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 13 of 13 for “"Brand Preference"”.
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Brand preference for mobile phones among students at a selected higher education institution
Submitted in fulfillment of the requirements for the Degree of Master of Management Sciences: Marketing, Durban University of Technology, Durban, South Africa, 2017.
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Brand associations in the tradeshow industry: An application of the service brand preference model
… and there are many tips and benefits for branding the exhibiting companies at the tradeshows. However, there are limited resources of branding the tradeshow itself from the organizer's perspective; The purpose of this study was to examine the applicable brand preference model in the …
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The effect of supraliminal goal primes on brand preference: the mediating roles of implicit and explicit attitudes
… investigates how supraliminal goal primes affect brand preference through explicit attitude and implicit attitude and whether the effect of supraliminal goal primes and/or mood on brand preference is mediated by cognitive load. Chapter 1 develops a conceptual framework and provides a theoretical …
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To what extent does self-image affect brand preference when shopping for fast moving consumer goods (FMCG's)?: a study of the yellow fats category.
… investigating the affect of self-image on brand preference. While previous research has found that self-image does affect brand preference, much of this research has focused on high value and high involvement products. There is a significant gap in the literature, identified by Jamal and …
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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 …
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The Effect of Brand Crowding on Brand Differentiation: The Moderating Effect of Product Knowledge
Brand differentiation is a commonly examined phenomenon in marketing. Among the many antecedents of brand differentiation, brand crowding has not been examined, especially in the context of the chocolate industry. This paper proposes that brand crowding has a positive effect on brand …
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Examining women’s knowledge, health risk perceptions, beliefs and behaviours in relation to toxic chemicals commonly found in personal care and household products: a mixed-methods approach
… included price, social media, effectiveness, and brand preference. The study emphasizes enhancing women’s knowledge about PCHP health risks and the importance of safer alternatives.
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A Unified Theory of Consumer Response to Self-Concept Threat
… specifically threats that target the self-brand association. Three experiments demonstrate that threats to self-brand association lead to heightened preference for the focal brand, particularly for those most strongly identified with the brand, and that the this pursuit of the brand is an …
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Acculturation and consumer behaviour: a study of British Indians
… consumer behaviour, as indicated by their brand preferences for a range of host and ethnic products and services. The third aim of the research is to examine the relationship between demographic factors and acculturation categories.<br></br><br></br>Using a literature review as the basis, …
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The investigation of on-site sponsorship activations and consumer-focused sponsorship outcomes
… Three regression analyses were used, in which brand preference, purchase intentions, and percentage of brand awareness were used as the dependent variables, respectively, and five on-site sponsorship activations (signage, PA announcement, advertising, in-game promotion, and product …
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Two Marketing Essays: Evolution Of Attribute-Specific Preferences Through Consumer Learning And The Effect Of Gift Exchange On The Purchase Behavior
… investigates the evolution of attribute-specific preferences through consumer learning. Most extant consumer learning models allow for learning about alternative-specific preferences such as brand preference in a brand choice model. However, there exist product categories which offer many …
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An investigation into whether young teens change their clothing consumer behaviour and brand preferences after the transition from primary school (grade seven) to high school (grade eight) in the South Western Cape
… in relation to the consumer behaviour and brand preferences of young teens occurred due to this transitional period. The literature review looked at the international and South African older tween and young teen markets through market identification and characterization. The transition …
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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 …