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 attitude"”.
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The Impact of Brand Attitude on Chinese Students’ Private University Choice in the Context of Social Media
… investigated the main influencing factors of brand attitudes in Chinese private universities. At the same time, the study discussed how to actively use social media tools to enhance the brand marketing capability of private universities. Purpose: The purpose of this study is to gain a deeper …
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An empirical investigation of how the impact of the four self-congruity types on brand attitude varies depending on an individual's self-construals, cosmopolitan and local orientaion.
… types (actual, ideal, social, ideal social) on brand attitude. A widely used practice among marketers focuses on communicating the notion that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the …
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Playing for a Good Cause: Investigating Consumer Perceptions of Sport Brands in Cause-Related Marketing Campaigns
… Content Model (Fiske, Cuddy, & Glick, 2007) the brand processing model (MacInnis & Jaworski, 1989), and brand image transfer (Simonin & Ruth, 1998), the author aimed to advance the study of cause-related marketing (CRM) strategy by (1) investigating brand traits (i.e., perceived warmth, perceived …
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In My Football Era: Exploring the Impact of Parasocial Interactions in Shaping Football Viewership and Attitudes Among Swifties
… interaction on the development of endorsed brand attitudes by looking at the effects of parasocial interactions between Taylor Swift fans who were influenced to watch her appearances at NFL games during the 2023-2024 season. Using the Dual Entertainment Path Model (Hung, 2014) as a framework …
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A causal structure analysis of advertising effects on attitudes toward foreign brands
… structure of advertising effects on consumers' attitude toward foreign brands in an advertising situation. The objectives of the study were to investigate effects of various factors regarding advertising, country perceptions and product on brand attitude, and to identify the causal mechanisms …
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Komunikacijos socialiniuose tinkluose įtaka kliento požiūriui ir ketinimams pirkti (Telia Lietuva atvejis) /
… social media communication impact on customer attitudes towards a company and purchase intentions. This bachelor thesis consists of three main parts: the analysis of scientific literature, research methodology and analysis of the research results. Thesis is concluded with conclusions and …
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Sent to You by Someone Who Thinks You're Beautiful: The Effects of Regulatory Focus, Personal Involvement, and Collective Efficacy in a Social Marketing Campaign
This study examined attitudes and behavioral responses to a social marketing campaign's video messages. Independent variables in the study were the regulatory framing of the campaign message, personal involvement, and collective efficacy. Results revealed main effects of both collective efficacy …
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The impact of advertising controllable elements on consumers' attitude towards the advertisement, brand and purchase intention
… by communicating their value proposition for brand differentiation, swaying consumer perception of fuel as a low involvement commodity with no difference in quality, and ultimately influencing their attitudes and behaviour. Fuel companies can take advantage of the advertising elements that …
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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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Evaluating the influence of corporate social responsibility on brand reputation in the mining industry: a case study of Exxaro's Grootegeluk mine
… stakeholders, as well as enhancing and building brand reputation. The purpose of this study is to evaluate the impact of CSR on the mining industry's brand reputation. The study links the CSR efforts of Exxaro‘s Grootegeluk Mine and their ability to enhance the mine‘s reputation in areas of …
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Evaluating the influence of corporate social responsibility on brand reputation in the mining industry: a case study of Exxaro's Grootegeluk mine
… stakeholders, as well as enhancing and building brand reputation. The purpose of this study is to evaluate the impact of CSR on the mining industry's brand reputation. The study links the CSR efforts of Exxaro‘s Grootegeluk Mine and their ability to enhance the mine‘s reputation in areas of …
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ASMR in advertising and its effects : the moderating role of product involvement and brand familiarity
… ASMR in advertising on viewers’ positive affect, attitudes and purchase intentions. Furthermore, the study investigates the moderating effects of product involvement and brand familiarity with ASMR ads. The findings reveal that ASMR ads promote a higher positive affect and more favorable attitude …