Cada vez más el término Brand Equity es importante en diversas categorías, de este modo, las compañías buscan construir uno sólido. Asimismo, el Brand Personality en este fenómeno es relevante, pues está relacionado con el Brand Equity al indicar los valores y personalidad de la marca e influir en la conexión con el consumidor. Este estudio busca encontrar la relación entre dimensiones del Brand Equity (Brand Awareness, Brand Association y Perceived Quality) y Brand Personality con respecto al Brand Loyalty, en el contexto peruano de la categoría de sportswear. La data obtenida de 400 encuestados por medio de una encuesta online fue analizada usando análisis de regresión múltiple y correlaciones. / The term Brand Equity is increasingly important in various categories, thus, companies seek to build a solid one. Likewise, Brand Personality in this phenomenon is relevant, since it is related to Brand Equity by indicating the values and personality of the brand and influencing the connection with the consumer. This study seeks to find the relationship between dimensions of Brand Equity (Brand Awareness, Brand Association and Perceived Quality) and Brand Personality with respect to Brand Loyalty in the Peruvian context of the sportswear category. The data obtained from 400 respondents through an online survey was analyzed using multiple regression analysis and correlations. / Trabajo de investigación

Purpose: This paper aims to explore the relationship between an influencer’s endorsement of a brand and the subsequent brand’s equity within a consumer’s mind. Research Question: How will an influencer endorsement influence a consumer’s brand equity?  Design, Methodology, and Approach: The authors of this paper used a qualitative approach, inductive structure. Due to the explorative nature of this paper, the authors have conducted 10 semi-structured interviews. This method generated a depth of information which was then coded for the analysis process.  Findings: The findings of the research suggest a strong relation between frequent engagement from the influencer and brand awareness through endorsement. There is also a positive association between the relationship with an influencer. Furthermore, trust in influencers is built through two components, knowledge/expertise and authenticity, however, trust does not influence brand loyalty.  Limitations: The interviews were conducted in English although English was not the first language for any of the participants, this caused some confusion when the interviewees had to explain the more technical terms in simplified language. Furthermore, this may have hindered their ability to express themselves 100% accurately, however, the researchers made sure to get a detailed answer for every question to ensure nothing was lost in translation.  Keywords: Influencer, influencer endorsement, brand equity, brand loyalty, brand image, brand awareness, trust, knowledge, expertise, authenticity.

Background - Generation Z is the future larger group of consumers. Members of thisgeneration are key in the strategy of brands to remain competitive in the long-term. Buttheir loyalty is more difficult to get compared to other generations. It is assumed that itis linked to their specific expectations and the way brands handle them. Thus, theobjective of this study is to determine the real influence of these particular expectationson the two dimensions of Gen Z brand loyalty, attitudinal and behavioural.Method - Several hypotheses about the relationships between attitudinal loyalty,behavioural loyalty, ethical position, omnichannel experience, value for money,entertaining content and authenticity have been made. To confirm them, a questionnairetargeting French Gen Z and focusing on fashion brands has been sent via social mediaand answered by 150 respondents.Findings - The results of linear regressions show that value for money has a positiveinfluence on both attitudinal and behavioural loyalty. Also, omnichannel experienceinfluences behavioural loyalty positively while entertaining content influencesattitudinal loyalty positively. On the contrary, entertaining content has a negative impacton behavioural loyalty. So attitudinal loyalty as a moderating effect as its influence onbehavioural loyalty is positive. Ethical position and authenticity did not show anysignificant results.Conclusions - Value for money, omnichannel experience and entertaining content areespecially important to consider when it comes to Gen Z loyalty. Quite the reverse,ethics and authenticity are not as essential as suggested by many researchers andmarketers. Beyond this, the study contributes to knowledge by proving that brandloyalty should not be considered as a unit but as a multi-dimensional concept. Gen Zexpectations do not have the same influence on attitudinal and behavioural loyalty somarketers should be aware of that when building their strategy.

Purpose: The purpose of this thesis is to gain further understanding of how social mediamarketing activities can affect a firm's brand loyalty and brand image. The study was conductedwithin the sportswear industry. Design/Methodology/approach: This study was of explanatory nature and had a quantitativeapproach where it gathered its data through questionnaires that was posted in communitygroups on Facebook for the brands Oner Active, Gymshark and Better Bodies. These chosenbrands are an active part of the chosen industry to investigate, the sportswear industry. Findings: The findings of this study showed that social media marketing activities have apositive effect on brand image as well as brand loyalty. The social media marketing activitiesthat had the overall highest impact were entertainment and word of mouth. Furthermore, thefindings of this study concluded that increased brand image has a positive effect on brandloyalty. Implications: The findings of this study contributes to the growing knowledge of social mediamarketing activities and how they effect brand image and brand loyalty of sportswear brands.The findings of this study contributes to practitioners as well, it showcases the importance of social media marketing activities but also provides insight of what activities might be of mostimportance to develop in regards to brand image and brand loyalty (based on the circumstancesand limitations to this study).

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[EN] After-sales services have become very important in the automobile industry. However, this area has not been sufficiently researched, particularly with regard to China, the most important car market globally. In this respect, German manufacturers play a leading role because they dominate the premium market segment. When it comes to services, the one thing that is especially important in China is culture. At the same time, this is exactly where a scientific gap exists because the cultural aspect in automotive services has been mostly neglected in the research literature. Thus, specific knowledge with regard to Chinese service demand behaviour is lacking, which could become a crucial issue because of the enormous differences between Chinese and Western cultures. This paper addresses this limitation by providing a guideline for how the entire process chain of after-sales services could be researched in China. In addition, it also introduces Schwartz's individual level value theory as a beneficial operationalisation approach to culture. Thereby, values are modelled as exogenous variables in order to show which ones are really causal. This significant advantage cannot be provided by national comparison studies, which are the ones that are most often conducted. A total of 301 Chinese workshop customers of Audi, BMW and Mercedes-Benz were surveyed in order to assess the critical success factors of after-sales services via partial least squares structural equation modelling. / [ES] Los servicios post venta en el sector del automóvil se han convertido en un elemento esencial en su mercadotecnia global. Sin embargo, no se han investigado suficientemente y, especialmente en países emergentes con mercados crecientes como China, el mercado más relevante a nivel mundial. Aquí, los fabricantes alemanes juegan un rol fundamental al dominar el segmento premium (o de cuasi lujo) del mercado. Cuando analizamos los servicios, un factor importante en China es la cultura. Sin embargo existe, en este campo un hueco en la investigación académica ya que en la literatura de investigación del sector automóvil, la cultura es un elemento poco analizado. Por ello, no se pueden aplicar conocimientos de mercadotecnia específicos en relación con el comportamiento de la demanda de servicios en China, en un tema esencial, como es la cultura China, muy diferente a la occidental. Esta tesis trata de enfocar las limitaciones mencionadas; en primer lugar, proporcionando una guía de cómo la cadena de proceso de servicios postventa puede ser investigada en países emergentes como China. Y en segundo lugar, porque se utiliza la teoría de cultura de Schwartz como un enfoque útil de instrumentación de los valores culturales. Así, estos se modelan como variables externas, para mostrar claramente cuáles son los valores realmente relevantes en su conjunto. Para ello se encuestaron a 301 clientes de talleres post venta chinos de las marcas Audi, BMW y Mercedes-Benz, con el fin de evaluar los factores críticos de éxito mediante modelos de ecuaciones estructurales de mínimos cuadrados parciales (PLS). / [CA] Els serveis post venda en el sector de l'automòbil s'han convertit en un element essencial del màrqueting global. No obstant això, no s'han investigat prou i, especialment en països emergents amb mercats creixents com la Xina, el mercat més rellevant a nivell mundial. Aquí, els fabricants alemanys juguen un paper fonamental en dominar el segment premium (o de quasi luxe) del mercat. Quan analitzem els serveis, un factor important a la Xina és la cultura. No obstant això existeix, en aquest camp un buit en la investigació acadèmica ja que en la literatura de recerca del sector automòbil, la cultura és un element poc analitzat. Per això, no es poden aplicar coneixements de màrqueting específics en relació amb el comportament de la demanda de serveis a la Xina, en un tema essencial, com és la cultura Xina, molt diferent a l'occidental. Aquesta tesis tracta d'enfocar les limitacions esmentades; en primer lloc, proporcionant una guia de com la cadena de procés de serveis postvenda pot ser investigada en països emergents com la Xina. I en segon lloc, perquè s'utilitza la teoria de cultura de Schwartz com un enfocament útil d'instrumentació dels valors culturals. Així, aquests es modelen com a variables externes, per mostrar clarament quins són els valors realment rellevants en el seu conjunt. Per a això es van enquestar a 301 clients de tallers post venda xinesos de les marques Audi, BMW i Mercedes-Benz, per tal d'avaluar els factors crítics d'èxit mitjançant models d'equacions estructurals de mínims quadrats / Frass, A. (2015). Impact of After-Sales Performances of German Automobile Manufacturers in China in Service Satisfaction and Loyalty. With a Particular Focus on the Influences of Cultural Determinants [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/59251

Background: The digitalisation and rise of social media completely transformed the dynamics of communication where marketers lost full control over the marketing message to consumers. Companies have adapted by utilising Online Brand Communities (OBCs) with an open environment facilitating their consumer relationship with mutual benefits. Recently, companies have started to fear social media, due to the increased spread of negative word-of-mouth (WOM). Recent research reveals that consumers are more prone to share negative WOM than positive WOM, where certain consumers intentionally seek to harm brands by spreading misinformation. This underscores the need for further exploration of the dark side of OBCs.    Purpose: This paper aims to investigate the presence and impact of negative WOM within OBCs focusing on negative expressions concerning product quality, identity and intention. Specifically, it examines what negative expression has the most significant impact on consumer outcomes in the form of loyalty, intention and emotional attachment. Method: A mixed methodology approach was conducted for this study. The qualitative approach involved conducting a netnography to analyse the dynamics within OBCs and identify negative comments present within the communities. The quantitative approach was then implemented through a survey, incorporating the selected comments from the netnography to understand their impact on consumer outcomes.  Conclusion: The netnography findings showed that negative expressions regarding product quality were predominant within OBCs. The survey revealed that negative expressions concerning consumer identity exert the most significant impact on consumer outcomes. Although product quality discussions dominate OBCs, it was shown to not be the ultimate factor to impact consumer outcomes.

Thesis (M.Tech.: Marketing)-Dept. of Marketing, Durban University of Technology, 2007 xiv, 129 [19] leaves / This study examined brand awareness after a change in sponsor and audience perceptions about the sponsors and the event before and after the change.

本研究為補強雜誌媒體領域中對於品牌研究的不足，希望導入有關品牌忠誠度之相關研究，建構國內財經雜誌品牌忠誠度衡量指標，作為業界實際營運時的有效參考，未來則以此為基礎，發展其他類型媒體品牌忠誠度衡量指標。 研究採用修正式德菲法，將財經雜誌品牌忠誠度衡量指標分為行為指標與態度指標兩大面向，行為指標共有4項題項；態度指標則有12項題項。經兩回合專家問卷及專家訪談，研究結果顯示，行為指標共有4項指標「購買比率」、「購買順序」、「購買持續時間」、「閱讀比率」達到專家共識一致性與重要性之檢測標準；態度指標則有「購買意願」、「滿意度」、「品牌評價」、「推薦意願」、「品牌偏好」、「品牌信任」，以及「品牌承諾 / 堅持」等7項題項達到檢測標準。 研究建議，財經雜誌在衡量品牌忠誠度時，可依據通過檢測指標建構衡量題項，同時在實務工作上，以產品內容的專業性與精確性提升讀者購買與閱讀意願，並獲取讀者認同，提高讀者的滿意度與對該雜誌的評價、推薦意願，同時建立品牌偏好與品牌信任，自然可獲得讀者對於該雜誌品牌的承諾與堅持。 / The study is aiming at consolidate the lack of brand study in the business magazine industry, and would like to introduce related research for constructing loyalty evaluation indexes of Taiwan business magazine brand, as well as to build up effective reference for practical operation. Then with the study base, we can develop brand loyalty evaluation indexes of other type magazine in the future. This study adopts “modified Delphi” and divides the brand loyalty evaluation indexes of business magazines into two dimensions: “behavioral indexes” and “attitudinal indexes”. The “behavioral indexes” consists four items and the “attitudinal indexes” consists 12 items. After completing two rounds of questionnaires, the result shows that there’re four “behavioral indexes” which are qualified for consistence and importance” by experts and scharlors of media marketing, including “percent of purchase”, “purchase sequence”, “duration time for purchasing” and “percent of reading”. Also, there’re 7 qualified “attitudinal indexes” including “purchase intention”, “brand satisfaction”, “brand evaluation”, “recommendation intention”, “brand preferences”, “brand trust” and “brand commitment / insistence”. The results suggest that business magazines may evaluate brand loyalty with these qualified indexes. From practical point, business magazine need to focus on the professionalism and accuracy of content as to improve readers’ purchase and reading intention, to get readers’ recognition, to boost readers’ satisfaction and recommendation as well. Meanwhile, once the brand preferences and brand trust are constructed, the business magazines get the readers’ brand loyalty as well.

在全球化浪潮的影響下，世界各國紛紛開始注意到「文化延續」的重要性，使得如何保存在地文化成為各國必須面臨的課題之一，創意產業與流行文化於是成為各國首推發展的產業。台北啤酒文化園區身為啤酒產業的發源地，奠定了台北啤酒文化園區於文化創意產業中所具有之重要性，但一項成功創意產業必須有賴於適當的經營方式，才能獲得消費者的支持與肯定。故本研究結合Schmitt之「體驗行銷」理論進行實證研究，根據「體驗行銷」、「生活型態」、「顧客滿意度」以及「品牌忠誠度」等理論基礎發展觀念性研究架構及問卷，研究目的在探討消費者的人口統計變項與生活型態對台北啤酒文化園區策略體驗模組、 顧客滿意度、品牌忠誠度的之影響，並分析策略體驗模組對於台北啤酒文化園區消費者之顧客滿意度、品牌忠誠度的關係。研究調查共回收樣本330份，有效樣本為297份。研究主要發現為：（1）不同人口統計變項與生活型態消費者對策略體驗模組感受有部份差異。（2）不同人口統計變項與生活型態消費者在顧客滿意度、品牌忠誠度有部份差異。（3）策略體驗模組與顧客滿意度、品牌忠誠度具中度相關及解釋力。最後，本研究對業界與未來的研究者提出適當的行銷策略與研究上的建議。 / In the trend of Globalization, the characteristics of local culture have become more and more important. The development of cultural creativity industry is thought to be the most important factor of national economy development and the promotion of quality of life. There are many countries that are starting to pay attention to how to preserve local culture. This study is aimed at the cultural creative industry, hoping the basic background and uniqueness of local culture in Taiwan can be understood through the characteristics of local culture. “Taipei Brewery” is the birthplace of Taiwan beer's local culture, so this study took “Taipei Brewery” as a case study. This thesis is based on the theory of "Experiential Marketing" built by Schmitt(1999),to proceed to a concrete investigation on the influence of SEMs(strategies of experiential modules) on Taipei Brewery's customers. The conceptual framework of this research is based on a literature review of the “Experiential Marketing”, “Life Style”, “Customer Satisfaction” and “Brand Loyalty”. This research uses a questionnaire to survey the customers of “Taipei Brewery”. The statistical package for the social science (SPSS12.0) system was utilized for the Descriptive statistics analysis, Pearson product-moment correlation, T-test match-pair, one-way ANOVA, Regression Analysis, Scheffe multiple comparisons, and a Cronbach α.. In total, 297effective questionnaires out of 330 were collected, and the effective response rate was 90.303%. The findings of this research are as follows: （1）The different demographic variables and lifestyles of consumers have a significant contrast between strategies of experiential modules. （2）The different demographic variables and lifestyles of consumers have a significant contrast between customer satisfaction and brand loyalty. （3）There is a positive correlation between strategies of experiential modules, customer satisfaction and brand loyalty. Finally, according to the results of the study we came up with a connotation for the theories and actual situations in running a business.