<p><p>Abstract</p><p>Date: September 1, 2008</p><p>Course: EFO705 Master Thesis International Marketing</p><p>Tutor: Peter Dalin</p><p>Authors: Muhammad Rizwan mrn07003@student.mdh.se</p><p>Qin Xian xqn07001@student.mdh.se</p><p>Title: Study of Brand Awareness and Brand Image of Starbucks</p><p>Problem: To investigate to what extent the Swedish youths have brand awareness</p><p>about the brand of Starbucks and what kind of brand perception of</p><p>Starbucks as reflected by the brand association held in target customers’</p><p>memories (brand image).</p><p>Purpose: Carrying with the conception of brand awareness and brand image</p><p>packaged into the case of Starbucks brand, the authors aim to investigate</p><p>the degree of Starbucks’ brand awareness among the Swedish youths’</p><p>minds (brand awareness) and the perceptions of Starbucks brand as</p><p>reflected by the brand association held in target customers’ memories</p><p>(brand image).</p><p>Method: Primary data is collected through qualitative interviews with Swedish</p><p>students of Mälardalen University in vasteras. Secondary data is collected</p><p>from articles and literatures in journals and through internet.</p><p>Conceptual Model: A model of keller about Brand Image and Brand Awareness is</p><p>used as the conceptual framework of whole thesis. The relevant</p><p>theories and definitions are used during the research process.</p><p>Conclusions: After the investigation we can come to the conclusion that the focal</p><p>respondents’ acquaintance to Starbucks brand stay on the basic</p><p>level—they are able to recognize the focal brand and retrieve it when</p><p>given some type of probe as a cue. Although the general spirit</p><p>embedded into Starbucks is consistent with what the customers</p><p>comprehend, still some commitments and symbol involved into</p><p>Starbucks are ignored or misunderstood by focal respondents. The</p><p>concrete explanation is concluded underneath:</p></p>

Abstract Date: September 1, 2008 Course: EFO705 Master Thesis International Marketing Tutor: Peter Dalin Authors: Muhammad Rizwan mrn07003@student.mdh.se Qin Xian xqn07001@student.mdh.se Title: Study of Brand Awareness and Brand Image of Starbucks Problem: To investigate to what extent the Swedish youths have brand awareness about the brand of Starbucks and what kind of brand perception of Starbucks as reflected by the brand association held in target customers’ memories (brand image). Purpose: Carrying with the conception of brand awareness and brand image packaged into the case of Starbucks brand, the authors aim to investigate the degree of Starbucks’ brand awareness among the Swedish youths’ minds (brand awareness) and the perceptions of Starbucks brand as reflected by the brand association held in target customers’ memories (brand image). Method: Primary data is collected through qualitative interviews with Swedish students of Mälardalen University in vasteras. Secondary data is collected from articles and literatures in journals and through internet. Conceptual Model: A model of keller about Brand Image and Brand Awareness is used as the conceptual framework of whole thesis. The relevant theories and definitions are used during the research process. Conclusions: After the investigation we can come to the conclusion that the focal respondents’ acquaintance to Starbucks brand stay on the basic level—they are able to recognize the focal brand and retrieve it when given some type of probe as a cue. Although the general spirit embedded into Starbucks is consistent with what the customers comprehend, still some commitments and symbol involved into Starbucks are ignored or misunderstood by focal respondents. The concrete explanation is concluded underneath:

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Master of Agribusiness / Department of Agricultural Economics / Dustin L. Pendell / This research focuses on the cattle producer’s overall awareness of an internal deworming product available in the U.S. cattle market. Parasitism in cattle can be very costly for the producer, and identifying a need for deworming is instrumental to the decision-making process for animal health protocols. The additional cost of deworming products can be beneficial for profitability for cattle producers when used properly. Likewise, when there is no proven need for deworming products in certain operations, the additional cost is an unnecessary expense that can be avoided. Proper awareness and education regarding deworming products and the benefits they can provide is one crucial piece to improving herd health, better rates of gain, and increased profitability. The main objective of this study is to determine the awareness of non-handling formulations of Safe-Guard. To understand and assess awareness, a survey was used. A population of participants was developed and asked to participate in the survey either online or in hard copy. A binary logit is used to analyze how cattle producers make decisions in adopting animal health products into their operations. Influencing factors of operation type, size, location, producer’s age, and information sources are used in the assessment. Factors that were the most influential to the decision-making processes for producers were discussions with veterinarians, nutritionists, and animal health sales representatives. In addition to face-to-face discussions with neighboring producers/friends, industry meetings, and reading industry journals and publications were also important. These producers were aware of a few formulations of Safe-Guard, and used them within the previous twelve months of taking the survey. However, participants were generally unaware of the product, and its different formulations. Upon review of the assessed unawareness of the product formulations, it is apparent that the company needs to identify and select a better way to make producers aware. Different approaches to targeted marketing campaigns and more in depth product training for the animal health company’s sales representatives should be implemented to increase awareness and sales.

¡@¡@Famous for its products all made in Taiwan and relatively cheap prices, Lativ is one of the popular clothes brands in Taiwan. By a great deal of key word advertising, Lativ gets its popularity and makes its sales rise tremendously. However, taking into consideration of ascending product costs and limited production in Taiwan, Lativ decided to change the location of production lines from Taiwan to China and Vietnam in the beginning of 2012. The issue of production difficulties in Taiwan comes again. In this cosmopolitan trend of division of labour, it's a tough problem that clothes companies in Taiwan could boost the taste of customers in Taiwan by the feature of products made in Taiwan. This research into the change of the customers' tastes with varied brands and different places of production is to find the new way for clothes companies in Taiwan to manage. Country image and other variables are discussed and select to form research model. The goal of this research is to find the relationship between country image and consumers' perceived quality. Another goal is to find the moderator effect between country image and consumers' perceived quality. Sample of 328 collected through questionnaire survey from field and online, and hypotheses were tested by regression analysis. ¡@¡@The result showed that there is a significant relationship between the country image and consumers' perceived quality, and the brand awareness is a moderator between the country image and consumers' perceived quality. The result also indicated that the higher country's design image, prestige, and workmanship image leaded to higher consumer's perceived quality. But country's innovation image did nothing to consumer's perceived quality. Furthermore, brand awareness is a moderator only between the country's design image and consumers' perceived quality. Based on the result, suggestions are as followed: clothing store can claim "brand in Taiwan" instead of "made in Taiwan." They can cooperate with the competitor or form horizontal alliances to increase Taiwan's design image which increase consumer's perceived quality.

Each year, the market place is becoming increasingly globalized and the role of the Internet has been crucial to this phenomenon. Marketers therefore are required to be current on the latest trends. The Internet can be used as a communication tool from the marketers and it is an ever changing medium. At first, most companies were only present through their website, whereas nowadays companies have a greater online presence through Social Media. This study aimed at finding out how Social Media presence can influence Brand Awareness and Trust in Business to Business (B2B) companies. It was based on a research model with two hypotheses. A survey was conducted among Swedish B2B companies within the Ljungby municipality. The survey resulted in 68 complete and usable responses, averaging a response rate of 65%. Using a linear regression, the results of hypotheses testing suggest that the usage of Social Media influences Trust; however it does not influence Brand Awareness. This indicates that companies that are concerned about the level of Trustworthiness within their company should have a Social Media presence, especially on Facebook since it was the most common among companies.

Yes / With increasing use of explicit comparative advertisement to get share of consumers’ mind and influence their purchase decision in western context, the same is now used extensively in emerging markets like India. However, there has not been sufficient research to understand the effectiveness of explicit comparative advertisement in low and high-involvement product categories. Therefore, the purpose of this paper is to attempt to understand the effectiveness of explicit comparative advertising on consumers’ attitude and purchase intention (PI) towards high and low-involvement products. The study carried out experimental treatments with 2 × 2 factorial design among 200 Indian young consumers who were in the age group 18-25. The independent variables were product categories and type of advertising (comparative and non-comparative) and dependent variables were consumer attitude and PIs. It was found that the comparative form of advertisement developed favourable response towards the advertisement, rather than towards the brand or PI. The study found that comparative advertising is effective for high as well as low-involvement product category in changing the consumer’s attitude towards the advertisement. The research has used print media for conducting the experiment. It can be inferred that comparisons should be supplemented with additional information in the form of the unique features and associated emotions and feeling of the product in order to develop favourable attitude towards the brand and PI. Comparative advertising is a growing domain and there has been very little contribution by the researchers specially on high and low-involvement product categories.

Brands are now more aware of the importance of implementing a mobile marketing strategy by employing a QR code campaign with the intent of enhancing brand awareness and strength the relationship with customers. Thus, an extensive research has been conducted on this subject with focus on the Swedish premium fashion market .The purpose of this research study is to analyze a new mobile marketing tool called Quick-response (QR) codes, and understand this phenomenon on the premiumfashion segment in Sweden, while relating at the same time with concepts such as customer relationship management and brand awareness. In this study a qualitative research method was chosen, by applying qualitative semi-structured interviews and qualitative content analysis.The research shows that there is a problem with customers&apos; awareness regarding QR codes and its usage. Companies should also be educated for the importance of integrating a mobile marketing program within their marketing and communication strategy. Nonetheless, the study has shown that brands may increase brand awareness and drive CRM if all the requirements above stated are fulfilled, since all of the participants in this research acknowledge the relationship between a brand and its customers extremely important. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing

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ABSTRACT   Title: Private label in the supermarket industry: a case study of ICA.   Level: Final thesis for a Bachelor Degree in Business Administration   Author: Zhing Mo, Yulan Qu   Supervisor: Dr. Aihie Osarenkhoe   Date: 2010 – May   Aim: This dissertation aims to find out the motives behind the introduction of private label in ICA. The purpose is to further integrate the private label as a branding concept.    Method: Both quantitative and qualitative methods have been used in this research. The primary data has been collected through face-to-face interviews with ICA managers and an administer questionnaire. Secondary data has been collected from books, articles and the Internet.   Limitations: This research was limited by the size of the customer population and the number of stores. In addition the research was performed during the early stages of market penetration by ICA’s private label, and the results of future research might be different.   Conclusions: ICA released private label to counter manufacturer power and to be more price competitive. Moreover, it had a positive effect on customers’ loyalty. The introduction of the ICA private label had a great impact on brand image and brand awareness. With regards to loyalty, the ICA private label strategy is on the correct track but still has a gap between the intended objective and actuality.    Contribution of the thesis: This research contributes to finding out the advantages for retailers of introducing private label. Another contribution is to help the readers gain an in-depth understanding of private label in a brand concept. Moreover the research also presents some interesting prospects for further research.   Key words: private label, brand image, brand awareness, brand loyalty