar trek die
verskaffershandelsmerke aan die kortste end? Die oogmerk van hierdie studie
was om 'n kwalitatiewe ontleding te doen van die waarde vir die verskaffer om 'n
verskaffer van sowel private as vervaardigershandelsmerke vir die
voedselkleinhandel te wees.
Die empiriese studie het persoonlike en elektroniese onderhoude met
sleuteldeelnemers van spesifieke voedselkleinhandelaars behels om op geldige,
objektiewe en ekonomiese wyse antwoorde te bekom. Die navorser het 'n
kwalitatiewe navorsingsbenadering gevolg tesame met 'n niewaarskynlikheidsteekproefnemingstrategie
om die kleinhandelomgewing te verken en
onderhoude met deelnemers te voer. Die drie kleinhandelaars wat aan die
kwalitatiewe studie deelgeneem het, was SPAR en Shoprite van Suid-Afrika en
Morrisons van die Verenigde Koninkryk. Onderhoude is geskeduleer met elke
deelnemer wat vir deelname beskikbaar was en aktief tot die uitkoms van die
studie wou bydra. Onderhoude is gevoer met 'n voorafbepaalde lys oop vrae wat
in 'n besprekingsgids saamgevat is. Inhoudsontleding is daarna gedoen ten
opsigte van die terugvoering wat tydens die onderhoude ontvang is. Dit is gebruik om hoofbevindinge te formuleer en motivering vir die
navorsingsoogmerke en stellings van die studie te bied. Op grond van die
hoofbevindinge van die studie is vyf temas geïdentifiseer: groei, uitdagings,
mededingende omgewing, handelsmerkdifferensiasie en verhouding tussen
verskaffer en kleinhandelaar.
Die bevindinge het getoon dat kleinhandelaars - ongeag waar hulle hul in die
wêreld bevind, hul verbruikersbasis en mededingende omgewing - meestal op
hul maatskappy en hul private handelsmerk se groei toegespits is. Na gelang
van die wisselvalligheid van die verhouding tussen verskaffer en kleinhandelaar
kan hierdie fokus op groei selfs ten koste van 'n vervaardigershandelsmerk
plaasvind. Die studie het ook getoon dat kleinhandelaars voor verskeie
uitdagings te staan kom, waaronder die besluit of 'n produk geskik is om onder
hul private handelsmerk verkoop te word en of 'n verskaffer se strategie hul eie
maatskappystrategie ondersteun. Die uitdagings sluit ook betroubaarheid ten
opsigte van voorraad, produkgehalte en lewering in. Daarby word die
eersteklasgebied vir klein handel in Suid-Afrika toenemend digter en as gevolg
daarvan is mededinging tussen die vier vernaamste Suid-Afrikaanse
kleinhandelaars lewendiger. Die studie het bevind dat vername kleinhandelaars
ook na ontluikende markte buite die metropolitaanse gebiede in Suid-Afrika wil
uitbrei, wat die vraag sal vergroot en nuwe verbruikersverwagtinge sal skep.
Mededingendheid en 'n verskilpunt sal dan deur innovering, die skepping van 'n
aangename inkopie-ervaring en dienslewering - sonder benadeling van gehalte
en prys - ondersteun word. Ten opsigte van handelsmerkdifferensiasie het die
studie getoon dat kleinhandelaars hierdie differensiasie gebruik om die
markaandeel van private handelsmerke onder nasionale handelsmerke te
verhoog, terwyl verskaffers dit gebruik om aspirasie-handelsmerke te skep wat
verbruikerslojaliteit lok en behou. Daar is van die studie afgelei dat die
toenemende beskikbaarheid en teenwoordigheid van produkte onder private
handelsmerke in alle kategorieë op kleinhandelaars se rakke 'n ernstige
bedreiging sal word vir groeiende nasionale handelsmerke wat hulle nog nie as
markleiers gevestig het nie. Hierdie bedreiging sal versterk word deur die feit dat
kleinhandelaars eiendom en rakruimte vir mag in onderhandeling sal gebruik.
Ten opsigte van die verhouding tussen verskaffer en kleinhandelaar het hierdie
studie getoon dat 'n kleinhandelaar se fokus altyd partydig sal wees, met die
magsbalans ten gunste van die kleinhandelaar, veral indien 'n verskaffer as
verskaffer van sowel private as vervaardigershandelsmerke beskou word.
Alhoewel laasgenoemde 'n bedryfsnorm is, word die magsbalans bemoeilik deur
die feit dat daar geen kontrak tussen die verskaffer en die kleinhandelaar
bestaan nie. As gevolg daarvan sal 'n welwillendheidsgebaar en 'n handdruk
selde daartoe lei dat die eensydige situasie ten gunste van die verskaffer sal
draai. Kleinhandelaars se terugvoering het nietemin aangedui dat hulle eerder
verhoudings met verskaffers sal ontwikkel wat of handelsmerke met 'n kleiner
markaandeel het of produkte vir private handelsmerke vervaardig .
48
Luk, Christine. "Hong Kong competitiveness : brand marketing in the garment industry /." Hong Kong : University of Hong Kong, 1997. http://sunzi.lib.hku.hk/hkuto/record.jsp?B18831138.
Full text
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陳肖珍 and Chiu-chun Peggy Chan. "Brand building into PRC: a case study of Intel." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31268511.
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Bucker, Silke. "Assessing brand fit using conjoint analysis." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/4143.
Full textAbstract:
Thesis (MComm (Business Management))--University of Stellenbosch, 2010.<br>ENGLISH ABSTRACT:
Many studies have been conducted on the occurrence of brand image transfer,
but very few of them have focused on one of the most important determinants
of such transfer namely, brand fit. Brand image transfer is the transfer of brand
associations, attributed to another entity, to the brand, while brand fit has been
defined as a consumer learning process that seeks to match those brand
associations held of the relevant brands involved. This study proposes to
assess brand fit.
Since a variety of brands were involved in this study, conjoint analysis was
used as a method of assesing brand fit. In particular, choice-based conjoint
analysis was singled out because of its capability to allow the relative
advantage of brands considered jointly to be ascertained. Brands might not be
able to be measured if taken one at a time. Both qualitative and quantitative
research methods were employed in order to assess brand fit using conjoint
analysis, which was the main reason for this study.
Rugby sponsorships were chosen to asses brand fit, as this particular game is
the second most-watched sport in South Africa, with the highest monetary value
attached to its sponsorships at the time of this study. The qualitative research
was accomplished by using focus groups to determine which brands were typically perceived to be associated with the Springbok rugby brand. The
different industries and brands used in the focus groups were selected on the
grounds of their being current, previous, and potential sponsors of the
Springbok rugby brand. The quantitative research was conducted by means of
an online questionnaire, sent via a link in an email to a chosen database on the
social networking site, ‘Facebook’. A screening question served to ensure that
only rugby supporters would be eligible to complete the survey. The
information was captured in ‘real time’ in the conjoint analysis software, thereby
determining which brands were perceived to best fit the Springbok rugby brand.
The realised sample was composed of a younger, more male-dominated group.
All respondents were also Springbok supporters who possessed sufficient
knowledge on the Springbok brand and sponsors. There were six brands
identified to fit the Springbok rugby brand, namely, Castle, Vodacom, SASOL,
Canterbury, Nike, and Adidas. These identified brands proved that the study
did indeed assess brand fit using conjoint analysis.
Conclusions were drawn that brand fit could be established in a variety of ways.
The most dominant ways were by leveraging the sponsorship, and also by
sponsoring on a continuing basis. These two ways serve to inform consumers
of the sponsorship, making them aware of the brands, and building the basis of
brand fit in their minds. Brand fit was also achieved based on similar brand
images of the two different brands.
It was found that brand fit was absolutely essential for a successful brand
image transfer. Before undertaking a sponsorship, it is important to establish if
a perceived brand fit between the various brands will be perceived. If not,
additional leveraging of the sponsorship, by means of a marketing campaign,
should be used to teach consumers the basis of the brand fit between the
various brands.<br>AFRIKAANSE OPSOMMING:
Talle studies is reeds uitgevoer aangaande handelsmerk beeld oordrag, maar
baie min van hierdie studies het gefokus op een van die belangrikste
determinante van diesins, naamlik handelsmerk pas. Handelsmerk beeld
oordrag is die oordrag van die handelsmerk assosiasies, toegeskryf aan ‘n
spesifieke entiteit, na die betrokke handelsmerk, terwyl handelsmerk pas
gedefinieër word as 'n verbruiker leerproses wat poog om die handelsmerk
assosiasies van die betrokke handelsmerke te laat pas. Hierdie studie poog
om handelsmerk pas te beoordeel.
As gevolg van die verskeidenheid handelsmerke betrokke in hierdie studie is
vereenigde analise gebruik as 'n metode om handelsmerk pas te beoordeel.
Besluitneming-gebaseerde vereenigde analise is gekies aangesien dit die
vermoë het om die relatiewe voordeel van handelsmerke wat as gesamentlik
beskou word vas te stel. Handelsmerke sal nie akkuraat gemeet word op
individuele basis nie. Kwalitatiewe en kwantitatiewe navorsing is gedoen om
handelsmerk pas te beoordeel met behulp van vereenigde analise, en dit was
die hoof doelwit van hierdie studie.
Rugby borgskappe is gekies om handelsmerk pas te beoordeel aangesien dit
die tweede grootste kykertal in Suid-Afrika het, asook die hoogste monetêre
waarde geheg aan borgskappe gedurende die tyd van hierdie studie.
Kwalitatiewe navorsing is gedoen, met behulp van fokusgroepe, om te bepaal
watter handelsmerke geassosieër word met die Springbok rugby handelsmerk.
Die verskillende industrieë en handelsmerke gebruik in die fokus groepe is
geselekteer deur die navorser op grond van huidige, vorige en potensiële
borgskap van die Springbok rugby handelsmerk. Kwantitatiewe navorsing is
gedoen met behulp van 'n aanlyn vraelys wat gestuur is deur 'n skakel in 'n epos
aan 'n gekose databasis op die sosiale netwerk, Facebook. 'n Siftings
vraag het verseker dat net rugby ondersteuners die opname voltooi. Die
inligting is, soos ingesleutel deur respondente, in die vereenigde analise
sagteware opgeneem. Sodoende was handelsmerke waargeneem as die wat
die beste pas het met die Springbok rugby handelsmerk, bepaal.
Die steekproef het bestaan uit 'n jonger, manlike dominerende groep
respondente. Al die respondente was inderdaad Springbok ondersteuners met
voldoende kennis oor die Springbok handelsmerk, asook Springbok borge. Ses
handelsmerke is geïdentifiseer om te pas by die Springbok rugby handelsmerk,
naamlik Castle, Vodacom, SASOL, Canterbury, Nike en Adidas. Hierdie
geïdentifiseerde handelsmerke bewys dat die studie inderdaad handelsmerk
pas beoordeel het met behulp van vereenigde analise.
Gevolgtrekkings is gemaak dat handelsmerk pas op ‘n verskeidenheid maniere
kan ontstaan. Die mees dominante is advertering van die borgskap asook, om
‘n borgskap te onderhou op ‘n deurlopende basis. Dit lig die verbruikers in
aangaande die borgskap, maak hulle bewus van die borgskap tussen die twee
handelsmerke, en vorm ‘n basis waarop handelsmek pas by verbruikers kan
plaasvind. Handelsmerk pas is ook bereik onder handelsmerke met soortgelyke
handelsmerk beelde. Dit is gevind dat handelsmerk pas absoluut noodsaaklik is vir 'n suksesvolle
handelsmerk beeld oordrag. Voordat enige borgskap onderneem word, is dit
belangrik om vas te stel of verbruikers wel ‘n passing tussen die verskillende
betrokke handelsmerke, waarneem. Indien nie, sal ekstra bemarking rondom
die borgskap gedoen moet word deur middel van 'n bemarkingsveldtog, om die
verbruikers in te lig, op grond van wat, handelsmerk pas tussen die verskeie
handelsmerke gevorm kan word.