Date: June 5, 2008 Course: Master Thesis (International Marketing) Course Code: EF0705 Authors: Bingchao Zhu 840501-P613 bzu07001@student.mdh.se Songxue Jiang 840506-P386 sjg07001@student.mdh.se Tutor: Tobias Eltebrandt Title: A study of brand image of ANTA Company in China’s sportswear market Problem statement: What are the mismatches between ANTA Company’s wanted brand image and the perceived brand image by the target consumer group? Purpose: The aim of this study is to find out the mismatches between ANTA Company’s wanted brand image and consumer’s perception about ANTA’s brand image in China’s sportswear market in order to suggest how ANTN Company should deal with those mismatches. Methodology: The method of this case study is mainly based on the primary and secondary information. The primary information mainly comes from the interview with the manager and questionnaires from the respondents. The books, articles and internet are used as the secondary information. Conceptual Framework: The theoretical framework includes three aspects which consist of marketing mix, brand image and attitude. Conclusion: The conclusion arises from the analysis and research based on the methods, theoretical framework, finding. And there are 5 mismatches which ANTA Company need to deal with. In order to deal with the mismatches, it is very necessary for ANTA to adjust the current marketing strategy and analyze systematically the mismatches for improving the brand image.

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The main purpose of this thesis was to examine the possible effects of various components of the university brand image on students’ attachment and commitment to the brand of Umeå University. In order to make a theoretical contribution to the university branding research, the conceptual model was developed and tested to find out the possible effects of constructs on each other. The proposed conceptual model focused on the university brand image, which contained nine different constructs. The other three constructs consisted of brand attachment, affective commitment and continuance commitment. The model was developed after revising the existing theory and realizing the knowledge gaps. Although there was previous research on the components of the university brand image as well as the research on attachment and commitment, these two studies were conducted separately. The theoretical contribution of this thesis was to combine these constructs in one conceptual model and test their effects. Besides, none of the found studies on attachment and commitment were conducted in the university context. The following research question was formulated in this study: What kind of effects do various components of Umeå University brand image have on students’ attachment and commitment? The study was conducted at Umeå University and the respondents were current students of the university. The findings of this study showed that not all hypothesized effects were significant as it was expected. The model on the effects of the components of the university brand image on attachment was not strong enough. However, it was found that mission and vision, social environment, practicability, physical actualities and aesthetic had significant effects on attachment. When testing the effects of the components of the university brand image on affective commitment it was seen that the model itself was strong. Moreover, mission and vision, social environment, practicability and aesthetic also had significant effects on affective commitment. In relation to continuance commitment, the regression analysing the impacts of the components of the university brand image was weak and only physical actualities had a significant effect. Another regression showed the significant effect of attachment on affective commitment. When testing the impact of attachment on continuance commitment, it was found that attachment had a positive effect on continuance commitment. As a practical recommendation, it was suggested that Umeå University had to improve its graduation prospects, learning facilities, educational standards and external communications as these constructs did not have significant effects neither on attachment nor on affective and continuance commitment. If these areas were improved, it would probably lead to a higher attachment to the university. Higher attachment would, in turn, have a positive impact on commitment and it would probably keep students satisfied and improve the university’s image overall. A special attention should be also paid to the components, which were found to have significant effects, such as mission and vision, social environment, practicability, physical actualities and aesthetic as they currently determine students’ attachment and commitment to Umeå University brand.

In the present investigation, factors related to prospective applicants impressions of an organisation at the pre-interview stage of the recruitment process, and how these perceptions influence decisions to pursue an organisation for possible employment were explored. A heightened understanding of these factors is of relevance to organisations in the current labour market environment, and is of critical importance when considering that recruitment in the pre-interview stages remains under-researched and lacking in a strong theoretical foundation. To address this weakness in the recruitment research the present investigation will integrate two disparate areas of literature - recruitment and marketing - within the theoretical context of Fishbein and Ajzen's (1975) theory of reasoned action. The theory of reasoned action is well tested in the social psychology arena and provides a sound theoretical platform to underpin the relationships applicable to this investigation. In applying the marketing literature to the recruitment context, the concept of brand image is specifically utilised. Additionally, a problem that plagues much of the recruitment research is the heavy reliance on college and university students as a source of research data. The present study responds to this issue by sourcing data from a population of active job seekers submitting applications for advertised job vacancies at a large, Queensland-based higher education institution. A total of three hundred and fifty-one survey responses were obtained. The measures included perceptions of organisational image, attraction, and application intentions. The results indicated that there is support for the assertion that positive image perceptions held by applicants towards an employing organisation will lead to attraction to the organisation and active pursuit behaviour. Within this framework, it is evident that the 'impression management' capability of organisations in the contemporary business environment may hold the key to sustained competitive advantage in the critical search for qualified talent.

Diploma thesis is focused on marketing communication of a brand Loréal Paris in decorative cosmetics. Marketing strategy and commercial communications mix is described in theoretical part. As well as what brand stands for, what values does is hold and other brand elements. Practical part is aimed on international cosmetics market and analysis of Czech decorative cosmetics market. Thesis also covers introduction of Loréal company and its portfolio. We will have a chance to get to know Loréal Paris brand a bit better, together with its product range. SWOT analysis and competitors analysis is conducted as well. Afterwards current commercial communication of a brand is defined. At the end we pay attention to marketing research focused on perception of the brand. Finally, proposals and recommendations for the brand are developed.

La publicidad ha pasado por cambios que han obligado a las empresas a invertir en nuevos medios de comunicación para transmitir su mensaje y acercarse a más público. Uno de esos medios son las redes sociales, las cuales son plataformas de entretenimiento que están siendo afectadas por la saturación publicitaria, en especial YouTube. Esto ha ocasionado que más personas desarrollen una actitud negativa hacia los mensajes publicitarios repetitivos de alguna marca, perjudicándose no solo las ventas del anunciante, sino también la imagen de marca, el cual se construye por medio de la percepción que tiene el consumidor. En este contexto, el principal objetivo de esta investigación es analizar si la saturación publicitaria de telefonía móvil en YouTube afecta la imagen de marca de la categoría. La metodología que se utilizará es un enfoque cualitativo, la cual se desarrollará por la técnica de entrevistas grupales e individuales a través de preguntas semiestructuradas. / The advertising has passed for changes to have forced the companies to invest in news media to transmit their messages and getting close to more audience. One of those media are social networks, which are entertainment platforms are being affected by advertising saturation, especially YouTube. This has occasioned more people opt for a negative attitude towards the repetitive advertising messages of some brand, harming not only the advertiser´s sales, but also the brand image, which is built through of perception that the consumer has. In this context, the main objective of this investigation is analyzing if the advertising saturation of mobile telephony on YouTube affects the brand image of its category. The methodology that will be use is qualitative focus, which will be developed by the technique of group and individual interviews through semi-structured questions. / Trabajo de investigación

Drawing from mental accounting, reference price, attribution and categorization theories, we propose that bundle price discounts will influence perceived prices and quality of the individual bundle components, thus influence purchase intentions. Meanwhile, we investigate how these bundling effects interplay with the forms of bundling, complementarity and brand images of bundle components. The empirical results indicate that the impact of bundle price discount on evaluations of individual bundle components varies across bundling forms. In a mixed-joint bundle, the price discount increases consumer perceptions of the regular price of bundle components, but does not change quality perceptions. In a mixed-leader bundle, the price discount hurt consumer price and quality evaluations of the discounted product, but increased the undiscounted product's perceived quality. These effects are moderated by complementarity and the brand images of bundle components. Implications of these findings for marketing researchers and managers are presented along with suggestions for further research. / Ph. D.

Due to the success of apparel online shopping, many researchers in consumer behavior hope to extend the existing consumer behavior theories into the electronic commerce area to assist apparel marketers to develop effective marketing strategies to understand, attract, and maintain their consumers (Goldsmith & McGregor, 1999). Many apparel researchers have investigated Consumer Satisfaction/Dissatisfaction (CS/D) with online shopping (Hou, 2005; Jiang & Rosenbloom, 2005; Kim, Kim & Lennon, 2006; Lee, 2004). However, most of these studies focused on CS/D with apparel websites or e-service quality, rather than CS/D with the products purchased online. In apparel online shopping, consumers cannot examine the textures, hand, or color of the fabric or try on the garment. Because of the intangibility of apparel products on the website, consumers may use extrinsic cues, such as brand image, to judge if the brand is worthy of the price and to make an inference of the product quality (O'Neal, 1992). Previous studies about brand image mainly discussed about how brand image influences consumers' perception and evaluation of product quality (d''Astous & Saint-Louis, 2005; Dodds, Monroe & Grewal, 1991) and the impact of brand image to consumers' purchase intention (Ataman & Ulengin, 2003; Li, 2004; Park & Stoel, 2005). No research has examined how brand image influences consumers'' expectations at purchase and the perceptions of product performance at the product-receiving stage, and the role of brand image in CS/D after receiving products, especially in the realm of apparel online shopping. Therefore, a study investigating the roles of brand image and product performance in CS/D with apparel online shopping is essential. The purpose of the study was to examine the factors related to CS/D with the purchased product and with the brand in apparel online shopping at the product-receiving stage. The four objectives of the study were to examine (a) the relationships between consumers'' individual differences (i.e., brand sensitivity, brand familiarity, brand self-congruity and demographics) and perceived brand image at the purchase stage, (b)the influence of consumers'' perceived brand image at purchase on their expectation for product performance and on perceived product performance, (c) antecedences of CS/D with the product and CS/D with the brand, and (d) antecedences of product return intention and repurchase intention. A model of CS/D with the purchased apparel product and with the brand in an online shopping context was proposed as the framework of this study. Different from the two stages (i.e., purchase stage, product-consumption stage) usually proposed in the studies of offline shopping, an extra product-receiving stage was included between purchase and product-consumption stages to illustrate the process of CS/D after consumer receive the product that they ordered online. Fifteen hypotheses were developed according to the relationships proposed in the framework. A 2 X 2 between-subjects factorial experimental design was developed to conduct this study. The treatment variables were brand image and product performance. Two levels of brand image at the purchase stage (i.e., higher, lower) were manipulated by two brand names and logos. Two levels of product performance at the product-receiving stage (i.e., higher,lower) were manipulated by two sweatshirts with different levels of quality. A website was developed to simulate the apparel online shopping process, and a questionnaire was developed to measure the variables included in this study. A structural equation model was developed to examine the proposed relationships and hypotheses. Results in this study showed that both brand image and product performance significantly influenced CS/D with product and CS/D with the brand. Product performance was the most important factor on consumers'' satisfaction with the product that they ordered online. Brand image at purchase played a direct role in CS/D with the brand but an indirect role in CS/D with the product. Brand image at purchase positively influenced product performance expectation; product performance expectation positively influenced the perception of product performance; and then, perceived product performance affected satisfaction/dissatisfaction with the product. Visible attribute (i.e.,style, color) expectancy disconfirmation was also found to be an antecedence of CS/D with the product. If perceived product performance of style and color was better than what they expected, participants tended to be more satisfied with the product. CS/D with the product was found to be a significant antecedence of CS/D with the brand. CS/D with the product was found to be the direct factor influencing product return intention, and perceived brand image at the product-receiving stage and CS/D with the brand were antecedents of repurchase intention. In conclusion, this study suggests that brand image and product performance were significant factors on CS/D with the purchased product and with the brand at the product-receiving stage in apparel online shopping. This study is beneficial to consumer behavior researchers and apparel e-tailers by identifying the roles of brand image and product performance in apparel online shopping. Based on the results, marketing strategies in apparel online shopping were provided. / Master of Science

Greenwashing is a growing phenomenon among businesses. The intent of greenwashing isto promote false solutions to the climate crisis that distract from and delay concrete andcredible action. This is something that can mislead and confuse the consumers' relationshipto the company brand image. Therefore, the purpose of this study is to investigate howgreenwashing can affect a company's brand image and what characterizes the impact. The study is based on qualitative research where two focus groups were constructed to createopen discussions about their relation to greenwashing and brand image. The participantsgot the opportunity to explain their view related to four aspects as well as expressing theirthoughts and feelings about their brand attachment before and after showing them scandalsfrom three real companies.In order to analyze the data from the focus groups a grounded theory coding wasconducted. The coding established different categories of the relation betweengreenwashing and brand image. These aspects were analyzed together with the theoreticalframework in order to answer the research question.The analysis gave the reader understanding of the participants reasoned with themselvesand others when faced with a sustainable dilemma. The dilemma contains the relationshipof price, loyalty, comfort on one side and negative environmental impact, social inequalityand false marketing on the other.

Bakgrund: De flesta är medvetna om att vi matas med och påverkas av varumärken, men sällan om det arbete som ligger bakom ett varumärkes uppbyggnad. Därför är det av stor vikt vid varumärkesuppbyggnaden att förankra de värderingar som företaget vill positionera sig med. För att i sin position kunna differentiera sig gentemot konkurrenter med ett starkt varumärke måste företaget kommunicera samma värderingar, både i den interna och externa marknadsföringen för. Det finns de som anser att man kan utföra detta genom marknadsföring på två skilda sätt, genom att agera “marknadsförare” eller att agera “försäljare” gentemot sina kunder, där “försäljare” ofta är bättre på att skapa relationer där kunden rekommenderar företaget vidare än en “marknadsförare”. Därför finns det anledning att undersöka om företag av olika art skiljer sig i arbetet med sina kunder för att bygga upp sitt varumärke på olika sätt.   Syfte: Syftet med denna uppsats är att undersöka tjänsteproducerande företags varumärkes-positionering.     Metod: Denna studie har genomförts med en kvalitativ metod där vi har gjort en fallstudie som består av elva intervjuer med företag inom både bank och fastighetsmäklarbranschen. Vi har sedan använt oss av en tematisk analys för att finna samband och skillnader i genomförandet hos de olika branscherna.   Slutsats: I dagens konkurrensutsatta marknader har det varit svårt att positionera tjänster, där traditionella marknadsföringsaktiviteter blir mindre viktigt och det krävs att företagen arbetar för att skapa långsiktiga relationer med sina kunder. Vi finner i vår studie att den personliga kontakten blir en viktig del av att positionera de immateriella tjänsterna då ingen fysisk produkt kan visas upp eller undersökas, men att detta även skiljer sig mellan de två branscherna. Vår undersökning tyder på att dessa skillnader beror på att hos en bank köper du en tjänst och hos ett fastighetsmäklarföretag betalar du någon för att hjälpa dig med en tjänst.   Förslag till fortsatt forskning: Denna uppsats har sitt fokus på två olika branscher inom service sektorn. Genom att studera fler företag inom dessa skulle man kunna generalisera uppsatsens bidrag genom vidare forskning. Uppsatsen kan även vara en utgångspunkt i att studera fler branscher för att se vilka skillnader som finns där. Fokus har även varit med utgångspunkt ur företagens synvinkel, vidare forskning kan studera fenomenet ur kundens perspektiv.   Uppsatsens bidrag: Forskningen syfte är att bidra till en större förståelse inom företagsekonomiska områden för varumärkesuppbyggnaden inom olika branscher som kan användas av marknadsförare inom dessa branscher. / Background: Most people have awareness that we are fed with communication from and are influenced by brands, but rarely do we possess awareness surrounding the work behind brand-building. Therefore it is of great importance to the concept of brand building, to anchor the values ​​with which the company wishes to position itself. In order to position itself within the marketplace by presenting a strong brand, to differentiate itself from competitors. The company must communicate the same values, with consistency both in the internal and external marketing efforts. Some commentators have the belief that this can be accomplished by marketing, using two specific separate methods, by acting as a "marketer" or acting as a "salesman" towards customers. Within these approaches the "salesman" approach is often better at creating relationships, in which customers are more likely to recommend the company much further than if a "marketer" approach is used. Therefore, there is need to examine whether firms which differ in nature differ in their work with their clients to build their brand in different ways.   Purpose: The purpose of this paper is to examine service companies branding positioning.   Method: This study was carried out with a qualitative approach, through conducting a case study, consisting of eleven interviews with companies within banking and real estate broking markets. We then used a thematic analysis to identify correlations and differences in the implementation processes of the various businesses.   Conclusion: Todays intensive market competition has created complexity when firms attempt to position their services. A consequence is that traditional marketing activities have become less effective and it now requires that companies are working to create longer-term relationships with their customers. We conclude within our study that personal contact is an important part of positioning intangible services, when no physical product can be displayed or explored, but also that this differed between the two industries studied. Our study indicates that these differences are due to that within banking, customers purchase a service product, whereas at a real estate brokerage firm, customers pay individuals to consult and assist them with a service.   Suggestions future research: This paper focuses on two different branches of the service sector. By studying more companies within these sectors, there would be an opportunity for further generalization by undertaking further research. This paper can also be utilized as starting point in the study of more industries to see what differences exist comparatively. The Focus has been conducted from a business perspective, possible further research could be achieved by undertaking a study of the phenomenon from the customer's perspective.   Essay submissions: The research aims to contribute to a greater understanding in business administration areas for brand building within different industries, which can be used by marketers within these industries