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.
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Showing 1 to 5 of 5 for “"Brand Concept"”.
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Exploring how Generation Y consumers engage with human brands: does it differ from how they engage with traditional brands?
Traditionally, brands have been known as cues that identify or distinguish products, businesses, services, or organisations. More recently, researchers have established that brands can also be human, yet to date very little literature has explored the concept of human brands. For the purpose of …
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Measuring Individual Brand Image Perceptions and Brand Reputation using Associative Networks: Theory and Implications for Consumer Goods
… of how associative networks contribute to brand image perception measurement to segment the market more effectively, as well as to demonstrate brand image impairment. Carried out using surveys and experimental designs, this dissertation is positioned as part of the research stream on the …
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THE TIES THAT BIND: SOCIAL COMPARISON’S INFLUENCE ON CONSUMER ATTITUDES AND BEHAVIORAL INTENTIONS
… that consumers purchase and conspicuously use brands, not only for their functional benefits, but also for their psychological benefits. These psychological benefits can include reaffirmation of one’s status or group membership and increased self-esteem. Although previous research shows that …
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A consumer-based brand equity approach to detect perceived incongruity and its impact upon consumer perceptions
… striking trends - remarkable growth of private brands, exerting increased pressure on national brands, and the increased market share of discounters and mass merchandisers stirring market competition with other retail types. These trends press the question - how do different product brand images …
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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 …