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 12 of 12 for “"Brand association"”.
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Collateral damage: un-intended brand-association effects of American in-language Hispanic advertising on the non-Spanish speaking consumer
… exposed to TV advertisements for known American brands. Conditions manipulated ad language (English or Spanish) and the prevalence of language in the ad (High or low prevalence). Results showed that when presented with an ad in Spanish, non-Spanish speaking Americans associated the advertised …
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Pengaruh citra merek (brand image) smartphone android Samsung Galaxy terhadap loyalitas konsumen (customer loyalty): Studi pada mahasiswa UIN Maulana Malik Ibrahim Malang
… excellence. The appearance of new smartphone brands in Indonesia has made the competition in this sector become more interesting. Samsung Galaxy series which is able to compete with iPhone and iPad has become a main topic between the gadget users, thus their curiosity triggering their buying …
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Development of a scale to evaluate the branding effect of major league baseball in Taiwan
… of the present study was to develop a league brand association scale from the perspective of Taiwanese toward Major League Baseball (MLB). A mixed methods approach, including a qualitative pilot study (thought-listing and semistructured interview) and an Interne survey, was used to explore …
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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 …
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Pengaruh ekuitas merek (brand equity) terhadap keputusan pembelian konsumen pengguna sepeda motor merek Honda Beat di Kota Malang
… keunggulan kompetitifnya. Merek harus mempunyai brand equity yang kuat sehingga merek tersebut memiliki citra yang kuat pula dalam benak konsumen atau pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh variabel Brand Equity, baik secara simultan maupun parsial serta variabel mana yang …
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A Unified Theory of Consumer Response to Self-Concept Threat
… are best understood when defined by the specific associations they target. Using Greenwald and colleagues' Unified Theory of Implicit Social Cognition (2002) as a starting point, this chapter introduces two specific threat types: identity valence threat and identity strength threat, and …
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An investigation of the impact of social media brand communication on brand equity for young Chinese consumers: a study of international high street fashion brands in China
… nowadays, customers are exposed to numerous brands from across the world, and, therefore, building brand equity has become an important source of differentiation. According to Schema theory (Eysenck, 1984), communication stimuli can lead to a positive impact on consumers’ perception of a …
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Brand Associations of Minor Hockey Tournaments: Understanding the Rep Hockey Parents' Perspective
… the purpose of the study was to assess the brand associations that representative (rep) minor hockey parents from Ontario’s Greater Golden Horseshoe Region perceive as relevant when considering ideal tournaments for their child to participate in. Brand associations have been classified as …
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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 …
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The Development of a Scale to Measure Professional Sport Team Brand Associations
… to view their teams, leagues, and properties as brands to be managed, the process by which brand associations are identified and measured is still in the developmental stage. At this point in time, only a small number of empirical research studies have examined brand associations, and even less …
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Three Essays On Retail Branding, The Makings Of A Great Retail Brand: Antecedents, Outcomes, And Retailer Ad Spending Strategies
<p>Brands are valuable intangible assets with long-term benefits. In the retail industry, branding is of particular importance because of the highly competitive nature of the industry. Even though many of the important branding principles apply, retail brands are distinct from product brands. This …
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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 …