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 associations"”.
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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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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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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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Understanding Explicit and Implicit U SPORTS Brand Associations Among Ontario University Student Sport Fans
… to better understand how explicit and implicit associations of the U SPORTS brand affects the brand’s meaning among Ontario university students who identify as sport fans. This research employed an interpretivist research paradigm, as well as a research lens emphasizing Verstehen. Seventeen …
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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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Pengaruh ekuitas merek terhadap keputusan pembelian mie Sedap: Survei mahasiswa Perguruan Tinggi Negeri Kota Malang
… adalah variabel persepsi kualitas. ENGLISH: Brand simplify the lives of consumers who are busy and always short of time by helping them to make choices in a very crowded market. Mie Sedaap a successful market challenger in recent years. This is evidenced by the successful capture market share …
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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, …
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Consumer evaluations of brand extensions in isolated and comparative contexts
… been the important research issue in the area of brand extensions. Prior research findings of brand extensions imply that it is important to consider whether a brand has prior associations by which consumers perceive a fit with an extension product category. A firm, however, can also provide …
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A Brand Entitativity Model: Metacognitive Coherence Surrounding the Conception of a Brand and Implications for Consumers' Judgment Processes
An established brand has many advantages in achieving communicative effectiveness (Campbell, Keller, Mick, & Hoyer, 2003). However, any negative association of an established brand is difficult to replace by marketing claims when there is a sense of coherence associated with a brand. How then can …
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Analysing generational transfer of brand loyalty in the dishwashing liquid product category, in the Western Cape Province
While the concept of brand loyalty is well-researched, qualitative studies pertaining specifically to generational transfer of brand loyalty in a South African fast-moving consumer goods context are few and far between. This study used the dishwashing liquid product category in the Western Cape …
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The effect of negative user-generated content on consumer-based brand equity : comparing brand loyal versus non-loyal customers in the luxury wine market
… UGC could have disastrous consequences for brands: One single post could easily spread like a virus, might even go viral and brand managers have no power in limiting the damage. Negative UGC contributes towards an overall negative brand perception, which harms the process of building …
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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 …