Dissertations / Theses: 'Sources of brand message'

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Harben, Beth Kwon Wi-Suk Forsythe Sandra Monk. "Predicting consumers' cause-brand alliance attitude and purchase intention the influence of cause involvement, message source, perceived motivations, and cause-brand fit /." Auburn, Ala, 2009. http://hdl.handle.net/10415/1890.

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Skoog, Hjertquist Pontus, Daniel Andersson, and Karin Hafstad. "Exploring the Relationship between Employee Branding and Brand Loyalty : a qualitative case study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26691.

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Background: Making customers loyal to the brand have become a key issue for marketers to achieve since it acts as a major contributor to competitive advantage. The brand image is argued to be the main source for brand loyalty and organizations continuously seeks for ways to achieve brand loyalty through enhancing their image. Employee branding makes it possible for organizations to consistently deliver a desired brand image to the customers, through its employees, and it could therefore be of importance to explore the relationship between employee branding and brand loyalty. Research questions: RQ1: How does the organization’s management communicate its desired brand image to the employees? RQ2: How do the various sources of messages contribute to employees’ knowledge of the desired brand image? RQ3: How do the various sources of messages contribute to the upholding of the psychological contract between the employees and the organization? RQ4: How does the image projected by employees influence brand loyal customers? Purpose: The purpose of this thesis is to explore the relationship between an organization’s employee branding and brand loyalty. Methodology: Conducted as a single embedded case study, semi-structured interviews Conclusion: The empirical investigation revealed that employee branding activities could strengthen customers’ loyalty towards the brand. Employee branding therefore influence customers’ satisfaction, commitment, trust, and identification to the brand.

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Allan, Johanna. "Designing the message." This title; PDF viewer required. Home page for entire collection, 2010. http://archives.udmercy.edu:8080/dspace/handle/10429/9.

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Epega, Titilola O. "Factors influencing the perceived credibility of public relations message sources." [Tampa, Fla] : University of South Florida, 2008. http://purl.fcla.edu/usf/dc/et/SFE0002449.

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Rios, Rosa Elvira, and rosariosq@hotmail com. "Sources and antecedents of brand equity for online companies." RMIT University. Management, 2008. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20080721.120726.

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The area of Brand Equity has received considerable attention during the past twenty years. The importance of a brand emanates from the fact that brand recognition and positive associations with it create value for companies and consumers. This value is called Brand Equity and translates into monetary value. Until now, there is scant research on brand equity for online retailers to test whether theoretical frameworks developed for offline companies apply to online businesses. The study is an attempt to bridge this gap by developing and testing a comprehensive brand equity model with selected drivers (customer support and a mix of functionality and fulfilment marketing efforts) and sources (awareness, association of value and trust, and loyalty) of brand equity. Grounded in a traditional offline consumer-based brand equity framework, a research model (at the aggregate level) for assessing brand equity of online companies is developed and tested using structural equation modelling (SEM). Several key findings are reported: First, a measurement model based on dimensions of awareness, associations of value and trust, and attitudinal loyalty seem to fit the data well. Measures have adequate reliability, convergent and discriminant validity. Secondly, from the SEM application, only value association and loyalty are potent determinants of brand equity. Third, awareness, trust and value associations contribute indirectly to create brand equity. Fourth, the hierarchical hypothesized relationships between the sources of brand equity are confirmed. The final best-fitting (calibrating) model derived from the subjects that had bought from the online businesses under study was validated across a sample of subjects. Simultaneous model comparison using structural equation (by means of Chi square difference) confirms the tenability of the calibrating model. To test for the probability than an incorrect model will be rejected, power analysis was calculated. The results indicate that the likelihood of rejecting the hypothesis of exact and close fit equals 1.0. The second phase of the study involved brand analysis at the individual level. According to the calculations Amazon obtains slightly higher brand equity than eBay and puts it in first place, eBay is in second place, followed by Dell in third. CDNow is the worst performer and obtains consumer-based brand equity below average. The study offers contributions to both academia and business in several ways.

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Sarkar, Baishali. "Attitude and intentions towards verbal message and brand stimuli in print AD." Master's thesis, Universidade de Aveiro, 2013. http://hdl.handle.net/10773/10649.

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Mestrado em Gestão Atualmente, torna-se muito importante para as empresas decidirem como o anúncio do bem ou serviço deve ser. Atrair clientes até um determinado limite não é muito difícil, mas para alcançar um grande número de clientes o processo de atração não é muito fácil com fortes concorrentes. Neste estudo, vamos analisar o impacte de mensagens escritas e de marcas como estímulos em anúncios impressos para os consumidores Índianos e Português. Propomos um modelo para analisar como um anúncio impresso motiva a mente do cliente para ter uma atitude positiva e intenções favoráveis para o produto em dois países com culturas differentes: Portugal e Índia. Selecionamos um produto: Café, que é muito popular e “famoso”, especialmente para a geração de jovens de ambos os países. Os resultados mostram que a presença da marca pode ser mais eficaz do que mensagens impressas em anúncios publicitários. Nowadays, it becomes very important for the companies to decide how the advertisement of the goods or service should be. Attract customers to a certain limit is not very hard, but to gain the feedback from a huge number of customers with strong existing competitors is not very easy. In this study, we are going to analyze the impact of print statements (messages) and brands as stimuli in print advertisements on Indian and Portuguese consumers. We propose a model to analyze how a print advertisement motivates the consumer mind to have a positive attitude and intentions to the product in two different cultural countries: Portugal and India. We have selected one product: coffee, which is very popular and famous especially for young generation of both countries. Findings show that brand presence could be more effective than messages printed in advertisements.

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Oyedeji, Tayo A. "The credible brand model the effects of ideological congruency and customer-based brand equity on media and message credibility /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5574.

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Thesis (Ph. D.)--University of Missouri-Columbia, 2008. 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 June 11, 2009) Vita. Includes bibliographical references.

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López, Lomelí Miguel Angel. "Global, local and glocal brands in emerging markets: sources of brand value and brand purchase likelihood." Doctoral thesis, Universitat Autònoma de Barcelona, 2016. http://hdl.handle.net/10803/399555.

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Esta tesis doctoral tiene como objetivo dar respuesta a tres preguntas principales de investigación: RQ (1) ¿Cuáles son los antecedentes que aumentan la probabilidad de compra de marca local en mercados emergentes (EMS), existen factores específicos para las marcas de alimentos y las marcas de prendas de vestir? RQ (2) ¿Cómo se pueden clasificar las marcas presentes en el mercado en Global, Local y Glocal con base en las percepciones del consumidor, son los resultados de estas categorizaciones basadas en el consumidor similares a las categorizaciones que están basadas en criterios objetivos? RQ (3) ¿Es la relación entre los antecedentes previamente identificados y la probabilidad de compra de marca similar para las marcas globales, locales y glocales que compiten en la misma categoría, o son diferentes para cada tipo de marca? Se ha identificado que existe un vacío en la literatura con respecto a estas preguntas y este trabajo de investigación tiene como objetivo aportar conocimientos sobre estas relaciones. El primer ensayo examina los antecedentes en relación con la probabilidad de compra de marca para las marcas locales. El segundo ensayo examina cómo la categorización de marcas basada en las percepciones de los consumidores difiere de las categorizaciones estándar que se encuentran en la literatura, y el tercer ensayo examina cómo estos antecedentes influyen positivamente en la probabilidad de compra de la marca, en los diferentes tipos de marcas, y si hay un factor con el rol de moderador en estas relaciones. Los resultados de estos tres ensayos sugieren: en el estudio 1 del primer ensayo, que tres factores influyen positivamente la probabilidad de compra de las marcas locales de alimentos y también muestran que para los consumidores más jóvenes, existe un factor adicional. En el estudio 2 del primer ensayo, cinco factores están positivamente relacionados con probabilidad de compra de las marcas de ropa locales. El ensayo 2, ofrece una categorización de algunas marcas líderes que se venden en el mercado mexicano, en global, local y glocal, basadas en la perspectiva del consumidor. Los hallazgos sugieren que existen diferencias relevantes entre los resultados de la categorización de marcas basada en la percepción del consumidor y la categorización de marcas basada en enfoques objetivos tradicionales encontrados en la literatura. En el ensayo 3, algunos antecedentes se relacionan positivamente con la probabilidad de compra de la marca, y son relevantes para todas las categorías de marcas. Nuestros resultados sugieren que el tipo de marca modera algunas de estas relaciones. Todos estos estudios se llevaron a cabo entre consumidores mexicanos y los datos fueron analizados con pruebas estadísticas y ecuaciones estructurales. Esta investigación contribuye al conocimiento académico actual poniendo en relieve las siguientes áreas: 1, desarrolla y prueba un modelo integral de los antecedentes de la probabilidad de compra de marca que combina varias teorías y corrientes de investigación. 2, desarrolla una tipología para medir cuatro tipos de marcas, ampliando la teoría de Steenkamp de De Jong al contexto del estudio de marcas. 3, desarrolla y prueba hipótesis del papel moderador del tipo de marca y sus efectos en la relación de estos antecedentes y la probabilidad de compra de la marca. Todo lo anterior se llevó a cabo dentro de un contexto de mercados emergentes. Además, nuestro trabajo de investigación contribuye al ámbito de la gestión, proporcionando conocimientos adicionales para la gerencia de marca en los mercados emergentes, que les permiten desarrollar estrategias de marca y de comercialización sostenibles, buscando tener éxito en un entorno globalmente competitivo. This doctoral dissertation aims to address three main Research Questions: RQ (1) What are the antecedents that enhance local brand purchase likelihood in emerging markets (EMs), and are there specific factors for food and clothing brands? RQ (2) How can brands present in the market be classified into Global, Local and Glocal based on consumer perceptions, and are the results of these consumer-based categorisations similar to the categorisations based on objective criteria? RQ (3) Is the relationship between previously-identified brand antecedents and brand-purchase likelihood similar for global, local and glocal brands competing in the same category, or different for each type of brand? A gap in the literature has been identified regarding these questions and this research work aims to provide insights into these relationships. The first essay examines the antecedents of the brand purchase likelihood for local brands. The second essay examines how consumer perceptions of brand categorisation differ from the standard categorisations found in the literature, and the third essay examines how these antecedents positively influence the brand purchase likelihood of the different types of brands, and if there is a moderating role in these relationships. The findings of these three essays suggest the following: in study 1 of essay 1, three factors positively influence local food-brand purchase likelihood and also show that, for younger consumers, an additional factor is present. In study 2 of essay 1, five factors are positively related with local clothing-brand purchase likelihood. Essay 2 provides a categorisation of some leading brands sold in the Mexican market into global, local and glocal, based on consumer perspective. The findings suggest that there are relevant differences in the results of this categorisation of brands vs. the traditional objective approaches found in the literature. In essay 3 some antecedents are positively related with brand purchase likelihood, and, in addition, relevant to all brand categories. Our results suggest that the type of brand moderates some of these relationships. All these surveys were conducted among Mexican consumers and data analysed with statistical tests and Structural Equation Modelling (SEM). Our research work contributes to the current academic body of knowledge by highlighting the following areas:1, by combining theories from different streams to develop and test a comprehensive model of drivers of brand purchase likelihood. 2, by developing a typology to measure four types of brands by extending Steenkamp and De Jong’s theory to the branding context. 3, by hypothesising and testing the moderating role of brand type on the effects of these theoretically-grounded drivers of purchase likelihood. All of the above takes place within an emerging-market context. In addition, our research work contributes to the field of management by providing additional insight for brand-managers in emerging markets in the development of sustainable branding and marketing strategies, in order to help them succeed in a globally competitive environment.

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Rawal, Monika. "THE IMPACT OF MESSAGE FRAMING WITH ADVERTISING APPEALS ON CONSUMER ATTITUDES AND BRAND CHOICE." OpenSIUC, 2019. https://opensiuc.lib.siu.edu/dissertations/1707.

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An advertisement is meant to persuade consumers by using different message framing (gain or loss) within advertising themes also known as appeals, broadly classified into rational and emotional appeals. Previous research has studied the impact of either message framing or advertising appeals on consumers’ attitudes. Because message framing and advertising appeal both are an intrinsic part of an advertisement, it is important to understand the combined impact of message framing and advertising appeals on consumer attitudes. Hence, this research examines the effect of gain versus loss message framing with advertising appeals on consumers’ attitudes toward the advertisement the and advertised brand, leading to their choice of brand. The study also examines if reactance acts as a mediator between message framing with advertising appeals and consumer attitudes. Finally, this study investigates the relationship between attitude toward ad, attitude toward brand, and brand choice in current context. The results of this study suggest that for rational and positive emotional appeals, messages with gain frame lead to more positive consumer attitudes, as compared to messages with loss frame. In addition, the results suggest that for negative emotional appeals, there is no significant difference between loss frame and gain frame messages as they relate to consumer attitudes. The results from mediation analysis suggest that reactance does not mediate the relationships between message framing with any of the advertising appeals, but has an indirect effect between message framing with negative emotional appeals and consumers attitudes. Finally, the results show that attitude toward ad is positively related to attitude toward brand, which is further positively related to brand choice. These findings can help advertisers in using appropriate combination of message frames with advertising appeals, which can have a significant impact on consumers’ attitudes and finally their brand choice.

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Melton, Rebecca. "Exploring the Impacts of Fashion Blog Type and Message Type on Female Consumer Response Towards the Brand." Thesis, University of North Texas, 2013. https://digital.library.unt.edu/ark:/67531/metadc407834/.

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The current study examines the influences of blog type and blog message type on consumers’ perceptions of brand credibility and brand similarity. Additionally, the study seeks to understand the interaction effects of blog type and message type on brand credibility and brand similarity and on consumer engagement with a blog. The findings reveal that message type, specifically product message, is an important consideration when marketers want to illustrate similarities between the brand and consumers. Additionally, it was found that product messages should be considered when encouraging consumer engagement with a blog. However, blog type did not have an effect on consumer perceptions of brand credibility and similarity or consumer engagement.

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Mohammed, Salifu Dauda. "THE IMPACT OF RECRUITMENT SOURCES ON BRAND IMAGE PERCEPTIONS AND ORGANIZATIONAL ATTRACTION: LEVERAGING ORGANIZATIONAL BRAND IMAGE PERCEPTIONS TO ENHANCE RECRUITMENT ATTRACTION." Diss., Temple University Libraries, 2019. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/567577.

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Business Administration/Human Resource Management D.B.A. In today’s competitive labor markets, successfully recruiting a large pool of skilled and qualified job applicants is a prime concern of many organizations. In Study 1, I focused on how organizations can successfully employ four traditional recruitment practices (sponsorships, job fair activities, word-of mouth endorsements and corporate advertisements) simultaneously to disseminate information about their positive recruitment brand images to job seekers to enhance organizational attraction. The results which supported all my hypotheses indicated that, communication of an organization’s brand images to job seekers through the simultaneous use of these four traditional recruitment practices can indeed influence job seekers’ positive perceptions of an organization and result in enhanced organizational attraction. In Study 2, which was built on findings in Study1, I theorized that social media may have become a prominent source of information for job seekers. In this study, I predicted that job seekers’ use of four social media platforms (Facebook, Twitter, You Tube and LinkedIn) in job search will explain incremental variance in organizational attraction over the use of traditional recruitment methods. I also predicted that job seekers’ utilization of social media in job search will be positively related to organizational attraction through enhanced perceptions of instrumental and symbolic attributes. Surveys for both studies were posted on and data collected from Amazon Mechanical Turk. Results from the second study were mixed; but the results confirm findings from prior research, which showed that the instrumental-symbolic framework can be used to predict potential job seekers’ perceptions of organizational attractiveness. Overall, results in the two studies reveal that organizations can better enhance recruitment by using a combination of social media and traditional recruitment methods to attract potential job seekers. Temple University--Theses

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Miranda, Ackerman Eduardo Jacobo. "Extracting Causal Relations between News Topics from Distributed Sources." Doctoral thesis, Saechsische Landesbibliothek- Staats- und Universitaetsbibliothek Dresden, 2013. http://nbn-resolving.de/urn:nbn:de:bsz:14-qucosa-130066.

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The overwhelming amount of online news presents a challenge called news information overload. To mitigate this challenge we propose a system to generate a causal network of news topics. To extract this information from distributed news sources, a system called Forest was developed. Forest retrieves documents that potentially contain causal information regarding a news topic. The documents are processed at a sentence level to extract causal relations and news topic references, these are the phases used to refer to a news topic. Forest uses a machine learning approach to classify causal sentences, and then renders the potential cause and effect of the sentences. The potential cause and effect are then classified as news topic references, these are the phrases used to refer to a news topics, such as “The World Cup” or “The Financial Meltdown”. Both classifiers use an algorithm developed within our working group, the algorithm performs better than several well known classification algorithms for the aforementioned tasks. In our evaluations we found that participants consider causal information useful to understand the news, and that while we can not extract causal information for all news topics, it is highly likely that we can extract causal relation for the most popular news topics. To evaluate the accuracy of the extractions made by Forest, we completed a user survey. We found that by providing the top ranked results, we obtained a high accuracy in extracting causal relations between news topics.

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Kolacz, Michelle S. Park. "Unpackaging Online Retail: Impact of Message Framing and Reference PoInts on Consumers' Choice of (Reduced) Packaging and Brand Attitude." Kent State University / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=kent1587337288243754.

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Tjelta, Thomas Aleksander. "Negotiating access to tobacco following the increase in the minimum age of sale in the UK : a study of young people from two disadvantaged communities in Scotland." Thesis, University of Edinburgh, 2015. http://hdl.handle.net/1842/21054.

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Creating a Tobacco Free Generation: a Tobacco Control Strategy for Scotland sets out the Scottish Government’s ambition to create a tobacco free generation of Scots by 2034. Smoking initiation occurs primarily in adolescence, and the national preventive strategy is correspondingly structured around a range of measures to reduce the availability, affordability and attractiveness of cigarettes and other tobacco products for children and young people. Primary among these are the increase in the minimum age of sale of tobacco from 16 to 18 years instituted in the UK in October 2007, and the ban on the display of tobacco and smoking related products in shops introduced in the Tobacco and Primary Medical Services Scotland Act 2010. This thesis explores young people’s smoking and cigarette access behaviours in the context of the increase in the age of sale of tobacco from 16 to 18 years in 2007, and their perceptions and representations of cigarette brand image in the context of the impending ban on point of sale displays and in anticipation of the introduction of generic cigarette packaging in the UK. A combination of individual, paired and triadic interviews were undertaken with a total of 60 13-15 year old young people recruited from youth clubs and other third sector organisations in two disadvantaged communities in Edinburgh. Around half the participants were regular smokers – defined as smoking a cigarette a day or more – with the remainder reporting ‘occasional’ or ‘experimental’ smoking, defined as intermittent smoking or having tried smoking on one or more occasions. Interviews focussed on participants’ usual cigarette sources, ability to access tobacco, participants’ favoured cigarette brands and their perspectives on recent legislative measures to reduce the attractiveness of cigarettes and other tobacco products for children and young people. Despite the increase in the minimum age of sale, most participants sourced cigarettes from shops, either directly or through intermediaries, and few reported any difficulties securing regular access to tobacco. Retail purchases were described in terms of a progression from more to less targeted purchasing strategies, with those experiencing difficulties buying cigarettes directly employing a range of strategies to identify and target retailers amenable to selling cigarettes to underage customers. Proxy purchases, i.e. purchases made through intermediaries, represented the predominating mode of acquisition among participants, and were described in terms of a progression from less to more targeted third party recruitment strategies, with older and more experienced regular smokers learning to identify and target particular types of individual for proxy purchases. Participants also had recourse to tobacco from a range of social and illicit sources, including ‘fag houses’, although these were not routinely accessed. The diverse cigarette sources identified by participants were not perceived to be equivalent, however, but were rather represented in terms of the parallel acquisition of a range of smoking related competencies. Participants’ diverse modes of tobacco acquisition, as such, reflected not merely their smoking status, with rates of retail cigarette purchasing increasing with age and regular smoking, but their status as a smoker through building symbolic capital. Participants foregrounded their smoking related knowledge and competencies to frame themselves as more or less ‘autonomous’ smokers. In discussions about participants favoured cigarette brands, participants would similarly foreground their knowledge of a range of perceived brand characteristics to frame themselves as more or less ‘discerning’ smokers. The importance of cigarette access and branding in shaping participants’ smoking identities has clear implications for smoking prevention policy, in terms of challenging the implied equivalence between the diverse cigarette sources available to young people routinely implied in the youth access literature and underscoring the importance of limiting the visual cues in cigarette packaging and point of sale advertising that facilitate the continued use of cigarettes as an ‘identity tool’.

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Bloom, Malin, and Ebba Granberg. "Franchisee-based brand equity inom fastighetsmäklarbranschen : Varumärkets värde för franchisetagare." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19550.

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Titel: Franchisee-based brand equity inom fastighetsmäklarbranschen – Varumärkets värde för franchisetagare Nivå: C-uppsats i ämnet företagsekonomi Författare: Ebba Granberg, Malin Bloom Handledare: Jonas Kågström Datum: 2015 - maj Syfte: Syftet med denna studie är att analysera vilka källor franchisetagare påverkas av i skapandet av FBBE inom tjänsteföretag. Detta med avseende på vilken betydelse varumärket har i franchisekonceptet och huruvida detta påverkar franchisetagarens intentioner att ingå i ett franchiseavtal samt bibehålla franchiserelationen. Metod: Då syftet med studien är att analysera franchisetagarens påverkan av FBBE, har således studien genomförts med en kvalitativ forskningsansats. Semi-strukturerade intervjuer har utförts med 12 franchisetagare inom fastighetsmäklarbranschen, vilka alla arbetar i Stockholmsområdet. Materialet har därefter analyserats med hjälp av dataanalysprogrammet Nvivo10 och presenterats tillsammans med resultaten för studien. Resultat & slutsats: Studien introducerar en ny modell över FBBE inom den svenska fastighetsmäklarbranschen. Förslag till fortsatt forskning: Denna studie är avgränsad till ett specifikt geografiskt område och det kan därför vara av intresse att upprepa en liknande studien inom samma bransch, men i ett annat geografiskt område. Då studien har en kvalitativ forskningsansats kan det även vara av intresse att överföra studien till en kvantitativ forskningsansats för att skapa en generaliserbarhet för den svenska fastighetsmäklarbranschen. Det kan även anses vara intressant att utforska franchisegivarens uppfattning om franchisee-based brand equity. Uppsatsens bidrag: Bidraget kan öka förståelsen för franchisetagare vid val av franchisegivare samt ge en ökad förståelse för källorna till franchisee-based brand equity. Franchisegivare är likväl en målgrupp för uppsatsens tillämpning då även de kan få en ökad förståelse för vilka aspekter som är av vikt vid franchisetagares val av franchisenätverk, men kan även vara av intresse för verksamma fastighetsmäklare inom branschen. Nyckelord: Franchise-based brand equity, varumärke, franchisetagare, attraktion, bibehållande och källor. Title: Franschisee-based brand equity in real estate business – brand equity for the franchisee Level: Final assignment for Bachelor Degree in Business Administration Author: Ebba Granberg, Malin Bloom Supervisor: Jonas Kågström Date: 2015 – may Aim: The purpose of this study is to analyze the sources franchisees is affected by in the creation of FBBE in service companies. This is with regards to the significance of the brand in the franchise concept, and whether this affects the franchisee’s intentions to enter into a franchise agreement and to maintain the relationship. Method: Since the purpose of the study is to analyze how franchisees are affected by FBBE, the study has been done with a qualitative research approach. Semi-structured interviews were conducted with 12 franchises from the real estate market; all of which is working in the Stockholm area. The materials were then analyzed by using the data analysis program Nvivo10 and are presented together with the results of the study. Result & Conclusions: The study introduces a new model for FBBE in the Swedish real estate business. Suggestions for future research: Due to the decision to limit our study to a specific geographic area, it is of interest to replicate the study in the same field, but in a different geographical area. Because of the studies qualitative research approach it would also be in the interest to transfer the study to a quantitative research approach to create a generalization for the Swedish real estate business. Also too consider the franchisor’s perception of franchisee-based brand equity. Contribution of the thesis: The contribution of the study can be used by franchisees to increase their understanding in the selection of franchisors and provide a greater understanding of the sources of franchisee-based brand equity. Franchisors are nonetheless a target audience for the essays appliance, as they can have a better understanding of what is important to the franchisee in the choice of franchise networks, but it can also be in the interest to active real estate agents.

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Wang, Rong. "Effect of e-wom message of opinion leaders on purchase intention of female consumers in China : case of Ddouyin (Tik Tok)." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/18315.

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Mestrado em Marketing Com o desenvolvimento de Internet e social media, há cada vez mais líderes de opinião a expressar as suas opiniões, recomendacões es e outras formas de passa palavra eletrônica (e-WOM) sobre produtos ou marcas na plataforma de social media. Os seus e-WOMs têm uma influência no processo de decisão de compra do consumidor. O objetivo principal da dissertacão é estudar a relacão entre e-WOM de líderes de opinião e a intenção de compra das consumidores femininas chinesas, explorando o efeito da especialidade, confiança, credibilidade do emissor de e-WOM, valor percebido e atitude sobre o produto/marca. Para realizar esse objetivo, uma pesquisa quantitativa foi utilizada para testar as hipóteses; teses de investigacão. Através de distribuicão online, 215 questionários válidos foram recolhidos para análise dos dados. Os resultados revelaram que a especialidade e confiabilidade dos líderes de opinião têm um impacto positivo na credibilidade de e-WOM. A credibilidade do emissor de e-WOM pode influenciar positivamente o valor percebido e atitude em relação ao produto ou marca dado pelo consumidor. A especialidade, valor percebido e atitude em relacão ao produto ou marca tem um impacto positivo na intencão de compra das consumidoras femininas chinesas. With the development of internet and social media, more and more opinion leaders expressed their reviews, recommendations and other forms of electronic word-of-mouth (e-WOM) about the product or brand in social media platforms. These e-WOMs can influence the purchase decision of consumers. Douyin is a short-video social media app and is fast-growing in China where opinion leaders? express theirs reviews and recommendations about a product or a brand which will influence the purchase decision-making process of Chinese consumers. The main purpose of this dissertation is to study the relation between e-WOM message by opinion leaders and the purchase intention of Chinese female consumers, exploring the role of expertise, trustworthiness, e-WOM credibility, product/brand perceived value and attitude. In order to achieve the objectives, a quantitative research was used to test the research hypotheses. Through the online survey, 215 effective questionnaires have been collected and used to process the data analysis. The results revealed that expertise and trustworthiness of opinion leaders have a positive impact on the e-WOM credibility. The e-WOM credibility can influence positively the product/brand perceived value and attitude of consumer. The expertise of opinion leaders, product/brand perceived value and attitude has a positive impact on the purchase intention of Chinese female consumers. The Chinese female consumers put more emphasis on expertise of the message sender. The credible message can shape the perceived value and attitude about product/brand of Chinese female consumers, and thus have an effect on purchase intention. info:eu-repo/semantics/publishedVersion

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Paula, Arbouw. "Corporate brand coherency : examining the effects of the advertising congruence antecedent on consumer attitudes." Thesis, University of Canterbury. Marketing, management and entrepreneurship, 2014. http://hdl.handle.net/10092/9697.

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The overall aim of this thesis is to investigate the effects of coherence in the corporate branding process. Specifically, this thesis defines and develops the concept of corporate brand coherency (CBC) using four antecedents and four dimensions, and investigates the effects of incongruence based on the advertising antecedent by manipulating ad-brand congruence. Using the Elaboration Likelihood Model (ELM), the research tests whether two-sided messages aid the resolution of incongruence following central route processing and whether greater number of arguments could act as a peripheral cue. Accordingly, a conceptual model was developed to test the effects of ad-brand congruence, message sidedness and argument quantity on corporate credibility, attention and elaboration, attitude towards the ad and attitude towards the corporate brand. To empirically test this model an online experiment (using a 3x2x2 between-subjects factorial design) was conducted, where subjects were exposed to a modified print advertisement for a grocery store. A total of 528 responses were collected from New Zealand Internet users. Two- and three-way ANCOVAs as well as path analysis was used to analyse the hypothesised relationships. The results indicate support for CBC, as it was found that congruence led to positive evaluations and higher corporate credibility. Two-sided messages were not found to be effective in reducing the negative effect of incongruence. Instead, two-sided messages led to less favourable evaluations of incongruence. Regardless of the incongruence, the results show that two-sided messages did not lead to positive evaluations, while an increased number of arguments did lead to more favourable attitudes. Overall, the findings show the ELM is not applicable to explain consumers’ responses to incongruence, as incongruence was not found to affect message processing. Additionally, there was no support that message sidedness and argument quantity, respectively, acted as central and peripheral cues. Furthermore, findings indicate that incongruity in advertising can lead to positive evaluations when consumers have a negative prior brand attitude. The theoretical and managerial implications as well as directions for future research based on these findings are discussed.

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Silva, Daniel Nascimento Pereira. "O valor da Marca: modelo integrativo de avaliação de marcas." Doctoral thesis, [s.n.], 2014. http://hdl.handle.net/10284/4544.

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Tese apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Doutor em Ciências Empresariais, especialidade em Marketing As marcas têm-se afirmado como um fenómeno do marketing e sobretudo do comércio nos últimos 30 anos, fruto do crescimento das marcas no tecido empresarial, da aposta cada vez mais aguerrida nas campanhas de marketing e do crescimento do comércio. Desta forma, as marcas constituem-se como um ativo estratégico para as empresas, sendo necessário gerir e avaliar este ativo. As marcas são criadas, no entanto, para que produzam os resultados esperados é necessário que sejam avaliadas quer no plano interno (através do cliente interno), quer no plano externo (através do cliente externo). Um dos pilares da marca são as suas fontes de valor, denominadas por alguns investigadores como dimensões, serão as fontes de valor internas e externas que serão avaliadas, no sentido de chegar ao valor da marca. Será ainda incorporado no modelo uma vertente de avaliação da formação da preferência. Será criado um novo modelo de avaliação de marcas — modelo integrativo — com o objetivo de dar corpo à presente investigação. O modelo está suportado em três vertentes: o valor interno da marca, o valor externo e a formação da preferência do cliente. Cada uma destas vertentes será avaliada através de fontes de valor, uma mais num plano da formação da preferência, outras num plano de marketing, outras num plano de recursos interno. O objetivo deste trabalho é pois apresentar um novo modelo integrativo (multidimensional) de avaliação de marcas, testar o modelo em marcas do setor têxtil português e verificar a sua aceitabilidade. In the last 30 years, brands have been claimed as a marketing and specially a trade phenomenon reflecting the growth of brands in the business world and the ever stiffer bet on marketing campaigns and trade growth. More and more brands are a strategic asset for companies, being necessary to manage and evaluate this asset. Brands are created, however, in order to produce the expected results need to be assessed both internally (through the internal customer) and externally (through external client). One of the pillars of the brand is its sources of value, named by some investigators as dimensions. Sources of internal and external value will be evaluated in order to estimate the value of a brand. It will be further incorporated into the model an aspect of evaluation of the preference creation. A new model of brand valuation will be created in order to give substance to this investigation – the integrative model. Three aspects support the model: the internal value of the brand, the external value and the formation of customer preference. Each of these aspects will be assessed through sources of value, one in terms of formation of preference, others in the marketing plan, and others in the internal resources plane. The objectives of this paper are therefore to present a new integrative model (multidimensional) of brands assessment; test the new model in the Portuguese textile sector and verify its acceptability. Les marques se sont affirmées comme étant un phénomène de marketing et surtout de commerce depuis ses 30 dernières années, fruit de l’accroissement des marques dans le tissus entrepreneurial, un pari de plus en plus conquérant dans les campagnes de marketing et la croissance du commerce. Ainsi, les marques se constituent comme un actif stratégique au sein des entreprises, étant nécessaire de gérer et évaluer cet actif. Les marques sont créées, néanmoins, pour qu’elles produisent des résultats attendus, il est nécessaire qu’elles soient évaluées sur un plan interne (à travers le client interne), puis sur un plan externe (à travers le client externe).Un des pilliers de la marque c’est sa source de valeur, nommée par certains chercheurs comme des dimensions, qui seront des sources de valeur internse et externes qui seront évaluées, dans le sens d’arriver à une valeur de la marque. Il sera également incorporé dans le modèle un aspect de l’évaluation de formation de la préférence. Il sera créé un nouveau modèle d’évaluation des marques- modèle d’ intégration- visant à donner du corps à la présente recherche. Le modèle est supporté en trois aspects : la valeur interne de la marque, la valeur externe et enfin la formation de préférence du client. Chacun de ses aspects sera évalué à travers des sources de valeur, une de plus dans un plan de formation de préférence, l’autre dans un plan de marketing et dans un plan de ressources internes. L’objectif de cette recherche est donc de présenter un modèle d’intégration (multidimensionnel) d’évaluation des marques, de le tester dans des marques du secteur du textile portugais et vérifier son acceptation.

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Diabate, Sanata. "Efficacité de la promotion-partage : rôle de la congruence perçue entre la marque et la cause du cadrage du message." Thesis, Lyon, 2019. http://www.theses.fr/2019LYSE2117.

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Cette recherche doctorale s’articule autour de la problématique des effets d’un type particulier de partenariat stratégique entre une entreprise (marque) et une cause sur les réactions des consommateurs. Il s’agit d’un partenariat que les Anglo-saxons appellent « Cause Related Marketing » (CRM) et les Français « produit-partage » ou « promotion-partage », et dans lequell’entreprise s’engage à reverser une somme prélevée sur le prix de vente d’un de ses produits ou services à une cause. La promotion-partage est mise en oeuvre par les entreprises en vue d’atteindre un double objectif : le premier est de sensibiliser, soutenir et faire des dons à des causes sociales et /ou environnementales. Le second objectif est d’augmenter les ventes del’entreprise, d’améliorer sa réputation, différencier ses produits de ceux des concurrents fidéliser sa clientèle, etc. Bien que la littérature suggère que la promotion-partage pourrait apporter de nombreux avantages aux deux parties impliquées dans le partenariat (marque et cause), force est de constater que dans la réalité, ces opérations ne sont pas toujours couronnéesde succès (e.g, campagne Race together de Starbucks). De ce fait, pour aider les entreprises et les organisations portant des causes à concevoir des campagnes de promotion-partage efficaces, ce travail doctoral explore les effets de plusieurs facteurs d’efficacité. La présente recherche étudie les effets de deux facteurs susceptibles d’améliorer l’efficacité de la promotion-partage à savoir la congruence perçue entre la marque et la cause et le cadrage du message. Elle montre l’importance de l’action de compensation mise en place par l’entreprise à travers la promotion-partage, telle que perçue par le consommateur. Une étude expérimentale menée auprès de 603 consommateurs français, représentatif de la population, a permis de montrer qu’une forte congruence et un cadrage négatif est plus efficace qu’une faible congruence et un cadrage positif pour promouvoir un produit-partage This doctoral research focuses on the question of the effects of a strategic partnership between brand and a cause of consumer’s response. This partnership called by Anglo-Saxons “Cause Related Marketing” (CRM) and by French “produit partage" or "promotion-partage”, conducts the company to assume the payment of a sum deducted from the selling price of one of its products or services to a cause. Cause Related marketing is implemented by companies to achieve a twofold objective: the first is to raise awareness, support and make donations to social and / or environmental causes. The second objective is to increase the company's sales, improve its reputation, differentiate its products from those of its competitors, increase customer loyalty, and so on. Although the literature suggests that promotion-sharing could bring many benefits to both parties involved in the partnership, in this regard the brand and the cause, it is clear that in reality, these operations are not always successful (e.g. campaign Race together from Starbucks). As a result, to help companies and organizations with causes to design effectivepromotion-sharing campaigns, this doctoral work explores the effects of several efficiency factors. This doctoral research the effects of two factors that can improve the effectiveness of Cause Related marketing, namely the perceived congruency between the brand and the cause and the framing of the message. It shows the importance of the compensation actionimplemented by the company through Cause Related Marketing, as perceived by the consumer. An experimental study of 603 French consumers, representative of the population, showed that a strong congruence and a negative framing is more effective than a weak congruence and a positive framing to promote a product

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Benmecheddal, Ahmed. "Comprendre les actions militantes anticonsuméristes : une approche par la théorie des conventions." Thesis, Lille 2, 2015. http://www.theses.fr/2015LIL20009/document.

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Cette thèse vise à apporter une nouvelle compréhension du militantisme anticonsumériste. La littérature sur les mouvements sociaux conceptualise les actions militantes soit comme des actions politiques soit comme une défense de certaines valeurs culturelles. Dans cette étude, nous nous appuyons sur la théorie des conventions pour mettre en lumière les règles sous-jacentes au militantismeanticonsumériste. En nous basant sur des données ethnographiques et des entretiensphénoménologiques, nous expliquons, tout d’abord, les actions militantesanticonsuméristes à travers les conventions du modèle des cités. Puis, nous nousinterrogeons sur la capacité des militants anticonsuméristes à critiquer les conventions déjà établies. Enfin, cette capacité critique nous permet d’analyser les règles d’une nouvelle convention coordonnant les actions militantes anticonsuméristes. Cette convention militante a des implications managériales, notamment en dotant les marketeurs de connaissances sur les actions anticonsuméristes This thesis aims to bring a new understanding of anticonsumption activism. Theliterature on social movements conceptualizes activism as political or cultural actions. In this study, we rely on the convention theory to highlight the underlying rules of anticonsumption activism. Based on ethnographical data and phenomenological interviews, we explain, first, anticonsumption activism through the orders model. Then, we question the competence of activists to criticize the conventions of the orders model. Finally, this critical competence allows us to analyze the rules of a new convention coordinating anticonsumption activism. This activist convention has implication for managers, by giving them knowledge on anticonsumption activism

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Oikarinen, E. L. (Eeva-Liisa). "Perspectives on humor in recruitment advertising on the Internet." Doctoral thesis, Oulun yliopisto, 2018. http://urn.fi/urn:isbn:9789526218397.

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Abstract This study explores the phenomenon of humor in advertising in the context of recruitment advertising and answers the research question: How can humor in recruitment advertising on the Internet be approached from communication perspectives? The study is positioned on humor in advertising literature, particularly incongruity theories of humor, and it approaches the context of recruitment advertising by utilizing employer brand message conceptualization. Motivation for the study was to understand poorly investigated phenomenon of humor in recruitment advertising; observations were collected in a small company’s Internet communication channel. Theoretical motivation was rooted in the lack of earlier studies on humor in recruitment advertising within the literature of humor in advertising. Earlier studies on humor in advertising have been dominated by experimental quantitative studies, and this study provides methodological novelty by using a mixed methods research approach. The study had different data collection methods: A between-subject experimental design with a quantitative approach and case studies with content analysis and qualitative analysis methods. The phenomenon were investigated on different empirical levels (both recruitment ads and recruitment campaign) and collecting evidence from a setting of a small company’s Internet communication channel. The dissertation is based on a compilation and published research papers, three journal articles and one book chapter, which are able to create new perspectives related to the phenomenon of humor in recruitment advertising. A framework on humor in recruitment advertising on the Internet will be developed by focusing on different communication perspectives: investigating the use of humor in the employer brand message, the job seekers’ response to humor, moderator (this study: congruence) effects of humor, and the managerial challenges and opportunities of humor. The potential of humor was identified as working as a device for a person-organization fit and offering the potential for social media marketing by increasing the sharing intentions of recruitment ads. The challenges of humor are related to negative intermediate advertising effects and negative word-of-mouth. This dissertation contributes to the advertising literature by developing new research approach on humor in recruitment advertising and extending the body of research on humor in advertising empirically in recruitment advertising on the Internet Tiivistelmä Tämä tutkimus tarkastelee huumorimainonnan ilmiötä rekrytointimainonnan kontekstissa ja vastaa kysymykseen, miten huumoria rekrytointimainonnassa voidaan lähestyä viestinnän eri näkökulmien kautta Internetissä? Tutkimus on asemoitu huumorimainonnan kirjallisuuteen, erityisesti huumorin inkongruenssiteoriaan ja se tarkastelee rekrytointimainonnan kontekstia hyödyntäen työnantajan brändiviestin määritelmää. Tutkimuksen lähtökohtana ovat yksittäiset havainnot olemassa olevasta mutta vähän tutkitusta ilmiöstä, huumorista rekrytointimainonnassa pienen yrityksen Internet-viestintäkanavassa. Huumorimainonnan kirjallisuudesta puuttuvat toistaiseksi huumoria rekrytointimainonnassa käsittelevät tutkimukset. Aikaisempia huumorimainonnan tutkimuksia ovat hallinneet kokeelliset kvantitatiiviset tutkimukset. Tämä väitöskirja on menetelmällisesti uutuusarvoinen, koska tutkimuksessa lähestyttiin ilmiötä monimenetelmätutkimuksen kautta. Tutkimuksessa käytettiin erilaisia tiedonkeruumenetelmiä: kokeellisia tutkimusasetelmia kvantitatiivisella lähestymistavalla ja tapaustutkimuksia, jotka hyödyntävät sisällönanalyysia sekä kvalitatiivisia analyysimenetelmiä. Ilmiötä tutkittiin sekä rekrytointimainoksien että rekrytointikampanjan empiirisillä tasoilla ja aineistoa kerättiin pienen yrityksen Internetin viestintäkanavasta. Väitöskirja koostuu yhteenveto-osuudesta sekä julkaistuista tutkimuspapereista, kolmesta journal-artikkelista ja kirjan kappaleesta, jotka tuovat kukin eri näkökulmia huumoriin rekrytointimainonnassa. Tutkimuksen tuloksena rakennetaan viitekehys rekrytointimainonnan huumoriin Internetissä. Se keskittyy viestinnän eri näkökulmiin: määrittelee huumorin osaksi työnantajabrändiviestiä, tutkii työnhakijoiden vasteita huumoriin, huumorin moderaattori (tässä tutkimuksessa: kongruenssi)-vaikutuksia sekä huumorin käyttöön liittyviä liikkeenjohdon haasteita ja mahdollisuuksia. Huumorin potentiaali tunnistettiin siinä, että huumori testaa henkilön ja organisaation yhteensopivuutta ja tarjoaa mahdollisuuksia markkinointiin sosiaalisessa mediassa lisäämällä muun muassa aikomuksia rekrytointi-ilmoituksen jakamiseen. Keskeiset haasteet liittyvät mainonnan negatiivisiin vaikutuksiin ja negatiiviseen word-of-mouth-ilmiöön. Tämä väitöskirjatyö kontribuoi mainonnan kirjallisuuteen kehittämällä uuden tutkimusnäkökulman huumoriin rekrytointimainonnassa ja laajentamalla huumorimainonnan tutkimusta empiirisesti rekrytointimainontaan Internetissä

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Raffa, Viviana. "Edge/cloud virtualization techniques and resources allocation algorithms for IoT-based smart energy applications." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2021. http://amslaurea.unibo.it/22864/.

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Nowadays, the installation of residential battery energy storage (BES) has increased as a consequence of the decrease in the cost of batteries. The coupling of small-scale energy generation (residential PV) and residential BES promotes the integration of microgrids (MG), i.e., clusters of local energy sources, energy storages, and customers which are represented as a single controllable entity. The operations between multiple grid-connected MGs and the distribution network can be coordinated by controlling the power exchange; however, in order to achieve this level of coordination, a control and communication MG interface should be developed as an add-on DMS (Distribution Management System) functionality to integrate the MG energy scheduling with the network optimal power flow. This thesis proposes an edge-cloud architecture that is able to integrate the microgrid energy scheduling method with the grid constrained power flow, as well as providing tools for controlling and monitoring edge devices. As a specific case study, we consider the problem of determining the energy scheduling (amount extracted/stored from/in batteries) for each prosumer in a microgrid with a certain global objective (e.g. to make a few energy exchanges as possible with the main grid). The results show that, in order to have better optimization of the BES scheduling, it is necessary to evaluate the composition of a microgrid in such a way as to have balanced deficits and surpluses, which can be performed with Machine Learning (ML) techniques based on past production and consumption data for each prosumer.

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Shen, Chun-Hua, and 沈君樺. "The influences of Irony Electronic Word-of-Mouth Message and Message Source on Brand Attitude." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/19081179643244635333.

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碩士 世新大學 公共關係暨廣告學研究所(含碩專班) 104 Word of mouth, has been in academic research and practical use are having a very important position, and the rapid development of the Internet is even more greatly enhance the prestige of influence. In recent years, Taiwan's food safety incidents of success, reputation and corporate message and product-related emergence of new style. In the past, word of mouth is divided into positive and negative word of mouth word of mouth, but such a classification is inconsistent with the current reputation of appearance, this study proposes a new type of word of mouth and is defined as "Ironic word-of-mouth." Objective was to investigate the reputation of the message source and message type of professional or atypical typical front and front (Irony) brand attitudes and messages reproduced Intention, the degree of product involvement also discussed whether the intermediary results. In this study, taking online field experiment, 2 (experts, non-experts) x 2 (typically positive messages, atypical ironic message) two-factor experimental design, a total of 416 valid questionnaires to SPSS 17.0 statistical software for analysis. The study found that the source of the message, the non-expert users for general brand attitude and willingness message reproduced affect the results are better than the experts, part of the message type, atypical positive word of mouth for the brand attitude of irony and the message reproduced affect the results of the will, are positive message than the typical positive word of mouth. The product has a degree of involvement in the mediation effects are the source of the message and the message type to reprint brand attitude and willingness to influence the message, when the higher degree of product involvement, the impact of the message, the better the effect. This study provides new perspectives related research word of mouth, make the develop a more complete conception of theory. In practice, it is desirable to provide a reference on the reputation of a marketing strategy to provide a new type of word of mouth marketing, enhance the effectiveness of the impact of word of mouth.

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Wang, Yun-Chen, and 汪昀蓁. "The Influences of Electronic Word-of-Mouth Message Appeal and Message Source Credibility on Brand Attitude: The Moderating Effect of Product Involvement." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/06761405792245901301.

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碩士 真理大學 管理科學研究所 98 With emergence of the internet, word-of-mouth can be spread quickly through various kind of online platforms. Consumers are likely to seek out information via internet, that is “electronic word-of-mouth” (eWOM). As more consumers are relying on eWOM to evaluate products and brands, eWOM has been playing a persuasive role in influencing consumers’ attitudes and purchase decision. 　　It is interesting to investigate the persuasive effects of different message appeal of eWOM on brand attitude since eWOM messages are noncommercial, different from advertising messages. Previous researches about word of mouth have shown that a primary determinant of the influence of the word of mouth is source credibility, different from tradition WOM, the features of eWOM are anonymity and thus are lacking of credibility for sources, so it is also interesting to investigate the effects of different source credibility of eWOM on brand attitude. Besides, as the agree of consumers’ product involvement can influence their dependence on product related cues to make decision for brand choice, it is also interesting to investigate the moderating role product involvement playing in the relationships among message appeal, source credibility and brand attitude. 　　Based on the above discussion, this study based on message source theory, under positive electronic word-of-mouth settings, examined the influence of messages source credibility on brand attitude (brand trust, brand affection, and purchase intention). And based on elaboration likelihood model (ELM), the moderating effect of product involvement on the relationships between message appeals (rational vs. emotional) and brand attitude as well as between message source credibility and brand attitude were also examined. The aim of this study is to examine the influences of eWOM message appeal ( rational vs. emotional) and source credibility ( high vs. low) on brand attitude ( brand trust, brand affect and purchase intentions), and the moderating effects of product involvement. The population is the average consumers who have ever used internet to search WOM information, so structured internet questionnaires are used to collect data from the consumers. Based on pre-test, two product categories (notebook computer and shampoo), two fictitious brands, two kinds of eWOM message appeal and two kinds of source credibility are selected for main study, and 421 completed questionnaires are put into statistics analysis to examine the hypotheses of this study. 　　According to the results of this study, several conclusions are made as follows: 1. For both notebooks and shampoos, the positive word-of-mouth messages with higher source credibility indicate a better brand attitude than the word-of-mouth messages with lower source credibility does, and these effects are not moderated by the level of product involvement, indicating their robustness. 2. For both notebooks and shampoos, with a high level of product involvement, the rational appeal indicates a better brand attitude than the emotional appeal does; no significant difference is found when product involvement drops to a low level.

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Hailu, Samson Mekonnen. "Evidence of brand contact in the Ethiopian beer market: a Nordic school perspective of strategic integrated marketing communication." Thesis, 2020. http://hdl.handle.net/10500/26850.

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Abstracts in English, Zulu and Southern Sotho Integrated marketing communication (IMC) is widely regarded as an appropriate paradigm for the marketing and marketing communication programmes of many companies. However, most literature argues that IMC is far from being a well-established concept given its evolving state. One of the problems in its evolution is understanding how firms should design and execute IMC. This problem is corroborated by the attentiveness of studies to limited sectors and their concentration to a very limited research setting. Lack of integration of IMC research with the Nordic School research tradition and theoretical frameworks enhance the problem further. By addressing these issues, this study strives to understand the integration of marketing communications in the Ethiopian beer market. Utilising the interpretivist research paradigm, qualitative data collection methods such as focus group discussions and in-depth interviews with customers and the firm were undertaken. This methodology aimed to identify their perceptions regarding brand contacts and their integration based on the components and theory of IMC and the Nordic School. The key findings of this work are described in a model of customer integrated marketing communications (CIMC) that is derived from the empirical study. The model highlights planned, product, service, and unplanned brand contacts-in-use that originate from Habesha Breweries – the reviewed company – and the competitors, society, other customers, and physiological needs which influence its customers’ purchasing decisions. Extending from this are the other key findings on the planned, product and service brand contacts-in-use in the similarly derived model of firm integrated marketing communications (FIMC). The critical comparison of CIMC and FIMC in the brand contacts-in-use matrix reveals brand contacts-in-use where customers and the firm are ‘active – active’, ‘active – passive’, ‘passive – active’ or ‘passive – passive’. This informs strategic integration of marketing communication (SIMC) in its various contexts. The systematic integration of IMC with the Nordic School’s research tradition is the methodological contribution of this study. New insights are generated relating to physiological needs brand contacts-in-use such as social and non-social hedonic needs and sources of influence such as religious, political or cultural leaders or sport groups, and the incorporation of brand contacts-in-use that originate with competitors. These and the uniquely emerged concepts of brand origins-in-use, brand contacts-in-use, and integration-in-use offer new constructs for IMC. The practical contribution of this study lies in the application of IMC in the narrow sphere of the Ethiopian brewing industry, but more broadly, in applications across industries and geographical regions. In sum, the study offers methodological, theoretical, and practical contributions to the evolution of IMC and the broader discipline of marketing communications. Ukuxhumana okuhlanganisiwe kokumaketha (UOM) kuthathwa kabanzi njengenguquko efanelekile ongumbandela wokumaketha kanye nezinhlelo zokuxhumana zokumaketha zezinkampani eziningi. Kodwa-ke, iningi lemibhalo lithi UOM ikude nokuba ngumqondo osungulwe kahle unikezwe isimo sawo sokuguquka. Enye yezinkinga ekuveleni kwezinye izinto ezintsha kwezinye ukuqonda ukuthi amafemu kufanele aklame futhi enze kanjani UOM. Le nkinga iqinisekiswa ukunakwa kwezifundo emikhakheni elinganiselwe futhi igxile esimweni sokucwaninga esilinganiselwe kakhulu. Inkinga yandiswa ukungabi bikho kokuhlanganiswa kocwaningo lo-UOM nesiko lokucwaninga leNordic School kanye nezinhlaka zethiyori. Ngokuxazulula lezi zinkinga, lolu cwaningo luzama ukuqonda ukuhlanganiswa kokuxhumana kokumaketha emakethe kabhiya yaseTopiya. Ukusetshenziswa kwepharadimu yocwaningo lomhumushi, izindlela zokuqoqwa kwedatha ezisezingeni elifanele njengenhlolokhono yamaqembu ejulile kanye nezingxoxo ezijulile namakhasimende kanye nefemu zenziwa. Le ndlela yayihlose ukukhomba imiqondo yabo maqondana noxhumano yomkhiqizo nokuhlanganiswa kwawo ngokususelwa ezingxenyeni nakuyithiyori UOM neNordic School. Okutholakele okubalulekile kulomsebenzi kuchazwe kuyimodeli yamakhasimende yezokuxhumana kwezentengiselwano ezihlanganisiwe (MXZ) ezisuselwa ocwaningweni lwezobuciko. Le modeli igqamisa okuhleliwe, umkhiqizo, insizakalo nokuxhumana komkhiqizo okungahleliwe okususelwa eHabesha Breweries - inkampani ebukeziwe - nabancintisana nabo, umphakathi, amanye amakhasimende, kanye nezidingo zomzimba ezithonya izinqumo zokuthenga zamakhasimende ayo. Ukwengeza kulokhu okunye okutholakele okubalulekile koxhumana nabo bohlobo lomkhiqizo ohlelekile, okusetshenziswayo kuyimodeli etholwe ngokufanayo yokuxhumana ngezimakethe kwefemu okuqinile okuhlanganisiwe kwezentengiso (FOHK). Ukuqhathanisa okubucayi kuyi MXZ ne-FOHK kumatriksi yokuxhumana kokusetshenziswayo okuveza ukuxhumana nabo abasebenza lapho amakhasimende kanye nefemu "bayasebenza - bakhuthele", "beyasebenza - bangenzi lutho", "bengaxakekile - besebenza" noma "besebenza - besebenza kahle”. Lokhu kwazisa ukuhlanganiswa kwamasu wokuxhumana kwezentengiso ezimeni ezahlukahlukene. Igalelo lezindlela zalolu cwaningo ukuhlanganiswa okuhlelekile kwe-OUM nesiko lokucwaninga leNordic School. Imininingwane emisha enziwayo iphathelene nezidingo zomzimba, njengezidingo zomphakathi nezingezona ezenhlalo, kanye nemithombo yethonya, njengabaholi bezenkolo, bezombusazwe noma bezamasiko noma amaqembu ezemidlalo, kanye nokufakwa koxhumana nabo bohlobo lokusetshenziswa okuvela kubancintisana nabo. Le mibono naleyo evela ngokukhethekile yemvelaphi yokusetshenziswa komkhiqizo ethile, ukuxhumana nokusetshenziswa kwemikhiqizo ethile, nokusetshenziswa kokuhlanganisiwe okuthile kwethula ukwakhiwa okusha kuyi- UOM. Umthelela osebenzayo walolu cwaningo usekusetshenzisweni kwe-UOM emkhakheni omncane wokwenza utshwala waseTopiya, kepha ngokubanzi, kuzicelo ezimbonini nasezifundeni zomhlaba. Ngamafuphi, lolu cwaningo lwethula izindlela, ithiyori, kanye negalelo elikhona ekuguqulweni ko-UOM kanye nendlela ebanzi yokuxhumana kwezokumaketha noma ezentengiselwano. Puisano e kopaneng ya kgwebo (IMC) e nkuwa hohle e le mohlala o loketseng bakeng sa mananeo a kgwebo le puisano ya kgwebo ya dikhamphani tse ngata. Leha ho le jwalo, dingodilweng tse ngata di hlahisa taba ya hore IMC e hole le ho ba mohopolo o thehilweng hantle ho latela maemo a yona a fetohang. Bo bong ba mathata a ho iphetola ha yona ke ho utlwisisa hore na difeme di lokela ho rala le ho kenya IMC tshebetsong jwang. Bothata bona bo netefatswa ke ho ela hloko dithuto makaleng a fokolang le ho tsepamisa mohopolo maemong a fokolang haholo a dipatlisiso. Bothata bo eketswa ke kgaello ya kopano ya dipatlisiso tsa IMC le moetlo wa dipatlisiso wa Sekolo sa Nordic le meralo ya ditheori. Ka ho sebetsana le mathata ana, phuputso ena e leka ka matla ho utlwisisa kopano ya dikhokahano tsa kgwebo mmarakeng wa biri wa Ethiopia. Ka ho sebedisa mohlala wa dipatlisiso wa botoloki, mekgwa ya boleng ya pokello ya lesedi jwalo ka dipuisano tsa sehlopha tse tsepamisitsweng le dipuisano tse tebileng le bareki le feme di ile tsa etswa. Mokgwa ona o ikemiseditse ho kgetholla maikutlo a tsona mabapi le mabitso a matshwao le kopano ya ona ho ipapisitswe le dikarolo le theori ya IMC le Sekolo sa Nordic. Diphetho tsa mantlha tsa mosebetsi ona di hlalositswe mohlaleng wa dipuisano tsa mebaraka e kopaneng ya bareki (CIMC) o fumanweng phuputsong ya nnete. Mohlala ona o totobatsa merero e rerilweng, sehlahiswa, tshebeletso le mabitso a letshwao a sa rerwang a sebediswang a tswang Femeng ya Thitelo ya Habesha - khamphani e hlahlojwang - le bahlodisani, setjhaba, bareki ba bang, le ditlhoko tsa mmele le ditsamaiso tsohle tsa ona tse susumetsang diqeto tsa bareki tsa ho reka. Ho tswa ho sena ke diphetho tse ding tsa bohlokwa ho merero e rerilweng, sehlahiswa, tshebeletso le mabitso a letshwao a sebediswang ka mokgwa o tshwanang o nkilweng wa dipuisano tsa mebaraka e kopaneng ya feme (FIMC). Papiso ya bohlokwa ya CIMC le FIMC ho mofuta wa mabitso a letswaho a sebediswang e senola mabitso a letshwao a sebediswang moo bareki le feme " ba sebetsang" - "ba sebetsang" - "ba sebetsang – ba sa sebetseng" , “ba sa sebetseng – ba sebetsang” kapa "ba sa sebetseng – ba sa sebetseng”. Sena se kgetholla kopano e hlophisitsweng ya puisano ya kgwebo (SIMC) maemong a yona a fapaneng. Tlatsetso ya mekgwa ya phuputso ena ke kopano e hlophisitsweng ya IMC le moetlo wa dipatlisiso wa Sekolo sa Nordic. Ditemohisiso tse ntjha dia hlahiswa tse amanang le ditlhoko tsa mmele le ditsamaiso tsohle tsa ona, jwalo ka ditlhoko tsa phedisano le tseo eseng tsa phedisano tse amanang le maikutlo a ho ithabisa, mehlodi ya tshusumetso, jwalo ka baetapele ba bodumedi, dipolotiki kapa setso kapa dihlopha tsa dipapadi, le ho kenyelletswa ha mabitso a letshwao le sebediswang a tswang ho bahlodisani. Tsena le mehopolo e ikgethang e hlahileng ya ditshimoloho tsa letshwao tse sebediswang, mabitso a letshwao a sebediswang, le kopano e sebediswang di fana ka mehopolo e metjha bakeng sa IMC. Tlatsetso e sebetsang ya phuputso ena e itshetlehile tshebedisong ya IMC karolong e patisaneng ya indasteri ya ho ritela ya Ethiopia, empa ka ho pharaletseng, ditshebedisong ho pholletsa le diindasteri le dibaka. Ka kakaretso, phuputso e fana ka ditlatsetso tsa mekgwa, theori le tshebetso ho ntshetsopele ya IMC le lekala le tsebo le pharalletseng la dipuisano tsa kgwebo. Communication Science D. Phil. (Communication Science)

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Mudzanani, Takalani Eric. "A study of the product, service, planned and unplanned messages that relate to customer satisfaction at the Transvaal museum." 2008. http://hdl.handle.net/10500/2421.

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The study examines the impact of communication on customer satisfaction at the Transvaal Museum. Customer satisfaction refers to customer's overall satisfaction or dissatisfaction with the organisation based on all encounters and experience with that particular organisation. Communication has an impact on both customer satisfaction and future behavioural actions of consumers. There are four sources of brand messages namely, planned, unplanned, product and service messages. In the quest for increased customer satisfaction, companies are moving away from the traditional 4Ps (product, price, place and promotion) of the marketing mix to the 8Ps. The other four Ps include physical assets, procedures, personnel and personalisation. Integration of all marketing communications to customers is seen as a key activity in companies' attempts to build long term-relationships. On the whole, the study has indicated that customers of the museum are satisfied with its products, services and messages. However, the research has also shown that customers are not happy with the way the museum handles its planned communication activities. Communication Science M.A. (Organisational Communication Research Practice)

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Chen, Jin-rung, and 陳進榮. "Exploring the spreading behavior of the message sources, message context and network connection speed across gender." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/38628291933372470767.

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碩士 國立中興大學 科技管理研究所 92 The internet promises to revolutionize the dynamics of businesses, and create marketing materials that had global reach for low cost. In the high-speed world of internet marketing, the characteristics of the internet offer different style to traditional marketing. In marketing, viral marketing is both cheap and novel. However, the reason why a message recipient on internet will forward these related messages to their friends has not been widely studied yet. This study explores the determinants of members’ spreading behavior on internet, and the interaction between gender and intention of spreading behavior. A 2 × 2 × 2 × 2 × 2 (positive/negative message sources; high/low utilitarian message context; high/low hedonic message context; broadband/narrow network connect; men/women) between-subject factorial design was used. Three hundred eighty-four undergraduate students were asked to read a simulated e-mail and fill the questionnaire. The results indicate that message sources and hedonic message context have no significant influence on intention of spreading behavior, and men did not tend to forward messages that are negative source or high utilitarian context than women. Conversely, utilitarian message context was closely linked internet users, thus there is significant effect on intention of spreading behavior. Besides, women have a large impact on relationship between hedonic and intention of spreading behavior on internet than men. However,the results in this study also suggest that managers should stress what’s need for their objective customers, differentiate from customers, e.g. men and women, and design message context which is closely linked to customers. Besides, they also need to control the size of message context. In order to avoid reducing network connection speed. Moreover, the viral marketing could be developed effectively.

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Lin, Shu-Hong, and 林舒虹. "The Impact of Brand Message on the Role of Price." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/rb7gn4.

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碩士 中原大學 企業管理研究所 102 Price plays an impartment role in consumer' alternatives evaluation. The research extends prior work to investigate the impact of brand sponsor decisions(manufacturer's brand vs. private label brand) and brand equity(high vs. low) on the role of price by conducting two experimental designs. Consistent with the hypotheses, results show the expected effect of these two factors. When the product with high/low brand equity, the distance of perceived quality/sacrifice between high and low price will be significant larger than product with low/high brand equity. On the contrary, compared to private label brand/ manufacturer's brand, the distance of perceived sacrifice/quality between high and low price will be significant smaller of manufacturer's brand/ private label brand. Finally, the implication and research limitation will also be discussed.

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"Message Sources, Targeted Messages, and Physical Activity: A Social Cognitive Theory View." Doctoral diss., 2012. http://hdl.handle.net/2286/R.I.14900.

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abstract: This study utilized targeted messages and expert and referent sources in an effort to promote physical activity behavior in college students. College students aged 18-25, excluding collegiate athletes, were randomized into three conditions using their current physical activity level. Two of the conditions received targeted messages highlighting three primary components of social cognitive theory - self-efficacy, outcome expectations, and goals - while the third condition received no messages. In addition, the experimental conditions received the messages from either an expert (i.e., a personal trainer) or a referent (i.e., a close friend). In this way, this experiment analyzed whether receiving social cognitive theory messages increased physical activity indicators compared to the control condition, as well as if the message source caused differences in the physical activity indicators. Moreover, participants completed Time 1 and Time 2 measures to determine if receiving messages or not caused changes over a one week time period. Seven physical activity indicators were assessed: self-efficacy, positive outcome expectations, negative outcome expectations, attitudes, response-efficacy, intentions, and physical activity behavior. Results revealed that both the personal trainer and close friend conditions had significantly higher scores than the control condition for intentions at Time 1 and Time 2, as well as physical activity behavior at Time 2. Moreover, the personal trainer condition had significantly higher positive outcome expectations compared to both the friend and control conditions. No other significant differences were found across conditions for Time 1 attitudes, response-efficacy, negative outcome expectations, self-efficacy, and Time 2 attitudes, and self-efficacy. Overall, targeted messages were effective in increasing physical activity intentions and behavior regardless of the message source. Dissertation/Thesis Ph.D. Communication 2012

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Wang, Chia-Wei, and 王家偉. "The Effects of Brand Story’s Elements on Brand Image: The Moderating Effects of Product Category, Message Appeal,Self Congruity, and Brand Strength." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/93127887265879958524.

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碩士 元智大學 國際企業學系 94 This research is trying to find the effects of brand story’s elements on brand image, adding the moderating effects of product category, message appeal, self congruity, and brand strength. Through experimental design being 8 (elements of brand story: Places, times, Tangible things, Intangible things, experiences, persons and other beings, alliance, non brand story) * 2 (products category: functional, hedonic ) * 2 (message appeal: rational, emotional ) *2 (self- congruity: high, low) * 2 (brand strength: strong, weak ). This experimental design of five factors comes to verify the research inference of this research. Originally discover: (1) opposite to have no brand story, Brand use brand story can raise the functional, symbolic and experiential brand image. (2) Different elements of brand stories will result in different kinds of brand image consciousness. (3) The symbolic brand image consciousness difference of having the brand story is really interfered by the product category, especially in hedonic product. (4) The effects of elements of brand story on brand image is really interfered by message appeal (5) The brand image consciousness difference of having the brand story is really interfered by self congruity, but as to functional brand image, because of relatively focusing on the functional demand of the products, so the interference result that such inherent demand of self congruity forms is relatively little. (6) The brand image consciousness difference of having the brand story is really interfered by the brand strength, especially weak brand.

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Kuo, Pei-yin, and 郭佩茵. "The Influences of Goal Congruency and Message Framing on Brand Extension Evaluation." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/88386417228972791839.

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碩士 國立中山大學 企業管理學系研究所 98 Enterprises can adopt branding extension strategies to decrease the expense on developing the awareness of new products as well as to attract consumers. However, not all of them succeeded. From previous researches, most of them focus on brand extensions of tangible products and regard Fit as the main driver to the success of brand extensions. Overall, the higher the Fit between parent brands and extension products, the more possibly brand extensions succeed. However, if Goal Congruency can be a substitute factor for Fit between them, maybe the different goals they possess offer more value to Consumers. Thus, I extend the scope of brand extensions to service industry, studying on the effect of “goal congruency” on brand extensions and further on the interaction of “goal congruency” and “advertisement framing”. This research uses situation experiment to manipulate well-known brand to extend new service products. In experiment 1, the real enterprises Friday restaurant and 104 job bank separately launch new extended products to study the effects of “goal congruency" on “perceived value”,” brand extension attitude” and “consumers’ mood”. In experiment 2, it adds one more factor, advertisement framing, to study the two- way interaction of consumers’ mood influenced by “goal congruence” and “advertisement framing” on “brand extension attitude”. First, it shows the incongruent brand extensions are perceived higher brand extension evaluation than congruent ones. Second, when compared with negative advertisement framing, positive advertisement framing with incongruent brand extensions receives higher brand extension evaluation. The consuming goal can be an important factor on evaluation of brand extensions.

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Chen, Yu-chen, and 陳郁蓁. "The Effect of Internet-based Product Introduction Through Endorsed Message on Brand Trust." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/11685108186815342534.

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碩士 國立高雄第一科技大學 行銷與流通管理研究所 99 This study investigates the effect of product introduction through internet pages using two types of endorsed messages (third party organization endorsement symbol and typical consumer endorsement) on brand trust and purchase intention. Research subjects were randomly assigned to one of four treatments in 2(with TPO symbol, without TPO symbol) × 2(with typical consumer endorsement, without typical consumer endorsement) factorial design. In the design, the consumer self-confidence is conceptualized as a moderating variable, whereas brand familiarity is treated as control variable. The Sebamed Clear Face Active Cleansing Foam was employed as a testing object in the study. The whole experiment was conducted in an internet-based website. The results indicate that in high brand familiarity, the endorsement messages by TPO endorsed message and typical consumer endorsement have positive impact on brand trust and consumer‘s self-confidence demonstrates no moderating effect on the above relationship. In low brand familiarity, the endorsement message by typical consumer endorsement has negative effect on brand trust. However, when consumers have high self-confidence, this endorsement messages positively affect brand trust. The result indicates that in comparison with high brand familiarity consumers, consumers with low brand familiarity and high self- confidence rely more on product core messages than on endorsement messages. In this study, consumer-self confidence is a critical factor that decides the effect of endorsement messages on brand trust.

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Chuang, Shu-Chi, and 莊書齊. "The Effect of Temporal Distance, Brand Concept and Advertisement Message on Teaser Ads." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/28815600796915529165.

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碩士 國立臺灣大學 商學研究所 100 Teaser advertising has been overwhelming popular recently, and it has become a favorite choice for advertising agent as well. “Teaser” means to tease the audiences in order to evoke their interest, curiosity, and possibly, cultivate their anticipation about what’s going to happen next, no matter what it might be. Therefore, as a “teaser ads”, we expected that its launch time will be earlier than the main events, and what it can say is actually quite limited, in which might only contain brand name, simple slogan and the exact date the main events will take place, in order to keep the mystery and create the curious ambience for audience. We first investigated the effect of temporal distance and different brand concepts on teaser advertising, which is based on the Temporal Construal Theory, proposed by Trope and Liberman (2003), and combine with the brand concept idea (Voss, Spangenberg, and Grohman, 2003). This study focused on under which temporal distance conditions (near future/distant future), the audience’s preference towards an teaser ads will switch from the ads presented by an utilitarian brand to a hedonic brand, and vice versa. Secondly, we add another variable into our experiment: advertising message, in order to further investigate the effect of different advertising message appeals (functional/hedonic) matches with different brand concept (utilitarian/hedonic) on teaser ads under different temporal distance conditions (near future/distance future). Result from the first experiment indicates that the teaser advertisement presented by hedonic brand is more effective under the distant future, which is corresponded with Temporal Construal Theory. Result from the second experiment indicates that the teaser ad which the message appeal matches with brand concept is more effective under the distant future, specifically, on the product attitude evoked by the teaser ads, which is corresponded with Temporal Construal Theory as well. As a matter of fact, subjects also prefer the teaser ad which message appeal matches with brand concept under the near future, especially hedonic message appeal alone with hedonic brand concept. Managerial implications are discussed.

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Chen, Tzu-Chun, and 陳姿君. "The Effects of Price Promotional Behaviors and Message Appeals on Pretrial Brand Attitudes." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/90454964053378439420.

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碩士 國立中正大學 企業管理研究所 91 The effects of price promotional behaviors and message appeals on pretrial brand attitudes are investigated in this study. Price promotions are often used to achieve the short-term brand sales target of a firm, especially for encouraging trial among nonusers of products and services. Such promotions include those for new brand introductions, as well as those targeted at nonusers of an established brand. Thus, it is important to understand the effects of promotions on evaluations made by consumers who do not have prior experience with the promoted brand. According to attribution theory, the past promotional behavior of a brand, and the industry norm may affect a consumer’s brand attitude evaluations. Moreover, message appeals are also theorized to have a impact on the consumer’s brand attitude evaluation. Thus, according to ELM, the consistency and distinctiveness of a price promotional behavior should have a interactive effect with the message appeals. Two experiments are conducted in this study. The object of the two experiments is the high”price-quality” sensitive product－the watch. A 4(the consistency of a price promotional behavior)x 2(message appeals) between-subjects design was used in the first experiment, and the other 4(the distinctiveness of a price promotional behavior)x 2(message appeals) between-subjects design was used in the second one. The results are as followed: 1. The consistency of a price promotional behavior has a main effect on brand attitudes. 2. The distinctiveness of a price promotional behavior has a main effect on brand attitudes. 3. Message appeals have a portion of main effect on brand attitudes. 4. The consistency of a price promotional behavior and message appeals have a interactive effect on brand attitudes. 5. The distinctiveness of a price promotional behavior and message appeals have a portion of interactive effect on brand attitudes.

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Choi, Kyung Joo. "Analysis of Facebook message of automobile brands in Korean market : focus on 3 Korean domestic and 5 foreign brands." Thesis, 2012. http://hdl.handle.net/2152/29160.

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With a strong level of engagement through media, social networks expand communication territory in a manner that traditional media lacks the ability to, with the distinctive features of “participation” and “sharing.” With increasing engagement and penetration, social networks shed light on new channels of communication apart from traditional marketing norms and provide standards of adapting the rising power of their use. Marketing practices of Korean car markets is a typical example of integration of social media because the market contains fierce competition among brands. A difference in social media marketing appears between brands developing new products series with enough resources to do so and brands with suffering financial difficulties. Utilization of social media, one of the most powerful message delivery tools, is a barometer to estimate effective marketing implementation. Facebook messages conveyed by select automobile companies can be classified and compared to verify differences and commonalities regarding the structure of four brand equity factors raised by David Aaker: awareness, loyalty, quality and associated image. The results revealed that local brands and imported brands have focused on different equity categories and each brand has a different marketing emphasis. The imported brands are more focused on brand awareness and perceived quality as opposed to Korean local brands and their focus on loyalty. BMW delivers names of individual cars with new technology but Mercedes-Benz advertises their brand heritage in Facebook. text

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Kuan, Hui-min, and 關慧敏. "The Influence of Audience's Public Relation Literacy Ability and Message Sources on Communication Effects." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/92682357635380741089.

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碩士 國立交通大學 傳播研究所 95 Media literacy education has been practiced for years, but public relation (PR) literacy education gets very little attention. Secondly, the literature review shows the empirical evidence comparing the advertising and the publicity is very rare. As the publicity is often been used in news format, so we assume that the source credibility of the publicity is higher than the advertising. The publicity hides the persuasion of advertisers, so that audiences can't find out the intention of the message; therefore, PR literacy education turns out to be more important in the era with the publicity everywhere. Hereby, this research adds the audiences' PR literacy ability to be a variable, and aims on how the PR literacy ability affects the communication effects. Regarding audiences' PR literacy (high and low) and message source (advertising and publicity) as independent variables, and message credibility, brand attitude and purchase intention as the dependent variables, an online experiment employing a 2×2 factorial design is utilized, and finally gets 225 valid samples back. The findings of this research show that message credibility and purchase intention wouldn't be influenced by the correlation of PR literacy ability and message source. The correlation of PR literacy ability and message source can influence the brand attitude, but brand attitude of high PR literacy ability toward publicity is higher than advertising. Furthermore, this research considers that the third party endorsement effect of the publicity has to be verified again. The main effect of PR literacy ability affects communication effects, which means that audiences' PR literacy ability needs to be valued and studied more deeply.

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Chang, Hsuan-Yu, and 張軒妤. "The Impact of Message Regulatory Focus, Goal Framing and Argument Quality on Brand Attitude." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/05523054489417437368.

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碩士 國立臺灣師範大學 管理研究所 104 It’s popular using second person to present the content of advertisement in marketing techniques. Designing of contents that induce consumers to simulate past or future events that are relate to themselves. Those advertisements inducing self-related events called self-reference advertising. After collecting and analyzing the advertisements in domestic market, we found self-reference advertising is used frequently. But there is so little attention to self-referencing advertising. Based on this reason, the main study is when consumers receive self-referencing advertising presented promotion-based message or prevention-based message, and manipulate the valance of goal framing (positive or negative), if it will induce different anticipated emotions, how argument quality (strong or weak) affects brand attitude? The experiment adopts three-factor between-subject factorial experimental design, 2(message regulatory focus: promotion-based message vs. prevention-based message) × 2(goal framing: positive framing vs. negative framing) × 2(argument quality: strong argument vs. weak argument). The main dependent variable is brand attitude. The analysis results revealed the following. (1) Message regulatory focus impact on brand attitude directly. (2) Under promotion-based message, strong argument and weak argument have no difference on brand attitude. (3) Under prevention-based message, strong argument showed better brand attitude than weak one.

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Ko, Jen-Han, and 柯人瀚. "The impact of Corporate Social Responsibility on Brand Image: The Moderating Impact of Trust Degree of Message, Negative Message and Image of Country Origin." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/20315737006451672689.

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碩士 德明財經科技大學 行銷管理系 102 Corporate Social Responsibility issues are gradually increasing attention in today, when business execute Corporate Social Responsibility must take into society and the community on a number of criteria needs. The most important thing is to achieve maximum operational efficiency of enterprises, which is the enterprise’s greatest mission. This study use population with northern resident to explore which relationship between corporate and brand image. This study use paper questionnaire survey of methodology to survey civic Total of 300 questionnaires were distribute, A totality of 278 valid questionnaire had been acquire. Data analysis tools using descriptive statistic , factor and reliability analysis, correlation analysis and simple regression analysis and other methods to do empirical analysis . There are some discoveries as follow, (1)Apple, HTC and Samsung executive corporate social responsibility is a significant positive impact on brand image. (2)When apple’s trust degree of message reach higher, execute corporate social responsibility is significant positive impact on brand image. (3)Apple, HTC, Samsung are not moderating Corporate social responsibility on brand image of negative message. (4)HTC and Samsung will strengthen the positive impact of corporate social responsibility on brand image due to country of origin image.

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Tseng, Chun-Hsiang, and 曾俊翔. "The Influence of Message Regulatory Focus and Brand Awareness on Consumers’ Attitude toward the Advertisement, Attitude toward the Brand, and Purchase Intention." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/02150526584749378725.

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碩士 國立成功大學 企業管理學系碩博士班 97 Today, because of the highly developed of medicine and technology, people can live longer. However, stress working situation and pollution environment make the living environment is worse than past. This situation makes people to take more health product than before to protect their health. The natural health products industry is one of the fastest growing markets in the world. This is a world trend. This study discuss the companies should use what kind of message focus to improve the advertisement effective. Besides, when consumers put more empathize on brand, does brand awareness really influence consumers purchase intention. To clarify these research issues, this study adopts Regulatory Focus theory, which categories the message into promotion oriented message and prevention oriented message. The promotion focus pursues the advancement and success, the prevention one pursues the safety and security. Then, this study also categories brand awareness into high brand awareness and low brand awareness. By using 2 x 2 between-subject design, this study reveals that when companies take prevention message focus, which appeals to prevent the sick, consumers have higher Ad acceptance, attitude toward the advertisement, attitude toward the brand, and intention to purchase. Besides, brand awareness also has similar effects. When brand awareness is high, consumers have higher Ad acceptance, advertisement attitude, brand attitude, and purchase intention. Moreover, this study exhibits that interaction effects between message regulatory focus and brand awareness are exist. Brand awareness plays an important role for consumers when they buy the health product. When brand awareness is high and companies take prevention oriented message, consumers have the highest attitude toward the advertisement, attitude toward the brand, and intention to purchase.

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Hsu, Chia-Ching, and 許家菁. "How the Negative Message of Country of Origin Influence the Brand Equity and Purchase Intention." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/y4p9yx.

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碩士 國立高雄大學 亞太工商管理學系碩士班 103 There are many way to spread message and the messages are spread fast in society now. People can learn lots of cultures, life, and other information in different country through information communication. People have bearing on country because of country of origin message and then influence on that country’s brand equity and purchase intention. The purpose of this study is that how to explore the country of origin of positive and negative messages affects the brand equity and purchase intention. The method to carry out this study was using a survey, which included experience and questions survey. The participants in this study were people over the ages of 18. By giving the country of origin of positive and negative messages and brand products to know the positive and negative messages impact on the brand equity and purchase intention. Finally, according to data analysis and sorting, and found that negative message will be a negative impact on country perceptions and brand equity, and then impact on purchase intention.

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Lin, Shen-Yuan, and 林聖淵. "AD Message Analysis on the Brands Preferred by Different Generations: A Suggestion to Brand Rejuvenation." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/52420118440758763109.

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碩士 國立交通大學 傳播研究所 94 There are two important segments of young and mature consumers in the market (Moses, 2000; Gillon, 2004). The rise of the phenomenon of brand rejuvenation make the issue how to communicate with different stakeholders hot, in addition, the difference of the messages conducted for specific target remains questionable.In present, the distinction between young and mature targets is still obscured. Therefore, generation analysis is conducted to help clarify them. And the difference of the messages which were executed will be tested through the method “content analysis”. The purpose of this study includes: 1. Systematic distinction between young and mature targets. 2. To confer the difference between the brands preferred by different generations. 3. In the process of brand rejuvenation, which ad message elements are suggested to the brand managers to communicate with young generation? 4. In the process of brand rejuvenation, which ad message elements are suggested to the brand managers to communicate both of the generations? The database of E-ICP in 2006 was conducted to develop the independent variable “The brand preferred by young generation” and “The brand preferred by mature generation”. 285 young brands and 189 mature brands were collected, the total samples of brand are 474. The study shows that, in the portion of culture value, the brand preferred by young generation is significant higher than the mature on “Individualism”, but lower on “Power Distance” and “Collectivism”, and the two brands are no significant on “Uncertainty Avoidance”, “Masculinity” and “Femininity”. At Internationalization, the brand preferred by young generation is significant higher on foreign language. At brand personality, the young is significant higher than the mature on “Excitement” and “Elegant”, but lower on “Sincerity” and “Competency”. At the last part of endorser, the young is significant higher than the mature on “The celebrity preferred by the young” and “Visual Character”, and both are no significant on the others. Besides, the suggestions to brand rejuvenation are proposed according to the result.

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Kao, Shih-Ting, and 高詩婷. "Kawaii Works?Impacts of Brand-Customer Relationship and Message Tone on Advertising Effects of Spokes-Character." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/88337c.

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碩士 國立中山大學 企業管理學系研究所 104 More and more brands want to create their own spokes-characters. Compared with endorsers, spokes-characters can be fully controlled by marketers and are considered as less risky in brand strategy. Previous research shows that a cute face is perceived as more trustworthy than a mature face, and thus, is more likely to induce agreement with the message. Based on the previous research of the cuteness effects, we develop hypotheses of how different spokes-character trait, brand-customer relationship and message tone affect advertising effectiveness. The present study uses experimental design to investigate the effects of the trait of spokes-character (cute vs. mature), brand-customer relationship (communal vs. exchange) and message tone (assertive vs. nonassertive). A 2x2x2 factorial design is conducted. Eight different scenarios are established and advertising effects are measured through three dependent measure: attitude to the advertising, brand attitude, and purchase intention. The result can be explained through regulatory fit theory. When a spokes-character is cute, there is an interaction between brand-customer relationship and message tone. When consumers perceive the brand-customer relationship as exchange, an assertive message used in advertising is more effective than a non-assertive one. When consumer perceived the brand-customer relationship as communal, opposite results are obtained. When a spokes-character is mature and consumers perceive the brand-customer relationship as exchange, a non-assertive message used in advertising is more effective than an assertive one. However, there is no difference between assertive and nonassertive message when consumers consider the brand-customer relationship as communal

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YANG, PEI-LING, and 楊珮翎. "The Effects of Message Presentation, Brand Involvement, Brand Loyalty, Brand Identification, and Stickiness on Users’ e-Word-of-Mouth and Purchase Intention: A Study on Illustrators’ Fan Pages on Instagram." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/zchpfe.

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碩士 輔仁大學 大眾傳播學研究所碩士班 105 In recent years, the flourishing development of social media provides the users with not only a means to keep contact with their friends and present themselves, but also an important marketing channel. The rapid growth of Instagram, which focuses on vision-based message, shows that more and more people prefer to read pictures rather than pure texts. Due to the transition of social media and consumption patterns, illustrators have great advantages to exhibit their works on Instagram and become popular quickly. The research investigates Instagram users in Taiwan, and tries to find out how message types, brand-related factors (i.e., brand involvement, brand loyalty, and brand identification) and stickiness can influence users’ electronic word-of-mouth behavior and purchase intention. Online survey is conducted to collect data with a valid sample size of 582 participants. The result indicates that brand loyalty and stickiness have a significant effect on users’ electronic word-of-mouth behavior and purchase intention. The purchase intention is significantly influenced by the product involvement, message involvement, brand loyalty, brand identification and stickiness. The findings of the study also suggest that different message types lead to distinct response to electronic word-of-mouth and purchase intention. Especially the type of text with illustrations has the best effect. Hopefully this research will offer a better understanding and more comprehensive explanation for the artists, illustrators and fan page operators to promote themselves on social media marketing.

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Choi, Dong Won. "The impact of brand role on advertising effectiveness : the moderating role of message's regulatory focus." Thesis, 2014. http://hdl.handle.net/2152/25771.

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While past research has revealed diverse forms of relationships between consumers and brands similar to those of interpersonal relationships, this research focuses on the perspective of the brand role in its relationship with consumer in an advertising context. Therefore, the present research examines the interactive effect of brand role (partner vs. servant) and regulatory focus message (promotion vs. prevention) on advertising effectiveness. The results show that interaction between brand role and regulatory focus message significantly influences advertising persuasiveness and consumers' attitudes toward the advertisement, but not consumer's advertising believability, attitudes toward the brand and purchase intention. To be specific, individuals are more persuaded and show more positive attitudes toward advertising when a partner brand is advertised with a promotion-focused message. In contrast, when a servant brand is advertised with a prevention-focused message, individuals are more persuaded and show more positive attitudes toward advertising. text

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LU, YU-CHIEH, and 呂侑潔. "Nostalgic Character Stickers on Instant Message Software: The relationships among attachment, self-brand connection and purchasing intentions." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/2xu6vn.

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碩士 國立高雄第一科技大學 行銷與流通管理系碩士班 105 In the era of mobile communications, consumers inevitably own smart phones with social networking software(SNS), such as Facebook, twitter, Instagram (IG), and Line. Stickers in such SNS enrich vividness of non-face-to-face communications, in particular the nostalgic cartoon character stickers which evoke the emotions and attachment among consumers, cartoon characters and brands. This study intends to explore the impacts of self-brand connections (SBC) and attachment on purchase intentions for nostalgic cartoon characters stickers. This research further examines whether nostalgia proneness strengthens the impact of attachment on purchase intention. With a sample of 323 usable questionnaires, this study found that (1) self-brand connections evoked by nostalgia character stickers have a positive influence on purchase intention. (2) consumer's attachment to nostalgia cartoon stickers also has a positive impact on purchase intention. (3) consumer's nostalgia proneness not only directly influence the purchase intention but also plays a moderator influencing the link between attachment and purchase intentions. That is, when consumers have more nostalgia proneness, their attachment triggers more purchase intentions. In addition, this study also found gender difference exists in the relationships between self-brand connections, attachment and purchase intentions. That is, male consumer's self-brand connections (SBC) have a higher impact on purchase intention than that of their female counterparts; however, female consumer's attachment and nostalgia proneness have higher impact on purchase intentions than those of their male counterparts.

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Hung, Jui-Shan, and 洪叡珊. "The effects of message consistency on brand awareness and brand image of internet celebrity: A mixed-method approach combining content analysis and social listening techniques." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/b6vxkf.

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Hsueh, Yuan-Hsiang, and 薛元翔. "A study of Brand Image and Involvement affecting Customer Satisfaction - The case of the Mobile Instant Message "Line"." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/ecychw.

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碩士 實踐大學 企業管理學系碩士在職專班 101 In this era of rapid flow of information, communication becomes one of the things to be done between people everyday. There are numerous tools of communication, Mobile Instant Message (MIM) will be the most potential in the future. When Smartphone has been invented and mobile 3G network has been matured developing, the number of people using internet via cell phone has increased year by year, and through the MIM software, people changed their mode and habits in communication. This study investigates the relationship among brand image, Customer involvement and customer satisfaction through three dimension of the MIM software ” Line” brand image as independent variable, and five dimension of smartphone’s involvement as moderator. Hypothesis is presented based on the literature review and measurement mentioned in chapter 2. This research aims for customers using smartphone and MIM software ” Line” as research objects, and uses descriptive statistics analysis, reliability and validity analysis and regression analysis to verify the relationship among brand image, involvement and customer satisfaction. I hope this study conclusion could be provided to internal and external suppliers, customers for reference. The results are as below: 1.The brand image of MIM software has positive effect on customer satisfaction. 2.The involvement of smartphone has partly positive impact on brand image and customer satisfaction.

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Lin, Chi-Wang, and 林棨旺. "A Study of Interactive Effects of the Advertising Performance by Advertising Message,Previous Attitude of the Brand and Product Classification." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/78369197125079197236.

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碩士 義守大學 管理科學研究所 91 This study examines the direct and interactive effects of advertising message appeals, message framings, product classification, and pre-attitude of the brand of consumers on advertising performance. Message appeals(rational and emotional appeal), product classification(high involvement-rational, high involvement- emotional, low involvement-rational, and low involvement-emotional product), message framings(one-sided and two-sided message), and pre-attitude of the brand of consumers(positive and negative pre-attitude of the brand of consumers) were manipulated in a 2x2x4x2 factorial experiment. Advertising performance was measured by advertising attitude, product attitude, and consumers’ purchase intention. Considering the direct effects, the result of this study indicates that rational appeals result in more advertising attitude, product attitude, and purchase intention than emotional ones. There are significantly different advertising performance between one-sided and two-sided messages. Regarding the interactive effects, this study finds that facing to consumers who have positive pre-attitude of the brand, we will gain better advertising performance by advertising with one-sided messages. And advertising with two-sided messages only have significantly better effect to consumers who have negative pre-attitude of the brand on advertising attitude and product attitude. However, when high involvement-rational product with two-sided messages doesn’t have significantly better effect on advertising performance. And high involvement-emotional product with two-sided messages only has significantly better effect on advertising attitude and product attitude. As to low involvement-rational and low involvement-emotional product with one-sided messages have significantly better effect on advertising attitude, product attitude and purchase intention. Besides, high involvement-emotional product with emotional appeals and two-sided messages has significantly better effect on advertising attitude, product attitude, and purchase intention. And high involvement-rational product with rational appeals and two-sided messages only has significantly better effect on advertising attitude and product attitude. As regards, low involvement-rational product with rational appeals and one-sided messages has significantly better effect on advertising performance, and low involvement-emotional product does, too. Finally, we makes some suggestions about advertising communication according to the empirical result of this study.

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LAN, MING-YIN, and 藍敏尹. "The Influence of Vitrual Direct Experience (VDE), Degree of Digitalization of Experiential Attributes ,and Brand Awareness on On-Line AD Message Effectiveness." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/60445397532203358805.

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碩士 國立臺北大學 企業管理學系 93 In traditional physical advertising channel, firms use advertising massages and direct experienct(DE) as two common sources of information to communicate with consumers about products. Advertisng has been found to be superior at communicating search attribute beliefs and DE has been found to be superior at fostering experiential attribute beliefs. The Internet has created a new communication environment for advertising campaigns. If we use these two ways that mention above to commuiate with Internet users about products, one of these two ways—DE will be somewhat limited, particularly in relation to experience products. But the Internet technology offers firms to digitalize experiential attributes in multimedia formats that we called vitrual direct experience(VDE) and that’s one of the key advantages of on-line advertising over traditional advertising. However, there are still questions about whether VDE can provide similar ad message effectiveness an DE. In addition, brand awareness is another important factor affecting Internet user’s decision. Consequently, this study takes the on-line AD message effectiveness as main object to explore the subjects as follows: Will VDE affects on-line AD message effectiveness? In VDE based, whether degree of digitalization of experiential attributes and brane awareness affect on-line ad message effectiveness? Does there exist interaction effects between the three factors? The subjects are randomly assigned to one of each experimental manipulation in a 2 (VDE vs. no—VDE )×2 (high vs. low degree of digitalization of experiential attributes)×2 (high vs. low brane awareness) factorial design. After three times of pretest to choose appropriate experiment products the descriptive statistics, Spearman relation analysis, regression analysis , T-test, one-way ANOVA, two-way ANOVA, three-way ANOVA, and three-way MANOVA are used to testify the proposed hypotheses. The vaid samples are 240. Results support that on-line ads employing VDE are more effective than on-line ad alone. Furthermore, the results indicate that there are part of differences between the on-line ad message effects of VDE based upon the proportion of digitizable of experiential attributes and brane awareness. But there do not exist interaction effects between the three factors.

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Yang, Wan-Ru, and 楊宛儒. "Message consistency, involvement, and attitude toward advertisement and brand of intergrated marketing through sponsored activities: An empirical study on Fubon Taipei Marathon." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/zats87.

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碩士 聖約翰科技大學 企業管理系碩士班 101 One of the keys of that integrated marketing communications contributes to the process of synergy is that the spread of the message must have consistency. The other is the memory structure. Synergy exists with the memory function and memory is a key of synergy for another key message effect that the memory will allow consumers to treat a particular message previously continuously and link to other similar or related systems. Based on the importance of memory effect and consistency toward synergy of marketing communications with sponsoring activities, this study is to explore how these three factors maintain consistently the effect of advertising and the impact of brand recognition, and in addition, to understand the different impacts of various consumer involvement (brand involvement, active involvement). Through 196 responds of a survey, the results show: 1. The sponsoring activities should focus on the message consistency of concept of activities and brand; 2. The message consistency of sponsorship may influence advertising attitude; 3. Involvement may not strengthen the effect of sponsorship on advertising attitude; 4. The advertising attitude of sponsorship may enhance brand attitude.

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Dissertations / Theses on the topic 'Sources of brand message'

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