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 17 of 17 for “"brand trust"”.
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The role of brand trust within related and unrelated brand extension activities : a consumer perspective
The research examines the structure of consumer-brand `trust', and the concept's role within brand extension evaluation decisions, an association largely neglected within existing consumer brand extension literature. A review of the literature, which covered the interpersonal relations, psychology, …
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Consumer Evaluation of a Vertical Brand Extension in the Lodging Industry: Relationships among Brand Trust, Band Loyalty, Brand Distance, and Brand Extension
Vertical brand extensions have been used as popular strategies in the lodging industry. Research on brand extension that is related with brand trust and brand loyalty has been useful in making brand extensions successful. However, previous research focused on aggregated relationships among brand …
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The impact of branding on support intentions towards supported social enterprises: The case of The Big Issue South Africa
… the value in managing their organisations as brands. However, SSEs should remain aware of distinguishing their marketing from corporate brands. Past literature revealed that organisations which behave socially responsibly elicit more positive attitudes from consumers. Thus, SSEs adopting …
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More than Just Words. How the Communication Style Adopted by Brands Affect their Relationships with Consumers
… has been to examine how specific aspects of brand communication style affect the ways in which relationships between brands and consumers form and evolve. A central research question has guided this dissertation: How, when, and why does the style of communication employed by a brand affect …
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The influence of SMS advertising on online brand equity among students in the UK
… in the mobile industry, more and more brands are sending their advertising messages using consumers’ mobile phones. This growing interest is reflected in their allocated marketing budgets and expenditures, which shows that digital marketing and especially mobile advertising is booming. …
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MODELLING THE ANTECEDENTS THAT INFLUENCE BRAND INNOVATIVENESS, AGE AND PERSONAL INNOVATIVENESS IN SOCIAL COMMERCE SHOPPING BEHAVIOUR
… innovativeness on the relationship between brand innovativeness and customer-based brand equity among South African social commerce users, aged from 18 to 55 years, of all ethnicities. The conceptual model of the study proposes that the moderating effect of personal innovativeness and age …
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Examining the antecedents and consequences of private label brand consumers’ value co-creation behaviour and customer engagement: a study within the context of retailing in the United Kingdom
… risk, product quality, corporate image, brand image, emotional value, and brand attachment influence value co-creation behaviour and customer engagement. It also examines how customer engagement impacts brand loyalty, participation, word-of-mouth, and trust. Despite extensive research on …
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What's Cool? Examining Brand Coolness And It's Consequences
… in the context of marketing of specific brands or product categories. The focus of this dissertation is to build the first theory driven and psychometrically sound measure of a brand's level of coolness in the form of a brand coolness index (BCI). The concept of cool as it applies to …
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Point-of-sale demand forecasting
… which in turn affect revenue, profitability, and brand trust. Potential root causes for demand fluctuations have included: -- Erratic customer behavior, including unplanned promotional events, allocation of open-to- buy dollars for futures (i.e., contract) versus replenishment (i.e., AA), and …
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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.
… often switch providers in search of value, trust, and service quality. This study 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 …
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Brand Defence: Consumers’ Word-of-Mouth Behaviour Towards a Loved Brand
… doctoral research was to ‘critically explore brand love and brand defence in consumer-brand relationships by considering the question: can consumers go beyond positive word-of-mouth, and/or brand advocacy to defend their loved-brands against criticism?’ In achieving the research aim, the study …
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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 Role of Communication in Marketing Brand Identity Change: A Case Study of the UAE SMEs
… a dominating form of business. Most research in branding is related to big organizations and there is little research about brand change management in SMEs. Thus, brand change management has recently become a subject of interest in the UAE SMEs, due to the rapidly transforming business …
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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 …
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An examination of the influence of religious beliefs and brand love on brand loyalty, word-of-mouth and purchase intention in the Islamic market: A study of consumers’ perceptions in the context of the retailing sector in Saudi Arabia
… religious beliefs as a new antecedent to brand love, and proposes a new construct, that of Islamic brand love. Brand love as a construct has been linked with different constructs such as brand loyalty, brand trust, brand likeability, brand commitment and word-of-mouth (Albert and Merunka, …