The structural research framework of the effects of marketing mix elements on brand equity and customer response is defined with the existing theoretical findings. Research hypotheses are defined according to the identified structural research framework. A householder appliance brand, Hisense, is taken as a demonstrative brand. In order to test the defined structural research framework and research hypotheses empirical research was conducted on the sample of Hisense consumers in Johannesburg, South Africa. The Structural Equation Modelling (SEM) and the multiple regression statistical method with the Statistical Package for Social Science (SPSS 11.0) are used to analyze the data. Research results indicate that the structural research framework has an acceptable level of fit to the empirical data. Finally, implications of the research results for the theory and practice of brand management are analyzed and discussed. / Thesis (MBA)-University of KwaZulu-Natal, 2006.

Thesis (Ph. D.)--University of Oregon, 2004. / Typescript. Includes vita and abstract. Includes bibliographical references (leaves 157-165). Also available for download via the World Wide Web; free to University of Oregon users.

Thesis (M.B.A.)--University of Hong Kong, 1996. / Includes bibliographical references (leaf 69).

Thesis (Ph. D.) University of Missouri-Columbia, 2006. / The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 9, 2007) Vita. Includes bibliographical references.

Abstract not available

Thesis (M.A.)--Oregon State University, 2006. / Printout. Includes bibliographical references (leaves 100-107). Also available via the World Wide Web.

This research began with the question: why is the retailer brand market share of Tesco Korea higher than that of local Korean retailers? Of the foreign grocery retailers who have expanded into Korea, Tesco has achieved the most outstanding performance, with the highest retailer brand share in the market. After the withdrawal of Wal-Mart and Carrefour from Korea in 2006, Tesco Korea has been positioned as the successful foreign retailer. Accordingly, how the retail operation of Tesco Korea differs from that of the local Korean retailers attracted the author’s interest, specifically in terms of the development and handling processes of the retailer brand. Rather than examining the customer perceptions of both Tesco Korea and the domestic Korean retailers, the researcher concentrated on identifying the differences between both parties from the point of view of their retailer brand program operations. Based on in-depth interviews with retailers and suppliers, store observations, the author’s own experience in retailer brand development, and company documentation, this research explored the differences between Tesco Korea and domestic Korean retailers in how they develop and handle their own brands. Tesco Korea has taken advantage of retailing know-how, that is, retailer brand development skills created by Tesco UK. With the help of Tesco UK, the retailer brand development process of Tesco Korea is differentiated in a number of areas from that of the local Korean retailers. The flows of retailing know-how from Tesco UK to Tesco Korea has also influenced the whole retailer brand market in Korea, as well as stimulated the local Korean retailers to improve their retailer brand development skills. The entry of retailers with advanced retailer brand development knowledge into markets where retailer brands are less well developed is a catalyst in promoting retailer brand markets, and in intensifying retail competition. Also, the retailer brand development know-how of domestic retailers is enhanced by imitating or benchmarking foreign retailers. This research suggests that retailer brand share is related to the degree to which retailers are proactively involved in the development and handling processes for retailer brand product ranges, as well as to how sophisticated or advanced their knowledge of the retailer brand development process is. Advanced development and handling skills make a considerable contribution to increasing retailer brand share in markets with a lower share or no presence of retailer brands.

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing 2016 / Since 1994, the number of South Africans who have the ability to hire domestic help has increased due to the economic inclusion of the African majority. This research has been conducted amongst South Africa’s middle to upper class (also referred to as LSM 7-10 or LSM A). A sizeable number of them have a monthly household income of R50 000 and above and another significant number is made up of business owners. The aim of the study is to assess the extent to which domestic workers’ perceived brand quality of homecare products influence the brand loyalty of the same as far as their employers are concerned. The data collection of this study was exclusively conducted online for the simple reason that the target population of the study is made up of office bound and busy people. A large majority of the respondents in fact spend 4-5 hours in their homes per day during the week. Therefore expecting them to fill in a questionnaire and submit to the researcher would have been a challenge. The research’s point of departure was based on the assumption that employers of domestic workers are not the end users of the products under discussion as their lifestyle did not permit this. However, the fact that the employers are the eventual buyers of the products presented the researcher with a point of curiosity. The key finding of the research was that there was a very strong link between Employer Brand Association and Employer Brand Loyalty. However, there was a weak influence of Employer Brand Awareness on Employer Brand Loyalty. These findings therefore ultimately suggest that domestic worker Brand Quality perceptions, will influence the Brand Equity of homecare products in South Africa. Overall, the Domestic Worker Perceived Brand Quality of homecare products had a positive influence on Employer Brand Awareness and Employer Brand Associations / GR2018

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)

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