Zugl.: Dresden, Techn. Univ., Diss., 2008

Göttingen, Univ., Diss., 2005

Zugl.: Dresden, Techn. Universiẗat, Diss., 2008.

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. / Thesis (DBA(DBusinessAdministration))--University of South Australia, 2005.

Thesis (M.B.A.)--University of Hong Kong, 1995. / Includes bibliographical references (leaf 86).

Thesis (Ph.D.)--University of the Witwatersrand, Faculty of Commerce, 2002. / This thesis presents a new approach to the measurement of consumer brand equity outcomes. The approach links financial performance with consumer behaviour to acknowledge the true source of a brand's strength. The methodology developed can be used to value brands for a variety of purposes ranging from corporate accounting, to taxation, to trademark protection and to capital market analysis. Its most significant application might well become the re-positioning of marketing as the leader of a company-wide activity that contributes to and protects shareholder wealth. The study concludes that the function of marketing has become too introspective and is in danger of allowing its essential role of building and maintaining brands to be taken over by the company as a whole. Brands today are becoming the responsibility of the board and marketing is increasingly seen as a function that deals with certain extemal agencies and buys their services. The author has studied the extant valuation methodologies and has found that they avoid incorporating consumer perceptions of brands: the main reason why brands exist and thrive. The explanation for this is to avoid what the financial community call the "soft issues". And yet it is these so called "soft issues" that determine the value of the brand. Brand equity is defined as the value a brand adds to a non-branded, or commodity, version. This value is invested in the brand by its users and to ignore this in a valuation methodology is to omit a key variable. The methodology presented in this thesis deals with this fundamental requirement and departs from the conventional approaches in four substantive ways: • It uses the Capital Asset Pricing Model to estimate the cost of capital which acts as a proxy for the commodity or non-branded version. • An adapted Delphi approach iteration survey isolates the super profits attributable to the brand from the other profit generating resources. • By analysing the category in which the brand sells according to four defining variables - longevity, leadership, barriers to entry, and vulnerability - time markers are set for notional category dominant and marginal brands. • Survey based consumer data provides quantitative statistics that are reduced to Brand Knowledge Structure (BKS) scores. These are substituted for the dominant and marginal brand markers to establish the Brand Expected Life. The brand value, captured by this approach, is the capitalised present value of the future cash flows. In developing a valuation approach that incorporates consumer behaviour a metric has been developed that links marketing activities directly with shareholder value; which raises the status of the marketing function and which provides the company with a tool to measure return on marketing investment and monitor the value of what in many cases is the firm's most important asset.

李家駒. / 稿本複印本. / 書名原題: 一場「神」或「上帝」的爭論. / 論文(歷史學部哲學碩士)--香港中大學, 1991. / 附參考文獻: leaves 544-566. / Li Jiazhu. / 凡例 / 序言 / Chapter 第一章 --- 緒論 --- p.1 / Chapter （一） --- 寫作緣起 / Chapter （二） --- 研究的回顧與簡評 / Chapter （三） --- 本文的重點與限制 / Chapter 第二章 --- 早期新教教士來華概況與兩次聖經翻譯會議的召開 --- p.27 / Chapter （一） --- 早期新教教士來華的概況 / Chapter (1) --- 一八四二年以前的概況（一八○七年至一八四二年） / Chapter (2) --- 條約簽定后的局面（一八四二年至一八七七年〉 / Chapter （二） --- 兩次譯經會議與「名詞爭論」的緣起 / Chapter (1) --- 第一次聖經翻譯會議 / Chapter (2) --- 第二次聖經翻譯會議 / Chapter 第三章 --- 名詞爭論的內容與性質 --- p.76 / Chapter （一） --- 第一次譯經會議前的名詞爭論 / Chapter (1) --- 馬礼遊和米怜的觀點 / Chapter (i) --- 馬礼遊和米怜對「神」的理解 / Chapter (ii) --- 馬礼遊和米怜對其它用詞的檢討 / Chapter (iii) --- 米怜晚年的轉變 / Chapter (iv) --- 理論與實際的不協調 / Chapter (2) --- 其他教士´對حGo´dح譯詞的關注 / Chapter (3) --- 小結：爭論雛型的形式 / Chapter （二） --- 兩次譯經會議期間的名詞爭論 / Chapter (1) --- 第一會合：婁理華、禆治文與郭士立 / Chapter (i) --- 婁理華的意見 / Chapter (ii) --- 郭士立的回應 / Chapter (2) --- 第二會合：婁理華、裨治文與麥都恩等 / Chapter (i) --- 婁理華重整旗鼓 / Chapter (ii) --- 麥都恩的窮追猛打 / Chapter (iii) --- 裨治文越俎代苞 / Chapter (3) --- 小結 / Chapter （三） --- 第二次譯經的召開及以后的名詞爭論 / Chapter (1) --- 麥都恩和文惠廉的爭論（一八四七年至一八五○年） / Chapter (I) --- 基本的翻譯原則：「屬類詞」抑或「走有詞」 / Chapter a/ --- 對̐於ơElohi̐mơ̐和ơTheo̐sơ的看法 / Chapter b/ --- 對於中國宗教的觀察：「一神主義」抑或「多神主義」 / Chapter c/ --- 對於「屬類詞」定義的理解與運用 / Chapter (ii) --- 翻譯用詞的檢討：「神」抑或「上帝」 / Chapter a/ --- "「神」解作""spirit""+-抑或「宗教敬拜的全體對象」" / Chapter b/ --- 「帝」是「屬世的君主」抑或「至高的管治者」 / Chapter (iii) --- 衝出困境：其他教士的意見與對兩派的居中協調 / Chapter (2) --- 風雲再現：「上帝」是否相等̐於ơGo̐dơ / Chapter (i) / Chapter a/ --- 異軍突起：理雅各的獨特見解 / Chapter b/ --- 文惠廉等「神」派支持者的反駁：「上帝」是一個「絶對詞」 / Chapter (ii) --- 行家主義與基督教精神 / Chapter a/ --- 一種義無反顧的看法 / Chapter b/ --- 永無終止的問題 / Chapter （四） --- 名詞爭論的性質 / Chapter 第四章 --- 名詞爭論的意義與評估 --- p.265 / Chapter （一） --- 從名詞爭論看中外文化的比較 / Chapter (1) --- 新教教士對於中國語言文字的理解 / Chapter (i) --- 九點原則的考慮 / Chapter (ii) --- 教士對中國語言文字的看法 / Chapter (2) --- 新教教士對於中國宇宙起源論的觀察 / Chapter (i) --- 無可避免的胎里病 / Chapter (ii) --- 新教教士對於中國宇宙起源的三種不同理解 / Chapter a/ --- 「創造」 / Chapter b/ --- 「天」與「地」 / Chapter c/ --- 小結 / Chapter (3) --- 不同思維模式的比較與檢討 / Chapter (i) --- 早期中國信徒̐對ơGo̐dơ的理解 / Chapter (ii) --- 《萬國立報》「聖號論」的啟示 / Chapter （二） --- 教士對於名詞爭論持不同見解的原因 / Chapter (i) --- 「行家主義」的適用程度 / Chapter (ii) --- 資料運用的問題 / Chapter (iii) --- 教士對於中國文化的廣度－以尼布爾的觀點□三類教士定位 / Chapter 第五章 --- 總結 --- p.383 / Chapter （一） --- 「名詞爭論」－一次中外文化交流的縮影 / Chapter （二） --- 難以平息的爭論－謝和耐與史華慈的分歧 / Chapter （三） --- 前瞻 / 注釋 --- p.399 / 附錄 --- p.519 / Chapter （一） --- 十九世紀新教《聖經》譯本一覽表 / Chapter （二） --- 一八六○年以前來華教士統計表 / Chapter （三） --- 早期在華新教士有關名詞翻譯的著述（1807-1881） / Chapter （四） --- 《萬國公報》內「聖號論」的文章 / Chapter （五） --- 太平天國̐對ơGo̐dơ的稱謂（附《勸世良言》一書̐對ơGo̐dơ的稱謂） / 參考書目 --- p.544

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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.