You searched for subject:(Branding Marketing ).
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Drexel University
1.
Kim, Saejoon.
An Investigation into the Interplay between Corporate Brand Strategy and Internationalization.
Degree: 2016, Drexel University
URL: http://hdl.handle.net/1860/idea:7741 
► Firms differ in terms of their brand portfolio structure based on the classification well established by prior literature: corporate branding, house of brands, or mixed…
(more)
▼ Firms differ in terms of their brand portfolio structure based on the classification well established by prior literature: corporate branding, house of brands, or mixed branding. The issue of effectively managing a brand portfolio has become simultaneously complex and increasingly important in the international business setting. Notably, it is the degree to which a firm emphasizes its corporate name in a brand portfolio that determines the firm’s branding strategy (referred to as corporate brand strategy or CBS in this study). Departing from a traditional scheme of categorical classification, this study attempts to measure firms’ branding strategy continuously with reference to the degree of leverage of corporate name across an organization. With this continuous measure, this thesis studies the performance implications of a CBS by testing its main effect on firm performance, as well its impact conditioned on the degree to which firms expand abroad, in a longitudinal sample of internationally expanding retail firms from multiple countries. The results of this study show that a CBS helps achieve superior performance. Notably, this effect is moderated by the extent to which firms internationalize in a curvilinear way. In addition, we find that cultural distance between firms’ home country and international markets serves to mitigate the negative interaction between CBS and internationalization. Lastly, service firms operating both company-owned and franchise units take advantage of their organizational arrangement such that they effectively overcome the complexities of international operation, better leveraging CBS in international markets. Therefore, this dissertation has important implications for theory and practice.
Ph.D., Business Administration – Drexel University, 2016
Advisors/Committee Members: Kwak, Hyokjin, Bennett S. LeBow College of Business.
Subjects/Keywords: Marketing; Branding (Marketing)
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APA (6th Edition):
Kim, S. (2016). An Investigation into the Interplay between Corporate Brand Strategy and Internationalization. (Thesis). Drexel University. Retrieved from http://hdl.handle.net/1860/idea:7741
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):
Kim, Saejoon. “An Investigation into the Interplay between Corporate Brand Strategy and Internationalization.” 2016. Thesis, Drexel University. Accessed April 11, 2021.
http://hdl.handle.net/1860/idea:7741.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Kim, Saejoon. “An Investigation into the Interplay between Corporate Brand Strategy and Internationalization.” 2016. Web. 11 Apr 2021.
Vancouver:
Kim S. An Investigation into the Interplay between Corporate Brand Strategy and Internationalization. [Internet] [Thesis]. Drexel University; 2016. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/1860/idea:7741.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Kim S. An Investigation into the Interplay between Corporate Brand Strategy and Internationalization. [Thesis]. Drexel University; 2016. Available from: http://hdl.handle.net/1860/idea:7741
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
University of Johannesburg
2.
Conradie, Elizabeth Stephanie.
The influence of internal marketing elements on the brand awareness of car rental customers in South Africa.
Degree: PhD, 2012, University of Johannesburg
URL: http://hdl.handle.net/10210/8030
► Despite the extensive research undertaken in the subject area of services marketing, much is still unknown about services internal marketing, specifically internal marketing mix elements…
(more)
▼ Despite the extensive research undertaken in the subject area of services marketing, much is still unknown about services internal marketing, specifically internal marketing mix elements and how they affect brand awareness in services organisations. This study attempted to address this limitation. The study revolved around eleven internal marketing mix elements and their influence on brand awareness dimensions in the South African car rental industry. Services organisations of which car rental companies are an example play a vital role in South Africa’s economy, as services organisations contribute 74% to the country’s Gross Domestic Product (GDP). Car rental companies like many other services organisations, are operating in a complex and extremely competitive environment. In order to attract and retain external customers, car rental companies need to focus on programmes to enhance their services delivery. Employees are the most valuable asset of an organisation, especially in the services environment. Internal marketing programmes aimed at employees are crucial to motivate them to improve service delivery to external customers. The four traditional internal marketing mix elements, namely internal product, price, promotion and place, as well as the three services internal marketing mix elements, namely internal people, process, and physical evidence are well known in product and services markets. However, this study contributed to the body of knowledge by adding four recent internal marketing mix elements, namely internal personal relationships, packaging, positioning and performance. Brand awareness refers to the strength of a brand’s presence in the customer’s mind. Awareness is measured according to the different ways in which customers remember a brand, ranging from recognition (exposure to the brand) to recall (what can be recalled vii about the brand) (Aaker, 2004:10). Brand awareness recall is associated with three dimensions, namely trustworthiness, overall evaluation and loyalty. In order to establish the influence of the eleven internal marketing mix elements on the brand awareness as perceived by the customers of selected car rental companies, an empirical investigation was conducted. The primary objective of this study was to determine the perceived influence of the different elements of internal marketing on the brand awareness as perceived by selected car rental customers in South Africa.
Subjects/Keywords: Marketing; Branding
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APA (6th Edition):
Conradie, E. S. (2012). The influence of internal marketing elements on the brand awareness of car rental customers in South Africa. (Doctoral Dissertation). University of Johannesburg. Retrieved from http://hdl.handle.net/10210/8030
Chicago Manual of Style (16th Edition):
Conradie, Elizabeth Stephanie. “The influence of internal marketing elements on the brand awareness of car rental customers in South Africa.” 2012. Doctoral Dissertation, University of Johannesburg. Accessed April 11, 2021.
http://hdl.handle.net/10210/8030.
MLA Handbook (7th Edition):
Conradie, Elizabeth Stephanie. “The influence of internal marketing elements on the brand awareness of car rental customers in South Africa.” 2012. Web. 11 Apr 2021.
Vancouver:
Conradie ES. The influence of internal marketing elements on the brand awareness of car rental customers in South Africa. [Internet] [Doctoral dissertation]. University of Johannesburg; 2012. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/10210/8030.
Council of Science Editors:
Conradie ES. The influence of internal marketing elements on the brand awareness of car rental customers in South Africa. [Doctoral Dissertation]. University of Johannesburg; 2012. Available from: http://hdl.handle.net/10210/8030
University of Johannesburg
3.
Naidoo, Vinessa.
The alignment of internal and external branding in a leader group.
Degree: 2013, University of Johannesburg
URL: http://hdl.handle.net/10210/8500
► D.Phil. (Leadership in Performance and Change)
Many employees do not associate with their company's brand, because there is a gap between what they experience and…
(more)
▼ D.Phil. (Leadership in Performance and Change)
Many employees do not associate with their company's brand, because there is a gap between what they experience and perceive and what their company conveys about the brand. The external brand suffers as a result. Company leaders who fail to recognise the importance of internal branding and the need to align internal branding with external branding are primarily responsible for this. An initial literature review of the phenomenon led to the question of how the concrete experiences and views of managers of an organisation with regard to branding can be explored so as to develop a model of the alignment of internal and external branding. The question was answered by means of a study of managers of a South African organisation. The objectives were to use qualitative research to capture and unravel the experiences and views of the managers, to study the work of prominent scholars in the relevant study field in order to infer theoretical constructs and demarcate research findings that are relevant to understanding the managers' experiences and viewpoints, and finally to develop a model of branding that integrates the everyday experiences and viewpoints of the managers with the scholarly concepts. I opted for the modernistic qualitative approach, presented my research philosophy (ontology and epistemology) and key scientific beliefs (my position as to the use of literature and theory, and research ethics), and described the key decisions I took during the research process. The study was conducted in a leading South African motor retail company, which operates countrywide in more than 100 wholly-owned dealerships. Ten leaders of the company were interviewed, mainly during unstructured interviews, and detailed data were obtained. These data were complemented with observations, field notes, unsolicited essays and company documents. I used a computer-assisted qualitative data analysis software (CAQDAS) program, namely Nvivo 9, to assist me in sorting the comprehensive data set. I analysed the data with grounded theory's open, axial and selective coding. Altogether 36 themes regarding the company's branding and brand leadership emerged during open coding. With the aid of axial coding, the 36 open codes were grouped into 15 broad themes in the first round of axial coding, and consolidated into 6 core categories in the second round of axial coding. Having identified categories, properties and themes, I moved on to selective coding so as to find the core construct of the study, namely: the importance of the role of leadership in internal and external branding. Using Mouton and Marais's (1990) analytical "tools" to illuminate phenomena and Schutz's (1962) first-order and second-order constructs typology, I developed the Leadership and Brand Alignment Model (LBAM). More particularly, I integrated the first-order constructs (the participants' experiences and views) with the second-order constructs derived from theoretical discourse and research findings. The study contributes to theory…
Subjects/Keywords: Branding (Marketing)
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APA (6th Edition):
Naidoo, V. (2013). The alignment of internal and external branding in a leader group. (Thesis). University of Johannesburg. Retrieved from http://hdl.handle.net/10210/8500
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):
Naidoo, Vinessa. “The alignment of internal and external branding in a leader group.” 2013. Thesis, University of Johannesburg. Accessed April 11, 2021.
http://hdl.handle.net/10210/8500.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Naidoo, Vinessa. “The alignment of internal and external branding in a leader group.” 2013. Web. 11 Apr 2021.
Vancouver:
Naidoo V. The alignment of internal and external branding in a leader group. [Internet] [Thesis]. University of Johannesburg; 2013. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/10210/8500.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Naidoo V. The alignment of internal and external branding in a leader group. [Thesis]. University of Johannesburg; 2013. Available from: http://hdl.handle.net/10210/8500
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
University of Utah
4.
Carroll, James Eugene.
Affects of user generated videos on brands.
Degree: Honors BS;, Marketing;, 2009, University of Utah
URL: http://content.lib.utah.edu/cdm/singleitem/collection/etd2/id/472/rec/61
► The conclusion is that UGVs can have an effect on brands however, only a few examples exist that conclusively show this. No accurate tools exist…
(more)
▼ The conclusion is that UGVs can have an effect on brands however, only a few examples exist that conclusively show this. No accurate tools exist to measure an increase or decrease in brand equity based on UGVs. The paper concludes with a discussion of factors that may be relevant regarding brand image online. It is essential that a firm assess how its brand, logo and other assets are being used in cyberspace.
Subjects/Keywords: Branding; Marketing; Advertising
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APA (6th Edition):
Carroll, J. E. (2009). Affects of user generated videos on brands. (Masters Thesis). University of Utah. Retrieved from http://content.lib.utah.edu/cdm/singleitem/collection/etd2/id/472/rec/61
Chicago Manual of Style (16th Edition):
Carroll, James Eugene. “Affects of user generated videos on brands.” 2009. Masters Thesis, University of Utah. Accessed April 11, 2021.
http://content.lib.utah.edu/cdm/singleitem/collection/etd2/id/472/rec/61.
MLA Handbook (7th Edition):
Carroll, James Eugene. “Affects of user generated videos on brands.” 2009. Web. 11 Apr 2021.
Vancouver:
Carroll JE. Affects of user generated videos on brands. [Internet] [Masters thesis]. University of Utah; 2009. [cited 2021 Apr 11].
Available from: http://content.lib.utah.edu/cdm/singleitem/collection/etd2/id/472/rec/61.
Council of Science Editors:
Carroll JE. Affects of user generated videos on brands. [Masters Thesis]. University of Utah; 2009. Available from: http://content.lib.utah.edu/cdm/singleitem/collection/etd2/id/472/rec/61
University of Newcastle
5.
Cater, William Harry.
Branding processes and brand / marketing strategy alignment - the case of two B2B industries in Australia.
Degree: PhD, 2014, University of Newcastle
URL: http://hdl.handle.net/1959.13/1041553
► Research Doctorate - Doctor of Philosophy (PhD)
Branding is an issue for many businesses and as such has been the focus of academic research for…
(more)
▼ Research Doctorate - Doctor of Philosophy (PhD)
Branding is an issue for many businesses and as such has been the focus of academic research for over 30 years. The focus of this thesis is an area of branding known as Business-to-Business (B2B) branding. While it has not received the attention of Business-to-Consumer (B2C) branding it is still considered of relevance and importance to companies operating in B2B markets. B2B branding is recognised as an important contributor to competitive advantage for businesses engaged in B2B marketing. An extensive literature review indicates a scarcity of empirical data relating to the way brand strategies are chosen by companies involved in B2B marketing, particularly in an Australian industry context. Is it a deliberately chosen process by management? Can the process be identified? What brand elements are considered important? Why are they important? Are they considered as equally important to each firm in a particular industry environment? The extant literature does not tell us. The research of this thesis looks to address the gap in the literature. The approach to branding described in B2B brand literature concentrates on only parts of brand element grouping with little indication they are or even can be linked to marketing strategies. Yet, firms that are established in a given industry are proof that what ever their operating processes may be, they have been sufficient for that firm to continue to exist and for their competitive advantage to be sufficient for their continued existence. Whether they offer an opportunity for continued growth in a global economy when they are exposed to global companies becoming locally based competition to existing local companies, should capture executive and marketing operatives’ attention. Attention to the brand is one area of opportunity. The purpose of this thesis was to undertake research into this important area of branding in an Australian B2B marketing environment and to report on observations of B2B branding activity, or lack of it, as practised by Australian firms. Through the careful choice of two industries, namely the Bread Manufacturing Industry and the Corporate Travel Industry, the anticipated outcome was that the knowledge gap would be addressed. Both industries offered a situation where one of two major players tended to dominate the industry, with several SMEs competing with them. As such, several areas of investigation could be conducted at the same time. One was the area of how B2B businesses conduct branding and if they have processes in place to produce a brand strategy formula. A second was the area of activities of large firms and SMEs, where a comparison of these two groups would offer insights into their brand related activities. A multiple-case-study approach applying a semi-structured interview protocol supplemented by observations and documents was the basis for collecting data from thirteen firms in the two nominated industry sectors. Within-case study analyses were conducted between each firm in the one…
Advisors/Committee Members: University of Newcastle. Faculty of Business & Law, Newcastle Business School.
Subjects/Keywords: branding; marketing; B2B
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APA ·
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Manager
APA (6th Edition):
Cater, W. H. (2014). Branding processes and brand / marketing strategy alignment - the case of two B2B industries in Australia. (Doctoral Dissertation). University of Newcastle. Retrieved from http://hdl.handle.net/1959.13/1041553
Chicago Manual of Style (16th Edition):
Cater, William Harry. “Branding processes and brand / marketing strategy alignment - the case of two B2B industries in Australia.” 2014. Doctoral Dissertation, University of Newcastle. Accessed April 11, 2021.
http://hdl.handle.net/1959.13/1041553.
MLA Handbook (7th Edition):
Cater, William Harry. “Branding processes and brand / marketing strategy alignment - the case of two B2B industries in Australia.” 2014. Web. 11 Apr 2021.
Vancouver:
Cater WH. Branding processes and brand / marketing strategy alignment - the case of two B2B industries in Australia. [Internet] [Doctoral dissertation]. University of Newcastle; 2014. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/1959.13/1041553.
Council of Science Editors:
Cater WH. Branding processes and brand / marketing strategy alignment - the case of two B2B industries in Australia. [Doctoral Dissertation]. University of Newcastle; 2014. Available from: http://hdl.handle.net/1959.13/1041553
Central Connecticut State University
6.
Fiveash, Randall L., 1951-.
Destination Branding : Strategy, Vision and Economic Impact, Critical to Long Term Success.
Degree: Department of Geography, 2018, Central Connecticut State University
URL: http://content.library.ccsu.edu/u?/ccsutheses,2625
► The branding of destinations, for creating the positive perception of image, increasing tourism and visitation revenue and affecting economic development within a destination, is a…
(more)
▼ The branding of destinations, for creating the positive perception of image, increasing tourism and visitation revenue and affecting economic development within a destination, is a relatively new concept. Branding in the private sector and service industries and product world, has been prevalent for many years. Companies like Coca Cola, Nike and Xerox, in the product world, and Disney and Marriott Hotels, in the services world, have been branding their products through brand marketing for decades. The purpose of this thesis is to examine the concept of destination branding and how the process and its successful execution, will result in long term positive results for the destination. This thesis examines and reviews research, literature, and case studies on the concepts and study of branding, and destination branding. The concept of destination marketing, as the means to accomplish destination branding, is also reviewed. A great deal of attention is paid to the literature as it relates to case studies which illustrate examples of destination branding, in countries, cities, states, and areas affected by visual media (TV and movies). The results of the literature review and study show that through dedicated, methodical and research-based development, and strategically planned marketing, destination branding does work in a very real sense, to increase revenue, change perception and drive economic development to the destination. In each of the case studies examined, positive financial, image and long-term development was seen, because of the efforts of those involved in the destination branding initiatives. The conclusion of the thesis is that destination branding, when done strategically, using research-based methods, gaining community and governmental support, and properly using destination marketing, will create long term success for the destination. Destinations should consider the destination branding concept to distinguish themselves from their competition. However, this path should only be taken when a destination can strategically mount the initiative with internal Destination Marketing Organization (DMO), community, and governmental inclusion and support.
"Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Science in Geography."; Thesis advisor: Richard Benfield.; M.S.,Central Connecticut State University,,2018.;
Advisors/Committee Members: Benfield, Richard W..
Subjects/Keywords: Branding (Marketing); Tourism.
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APA (6th Edition):
Fiveash, Randall L., 1. (2018). Destination Branding : Strategy, Vision and Economic Impact, Critical to Long Term Success. (Thesis). Central Connecticut State University. Retrieved from http://content.library.ccsu.edu/u?/ccsutheses,2625
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):
Fiveash, Randall L., 1951-. “Destination Branding : Strategy, Vision and Economic Impact, Critical to Long Term Success.” 2018. Thesis, Central Connecticut State University. Accessed April 11, 2021.
http://content.library.ccsu.edu/u?/ccsutheses,2625.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Fiveash, Randall L., 1951-. “Destination Branding : Strategy, Vision and Economic Impact, Critical to Long Term Success.” 2018. Web. 11 Apr 2021.
Vancouver:
Fiveash, Randall L. 1. Destination Branding : Strategy, Vision and Economic Impact, Critical to Long Term Success. [Internet] [Thesis]. Central Connecticut State University; 2018. [cited 2021 Apr 11].
Available from: http://content.library.ccsu.edu/u?/ccsutheses,2625.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Fiveash, Randall L. 1. Destination Branding : Strategy, Vision and Economic Impact, Critical to Long Term Success. [Thesis]. Central Connecticut State University; 2018. Available from: http://content.library.ccsu.edu/u?/ccsutheses,2625
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
University of Pretoria
7.
Jones, Barry.
An
exploration of the alignment between the leadership brand and
corporate brand attributes.
Degree: MBA, Gordon Institute of Business
Science (GIBS), 2013, University of Pretoria
URL: http://hdl.handle.net/2263/40770
► Leadership branding is a relatively new construct in academic literature. It has been largely written about in popular press articles in order to describe the…
(more)
▼ Leadership
branding is a relatively new construct in
academic literature. It has been largely written about in popular
press articles in order to describe the brand exhibited by the
leadership of the organisation. The leadership brand influences the
behaviour of the employees as well as the perception of the
external stakeholders. The influence on the stakeholders’ are
largely through the leadership’s interaction with the stakeholders
as well as their involvement in establishing and managing the
corporate brand of the organisation. A strong corporate brand has
been proven to provided benefits to an organisation; the influence
the leadership has on corporate brand creation and management thus
directly affects the benefits. Considering there are no studies
investigating the leadership brand relative to the corporate brand,
a list of attributes by Ulrich and Smallwood (2009) was modified in
order to fulfil the purpose of the study; to determine whether a
leadership brand exists and whether it has any relationship to the
corporate brand. Exploratory quantitative analysis was used in
order to achieve the research objectives. The questionnaire was
distributed to 140 employees of a large mining organisation in
South Africa. It was found that a leadership brand is present
within the organisation and that it relates well to that of the
organisation’s corporate brand. The analysis of the results
revealed that there are a distinct group of brand attributes
displayed by the leadership of the organisation that culminate in
the development of the organisation’s corporate brand. Further
investigations regarding how the demographics of the respondents
influenced their perception of the leadership brand yielded no
conclusive evidence, thus indicating that that the leadership brand
is achieved regardless of the composition of the organisation. The
findings from the research have contributed to the current academic
knowledge regarding the leadership brand. Furthermore, the research
can assist organisations in constructing and managing the corporate
brand of the organisation. Identifying the leadership brand and
ensuring that the organisation’s communication is aligned with that
of the leadership brand assists in creating brand consistent
behaviour within the organisation and establishes credibility with
external stakeholders.
Advisors/Committee Members: Kleyn, Nicola (advisor).
Subjects/Keywords: UCTD;
International marketing.; Branding
(Marketing).
Record Details
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APA ·
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MLA ·
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Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Jones, B. (2013). An
exploration of the alignment between the leadership brand and
corporate brand attributes. (Masters Thesis). University of Pretoria. Retrieved from http://hdl.handle.net/2263/40770
Chicago Manual of Style (16th Edition):
Jones, Barry. “An
exploration of the alignment between the leadership brand and
corporate brand attributes.” 2013. Masters Thesis, University of Pretoria. Accessed April 11, 2021.
http://hdl.handle.net/2263/40770.
MLA Handbook (7th Edition):
Jones, Barry. “An
exploration of the alignment between the leadership brand and
corporate brand attributes.” 2013. Web. 11 Apr 2021.
Vancouver:
Jones B. An
exploration of the alignment between the leadership brand and
corporate brand attributes. [Internet] [Masters thesis]. University of Pretoria; 2013. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/2263/40770.
Council of Science Editors:
Jones B. An
exploration of the alignment between the leadership brand and
corporate brand attributes. [Masters Thesis]. University of Pretoria; 2013. Available from: http://hdl.handle.net/2263/40770
Michigan State University
8.
Zhao, Yanhui.
The impacts of brand management practices on brand performance and firm value.
Degree: 2016, Michigan State University
URL: http://etd.lib.msu.edu/islandora/object/etd:4419
► Thesis Ph. D. Michigan State University. Business Administration and Marketing 2016
Brands are among the most important of firm assets, serving as crucial sources of…
(more)
▼ Thesis Ph. D. Michigan State University. Business Administration and Marketing 2016
Brands are among the most important of firm assets, serving as crucial sources of competitive advantage. The realization of such competitive advantage requires effective, robust, and flexible brand management practices that accommodate internal and external contingencies. My dissertation uses two essays to investigate how a selection of brand management practices influences brand performance and firm value. Essay 1 employs two studies to examine cross-category variation in the effect of marketing mix variables on brand sales and brand equity. Empirical evidence from analyzing Information Resources, Inc. scanner data (study 1) and consumer survey data (study 2) suggests that brand relevance in category (BRiC) – a product category characteristic – interacts with marketing mix decisions (e.g., product variety, distribution coverage) to affect brand sales and brand equity. The focus of Essay 2 is rebranding strategies that aim to update a firm’s brand image by changing brand identity or brand strategy. Empirical evidence from analyzing 229 rebranding events shows that, on average, rebranding initiatives are associated with positive abnormal stock returns. More importantly, these financial returns can be predicted by the degree of rebranding and the fit between the degree of rebranding and competitive factors (firm competitive position and industry competition intensity).
Description based on online resource;
Advisors/Committee Members: Calantone, Roger, Voorhees, Clay, Nguyen, Hang, Maiti, Tapabrata.
Subjects/Keywords: Product management; Branding (Marketing); Marketing
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Manager
APA (6th Edition):
Zhao, Y. (2016). The impacts of brand management practices on brand performance and firm value. (Thesis). Michigan State University. Retrieved from http://etd.lib.msu.edu/islandora/object/etd:4419
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):
Zhao, Yanhui. “The impacts of brand management practices on brand performance and firm value.” 2016. Thesis, Michigan State University. Accessed April 11, 2021.
http://etd.lib.msu.edu/islandora/object/etd:4419.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Zhao, Yanhui. “The impacts of brand management practices on brand performance and firm value.” 2016. Web. 11 Apr 2021.
Vancouver:
Zhao Y. The impacts of brand management practices on brand performance and firm value. [Internet] [Thesis]. Michigan State University; 2016. [cited 2021 Apr 11].
Available from: http://etd.lib.msu.edu/islandora/object/etd:4419.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Zhao Y. The impacts of brand management practices on brand performance and firm value. [Thesis]. Michigan State University; 2016. Available from: http://etd.lib.msu.edu/islandora/object/etd:4419
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
9.
Gomes, Fábio André da Costa.
Importância dos stakeholders locais no processo de branding turístico.
Degree: 2016, Instituto Politécnico do Porto
URL: http://www.rcaap.pt/detail.jsp?id=oai:recipp.ipp.pt:10400.22/7766
► O objetivo deste trabalho é avaliar a importância dos stakeholders, particularmente, o caso dos comerciantes locais, que correspondem à recente reformulação da “marca” Porto, enquanto…
(more)
▼ O objetivo deste trabalho é avaliar a importância dos stakeholders, particularmente, o caso dos
comerciantes locais, que correspondem à recente reformulação da “marca” Porto, enquanto cidade, que
resultou na nova imagem “Porto.”, implementada em Setembro de 2014. Visto ser um tema recente,
recorreu-se à revisão de literatura para verificar se existe ou não importância na integração desta
população, através de um processo de
branding conjunto, em parceria com quem na prática empreende a
marca. Seguiu-se uma análise mais objetiva, onde se selecionou uma amostra por conveniência, sobre o
critério de acessibilidade e ainda realizando um convite para entrevista, junto da organização responsável
pelo desenvolvimento da marca, que impremeditávelmente foi declinado. Contudo, prosseguiu-se com o
apropositado ingrediente da matéria em pesquisa, que talvez possa responder à desconformidade da
organização em prestar esclarecimento. Deste modo, do elemento a ser investigado identificam-se
quarenta e um negócios, de diferentes segmentos de mercado (alojamentos turísticos, restauração,
garrafeiras e lojas de artesanato local), com uma média de cinco funcionários cada e localizadas na zona
histórica da cidade do Porto. Em colaboração com os mesmos, foi produzido um questionário pessoal
com os proprietários de cada organização investigada. Daqui resultou o nível de familiaridade,
motivações e desejos, assim como nível de envolvimento, aproveitamento e aplicação destes stakeholders,
imprenscindíveis à marca. Descobrindo-se que independentemente da consciência sobre a existência de
uma marca e de um bom nível de reconhecimento, após o seu lançamento, isto não se correlaciona com
o comprometimento disponibilizado por parte de quem a gere, nomeadamente comunicação
direcionada para os stakeholders locais. Verificando-se uma incongruência quanto ao empreendimento do
conceito de
branding colaborativo, identificado na literatura e ao qual se atribuí uma aplicabilidade
proveitosa.
Advisors/Committee Members: Ribeiro, Anabela Paula Alferes Ferreira.
Subjects/Keywords: Place marketing; Branding colaborativo; Branding; Stakeholders; Gestão
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APA (6th Edition):
Gomes, F. A. d. C. (2016). Importância dos stakeholders locais no processo de branding turístico. (Thesis). Instituto Politécnico do Porto. Retrieved from http://www.rcaap.pt/detail.jsp?id=oai:recipp.ipp.pt:10400.22/7766
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):
Gomes, Fábio André da Costa. “Importância dos stakeholders locais no processo de branding turístico.” 2016. Thesis, Instituto Politécnico do Porto. Accessed April 11, 2021.
http://www.rcaap.pt/detail.jsp?id=oai:recipp.ipp.pt:10400.22/7766.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Gomes, Fábio André da Costa. “Importância dos stakeholders locais no processo de branding turístico.” 2016. Web. 11 Apr 2021.
Vancouver:
Gomes FAdC. Importância dos stakeholders locais no processo de branding turístico. [Internet] [Thesis]. Instituto Politécnico do Porto; 2016. [cited 2021 Apr 11].
Available from: http://www.rcaap.pt/detail.jsp?id=oai:recipp.ipp.pt:10400.22/7766.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Gomes FAdC. Importância dos stakeholders locais no processo de branding turístico. [Thesis]. Instituto Politécnico do Porto; 2016. Available from: http://www.rcaap.pt/detail.jsp?id=oai:recipp.ipp.pt:10400.22/7766
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
10.
Scholtz, Reynardt.
Social media tools influencing customer purchasing behaviour in the retail environment.
Degree: Faculty of Business and Economic Sciences, 2014, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/d1021055
► Given the importance of a business being able to create a positive brand image in the minds of customers and influencing customer purchasing behaviour, there…
(more)
▼ Given the importance of a business being able to create a positive brand image in the minds of customers and influencing customer purchasing behaviour, there is a lack of attention given to the research of the role that social media tools can play in the success of retailers. Numerous research studies have focussed on determining the advantages of and impact that social media tools can have on the success of businesses, however, the impact of social media tools on the creation of a positive brand image, and influencing customer purchasing behaviour is less evident. Thus, the primary objective of this study is to investigate the influence of social media tools on the brand image of retailers and how it affects customer purchasing behaviour. A full literature review was conducted on the retail environment and its importance, as well as on social media as a marketing communication tool. Thereafter, independent variables (Official websites, Facebook and Twitter) were identified as possibly influencing the intervening variable (Brand image) and dependent variable (Customer purchasing behaviour). Three independent variables were selected and used to construct a hypothetical model and research hypothesis. The purpose of these independent variables was to determine whether the use of social media tools could lead to a positive brand image and ultimately improve customer purchasing behaviour. An empirical investigation was undertaken to be able to establish the influence of social media tools on the brand image and customer purchasing behaviour of retail customers. The measuring instrument used for this study, a questionnaire, was constructed from secondary literature sources. The convenience sampling technique was used to identify respondents. The usable questionnaires that were gathered from respondents were examined through statistical analyses. Exploratory factor analysis (EFA) and the calculation of Cronbach’s alpha coefficients were used to confirm the validity and reliability of the measuring instrument. Descriptive statistics, as part of the data analyses, were calculated to summarise and allow interpretation of the sample data. Furthermore, Pearson’s Product Moment Correlations were calculated to determine correlations among variables used in this study. Multiple regression analysis was the primary statistical procedure used for testing the significance of relationships hypothesised between the independent, intervening and dependent variables of this study. The empirical investigation was concluded by a the calculation of a t-test and Analysis of Variance (ANOVA), for the purpose of determining the influence of selected demographic variables on respondents’ perceptions with regard to the independent, intervening and dependent variables. In addition, post-hoc Tukey tests were conducted to determine significant differences among individual mean scores, and the degree of practical significance was determined by calculated Cohen’s d values. Based on the results of the empirical investigation, significant relationships…
Subjects/Keywords: Internet marketing; Social media – Marketing; Branding (Marketing)
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APA (6th Edition):
Scholtz, R. (2014). Social media tools influencing customer purchasing behaviour in the retail environment. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/d1021055
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):
Scholtz, Reynardt. “Social media tools influencing customer purchasing behaviour in the retail environment.” 2014. Thesis, Nelson Mandela Metropolitan University. Accessed April 11, 2021.
http://hdl.handle.net/10948/d1021055.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Scholtz, Reynardt. “Social media tools influencing customer purchasing behaviour in the retail environment.” 2014. Web. 11 Apr 2021.
Vancouver:
Scholtz R. Social media tools influencing customer purchasing behaviour in the retail environment. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2014. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/10948/d1021055.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Scholtz R. Social media tools influencing customer purchasing behaviour in the retail environment. [Thesis]. Nelson Mandela Metropolitan University; 2014. Available from: http://hdl.handle.net/10948/d1021055
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Drexel University
11.
Kim, Junhee.
Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized.
Degree: 2019, Drexel University
URL: https://idea.library.drexel.edu/islandora/object/idea%3A9482
► This dissertation establishes the impact of brand anthropomorphism on used product transactions from both buyers’ and sellers’ perspectives. That is, we show that brand anthropomorphism…
(more)
▼ This dissertation establishes the impact of brand anthropomorphism on used product transactions from both buyers’ and sellers’ perspectives. That is, we show that brand anthropomorphism leads sellers to set higher selling prices for used products and buyers to set lower buying prices. We theorize that these outcomes occur because sellers develop stronger emotional connections toward their brands that persist even after they have decided to end (sell) their relationships with the brand, whereas buyers apply a relationship-dissolution stigma (a pervasive stereotype toward people who dissolved their relationships) toward anthropomorphized used products. We further demonstrate important boundary conditions for these core effects. That is, we show that a seller’s favorable attitude toward the past enhances the positive impact of brand anthropomorphism on selling prices of used products, whereas a buyer’s creative mindset attenuates the negative impact of brand anthropomorphism on buying prices of used products. Finally, we provide critical managerial implications of the impact of anthropomorphizing a brand in the refurbished marketplace.
Ph.D., Marketing – Drexel University, 2019
Advisors/Committee Members: Anderson, Rolph E., Wang, Chen, Bennett S. LeBow College of Business.
Subjects/Keywords: Marketing; Marketing – Psychological aspects; Branding (Marketing); Prices
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APA (6th Edition):
Kim, J. (2019). Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized. (Thesis). Drexel University. Retrieved from https://idea.library.drexel.edu/islandora/object/idea%3A9482
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):
Kim, Junhee. “Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized.” 2019. Thesis, Drexel University. Accessed April 11, 2021.
https://idea.library.drexel.edu/islandora/object/idea%3A9482.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Kim, Junhee. “Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized.” 2019. Web. 11 Apr 2021.
Vancouver:
Kim J. Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized. [Internet] [Thesis]. Drexel University; 2019. [cited 2021 Apr 11].
Available from: https://idea.library.drexel.edu/islandora/object/idea%3A9482.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Kim J. Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized. [Thesis]. Drexel University; 2019. Available from: https://idea.library.drexel.edu/islandora/object/idea%3A9482
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
NSYSU
12.
Kuo, Chin-chuan.
Research in Rebranding King's Town Construction Company.
Degree: Master, Communications Management, 2010, NSYSU
URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0615110-154405
► The global financial tsunami between 2008 and 2009 was the result due to the affection of the subprime mortgage Storm in 2007. Already well-established companies,…
(more)
▼ The global financial tsunami between 2008 and 2009 was the result due to the affection of the subprime mortgage Storm in 2007. Already well-established companies, products with good
marketing position, luxury goods and Mega-Mansions are still be able to raise the price of goods, while others need to discount prices to keep businesses afloat.
The northern part of Taiwan has the benefit of a denser population than the south and along with better and more solid
marketing strategies and the ability to support the various kinds of events, prices of the real estate market up north stands in better health -This is what the south needs to learn.
This thesis analyzes the real estate market based on the 2008-2009 research in rebranding and
marketing strategy making. It is based on Kotlerâs ãCCDVTPãmodel proposed in 2006 which discusses how construction companies in south build up successful brands and
marketing strategy.
This case study in King Townâs construction company is supported by qualitative method through in-depth interviews and secondary data analysis. Refer to case study for the conclusion and use as reference as desired.
Advisors/Committee Members: Pin Shaw (chair), Jun-ying Huang (committee member), Min-Hsin Huang (chair).
Subjects/Keywords: Marketing; Branding; Construction Company
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APA (6th Edition):
Kuo, C. (2010). Research in Rebranding King's Town Construction Company. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0615110-154405
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):
Kuo, Chin-chuan. “Research in Rebranding King's Town Construction Company.” 2010. Thesis, NSYSU. Accessed April 11, 2021.
http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0615110-154405.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Kuo, Chin-chuan. “Research in Rebranding King's Town Construction Company.” 2010. Web. 11 Apr 2021.
Vancouver:
Kuo C. Research in Rebranding King's Town Construction Company. [Internet] [Thesis]. NSYSU; 2010. [cited 2021 Apr 11].
Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0615110-154405.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Kuo C. Research in Rebranding King's Town Construction Company. [Thesis]. NSYSU; 2010. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0615110-154405
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Ryerson University
13.
Petroff, Lauren.
Fashion designers home interiors: extending their brand image and aesthetic through magazine features.
Degree: 2012, Ryerson University
URL: https://digital.library.ryerson.ca/islandora/object/RULA%3A5524
► Fashion designers, serving as the face and namesake of their brands, periodically present their homes in magazines. This exploratory study investigates whether this provides a…
(more)
▼ Fashion designers, serving as the face and namesake of their brands, periodically present their homes in magazines. This exploratory study investigates whether this provides a unique opportunity to assist consumers in forming associations with the existing brand. An interdisciplinary literature review provided a thematic foundation, examining: 1) the presentation of self and how this concept can be symbolized through objects in the home; 2) visual culture and visual rhetoric; 3) and the concepts of brand identity, brand image, the “associative network memory model,” and flagship-store image. Content analysis of six in-depth, qualitative interviews was employed to collect relevant and meaningful information. Study informants examined and discussed images of the homes, flagship stores and current runway collections of Ralph Lauren, Tory Burch and Alexander Wang. Findings suggest that viewers are able to attribute associated lifestyles to the home, store or clothing being observed. When the perceived home image was congruent with the viewer-held brand conception, it seemed to reinforce the image. If the perceived home image contrasted with the viewer-held brand conception, it seemed to weaken the image. Two major recommendations were presented: 1) ensure that the home is a clear visual and cognitive representation of the designer’s intended brand identity; 2) establish a clear visual link between homes and brand offerings.
Subjects/Keywords: Fashion designers; Branding (Marketing)
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APA (6th Edition):
Petroff, L. (2012). Fashion designers home interiors: extending their brand image and aesthetic through magazine features. (Thesis). Ryerson University. Retrieved from https://digital.library.ryerson.ca/islandora/object/RULA%3A5524
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):
Petroff, Lauren. “Fashion designers home interiors: extending their brand image and aesthetic through magazine features.” 2012. Thesis, Ryerson University. Accessed April 11, 2021.
https://digital.library.ryerson.ca/islandora/object/RULA%3A5524.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Petroff, Lauren. “Fashion designers home interiors: extending their brand image and aesthetic through magazine features.” 2012. Web. 11 Apr 2021.
Vancouver:
Petroff L. Fashion designers home interiors: extending their brand image and aesthetic through magazine features. [Internet] [Thesis]. Ryerson University; 2012. [cited 2021 Apr 11].
Available from: https://digital.library.ryerson.ca/islandora/object/RULA%3A5524.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Petroff L. Fashion designers home interiors: extending their brand image and aesthetic through magazine features. [Thesis]. Ryerson University; 2012. Available from: https://digital.library.ryerson.ca/islandora/object/RULA%3A5524
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
14.
Kruger, Elda.
Selected marketing and human resources variables influencing sponsorship initiatives within corporate businesses :a South African perspective.
Degree: Faculty of Business and Economic Sciences, 2011, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/d1010010
► In an ever changing world, consumers are less and less responsive to traditional advertising, which creates a challenge for marketers, as they need to constantly…
(more)
▼ In an ever changing world, consumers are less and less responsive to traditional advertising, which creates a challenge for marketers, as they need to constantly develop new marketing communication tools to make a lasting impression on current and potential consumers. Consumers of the twenty first century are described as emotionally acting individuals, and has led to a increase in creative and emotional marketing communication tools, for example sponsorship, which is an increasingly important element of an integrated marketing communication strategy. Because of the value sponsorship can have for a business, and the high costs involved in this marketing initiative, it is imperative to examine variables that might be influential, in order to apply this promotional activity to the business’ advantage (Belch & Belch 2007:12; Hartland, Skinner & Griffiths 2005:164-173; Nicholis, Roslow & Dublish 1999:365-387; Pham & Vanheule 1997:407-417). Because of the important effect of sponsorship, marketing managers seek clarity in respect of which events to support and to link their business’ brand with or not. There is however little guidance in literature available on which events to sponsor and how to exploit resources efficiently and effectively (Crimmins & Horn 1996; Speed & Thompson 2000). Therefore, the objective of this study is to identify factors that might influence sponsorship initiatives within corporate businesses in South Africa. The variables that was identified for the study at hand was marketing related variables namely branding, marketing ethics and green marketing, and human resources related variables namely, corporate culture, values and employee empowerment. In order to determine the influence of the predetermined variables on sponsorship, an empirical investigation was conducted. The positivistic (phenomenological) approach was used in this study as the aim was to determine whether a relationship exists between selected independent variables and the dependent variable, via the intervening variables, using statistical analysis. In order to gather primary data, selfadministered questionnaires were issued to 182 respondents by means of convenience and snowball sampling of which the results were analysed to arrive at conclusions regarding the research in question. The empirical analysis of the data followed the following statistical steps: exploratory factor analysis to test the validity of the measuring instrument, Cronbach Alpha correlation coefficients to confirm the reliability of the questionnaire, SEM goodness-of-fit, multiple regression analysis to test the hypothesised relationships between the independent, intervening and dependent variables, ANOVA and descriptive statistics. The main findings of this study suggest that branding and green marketing have a significantly positive relationship with sponsorship, indicating the importance of a business’ brand and environmental awareness in terms of its emotional marketing initiatives. These relationships iIn an ever changing world, consumers are less and…
Subjects/Keywords: Branding (Marketing); Advertising; Human capital
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APA (6th Edition):
Kruger, E. (2011). Selected marketing and human resources variables influencing sponsorship initiatives within corporate businesses :a South African perspective. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/d1010010
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):
Kruger, Elda. “Selected marketing and human resources variables influencing sponsorship initiatives within corporate businesses :a South African perspective.” 2011. Thesis, Nelson Mandela Metropolitan University. Accessed April 11, 2021.
http://hdl.handle.net/10948/d1010010.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Kruger, Elda. “Selected marketing and human resources variables influencing sponsorship initiatives within corporate businesses :a South African perspective.” 2011. Web. 11 Apr 2021.
Vancouver:
Kruger E. Selected marketing and human resources variables influencing sponsorship initiatives within corporate businesses :a South African perspective. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2011. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/10948/d1010010.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Kruger E. Selected marketing and human resources variables influencing sponsorship initiatives within corporate businesses :a South African perspective. [Thesis]. Nelson Mandela Metropolitan University; 2011. Available from: http://hdl.handle.net/10948/d1010010
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Nelson Mandela Metropolitan University
15.
Wright, Bianca Maria-Teresa.
Games as communication: an analysis of advertising in South Africa.
Degree: Faculty of Arts, 2012, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/d1012929
► Games as a form of communication have been examined by academics in the fields of game studies, narratology and media studies, among others, but the…
(more)
▼ Games as a form of communication have been examined by academics in the fields of game studies, narratology and media studies, among others, but the use of games to communicate advertising messages has not been adequately explored within the South African context. The study sought to investigate the phenomenon of advergaming, purpose-built games designed to communicate an advertising message, in South Africa, and to develop a model for the use of advergaming as a viral marketing tool in this context. Using a hybrid approach, the study examined the way that advertising agencies currently use advergames as well as the effectiveness of advergaming as a means to communicate a message. The study presents the results of a national survey of advertising agencies in South Africa, a content analysis of existing advergames and an analysis of three semi-structured group interview experiments conducted using selected advergames. The findings point to the potential of advergaming as a message communication tool, but also highlight the challenges that may hamper the widespread use of advergaming in South Africa. It proposes the use of the mobile environment as a means to reach a wider South African audience and in that way, overcome some of the obstacles to advergaming adoption. In addition, the results identify aspects of advergames that seem to correlate with the effectiveness of message communication.
Subjects/Keywords: Internet advertising; Branding (Marketing)
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APA ·
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Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Wright, B. M. (2012). Games as communication: an analysis of advertising in South Africa. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/d1012929
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):
Wright, Bianca Maria-Teresa. “Games as communication: an analysis of advertising in South Africa.” 2012. Thesis, Nelson Mandela Metropolitan University. Accessed April 11, 2021.
http://hdl.handle.net/10948/d1012929.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Wright, Bianca Maria-Teresa. “Games as communication: an analysis of advertising in South Africa.” 2012. Web. 11 Apr 2021.
Vancouver:
Wright BM. Games as communication: an analysis of advertising in South Africa. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2012. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/10948/d1012929.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Wright BM. Games as communication: an analysis of advertising in South Africa. [Thesis]. Nelson Mandela Metropolitan University; 2012. Available from: http://hdl.handle.net/10948/d1012929
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Vanderbilt University
16.
Freeman, Heather Elizabeth.
Marketing "Proper" Names: Female Authors, Sensation Discourse, and the Mid-Victorian Literary Profession.
Degree: PhD, English, 2013, Vanderbilt University
URL: http://hdl.handle.net/1803/13189
► This dissertation explores the unstable concept of the “proper” name and how mid-Victorian female authors strategically used their legal names to market themselves as professional…
(more)
▼ This dissertation explores the unstable concept of the “proper” name and how mid-Victorian female authors strategically used their legal names to market themselves as professional writers in order to gain and maintain economic security. The names of women authors carry multiple meanings, including legal signature, linguistic/textual sign, brand name (in the case of celebrity authors), familial/ancestral marker, and, particularly for sensation authors, potential scandalous disguise. The newly hybridized sensation genre emerged in England in the 1860s as a crystallization of numerous socio-legal and economic anxieties, particularly about gender and identity. The ideology of “separate spheres” and the gendered distinctions between public and private work and identity construction were breaking down with the Matrimonial Causes Act of 1857, which led to increased publication of private sexual affairs via divorce court coverage, as well as the slow but steady entry of women into the professional sphere, particularly the literary profession. I argue that during the mid-Victorian period, proper names functioned as the ultimate sensational trope, particularly for women: they provided easy, straightforward identification and self-definition—the ultimate signifier of patriarchal inscription—while also being always unstable, changeable, and alienable. For female authors, authorial names become shorthand narratives. Their names gained momentum, separate from these original authors’ intentions, once they entered the literary market as celebrity signifiers and brands, becoming encoded with an array of overlapping, contradictory narratives. In the process, the circulation of these names reconceptualizes the literary profession. This project examines the nominative narratives of a select group of celebrity authors, from “Queen Victoria” and “the Hon. Mrs. Caroline Norton” to “Mrs. Henry Wood,” “Mrs. Oliphant,” and “Mary Elizabeth Braddon.” Their names de- and reconstruct categories of gender and identity in an array of interpenetrating social structures, including legal discourse, the family unit, and the economic market, calling attention to the discursive nexus operating between sensation, professionalization, and gendered celebrity during the mid-Victorian period.
Advisors/Committee Members: Jim Epstein (committee member), Rachel Teukolsky (committee member), Jay Clayton (committee member), Carolyn Dever (Committee Chair).
Subjects/Keywords: professionalization; branding; gendered marketing; onymity
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Manager
APA (6th Edition):
Freeman, H. E. (2013). Marketing "Proper" Names: Female Authors, Sensation Discourse, and the Mid-Victorian Literary Profession. (Doctoral Dissertation). Vanderbilt University. Retrieved from http://hdl.handle.net/1803/13189
Chicago Manual of Style (16th Edition):
Freeman, Heather Elizabeth. “Marketing "Proper" Names: Female Authors, Sensation Discourse, and the Mid-Victorian Literary Profession.” 2013. Doctoral Dissertation, Vanderbilt University. Accessed April 11, 2021.
http://hdl.handle.net/1803/13189.
MLA Handbook (7th Edition):
Freeman, Heather Elizabeth. “Marketing "Proper" Names: Female Authors, Sensation Discourse, and the Mid-Victorian Literary Profession.” 2013. Web. 11 Apr 2021.
Vancouver:
Freeman HE. Marketing "Proper" Names: Female Authors, Sensation Discourse, and the Mid-Victorian Literary Profession. [Internet] [Doctoral dissertation]. Vanderbilt University; 2013. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/1803/13189.
Council of Science Editors:
Freeman HE. Marketing "Proper" Names: Female Authors, Sensation Discourse, and the Mid-Victorian Literary Profession. [Doctoral Dissertation]. Vanderbilt University; 2013. Available from: http://hdl.handle.net/1803/13189
Nelson Mandela Metropolitan University
17.
Visser, Ilze.
Impact of social media on the brand image of a higher education institution.
Degree: M.Com, Faculty of Business and Economic Sciences, 2012, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/d1011274
► Social media is an unexplored and new area, for both businesses and academia. Many institutions are not confident on how to improve their business through…
(more)
▼ Social media is an unexplored and new area, for both businesses and academia. Many institutions are not confident on how to improve their business through the use of social media, neither for internal or external purposes. Social media is nevertheless immense among private persons (Wikström & Wigmo 2010:1) and to ignore this would be a critical mistake by marketing communicators, regardless of the economic sector in which they operate. Therefore, this study intended to expand on the current limited knowledge and information available relating to the use of social media by Higher Education Institutions (HEIs) to improve their brand image.
The primary objective of this research was to evaluate and empirically test the impact of selected Brand identity variables (Brand reputation, Brand relevance, Brand personality, Brand performance and Brand relationship) on the Brand image of a HEI, through the use of social media. The focus was on the impact of social media (Facebook) on the brand image of a Higher Education Institution (HEI), namely the Nelson Mandela Metropolitan University (NMMU), which was used as the sample for this study.
Subjects/Keywords: Branding (Marketing); Social media
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APA (6th Edition):
Visser, I. (2012). Impact of social media on the brand image of a higher education institution. (Masters Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/d1011274
Chicago Manual of Style (16th Edition):
Visser, Ilze. “Impact of social media on the brand image of a higher education institution.” 2012. Masters Thesis, Nelson Mandela Metropolitan University. Accessed April 11, 2021.
http://hdl.handle.net/10948/d1011274.
MLA Handbook (7th Edition):
Visser, Ilze. “Impact of social media on the brand image of a higher education institution.” 2012. Web. 11 Apr 2021.
Vancouver:
Visser I. Impact of social media on the brand image of a higher education institution. [Internet] [Masters thesis]. Nelson Mandela Metropolitan University; 2012. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/10948/d1011274.
Council of Science Editors:
Visser I. Impact of social media on the brand image of a higher education institution. [Masters Thesis]. Nelson Mandela Metropolitan University; 2012. Available from: http://hdl.handle.net/10948/d1011274
University of Johannesburg
18.
Gantsho, Karen A.
Iconic branding and profitable brand awareness : a case study of the African Development Bank.
Degree: 2014, University of Johannesburg
URL: http://hdl.handle.net/10210/11863
► M.A. (Marketing Communication)
Communication in the 21st century has been defined as a practice through which members of society achieve shared meanings through the exchange…
(more)
▼ M.A. (Marketing Communication)
Communication in the 21st century has been defined as a practice through which members of society achieve shared meanings through the exchange of information, so that the making and managing of meaning creates a shared understanding of a social reality. Recent research emphasises the strong influence of communication platforms such as the media which encapsulates social thought, social discourse and reflects social reality, notwithstanding the prolific digital media as one of the most intriguing benefits of 21st century communication, specifically in the arena of brands and brand awareness. As such, a brand is a promise made by its owners to its consumers, creating brand perceptions and expectations as conveyed by the story of the brand through its various forms of communication. More specifically, media content significantly contributes to consumer perceptions and aspirations to interact with a brand because 21st century media in collaboration with the brand and media-savvy 21st century consumer creates awareness of a social reality such as brand consumption, by influencing public interest on specific characteristics such as the iconicity of a brand, thus setting the agenda for public discourse on the brand. As such the brand achieves an optimal competitive advantage, which contributes to its iconicity or collective high regard that the media find difficult to ignore, thus the application of the principles of the agenda-setting theory, which implies that the media is a fundamental contributor to social thought and discourse, creating public conversation and interest in the brand, ideally infusing the market with profitable awareness of the brand. In acknowledgement of the recognition of the African Development Bank as Africa’s premier development finance institution and as such, an iconic brand, this study addresses the research problem which explores how the African Development Bank uses its iconic branding in order to establish profitable brand awareness among its public sector clients.
Subjects/Keywords: African Development Bank; Branding (Marketing)
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APA (6th Edition):
Gantsho, K. A. (2014). Iconic branding and profitable brand awareness : a case study of the African Development Bank. (Thesis). University of Johannesburg. Retrieved from http://hdl.handle.net/10210/11863
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):
Gantsho, Karen A. “Iconic branding and profitable brand awareness : a case study of the African Development Bank.” 2014. Thesis, University of Johannesburg. Accessed April 11, 2021.
http://hdl.handle.net/10210/11863.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Gantsho, Karen A. “Iconic branding and profitable brand awareness : a case study of the African Development Bank.” 2014. Web. 11 Apr 2021.
Vancouver:
Gantsho KA. Iconic branding and profitable brand awareness : a case study of the African Development Bank. [Internet] [Thesis]. University of Johannesburg; 2014. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/10210/11863.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Gantsho KA. Iconic branding and profitable brand awareness : a case study of the African Development Bank. [Thesis]. University of Johannesburg; 2014. Available from: http://hdl.handle.net/10210/11863
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
University of Johannesburg
19.
Shuping, Thato Tshepo.
Customer experience within a process-centred approach at the Industrial Development Corporation.
Degree: 2014, University of Johannesburg
URL: http://hdl.handle.net/10210/12460
► M.Com. (Business Management)
What really drives business success? Ten, twenty years ago, it would have been somewhat easier to answer this pertinent question. What were…
(more)
▼ M.Com. (Business Management)
What really drives business success? Ten, twenty years ago, it would have been somewhat easier to answer this pertinent question. What were seen as central to business success were functional hard core derivatives i.e. operational efficiency, financial discipline and speed to market. Customers, essentially customer experience, were never part of the equation. For those very few organisations that bid to be anything different, the concepts customer experience and customer satisfaction were merely an afterthought. Today the picture is slightly different. Organisations are now applying a contemporary business approach and showing more appreciation for customers. Organisations realise that by creating an environment that is pro—consumer, an environment that achieves and maintains a fair balance between organisational process efficacies and customers’ needs, an environment that harnesses employees productivity and encourages fluid communication passage between the organisation and its customers, they will not only connect with their customers on an emotional level, but they will be able to build a sustainable brand asset and a long-lasting profitable relationships with their customers. It is for this reason that the four customer experience elements namely: process, people, channel approach and branding were selected as premise for this study. This study tries to understand and establish the influence of customer experience elements on customer satisfaction at the Industrial Development Corporation (IDC). An investigation was conducted on customer experience within a process-centred approach at the IDC. The study was steered in two stages. The first stage focused on exploratory research, and the second stage focused on descriptive research. The sample consisted of 276 customers. In-depth interviews were conducted with customers to assist the researcher in developing the statements in the questionnaire. A self-administered questionnaire was designed based on theoretical literature provided within the study and information gathered through the in-depth interviews. Various statistical analysis procedures were used to achieve the objectives of the study, including factor analysis, rotated factor matrix, Cronbach’s alpha, multiple regression and comparison analysis.
Subjects/Keywords: Consumer satisfaction; Branding (Marketing)
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APA ·
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MLA ·
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to Zotero / EndNote / Reference
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APA (6th Edition):
Shuping, T. T. (2014). Customer experience within a process-centred approach at the Industrial Development Corporation. (Thesis). University of Johannesburg. Retrieved from http://hdl.handle.net/10210/12460
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):
Shuping, Thato Tshepo. “Customer experience within a process-centred approach at the Industrial Development Corporation.” 2014. Thesis, University of Johannesburg. Accessed April 11, 2021.
http://hdl.handle.net/10210/12460.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Shuping, Thato Tshepo. “Customer experience within a process-centred approach at the Industrial Development Corporation.” 2014. Web. 11 Apr 2021.
Vancouver:
Shuping TT. Customer experience within a process-centred approach at the Industrial Development Corporation. [Internet] [Thesis]. University of Johannesburg; 2014. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/10210/12460.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Shuping TT. Customer experience within a process-centred approach at the Industrial Development Corporation. [Thesis]. University of Johannesburg; 2014. Available from: http://hdl.handle.net/10210/12460
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Boston University
20.
Alvarez Martinez, Claudio.
When brand meaning gets personal: understanding the prevalence and antecedents of brand idiosyncrasy.
Degree: PhD, Business Administration, 2015, Boston University
URL: http://hdl.handle.net/2144/16369
► Despite a rich stream of qualitative research demonstrating that brands gain meaning as individual consumers engage in relationships with them, most branding research and practice…
(more)
▼ Despite a rich stream of qualitative research demonstrating that brands gain meaning as individual consumers engage in relationships with them, most branding research and practice proceeds on the assumption that brand meaning is predominantly consensual and shared across consumers. The assumption of consensus underpins the branding practices used by most companies today, which strive for consistency, simplicity, and clarity in a brand’s positioning. Still, this assumption has not been empirically validated by systematic research. Hence we do not know whether brand meaning is predominantly consensual, as generally assumed, or idiosyncratic to individual consumers.
Based on a conceptual model inspired by the Social Relations Model for interpersonal perception, three empirical studies with more than 50 brands in nine consumption domains test the assumption of consensus and find that, contrary to prevailing wisdom, a brand’s meaning is predominantly idiosyncratic rather than consensual. Managers miss a lot of what brands mean to consumers when they focus only on meanings that are shared across individuals.
Managing idiosyncratic meanings requires different tools than managing consensus, but managers are ill-equipped for this task because no prior research has investigated what makes brand meaning more or less idiosyncratic or how managerial actions can influence idiosyncrasy. This dissertation first explores which brand characteristics are associated with higher idiosyncrasy. Two studies suggest that brands are more idiosyncratic as they become more familiar to consumers and when consumed in private rather than in public. Secondly, four studies investigate how marketer-led interactions between consumers and brands, in the forms of marketing communications and direct experience, impact brand idiosyncrasy. Results suggest that narrative communications lead to more idiosyncratic meaning than argument-based communications. They also indicate that increased brand experience results in higher idiosyncrasy. Overall, this pattern of results suggests that brands become more or less idiosyncratic depending on how and how much they interact with consumers.
Based on the findings that brands are predominantly idiosyncratic rather than consensual and that brand idiosyncrasy can be measured, predicted, and managed, this research argues for a reconsideration of current theories and practices related to brand positioning and meaning management.
Subjects/Keywords: Marketing; Branding; Brand meaning
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Export
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Manager
APA (6th Edition):
Alvarez Martinez, C. (2015). When brand meaning gets personal: understanding the prevalence and antecedents of brand idiosyncrasy. (Doctoral Dissertation). Boston University. Retrieved from http://hdl.handle.net/2144/16369
Chicago Manual of Style (16th Edition):
Alvarez Martinez, Claudio. “When brand meaning gets personal: understanding the prevalence and antecedents of brand idiosyncrasy.” 2015. Doctoral Dissertation, Boston University. Accessed April 11, 2021.
http://hdl.handle.net/2144/16369.
MLA Handbook (7th Edition):
Alvarez Martinez, Claudio. “When brand meaning gets personal: understanding the prevalence and antecedents of brand idiosyncrasy.” 2015. Web. 11 Apr 2021.
Vancouver:
Alvarez Martinez C. When brand meaning gets personal: understanding the prevalence and antecedents of brand idiosyncrasy. [Internet] [Doctoral dissertation]. Boston University; 2015. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/2144/16369.
Council of Science Editors:
Alvarez Martinez C. When brand meaning gets personal: understanding the prevalence and antecedents of brand idiosyncrasy. [Doctoral Dissertation]. Boston University; 2015. Available from: http://hdl.handle.net/2144/16369
Nelson Mandela Metropolitan University
21.
Wait, John-Pierre.
Personal branding through social networking.
Degree: 2019, Nelson Mandela Metropolitan University
URL: http://hdl.handle.net/10948/42440
► This study explores people’s insights of personal branding by means of social networking. The continuously increasing competitive marketplace is creating a situation where people find…
(more)
▼ This study explores people’s insights of personal branding by means of social networking. The continuously increasing competitive marketplace is creating a situation where people find it difficult to stand out from their peers. Personal branding affords the opportunity for people to be noticeable in competitive environments. This study used a qualitative research method employing two phases. The semi-structured personal interviews using a semi-structured interview schedule was conducted in the first phase, while the content analysis using criterion schedules analysing participants’ Facebook and LinkedIn social networks was done in phase two. The results of phase one of the study revealed that the majority of participants did not know what a personal brand was, but they believed they possessed a personal brand. Phase two of the study revealed that only a few participants had a coherently perceived personal brand and presented personal brands on both Facebook and LinkedIn. Phase two of the study also revealed that the majority of participants more prominently presented the skills necessary for the future work environment on Facebook rather than LinkedIn. In conclusion, the findings showed that most participants did not actively manage their personal brands across multiple social networking sites. They also did not effectively present the necessary skills for the future work environment on their social networking profiles.
Subjects/Keywords: Branding (Marketing) – South Africa
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APA ·
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Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Wait, J. (2019). Personal branding through social networking. (Thesis). Nelson Mandela Metropolitan University. Retrieved from http://hdl.handle.net/10948/42440
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):
Wait, John-Pierre. “Personal branding through social networking.” 2019. Thesis, Nelson Mandela Metropolitan University. Accessed April 11, 2021.
http://hdl.handle.net/10948/42440.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Wait, John-Pierre. “Personal branding through social networking.” 2019. Web. 11 Apr 2021.
Vancouver:
Wait J. Personal branding through social networking. [Internet] [Thesis]. Nelson Mandela Metropolitan University; 2019. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/10948/42440.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Wait J. Personal branding through social networking. [Thesis]. Nelson Mandela Metropolitan University; 2019. Available from: http://hdl.handle.net/10948/42440
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
22.
Salles, Emmaline.
Soft power en las relaciones internacionales contemporáneas: marca páis como una herramienta de ese poder.
Degree: Licenciatura en Estudios Internacionales, 2015, Universidad Torcuato di Tella
URL: http://repositorio.utdt.edu/handle/utdt/1923
► Esta tesis busca analizar el rol de marca país como una herramienta de soft-power en las relaciones internacionales contemporáneas. Se investigara como la creación de…
(more)
▼ Esta tesis busca analizar el rol de marca país como una herramienta de soft-power en las relaciones internacionales contemporáneas. Se investigara como la creación de la marca país ayuda en la creación de un imagen que a su vez influye en la capacidad de poder blando de ese estado. Se utilizara dos encuestas de marca país y una de poder blando que analizan una serie de variables que son relevantes para el poder blando. Se generara un análisis de estas variables y se determinara su relevancia en el soft-power de las relaciones internacionales. Por ultimo, se tomara el caos de la marca Argentina como ejemplo de la teoría de marca país.
Advisors/Committee Members: Mustapic, Ana María (advisor), Universidad Torcuato Di Tella (advisor).
Subjects/Keywords: Branding (Marketing); Argentina; Tesis
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Manager
APA (6th Edition):
Salles, E. (2015). Soft power en las relaciones internacionales contemporáneas: marca páis como una herramienta de ese poder. (Thesis). Universidad Torcuato di Tella. Retrieved from http://repositorio.utdt.edu/handle/utdt/1923
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):
Salles, Emmaline. “Soft power en las relaciones internacionales contemporáneas: marca páis como una herramienta de ese poder.” 2015. Thesis, Universidad Torcuato di Tella. Accessed April 11, 2021.
http://repositorio.utdt.edu/handle/utdt/1923.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Salles, Emmaline. “Soft power en las relaciones internacionales contemporáneas: marca páis como una herramienta de ese poder.” 2015. Web. 11 Apr 2021.
Vancouver:
Salles E. Soft power en las relaciones internacionales contemporáneas: marca páis como una herramienta de ese poder. [Internet] [Thesis]. Universidad Torcuato di Tella; 2015. [cited 2021 Apr 11].
Available from: http://repositorio.utdt.edu/handle/utdt/1923.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Salles E. Soft power en las relaciones internacionales contemporáneas: marca páis como una herramienta de ese poder. [Thesis]. Universidad Torcuato di Tella; 2015. Available from: http://repositorio.utdt.edu/handle/utdt/1923
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
23.
Pedro, Vera.
Planeamento de Marketing Territorial e Implementação da Marca Ericeira.
Degree: 2014, RCAAP
URL: https://www.rcaap.pt/detail.jsp?id=oai:comum.rcaap.pt:10400.26/6815
► Num mundo em constante mudança é fundamental a criação de valor e primar pela diferença. As necessidades do consumidor devem então ser uma prioridade. É…
(more)
▼ Num mundo em constante mudança é fundamental a criação de valor e primar pela diferença. As necessidades do consumidor devem então ser uma prioridade. É essencial conseguir elevar as pequenas cidades e garantir que todos os seus recursos são aproveitados. O presente projeto teve como base uma abordagem turística, tendo o seu início numa pesquisa geral do turismo em Portugal e de seguida restringindo a informação para o local eleito, a Ericeira. O projeto pressupõe a atração de turistas para a região bem como a captação de investimento, tendo assim um peso empresarial muito presente. A fim de valorizar a região foi realizado um planeamento territorial aliado a um processo de
branding, através da criação da marca Ericeira. A marca criada pretende assentar nas necessidades dos consumidores tornando a região mais atrativa ao seu público-alvo.
Advisors/Committee Members: Farinha, Nuno.
Subjects/Keywords: Marketing Territorial; Branding; Ericeira; Turismo
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Manager
APA (6th Edition):
Pedro, V. (2014). Planeamento de Marketing Territorial e Implementação da Marca Ericeira. (Thesis). RCAAP. Retrieved from https://www.rcaap.pt/detail.jsp?id=oai:comum.rcaap.pt:10400.26/6815
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):
Pedro, Vera. “Planeamento de Marketing Territorial e Implementação da Marca Ericeira.” 2014. Thesis, RCAAP. Accessed April 11, 2021.
https://www.rcaap.pt/detail.jsp?id=oai:comum.rcaap.pt:10400.26/6815.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Pedro, Vera. “Planeamento de Marketing Territorial e Implementação da Marca Ericeira.” 2014. Web. 11 Apr 2021.
Vancouver:
Pedro V. Planeamento de Marketing Territorial e Implementação da Marca Ericeira. [Internet] [Thesis]. RCAAP; 2014. [cited 2021 Apr 11].
Available from: https://www.rcaap.pt/detail.jsp?id=oai:comum.rcaap.pt:10400.26/6815.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Pedro V. Planeamento de Marketing Territorial e Implementação da Marca Ericeira. [Thesis]. RCAAP; 2014. Available from: https://www.rcaap.pt/detail.jsp?id=oai:comum.rcaap.pt:10400.26/6815
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
24.
Magnusson, Felix; Stöckel, Fredrik.
Investigating crossmedia branding strategies in online game streaming : A qualitative journey into the hearts and minds of todays' arising online entertainers.
Degree: Informatics, 2015, Umeå University
URL: http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105152
► I dagens digitala mediesamhälle, där strömbar media står i fokus, slår sig en ny form av underhållare in i rampljuset. Dessa aktörer livesänder sina…
(more)
▼ I dagens digitala mediesamhälle, där strömbar media står i fokus, slår sig en ny form av underhållare in i rampljuset. Dessa aktörer livesänder sina framträdanden rakt in i våra vardagsrum. De strategier som dessa streamers tillämpar är lika viktiga som de själva. Syftet med den här studien är att finna de strategier och mönster som möjliggör en utveckling från en aspirerande streamer till ett etablerat varumärke. I vår kvalitativa studie där vi observerar och intervjuar streamers granskar vi deras interaktioner från ett branding perspektiv med fokus på crossmedia för att identifiera eventuella skillnader och likheter mellan dem. Vi använder oss av en tematisk analys för att hitta teman och subgrupper. Genom denna studie kom vi fram till två modeller, en interaktionsbaserad modell och en spelcentrerad modell. Interaktionsmodellen lyfter fram prioriteringarna hos den variationsbaserade streamern där interaktionen mellan chatten och streamern i sig läggs i fokus. I den spelcentrerade modellen är inte streamern det viktiga utan det är spelval och skicklighet som står i fokus. Vidare spekulerar vi att framtiden ser ljus ut för dessa aktörer.
Subjects/Keywords: crossmedia; branding; streaming; marketing; twitch
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APA ·
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Export
to Zotero / EndNote / Reference
Manager
APA (6th Edition):
Magnusson, Felix; Stöckel, F. (2015). Investigating crossmedia branding strategies in online game streaming : A qualitative journey into the hearts and minds of todays' arising online entertainers. (Thesis). Umeå University. Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105152
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):
Magnusson, Felix; Stöckel, Fredrik. “Investigating crossmedia branding strategies in online game streaming : A qualitative journey into the hearts and minds of todays' arising online entertainers.” 2015. Thesis, Umeå University. Accessed April 11, 2021.
http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105152.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Magnusson, Felix; Stöckel, Fredrik. “Investigating crossmedia branding strategies in online game streaming : A qualitative journey into the hearts and minds of todays' arising online entertainers.” 2015. Web. 11 Apr 2021.
Vancouver:
Magnusson, Felix; Stöckel F. Investigating crossmedia branding strategies in online game streaming : A qualitative journey into the hearts and minds of todays' arising online entertainers. [Internet] [Thesis]. Umeå University; 2015. [cited 2021 Apr 11].
Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105152.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Magnusson, Felix; Stöckel F. Investigating crossmedia branding strategies in online game streaming : A qualitative journey into the hearts and minds of todays' arising online entertainers. [Thesis]. Umeå University; 2015. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105152
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Texas Tech University
25.
Lin, Hsing-Hui.
A multidimensional customer-based brand equity and its application to religious events: The case of Mazu.
Degree: Hospitality Administration, 2011, Texas Tech University
URL: http://hdl.handle.net/2346/45295
► This study aimed to verify the perception of customer-based brand equity (CBBE) by measuring event brands within an integrated model and to apply brands based…
(more)
▼ This study aimed to verify the perception of customer-based brand equity (CBBE) by measuring event brands within an integrated model and to apply brands based on visitors’ perspectives. The structural equation modeling (SEM) technique was conducted to examine the hypothesized model of which confirmatory factor analysis (CFA) served to analyze the measurement model and a theoretical model was established to examine the model fit. Questionnaires were analyzed (N = 504), results indicated that the pattern obtained a high internal consistency among all model constructs and a powerful explanation of the variance was found. Brand loyalty was based on value, which was indirectly affected, by image and quality. This information may be useful to event organizers and sponsors in
branding and operating tourists’ destinations. More importantly, the brand of Taichung Mazu Event can be constructed to be a powerful tourism product that diversifies the product mix in Taichung City.
Advisors/Committee Members: Yuan, Jingxue (Committee Chair), Stout, Betty L. (committee member), Goh, Ben K. (committee member).
Subjects/Keywords: Branding (Marketing); Structural equation modeling
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APA (6th Edition):
Lin, H. (2011). A multidimensional customer-based brand equity and its application to religious events: The case of Mazu. (Thesis). Texas Tech University. Retrieved from http://hdl.handle.net/2346/45295
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):
Lin, Hsing-Hui. “A multidimensional customer-based brand equity and its application to religious events: The case of Mazu.” 2011. Thesis, Texas Tech University. Accessed April 11, 2021.
http://hdl.handle.net/2346/45295.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
MLA Handbook (7th Edition):
Lin, Hsing-Hui. “A multidimensional customer-based brand equity and its application to religious events: The case of Mazu.” 2011. Web. 11 Apr 2021.
Vancouver:
Lin H. A multidimensional customer-based brand equity and its application to religious events: The case of Mazu. [Internet] [Thesis]. Texas Tech University; 2011. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/2346/45295.
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
Council of Science Editors:
Lin H. A multidimensional customer-based brand equity and its application to religious events: The case of Mazu. [Thesis]. Texas Tech University; 2011. Available from: http://hdl.handle.net/2346/45295
Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
26.
Jallo, Shehu Mohammed.
A comparative and exploratory study of motor oil branding in Nigeria and the UK.
Degree: PhD, 2015, University of Bedfordshire
URL: http://hdl.handle.net/10547/622475
► The importance of branding in the consumer market has been emphasised in many studies. In contrast, branding in the industrial markets is under researched. Even…
(more)
▼ The importance of branding in the consumer market has been emphasised in many studies. In contrast, branding in the industrial markets is under researched. Even so, few researches on motor oil have been conducted. Motor oil is a good example of an important industrial brand due to its use in the production of other goods. Thus, by studying branded motor oil products in two distinct economies, Nigeria and the UK, the thesis aims to understand the nature and extent of branding industrial products, based on comparing and contrasting aspects of motor oil branding in the two contrasting economies. The choice of comparing the two economies is significant bearing in mind that global brands operate globally, hence the need for a more appropriate global strategic orientation. The dearth of studies in this area supports the rational for the use of grounded theory as research strategy. To fill this gap, the study employed a multi methods research approach by employing the use of exploratory qualitative approach. The thesis utilised a longitudinal archival study to gain insight of motor oil branding. Participant observations in the supply chain of the two countries allowed gaining understanding of motor oil branding. Interviews and documents contributed to knowledge to allow triangulation of the findings. The findings suggest that a collection of branding strategies are done by focusing on inter firm relationships, purchase behaviour, effective distribution and various supporting services in the aftermarket. The thesis reveals motor oil functions between the consumer and the business markets with several branding strategies to attract awareness and differentiation. Additionally, the thesis develops a model of the branding strategies of low involvement, branded motor oil products. The model shows various branding strategies through the middlemen to the two markets (i.e. garages (B2B) and retail (B2C)). This research contributes to the literature by identifying the branding behaviour of a hybrid brand from the supply chain perspectives, showing an inter link of branding in both markets. The research further extends understanding of market behaviour of low involvement, business brands. The study further contributes to literature by understanding the effect of foreign brands operating in developing economies like Nigeria. In practice, the findings offer improvement of branding strategy especially with global brands that cross borders to operate in different economies.
Subjects/Keywords: Nigeria; branding; N550 International Marketing
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APA (6th Edition):
Jallo, S. M. (2015). A comparative and exploratory study of motor oil branding in Nigeria and the UK. (Doctoral Dissertation). University of Bedfordshire. Retrieved from http://hdl.handle.net/10547/622475
Chicago Manual of Style (16th Edition):
Jallo, Shehu Mohammed. “A comparative and exploratory study of motor oil branding in Nigeria and the UK.” 2015. Doctoral Dissertation, University of Bedfordshire. Accessed April 11, 2021.
http://hdl.handle.net/10547/622475.
MLA Handbook (7th Edition):
Jallo, Shehu Mohammed. “A comparative and exploratory study of motor oil branding in Nigeria and the UK.” 2015. Web. 11 Apr 2021.
Vancouver:
Jallo SM. A comparative and exploratory study of motor oil branding in Nigeria and the UK. [Internet] [Doctoral dissertation]. University of Bedfordshire; 2015. [cited 2021 Apr 11].
Available from: http://hdl.handle.net/10547/622475.
Council of Science Editors:
Jallo SM. A comparative and exploratory study of motor oil branding in Nigeria and the UK. [Doctoral Dissertation]. University of Bedfordshire; 2015. Available from: http://hdl.handle.net/10547/622475
Rutgers University
27.
Kutlubay, Omer Cem, 1987-.
The effects of portfolio characteristics and quality positioning on market performance.
Degree: PhD, Management, 2019, Rutgers University
URL: https://rucore.libraries.rutgers.edu/rutgers-lib/61653/
► This thesis presents two essays about the effects of portfolio positioning and quality positioning practices on market performance. The first study explores the effect of…
(more)
▼ This thesis presents two essays about the effects of portfolio positioning and quality positioning practices on market performance. The first study explores the effect of portfolio characteristics on market performance in the U.S. automotive industry. Scholars from various disciplines have investigated the impact of portfolio characteristics. Nevertheless, little is known about how brands adjust in dynamic market conditions with their portfolio strategies through brand characteristics or competitor characteristics. Thus, the first essay investigates the influence of the brand‘s product portfolio characteristics on performance by integrating the competitive portfolio positioning of the brand against other brands on the market. Results provide evidence regarding the dynamic capabilities of the brand with product portfolio strategies enhancing performance.
The second study examines the effects of the positioning of product quality on performance in the competitive market conditions. Quality in the marketing literature has two meanings: Perceived and objective quality. This study sheds light on how objective quality and perceived quality, the discrepancy between them, and the positioning of the quality against competitors are affecting the market performance in the context of the U.S. automobile industry. Results provide evidence on how both perceived quality and objective quality are important for the market performance, and how brands enhance performance through different benchmarking strategies. Additionally, results indicating the effects of perceived quality and objective quality on performance vary overtime. Hence, this study guides managers on how to increase performance in the short-term and long-term by the perceived quality and objective quality management. Overall, both studies shed light on how the dynamic capabilities of brands gain a competitive advantage through coordination and resource deployment, thus enhancing market performance.
Advisors/Committee Members: Yeniyurt, Sengun (chair), Kim, Kihyun (internal member), Uslay, Can (internal member), Yalcinkaya, Goksel (outside member).
Subjects/Keywords: Product portfolio; Branding (Marketing)
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APA (6th Edition):
Kutlubay, Omer Cem, 1. (2019). The effects of portfolio characteristics and quality positioning on market performance. (Doctoral Dissertation). Rutgers University. Retrieved from https://rucore.libraries.rutgers.edu/rutgers-lib/61653/
Chicago Manual of Style (16th Edition):
Kutlubay, Omer Cem, 1987-. “The effects of portfolio characteristics and quality positioning on market performance.” 2019. Doctoral Dissertation, Rutgers University. Accessed April 11, 2021.
https://rucore.libraries.rutgers.edu/rutgers-lib/61653/.
MLA Handbook (7th Edition):
Kutlubay, Omer Cem, 1987-. “The effects of portfolio characteristics and quality positioning on market performance.” 2019. Web. 11 Apr 2021.
Vancouver:
Kutlubay, Omer Cem 1. The effects of portfolio characteristics and quality positioning on market performance. [Internet] [Doctoral dissertation]. Rutgers University; 2019. [cited 2021 Apr 11].
Available from: https://rucore.libraries.rutgers.edu/rutgers-lib/61653/.
Council of Science Editors:
Kutlubay, Omer Cem 1. The effects of portfolio characteristics and quality positioning on market performance. [Doctoral Dissertation]. Rutgers University; 2019. Available from: https://rucore.libraries.rutgers.edu/rutgers-lib/61653/
Rutgers University
28.
Deat, Felix, 1983-.
Reputation management: an experimental study of public school.
Degree: PhD, Public Administration (SPAA), 2016, Rutgers University
URL: https://rucore.libraries.rutgers.edu/rutgers-lib/49358/
► The concept of reputation has emerged as a central feature in the governance of public administration as to appreciate and heighten the impressions of stakeholders.…
(more)
▼ The concept of reputation has emerged as a central feature in the governance of public administration as to appreciate and heighten the impressions of stakeholders. Reputation is considered to be a construct that organizations may use by actively influencing the perceptual processing of stakeholders, especially through a focus on distinct expectations and values. Within this management perspective of reputation, organizations and scholars have proposed and analyzed the eminent function of corporate branding. Schultz and de Chernatony (2002) assuredly note that “corporate branding provides a basis for a corporation to develop and express its distinctiveness through its consistent relationships with all stakeholders (p.105)”. Managing corporate branding refers to the deliberate and strategic process to construe and enhance the desired image of the organization to all stakeholders. Within this context, strategic communication, in the perspective of the utilitarian motivational function of brand management offers potential opportunity to not only enhance brand awareness but also prompt brand meaning. This research seeks to examine whether local agencies can influence the attitudes and behaviors of their constituents in their favor by managing the image(s) associated with their institutions. To explore this issue, an exploratory mixed-methods framework was selected to investigate the following question: To what extent do branding cues, as communicated by local public agencies, influence citizen attitudes and behavior towards that particular agency? Considering the objective of this dissertation, an exploratory, mixed-methods sequential design was used. More specifically, the research was carried out in the context of public schools in two phases: qualitative methods, including interviews with ten superintendents and the evaluation of more than 30 public school districts websites, were first used to collect important data, which were analyzed and the results were used to design the main quantitative experimental component of the study. The findings advocate for a fit approach of reputation management, which implicates to strengthen what the organization stands for and the capacity to recognize it, by directly influencing stakeholders perceptual processing. Within the framework of public schools, strategic branding communication appears as a feasible and compelling approach to promote positive reputation. Specifically, this study demonstrates that through the direct effects on both components of brand equity, strategic branding communication is capable to enhance the efforts of public organizations to favor positive reputation and uphold favorable attitudes and behaviors.
Advisors/Committee Members: Piotrowski, Suzanne J. (chair), Riccucci, Norma M. (internal member), Schachter, Hindy L. (internal member), Van Ryzin, Gregg G. (internal member), Amor, Moshe (outside member).
Subjects/Keywords: Public administration; Branding (Marketing); Reputation
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APA ·
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Export
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Manager
APA (6th Edition):
Deat, Felix, 1. (2016). Reputation management: an experimental study of public school. (Doctoral Dissertation). Rutgers University. Retrieved from https://rucore.libraries.rutgers.edu/rutgers-lib/49358/
Chicago Manual of Style (16th Edition):
Deat, Felix, 1983-. “Reputation management: an experimental study of public school.” 2016. Doctoral Dissertation, Rutgers University. Accessed April 11, 2021.
https://rucore.libraries.rutgers.edu/rutgers-lib/49358/.
MLA Handbook (7th Edition):
Deat, Felix, 1983-. “Reputation management: an experimental study of public school.” 2016. Web. 11 Apr 2021.
Vancouver:
Deat, Felix 1. Reputation management: an experimental study of public school. [Internet] [Doctoral dissertation]. Rutgers University; 2016. [cited 2021 Apr 11].
Available from: https://rucore.libraries.rutgers.edu/rutgers-lib/49358/.
Council of Science Editors:
Deat, Felix 1. Reputation management: an experimental study of public school. [Doctoral Dissertation]. Rutgers University; 2016. Available from: https://rucore.libraries.rutgers.edu/rutgers-lib/49358/
29.
Prudente, Leonardo Martins.
Aprovação de políticas públicas por servidores do poder executivo e cidadãos : influência das estratégias de branding e transferência.
Degree: 2013, Brazil
URL: http://repositorio.unb.br/handle/10482/13827
► Dissertação (mestrado)—Universidade de Brasília, Faculdade de Economia, Administração e Contabilidade, Programa de Pós-Graduação em Administração, 2013.
Estudos teóricos indicam que estratégias de branding e de…
(more)
▼ Dissertação (mestrado)—Universidade de Brasília, Faculdade de Economia, Administração e Contabilidade, Programa de Pós-Graduação em Administração, 2013.
Estudos teóricos indicam que estratégias de branding e de transferência de políticas públicas são capazes de motivar stakeholders e de conquistar a atenção cidadã. Essa pesquisa analisa essas propriedades, investigando a relação entre essas estratégias e a aprovação de políticas públicas pelos servidores do Poder Executivo, bem como pelos cidadãos no Brasil. Foram analisadas ainda as diferenças de aprovação entre essas duas populações. A pesquisa fez uso de experimento com grupos de controle e grupos submetidos às seguintes manipulações de informações acerca de estratégias de uma ação política: branding por organismo internacional de cooperação técnica e de cooperação financeira, e transferência dos tipos „exportação‟ e „importação‟. A amostra foi de 487 servidores do Poder Executivo e 497
cidadãos, com poder amostral de 91%. Resultados encontrados comprovam a relação entre essas estratégias e a aprovação de políticas públicas, assim como algumas diferenças entre as estratégias investigadas e entre servidores do Poder Executivo e cidadãos submetidos à mesma manipulação de informação sobre a estratégia. Os achados permitem avançar o conhecimento sobre essas estratégias e jogam luz sobre as diferenças entre servidores do Poder Executivo e cidadãos. _______________________________________________________________________________________ ABSTRACT
Theoretical studies indicate that policy branding and transfer are strategies capable of motivating stakeholders and grabbing the attention of citizens. This research analyzes these capacities by investigating the relation between these strategies and the approval of public policies by employees of the Executive Branch and citizens in Brazil. It also investigates differences of approval between these two populations. The
research counted on an experiment with control groups and experimental groups subjected to the following manipulations of information about strategies on a policy action: branding by international organizations (technical and financial cooperation), and transfer (export and import). The sample was composed of 487 employees of the Executive Branch and 497 citizens, with 91% sample power. Results demonstrate the relation between these strategies and the approval of public policies, as well as some differences among these strategies and between employees of the Executive Branch and citizens subjected to the same manipulation of information about the strategy. Findings can foster knowledge about these strategies and the differences between employees of the Executive Branch and citizens.
Advisors/Committee Members: Porto, Rafael Barreiros.
Subjects/Keywords: Branding (Marketing); Servidores públicos
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APA (6th Edition):
Prudente, L. M. (2013). Aprovação de políticas públicas por servidores do poder executivo e cidadãos : influência das estratégias de branding e transferência. (Masters Thesis). Brazil. Retrieved from http://repositorio.unb.br/handle/10482/13827
Chicago Manual of Style (16th Edition):
Prudente, Leonardo Martins. “Aprovação de políticas públicas por servidores do poder executivo e cidadãos : influência das estratégias de branding e transferência.” 2013. Masters Thesis, Brazil. Accessed April 11, 2021.
http://repositorio.unb.br/handle/10482/13827.
MLA Handbook (7th Edition):
Prudente, Leonardo Martins. “Aprovação de políticas públicas por servidores do poder executivo e cidadãos : influência das estratégias de branding e transferência.” 2013. Web. 11 Apr 2021.
Vancouver:
Prudente LM. Aprovação de políticas públicas por servidores do poder executivo e cidadãos : influência das estratégias de branding e transferência. [Internet] [Masters thesis]. Brazil; 2013. [cited 2021 Apr 11].
Available from: http://repositorio.unb.br/handle/10482/13827.
Council of Science Editors:
Prudente LM. Aprovação de políticas públicas por servidores do poder executivo e cidadãos : influência das estratégias de branding e transferência. [Masters Thesis]. Brazil; 2013. Available from: http://repositorio.unb.br/handle/10482/13827
Temple University
30.
Graham, Johnny Langston.
CONSUMER CORRUPTION OF BRAND MEANING: A MULTI-METHOD EXPLORATION OF BRAND APPROPRIATION.
Degree: PhD, 2016, Temple University
URL: http://digital.library.temple.edu/u?/p245801coll10,410546
► Business Administration/Marketing
This dissertation centers on the study of brand appropriation, the altering of brand meaning by non-target market consumers who belong to a subculture.…
(more)
▼ Business Administration/Marketing
This dissertation centers on the study of brand appropriation, the altering of brand meaning by non-target market consumers who belong to a subculture. Although oftentimes referenced within the social sciences, appropriation is a scantily explored construct within the context of marketing, and specifically branding. Using a multi-method approach, this research establishes a conceptual framework for brand appropriation, develops an in-depth understanding of why and how it occurs, and examines its effect on consumers and their relationships with brands. Overall, this work builds a theoretical foundation for this phenomenon, contributing to literature involving the role of brands within subcultures, the process and effects of non-target market adoption, and gives consideration to uninvited co-creation behavior. Furthermore these studies gives insight for firms which encounter this unexpected consumption behavior, providing understanding that can help inform strategic response.
Temple University – Theses
Advisors/Committee Members: Mudambi, Susan;, Morrin, Maureen, Ruth, Julie, Venkatraman, Vinod;.
Subjects/Keywords: Marketing;
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APA ·
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APA (6th Edition):
Graham, J. L. (2016). CONSUMER CORRUPTION OF BRAND MEANING: A MULTI-METHOD EXPLORATION OF BRAND APPROPRIATION. (Doctoral Dissertation). Temple University. Retrieved from http://digital.library.temple.edu/u?/p245801coll10,410546
Chicago Manual of Style (16th Edition):
Graham, Johnny Langston. “CONSUMER CORRUPTION OF BRAND MEANING: A MULTI-METHOD EXPLORATION OF BRAND APPROPRIATION.” 2016. Doctoral Dissertation, Temple University. Accessed April 11, 2021.
http://digital.library.temple.edu/u?/p245801coll10,410546.
MLA Handbook (7th Edition):
Graham, Johnny Langston. “CONSUMER CORRUPTION OF BRAND MEANING: A MULTI-METHOD EXPLORATION OF BRAND APPROPRIATION.” 2016. Web. 11 Apr 2021.
Vancouver:
Graham JL. CONSUMER CORRUPTION OF BRAND MEANING: A MULTI-METHOD EXPLORATION OF BRAND APPROPRIATION. [Internet] [Doctoral dissertation]. Temple University; 2016. [cited 2021 Apr 11].
Available from: http://digital.library.temple.edu/u?/p245801coll10,410546.
Council of Science Editors:
Graham JL. CONSUMER CORRUPTION OF BRAND MEANING: A MULTI-METHOD EXPLORATION OF BRAND APPROPRIATION. [Doctoral Dissertation]. Temple University; 2016. Available from: http://digital.library.temple.edu/u?/p245801coll10,410546
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Open Access Theses and Dissertations