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Tesis sobre el tema "And Brand Image"

Autor: Grafiati

Publicado: 7 de junio de 2025

Última modificación: 2 de agosto de 2025

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Weishaupt, Matthias. "Influence of customer brand image on the employer brand image." St. Gallen, 2008. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/02606820002/$FILE/02606820002.pdf.

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Busch, Friederike, and Rego Diego Planas. "Qualitative Brand Image Analysis for a Global Brand : An Intercultural Perception of the Brand Image through Brand Personality." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9781.

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<p>The cultural differences in the consumers' perspectives are an important factor that affects the image of brands around the world. A brand's image may be affected even though the company gives the same message across different cultures. In order to analyze these effects, the authors have conducted a qualitative study, chosen the chocolate brand Kinder and studying how Kinder's brand image perception varies in four different cultures by conducting 16 in-depth interviews. The data was afterwards categorized, analyzed and compared to each other in order to find differences and similarities of

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江華南 and Wa-nam Wallace Kong. "Brand image in China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B31266538.

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Kong, Wa-nam Wallace. "Brand image in China /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404030X.

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Fernandes, Miguel Pinto Valente. "External brand extensions impact on Diesel's brand image." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10329.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics<br>Diesel is a global urban brand that privileges individuality and irreverence. This project measures Diesel brand image within the different types of Portuguese consumers; the objective is to understand the main buying drivers and analyze the impact of brand licensing. It was concluded that Diesel global brand image is consensual among the consumers of each product category, but the purchasing drivers differ among them; Clothing and Time

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Baeza, Julia, and Caroline Ånmo. "Brand origin : how does it impact brand awareness and brand image." Thesis, Kristianstad University, School of Health and Society, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-6690.

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<p>As globalization influences today’s world markets, many brands are becoming international and global. When a brand is in an international market it creates an opportunity for perceived brand origin to influence the consumers. Brand origin effect refers to the different ways that the perceived origin of a brand influences the consumers, for example, the consumer brand equity or purchase behaviour. The purpose of this dissertation is to investigate brand origins effect on brand image and brand awareness. There has been research on this in the past; however, only few of them have focused on em

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Todd, Louise A. "Festival images : brand image and stakeholders' brand relationship types at the Edinburgh Festival Fringe." Thesis, Edinburgh Napier University, 2011. http://researchrepository.napier.ac.uk/Output/4344.

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The Edinburgh Festival Fringe (The Fringe) is the largest arts festival in the world and it has inspired the creation of similar festivals world-wide. Since its conception in 1947, the Fringe has demonstrated significant growth in visitor numbers; ticket sales; and its economic contribution. Despite this, the sustainable future of Edinburgh's festivals is debated as Edinburgh, ‘the Festival City', faces threats from other festival destinations. Festivals position Edinburgh creatively in contrast to the city's traditionally perceived image as a cultural-historic centre. Despite this, little res

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Gudjonsdottir, Elly, and Albina Jusubova. "CSR's effect on brand image." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-14997.

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The purpose of this study is to investigate CSR’s effect on brand image in order to increase the understanding of CSR as a marketing tool, within the service industry. The research questions of the study are “How does a service-based company’s involvement in CSR as a marketing strategy affect the brand image? And how do the different CSR dimensions affect the brand image?” This study has a positive and deductive approach with a cross sectional design. The quantitative method chosen was a questionnaire, more precisely. More specifically, a self-completion survey was conducted on a sample of 73

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Sjöstedt, Anna, and Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.

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The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to mea

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Lukavská, Klára. "Image a identita značky." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-205096.

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The main focus of this diploma thesis is brand image and brand identity. The objective of the thesis is to compare how consumers perceive the brand (brand image) with how the brand wants to be perceived itself (brand identity). First part is focused on the process of building and managing strong brands, as well as defining brand image and brand identity theoretically. The practical part presents the brand on which the research was conducted, Proenzi brand, its history on the Czech market, competition and its identity. In the final chapter there are presented results of the research which was c

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Grundström, Moa, and Mathilda Gammelgård. "En alternativ image : Hur alternativa förpackningar utvecklar varumärkets image." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-161316.

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De globala miljöförändringarna kan inte längre förnekas, vilket skapat fler kritiska konsumenter, som ställer högre krav på företag att ta mer ansvar för sin produktion och förpackningar pekas ut som en stor miljöbov. Förpackningarnas fundamentala roll att skydda produkter under frakt har nu förändrats och förpackningar har gått till att vara återvunna, återanvändningsbara eller obefintliga. Paketeringen beskrivs inom marknadsföringsfältet som en viktig kommunikationskanal och många varumärken är inte villiga att ge upp denna fördel genom att totalt förändra dess utseende. Denna studie tar ans

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Vemeová, Daniela. "Analýza image značky PiM`s." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76000.

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PiM's is young brand on the market, that is interesting by its courageous modern strategy. Main aim of my master thesis is reveal perception of the brand PiM's by consumers and compare it with its identity. Thesis is devided to theoretical and practical part. In theoretical part I defined term brand and its basic characterictics. Also I defined PiM's history and brand identity. In methodological part I chose and defined methods suited for analysis of the image. In practical part I applied methods as analysis of secondary data and survey by on-line questionaire. On these basis, I enlisted impor

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Vinyals-Mirabent, Sara. "Building urban destination brands in Europe: re-conceptualizing the relationship between brand image and brand personality in website communication practices." Doctoral thesis, Universitat Pompeu Fabra, 2018. http://hdl.handle.net/10803/462852.

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Destinations must project a strong and differentiated brand image to position themselves in a competitive market. To this end, official websites have become a key instrument in the portrayal of the desired image and as the place where tourists expect to find everything about the destination. In this study, the official websites of the 12 most popular urban destinations in Europe are analyzed with a two-fold purpose: to describe their projected image, and to explore the relationship between brand image and brand personality in their discourse. The results highlight cultural activities, tourist

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Morris, Andrea Leigh. "Assessing brand image transfer in sponsorship." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/5347.

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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.<br>ENGLISH ABSTRACT: Marketing literature has revealed that sponsorship is a key marketing communication tool used to break through promotional clutter. Sponsorship is a means by which marketing managers are able to transfer knowledge about organisational offerings to consumers and communicate how organisations are able to satisfy consumers‟ needs. Satisfying consumers‟ needs is a key philosophy of marketing, thus, it is an important objective for marketing managers to transfer knowledge to consumers about their need-sati

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Hildebrand, Peggy Shields. "Situational Self-Image: A Symbolic Interactionism Approach to Brand-Image/Self-Image Congruency." Thesis, North Texas State University, 1987. https://digital.library.unt.edu/ark:/67531/metadc330931/.

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The situational self-image, which recognizes the affect of situational influences, particularly social roles, was the specific topic of investigation of this study. It has generally been hypothesized in marketing literature that consumers will purchase the brand with the image most congruent with the consumers' self-image. Symbolic Interactionism, a field of study in sociology, provides the theoretical foundations for the construct situational self-image. Realization of the relationship between the situational self-consciousness and involvement was also investigated.

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Svensson, Henrik, and Pontus Möller. "The coherency between Fjällräven’s brandidentity and brand image : A mixed method case study of an outdoor brand and the coherency betweenits brand identity and brand image." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43835.

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Background: It is important to have a coherent brand identity and brand image, as that facilitate the communication process for the brand. It specifically becomes an issue when consumers do not understand what the brand stands for.Purpose: The purpose of this thesis was to investigate to what extent the brand image of Fjällräven among Swedish consumers is coherent with its brand identity.Method: To fulfil the purpose of this study, the researcher applied a mixed method, indicating that both quantitative and qualitative methods were used. The collection of qualitative data investigating brand i

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Rosengren, Alexandra, Andrea Standoft, and Ann Sundbrandt. "Brand Identity & Brand Image : A case study of Apotek Hjärtat." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12623.

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<p>Background: The Swedish pharmaceutical retailing market was re-regulated in February 2010, which enabled competition. Hence, it has now become important to stand out through having a strong brand. In order for a brand to be strong, the brand identity and the brand image need to be congruent. This study investigates brand awareness, brand identity and brand image in the biggest newly established pharmaceutical retailing company, Apotek Hjärtat. Since brand develops over time, the researchers believe that the newness of the company provides an interesting aspect.</p><p>Purpose: The aim of thi

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Khan, Muhammad Jawad, and Inam Ullah. "To investigate Brand Awareness & Brand Image of KFC in Sweden." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6255.

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Herstein, Ram. "An investigation of brand image and its role in brand development." Thesis, Middlesex University, 1998. http://eprints.mdx.ac.uk/10716/.

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The main objective of this research is to investigate the most vital issue in the realm of branding - what makes a brand powerful, from the perspective of brand image. This concept has yet to gain due recognition as relatively little recent original research has been published on brand image. The research was undertaken in the fragrances industry in the UK. This research explores the brand image concept as a determinant of brand success; therefore, first and foremost, this concept has to be defined in terms of the nature of image - conveyed approach versus received approach, the notion of comp

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Li, Kaer, and Xinyi Wang. "HOW DOES CO-BRANDING INFLUENCE BRAND IMAGE : A qualitative research on Supreme’s brand image from consumers’ perspectives." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387949.

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Purpose- The purpose of this paper is to explore the influence of co-branding on brand images from consumers’ perspectives and whether the result of co-branding is consistent with the companies’ expectations or not. Design/methodology/approach- A qualitative research approach is adopted to allow a deeper insight into the impacts of Supreme co-branding from consumers’ perspectives. We conducted in-depth exploratory interviews with 7 consumers of Supreme to analyze the effect of co-branding and explain our research questions. Findings- Branding negligence can cause losses in attracting customers

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Petráčková, Jana. "Image a identita značky - vybrané problémy." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10757.

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This thesis focuses on building strong brands through brand image and brand identity. Therefore, an analysis of various factors that influence both brand image and brand identity was carried out. The most important of these factors are brand value and related brand value models, corporate social responsibility, and new trends in brand management as for example digital marketing, viral marketing, event marketing and sponsorship. The aim of the performed research is to identify the image of two most valuable sports brands, Nike and Adidas. Based on the results the image of both brands is compare

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Hultman, Emma, Sylvio Hardy Razafimandimbison, and Ramin Nazem. "Aligning Brand Identity with Brand Image : An evaluation of a proposed method." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26776.

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Branding and the management of brands has become a highly prioritized aspect for com-panies to maintain lasting competitive advantage and to provide meaning to consumption. Therefore companies have adopted an inside-out approach in order to manage their brand. The challenge with an inside-out approach is to align the internal brand identity,what brands communicate, with the external brand image, what consumers perceive. Therefore two questions are crucial to answer; how does the brand want to be perceived and how is the brand actually perceived? There is a risk that gaps occur in the communica

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Zakharkina, Polina, and Christine Jansson. "Balansgången mellan kommersiell framgång och exklusiv image : ‐ Att lyckas med varumärkesutvidgning nedåt av lyxvarumärken." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-151991.

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Many luxury companies within the fashion industry today choose to extend their brands downwards in order to reach new customer segments and hence increase their profitability. A brand extension strategy that leverages the core values of the luxury brand is a new possibility for luxury brands to position themselves towards a broader customer base. Meanwhile there is a risk that the extension dilutes the image of the luxury brand and has a negative effect on the company in the long term. Thus a tradeoff exists b

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Papežová, Zuzana. "Image značky Orbit na českém trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-206979.

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Master thesis named Image of the Orbit brand within the Czech market environment analyses the perception of this chewing gum brand Orbit within end customer. This perception is examined on the basis of the analysis of the brand elements and brand communication and through the field research. The work contains one theoretically and three practically focused chapters. The first chapter provides the theoretical background necessary for understanding the importance of the brand and its image. The performance of the company Wrigley, the chewing gum market description and marketing communications of

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Arklöf, Rebecca. "Seeking Opinions Concerning... : - the Swedish Olympic Committee and its Trademarks." Thesis, Umeå University, Umeå School of Business, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1458.

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<p>Background: In the XX Winter Olympics 2006 in Torino the Swedish Olympic Team succeeded by winning 14 medals. The best result that Sweden has ever made during a Winter Olympics. The happiness was shortly after mixed with disputes between the Swedish Olympic Committee and Swedish companies. There were companies who wrongly had used the trademark ‘OS’ in their marketing campaigns. The disputes happened because the use of the protected trademarks concerning the Olympic Games are reserved only to the Swedish Olympic Committee’s sponsors.</p><p>Title: Seeking Opinions Concerning… - the Swedish O

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Šimánková, Klára. "Image a identita značky adidas." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193699.

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The master thesis deals with brand image and identity, the difference between brand perception from the customer point of view and from the creator point of view. The thesis is divided into theoretical and practical part. In the frame of theoretical part there is a brand definition, its components, functions which are the most important part of brand building since it is necessary to see the advantages of brands. This master thesis looks in details on brand value and models for measuring brand value. The practical part deals with market research through questionnaire, which is a base for evalu

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LIU, YI-LING, and 劉羿伶. "Exploring the Parent Brand Image–Extended Brand Image Link in Vertical Brand Extension." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/22649344763506478154.

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碩士<br>東海大學<br>國際經營與貿易學系<br>104<br>Abstract This study was designed to examine how the parent brand and diffusion brand reciprocally affect their images each other in vertical brand extension. By investigating and analysizing the young people to understand the extent of brand image, brand trust and brand love from main observation items; and using perceived fit and diffusion’s satistifaction to be the moderators for examining whether the avantage can be maximined after it launched the diffusion brand. 　　This study posted questionnaire on internet and asked for the customer of two department

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Lee, Hsin-Ling, and 李欣陵. "The Study of Brand Story, Brand Personality, and Brand Image: Examples of Brands in Taiwan." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/44320356091069880222.

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碩士<br>國立中山大學<br>企業管理學系研究所<br>98<br>Taiwan development started from agriculture and gradually moves to manufacturing to finally transform the economy into a high-tech industry. The economic miracle was based on Taiwanese diligence, perseverance, and dependability; but the process does not finish there. Since we have come to a knowledge economy era, lots of enterprises in Taiwan have developed from OEM, ODM to OBM to speed up internationalization and upgrade competitive advantages. The best answer from companies is to response quickly and become more creative, vivid and diversified enhancin

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"Brand image of major beer brands in Hong Kong." 1998. http://library.cuhk.edu.hk/record=b5889375.

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by Cheng Shu Yan, Sin Kim Nam.<br>Includes questionnaire.<br>Thesis (M.B.A.)--Chinese University of Hong Kong, 1998.<br>Includes bibliographical references (leaves 82-83).<br>ABSTRACT --- p.ii<br>TABLE OF CONTENTS --- p.iii<br>LIST OF ILLUSTRATIONS --- p.iv<br>LIST OF TABLES --- p.v<br>PREFACE --- p.vi<br>Chapter<br>Chapter I. --- INTRODUCTION --- p.1<br>Chapter II. --- OBJECTIVE --- p.5<br>Chapter III. --- METHODOLOGY --- p.6<br>Chapter IV. --- HONG KONG BEER MARKET --- p.9<br>Chapter V. --- PHENOMENA OF HONG KONG BEER MARKET --- p.26<br>Chapter VI. --- BRAND IMAGE AND BRAND IDENTIT

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Lu, Zongyeh, and 呂宗曄. "Brand Extensions Strategy of the Parent Brand Image." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/91289331483087175444.

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碩士<br>中國文化大學<br>國際企業管理學系<br>101<br>Due to the high failure rates of new products lunching, many firms adopt a brand extension strategy to improve new product lunch performances. Authors believe that consumers tend to respond more favorably to extensions into product categories similar to the parent brand. Few researchers, however, ever investigated brand extension per-formance under the situation that parent brands launch extensions into distant product categories. Based on signaling theory, this study aims to understand the feedback effect of brand extension strategy on parent brand image whe

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何秀玉. "Brand image, advertising image of the brand purchase intention of the association studies." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/46126052189003650134.

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Huang, Kuan-Chi, and 黃冠錡. "The Impact of Brand Awareness, Brand Image and Brand Extension on Brand Equity." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/39056462778443132944.

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碩士<br>國立體育學院<br>休閒產業經營學系碩士班<br>95<br>In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades. This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extensi

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黃冠錡. "The Impact of Brand Awareness, Brand Image and Brand Extension on Brand Equity." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/35505810994198301087.

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碩士<br>國立體育大學<br>休閒產業經營學系碩士班<br>95<br>In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades. This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extensi

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Ying, Lin Tsui, and 林翠瑩. "The Relationships among Brand Image、Brand Relationship Quality and Brand Loyalty." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/79236692599823888111.

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碩士<br>南台科技大學<br>行銷與流通管理系<br>92<br>Brand is an important tool for business to communicate with consumer. Furthermore, it also a key point for customers to make purchase decision and judgment. The more brand image values the brand has, the more brand relationship quality would be established by consumers. In recent years, the retailer’s have more channel advantag and more aggressive to develop the private brands. In order to attract consumers to purchase products, firms develop their private brands enthusiastically. Nowadays, the consumers have known more about private brands. This re

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Lin, Pei-Chin, and 林佩津. "A Study of Relationships among Brand Story, Brand Image, Brand Identification and Brand Attachment." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/74541937278337704833.

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碩士<br>大葉大學<br>管理學院碩士在職專班<br>103<br>This study aimed to investigate the influence of corporation brand story on the brand attachment, including the effect of the brand story to the brand image, the brand identification and the brand attachment, the effect of brand image and the brand identification to the brand attachment. It is also to confirm the mediators of the brand image and the brand identification. The results showed that: 1.The ability of the brand story has positive effects on the brand image. 2. The empathy of the brand story has positive effects only on experiential brand image.

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Pei-Chi, Liang, and 梁佩琪. "The Effect of Brand Extension Strategy on Brand Image." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/65726271430370385887.

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碩士<br>中國文化大學<br>國際企業管理研究所<br>93<br>The Effect of Brand Extension Strategy on Brand Image Student：Liang Pei-Chi Advisor：Prof . Wayne S. Chow; Yang Tai-Ning Chinese Culture University ABSTRACT This research is mainly focusing on the makeup industry to find out the best way to introduce the brand to new customers or newer products to existing customers with positive image build up. The makup brand SK-II is used as a demonstration to give some sales strategies in the makeup industry. The main purpose of conducting this research is to see whether it is likely to succeed to introduce further p

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Ku, Ting-Hua, and 古庭華. "Occupational Pellets Brand Image; Brand Attitude;Purchase Intention Study." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/17590325646921355647.

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碩士<br>中國文化大學<br>國際企業管理學系<br>101<br>In recent years, the national income and improve the implementation and two days off every week, so more and more people are willing to spend time and money on leisure sports, and occupation of the popular movement, and many people began to concern the occupation movement, in addition to watch programs are more and more people are willing to approach to watch and buy merchandise, but how a occu-pation pellet talent showing itself is an important topic.This study discusses occupa-tion pellet to establish brand image to enhance the target consumer group identit

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Crespo, María De Las Nieves Rojas. "How booking.com's brand identity compares to its brand image." Master's thesis, 2020. http://hdl.handle.net/10362/106990.

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This paper studies Booking.com brand’s identity and how it compares to its brand image. Kapferer Brand Identity Prism (2008) is used to identify the main brand elements that build the identity. Once defined, the comparison with the customer’s opinion is done using a sample of 12Portuguese, men and women, collected conducting a qualitative research. The main brand attributes are not always equally perceived by the consumer. That is why it is concluded that in today’s constantly changing reality, some of thebrand identity facets aremore dynamic and should be adapted to meet the new customer de

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Jeng, An-Sheng, and 鄭安盛. "A Study of Relationships among Brand Positioning, Brand Image and Brand Equity." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/10975512080254256440.

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碩士<br>國立屏東商業技術學院<br>行銷與流通管理系<br>93<br>This empirical study attempted to find the relationships among brand positioning, brand image and brand equity. The brand image was used as the interval variable for researching the influence effect between brand positioning and brand equity. This study selected consumers with private label brand purchase experiences from Costco’s or Carrefour for the empirical as the study sample. The sample contained 250 consumers. The final sample of 234 valid questionnaires was obtained. We use t-test, Pearson correlation, and regression statistics. This research reac

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Wang, He-Rong, and 王鶴蓉. "Meta-Analysis of Brand Image." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/6wu9at.

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碩士<br>銘傳大學<br>管理研究所<br>95<br>The research aims to support managers and researchers to improve their effectiveness. For this reason, the research conducts a mate-analysis that aggregates empirical findings from the brand image literatures. These literatures collect from ProQuest electric data bank and Business Source Premier-BSP electric data bank and use the keywords “brand image”. Then it follows the four principals to choose the appropriate research. At last 38 literatures are used to analyze and discuss. This research’s meta-analysis framework discusses brand image, brand awareness, perceiv

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Fu, Ya-Ling, and 傅雅鈴. "The effects of brand story''s dimensions on brand image: How authenticity, narrator and plot affect perceived brand image." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/12127302124239277953.

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碩士<br>元智大學<br>企業管理學系<br>96<br>It has been discovered that many successful brand has well-known brand story and companies tend to tell their story to persuade consumers. Also, it can be derived that what a brand make sense to customers is based in part on the brand story. This study is trying to discuss the importance of brand story and explore the relationship between brand story’s dimensions and consumers’ perceived brand image. This study adopted 2×2×2 experiment design, among which are authenticity (high/low), narrator (first-person/non-first-person), and plot (clear/non-clear). We used

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Yang, I.-Jye, and 楊翌婕. "The relationships among Brand Image, Brand Equity and Brand Licensing-Brand Love as the Moderator." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/8yj6qx.

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碩士<br>國立臺北商業大學<br>商學研究所<br>103<br>Franchising industry has been developed in Taiwan for over 30 years. Brand is the most important link in franchising system. To build a good franchising brand is the first step to develop franchisees as well as one of the important considerations when franchisees select franchising systems. Brand building is non-overnight, but must be developed and maintained for a long term through the joint effort between headquarters and franchisees so as to create excellent franchisees brands. This study investigated the relationship among brand image, brand equity and bra

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LUO, YUAN-LONG, and 羅元隆. "The Relationships among Brand Image, Brand Loyalty and Customer Satisfaction: A Study on Tennis Racket Brands." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/upyxdt.

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碩士<br>大葉大學<br>企業管理學系碩士班<br>107<br>This study aims to explore relationships among brand image, customer satisfaction and brand loyalty by using Taiwanese tennis participants as the focus of the research. Questionnaire survey was conducted by means of convenient sampling. A total of 150 questionnaires were sent out, of which 142 were valid questionnaires. The data were analyzed by SPSS statistical Item analysis, Factor analysis, Reliability analysis, and the following conclusions were obtained: Taiwanese tennis participants Most of the males are mostly aged between 20 and 29 years old. The age o

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Sun, Yu-Jhen, and 孫瑀蓁. "A Study on the Relationship among Brand Anthropomorphism, Brand Image, and Brand Trust." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/4sr26p.

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碩士<br>國立東華大學<br>企業管理學系<br>105<br>Whether the mascot that has human’s limb or the product that has anthropomorphic characteristics on it are both common ways for companies to market their brand. Through the anthropomorphic way to attract the attention of consumers and establish a good brand image on consumer’s memory, which can achieve the results that the company expected. According to the questionnaire, this study explored the four types of brand anthropomorphic form, and precisely defines the scope of brand anthropomorphism; and also discusses whether brand anthropomorphism will affect consu

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CHANG, CHING-CHIA, and 張靖佳. "Exploring the Relationships among Experiential marketing、 Brand Attitude、Brand Image and Brand Equity." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/btnj6j.

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碩士<br>臺北市立大學<br>休閒運動管理學系碩士班<br>103<br>There’s a significant growth in popularity of road running in Taiwan, and many companies are holding or sponsoring road running events. The North Face (hereafter, TNF), a world famous outdoor sports brand, extends the scope of running beyond road running by introducing cross-country running to the Taiwanese runners. TNF not only organizes cross-country races but also holds designated training events – an application of experiential marketing to cultivate strong relationship with its potential consumers. As the number of sport participants increases, the ne

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Lin, Wan-Ni, and 林宛妮. "The Relationships among Brand Image , Brand Loyalty and Brand Identity of News Websites." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/93030149612322422646.

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碩士<br>銘傳大學<br>傳播管理學系碩士班<br>99<br>In recent years, the gradual extension and expand of the brand on the media. In addition to major companies, media brand will be an important strategy of the marketing.Results of the current investigation, Udn.com have the most users of the news websites. The study will be among the top three news websites as research objects, rank order of Udn.com , Nextmedia.com and Chinatimes.com. According to the survey, the students were the heavier users of the internet in Taiwan. Therefore, the study samples for college of communication students in Taipei city. Using que

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LU, SZU-MING, and 盧思銘. "The Study of the Relationship between Brand Image, Brand Extension, and Brand Value." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/9jsd22.

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碩士<br>國立高雄科技大學<br>運籌管理系<br>107<br>In recent years, brand awareness plays an important role in consumers’ buying decision, and consequently various industries have invested lots of resources to raise their brand awareness to improve their brand value. It is hoped that brand awareness will help companies survive or expand as the environment becomes more competitive. However, no matter what brand or operational strategy companies utilize, they all need brand image to build customers confidence. Thus, the main purpose of this research is to explore the relations among brand image, brand extension

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Liang, Ray-Chieh, and 梁瑞杰. "The Study of Molding Luxury Brand Image From Brand Equity." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/12110230333925070891.

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碩士<br>輔仁大學<br>應用美術學系碩士班<br>98<br>This Research based on the Brand Equity from the four sub-dimensions to investigating the Brand Image of the two sub- dimensions, Furthermore, adding the consumer variables in the Taipei area; This Research purpose were discussed the 1.What’s effects in Luxury Goods brand Image of emotional and functional and consumer behavior; 2.Analysising the relation between Brand Equity and Brand Image in Taipei area;3.Giving Suggestion to SHIATZY-CHEN.The main findings of this study include:1.There was statistic significant influence for brand image of emotional;2.There w

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Chen, Hui-Chieh, and 陳卉婕. "Explore the Higher Education Brand Image through Brand Concept Map." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/91717224320924251871.

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碩士<br>育達科技大學<br>企業管理所<br>103<br>Branding is an important strategic concept both for recruiting and retaining students, especially in the Higher Education industry. This research integrates the theoretical foundation of brand association and associative network memory mode of cognition psychology and for the first time applies it to the study of the school brand image. The research method of this study adopted the Brand Concept Model (BCM) developed by John et al. (2006), resulting two public brand concept diagrams for further examining the branding of Yu Da University of Science and Technology

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Wu, Pei-Wen, and 吳佩玟. "Relationships among Brand Image, Fit and Evaluation of Brand Extension." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/05263370611628086744.

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碩士<br>靜宜大學<br>企業管理學系<br>103<br>The purpose of the present study aims to investigate factors that influence consumers’ evaluation of brand extension. After reviewing the literature, brand image and fit were taken as two major variables that influenced evaluation of brand extension. Four related facets of Fit included Needs satisfied, Usage situations, Manufacturing skills, Component parts. That was to examine how the consumers (iPhone users) respond to the latest similar iphone models iPhone 6 and iPhone 6 Plus by evaluating their responses to the brand extension evaluation, brand image, and fi

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