The purpose of this research was to explore if there is a role that consumer brands play in shaping the attractiveness of an employer brand. This qualitative study was conducted using the exploratory approach, because the prior insights of the proposed relationship were modest and inconclusive. The population constituted of all registered Masters of Business Administration students at the Gordon Institute of Business Science. The sampling frame constituted second year (2013/14) and full time (2014/15) students. The reason for this choice was that these individuals are knowledgeable on brand concepts, are mostly likely thinking about employment prospects, and have had the opportunity to evaluate employer attractiveness. A sample size of 15 was drawn; this number was chosen based on the likelihood that data saturation would be reached at that point because of the homogeneous nature of the population. The outcome of this study revealed that consumer brands play a role in shaping employer brand attractiveness, with the main role being that consumer brands project employer brands. Potential employers utilise brands’ dimensions such as quality, innovativeness, longevity and public perception, amongst others, as an indication of employer brand attractiveness. Also uncovered by the study was that the extent of consumer brand influence on an employer brand varies with profession, industry and maturity. Moreover, consumers play a role in attracting potential employees towards investigating employment prospects in a certain organisation, but contribute very little to retaining employees if employment expectations are not met. / Dissertation (MBA)--University of Pretoria, 2015. / lmgibs2015 / Gordon Institute of Business Science (GIBS) / Unrestricted

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This dissertation questioned whether the brand's equity can influence consumer evaluations, explored the formation of beliefs about brand extensions and accessed the relative extension effects of brand information. A series of three experiments explored: consumers’ schema activation process; the effects of brand equity on consumers’ beliefs and judgments; and consumers’ extension inference processes. The results indicate that consumers use brand knowledge as a frame of reference to understand the brand extension. If consumers are not familiar with the brand, they use other knowledge about the product category or specific exemplars to understand and evaluate the extension. The brand name does not appear to be a major influence on consumers’ evaluations of category extensions. Consumers’ inferred beliefs have the greatest relative influence on evaluations and are based on the conjunction of their brand and new product category knowledge. The brand name does not appear to carry the extension far. When the new product differs substantially from consumers’ brand expectations, firms cannot rely on the brand name to sustain the same meaning that it had in the past. Marketing synergies or efficiencies alone will not produce a successful extension. Firms must be aware of how the brand and new product category interact in the consumer’s mind. / Ph. D.

Thesis (M.B.A.)--University of Hong Kong, 1997. / Includes bibliographical references (leaf 77-79).

Thesis (M.B.A. (Rhodes Investec Business School)) - Rhodes University, 2009. / A dissertation submitted in partial fulfilment of the requirements for the degree of Master of Business Administration (MBA)

Thesis (Ph.D.)--Mississippi State University. Department of Marketing, Quantitative Analysis, and Business Law. / Title from title screen. Includes bibliographical references.

Thesis (D. Tech.) - Central University of Technology, Free State, 2005 / Distinctive challenges are currently facing South African higher education institutions. Among others they are funding; quality assurance; globalisation; the emergence of private higher education; the idea of an entrepreneurial university as an alternative; enrolment capping; as well as merged and incorporated institutions. It is critical that these challenges be addressed urgently. However, the lack of proper marketing and branding strategies at institutions of higher learning in view of the new unfolding national and international landscape, leaves much to be desired. In the past, branding of higher education in South Africa was not an area of priority, because higher education operated in a protected, regulated market with a steady income. The current higher education scenario necessitates higher education institutions to revisit their branding strategies as a means to grapple with the distinctive challenges facing them with the purpose of enhancing quality; delivering graduates to the world of work; as well as being relevant by being responsive to society and the economic needs of the country in order to adhere to the outcomes of the National Plan for Higher Education (NPHE) (RSA DoE 2001). A thorough literature study involving current and relevant literature on branding and branding practices was undertaken, after which a mainly qualitative research approach was followed. Focus group interviews at two entrepreneurial universities abroad; informal conversation interviews at seven South African higher education institutions; as well as a case study were conducted. Participant observation in the workplace relating to branding and branding practices also took place. The constant comparative method of data analysis was used to capture recurring patterns and themes during the research process. What became evident from the literature was that branding strategies of higher education institutions are generally restricted to informing and visual identity. The results of a survey done in 2004 by UNITECH, a body representing marketing and communication units of universities and former technikons (currently Universities of Technology) in South Africa, was also quite significant for this study. The following deductions regarding marketing and communication practices at South African higher education institutions could be made from this survey: There is a lack of an integrated marketing approach; executive management lacks understanding of branding practices; there is a lack of strategy with regard to marketing and branding; as well as a lack of internal communication. These deductions were consistent with the researcher’s own observations and are also confirmed by the informal conversation interviews held at the seven South African higher education institutions as part of the empirical investigation. The case study to highlight the branding practices of a higher education institution in the central region revealed that the implementation phase focused strongly on external/outward exercises, and that the internalisation aspects of their branding were narrowed to information only. The new visual identity of the institution was emphasised, whilst the internal processes remained the same as always. The aforementioned aspects are an indication that South African higher education institutions need to re-visit their internal practices. A market orientation mindset is of crucial importance for higher education institutions in South Africa to move towards an entrepreneurial mindset. The Universities of Warwick (England) and Twente (the Netherlands) were selected for this study as a result of the astounding successes they have achieved with their entrepreneurial activities. According to the respondents from both universities, the following aspects – among others - are extremely important for their successes: visionary leadership; an integrated entrepreneurial culture; a focus on external as well as internal communication; and relevance. The primary purpose of this study was to develop a model for South African higher education institutions which would ultimately result in brand enhancement of institutions that would be perceived as relevant and society-minded to live up to the challenges of the new and changing landscape in South Africa. The proposed model in this study is based on two overarching fundamentals, namely the experience economy and its relatedness to brand, as well as relevance and branding, which should be an integrated approach that could ultimately lead to successful external branding.

Thesis (LLD)--University of Stellenbosch, 2005. / ENGLISH ABSTRACT: Trade marks are among the most valuable commodities of the modern business world. Adequate protection for trade marks to prevent the misappropriation of their incredible marketing power is therefore important. The aim of this dissertation is to make recommendations regarding the further development of existing South African law regarding the protection of registered trade marks against dilution, particularly by the courts. Current statutory protection is examined and compared with trade-mark law in the United States and the European Union. Although the concept of dilution originated in Germany, most of its development took place in the United States, starting in 1927 with an article by Frank Schechter. Dilution occurs when the awareness that a specific mark signifies a single product from a single source changes to an unmistakable awareness that the same mark signifies various things from various sources. The primary theories as to how dilution occurs are blurring and tarnishment. Although the dilution concept is widely recognised, there is still a debate amongst legal scholars on whether trade marks deserve protection against dilution. The extent of protection that the law gives to trade marks largely depends on the socioeconomic functions that a trade mark is perceived to fulfil. The original source or origin function is protected by the traditional infringement provisions. The identification or distinguishing function, quality function and advertising function subsequently gained recognition. The advertising function is statutorily recognised in various jurisdictions, which prevents trade-mark dilution. Statutory recognition of dilution in the United States first occurred in State law from 1947 onwards. Protection is generally given to distinctive or strong trade marks where a similar mark is used on dissimilar goods in the absence of confusion in such a way that there is a likelihood that the reputation of the senior mark will be injured. The parameters of the concept were developed and refined mainly through case law. Federal protection against dilution was only introduced in 1995. The new Act, although widely welcomed, also brought some unpredictability and interpretation problems. The first statutory dilution protection for trade marks in Europe is found in the Uniform Benelux Trade Marks Act. In 1989 the European Union adopted the Trademark Directive, with the aim of harmonising the legal protection afforded to trade marks. Its "dilution" provisions were incorporated into the United Kingdom's Trade Marks Act of 1994. The sometimes conflicting interpretations of these provisions by the English courts and the Court of Justice of the European Communities are discussed. The South African Act shows a substantial degree of harmony with legislation in the United Kingdom and other European countries. Aspects of the wording of the dilution provisions are however open to interpretation by the courts. Until the end of 2003 there was only one major trade-mark dilution case decided by a South African court, namely SAR v Laugh It OjJPromotions, which is discussed in detail. The dissertation concludes with recommendations to aid South African courts in the future interpretation and application of the dilution provisions. Amendments to the legislation are also proposed to promote greater clarity. / AFRIKAANSE OPSOMMING: Handelsmerke is van die waardevolste kommoditeite van die moderne besigheidswêreld. Voldoende beskerming om die uitbuiting van handelsmerke se ongelooflike bemarkingskrag te verhoed, is daarom belangrik. Die oogmerk van die proefskrif is om aanbevelings te maak vir die verdure ontwikkeling van bestaande Suid-Afrikaanse reg oor die beskerming van geregistreerde handelsmerke teen verwatering, veral deur die howe. Die bestaande statutêre beskerming word ondersoek en vergelyk met die reg op handelsmerke in the Verenigde State en die Europese Unie. Alhoewel die verwateringskonsep sy oorsprong in Duitsland het, is die konsep hoofsaaklik in die Verenigde State ontwikkel, beginnende in 1927 met 'n artikel deur Frank Schechter. Verwatering vind plaas wanneer die bewustheid dat 'n spesifieke merk 'n enkele produk vanuit 'n enkele bron aandui verander na 'n onmiskenbare bewustheid dat dieselfde merk verskillende dinge vanuit verskillende bronne aandui. Die primêre verskyningsvorme van verwatering is vertroebeling en besoedeling. Alhoewel die verwateringskonsep wye erkenning geniet, is daar steeds 'n debat onder regsgeleerdes oor die verdienstelikheid van die beskerming teen verwatering. Die mate van beskerming wat die reg aan handelsmerke verleen, hang grootliks af van wat gesien word as die sosio-ekonomiese funksies van 'n handelsmerk. Die aanvanklike oorsprongsfunksie word beskerm deur die tradisionele bepalings rakende inbreukmaking. Die identifiserings- of onderskeidingsfunksie, die kwaliteitsfunksie en die reklamefunksie het later erkenning gekry. Die reklamefunksie word in verskillende jursidiksies statutêr erken, wat die verwatering van handelsmerke verhoed. In die Verenigde State het die eerste statutêre erkenning vir verwatering sedert 1947 in die wetgewing van State plaasgevind. Beskerming is normaalweg gegee aan sterk handelsmerke of handelsmerke wat kan onderskei in gevalle waar 'n soortgelyke merk gebruik is op ongelyksoortige goedere in die afwesigheid van verwarring op so 'n wyse dat die waarskynlikheid bestaan dat die reputasie van die senior merk aangetas kan word. Die maatstawwe van die konsep is hoofsaaklik ontwikkel en verfyn in hofsake. Federale beskerming teen verwatering is eers in 1995 ingestel. Alhoewel dié nuwe wetgewing wyd verwelkom is, het dit ook onvoorspelbaarheid en interpretasieproblerne voortgebring. Die "Uniform Benelux Trade Marks Act" het die eerste statutêre beskerming teen die verwatering van handelsmerke in Europa gebied. Die "Trademark Directive" is in 1989 deur die Europese Unie aanvaar met die doelom die wetlike beskerming van handelsmerke the harmonieer. Die "verwaterings"bepalings is geïnkorporeer in die Verenigde Koninkryk se "Trade Marks Act" van 1994. Soms botsende interpretasies hiervan is deur die Engelse howe en die Geregshofvan die Europese Unie gegee. Die Suid-Afrikaanse wetgewing toon 'n groot mate van ooreenstemming met wetgewing in the Verenigde Koninkryk en ander Europese lande. Aspekte van die bewoording van die verwateringsbepalings is oop vir interpretasie deur die howe. Tot en met die einde van 2003 was daar slegs een belangrike saak oor handelsmerkverwatering wat deur 'n Suid-Afrikaanse hof beslis is, naamlik SAB v Laugh It Off Promotions. Dit word in detail bespreek. Aanbevelings om die Suid-Afrikaanse howe in die toekoms te help met die interpretasie en aanwending van die verwateringsbepalings, word in die finale hoofstuk gemaak. Veranderinge aan die wetgewing word ook voorgestel, om groter duidelikheid te bereik.

by Lee Chi Leung, Edmund, Liu Lei. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 77-78). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / LIST OF FIGURES --- p.viii / ACKNOWLEDGEMENT --- p.xi / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter 1.1 --- Branding in China --- p.1 / Chapter 1.2 --- Branding in Telecommunication Industry in China --- p.4 / Chapter CHAPTER II --- BRANDING OF CHINA UNICOM'S CDMA SERVICE --- p.7 / Chapter 2.1 --- China Unicom --- p.7 / Chapter 2.2 --- Definition of Key Constructs --- p.9 / Chapter 2.4 --- Branding of China Unicom´ةs CDMA Service --- p.19 / Chapter CHAPTER III --- RESEARCH METHODOLOGY --- p.26 / Chapter 3.1 --- Research Objectives --- p.26 / Chapter 3.2 --- Research Design --- p.26 / Chapter 3.3 --- Research Instrument Design --- p.27 / Chapter 3.4 --- Sampling Procedures --- p.29 / Chapter CHAPTER IV --- ANALYSIS OF FINDINGS --- p.30 / Chapter 4.1 --- Focus Group Discussions --- p.30 / Chapter 4.2 --- Survey Findings --- p.31 / Chapter 4.2.1 --- Questions on China Unicom --- p.31 / Chapter 4.2.2 --- Questions on China Unicom's CDMA Service --- p.36 / Chapter 4.2.3 --- Questions on Consumer Behavior and Respondents' Profile --- p.45 / Chapter 4.3 --- Research Limitations --- p.52 / Chapter 4.3.1 --- Scale Ratings --- p.52 / Chapter 4.3.2 --- Frame of Reference - Product Brand Names --- p.52 / Chapter 4.3.3 --- Sampling Procedure --- p.53 / Chapter CHAPTER V --- RECOMMENDATIONS --- p.54 / Chapter 5.2 --- Focus on Customers --- p.54 / Chapter 5.1.1 --- Target Premium Customers --- p.54 / Chapter 5.1.2 --- Create Real Value-for-Money --- p.55 / Chapter 5.1.3 --- Establish Trust in a Long-term Relationship --- p.55 / Chapter 5.2 --- Build a Strong Service Brand --- p.57 / Chapter 5.2.1 --- Enhance Brand Recall --- p.57 / Chapter 5.2.2 --- Build a Strong Corporate Brand --- p.58 / Chapter CHAPTER VI --- CONCLUSION --- p.60 / APPENDIX 1 QUESTIONNAIRE IN SIMPLIFIED CHINESE --- p.62 / APPENDIX 2 QUESTIONNAIRE IN ENGLISH TRANSLATION --- p.65 / APPENDIX 3 SUMMARY OF SURVEY RESULTS --- p.68 / APPENDIX 4 BACKGROUND OF CHINA UNICOM'S CDMA SERVICE --- p.74 / BIBLIOGRAPHY --- p.77 / BOOKS --- p.77 / JOURNAL PAPERS --- p.78 / WEBSITES --- p.79

published_or_final_version / abstract / toc / Business Administration / Master / Master of Business Administration