TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETING / El presente estudio se enfoca en analizar la relación existente entre la imagen de la tienda con la experiencia de marca, y como esta última puede influir en la actitud a la marca, apego a la marca y valor de marca. Por otra parte, el tipo de tienda (Flagship Store o Brand Store) tiene influencia en la imagen de la tienda con la experiencia de marca que tengan los consumidores. Este estudio es cuantitativo del tipo concluyente, donde la metodología de la investigación se aplicó de forma transversal, obteniendo la información necesaria mediante una encuesta presencial y autoadministrada. La encuesta se aplicó a 528 individuos que compraron en alguna de las tiendas de Adidas, y además eran consumidores de la marca. Una vez recopilada la información se formó la base de datos en Excel, la cual luego se traspasó a SPSS. Posteriormente, se realizó un análisis de fiabilidad y validez (análisis factorial exploratorio) para evaluar si el instrumento utilizado era idóneo. El aporte que tiene esta investigación es mostrar como el tipo de tienda (Flagship Store o Brand Store) influye en la relación existente entre imagen de la tienda y experiencia de marca, y también ver si la experiencia de marca tiene influencia en los constructos de marca (apego a la marca, actitud a la marca y valor de marca). La originalidad de este estudio es determinar si en Chile funciona el tipo de tienda Flagship Store, es decir, si este cumple con los objetivos esperados, para que las empresas inviertan en este diseño de tienda con el fin de construir una marca más potente, o si es innecesario y no se obtienen los resultados esperados, para no malgastar recursos. Por lo tanto, diferentes empresas pueden tener conocimiento de que mejoras en las variables ya mencionadas, son factores influyentes en los individuos, lo que finalmente conducirá a obtener información necesaria para tomar decisiones estratégicas, con el fin de aumentar valor a los clientes, a la marca y mejorando la relación cliente, marca y empresa. Posteriormente, se realizó un análisis de regresión lineal entre imagen de la tienda con experiencia de marca, de la Flagship Store como de la Brand Store para ver si existe diferencia por el tipo de tienda en Chile. Finalmente, se efectuó el análisis factorial confirmatorio, mediante un modelo de ecuaciones estructurales (SEM) para observar la relación que existe entre la variable independiente (imagen de la tienda) con las variables dependientes (experiencia, actitud, apego y valor de marca), con el fin de rechazar o no rechazar las hipótesis planteadas en este estudio, plasmado en el modelo que será visto en el transcurso de la investigación.

Submitted to the FACULTY OF ARTS in partial fulfillment of the requirements for MASTERS DEGREE IN SOCIAL WORK (Community work) in the Department of Social Work at the University of Zululand, 2005. / In 1996, the South African National Welfare Department estimated that countrywide 67% of female headed-households lived in poverty and that 75.2% of children under 5years were exposed to conditions of poverty. The government planned its developmental programs of women and children under 5years, which was targeted at this high risk group, in order to reduce their potential dependency on the state through child support grants (Social Work Practice Vol 2.96: 3) These pilot programs which were initiated in nine provinces were referred to as flagship programs and Bambanana flagship program in Northen KwZulu/Natal was one of them. Skills development and economic empowerment would be strategies utilized to develop and sustain these programs. The consortium consisting of NGO's and Government departments had initially negotiated with provincial hospitals to purchase the products from the various projects of the flagship programs, thus ensuring a viable market for the products. Eight years have since elapsed following the initiation of these flagship programs. The research investigation undertaken by the researcher aims at evaluating the relevance, efficiency and effectiveness of the Bam banana flagship program in Northern Kwa-Zulu Natal.

Drawing from the ever-evolving processes that reproduce and re-define our everyday life in our living environment, this study explores the reverberations of flagship projects in the wider urban landscape. The power structures that formulate spatial production are discussed. Flagships are viewed as tangible representations of governmental and public authorities’ strategies. In-depth understanding of the consequences that stem from such implementations evidence the power dynamics in urban development processes. Stockholm’s vision for 2040 envisages the reinforcement of democratically sustainable development. This study delves into the socio-spatial earmarks that emerge from leading urban development projects in the wider urban landscape and more specifically in the adjoining to the project areas. To do so, this research looks into the urban development of the districts adjoining two large-scale projects, the Hammarby Sjöstad and the Royal Seaport.

Retail automotive literature that examines how the distance between a retail automotive facility and the prospective purchaser affects market performance is limited. Primary data for this study indicates that distance and purchase in the retail automotive sector move in opposite directions. This study examines similar goods that have high barriers of entry and proposes other methods of increasing market reach. This is a study of the conditions that affect the market performance for imported luxury vehicles. First, is the effect of distance on purchase decisions. Vehicular sales drop the further away a customer is from a car dealership. We call this phenomenon distance decay. Distance decay is defined as: the interaction between two locations declines as the distance between then increases. Secondly, when similar brands are viewed as substitutes, the consumer will choose the brand with the closest automotive service department to their residence or place of employment. Thirdly, door-to-door selling can decrease distance decay. Lastly, pick-up and delivery service can decrease distance decay. Data from 30,936 prospects and individuals who entered, phoned, or emailed a dealership inquiring about purchasing a new Audi were used in the study. These prospects will be categorized by who intended to buy and who actually purchased a car. In addition to the prospects, data from 6,153 individuals who purchased a new Audi from four Audi dealerships in the greater Philadelphia area and from the framed field experiment were used in the study. These categories will then be further labeled by ZIP code and city to determine the effects of distance. Then, possible solutions will be performed on test groups to determine what alternatives from other industries can be used to improve market performance involving long distances. / Business Administration/Interdisciplinary

現今的零售市場日趨多樣化與細密分割、消費者資訊超載的情況嚴重，傳統行銷溝通工具的效果已不復以往。體驗經濟的倡導者Gilmore and Pine(2008)認為，相對於廣告所創造的虛假體驗，營造引人入勝的消費場所，是當今企業展現真實體驗、促發消費慾望的重要手段。而旗艦店，儼然成為當今企業創造獨特品牌體驗的重要策略，形成一種跨國界、跨產業的趨勢。 過去旗艦店研究多以企業經營的立場，就成本、獲利等傳統管理觀點，探討旗艦店的設立對企業端的影響。較少從消費者體驗的觀點，瞭解旗艦店的品牌性功能，也少有研究試圖從體驗行銷的面向來分析旗艦店。因此，本研究則試圖從消費者的觀點出發，藉由探討旗艦店與其他商店型態間的差異之所在。本研究選擇以Apple與SONY兩大3C品牌做為研究對象，檢視台灣現有3C品牌旗艦店在消費體驗上的優勢與影響，並進一步探究旗艦店體驗行銷優勢對品牌關係品質的影響效果。 本研究的主要目的有三：(1) 釐清旗艦店的本質；(2) 探討旗艦店與非旗艦店在體驗行銷構面上的差異；以及(3) 探討旗艦店與非旗艦店的體驗行銷差異，是否對品牌關係品質造成影響。 研究結果發現，雖然學術界企圖對旗艦店概念提出完整明確的界定，但是實務層面，旗艦店仍舊是以企業主觀認定為準，無論在形貌或規模上皆存在差異，因此難以在消費者心中形成具體的想像，與學術研究中的定義也有若干程度的落差。而針對兩個案品牌旗艦店(Studio A生活體驗旗艦店、SONY 101旗艦店)體驗行銷的檢證，則顯示兩個案旗艦店無論在體驗媒介或體驗形式構面，都未達到過去研究所指陳的絕對性優勢，尤其與同等級門市的差異性過小，無法呈現所謂的旗艦特性。然而，本研究亦發現，商店體驗行銷確實會對品牌關係品質造成正向影響，因此本研究認為，無論是否掛上旗艦店的招牌，優化商店元素(空間、商品、服務)、強化體驗感受，絕對是企業提升品牌關係時的重要策略。

The clown loach Chromobotia macracanthus, is a well known species in ornamental fish circuits although the knowledge about it in its wild environment today is limited. The outtake of 50 million juveniles every year may drive the population into a collapse and it might be necessary to breed clown loaches in captivity to lower the pressure in wild stocks. This has not yet been accomplished without hormone treatment. The aim of the present study is to find out if it is possible for C. macracanthus to prepare for spawning in captivity without the use of hormones. The study was set up according to documentation about the wild conditions simulating the migration prior to spawning from greater rivers and swamps to smaller streams upriver. Although the experiment did not result in spawning it is believed that egg production took place according to criteria for identifying sexually mature fish ready to spawn. If so it would have resulted in the fish retaining or reabsorbing the eggs since they were not laid. A surprising result which tells us it would not be unusual with egg production in C. macracanthus in aquariums around the world.

綜觀台灣過去數十年來的產業經濟發展歷程，在國際間有許多正面的評價，稱之為「台灣經濟奇蹟」。在政府政策致力於塑造有利於科技產業發展的環境下，製造業為台灣產業帶來重大的貢獻，當我國不同的產業類別之製造業發揮其優勢競爭力的同時，亦使得台灣地區北、中、南三大區域發展出各自獨特且具有潛力的製造業特性。 事實上，區域產業特性與賦能之優劣將可透過區域中廠商與行動者的活動來表現，尤其是區域中的模範角色，是檢視區域中有無可學習的模範者和模仿其整體投資階段過程的重要指標，對於區域內外企業進駐和設立工廠的組織決策相當重要（Bandura, 1986; van Praag, 1996; Kriegesmann, 1999; Fornahl, 2003）。這樣的仿效行為將指向區域中旗艦廠商投資設廠區位選擇與組織決策行動，換句話說，旗艦廠商（flagship firm）是區域發展中重要的模範角色（role model）（Fornahl, 2003），而其區位選擇與組織決策行為對於區域發展將佔有舉足輕重的地位。另一方面，過去傳統投資區位選擇的討論，多論及單一廠商設立工廠在地理空間的決策行為。然而本研究認為旗艦廠商多工型工廠（multiplant）的特性在組織決策上的區位選擇行為，面對各區域經濟與產業發展特性的差異，應有不同於過去文獻與理論的考量。 是故，本研究透過天下雜誌公佈台灣地區2007年製造業1000大廠商，聚焦台灣地區製造業旗艦廠商面對投資母國區位選擇的考量，透過旗艦廠商在台投資多工型工廠歷程決策之整體分析，藉由投資時間與空間區位，以及廠商組織型態面向的討論，了解台灣地區旗艦廠商投資多工型工廠於母國區位選擇之因素。透過多項羅吉特模型的實證研究，本研究歸納研究成果，提出下列政策建議： 一、推動企業總公司在地化發展，有助區域內旗艦廠商再投資母國之活動 二、透過旗艦廠商在區域內之投資經驗，引導再投資活動，以利區域發展 三、區域內產業特性強化與升級，以加強區域高科技產業支撐力 四、科學工業園區與區域內科技基礎產業優勢分進合擊，提升產業關聯性 五、提升區域總體經濟發展，有助於吸引區域內高科技產業再投資之活動

No description available.

Place branding is commonly conceptualized with a focus on big cities, such as London, New York and Singapore, building from concepts and models from mainstream branding theory. In contrast to such conceptualizations, this thesis focuses on place branding in small and medium-sized cities. The present thesis aims to study place branding from a geographical perspective. It starts with debates theoretical and empirical understandings of place branding; what it is and how it is affecting the places where it is introduced. The thesis develops and argues for a perspective of territoriality and relationality to place branding discussing concepts, methods and empirical approaches to carry out place branding research using geographical perspectives. Empirically, this thesis focuses on in-depth studies of place branding in small and medium-sized cities in Sweden. By analyzing the development of place branding over the course of time, nuances and aspects of both territorial and relational origin emerge, situating place branding practices within a wider spatial contextualization. Four individual papers are presented, which taken together contribute to the aim of the thesis. Paper 1 introduces the place branding research field in geography and how it has developed; Paper 2 investigates the phenomena of flagship buildings located in small cities and towns; Paper 3 discusses the relationship between policy tourism and place branding; and Paper 4 analyzes how local environmental policies are affected by green place branding. The thesis demonstrates the complex and continuously interchangeable spatial structures and place contexts that create and re-produce the geographies of place branding. Here, research models and methodological examples are presented to illustrate how place branding can be studied from a geographical perspective and thus improve theoretical understandings of place branding. / <p>At the time of the doctoral defense, the following papers were unpublished and had a status as follows: Paper 3: Manuscript. Paper 4: Manuscript.</p>

The purpose of this study was to examine customer attitudes towards flagship stores and how they perceive them. To ascertain this, and obtain answers to the research questions covering the study's main issues, we decided to turn to the customers who recently visited a flagship store. Our background theory is based upon literature from previous research done on the subject in the form of scientific articles and books. We present the theoretical concept that explains how flagship stores are used as a marketing tool and what impact they have on the new market. These will be helpful in answering our questions when we evaluate our results.! A theoretical framework, consisting of three value dimensions, was used as a support throughout the implementation of the study. These three values; hedonic, practical and social, should give us a better idea of what customers experience and what they value when they visit the flagship stores.! The method used in our investigation is of quantitative form, so that it can be feasible on a large crowd to thus contribute to a quantitative result. A questionnaire consisting of closed questions with given answer options on a Likert-scale was distributed to a few selected stores, all located along Stockholm’s most fashionable shopping streets - Gant, H&amp;M Man, Asics and J. Lindeberg. ! The result that we have reached is that customers both value and experience the practical value dimensions more than the hedonic and social ones and that flagship stores are a successful marketing concept. This since the majority of the customers have a positive opinion about them as well as feeling that the experience in the stores have provided them with a more positive view of the brand - which is a direct contributor to the increasing CBBE of the company. / Syftet med den här uppsatsen var att undersöka kunders attityder gentemot flaggskeppsbutiker och hur de upplevde dessa som koncept. För att ta reda på detta valde vi att vända oss till de kunder som besökt just sådana butiker för att få svar på de frågor som kan vara till hjälp för att bemöta studiens huvudsakliga frågeställningar.! Teorin bygger på litteratur av tidigare forskning som gjorts i ämnet i form av vetenskapliga artiklar och böcker. Vi presenterar de teoretiska koncept som förklarar hur flaggskeppsbutikerna använts och vilken betydelse de har på den nya markanden. Dessa kom att vara till hjälp vid besvarandet av våra frågeställningar då vi på så sätt utvärderar våra resultat och ser vad dem säger oss. ! Som stöd under vårt genomförande av denna undersökning förhöll vi oss till ett teoretiskt ramverk bestående av de tre värdedimensionerna. Dessa tre värden, de hedoniska, praktiska och sociala, gav oss en bättre uppfattning och förtydligade vad kunderna upplevde och egentligen värdesätter när de besöker flaggskeppsbutiker.! Den metod vi använde oss av för att gå tillväga med vår undersökning var av kvantitativ form där vi lät respondenter svara på en enkät som vi själva distribuerade. Enkäten bestod av slutna frågor i form utav påståenden med svarsalternativ givna på en likertskala - detta för att kunna genomföra en effektiv undersökning på en stor skara och för att på så sätt få fram ett kvantitativt resultat. Följande butiker valdes ut särskilt till denna undersökning; Asics, Gant, H&amp;M Man och J.Lindeberg, då samtliga är belägna längs Stockholms finare shoppingstråk. ! De resultat vi kommer fram till är att kunder både värderar och upplever de praktiska värdedimensionerna mer än de hedoniska och de sociala och att flaggskeppsbutiker är ett fungerande marknadsföringskoncept. Detta kan bekräftas då majoriteten av kunderna var positiva till dem och upplevde att de har en mer positiv syn på varumärket efter besöket - något som genererar ett högre CBBE till företaget.