As sport teams with strong brands can enjoy a loyal fan base as well as increased gate revenue, brand studies in sport have paid close attention to sport teams' brand attributes (e.g., success, star player, stadium) as key drivers to create strong brands. However, sport consumers do not only rely on the brand attributes' utility in their team consumption, but claim and anticipate positive and personally meaningful emotional experiences. Nevertheless, a number of studies on sport branding have not identified what kinds of emotions are associated with sport teams and what their impact is. As a result, the affective nature of sport team brands remains largely unexplored. This study sought to identify how emotions associated with sport team brands are structured, from the sport consumers' perspective, and to examine the relative effectiveness of the associated emotions over brand attributes on consumer behavior in the sport advertising setting. The study identified seven key dimensions of emotions associated with sport team brands: connectedness (passion, nostalgia, supportive, and connected), elation (happy, excited, pleased, proud, optimistic, and entertained), competitiveness (competitive and aggressive), surprise (amazed, surprised, and astonished), anger (annoyed, frustrated, and rage), unhappiness (suffering, sad, regret, and dejected), and worry (fearful and anxious). Connectedness, elation, and competitiveness each was positively related to sport consumer behavior while surprise, unhappiness, and worry each was negatively related to it. Interestingly, anger had a dual (positive and negative) relationship with sport consumer behavior. The study tested the relative effectiveness of emotions over cognitive brand attributes on sport consumer behavior in a sport advertising setting using a 2 (emotion: high vs. low) x 2 (cognition: high vs. low) incomplete block design. The study found that emotional advertising works better for sport teams than rational advertising whereas combination advertising works at least equally or better than rational advertising. These results suggest the primacy of emotions over cognitive brand attributes in the context of sport advertising. Given the findings and discussions, implications for sport marketing practice and future research are discussed. / text

This research tries to observe an advertizing printing company¡¦s business model and understand the interaction between different policies implemented on the company by System Dynamics. Futhermore, building Management Flight Simulatior can let one simulate the situation and policies to find the effective policies. After the simulation and the evaluation, we find that if the company only pays attention to marketing but didn¡¦t make efforts on the employees¡¦ training, it will block the company¡¦s growth, and the manager always ignored this problem. However, if we only make efforts on training the employees or hiring new employees, it will be just a waste of money in the long run. Therefore, the manager should enlarge his thinking boundary, and considerate not only marketing but training, and even many other policies, and the most important is their interaction, at appropriate time.

The thesis is focused on an issue of attainable beauty ideal and its possible negative consequences mainly on adolescent audience. It also deals with the possible ethical questions that are related to the beauty ideal with the young audience. This narrow part of the poulation was selected because of the the fact, that they are the at the biggest risk. The theoretical part describes the related experiments and also shows some examples of different approach to beauty in marketing communication. The practical part of the theses consists of two parts, questionnaire survey and an in-depth interview with the specialists in the psychology and marketing. The conclusion of the work indicates, that young people are aware of the relationship between the beauty ideal and the negative consequences, but, as the rest of the population, do not perceive this phenomenon as an ethical issue.

Word-of-mouth communication (WOMC) has been recognized as a powerful marketing communication medium that many consider beyond marketers' control and yet is a reliable, creditable, trustworthy information-gathering tool, especially in credence-based services (CBS). To date, the various types of WOMC messages have not yet been adequately studied in the context of CBS. Using the individual face-toface convergence interview (CI) technique as the primary data collection method of exploratory research, this study attempts to fill this gap by describing the types, the characteristics, and the significance of WOMC messages involved in a CBS information gathering process (e.g. selection of an Australian higher education service). Marketers in the higher education sector feel WOMC advertising is unfamiliar and less manageable, but powerful in practice, especially in recruiting overseas Asian students. This study took the strengths of computer-assisted qualitative data analysis software (CAQDAS), N*Vivo 2, to manage qualitative transcriptions and enhance the data analysis process in organizing, linking, coding categorizing, organizing, summarizing behaviour patterns in order to explore the insightful findings and answer research questions. The study summarizes participants' motivation items and the specific information gathering steps as the foundation to discover the three types of WOMC messages (service information gathering, subjective personal experience, and personal advice) the characteristics of WOMC messages and the significance of WOMC messages in the CBS information gathering process. In theoretical terms, the findings on the role of types of WOMC messages have extended Beltramini model in the information gathering stage. In terms of the management implications, this research advances the current understanding of the types of WOMC messages, insightful WOMC characteristics and significances in behaviour patterns in the CBS information gathering process. As a result, university marketers are able to effectively cultivate various types of WOMC messages in promotion campaigns.