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Challenging consistency : effects of brand-incongruent communications /Törn, Fredrik, January 2009 (has links)
Diss. Stockholm : Handelshögskolan, 2009.
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Exploring the impact of advertising on brand equity and shareholder valueJeong, Jaeseok. Drumwright, Minette E., January 2004 (has links) (PDF)
Thesis (Ph. D.)--University of Texas at Austin, 2004. / Supervisor: Minette E. Drumwright. Vita. Includes bibliographical references. Also available from UMI.
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Promotional techniques utilized in the Negro market for one hundred twenty-two national consumer brandsDavis, Barbara Jean, 1938- January 1965 (has links)
No description available.
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Use of product-country image cues in magazine advertising: a content analysis /Dziedzic, Marek E. January 1900 (has links)
Thesis (M.B.A..) - Carleton University, 2007. / Includes bibliographical references (p. 145-152). Also available in electronic format on the Internet.
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Celebrity endorsements of branded apparel and its role in printed advertisingLiu, Ziyu January 2009 (has links)
Purchasing is an important concept in the life of students. The decision whether to purchase branded apparel is hence a very important one. The 21st century student is less loyal and more demanding when choosing branded apparel. Marketers should understand how students evaluate celebrity endorsers when they appear in printed advertising and respond accordingly. The objective of the research is to find out how celebrity endorsed print advertisements affect Nelson Mandela Metropolitan University (NMMU) students’ purchase behaviour. The results of this study could assist marketers in improving the quality of their advertising and to more accurately meet the needs of this dynamic student market. A literature review was conducted to provide an understanding of the consumer purchasing behaviour and the role celebrity endorser played in printed advertisements. The empirical study was designed to assess the impact of the use of celebrity endorsements of printed advertisements targeted at NMMU students. The empirical findings showed that both male and female students indicated that the use of celebrity endorsers get their attention and created interest, and make advertisements more memorable. Males were more influenced than ii females. Moreover, both groups indicated that for a desired or familiar product, celebrity endorsers did not easily change their purchase decisions. It was also found that the use of pictures, colours and wording featured in the advertisements are important to students. The study proposes that marketers should continue to focus on effective marketing communications and establish whether a celebrity should be used. The correct selection of a celebrity endorser can help to create greater consumer persuasion.
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Effect of program intensity and product involvement on advertising memory and liking in live broadcasting: Super Bowl broadcasting 1992-2012Zhang, Xiaojia 21 August 2015 (has links)
The effect of involvement with program context has long been an imperative factor in understanding advertising processing. However, contradictory theses and inconsistent findings demand better clarifications. This thesis bridges a gap between the key constructs of program intensity and product involvement in terms of TV advertising effects with the consideration of antecedents of program involvement. Following the “Cognitive Efficacy principle, the Wyer-Srull model, Limited Capacity Model and ELM model has been adopted to examine the theoretical frameworks of contextual and serial TV advertising position effects. With the emphasis on the concept of involvement, both situational and enduring involvement has been contemplated to explore the theoretical framework of TV advertising message processing. With the unit of analysis set at the advertised brand level, a naturalistic field study has been conducted to examine program intensity induced involvement (situational), product involvement (enduring) and audiences’ intrinsic involvement (enduring) effects on live TV advertising utilizing twelve years of Super Bowl broadcasting content analysis and survey data. The results have indicated that the advertisements subsequent to high intensity TV program contents are more likely to be memorized, yet it is moderated by product involvement. In other words the scoring segments would tend to have a positive effect on low involvement products and negative effect on high involvement products in terms of viewers’ memory. Additionally, the same effect patterns have been revealed on both high involvement (Fans) and low involvement (Non-Fans) viewers. However, the pattern of impact has not been witnessed on viewers’ attitude. The results have also validated serial position effects. The findings have revealed the dynamics created by program intensity and its interaction with product involvement on advertisement effects. The outcome also provided an in-depth understanding of TV ads positions for practical implications
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An investigation into the impact of the Internet on brand building strategies in the physical and virtual worldPienaar, Hannelie 12 1900 (has links)
Thesis (MBA)--Stellenbosch University, 2001. / ENGLISH ABSTRACT: With the emergence of the Internet in the early 1990's, traditional principles of
building brand equity, as they were applied in physical markets, were challenged.
This happened because brands were traditionally built using passive media such as
radio, television and print magazines and newspapers. The Internet introduced
interactive media where the consumer is not only highly informed because of the
exponential expansion of technology especially on the Internet, but also because the
consumer could now choose to be a participant, or not, in marketing and brand
building initiatives.
Theoretically, it is possible to establish certain principles to build brands in virtual
markets. The best solution is however to look at past studies of different companies
that present various challenges that relate directly to the Internet and its brand
building initiatives, and then combine this practical knowledge with a theoretical
background.
In the case studies, eight success drivers were identified as being crucial to build a
brand firstly in a virtual market, but also secondly in physical markets. The success
drivers that were implemented by companies that managed to build strong brands on
the Internet include: using a multimedia mixture to differentiate and build the brand;
focusing on supreme customer commitment: entering into distribution and content
alliances; moving first, fast and keeping up the pace; developing intimate customer
and market knowledge; building a reputation for excellence; delivering outstanding
value and in respect of cross-over marketers, respecting core brand attributes,
improving on the offline brand experience online and leveraging key offline assets in
favour of the online brand.
Brand building on the Internet, should be clear, consistent and reflecting leadership
not only in the implementation of the above success drivers, but also in respect of the
overall construction of the brand. / AFRIKAANSE OPSOMMING: Met die bekendstelling van die Internet in die vroeë negentiger jare, is die
tradisionele beginsels van "brand building" soos toegepas in tradisionele markte
bevraagteken. Dit het gebeur omrede "brands" tradisioneel gebou was deur
passiewe media soos radio, televisie, tydskrifte en koerante te gebruik. Die Internet
het nie net interaktiewe media bekend gestel waar die kliënt oor baie inligting beskik
as gevolg van die eksponensiële uitbreiding van tegnologie op die Internet nie, maar
ook het die kliënt nou die keuse om deel te neem of nie aan bemarkings en "brand
building" insentiewe.
Dit is moontlik om deur middel van 'n teoretiese studie sekere beginsels vas te stel
ten opsigte van hoe "brands" gebou moet word op die Internet. Die beste oplossing is
egter om na gevallestudies te kyk wat betrekking het op 'n paar maatskappye wat 'n
verskeidenheid van uitdagings daarstel wat direk van toepassing is op "branding"
insentiewe op die Internet. Die kennis verkry van die gevallestudies kan dan
gekombineer word met die teoretiese kennis om 'n raamwerk daar te stel vir
"branding" op die Internet.
Die gevallestudies het agt sukses drywers geïdentifiseer wat krities is vir die
ontwikkeling van "brand building" insentiewe in fisiese markte sowel as markte op die
Internet. Die sukses drywers deur die maatskapye geïmplimenteer wat sterk "brands"
of die Internet gebou het, sluit in: die gebruik van 'n multimedia mengsel om die
"brand" te differensïeer en te bou; konsentrasie op uitstekende ktïente diens; sluit van
verspreidings en inhouds vennootskappe, om eerste in die mark te wees en aan te
hou beweeg; ontwikkel intieme klïente en mark kennis; bou 'n uitstekende reputasie;
lewer uitstaande waarde en ten opsige van oorbruggings bemarkers, respekteer die
basis van die "brand", verbeter die Internet "brand" se ervaring in vergelyking met die
fisiese "brand" en gebruik die bates van die fisiese "brand" ten gunste van die
Internet "brand". Die bou van 'n "brand" moet eenvouding, deursigtig en konstant
wees sowel as leierseienskappe toon wat nie net betrekking het op die bogemelde
sukses drywers nie, maar ook op die algehele "brand" projeksie en implimentasie.
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An exploratory analysis of the global brand perceptions of SABMiller's global beer brands in AfricaNdisengei, Charity 04 1900 (has links)
Thesis (MBA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: David Ogilvy stated that ‘I have seen one advertisement actually sell not twice as much, not three times as much, but 19 ½ times as much as another. Both advertisements occupied the same space. Both were run in the same publication. Both had photographic illustrations. Both had carefully written copy. The difference was that one used the right appeal and the other used the wrong appeal’, Ogilvy (1983, 9) He then goes on to say that, the wrong advertising can actually reduce the sales of products.
It is with this quote in mind that the researcher took to this research study. The objective of this study is to understand why the current advertising for SABMiller’s Global brands does not resonate with its intended target audience and based on these findings make recommendations that can be implemented by SABMiller.
The design of this report is qualitative and exploratory. Participants of this study included a sample of fifteen individuals made up of SABMiller customers, and employees from Tanzanian brewery’s marketing and sales departments.
The findings confirmed that Global brand advertising does not currently resonate with consumers in Tanzania. The perception generally is that these brand’s communication does not compel consumers to want to interact with them, let alone drive the propensity for purchase. Factors such as a mismatch in culture, language and relevance were identified as drivers to advertising relevance, all of which were lacking in Global brand advertising.
The practical impact of this study is that SABMiller marketers can use this information to develop robust brand positioning strategies as well as communications strategies that will better resonate with their intended target audience and help to increase consumer’s propensity to purchase these brands.
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Branding in financial services with special reference to banks in the retail market18 March 2015 (has links)
M.Com. (Business Management) / Branding has been used for many years to differentiate products and verify quality. Although the notion of branding has become more complicated over the centuries, the idea of ownership nevertheless continuous to lie at the heart of the brand. For far too long, banks seemed indifferent to building and maintaining a strong brand. But the stakes are getting higher to differentiate from the crowd and the success of some banks in building brand equity will transfer indistinct players to commodity status. The challenge for banks is to position themselves more strongly in the mirid of the consumer, in terms of awareness, relevance, quality and, most importantly, competitive differentiation. Banks need to establish brand strength by measuring and then managing these dimensions. The main purpose of the study is to provide a comprehensive and up-to-date overview on branding especially in the retail banking market. This study firstly examines the literature on branding in general and then focuses more specifically on branding in banking institutions. It then considers brand equity and the sources of brand equity comprising brand awareness, brand loyal, perceived quality and brand associations. The empirical study conducted centres around the awareness of the different brands in the retail banking market and what the consumer perceptions of these brands are. More specifically the research looks at commitment levels of users, including the potential for future growth and where such growth is likely to come from. The results showed that the South African banking industry has remained relatively consistent during 1998 and 1999. The only notable exception is ABSA, which has significantly improved its position and, along with Standard Bank, currently maintains the strongest position in the market...
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A semiosfera da felicidade: lampejos e trajetos da marca publicitária no espaço do comércio informalGrisa, Jairo Ângelo 19 June 2008 (has links)
Made available in DSpace on 2015-03-05T17:53:49Z (GMT). No. of bitstreams: 0
Previous issue date: 19 / Nenhuma / O presente estudo situa-se no campo da Comunicação Social, é de vertente qualitativa e de caráter concomitantemente exploratório, descritivo e interpretativo, com ênfase no consumo de marcas publicitárias no comércio informal, ambiente desde onde se inicia a construção de sentidos de felicidade. Abrindo mão da solidez de um objeto - na medida em que esse não se define apenas como (1) um estudo de marcas publicitárias no espaço do comércio informal que acionam sentidos de felicidade, nem exclusivamente como (2) um debruçar-se sobre as apropriações desses sentidos por consumidores de camelódromo, provocando um deslocamento completo do estudo do suporte marca para o campo da recepção -, migra-se de um ente concreto para um outro, fluído, buscando construir um “tempo/lugar” que se funda na relação marca-receptor. Intenta-se traçar um espaço de encontro enquanto síntese do entendimento da comunicação como suporte e da comunicação como processo sócio-cultural. Aborda-se, assim, a cultura da marca publicitária e a c / This study belongs to the area of Social Communication, being qualitatively oriented and concomitantly exploratory, descriptive and interpretative in character. It emphasizes the consumption of advertising brands in informal commerce, the environment from which the building of happiness meanings starts. Giving up on the solidity of an object – to the point which it is not defined solely as either (1) a study on advertising brands in informal commerce areas that trigger happiness meanings, or exclusively as (2) a pondering over the appropriations of such meanings by flea market consumers, which causes a complete shift from the study of brand support towards the reception area , we migrate from a concrete entity towards another, which is fluid, seeking to build a “time/space” based on the brand-receptor relation. The delineation of a meeting space, taken as a synthesis of the understanding of communication as support and of communication as a social and cultural process, is pursued here. This study therefore ad
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