No description available.

This thesis provides a unique perspective to the milk market relative to previous studies. While there is rich literature on the various sectors of the milk market, a contribution to this literature was made by providing a specific econometric analysis of the Promised Land brand. Previous work conducted by Capps and Salin (2010) provided the foundation for this thesis. The purpose of this thesis was threefold: 1. Estimate household demand functions for Promised Land white and chocolate milk using Nielsen homescan data. The demand functions were estimated using a tobit model to estimate the conditional and unconditional own-price and cross-price effects of Promised Land white and chocolate milk. 2. Assess the impacts of household demographic drivers of demand for Promised Land white and chocolate milk. 3. Use the empirical results derived from the tobit model to identify substitutes and complements of Promised Land white and chocolate milk and provide a profile of households that purchase Promised Land white and chocolate milk. The study concluded that households who purchased Promised Land white were insensitive to changes in the price of Promised Land white milk. The price of private label milk was the only cross-price that was significant in the quantity of Promised Land white milk purchased. The estimated elasticities showed that Promised Land white milk and private label white milk were substitutes. From the estimated elasticities, it was found that households that purchased Promised Land chocolate milk were largely insensitive to changes in the price of Promised Land chocolate milk. It was also found that the prices of Nesquick, Oak Farms, and private label chocolate milk had a significant effect on the quantity of Promised Land chocolate milk purchased. Of these significant prices, private label and Oak Farms chocolate milk were substitutes for Promised Land chocolate milk. The price of Nesquick chocolate milk demonstrated a complementary relationship with Promised Land chocolate milk.

The factors which influence consumers evaluations of brand extensions have been an important research issue in the area of brand extensions. Regardless of its importance, there is a lack of study in brand extensions in Asia, particularly in Thailand. / Based on the review of previous research of brand extensions and integration into the elements of the conceptual combination literature, a conceptual model for evaluating brand extensions, which is relevant to Thai consumers, is proposed. The consumers evaluations of brand extensions are examined using similar and dissimilar hypothetical extensions of two different brands. / There were two main stages in data collection process; the focus groups and questionnaire survey. The first stage, involving the focus groups, was conducted to select the product category, original brands and hypothetical extensions which were relevant to target respondents. The second stage, the questionnaire survey, was conducted to examine the consumers responses to brand extensions. Two thousand participants were surveyed on the four hypothetical extensions derived from two original brands across the proposed scale for the main study. The probability sampling with a simple random sampling method was selected for the main study. The usable response rate was eighty-one percent. Thus, a total of one thousand and six hundred usable questionnaires were obtained during one and a half months period. / The findings of this study extended the brand extensions research by examining consumers trust, affection on the original brand and rational and emotional perception of fit between the original brand and extensions which are relatively new in the brand extension literature. Three different brand extensions revealed that brand trust, brand affection, emotional perception of fit and rational perception of fit played a significant role in evaluating brand extensions which in turn had an impact on the likelihood of trying brand extensions. Among these factors, emotional perception of fit was found to have the most significant impact in influencing the overall evaluation. Hence, Thai consumers relied less on rational perception of fit than emotional perception of fit when evaluating brand extensions. This study also found that brand trust on the original brand was particularly important in evaluating similar brand extension. Moreover, brand affection played a role in this study as it had a direct influence on the likelihood of trying brand extensions for similar extensions. / The present study contributes by extending prior brand extension research about consumer evaluations of brand extensions in the Thai context. The consumers trust and affection towards the original brand and their perception of fit between the original brand and extension are important consideration in implementing successful brand extension strategy. The present study provides an increased understanding of how consumers evaluate brand extensions in the Thai context as well as providing useful managerial application to businesses and managers in Thailand. / Thesis (PhDBusinessAdministration)--University of South Australia, 2006

Thesis (MBusiness-Research)--University of South Australia, 2002.

Thesis (PhD) -- University of South Australia, 1999

Thesis (MBus)--University of South Australia, 1998

This thesis is concerned with two measures of advertising effectiveness: ad likeability (L) and brand linkage and specifically how they relate to each other.

The factors which influence consumers evaluations of brand extensions have been an important research issue in the area of brand extensions. Regardless of its importance, there is a lack of study in brand extensions in Asia, particularly in Thailand. / Based on the review of previous research of brand extensions and integration into the elements of the conceptual combination literature, a conceptual model for evaluating brand extensions, which is relevant to Thai consumers, is proposed. The consumers evaluations of brand extensions are examined using similar and dissimilar hypothetical extensions of two different brands. / There were two main stages in data collection process; the focus groups and questionnaire survey. The first stage, involving the focus groups, was conducted to select the product category, original brands and hypothetical extensions which were relevant to target respondents. The second stage, the questionnaire survey, was conducted to examine the consumers responses to brand extensions. Two thousand participants were surveyed on the four hypothetical extensions derived from two original brands across the proposed scale for the main study. The probability sampling with a simple random sampling method was selected for the main study. The usable response rate was eighty-one percent. Thus, a total of one thousand and six hundred usable questionnaires were obtained during one and a half months period. / The findings of this study extended the brand extensions research by examining consumers trust, affection on the original brand and rational and emotional perception of fit between the original brand and extensions which are relatively new in the brand extension literature. Three different brand extensions revealed that brand trust, brand affection, emotional perception of fit and rational perception of fit played a significant role in evaluating brand extensions which in turn had an impact on the likelihood of trying brand extensions. Among these factors, emotional perception of fit was found to have the most significant impact in influencing the overall evaluation. Hence, Thai consumers relied less on rational perception of fit than emotional perception of fit when evaluating brand extensions. This study also found that brand trust on the original brand was particularly important in evaluating similar brand extension. Moreover, brand affection played a role in this study as it had a direct influence on the likelihood of trying brand extensions for similar extensions. / The present study contributes by extending prior brand extension research about consumer evaluations of brand extensions in the Thai context. The consumers trust and affection towards the original brand and their perception of fit between the original brand and extension are important consideration in implementing successful brand extension strategy. The present study provides an increased understanding of how consumers evaluate brand extensions in the Thai context as well as providing useful managerial application to businesses and managers in Thailand. / Thesis (PhDBusinessAdministration)--University of South Australia, 2006

The aim of this thesis is to identify the brand choice moderators that influence consumers' choice of one brand over another. This research examines the influence of five consumption values on brand choice behaviour within the New Zealand market for new road motorcycles using stepwise discriminant analysis. The greater variety of brands, forcing consumers to make more brand choices combined with the large financial value of some brands was the major motivator for this research. In reviewing the literature a gap emerged relating to brand choice behaviour for durable goods. This research addresses this gap through using the durable goods category of road motorcycles. Findings from this research concluded that consumption values do influence brand choice behaviour within the New Zealand market for new road motorcycles.

This research project is a study of the phenemenon of foreign branding and the extent of brand name localistion for brands conducting business in Hong Kong. It aims at exploring the effects of language on brand names for the purpose of supporting brand marketing.