Purpose - With the social media's emergence in recent times, the main purpose of this study is to generate knowledge about social media communication’s impact on consumer-based brand equity, in terms of firm-created and user-generated social media communication. In order to make this possible, knowledge about customer’s perception about a specific brand is required. Furthermore, we are interested in explaining issues concerning how fashion companies can efficiently use social media, and the study’s intention is also to present recommendations of how companies can use social media as a marketing communication tool. Theory and hypothesis – This chapter deals with theory about consumer-based brand equity, where the different components of the model are presented. Also theory about social media, different social media applications and a social media strategy are described. Finally, firm- created and user-generated social media communications impact on brand equity are discussed, which leads to the study’s hypotheses. Methodology – The study has a triangulation consisting of both a qualitative and a quantitative part and has essentially a deductive approach. The study interviewed one expert in the fashion industry and one expert in the area of social media. An interview with the analysed company’s marketing manager was also made. The quantitative study was made on 624 respondents, which were all members of the company’s customer club. 97 of these 624 respondents were investigated in order to observe the impact of firm-created and user- generated social media communication on brand equity. Empirical findings and results – The findings in the study indicate that firm-created social media communication positively impact brand equity, while user-generated did not show to be significant. In this study it was shown that the majority of the respondents use social media, especially Facebook, and the content that most valuable was access to discounts and promotions as well as information about the brand and its products. Conclusion - Our study confirms the importance for companies to use social media as a marketing tool and it should be in all managers’ interest to make use of this channel. Also the importance of having high brand equity is highlighted and how the customer’s perceptions about a brand can be used as guidelines in order to increase brand equity.

The primary purpose of this study was to determine the status of brand loyalty to art festivals with reference to Klein Karoo national Arts Festival (KKNK). This was achieved by firstly analysing and discussing the role of branding in tourism marketing. Secondly, a literature study was conducted to analyse the concept brand loyalty. Thirdly, the results of the empirical research were discussed and finally the conclusions were drawn from the research and recommendations were made with regard to visitors’ loyalty to the KKNK. Literature indicated that when marketing a tourism product or service it involves a complex bundle of value, which is intangible, inseparable, variable and perishable. Therefore the tourist’s experience with the product is important to keep in mind. Every tourist counts in the tourism industry therefore knowledge related to the needs and wants of the tourists. This can be determined by market research that is designed to collect, analyse, interpret and report information. The marketer can use this information to create a marketing mix, however, in the tourism and hospitality industry the four P’s (price, promotion, product, place) are extended with more P’s, namely people, physical environment, processes, packaging, participation, productservice mix, presentation mix and communication mix. The tourism product or festival should be positioned in the minds of the tourists and this cannot be achieved without branding the product. The brand name is used to identify and differentiate the product from its competitors. It also creates meaning for the tourist and establishes a competitive position in the minds of the tourist. Brand loyalty should be an important marketing goal of the tourism product because it reduces a brand’s vulnerability to competitors’ action and create a committed relationship with the tourists that insure lifelong visiting behaviour among tourists or positive word-of-mouth recommendations. Brand loyalty is build on six levels which can also be utilised to determine the visitors loyalty towards the brand and to assist the marketer on focussing on areas which should be improved to achieve a higher level of loyalty. The aim of the marketer should be to achieve the highest level of brand loyalty namely Resonance. For the purpose of this study the visitors’ profile and the current status of brand loyalty, were measured by means of a questionnaire and the objective of the questionnaire was to determine how loyal the visitors were to the KKNK. The questionnaires were distributed among the visitors at the KKNK in Oudtshoorn, in April 2009. Availability sampling was used to collect the data based on the fact that the respondents were conveniently available on the festival grounds and at show venues and willing to complete the questionnaires. A total of 422 questionnaires were completed during the festival. The factor analysis determined that Brand Feelings were the loyalty level that was rated the highest by the respondents to the KKNK. Therefore it was determined that the visitors’ loyalty to KKNK is currently at the fifth loyalty level and will have the most influence on the visitors when deciding to visit or recommend the KKNK. This is expected for a festival that is 15 years old however, the organisers of the KKNK can continue to improve the visitors loyalty until they reach the sixth and highest, loyalty level. This study contributes to the limited available literature on brand loyalty to arts festivals. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2012

在品牌權益及品牌性格越來越受重視的環境之下，台灣服務業要如何脫穎而出？為能更深入了解台灣服務業應如何在這當中著力，本研究將以台灣服務業中西式速食連鎖店作為研究對象，加以探討品牌性格及品牌權益間關係，其中包含：品牌性格對品牌權益的影響、消費者知覺的品牌性格是否會因速食業者之不同而有差異及消費者知覺的品牌權益是否會因速食業者之不同而有差異。 經由研究問題延生到文獻蒐集，並同時透過專家訪談及消費者前測來擬定最後的正式問卷後，本研究在台灣服務業中西式速食連鎖店發現有三：消費者知覺到品牌性格確實會因速食業者之不同而有顯著差異、消費者知覺到品牌權益確實會因速食業者之不同而有顯著差異與消費者知覺的品牌性格，對於品牌權益有顯著影響。 而在這樣的發現之下，更建議台灣西式速食服務業者能更加重視品牌性格及品牌權益，因透過本研究發現，消費者確實會因為業者品牌性格塑造的清楚與否加以影響到業者本身品牌權益，而這對於日漸重視的品牌的台灣來說，影響更為深遠。

Today's children are a multi-billion dollar consumer market that not only has the power to spend their own money but directly influences the spending for household consumer purchases. They present an extremely healthy and potentially long term wealthy consumer market for marketers to target and reap the benefits from their loyalty. However, the area of young children's consumer behaviour is significantly under researched. Very little is known about how young children develop preferences, make brand choices, and develop equity towards a brand. This study investigates the brand knowledge elements associated with brand preference and brand equity for young children. An experimental procedure was employed utilising personal interviews and collecting data from five Australian Day Care facilities and four Australian Community Pre-school Centres. The respondents were three and four year old children, who performed a game involving questions about fast food brands. The hypotheses explored various aspects of brand knowledge (e.g., brand awareness) and, their influence on the child's initial preference between fast food choices (brand preference), and their loyalty when tempted by a toy and their second choice (brand equity). The study's analysis was divided into two parts. The first part determined whether there were any significant differences evident between three and four year old children in relation to the effect of brand awareness, affect toward, and brand image in brand preference and brand equity using chi-square analyses. The second part of the analysis employed binary logistic regression analyses to determine which elements of brand knowledge influenced a child's brand preference and brand equity regarding fast foods. 2 The study found there were no major differences between a three year old and a four year old in relation to the influences of brand awareness, affect toward, and brand image in brand preference or brand equity. The binary logistic regression analysis found that brand images provided the greatest effect in explaining and predicting brand preference and provided a contributing influence in brand equity. Brand awareness was found to provide the second greatest effect on brand preference and the greatest effect on brand equity, and affect towards the brand or main menu item provided the least amount of effect in explaining and predicting brand preference and brand equity for 3 and 4 year old children. The research also comments on the use of a toy as a marketing tool to lure children to a brand and provides suggestions for future research. Marketing, managerial and public policy implications are also provided.

Made available in DSpace on 2009-11-18T19:00:56Z (GMT). No. of bitstreams: 1 ACF26C.pdf: 1004504 bytes, checksum: 6461bf2d5af186098fcdc3e6ad8157c2 (MD5) Previous issue date: 2007 / The main purpose of this study is identify and select the assessment indicators for Brand Equity (BE), in the fuels segment. Within this perspective, we have chosen to assess the influences based on the following attributes: Brand Loyalty (Lealdade à Marca ( LM), Brand Recognition (Conhecimento da Marca ( CM), Perceived Quality (Qualidade Percebida ( QP) and Brand Associations (Associações à Marca ( AM), through perception of consumers in Rio de Janeiro and São Paulo States. Based on deep interviews in the qualitative phase and in surveys, in the quantitative phase, we began the data analysis through Multiple Linear Regression, according to Atilgan et al. (2005) model and Ha (1996). In the first model, the (CM) was considered non-explanatory to (BE¿, and we¿ve chosen to remove it from the following study model. In the final model, besides remaining variables, demographic variables were included, such as: Family Income (Renda Familiar ( RF) and Federation State (Estado da Federação ( EF), as independent variables. The main relevant findings, through perception of consumers, indicated that the (BE) of company analyzed was better ranked in Rio de Janeiro than in São Paulo and, as for the income, higher level classes tend to have less understanding on the value of (BE) of Petrobras BR. The study finish with mentions the contribution of the research and management implication, as well as limitations and suggestions to further researchers. / O objetivo deste estudo é identificar e selecionar indicadores de avaliação do valor da marca (Brand Equity - BE), no segmento de combustíveis. Dentro deste prisma foram avaliados os atributos: Lealdade à marca (LM), Conhecimento da Marca (CM), Qualidade Percebida (QP) e Associações à Marca (AM), pela percepção dos consumidores nos Estados do Rio de Janeiro e São Paulo. A partir de entrevistas em profundidade na fase qualitativa e levantamentos na quantitativa, procedeu-se à análise dos dados pela Regressão Linear Múltipla, conforme o modelo de Atilgan et al. (2005) e Ha (1996). No primeiro modelo o 'CM' foi considerado não explicativo ao 'BE', optando por excluí-lo do modelo de estudo posterior. No modelo final, além das variáveis remanescentes, incluiu-se as variáveis demográficas: Renda Familiar (RF) e Estado da Federação (EF), como variáveis independentes. As conclusões mais relevantes, pela percepção dos consumidores, foram as de que o ¿BE¿ da empresa analisada tem melhor avaliação no Estado do Rio de Janeiro do que no Estado de São Paulo, e quanto à renda, as classes mais elevadas tendem a perceber menos valor do 'BE' da Petrobras BR. O estudo finaliza com menções da contribuição da pesquisa e implicações gerenciais, além das limitações e sugestões para pesquisas futuras.

Submitted by Sébastien Cabanes (sebastien.cabanes@hec.edu) on 2014-12-22T15:36:10Z No. of bitstreams: 1 MPGI Master thesis - Sebastien.pdf: 1592539 bytes, checksum: dfaef30d3e0eea8c1d4a1926864be41d (MD5) / Approved for entry into archive by Fabiana da Silva Segura (fabiana.segura@fgv.br) on 2014-12-22T16:41:34Z (GMT) No. of bitstreams: 1 MPGI Master thesis - Sebastien.pdf: 1592539 bytes, checksum: dfaef30d3e0eea8c1d4a1926864be41d (MD5) / Made available in DSpace on 2014-12-22T16:52:52Z (GMT). No. of bitstreams: 1 MPGI Master thesis - Sebastien.pdf: 1592539 bytes, checksum: dfaef30d3e0eea8c1d4a1926864be41d (MD5) Previous issue date: 2014 / The present study has the objective of understanding the influence of line extensions on the image of vodka brands. The research was performed by organizing various focus groups with vodka consumers in São Paulo. These focus groups allowed exploring and analyzing how the last line extensions of vodka brands have modified the image the consumers had of the brand. Three hypotheses were distinguished as an outcome of the research: (1) The influence of a line extension on brand image depends heavily on the initial image the consumers have of the brand. For a vodka brand with an average or bad image, launching a line extension with a perceived average or bad quality does not modify the brand image. On the contrary, for a vodka brand with a positive initial brand image, launching a line extension with perceived high quality led to a positive change in the brand image. (2) For vodka brands, a vertical line extension recognized as having high authenticity provokes a transfer of attributes from the extended product to the brand. (3) Among Keller’s (1993) dimensions of brand image, non-product related attributes and especially packaging are the one that are the most influenced by line extensions of vodka brands. / Este estudo tem o objetivo de entender a influência das extensões de linha sobre a imagem das marcas de vodca. A pesquisa foi baseada na organização de vários focus groups com consumidores de vodca em São Paulo. Estes focus groups possibilitaram explorar e analisar os efeitos que os últimos lançamentos de vodca provocavam sobre a imagem que os consumidores têm da marca. Três hipoteses foram identificadas como resultado da pesquisa. (1) A influência que uma extensão de linha tem sobre a imagem da marca esta fortemente relacionada à imagem inicial da marca para os consumidores. Para uma marca de vodca com imagem positiva, o lançamento de uma extensão de linha com alta qualidade percebida pelos consumidores trouxe uma mudança de percepção ainda mais positiva para a imagem da marca. No entanto, para marcas com uma imagem de média a ruim, o lançamento de uma extensão de linha cuja qualidade é percebida também como de média a ruim, não houve mudança para a imagem da marca (2) Para uma marca com imagem positiva, o lançamento da extensão de linha, dentro de um segmento Premium, transfere os atributos do novo produto para a marca. (3) Entre as dimensões da imagem de uma marca identificadas para Keller (1993), os atributos que não são atributos diretamente relacionados ao produto, especialmente embalagem, são os que estão mais influenciados por extensões de linha de marcas de vodca.

Submitted by Mario Divo Motter Junior (mariodivo@mariodivo.com.br) on 2016-05-25T14:12:53Z No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5) / Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2016-05-25T15:34:42Z (GMT) No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2016-06-07T14:11:31Z (GMT) No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5) / Made available in DSpace on 2016-06-07T14:11:49Z (GMT). No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5) Previous issue date: 2016-02 / This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a 'step ahead' in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.

Em um ambiente em que o marketing busca formas de avaliar os impactos de suas ações, Vogel, Evanschitzky e Ramaseshan (2008) sugerem que o uso do customer equity (CE), como uma medida do comportamento futuro de clientes de uma empresa, é um ativo estratégico que exige um gerenciamento efetivo com monitoramento tanto para detectar sinais de erosão neste valor, como para adequar programas para melhorá-lo. Vogel et al. (2008) associaram os condutores de CE, proposto por Rust, Zeithaml e Lemon (2000) e vendas futuras, contribuindo, em especial, com um modelo que inclui um construto de lealdade e foca na predição de vendas futuras, dado que valor de vida do cliente (CLV) é um difícil conceito para ser medido e está fora do alcance da maior parte das empresas. Diante da contribuição que essa técnica traz tanto para o avanço acadêmico da área de marketing metrics quanto para a prática empresarial, esta dissertação tem como enfoque a aplicação do modelo de Vogel et al. (2008), no B2B. Suas principais contribuições são: primeiro, adaptar e utilizar o modelo no contexto de serviços no B2B, estendendo a sua verificação a um universo mais amplo; segundo, testar se o modelo adaptado poderia produzir resultados tão consistentes quanto os encontrados pelos autores; terceiro, sugerir recomendações para a aplicação do modelo em outros segmentos. Para realização do estudo foram selecionadas duas empresas de segmentos diferentes que possuem outras companhias como clientes, uma delas do ramo de serviços ao varejo e outra uma distribuidora de medicamentos que permitiram acesso a um total de 253 de seus clientes. Para a empresa de serviços ao varejo identificou-se resultados em direção e magnitude semelhante ao estudo de Vogel et al. (2008), sugerindo que o modelo poderia ser aplicado no universo B2B; para a distribuidora, entretanto, os achados não demonstraram associação entre as variáveis, sinalizando uma fragilidade do modelo na predição de vendas futuras. Os resultados sugerem que o modelo adaptado poderia ser empregado no B2B, porém não é robusto. Desta forma apenas pode ser aplicado apenas sob condições específicas que precisam ser verificadas antes da aplicação. / In an environment where marketing seeks ways to assess the impacts of their actions , Vogel , and Evanschitzky Ramaseshan (2008) suggest that the use of customer equity (CE), as a measure of future customer behavior of a company, is a strategic asset that requires effective management with both monitoring for signs of erosion in this figure , as to tailor programs to improve it . Vogel et al. (2008) associated drivers from EC , proposed by Rust , Zeithaml and Lemon (2000) and future sales, contributing in particular to a model that includes a construct of loyalty and focuses on the prediction of future sales, since customer lifetime value (CLV) is a difficult concept to be measured and is beyond the reach of most companies . Given the contribution that this technique brings both academic advancement in the area of marketing metrics and for business practice, this dissertation focus on the application of Vogel et al. (2008), in the B2B. His main contributions are: first , to adapt and use the model in the context of B2B services, extending the verification to a broader universe; Second, to test whether the adapted model could produce results as consistent as those found by the authors; thirdly, to suggest recommendations for the application of the model in other segments. To conduct the study, two companies from different segments that have other companies as clients were selected , one of them in the service industry to retail and a distributor for drugstores that allowed access to a total of 253 clients. For services company was identified similar results, in direction and magnitude, toward the study of Vogel et al. (2008) , suggesting that the model could be applied in the B2B universe; for the distributor , however, the findings did not show association between the variables, indicating a weakness of the model in predicting future sales. The results suggest that the adapted model could be employed in B2B, but it is not robust. Thus, it can be applied only under specific conditions that must be verified before application.

The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetitive branding has, to the best of our knowledge, not been researched from a consumer perspective.Does this mean that consumers remain unaffected when two competitors all of a sudden also collaborate?The purpose of this thesis is to explore how consumers’ brand images can be affected by firms’coopetitive branding strategies. With support from existing alliance literature and an empirical studycomprised of four focus groups, an abductive research approach is adopted.The findings indicate four distinct parameters, which can influence an alliance’s outcome, from theperspective of a consumer’s positive or negative brand image - which is a vital component in consumer-based brand equity. The contradictory nature of simultaneous competition and collaborationmakes coopetitive branding more or less desirable, from a consumer perspective, under differentcircumstances, which need to be acknowledged and managed by the partnering firms. A suggestionfor future research is to examine a wider consumer segment and not only students, to validate thetransferability of our findings.The results contribute to the strategic alliances theory, since existing research has not examinedthe consumer perspective and brand image in relation to coopetitive branding alliances. The resultscan also provide managerial guidelines for firms that wish to understand what elements of a coopetitive branding alliance creates value with consumers.

Em um ambiente em que o marketing busca formas de avaliar os impactos de suas ações, Vogel, Evanschitzky e Ramaseshan (2008) sugerem que o uso do customer equity (CE), como uma medida do comportamento futuro de clientes de uma empresa, é um ativo estratégico que exige um gerenciamento efetivo com monitoramento tanto para detectar sinais de erosão neste valor, como para adequar programas para melhorá-lo. Vogel et al. (2008) associaram os condutores de CE, proposto por Rust, Zeithaml e Lemon (2000) e vendas futuras, contribuindo, em especial, com um modelo que inclui um construto de lealdade e foca na predição de vendas futuras, dado que valor de vida do cliente (CLV) é um difícil conceito para ser medido e está fora do alcance da maior parte das empresas. Diante da contribuição que essa técnica traz tanto para o avanço acadêmico da área de marketing metrics quanto para a prática empresarial, esta dissertação tem como enfoque a aplicação do modelo de Vogel et al. (2008), no B2B. Suas principais contribuições são: primeiro, adaptar e utilizar o modelo no contexto de serviços no B2B, estendendo a sua verificação a um universo mais amplo; segundo, testar se o modelo adaptado poderia produzir resultados tão consistentes quanto os encontrados pelos autores; terceiro, sugerir recomendações para a aplicação do modelo em outros segmentos. Para realização do estudo foram selecionadas duas empresas de segmentos diferentes que possuem outras companhias como clientes, uma delas do ramo de serviços ao varejo e outra uma distribuidora de medicamentos que permitiram acesso a um total de 253 de seus clientes. Para a empresa de serviços ao varejo identificou-se resultados em direção e magnitude semelhante ao estudo de Vogel et al. (2008), sugerindo que o modelo poderia ser aplicado no universo B2B; para a distribuidora, entretanto, os achados não demonstraram associação entre as variáveis, sinalizando uma fragilidade do modelo na predição de vendas futuras. Os resultados sugerem que o modelo adaptado poderia ser empregado no B2B, porém não é robusto. Desta forma apenas pode ser aplicado apenas sob condições específicas que precisam ser verificadas antes da aplicação. / In an environment where marketing seeks ways to assess the impacts of their actions , Vogel , and Evanschitzky Ramaseshan (2008) suggest that the use of customer equity (CE), as a measure of future customer behavior of a company, is a strategic asset that requires effective management with both monitoring for signs of erosion in this figure , as to tailor programs to improve it . Vogel et al. (2008) associated drivers from EC , proposed by Rust , Zeithaml and Lemon (2000) and future sales, contributing in particular to a model that includes a construct of loyalty and focuses on the prediction of future sales, since customer lifetime value (CLV) is a difficult concept to be measured and is beyond the reach of most companies . Given the contribution that this technique brings both academic advancement in the area of marketing metrics and for business practice, this dissertation focus on the application of Vogel et al. (2008), in the B2B. His main contributions are: first , to adapt and use the model in the context of B2B services, extending the verification to a broader universe; Second, to test whether the adapted model could produce results as consistent as those found by the authors; thirdly, to suggest recommendations for the application of the model in other segments. To conduct the study, two companies from different segments that have other companies as clients were selected , one of them in the service industry to retail and a distributor for drugstores that allowed access to a total of 253 clients. For services company was identified similar results, in direction and magnitude, toward the study of Vogel et al. (2008) , suggesting that the model could be applied in the B2B universe; for the distributor , however, the findings did not show association between the variables, indicating a weakness of the model in predicting future sales. The results suggest that the adapted model could be employed in B2B, but it is not robust. Thus, it can be applied only under specific conditions that must be verified before application.