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by Iu Ho Tsz Carmen & Tam Suk Yan Tammy. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 124-132). / abstract --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / ACKNOWLEDGEMENTS --- p.viii / CHAPTER / Chapter I. --- Introduction --- p.1 / Chapter II. --- Literature Review --- p.5 / Chapter III. --- Background --- p.11 / Chapter IV. --- Hypotheses --- p.18 / Chapter V. --- Methodology --- p.25 / Content Analysis --- p.26 / Information Content --- p.26 / Emotional Appeal --- p.26 / Sex Appeal --- p.27 / Selection of Magazines --- p.28 / Selection of Advertisements --- p.29 / Evaluation of Advertisements --- p.29 / Survey --- p.30 / Chapter VI. --- Results --- p.32 / Content Analysis --- p.32 / General Magazine Profile --- p.32 / General Presentation of Advertisements --- p.33 / Proportion of Advertising Product Category in Women's Magazines --- p.33 / Color and Size --- p.34 / lmage Model --- p.35 / Contact Methods --- p.36 / Information Content --- p.37 / Emotional Appeal --- p.42 / Use of Sex Appeal --- p.44 / Survey --- p.46 / Reading Habit --- p.46 / Advertising Effectiveness --- p.49 / Information Content --- p.49 / Emotional Appeal --- p.52 / Perception Towards Sex Appeal --- p.56 / Definition of Sex Appeal --- p.56 / Impression on Sex Appeal --- p.58 / Comparison of Feelings --- p.59 / Chapter VII. --- Discussions And Implications --- p.61 / General --- p.61 / Advertisers' Selection of Magazines --- p.61 / Necessities of Contact Modes --- p.62 / Information Content --- p.63 / Text Level vs. Information Level --- p.66 / Usefulness vs. Attractiveness of Advertisements --- p.66 / Emotional Appeal --- p.66 / Sex Appeal --- p.67 / Women's Perceptions of Sex Appealin Print Advertisements --- p.67 / Appropriateness/Acceptance Level of the Use of Sex Appeal --- p.68 / Acceptance Level of Sex Appeal vs. Age --- p.69 / Sex Appeal vs. Nudity --- p.69 / Limitations --- p.70 / APPENDIX --- p.72 / bibliography --- p.124

Ho Chi Fun, Edward. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / ABSTRACT --- p.i / ACKNOWLEDGEMENT --- p.iii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Title of the project --- p.1 / Literature Review --- p.1 / Effectiveness of Nude Models --- p.2 / Statement of the Problem --- p.6 / Purpose of the Study --- p.6 / Objectives --- p.6 / Justification --- p.7 / Scope of the Study --- p.7 / Hypotheses --- p.8 / Methodology --- p.9 / Types of Data --- p.9 / Primary Data --- p.9 / Sources --- p.9 / Sample Design --- p.9 / Sampling Plan --- p.9 / Advertising Agents --- p.10 / Female Magazine Readers --- p.10 / Large Scale Questionnaire Survey --- p.10 / Procedure --- p.10 / Chapter II. --- INTERVIEW WITH THE WRITERS IN CREATIVE DEPARTMENT OF ADVERTISING AGENTS --- p.13 / Interview with a Senior Writer in DDB --- p.13 / Interview with a Writer in DMB --- p.15 / Chapter III. --- QUANTITATIVE QUESTIONNAIRE SURVEY --- p.17 / Basic Analysis of the Responses from Questionnaires --- p.18 / Some Statistical Results of the Responses on Selected Advertisements --- p.20 / Advertisement 1 : Frederique French Beauty Salon --- p.21 / Advertisement 2 : Claris Paris (Skin Care Product) --- p.23 / Advertisement 3 : Palmer's FadeCream (Skin Care) --- p.24 / Advertisement 4 : Triumph Daily (Undergarment) --- p.25 / Advertisement 5 : Outspan Grapefruit --- p.26 / Advertisement 6 : Ferre Fragrance --- p.27 / The Summary Table of Mean Scores on Different Construct --- p.29 / "The Results on the most Favourite, least Favourite and the most Striking One" --- p.29 / The Difference in Opinion among Students From Different Faculties --- p.30 / The Summary Table for Opinion among Students from Different Departments --- p.32 / Chapter IV. --- T H E RESEARCH IMPLICATIONS AND RECOMMENDATIONS --- p.33 / Implications from the Contrast of Opinion --- p.33 / The Conclusion on Hypotheses --- p.34 / Recommendations for Future Research --- p.36 / Limitations --- p.36 / Recommendations --- p.37 / Chapter V. --- MARKETING IMPLICATIONS --- p.38 / APPENDIX --- p.39 / BIBLIOGRAPHY --- p.86 / QUESTIONNAIRE --- p.88

by Tang Kit-mei. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 128-129. / ABSTRACT --- p.ii / ACKNOWLEDGEMENTS --- p.iv / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.vii / LIST OF FIGURES --- p.ix / CHAPTER --- p.1 / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- A REVIEW OF THE HONG KONG BREWERY INDUSTRY --- p.3 / Slackened growth in beer market --- p.3 / Potential in Female Market --- p.7 / Chapter III. --- OBJECTIVES OF THE STUDY --- p.10 / Management Objectives --- p.10 / Research Objectives --- p.11 / Operational Definitions --- p.11 / Chapter IV. --- THEORY OF ATTITUDE ---A LITERATURE REVIEW --- p.13 / Definition of Attitude --- p.13 / Tri-component View of Attitude vs. Attitude as Affect --- p.14 / Fishbein Behavioral Intentions Model --- p.17 / Chapter V. --- EXPLORATORY RESEARCH --- p.20 / Methodology --- p.20 / Results --- p.22 / Chapter VI. --- RESEARCH DESIGN OF QUESTIONNAIRE SURVEY --- p.32 / Questionnaire Development --- p.34 / Sampling Design --- p.37 / Chapter VII. --- RESULTS OF THE QUESTIONNAIRE SURVEY --- p.41 / Accuracy of Research Results --- p.41 / Demographic Characteristics --- p.42 / Beer Consumption Behavior --- p.43 / Attitude Component in Fishbein Behaviorial Intentions Model --- p.45 / Intention to drink beer --- p.46 / Ideal Beer --- p.47 / Intention to Drink Ideal Beer --- p.48 / Subjective Norm in Fishbein Behavioral Intentions Model --- p.49 / Findings in relation to Research Objectives --- p.50 / Summary of Results of Hypothesis Testing --- p.80 / Chapter VIII. --- LIMITATIONS OF THE STUDY --- p.81 / Limitations regarding the Focus Group Discussions --- p.81 / Limitations regarding the Questionnaire Survey --- p.82 / Chapter IX. --- CONCLUDING COMMENTS --- p.84 / Importance of Subjective Norms in Determining Female Beer Consumption Intentions --- p.84 / Change Strategies to Increase Beer Consumption Intentions --- p.85 / Topics for Future Research --- p.102 / APPENDICES --- p.103 / BIBLIOGRAPHY --- p.128

Please read the abstract in the section 00front of this document / Dissertation (MSc (Consumer Science))--University of Pretoria, 2005. / Consumer Science / unrestricted

This research investigated the importance female consumers place on fit, style, price, color, fabric, and construction when purchasing a dress and sleepwear for themselves. Age, education, employment status, and income also were studied to assess their relationship to attribute importance. The data indicated that fit was the major consideration for both a dress and sleepwear. Dress style and price were of secondary concern; color, construction, and fabric were least important. For sleepwear, price, fabric, and style were of secondary importance; color and construction were of least concern. The sample of 133 respondents was divided into two groups: secretaries and custodians. When dress and sleepwear attribute importance scores were compared significant differences were found. Secretaries considered style more important for a dress; fabric was of greater concern in sleepwear selection. Fabric was more important when custodians purchased sleepwear. A comparison of garment attribute importance between the two groups indicated dress fit and style and sleepwear fabric were of greater concern to secretaries than to custodians. The price of the garments was of higher priority to the custodians. Age was significantly related to the secretaries' sleepwear color ratings and to the custodians' ratings on dress color. For secretaries, educational attainment was related to dress construction, employment status to dress style, and income to dress fit. No significant correlations were found between education, employment, or income of custodians and the importance of garment attributes in purchase decision. / M.S.

Text in English / Brand reputation has received the attention of many scholars and practitioners because it is central to the success of organisations of all kinds, and an intangible asset with no substitute. In the academic world, brand reputation has been demarcated by various scholars, depending on the disciplinary mind-set involved. It has been established that diverse stakeholder groups have different needs from a brand and their perceptions of brand reputation are thus varied. Acknowledging the needs of different stakeholders and the importance of the consumer stakeholder group allows for a more nuanced and systematic approach in conceptualising brand reputation. Although numerous studies have attempted to explain brand reputation, there is a paucity of studies that have actually conceptualised brand reputation as an attitudinal construct based on both cognitive (rational) and affective (emotional) components. Even fewer researchers have endeavoured to conceptualise brand reputation as an attitudinal construct in the consumer stakeholder group. The aim of this study was to explore female consumer perceptions of Nike’s brand reputation and conceptualise brand reputation as an attitudinal construct based on both cognitive and affective components. The study used qualitative research methods (focus groups and interviews) to collect data on Nike from a group of female consumers in order to identify perceptions and elements that contribute to conceptualising brand reputation on the basis of the components of attitudes. The key findings of this study highlighted the fact that brand reputation is a multidimensional construct and can be demarcated through various elements that contribute to the following themes: perception of product qualities and service, the perception of brand traits and the perception of brand strategy. These themes contribute to the conceptualisation of brand reputation as an attitudinal construct. Since brand reputation as an attitudinal construct has previously been conceptualised based on cognitive and affective components, this study confirmed the two components but a unique finding of this study was the identification of the behavioural component of attitudes. Hence the study findings not only make a contribution to the existing body of knowledge on perceptions of brand reputation in an elusive stakeholder group – female consumers, consumer-based reputation (CBR), and in defining brand reputation but also conceptualise brand reputation as an attitudinal construct based on previously identified cognitive and affective components as well as the newfound behavioural component of attitudes. / Communication Science / M.A. (Communication Science)