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Rozprawy doktorskie na temat „Brand loyalty”

Autor: Grafiati
Data publikacji: 4 czerwca 2021
Data aktualizacji: 25 lipca 2025

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Jonathan, Gideon Mekonnen, and Anna Kapetanakis. "How can loyalty programmes improve brand loyalty?" Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19934.

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Title: How can loyalty programmes improve brand loyalty? Level: Final assignment for Master Degree in Business Administration Author: Anna Kapetanakis, and Gideon Mekonnen Jonathan Supervisor: Sarah Philipson (Assistant Professor) Date: June, 2015 Aim: To investigate how customers loyalty can be improved through loyalty programmes. Method: Mixed approach, both qualitative and quantitative data, is chosen for this study. The qualitative data using telephone interviews with customers and the firm was carried out at the beginning of the study to formulate the survey. Online survey with closed que
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Forsido, Mulugeta Z. "Brand loyalty in Smartphone." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-179607.

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Abstract Problem statement – what factors determine brand loyalty in Smartphone? Purpose – The purpose of this study is to examine causal antecedent factors leading to brandloyalty in the Swedish Smartphone market Theory – theoretical review and critical analysis of academic journals related to dependantand independent variables and conceptual model is formulated. Methodology - Quantitative approach is used to quantify the relationship between dependantand independent variables based on the proposed theoretical model that delineates therelationships between dependant variable brand loyalty and
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Benson, Caroline, and Martin Hedrén. "Online Brand Communities - a Route to Brand Loyalty?" Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-23231.

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Purpose: The purpose of this thesis is to investigate if the use of online brandcommunities helps sporting goods brands in building brand loyalty. Frame of Reference: The frame of reference begins with a presentation of brands leading upto brand equity and subsequently brand loyalty. The second part of thissection begins with a presentation regarding marketing communication,the promotional mix and online communities. Finally, brand loyalty andonline community is merged together into a presentation of brandloyalty in online brand communities. Method: The purpose is examined through comparing se
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BARBOSA, ROBERTA DA SILVA ATHAYDE. "SOCIAL MEDIA BASED BRAND COMMUNITIES EFFECTS ON BRAND LOYALTY." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2018. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=35243@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO<br>COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR<br>PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTS. DE ENSINO<br>PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTITUIÇÕES COMUNITÁRIAS DE ENSINO PARTICULARES<br>A rápida propagação e alta popularidade das mídias sociais digitais criaram um ambiente favorável à instalação de comunidades de marca. Cada vez mais, empresas criam comunidades - as chamadas fanpages no Facebook - como forma de se aproximar dos seus consumidores e alcançar a lealdade dos mesmos. Neste contexto, este estudo elabor
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Silberhorn, Nadja. "Four essays on modeling brand choice and brand loyalty." Doctoral thesis, Humboldt-Universität zu Berlin, Wirtschaftswissenschaftliche Fakultät, 2010. http://dx.doi.org/10.18452/16094.

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Die vorliegende Arbeit besteht aus vier Aufsätzen, die sich mit der Modellierung von Markenwahlverhalten und Markentreue beschäftigen. Der erste Aufsatz gibt eine Einführung in das Nested Logit Modell und weist auf die Existenz von zwei unterschiedlichen Spezifikationen hin. Das utility maximization nested logit (UMNL) und das non-normalized nested logit (NNNL) Modell besitzen unterschiedliche Eigenschaften, die die Schätzergebnisse beeinflussen. Mit einer Simulationsstudie werden die Konsequenzen der Verwendung verschiedener Softwarepakete demonstriert. Außerdem wird gezeigt, dass nur die UMN
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Urun, Seren. "PRICE PROMOTION, QUALITY AND BRAND LOYALTY." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-31712.

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Hammond, Kathleen Ann. "Brand loyalty for frequently bought products." Thesis, London Business School (University of London), 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.286725.

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Mendez, Marife. "SALES PROMOTIONS EFFECTS ON BRAND LOYALTY." NSUWorks, 2012. http://nsuworks.nova.edu/hsbe_etd/76.

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In this dissertation the field of promotion marketing was examined by studying the impact of sale promotions on brand royalty. More specifically, for products with different levels of involvement, the study assessed how effective different nonmonetary and monetary promotions are at retaining brand loyalty. Two research questions were posed: (a) Will the effect of nonmonetary and monetary promotions on brand loyalty vary according to the extent of hedonism or utilitarian benefits for low and high involvement products? (b) Will the preference for nonmonetary or monetary promotions on brand loyal
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Struben, Sarah-Annique. "Constructing brand loyalty via social networks." Master's thesis, University of Cape Town, 2014. http://hdl.handle.net/11427/13348.

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Includes bibliographical references.<br>Identifying the construction of brand loyalty via social networks requires an analysis of the information sharing of a product or brand amongst a social network, therefore indicating the strength of the brand loyalty members of a social network not only have towards a brand, but also promote to other members of the same social network. This exchange of information amongst social network members is called ‘homophily’, where “similarity breeds connection” (McPherson, 2001, p.415). In order to determine the strength of brand loyalty amongst a social network
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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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Duffoó, Quintos Sebastián Orlando, and Beraún Laura Daniela Palacios. "Gamificación y consumer - brand engagement en relación con el brand loyalty." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655761.

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La gamificación es un proceso de uso del pensamiento y la mecánica del juego en contextos ajenos al juego para aumentar auto contribuciones de los usuarios. Es por ello que, está ganando atención por parte de profesionales e investigadores. En la actualidad, en el ámbito del marketing, la gamificación ha sido utilizada por muchas empresas para mejorar el rendimiento publicitario, atraer clientes, mejorar el valor percibido de la marca y para incrementar el conocimiento de la marca, la actitud y lealtad de marca de los consumidores. Sin embargo, existen pocos estudios que hablen y/o refuercen e
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Vuoste, I. (Ilari). "The role of brand identity in the formation of brand loyalty." Bachelor's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201905282186.

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Abstract. This thesis studies the role of brand identity in the formation of brand loyalty. This is done in the form of a literature review, more specifically the integrative variant of the method. By integrating together the findings received from various previously conducted pieces of scientific research, this thesis forms a model of brand loyalty creation in order to study brand identity’s role in it. By analyzing the aforementioned model it can be concluded, that brand identity does indeed have a significant role in the process, although it is indirect in nature in terms of affecting brand
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Wilson, Axel, and Nina Persson. "The Interplay Between Brand Loyalty and Brand Satisfaction : A qualitative study of consumers in the clothing industry." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-315714.

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This thesis focuses on clarifying how brand loyalty interplays with brand satisfaction. As most research conducted on this subject have been quantitative, this study takes a qualitative approach as a way to further describe the interplay on an individual level in a specific context, in this case the clothing industry. It has been conducted through semi-structured interviews, using seven heterogeneously brand loyal informants who answered questions concerning their brand satisfaction and brand loyalty towards brands within the clothing industry. The results demonstrates that there are significa
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Sharp, Byron Malcolm. "Evaluating the impact of a loyalty program on brand loyalty : can loyalty programs produce deviations from established 'Dirichlet' patterns of repeat-purchase? /." Title page, contents and abstract only, 1999. http://web4.library.adelaide.edu.au/theses/09PH/09phs5308.pdf.

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King, Ceridwyn. "Building Employee Based Brand Equity: Model Conceptualisation and Development." Thesis, Griffith University, 2008. http://hdl.handle.net/10072/366123.

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The significance of employee behaviours and actions influencing consumer perceptions of the brand and service quality, as well as their overall satisfaction levels, has been established in the literature. In particular, in high contact service industries, where the service is inseparable from the person providing it (Bove & Johnson, 2000), management of the relationship between service employees and customers is considered to be a critical component to an organisation’s overall strategy (Goldstein, 2003). This is because such actions influence consumer based brand equity, which represents the
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Kulle, Julia, and Julia Hellsten. "The Beauty of Brand Loyalty : – a case study of how marketers view Millennials' brand loyalty in the beauty industry." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-137526.

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The generation of Millennials is becoming a very important segment in today's beauty market, because of their large size, purchasing power and engagement on social media. The Millennial consumers are heavy buyers of beauty products, but heavy buyers are not always loyal to the beauty brands. The concept of what is considered beautiful constantly changes, and there is an aspect of trendiness to the use of cosmetic products. Brands launch new products on a regular basis to follow fashion and because the product lifecycle often is short, and purchasing what is trendy right now might not leave muc
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Kwan, Man Ching. "A self-based perspective for consumer-brand relationship : understanding the role of brand attachment in brand equity creation." HKBU Institutional Repository, 2011. http://repository.hkbu.edu.hk/etd_ra/1261.

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Del, Negro Shehadeh Flavia María, and Baumeler Heidi Paulina Miranda. "Brand Experience, Brand Community, Brand Trust & Brand Loyalty en relación a la recompra en el sector textil." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/657248.

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El sector textil es una categoría que ha ido evolucionando a lo largo del tiempo y que genera grandes ingresos y puestos de trabajo en el país. A su vez, el consumidor también ha ido cambiado, este es ahora más exigente y digital. Por ello, y adicional a la crisis económica ocasionada por el Covid-19, las marcas de moda han tenido que reinventar su oferta y propuesta de valor como método de desestancamiento. Las marcas han optado por innovar y adoptar nuevas tendencias como la generación de comunidades estables, adaptación de la omnicanalidad para el proceso de compra y experiencias de usuario
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Higgins, Julie A. "Brand equity & college athletics investigating the effects of brand uncertainty situations on consumer-based brand equity /." Columbus, Ohio : Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1150144059.

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Al-Busaidi, Azza. "Destination Brand Meaning in the Context of a Nation Brand." Thesis, Griffith University, 2019. http://hdl.handle.net/10072/389744.

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Nation brands are a formidable yet lucrative source of destination brands. Destinations differentiate themselves through unique attributes that people hold in memory. These mental representations move beyond cognitive attributes and include experiential and emotional based attributes. This research develops a destination brand meaning model incorporating people's perceptions, feelings and beliefs about the brand. Brand meaning is fluid and dynamic, and is associated with the mental representation people have about the brand. A classic brand association approach employed which revealed the prom
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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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Priyadarsini, Aakankshya. "Effect of Corporate Brand on Brand Loyalty." Thesis, 2015. http://ethesis.nitrkl.ac.in/7223/1/2015_Effect_Priyadarsini.pdf.

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The new millennium is not just a new beginning; it is a continuation of trends in human behaviour that have been following the trends throughout our country’s history. We have always been living in the world of brands and a brand is a set of perceptions and images that represent a company, product or service. A brand guarantees a quality, evokes an emotion and instils a belongingness. It is built on the elements of confidence, passion, action, security and culture. Company’s ability to maintain its satisfying customer requires an understanding of the consumer buying behaviour, their satisfacti
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Chang, Yu-Chang, and 張祐菖. "Determinants of Brand Loyalty." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/56733579254859534977.

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碩士<br>國立清華大學<br>科技管理研究所<br>92<br>Chang, Yu-Chang, MBA, Tsing-Hua University, Jun 2004. Determinants of Brand Loyalty. Professor: Hsiao, Chung-Chiang. The marketing condition in Taiwan mobile phone is very unique. The penetration rate of mobile phone has been high sine mobile phone was introduced to the market. This result in almost everyone own more than one handset. In this case, what factors would affect consumers when they make repeated purchase is quite critical. Consider the characteristics of mobile phone consumers, user interface need to be tested as a factor of satisfaction. The result
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Huang, Shih-Yun, and 黃士芸. "Adopting Loyalty Bond Strategies and its Impacts on Brand Image and Brand Loyalty." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/08983896059112777724.

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碩士<br>國立東華大學<br>國際企業學系<br>98<br>Loyalty bonds have emerged as one of the dominant mantras in business strategy for coping with customer relationship management. This study examined the relationship between loyalty bond strategies a firm may employ and its effects on brand image that its customers will perceive, along with a comparison of the strategy adoption likelihoods between different firm financial status. In addition, this study also investigates the linkage between brand image and brand loyalty. We sampling in the airline industries, the results showed that loyalty bond strategy adop
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Mocatta, Antonia. "Student-based conceptualisations of university brands: a brand loyalty model." Thesis, 2018. http://hdl.handle.net/1959.13/1394423.

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Professional Doctorate - Doctor of Business Administration (DBA)<br>The purpose of this exploratory study is to present an empirically tested customer-based brand equity framework for higher education institutions. Using an adapted service brand model, the framework addresses gaps in the higher education brand literature by incorporating a comprehensive inventory of brand attributes and dimensions, and by identifying their relative influence on student perceptions of university brands and the process by which brand loyalty is created as the ultimate expression of brand equity. The results are
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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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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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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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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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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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CHANG, YU-TING, and 張瑜庭. "Research on Brand Awareness, Brand Attitude and Loyalty Relationship." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/vv4393.

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碩士<br>大葉大學<br>運動健康管理學系<br>105<br>The main purpose of this study is to explore the relationship between brand awareness, brand attitude and customer loyalty, and to study the consumers who bought sports drinks and drinks in Changhua area. In this study, 300 sample questionnaires were used to collect 261 questionnaires and 261 valid questionnaires. The questionnaire was analyzed by statistic analysis, factor analysis and regression analysis to explore the influence of brand awareness, brand attitude and customer loyalty. The results of this study are as follows: First, brand awareness has
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Wu, Kun-lung, and 吳昆龍. "The Influence of Negative Information about Brand Love, Brand Trust, Brand Loyalty." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/70493684725916531895.

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碩士<br>國立中央大學<br>資訊管理研究所<br>95<br>Brand name recognition and loyalty or ‘branding’ is at the core of marketing. In a competitive market the consumer will have many similar products from which to choose. The only way to win the customer is to enhance the brand image in the customer’s mind. For example some Taiwan consumers still love Apple and SONY products, although Apple’s “Product Service” is almost nonexistent and SONY’s products are always high priced. These are examples of successful brand love. If we can understand this brand love, we should be able to help enterprises in Taiwan build suc
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Luo, Wei, and 羅緯. "The Influence of Citizen Brand on Brand Trust, Brand Identification, and Loyalty." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/5564j2.

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碩士<br>國立臺北科技大學<br>商業自動化與管理研究所<br>93<br>Brand is the sign that provides customers to discriminate among different products and service. The outstanding brands could always appeal to customers and make them visit the businesses again. All companies try to make good use of their marketing tricks to gain customer loyalty and make profit. Recently, there are more and more news about scandals of businesses. This trend has cultivated a climate of defiance toward businesses. In response to this growing suspicion, all companies have openly profiled themselves as socially responsible. In order to revers
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Adhikari, Kishalay. "Consumer Brand Engagement and Brand Loyalty: Catalyzing Effect of Brand Relationship Quality." Thesis, 2021. http://ethesis.nitrkl.ac.in/10293/1/2021_PhD_KAdhikari_514SM3010_Consumer.pdf.

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Understanding the dynamics of focal consumer/brand relationships has garnered the attention of academic scholars and brand managers in the last three decades. Specifically, identifying the various means to create and maintain enduring relationships with consumers has been a popular research stream. In the marketing domain, the ‘engagement’ construct has been considered vital in comprehensively capturing the true nature of the consumer/brand relationship. Along these lines, consumer brand engagement (CBE) has emerged as a crucial predictor for brand-related outcomes and strategic imperative for
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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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Xiao, Ssu-Ken, and 蕭思根. "Brand Loyalty to International Chain Hypermarket." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/54945814275143467557.

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碩士<br>開南大學<br>國際企業學系<br>102<br>This study focused on the factors that influence consumer brand loyalty international chain of hypermarket stores, according to the impact of brand loyalty literature, presented five factors to do the research model. Discussion of these factors impact the brand loyalty of the hypermarket store; via structural equation modeling (SEM structural equation model). The object of study subjects had to two (or more) different discount stores carry the main consumer behavior, conduct questionnaires for the people of Taiwan, a total number of 450 questionnaires, 393 valid
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Chen, Hui-Tzu, and 陳慧慈. "Brand Love, the Priority of Loyalty." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/44059365782940536157.

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碩士<br>國立臺北大學<br>企業管理學系<br>101<br>Customer satisfaction is a significant keystone for firms to retain its customer relationship. To facilitate the customer sense of brand love is becoming an effective strategy for many companies to build brand equity especially in facing the fiercely competitive environment today. Prior studies indicate that company will have higher customers’ satisfaction, trust and loyalty in terms of customer’s brand love. This study will use Taiwan IKEA as an example to explore the relationships among customer perceived value, customer satisfaction, brand love, word of mout
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TSAI, SHANG-HUA, and 蔡尚樺. "The Influence of Brand Asset Building Activities on Brand Loyalty." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/68133931853268196527.

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Yeh, Hui-Wen, and 葉蕙文. "Using brand commitment and community identification to predict brand loyalty." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/06151800665872756412.

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碩士<br>國立臺灣師範大學<br>管理研究所<br>100<br>With the advanced information technology, consumers always try to collect the information about the product they want to buy on the Internet before them making decision. Consequently, Brand community plays an important role in our life. This paper develops the model to explain the sources of brand loyalty on individual and group level, the individual level is brand commitment and the group level is brand community identification that is based on social identity theory. The results suggest that brand commitment can enhance brand loyalty effectively, but the bra
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Hsia, Kuo-yao, and 夏國耀. "Effect of Consumer and Brand Romantic Relationship on Brand Loyalty." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/31482644132868853889.

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碩士<br>義守大學<br>管理研究所碩士班<br>96<br>Consumers often say they are "in love with a product or brand," but we know nothing about the import of consumers’ remarks. In this research, romantic relationship was applied to measure the relationship between the brand and consumers. In addition to confirm whether brand loyalty is different under different kinds of romantic relationship between the brand and consumers, it also get in touch with the influence of brand personality on romantic relationship between the brand and consumers. The connection between consumers’ personality trait and brand attitude is
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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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Lee, Yuhsuan, and 李育萱. "The Influence of Brand Experience on Brand Loyalty- Brand Relationships as The Mediator." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/91899382195506487383.

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碩士<br>實踐大學<br>企業管理學系碩士班<br>100<br>Pine II & Gilmore(1998) indicate that the experience economy are coming and proclaim “Welcome to Experience Economy” on Harvard Business Review. Consumers don’t only focus on product attributes anymore such as before. (Holbrook&Hirschman,1982). Schmitt(1999) describes how to create different feelings by different SEM(Strategic Experiential Modules ) and experience providers. Then it will become a foundation in marketing domain. Brakus,Schmitt & Zarantonello(2009) define brand experience from experience marketing and explain brand experience by four experiences
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Lai, Wei-Hsun, and 賴韋勳. "The relationships among brand experience, brand resonance and brand loyalty in event marketing." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/05083973025714558731.

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碩士<br>國立交通大學<br>管理科學系所<br>102<br>Experiential marketing has become the stream of companies marketing strategy in Taiwan. The change from the traditional marketing to experiential marketing is attributed to the rise of Taiwanese income, and then customers demand more than shopping product or service, shopping experience instead. However, Taiwanese corporations always take the low-price competition or bundle discount to attract consumers’ attention. The shopping experience is fragmented while these kind of marketing only deliver price information. As for successful marketing, corporations should
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LIN, KAI-CHE, and 林楷哲. "The impact of brand extension attitude and fit on brand loyalty -The case of Sports Brands." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/36428493039391571245.

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碩士<br>東吳大學<br>企業管理學系<br>97<br>The purpose of this study is to determine the impact of brand extension and cognitive fit on consumers’ brand loyalty. It seeks to explore consumers’ brand awareness and emotional strain on the extension of product loyalty and also the cognitive fit of the impact of brand loyalty. The study also involves the extent of use of products as a means of testing whether the interference of loyalty will be affected, an attempt to more clearly explain the assessment of the extension of consumer products as well as the impact of the factors behind this. The sample study
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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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Scholtz, Liezl-Marie. "Measuring brand loyalty in the hospitality industry in South Africa / Liezl-Marie Scholtz." Thesis, 2014. http://hdl.handle.net/10394/15539.

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Brand loyalty development is an important part of a company‘s marketing strategy. Empirical data on the influences of brand loyalty in the South African hospitality industry is non-existent. Moolla and Bisschoff developed an empirical tool for measuring twelve influences of brand loyalty in, originally, the fast moving consumer goods (FMCG) industry. The model has since been validated and the reliability of the data confirmed for various industries such as agri- business, banking and pharmaceutical industries. The twelve influences the model test are; customer satisfaction, culture, brand perf
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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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WU, HUI-LAN, and 吳慧蘭. "The Influence of Brand Image on Brand Trust and Brand Loyalty-A Case of Cosmetics Brand." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/dcbgu7.

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碩士<br>國立澎湖科技大學<br>行銷與物流管理系服務業經營管理碩士班<br>106<br>Cosmetic care products is a high price and high brand loyalty consumer good, except for the basic functions that must be able to meet the needs of customers, the added value and services provided is also the value pursued by consumers. This article explores the brand image from the consumers’ point of view to explore the perceived value of customers, brand trust, customer satisfaction and brand impact of brand love on brand loyalty. In this study, first of all, the paper is depth discussion the relevant literature of brand image, perceived value,
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Techachokviwat, Nutthanich, and 鄭明娜. "The Effects of Product Originon Brand Loyalty and Brand Value:Moderating by Brand Experience and Brand Dilution." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/3eseuv.

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碩士<br>銘傳大學<br>企業管理學系<br>106<br>This research explores the relationship between the product origin which consisted of authentic products from authorized retailers, authentic products from grey market and counterfeit products toward brand value and brand loyalty. This topic is important because the growth of counterfeit market has increasingly every year. Internet and online purchases is also growing tremendously, especially when people have more or less aware of product origin. The purpose of this study is to investigate the effects of brand loyalty and brand value according to Aaker (1997) sta
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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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