...University of Halmstad School of Business and Engineering “Master of Science in International Marketing” Master’s degree level Dissertation Assessing Youth’s Buying Behaviour towards Sports Shoes (A Case Study of Nike) Dissertation in “International Marketing”, 20 Swedish credits (30 ECTS) Author: Srungaram Narsimha Vamshi Krishna Supervisor: Venilton Reinert Professor: Svante Andersson S.S.No. 810609-3035 Contents Pg No. 0 Acknowledgement Abstract 1. Introduction and background 2. Purpose of the study 3. Literature review a. Types of consumer’s buying decision behavior b. Complex buying behavior c. Dissonance d. Variety 4. The buying decision process a. Introduction of buying decision process b. The buying decision process c. Evaluation of alternative d. Purchase decision e. Post purchase behavior 5. Theoretical frame work a. Consumer involvement theory 6. Consumer behavior models a. Introduction and Intergradations of three models b. Hierarchy needs of consumer behavior model c. Consumer behavior model d. Lens model 8. Nike’s Introduction (Nike’s Case Studies) a. Financial performance b. Employees c. Contract factories d. Nike branding 9. Methodology of the Study a. Introduction b. Method c. Types of research d. Research approach e. Population and sample f. Instrument to collect the data g. Research validity and reliability 10. Analysis of the study a. Graphical analysis 3 4 4 8 8 10 10 10 11 10 10 11 11 12 12 12 12 14 14 15 16 18 19 19 20 20...
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...7 ANALYZING THE AUTHOR’S PURPOSE AND TECHNIQUE he writer’s overall purpose determines the techniques he or she uses. The writer’s reason for writing a particular article or book may be manipulative, as in propaganda or advertising, or may be more straightforward, as in informative writing. In either case, understanding the writer’s underlying purpose will help you interpret the context of the writing. It will also help you see why writers make the decisions they do—from the largest decisions about what information to present to the smallest details of what words to use. The chapter concludes with instructions on how to write an analysis of purpose and technique. This kind of rhetorical analysis will provide the perspective required to keep you from being pushed by words in directions you don’t want to go. T 103 104 Part 1 Writing About Reading The Writer's Purpose Insofar as people know what they are doing, they plan their actions to achieve their purposes. Someone who selects the purpose of being rich will design and carry out a set of actions, legal or illegal, to gain the desired wealth. A person who wants to gain great wisdom will design an entirely different life course. Writers, whether they want most to be wealthy or wise, have specific purposes they hope to achieve by any piece of work. If they are skilled writers—that is, in control of what they write—they design each aspect of what they are writing to achieve their purpose. Being aware of the writer's...
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...newest hot spot. The theme is an ancient Roman bathhouse, and so, in addition to the normal nightclub features—thumping bass, low tables, dim lighting—there s the distracting aspect oftwo scantily clad women pertbrmltig a risqué bathing routine, complete with damp sponges and music. It's a strange setting for an interview^^specially for an intcr\'iew with Hsieh (pronounced Shay). He's a thoughtfi.il, low-key fellow who seems out of place in such a louche setting. Indeed, he seems oddly oblivious to his surroundings, MAY2009 INC. 67 EVERYBODY LOVES ZAPPOS which makes sense, given that he runs what is arguably the customers feel really, really good. This is not because Hsieh is a decades most innovative start-up, Zappos.com. Hsieh helped nice guy (though he is a very nice guy), but because he has start Zappos in 1999 as an online shoe store, and the company decided that his entire business revolves around one thing: haphas since expanded to all manner of goods. Zappos booked $1 piness. Everything at Zappos serves that single end. Other busibillion in gross sales in 2008, 20 percent better than the year ness innovators work witb software code or circuit boards or molecular formulas. Hsieh prefers to work...
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...Faculty & Research Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value by P. Chandon 2003/19/MKT Working Paper Series Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon* INSEAD March 2003 * Pierre Chandon is Assistant Professor of Marketing at INSEAD, Boulevard de Constance, 77300 Fontainebleau, France. Tel: +33 (0)1 60 72 49 87, e-mail: pierre.chandon@insead.edu. Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image), brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques. Once you know what you want to measure, it is important to look at the original sources cited to understand how to properly use these techniques. Keller’s (2003) excellent book also provides detailed information on each concept and its measurement. 1. Brand knowledge Brand knowledge refers to brand awareness (whether, and when, consumers know the brand) and brand image (what are the associations that consumers have with the brand) (Keller 2001). The different dimensions of brand knowledge can be classified in a pyramid (adapted from Keller 2001), in which each lower-level element provides the foundations of the higherlevel...
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...A cross-national validation of the consumer-based brand equity scale Isabel Buil Department of Economy and Business Studies, University of Zaragoza, Zaragoza, Spain Leslie de Chernatony Birmingham Business School, The University of Birmingham, Birmingham, UK, and ´ Eva Martınez Department of Economy and Business Studies, University of Zaragoza, Zaragoza, Spain Abstract Purpose – This study seeks to investigate the measurement invariance of the consumer-based brand equity scale across two samples of UK and Spanish consumers. Design/methodology/approach – Brand equity was conceptualised as a multi-dimensional concept consisting of brand awareness, perceived quality, brand associations and brand loyalty. To test the brand equity scale cross-nationally a survey was undertaken in the UK and Spain. Measurement invariance was assessed using multi-group confirmatory factor analysis. Findings – The brand equity scale was invariant across the two countries. Results show that the consumer-based brand equity scale has similar dimensionality and factor structure across countries. In addition, consumers respond to the items of brand equity in the same way, which allows meaningful comparison of scores. Research limitations/implications – Future research could examine the cross-national generalisability of the brand equity scale using other countries’ products and services. Practical implications – Given that the brand equity scale is invariant across countries, researchers and international...
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...Unit 1: Brand Made in Europe Almost every fashion label outside the top luxury brands is either already manufacturing in Asia or thinking of it. Coach, the US leather goods maker, is a classic example. Over the past five years, it has lifted gross margins1 from 55 per cent to 71 per cent by manufacturing solely in low-cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its last company-owned plant, and now outsources all its products. Burberry has many Asian licensing arrangements2. In 2000 it decided to renew Sanyo's Japanese licence for 10 years.This means that almost half of Burberry's sales at retail value will continue to be produced under licence in Asia. At the same time, however, Japanese consumers prefer the group's European-made products. Sanyo is now reacting to this demand for a snob3 (a) thích làm sang alternative to the Burberry products made in its factories across Asia by opening a flagship store4 in Tokyo's Ginza, where it sells Buberry imported from Europe. In interviews with the FT, many executives say the top luxury brands will continue to be seen, particularly in Asia, as European .Domenico De Sole, who is to step down next year from chief executive of Gucci, the Florentine fashion and leather goods group, says: "The Asian consumer really does believe - whether it's true or not - that luxury comes from Europe and must be made there to be the best. Serge Weinberg, chief executive of Pinault Printemps Redoute, which controls Gucci...
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...INTRODUCTION You’re at home, watching your favourite sports team, when you begin to notice something: Every time the camera zooms in on the coach for his reaction to a play, there’s always the same group of people wearing the same t-shirts sitting directly behind the bench. Then it hits you—they’re promoting a brand -- one that hasn't officially sponsored the game. It refers to a situation in which a company or product seeks to ride on the publicity value of a major event without having contributed to the financing of the event through sponsorship. What Is Ambush Marketing? Ambush marketing is when a company that hasn’t paid to be a sponsor of an event, gets free publicity by unofficially communicating their brand in places where spectators, cameras or reporters will see them. By purchasing sponsorship, a sponsor seeks to attract the attention that an event generates to its own product. In a typical sponsorship arrangement, a sponsor purchases the sponsorship property rights and does further promotion to draw attention to itself. In “ambush marketing,” another company, often a competitor, intrudes, thereby deflecting attention to itself and away from the sponsor. The term was initially coined to describe the activities of a company that associated itself with an event without paying the requisite fee to the event owner. McKelvey describes it as “a company’s intentional effort to weaken or ambush its competitor’s official sponsorship. It does this by engaging in promotions...
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...INTERNATIONAL JOURNAL OF MANAGEMENT, BUSINESS, AND ADMINISTRATION VOLUME 15, NUMBER 1, 2012 Power and Leadership: An Influence Process Fred C. Lunenburg Sam Houston State University ABSTRACT Power is the ability to influence others. One of the most influential theories of power comes from the work of French and Raven, who attempted to determine the sources of power leaders use to influence others. French and Raven identified five sources of power that can be grouped into two categories: organizational power (legitimate, reward, coercive) and personal power (expert and referent). Generally, the personal sources of power are more strongly related to employees’ job satisfaction, organizational commitment, and job performance than are the organizational power sources. One source of organizational power—coercive power—is negatively related to work outcomes. However, the various sources of power should not be thought of as completely separate from each other. Sometimes leaders use the sources of power together in varying combinations depending on the situation. A new concept of power, referred to as “empowerment,” has become a major strategy for improving work outcomes. What comes to mind when you think of the term “power”? Does it elicit positive or negative feelings? In both research and practice, power has been described as a dirty word. Consider the Enron scandal (McLean & Elkind, 2003). Certainly it is easy to think of leaders who have used power for...
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...CHAPTER 1 The importance of understanding consumer behaviour CHAPTER CONTENTS Introduction Defining Consumer Behaviour Consumer Behaviour in Context Consumer Behaviour and the Marketing Mix Consumers and Relationship Marketing Consumers and Marketing Planning Antecedents of Consumer Behaviour Neuroscience Psychology Sociology Summary Key points Review questions Case study revisited: Pizza Case study: Center Parcs Further reading References LEARNING OBJECTIVES After reading this chapter you should be able to: Explain how the study of consumer behaviour has evolved. Show how consumer behaviour relates to marketing decision-making. Explain why relationships are harder to establish in business-to-consumer situations than in business-to-business situations. Describe the scope and nature of psychology and sociology. Describe the scope and nature of anthropology. Describe the relationship of economics with the study of consumer behaviour. Explain the role of exchange in improving people’s welfare. Explain how the terms ‘luxury’ and ‘necessity’ relate to consumer behaviour. Introduction Customer Someone who makes the decision to buy a product 01-Blythe-Ch-01-Part-1.indd 3 Every day we buy things. We exchange our money for goods and services, for our own use and for the use of our families: we choose things we think will meet our needs on a day-to-day basis, and we occasionally make buying decisions which will affect our lives for ...
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...Emotional Intelligence 8 Importance to Leadership 9 How to Improve Emotional Intelligence 9 Conclusion 10 LEADERSHIP SELF BRANDING 11 Introduction 11 Brand and Branding 11 Personal Branding 12 Personal Branding Process 12 The ‘Domain’ Principle 14 Factors and Qualities used in Personal Branding 14 Leadership branding 16 Leadership Brand Definition 16 Leadership Branding Concepts 17 Building a Leadership Brand 18 Principles Used in Building Strong Leadership Brands 19 Challenges of Leadership Self Branding 19 Conclusion 20 References 21 EMOTIONAL INTELLIGENCE Introduction In the past decade, emotional intelligence has generated an enormous amount of interest both within and outside the field of psychology. It brings together the fields of emotions and intelligence by viewing emotions as useful sources of information that help one to make sense of and navigate the social environment. Emotional intelligence is powerful, and at times more powerful, than IQ in predicting success in life. This paper explores the power of emotions and various pillars of emotional intelligence. It will also discuss how Emotional intelligence has evolved over time. Defining Emotional Intelligence Emotion is defined as the state of feeling, including physiological and cognitive states, that conveys information about relationships. Intelligence is a single,...
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...Impact of Celebrity Endorsements on Brand Image Debiprasad Mukherjee* August 2009 * Debiprasad Mukherjee is a Business Process Management Consultant in IT Telecom domain. He has experience of working with Siemens, IBM, and Tech Mahindra in India and abroad. He holds Post graduation in Management from Indian Institute of Social Welfare & Business Management, India and Bachelor in Technology in Electrical Engineering. His areas of interest are Brand Management, Consumer Behavior, Advertisement, Customer Relationship Management, Data Warehousing, Business Intelligence, Master Data Management etc. Email:- debiprasad.mukherjee@techmahindra.com / debiprasad.mukherjee@gmail.com Contact: - Techno India Building, 6th Floor EM-4/1, Sector V, SaltLake, Kolkata-700091, INDIA Tel No: +91 334002 8146 / +91 9830318394 This paper can be downloaded from the Social Science Research Network Electronic Paper Collection: http://ssrn.com/abstract=1444814 Electronic copy available at: http://ssrn.com/abstract=1444814 Abstract Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for product marketing and brand building. It is easy to choose a celebrity but it is tough to establish a strong association between the product and the endorser. While the magnitude of the impact of celebrity endorsement remains under the purview of gray spectacles, this paper is an effort to analyze...
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...claim, "athletes do not choose to be role models", but I feel anyone who holds a position of notoriety and popularity with the public should shoulder that admiration with dignity. As we know, merely by association in any career, be it sports, education, health care, government, and even religion, does not guarantee that the individuals will be positive role models. Instead, moral obligations need to be nurtured and, when necessary, consequences clearly enforced in incidents of conduct not befitting the role that person represents. It is unrealistic to think there will not be transgressions in the athletic arena as they are all human, but even this can serve as a valuable lesson to young fans. Charles Barkley is correct when he says in the Nike commercial that "parents should be the most important role model for kids" and no one expects a sports figure to replace that position, but it also takes a village to raise good citizens. Everyone that occupies attention in a child's life should realize that their actions will be seen and will affect the child's perspective of the world. Sadly, sometimes the lesson learned is to avoid the bad behavior that defamed an athlete who previously was admired. Life itself is a responsibility and if we continue to make lame excuses for bad behavior, as you did in this editorial, we not only disappoint those around us, we will end up with a society that has little regard for the well being of its...
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...Chapter 1 What Is Organizational Behavior? Learning Objectives After studying this chapter, students should be able to: 1. Demonstrate the importance of interpersonal skills in the workplace. 2. Describe the manager’s functions, roles, and skills. 3. Define organizational behavior (OB). 4. Show the value to OB of systematic study. 5. Identify the major behavioral science disciplines that contribute to OB. 6. Demonstrate why few absolutes apply to OB. 7. Identify the challenges and opportunities managers have in applying OB concepts. 8. Compare the three levels of analysis in this book’s OB model. Instructor Resources Instructors may wish to use the following resources when presenting this chapter. Learning Catalytics Questions: Instructor Directions and Follow-Up Organizational Behavior Concept | LC Question | Instructor Directions and Follow-Up | Management skills and managerial activities | Refer to the allocation of activities by time for average, successful, and effective managers. Prioritize how you spend your time as a college student. | This is a good discussion starter on managerial activities and what is important. First, make the connection for students between activities that managers spend their time on and similar activities that college students spend their time on. Next, display results from the class and compare with the Luthans results. For example: * Traditional management = making decisions, planning...
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...The Florida State University DigiNole Commons Electronic Theses, Treatises and Dissertations The Graduate School 2-5-2009 The Social Impact of Corporate Social Responsibility: A Case Study Brooke Ellen Forester Florida State University Follow this and additional works at: http://diginole.lib.fsu.edu/etd Recommended Citation Forester, Brooke Ellen, "The Social Impact of Corporate Social Responsibility: A Case Study" (2009). Electronic Theses, Treatises and Dissertations. Paper 4418. This Dissertation - Open Access is brought to you for free and open access by the The Graduate School at DigiNole Commons. It has been accepted for inclusion in Electronic Theses, Treatises and Dissertations by an authorized administrator of DigiNole Commons. For more information, please contact lib-ir@fsu.edu. FLORIDA STATE UNIVERSITY COLLEGE OF EDUCATION THE SOCIAL IMPACT OF CORPORATE SOCIAL RESPONSIBILITY: A CASE STUDY By BROOKE E. FORESTER A Dissertation submitted to the Department of Sport Management, Recreation Management, and Physical Education in partial fulfillment of the requirements for the degree of Doctor of Philosophy Degree Awarded: Spring Semester, 2009 i The members of the Committee approved the Dissertation of Brooke Ellen Forester defended on February 5, 2009. ________________________ Michael Mondello Professor Co-Directing Dissertation ________________________ R. Aubrey Kent Professor Co-Directing Dissertation ________________________ Robert Brymer Outside Committee...
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...Company Background This report is a comprehensive marketing plan for Burlington Sporting Goods, located in Alamance County, NC. Burlington Sporting Goods (BSG) is Alamance County’s oldest sporting goods store. Since the store opened in October 1947, BSG has offered a wide variety of sport related products and services to the people of Burlington and Graham. Along with retail sporting goods and apparel, BSG offers corporate screen-printing for team uniforms, a basketball facility and an indoor batting facility. The batting facility features a completely enclosed 70' x 70' batting cage with nine token operated pitching machines. Additionally, BSG offers Nike SPARQ training and hosts birthday parties and summer camps for basketball, cheerleading and baseball. Mission Burlington Sporting Goods strives to foster mutually beneficial ties in Alamance County. Since we opened our doors in October 1947, Burlington Sporting Goods has provided the towns of Graham and Burlington with a wealth of services for all their athletic and sport needs. We're the oldest sporting goods store in Alamance County, and we take pride in providing Alamance County with our team-oriented and friendly staff (BSG, 2013). The following plan is designed to boost the financial success and brand equity of Burlington Sporting Goods in order to help the organization achieve and maintain its stated mission. It features an analysis of BSG’s current position within its market, an analysis of the organization’s target...
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