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 91 for “"Brand Equity"”.
-
Marketing Expenses, Brand Equity, and a Firm's Financial Value
… by interpreting strategic activities and brand equity in finance language. The first study focuses on the extent to which central brand equity dimensions (Differentiation, Relevance, Esteem, Knowledge, and Energy) influence downside risk, upside risk, and the differential between upside …
-
Generational differences in South African consumers' brand equity perceptions
… study investigated possible differences in the brand equity perceptions of South African consumers in Generations X and Y. It generated insights regarding generational differences in consumers’ perceptions of four specific brand equity dimensions, namely brand awareness, brand associations, …
-
Creating Brand Equity in Myanmar Private Higher Education Sector
The role of brand equity has recently captured the attention of scholars and practitioners to create competitive advantages for brands in the 21st century. Understanding the brand equity determinants and their relationship to customer satisfaction and brand loyalty can support the brand in …
-
Relying on brand equity: insights from consumer evaluation processes
This dissertation questioned whether the brand's equity can influence consumer evaluations, explored the formation of beliefs about brand extensions and accessed the relative extension effects of brand information. A series of three experiments explored: consumers’ schema activation process; the …
-
The contribution of sports sponsorship to consumer-based brand equity
… theoretical framework of consumer-basedb rand equity to the domain of sports sponsorship.</p> <p>Following a comprehensive review of the varying conceptualisations put forward in the literature, a four-factor model of consumer-based brand equity was adopted, with the corresponding measurement …
-
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 …
-
Employee-Based Brand Equity and Word-of-Mouth Product Referrals.
While the benefits of employee-based brand equity (EBBE) drive value to an organization, employees are often an over-looked asset in the overall marketing mix. Word of mouth (WOM) communications is one of the oldest and most trustworthy sources of advertising, yet little is known about the factors …
-
The Impact of Positive/Negative Fake News on Country Brand Equity
… research on the effects of fake news on country brand equity, given the distant and intangible nature of this construct. This study integrates valenced framing theory with construal-level theory to investigate how fake news frames influence perceptions of credibility, cognitive image, and …
-
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 …
-
A fogyasztói márkaérték MIMIC modellje. A fogyasztói márkaérték okozati specifikációjának tesztelése = The MIMIC model of the consumer-based brand equity. Testing the causal specification of consumer-based brand equity
Az értekezés a fogyasztói márkaérték irodalmat gazdagítja számos lényeges eredménnyel. A fogyasztói márkaértéket kutatását a márkák iránt mutatott egyre nagyobb gyakorlati és elméleti érdeklődés alapozza meg, a Marketing Science Institute a 2010-2012-ős évre a márkamenedzsmentet kutatási …
-
Culture and personal preferences: Implications for decision making, information processing, and brand equity
This dissertation explores two ways culture shapes the meaning of personal preferences. Decades of research has built on two assumptions about the role of personal preferences in decision making: 1) preferences that come quickly to mind are useful for making decisions and 2) behaviors reflect one’s …
-
The impact of price changes on the brand equity of Toyota in Saudi Arabia
… purchasing behaviour and attitudes toward brand equity. The qualitative case study consists of 6 mini focus group each were comprised of between 3-5 participants who are Saudi national car owners of Toyota and its competitors' car models no older than the year 2010. The focus groups …
-
The influence of SMS advertising on online brand equity among students in the UK
… in the mobile industry, more and more brands are sending their advertising messages using consumers’ mobile phones. This growing interest is reflected in their allocated marketing budgets and expenditures, which shows that digital marketing and especially mobile advertising is booming. …
-
Evaluation of the impact of brand equity on shareholder returns amongst South African companies
… whether there is a relationship between brand equity and shareholder returns amongst South African companies. More specifically, the research sought to establish whether there was a correlation between strong brand equity, represented by the Markinor brand relationship score and …
-
A cross cultural study of consumer-based global brand equity in the restaurant industry
… are increasingly exposed to global restaurant brands. As a result, global brand equity of restaurants has emerged as an essential subject of study. Although building brand equity ensures economic benefits, only a limited number of empirical studies are available in the context of the restaurant …
-
The antecedents and consequences of brand equity in the South African running shoe market
… to the manner in which consumers perceive their brand. For the assessment of global brands in emerging markets, such as South Africa, progressive empirical research supports managerial approaches so consumer behaviour can be influenced and predicted in a precise way. Gaining insight into factors …
-
Antecedents to student-based brand equity: student brand loyalty and perceived quality in higher education
… was first to enable manager's within non elite branded universities to better understand what steps are needed to enhance student based brand equity and secondly, to contribute to the understanding of how consumer based brand equity is created and maintained within a unique service environment …
-
Assessing the applicability of student-based brand equity constructs in university institution preference in Ghana
… applicability of five empirically established brand equity constructs to Ghana’s university industry. It is underpinned by a pragmatist philosophy - an objective-driven blend between the ontological and epistemological philosophical positions, and adopts a mixed-methods paradigm that combines …
-
Consumer brand equity : a model for the measurement, analysis and evaluation of consumer perceived value
The topic of my research is consumer brand equity (CBE). My thesis is that the success or otherwise of a brand is better viewed from the consumers’ perspective. I specifically focus on consumers as a unique group of stakeholders whose involvement with brands is crucial to the overall success of …
-
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 …
Page 1 of 5