Thesis (Ph.D.)--University of Nebraska-Lincoln, 2009. / Title from title screen (site viewed September 08, 2009). PDF text: iii, 133 p. : ill. ; 2 Mb. UMI publication number: AAT 3341671. Includes bibliographical references. Also available in microfilm and microfiche formats.

Thesis (Ph. D.)--Oregon State University, 2009. / Printout. Includes bibliographical references (leaves 98-102). Also available on the World Wide Web.

Thesis (M.A. in apparel, merchandising, design and textiles)--Washington State University, May 2010. / Title from PDF title page (viewed on July 13, 2010). "Department of Apparel Merchandising, Design and Textiles." Includes bibliographical references (p. 49-55).

Thesis (Ph. D.)--Washington State University, May 2010. / Title from PDF title page (viewed on July 6, 2010). "College of Business." Includes bibliographical references.

Marketers make extensive use of sponsorship as an instrument to build and enhance corporate image, with global sponsorship spending exceeding USD50 billion in 2012 (IEG, 2013). This growth in sponsorship spending has been paralleled by growth in sponsorship research. The various definitions of sponsorship are centred on the concept that the sponsor pays in return for the opportunity to be associated with the given event. The transfer of image from the event to the brand is therefore central to the productivity of any sponsorship arrangement. Hence, it is unsurprising that image transfer models in which the transfer takes place from the event to the sponsor’s brand are prevalent in the literature. Whilst providing a good foundation, the extant sponsorship research has several shortcomings. For example, it is generally based on a unidirectional image transfer process, and the underlying mechanism of image transfer is attributed primarily to associative network theories (which, on their own, do not answer the why and how of the image transfer process). Further, most discussions in this arena use attitudinal change and the ability to recall as proxies for the existence of image transfer rather than measuring it directly. We know that events are largely thematic and engage the audience at an emotive level, but the sponsorship literature contains no studies on the role of affect in image transfer. Associative theories, whose roots lie in cognitive psychology, concern propositions, cues and outcomes, and yet they remain peripheral and largely ignored in the sponsorship literature. Observation also suggests that event-brand sponsorship arrangements are highly complex and susceptible to reciprocal image transfer. This research addresses these shortcomings by using prior affect as the central mechanism to extend associative network theories to the sponsorship context. The central argument of this thesis is that a necessary condition for any image transfer to occur (event to brand or brand to event) is the absence of directly formed prior affect for the brand (in the case of conventional image transfer)/event (in the case of reverse image transfer). In the presence of directly formed prior affect, the association between event image and brand image is blocked, and no image transfer occurs. A series of pretests and experiments provide empirical evidence to show that image transfer is a bi-directional phenomenon, cue directionality strengthens image transfer, the presence or absence of directly formed prior affect for the brand (event) determines whether image transfer occurs, the method of affect formation (neutral affect or indirect affect) moderates transfer strength, and image transfer from event to brand and from brand to event is asymmetrical. The limitations and theoretical implications of the research are discussed, and future research directions proposed.

Despite a rich stream of qualitative research demonstrating that brands gain meaning as individual consumers engage in relationships with them, most branding research and practice proceeds on the assumption that brand meaning is predominantly consensual and shared across consumers. The assumption of consensus underpins the branding practices used by most companies today, which strive for consistency, simplicity, and clarity in a brand’s positioning. Still, this assumption has not been empirically validated by systematic research. Hence we do not know whether brand meaning is predominantly consensual, as generally assumed, or idiosyncratic to individual consumers. Based on a conceptual model inspired by the Social Relations Model for interpersonal perception, three empirical studies with more than 50 brands in nine consumption domains test the assumption of consensus and find that, contrary to prevailing wisdom, a brand’s meaning is predominantly idiosyncratic rather than consensual. Managers miss a lot of what brands mean to consumers when they focus only on meanings that are shared across individuals. Managing idiosyncratic meanings requires different tools than managing consensus, but managers are ill-equipped for this task because no prior research has investigated what makes brand meaning more or less idiosyncratic or how managerial actions can influence idiosyncrasy. This dissertation first explores which brand characteristics are associated with higher idiosyncrasy. Two studies suggest that brands are more idiosyncratic as they become more familiar to consumers and when consumed in private rather than in public. Secondly, four studies investigate how marketer-led interactions between consumers and brands, in the forms of marketing communications and direct experience, impact brand idiosyncrasy. Results suggest that narrative communications lead to more idiosyncratic meaning than argument-based communications. They also indicate that increased brand experience results in higher idiosyncrasy. Overall, this pattern of results suggests that brands become more or less idiosyncratic depending on how and how much they interact with consumers. Based on the findings that brands are predominantly idiosyncratic rather than consensual and that brand idiosyncrasy can be measured, predicted, and managed, this research argues for a reconsideration of current theories and practices related to brand positioning and meaning management. / 2017-06-30T00:00:00Z

RIBEIRO, Andersson Teixeira. Eventos de corrida de rua em Fortaleza-CE como comunicação de marca. 2009. 74 f. Dissertação (mestrado) - Universidade Federal do Ceará, Faculdade de Economia, Administração, Atuária e Contabilidade, Programa de Pós-Graduação em Administração e Controladoria, Fortaleza-CE, 2009. / Submitted by Dioneide Barros (dioneidebarros@gmail.com) on 2016-04-20T17:26:09Z No. of bitstreams: 1 2009_dis_atribeiro.pdf: 747186 bytes, checksum: 9b086fe672773a9ac9a958133ab5a64e (MD5) / Approved for entry into archive by Dioneide Barros (dioneidebarros@gmail.com) on 2016-04-25T14:01:20Z (GMT) No. of bitstreams: 1 2009_dis_atribeiro.pdf: 747186 bytes, checksum: 9b086fe672773a9ac9a958133ab5a64e (MD5) / Made available in DSpace on 2016-04-25T14:01:20Z (GMT). No. of bitstreams: 1 2009_dis_atribeiro.pdf: 747186 bytes, checksum: 9b086fe672773a9ac9a958133ab5a64e (MD5) Previous issue date: 2009 / This study had the objective to verify if the events of street race transmit values to brands. Quantitative study of the transversal type, exploratory and descriptive character, developed with practicing individuals of race in the Avenue Side Sea, located in the city of Fortaleza, Ceará. The sample was composed for 153 corridors. The data had been collected by means of form during the may months the july of 2009. The analysis of the data if gave with support of software SPSS 16.0. A predominance of the masculine sex was gotten, in its majority, bachelors, working in integral period and with superior level of the school. These had 34 years on average, and the half of them gained R$4.000 to the month more than. Amongst the events, the Maratona de Revezamento Pão de Açucar was the one that had more adepts between the interviewed ones. The participation of other friends met as bigger incentive to the participation in the events of street race. Already in relation to the representation of the events for the running ones one notices that more than the half considers the participation in these races a welfare sensation. With regard to the propensity the purchases of products of the marks sponsors after to participate of these events, indicated that half of the sample would possibly buy such products. Remembering that little more than the half of the interviewed ones had related to give to attention to the brand sponsors of the events that had participated. / Este estudo teve por objetivo verificar se os eventos de corrida de rua transmitem valores de marcas. Estudo quantitativo do tipo transversal, de caráter exploratório e descritivo, foi desenvolvido com indivíduos praticantes de corrida na Avenida Beira Mar, localizada na cidade de Fortaleza, Ceará. A amostra foi composta por 153 corredores. Os dados foram coletados por meio de formulário durante os meses de maio a julho de 2009. A análise dos dados deu-se com apoio do software SPSS 16.0. Verificou-se uma predominância do sexo masculino, em sua maioria, solteiros, que trabalham em período integral e com nível superior de escolaridade. Estes tinham em média 34 anos, e a metade deles ganhava mais de R$: 4.000 por mês. Dentre os eventos, a Maratona de Revezamento do Pão de Açúcar foi a que teve mais adeptos entre os entrevistados. Encontrou-se como maior incentivo à participação nos eventos de corrida de rua a participação de outros amigos. Já em relação à representatividade dos eventos para os corredores, notou-se que mais da metade considera a participação nessas corridas uma sensação de bem-estar. Com relação à propensão a compras de produtos das marcas patrocinadoras, após participar desses eventos, constatou-se que metade da amostra possivelmente compraria tais produtos. Lembrando que pouco mais da metade dos entrevistados afirmaram prestar atenção às marcas patrocinadoras dos eventos de que participaram.

No description available.

Dissertação (mestrado)—Universidade de Brasília, Faculdade de Economia, Administração e Contabilidade, Programa de Pós-Graduação em Administração, 2013. / Submitted by Alaíde Gonçalves dos Santos (alaide@unb.br) on 2013-07-30T12:51:21Z No. of bitstreams: 1 2013_LeonardoMartinsPrudente.pdf: 1629281 bytes, checksum: 192aed7aedbed253ebed45bfbad860ab (MD5) / Approved for entry into archive by Guimaraes Jacqueline(jacqueline.guimaraes@bce.unb.br) on 2013-08-02T14:43:24Z (GMT) No. of bitstreams: 1 2013_LeonardoMartinsPrudente.pdf: 1629281 bytes, checksum: 192aed7aedbed253ebed45bfbad860ab (MD5) / Made available in DSpace on 2013-08-02T14:43:24Z (GMT). No. of bitstreams: 1 2013_LeonardoMartinsPrudente.pdf: 1629281 bytes, checksum: 192aed7aedbed253ebed45bfbad860ab (MD5) / Estudos teóricos indicam que estratégias de branding e de transferência de políticas públicas são capazes de motivar stakeholders e de conquistar a atenção cidadã. Essa pesquisa analisa essas propriedades, investigando a relação entre essas estratégias e a aprovação de políticas públicas pelos servidores do Poder Executivo, bem como pelos cidadãos no Brasil. Foram analisadas ainda as diferenças de aprovação entre essas duas populações. A pesquisa fez uso de experimento com grupos de controle e grupos submetidos às seguintes manipulações de informações acerca de estratégias de uma ação política: branding por organismo internacional de cooperação técnica e de cooperação financeira, e transferência dos tipos „exportação‟ e „importação‟. A amostra foi de 487 servidores do Poder Executivo e 497 cidadãos, com poder amostral de 91%. Resultados encontrados comprovam a relação entre essas estratégias e a aprovação de políticas públicas, assim como algumas diferenças entre as estratégias investigadas e entre servidores do Poder Executivo e cidadãos submetidos à mesma manipulação de informação sobre a estratégia. Os achados permitem avançar o conhecimento sobre essas estratégias e jogam luz sobre as diferenças entre servidores do Poder Executivo e cidadãos. _______________________________________________________________________________________ ABSTRACT / Theoretical studies indicate that policy branding and transfer are strategies capable of motivating stakeholders and grabbing the attention of citizens. This research analyzes these capacities by investigating the relation between these strategies and the approval of public policies by employees of the Executive Branch and citizens in Brazil. It also investigates differences of approval between these two populations. The research counted on an experiment with control groups and experimental groups subjected to the following manipulations of information about strategies on a policy action: branding by international organizations (technical and financial cooperation), and transfer (export and import). The sample was composed of 487 employees of the Executive Branch and 497 citizens, with 91% sample power. Results demonstrate the relation between these strategies and the approval of public policies, as well as some differences among these strategies and between employees of the Executive Branch and citizens subjected to the same manipulation of information about the strategy. Findings can foster knowledge about these strategies and the differences between employees of the Executive Branch and citizens.

M.Com. (Business Management) / What really drives business success? Ten, twenty years ago, it would have been somewhat easier to answer this pertinent question. What were seen as central to business success were functional hard core derivatives i.e. operational efficiency, financial discipline and speed to market. Customers, essentially customer experience, were never part of the equation. For those very few organisations that bid to be anything different, the concepts customer experience and customer satisfaction were merely an afterthought. Today the picture is slightly different. Organisations are now applying a contemporary business approach and showing more appreciation for customers. Organisations realise that by creating an environment that is pro—consumer, an environment that achieves and maintains a fair balance between organisational process efficacies and customers’ needs, an environment that harnesses employees productivity and encourages fluid communication passage between the organisation and its customers, they will not only connect with their customers on an emotional level, but they will be able to build a sustainable brand asset and a long-lasting profitable relationships with their customers. It is for this reason that the four customer experience elements namely: process, people, channel approach and branding were selected as premise for this study. This study tries to understand and establish the influence of customer experience elements on customer satisfaction at the Industrial Development Corporation (IDC). An investigation was conducted on customer experience within a process-centred approach at the IDC. The study was steered in two stages. The first stage focused on exploratory research, and the second stage focused on descriptive research. The sample consisted of 276 customers. In-depth interviews were conducted with customers to assist the researcher in developing the statements in the questionnaire. A self-administered questionnaire was designed based on theoretical literature provided within the study and information gathered through the in-depth interviews. Various statistical analysis procedures were used to achieve the objectives of the study, including factor analysis, rotated factor matrix, Cronbach’s alpha, multiple regression and comparison analysis.