Diss. jur. Zürich. / Literaturverz.

M.B.A. / Please refer to full text to view abstract

M.Comm.

M.Ing.

Prior research on branding has emphasised the choices companies have between product and corporate branding and what drives these choices. B2B markets are expected to differ from individual consumers in the value they place on the corporate brand versus the product brand due to the complicated nature of organisational buying. Brand origin and product characteristics are said to have an effect on customers’ evaluations of brand equity. The study design was causal/experimental in nature and data from 189 B2B customers located in SA and Europe was collected via a survey. The unit of analysis was customers’ evaluations of brand equity and multivariate statistical techniques were employed in the data analysis. The study results suggest that brand origin has an effect on customers’ evaluations of brand equity and local customers place more value on the corporate brand than their international counterparts. B2B customers are well aware of the product brand they buy and that product brand awareness drives product brand equity. Commodity and differentiated customers do not differ in their evaluations of corporate versus product brand equity. The findings from this research can contribute to the body of knowledge in the domain of building brand equity in B2B customers with specific implications to brand managers and CEO’s. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

The objective of the study is the exploration of consumer brand name equity for established products and services. There is little research on consumer brandname equity for established products, despite the general assumption within the literature of the central importance to consumers of the brand name element. To achieve isolation of the brand name element the study focuses on name changes brought about by global marketing. Adopting both a critical realist position and a functional based approach towards consumer brand equity, a mixed methods three stage sequential study design is employed. The first stage of the research focuses on the theoretical literature relevant to consumer brand name equity. In particular it seeks to derive a theoretical model of the consumer impact of a change in brand name for an established product. The second stage of the research uses qualitative analysis to empirically explore established product brand name functions. The model developed in the first stage of research is used as a framework but research is not limited to the empirical exploration of this model. The final stage of the research uses quantitative analysis to empirically explore the importance of the brand name of established product to consumers. The research makes a number of contributions to the existing literature. It empirically identifies a number of ways in which the brand name of established products can provide equity to consumers; specifically through rational, relationship, habitual and symbolic functions. One key finding is the discovery that much of the symbolic value appears to be customer rather than corporate driven. A further contribution from the quantitative work is an indication that the overall importance of the brand name of established products holds significant variance. A minority of research participants placed great importance on the brand name element, whilst for the majority the brand name held little importance. This places in context the above functions of the brand name element. Key implications from this study are that the accepted centrality of the brandname element within branding needs qualification and the active role of the consumer within brand equity creation requires greater recognition. In addition, whilst the research findings provide a good rationale for why corporations are able to change the brand name of their products with minimal impact for most of their customers, it also suggests that for a minority of customers this name change will cause an insurmountable long term problem, which will have to be borne by the corporation.

No description available.

Die intensive Ortsnamenforschung der vergangenen 50 Jahre hat dazu geführt, dass auch der Name Leipzigs heute in einem etwas veränderten Licht gegenüber den Darlegungen in Band 8 der Schriftenreihe „Deutsch- Slawische Forschungen zur Namenkunde und Siedlungsgeschichte“ von 1960 erscheint. Insbesondere ergaben sich neue Aspekte durch die Sprachkontaktforschung / Kontaktonomastik seit den 1980er Jahren. So bleibt zwar die Deutung des Namens Leipzig – alt *Lipsk(o) – zu dem aso. Appellativ lipa ,Linde‘ unangefochten, doch handelt es sich bei den diesbezüglichen Namenbelegen offensichtlich um die hochmittelalterliche Umdeutung eines älteren Vorgängernamens mit einer anderen Grundlage. Die genauere Überprüfung der Gesamtüberlieferung führte dazu, die abweichenden Erstbelege bei Thietmar von Merseburg und den frühesten anderen Bezeugungen in Urkunden und Annalen kritischer zu bewerten.

Thesis (Ph.D.) - Carleton University, 2005. / Includes bibliographical references (p. 146-158). Also available in electronic format on the Internet.

Univ., Diss.--Bern, 1999.