The objectives of this study are to determine the presence and extent of brand-level and of price-based segmentation for private label and manufacture brands. / Thesis (MBusiness(Research))--University of South Australia, 2008.

The research reported in this thesis investigated the factors affecting effective brand alliances, in which two brands from different product categories were featured together for introducing a co-branded brand. Despite the increasing use of brand alliances, little research has been done to examine the factors that determine the effectiveness of co-branded brand in brand alliances, or to evaluate the brand attribute of co-branded brand in brand alliances. Based on a critical review of the literature on alliances and brand extension theory, the author developed a conceptual framework to understand how parent brands with association, similarity, and complementary fit can affect the result of brand alliances. The conceptual framework captures the different degrees of similarity, association and complementary fit between parent brands (where one is a header brand and the other is a modifier brand). The research used five different measuring scales: function, performance, perceived quality, perceived image, and premium price to measure the brand attributes of the co-branded brand after the brand alliance to prove that association, similarity, and complementary fit between the parents brands are important factors in determining the brand attributes of the co-branded brand. The findings of the study differ from the findings of previous research in three important ways, and the findings are opposite to those predicted by brand extension theory. Firstly, the study shows that higher “brand association” between parent brands dilutes the “brand attributes” of the co-branded brand. Secondly, the study shows that the “brand similarity” between parent brands does not enhance brand attributes of the co-branded brand. Thirdly, this study shows that “complementary fit” between parent brands does not enhance the brand attributes of the co-branded brand. The theories are tested using a qualitative research method with genuine brands in conditions of high consumer involvement. The results show an interesting pattern of interaction among factors. This interaction has important implications for managers in co-brand marketing. The results also provide researchers with promising avenues for further research in brand alliance. / Thesis (PhD)--University of South Australia, 2005

Thesis (PhDBusinessAdministration)--University of South Australia, 2004.

Thesis (MStatistics)--University of South Australia, 2000

Thesis (M.Bus.)--University of South Australia, 1996.

This research study is focused on the buying behaviour of modern consumers. The literature indicates that modern consumers are sophisticated, discerning and are less loyal to a particular brand than they used to be. Consumers today are more concerned with buying a product that not only meets their needs but also provides them with pleasurable experiences. There are many ways to explain buyer behaviour; however for this thesis storytelling, dream theory, and "Lovemarks" have been used to examine the usefulness of the selected theories to the visual communication design industry. The research has focussed on an homogeneous product (bottled water) as a vehicle to establish whether all the plans and strategies in recently published literature can be trusted and be used for design strategies for planning a marketing campaign. The reason for doing this is to establish some new knowledge that could contribute to the design industry in terms of criteria for branding, marketing and design strategy in visual communication design. An extensive secondary research of the literature has been made to inform this study. Primary information has also been gathered by using carefully designed and comprehensive materials involving professional interviews, and a major case study of bottled water has been conducted, which includes a field study, focus groups and surveys. Information and raw data generated by the research have been analysed either quantitatively or qualitatively. The result generated by this study is not conclusive, however, pointing to the fact that the buying behaviour of consumers is complex and variable. There was also little agreement among the professional interviewees in terms of the role of human behaviour and its application in the design campaign.

Brand imitation is viewed as an infringement of the imitated original brand. (Zaichkowsky, 1995). Although brand managers and researchers have looked into ways to fight against imitations, these are still prevalent in today's market. Researchers have found that one of the major reasons for the growing volume of imitations has been consumer demand. Thus, rather than studying ways to reduce imitations, it is first important for brand managers and researchers to understand why consumers would knowingly buy imitations. The major issue is to understand how consumers evaluate brand imitations. Several studies have explored factors that might have an influence on consumer evaluations of brand imitations. However these findings are limited. For example, similarity of the imitation to the original brand is an important factor in consumer evaluations. However, very little research has studied this aspect. Thus, this research is motivated to further investigate the influential factors of consumer evaluations of brand imitations. This study replicates d'Astous and Gargouri (2001), a study that examines a comprehensive set of factors that might influence consumer evaluations of brand imitations. The purpose of this study is to re-examine their hypotheses in various product categories, with a focus on luxury brands. Moreover, this study has extended the d'Astous and Gargouri (2001) study by investigating product similarity which had not been previously explored. However, hypothesis testing did not completely support the hypothesized effects. The results indicate that consumers who purchase luxury brand imitations are heavily influenced by the price and store image. The results show also that the factor of product similarity is unimportant to a customer purchasing imitator brands.

Inaug.-Diss.--Münster. / Bibliography: p. 390-403.

Zugl.: München, Univ., Habil.-Schr., 2004

Zugl.: Köln, Fachhochsch., Diplomarbeit, 2005