認知實體性在社會學中已經是一個廣泛討論的概念，意謂著個人對群體成員一致性、協調性程度的認知，然而尚未有學者將此概念運用在家族品牌的分群中。因此，本研究檢視了實體性八個指標（互動、重要性、結果、目標、相似性、存續期間、大小、可透性）運用在家族品牌分類上的適切性。 本研究選取十五個世界前百大品牌作為研究標的，並收集學生與工作樣本共六十一份。研究結果顯示，不論在學生或工作樣本中，集群分析的結果皆顯示三群為最適合的集群個數，集群間差異較大且較能解釋。 其中，學生樣本的集群分析結果是顯著的，依照互動、目標、相似性、大小四項指標可以畫分為三群，且這三個集群的實體性有顯著的差異，以緊密型家族品牌的實體性為最高、其次為一般型家族品牌、鬆散型家族品牌。 / The concept about perceived entitativity is an established area in social cognition which means the degree of a collection of persons are perceived as being bonded together in a coherent unit. However, this concept has not yet been implemented to family brand evaluations. This research is to examine the applicability of using the eight entitativity measures (interaction, importance, outcomes, goals, similarity, duration, size and permeability) to analysis the differences of family brands. Fifteen family brands are selected from Businessweek’s 100 top global brands 2006 and sixty-one valid samples are collected. The research shows three-cluster solution is the most stable solution and also the most interpretable in both student and job sample. According to the differences of interaction, goals, similarity and size, family brands can be divided to three clusters in student sample and the entitativity ratings of the clusters is significant. The intimacy family brands is the highest in entitativity, followed by general family brands and loose family brands.

An exploratory field study was conducted to examine internal and external factors that influence adolescents' consumer behavior when serving as the family purchasing agents. Demographic, lifestyle, and marketing activities were examined to determine the influences that affect whether the adolescent will purchase the preferred family brands or other brands. Participating adolescents were sent by their parents to the grocery store on two separate occasions to purchase four preselected grocery items. The brands purchased were recorded and compared to the preferred brand names provided by the parents. While no statistical significance was found, occasional trends were observed. The analysis indicated that adolescents who experience a pluralistic family communication style will purchase products other than the preferred household brands. Adolescents who are exposed to television and radio tend to deviate more from the preferred family brands more often than do adolescents with less media exposure. Adolescents who work are more likely to go to the grocery store more often for their families than do nonworking adolescents. Also, adolescents seem to possess a price sensitivity to both high and low-involvement grocery items.

Background: During the last decade or so the century old bespoke tailors on Savile Row have become the epitome of luxury brands as far as menswear is concerned. At the same time, the different establishments on Savile Row have started to modernise themselves through various means to better fit into today’s fast paced retail-market. Aims of the research: The purpose of this research is to discover what factors have played part in keeping the founders of Savile Row, Henry Poole & Co., modern and relevant throughout the years. Methods: This research was conducted as a qualitative single case, case study. The data was gathered through semi-structured interviews with upper management and other available published sources and then analysed with the help of former research in relevant areas. Results: It was found that the brand of Henry Poole & Co. stayed true to their origins as a bespoke tailor and that modernising is something that has not been forced upon the company and brand but should more be seen as a continuous process where each new generation bring something new to the company. The company had adapted modern ways of communication such as social media and a responsive website and also incorporated step down line extensions, where they sell ready-to-wear and made-to-measure garments in China and Japan. This is a way to develop their brand into other segments but they still kept their original brand vision intact as being a pure bespoke tailor located on Savile Row and kept their different business operations on a distance. Contributions: This thesis has opened up doors to an area that has not had much interest from the academic world. It hopefully gives way for new research ideas, but it has also highlighted management tools and best practices that has contributed to the success of a more than two century old company.