With the keen competition of the same product, consumers have many products to choose, so that many promotional activities are held to raise the market share. However, almost consumers are aware of the promotional activities through an advertising, such as a banner on the portal site. Indeed, we all see these kinds of advertisings in our life. Thus, promotional message is an advertising to a consumer, and it is also an advertising which combines promotion and advertising. That why I measure the promotion effects on the Internet according to the advertising effects. First of all, I want to know how the two kinds of promotions which are called price-promotion and non-price-promotion to affect the advertising effects. Secondly, I want to know how the interactivities which only exits on the Internet to affect the advertising effects. Finally, I use product brand image as a moderating variables to know how it affect consumer behavior. Between-subject factorial design, price-promotion and non-price-promotion arrange in pairs content-interactivities and non-content-interactivities arrange in pairs functional brand image and symbolic brand image is employed in my study. I pick up 240 students of NSYSU in convenience, and these students are divided into eight groups, and each group contains 30 students. The results show that: Two kinds of promotions will affect advertising effects. Interactivities will affect advertising effects. Brand image has moderate effect to the relationship between promotion and advertising. Finally, Brand image has no moderate effect to the relationship between interactivities and advertising.

Background:  Making customers loyal to the brand have become a key issue for marketers to achieve since it acts as a major contributor to competitive advantage. The brand image is argued to be the main source for brand loyalty and organizations continuously seeks for ways to achieve brand loyalty through enhancing their image. Employee branding makes it possible for organizations to consistently deliver a desired brand image to the customers, through its employees, and it could therefore be of importance to explore the relationship between employee branding and brand loyalty.  Research questions: RQ1: How does the organization’s management communicate its desired brand image to the employees? RQ2: How do the various sources of messages contribute to employees’ knowledge of the desired brand image? RQ3: How do the various sources of messages contribute to the upholding of the psychological contract between the employees and the organization? RQ4: How does the image projected by employees influence brand loyal customers? Purpose: The purpose of this thesis is to explore the relationship between an organization’s employee branding and brand loyalty. Methodology: Conducted as a single embedded case study, semi-structured interviews Conclusion: The empirical investigation revealed that employee branding activities could strengthen customers’ loyalty towards the brand. Employee branding therefore influence customers’ satisfaction, commitment, trust, and identification to the brand.

Employer branding handlar om hur företagen marknadsför sitt varumärke och på så sätt påverkar arbetstagarnas uppfattning om dem. Många företag arbetar aktivt med detta för att nå ut till potentiella arbetstagare och för att bevara de nuvarande anställda. Men hur ser egentligen de potentiella arbetstagarna på en attraktiv arbetsgivare? Vad är det som avgör val av arbetsgivare? Vi vill med denna studie undersöka vilka faktorer som anses vara viktigast vid val av arbetsgivare. Vilka rankas egentligen högst respektive lägst? Och skiljer sig dessa faktorer mellan män och kvinnor?

This research aims to interconnect entrepreneurship theories with brand theories. The study analyzes how this can be accomplished in the context of smaller agricultural firms, considering how intellectual property rights can be used strategically in entrepreneurial activities, ultimately creating regional growth. A firm has several options to protect its brands. Producers of similar products within a limited geographical area can protect the shared designated origin. Use of a collective brand, such as Champagne and Roquefort in France or Parmeggiano Reggiano in Italy, has been studied as a strategy to protect products from a given region. In the case analyzed here, a particular Austrian collective brand – Gailtaler Almkäse – was safeguarded within a protected designation of origin (PDO), providing producers a safe haven from which to enhance their collective brand in competitive markets. The PDO registration of the brand represents a central entrepreneurial strategy for manufacturers. To the region where the brands originate, the PDO has become a specific aspect of entrepreneurship that leads regional development.

Bergslagens Sparbank as well as other independent(fristående) sparbanker have discoveredthat some of their customers can not separate them from Swedbank. Some customers maythus believe that they are the same bank. This study seeks factors that may contribute to thisproblem, and measures that can counteract. We refer to this problem as brand confusion andmainly have our focus on factors derived from brand alliance, but also from the companyitself and the banking industry. We use a qualitative method where we collect empirical datafrom interviews with four sparbanker. Strategic differences between them, allow us to seehow different factors can contribute to and or counteract brand confusion. This study showsthat the graphic profile, that includes the common symbol and colors, may have great impactwhen it comes to sparbankerna. However, the messy business history that includes thecomplex partner relationship could also have a great impact. Finally, we would also like tomention the importance of how all involving parties in a brand alliance communicates this. Ifit does not come through loud and clear to the customer that there is a partnership, strongsimilarities and ambiguities may affect customers to believe two companies are one and underthe same brand.

Purpose: The purpose of this study is to investigate consumer’s attitude towards licensed products in relation to the parent brand, with respect to perceived quality, likelihood to buy and associations’ transferability. Background: Brand licensing has become one of an increasingly popular ways of stretching a brand into new product categories to reach more consumers in new markets. Despite the fact that brand licensing is less risky than building a brand from scratch, the odds that licensed products will fail are still high. That is why, it is interesting to investigate consumers’ attitudes towards brand licensing in fast moving consumer goods sector and see how perceived quality, likelihood to buy and transferability of parent brand associations will impact the licensing strategy. Method: The authors will use quantitative approach; data will be gathered using self-administered questionnaires. Furthermore, the data will be analysed using SPSS, namely by employing Spearman’s correlation. Conclusion: The results of this study indicate that perceived quality, likelihood to buy and associations of the parent brand have a positive impact on the licensed products only if there is a high degree of perceived fit between the two product categories. Consumers welcome new licensed product that is in the related product category, however, the consumers appear to be sceptical to the product that is outside of the core market of the parent brand.

This report compares two different types of insulation with regards to fire and moisture. The materials were tested for the company Fiskarhedenvillan AB, for a wall and a roof construction that the company currently uses in the establishment of Sweden's first certified passive house for international standards. Their current material, Rockwool, is compared to a relatively new material on the Swedish market called SEALECTION Agribalance sold by the company ISO Green AB. The material is a type of polyurethane insulation. This insulation material would result in a more efficient execution of the construction as it provides waterproofing and is applied more easily than Rockwool. From a fire standpoint, literature studies and discussions with fire experts led to results. The construction moisture characteristics of the two materials were compared in a simulation program called WUFI 5.1 PRO. Literature were done to understand moisture and understand how to use the simulation program. This study provided results about how well suited the materials were for Fiskarhedenvillan AB:s passive house. The main conclusions were that both of the materials are functioning from a moisture standpoint, although the Rockwool with vapor barrier provided better values than the polyurethane insulation. These conclusions applied to both roof and wall constructions. From a fire standpoint both of the materials worked in the wall construction. The roof should however retain the current construction design. The solution with polyurethane insulation does not meet the fire requirements.

The purpose of this thesis is to investigate the role of CSR (Corporate Social Responsibility) on the consumers’ brand perception. It is assumed that if CSR has any effect on the consumers’ brand perception it is supposed to be found as a component of the brand image.  The aim is to get realistic insight into the role of CSR in the consumers’ brand perceptions. Therefore it was needed to overcome essential limitations that previous studies had faced. Past researches have applied similar methods whereby almost no attention was given for the limitations that came along with experiments and quantitative approaches. This study tried to elude such constrains with an approach different to the most that have been conducted previously. Previous researches used to support their respondents either during their studies or beforehand with additional information about CSR in general, companies’ CSR activities or asked right from the beginning, directly and explicit about consumers perception about CSR. This research avoided “feeding” participants with any information on CSR, in the early stages of the in-depth interviews. But in the last stage, interviewers asked directly consumers on how they perceive CSR, in order to be able to compare whether artificial awareness biases or influences consumers’ perception of CSR. By this the topic under study was enlightened from another angle, results could support a holistic overview on the topic from an exceptional perspective.  This thesis applied a qualitative approach as the researchers expected that the results for the complex topic under study would be more meaningful, rich and unveiling than numerical measurements. Therefore, in-depth interviews with German consumers have been conducted. The study illustrates the complexity of the consumers’ perceptual process. The process is influenced by numerous variables and in particular by the individual personality of the consumers. As each human person has its own personality the individual impact is hard to cover. Nevertheless a model was created by using the dimensions “Personal Motives” and “Attitudes toward CSR”. As a result four types of consumers were discovered: “Passivists”, “Cynics”, “Egoists”, “Idealists”. In the model consumers are characterized by their personal motives, their attitudes toward CSR, their general interest in CSR, their attitudes towards perceived motives of the company and their perception of certain causes. It is expected that the model contributes constructively to the research in the field of CSR and that it provides complementary information for decision makers from the economy.

The premise of this thesis is to conduct a research regarding the connection of brand image, brand identity, brand positioning with brand adapting management. The significant purpose of this thesis is for better understanding how a Chinese auto corporation can effectively manage and adapt an acquired foreign brand in Chinese market. In order to reach this purpose, a case study of Geely/Volvo’s acquisition has been carried out which entailed company visit (Volvo Brand Experience Center), interviews with Volvo brand specialists, Volvo dealer and Chinese market expert. The Theoretical Framework describes the general concepts of brand, brand management, company acquisition and three brand adapting concepts of brand image, brand identity and brand positioning. The Empirical Data Collection deals with the Volvo’s brand identity and value proposition, Chinese customers’ perceptions on Volvo brand image and Geely’s brand positioning strategy on Volvo. The Analysis related the theory framework with the empirical results. It discussed and analyzed how Geely can adapt Volvo in Chinese automotive market through dealing with Volvo’s core values, brand image and brand positioning. The Conclusion summarized the Chinese auto corporation needs to concern on three factors for adapting an acquired brand: value proposition of acquired brand, Chinese customers’ perceptions on acquired brand image and brand positioning strategy. Finally our recommendation presents the limitations of this study, suggestions for future research in this field, and managerial implications for the case company.

<p>How do consumers respond when they experience threats to interpersonal relationships, or social exclusion? This research suggests that consumers will seek brands that are characterized by a specific personality trait dimension. In particular, consumers will seek sincere brands as a means to fulfill the need to belong. I argue that this sincerity orientation effect occurs because the sincerity dimension is positively associated with relationship growth and strength. Several studies demonstrate that when excluded, consumers become biased in their impressions of and preferences for sincere brands; they also feel stronger self-brand connections to sincere brands. Further, two studies demonstrate the moderating roles of identity-relevant affirmation and self-esteem in the relationship between exclusion and sincerity orientation towards brands.</p> / Dissertation