The value of secondary brand associations has been discussed in the literature for decades. Companies are transferring their brand building to retailers (Bruwer, Li et al. 2002 ), therefore, it is very important to understand the impact of retailers on the product brand and consumers’ decision making processes when considering other relevant sources of brand associations. However, in the wine environment, few published studies have been carried out to examine the association with retailers. Thus, the primary aim of this study is to examine whether this association transfers value to the image of wine brand and influences consumers’ behaviour. Also, the impact of ethnicity on the consumer’s decision making process will be taken into account. This research specifically provides insight into Christchurch’s wine retailing industry. Owing to the limited time and resources, the wine drinking community in Christchurch has been divided into two groups (European and Non-European). Europeans (150) and Non-Europeans (50) were recruited for the sample. Two research models and six main hypotheses were established to analyze the relationships between brand associations, perceived brand image and consumer behaviour. Research was conducted to collect quantitative data by using questionnaires, including rating scales and multiple choice questions. Face to face interviews and self-administered methods were employed. Participants were recruited by using a combination of convenience sampling, quota sampling and random sampling. A statistical programme called the Statistical Package for the Social Sciences (SPSS) was used to analyse the data. From the results it was found that associations including the packaging, characteristics, quality, country of origin, producer of the wine, retailer or staff qualities have a positive impact on the spending on wine. In particular, the kinds of retailers make differences to consumers’ expected wine budgets. The results also suggested that the evaluation patterns and perceptions of wine are different in the two ethnic groups.

企業參與公益活動在台已日漸普及，形式上也趨於多元，如公益行銷便逐漸為實務界採用。企業在公益活動參與上有不同面貌之原因以及其決策過程，企業界及消費者對公益行銷之觀感等皆為本研究重點。 本研究分為兩部分，一為以企業訪談深入了解企業公益參與之決策過程；次為對明□電腦公司與兒童福利聯盟之公益行銷活動進行量化之消費者調查，以評估效果。 參考過去文獻後，本研究將企業參與公益活動之動機區分為企業自利與社會責任，影響企業參與公益活動之因素分為組織因素與活動因素探討，過去參與經驗則全面影響企業決策過程；公益參與之行動決策分為活動類型、受益對象與參與形式三構面。本研究以質化方式進行，選取八家企業進行深度訪談，輔以次級資料收集補強。 於訪談後本研究將參與動機進一步區分為短期企業自利、長期企業自利與社會責任，並針對參與動機與行動決策之關係發展出五項命題：企業公益參與動機偏向長期企業自利時，傾向由公關部門負責且自行主辦公益活動、長期參與，其選擇參與之議題或參與形式較不考量與企業相關程度；企業公益參與動機偏向短期企業自利，傾向由行銷或業務部門負責，多選擇與企業相關性高之議題或形式參與；企業進行公益行銷時，參與動機較偏向短期企業自利。 根據訪談結果，將影響因素中之活動因素進一步區分為議題因素與非營利組織因素，針對影響因素與行動決策之關係發展六項命題：高階主管個人偏好或經驗，影響企業公益參與之議題選擇，且高階主管對公益參與越支持，公益參與之資源分配越充分，越有成立獨立部門專責之傾向，且部門層級與自主性皆較高；企業若隸屬某集團之一部份，母公司在公益活動參與之經驗，將影響集團內其他公司對企業參與公益之理念、態度、議題選擇以及負責部門。另外，研究發現在公益參與資源分配較少之企業中，傾向由業務或行銷部門兼職負責，且認為公益行銷為較討喜之參與方式，且採主辦方式。隨著參與經驗累積，專責部門有由行銷部門轉向公關部門之傾向。 本研究亦修正將公益活動進一步區分為議題與非營利組織兩者，研究發現議題因素對企業公益參與決策之影響主要為參與形式與負責部門：企業進行公益行銷時，極注重議題之社會顯著性及議題與企業之關連性；此外，議題之急迫性影響企業公益參與之形式與負責組織。 針對效果評估、過去經驗與參與決策之關係發展三項命題，概述如下：動機偏向長期自利之企業，效果評估以大眾傳播媒體報導情形為主；過去經驗對企業參與公益活動決策之影響主要為專責部門及效果評估能力。 公益行銷之量化研究顯示，該活動對明□電腦公司之企業形象確有提升效果，且在公益形象方面尤為顯著，但該活動對消費者之購買決策影響有限，綜合受訪者對該活動之感覺以及受訪者推測明□電腦公司舉辦該活動之原因大多傾向正面回答，且有參與活動之消費者又更為正面，顯示受訪者對於企業以公益行銷從事公益活動之模式並不排斥，且態度越正面者，參與可能性越高。 本研究最大貢獻在發展出較完整之企業參與公益決策模式，對公益行銷活動進行實證研究，亦較過去研究更能真實評估其成效。建議有心從事公益活動之企業，除公益行銷活動可由行銷或業務部門主導外，應成立專責單位負責，如此在公益參與較為專業有序；在公益行銷部分，建議企業應注重宣傳、突破窠臼且注意產品之適用性。

本研究以全球知名品牌 – 蘋果電腦(Apple)中之「iPhone」產品為例，探討「品牌形象」、「知覺價值」對「顧客滿意度」及「顧客忠誠度」之關係研究，希望可以找出該產品成功關鍵因素及有待改善之地方，做為日後開發類似產品的參考及提供蘋果電腦在後續產品規劃、行銷策略與品牌形象經營之參考。 本研究主要採用量化-「問卷調查法」並以質化-「焦點團體訪談法」輔助之方式進行研究；問卷方面，共取得400 份有效問卷，先進行因素分析，擷取適合本研究之因素構面，再進行信度與效度檢測，確定問卷的可信度及可靠度，並運用敘述性統計、t 檢定、單因子變異數分析（one-way ANOVA）、Pearson 相關分析法、迴歸分析法，將資料進行統計分析及假設檢定；質化方面，採用焦點團體訪談法，藉由訪談iPhone的使用者，了解他們對iPhone的使用經驗及建議，經過整理再與量化統計結果相互對應，用以佐證及彌補量化統計結果的可能性偏差，使本研究之結果更為完整。 本研究之結論：  顧客滿意度為3.8 (以五點量表評估，5表示最高)  顧客忠誠度為3.6 (以五點量表評估，5表示最高) iPhone的主要顧客群為年輕、單身、男性，以20-40歲的使用者最多。 對使用者而言，iPhone的產品價值以社交價值最為重要，產品特性則以實用性最為重要，社交價值及實用性對於顧客滿意度及顧客忠誠度影響也最大，滿意度則以服務滿意度仍有改善空間，包含銷售服務及維修服務。 產品定價方面可繼續維持高定價策略，以維持iPhone在顧客心中的價值感。 顧客最滿意iPhone的原因包含：  iPhone的使用者介面  iPhone的智慧型功能、軟體支援與更新  使用iPhone帶來的樂趣  iPhone的外觀設計與質感優  iPhone產品的創新形象 顧客最不滿意iPhone的原因包含：  銷售服務  維修服務 / This research is base the global famous brand – the iPhone of the Apple. Discovery for the relationship of Brand Image、 Perceived Value、Customer Satisfaction and Customer Loyalty are the main stream research. Hope this research can distinguish the key successful factor and the improvement points. It could be the reference for the new model for developing and providing the model design planning of new product for the Apple and reference for the sale strategy and brand image. This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 400 effective questionnaires are obtained for statisticalanalysis where a few statistical methodologies such as Factor analysis, Descriptive statistic, T-test, One-way ANOVA, Pearson correlation analysis, Regression are utilized to verify the hypothesis and assumptions. For the qualitative approach which adopt the Focus Group. Hope to know customer’s using experience and suggestion through iPhone user. We analysis the data and contribute the account result with each other to complete this research. The research conclusion are :  The score for the customer satisfaction is 3.8. ( Base on Likert 5 points for evaluation, 5 means the highest)  The score for the customer loyalty is 3.6. ( Base on Likert 5 points for evaluation, 5 means the highest) The iPhone main stream customers are younger, single, male and majority are between 20~40 years. From the user point of view, the most important value of iPhone are societal value and practical value. The societal value and practical value are tremendous effect for customer satisfaction and customer loyalty. There is space to improve in service include sale service and after sale service. The product price strategy can keep the higher range price to matain the iPhone’s value for customer. Customer satisfied reason for iPhone include:  The user interface of iPhone  The software support and update of iPhone  Fun from the iPhone  The ID design and elegant with valuable of iPhone  The creative image of iPhone Customer unsatisfied reason for iPhone include:  Sale service  After sale service

<p>Title: French luxury companies: Challenge to do E-Commerce withoutaffecting their brand image</p><p>Authors: Clément LEMAIRE and Paul LASSALLE</p><p>Supervisor: Jean-Charles Languilaire</p><p>Level: Bachelor Thesis in Business Administration, Marketing</p><p>Key words: Marketing, E-commerce, E-merchandising, E-CRM, Louis Vuitton, Luxury market, French market, Website, Brand and Reputation</p><p>Purpose: How French luxury companies, in a context of changing demand, use the e-commerce without affecting the image of their brand?</p><p>Method: In the method we explain that we decide to use a descriptive method of research. We collect secondary data from our University Library and primary data from our observation of Louis Vuitton website. We also explain why we choose this company and what the limits of our study are.</p><p>Theoretical framework: In a first part, we have written all the definitions and information about definitions that we have used in the empirical part. It means E-Commerce, E-Merchandising, Marketing mix and ECRM. Then, we have given some information about website elements as the first page, the graphic website, buying process, electronic payment and website security. Finally, we have defined all the information about the brand and its different powers on the market: We start by a “brand awareness” explication, then we have defined “how is build a brand” to finish by the topic “band and reputation”.</p><p>Conclusions: We present the answer of our purpose. French Luxury companies use marketing tools in order to protect the image of their brand when they do e-commerce. We also bring some suggestions to Louis Vuitton and give some critics concerning our study. Finally we open our reflexion to related studies that could be interesting to do.</p>

<p>Many brands are using celebrities as spokespeople, to enhance the brand image. This investigation aims to research the effects of athlete endorsements on brand image, in particular, whether Nike has been affected by the change in Tiger Woods’ image due to his recent personal life difficulties. Firstly, whether the perceived brand image is concurrent with the brand’s identity, and if not then if the image gap could be caused by the brand’s association to Tiger Woods. The topic is very current as the number of athletes who drastically deviate from their image has increased, at the same time as athlete endorsements are very popular. If changes in the image of an endorser come to affect consumer perception of the brand, then one could assume that there would be a decline in such endorsements.</p><p>In investigating the research question, literature and articles regarding endorsements and brand associations was consulted to gain a deeper understanding of how associations work. Data regarding Nike was collected from secondary sources in order to form an accurate view of the company identity. This would be compared to data collected on consumer attitudes toward Nike and Tiger Woods using a questionnaire sent out to participants with a variety of characteristics so as to be able to see if there were differences in attitudes between segments.</p><p>It was found that there is an image gap between Nike’s desired image and its perceived image. However, the low number of respondents who claimed that their opinions of Nike had changed because of Tiger Woods suggests that his association to Nike is not to blame for the gap. Reasons discussed for the low level of transferability of Tiger Woods’ ‘new’ characteristics to Nike are that the fit between the brand and the athlete is good in the relevant categories, whereas they are irrelevant to the collaboration. Furthermore, the strength of the associations is seen as a factor – it is not strong enough to or too connected to Tiger Woods to transfer – as well as the respondent attributes and background. Finally, the attachment to Nike is seen as possibly a contributing factor, as people who own Nike seem to stay loyal to the brand despite the so called ‘<em>Tigergate’.</em></p>

<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>

Many brands are using celebrities as spokespeople, to enhance the brand image. This investigation aims to research the effects of athlete endorsements on brand image, in particular, whether Nike has been affected by the change in Tiger Woods’ image due to his recent personal life difficulties. Firstly, whether the perceived brand image is concurrent with the brand’s identity, and if not then if the image gap could be caused by the brand’s association to Tiger Woods. The topic is very current as the number of athletes who drastically deviate from their image has increased, at the same time as athlete endorsements are very popular. If changes in the image of an endorser come to affect consumer perception of the brand, then one could assume that there would be a decline in such endorsements. In investigating the research question, literature and articles regarding endorsements and brand associations was consulted to gain a deeper understanding of how associations work. Data regarding Nike was collected from secondary sources in order to form an accurate view of the company identity. This would be compared to data collected on consumer attitudes toward Nike and Tiger Woods using a questionnaire sent out to participants with a variety of characteristics so as to be able to see if there were differences in attitudes between segments. It was found that there is an image gap between Nike’s desired image and its perceived image. However, the low number of respondents who claimed that their opinions of Nike had changed because of Tiger Woods suggests that his association to Nike is not to blame for the gap. Reasons discussed for the low level of transferability of Tiger Woods’ ‘new’ characteristics to Nike are that the fit between the brand and the athlete is good in the relevant categories, whereas they are irrelevant to the collaboration. Furthermore, the strength of the associations is seen as a factor – it is not strong enough to or too connected to Tiger Woods to transfer – as well as the respondent attributes and background. Finally, the attachment to Nike is seen as possibly a contributing factor, as people who own Nike seem to stay loyal to the brand despite the so called ‘Tigergate’.

Purpose: To investigate how attitudes of hockey supporters change towards a sponsoring company depending on fan type and team commitment. Background: Sponsorship has become a widely accepted and used as a communication tool. In Sweden, sponsoring is a large part of all advertising conducted in the country. Previous studies within the subject of sponsorship show that generally sponsorship is a good affair for companies that engage in it. When it comes to sports sponsorship, hockey is the most developed sport in Sweden. Sports sponsorship is also an area where negative effects could occur due to sponsoring and the fact that many people are very passionate when it comes to sports and their favorite teams. Considering the massive amounts that companies invest in sponsoring it is of great interest to further investigate the effects of such activities. There is quite little research conducted within sports sponsoring in Sweden and therefore it is of interest both from businesses as well as the academic world to investigate the effects of sponsorship in a Swedish context. The main focus of this study is to investigate possible positive and negative attitudes towards sponsoring companies that sponsor different teams as well as effects on brand recall based on fan commitment. Method: In order to answer the purpose of this thesis a deductive approach was applied by collecting quantitative data from an experiment, control group and a follow-up study. Theories and previous research in the subject area was used in order to establish hypothesis that later has been tested.  The data retrieved through the research was processed and analyzed using SPSS. Conclusion: The results show that attitudes towards the sponsor are positive when associated with the supported team and negative when associated with the rival team. Fans viewer frequency did not have a significant impact on positive attitudes towards the supported team while fan commitment had a strong impact on negative attitudes towards the sponsor of the rival team. Brand recall was higher with highly committed fans and is correlated with fan commitment. It is concluded that negative attitudes are easily invoked by fan commitment while it is not as easy to build positive attitude with repeated viewings.

Abstract: Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity. Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. Such companies also enjoy a history of interesting products, for which some may exist the possibility for a retro relaunch. Husqvarna is such a company, which made it interesting to find out how these two strategic tools can or cannot strengthen the studied company‘s brand identity. Method: Through an inductive and exploratory case study with interviews of the personnel at Husqvarna Motorcycles, Italy, three theoretical areas emerged to be researched, brand identity, brand heritage and retro brands. The latter two required the help of real life examples for better understanding. The analysis had a deductive approach where the studied theory was applied to the companies, and conclu-sions were drawn from the accumulated knowledge to help streng-then the brand identity of Husqvarna Motorcycles. Conclusions: HQM is a brand with heritage in the process of taking a strategic de-cision to use its heritage as a tool to strengthen the brand identity, hence on the way to become a heritage brand in the true meaning of the definition. As the oldest brand on the market, HQM can use its heritage to differentiate itself from the competition, creating uni-queness impossible to copy. A retro product can be a useful vehicle to carry the newly uncovered heritage to surface. With the help of theory and a real life example, a contender within the historical company product portfolio was recognized. Finally, the band identi-ty as stated by HQM was redefined according to the findings.

This research addresses an urgent contemporary problem within advertising and brand management in the new era of social networks - how do companies act on social networking platforms and how is this perceived by consumers? Being successful on Facebook is, seemingly, not as straight forward as many might think, and the misuse deriving from misperceptions can create negative brand impacts. This research aims to shed light on the yet under researched topic of firm-created Social Media advertising and its effects on the consumer mindset. This has lead to three overarching research questions, which provides a strong theoretical and practical contribution to the status quo:   RQ1:          What is the influence of the gap between motivational factors to “Like” a brand’s Facebook page and the subsequent firm-created Facebook advertising on perceived advertising value?   RQ2:          What is the influence of perceived advertising value on consumer brand-related activities?   RQ3:                      What is the influence of (1) perceived advertising value and (2) consumer brand-related activities on brand equity?   A quantitative research approach was adopted using a self-administered survey among 101 European Facebook users between 18 and 35. The framework of this research comes from four elements of theory; Uses and Gratifications (U&amp;G) theory to identify the underlying motivational factors to engage with a brand on Facebook, advertising value by Ducoffe (1995), to measure how the brand’s advertising is perceived, consumer brand-related activities (COBRA) by Muntinga, et al. (2011) to classify the level of consumer involvement with the brand on Facebook, and the brand value chain by Keller &amp; Lehmann (2003), which is closely related to consumer-based brand equity as developed by Aaker (1991) and Keller (1993).   The main conclusions of this research include that the gap between initial motivations to start a brand-relationship on Facebook and the subsequent activities performed by the firm is smaller for those in a currently active brand-relationship while it is considerable larger for those who have decided to exit the relationship. Moreover, while not statistically confirmed a clear tendency was identified that the perceived advertising value of a brand on Facebook is attributable to the extent of this gap. In the same vein, the decision to continue or exit a brand-relationship on Facebook is attributable by the level of perceived advertising value. The type and level of interaction with a brand is influenced by the perceived advertising value, however, can be influenced by targeting specific motivations to interact. Both the perceived advertising value and the level/type of interaction with a brand were found to influence the consumer mindset. Especially the form (entertaining, enjoyable) in which advertising is dispersed on Facebook proves to be important.