Denna studie har baserats på fenomenet Corporate Social Advocacy (CSA) som innebär att företag gör ställningstaganden i socialpolitiskt kontroversiella frågor. Utmärkande för denna typ av frågor är att det inte brukar råda någon konsensus och det existerar två sidor med helt skilda åsikter. Syftet med denna studie var att öka förståelsen för svenska konsumenters attityder till CSA och varumärken som engagerar sig i det. För att utföra studien har en teoretisk referensram utvecklats som inkluderar bland annat attityder där det ingår teorier som balansteori och Theory of planned behavior (TPB). Den teoretiska referensramen inkluderade även teorier om varumärken, där till exempel varumärkesbild ingår.  Studien använde sig av en kvalitativ metod, där tolv intervjuer har utförts för att samla in empiri om svenska konsumenters attityder till varumärken som engagerar sig i CSA. Intervjuerna utfördes genom att respondenterna fick ta del av fyra exempel där varumärken har engagerat sig i en socialpolitiskt kontroversiell fråga. Till varje enskilt exempel fick respondenterna frågor rörande deras attityder gentemot varumärkena. Efter intervjuerna analyserades den insamlade datan med hjälp av den teoretiska referensramen. Studien kom fram till att respondenterna generellt var skeptiska till hur genuina företagen är i sina ställningstaganden. Studien visade också att respondenternas varumärkesbild förändrades beroende på respondenternas personliga attityd till ställningstagandet. Respondenterna uttryckte att ställningstagandena sällan gör varumärkena unika eller att det var något som de skulle associera med varumärket i framtiden. Till sist visade studien att respondenterna uppfattade att varumärkets produkt hade en starkare effekt på köpavsikten än attityden till varumärkets ställningstagande. / This study was based on the phenomenon Corporate Social Advocacy (CSA) which means that a company takes a position in a sociopolitical issue. CSA is often characterized by a lack of consensus and different sides with completely different opinions. The purpose of the study was to increase the understanding of Swedish consumers' attitudes towards CSA and the brands engaging in that. To perform the study, a theoretical framework was created which included theories about attitudes such as Balance Theory and Theory of planned behavior (TPB). The theoretical framework also included theories about brands such as brand image and was used to support the data collection and analysis.  The study used a qualitative method, where twelve interviews were conducted to collect data about Swedish consumers' attitudes towards brands that engage in CSA. The interviews were performed by exposing the participants to four examples of brands engaging in sociopolitical issues. The participants were then asked questions about each example. After the interviews, the data was analysed with the help of the theoretical framework. The study concluded that respondents were skeptical whether or not companies genuinely cared for their sociopolitical issues. The study also showed that respondents' brand image changed based on respondents' personal attitude towards the sociopolitical issue. Respondents also expressed that CSA did not make the brand unique or was something they would associate with the brand in the future. Lastly the study showed that respondents perceived that the brand's product had a stronger influence on the purchase intention than the attitude towards the brands position in a sociopolitical issue.

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).

[pt] Este estudo investiga o posicionamento de marca de uma clínica de saúde privada especializada em medicina celular situada na zona sul da cidade do Rio de Janeiro. Utilizando o método de estudo de caso, o posicionamento da marca foi investigado sob a perspectiva da semiótica francesa de Semprini (2010), com o propósito de identificar a eficiência da marca em transmitir sua identidade para seu público e propor melhorias para amplificar a atuação da empresa perante seus concorrentes no Brasil. A pesquisa foi realizada por meio de entrevista com pacientes, médicos parceiros e funcionários. Como resultado desta pesquisa foi desenvolvido o Projeto de Marca da Medcel Medicina Celular e sugestões de melhorias, entre elas a necessidade de investimento na contratação de empresa especializada em marketing, principalmente digital, aplicando, em especial, a ferramenta storytelling, como estratégia eficaz de comunicação na área de saúde. / [en] This study investigates the brand positioning of a private healthcare clinic specializing in cellular medicine located in the southern area of the city of Rio de Janeiro. Using the case study method, the brand positioning was investigated from the perspective of French semiotics by Semprini (2010), with the purpose of identifying the effectiveness of the brand in conveying its identity to its audience and proposing improvements to enhance the company s performance against its competitors in Brazil. The research was conducted through interviews with patients, partner physicians, and employees. As a result of this research, the Medcel Cellular Medicine Brand Project was developed, along with suggestions for improvements, including the need for investment in hiring a specialized marketing company, especially in digital marketing, applying storytelling as an effective communication strategy in the healthcare sector.

<p>Abstract:</p><p>Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity.</p><p>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.</p><p>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.</p><p>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.</p>

贈品促銷在各行各業的採用愈來愈普遍，但有關贈品促銷的影響效果卻被許多學者所忽略，原因可能是因為大部分學者將贈品價格愈高，促銷效果愈好的正向影響效果視為理所當然，但是否真實如此?本研究認為若探討贈品促銷的效果，其中所探討的贈品促銷是指買A送B，其中A與B為不同產品類別。而針對贈品價值的吸引力方面，應著眼於贈品價格相當於主產品價格的百分比來進行探討，在本文中簡稱為贈品促銷深度(例如，贈品促銷廣告中：「購買一雙$2000的Nike球鞋，即贈送價值$200的Casio手錶一只」，則此贈品促銷深度為$200/$1000=10%)。本文將贈品促銷深度分為十組(10%、20%...100%)，並加入主產品與贈品品牌形象的干擾變數一同探討。正式研究包含三項研究主題，深入分析贈品促銷深度的轉折現象、對產品知覺價值影響效果與外溢效果。理論基礎採用內在參考價格相關理論與定錨調整鋰論，研究方法採用10x2x2的組間因子設計之實驗法進行，針對北部兩所大學在校學生進行問卷發放，有效問卷975份。 研究主題一的目的欲找出贈品促銷深度對贈品價格合理性影響的轉折點，研究結果顯示，當主要產品與贈品沒有出現品牌訊息時，贈品促銷深度的轉折點為50%，但加入品牌訊息之後，轉折點便有所不同，品牌形象高時，贈品促銷深度轉折點為50%，品牌形象低時，轉折點往下修正，變成40%或20%。 根據研究主題一找出的轉折點，研究主題二則進一步探討轉折前的合理贈品促銷深度以及轉折後的誇張贈品促銷深度對產品知覺價值的影響效果，再加入主產品與贈品的品牌形象之情境變數，探討此三者彼此間的互動如何影響消費者對贈品促銷的評價。研究結果發現：(1)合理深度下，深度愈深，整組產品知覺價值愈高，但誇張深度下，深度愈深，整組產品知覺價值愈低。(2)贈品促銷深度愈深，贈品價格知覺愈高;合理深度愈深，贈品價值升值愈少，誇張深度愈深，贈品價值貶值愈多。(3)主產品與贈品品牌形象皆產生干擾效果。 研究主題三則想瞭解消費者心中對贈品免費的印象是否會外溢出去影響到贈品同類產品的其他品牌(同品他牌)、或者外溢出去影響到贈品同品牌的其他產品(同牌他品)，而貶低對同品他牌或同牌他品的評價? 研究結果發現：贈品促銷的確會產生外溢效果，且隨著合理深度加深，外溢效果降低，但隨著誇張深度加深，外溢效果增加。透過本研究，一方面可更豐富贈品促銷效果的相關學術研究結果，另一方面可提供實務界相關建議。 / Gift promotion is taken as a common technique in most industry for a long time. It is believed that the higher the gift price is, the more successful gift promotion works. But, must it be true? In this study, gift promotion was defined as “buy A, get a free gift B”；that is, A and B were different products. Furthermore, promotion depth was taken as a main independent variable and defined as a percentage of gift price by main product price. By experiment design, promotion depth was manipulated as ten groups (10%, 20%,..., 100%), and brand images of main product and gift were chosen to be two moderators in this study. An 10x2x2 between subject design was further held, and totally 975 valid questionnaires was gathered. Three themes were arranged to further investigate effects of gift promotion. Inferences and discussions were based on literature of reference price and anchor-adjustment theory. In the first research theme, it is proposed that there is a turning point in promotion depth—50% of promotion depth, and the turning point was fluctuant in accordance with brand image. If the brand image was high, the turning point was 50%；however, if the brand image was low, the turning point was downward to 40% under low brand image of main product and downward to 20% under low brand image of gift. Based on these findings, promotion depth was divided into two categories—reasonable (depth before turning point) and exaggerated (depth after turning point) promotion depth—in order to do further investigations. The second research theme focused on the effect of reasonable or exaggerated promotion depth and its interaction with brand image of main product and gift. Findings were (a) In the range of reasonable promotion depth, the deeper the promotion depth was, the higher the perceived value of product bundle was (eg. positive relationship). However, in the range of exaggerated promotion depth, negative relationship was exhibited. (b) The deeper the promotion depth was, the higher the price perception of gift was. In the range of reasonable promotion depth, as the depth increased, value-adding level of gift decreased. In the range of exaggerated promotion depth, as the depth increased, value-discounting level of gift increased. (c) The brand image of main product and gift did show significant moderating effect. The third research theme was going to investigate whether the discounting perception toward gift would spill to other products with the same brand of the gift, or spill to the same product with other brand. In this study, we defined the phenomenon as a “spillover effect” of gift promotion. Findings were: (a) No matter in the range of reasonable or exaggerated promotion depth, gift promotion did cause discounting of perceived value toward other products with the same brand of the gift and to the same product with other brand. That is, spillover effect did exist. (b) As the promotion depth increased, the spillover effect would first go downward then upward. In other words, the relationship between promotion depth and spillover effect showed a type of U-shape. Findings of this study will enrich literature of promotion as well as offer practical suggestions to managers implementing strategies of gift promotions.

近年來隨著通訊費率調降、無線網路發展進步及平價化等因素，智慧型手機已融入民眾生活，不僅是通訊工具，也同時反映著使用者的生活風格與型態，並具有形象傳達的功能；透過文獻回顧，本研究以「生活型態」、「生活風格」和「品牌形象」等相關論述作為理論依據，研究目的旨在探討並建構台灣地區智慧型手機使用者的生活風格樣貌，以期對智慧型手機採用現象有進一步了解，並且根據所得結論，提出智慧型手機銷售廠商未來行銷策略上的相關建議。 　　本研究針對台灣地區消費者以網路問卷的形式調查，共得到有效問卷1085份，以因素分析將生活型態量表萃取出「流行時髦」、「樂活主義」、「積極進取」、「傾慕他國」、「挑戰創新」和「資訊需求」等六大因素；智慧型手機使用者的生活風格量表則可區分出：「擁有手機的渴望」、「設計美感的愉悅」、「享樂主義的體驗」、「特定品牌的偏好」、「個人風格的彰顯」及「流行廣告的吸引」等六大因素；品牌形象量表則有三大因素：「功能型」、「象徵型」和「經驗型」。 　　本研究經由集群分析將受訪者分為四大集群，依據該集群在生活型態因素、生活風格因素、品牌形象因素及人口變項上的差異與特徵命名，有獨鍾iPhone體驗娛樂的「風格玩樂學生族」、務實堪用不追時髦的「保守穩健踏實族」、愛用國貨排斥韓流的「支持國產創新族」和趕搭熱潮喜愛洋牌的「追求時髦熟女族」，並發現不同生活風格樣貌的消費者間，所偏好的手機品牌有顯著差異。 　　此外研究亦發現智慧型手機各品牌之間的品牌形象，與不同智慧型手機品牌偏好消費者，在本國中心主義傾向上均有顯著差異。最後，本研究針對不同集群下的智慧型手機消費者，根據本研究所論述之生活型態、生活風格和品牌形象等因素，提出相關行銷建議與策略。 / Smartphone have gained considerable popularity in daily life because of the cheap cell phone plans and the Wi-Fi (Wireless Fidelity) convenience. While many people use smartphone to make and receive calls, a great segment of society has view smartphone as a stylish device conveying the their own lifestyles and personal image. Previous studies show that the lifestyle and the lifestyles of users as well as the brand image of smartphone are the three reasons that guide the consumer choice of smartphone. To understand consumer buying decision process and the factors affecting consumer choice, this study conducted a questionnaire survey to investigate Taiwan mobile users’ habits and preferences. 　　The survey asked respondents for their smartphone usage behaviors by online questionnaires. One thousand and eighty-five questionnaires were returned. Six factors of the lifestyle scale are extracted by the factor analysis, including pursuing fashion trends, demanding for health and sustainability, proactive for new products, having challenges and creations, and searching for information. Six factors of the lifestyles scale include the desire to own a smartphone, the attraction of the best design smartphone, the experience of pleasures, the preference of brand, and the attraction of commercial. Brand image scales include three factors: Functional, Symbolic, and Experiential. 　The respondents are divided into four clusters by the three reasons and the population characteristics, including stylish teenagers, function-orientated consumers, domestic products embracers, and fashion-orientated women. The results showed that four clusters of respondents have significant different preferences between the mobile phone brands. 　 In addition, the brand images and consumers with different preferences of smartphone brands have significant difference in ethnocentrism tendencies. This study would conclude consumer buying decision process and the factors affecting consumer choice to address the marketing strategies of smartphone.

The landscape of banking has changed drastically over the past two decades. Client loyalty is key for banks to stay relevant and deliver sustainable growth. In that context the objective of this research is to identify the main factors that determine client loyalty of small to medium sized businesses to banks and to rank these according to importance. The purpose of the study is using management information systems to determine the client loyalty drivers in SMEs within the banking industry as well as ranking them according to the level of importance. The study defines and provides a broad overview of the different concepts. It further provides an overview of the banking industry and casual factors driving the need to focus on client loyalty. A high-level overview of SMEs are also covered The current problem statement has a look at the various areas of concern to the banking industry such as high level debt ratios, weak corporate demand, and more The research methodology; objectives; design; scope; significance and the limitations of the study are outlined. Obtaining high levels of client loyalty remains a challenge for banks; failing, places banks at risk and hampers their ability to grow. MIS is the main enabler in understanding client loyalty, tracking client behaviour and changing needs. For this purpose a questionnaire was employed to obtain a deeper understanding of what drives client loyalty. A secondary source of information incorporated into the study is recent surveys done by KPMG, Accenture, Ernest & Young, and others. The model currently used by banks is based on the net promoter system. Client satisfaction, and Relationship and Service Quality are factors that get measured and incorporated in the net promoter system. Other factors that showed relevance and impact on client loyalty are Product Quality, Skills/EQ and Corporate/brand image. The researcher aims to explain the effect and influence the aforementioned have on client loyalty as well as rank these in order of importance in small to medium-sized business banking clients in South Africa. Primary data has been used in this study complemented by secondary data. A quantitative method has been adopted for this study. The techniques employed are: Frequency, Reliability (including the mean, standard deviation & Cronbach’s Alpha coefficient) and the Spearman Rank Order Correlations. The sample consisted of SMEs in Johannesburg Central Region and 200 questionnaires were distributed to conveniently selected SMEs out of a total population of 550. Sixty one (61) SMEs responded resulting in a 31% response rate. The study evidenced that the factors listed are interlinked and have an influence on client loyalty. The study has also demonstrated that the link between customer loyalty and true sustainable organic growth is well established. Limitations of the study are discussed. The researcher also recommends that a management information system be employed; that the study be extended to include large and corporate business and that the framework be broadened to include trust, product/channel, skills/EQ and brand/image. / MBA, North-West University, Potchefstroom Campus, 2014

There are a lot of different business strategies for any company. However, in the fashion industry, the best way to become successful is to develop the brand using special branding strategies. Hence, a brand is the main weapon for fashion companies, which helps to launch international market and to create loyal customers around the world. Nowadays, due to the difficult current political situations and the collapse of oil and the dollar a lot of companies in different industries have to change their business strategies. It is especially true for fashion companies, because they depend on consumers ' income and their purchasing power. In the case of the fashion industry, branding strategy development can be more effective, than just business strategy. Hence, this thesis discusses the following problem: What branding strategy should Russian and Swedish fashion companies choose in order to build a strong brand and enter the international market.  The purpose of this thesis is to analyze various branding strategies of Russian and Swedish fashion companies during the process of entering foreign markets. At the end of this thesis, practical contribution in their process of international branding strategy creation will be discussed. In order to answer research questions more broadly and accurately, the mixed research method, using quantitive and qualitative study through interviews and survey was chosen. Semi-structured interviews were made with the CEO and brand managers of Russian and Swedish fashion companies. Moreover, the survey was made with two different questionnaires: for Russian and for Swedish customers. In the case of qualitative research, the author found that fashion companies from Russia and Sweden have got not just some features and differences, but also common aspects. The primary data from interviews allowed the author to understand the specifics of brand management in the fashion industry. It was found, that there are some useful aspects in Swedish strategies, which can be used by Russian companies to develop their brands on the international market. In the case of quantitative research, preferences of consumers from Russia and Sweden were analyzed and also some features were identified. Survey results provided the author with a common understanding about purchase habits, attitudes and perceptions to fashion brands. According to these, some hypothesizes, which are formulated in the first part of the thesis, have been proven or disproven. It was found, that preferences of Russian and Swedish people are pretty the same, however Russian customers do not like to risk with new brands and prefer well-known and trusted brands while Swedish customers are open for any brand, which can satisfy their tastes.

Issu de la rencontre entre les disciplines de l’architecture intérieure et de la stratégie de marque et développé en réponse au raffinement de l’offre et des nouveaux modes de consommation, le design expérientiel présente un champ de pratique émergent qui tend vers la communication d’une expérience client marquante et immersive à travers l’environnement commercial. Bien que le sujet soit richement documenté par le domaine du marketing, il est apparu qu’il l’est moins par celui de l’aménagement. En effet, peu d’études démontrent concrètement la façon d’aménager l’espace marchand dans le contexte de la pratique du design expérientiel ou cherchent à mettre en lumière son empreinte physique sur l’environnement commercial. Cette recherche vise simultanément l’amélioration de la compréhension de la pratique émergente qu’est le design expérientiel ainsi que l’identification des caractéristiques environnementales propres aux espaces marchands qui en découlent. Dans la volonté de sonder le phénomène du design expérientiel tant dans la dimension conceptuelle de sa pratique que dans celle de son résultat bâti, la stratégie méthodologique de cette recherche repose sur la tenue d’entretiens semi-dirigés avec des professionnels basant leur pratique sur le design expérientiel et l’observation directe de trois projets commerciaux expérientiels reconnus. L’issue de cette recherche et les résultats extraits du terrain mèneront plutôt à relever l’existence d’un processus de conception caractéristique à la pratique ainsi que celle de concepts fondateurs qu’à identifier des éléments de l’aménagement intérieur propres aux environnements commerciaux en découlant. Nettement apparus au cours de l’étude, ce processus et la volonté de mettre sur pied une stratégie de communication solide semblent occuper une place plus importante dans la définition et la compréhension de la pratique du design expérientiel que les attributs de l’espace marchand comme tel. / As a result of the merging of two disciplines, interior design and branding, experiential design was developed in response to the refinement of the offer and of the new consumption patterns. An emerging field of practice, it tends to communicate a memorable and an immersive experience to the client through the retail environment. A rich litterature already exists in the marketing field on experiential design, but it is less documented in the interior design field. Indeed, few studies show, in a concrete manner, how the retail space is designed in a context where experiential design is used or try to explain its physical imprint on the commercial environment. The objective of this study is twofold: to contribute to a better understanding of experiential design as an emergent practice and to the identification of environmental attributes that are specific to retail spaces that are thus created. With the intention to study the phenomenon of experiential design through the conceptual dimension behind its practice as well as its final result, the methodological strategy adopted in this research rely on semi-structured interviews conducted with professionals, whose practice is based on experiential design, and on the direct observation of three known experiential commercial projects. The outcome of this research and the results obtained from the field study will clarify the existence of a design process that is specific to this practice and the presence of founding concepts, instead of identifying elements of interior design that are specific to the creation of commercial environments. It appeared clearly during the study that this process and the desire to implement a strong communication strategy seem to be more important when comes the time to define and understand experiential design and its practice than the attributes of the retail space as such.

Title: The marketing research of the image of sports brands Objectives: The objective of the inquiry is to identify the image of the 5 best known sports brands on the Czech market from the Prague generation Y point of view, whose age limit is defined by Bergha (2012). At the very end of the survey we then compare the acquired results with one another. Methods: The center of interest was the brand and how the consumer perceives it. The marketing research, used in this survey in the form of the electronic inquiry, can be assessed as quantitative with the use of qualitative techniques. It is based on studying the respondents' approach to competitive brands from one market segment. As crucial in the questionnaire was a battery of personal qualities, which was however supplemented by modified projective techniques, i.e. association tests and emotional connection of brands with colours. Results: The inquiry results show that among strongly perceived personal qualities of the examined sports brands is "trustworthy" which gives the impression of active life and health. Among neutrally perceived attributes is "exciting" and quite unapt characteristic is "aggressive". When evaluating the emotionality of the brands by means of limbic mapping, colours like black, white, blue and red predominantly dominate....