I would first like to thank my tutor who offered valued and constructive advice on how to put this piece of work together. I would like to thank my family for allowing me the space to work and contributed through support for this endeavour. I would also like to thank the University for contributing significantly to my education to get me the point of being able to complete this work. Contents Contents Contents 5 Figures 7 Abstract 8 Chapter One: Introduction 9 1.1 Background 9 1.2 Aim and Objectives 10 1.2.1 Aims 10 1.2.2 Objectives 10 1.3 Research Design 11 1.3.1 Theoretical Frameworks 11 1.3.2 Purpose of the Study 12 1.4 Structure of Study 12 Chapter Two: Literature Review 14 2.1 Introduction 14 2.2 Brand 14 2.2.1 Brand Equity 15 2.2.2 Brand Mythology 18 2.2.3 Global Brand Power 20 2.2.4 Brand Extensions 21 2.3 Consumer Behaviour 23 2.3.1 Attitude Theory 25 2.3.2 Expectancy Value Theory 26 2.4 Summary 26 Chapter Three: Methodology 28 3.1 Introduction 28 3.2 Research 29 3.2.1 Research Questions 29 3.2.2 Secondary Research 30 3.2.3 Primary Research 30 3.2.4 Questionnaires/Surveys 31 3.2.5 Sampling 32 3.2.6 Pilot Study 33 3.3 Research Study 34 3.3.1 Research Subject 34 3.3.2 Data Analysis 34 3.3.3 Limitations 35 3.4 Ethics 36 3.5 Summary 36 Chapter Four: Results and Discussion 37 4.1Introduction 37 4.2 Quantitative Research 38 4.2 1 Demographics 38 4.2.2 Questionnaire Results 39 4.3 Qualitative Research 45 4.3.1 Group Interview 45 4.3.2 Observation 49 4.4 Discussion 50 4.5 Summary 51 Chapter Five: Conclusion 52 5.1 Introduction 52 5.2 Motivating Consumers 53 5.3 Decision Making Process 55 5.4 Responses to New Products 56 5.5 Reputation 56 5.6 Consumer Types 58 5.7 Consumer Attitudes 59 References 61 Appendixes 63 Appendix 1: Questionnaire 63 Appendix 2: Interview Questions 66 Figures Fig. 1 Stakeholder Journey (Fisher-Buttinger and Valaster 2003: 206) Fig. 2 Brand Extension Longevity from Originating Product (Kapferer 2008: 334) Fig 3 Male to Female Ratio compared to Male to Female Brand Buying Habits Fig. 4 Trust in a Brand Fig 5 Meaning Associated with using a Brand Name Fig 6 Comparison of Trust and Meaning of a Brand Name Abstract The following paper has been written in order to explore the nature of consumer attitudes towards brand extension. The research has been conducted through a mixed methodology with quantitative research conducted through a questionnaire format, and qualitative research conducted through both a group interview format and a period of observation on the response to brand extensions within a retail venue. The results show that while consumers wish to believe that each product is assessed purely on its own merits, the truth of their experience is that they will more likely try a new product that is brought onto the market by a trusted brand than one that has a brand name that is unfamiliar, even if it is the same product. As well, a product that merely carries a brand name, but without attributes of any of the products that are carried by that brand, will be suspect and will not have the same power. It is the conclusion of this research that a brand extension provides a powerful resource for expanding a business if done with the power and equity built by that brand in consideration of relatable attributes.
Consumer Attitudes towards Brand Extensions: Name of Candidate Newcastle University MSc International Marketing 2011 Consumer Attitudes towards Brand Extensions: Dissertation submitted in partial fulfilment for an MSc International Marketing Name of student Newcastle University MSc International Marketing Confirmation I confirm that this report is my own work and that all sources are fully referenced and acknowledged…
This research investigates the impact of brand extension on the personality of a brand and for this purpose; two companies are selected to conduct this report. One of the companies is of Caterpillar and other is of Burger King. This Impact of brand extension can be either negative or positive and this research test out the positive impact and negative impact on the brand personality.
For this, they have adopted and practiced numerous strategies for the growth and success of the brand name. In this regard, brand extension is one of the common and frequent strategies followed by several organizations. However, this paper has investigated the impact of international strategies for brand extensions upon the brand reputation and consumer innovativeness.
However, their study was subject to certain limitations. Hypotheses development Apple Inc. Characteristics: Mark From a buyer viewpoint the first component to referee the status of Report Apple labelled Inc. significant influence on buyer alternative has furthermore been established in the indicating and the publications on buyer behaviour.
Children rely on family atmosphere to assist them to interpret and understand the messages that they witness through media, peers etc. Sex education, also known as sexuality edification or sex and relations teaching, is the procedure of attaining information or developing outlooks, or convictions related to sex, or sexual distinctiveness, associations and closeness.
Lebara Mobile provides inexpensive international communication service and customised SIM (subscriber identification module) cards according to the needs of customers throughout the world. Its operations are situated in France, Australia, Switzerland, Netherlands, Germany, Spain, Denmark and the UK.
Participants. The participants in this research were 30 Iranian women (mean age =26.47 years old, sd = 2.39) living in Iran and 30 British women living in London (mean age = 27.67, sd = 3.49). Materials. An 18-item attitude questionnaire based on a Likert scale response ranging from 1 = strongly agree to 4 = strongly disagree was developed for the purpose of the study.
The transfer is one that is based on specific strategies and understandings of the corporation and creates a different level of responses with consumer perception. It is noted that there are mixed responses with brand image transfer (Aaker, 1996), specifically because of the responses with the external environment.
A total of 124 million carats of rough diamonds, which is worth of $15 billion, were excavated (AWDC, 2013). According to the industry consulting organization, Bain & Company (2013), “those stones were worth $24 billion after moving through the chain of dealers, cutters and polishers, on their way to making diamond jewellery worth $71 billion at retail”.
The study reveals that six categories are most investigated and relevant for managers: Brand Management, Brand Equity, Brand Knowledge, Brand Awareness, Brand Recall, and Brand Image. In addition, corporate sustainability and international brand management have been identified as one of the major trends for brand managers and academia.
Given the ever-growing popular concern with both the environment and the rising price of gas, the less than warm consumer reception to hybrid cars appears quite paradoxical. It is paradoxical because it was popularly assumed that the market for environmentally friendly and petrol-economical cars preceded the actual production of hybrid cars.
67 pages (16750 words)Dissertation
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