<p>This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The researcher proposes that the perceived overall quality of the brand extensions will be congruent to that of the original brand and that the attitude towards the brand extensions will be favourable only when there is a perceived similarity/fit between the brand extensions and the original brand. In order to get these insights, the study surveyed 147 undergraduate and postgraduate students from the University of the Western Cape across all faculties. A non-probability convenience sampling method was used to access respondents. To collect data, qualitative and quantitative methods were employed using a questionnaire which consisted of open-ended and closed-ended questions in the form of free associations technique and 5-point Likert scales. The data gathered was analysed by means of descriptive statistics and Spearman correlation coefficient. The findings indicate two things. (1) respondents only perceived Nike socks&rsquo / overall quality to be congruent to the original brand, Nike athletic shoes. (2) respondents only perceived Nike socks to be strongly similar to the original brand, Nike athletic shoes.</p>

This dissertation is a case study on the Co-branding between Prada and LG, ”The Prada phone by LG”. The purpose of the study is to broaden the understanding of Co-branding and the effects this type of collaboration can have on a company’s brand. The research questions are: “What effects can a Co-branding have on a company’s Brand Equity?” and “How can these effects be measured?”. The study has been made using questioners, which have been exposed in diagrams. The sampling frame used is the target group for “The Prada phone by LG”. We decided to construct the questioners by using the four parts of Aakers theory of how to measure Brand Equity. The parts that were relevant for the study were brand loyalty, brand knowledge, perceived quality and brand associations. Through this study we have developed a tool to measure Brand Equity and we have established a, for this study, relevant way to measure the effects of a Co-branding. The result of the study showed that the Co-branding ”The Prada phone by LG” has given positive effects on all four parts of Brand Equity on LG: s brand. / Denna uppsats är en fallstudie på Co-brandingen mellan Prada och LG, ”The Prada phone by LG”. Syftet med uppsatsen är att närma oss fenomenet Co-branding och de effekter ett sådant samarbete kan få på ett varumärke. Frågeställningarna är följande; ”Vilka effekter kan Co-branding ge på ett företags Brand Equity?” och ”Hur kan dessa effekter mätas?”. Data har insamlats via frågeformulär och redovisats i diagram. Urvalsramen är målgruppen för ”The Prada phone by LG”. Vid utformandet av frågeformulären har vi utgått ifrån Aakers teori om hur man mäter de fyra delarna av Brand Equity som är relevanta för studien, nämligen varumärkeslojalitet, varumärkeskännedom, kundupplevd kvalitet och varumärkesassociationer. Genom denna studie har vi utvecklat ett mätverktyg för att kunna mäta Brand Equity, dessutom har vi fastställt ett, för denna studie, relevant tillvägagångssätt att mäta effekterna av en Co-branding. Resultatet av undersökningen visar att Co-brandingen ”The Prada phone by LG” har gett positiva effekter på alla de fyra delarna av LGs Brand Equity.

Varumärkeskapital är det mervärde som ett varumärke ger en produkt i förhållande till om varumärket inte funnits på produkten. Konsumentbaserat varumärkeskapital innebär vidare att det är i konsumentens medvetande som varumärkeskapitalet existerar. Snabbrörliga konsumentvaror kännetecknas av att de köps ofta och att deras kontakt med konsumenten är begränsad, vidare är de ofta lätta att byta ut. Den här studien undersöker genom kvalitativa intervjuer hur företag bygger varumärkeskapital inom en marknad för snabbrörliga konsumentvaror. Åtta varumärkesansvariga på företag verksamma inom en marknad för snabbrörliga konsumentvaror har intervjuats för att få reda på deras syn på byggande av varumärkeskapital inom nämnda kontexten. Hela studien utgår i grunden från fem dimensioner av varumärkeskapital nämligen varumärkesassociationer, varumärkeskännedom, varumärkeslojalitet, upplevt värde samt andra varumärkestillgångar. Intervjuerna har sedan analyserats utifrån dessa dimensioner stött av andra relevanta teorier inom ämnet, analysen har också sin grund i det valda syftet. Resultaten av denna studie påvisar hur varumärkeskapital skapas för snabbrörliga konsumentvaror inom de fem dimensionerna av varumärkeskapital. Den bekräftar också att alla dimensioner är viktiga att jobba med för att bygga varumärkeskapital. Inom varumärkesassociationer så är trovärdighet och unicitet viktiga aspekter. Det är extra viktigt att jobba med varumärkeskännedom då konsumenter ofta spenderar kort tid då ett köpbeslut tas för snabbrörliga konsumentvaror. Att öka konsumenters involvering i varumärket är viktigt för att skapa varumärkeslojalitet. För upplevd kvalitet är det avgörande att arbeta med de sensoriska delarna då en produkt med dålig kvalitet inte blir långvarig, speciellt, inom en marknad för snabbrörliga konsumentvaror. Att ha fungerande distributionskanaler är viktigt för snabbrörliga konsumentvaror då dessa bidrar till exponering av varumärket. Studien visar att de fem använda dimensionerna är av högsta vikt för byggande av varumärkeskapital inom en marknad för snabbrörliga konsumentvaror. Vidare finner studien att en aspekt av andra varumärkestillgångar, nämligen distribution, istället kan tillhöra varumärkeskännedom i denna kontext. Studien visar också indikationer på att dimensionen upplevd kvalitet är den viktigaste för snabbrörliga konsumentvaror inom varumärkeskapital Dessa är tre viktiga teoretiska bidrag som studien gett. Vidare är studien av praktiskt värde då den ger rekommendationer hur företag inom denna kontext kan arbeta för att bygga varumärkeskapital utifrån de fem använda dimensionerna.

<p>This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The researcher proposes that the perceived overall quality of the brand extensions will be congruent to that of the original brand and that the attitude towards the brand extensions will be favourable only when there is a perceived similarity/fit between the brand extensions and the original brand. In order to get these insights, the study surveyed 147 undergraduate and postgraduate students from the University of the Western Cape across all faculties. A non-probability convenience sampling method was used to access respondents. To collect data, qualitative and quantitative methods were employed using a questionnaire which consisted of open-ended and closed-ended questions in the form of free associations technique and 5-point Likert scales. The data gathered was analysed by means of descriptive statistics and Spearman correlation coefficient. The findings indicate two things. (1) respondents only perceived Nike socks&rsquo / overall quality to be congruent to the original brand, Nike athletic shoes. (2) respondents only perceived Nike socks to be strongly similar to the original brand, Nike athletic shoes.</p>

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.

品牌形象、品牌忠誠度、顧客滿意度與個人涉入在近期的研究皆為重要的討論議題。然而，過去的研究主要關注在UNIQLO的個案研究以及與其他服飾品牌的比較，沒有任何研究探討品牌形象、品牌忠誠度、顧客滿意度與個人涉入之間的利害關係。因此，本研究目的在探討品牌形象、品牌忠誠度、顧客滿意度與個人涉入之間的關係，以及影響到購買意願的主因。 本研究採用量化研究方法，以找出品牌形象、品牌忠誠度、顧客滿意度與個人涉入之間的利害關係。研究結果顯示品牌形象與顧客滿意度呈現正相關，品牌形象與顧客滿意度皆會影響到品牌忠誠度，而個人涉入會影響到品牌形象、顧客滿意度與品牌忠誠度之間的關係。 / Recent surveys have regarded customer satisfaction, brand loyalty, brand image and personal involvement as fundamental issues. The previous research has been focused on investigating the case study of UNIQLO and the comparison between other apparel brands. However, brand image, brand loyalty, customer satisfaction and personal involvement have not been extensively studied yet. Therefore, the research purpose is to examine the relationships among brand image, brand loyalty, customer satisfaction and personal involvement that could affect UNIQLO’s profitability. Quantitative research approaches were employed in this study in order to find out the relationships among these factors. Results of this research showed that Brand image is positively related to customer satisfaction, Brand image and Customer satisfaction significantly predicts brand loyalty. Brand image and Customer satisfaction would affect brand loyalty through its effect on personal involvement. / Table of Contexts Table of Contexts iv Table vi Figure vii CHAPTER ONE: INTRODUCTION 1 1.1Background 1 1.2 Statement of problems 2 1.3 Purpose of the study 3 1.4 Research question 4 1.5 Significance of the study 4 CHAPTER TWO: LITERATURE REVIEW 6 2.1 Brand image 6 2.1.1 Brand Image: Mystery, Sensuality, and Intimacy 8 2.2 Brand loyalty 9 2.2.1 Attitudinal brand loyalty 11 2.2.2 Significance of brand loyalty 13 2.3 Customer satisfaction 14 2.3.1 Significance of customer satisfaction 15 2.4 Personal involvement 16 2.5 The overview of the global apparel industry 18 2.5.1 ZARA 23 2.5.2 H&M 26 2.5.3 GAP 29 2.6 The overview of UNIQLO 32 2.6.1 Background 32 2.6.2 Global market share 35 2.6.3 Business mode 36 CHAPTER THREE: METHODOLOGY 38 3.1 Research frameworks and hypothesis 38 3.2 Research design 40 3.3 Measurement 40 3.3.1 Section I- Demographics 42 3.3.2 Section II – Brand image 42 3.3.3 Section III - Attitudinal Brand loyalty 43 3.3.4 Section IV- Customer satisfaction 45 3.3.5 Section V- Personal involvement 47 3.4 Participant 47 3.5 Data collection 48 3.6 Data analysis 48 CHAPTER FOUR: RESULTS 50 4.1 Description of Samples 50 4.2 Factorial Structure of the Questionnaire 52 4.3 Internal Consistency of the Questionnaire 58 4.4 Correlation analysis 59 4.5 Regression Analysis 60 4.5.1 Multiple regression analysis 60 4.5.2 Hierarchical regression analysis 63 4.6 Structural Equation Modeling 69 CHAPTER FIVE: DISCUSSION AND CONCLUSIONS 72 5.1 Discussion of research results 72 5.2 Implications 77 5.3 Limitations of the study 77 5.4 Recommendations for future research 78 References 79 APPENDIX A 83 APPENDIX B 85 APPENDIX C 87

This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The researcher proposes that the perceived overall quality of the brand extensions will be congruent to that of the original brand and that the attitude towards the brand extensions will be favourable only when there is a perceived similarity/fit between the brand extensions and the original brand. In order to get these insights, the study surveyed 147 undergraduate and postgraduate students from the University of the Western Cape across all faculties. A non-probability convenience sampling method was used to access respondents. To collect data, qualitative and quantitative methods were employed using a questionnaire which consisted of open-ended and closed-ended questions in the form of free associations technique and 5-point Likert scales. The data gathered was analysed by means of descriptive statistics and Spearman correlation coefficient. The findings indicate two things. (1) respondents only perceived Nike socks' overall quality to be congruent to the original brand, Nike athletic shoes. (2) respondents only perceived Nike socks to be strongly similar to the original brand, Nike athletic shoes. / Magister Commercii - MCom

此研究的目的是為了幫助企業更深入的了解並運用遊戲化機制，來達到提升品牌體驗及品牌忠誠度的目的。首先，此研究定義了定位系統結合遊戲化機制的七個設計元素：逃避、面對、幻想、技能提升、娛樂、競爭、社交、定位性，然後定義了品牌體驗的四個面向，包括：感官、情感、 知性、行為。 此研究採用準實驗設計，最後收集了來自238參與者的問卷，並且分別搜集了使用者對定位系統結合遊戲化機制的遊戲體驗前及體驗後對於品牌忠誠度的差異來做探討以及分析。 研究結果發現：1）定位系統結合遊戲化機制的方式可以改變使用者對於品牌的認知，2）幻想、娛樂、社交、定位性此四個設計元素對於品牌體驗有很大的影響力，3）情感體驗以及知性體驗這兩個面向的品牌體驗對於品牌忠誠度有很大的關聯性。 企業採用定位系統結合遊戲化機制的方式時，應重視應用程序的設計元素，並了解每一個設計元素對於使用者內心以及行為模式的影響。 / The objective of this study is to help enterprises to better understand the use of location-based gamification to enhance brand experience and brand loyalty. Frist, the study identified the design elements of location-based gamification as: escape, coping, fantasy, skill development, recreation, competition, social and location-base. Then, four dimensions of brand experience were identified, these experiences include: sensory, affective, intellectual and behavioral experiences. Using a quasi-experimental design, this study collected data from 238 participants who join the testing program with pre and post-test of the effects of a designed location-based gamification application. The results show that 1) the use of location-based gamification can change user perception of the brand, 2) the design elements of Fantasy, Recreation, Social and Location-Base have a strong association with the brand experience and 3) dimensions of affective and intellectual experience are strongly linked with brand loyalty. Organizations adopting location based gamification should pay attention to the design elements of the application and understand its impact on various aspects of user behavior

可口可樂的執行長曾說：「即使可口可樂公司在一夜之間被大火燒為灰燼，但它在第二天就能重新站起來，這就是品牌的力量，是大火燒不掉的財富。」這說明了可口可樂的品牌價值，為何能從2001年起連續11年在Interbrand的評比高居全球第一。這也說明了可口可樂，為何是股神巴菲特十大投資持股之首。二十一世紀是知識經濟的時代，也是「品牌決定一切」的時代。 台灣將於2013年正式採用國際會計準則(IFRS)編製財務報表，公平價值的時代即將來臨，取得品牌價值的公平市價是品牌評價的主要目標之一，而品牌授權的權利金可由品牌價值的公平市價決定，被授權者往往只需支付權利金，便可以使用高知名度的品牌於所生產的商品或提供的服務。 品牌的交易並無公開的活絡市場，品牌價值應該如何評價？探討各種品牌價值的評價模式有助於評價方法的選擇，辨識評價的風險與限制條件，基本上其評價模式可從財務面或非財務面(行銷面)進行。品牌價值評價可提供某一企業的品牌資產賣出或收益的資訊，協助企業了解品牌價值的構成要素及決定因素，並且協助行銷部門評估品牌策略執行的有效性。 本研究認為HEROSE評價模式採用企業過去財報數據，透明度高是其優點，但並未考慮品牌的未來經濟效益是其致命傷。如能於評價模式中增加企業的未來財務預測，並將未來市場占有率併入考慮，應可較客觀地評估品牌價值。

Thesis (PhD)--Macquarie University, Division of Society, Culture, Media & Philosophy, Dept. of Media, 2007. / Bibliography: leaves 281-305. / Introduction -- Advertising, branding & consumerism: a literature survey -- Methodology: from Barthes to Bushells -- A taste for tea: how tea travelled to and through Australian culture -- Class in a tea cup -- A tale of two brands -- Thrift, sacrifice and the happy housewife -- 'He likes coffee SHE likes tea' -- 'Is it as good?': Bushells beyond Australia -- 'The one thing we all agree on' -- Conclusion. / Since its introduction in 1883, the Bushells brand of tea has become increasingly identified with Australia's national identity. Like Arnott's, QANTAS and Vegemite, Bushells has become a part of the nation's cultural vocabulary, a treasured store of memories and myths. This thesis investigates how Bushells acquired this status, and the transformation by which an otherwise everyday item evolved from the ordinary to the iconic. In short, through Bushells, I will demonstrate the cultural logic of branding. -- Bushells is ideally suited for an historical analysis of branding in Australia. Firstly, tea has been a staple of the Australian diet since the time of the First Fleet. So, it proves a fitting example of consumer processes since the early days of White settlement. From this, I will consider the rise of an environment sensitive to status, and therefore conducive to branding. In the late nineteenth century, Bushells was challenged to appeal to the burgeoning corps of middle class consumers. To this end, the brand integrated those ideals and associations that turned its tea into one that flattered a certain sensibility. Secondly, having established its affinity with a particular market group, the middle class, Bushells was well positioned to track, acknowledge and incorporate some of the most dominant trends of the twentiethcentury; specifically, the rise of a particular suburban ideal in the 1950s, and changing conceptions of gender, labour and technology. Finally, in the last two decades, Bushells has had to concede decisive shifts in fashion and taste; as Australia's population changed, so too did tea's place and prominence in the market. This thesis thus canvasses all these issues, chronologically and thematically. To do this, I will contextualise Bushells' advertisements in terms of the contemporary conditions that both informed their content, and underpinned their appeal. -- Considering the breadth and depth of this analysis, I argue that in the case of Bushells there is a cultural logic to branding. As brands strive for relevance, they become screens off which major societal processes can be identified and examined. As such, I will show that, in its address to consumers, Bushells broached some of the most significant discourses in Australia's cultural history. / Mode of access: World Wide Web. / v, 305 leaves ill