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Thèses sur le sujet « Brand »

Auteur : Grafiati

Publié le 4 juin 2021

Mis à jour le 25 juillet 2025

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1

Teah, Hui Min. "Brand mimicry of luxury brands." Thesis, Curtin University, 2013. http://hdl.handle.net/20.500.11937/70365.

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This research extends the theory of mimicry from the discipline of biological and natural sciences to the luxury brand context. Three brand mimicry scales namely Wicklerian-Eisnerian, Vavilovian and Pouyannian mimicry were developed and validated. A conceptual model is developed to test the influences of the three types of brand mimicry across four categories of luxury products. The findings provide academics, practitioners and policy makers with valuable insights into mimicry in the luxury brand industry.

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Repo, Jesper. "Brand Culture : Between consumers and brands." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-15220.

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The empirical data that lies behind this survey comes from field work between 1992 and 1995. This field work represents work I made myself as a sales-man for the company, Malmberg Original Water. The task was to implement the Malmberg mineral water brand on the restaurant market of the South-Swedish area. Our aim was to reach the upper-scale, premium market of restaurants. The mission was successfully completed, and at 1996 we had completed the position as the most exclusively positioned mineral water brand in Skåne (Southernmost Sweden). How could we fulfill this mission so fast, and with a v

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Zetterberg, Martin, Pontus Davidsson, and Mathias Johansson. "Brand Equity for Service Brands Online." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44567.

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Purpose: The purpose is to explain what factors affect brand equity for SBOs. Hypotheses: These hypotheses were derived from a literature review. H1 - Perceived Quality has a positive effect on SBO brand equity H2 - Brand Association has a positive effect on SBO brand equity H3 - Brand Awareness has a positive effect on SBO brand equity Method: The researcher conducted an quantitative research where the empirical data was collected through a questionnaire. Conclusion: This research show that perceived quality, brand association and brand awareness positively affects SBO brand equity.

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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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Sengupta, Aniket. "Brand Analyses of Global Brands Versus Local Brand in Indian Apparel Consumer Market." UKnowledge, 2014. http://uknowledge.uky.edu/mat_etds/6.

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The purpose of this study was to conduct brand analyses on global brands in comparison to local retailers in India taking into account the regional differences and Indian consumers’ affinity towards global brands. The study has derived its conceptual framework from previous work done by Lee, Knight, and Kim (2008) and Bhardwaj, Kumar and Youn-Kyung (2010) with some added attributes. Quantitative data included a sample of 194 subjects where the sampling was conducted randomly as well as the involvement of convenient method to analyze the brands in real-world scenario. The survey involved the qu

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Miesenberger, de Morais Daniel, and Annemarie Snellman. "Varumärken - Varför har företag problem med dem? : En studie i vilka problem varumärkesbyråer identifierar som vanliga hos kundföretag och varför." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-173228.

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Varumärken är viktiga för företags vara eller icke vara. Ett företag vars varumärke är dåligt eller döende kan gå samma öde till mötes som varumärket. Därför är det förvånande att, enligt en undersökning gjord av en varumärkesbyrå publicerad i en branschtidning, marknads- och informationschefer i Stockholm har dålig koll på sitt varumärke. I vår studie undersöks vilka problem som kundföretag oftast har när de söker hjälp av en varumärkesbyrå. Vi försöker sedan att identifiera varför, och möjliga lösningar för att lösa eller förminska dessa problem. För att kunna göra detta har vi genomfört fyr

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Motter, Junior Mario Divo. "A prospective study on the dimensions of global brands, brand equity and brand value." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/16578.

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Submitted by Mario Divo Motter Junior (mariodivo@mariodivo.com.br) on 2016-05-25T14:12:53Z No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5)<br>Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2016-05-25T15:34:42Z (GMT) No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5)<br>Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2016-06-07T14:11:31Z (GMT) No

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Mkhize, Londiwe. "The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/24702.

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The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Ex

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Rudinski, Sanja. "Consumer Perception of Brand Personalization : Adbusters as Anti-Brand." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10149.

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Thesis purpose: The thesis purpose is to examine the interrelationship of consumer and brand relation. The main objective is to research how consumers’ perception of brand personalization before and after seeing Adbusters subvertisement ads influences their relation to brands. Methodology: The thesis has deductive quantitative research approach, since it starts from theory to gain more understanding of the research area. The data is collected through an online questionnaire. Theoretical perspective: This study is based upon the general brand and branding definitions, with focus on brand person

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Li, Xiaolian, and 李曉蓮. "Brand effects and brand dominance in transitional economies: a longitudinal study on brands in China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2001. http://hub.hku.hk/bib/B31226383.

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

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Ishikawa, Keizo. "BRAND DYNAMICS: The Effects of Brand Personality and Brand Experience on Emotional Brand Attachment." OpenSIUC, 2013. https://opensiuc.lib.siu.edu/dissertations/713.

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Marketers have long observed, or at least assumed, that people buy certain products or brands as a means of expressing themselves. Marketing researchers have studied this phenomenon from the perspective of "self-congruity," assuming that a fit between the consumer's understanding of self (i.e., self-image) and the brand's image (or "brand personality") should drive the consumer's purchase behavior. This stream of research has vigorously explored the relations between the fit (i.e., "self-brand image congruity" or "self-congruity") and various behavioral outcomes. Nonetheless, this research str

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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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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

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Sun, Ling (Cindy). "Transferring Corporate-level Brand Evaluations to Product-level Brand Evaluations: the Context of Chinese Car Brands." Thesis, Griffith University, 2017. http://hdl.handle.net/10072/365950.

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A number of discussions have taken place in the recent decade on how to build a successful brand in an increasingly globalised market, including in the emerging markets. China as an attractive emerging market has gained a lot of researchers to conduct research from the macro- or micro-view to discuss the branding issues. Among these discussions, however, there are big gaps for the branding issue in terms of the corporate image transferring to product brand performance, and the influence of corporate brands vis-á-vis product brands on consumer behaviours. Meanwhile, joint ventures as the most p

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Das, Samar Kumar 1956. "A consumer-based theory of strong brands and its implications for brand equity and brand management." Diss., The University of Arizona, 1998. http://hdl.handle.net/10150/288858.

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The power of brands like Coke, Levi's and Nike defies conventional understanding. How do such strong brands get created? What are the sources of their phenomenal strength? The traditional thinking reflected in the brand literature traces the sources of brand strength to the consumer's cognitive knowledge of brand's functional and image attributes, and other associations linked to the brand. I draw upon past research in marketing and social psychology to propose a user-centered view of brand strength. I suggest that loyal consumers actively create 'brandspaces' based on personal, social and cul

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Shields, Alison B. "WHAT DID YOU DO TO MY BRAND? THE MODERATING EFFECT OF BRAND NOSTALGIA ON CONSUMER RESPONSES TO CHANGED BRANDS." Kent State University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=kent1365696658.

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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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Iyer, Pramod P. "Brand Management Capability and Brand Performance." Thesis, University of North Texas, 2016. https://digital.library.unt.edu/ark:/67531/metadc862750/.

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Brands are intangible assets that provide companies with the potential to extract higher rents or prices from customers. However, only few organizations are able to build and sustain brands over a long period of time. Brand management capability - the organization's ability to build and sustain brands becomes important for achieving sustainable competitive advantage. Despite the importance of brand management capability to organizations, majority of the brand management literature has primarily focused on the consumer perspective of brands. This gap in knowledge about the components of brand

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Muth, Alexandra, Rima Ismail, and Boye Caroline Langfeldt. "Customer Brand Relationship : An empirical study of customers’ perception of brand experience, brand satisfaction, brand trust and how they affect brand loyalty." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19385.

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Background: During the last decade, retail businesses have realized the importance of creatinga strong brand to be able to differentiate in a fierce market. However, having a strong brand isno longer enough to survive in the long run and gain a large customers base. Especially in theretail and fashion industry where many products fulfill the same need for the customer, making it important to adapt to changes on the market and stand out in the crowd. This has lead to the wide variety of brands that can be found and an intensified competition. Therefore, the key factor for building a long-term r

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Miller, Felicia Maddox. "What Do Brands Mean? A Series of Three Essays That Explore the Nature of Meaning for Well-known Brands." University of Cincinnati / OhioLINK, 2006. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1148496425.

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Klouman, Henrik, and Djavid Beljulji. "Branding in the lower level sport club setting : The case of Swedish division 1 ice hockey teams." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18704.

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Background Keller (2009) states that brand equity and the crucial intangiblevalue a brand brings to organizations is perhaps one of the most important marketing topics discussed in recent years. As the competitive market and branding environment for companies are fierce, the sport industry has gradually become more competitive and professional in many aspects of their operations as well. Researchers have gone to the extent of claiming that a brand is the most important asset of a sports team and that the brand provides direction and meaning for sports associations as well as for their follower

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Håkansson, Per. "Beyond private label : the strategic view on distributor own brands." Doctoral thesis, Handelshögskolan i Stockholm, Centrum för Konsumentmarknadsföring (CCM), 2000. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-627.

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During the past two decades something fundamental has happened to the relationship between manufacturers and distributor organisations in many European countries. Within a number of product markets, distributors have launched their own products, forcing manufacturing companies to compete with shelf space owners in addition to the "traditional" competition with other manufacturers. Theoretical and empirical findings regarding Distributor Own Brands (DOB’S) offer us a number of explanations of the differences between national markets and product categories in terms of DOB penetration. However, m

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Gårdh, Victor. "Brand Heritage : Helping Strengthen the Brand Identity of Husqvarna Motorcycles." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9825.

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<p>Abstract:</p><p>Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity.</p><p>Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. Such companies also enjoy a history of interesting products, for which some may exist the possibility for a retro relaunch. Husqvarna is such a company, which made it interesting to find out how these two strategic tools can or cannot strengthen the studied company‘s brand identity.</p><p>Method: Through

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Hein, Katja, and Deike Bode. "The Influence of Brand Equity and Brand Identity on Brand Extension Strategies." Thesis, Högskolan i Halmstad, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29048.

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The times of following a ‘one brand – one product’ strategy have long past. Nowadays, firms are increasingly recognizing the true value of their brands and are starting to use these as a source of competitive advantage. By introducing new products under an existing brand name, firms leverage the power of their brands and thus, aim at benefiting from the success of the parent brand. Brands are amongst the most valuable assets owned by a company, which encourages them to engage in brand extensions. The authors mainly distinguish between three brand extension strategy types: line extension, verti

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Mouton, Estelle. "The effect of internal brand management on brand commitment and brand trust." University of the Western Cape, 2018. http://hdl.handle.net/11394/6690.

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Magister Commercii - MCom<br>The focus of branding is often externally focused, yet it is the employees through their direct interaction with the brand, that can make or break the brand promise. Despite the important role of employees in building the brand, they are often overlooked in brand building strategies. The purpose of the study was to test the effect of internal brand management on brand commitment and brand trust in a government organisation. Front-line employees of the South African Post Office, a state-owned organisation in South Africa was selected to collect the data using

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Zheng, Xiaoshu, and Yuan Shi. "The case of Geely acquiring Volvo Car : A study on low brand equity acquiring high brand equity." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202174.

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Much previous research has studied high brand equity acquiring high brand equity or high brand equity acquiring low brand equity. However, very little research has been conducted to understand how that low brand equity acquiring high brand equity changes the low brand equity especially in China. This paper is on the case of Geely Group acquiring Volvo Car which was a typical acquisition of a high brand equity company by a low brand equity company. The aim of the paper is to verify whether this type of acquisition could increase the acquirer’s brand equity evaluated by consumers. This paper sel

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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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Sponga, Alexandra. "Competing Smartphone brands: Understanding brand rivalry between two brand communities." Thesis, 2013. http://hdl.handle.net/10214/6761.

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This thesis is an investigation of brand rivalry between two competing brands. The number of Smartphone users in Canada is rising and is not expected to slow anytime soon. Two major Smartphone brands have emerged as competing brands in this product category: Samsung and Apple. When two strong companies emerge brand rivalry can manifest. Brand rivalry seems to be under studied in the consumer behaviour literature, yet is common amongst consumers. Current literature pertaining to brand rivalry focuses primarily on the ‘dark’ side of this concept, manly oppositional brand loyalty and brand rivalr

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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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Ruei-Fang, Hu, and 胡瑞芳. "Brand Characteristics and Brand Strategy Research-Demonstrated by Yogurt-Related Brands." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/54967293178999314095.

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碩士<br>國立臺北大學<br>企業管理學系<br>91<br>With the increase of competition in market, brand management is increasingly demanded by enterprises. Once the brand is properly managed, obviously the brand benefits are obtained. Proper brand management can cost much lower than creating a new brand and bring continued competence. The thesis tries to build an integrated brand management framework, and based upon the investigation of seven famous yogurt-related brands. The brand framework contains five steps; The first is collecting market information, which is comprised of direct data and indirect da

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Baeva, Daniela Yasenova. "Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator." Master's thesis, 2011. http://hdl.handle.net/10316/15384.

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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Matos Coelho.<br>In a world of global competition that we are living nowadays, brands are each time more used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. These experiences contribute to increased consumer trust and loyal

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Liu, Shu-Fen, and 劉淑芬. "Relationship of brand community, Involvement and brand loyalty - sports brands as examples." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/14799915900746483787.

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碩士<br>國立交通大學<br>經營管理研究所<br>98<br>People like to be connected through group activities. Participation in sport activities sponsored by the brand company or join the brand related user group. This study explores the relationship among brandfests, product involvement, and brand loyalty in sports brands. The brand loyalty behavior can be further investigated by dividing consumers to two groups, recommend others to buy and repurchase intention. Through the survey studying, the demographic analysis shows that most people joined brandfests are male university students. Their ages are between 21 and

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Lin, Wei-Shiun, and 林煒勛. "A Study on Virtual Brand Community, Knowledge Sharing, Brand Loyalty and Brand Performance -An Empirical Investigation of the Sports Brands." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/cee326.

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碩士<br>國立臺北科技大學<br>經營管理系碩士班<br>101<br>Advances in information technology, making the Internet and living close links. Nowadays, more and more businesses and emerging entrepreneurs, in addition to the official website, more and more brands began to use social media as a new interactive communication platform. In a highly competitive environment, enterprises can use social media to build virtual brand communities, community sharing mechanism to enhance the brand loyalty with the company of members of their own values, and thus enhance corporate’s brand performance, corporate brand can be a sustai

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REVOLONIO, ANA MARIA, and 陸瑪莉. "The Effects of Brand Rarity and Stability on Brand Engagement: Investigating of Online Brands." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/29752274855855973102.

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碩士<br>銘傳大學<br>企業管理學系<br>104<br>This study had as its core to investigate the Effects of Brand Rarity and Stability on Brand-Engagement: Investigating of Online Brands. It could be highlighted that by analyzing such determinants and factors many companies can boost up gains in the business field. A quantitative approach was conducted to investigate the effects of specific areas on brands. An online questionnaire was applied to collect data and analyzed to obtain the outcomes. This allowed the participation of global perspectives which could assist to demonstrate the views of various individual

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Lima, Diogo Homem de. "Impact of brand coolness on social media brand engagement of brands MOCHE-WTF-Yorn." Master's thesis, 2020. http://hdl.handle.net/10071/21742.

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Este estudo destaca o impacto da frescura da marca no engajamento da marca nas redes sociais das marcas MOCHE-Yorn-WTF (operadoras de telecomunicações para jovens). Analisando a literatura, notamos que há muitas contribuições sobre o engajamento da marca nas redes sociais, enquanto poucas pesquisas são focadas na frescura da marca. Assim, optou-se por aprofundar a análise do impacto supramencionado, tendo o amor / satisfação com a marca como mediadores. No universo digital, as redes sociais oferecem aos seus utilizadores uma variedade de novas formas de comunicarem e é exatamente esse po

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Kuo, Yen-Yu, and 郭艷玉. "The impact of brand experience, brand trust, brand satisfaction and brand engagement on brand loyalty." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/3rd3c7.

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碩士<br>南臺科技大學<br>行銷與流通管理系<br>105<br>Brand experience has become one of the main marketing issue, this study explores the relationship between brand experience, satisfaction, trust, brand engagement, and explores the mediating effect of satisfaction and trust. Form the sampling of the consumers who buy "3C hypermarket products", obtained 335 valid samples by convenience sampling method. Using the SPSS 22.0 analysis data, the results show that the brand experience has a significant positive impact on brand satisfaction and brand trust; Brand trust has a significant negative impact on brand engage

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Wah, Yim Kah, and 任嘉樺. "The Roles of Brand Experience, Brand Personality and Brand Relationship Quality in Determining Brand Loyalty: An Empirical Study of Restaurant Chains Brands in Taiwan and Malaysia." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/ympe83.

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碩士<br>東吳大學<br>企業管理學系<br>103<br>Over the last decade, brand loyalty is widely used in order to increase the business performance. However, solely a strong brand is insufficient for fierce markets, building a long term relationship is essential. A literature review showed that brand experience, brand personality and brand relationship quality are important variables for brand loyalty. Thus, this research develops a framework that intends to find out the roles of brand experience, brand personality, brand relationship quality on brand loyalty in context of restaurant chains (i.e. McDonald and Din

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Sin-Yun, Kuo, and 郭芯妘. "The Impacts of Brand Experience, Brand Engagement and Brand Identify on Brand Satisfaction and Brand Loyalty." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/w895qg.

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碩士<br>南臺科技大學<br>行銷與流通管理系<br>104<br>In pace with technological development, consumers do value not only product performance as before but also extra value and experience brought with goods. The long-term brand experience will be saved in memory of consumers over time and affect consumers’ brand satisfaction and brand loyalty. In this study, the influence of brand experience, brand engagement, and brand identity on customers’ satisfaction and loyalty among smartphone users is explored.Questionnaire survey is adopted; 760 questionnaires were issued, in which 713 were recovered and 670 were valid

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Liu, Chien-Hung, and 劉建宏. "The Relationships Among Brand Experience, Brand Personality, Brand Attachment and Brand Loyalty." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/95802624789019054965.

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碩士<br>真理大學<br>企業管理學系碩士班<br>102<br>This study investigated the relationships among brand experience, brand personality, brand attachment and brand loyalty. A questionnaire survey was administered to Samsung smartphone users in the Taipei region. We received 367 valid questionnaires, which were subsequently analysed using structural equation modelling. The result indicated that brand experience has a significant positive influence on brand personality and brand attachment, through which it indirectly enhances brand loyalty. This finding enriched the extant literature related to brand experience,

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Mai, Shen Yang, and 麥升陽. "Brand Strategy Analysis ---Single Brand vs. Multiple Brand." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/48737436157041315400.

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碩士<br>淡江大學<br>商管學院高階主管管理碩士學程<br>91<br>Consumer is facing with information overflow in the current technology era. When confronted with countless information, consumers would probably rely on past experiences to make purchase decisions. One of those experiences includes something one has bought, heard, or utilized before. As a result, a reputable brand name is an ideal tool to assist consumers in making decisions regarding the purchase of products or services. This study focuses on the comparison between the pros and cons of a single brand strategy versus multiple brands strategy

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Lin, Michelle, and 林瑀庭. "Enhancing Emotional Brand Attachment in Online Brands with Actual/Ideal Self-Congruence through Brand Personality." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/50590163281452194662.

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碩士<br>國立清華大學<br>科技管理研究所<br>104<br>Internet and related technologies have dramatically changed the landscape of the global branding. New corporate brands (online brands) such as Amazon.com, Yahoo!, Google, eBay, Facebook have arisen in the new digital age and command immense brand equity, putting them at the top of many traditional offline companies. Online brands emerge as the result of advancements in information and communication technologies. This study examined the congruence between self-concept and brand personality and its effect on emotional brand attachment in the online branding envi

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ZHOU, QUAN, and 周全. "Brand Development Strategy and Brand Value: An Empirical Investigation of Top 100 Brands in China." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/73z5q4.

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碩士<br>中國文化大學<br>國際企業管理學系<br>107<br>In todays highly competitive market, companies are often adopting various brand development strategies to consolidate their strengths and create better organizational performance in order to create higher brand values. In many brand strategy thinking, customer orientation and competitor orientation are two important directions. In addition, the marketing literature also proposes brand strategy combined with corporate social responsibility to enhance brand competitiveness and brand value. This research topic has received much attention in recent years. However

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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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YEH, CHUN-LIN, and 葉俊麟. "The Effect of Brand Attractiveness, Brand Awareness and Brand Involvement on Brand Loyalty." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/21598818260357826993.

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碩士<br>國立暨南國際大學<br>管理學院經營管理碩士學位學程碩士在職專班<br>104<br>There is more and more diversity products could be chosen by consunmers with the environment, technological changes rapidly and the global market open. Invested in real estate need to put into large of money, thus how to attract consumers to purchase is an important issue for construction industry. In order to realize do consunmers have brand consciousness when they purchased, this study tried to explore the effect of brand relative attractiveness, brand awareness and brand involvementon on brand loyalty. And utilized the well known enterprise-

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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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Tseng, Hsiang-Zing, and 曾祥景. "Holistic Experiences, Brand Awareness, Brand Associations, Perceived Quality, Brand Affect, and Brand Loyalty." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/21952239261451800222.

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碩士<br>國立交通大學<br>經營管理研究所<br>97<br>As the commercialization and customization of service, here comes the experience economy. Everyone has a quest for authenticity. Staging experiences is one way of offering authenticity. Therefore, management philosophies that have a focus on customer experiences have sprung up as can be seen in academic journals in 2009. We follow these research streams and try to relate experience strategies to relevant dimensions of brand where holistic experience strategies was input and brand loyalty was the final goal. Main research purposes were shown below. First, the re

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Ching-Yun, Chang, and 張瀞云. "A study on the impact of brand tribalism and brand identification on brand loyalty – based on the case of smart phone brands." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/k6t5f3.

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碩士<br>國立雲林科技大學<br>資訊管理系<br>102<br>Due to the rapid development of information and communication technology, smartphones have been released rapidly; indeed, consumers are confronted with different options for brands, functions, and designs. In this highly competitive market, to maintain a long-term mutual beneficial relationship with loyal consumers has been an important research issue. In terms of brand tribalism and brand identification, this study shows that the brand loyalty to connects causes and effects deeply. The paper focuses on brand tribalism who are using smartphones and some relat

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Liu, Yingyu, and 劉盈佑. "The Effect of Brand Affect and Brand Trust on Building Brand Equity and Brand Loyalty under Emotional Brand." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/89546290030154943064.

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碩士<br>義守大學<br>管理學院管理碩博士班<br>101<br>Kotler talking about the Internet and globalization trends marketing is undergoing a revolution,and business shifted to focus establish deep and long-term relationship with customer,and not only make customer satisfaction but also make them happy. The world's top ten brand-marketing-company CEO - Marc Gobe said the most important investment in brand management is create right emotional atmosphere,and emotional brand strategy over the past ten years has become quite influential brand management mode. This study investigated:(1)The influence of Brand Affect and

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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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