This research recommends a new approach to brand strategy for Korean professional football teams, focusing on the relationships between team brand identity as the basic element of sports team branding, team brand loyalty as the most desirable goal, and identification between fans and teams as the mediator between identity and loyalty. Nowadays, professional football teams are no longer merely sporting organisations, but organisational brands with multi-million pound revenues. It is vital for football teams to build a relevant brand strategy based on the relationship with their fans. Existing research on sports branding suggests that fans who are deeply identified with a specific team tend to possess extremely high loyalty, holding a particular team as central to their identity. Therefore, managing the relationships between team brand identity, fan-team identification, and team brand loyalty can be the most powerful brand strategy for football teams, particularly for Korean football teams that do not retain strong fan bases and yet desire to gain consumers who identify with them. Through two empirical studies and case study analysis this research investigated a construct of team brand identity in the professional football context. Consumers’ associations with football teams were examined and 13 elements of a team brand identity scale were developed. It was revealed that team brand identity is composed of four identity dimensions which are experience, visual, non-product, and product. Case studies, with a further literature review of team brand identity, clarified and confirmed the first study findings. The final empirical study tested and confirmed the correlated and serial relationships, and provided the basis for the new theoretical model on which to build the brand strategy.

The birth rate in Taiwan has declined year by year, which not only implies a potential decline in the economic growth momentum but also delivers a warning signal to the education system. Facing the difficulties derived from reduced classes and insufficient enrollment, schools realize the importance of establishing a distinctive and attractive image, which would help increase the public understanding of their intrinsic values and meanwhile broaden the sources of top-tier applicants. These in turn would ensure schools sustainable growth and development. This paper discusses the influence of art and culture events held by universities and colleagues on their school image, to explore whether holding such events would benefit schools in terms of establishment of brand image and thereby brand identification for students, parents, alumni and community colleges. In this paper, a questionnaire survey is conducted by using the measurement dimensions of Keller¡¦s Brand Knowledge in 1993. The paper reveals that demographic variables explain the differences in school image. Moreover, positive school image is attributable to the benefits of brand association and the attitude of brand association, of which the latter is considered more influential compared to the former. Lastly, on the basis of the research findings, this paper investigates the implications to the education system, aiming at providing references for the purpose of strategy formulation in the future.

The smartphone market compete closely in Taiwan. there are many companies not only develop the function of product actively, they pay attention to value added of brand and wish it can raise their profit. Because brand association is the core value of brand. So this object of study is smartphone and we want to know the relationship between brand association and purchase intention in whole smartphone market by consumer view point. Furthermore we analysis what different with dissimilar brands and the effect of consumer characteristics This study adopted the research of questionnaire as study method. The target is the resident in Taiwan and uses convenience sampling method. We try to understand what kind of relationship of brand association¡Bconsumer characteristics and consumer purchase intention in consumer¡¦s mind. There are 224 usable responses and we used SPSS soft ware to access the methods of statistic analysis and testifies hypothesis of this research. It has the following conclusions 1. This research find brand association are significantly correlated with consumers purchase intention in smartphone market 2. There are the remarkable differences with brand association and purchase intention in dissimilar brands 3. It shows that consumer characteristics have the remarkable difference with some research variables. This research not only testifies hypothesis but also collects the management means to be the reference. Wish these references could be helpful for academic and business practice. It has the following management means 1. Deepen importance of brand association and the effects of brand association to consumer purchase intention is also suitable to smartphone market 2. In order to creative and maintain competition advantage¡Athe companies must inspect what different between their own brand association and opponent¡¦s own constantly.

El objetivo de la presente investigación es determinar el rol de las dimensiones del brand equity en la decisión de elegir un banco, en personas de 20 a 25 años de lima. La finalidad del estudio es identificar qué variables presentan una mayor correlación con la elección de escoger un banco. Las variables analizadas fueron: Brand Awareness, Brand Association, Brand Loyalty y Brand Activity En el presente estudio, se realizaron 2 técnicas de investigación, Entrevistas a profundidad y encuestas. La primera consistió en la elaboración de dos entrevistas a profundidad para cada grupo objetivo, en el cual se desarrolló una guía de preguntas distribuida en bloques con diferentes objetivos cada uno. La segunda técnica también tenía bloques de preguntas, las cuales sirvieron de apoyo para realizar la presente investigación. Por último, se buscó validar las hipótesis específicas mediante elaboración de un análisis de correlación con los resultados obtenidos en el estudio cuantitativo. Los principales hallazgos fueron que, si bien todas las dimensiones del brand equity relacionan al consumidor en la decisión de escoger algún producto y/o servicio, dentro de ellas existen dimensiones son más relevantes e influyen de manera más profunda en la elección de escoger un banco. / The objective of this research is to determine the role of the dimensions of brand equity in the decision to choose a bank, in people from 20 to 25 years old in Lima. The purpose of the study is to identify which variables present a greater correlation with the choice of a bank. The variables analysed were: Brand Awareness, Brand Association, Brand Loyalty and Brand Activity In this study, two research techniques were used, in-depth interviews and surveys. The first consisted in the elaboration of two in-depth interviews for each target group, in which a guide of questions distributed in blocks with different objectives each one was developed. The second technique also had blocks of questions, which served as support for this research. Finally, we sought to validate the specific hypotheses by developing a correlation analysis with the results obtained in the quantitative study. The main findings were that, although all the dimensions of brand equity affect the consumer in the decision to choose a product and/or service, within them there are dimensions that are more relevant and influence in a more profound way the choice of a bank. / Trabajo de investigación

Background: Internet has brought radical changes in the recruitment industry where individuals are increasingly turning to the Internet when seeking jobs. The increased use of e-recruitment is partly because it is considered to be the most effective way to reach the target group of applicants, and partly because of the cost savings and competitive pressure in the market. Therefore, is the brand a crucial factor for online companies such as e-recruitment websites thus having a strong brand can lead to competitive advantage in the market. The role of branding in e-marketing is increasingly getting more important. Previous research has used intention to purchase as an outcome of brand equity. However, this research studies brand equity towards intention to use as most e-recruitment websites offer free services. Purpose: To describe the determinants of brand equity of e-recruitment websites and how they affect individuals’ intention to use such websites. Methodology: A quantitative research was chosen to collect the data using an online questionnaire to be able to describe the variables relationship in this research. Conclusion: The findings of this research suggests that brand equity as a whole increases individuals’ intention to use an e-recruitment website. The determinant of brand equity; brand awareness, perceived quality and brand loyalty gave a positive and significant relationship towards individuals’ intention to use. The findings involving the moderator were found to be significant when using brand equity as whole, while being rejected when involving the determinants of brand equity.

<p>Nowadays the internet has become more and more important in today’s technology addicted society. Consumers of today use the internet as a tool to communicate, do shopping and search for information. Hence, the internet has become a convenient way for organizations to reach out to consumers in an easy and cheap way, specially through the tool viral marketing. In this paper we research the phenomenon brand awareness and brand association affected by viral marketing. This is done through two research questions: <em>How does a commercial affect consumers to create a network Viral marketing campaign?</em> And <em>Why do consumers purchase a brand when they are reacting negatively on a commercial?. </em></p><p> </p><p>To answer the research questions we chose a well discussed Swedish commercial from Apoliva as an example, especially since the commercial has received many negative reactions. Based on the commercial, we made a survey on the internet community site Facebook to measure how and why users reacted to the commercial and spread the reactions further; if and how their opinions changed toward the commercial and if and why consumers buy from the brand.</p><p> </p><p>The conclusions we draw from the research questions are that consumers tend to buy a brand although they do not like the commercial related to the brand, since the commercial itself is not of importance and in most cases the consumers do not relate the commercial with the brand. Furthermore, consumers tend to discuss a commercial if it is not a mainstream commercial. Although consumers discuss with their network on the internet, most of the discussion tend to be mouth-to-mouth and the spreading of opinion on the internet is mostly to vent their feelings.</p>

Nowadays the internet has become more and more important in today’s technology addicted society. Consumers of today use the internet as a tool to communicate, do shopping and search for information. Hence, the internet has become a convenient way for organizations to reach out to consumers in an easy and cheap way, specially through the tool viral marketing. In this paper we research the phenomenon brand awareness and brand association affected by viral marketing. This is done through two research questions: How does a commercial affect consumers to create a network Viral marketing campaign? And Why do consumers purchase a brand when they are reacting negatively on a commercial?.   To answer the research questions we chose a well discussed Swedish commercial from Apoliva as an example, especially since the commercial has received many negative reactions. Based on the commercial, we made a survey on the internet community site Facebook to measure how and why users reacted to the commercial and spread the reactions further; if and how their opinions changed toward the commercial and if and why consumers buy from the brand.   The conclusions we draw from the research questions are that consumers tend to buy a brand although they do not like the commercial related to the brand, since the commercial itself is not of importance and in most cases the consumers do not relate the commercial with the brand. Furthermore, consumers tend to discuss a commercial if it is not a mainstream commercial. Although consumers discuss with their network on the internet, most of the discussion tend to be mouth-to-mouth and the spreading of opinion on the internet is mostly to vent their feelings.

It is important for companies to reach their goal of marketing success and a way for them doing so is to improve their sales and differentiate themselves from their competitors. There is in fact a need for companies to focus on sustainable consumption and how customers are influenced by purchasing these products. Since several research has been studying the impact brand equity has on purchase intention, this paper intends to explain this impact further by adding the context of sustainability. In order to explain this, this paper used a quantitative approach where a survey was sent out. A total of 220 responses were collected and the answers given were calculated through the program SPSS. In SPSS a multiple regression line was conducted where the results could be found, where the developed hypotheses showed acceptance or rejection. The result showed that the variables of brand equity had different levels of impact, where three out of four hypotheses were accepted. Even though one of the variables was rejected, the overall representation of brand equity had a positive impact on purchase intention when the context of sustainability was added.

Doctor of Philosophy / Department of Hotel, Restaurant, Institution Management and Dietetics / Ki-Joon Back / This study, based on customer-based brand equity (Keller, 1993), sought to identify key brand associations in brand knowledge and investigated attendees’ behaviors as evidenced in a comparison of a professional association’s major and regional conferences. The points of comparison were brand satisfaction, updated expectation of brand value (UEBV), brand trust, and attitudinal brand loyalty (ABL), especially the mediating effect of UEBV on brand trust-ABL link and the moderating effect of behavioral brand loyalty (BBL) within the brand trust-(UEBV)-brand loyalty link. To identify the proposed paths and differential effect of brand knowledge across I-CHRIE annual conference (IC) and regional CHRIE conferences (RC), this study sampled I-CHRIE members attending IC and/ or RC, using an online survey system. The response rate was 20.1% (213 out of 1,036) for IC and 19.4% (201 out of 1,036) for RC. Confirmatory factor analysis and/or structural equation modeling were used to test construct validity and hypotheses. Findings showed that professional education, staff service, site selection, and social networking are positively related to brand satisfaction, whereas brand awareness is negatively associated with it. Because brand satisfaction is a starting point in affecting UEBV, brand trust, and ABL, these four brand associations are presumed to be major sources of the differential effect of brand knowledge between IC and RC. Also, positive relationships existed on each path for brand satisfaction-UEBV, UEBV-brand trust, brand satisfaction-brand trust, and brand trust-ABL. It is especially important to look at the mediating effect of UEBV on brand satisfaction-brand trust path. UEBV was found to serve as a partial mediator on the brand satisfaction-brand trust path across the two groups. This result suggests that brand trust, the firm expectation that the brand will perform according to its promise, builds up through UEBV as well as through brand satisfaction. This study further extended the proposed theoretical model by dividing it into high and low BBL groups designed to unveil the differential characteristics or mechanisms between two groups. Except for the brand trust-ABL path, BBL was found to moderate the direct path (brand satisfaction to brand trust) and the indirect path (brand satisfaction to brand trust via UEBV). These findings support the notion that since high BBL attendees sustain longer relationships with a particular conference than low BBL attendees, high BBL attendees experience more cumulative satisfaction and update favorable expectations of brand value (through the perception of more [relational] benefits), thereby solidifying expectations about confidence in a brand (brand trust). Brand loyalty holds invaluable benefits for associations when associations in similar disciplines compete for potential attendees. Benefits from brand loyal customers lower marketing costs and increase market share and profitability. Thus, associations should build their conference marketing and management on brand loyalty by carefully designing brand associations attendees consider important. Persistent delivery of high-quality education programs, venue selection, and social networking enables associations to obtain cumulative satisfaction, UEBV, brand trust, and consequently brand loyalty. Retention of brand loyal attendees induces deep commitment to the conferences and great resistance to other conferences’ marketing strategies, thereby contributing to high revenue and market share.

<p>Authors: Alexander Falck, 86-05-24, Economic program</p><p>Rasmus Bergqvist, 84-11-08, Marketing program</p><p>Course: International Marketing Strategy, 4FE02E (AF) and 4FE00E (RB)</p><p>Tutor: Anders PehrssonExaminer: Anders PehrssonTitle: Is There More to Merchandise Than Making Money? A comparative study of Scandinavian football clubs describing how they build Brand Equity through merchandise.</p><p>Background and problem discussion: Merchandise is one part of the product that a football club offers. Kapferer‟s (2008) Brand Identity Prism should be useful to map the relationship between product and Brand Equity. Merchandise attractiveness can affect consumers‟ perception regarding the product quality of the whole club. As little have been written regarding how Scandinavian football clubs use their products to build their Brand Equity we saw a relevance of further searching in to this subject.</p><p>Research question: How do Scandinavian football clubs use merchandise to build the club Brand Equity?</p><p>Purpose: The purpose is to identify what differences and similarities Scandinavian football clubs have in their development of fan merchandise and presenting successful methods to build Brand Equity, in terms of the percental contribution to the club‟s total turnover and the merchandise turnover contribution from each attending supporter.</p><p>Methodology: To study the subject thoroughly the study used in this thesis is qualitative. We have chosen to conduct a multiple case study with semi-structured interviews and content analysis of the physical artefacts, merchandise. Five Scandinavian football clubs took part in this research.</p><p>Findings: The Brand Equity component that the clubs are trying to affect the most through merchandise is brand association. Perceived quality and brand awareness are secondary focuses for the clubs to affect while brand loyalty couldn‟t be seen in this thesis.</p><p>Keywords: Brand, Brand Association, Brand Awareness, Brand Equity, Brand Identity Prism, Culture, Merchandise, Perceived Quality, Personality, Physique, Relationship</p>