Varumärkeskapital är det mervärde som ett varumärke ger en produkt i förhållande till om varumärket inte funnits på produkten. Konsumentbaserat varumärkeskapital innebär vidare att det är i konsumentens medvetande som varumärkeskapitalet existerar. Snabbrörliga konsumentvaror kännetecknas av att de köps ofta och att deras kontakt med konsumenten är begränsad, vidare är de ofta lätta att byta ut. Den här studien undersöker genom kvalitativa intervjuer hur företag bygger varumärkeskapital inom en marknad för snabbrörliga konsumentvaror. Åtta varumärkesansvariga på företag verksamma inom en marknad för snabbrörliga konsumentvaror har intervjuats för att få reda på deras syn på byggande av varumärkeskapital inom nämnda kontexten. Hela studien utgår i grunden från fem dimensioner av varumärkeskapital nämligen varumärkesassociationer, varumärkeskännedom, varumärkeslojalitet, upplevt värde samt andra varumärkestillgångar. Intervjuerna har sedan analyserats utifrån dessa dimensioner stött av andra relevanta teorier inom ämnet, analysen har också sin grund i det valda syftet. Resultaten av denna studie påvisar hur varumärkeskapital skapas för snabbrörliga konsumentvaror inom de fem dimensionerna av varumärkeskapital. Den bekräftar också att alla dimensioner är viktiga att jobba med för att bygga varumärkeskapital. Inom varumärkesassociationer så är trovärdighet och unicitet viktiga aspekter. Det är extra viktigt att jobba med varumärkeskännedom då konsumenter ofta spenderar kort tid då ett köpbeslut tas för snabbrörliga konsumentvaror. Att öka konsumenters involvering i varumärket är viktigt för att skapa varumärkeslojalitet. För upplevd kvalitet är det avgörande att arbeta med de sensoriska delarna då en produkt med dålig kvalitet inte blir långvarig, speciellt, inom en marknad för snabbrörliga konsumentvaror. Att ha fungerande distributionskanaler är viktigt för snabbrörliga konsumentvaror då dessa bidrar till exponering av varumärket. Studien visar att de fem använda dimensionerna är av högsta vikt för byggande av varumärkeskapital inom en marknad för snabbrörliga konsumentvaror. Vidare finner studien att en aspekt av andra varumärkestillgångar, nämligen distribution, istället kan tillhöra varumärkeskännedom i denna kontext. Studien visar också indikationer på att dimensionen upplevd kvalitet är den viktigaste för snabbrörliga konsumentvaror inom varumärkeskapital Dessa är tre viktiga teoretiska bidrag som studien gett. Vidare är studien av praktiskt värde då den ger rekommendationer hur företag inom denna kontext kan arbeta för att bygga varumärkeskapital utifrån de fem använda dimensionerna.

The cellular market is today suffering from great customer dissatisfaction. Simultaneously, the services offered by the different cellular providers are very homogenous, causing strict competition where various price strategies have been the main mean of battle. From a business perspective, implementing pricing strategies, to keep up with increased network investments, is a short term solution. In a market characterized by lacking customer satisfaction and harsh competition, research has shown the importance of highlighting customer relations in marketing. This type of marketing, which one could refer to as relationship marketing, is considered an efficient, economic, and strategic method of showing the importance of customer loyalty. To get insight in the relationship between the customers and the cellular providers, as well as to show the importance of relationship marketing, this study has used qualitative interviews to find what develops strong customer loyalty. The results showed that increased customer loyalty is achieved when an emotional bond is created. This bond will form through interaction between the customer and the provider. Important factors in the creation of this emotional bond are trust and commitment. Conclusively, through our research, we argue that customer dissatisfaction exists due to the lack of emotional bonds to the cellular provider, as well as due to lacking focus on customer relations within the company. Evidently, the need of relationship marketing within the cellular market is important.

<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

本研究係以全球科技大廠 – 惠普科技(Hewlett-Packard)中之「家用多功能印表機」產品為例，探討消費者「購買行為」(消費動機、購買考慮因素)、「產品知覺品質」與「顧客滿意度」及「顧客忠誠度」之關係及影響因素，希望能提供惠普科技在後續產品規劃、行銷策略與品牌形象經營之參考。 本研究採量化-「問卷調查法」與質化-「焦點團體訪談法」之方式進行研究；量化調查方面，共取得300份有效問卷，並運用敘述性統計、t檢定、單因子變異數分析（one-way ANOVA）、Pearson相關分析法、迴歸分析法，將資料進行統計分析及獲得假設驗證；質化研究方面，採用焦點團體訪談法，藉由訪談已購買及使用該產品超過一年之消費者，探索研究對象之消費者使用經驗、品牌形象與未被滿足的需求。 本研究的研究結果如下： 一、性別、年齡、個人平均月所得不同的消費者，對HP家用多功能印表機之購買行為的購買考慮因素中，確實存有差異性。 二、購買行為(消費動機、購買考慮因素)與顧客滿意度、顧客忠誠度間具顯著相關性。 三、產品知覺品質與顧客滿意度、顧客忠誠度間具顯著相關性。 四、顧客滿意度與顧客忠誠度具顯著正向關係。 五、經由質化研究，惠普科技(Hewlett-Packard)及其家用多功能印表機在消費者心中的品牌形象是正向的。 針對惠普科技(Hewlett-Packard)提出行銷策略建議： (1) 產品面：建議業者更加加強產品行銷策略，特別是針對產品口碑、品牌、品質及功能…等部份。 (2) 服務面：加強產品的教育訓練以及提升賣場人員對HP品牌的忠誠度、提高產品售後服務保固年限，在國內設置消費者聯絡窗口…等。 (3)就品牌形象：目前惠普科技(Hewlett-Packard)給消費者的感覺已非常正面，也 擁有高知名度，建議保持並更加加強HP品牌在消費者心目中的良好形象。 關鍵字：購買行為、產品知覺品質、顧客滿意度、顧客忠誠度 *關於惠普(Hewlett-Packard)： HP惠普總公司位於美國加州Palo Alto，由Mark Hurd擔任董事長暨執行長，於全球超過170個國家設有服務據點，擁有151,000名以上的員工。2008年全球營收總額逾1183億美元，為財星雜誌(Fortune)評選500大企業中排名11之跨國性企業體。 / In this research, a case study is conducted for the consumer multi-functional printer products of the global market leader, i.e. Hewlett-Packard in order to investigate how consumer buying behavior and perceived quality influence customer satisfaction and customer loyalty. The result is expected to be a point of reference for HP to develop its product roadmap, marketing strategy, and brand image in the future. This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 300 effective questionnaires are obtained for statistical analysis where a few statistical methodologies such as Descriptive statistic, t-test, one-way ANOVA, Pearson correlation analysis, Regression are utilized to verify the hypothesis and assumptions. As to qualitative approach, Focus Group is employed where the people with over one year experience in using the products are interviewed in efforts to explore consumer experience, brand image, and unsatisfactory customer needs. The result of this research shows: 1. Interviewees with different sex, age, and income show significant differences when they consider purchasing the products. 2. Buying behavior has a dramatic correlation with customer satisfaction and customer loyalty. 3. There is an obvious correlation with customer satisfaction, customer loyalty on perceived quality. 4. Customer satisfaction and customer loyalty have a positive relationship. 5. Through the qualitative research, HP brand and its multi-functional printers have a positive brand image on consumer. Hereafter are the suggestions for HP to develop the marketing strategy onwards: 1.Product: enhance product marketing strategy in particular in brand image, quality, and functionality, etc. 2.Service: organize channel training programs in order to increase brand loyalty and extend the period of after services as well as establish direct contact window in Taiwan. 3.Brand image: nowadays HP has a positive impression on consumer with its high brand recognition. Advise to maintain and even strengthen the customer relationship.

Made available in DSpace on 2010-04-20T20:20:05Z (GMT). No. of bitstreams: 1 176004.pdf: 708106 bytes, checksum: 03ab8afa34375fc736af312de122628e (MD5) Previous issue date: 2007-12-19T00:00:00Z / The main purpose of this work is to investigate the perceived quality by the customers in banking services, as well as to identify gaps between clientsí expectations and perceived service. In order to do so, a group of high income customers was selected, since the banks strategy of allocation resources is focused on this market segment. The analysis were based on a questionnaire which was specially developed to cover the multiple dimensions of theoretical models of Grˆnroos (1984), Parasuraman (1988) and Brogowicz (1990) so that we could identify which were the main necessities to be fulfilled under these customers point of view. / O objetivo central deste trabalho é investigar a qualidade percebida pelos clientes em relação a serviços bancários, bem como identificar as lacunas em relação às expectativas dos clientes. Para tanto, foi selecionado o público de alta renda já que, de acordo com a estratégia de alocação de recursos dos bancos atuantes hoje no território brasileiro, este é o segmento para quem são dirigidos os maiores esforços e melhores recursos destas instituições. As análises foram baseadas em um questionário desenvolvido com o objetivo de abranger as diferentes e diversas dimensões dos modelos teóricos de Grönroos (1984), Parasuraman (1988) e Brogowicz (1990) a fim de identificar quais seriam as principais necessidades de aporte de qualidade sob a ótica destes consumidores de serviços financeiros.

Made available in DSpace on 2015-04-16T14:48:59Z (GMT). No. of bitstreams: 1 ArquivoTotal.pdf: 1550803 bytes, checksum: 460a31a7449d01df2f635f5fdc42b12f (MD5) Previous issue date: 2013-03-05 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This work has as main theme the measurement of perceived quality online, using measurement scales modeled with separate proposals, applied to the same context - collective purchase sites. The research is justified in that it considers that the measurement of abstract constructs, such as perceived quality, is seen as problematic, seeking to investigate and indicate the potential presented by the two main existing proposals. The main objective was to compare the proposed measurement of perceived quality E-S-QUAL and ER-SERVCOMPSQUAL, starting from a context still less explored and with strong evidence (theoretical and practical) to be problematic for agents that act directly on it (customer, supplier and site). For this, we developed an intensive review on the major mainstream literature that deals with quality service, considering than the traditional context (in attendance) as the online context (virtual). Moreover, we developed a theoretical deepening regarding the measurement proposals and scales of perceived quality, highlighting the measurement proposal designed for the online context in order to understand how the scales were operated in other studies. This process culminated in the identification of models and proposals that have been employed to measure the phenomenon in question. In terms of empirical procedures, the development of research required two data collections conducted through electronic questionnaire available on google docs, the first sample using the E-S-QUAL scale (yielding 169 replies), and the second sample using the ER-SERVCOMPSQUAL (yielding 107 replies). Thereafter, the necessary data were obtained for comparison between scales, and consolidation of results. To this end, it was employed statistical procedures in order to test the homogeneity of variances within the groups (F Levene test), and also extracted and analyzed the bivariated correlation matrices from Pearson and Spearman coefficients. Overall, the results show that from the view of respondents and the correlations obtained through statistical procedures, the scale that showed better results for the investigated context was the basic psychometric - the E-S-QUAL. In addition, the E-S-QUAL scale also fulfilled the requirements of psychometric testing. The theoretical and practical implications of the results are presented at the end of the research, as well as limitations and suggestions for further research involving the topics in question. / Esta dissertação tem como tema principal a mensuração da percepção de qualidade online, fazendo uso de escalas de mensuração modeladas com propostas distintas, aplicadas a um mesmo contexto sites de compra coletiva. A pesquisa se justifica na medida em que considera que a mensuração de construtos abstratos, como é o caso da qualidade percebida, é tida como problemática, buscando investigar e indicar o potencial apresentado por duas das principais propostas existentes. O objetivo central foi comparar as propostas de mensuração de qualidade percebida E-S-QUAL e ER-SERVCOMPSQUAL, partindo de um contexto ainda pouco explorado e com fortes indícios (teóricos e práticos) de ser problemático para os agentes que atuam nele diretamente (cliente, fornecedor e site). Para isto, foi desenvolvida uma intensa revisão no mainstream principal da literatura que trata de qualidade de serviços, considerando tanto o contexto tradicional (presencial) quanto o contexto online (virtual). Além disso, desenvolvemos um aprofundamento teórico a respeito das propostas de mensuração e escalas de qualidade percebida existentes, enfatizando principalmente as propostas de mensuração concebidas para o contexto online, a fim de entender como estas tinham sido operacionalizadas em outros estudos. Este processo culminou na identificação dos modelos e propostas que foram empregadas para mensurar o fenômeno em questão. Em termos de procedimentos empíricos, o desenvolvimento da pesquisa exigiu duas coletas de dados realizadas por meio de questionário eletrônico disponibilizado no google docs, sendo a primeira amostra com uso da escala E-S-QUAL (obtendo-se 169 respostas), e a segunda amostra usando a ER-SERVCOMPSQUAL (obtendo-se 107 respostas). A partir dai, foram alcançados os dados necessários para comparação entre as escalas, e consolidação dos resultados. Para tanto, foram empregados procedimentos estatísticos com intuito de testar a homogeneidade das variâncias dentro dos grupos (teste F de Levene), e também extraídas e analisadas as matrizes de correlação bivariadas a partir dos coeficientes de Pearson e Spearman. De maneira geral, os resultados evidenciam que a partir da opinião dos respondentes e das correlações obtidas por meio de procedimentos estatísticos, a escala que demonstrou melhores resultados para o contexto investigado foi a de base psicométrica a E-S-QUAL. Ademais, a escala E-S-QUAL também cumpriu os requisitos de testagem psicométrica. As implicações teóricas e práticas dos resultados alcançados estão apresentadas ao final da pesquisa, bem como as limitações e sugestões para outras pesquisas envolvendo as temáticas em questão.

Background: The goal for brand building is to build for the long-term profitability and strengthening of brand equity. A way to build brand equity is to implement social media marketing, where so-called influencer marketing can be used. Influencer marketing is adopted as consumers have found ways to avoid advertisements and choose who they would like to follow on social media. For this study, perceived quality and brand loyalty were found to be relevant brand equity dimensions, when studying influencers’ characteristic. Purpose: The purpose of this thesis is to explain the relationship of influencers’ characteristics with perceived quality and brand loyalty. Methodology: This study applied an explanatory purpose with a deductive, quantitative research approach, and cross-sectional research design to test a developed conceptual model based on six hypotheses. The data collection was done through a self-administered questionnaire distributed online, which received 175 valid responses. Findings: The suggested model was found significant, where influencer’s Authenticity explained 16.5% of Perceived Quality and Trustworthiness 13% of Brand Loyalty. However, Trustworthiness and Relatability relationship with Perceived Quality, and Relatability and Authenticity relationship with Brand Loyalty were rejected. Conclusion: The thesis provides a model with the accepted hypotheses and an insight on influencers’ characteristics’ relationship with perceived quality and brand loyalty. Finally, there are implications for the research community and managers about how to utilize the findings and the contribution of these.

Submitted by JÚLIO HEBER SILVA (julioheber@yahoo.com.br) on 2017-05-05T20:06:53Z No. of bitstreams: 2 Dissertação - Denise Santos de Oliveira - 2017.pdf: 3990360 bytes, checksum: 1b334cb5389f48673746e329e16254f5 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2017-05-10T13:38:21Z (GMT) No. of bitstreams: 2 Dissertação - Denise Santos de Oliveira - 2017.pdf: 3990360 bytes, checksum: 1b334cb5389f48673746e329e16254f5 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-05-10T13:38:21Z (GMT). No. of bitstreams: 2 Dissertação - Denise Santos de Oliveira - 2017.pdf: 3990360 bytes, checksum: 1b334cb5389f48673746e329e16254f5 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-03-14 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The purpose of this study is to examine the influence of the passenger's perception of the marketing strategies, developed by airlines, on each of their brand equity dimensions. From systematic review and research with airline managers a conceptual model was proposed, relating the marketing strategies, adopted by airlines, and the dimensions of consumer-based brand equity: brand associations/brand awareness, perceived quality and brand loyalty. The data were collected at six airports located in the Midwest, South and Southeast regions of Brazil and analyzed with Structural Equations Modeling (SEM). The results demonstrate correlation between the perception of marketing strategies, adopted by the airlines, indicating that for companies to affect the dimensions of value that the passenger perceives in the brand, it is not enough to carry out isolated investments, in one or the other strategy, but efforts to strengthen joint service innovations, price-related promotions and event sponsorship. This study provides a basis for the development of future studies on passenger-based brand equity and enables the best targeting of marketing strategies in the air transport sector / A proposta desse estudo consiste em examinar a influência da percepção do passageiro em relação às estratégias de marketing, desenvolvidas por companhias aéreas, sobre cada uma de suas dimensões de valor da marca. A partir de revisão sistemática e de pesquisa com gestores de companhias aéreas foi proposto um modelo conceitual, relacionando as estratégias de marketing, adotadas por companhias aéreas, e as dimensões de valor da marca na perspectiva do consumidor: associações/reconhecimento da marca, qualidade percebida e fidelidade à marca. Os dados foram coletados em seis aeroportos sediados nas regiões Centro-Oeste, Sul e Sudeste do Brasil e analisados com Modelagem de Equações Estruturais (SEM). Os resultados demonstram correlação entre a percepção de estratégias de marketing, adotadas pelas companhias aéreas, indicando que para que as companhias consigam afetar as dimensões de valor que o passageiro percebe na marca, não basta a realização de investimentos isolados, em uma ou outra estratégia de marketing, mas sim esforços para fortalecimento de inovações em serviços, promoções relacionadas a preço e patrocínio de eventos em conjunto. Este estudo fornece base para o desenvolvimento de estudos futuros sobre valor da marca na perspectiva do passageiro e possibilita o melhor direcionamento de estratégias de marketing no setor de transporte aéreo.

Made available in DSpace on 2016-03-15T19:32:36Z (GMT). No. of bitstreams: 1 Wesley Abra de Assis.pdf: 883117 bytes, checksum: 158a2f470ea6fd34e0a9bd6a2d4e65a0 (MD5) Previous issue date: 2013-02-20 / Business strategy based on loyalty with objectives of high levels of customer retention is widely believed by giving companies a competitive advantage, enabling high profitability and market expansion. Several studies have been devoted to understanding the antecedents of loyalty in various segments. In the case of services, researchers suggest some factors that act as drivers of loyalty of customers, directly or indirectly, such as the perceived quality, perceived value and customer satisfaction. The proposal of this study was to contribute to the understanding of the relationship between these variables in the context of advisory and consulting services provided by accounting firms in Brazil, from the perspective of the clients of these companies. A questionnaire was sent to a sample of respondents, consisting of key persons of three accounting firms, responsible for assessing the performance of contracted services, which generated 81 valid questionnaires whose data were used to test five hypotheses of relationship among constructs perceived quality, perceived value, satisfaction and loyalty, using the technique of structural equation modeling (SEM) with the estimation method PLS (Partial Least Square). The survey results confirmed the five relationship assumptions previously raised based on the literature review, emphasizing the perceived quality as the main driver of customer loyalty, with direct and indirect positive effects, through the value perception and satisfaction. With regard to the use of the SERVQUAL scale in this context, the perceived quality does not seem to reflect through the dimension of "tangibles", corroborating similar findings in studies with accounting firms (BOJANIC,1991). As practical contributions, this research has provided the companies evaluated a feedback on the service level perceived by customers and their level of satisfaction and loyalty, enabling the adoption of strategies that can reduce the chances of defection of customers. The main limitation of this study is the impossibility of generalization of the results obtained due to the use of non-probability sample. / A estratégia de negócios baseada na lealdade com objetivos de altos níveis de retenção de clientes e amplamente difundida por conferir as empresas vantagem competitiva, propiciando alta lucratividade e expansão de mercado. Diversos estudos tem se dedicado a entender os antecedentes da lealdade nos diversos segmentos. No caso das empresas de serviços, pesquisas apontam alguns fatores que atuam como impulsionadores da lealdade dos clientes, de forma direta ou indireta, tais como a qualidade percebida, o valor percebido e a satisfação dos clientes. A proposta dessa pesquisa foi contribuir para o entendimento do relacionamento dessas variáveis no contexto dos serviços de consultoria e assessoria prestados por empresas contábeis no Brasil, sob a ótica dos clientes dessas empresas. Um questionário foi encaminhado para uma amostra de respondentes, composta por pessoas-chave dos clientes de três empresas contábeis, com competência para avaliação da performance dos serviços contratados, o que gerou 81 questionários validos cujos dados foram utilizados para testar cinco hipóteses de relacionamento entre os construtos qualidade percebida, valor percebido, satisfação e lealdade, usando a técnica de Modelagem de Equações Estruturais com o método de estimação PLS (Partial Least Square). Os resultados da pesquisa confirmaram as cinco hipóteses de relacionamento previamente levantadas com base na revisão da literatura, ressaltando a qualidade percebida como a principal impulsionadora da lealdade dos clientes, com efeitos positivos diretos e indiretos, por meio da percepção de valor e satisfação dos clientes. Em relação a utilização da escala SERVQUAL nesse contexto de serviços, a qualidade percebida não parece se refletir por meio dos aspectos da dimensão tangíveis , corroborando conclusões semelhantes em estudos com escritórios de contabilidade (BOJANIC, 1991). Como contribuições para a pratica, essa pesquisa proporcionou as empresas avaliadas um feedback sobre o nível de serviço percebido pelos clientes e o seu nível de satisfação e lealdade, possibilitando-se a adoção de estratégias que possam reduzir as chances de deserção desses clientes. A principal limitação deste estudo e a impossibilidade de generalização dos resultados obtidos em razão da utilização de amostra não-probabilística.