Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
Results
Showing 1 to 20 of 1483 for “"Brand"”.
-
BRAND DYNAMICS: The Effects of Brand Personality and Brand Experience on Emotional Brand Attachment
… assumed, that people buy certain products or brands as a means of expressing themselves. Marketing researchers have studied this phenomenon from the perspective of "self-congruity," assuming that a fit between the consumer's understanding of self (i.e., self-image) and the brand's image (or …
-
What Makes Apple Consumers Brand Loyal? The Effects of Brand Personality, Reputation, and Brand Identity On Brand Loyalty
… to the large loyal following Apple has garnered. Brand loyalty is becoming more important because brands are introducing products with the same attributes and firms have to do more to differentiate themselves. This paper will investigate what Apple is doing that gives them such a large loyal …
-
Three Essays on Brand Management in the Business-to-Business Context: Brand Identity, Brand Culture, and Brand Essence
… research question of how the suppliers’ brand management in the form of brand identity, brand culture, and brand essence influences buyer-seller relationships in three independent essays. In Essay 1, I address the structure, capabilities, and outcomes of brand identity from a supplier …
-
Mediating influences in intracommunity brand engagement: The performance of brand faces and brand heroes on the brand stage
… explores the relationship that forms between brand communities and those faces and heroes that represent the brand organisation. Previous research has focused on the direct relationships that individuals form with celebrities in the form of imagined parasocial or pseudo-relationships. The …
-
Mediating influences in intracommunity brand engagement: The performance of brand faces and brand heroes on the brand stage
… explores the relationship that forms between brand communities and those faces and heroes that represent the brand organisation. Previous research has focused on the direct relationships that individuals form with celebrities in the form of imagined parasocial or pseudo-relationships. The …
-
Luxury fashion brands: how brand personality, mediated by perceived brand luxury, and moderated by brand experience, contributes to brand equity
… was to gain a better understanding of brand personality, perceived brand luxury, and brand experience, and how these variables impact brand equity for luxury fashion brands. The study developed a valid instrument for measuring luxury fashion brand personality and provided a relationship …
-
Brand Community
… essential notions in sociology, community, to branding in order to guide an exploration of the socially situated nature of brands. Data were collected in two distinct spheres: face-to-face (FtF), and Computer Mediated Environments (CMEs). The findings of this dissertation support the assertion …
-
Consumer Evaluation of a Vertical Brand Extension in the Lodging Industry: Relationships among Brand Trust, Band Loyalty, Brand Distance, and Brand Extension
Vertical brand extensions have been used as popular strategies in the lodging industry. Research on brand extension that is related with brand trust and brand loyalty has been useful in making brand extensions successful. However, previous research focused on aggregated relationships among brand …
-
Mining brand-related tweets for brand monitoring with consumer-based brand equity classification and sentiment analysis
Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2022-11-15 without embargo terms
-
Tourists’ perceptions of KwaZulu-Natal brand image and brand loyalty
… of KwaZulu-Natal (South Africa) destination brand image and brand loyalty. The researcher consulted literature (secondary data) in order to understand tourists’ brand perception issues in a tourism destination. From the literature findings, the study aim and objectives were formulated. The …
-
Protecting the magazine brand: Brand manuals, their uses and implementation
This thesis discusses the need for a brand manual for a magazine after the creation of a first issue. A brand manual ensures each subsequent issue of the magazine has consistent design from issue to issue as well as keeps the tenets of the overall magazine brand intact. This thesis was project …
-
The Impact of Brand Equity on Luxury Horizontal Brand Extension
… industry reveals that many companies are using brand extension strategies to leverage their assets among competitors. Despite the popularity of the luxury brand extensions, limited research has been conducted to determine its effectiveness. This study proposed the framework that has merit in …
-
Automobile Brand Loyalty
Made available in DSpace on 2015-05-12T21:40:50Z (GMT). No. of bitstreams: 2 license.txt: 4848 bytes, checksum: 96035ab3f5e1c23cc7138a224ce498bd (MD5) 7000853.PDF: 3647967 bytes, checksum: e7266eb3b0b1c9fb721a412244d7559d (MD5) Previous issue date: 1969
-
Brand Defence: Consumers’ Word-of-Mouth Behaviour Towards a Loved Brand
… doctoral research was to ‘critically explore brand love and brand defence in consumer-brand relationships by considering the question: can consumers go beyond positive word-of-mouth, and/or brand advocacy to defend their loved-brands against criticism?’ In achieving the research aim, the study …
-
From brand leadership to leadership brand: transformational leadership in higher education
… the challenge for many universities relating to branding and rebranding. I conclude with a distillation of my reflections and a summary which I hope will offer insight into the changing requirements experienced by professionals in marketing and commercial leadership roles in higher education. One …
-
Essays on How Consumers Respond to Positive Brand-to-brand Interactions
… are privy to a wide variety of content from brands and media figures (e.g., celebrities, content creators, athletes, influencers). I focus on investigating the effects of observing positive interactions between brands or human brands on consumer perceptions. In the first essay, across six …
-
Service brand identity: definition, measurement, dimensionality and influence on brand performance
Creating and maintaining brand identity is regarded as a formative brand building step with the benefits contributing to the creation of valuable brands. Consequently, research that provides brand identity management insights has the potential to be of considerable academic and managerial interest. …
-
Exploring brand management practices within UK media organisations: the role of brand co-creation and its influence on brand identity.
… economic, societal and cultural contribution. Branding is increasingly recognised as critical for the future success of UK media organisations to strengthen their position in a cluttered industry environment. Although receiving greater academic attention, media brands and branding is still …
-
UK hotel industry brand equity : Its meaning and uses for brand management.
Brand equity has been put forward as an important concept in contemporary brand management. However, it suffers from a lack of agreement over its meaning and uses. A particular lack of clarity exists within the context of the hotel industry. Against this backdrop, the research presented in this …
Page 1 of 75