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Dissertations / Theses on the topic 'Role of the brand in marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 8 February 2022

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1

Coleman, Megan K. "Untangling the Role of Brand Affect and Brand Trust in Marketing Research." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/994.

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Current marketing research suggests that two separate cognitive functions, rational "brand trust" and emotional "brand affect", work independently to influence brand loyalty and in turn, consumer purchasing. Yet, this idea is at off with a growing body of neuroeconomic research, which demonstrates the role of emotion in seemingly rational decisions.Here, we examine psychological, economic, and neuroscientrific research on how, along with the stand-alone effects of brand affect, emotion may influence brand trust, illustrating how these two seemingly separate functions may work in conjunction. F
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2

Simelane, Tekhaya. "Exploring the role of consumer brands In shaping employer brand attractiveness." Diss., University of Pretoria, 2015. http://hdl.handle.net/2263/44449.

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The purpose of this research was to explore if there is a role that consumer brands play in shaping the attractiveness of an employer brand. This qualitative study was conducted using the exploratory approach, because the prior insights of the proposed relationship were modest and inconclusive. The population constituted of all registered Masters of Business Administration students at the Gordon Institute of Business Science. The sampling frame constituted second year (2013/14) and full time (2014/15) students. The reason for this choice was that these individuals are knowledgeable on brand co
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Kwan, Man Ching. "A self-based perspective for consumer-brand relationship : understanding the role of brand attachment in brand equity creation." HKBU Institutional Repository, 2011. http://repository.hkbu.edu.hk/etd_ra/1261.

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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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5

Berčíková, Michaela. "Výskum image značky L'Oréal v segmente študentov v Belgicku." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11475.

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This paper is divided into theoretical and methodological part. First part defines the concept of the company brand, its role as a non-tangible asset, its value and methods of measurement and the process of strategic management of the brand value. Second part discusses the history of the L'Oréal Group, explains the main steps of the research. It focuses on student's perception of the importance of job conditions and psychological traits in a company as well as evaluation of L'Oréal's performance on these aspects.
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Karpasitis, Christos. "Brand video virality : the role of audio, visual and plot characteristics." Thesis, University of Central Lancashire, 2017. http://clok.uclan.ac.uk/20467/.

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Drawing on theoretical insights from multidisciplinary research in the fields of Multimedia, Internet Marketing, Business Management and Information Systems, this research is set out to explore how video content characteristics affect brand video virality. In this way, this research attempts to address a well-documented gap in existing research on the contributing factors that make brand videos viral (West, 2011; Cashmore, 2009). More specifically, it investigates the effect that particular content characteristics (visual graphics, audio and plot) might have in driving large numbers of consume
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Mulyanegara, Riza Casidy. "Church marketing : the role of market orientation and brand image in church participation." Monash University. Faculty of Business and Economics. Department of Marketing, 2009. http://arrow.monash.edu.au/hdl/1959.1/74962.

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Since its conception, the concept of ‘market orientation’ has been largely regarded as an employee-perceived phenomenon due to its focus on employees as the unit of analysis. The examination of market orientation from customer perspective (‘perceived market orientation’) remains an under-researched topic, particularly within the non-profit sector. The present study seeks to address this research gap through an investigation of the role of ‘perceived market orientation’ in affecting ‘customer participation’ with churches as the research context. The use of churches as a research context has be
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Dalstam, Malin, Hedvig Nordlöf, and Daniella Holmgren. "The NA-KD Truth About Influencer Marketing : Exploring influencer marketing through integrated marketing communication and the influencer’s role in strengthening a brand." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39986.

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Problem: The nature of marketing communications is changing as a result of the rise and development of social media. In response to this advancement, the way in which companies communicate with their target audience has shifted. Consumers today attain greater control in terms of receiving and influencing a message. Companies may need to gain an understanding on how various marketing communication tools can be integrated and utilized instead of primarily using one marketing communication tool for the purpose of optimizing the impact of persuasive communication. However, a company’s attempt to c
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Kobolková, Edita. "Role prémiové značky v produktovém portfoliu vybrané tabákové společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15762.

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The market of tobacco products presents a very specific area of fast moving consumer goods. Marketing activities are strictly limited by law and the correct establishment of communication tools is sometimes considerably difficult. In addition to the above, in the case of the tobacco industry, we are talking about almost the same product for every particular cigarette brand. My diploma thesis deals with the role of the premium brand Marlboro in the product porfolio of the company Philip Morris ČR a.s.
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Aurimas, Mickus, Zhou Pengshuo, and Guo Xiang. "The Role of Paid and Earned Social Media on Consumer Behavior for Apparel Brands in China’s Market." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48901.

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Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. China has more social media users than any other country in the world and is housing platforms such as Weibo, WeChat or Xiaohongshu, thus with an ever-increasing demand for social interaction between a company and a customer, the search for the optimal marketing strategies in a hyper-competitive apparel market in China is in effect. With th
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Rivera, César, and Fredrik Byström. "Brand equity through rollercoasters and rabbits : Understanding the role of part-time marketers in enhancing the brand equity of an amusement park." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105764.

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Relationship marketing is a marketing theory that has gathered much focus in the marketing research area lately. The core idea of relationship marketing is to retain the existing customers of a company by establishing long-time relationships with them. The theory of brand equity is a well-known theory on brand development that deals with issues such as customer’s perceptions and the brand meaning. The main purpose of this thesis is to gain deeper understanding of what kind of role the front-line employees in terms of part-time marketers, have on the enhancing of Liseberg´s brand equity. Lisebe
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Axelsson, Daniel, and Henrik Nordberg. "The Role of PR : In the Introduction Stage of a New Brand." Thesis, Jönköping University, JIBS, Business Administration, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-161.

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<p>Abstract</p><p>The reality of today is that companies are spending more and more money on commercial spots. The “highlight” of the year is Super Bowl, where a 30-second ad costs more than $2 million to run. Advertising agencies are using their role as communicators by competing with each other with no interest in the product. The marketing guru Al Ries released a controversial book called “The Fall of Advertising and the Rise of PR” (2002) together with his daughter Laura Ries. In this book they are at-tacking the traditional advertising industry and claim that it has lost its credibility a
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Čápová, Lenka. "Sponzoring v umělecké oblasti: Význam a role Sponsorship fitu." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197818.

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The thesis discusses the process of sponsoring as a marketing instrument. It particularly focuses on sponsoring in fine and visual arts and examines how is this practice perceived by customers and what benefits does it bring to its company or brand. One key factor in said customer perception - sponsorship fit - is emphasized, which indicates the importance of a relationship between the sponsor and the sponsee. Main goal of this thesis is to explain its nature and discover, whether do representatives of Czech companies act on it or not. Theoretical part of the thesis lists relevant knowledge fr
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Frieden, Laura Rose. "The Role of Consumer Gender Identity and Brand Concept Consistency in Evaluating Cross-Gender Brand Extensions." Scholar Commons, 2013. http://scholarcommons.usf.edu/etd/4488.

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Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand conc
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Hardie, Kirsten. "Fictitious people as food brand icons : their role and visual representation in contemporary international food packaging." Thesis, University of Brighton, 2014. https://research.brighton.ac.uk/en/studentTheses/32fd3047-c4e1-4133-a4f0-e0457a0ce4d0.

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This thesis focuses upon fictitious people as food brand icons and their role and visual representation in contemporary international food packaging. It presents a new lens that focuses upon the visual reading of examples. Through comparative analysis of historical and contemporary British, Canadian and American examples primarily, ones that share comparable roles and visual characteristics, the study considers its hypothesis: a common visual formula operates across time and cultures in the creation and enduring omnipresence of icons that appear as real. It considers how shared visual codes pr
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Hilgenkamp, Heather. "Contrasting multiple models of brand equity’s role in consumer decision making." Diss., Kansas State University, 2014. http://hdl.handle.net/2097/18711.

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Doctor of Philosophy<br>Department of Psychological Sciences<br>Gary Brase<br>Brand Equity is a common phrase in consumer research, but there is still a lot of ambiguity surrounding the measurement of this concept (Keller, 2008). Several methods of measurement have been proposed over the years, but no one method has been adopted as the ideal way to predict purchase intent and measure brand equity. The current research tested three theories—Social Exchange Theory (SET), Theory of Planned Behavior (TPB), and the Yoo and Donthu model—to see which is the best predictor of purchase intent and brand
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Carberry, Mary. "The role of branding within an integrated supply chain : a case study of naturally coloured wool." Thesis, De Montfort University, 2000. http://hdl.handle.net/2086/4203.

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Ewing, Douglas R. "When Does Brand Matter? An Empirical Examination of the Roles of Attachment, Experience, and Identity within Consumer-Brand Relationships." University of Cincinnati / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1275917499.

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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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Glynn, Mark Selwyn. "The role of brands in manufacturer-reseller relationships." Thesis, University of Auckland, 2004. http://wwwlib.umi.com/dissertations/fullcit/3156559.

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The focus of this research is on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands and the increasing influence of resellers within channels of distribution. Much of the branding research has emphasised a customer brand knowledge perspective, however emerging perspectives suggest that brands are also relevant to other stakeholders including resellers. In contrast channels research has recognised the manufacturer sources of market power, but has not considered the impact of manufacturer 'push and p
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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 &quotBrand" 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 impression
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Binkowska, Barbara. "The New Zealand hotel industry: the role of image as a medium influencing company's competitiveness and customer loyalty towards brand." AUT University, 2005. http://hdl.handle.net/10292/170.

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This thesis evolves around image and its significance while developing customers' loyalty and increasing company's competitiveness in a highly competitive market. The topic is studied in-depth from the organisational perspective and delves into the differing motivations of hotel operators towards shaping favourable image as well as examining how the hotel's image affects customer loyalty and helps the company to increase its competitiveness. Finally, it analyses and compares which public relations tools are the most effective in the process of image creation and developing customer loyalty. Fr
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Casteran, Gauthier. "An empirical investigation of antecedents of brand loyalty : the role of product category, marketing mix and consumer related characteristics in the light of niche brands proliferation." Thesis, Toulouse 1, 2016. http://www.theses.fr/2016TOU10028/document.

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Les entreprises investissent de larges sommes dans la fidélisation de leur clientèle. La raison en est simple : les clients fidèles font partie des plus profitables pour les entreprises. Il est donc essentiel de comprendre ce qui amène les consommateurs à être fidèles. La recherche a ainsi considérablement étudié les antécédents de la fidélité à la marque. Ceux-ci peuvent être divisés en trois classes : les antécédents liés à la catégorie de produit, ceux liés au marketing mix du produit et ceux liés au consommateur. Cependant, et malgré l’intérêt des chercheurs pour ces questions, une étude p
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Hlophe, Nthabiseng. "The role of local context in the local strategies of global brands." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/29785.

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The greatest task of many international marketing practitioners in host organisations, entails understanding the factors that influence the localisation or standardisation of marketing programmes. The purpose of this paper is to gain insight into the role of local context in the local strategies of global brands. This paper uses a qualitative case study design of two global brands.Findings – The findings show that the role that emerging macro-level factors of local context play in the local strategies of global brands is in determining the levels at which marketing programs will be standardise
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Roswinanto, Widyarso. "Belief Transfers in Co-branding and Brand Extension and the Roles of Perceptual Fit." Thesis, University of North Texas, 2015. https://digital.library.unt.edu/ark:/67531/metadc801896/.

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Existing co-branding and brand extension research generally coalesces around two important constructs: perceptual fit and attitude toward the brand. Studies in co-branding and brand extension to date have generally emphasized the transference of affective elements of attitude from parent brand to the extension. Researchers and practitioners clearly need to learn more about the transfer of belief, the cognitive elements of attitude. Too little is currently known about whether and how beliefs are actually transferred in co-branding and brand extension applications, particularly in terms of perce
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Le, Roux Alta S. "Establishing the role of branding in social enterprises." Thesis, University of Pretoria, 2013. http://hdl.handle.net/2263/32391.

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“What role did branding play in the social marketing processes of the three Schwab Foundation award winning social enterprises (SEs)?” The research problem, as well as the research questions, revolve around the issue of establishing how branding may be employed as part of the social marketing process in such a way as to increase the competitiveness of those organisations known as social enterprises (SEs). This study investigates three SEs whose Chief Executive Officers (CEOs) have won The Schwab Foundation Social Entrepreneur (SFSE) of the Year Awards, to determine how branding was use
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Scopelliti, Maria. "Gatekeepers No More: Redefining the Roles of Journalism and PR in the Age of Digital Media and Content Marketing." Thèse, Université d'Ottawa / University of Ottawa, 2014. http://hdl.handle.net/10393/30547.

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The digital media landscape has fundamentally changed the way audiences consume and share content, creating many opportunities and challenges for news companies and organizations of all types (private, public and non-profit). This research investigates how the latter have gained the ability to produce and distribute journalistic-like content through their owned channels, thus circumventing journalists and engaging with their audiences directly. It shows how digital media have altered the manner in which news about organizations is disseminated, and, subsequently, the roles of PR practitioners
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Trudeau, Hamidi Sabrina. "The journey from brand's social currency to superior customer-brand relationships : the intermediary roles of experiential and transformational benefits." Mémoire, Université de Sherbrooke, 2015. http://hdl.handle.net/11143/6773.

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The rise in the popularity of digital communication and social media platforms has increased the speed of information exchange among customers, and enabled them to instantaneously voice their thoughts and opinions about brands. This trend however has created certain challenges for marketers since they could no longer exert the sole control over the identities of their brands. Past research has confirmed that social interaction plays a key role in development of strong relationships among individuals (e.g. Nahapiet and Ghosal, 1998; Lobschat et al., 2013). In branding context, social interactio
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Pagani, Margherita. "The Role of consumer experiential engagement in new media based social networks environnments : implications for marketing strategies." Thesis, Lyon 3, 2015. http://www.theses.fr/2014LYO30091.

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Le but de cette thèse est de comprendre comment les entreprises peuvent faire augmenter une expérience donnant naissance à l’engagement des consommateurs grâce aux nouveaux médias (comme les vidéos du Web, les dispositifs de téléphonie mobile et la télévision "traditionnelle") afin de stimuler le comportement actif des clients et de redéfinir des stratégies commerciales de marketing. Nous avons structuré notre analyse sur trois études d’approche.Dans la première étude, nous avons décrit comment l'engagement personnel avec le contenu et l'engagement social interactif (résultant du sens perçu de
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WANG, Wei. "The effect of word-of-mouth on the purchase of genuine and counterfelt luxury brands : the roles of attitude functions." Digital Commons @ Lingnan University, 2011. https://commons.ln.edu.hk/mkt_etd/3.

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This research aims to investigate the effect of word-of-mouth (WOM) on the purchase of genuine and counterfeit luxury brands with a focus on the roles of attitude functions, product type, valence of WOM, and brand popularity. It consists of two experimental studies. Study 1 examines the effect of WOM on the purchase of luxury brands and attempts to investigate the mediating role of attitude functions in the relationship between WOM and purchase intentions for luxury brands, with regard to different product types and valence of WOM. Study 2 compares the effects of WOM communications with tradit
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Lamb, Keith Whitaker. "The Role of Brand Equity in Reputational Rankings of Specialty Graduate Programs in Colleges of Education: Variables Considered by College of Education Deans and Associate Deans Ranking the Programs." Thesis, University of North Texas, 2010. https://digital.library.unt.edu/ark:/67531/metadc28447/.

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Seeking to identify and further understand the variables considered when ranking specialty programs in colleges of education, this research study surveyed all deans, and associate deans responsible for graduate education, at United States institutions that offer the terminal degree in at least one of the ten education specialty areas. The study utilized a three-dimension model of brand equity from the marketing literature, which included the elaboration likelihood model of persuasion. Descriptive statistics determined that research by the faculty of the specialty program is the variable most w
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Murray, John. "The specification of store environments : the role of store design-architecture in the consumer perception of retail brands." Thesis, University of Stirling, 2014. http://hdl.handle.net/1893/20860.

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The overall focus of this doctoral thesis is the examination of the role of store design-architecture in consumer perceptions of retail brand loyalty. More specifically, it examines how consumers’ perceptions at the store design-architecture level promote brand loyalty and attachment at the overall retail-level. This research, therefore, aims to address the underdeveloped extant knowledge of the role of the store design-architecture in retail branding. This thesis addresses two research questions: 1) is it possible to improve on the specification or measurement of the store environment beyond
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GAO, Xue. "The effects of perceived brand globalness on consumer responses to brand failures." Digital Commons @ Lingnan University, 2010. https://commons.ln.edu.hk/mkt_etd/1.

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Even big companies cannot guarantee their brands never ever fail customers. Recently the brand failures of Toyota taught us a vivid lesson that a brand takes decades to be built up but to be ruined overnight. Although, the advantages of building global brands are well recognized in literature, the superiorities of global brands in brand failure context are not yet studied. This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures. Global brands are perceived superior to local brands due to factors like higher
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Mao, Huifang. "Brand referencing." [Bloomington, Ind.] : Indiana University, 2006. 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:3215188.

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Thesis (Ph.D.)--Indiana University, Kelly School of Business, 2006.<br>Source: Dissertation Abstracts International, Volume: 67-04, Section: A, page: 1442. Adviser: Shanker Krishnan. "Title from dissertation home page (viewed May 9, 2007)."
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Pogacar, Ruth. "Marketing Language: A Conceptual Framework and Examination of How Brand Name Linguistics Influence Brand Loyalty." University of Cincinnati / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=ucin15302704284269.

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Graham, Johnny Langston. "CONSUMER CORRUPTION OF BRAND MEANING: A MULTI-METHOD EXPLORATION OF BRAND APPROPRIATION." Diss., Temple University Libraries, 2016. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/410546.

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Business Administration/Marketing<br>Ph.D.<br>This dissertation centers on the study of brand appropriation, the altering of brand meaning by non-target market consumers who belong to a subculture. Although oftentimes referenced within the social sciences, appropriation is a scantily explored construct within the context of marketing, and specifically branding. Using a multi-method approach, this research establishes a conceptual framework for brand appropriation, develops an in-depth understanding of why and how it occurs, and examines its effect on consumers and their relationships with bran
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Martin, William Carroll. "Investigating the antecedents and consequences of perceived connectedness to brand users brand communities versus brand collectivities /." Diss., Mississippi State : Mississippi State University, 2009. http://library.msstate.edu/etd/show.asp?etd=etd-03262009-122935.

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Hassey, Roseann V. "Stand By Your Brand: How Brand Personality and Brand Failure Type Shape Brand Forgiveness." University of Cincinnati / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1470045358.

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Soni, Mayur. "Building corporate brand orientation through cross-functional integration within marketing brand orientation through cross-­‐functional integration within marketing." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/26355.

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Prior research defines brand orientation as an approach in which the processes of the organization revolve around the creation, development and protection of brand identity in an ongoing interaction with target customers with the aim of achieving lasting competitive advantages in the form of brands (Urde, 1999). This research paper examines how marketing managers perceive corporate brand orientation with a Financial services company, namely Standard Bank Group Limited (Standard Bank) and what influence cross-functional integration has in enhancing the level of brand orientation. The study desi
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Bruggemann, Ben G. "How We Decide When We Can't Decide: A Study OF Brand Dependency and Brand Sensitivity." Ohio University Honors Tutorial College / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1492613032364565.

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Goodwin, Jill Suzanne. "Creating Brand Communities| A Phenomenological Study on Media and the Psychology of Brand Magic." Thesis, Colorado State University, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10599404.

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<p> Understanding the complexities of the consumer-brand relationship is an ongoing area of study in multiple fields. Stemming from the notion that brands convey cultural meaning, brand community studies focus specifically on the process of meaning creation. The traditional focus of brand community research has been on social interaction. However, newer research points to the psychological formation of brand communities in the absence of social interaction. The psychological sense of brand community (PSBC) model was created to account for this newer area of research. Mental models are the cogn
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Sekhon, Tejvir Singh. "The role of brand attachment in brand-related bragging." Thesis, 2016. https://hdl.handle.net/2144/17101.

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Bragging about brands on social media is pervasive. When bragging about brands, communicators face a trade-off between enhancing perceptions of their competence versus lowering perceptions of their warmth or likability. Likewise, for brands, bragging can increase the brand’s visibility but can convey negative brand-user imagery that detracts from the equity of the brand. Across four experimental studies, this dissertation shows how signaling brand attachment moderates the effects of brand-related bragging on both the perceptions of communicators and brand-user imagery. Results from the first
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Wongsrikun, Thotsaporn, and 翁日華. "The role of affect in Brand marketing on Twitter." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/24819174624985719179.

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碩士<br>國立臺灣科技大學<br>資訊管理系<br>104<br>Social media has gained increasing importance in online brand marketing. This study aims to explore the role of affect, both positive and negative, in social media brand marketing. Based on the Mehrabian-Russell model, we propose that general positive affect exhibited by Twitter brand accounts is positively related to followers’ positive responses such as retweets and favorites, as well as the overall follower counts; general negative affect, however, is negatively related to followers’ retweets, favorites, and overall follower counts. Data was collected from
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Tesařová, Veronika. "Role sémiotiky vizuálního marketingu při budování značky." Master's thesis, 2018. http://www.nusl.cz/ntk/nusl-388741.

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The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on the contents of the Brand manual, which is the key to brand building. Attention will be paid to semiotic analysis of logos, utilization of images and photos, colors and fonts and other componen
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Sankaranarayanan, Ramesh. "Role of Online Brand Communities in Making Strategic Marketing Decisions." Thesis, 2011. http://spectrum.library.concordia.ca/7440/1/Sankaranarayanan_MSc_S2011.pdf.

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Bilro, Ricardo Jorge Godinho. "The role of consumer-brand engagement in a digital marketing era." Doctoral thesis, 2017. http://hdl.handle.net/10071/15736.

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The purpose of this thesis is to understand the role of consumer-brand engagement in a digital marketing era. We explore the consumer-brand engagement construct in relation to consumers as the engagement subjects, and brands (i.e., brand/companies) as the engagement objects. Our intention is to contribute to advancing the theoretical knowledge of this subject and to provide useful insights that can be used by practitioners, particularly companies that use interactive platforms to create consumer-brand relationships.<br>O objetivo desta tese é o de compreender o papel do compromisso entre
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Park, Hyejune. "The Role of Social Network Websites in Consumer-Brand Relationship." 2011. http://trace.tennessee.edu/utk_graddiss/1214.

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This research explored the phenomenon of online social network in the context of consumer-brand relationship. The specific research objectives were: (a) to examine whether perceived benefits of a Brand’s Social Network Website (BSN) predict BSN relationship quality; (b) to investigate whether perceived benefits of BSN predict perceived relationship investment; (c) to examine if online social connection strengthens the relationship between perceived benefits of BSN and BSN relationship quality; (d) to examine if experience with BSN strengthens the relationship between perceived benefits of BSN
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Apostolopoulou, Artemisia. "The role of parent brand strength, perceived fit, and fan identification on consumers' evaluation of brand extensions in the sport setting." 2002. https://scholarworks.umass.edu/dissertations/AAI3068535.

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Brand extensions are new products or services, beyond an organization's current offerings, that are introduced under the brand name. Sport organizations are increasingly implementing extension strategies in an effort to create additional revenue streams and to enhance their relationship with their fans. Although brand extensions have been a topic of extensive study in the mainstream marketing literature, only three studies have examined this practice in the sport setting. This dissertation aims to add to the limited sport-related literature but also provide insights to practitioners by examini
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Cebisa, Zwelakhe Erick. ""The role of brands in the advertising of beauty products."." Thesis, 2007. http://hdl.handle.net/10413/1477.

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This research investigates the role of brands in the advertising of beauty products. This study was conducted at tertiary institutions in the Durban Metropolitan Area. Since, students are believed to constitute a large market for consumer goods, especially beauty products, the study also seeks to determine consumption patterns and preferences of brands of beauty products by students at tertiary institutions. Using a survey-based study, the results of the survey highlights the importance of the branding of beauty products in promoting sales, loyalty and preference for various brands. The findin
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Portal, Sivan-Rachel. "The role of brand authenticity in the development of brand trust in South Africa." Thesis, 2017. http://hdl.handle.net/10539/23049.

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A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing. Johannesburg, March 2017<br>Brand trust has been in decline for a number of years (Eggers, O’Dwyer, Kraus, Vallaster, & Güldenberg, 2013; Gerzema, 2009; Gilmore & Pine, 2007; Schallehn, Burmann, & Riley, 2014). According to Eggers et al., (2013), this has been attributed to many possible causes; the most prevalent being a breakdown between the promises made by brands and what t
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