<p>This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The researcher proposes that the perceived overall quality of the brand extensions will be congruent to that of the original brand and that the attitude towards the brand extensions will be favourable only when there is a perceived similarity/fit between the brand extensions and the original brand. In order to get these insights, the study surveyed 147 undergraduate and postgraduate students from the University of the Western Cape across all faculties. A non-probability convenience sampling method was used to access respondents. To collect data, qualitative and quantitative methods were employed using a questionnaire which consisted of open-ended and closed-ended questions in the form of free associations technique and 5-point Likert scales. The data gathered was analysed by means of descriptive statistics and Spearman correlation coefficient. The findings indicate two things. (1) respondents only perceived Nike socks&rsquo / overall quality to be congruent to the original brand, Nike athletic shoes. (2) respondents only perceived Nike socks to be strongly similar to the original brand, Nike athletic shoes.</p>

<p>This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The researcher proposes that the perceived overall quality of the brand extensions will be congruent to that of the original brand and that the attitude towards the brand extensions will be favourable only when there is a perceived similarity/fit between the brand extensions and the original brand. In order to get these insights, the study surveyed 147 undergraduate and postgraduate students from the University of the Western Cape across all faculties. A non-probability convenience sampling method was used to access respondents. To collect data, qualitative and quantitative methods were employed using a questionnaire which consisted of open-ended and closed-ended questions in the form of free associations technique and 5-point Likert scales. The data gathered was analysed by means of descriptive statistics and Spearman correlation coefficient. The findings indicate two things. (1) respondents only perceived Nike socks&rsquo / overall quality to be congruent to the original brand, Nike athletic shoes. (2) respondents only perceived Nike socks to be strongly similar to the original brand, Nike athletic shoes.</p>

This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The researcher proposes that the perceived overall quality of the brand extensions will be congruent to that of the original brand and that the attitude towards the brand extensions will be favourable only when there is a perceived similarity/fit between the brand extensions and the original brand. In order to get these insights, the study surveyed 147 undergraduate and postgraduate students from the University of the Western Cape across all faculties. A non-probability convenience sampling method was used to access respondents. To collect data, qualitative and quantitative methods were employed using a questionnaire which consisted of open-ended and closed-ended questions in the form of free associations technique and 5-point Likert scales. The data gathered was analysed by means of descriptive statistics and Spearman correlation coefficient. The findings indicate two things. (1) respondents only perceived Nike socks' overall quality to be congruent to the original brand, Nike athletic shoes. (2) respondents only perceived Nike socks to be strongly similar to the original brand, Nike athletic shoes. / Magister Commercii - MCom

Abstract This study explores the cross-functional conflicts in new product launches in the context of food industry, with particular focus to fast moving consumer goods setting. The purpose of this study is to develop an empirically grounded model of cross-functional conflicts in new product launches for the food industry. The theoretical approach taken in this study follows the resource based view of the firm. The theoretical framework was developed to make the conflict enablers, cross-functional conflicts and new product launches explicit for analysis. The empirical part of this study includes a qualitative single case study, which was geographically and culturally focused on Saudi Arabia. The research data was collected primarily through interviews from selected informants of the selected case company and representatives of two strategic partners and two competitors. The data was analyzed to empirically elaborate the theoretical framework. As a result of the data analysis, the cross-functional conflicts were categorized under task and relationship conflicts. The role of marketing resources in cross-functional conflicts was found to be more complex than what had been reported in their earlier research. The results of the data analysis were used to revise the theoretical model of cross-functional conflicts in the new product launches. The research provides several theoretical contributions and managerial implications in cross-functional conflicts in new product launches. / Abstrakti Väitöstutkimuksessa tarkastellaan yrityksen toimintojen välisiä konflikteja uusien tuotteiden lanseerauksen yhteydessä. Empiirisenä kohdetoimialana tarkastellaan elintarviketeollisuutta, erityisesti nopeasti liikkuvien kulutustuotteiden kontekstissa. Tutkimuksen tarkoituksena on kehittää empiirisesti perusteltu malli toimintojen välisistä konflikteista uusien tuotteiden lanseerauksessa elintarviketeollisuudessa. Tutkimuksen teoreettinen lähestymistapa hyödyntää resurssiperustaista teoriaa. Työssä laaditun teoreettisen viitekehyksen avulla voidaan analysoida konfliktien mahdollistajia, toimintojen välisiä konflikteja ja uusien tuotteiden lanseerausta. Tutkimuksen empiirisessä osassa on toteutettu laadullinen tapaustutkimus, joka sijoittuu maantieteellisesti ja kulttuurisesti Saudi Arabiaan. Tutkimusaineisto kerättiin pääasiassa haastattelemalla valitun kohdeyrityksen edustajia sekä kahden strategisen kumppaniyrityksen edustajia sekä kahden kilpailijayrityksen edustajia. Teoreettista viitekehystä täydennettiin ja täsmennettiin empiirisen aineiston analyysin avulla. Tutkimustulokset osoittavat, että toimintojen välisiä konflikteja voidaan kategorisoida tehtävään ja suhteisiin liittyviin konflikteihin. Markkinointiresurssien rooli toimintojen välisissä konflikteissa näyttäytyi monimutkaisempana kuin olemassa oleva kirjallisuus antoi olettaa. Teoreettista mallia muokattiin empiirisen analyysin perusteella. Tutkimus tarjoaa useita teoreettisia kontribuutioita ja liikkeenjohdollisia implikaatioita liittyen toimintojen välisiin konflikteihin uusien tuotteiden lanseerauksessa.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-06-06T20:37:04Z No. of bitstreams: 1 Renato Ferreira Pimenta.pdf: 943887 bytes, checksum: cb52869fbbd938da84da184a210a0987 (MD5) / Made available in DSpace on 2016-06-06T20:37:04Z (GMT). No. of bitstreams: 1 Renato Ferreira Pimenta.pdf: 943887 bytes, checksum: cb52869fbbd938da84da184a210a0987 (MD5) Previous issue date: 2015-12-11 / This study has the objective to analyze the effects of vertical brand extension strategies, down and up, in Luxuriousness Perceived in luxury brands. Six hypotheses were tested using a quantitative approach structured questionnaires and carrying three experiments involving a total of 1009 subjects. For data analysis we used Analysis of Variance technique (ANOVA). In Experiment 1, the results suggest decreased Perceived Luxuriousness vertical brand extension down relative to the parent brand and no significant difference in Luxuriousness Perceived vertical brand extension up, in relation to the parent brand. In Experiment 2, it was found that the brand extension strategy vertically down negatively affects Luxuriousness Perceived the parent tag. And in Experiment 3 it was found that consumer attitude towards vertical brand extension down is significantly lower than the Attitude toward the parent brand. / Este estudo apresentou como objetivo analisar os efeitos das estratégias de extensão de marca vertical, para baixo e para cima, na Luxuosidade Percebida em marcas de luxo. Foram testadas seis hipóteses por meio de uma abordagem quantitativa com aplicação de questionários estruturados e realização de três experimentos que envolveram, no total, 1009 indivíduos. Para análise dos dados utilizou-se a técnica de Análise de Variância (ANOVA). No Experimento 1, os resultados encontrados sugerem diminuição da Luxuosidade Percebida na extensão de marca vertical para baixo em relação à marca-mãe e inexistência de diferença significante na Luxuosidade Percebida da extensão de marca vertical para cima, em relação à marca-mãe. No Experimento 2, verificou-se que a estratégia de extensão de marca vertical para baixo afeta negativamente a Luxuosidade Percebida da marca-mãe. E no Experimento 3 constatou-se que a Atitude do consumidor em relação a extensão de marca vertical para baixo é significativamente inferior a Atitude em relação a marca-mãe.

The increase in competition amongst companies that produce complex or large product portfolios has created a need to utilise modularity strategies not only to flexibly manage technical complexity in a costeffective manner but also for visual appearance. This research aims to understand how the visual appearance of products is affected by modular product development strategies. Specifically, the aim is to understand how such strategies induce constraints and generate possibilities for management of visual appearance in the design process. Five studies have been conducted during the course of this licentiate thesis. Two were conducted with professionals and students in design, while the remaining three are theoretical studies based on findings in the literature, theory building, and experimental research. The goal has been to investigate how designers work when they are put to the task of changing and developing the designs of complex products that are part of a portfolio. The challenge has been to study what suitable strategies exist that manage complex products and product brands, then investigate how these influence designers’ practices. The first study examined how coherence towards a product category influences the design of new products. The outcome of the study was a method to explore visual coherence and diversity in the appearance of a product category. The remaining four studies investigated how modularity, brand management and the redesign of product portfolios influence a design process. The second study described a design phenomenon known as aesthetic flexibility, which was further explored in studies three and five. The outcome from these studies was a proposal for four aesthetic flexibility strategies. The fourth study investigated in what way portfolio extension strategies found in brand management and design research are related, and how such strategies influence aesthetic flexibility. The results from study four were illustrated as a model. The main contribution of this work is the phenomenon of ‘aesthetic flexibility’, which helps understand the factors that influence designers when working with branded modular products. Understanding visual flexibility serves as a starting point in further investigations of how different development strategies affect the possibilities for visual product design. The findings of this work serve to illustrate and explain a complex and multi-facetted design phenomenon which many designers manage more or less intuitively today, thus advancing academics’, teachers’ and professional designers’ understanding of the field.

Existing co-branding and brand extension research generally coalesces around two important constructs: perceptual fit and attitude toward the brand. Studies in co-branding and brand extension to date have generally emphasized the transference of affective elements of attitude from parent brand to the extension. Researchers and practitioners clearly need to learn more about the transfer of belief, the cognitive elements of attitude. Too little is currently known about whether and how beliefs are actually transferred in co-branding and brand extension applications, particularly in terms of perceptual fit. This dissertation investigates belief transfer and the effect of perceptual fit on belief transfer in co-branding and brand extension scenarios and develops answers to the following research questions: 1.Are different categories of beliefs transferable from parent brand to theextension? 2.How do various sub-dimensions of perceptual fit affect belief transfers fromparent brands to the extension? 3.How do different categories of beliefs affect consumers’ intentions to purchasethe extension products? Categorization Theory was used as the fundamental theory to build the hypotheses. This dissertation involved qualitative studies, belief scale development, and experimental design studies. The results revealed that aesthetic and functional beliefs are positively transferred from parent brand to the extension. The transfer of aesthetic beliefs is affected by the level of brand fit while the transfer of functional beliefs is independent upon the level of any perceptual fit construct. Finally, cognitive structure based on the strength of extension beliefs is more predictive upon the purchase intention. Findings will extend the co-branding and brand extension literature, especially in terms of the pattern of belief transfers that unfold subject to the influence of various perceptual fit constructs. The results will also provide additional insights about the role that perceptual fit plays in influencing categories of consumer beliefs as those beliefs are also influenced by the specific perceptual fits that are presumably transferred to the extension.

Up until now, Bitcoin as a marketing tool to leverage the brand image of an e-retailer has only been researched scarcely. This paper contributes to filling this gap by looking at Bitcoin’s suitability as primarily a cognition-based trust-building tool in the context of online sex shops. Online sex shops in which affective-based trust is taken as a use-case to exemplarily assess whether far associations customers have with Bitcoin can be transferred unto their brand image, assessing its effectiveness. Moreover, as Bitcoin is a payment method, this study feels the pulse in how far trust is established with the general public to assess chances of success when introducing it as an option to existing alternatives. Trust is considered important in the transaction and decision-making processes of a customer as much as it is in building and fostering brand image. Two expert interviews and one survey make up the data source for this research to gain a holistic view from the customer’s, the retailer’s and the industry expert’s perspective. Findings from the different sources were first in-case analyzed before cross-comparing them. The study highlighted the fact that Bitcoin as a marketing tool is highly case-sensitive, cognition-based, and risky in both - financial and marketing terms. It is best used as part of a long-term strategy and in cases in which the brand image of a brand is as similar to that of Bitcoin as possible. Additionally, Bitcoin disposes of many of the same qualities as other payment methods do and although trust in it is still limited, it is competitive in terms of factors like transaction speed and cost. There is no uniform bundle of associations and a positive or negative evaluation thereof to be connected to it, however, factors like gender, financial education, and trust in one’s own abilities are all found to influence trust and usage intention. The study finds potential for both – Bitcoin as a marketing tool and payment method.

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本研究在探討消費者對品牌延伸與品牌授權產品的評估，以及採用品牌延伸與品牌授權策略對原品牌權益的稀釋效果。本研究主要包括三部份：第一，探討「消費者對原品牌的認知與評價」、「產品特徵相似性」、「品牌概念一致性」、「製造商技術移轉能力／被授權台灣廠商之產銷能力」、「延伸／授權產品之產品知識」等變數如何影響消費者對品牌延伸與品牌授權產品的評估；第二，評估品牌延伸與品牌授權對原品牌權益的影響；第三，比較品牌延伸與品牌授權對新產品評估以及原品牌權益影響的差異。 　　經由過去文獻探討，本研究提出品牌延伸與品牌授權評估之一般化數學模型，並簡化模型進行實證研究。在研究設計上，以原品牌產品相對價格、產品適合延伸與授權的程度為依據，採取3 （Nike運動鞋／Cartier珠寶／Nokia手機）×2（適合／不適合延伸與授權之產品類別）×2（品牌延伸／品牌授權）的實驗設計，將研究情境分為12組，分組探討新產品的評估及對原品牌權益之影響，並比較採用品牌延伸與品牌授權時，消費者對延伸與授權產品的評估是否有差異，以及採用品牌延伸與品牌授權對原品牌權益之影響是否有差異。 　　研究結果發現：第一，當消費者對原品牌的認知與評價愈高、產品特徵相似性愈高、品牌概念一致性愈高、製造商技術移轉能力愈強／被授權廠商之產銷能力愈強、延伸／授權產品知識愈缺乏時，消費者對延伸／授權產品有較正面的評估。第二，消費者對延伸與授權產品的接受程度會影響其對原品牌的評價，兩者具正向關係。第三，消費者對延伸產品與授權產品的評估，兩者無顯著差異。第四，消費者對新產品的接受程度對原品牌權益的影響，不會因為採用延伸或授權而有所差異。 　　由研究結果可知，採用品牌延伸與品牌授權策略，消費者對新產品的評估及對原品牌權益的影響並無顯著差異，因此知名品牌的廠商在利用該品牌的品牌權益時，只需以品牌擁有者的角度，選擇總成本最低與效益較高的策略即可。此外，在推出新產品時，要盡量選擇產品特徵相似性高、品牌概念一致性高、目標顧客缺乏主觀產品知識的產品類別，且廠商有能力產銷該產品，才能獲得品牌延伸或品牌授權極大化之原品牌權益。 第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 3 第三節 研究流程 4 第二章 文獻探討 6 第一節 品牌權益 6 第二節 品牌授權 10 第三節 品牌延伸 15 第四節 由消費者角度探討品牌延伸的評估 25 第五節 品牌授權與品牌延伸的比較 41 第六節 來源國形象 45 第三章 研究方法 49 第一節 一般化模型的建立 49 第二節 研究架構 51 第三節 研究假設 53 第四節 研究設計 57 第五節 各項變數的定義與衡量 62 第六節 問卷設計與抽樣方法 65 第七節 資料分析方法 68 第四章 研究結果 69 第一節 樣本結構 69 第二節 信度與效度分析 72 第三節 品牌延伸之分析 75 第四節 品牌授權之分析 97 第五節 品牌延伸與品牌授權之比較 119 第五章 結論與建議 129 第一節 研究結論與討論 129 第二節 研究貢獻 142 第三節 研究限制 147 第四節 後續研究方向 148 參考文獻 150 中文文獻 150 英文文獻 151 附錄 158 附錄一：產品知識與涉入程度之相關分析 158 附錄二：預試問卷 160 附錄三：正式問卷 162 附錄四：延伸與授權的合併分析 171 附錄五：相關係數表 175