No description available.

This research project is a study of the phenemenon of foreign branding and the extent of brand name localistion for brands conducting business in Hong Kong. It aims at exploring the effects of language on brand names for the purpose of supporting brand marketing.

No description available.

Yes / Purpose – The purpose of this study was to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken in order to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time. Design/methodology/approach – A conjoint analysis experimental approach was employed. This involved consumers making trade-off decisions between changes in brand name and changes in price for established brands, where they were active purchasers. This approach enabled isolation of the brand name element and obtained the relative value of the brand name element for each participant. Findings – The mean value obtained for the importance of the brand name element for established products appeared to show substantial importance to consumers. However, further analysis identified a position where the majority of participants placed little value on the brand name element and a smaller but material group perceived its value as of overwhelming importance. Originality/value – This paper advances branding theory through clarification of the relationship between the brand name element and the brand entity. It provides theoretical argument and empirical data for the value of the brand name element, to the consumer, differing between established and new brands.

隨著產品的多樣化與複雜化，傳統的命名方式已不敷使用，廠商開始尋求不同的品牌名稱，因此產生許多異於以往的命名方式，其中數字性品牌名稱即為其中之一，Boyd於1985年發現越來越多企業採用數字性品牌名稱（alpha-numeric brand name）：「一個或多個數字，在搭配字母組合形成有意義的字或形成無意義的字」，有趣的是Pavia & Costa(1993)發現數字性品牌名稱會令消費者產生科技性的聯想，因此本研究便基於此論點深入探討消費者對於數字性品牌名稱搭配不同科技性程度產品的認知與影響。 本研究主要藉由焦點團體訪談發展假說與架構，結果發現消費者對於數字性品牌名稱不同的呈現方式有不同的認知與看法，因此本研究藉由實驗設計採集資料，研究分析結果發現以下幾點： 一、 消費者認為當產品科技性程度較高時，採用數字性品牌名稱的產品擁有較高的評價。 二、 消費者認為當產品為高科技性，數字性品牌名稱的數字部分用阿拉伯數字呈現擁有較高的評價；然而當產品為低科技性，數字性品牌名稱的數字部分則用英文單字呈現擁有較高的評價。 三、 數字性品牌名稱的位數長短以及字母與數字的前後順序並不會令消費者產生不同的認知。 四、 消費者對於數字性品牌名稱的不同呈現方式具有不同的聯想。

The purpose of this research was to determine if perception of fit in jeans will vary by target wearer, sex, educational background, political-social attitudes, and brand name. One hundred and sixteen usable questionnaires were completed by students enrolled in the 1987 spring semester at a university in North Texas. The questionnaire gathered data about perception of fit in jeans, social-political attitudes, clothing interest, and jeans consumption. No differences were found between perception of fit by sex or target wearer. Factors found to affect perception of fit were educational background, political-social attitudes, brand name, and clothing interest. Subjects indicated fit was the most important factor considered when purchasing jeans.

I den här avhandlingen undersöks kunders uppfattning om kläder i termer avnöjdhet och värde. Avhandlingen behandlar fyra övergripande forskningsfrågor,alla med fokus på kläder: (1) hur utvecklas kundnöjdheten över tid? (2) hurutvecklas värden över tid? (3) kan värden av olika slag förklara kundnöjdhet?och (4) hur kan nöjdhet och värden i kombination förklara intentioner? Kunderna rekryterades inledningsvis till studien i olika butiker i Stockholmsinnerstad i anslutning till att de inköpte ett visst klädesplagg. Data samlades invid två olika tillfällen – med sex månaders mellanrum – från samma kunder, föratt studera utvecklingen över tiden. Båda datainsamlingarna omfattade ett frågeformulär. Detta longitudinella angreppssätt medför att man kan studera utvecklingen över tid på ett sätt som är sällsynt i tidigare forskning gällande kund-nöjdhet och värde. Resultaten visar att kundnöjdheten, precis som för olika värden, utvecklas övertiden, samt att det finns undergrupper som upplever både höga respektive låganivåer av nöjdhet och värde. Resultaten indikerar även att vissa typer av värde ärmer väsentliga för kundens nöjdhet över tiden. Dessutom visar studien att olikavärden bidrar olika starkt till intentioner som har med klädesplagget respektivevarumärket att göra.

English is commonly used on the Swedish consumer market today. Not only is English present in Swedish print media but it is also highly present in everyday communication amongst Swedes. The aim of this paper is to find out why English is often picked for promotion purposes and to find out if young Swedes have more positive attitudes towards English than Swedish – Both in general and when it comes to advertising purposes. This study investigates the possible advantages as well as disadvantages of using English in logotypes and brand names aimed at a target group that are learners of English as a second or foreign language. The study was performed using a questionnaire divided into two parts. The first part aimed at finding out about the informants’ knowledge of English and attitudes towards English. The second part was about Swedes’ preferences regarding English versus Swedish brand names. To do so six fictional logotypes in pairs of two’s were created: one with all Swedish text elements and one with all English text elements. The informants were to pick their favorite logotype and motivate why they picked it. The results showed that Swedes generally have positive attitudes towards English and that they prefer English brand names to Swedish ones when the English used is on a certain linguistic level. A possible conclusion is that Swedes like English better for commercial purposes but only as long as they experience some familiarity with the words or expressions used.