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Filtering by: Subject Brand name products -- Public opinion

Deliver knowledge or touch the mind? The effect of informational and emotional advertisement strategy on sportswear brand attitude and recall

Creator:

Lee, Jennifer J.

Abstract:

The purpose of the present study was to investigate the effect of advertisement strategy (informational, positive emotional, negative emotional) and brand awareness (high, low awareness) on brand name recall and change in brand attitude. The study extends previous research by focusing on the sportswear market and including personal involvement towards...

Resource Type:

Masters Thesis
The effect of retailers' rebranding processes on consumers' perceptions of a rebranded brand

Creator:

She, I-Hui

Abstract:

When apparel companies and retailers attempt to strengthen their established brands and existing markets, there are two primary strategies for companies and retailers: 1) adopting a new designer for an existing brand to attract a new target customer, and/or 2) adding a product design line to an existing brand to...

Resource Type:

Masters Thesis