Browsing by Subject "Branding (Marketing)"
Now showing 1 - 5 of 5
Results Per Page
Sort Options
Item A multidimensional customer-based brand equity and its application to religious events: The case of Mazu(2011-12) Lin, Hsing-Hui; Yuan, Jingxue; Stout, Betty L.; Goh, Ben K.This study aimed to verify the perception of customer-based brand equity (CBBE) by measuring event brands within an integrated model and to apply brands based on visitors’ perspectives. The structural equation modeling (SEM) technique was conducted to examine the hypothesized model of which confirmatory factor analysis (CFA) served to analyze the measurement model and a theoretical model was established to examine the model fit. Questionnaires were analyzed (N = 504), results indicated that the pattern obtained a high internal consistency among all model constructs and a powerful explanation of the variance was found. Brand loyalty was based on value, which was indirectly affected, by image and quality. This information may be useful to event organizers and sponsors in branding and operating tourists’ destinations. More importantly, the brand of Taichung Mazu Event can be constructed to be a powerful tourism product that diversifies the product mix in Taichung City.Item Advertising signals as indicators of advertiser fitness(2007) Lee, Karen Elizabeth, 1957-; Leckenby, John D.A new perspective on consumer behavior is proposed using theoretical predictions developed from behavioral ecology, economics, and evolutionary psychology. These predictions pose the possibility that consumers often make choices based on mental processing heuristics evolved long before the extensive human development of the cerebral cortex, and are therefore automatic, interrelated, and non-conscious. The literature review develops theoretical platforms that suggest consumer choice may be based on signal qualities that are expected to be honest indicators of the quality of the signaler and synthesized into the concept of 'Advertiser Fitness.' The construct of Advertiser Fitness is conceived as integrated perceptions of advertiser creativity (signal style) and perceptions of perceived quality of ad production (signal quality), and is statistically validated across two product categories, cell phone services and auto insurance. In addition, Advertiser Fitness is shown to have statistically significant positive associations with traditional measures of advertising effectiveness, including Attitude Toward the Ad, Attitude Toward the Brand, and Purchase Intent. The interrelated constructs of Perceived Honesty, Perceived Advertiser Status, Self-Relevance, and Potential Word of Mouth are also shown to be have statistically significant positive correlations with the Advertiser Fitness construct and with the traditional measures of advertising effectiveness: Attitude Toward the Ad, Attitude Toward the Brand, and Purchase Intent. These constructs appear to be inter-related and redundant rather than having causal, linear relationships. The results suggest that observable creative dimensions of advertiser signals convey signaler (advertiser) quality. Similarly, impressions of signaler (advertiser) status are important inputs for the formation of positive consumer perceptions and are associated with measures of potential action including purchase intention and predicted word-of-mouth. This work opens a new window into understanding consumer behavior by introducing contemporary observation to evolutionary sources of motivation for behavior, and views consumer markets as dynamic ecosystems which can potentially be illuminated by better understanding and application of phenomena in natural ecosystems for consumer behavior.Item Branding "nation brand"(2007-05) Outhavong, Sounthaly, 1972-; Burns, Neal M., 1933-As a consequence of global interaction, real time news availability, consumer generated media and content, countries have become increasingly aware of their image internally and internationally. In response to this awareness, some countries have adopted advertising and marketing practices to manage their country image. A review of the literature shows that there is much room for growth on nation brand research. For example, contemporary empirical research on national character is limited in that the research tends to incorporate human personality traits to define the brand or character of countries. Since the research tradition in national character roots itself in the early to mid-20th century around the same time that human personality research is beginning to flourish, there is no surprise for the influence of using human personality traits to describe nations. Unfortunately, a nation brand is more complex than what can be explained by human personality traits. Another example of limitations in the literature are the many case studies of branding nations that do not provide sufficient empirical methods to analyze the nation brands. Contributing to this problem is the lack of consistent usage of a standard term to refer to the concept of a nation brand. To this end, this dissertation first makes an argument as to why nation brand is the appropriate name for this stream of research. Thereafter, the research and approach presented provides a definition of the nation brand hypothetical construct and investigates the underlying dimensions of that construct. This dissertation is comprised of three studies using one survey in each of them. The first two surveys are used to generate a list of stimulus countries and a list of country attributes that are used in the third survey. Qualitative analyses are applied in the first two surveys, and exploratory factor analysis is used in the third survey. The results show a reliable and interpretable 3-factor model. Conceding sampling issues and cautioning the reader to consider the results with care, the findings herein can serve as a springboard for future research in this area.Item How technological Darwinism explicates the rhetorical brand of Bill Gates(2009-12) Schaller Jr., Robert C.; Bichard, Shannon; Bradley, Samuel D.; Cummins, Robert G.; Baehr, CraigCompanies have different approaches when it comes to a brand spokesperson. In the case of Microsoft, company co-founder Bill Gates has served in that role since starting the company with Paul Allen. As the technological software market mushroomed and became a financial cog driving the domestic economic engine, Gates was out front giving speeches while launching Microsoft products. Gates gave speeches to a wide variety of audiences every year, from shareholders, politicians and business leaders to university students and computer programmers. As the computer evolved from roomsized mainframes to the personal computer, it became mobile with the laptop and wireless modems. Further, with the development of the cell phones, mobile-personal computing became something that could happen anywhere, and it is this technological Darwinism that frames the period in this study. As someone who both works in and speaks for his company, Gates had a unique challenge being associated as the face of the Microsoft brand. He also had to choose a technological rhetoric appropriate for his wide variety of audiences, from those who had little or no experience with the technology to others who were writing it for a living, or hoping to when they graduated college. Others in the audiences were legislators deciding how much to regulate the industry, while others were deciding either how much to invest of their own money or how much to invest of their own company into partnerships with Microsoft. Content analysis of Gates data gives an indication of what the Gates brand was, how well he spoke for and about Microsoft, and the themes he developed gave an indication of where his company, and his profitability, was headed in the future, and how well it kept up with the latest and most profitable technological advances.Item Interactive virtual architecture as a tool for online branding of e-stores(2004-12) Amaran, ArthiWith the internet spreading to every facet of our living, online shopping is becoming a ubiquitous phenomenon. As a result, the internet has become a new medium for branding, with brands competing to establish their online presence. Visual design of the website is the primary tool to establish this online identity for the brand. Architecture has been used as an element of branding in the traditional stores. This is seen for instance, in the design of fashion boutiques, where the architecture of the space reflects the qualities of the brand. Extrapolating this to the e-stores, we can create Interactive Virtual Architecture, a new visual design medium for Online Branding. The Virtual Architecture component will create a context, stage the product and reflect the brand in the spatial design. This will create a strong Visual Identity leading to brand recognition. The interactivity component will enable a personal interaction with the brand. This will establish its Non Visual Identity and build relationship with the customer. From these points, the thesis claims that Interactive Virtual Architecture is a new tool for Online Branding of e-stores. I will support this thesis claim by my design of an Interactive Virtual Architecture for an e-store, which is found in the accompanying CD.