D.Phil. (Leadership in Performance and Change) / Many employees do not associate with their company's brand, because there is a gap between what they experience and perceive and what their company conveys about the brand. The external brand suffers as a result. Company leaders who fail to recognise the importance of internal branding and the need to align internal branding with external branding are primarily responsible for this. An initial literature review of the phenomenon led to the question of how the concrete experiences and views of managers of an organisation with regard to branding can be explored so as to develop a model of the alignment of internal and external branding. The question was answered by means of a study of managers of a South African organisation. The objectives were to use qualitative research to capture and unravel the experiences and views of the managers, to study the work of prominent scholars in the relevant study field in order to infer theoretical constructs and demarcate research findings that are relevant to understanding the managers' experiences and viewpoints, and finally to develop a model of branding that integrates the everyday experiences and viewpoints of the managers with the scholarly concepts. I opted for the modernistic qualitative approach, presented my research philosophy (ontology and epistemology) and key scientific beliefs (my position as to the use of literature and theory, and research ethics), and described the key decisions I took during the research process. The study was conducted in a leading South African motor retail company, which operates countrywide in more than 100 wholly-owned dealerships. Ten leaders of the company were interviewed, mainly during unstructured interviews, and detailed data were obtained. These data were complemented with observations, field notes, unsolicited essays and company documents. I used a computer-assisted qualitative data analysis software (CAQDAS) program, namely Nvivo 9, to assist me in sorting the comprehensive data set. I analysed the data with grounded theory's open, axial and selective coding. Altogether 36 themes regarding the company's branding and brand leadership emerged during open coding. With the aid of axial coding, the 36 open codes were grouped into 15 broad themes in the first round of axial coding, and consolidated into 6 core categories in the second round of axial coding. Having identified categories, properties and themes, I moved on to selective coding so as to find the core construct of the study, namely: the importance of the role of leadership in internal and external branding. Using Mouton and Marais's (1990) analytical "tools" to illuminate phenomena and Schutz's (1962) first-order and second-order constructs typology, I developed the Leadership and Brand Alignment Model (LBAM). More particularly, I integrated the first-order constructs (the participants' experiences and views) with the second-order constructs derived from theoretical discourse and research findings. The study contributes to theory by proposing the LBAM. Its methodological contribution lies in the application of grounded theory to create the model, being the first attempt of this nature in this field in South Africa. The successful use of Nvivo 9 instead of Atlas pi paves the way for the use of Nvivo 9 for data ordering and analysis in qualitative and grounded theory research in this country. In terms of a practical contribution, the study reiterates the need for synergy between the human resource department and the marketing department. The LBAM sheds light on the steps leaders should take to ensure that internal branding takes place in their organisations so as to produce satisfied customers. It also underscores that the responsibility for efficient internal organisational processes rests squarely on the shoulders of a company’s leaders. It is recommended that the LBAM be verified both in South Africa and abroad, that employees' views on company leaders' branding performance be explored so as to determine the success of branding, and that the relationship between brand performance, company performance and time be subjected to further research to establish how length of time impacts on brand and company performance. The validity of the employee-brand link and the suggestion that a brand is internalised when organisational socialisation establishes a fit between individuals' values and brand values should also be tested by further investigation.

Thesis (M.A.)--Ohio State University, 2008. / Title from first page of PDF file. Includes bibliographical references (p. 70-75).

Thesis (Ph.D.)--Kent State University, 2008. / Title from PDF t.p. (viewed Sept. 21, 2009). Advisor: Michael Hu. Keywords: brand alliance, consumer ethnocentrism, integrated congruence, partner brands Includes bibliographical references (p. 98-110).

Thesis (Ph.D.)--University of Nebraska-Lincoln, 2009. / Title from title screen (site viewed September 08, 2009). PDF text: iii, 133 p. : ill. ; 2 Mb. UMI publication number: AAT 3341671. Includes bibliographical references. Also available in microfilm and microfiche formats.

Thesis (Ph. D.)--Oregon State University, 2009. / Printout. Includes bibliographical references (leaves 98-102). Also available on the World Wide Web.

Thesis (M.A. in apparel, merchandising, design and textiles)--Washington State University, May 2010. / Title from PDF title page (viewed on July 13, 2010). "Department of Apparel Merchandising, Design and Textiles." Includes bibliographical references (p. 49-55).

Thesis (Ph. D.)--Washington State University, May 2010. / Title from PDF title page (viewed on July 6, 2010). "College of Business." Includes bibliographical references.

Marketers make extensive use of sponsorship as an instrument to build and enhance corporate image, with global sponsorship spending exceeding USD50 billion in 2012 (IEG, 2013). This growth in sponsorship spending has been paralleled by growth in sponsorship research. The various definitions of sponsorship are centred on the concept that the sponsor pays in return for the opportunity to be associated with the given event. The transfer of image from the event to the brand is therefore central to the productivity of any sponsorship arrangement. Hence, it is unsurprising that image transfer models in which the transfer takes place from the event to the sponsor’s brand are prevalent in the literature. Whilst providing a good foundation, the extant sponsorship research has several shortcomings. For example, it is generally based on a unidirectional image transfer process, and the underlying mechanism of image transfer is attributed primarily to associative network theories (which, on their own, do not answer the why and how of the image transfer process). Further, most discussions in this arena use attitudinal change and the ability to recall as proxies for the existence of image transfer rather than measuring it directly. We know that events are largely thematic and engage the audience at an emotive level, but the sponsorship literature contains no studies on the role of affect in image transfer. Associative theories, whose roots lie in cognitive psychology, concern propositions, cues and outcomes, and yet they remain peripheral and largely ignored in the sponsorship literature. Observation also suggests that event-brand sponsorship arrangements are highly complex and susceptible to reciprocal image transfer. This research addresses these shortcomings by using prior affect as the central mechanism to extend associative network theories to the sponsorship context. The central argument of this thesis is that a necessary condition for any image transfer to occur (event to brand or brand to event) is the absence of directly formed prior affect for the brand (in the case of conventional image transfer)/event (in the case of reverse image transfer). In the presence of directly formed prior affect, the association between event image and brand image is blocked, and no image transfer occurs. A series of pretests and experiments provide empirical evidence to show that image transfer is a bi-directional phenomenon, cue directionality strengthens image transfer, the presence or absence of directly formed prior affect for the brand (event) determines whether image transfer occurs, the method of affect formation (neutral affect or indirect affect) moderates transfer strength, and image transfer from event to brand and from brand to event is asymmetrical. The limitations and theoretical implications of the research are discussed, and future research directions proposed.

RIBEIRO, Andersson Teixeira. Eventos de corrida de rua em Fortaleza-CE como comunicação de marca. 2009. 74 f. Dissertação (mestrado) - Universidade Federal do Ceará, Faculdade de Economia, Administração, Atuária e Contabilidade, Programa de Pós-Graduação em Administração e Controladoria, Fortaleza-CE, 2009. / Submitted by Dioneide Barros (dioneidebarros@gmail.com) on 2016-04-20T17:26:09Z No. of bitstreams: 1 2009_dis_atribeiro.pdf: 747186 bytes, checksum: 9b086fe672773a9ac9a958133ab5a64e (MD5) / Approved for entry into archive by Dioneide Barros (dioneidebarros@gmail.com) on 2016-04-25T14:01:20Z (GMT) No. of bitstreams: 1 2009_dis_atribeiro.pdf: 747186 bytes, checksum: 9b086fe672773a9ac9a958133ab5a64e (MD5) / Made available in DSpace on 2016-04-25T14:01:20Z (GMT). No. of bitstreams: 1 2009_dis_atribeiro.pdf: 747186 bytes, checksum: 9b086fe672773a9ac9a958133ab5a64e (MD5) Previous issue date: 2009 / This study had the objective to verify if the events of street race transmit values to brands. Quantitative study of the transversal type, exploratory and descriptive character, developed with practicing individuals of race in the Avenue Side Sea, located in the city of Fortaleza, Ceará. The sample was composed for 153 corridors. The data had been collected by means of form during the may months the july of 2009. The analysis of the data if gave with support of software SPSS 16.0. A predominance of the masculine sex was gotten, in its majority, bachelors, working in integral period and with superior level of the school. These had 34 years on average, and the half of them gained R$4.000 to the month more than. Amongst the events, the Maratona de Revezamento Pão de Açucar was the one that had more adepts between the interviewed ones. The participation of other friends met as bigger incentive to the participation in the events of street race. Already in relation to the representation of the events for the running ones one notices that more than the half considers the participation in these races a welfare sensation. With regard to the propensity the purchases of products of the marks sponsors after to participate of these events, indicated that half of the sample would possibly buy such products. Remembering that little more than the half of the interviewed ones had related to give to attention to the brand sponsors of the events that had participated. / Este estudo teve por objetivo verificar se os eventos de corrida de rua transmitem valores de marcas. Estudo quantitativo do tipo transversal, de caráter exploratório e descritivo, foi desenvolvido com indivíduos praticantes de corrida na Avenida Beira Mar, localizada na cidade de Fortaleza, Ceará. A amostra foi composta por 153 corredores. Os dados foram coletados por meio de formulário durante os meses de maio a julho de 2009. A análise dos dados deu-se com apoio do software SPSS 16.0. Verificou-se uma predominância do sexo masculino, em sua maioria, solteiros, que trabalham em período integral e com nível superior de escolaridade. Estes tinham em média 34 anos, e a metade deles ganhava mais de R$: 4.000 por mês. Dentre os eventos, a Maratona de Revezamento do Pão de Açúcar foi a que teve mais adeptos entre os entrevistados. Encontrou-se como maior incentivo à participação nos eventos de corrida de rua a participação de outros amigos. Já em relação à representatividade dos eventos para os corredores, notou-se que mais da metade considera a participação nessas corridas uma sensação de bem-estar. Com relação à propensão a compras de produtos das marcas patrocinadoras, após participar desses eventos, constatou-se que metade da amostra possivelmente compraria tais produtos. Lembrando que pouco mais da metade dos entrevistados afirmaram prestar atenção às marcas patrocinadoras dos eventos de que participaram.

Dissertação (mestrado)—Universidade de Brasília, Faculdade de Economia, Administração e Contabilidade, Programa de Pós-Graduação em Administração, 2013. / Submitted by Alaíde Gonçalves dos Santos (alaide@unb.br) on 2013-07-30T12:51:21Z No. of bitstreams: 1 2013_LeonardoMartinsPrudente.pdf: 1629281 bytes, checksum: 192aed7aedbed253ebed45bfbad860ab (MD5) / Approved for entry into archive by Guimaraes Jacqueline(jacqueline.guimaraes@bce.unb.br) on 2013-08-02T14:43:24Z (GMT) No. of bitstreams: 1 2013_LeonardoMartinsPrudente.pdf: 1629281 bytes, checksum: 192aed7aedbed253ebed45bfbad860ab (MD5) / Made available in DSpace on 2013-08-02T14:43:24Z (GMT). No. of bitstreams: 1 2013_LeonardoMartinsPrudente.pdf: 1629281 bytes, checksum: 192aed7aedbed253ebed45bfbad860ab (MD5) / Estudos teóricos indicam que estratégias de branding e de transferência de políticas públicas são capazes de motivar stakeholders e de conquistar a atenção cidadã. Essa pesquisa analisa essas propriedades, investigando a relação entre essas estratégias e a aprovação de políticas públicas pelos servidores do Poder Executivo, bem como pelos cidadãos no Brasil. Foram analisadas ainda as diferenças de aprovação entre essas duas populações. A pesquisa fez uso de experimento com grupos de controle e grupos submetidos às seguintes manipulações de informações acerca de estratégias de uma ação política: branding por organismo internacional de cooperação técnica e de cooperação financeira, e transferência dos tipos „exportação‟ e „importação‟. A amostra foi de 487 servidores do Poder Executivo e 497 cidadãos, com poder amostral de 91%. Resultados encontrados comprovam a relação entre essas estratégias e a aprovação de políticas públicas, assim como algumas diferenças entre as estratégias investigadas e entre servidores do Poder Executivo e cidadãos submetidos à mesma manipulação de informação sobre a estratégia. Os achados permitem avançar o conhecimento sobre essas estratégias e jogam luz sobre as diferenças entre servidores do Poder Executivo e cidadãos. _______________________________________________________________________________________ ABSTRACT / Theoretical studies indicate that policy branding and transfer are strategies capable of motivating stakeholders and grabbing the attention of citizens. This research analyzes these capacities by investigating the relation between these strategies and the approval of public policies by employees of the Executive Branch and citizens in Brazil. It also investigates differences of approval between these two populations. The research counted on an experiment with control groups and experimental groups subjected to the following manipulations of information about strategies on a policy action: branding by international organizations (technical and financial cooperation), and transfer (export and import). The sample was composed of 487 employees of the Executive Branch and 497 citizens, with 91% sample power. Results demonstrate the relation between these strategies and the approval of public policies, as well as some differences among these strategies and between employees of the Executive Branch and citizens subjected to the same manipulation of information about the strategy. Findings can foster knowledge about these strategies and the differences between employees of the Executive Branch and citizens.