The global shipments of smartphones will be more than four hundred fifty million, and it will overtake handset and become the mainstream in 2011. The fact is that there are more and more choices for customers to choose. It not only many brands, but also varieties of operating systems are provided with consumers.In this trend, is brand image still important factor that contributes to the consumers choosing the smartphones? For customers having had smartphones, how the brand image affects their loyalty? Therefore, this study attempts to find out the linear relationship between brand image and brand loyalty, In addition, it takes involvement and the operating systems into consideration. The research also intends to focus on whether the effects of the involvement adjust this or not and look for a difference of linear relationship between the two operating systems-android and ios. The scope of this research includes the customers owning smartphones in Taiwan. Moreover, the method of the study is sending on-line and paper questionnaires at the same time, and the number of the valid questionnaires is 261.In this study, brand image are divided into three perspectives by factorial analysis, functional benefits, symbolic benefits, experiential benefits. Brand loyalty consists of behavioral loyalty and attitudinal loyalty. The involvement is composed of importance, symbolic value, and risk.The research uses regression analysis to verify the linear relationship between brand image and brand loyalty. Furthermore, put brand image, brand loyalty, involvement into the regression analysis, and through multiple stepwise regression analysis to find out the factors which contribute to linear relationship. The result reveals that there is a linear relationship between the brand image and brand loyalty. In addition, linear relationship between different operating systems is also different, and especially the functional brand influences significantly on brand loyalty.

With the ongoing innovation of production technology, the quality and properties of NoteBook (NB) are more advanced, and the price is getting lower. Due to the low price and the rising of Chinese consumption level, the demand of NB is progressively increasing. On the other hand, compared with other items, NB is a high unit price item. Therefore, the brand name of products becomes a factor for consideration in consumer purchases. It also leads to the consequence of NB industrial concentration. According to MIC¡¦s report, the global market share of top 5 NB brand (Acer, Hewlett Packard, Dell, Lenevo, and Toshiba) is up to 74% in 2010. Due to the circulation in information technology, NB functions and services provided by brand companies become similar. Under this condition, the discrepancy between different brand NBs is shortened. In the consumer-oriented market, only consumer satisfaction cannot create the consumer loyalty. Despite the consumer satisfaction, brand companies should consider other factors that affect the brand loyalty. The research is to discuss the factors affecting brand loyalty from the aspects of involvement, using habits, and demographic variables. In addition, statistic analysis is based on collecting questionnaires, in which the analysis includes factor analysis, regression analysis, and ANOVA analysis. The research found that: 1. Consumer satisfaction still affects brand value ,and be a essential factor of brand loyalty. 2. Regarding to involvement, product pleasure will be factor between consumer satisfaction and brand loyalty; others will be not. 3. Using habit and Demographic Statistic will be factors between consumer satisfaction and brand loyalty.

Recently, more business reduced marketing expenses for responding the changes of macro-economic environment. The business strategy turned traditional marketing into internet marketing. More business used internet marketing to compete with others. Because internet industry grown speedily that ¡§Otaku Economy ¡§changed consumer behavior on shopping. In addition, these economy models become more strong shopping power. Consumers change their shopping patterns that it carries more opportunities and economy effects when the environment is in a slump. The research has four purposes as follows: First, to discuss e-commerce bring the effectiveness of brand essentially. Second, to explore affected on purchase decision-making whether internal or external factors when consumers use e-commerce process. However, people perceive differently for online shopping on decision model. People have difference effects on perceived price, perceived quality, perceived value and purchase intention in their mind. In addition, we want to discuss that consumer¡¦s brand loyalty when people face more choice on online shopping websites. Finally, we observed effectiveness on brand A and the gap between business and consumer in business side. The model was tested using SPSS 17.0 Variate Statistical Analysis and Case Study. The sample size of this survey includes 360 respondents, 335 were identified as usable. PayEasy were selected for the study. The findings are as follows: 1. We demonstrated the price-perceived value concept model that found consumers considered the more quality on products/ website the more overall value in their mind. The result created more purchase probability. 2. Two group are 15-18 year-old students and office workers bought cosmetic products online frequently because without time and space limit. More and more female consumers interest in online shopping. 3. In fact, people have lower brand loyalty on online shopping due to they have more choices. Product substitution and cheaper price could affect consumer decision-making behavior. 4. PayEasy has more unique competitiveness on information flow, product flow, cash flow, logistics and CRM. The key contribution of the research is that we reflect opinions of people and perspectives gap on e-commerce in consumer and business side. Further, we understand factors of decision-making process in consumer¡¦s mind that will help to enhance relationship between business and consumers on e-commerce. And helping business create more new innovate model to increase brand effectiveness.

Starting out as a state-run enterprise, TSC has sought to diversify its operations from its core salt business to comply with uninhibited private, international competition. Taiwan Salt is now divided into Seawater Chemistry, Biotech, Info-Tech, and Distribution business units based on their respective unique product lines and directions of future development. In terms of Biotech, Taiwan Salt has applied medical-grade collagen to its medical/cosmetics business and turned it into a major revenue source. Therefore, it will be necessary to study consumers¡¦ behavior in buying cosmetics in order to promote and sell this product. This research examined consumers¡¦ sex, age, education, occupation, and monthly income and investigated how differences in these factors and in post-purchase satisfaction and loyalty would lead to significant differences in suggestions and perception. Customers of TSC¡¦s Kaohsiung sales office were, based on convenient sampling, taken as the subjects that received questionnaire survey. The collected data underwent statistical procedures and analysis, and conclusions and suggestions were drawn and put up to be adopted by TSC and even enhance TSC¡¦s competitive edge. The research has obtained findings and offered suggestions. 1. The findings of this study are presented as follows: 1.1. Overall, the products of TSC¡¦s collagen cosmetics is accepterable by the consumers. The empirical result supports this aspect. 1.2. Market orientation has a positive effect on collagen cosmetics market. As the results of the statistics, female consumers age among 35 to 55 are the main targets of the collagen cosmetics markets. 1.3. Consumers concern about the qualities, functions, services, much more than the price of the TSC¡¦s collagen cosmetics. 1.4. In purchasing TSC¡¦s collagen cosmetics, the income factor is not significant with the prices of the commodities. However, there still have relatively large spaces on improving the quality of the commodities. 2. Suggestions: 2.1. The questionnaire survey scope of this study is focused only on TSC¡¦s Kaohsiung sales office; it¡¦s better spreading the field into the whole markets. 2.2. Offer various field of questionnaire survey shall be very helpful on comparison and understanding the full view of the markets. And then the results of the study can be more practical on TSC¡¦s marketing strategy planning.

Thesis (PhD)--Macquarie University, Division of Society, Culture, Media & Philosophy, Dept. of Media, 2007. / Bibliography: leaves 281-305.

This thesis examines the importance of employee perceptions of their organisation's visual corporate identity (VCI) particularly the symbolic 'corporate logo'. Employees' views of the logo reveal their perceptions of the organisation itself (Henderson and Cote 1998:15, Olins 1995:73) so are an important indicator of their positive or negative feelings towards their establishment. Previous research recognises the significance of employees' opinions, but has overlooked their perceptions of the VCI. In education, external marketing (including VCI) is of growing interest but there has been little concern with internal marketing. Methodology A mixed methods, sequential, explanatory case study into a UK independent school was undertaken. Quantitative data was obtained from questionnaires, distributed to the schools' employees and qualitative data from interviews; analysis reveals convergent and divergent findings.Findings The majority of the schools' employees consider the corporate colours and logo important, associate positive meanings with the logo and were proud to be linked to the school by wearing branded items. Employees felt affiliation for the logo and considered the VCI to be strong although responses differed depending upon gender, full or part-time employment, department, seniority and length-of-service. A new model has been developed, the IMP Test, that reveals the perceptions; the importance, meanings, and pride that employees attach to their VCI. Implications These findings reinforce and add to previous research of employee perceptions of their VCI (particularly in education) and it follows, towards their organisation. Utilising this approach, managers can gain a deeper understanding of employee perceptions which has implications for morale and motivation.

published_or_final_version / Business / Master / Master of Philosophy

Med en allt mer mode och trend inriktad marknad där kortare ledtider efterfrågas för att kunna tillgodose sina konsumenter med mode inriktade och trend riktiga plagg i rätt tid och på rätt plats så har dagens klädmarknad utvecklats till en allt mer dynamisk affärsmiljö med ett snabbare affärsklimat. Denna marknad kan idag refereras som ”fast fashion” marknaden. Samtidigt som brand loyalty och återkommande konsumenter blir allt viktigare och viktigare i dagens affärsklimat så blir det i den allt mer dynamiska fast fashion marknaden allt svårare att upprätthålla lojaliteten bland konsumenterna. Mot denna bakgrund undersökte denna studie hur konsumenterna inom fast fashion marknaden agerar utifrån brand loyalty konceptet. För att genomföra denn ställdes följande forskningsfråga för att besvaras: Hur framstår konsumenters brand loyalty genom deras agerande och köpbeteende inom fast fashion marknaden?Studien använde sig av Aaker och hans modell rörande brand loyalty som teoretisk utgångspunkt för genomförandet av analysen av studiens empiriska material. Studiens metod utfördes med fem stycken semi strukturerande intervjuer med utvalda personer där alla respondenter var aktiva konsumenter inom fast fashion marknaden. Studiens slutsats fann att ett flertal konsumenter inom fast fashion marknaden var mindre lojala på grund utav att konsumenterna var benägna till att byta till ett annat varumärke om priset hade en bättre relevans till plaggets design och kvalité. / With an increasingly fashion and trend-oriented market, where short lead times are demanded to be able meet consumer’s expectations and demands of fashion oriented and trendy garments at the right time and in the right place. Today's clothing market has evolved increasingly towards a more dynamic business environment with a fast changing business climate. This market can today be referred to as the "fast fashion" market. While brand loyalty and recurring consumers are becoming more and more important in today's business environment, the dynamic fast fashion market have difficulties retaining the loyalty among their consumers. Based on this background, this study examines how consumers in the fast fashion market act based on the concept of brand loyalty. To carry out the study, the following research question have been answered:" What emerges consumers' behavior regarding brand loyalty within the fast fashion market?"The study used Aaker and his model on brand loyalty as a theoretical basis for the implementation of the analysis to the study's empirical material. The study's methodology is claiming five semi structuring interviews with selected persons where all respondents were active consumers in the fast fashion market. The conclusion of the study are that the majority of consumers in the fast fashion market were less loyal because consumers tend to switch brands if the price where relevant to the garments design and quality.

Brands are recognised as one of the most valuable assets that a company can possess and therefore brands are key role-players in the business strategies of organisations. The rivalry amongst competitors in the pharmaceutical industry is fierce and companies should design their strategies in such a way in order to achieve competitive advantage. Brand loyalty is regarded as a powerful tool in the development of pharmaceutical brands. The main aim of this study was to measure brand loyalty in the pharmaceutical industry of South Africa and to establish whether patients are brand loyal to original pharmaceutical brands and the influence of generics on pharmaceutical brand loyalty. The measurement of brand loyalty in the pharmaceutical industry is based on Moolla’s brand loyalty framework for the FMCG (fast moving consumer goods) industry. This study also aimed to determine whether Moolla’s FMCG brand loyalty framework is applicable to the pharmaceutical industry. The twelve brand loyalty influences identified by Moolla are: Customer satisfaction; Switching costs; Brand trust; Repeat purchase; Involvement; Perceived value; Commitment; Relationship proneness; Brand affect; Brand relevance; Brand performance and Culture. The empirical study was conducted among 250 over-the-counter medicine consumers with different demographic profiles. The methodology included the sampling procedure, data collection, questionnaire development and statistical techniques used. Results were analysed with regards to Factor analysis; the Kaiser- Meyer-Olkin measure of sampling adequacy; Cronbach Alpha coefficients; Bartlett’s test of sphericity, mean values and effect sizes. The Empirical results through quantitative analysis included the validity of the research instruments, the calculation of the reliability coefficients which reported on the significance of the research variables. The results were presented in a conceptual framework to measure pharmaceutical brand loyalty. The results of this study concluded that the brand loyalty influences as identified by Moolla are important for measuring pharmaceutical brand loyalty. The results of this study also concluded that patients are indeed brand loyal and do prefer branded pharmaceuticals to generic pharmaceuticals in the over-the-counter medicine industry of South Africa. The importance of this study is the contribution of a brand loyalty framework to measure pharmaceutical brand loyalty which will aid pharmaceutical companies in the strategic management thereof. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013

Brands are recognised as one of the most valuable assets that a company can possess and therefore brands are key role-players in the business strategies of organisations. The rivalry amongst competitors in the pharmaceutical industry is fierce and companies should design their strategies in such a way in order to achieve competitive advantage. Brand loyalty is regarded as a powerful tool in the development of pharmaceutical brands. The main aim of this study was to measure brand loyalty in the pharmaceutical industry of South Africa and to establish whether patients are brand loyal to original pharmaceutical brands and the influence of generics on pharmaceutical brand loyalty. The measurement of brand loyalty in the pharmaceutical industry is based on Moolla’s brand loyalty framework for the FMCG (fast moving consumer goods) industry. This study also aimed to determine whether Moolla’s FMCG brand loyalty framework is applicable to the pharmaceutical industry. The twelve brand loyalty influences identified by Moolla are: Customer satisfaction; Switching costs; Brand trust; Repeat purchase; Involvement; Perceived value; Commitment; Relationship proneness; Brand affect; Brand relevance; Brand performance and Culture. The empirical study was conducted among 250 over-the-counter medicine consumers with different demographic profiles. The methodology included the sampling procedure, data collection, questionnaire development and statistical techniques used. Results were analysed with regards to Factor analysis; the Kaiser- Meyer-Olkin measure of sampling adequacy; Cronbach Alpha coefficients; Bartlett’s test of sphericity, mean values and effect sizes. The Empirical results through quantitative analysis included the validity of the research instruments, the calculation of the reliability coefficients which reported on the significance of the research variables. The results were presented in a conceptual framework to measure pharmaceutical brand loyalty. The results of this study concluded that the brand loyalty influences as identified by Moolla are important for measuring pharmaceutical brand loyalty. The results of this study also concluded that patients are indeed brand loyal and do prefer branded pharmaceuticals to generic pharmaceuticals in the over-the-counter medicine industry of South Africa. The importance of this study is the contribution of a brand loyalty framework to measure pharmaceutical brand loyalty which will aid pharmaceutical companies in the strategic management thereof. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013