There are several approaches to brand image measurement. The main aim of this thesis is to understand which of the two most common approaches, namely the personification and the direct approach, should be preferred. The personification approach adopts the brand = person metaphor (if the brand came to life as a person would s/he be trustworthy?), while the direct approach simply asks 'Do you think this brand is trustworthy?'. The main method used is to compare their explanations of typical outcomes (dependent variables) in a series of online surveys. Two different dimensions of brand image (warmth and competence) are considered for different types of brand (product, employer and corporate). The thesis uses the 'journal ready format' where a series of related papers form the main part of the work. This thesis adopts a quantitative approach and presents the results from four empirical studies. To compare the two approaches to brand image measurement, Study I (Journal Article I) compared two types of brands (product and corporate) and the two types of brand image measurement approach. In Study II and Study III (Journal Article II), the context was shifted to employer branding, when comparing the two approaches. The analysis of the first and the second studies showed no consistent pattern and no systematic advantage for the personified approach. Indeed the two types of measure appeared quite similar in many respects. When trying to explain the results, task difficulty emerged as a possible explanation and was investigated via Study III and Study IV (Journal Article III). Task difficulty was not lower for the personified approach as expected. While there is a rich body of brand image literature using either personification or direct measurement approaches, there is no research comparing them in the same context/setting to understand any differences between these approaches. Two main conclusions emerged from this research to contribute to the market research literature. This research shows that there is no systematic statistical benefit from adopting the personification approach. Task difficulty varied with age and education, but not as expected from the literature, a finding that might be considered in all survey research, not just that involving brand image.

O mercado da construção civil brasileira vive atualmente seu melhor momento, influenciado pelo programa de aceleração do crescimento representado por investimentos em infraestrutura e principalmente pelo fácil acesso ao crédito para aquisição da casa própria. Na cidade de Caxias do Sul a construção civil, a qual utiliza esquadrias, apresentou crescimento de 40% no período de 2009 à 2011 . Apesar da crescente expansão da construção civil, o segmento de esquadrias de alumínio e PVC ainda carece da atenção dos pesquisadores no que diz respeito a sua imagem e percepção de valor. Neste sentido, o presente trabalho buscou identificar os atributos formadores das imagens das esquadrias de alumínio e PVC, como eles se configuram em dimensões e níveis da imagem, e como estas dimensões impactam na percepção de valor sob a ótica dos consumidores da cidade de Caxias do Sul - RS. A metodologia de pesquisa utilizada caracteriza-se como pesquisa exploratória, com abordagens qualitativa e quantitativa, embasada na adaptação do Método de Configuração de Imagem (MCI), instrumento de pesquisa testado e validado na identificação das imagens de organizações e produtos. Os resultados encontrados demonstram a imagem sólida das esquadrias de alumínio, sendo composta pelas dimensões funcional, emocional, cognitiva e simbólica, tendo predominância da dimensão funcional. Além disso, observa-se o significativo impacto da imagem das esquadrias de alumínio sobre a percepção de valor. Para às esquadrias de PVC observou-se que trata-se de um produto novo no mercado e aplicável principalmente em imóveis de alto padrão. Sua imagem é composta pelas dimensões funcional, emocional, cognitiva e simbólica, tendo predominância da dimensão funcional. Entretanto verificou-se a presença do atributo negativo acabamento ruim na imagem central. Nesse sentido, o estudo da imagem de esquadrias auxilia os profissionais de comunicação e marketing no direcionamento das ações que visem o fortalecimento da imagem dos produtos, bem como o direcionamento para a reversão dos atributos negativos. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-04-29T12:53:25Z No. of bitstreams: 1 Dissertacao Mikael Dalberto.pdf: 1482348 bytes, checksum: cc6b09f88fa135421c309905808456c4 (MD5) / Made available in DSpace on 2014-04-29T12:53:25Z (GMT). No. of bitstreams: 1 Dissertacao Mikael Dalberto.pdf: 1482348 bytes, checksum: cc6b09f88fa135421c309905808456c4 (MD5) / The Brazilian civil construction market lives nowadays its best moment, influenced by the program of accelerated growth represented by investments in infrastructure and mainly the easy access to credit for home ownership. In the city of Caxias do Sul, the civil construction, which uses frames, presented a growth of 40% in the period from 2009 to 2011. Despite the growing expansion of civil construction, the segment of aluminum frames and PVC still needs the attention of researchers as regards its image and perception of value. In this sense, this study sought to identify the attributes forming the images of aluminum frames and PVC, the way they are configured in size and levels of the image, and how these dimensions impact the perception of value from the perspective of consumers in the city of Caxias do Sul - RS. The research methodology used is characterized as exploratory research, with qualitative and quantitative approaches, based on the adaptation of the Image Configuration Method (ICM), research instrument tested and validated to identify the images of organizations and products. The results demonstrated a solid image of the aluminum frames, being composed by functional, emotional, cognitive and symbolic dimensions, with predominance of the functional dimension. Moreover, it is observed that the cognitive and functional dimensions have a more significant impact on the perceived value of the aluminum frames. For the frames of PVC was observed that this is a new product on the market and particularly applicable to high standards in real estate. Its image is composed of functional, emotional, cognitive and symbolic dimensions, with predominance of the functional dimension. However there was the presence of the ‘bad finishing ‘negative attribute in the central image. In this sense, the study of the image of frames helps communication and marketing professionals in the direction of actions aimed at strengthening the image of the products, as well as the direction to reverse the negative attributes that may impact the perception of value or purchase intention toward these products.

O mercado da construção civil brasileira vive atualmente seu melhor momento, influenciado pelo programa de aceleração do crescimento representado por investimentos em infraestrutura e principalmente pelo fácil acesso ao crédito para aquisição da casa própria. Na cidade de Caxias do Sul a construção civil, a qual utiliza esquadrias, apresentou crescimento de 40% no período de 2009 à 2011 . Apesar da crescente expansão da construção civil, o segmento de esquadrias de alumínio e PVC ainda carece da atenção dos pesquisadores no que diz respeito a sua imagem e percepção de valor. Neste sentido, o presente trabalho buscou identificar os atributos formadores das imagens das esquadrias de alumínio e PVC, como eles se configuram em dimensões e níveis da imagem, e como estas dimensões impactam na percepção de valor sob a ótica dos consumidores da cidade de Caxias do Sul - RS. A metodologia de pesquisa utilizada caracteriza-se como pesquisa exploratória, com abordagens qualitativa e quantitativa, embasada na adaptação do Método de Configuração de Imagem (MCI), instrumento de pesquisa testado e validado na identificação das imagens de organizações e produtos. Os resultados encontrados demonstram a imagem sólida das esquadrias de alumínio, sendo composta pelas dimensões funcional, emocional, cognitiva e simbólica, tendo predominância da dimensão funcional. Além disso, observa-se o significativo impacto da imagem das esquadrias de alumínio sobre a percepção de valor. Para às esquadrias de PVC observou-se que trata-se de um produto novo no mercado e aplicável principalmente em imóveis de alto padrão. Sua imagem é composta pelas dimensões funcional, emocional, cognitiva e simbólica, tendo predominância da dimensão funcional. Entretanto verificou-se a presença do atributo negativo acabamento ruim na imagem central. Nesse sentido, o estudo da imagem de esquadrias auxilia os profissionais de comunicação e marketing no direcionamento das ações que visem o fortalecimento da imagem dos produtos, bem como o direcionamento para a reversão dos atributos negativos. / The Brazilian civil construction market lives nowadays its best moment, influenced by the program of accelerated growth represented by investments in infrastructure and mainly the easy access to credit for home ownership. In the city of Caxias do Sul, the civil construction, which uses frames, presented a growth of 40% in the period from 2009 to 2011. Despite the growing expansion of civil construction, the segment of aluminum frames and PVC still needs the attention of researchers as regards its image and perception of value. In this sense, this study sought to identify the attributes forming the images of aluminum frames and PVC, the way they are configured in size and levels of the image, and how these dimensions impact the perception of value from the perspective of consumers in the city of Caxias do Sul - RS. The research methodology used is characterized as exploratory research, with qualitative and quantitative approaches, based on the adaptation of the Image Configuration Method (ICM), research instrument tested and validated to identify the images of organizations and products. The results demonstrated a solid image of the aluminum frames, being composed by functional, emotional, cognitive and symbolic dimensions, with predominance of the functional dimension. Moreover, it is observed that the cognitive and functional dimensions have a more significant impact on the perceived value of the aluminum frames. For the frames of PVC was observed that this is a new product on the market and particularly applicable to high standards in real estate. Its image is composed of functional, emotional, cognitive and symbolic dimensions, with predominance of the functional dimension. However there was the presence of the ‘bad finishing ‘negative attribute in the central image. In this sense, the study of the image of frames helps communication and marketing professionals in the direction of actions aimed at strengthening the image of the products, as well as the direction to reverse the negative attributes that may impact the perception of value or purchase intention toward these products.

The objective of the thesis is an impartial definition of elements that make up the image and identity of the Telefónica Czech Republic, a.s. company. The work is divided into theoretical and analytical part. Introduction of the theoretical part clarifies concepts such as company image and company identity within various factors of management of profit-making organizations. The theoretical part of the thesis seeks to draw on available, especially foreign literature. The subsequent analytical part is exclusively devoted to the central theme of the thesis, i.e. detailed analysis of corporate identity and corporate image of the Telefónica Czech Republic, a.s. company with the emphasis on their mutual differences. After several chapters, followed by a part focusing on active research with the help of a questionnaire survey. Here, the thesis analyses and consequently summarizes data obtained from the questionnaire survey of the scope of image and identity of Telefónica Czech Republic, a.s.. The partial objective of the analytical part is also a comparison within the competitive telecommunications market in the Czech Republic. The main aim of the thesis is to try to find possible activities leading to continuous positive development of the image and identity od Telefónica Czech Republic, a.s..

Thesis (MComm (Industrial Psychology))--Stellenbosch University, 2008. / The apparel retail environment is highly competitive. Products and services that are easily replicated, together with informed and demanding consumer markets, add to the complexity of this dynamic, fast changing retail and manufacturing industry. One avenue that companies explore to differentiate themselves from the competition is by the development of their corporate identity. A fundamental element of marketing communication and corporate identity representation is store image, as it is a vehicle that affects the customers’ perception of the store and the store’s identity. To be able to invest in store image optimally, retailers should take cognisance of the need to manage store image in order to increase potential sales. The purpose of the current study was to expand the existing body of knowledge on retail store image and the female apparel consumer in the Western Cape with special reference to the perceived importance of retail store image dimensions. The research question directing the current study was formulated as follows: How do consumers perceive the various store image dimensions in apparel retail and how congruent are customers’ and management’s perceptions of these store image dimensions? The literature review focuses on the importance of store image for retail differentiation purposes as well as independent (demographics, lifestyle, shopping orientation) and dependent variables (patronage behaviour, store loyalty, customer satisfaction) in store image research. Congruity as well as gap analysis are also discussed as these are the focus of the research analysis. The Store Image Scale (SIS) was used as measuring instrument. Management (n -= 14) and customer (n = 200) samples from a leading apparel retailer were used to measure the importance of the various store image dimensions. The questionnaire was adapted for the purpose of reaching all the set empirical objectives. The customer questionnaire included five sections to measure the ideal and the actual store image and the management questionnaire included two sections to measure management’s perception of the importance of store image dimensions for customers. Data was subjected to reliability analysis, descriptive statistics and analysis of variance. Results indicated that Atmosphere, Merchandise and Service were rated as most important dimensions according to customer perceptions of the ideal, while Atmosphere, Promotion and Service were the most important dimensions according to management. Atmosphere, Convenience and Merchandise were rated as most acceptable by customers. Due to the nature of the research design congruency analysis was used. The congruency analysis yielded 29 of the 55 attributes as congruent. The analysis of congruency between acceptability and importance ratings of customers indicated that the dimensions Convenience, Institutional and Sales Personnel showed no significant differences. It therefore was concluded that management’s perception and customers’ perceptions of the importance of ideal store image are closely related for these dimensions. However, closer consideration has to be given to the specific attribute design. Significant differences between management’s and customers’ perceptions were found for the Promotion, Merchandise and Service dimensions. Based on the results, recommendations were made to management from which they could infer possible adjustments to the strategic management of store image dimensions. This is one of the first academic studies to attempt to provide management with feedback on the performance of their retail strategy and is therefore exploratory in nature. The recommendations from the current study could help retailers meet consumer needs, and thereby create a competitive advantage and unique market position for the store. This could contribute to building brand equity, store patronage and, consequently, sales, as well as support the possibility of benchmarking the importance of specific store image dimensions as retail practices in the chain store apparel sector. This could contribute to this retailer’s ability to project a store image that meets customers’ expectations while enforcing the strategic corporate identity.

O presente trabalho consistiu em identificar a imagem do Shopping Center Iguatemi Caxias, sob a ótica dos consumidores locais. Entende-se que as imagens estão organizadas como uma rede de significados ou esquemas associados e organizados em torno de alguns elementos centrais, que são socialmente aceitos e compartilhados. A identificação das imagens mentais que os consumidores têm a respeito do shopping center é relevante para direcionar estratégias e ações de marketing. A partir de uma pesquisa exploratória, foi utilizado o Método de Configuração da Imagem (MCI), um instrumento de pesquisa testado e validado na identificação das imagens de organizações, produtos, serviços e marcas, procurou-se identificar, em uma amostra de 400 consumidores, qual a imagem coletiva dos consumidores relativa ao shopping center em estudo. Com base na Teoria do Núcleo Central, foram identificados os atributos e as dimensões (cognitiva, emocional, funcional e simbólica) relacionadas às imagens formadas pelos consumidores. Os resultados foram dispostos no Gráfico de Configuração da Imagem (GCI), que apresenta os atributos que compõem as imagens do shopping center, a proximidade destes atributos com a Imagem Central e a dimensão a que pertencem. Por meio dos resultados, entende-se que a imagem do shopping center está mais ligada a elementos funcionais, ou seja, as características físicas que o mesmo oferece e aos elementos simbólicos, ou seja, o significado que o shopping transmite e representa para os consumidores. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-06-04T16:24:40Z No. of bitstreams: 1 Dissertacao Francieli Montanari Gasparin.pdf: 992716 bytes, checksum: 1731f706ecd03d031fab657ce33d2110 (MD5) / Made available in DSpace on 2014-06-04T16:24:40Z (GMT). No. of bitstreams: 1 Dissertacao Francieli Montanari Gasparin.pdf: 992716 bytes, checksum: 1731f706ecd03d031fab657ce33d2110 (MD5) / The present work consists in identifying the image of Shopping Center Iguatemi Caxias, in the perspective of local consumers. Images are understood as a being organized as a net of meanings or schemes, which are arranged around a few central elements, socially accepted and shared. Identifying the mental image that consumers have regarding mall is relevant to direct marketing strategies and actions. Starting from exploratory research was used Method of Imagem Configuration (MCI), an already tested and validated research instrument for identification of images in organizations, products, services and brands, we tried to identify, within a sample of 400 consumers, to identify which is the collective image of consumers on the mall under study. With base on the Central Nucleus Theory, was identified the attributes and dimensions (cognitive, emotional, functional and symbolic) related to images formed by the consumers. The results were displayed in the Graphic of Image Configuration (GCI), which presents the attributes that make up the images of the mall, the proximity of these attributes with the Central Image and the size they belong. Based on the results, it is understood that the image of the mall is more closely linked to functional elements, that means, the physical features it offers and symbolic elements, that is, the meaning that the mall represents and conveys to consumers.

O presente trabalho consistiu em identificar a imagem do Shopping Center Iguatemi Caxias, sob a ótica dos consumidores locais. Entende-se que as imagens estão organizadas como uma rede de significados ou esquemas associados e organizados em torno de alguns elementos centrais, que são socialmente aceitos e compartilhados. A identificação das imagens mentais que os consumidores têm a respeito do shopping center é relevante para direcionar estratégias e ações de marketing. A partir de uma pesquisa exploratória, foi utilizado o Método de Configuração da Imagem (MCI), um instrumento de pesquisa testado e validado na identificação das imagens de organizações, produtos, serviços e marcas, procurou-se identificar, em uma amostra de 400 consumidores, qual a imagem coletiva dos consumidores relativa ao shopping center em estudo. Com base na Teoria do Núcleo Central, foram identificados os atributos e as dimensões (cognitiva, emocional, funcional e simbólica) relacionadas às imagens formadas pelos consumidores. Os resultados foram dispostos no Gráfico de Configuração da Imagem (GCI), que apresenta os atributos que compõem as imagens do shopping center, a proximidade destes atributos com a Imagem Central e a dimensão a que pertencem. Por meio dos resultados, entende-se que a imagem do shopping center está mais ligada a elementos funcionais, ou seja, as características físicas que o mesmo oferece e aos elementos simbólicos, ou seja, o significado que o shopping transmite e representa para os consumidores. / The present work consists in identifying the image of Shopping Center Iguatemi Caxias, in the perspective of local consumers. Images are understood as a being organized as a net of meanings or schemes, which are arranged around a few central elements, socially accepted and shared. Identifying the mental image that consumers have regarding mall is relevant to direct marketing strategies and actions. Starting from exploratory research was used Method of Imagem Configuration (MCI), an already tested and validated research instrument for identification of images in organizations, products, services and brands, we tried to identify, within a sample of 400 consumers, to identify which is the collective image of consumers on the mall under study. With base on the Central Nucleus Theory, was identified the attributes and dimensions (cognitive, emotional, functional and symbolic) related to images formed by the consumers. The results were displayed in the Graphic of Image Configuration (GCI), which presents the attributes that make up the images of the mall, the proximity of these attributes with the Central Image and the size they belong. Based on the results, it is understood that the image of the mall is more closely linked to functional elements, that means, the physical features it offers and symbolic elements, that is, the meaning that the mall represents and conveys to consumers.