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You searched for subject:(Brand Resonance Pyramid). Showing records 1 – 3 of 3 total matches.

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NSYSU

1. Wu, Chieh-Ju. Co-creation, Experiential Value and Brand Resonance Pyramid.

Degree: Master, Business Management, 2016, NSYSU

Owing to the development of Internet and online social network platform such as Facebook and Instagram, the marketing and the process of value creation is changed. Customer is much more powerful than before by using search engine and online social platform in their daily life, which affects the business model of companies and the competition in the environment nowadays. In recent 10 years, there are many scholars proposed the viewpoint of customer-centric. Only when the company focus on customers, the company could gain the sustainable competitive advantage ï¼Prahalad and Ramaswamy, 2004. Customers now are not only ask for the good quality of products and service, but also care about experiential value was carried from consumption. Co-Creation is one of means to create customer value that can help companies to gain competitive advantage. Now, there are a lot of international brands have use Co-creation concept in the marketing and make a great performance. However, although more and more the related researches pop out because of the rise of Co-creation in business, there are a little discussion of the implied meaning or virtual content of it. Most of researches are focus on the explanation of the Co-creation concept or the reason and background of its rise. Therefore, this paper main focus on this insufficient and improve it. This article concluded the success factors of the successful Co-creation by means of analyzing three cases and found out that recurrent Co-creation can maximize the companyâs profit. In the end, this article developed a recurrent Co-creation model to give a guideline for a company to implement Co-creation process. Advisors/Committee Members: Chien-Yuan Sher (chair), San-Yia Hwang (chair), Hao-Chieh Lin (chair), Chi-cheng Wu (committee member).

Subjects/Keywords: Brand Equity; Brand Resonance Pyramid; Experiential Value; Co-creation

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Wu, C. (2016). Co-creation, Experiential Value and Brand Resonance Pyramid. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0525115-145138

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Wu, Chieh-Ju. “Co-creation, Experiential Value and Brand Resonance Pyramid.” 2016. Thesis, NSYSU. Accessed February 29, 2020. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0525115-145138.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Wu, Chieh-Ju. “Co-creation, Experiential Value and Brand Resonance Pyramid.” 2016. Web. 29 Feb 2020.

Vancouver:

Wu C. Co-creation, Experiential Value and Brand Resonance Pyramid. [Internet] [Thesis]. NSYSU; 2016. [cited 2020 Feb 29]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0525115-145138.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Wu C. Co-creation, Experiential Value and Brand Resonance Pyramid. [Thesis]. NSYSU; 2016. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0525115-145138

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation


Technical University of Lisbon

2. Rocha, Catarina Macieira Condeixa da Conceição. Plano de Marketing- Dona's Origens do Ocidente.

Degree: 2016, Technical University of Lisbon

Mestrado em Marketing

Este Trabalho Final de Mestrado tem como objectivo principal a formulação de um plano de marketing para a marca "Dona's, Origens do Ocidente" com foco no aumento da notoriedade da marca junto dos consumidores portugueses, bem como aumentar as suas vendas em 15% até ao fim do ano de 2017. A "Dona's, Origens do Ocidente", é uma marca de produtos gourmet tradicionais portugueses inserida no mercado agroalimentar desde 2015. A marca não fabrica qualquer produto do seu portfólio, apenas procurou junto dos melhores produtores de cada região selecionar os melhores produtos para oferecer aos consumidores com o selo da sua marca própria. Para a elaboração deste plano de marketing e de forma a atingir os objetivos referidos acima, a metodologia utilizada seguiu os primeiros passos de Action Research. Os dados primários foram recolhidos através de uma entrevista semiestruturada e informal com a proprietária da marca, de um inquérito presencial aos clientes no dia da inauguração da loja e de um questionário online divulgado nas redes sociais, com o objetivo de ajudar na realização da análise interna. Os dados secundários foram usados para ajudar na análise externa, que após a sua realização procurou estabelecer as estratégias e as táticas de marketing a seguir para atingir os objetivos visados. Desta análise foi então concluído, que a comunicação da marca deve ser cuidada pois tem um grande impacto no desenvolvimento e projecção da mesma, uma vez que ainda é muito pouco conhecida.

This Final Master Project has as its main goal the formulation of a marketing plan for the brand "Dona's, Origens do Ocidente" focusing on increasing the brand's awareness near Portuguese consumers as well as growing, and a 15% sales increase until the end of the year 2017. "Dona's, Origens do Ocidente" is a brand of gourmet tradicional Portuguese products established in the agrifood market since 2015. The brand doesn't produce the goods it sells. Instead it offers to consumers the best products each region has under its unique label. The making of this marketing plan addressed to reach the objectives defined here above used the initial steps of an Action Research methodology. The primary data was obtained from the results of a semi-structured and informal interview with the brand owner, an inquire to the clients done at in the opening day of the shop and an online inquire conducted in social media networks. Secondary data was used to support external audit. Onde finished, the external audit allowed the establishment of marketing strategies and tactics that should be followed to accomplish the viewed goals. With this analysis it can be concluded that the brand's communication should be treated carefully as it has a great impact on its development, since it is yet quite unknown.

info:eu-repo/semantics/publishedVersion

Advisors/Committee Members: Santiago, Joanna Silveira.

Subjects/Keywords: Plano de Marketing; Marca; Capital da Marca; Notoriedade da Marca; Identidade da Marca; Pirâmide de Qualidade; Marketing Plan; Brand; Brand Equity; Brand Awareness; Brand Identity; Brand Resonance Pyramid

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Rocha, C. M. C. d. C. (2016). Plano de Marketing- Dona's Origens do Ocidente. (Thesis). Technical University of Lisbon. Retrieved from http://www.rcaap.pt/detail.jsp?id=oai:www.repository.utl.pt:10400.5/12914

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Rocha, Catarina Macieira Condeixa da Conceição. “Plano de Marketing- Dona's Origens do Ocidente.” 2016. Thesis, Technical University of Lisbon. Accessed February 29, 2020. http://www.rcaap.pt/detail.jsp?id=oai:www.repository.utl.pt:10400.5/12914.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Rocha, Catarina Macieira Condeixa da Conceição. “Plano de Marketing- Dona's Origens do Ocidente.” 2016. Web. 29 Feb 2020.

Vancouver:

Rocha CMCdC. Plano de Marketing- Dona's Origens do Ocidente. [Internet] [Thesis]. Technical University of Lisbon; 2016. [cited 2020 Feb 29]. Available from: http://www.rcaap.pt/detail.jsp?id=oai:www.repository.utl.pt:10400.5/12914.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Rocha CMCdC. Plano de Marketing- Dona's Origens do Ocidente. [Thesis]. Technical University of Lisbon; 2016. Available from: http://www.rcaap.pt/detail.jsp?id=oai:www.repository.utl.pt:10400.5/12914

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation


Queens University

3. Lithopoulos, Alexander. Branding in the promotion of healthy movement behaviours .

Degree: Kinesiology and Health Studies, Queens University

Organizations and health resources or products with strong brands can augment interventions encouraging people to move more, sit less, and sleep better. This manuscript-based dissertation is composed of four studies that were designed with the purpose of enhancing our understanding of what makes a strong brand for promoting the full continuum of movement behaviours from sleep to vigorous physical activity. Study 1 examined a physical activity organization brand to test the brand equity pyramid. Participants were a large, representative sample of Canadian adults. The analyses indicated that there was a five-factor brand equity framework (i.e., brand identity, brand meaning, brand responses, brand resonance, and intentions), and that each factor positively predicted the next. Study 2 examined a product brand to test the brand equity pyramid. Participants were a representative sample of Canadian parents with a child 5-12 years of age. The study demonstrated a four-factor brand equity framework in this case (i.e., brand identity, brand meaning [performance beliefs and imagery beliefs], and brand resonance), and that brand identity predicted performance and imagery, and performance and imagery predicted resonance. Study 3 also explored the brand of a product to test the brand equity pyramid. This study was an experiment comparing a brand intervention group to a control group. Participants in this study were similar in make-up to those in Study 2. Most importantly, the intervention group displayed a more positive attitude toward reducing their child’s sedentary behaviour and this effect was mediated by product credibility, warmth, and fun. Finally, Study 4 investigated determinants of attitude toward an organization’s promotion of a behaviour (i.e., brand extension attitude) to their child. Participants in this study were similar to individuals in Studies 2 and 3. The results generally indicated that participants were most amenable to the organization’s promotion of more light and moderate to vigorous physical activity, more sleep, and less sedentary behaviour when participants had a positive organizational attitude and when the participants perceived strong fit between the organization and the behaviour. This dissertation demonstrated that branding matters in the promotion of optimal movement patterns. The results identify brand equity variables that organizations can target to enhance their interventions.

Subjects/Keywords: social marketing; brand; brand equity pyramid; brand resonance model; ParticipACTION; brand extension; physical activity; sedentary behaviour; sleep; health

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Lithopoulos, A. (n.d.). Branding in the promotion of healthy movement behaviours . (Thesis). Queens University. Retrieved from http://hdl.handle.net/1974/24822

Note: this citation may be lacking information needed for this citation format:
No year of publication.
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Lithopoulos, Alexander. “Branding in the promotion of healthy movement behaviours .” Thesis, Queens University. Accessed February 29, 2020. http://hdl.handle.net/1974/24822.

Note: this citation may be lacking information needed for this citation format:
No year of publication.
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Lithopoulos, Alexander. “Branding in the promotion of healthy movement behaviours .” Web. 29 Feb 2020.

Note: this citation may be lacking information needed for this citation format:
No year of publication.

Vancouver:

Lithopoulos A. Branding in the promotion of healthy movement behaviours . [Internet] [Thesis]. Queens University; [cited 2020 Feb 29]. Available from: http://hdl.handle.net/1974/24822.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
No year of publication.

Council of Science Editors:

Lithopoulos A. Branding in the promotion of healthy movement behaviours . [Thesis]. Queens University; Available from: http://hdl.handle.net/1974/24822

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
No year of publication.

.