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 10 of 10 for “"brand perceptions"”.
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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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Internal factors affecting brand performance
In terms of effective branding, several recent trends have indicated the need for greater attention within the organisation than has traditionally been the case. With increased emphasis on corporate branding, the team responsible for managing a brand is becoming larger and more diverse and …
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Reading between the (party) lines : how political news is seen and shared
… of the article) versus context clues (media brands) to find that political affiliation and brand outweigh all other aspects. In the second part of this thesis, we focus on reader actions. In particular, we look at how political news stories from the same time period are shared on the social …
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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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The Strategic contribution of sport mega-events to national branding: the case of South Africa and the 2010 FIFA World Cup.
Nation branding is an emerging and contested discourse at the convergence of diverse fields such as business management, tourism, social and political sciences. Sport mega- events have previously been associated with some degree of brand-related benefits for the host nation. However, there have …
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Social Media Influencers on Consumer Behaviour: An exploratory study in the food industry in the Kingdom of Bahrain
… and word-of-mouth behaviours directly influence brand perceptions, purchasing decisions, and wider market outcomes. Businesses increasingly leverage social media influencers (SMIs) as strategic mediators to attract and engage consumers but there remains limited research concerning their role in …
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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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Priming Bush (vs. Obama) increases favorable evaluations of American brands: An intersubjective value perspective
Although the effects of iconic culture priming are well documented, it is unclear how it works. The intersubjective approach posits that a cultural icon activates intersubjective values (values that are perceived to be widely shared among others) and elevates evaluations of attitude objects that …
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The role of corporate social responsibility perceptions and perceived employer brand on organisational attractiveness
… Such non-financial offers include employer branding (EB) and corporate social responsibility (CSR). Research Purpose. The aim of the present study was to investigate the role of perceived corporate social responsibility (CSR) on employer brand and organisational attractiveness perceptions. …
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Roles of Perceptions of Reference Groups, Clothing Symbolism, and Clothing Involvement in Female Adolescents' Clothing Purchase Intentions and Clothing Behavior
… in the current study, ninth grade girls' perceptions of friends' clothing behavior, popular girls' clothing behavior, and parents' opinions concerning clothing behavior were examined for their relationship to the ninth grade girls' clothing purchase intentions and behavior. The second …