by Poon Ming-tak, Terence. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1988. / Bibliography: leaf 96.

by Cheng Ka-Chung, Ho Fung-Ching. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 49-51). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.v / LIST OF TABLES --- p.vi / ACKNOWLEDGMENTS --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- LITERATURE REVIEW --- p.5 / Chapter III. --- METHODOLOGY --- p.10 / Decision Making Objectives --- p.10 / Research Objectives --- p.11 / Research Design --- p.11 / Hypothesis Testing --- p.14 / Statistical Analysis Method --- p.17 / Sampling and Data Collection --- p.18 / Chapter IV. --- RESULTS --- p.19 / Sample --- p.19 / General Brand and Country Evaluation --- p.19 / Plot of Main Effect - Brand Name --- p.19 / Plot of Main Effect - Country-of-Origin --- p.22 / Plot of Treatments --- p.23 / Hypothesis Testing using ANOVA --- p.25 / Basic Findings --- p.25 / Other Findings --- p.27 / Pairwise t-test for Country-of-Origin Effect --- p.28 / Preferential Analysis --- p.29 / Chapter V. --- LIMITATION --- p.36 / Sampling Bias --- p.36 / Reliability --- p.36 / Validity --- p.37 / Chapter VI. --- CONCLUSION AND RECOMMENDATION --- p.38 / APPENDICES --- p.42 / BIBLIOGRAPHY --- p.49

by Sum Mei Lin. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 80-81). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES AND TABLES --- p.v / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Business Problem --- p.1 / Background --- p.2 / Research Objectives --- p.5 / Chapter II. --- LITERATURE REVIEW --- p.6 / Conceptual Framework --- p.6 / Conceptual Model --- p.8 / Hypotheses --- p.10 / Chapter III. --- METHODOLOGY --- p.13 / Research Design --- p.13 / Operationalization --- p.13 / Sample and Sampling Method --- p.16 / Data Collection --- p.16 / Data Analysis --- p.17 / Chapter IV. --- RESULTS AND DISCUSSION --- p.19 / Measurement Model --- p.19 / Chapter ´Ø --- Reliability of Measurement / Chapter ´Ø --- Validity of Measuremet / Structural Model --- p.22 / Chapter ´Ø --- Model Fit / Chapter ´Ø --- Parameter Estimates and Variance Explained / Model Refinement --- p.25 / Chapter ´Ø --- Model 2 - Reliability and Validity of Measurement / Chapter ´Ø --- Model 2 - Fit and Structural Equations / Discussion --- p.30 / Chapter V. --- CONCLUSION --- p.34 / Managerial Implications --- p.35 / Chapter ´Ø --- Fostering Favorable Norm / Chapter ´Ø --- "Reducing Disapproval from Family, Friends and Colleagues" / Chapter ´Ø --- Cultivating Favorable Attitude / Limitations --- p.42 / Future Research Directions --- p.44 / APPENDIX / Chapter I --- Questionnaire - English --- p.46 / Chapter II --- Questionnaire - Bilingual --- p.50 / Chapter III --- Sample Distribution of Age Group and Salary Range --- p.54 / Chapter IV --- Sample Distribution of Employer's Industry and Gender --- p.55 / Chapter V --- SPSS Output for Scale Reliability Analysis --- p.56 / Chapter VI --- LISREL Output for Model1 --- p.65 / Chapter VII --- LISREL Output for Model2 --- p.73 / BIBLIOGRAPHY --- p.80

by Elaine Bien McKay. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 36-38). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.vi / LIST OF TABLES --- p.vii / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter 1.0 --- Overview --- p.1 / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Research Objective --- p.2 / Chapter 1.3 --- Conceptual Model --- p.3 / Chapter 1.4 --- Outline of the Paper --- p.3 / Chapter CHAPTER II --- A BACKGROUND OF THE INSURANCE INDUSTRY / Chapter 2.0 --- Overview --- p.4 / Chapter 2.1 --- Hong Kong - General Statistics --- p.4 / Chapter 2.2 --- Hong Kong Insurance Market --- p.5 / Chapter 2.3 --- The Online Insurance Market / Chapter 2.3.1 --- Hong Kong Insurance Online --- p.6 / Chapter 2.3.2 --- United States Insurance Online --- p.7 / Chapter 2.4 --- Conceptual Framework --- p.9 / Chapter 2.4.1 --- Product Related Factors --- p.10 / Chapter 2.4.2 --- Internet Related Factors --- p.11 / Chapter 2.4.3 --- Personal Characteristics --- p.12 / Chapter 2.4.4 --- Attitudes and Intentions --- p.13 / Chapter CHAPTER III --- RESEARCH DESIGN AND METHODOLOGY / Chapter 3.0 --- Overview --- p.14 / Chapter 3.1 --- Data Collection --- p.14 / Chapter 3.2 --- Operationalization --- p.15 / Chapter 3.3 --- Data Analysis --- p.17 / Chapter CHAPTER IV --- ANALYSIS AND RESULTS / Chapter 4.0 --- Overview --- p.19 / Chapter 4.1 --- Measurement Model Evaluation --- p.19 / Chapter 4.2 --- Structural Model Results --- p.20 / Chapter CHAPTER V --- CONCLUSION / Chapter 5.0 --- Overview --- p.23 / Chapter 5.1 --- Managerial Implications --- p.23 / Chapter 5.2 --- Limitations --- p.25 / APPENDIX / BIBLIOGRAPHY

Lai Man-wai Conttia. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 101-107). / Abstracts in English and Chinese. / ABSTRACT (ENGLISH) --- p.ii / ABSTRACT (CHINESE) --- p.iii / ACKNOWLEDGMENTS --- p.iv / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.vi / LIST OF FIGURES --- p.vii / Chapter / Chapter I --- INTRODUCTION --- p.1 / Chapter II --- LITERATURE REVIEW --- p.16 / Chapter III --- HYPOTHESES --- p.48 / Chapter IV --- METHOD --- p.50 / Chapter V --- FINDINGS --- p.65 / Chapter VI --- DISCUSSION --- p.73 / Chapter VII --- CONCLUSIONS --- p.81 / APPENDIX --- p.85 / REFERENCES --- p.101

by Frostig Na'ama, Yang Mei-Ling. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2003. / Includes bibliographical references (leaves [46]-50). / Abstract --- p.4 / Introduction --- p.6 / Research Objectives --- p.7 / Research Methodology --- p.8 / The Context of Hong Kong As An International City --- p.10 / Consumer Socialization of the Expatriate Teenagers in Hong Kong --- p.12 / Conceptual Background --- p.13 / Characteristics of Expatriate Teenagers in Hong Kong --- p.16 / The Expatriate Teenagers' Consumer Skills --- p.25 / Expatriate Teenagers and Cosmopolitanism --- p.33 / The Formation of Ethnic Identity --- p.34 / Citizens of the World --- p.38 / Failing to be Cosmopolitan --- p.39 / Conclusion --- p.43 / References

by Connie S.K. Leung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves [93]-[98] / Chapter CHAPTER 1 --- INTRODUCTION --- p.1 / Chapter 1. --- Some Observations on Direct Marketing in Hong Kong / Chapter 2. --- The New Generation - Hong Kong Yuppies / Chapter 3. --- Overview of the Huppies Club Concept / Chapter CHAPTER 2 --- LITERATURE REVIEW --- p.14 / Chapter 1. --- What is Direct Marketing? / Chapter 2. --- Direct Marketing Versus Geneial Marketing / Chapter 3. --- Merits of Direct Marketing / Chapter 4. --- Why does Direct Marketing Grow? / Chapter 5. --- Prime Prospects of Direct Marketing / Chapter 6. --- Key to Direct Marketing Success / Chapter 7. --- Direct Mail in Hong Kong / Chapter 8. --- Definition of Yuppies / Chapter 9. --- Yuppies' Demographic Characteristics / Chapter 10. --- Yuppies' Psychographics / Chapter 11. --- Yuppies' Lifestyle / Chapter 12. --- Yuppies and Direct Marketing / Chapter 13. --- Huppies: Hong Kong Yuppies / Chapter CHAPTER 3 --- RESEARCH OBJECTIVES --- p.49 / Chapter CHAPTER 4 --- METHODOLOGY --- p.50 / Chapter CHAPTER 5 --- KEY FINDINGS --- p.51 / Chapter 1. --- Huppies' Lifestyle / Chapter 2. --- Experience With Direct Mail / Chapter 3. --- Club Membership / Chapter 4. --- The Huppies Club Concept / Chapter CHAPTER 6 --- CONCLUSIONS AND RECOMMENDATIONS --- p.71

by Lam Yin-shing Donald & Ho Chi Hung. / Includes Chinese questionnarie. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 103-107). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / ACKNOWLEDGEMENTS --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / The Banking Industry --- p.1 / Corporate Banking in Hong Kong --- p.4 / Market Characteristics of Corporate Sector --- p.13 / Chapter II. --- THIS STUDY --- p.16 / Purpose of the Study --- p.16 / Justification of the Study --- p.16 / Scope of the Study --- p.20 / Chapter III. --- RESEARCH METHODOLOGY --- p.22 / Research Design --- p.22 / Sample Selection --- p.23 / Survey Design --- p.23 / Questionnaire Development --- p.24 / Timing of the Survey --- p.25 / Chapter IV. --- ANALYSIS OF FINDINGS --- p.26 / Response Rate --- p.26 / Demographics of the Samples --- p.27 / The Most Important Banks --- p.35 / Usage of Banking Services --- p.38 / Factors Inducing Bank Switching --- p.44 / The Best Banks --- p.49 / Determinant Attributes of Banks / Banking Services Excluding Lending Policy --- p.50 / Bank's Lending Policy re Determinant Attributes --- p.54 / Chapter V. --- LIMITATIONS OF THE STUDY --- p.57 / Non-Response Bias --- p.57 / Response Bias --- p.58 / Sample Selection Bias --- p.59 / Language Used in Questionnaire --- p.60 / Chapter VI. --- COMPARISON OF STUDIES --- p.61 / Studies in Other Parts of the World --- p.63 / Study of KK Chan and S M Ma --- p.67 / Chapter VII. --- RECOMMENDATIONS --- p.74 / Market Segmentation --- p.75 / Market Positioning --- p.77 / Marketing Strategies --- p.78 / Other Recommendations --- p.81 / Directions for Future Research --- p.85 / Chapter VIII. --- CONCLUSIONS --- p.86 / APPENDICES --- p.88 / BIBLIOGRAPHY --- p.103

by Choi Wai-Kin, Siu Chi-Ming. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaves 67-71). / TABLE OF CONTENTS / LIST OF TABLES / LIST OF FIGURES / ACKNOWLEDGEMENTS / ABSTRACT / Chapter / Chapter I. --- INTRODUCTION / Chapter 1.1 --- Need for the study --- p.1 / Chapter II. --- LITERATURE REVIEW / Chapter 2.1 --- Brand extension --- p.6 / Chapter 2.2 --- Process of categorization --- p.7 / Chapter 2.2.1 --- Category structure --- p.7 / Chapter 2.2.2 --- Graded structure --- p.8 / Chapter 2.2.3 --- Brand breadth --- p.8 / Chapter 2.2.4 --- Effect of brand breadth on perceived typicality --- p.9 / Chapter 2.3 --- Piecemeal evaluation process --- p.10 / Chapter 2.4 --- Bases for the evaluations of goodness of fit --- p.12 / Chapter III. --- CONCEPT DEVELOPMENT --- p.16 / Chapter 3.1 --- Formulation of the perceived risk model --- p.16 / Chapter 3.1.1 --- The components of perceived risk --- p.16 / Chapter 3.1.2 --- The facets of perceived risk --- p.17 / Chapter 3.1.3 --- Discussion --- p.18 / Chapter 3.2 --- Formulation of risk perception --- p.20 / Chapter IV. --- METHODOLOGY --- p.25 / Chapter 4.1 --- Overview --- p.25 / Chapter 4.2 --- Phase I: qualitative research --- p.25 / Chapter 4.3 --- Phase II: quantitative research --- p.26 / Chapter 4.4 --- Subjects and Procedures --- p.27 / Chapter 4.4.1 --- Phase I --- p.27 / Chapter 4.4.2 --- Phase II --- p.28 / Chapter V. --- HIGHLIGHTS OF FINDING FROM PHASE I --- p.30 / Chapter VI. --- HIGHLIGHTS OF FINDING FROM PHASE II --- p.32 / Chapter 6.1 --- Data Analysis --- p.32 / Chapter 6.2 --- Regression Analysis --- p.33 / Chapter 6.3 --- Empirical results and discussion --- p.35 / Chapter 6.3.1 --- Product extensions of high perceived technology brand --- p.35 / Chapter 6.3.2 --- Product extensions of low perceived technology brand --- p.44 / Chapter VII. --- IMPLICATIONS AND RECOMMENDATIONS --- p.52 / Chapter 7.1 --- Implications --- p.52 / Chapter 7.2 --- Recommendations --- p.55 / Chapter 7.2.1 --- Type I extension --- p.55 / Chapter 7.2.2 --- Type II extension --- p.57 / Chapter 7.2.3 --- Type III extension --- p.58 / Chapter 7.2.4 --- Type IV extension --- p.59 / Chapter VIII. --- LIMITATIONS --- p.61 / Chapter IX. --- CONCLUSION --- p.63 / Chapter X. --- SUGGESTION FOR FUTURE RESEARCH --- p.65 / Appendices / Bibliography / Chapter Appendix 1 --- Operational Definitions / Chapter Appendix 2 --- Questionnaire

Yeung Hoi Calvin. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 52-53). / Abstracts in English and Chinese, appendix in Chinese.