ENGLISH ABSTRACT:Against the background of the challenge marketers face in influencingconsumer perceptions of brands, this study attempts to assess the effect ofthe senses on the perception of a brand. Perception is the way in whichconsumers interpret the world around them, with the senses as...

ENGLISH ABSTRACT:Many studies have been conducted on the occurrence of brand image transfer,but very few of them have focused on one of the most important determinantsof such transfer namely, brand fit. Brand image transfer is the transfer of brandassociations, attributed to another entity, to...

Any brand has a specific identity that the company wants to portray to consumers in its targetmarket – its brand identity – what the brand stands for. This is also the case for Oakley, aluxury brand competing in the sports and fashion industries. In essence the brand identity ofa company is...

ENGLISH ABSTRACT:Marketing literature has revealed that sponsorship is a key marketing communication tool used to break through promotional clutter. Sponsorship is a means by which marketing managers are able to transfer knowledge about organisational offerings to consumers and communicate how...

162 p. Examining committee chair: Dr. Renee Irvin

Four studies investigate how consumers' regulatory orientation and the decision strategies used to process message information affect their judgments. Evaluations of the chosen brand were more favorable when individuals with a prevention focus used decision strategies that enhanced the accuracy...

In this thesis, we study brand choice problem via the following three perspectives: a company's market share management, introduction of customers with different perspectives, and an analysis of an application domain which is illustrative of these issues. Our contributions following these...

A Thesis Submitted In Partial Fulfillment of the Requirements For the Degree of Master of Science-Psychology - Industrial/Organizational

Thesis (Ph. D.)--University of Rochester. William E. Simon Graduate School of Business Administration, 2008.

Despite predictions of Internet shopping reaching 6.9 trillion dollars by the end of 2004, research is now suggesting many online consumers are still very reluctant to complete the online shopping process. A number of authors have attributed consumers' reluctance to purchase online to apparent...