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Marca em instituições de saúde

Vaz, Carlos Alberto Pires
Fonte: Universidade do Minho Publicador: Universidade do Minho
Tipo: Dissertação de Mestrado
Publicado em //2012 Português
Relevância na Pesquisa
37.72103%
Dissertações de mestrado em Gestão de Unidades de Saúde; A marca tem hoje em dia uma importância muito grande nas estratégias das instituições. Nesta era da globalização quem conseguir trabalhar melhor a marca, com maior eficiência têm vantagens no mercado sobre os seus concorrentes. A Marca representa uma maneira de se diferenciar a oferta dos outros concorrentes, assim como também apresenta a ideia aos investidores, potenciais colaboradores ou clientes de pertencer a algo. Esta dissertação tem como tema, “marca em instituições de saúde”, o objetivo principal verificar quais são os fatores de perceção da marca envolvida na escolha de uma instituição de saúde por parte do cliente/paciente. Este estudo foi realizado numa clínica privada situada em Bragança, chamada Clínica Telmo Moreno. O trabalho realizado tem: uma revisão bibliográfica com os temas principais, marca, marca em serviço, e marca em serviços de saúde; explicar a metodologia do estudo; mostrar os resultados do estudo; discussão dos resultado; e conclusão. A pesquisa realizada foi uma pesquisa quantitativa e descritiva, que teve como objetivo classificar a relação entre as variáveis e a relação de casualidade entre fenómenos...

A gestão da marca nas micro, pequenas e médias empresas: um estudo exploratório; The brand management in micro, small and medium-sized enterprises: an exploratory study

Alves, Beatriz Sofia Pinto Tomás
Fonte: Universidade do Minho Publicador: Universidade do Minho
Tipo: Dissertação de Mestrado
Publicado em //2015 Português
Relevância na Pesquisa
37.783752%
Dissertação de mestrado em Marketing e Estratégia; A marca cumpre um duplo papel de identificação e diferenciação que pode contribuir para a lealdade comportamental e emocional dos consumidores. Tal pode produzir mais-valias para o consumidor e para a empresa. Qualquer empresa, independentemente da dimensão, pode alcançar essa série de benefícios, como a vantagem competitiva, se criar e trabalhar a marca. Esta ideia também se aplica às micro, pequenas e médias empresas (PME) que, em Portugal e na União Europeia, constituem o pilar da económica nacional e europeia, ao serem responsáveis por mais de 90% dos postos de trabalho. A investigação que versa o estudo da gestão da marca nas PME é relativamente recente, e sobretudo escassa a nível nacional. Porém, estudos anteriores demonstram que a gestão da marca não é uma preocupação das PME. Neste sentido, a presente investigação propõe conhecer a posição das PME relativamente à gestão das suas marcas. Para tal, selecionou-se o design da investigação exploratório e o método de pesquisa qualitativo. A estratégia de pesquisa é o estudo de caso que tem 11 PME como amostra. Os resultados demonstram que nas PME a marca é da responsabilidade do gestor da empresa que...

Brand mergers: Examining consumer response to name and logo design

Machado, J. C.; Lencastre, Paulo de; Carvalho, Leonor Vacas de; Costa, Patrício
Fonte: Universidade Católica Portuguesa Publicador: Universidade Católica Portuguesa
Tipo: Artigo de Revista Científica
Publicado em //2011 Português
Relevância na Pesquisa
37.82018%
It is critical to investigate reactions to the various name and logo redeployment alternatives available in the context of a brand merger. Yet research on this topic is relatively limited. This paper aims to start filling this gap in the literature, by developing a typology of the visual identity structures that may be assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative branding strategies. It uses an innovative design, which gives respondents freedom to choose their preferred solution. Results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that the logo may play a role as important as the name in a merger, ensuring consumers that there will be a connection with the brand’s past. Data also show that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. These results should guide managers in the evaluation and choice of the postmerger branding strategy.

Brand Mergers: Examining Consumer Responses to Name and Logo Design

Machado, J. C.; Lencastre, Paulo de; Carvalho, Leonor Vacas de
Fonte: Universidade Católica Portuguesa Publicador: Universidade Católica Portuguesa
Tipo: Artigo de Revista Científica
Publicado em //2011 Português
Relevância na Pesquisa
37.698872%
It is critical to investigate reactions to the various name and logo redeployment alternatives available in the context of a merger. Yet research on this topic is relatively limited. This study contributes to the literature, by developing a typology of the visual identity structures that may be assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative branding strategies. Results suggest that there is a clear preference for figurative logos, and also that the logo may play a role as important as the name, ensuring a connection to the brand’s past. Data also show that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. These results should guide managers in the evaluation and choice of the post-merger branding strategy.

Brand Mergers: Examining Consumer Responses to Name and Logo Design

César Machado, Joana; Vacas de Carvalho, Leonor; Lencastre, Paulo de
Fonte: Academy of Marketing Publicador: Academy of Marketing
Tipo: Artigo de Revista Científica
Português
Relevância na Pesquisa
37.698872%
It is critical to investigate reactions to the various name and logo redeployment alternatives available in the context of a merger. Yet research on this topic is relatively limited. This study contributes to the literature, by developing a typology of the visual identity structures that may be assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative branding strategies. Results suggest that there is a clear preference for figurative logos, and also that the logo may play a role as important as the name, ensuring a connection to the brand’s past. Data also show that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. These results should guide managers in the evaluation and choice of the post-merger branding strategy.

Brand mergers: an analysis of consumer brand identity preferences

César Machado, Joana; Vacas de Carvalho, Leonor; Lencastre, Paulo de
Fonte: Thought Leaders International Conference in Brand Management Publicador: Thought Leaders International Conference in Brand Management
Tipo: Artigo de Revista Científica
Português
Relevância na Pesquisa
48.069937%
Purpose- The purpose of this study is to investigate reactions to the various name and logo redeployment alternatives available in the context of a merger. Design/methodology/approach - This study develops a typology of the alternative visual identity structures that may be assumed in the context of a brand merger by drawing on literature review and secondary data, as well as an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative brand identity strategies. Findings – Results suggest that there is a clear preference for figurative brand logos. Furthermore, we found evidence that the brand logo may play a role as important as the name in a merger, ensuring consumers that there will be a connection with the brand’s past. Another interesting finding was that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. Originality/value – The paper uses an innovative research design which gives respondents freedom to choose their preferred solution, hence the richness of results is much greater. These results should guide managers in the evaluation and choice of the post-merger branding strategy.

Brand Discrimination: An Implicit Measure of the Strength of Mental Brand Representations

Friedman, Mike; Leclercq, Thomas
Fonte: Public Library of Science Publicador: Public Library of Science
Tipo: Artigo de Revista Científica
Publicado em 24/03/2015 Português
Relevância na Pesquisa
37.74744%
While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging) belong to a target brand or not. Signal detection theory (SDT) is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand’s elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior...

Information Acquisition Behavior in Brand Choice Situations

Jacoby, Jacob; Szybillo, George J.; Busato-Schach, Jacqueline
Fonte: Oxford University Press Publicador: Oxford University Press
Tipo: Artigo de Revista Científica Formato: text/html
Português
Relevância na Pesquisa
37.41224%
A behavioral process methodology was utilized to examine the amount and type of information acquired by consumers from package panels prior to making purchase decisions. Consumers selected few information dimensions from larger information arrays, with brand name and price most frequently selected. Less information was selected when brand name was available, perhaps because brand name serves as information “chunk” in consumer decision-making.

Brand Congruence in Interpersonal Relations: A Social Network Analysis

Reingen, Peter H.; Foster, Brian L.; Brown, Jacqueline Johnson; Seidman, Stephen B.
Fonte: Oxford University Press Publicador: Oxford University Press
Tipo: Artigo de Revista Científica Formato: text/html
Português
Relevância na Pesquisa
37.55377%
Previous studies dealing with the notion of brand congruence suffer from questionable methods of group determination, suspect demonstrations of brand congruence effects, and inadequate attention paid to types of social relation. To overcome these shortcomings, the present study uses graph-theoretic social network techniques to examine interpersonal relationships and brand choice behavior in natural environments. The brand choices of individuals in a social relationship were compared to those of unrelated individuals across various products, types of social relation, and types of basic sociological structure (dyad, clique, and 2-plex). While significant brand congruence effects were obtained, they were clustered in a few products mediated by types of social relation. Conspicuousness of the product, as traditionally defined, was found to be insufficient to account for these findings.

Disentangling preferences, inertia and learning in brand choice models

Shin, Sangwoo (1973 - ); Horsky, Dan
Fonte: University of Rochester Publicador: University of Rochester
Tipo: Tese de Doutorado Formato: Number of Pages:ix, 70 leaves
Português
Relevância na Pesquisa
68.08933%
Thesis (Ph. D.)--University of Rochester. William E. Simon Graduate School of Business Administration, 2008.; The forces that influence a consumer in brand choice: preferences, experiences, and marketing mix have been of great interest to marketing scientists. The vast literature based on static survey data points to consumers using multi-attribute utilities in making a choice. At the same time the vast literature of scanner panel data based studies points to the existence of state dependence (in various functional forms) in brand choices in frequently purchased product markets. Using a unique dataset that contains stated preferences (survey) and actual purchase data (scanner panel) for the same group of consumers I attempt to untangle the effects of preference heterogeneity and state dependence, and to determine the exact nature of the latter. I propose a hierarchical model in which consumers within the same product category are heterogeneous in the order of the brand choice process and its parameters as well as in their preferences and responsiveness to marketing mix. The proposed model is designed to encompass side by side three different types of consumer experience based behavior: zero-order, inertia and learning. Two sources of state dependence...

Intrapersonal variation in consumer susceptibility to normative influence: toward a better understanding of brand choice decisions

Orth, U.; Kahle, L.
Fonte: Heldref Publications Publicador: Heldref Publications
Tipo: Artigo de Revista Científica
Publicado em //2008 Português
Relevância na Pesquisa
47.98865%
The authors examined intrapersonal variation in consumer susceptibility to normative influence as a key mediator of wine brand choice. On the basis of a consumer sample, the authors found that individual values and social identity complexity affect consumer susceptibility to normative influence with downstream effects on (a) which brand benefits consumers desire in wine and (b) choice. Individuals higher on internal values and with more complex social identities were less susceptible to normative influence and placed less emphasis on social brand benefits. Separate examinations of consumption scenarios with and without salient reference groups showed that reference group salience interacts with personal values and social identity complexity in affecting consumer susceptibility to normative influence, which in turn affects which brand benefits consumers desire and consequently choice.; Ulrich R. Orth, Lynn R. Kahle

Estudio de las percepciones de los usuarios de telefonía hacia la empresa pionera en el mercado y las seguidoras

García de los Salmones Sánchez, María del Mar; Rodríguez del Bosque Rodríguez, Ignacio Alfredo
Fonte: Escuela Superior de Gestión Comercial y Marketing Publicador: Escuela Superior de Gestión Comercial y Marketing
Tipo: info:eu-repo/semantics/article; publishedVersion
Português
Relevância na Pesquisa
37.76213%
RESUMEN. El presente trabajo trata de analizar las diferencias de imagen percibidas por los usuarios de teléfonos móviles hacia las empresas operadoras teniendo en cuenta su orden de entrada en el mercado. Apoyándonos en la literatura existente y los estudios empíricos realizados sobre las ventajas de la empresa pionera frente a las seguidoras, se proponen un conjunto de hipótesis a contrastar en el mercado de la telefonía móvil, centradas en la medida de la preferencia, reconocimiento e imagen de cada una de las empresas. Por otra parte, se utiliza un modelo de elección discreta para identificar los atributos de imagen de mayor peso en la elección y el valor de marca de las empresas, algo que permite profundizar en el comportamiento de compra de los usuarios del servicio móvil; ABSTRACT. The objective of this paper is to analyse how mobile phone users have a different perceived image of operator companies, taking into consideration the order of entry in the market. With support from existing literature and a series of empirical studies about the advantages of the pioneer brand over the follower companies, we propose several hypotheses to be contrasted in the mobile phone market. These hypotheses measure the preference...

Behavioural loyalty towards store brands

Labeaga, José M.; Lado, Nora; Martos Partal, Mª de las Mercedes
Fonte: Elsevier Publicador: Elsevier
Tipo: info:eu-repo/semantics/acceptedVersion; info:eu-repo/semantics/article Formato: text/plain; application/pdf
Publicado em /08/2007 Português
Relevância na Pesquisa
37.558643%
This paper applies a consumer brand choice model to measure store brand (SB) loyalty. The aim of this paper is to examine whether SB loyalty is different across categories, and we focus on risk perception as an explanatory variable. The model is estimated using ACNielsen Spanish household scanner panel data on two laundry detergent categories over a 2 year period for more than 1107 households. Loyalty, price, socio demographics and shopping behaviour variables are included. The discrete choice model formulation is the logit model; This research was supported by Ministerio de Educación y Ciencia Dir. Gral. de Investigación, Grant SEJ2004-00672

Evaluating the impact of a loyalty program on brand loyalty : can loyalty programs produce deviations from established 'Dirichlet' patterns of repeat-purchase? / Byron Malcolm Sharp.

Sharp, Byron Malcolm
Fonte: Universidade de Adelaide Publicador: Universidade de Adelaide
Tipo: Tese de Doutorado Formato: 282648 bytes; application/pdf
Publicado em //1999 Português
Relevância na Pesquisa
47.29093%
Evaluates an intervention in the marketplace. Examines the impact of a loyalty program on brand loyalty in a series of seven studies/replications across two countries and five product categories. Supports the use of Dirichlet norms to assess the impact of marketplace interventions, or at least loyalty initiatives. The comparisons against Dirichlet predictions seemed to work as expected in being able to show the impact, or lack of impact, of these marketing interventions. Provides a methodological and analytical framework for further studies of this kind.; Thesis (Ph.D.)--University of Adelaide, Graduate School of Management, 2000?; Bibliography: leaves 134-145 and 157-158.; 158 leaves ; 30 cm.; Title page, contents and abstract only. The complete thesis in print form is available from the University Library.

The Interrelationships Between Brand and Channel Choice

Neslin, Scott; Jerath, Kenshuk; Bodapati, Anand; Bradlow, Eric T.; Deighton, John Anthony; Gensler, Sonja; Lee, Leonard; Montaguti, Elisa; Telang, Rahul; Venkatesan, Raj; Verhoef, Peter C.; Zhang, Z. John
Fonte: Springer Publicador: Springer
Tipo: Artigo de Revista Científica
Português
Relevância na Pesquisa
37.698872%
We propose a framework for the joint study of the consumer's decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search process, the choice process, and consumer learning. We develop research questions within each of these areas. We then discuss methodological issues pertaining to the use of experimentation and econometrics. Our framework suggests that brand and channel choices are closely intertwined, and therefore studying them jointly will reveal a deeper understanding of consumer decision making in the modern marketing environment.

Modelo de estimação de Brand Equity

Oliveira, Marta Olívia Rovedder de
Fonte: Universidade Federal do Rio Grande do Sul Publicador: Universidade Federal do Rio Grande do Sul
Tipo: Tese de Doutorado Formato: application/pdf
Português
Relevância na Pesquisa
48.101724%
Embora haja um consenso sobre a importância do valor da marca, um modelo de estimação único e uniformemente aceito ainda não surgiu, nem na perspectiva baseada no cliente ou consumidor nem na perspectiva da firma ou financeira. Assim, os profissionais de marketing ainda são desafiados a estimar o valor da marca. Além disso, é importante para a construção de um modelo de estimativa de valor da marca detectar as percepções dos consumidores e também apresentar uma estimativa monetária do valor da marca, satisfazendo às exigências de financistas, contabilistas e acionistas empresariais. A maioria dos modelos de valor da marca baseado no consumidor existentes não oferece uma estimativa monetária do valor da marca e muitos modelos de valor da marca baseado na firma não observam as percepções dos consumidores. A maioria deles não avalia o desempenho das marcas em futuros períodos de tempo. Esta pesquisa desenvolveu um modelo que permite estimar o valor da marca observando as probabilidades de escolha (manutenção ou troca) de marca pelos consumidores, com a aplicação da Matriz de Troca Markov. A matriz de troca de marca foi estimada por um estudo transversal, utilizando um modelo de escolha logit, analisando todas as marcas competidoras no mercado. Esta pesquisa também investigou o valor monetário da marca...

Tailored type: Studying the effects of typography in clothing brand personalities

Yu, Rita
Fonte: Rochester Instituto de Tecnologia Publicador: Rochester Instituto de Tecnologia
Tipo: Tese de Doutorado
Português
Relevância na Pesquisa
37.55377%
Understanding how typography influences consumer perception and brand reception is important to successfully employ typographic strategies that positively influence consumers. Utilizing typography to effectively express the intended meaning through text and perception requires extensive thought and skill. The purpose of this thesis was to examine whether specific typefaces used for clothing brands deliver particular brand personality traits. An online survey investigating this relationship between typography and clothing brand personality was created and made available to voluntary participants. A total of 251 usable data sets were collected and statistically analyzed. The findings of this study provided an insight on the association between the choice of a typeface, brand personality, age, gender, and knowledge of typography. More specifically, this study found that perceived typeface personalities were influenced by age and gender, but were not affected by the knowledge of typography. The results were also used to develop an interactive website that helps designers choose typefaces that express the intended message and appeal to their target audience. The Tailored Type website provided a unique, clear, and easy to follow guide for designers as well as marketers. Tailored Type Website: www.ritayu.com/thesis/index.html

Exploring the role of employer brand equity in the labour market: differences between existing employee and job seeker perceptions.

Alshathry, Sultan
Fonte: Universidade de Adelaide Publicador: Universidade de Adelaide
Tipo: Tese de Doutorado
Publicado em //2015 Português
Relevância na Pesquisa
37.661997%
In recent years, companies in developed markets have faced challenges in securing and retaining high-quality employees as a result of aging workforces and skills and labour shortages. To address this challenge, some organisations have developed employer branding programs aimed at building employer brand equity (EBE) in the labour market so the organisation will become an employer of choice (EoC). Traditionally, the branding concept has been used for building brand equity in order to acquire and retain customers. The adaptation of this marketing concept to the field of HR management has been widely accepted among scholars and practitioners; however, the effects of EBE in the labour market remain unclear because of a lack of empirical evidence. Employer branding has two audiences—externally it targets potential employees and internally it is directed towards employees. The majority of studies have focused on the external effects of employer branding, which raises the question of whether EBE has the same effect for job seekers and employees. The aim of this study is to provide an understanding of what drives EBE and to what extent it affects job seekers and employees. The main assumption in employer branding is that employer brands play a similar role to brands in a traditional consumer context. Therefore...

Multi-brand strategy as innovation factor in reselling new cars; A estratégia multimarcas como um fator de inovação em revenda de veículos novos

Popadiuk, Silvio; UPM - Universidade Presbiteriana Mackenzie; Meinert, Carlos Renato; General Motors
Fonte: Universidade Federal de Santa Catarina Publicador: Universidade Federal de Santa Catarina
Tipo: info:eu-repo/semantics/article; info:eu-repo/semantics/publishedVersion; Formato: application/pdf
Publicado em 01/01/2007 Português
Relevância na Pesquisa
37.41224%
The vehicle marketing channel in Brazil remains stable since its introduction. Its main characteristics are dealers representing only one brand, acting in exclusive areas and being responsible for selling new vehicles, technical support, repair and reselling genuine parts. This study examines the case of a dealer that represents three different brands in the same location. This kind of model innovates the market and indicates that the Brazilian dealers can adapt to the same rules alike the ones adopted by the Europeans in 2002, when it was allowed to dealers to represent more than one brand and to choose to be just dealers and / or provide technical support in the location of their choice. This dealership model shows to be viable due to its particularities. It represents three brands by the same company. In order to this example be implemented by other groups in Brazil, it would be necessary to occur a similar situation the one occurred by United Auto, or a change in the legislation in Brazil.; A estrutura do canal de distribuição de veículos automotores no Brasil permanece estável desde sua origem. As concessionárias que representam somente uma marca atuam em áreas exclusivas e são responsáveis por venderem veículos novos...

Consumer Behavior analysis: the case of brand choice

Foxall, Gordon R.; Oliveira-Castro, Jorge M.; UnB - Brasília - DF; James, Victoria K.; Cardiff University, Wales, UK; Schrezenmaier, Teresa C.; Cardiff University, Wales, UK
Fonte: Revista Psicologia: Organizações e Trabalho Publicador: Revista Psicologia: Organizações e Trabalho
Tipo: info:eu-repo/semantics/article; info:eu-repo/semantics/publishedVersion; Formato: application/pdf
Publicado em 03/11/2008 Português
Relevância na Pesquisa
67.82018%
Cognitive theories have dominated the field of consumer behavior for the last decades. However, the observed lack of consistency between attitudes and behavior has suggested the need of investigating more thoroughly situational and behavioral variables. Consumer behavior analysis can be viewed as an alternative theoretical approach that emphasizes situational variables and measures of behavior. Within consumer behavior analysis, the Behavioral Perspective Model (BPM) interprets consumer behavior as occurring at the intersection of the individual’s learning history and the consumer setting, which signals utilitarian and informational consequences associated with consumption-related responses. Utilitarian consequences are mediated by the product or service and are related to its functional benefits. Informational consequences are social, mediated by other people, and are related to feedback upon consumers’ behavior, such as social status and prestige. In the present paper, as an example of the type of research inspired by the BPM, investigations on consumers’ patterns of brand choice are described, which have been able to identify, among other things, how consumers’ brand repertoires are formed and how brands are selected within those repertoires. Taken together...