...to report him for underage drinking or whether to help him to his room. This decision can affect my relationship with him because if I report him he will not trust me. If I were not to report him, he would trust me because he knows that I care for him as a classmate. This also sets a precedence for him to continue this behavior which is not allowed per White Book rules. This situation is a true moral dilemma because it is applicable to 3 out of 5 tests: the legal test, the professional standards test, the gut feeling test, the front-page test, the role-mode test. According to the professional standards test, I should report the knob. According to the gut feeling test and role model test, I should not report him...
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...The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands Londiwe Mkhize Student Number: 28531907 A research project submitted to the Gordon Institute of Business Science, University of Pretoria, in partial fulfilment of the requirements for the degree of Master of Business Administration. 10 November 2010 © University of Pretoria ABSTRACT The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility...
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...Chapter 2 Customer-Based Brand Equity Overview This chapter defines the concept that is the focus of the book. Customer-based brand equity (CBBE) is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand knowledge is a function of awareness, which relates to consumers’ ability to recognize or recall the brand, and image, which consists of consumers’ perceptions of and associations for the brand. Building awareness requires repeatedly exposing consumers to the brand as well as linking the brand in consumer memory to its product category and to purchase, usage and consumption situations. Creating a positive brand image requires establishing strong, favorable and unique associations for the brand. The chapter outlines the important contribution of brand knowledge to brand equity. Brand knowledge is composed of brand awareness, which is itself a function of recognition and recall, and brand image, which reflects the associations consumers hold for the brand in memory. Brand awareness is important because 1) it is a necessary condition for inclusion in the set of brands being considered for purchase, 2) in low-involvement decision settings it can be a sufficient condition for choice, and 3) it influences the nature and strength of associations that comprise the brand image. Awareness can be heightened by increasing consumer exposure to the brand and by linking the brand to product category, consumption and usage...
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...moods while dampening the “pain” of payment or decrease consumer enjoyment by lowering attention during consumption. Four experiments were conducted to test if immediate or delays in consumption after receiving a discount would play significant role in determining this increase or decrease in consumer enjoyment. These experiments involved real spending and consumption and set out to demonstrate that when consumption occurred immediately after a price discount, consumption experience was more enjoyable and there was an opposite effect on consumption experience when consumption was delayed. The experiments further investigated feelings (mood) and attention respectively to support these effects while ruling out perceived quality, absolute paid price and direct sunk cost as possible explanations. In experiment 1, they tested the influence of price promotions and a delay in consumption on overall consumer enjoyment (Hypothesis 1) of chocolate truffles. Hypothesis 1a stated an increase in consumer enjoyment between price promotion and immediate consumption while Hypothesis 1b stated a decrease in consumer enjoyment between a price promotion and a delay in consumption. The independent variables manipulated in this experiment were price discount (price discount vs no price discount) and consumption delays (immediate consumption vs delayed consumption), while the dependent variable observed was consumption enjoyment of the purchased chocolates. The results showed that price promotions...
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...technique 5. Fieldwork………………….…………………………………………………………15 6. Data Interpretation and analysis ……………………………………………………..16 1. Data Analysis Plan…………….……………………………………………16 2. Methodology………………………………………………………………..18 3. Analysis and Interpretation………….......………………………………… 19 7. Results ……………………………………………………………………………….28 8. Limitations and caveats ………………………….…………………………………..29 9. Exhibits………………………………………………………………………………31 10. References……………………………………………………………………………54 List of Exhibits Exhibit 1: T-test on the influencing factors ……………………………………………..31 Exhibit 2: T-test on the influencing factors in families with kids ……………………….31 Exhibit 3: T-test on importance of product attributes …………………………………...32 Exhibit 4: One way Anova of product attributes vs different income groups…………..33 Exhibit 5: One way Anova of product attributes vs different education groups………..34 Exhibit 6: One way Anova of product attributes vs different age groups………………35...
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...technique 5. Fieldwork………………….…………………………………………………………15 6. Data Interpretation and analysis ……………………………………………………..16 1. Data Analysis Plan…………….……………………………………………16 2. Methodology………………………………………………………………..18 3. Analysis and Interpretation………….......………………………………… 19 7. Results ……………………………………………………………………………….28 8. Limitations and caveats ………………………….…………………………………..29 9. Exhibits………………………………………………………………………………31 10. References……………………………………………………………………………54 List of Exhibits Exhibit 1: T-test on the influencing factors ……………………………………………..31 Exhibit 2: T-test on the influencing factors in families with kids ……………………….31 Exhibit 3: T-test on importance of product attributes …………………………………...32 Exhibit 4: One way Anova of product attributes vs different income groups…………..33 Exhibit 5: One way Anova of product attributes vs different education groups………..34 Exhibit 6: One way Anova of product attributes vs different age groups………………35...
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...Customer Retention/Loyalty - Main catalogue strategy, leaflet/supplement, billings, promotions and e-com. * Customer Recruitment – Trial and test different channels, ‘new customer’ programme. * Product Strategy and Range Planning – historical analysis and future estimates. All the work undertaken is to support the profitability and integrity of the business. Marketing Support Developing marketing plans, seasonal campaigns and promotional calendars. * Publication analysis: KPI performance, segmentation, timing, offer, incentives (retained file, promotional, new customer mailings). * Develop briefs to buying & merchandising, marketing, call centres and the publications/creative team. * Develop strong promotional offers tailored to maintain a strong customer relationship. * Help produce and implement marketing campaigns and promotional plans, covering retention/loyalty and recruitment of customers. * Main book supported by targeted mailings – timings, product mix, customer segment, seasonal calendar. * Translate the marketing plans into phased demand for the business, which can be forecasted and monitored. * Help develop your customer retention, reactivation and new customer acquisition programmes. * Help recognise and understand the customer that drives sales and profit and provide a framework for them to develop their shopping repertoire within your brands: * Improve loyalty, trading rates...
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...Table of Contents Executive summary The model used in the SERVQUAL states that there are three variables to measure service businesses: service quality, product quality and price/quality ratio. Another study done by Nassrin (2009) has found that there is a difference in the level of satisfaction of students from different academic levels about university restaurants. We used these theories in our hypothesis and variables formulation and we found that that the level of satisfaction of students toward the restaurants differs between students of different academic levels. We proposed some recommendations for the managers to enhance the satisfaction level of students. We recommended them to do a qualitative research to know the specific needs of each of each of the academic level, and then use these findings to reshape the marketing and product mix of the Newrest restaurant. Introduction As the population is growing at a high and fast rate, and the world is recognizing a rapid-changing environment, the issue of customer satisfaction is becoming more and more critical as well as crucial while launching products into the market; this is done in order to satisfy customers’ needs and wants, and hence meet their requirements. In fact, with the adoption of new technologies and the increased awareness of consumers about the products and services offered in the market, the competition in the business market is becoming more and tougher. For that purpose, companies...
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...likely to influence purchase intention including Perceived quality, Loyalty, Price consciousness, and Risk averseness. There are several objectives in our research that we have conducted. First, in order to measure consumer’s purchase intention of Toyota cars since consumer behavior is the most critical factor that we most concerned. Second objective is to determine customers’ opinion towards Perceived quality, Loyalty, Price consciousness, and Risk averseness. Third, we would like to investigate relative importance of relationship between 4 independent factors and Purchase intention of Toyota cars and the last objective is to study whether the most important factor relating to purchase intention is influenced by customer characteristics For the results that we have conducted the research about the purchase intention of Toyota cars, we can conclude that firstly there is high purchase intention for Toyota cars. Secondly, Loyalty and Price consciousness are significant factors that influence customer purchase intention. Thirdly, income, gender, age, education, and number of members in the family which are the demographic factors do not influence customer opinion about factor relating to purchase intention. Finally, Occupations show the significant difference in purchase intention of Toyota cars. Furthermore, after we conducted the research, we found out that Toyota should focus on loyalty and price consciousness of consumers because they are both strongly...
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...Are there conflicts? Context Trends: Economy, Industry, Culture, Technology Government Role & Regulations Creating Value Market Segmentation Geographic (nations, regions, cities) Demographic (age, family size, occupation, education, gender, income) Psychographic (lifestyle, personality, values) Behavioral (product knowledge, usage, loyalty, attitude, benefits) Target Market Selection Customer Attractiveness of Segment to the Company Size, Growth, Profitability Accessible, Identifiable, Actionable Addressable, Credible Sustainable Attractiveness of Company to Segment Interested in what we have to offer Product/Service match their needs/wants/goals Company Operation: Can deliver product/service reliably Marketing: Can carry out marketing plan credibly Competitors Not serving the segment adequately or not in position to serve them Can not retain customers if company targets them Product Positioning Focus on Target Customer Define Most Important Claim Define Reason for superiority over Competition Capturing Value Product Adoption of new product/service (Roger's Five Factors or ABCD's of Adoption) Added Value (Degree to which it is better than alternative vs. Cost) Behavior Change (How much...
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...Journal of Business Research 62 (2009) 305–313 Contents lists available at ScienceDirect Journal of Business Research Brand extension feedback: The role of advertising ☆ Eva Martínez a,⁎, Teresa Montaner b,1, José M. Pina a,2 a b Departamento de Economía y Dirección de Empresas, Facultad de Ciencias Económicas y Empresariales, Gran Vía 2, Zaragoza 50005, Spain Departamento de Economía y Dirección de Empresas, Escuela Universitaria de Estudios Empresariales, María de Luna S/N Edificio Lorenzo Normante, Zaragoza 50018, Spain A R T I C L E I N F O A B S T R A C T Firms often use brand extensions as a way of introducing their new products, although they also risk diluting their brand image. In order to understand how consumers assess extensions and extended brands, the present work proposes and estimates a theoretical model, using the structural equation methodology. The results of the estimation indicate that the attitude towards the extension influences brand image and that this attitude is a consequence of the initial brand beliefs and the coherence of the new product. A multisample analysis also reveals that favoring the introduction of extensions through adequate advertising constitutes an efficient way of protecting brand image. © 2008 Elsevier Inc. All rights reserved. Article history: Received 1 May 2007 Received in revised form 1 February 2008 Accepted 1 May 2008 Keywords: Brand extensions Brand image Brand equity Advertising 1. Introduction Launching...
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...in a place or organization.” Throughout the years there have been many intercultural management studies and there are four most widely accepted theories: The Hofstede study, The GLOBE study, The Trompenaars & Hampden-Turner study, and Hall & Hall’s cultural dimensions. These studies broke down cultures and behaviors around the world and are valued resources for IHRM departments. First, there is the Hofstede study. Geert Hofstede was a professor who conducted an extremely comprehensive study of how different cultures place value in the workplace. It was Hofstede who first made an empirical model and had different dimensions of national culture. These dimensions were: power distance, uncertainty avoidance, femininity vs. masculinity, individualism vs. collectivism, and long-term orientation. Each different country would get scores in each section and from these scores one could better understand the country’s way of doing things. To gain a better understanding, below is a comparison between the United States and Portugal. The first of the dimensions is power distance Power Distance. Power Distance “refers to the way in which power is distributed and the extent to which the less powerful accept that power is distributed unequally. Put...
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...advantage “ethics pays” 1970 – 1985: Rise of business ethics (academia) 1985 – 1995: Ethics into firms 1995 – 2000: Internationalization 2000 – 2012: Corporate Scandals and government regulation * Ethics Scandal Costs: Fines, lawsuits, prison, investor losses, bankruptcies, unemployment, and increased regulation * Market Morality: Will everyone invest their money as agreed or will greed effect them? * Parable of the Sandhu Ethics vs. the law Unclear over moral responsibility Easier to say what is morally right than to do it * Employees value health and safety ethics Consumers value product safety Shareholders want return on investment Need to look at environment * Macroenvironment: social, economic, political, technological factors * Our society is pluralistic in nature * Pluralism: there is diffusion of power among society’s many groups and organizations Decentralization and diversity of power * Strengths of Pluralism: prevents power concentration; maximizes freedom; diversified loyalties; provides safeguards; disperses individual allegiances. Has a set of built in checks and balances * Weaknesses of Pluralism: pursuit of self-interest; proliferates organizations with similar...
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...differentiate between cultures: centralized or decentralized decision making, safety or risk, individual or group rewards, high or low organizational loyalty, cooperation or competition? Use these attitudes to compare the United States, Germany, and Japan. Based on your comparisons, what conclusions can you draw regarding the impact of culture on behavior? Ans:- culture is defined as the shared patterns of behaviors and interactions, cognitive constructs, and affective understanding that are learned through a process of socialization. Culture is the acquired knowledge that people use to interpret experience and generate social behavior. This knowledge forms values, creates attitudes, and influences behavior (Hodges, 2005). Centralized versus decentralized cultures are different in which the top managers or leaders make all the important decisions in a centralized culture and in a decentralized culture, the decisions are made throughout the levels. Safety and risk in some cultures are frowned upon because the results are unpredictable yet other cultures are “riskier” and encourage risk taking on all levels. The same can be said about individual versus group rewards. Some societies or organizations reward individually and other only based on the group effort. High or low organizational loyalty in cultures are different in which the high loyalty in an organization is where the person identifies himself...
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...equation modelling (SEM). Two models were tested. Model 1 (Partial mediation model) was used to test H1, H2, H3, H5 and H6. The combined results of Model 1 and Model 2 (Direct effect model) were useful in testing H4. Measures for the key constructs included in the models are assumed to be reflective. in nature consistent with previous research. Hence, a reflective specification of the first-order dimensions is assumed. By definition, consumer-based brand equity is “reflected in the dimensions of brand awareness, brand associations, perceived quality and brand loyalty”. These four dimensions constitute a higher-order consumer-based brand equity construct. Hence, consistent with previous research in the area of brand equity (e.g. Yoo and Donthu, 2001) a reflective specification of consumer-based brand equity is appropriate. Similarly, consistent with previous research in the areas of brand signalling (e.g.Erdem et al., 2006), and source credibility (e.g. Ohanian, 1990), measures for brand credibility and endorser credibility are assumed to be reflective in nature. Endorser attractiveness, expertise and trustworthiness were modelled as observed independent variables, which measured endorser credibility. Brand expertise and trustworthiness were modelled as observed independent variables, which measured brand credibility. Brand awareness, brand associations, perceived quality and brand loyalty were modelled as observed dependent variables which measured consumer-based brand equity. ...
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