Call number: LD2668 .T4 1949 B44

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<p><p>Abstract</p><p>Date: September 1, 2008</p><p>Course: EFO705 Master Thesis International Marketing</p><p>Tutor: Peter Dalin</p><p>Authors: Muhammad Rizwan mrn07003@student.mdh.se</p><p>Qin Xian xqn07001@student.mdh.se</p><p>Title: Study of Brand Awareness and Brand Image of Starbucks</p><p>Problem: To investigate to what extent the Swedish youths have brand awareness</p><p>about the brand of Starbucks and what kind of brand perception of</p><p>Starbucks as reflected by the brand association held in target customers’</p><p>memories (brand image).</p><p>Purpose: Carrying with the conception of brand awareness and brand image</p><p>packaged into the case of Starbucks brand, the authors aim to investigate</p><p>the degree of Starbucks’ brand awareness among the Swedish youths’</p><p>minds (brand awareness) and the perceptions of Starbucks brand as</p><p>reflected by the brand association held in target customers’ memories</p><p>(brand image).</p><p>Method: Primary data is collected through qualitative interviews with Swedish</p><p>students of Mälardalen University in vasteras. Secondary data is collected</p><p>from articles and literatures in journals and through internet.</p><p>Conceptual Model: A model of keller about Brand Image and Brand Awareness is</p><p>used as the conceptual framework of whole thesis. The relevant</p><p>theories and definitions are used during the research process.</p><p>Conclusions: After the investigation we can come to the conclusion that the focal</p><p>respondents’ acquaintance to Starbucks brand stay on the basic</p><p>level—they are able to recognize the focal brand and retrieve it when</p><p>given some type of probe as a cue. Although the general spirit</p><p>embedded into Starbucks is consistent with what the customers</p><p>comprehend, still some commitments and symbol involved into</p><p>Starbucks are ignored or misunderstood by focal respondents. The</p><p>concrete explanation is concluded underneath:</p></p>

A rapid serial visual presentation task (RSVP) was combined with the 'inattention' paradigm (Mack & Rock, 1998) to investigate the effect of cognitive load on the detection of an unexpected stimulus. In addition, the detection of an unexpected stimulus presented in conjunction with a distractor item, rather than target, was also investigated. Seventy four students of the University of Canterbury participated in one of five experiments. Participants either performed a high cognitive load version of the RSVP task, selecting items on the basis of colour and semantic category, or a low cognitive load version selecting items on the basis of colour only. On the final frame of the fourth and critical trial, an unexpected stimulus appeared in conjunction with either a target or distractor item. The level of inattentional blindness to the unexpected stimulus was the result of interest. No effect of cognitive load or presentation partner was found. The implications of the results for the load theory of attention and cognitive control are discussed, along with the potential future uses of the developed method.

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This thesis focuses on evaluating the measurement errors in the gimbal system of the SUAV autonomous aircraft developed at NPS. These measurements are used by the vision based target position estimation system developed at NPS. Analysis of the errors inherent in these measurements will help direct future investment in better sensors to improve the estimation system's performance.

Phonological awareness, and working memory, as a component of phonological awareness, have been found to be highly correlated, not only with the acquisition of reading skills, but also with each other. Existing data does not address this aspect of emergent literacy in South African children, for whom bilingualism may impact on their levels of phonological awareness, and possibly working memory. This research study was designed and conducted in an attempt to identify the relationship between these two skills in a sample of seventy-nine South African Grade 1 children (mean age 86 months). The sample consisted of two language groups, namely first-language English (EL1), an opaque orthography (n=42) and second-language English with first-language one of the nine official African languages of South Africa (EL2), a transparent orthography (n=37). The primary aim was to examine the relationship between phonological awareness (comprising a sound categorisation task, a phoneme deletion task, and a syllable splitting task) and working memory (comprising a verbal short-term memory task, a visuo-spatial short-term memory task, a verbal working memory task and a visuo-spatial working memory task). A measure of non-verbal intelligence was included as a control. Separate analyses were run for the two language groups in order to draw a comparison between their performance on the tasks. Results generally supported existing literature that showed that the relationship between working memory and phonological awareness appears to be dependent on the depth of analysis of phonological awareness, which determines the level of demand made on working memory, yet the relationship differed between the language groups, indicating that the EL2 children draw more on general or apparently unrelated skills to conduct working memory and phonological awareness tasks. A secondary aim of this study was to explore the predictive power of firstly, the four memory skills on phonological awareness; secondly, the sound categorisation skills on phoneme deletion and finally, non-verbal intelligence on working memory. Results again differed between the language groups, suggesting that a broader range of working memory skills predict performance on phonological awareness tasks in the EL2 group than in the EL1 group. The implications of these results are discussed in detail.