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 14 of 14 for “"brand perception"”.
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Application of Stereotypes in Marketing: Gender Cues and Brand Perception
… has examined the effects of stereotypes on brand perception and the subsequent influence on consumer purchase intention. The goal of this dissertation is to create a deeper and more cohesive understanding of stereotypes and their implications for marketing practitioners, with a particular …
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Brand Perception and Customer Retention of Small Medium Enterprises Clients Mediated by Service Quality: A Case Study of a Global Accounting Firm in Malaysia.
… addresses this practical issue by examining how brand perception influences customer retention among SME clients, with service quality acting as a mediating factor, within the context of GD Associates (a pseudonym for a global accounting firm in Malaysia). A mixed-method design was adopted. …
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Algorithmic Distribution of Applied Learning on Big Data
… techniques in DISCRN. The second work determines brand perception directly from people's comments in social media. Current techniques for determining brand perception, such as surveys of handpicked users by mail, in person, phone or online, are time consuming and increasingly inadequate. The …
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Social Identity Theory and Rebranding: The brand formerly known as Dunkin' Donuts
This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perception, specifically in Generation Z and Millennials through the lens of social identity theory. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of …
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Measuring Individual Brand Image Perceptions and Brand Reputation using Associative Networks: Theory and Implications for Consumer Goods
… of how associative networks contribute to brand image perception measurement to segment the market more effectively, as well as to demonstrate brand image impairment. Carried out using surveys and experimental designs, this dissertation is positioned as part of the research stream on the …
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Tourists’ perceptions of KwaZulu-Natal brand image and brand loyalty
This research explored tourists’ perceptions of KwaZulu-Natal (South Africa) destination brand image and brand loyalty. The researcher consulted literature (secondary data) in order to understand tourists’ brand perception issues in a tourism destination. From the literature findings, the study aim …
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Predictive analytics for inventory in a sporting goods organization
… the financial side of the business, but also on brand perception in the marketplace. Because of the impact of inventory levels on the external perception of Nike's overall financial performance, inventory management continues to be a high priority for the most senior leaders at Nike. The average …
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The impact of brand owner on consumers' brand perceptions : a development of Heider's Balance Theory
Studies have shown that the brand “owner” is very influential in positioning the brand and when the brand “owner” ceases his or her active role the brand will be perceived differently by the consumers. Balance Theory (HBT), a cognitive psychological theory, studies the triadic relationships between …
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Investigating the Marketing Strategies Implemented by Aston Martin and BMW and its Impact on Consumer Behaviour in the UK
The evaluation of the brand marketing strategies of the luxury car companies such as Aston Martin and BMW in the UK is crucial to foster more sales and increase market share. The purpose of this research was to evaluate the various marketing strategies that could be followed by the marketing …
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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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The impact of animosity, ethnocentrism, religiosity and service performance on Saudis’ attitude towards airline services
… that consumer animosity can significantly affect brand perception and loyalty, particularly in markets undergoing transformation (Odeh, 2015). Including service performance as a moderator was influenced by its critical role in shaping consumer experiences and perceptions of airline services. The …
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Impact of Brand Crises on Brand Image in the age of Corporate Social Responsibility
… of researchers and practitioners in the field of brand management due to its significant impact on brand performance. A number of studies and practical cases suggested that integrating CSR with branding strategy creates a number of benefits to the brand and its stakeholders mutually. CSR has been …
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Global versus local brands in South Africa: an empirical analysis of consumer perceptions
Global brands are increasingly expanding their footprint to developing countries, due to the promising opportunities that these countries hold; and as such, consumers are faced with the decision between global and local brands. In South Africa too, there has been an influx of global brands, which …
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Desarrollar un Plan de Negocios estratégico para posicionar la marca Petra en la categoría de higiene y belleza para mascotas.
Petra es una marca que se ubica en el segmento de higiene y belleza para mascotas de la empresa Anasac Colombia la cual es originaría de Chile estrechamente vinculada con el sector agrícola; la marca Petra lleva 4 años operando en el país, contando con el respaldo de su casa matriz Anasac la cual …