No description available.

To ensure a long-term successful product brand, it is important to build brand awareness, to reach the consumer’s mind, encourage a consumer to develop a preference and eventually provide a positive contribution to consumer decision-making. Therefore, there is a need to understand and identify the role of brand awareness in the purchase process. An understanding of students as consumers and their brand awareness is important to marketers, particularly as students are recognised as a specialised market segment for a variety of products. The research focused on identifying the differences, if any, in brand awareness and its role in students’ purchase of sportswear clothing and sportswear shoes (high-involvement products) and coffee (a low-involvement product). A drop-off survey was used to collect the required empirical data from a convenience sample of 450 students enrolled at the Nelson Mandela Metropolitan University. The empirical findings showed that students were more aware of sportswear clothing and shoe brands than of coffee brands. Advertising played an important role in the awareness of sportswear shoes and clothing brands, but seemed unimportant in the case of coffee. Brand elements were found to enhance brand awareness. The brand name was important for coffee, while the name and the logo played a role in students’ awareness of sportswear brands. The study deduced that differences in brand awareness between high-involvement and low-involvement products exist among the students. Marketers thus need to choose appropriate strategies to create and increase brand awareness for the different products.

Much research on brand equity in business markets has focused on predicting brand loyalty, regarding the brand image elements that make consumers buy a preferred brand. Inasmuch, price premium is a distinct and economically important outcome of a favourable brand image, and has been addressed in recent research. Furthermore, this research is primarily concerned about the determinants of B2B brand image elements and the relationship to price premium in the agricultural sector of South Africa. The agricultural sector in South African contributes 1.9% to gross domestic product and supplies more than 10% of the total employment in South Africa. This research paper sought to determine whether there are specific elements that act as motivators for consumers in their decision-making process when they purchase costly brands in the agricultural sector. In an attempt to answer this question, this research paper confirmed the corporate brand image determinants of price premium that are conceptualised into six dimensions, namely: brand familiarity-, product solution-, service-, distribution-, relationship- and company associations. Findings from this small-scale explorative and qualitative investigation, based on interviews with final decision makers (consumers) in the agricultural sector of South Africa were used to illustrate on how this model relates to consumers’ willingness to pay a price premium for physical capital. This research paper also proposed a model that brand owners can utilise to position their brand in the South African agricultural sector to ensure that they obtain traction in a strong brand dominated market. / Dissertation (MBA)--University of Pretoria, 2014. / zkgibs2015 / Gordon Institute of Business Science (GIBS) / Unrestricted

This project focuses on Nescafe's advertising in two main markets, namely the United States and India, and it analyzes the similarities and differences of global brands across different markets.

A thesis submitted to the Faculty of Commerce, Law and Management in fulfilment of the requirements for the degree of Doctor of Philosophy (Marketing),University of the Witwatersrand, Johannesburg, 2018 / Generation Y is emerging as an enormous force in the marketplace, with its growing spending power and its members’ unique spending patterns. This research employs the Mehrabian and Russell (1974) S-O-R model to study the impact of experiential marketing on emotions and behavioural intention of Generation Y consumers in the energy drinks category. More than half of the energy drinks market comprises the fickle and disloyal consumption-driven Generation Y consumers. Customers are repeatedly attracted towards a brand based on its sensory experience. Marketing to customers’ taste, smell, touch, sight and sound therefore contributes to creating powerful memories, thereby presenting real opportunities for marketers to develop repeat purchase behaviour. While there are numerous studies investigating the impact of experiential marketing in developed economies such as the USA, the UK, or Australia, there are limited studies on experiential marketing conducted in emerging economies such as Brazil, Russia, India, China and South Africa (BRICS). The study proposes a mediation model where customer emotions are hypothesised as a key mediator in the relationship between experiential marketing and consumer buying behaviour. Following a descriptive research design, self-administered questionnaires were distributed to a stratified random sample of 700 students from four Universities in Gauteng, South Africa, 689 of whom responded. Respondents were asked to answer questions about their perceptions of their favourite energy drink brand. For the hypotheses testing, a structural equation modelling approach was used, using AMOS software. Results confirm that experiential marketing positively influences emotions, which in turn, influences consumers’ behavioural intentions. The results also confirmed that taste was the strongest multisensory experience. The results provide an empirical demonstration of the effects of experiential marketing on emotions and the subsequent impact of emotions on behavioural intentions. The findings of this study reinforce the importance of understanding the impact of customers’ emotions on behavioural intentions while enabling managers to develop an experiential branding strategy. / XL2019

Submitted in full fulfilment of the requirements for the degree of Doctor Of Philosophy (Marketing), 2017 / There is general global acknowledgement that the consumption of wine brands is on the increase. Several studies on the antecedents of purchase intention of imported wine have been conducted, particularly in western countries. A case in point is a recent surge in the purchase of both local and international wine brands in South Africa. However, it is not yet clear what has motivated the purchase intentions of international wine brands in South Africa – hence this study. Informed by the identified research gap and a dearth of literature that has investigated this subject matter – especially in developing countries such as South Africa, the current study sought to examine the predictors of imported wine purchase intention by South Africans. In particular, the study investigates the influence of brand tribalism, brand love, brand credibility and brand preference as predictors of purchase intention. Hence, it is of particular interest to investigate the factors that influence consumers’ purchase intention of imported wine brands, particularly among Generation Y consumers in South Africa. In order to achieve the study’s objectives, eight hypotheses were postulated – informed by the proposed conceptual model. The predictor variable was brand tribalism, while brand love, brand credibility, brand preference acted as mediating variables, and purchase intention as the outcome variable. In order to test the proposed hypotheses, the study used a sample size of 321 respondents between the ages of 18 and 38, and the online questionnaire was administered using Qualtrics software. The data was analysed using SPSS for descriptive statistics and AMOS 24 for the Structural equation modelling approach. The results indicate that three of the hypotheses were supported and significant. More specifically, brand tribalism has a positive significant relationship with brand love and brand preference, while brand credibility has a positive significant relationship with purchase intention. The findings of the present study have significant contributions to theory, context and practice. Firstly, it adds new literature to the existing body of knowledge, particularly on international wine marketing, consumer behaviour and Generation Y. Secondly, it provides more insights on the application of theories such as social identity, consumer culture theory in the context of the wine industry. Finally, the study has practical implications for international wine firms and marketing practitioners. International wine marketing managers can draw insights into the predictors of consumer purchase intention of imported wine brands amongst Generation Y consumers – and subsequently develop strategies that appeal to Generation Y consumers in South Africa / XL2019

by Choi Wai-Kin, Siu Chi-Ming. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaves 67-71). / TABLE OF CONTENTS / LIST OF TABLES / LIST OF FIGURES / ACKNOWLEDGEMENTS / ABSTRACT / Chapter / Chapter I. --- INTRODUCTION / Chapter 1.1 --- Need for the study --- p.1 / Chapter II. --- LITERATURE REVIEW / Chapter 2.1 --- Brand extension --- p.6 / Chapter 2.2 --- Process of categorization --- p.7 / Chapter 2.2.1 --- Category structure --- p.7 / Chapter 2.2.2 --- Graded structure --- p.8 / Chapter 2.2.3 --- Brand breadth --- p.8 / Chapter 2.2.4 --- Effect of brand breadth on perceived typicality --- p.9 / Chapter 2.3 --- Piecemeal evaluation process --- p.10 / Chapter 2.4 --- Bases for the evaluations of goodness of fit --- p.12 / Chapter III. --- CONCEPT DEVELOPMENT --- p.16 / Chapter 3.1 --- Formulation of the perceived risk model --- p.16 / Chapter 3.1.1 --- The components of perceived risk --- p.16 / Chapter 3.1.2 --- The facets of perceived risk --- p.17 / Chapter 3.1.3 --- Discussion --- p.18 / Chapter 3.2 --- Formulation of risk perception --- p.20 / Chapter IV. --- METHODOLOGY --- p.25 / Chapter 4.1 --- Overview --- p.25 / Chapter 4.2 --- Phase I: qualitative research --- p.25 / Chapter 4.3 --- Phase II: quantitative research --- p.26 / Chapter 4.4 --- Subjects and Procedures --- p.27 / Chapter 4.4.1 --- Phase I --- p.27 / Chapter 4.4.2 --- Phase II --- p.28 / Chapter V. --- HIGHLIGHTS OF FINDING FROM PHASE I --- p.30 / Chapter VI. --- HIGHLIGHTS OF FINDING FROM PHASE II --- p.32 / Chapter 6.1 --- Data Analysis --- p.32 / Chapter 6.2 --- Regression Analysis --- p.33 / Chapter 6.3 --- Empirical results and discussion --- p.35 / Chapter 6.3.1 --- Product extensions of high perceived technology brand --- p.35 / Chapter 6.3.2 --- Product extensions of low perceived technology brand --- p.44 / Chapter VII. --- IMPLICATIONS AND RECOMMENDATIONS --- p.52 / Chapter 7.1 --- Implications --- p.52 / Chapter 7.2 --- Recommendations --- p.55 / Chapter 7.2.1 --- Type I extension --- p.55 / Chapter 7.2.2 --- Type II extension --- p.57 / Chapter 7.2.3 --- Type III extension --- p.58 / Chapter 7.2.4 --- Type IV extension --- p.59 / Chapter VIII. --- LIMITATIONS --- p.61 / Chapter IX. --- CONCLUSION --- p.63 / Chapter X. --- SUGGESTION FOR FUTURE RESEARCH --- p.65 / Appendices / Bibliography / Chapter Appendix 1 --- Operational Definitions / Chapter Appendix 2 --- Questionnaire

by Cheng Shu Yan, Sin Kim Nam. / Includes questionnaire. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 82-83). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.iv / LIST OF TABLES --- p.v / PREFACE --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- OBJECTIVE --- p.5 / Chapter III. --- METHODOLOGY --- p.6 / Chapter IV. --- HONG KONG BEER MARKET --- p.9 / Chapter V. --- PHENOMENA OF HONG KONG BEER MARKET --- p.26 / Chapter VI. --- BRAND IMAGE AND BRAND IDENTITY: LITERATURE REVIEW --- p.30 / Chapter VII. --- RESEARCH ON BRAND IMAGE AND PERSONALITY OF BEER BRANDS --- p.44 / Chapter VIII. --- DISCUSSION --- p.57 / Chapter IX. --- CONCLUSION --- p.62 / APPENDIX --- p.66 / BIBLIOGRAPHY --- p.82

by See Yat Fung, Linus, Wong Ming Fung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 100-105). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / ACKNOWLEDGEMENTS --- p.v / TABLE OF CONTENTS --- p.vi / LIST OF TABLES AND FIGURES --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- METHODOLOGY --- p.3 / Primary Research --- p.3 / Exploratory Study --- p.3 / Questionnaire --- p.3 / Sampling Procedures --- p.5 / Data Collection Period --- p.5 / Sensory Evaluation --- p.5 / Field Study --- p.6 / Telephone Interview --- p.6 / Secondary Research --- p.7 / Literature Reviews --- p.7 / News Reviews --- p.7 / Data Analysis --- p.8 / Recoding --- p.8 / Scores Construction --- p.9 / Statistical Tests --- p.9 / Limitations --- p.9 / Chapter III. --- COMPANY / BRAND OVERVIEW --- p.11 / Company Background --- p.11 / History --- p.11 / Financial Performance --- p.13 / Product Overview --- p.14 / Lines of Products --- p.14 / Sales Performance --- p.17 / Mr. Kon in China --- p.18 / Market Environment --- p.19 / Competitive Landscape --- p.20 / Marketing Strategies --- p.22 / Distribution --- p.23 / Promotion --- p.24 / Key Success Factors --- p.27 / International Expansion --- p.30 / Entering Hong Kong --- p.31 / Marketing Strategies --- p.33 / Chapter IV --- DATA ANALYSIS --- p.36 / Sample Size Analysis of the Results of the Questionnaire --- p.36 / Demographics --- p.36 / Consumption Patterns --- p.37 / Preference of Different Types of Packaging --- p.39 / Ideal Size for Ready-to-drink Tea --- p.40 / Preference of Distribution Channel --- p.41 / Preference of Product of Origin --- p.42 / Purchasing Behavior --- p.43 / Respondents' Attitudes Towards Ready-to-drink Tea --- p.44 / Aided Brand and Product Awareness --- p.46 / Product Trial Rates --- p.47 / Aided Celebrity Awareness --- p.48 / Celebrity Awareness vs. Product Awareness --- p.49 / Respondents' Attitudes Towards Mr. Kon Beverages --- p.51 / Analysis of the Results of the Sensory Evaluation --- p.54 / Differences in Tastes among Brands --- p.54 / Preferences in Tastes among Brands --- p.56 / Chapter V. --- RECOMMENDATIONS --- p.58 / Target Segment --- p.58 / Brand Image --- p.59 / Products --- p.59 / Taste --- p.60 / Packaging --- p.61 / Price --- p.62 / Place --- p.63 / Promotion --- p.65 / Communication --- p.67 / Chapter VI. --- CONCLUSION --- p.69 / Chapter VII. --- APPENDICES --- p.71 / Chapter VIII. --- BIBLIOGRAPHY --- p.100

Thesis (PhD)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: The Constitutional Court in the Republic of South African indicated in 2006 (Laugh It Off Promotions CC v SAB International (Finance) BV t/a Sabmark International (Freedom of Expression Institute as amicus curiae), 2006 (1) SA 144 (CC)) that a senior trademark cannot be provided with anti-dilution protection if the senior trademark cannot demonstrate a probability of substantial economic harm. In the United States of America, legislation (Trademark Dilution Revision Act of 2006) corrected an earlier Supreme Court decision (Moseley v Victoria's Secret Catalogue, Inc., 537 U.S. 418 (2003)), and as a result evidence of a probability of dilution is now required to provide a senior trademark with anti-dilution protection. Senior trademarks experienced mixed success in courts in the Republic of South Africa as well as the United States of America when requesting anti-dilution protection. The reason is that when empirical evidence is offered of trademark dilution the nature of the evidence is usually limited and the method of obtaining it is often flawed. The response of brand managers to trademark infringement also seems to be limited to decisions contemplating litigation. Therefore, to assist both the legal and marketing fraternity when trademark infringement is thought to occur, this study investigates the nature and extent of trademark dilution. A literature review revealed the elements and forms (tarnishing and blurring) of trademark dilution and the motivation for using the concept ‘brand’ and the construct ‘brand equity’ to conceptualise trademark value. The limitations of previous research in measuring trademark dilution and commentary on court decisions provided the basis of the conceptualisation of trademark dilution as an undesirable effect on customer-based brand equity, operationalised as brand attitude. Brand attitude is a higher level brand value creator and five sub-components (affect, cognition, attitude valence and stability, attitude accessibility, purchase intention) were identified that measures brand attitude accurately. Brand attitude is also preceded by brand familiarity and leads to brand loyalty. Furthermore, brand attitudes can also be explained according to four types of decision-making processes: the type of decisions (high and low involvement) and type of motivations (informational and transformational). The purpose of this study was to investigate the nature and extent of trademark dilution, (tarnishing and blurring) on components of customer-based brand equity. The study used an experimental research strategy and an electronic survey instrument (Qualtrics) with self-administered questionnaires. Six hypotheses were formulated to assess whether trademark tarnishing and blurring had an effect on any component of customer-based brand equity when trademarks/brands were considered collectively and individually. The study was designed as a 3 x 2 x 2 factorial experiment. It consisted of three factors (type of dilution; type of decision; type of motivation) with different levels (undiluted/tarnish/blur; high involvement/low involvement; informational/transformational). Twelve different questionnaires were administered to a convenience sample of 3 441 potential respondents. The data generated by the 12 questionnaires was analysed using ANOVA and Mann-Whitney U tests. The results suggested that trademark tarnishing did have statistically significant effects on components of customer-brand equity as far all trademarks/brands were concerned and that the effect of trademark tarnishing and blurring were different when all trademarks/brands were considered together. Tarnishing and blurring had statistically significant effects on components of customer-based brand equity when individual trademarks/brands were considered, but the effect seemed to be specific to the type of decision (high/low involvement) taken and not the type of motivation (informational/transformational) involved. Tarnishing and blurring, when compared, had different and similar, but varying in intensity, effects on components of customer-based brand equity for individual trademarks/brands. Tarnishing and blurring, when considered separately, had different and similar, but varying in intensity, effects on components of customer-based brand equity. The study made a theoretical contribution which should be of value to members of the legal and marketing fraternity. The study showed in the first instance that trademark tarnishing and blurring are independent constructs that had different or similar, but varying in intensity, effects on components of customer-based brand equity. The effect of trademark dilution, tarnishing and blurring, is not limited to brand recall and recognition and brand attitude accessibility. Trademark tarnishing also had different or similar, but varying in strength, effects on individual trademarks/brands, as did trademark blurring. The type of decision (high or low) and type of motivation (informational or transformational) therefore play a role in the unique effect trademark tarnishing or blurring will have on components of customer-based brand equity. Secondly, the effect of trademark tarnishing and blurring may not be unfavourable by implication. In fact, blurring had a positive effect on components of customer-based brand equity, at least after a single exposure. This finding implies that trademark tarnishing has a more severe and faster effect on customer-based brand equity compared to trademark blurring. A brand manager will, as a result of the study, know how to respond, if at all, when a junior mark emerges that is similar to their senior trademark and seemingly dilutes the senior trademark. An attorney whose client requests anti-dilution protection will know, as a result of the study, whether litigation is indeed the answer to the problem. The study provides insight, not only regarding the nature of trademark dilution, as explained by the impact of trademark tarnishing and blurring on specific components of customer-based brand equity, but also regarding the extent of trademark dilution. Trademark dilution has an effect on trademarks/brands, but the effect, be it in respect of a specific component or the intensity of the effect on the component, may not be what is expected. Based on the results of this study several recommendations can be offered to brand managers and trademark attorneys. Brand managers (senior trademarks) should not respond to junior marks using their brands (senior trademarks) without first assessing the nature and extent of the effect of the junior mark on the senior trademark’s customer-based brand equity. Similarly, attorneys should also first examine the nature and extent of trademark dilution and advise their clients accordingly. Once the nature and extent of trademark dilution have been determined, a brand manager can customise his response according to the component of customer-based brand equity affected as well as the intensity of the effect. Attorneys can support at least part of their arguments to obtain anti-dilution protection for their clients, on very exact indications of the effect of use by a junior mark on customer-based brand equity. / AFRIKAANSE OPSOMMING: Die Konstitusionele Hof van die Republiek van Suid-Afrika het in 2006 (“Laugh it Off Promotions CC vs SAB International (Finance) BV t/a Sabmark International (Freedom of Expression Institute as amicus curiae),” 2006 (1) SA 144 (CC)) bevind dat ‘n senior handelsmerk nie anti-skendingsbeskerming kan geniet tensy die senior handelsmerk ‘n waarskynlikheid van wesenlike finansiële skade kan demonstreer nie. In die Verenigde State van Amerika het wetgewing ‘n Hooggeregshof-uitspraak (“Moseley v Victoria’s Secret Catalogue, Inc.,” 537 U.S. 418 (2003)) gekorrigeer sodat sederdien slegs bewys van ‘n waarskynlikheid van skending nou benodig word vir ‘n senior handelsmerk om anti-skendingsbeskerming te kan geniet. Senior handelsmerke het gemengde welslae in beide die Republiek van Suid-Afrika sowel as die Verenigde State van Amerika behaal wanneer hulle anti-skendingsbeskerming versoek het omrede die empiriese bewyse wat normaalweg aangebied is, beperkend van aard was en die data-insamelingsmetode gebrekkig. Die reaksie van handelsmerkbestuurders op handelsmerk-oortreding was tot dusver beperk tot besluite ten gunste van litigasie al dan nie. Derhalwe ondersoek hierdie studie die aard en omvang van handelsmerk-skending om sodoende beide die regskundige en bemarkingsgemeenskappe te ondersteun wanneer handelsmerk-oortreding vermoed word. ‘n Literatuur oorsig het die elemente en vorme (besmetting en verdowwing) van handelsmerk-skending geidentifiseer asook die motivering om die konsep van ‘handelsmerk’ en die konstruk van ‘handelsmerkwaarde’ te gebruik. Die beperkings van vorige navorsing om handelsmerk-skending te meet en kommentaar op hofbeslissings het die basis van die voorstelling van handelsmerk-skending as ‘n ongewenste effek op kliënt-gebaseerde handelsmerkwaarde neergelê en dit geoperasionaliseer as handelsmerk-ingesteldheid. Handelsmerk-ingesteldheid is ‘n hoë-vlak handelsmerkwaardeskepper en vyf subkomponente (gevoelsinhoud/emosie; denke/kennis; polariteit en stabiliteit van ingesteldheid; ingesteldheidstoeganklikheid/reaksie latentheid; aankoopvoorneme) is geïdentifiseer wat handelsmerk-ingesteldheid akkuraat meet. Handelsmerk-ingesteldheid word voorafgegaan deur handelsmerk-bekendheid en gevolg deur handelsmerk-lojaliteit. Verder kan handelsmerk-ingesteldheid ook verklaar word aan die hand van vier soorte besluitnemingsprosesse: die tipe besluit (hoë betrokkenheid of lae betrokkenheid) en die tipe motivering (informatief of transformerend). Die doel van die studie was om die aard en omvang van handelsmerk-skending, (besmetting en verdowwing) op die komponente van kliënt-gebaseerde handelsmerkwaarde te ondersoek. Die studie het ‘n eksperimentele navorsingstrategie gevolg en van ‘n elektroniese opname-instrument (Qualtrics) met self-geadministreerde vraelyste gebruik gemaak. Ses hipoteses is geformuleer om vas te stel of besmetting of verdowwing ‘n effek op enige komponent van kliënt-gebaseerde handelsmerkwaarde het wanneer alle handelsmerke gesamentlik beskou word sowel as afsonderlik. Die studie was ontwerp as ‘n 3 x 2 x 2 faktoriale eksperiment. Dit het bestaan uit drie faktore (tipe skending; tipe besluit; tipe motivering) met verskillende vlakke (onbenadeel/besmet/verdof; hoë betrokkenheid/lae betrokkenheid; informatief/transformerend). Twaalf verskillende vraelyste is aan ‘n geriefsteekproef van 3 441 moontlike respondente gestuur. Die data word deur die 12 vraelyste gegenereer is met behulp van ANOVA en Mann Whitney U toetse ontleed. Die resultate het aangetoon dat besmetting ‘n statisties betekenisvolle effek op die komponente van kliënt-gebaseerde handelsmerkwaarde het wanneer die handelsmerke gesamentlik beskou word, asook dat die effek van besmetting en verdowwing verskillend is wanneer al die handelsmerke gesamentlik beskou word. Bemetting en verdowwing het statisties betekenisvolle effekte op die komponente van handelsmerkwaarde wanneer handelsmerke afsonderlik beskou word, maar die effek blyk verwant aan die tipe besluit (hoë betrokkenheid/lae betrokkenheid) te wees en nie aan die tipe motivering (informatief/transformerend) nie. Besmetting en verdowwing, wanneer dit vergelyk word, het verskillende of soortgelyke, maar veranderend invloede ten opsigte van intensiteit, effekte op die komponente van kliënt-gebaseerde handelsmerkwaarde. Die studie lewer ‘n teoretiese bydrae gelewer aan lede van die regskundige-en bemarkingsgemeenskappe. Die studie het ten eerste getoon dat handelsmerk-besmetting en –verdowwing onafhanklike konstrukte is wat verskillende of soortgelyke, maar veranderend in intensiteit, effekte op kliënt-gebaseerde handelsmerkwaarde het. Die effek van handelsmerk-skending, besmetting en verdowwing, is nie net beperk tot handelsmerk-herroeping en -herkenning en handelsmerk-ingesteldheidstoeganklikheid nie. Handelsmerk-besmetting het ook verskillende of soortgelyke, maar verskillend in intensiteit, effekte op die handelsmerke afsonderlik, wat ook geld in handelsmerk-verdowwing. Die tipe besluit (hoë betrokkenheid of lae betrokkenheid) en tipe motivering (informatief of transformerend) speel derhalwe ‘n rol in die unieke effek wat besmetting of verdowwing op die komponente van kliënt-gebaseerde handelsmerkwaarde het. Tweedens is die effek van besmetting en verdowwing nie noodwendig ongunstig nie. Trouens, verdowwing het ‘n versterkende effek op sommige komponente van kliënt-gebaseerde handelsmerkwaarde gehad, ten minste ná ‘n enkele blootstelling. Dit impliseer dat besmetting ‘n veel erger en vinniger effek op kliënt-gebaseerde handelsmerkwaarde as verdowwing het. ‘n Handelsmerkbestuurder sal na aanleiding van die studie weet hoe om te reageer, indien enigsins, wanneer ‘n junior merk verskyn wat soortgelyk aan die senior handelsmerk is. ‘n Prokureur wie se kliënt anti-skendingsbeskerming versoek sal weet, na aanleiding van die studie, of litigasie inderdaad die antwoord op die probleem is. Die studie verskaf insig, nie net ten opsigte van die aard van handelsmerkskending soos beskryf deur die impak van handelsmerkbesmetting en –verdowwing op sekere komponente van kliënt-gebaseerde handelsmerkwaarde nie, maar ook ten opsigte van die omvang van handelsmerkskending. Handelsmerkskending het ‘n effek op handelsmerke, maar die effek, of dit op ‘n sekere komponent of op die intensiteit van die effek op die kompenent mag wees, is moontlik anders as wat verwag is. Gabaseer op die resultate kan verskeie aanbevelings aan handelsmerkbestuurders en handelsmerkprokureurs gemaak word. Handelsmerkbestuurders (senior handelsmerke) behoort nie te reageer op junior merke wat hul merk (senior handelsmerk) gebruik sonder om die aard en omvang van die effek van die junior merk op die senior handelsmerk se kliënt-gebaseerde handelsmerkwaarde te bepaal nie. Eweneens behoort handelsmerkprokureurs eers die aard en omvang van die handelsmerkskending te bepaal en hul kliënte dienooreenkomstig adviseer. Sodra die aard en omvang van handelsmerkskending bepaal is, kan ‘n handelsmerkbestuurder sy reaksie volgens die geaffekteerde komponent van die handelsmerk, sowel as die intensiteit daarvan, aanpas. Prokureurs kan ten minste sommige van hul argumente om anti-skendingsbeskerming vir hul kliënte te verkry, ondersteun deur baie duidelike aanduidings van die effek van die gebruik van ‘n junior merk op kliënt-gebaseerde handelsmerkwaarde.