Why Little Recognition Can Affect The Profit Of The Sponsors And The Brand Image Enhancement Negatively Based On The

This qualitative textual analysis was carried out on two pre-existing pieces of material using a thematic analysis.

With emergence of globalisation, competition in market is not limited to the product itself, but as been more linked with brand which create a special persona for its users in form of brand image. The core motive of this research is to find and analyse

The main idea of the research was built upon a general insight that was gathered by reviewing a number relevant literature and research papers. Therefore the perspective of the research was an objective view, instead of subjective view, which was built on a personal

The purchase decision, according to M. Delong (2004), can be stimulated by the knowledge about brand and customers tend to rely on the brand image they know already. Thus, marketers have an initial goal to construct the brand image that would entice consumers to purchase that particular brand. The brand image is constructed through advertising, word-of-mouth, reference groups, celebrities, and media (R. Mihalcea and I. Catoiu, 2008). Creating a specific meaning of the brand through media, celebrities

In the increasingly competitive market, people pay more attention to the development of brand image. Meenaghan (1995) stated that advertising is considered to be an important marketing tool. It informs consumers of the product information and it is a popular and effective way to communicate with their customers. Companies could attract target groups through advertising. Advertising are largely based on defining the desires and dreams of the consumers so it do not attempt to manipulate consumers, but rather the symbolic meanings which are attached to the products. When a company launches advertising, its goal is to promote consumption and increase market sales. Abideen and Saleem (2011) stated that advertising promotes product awareness in the minds of all the potential and target consumers and as such playing a huge role in influencing the consumer purchasing decision. Therefore, many companies choose to make the advertising to attract the customers. These companies also use consumer‘s self-identity concept to advert and let the customers know the products could satisfy their self-identity. There are three different advertisements below.

The proposed research is based on a combination of qualitative and quantitative methods. Qualitative research involves iterative, logical and exploratory process that gathers the views of participants with the objective of analysing the facts that relate to the study. On the other hand quantitative methods comprise of deductive ways of studying the data collected (Bryman, 2004 cited in Heath and Tyna, 2010; pg 10).

The study was properly conducted with well-designed research problem, study purpose, and hypothesis, and a relevant literature review. These elements of a research article enable the researchers to clearly state the need and importance of their study. The elements also help to define the uniqueness of the study.

This chapter observes the methodological approach used in this project. It starts with a purpose of the research and will be followed by explanation of a methodological outline which is required to achieve the purpose of the research.

This chapter deals with introducing the nature of the study as the reason why the researcher chose this topic. This also contains the general problems that he wanted to find answers to, the importance and to whom it would benefit and the important terms to be defined.

This article investigates the effectiveness of brand placement in movies. Brand placement is an advertising technique used by companies to promote their products through a non-traditional advertising technique, usually through appearances in film, television, or other media (Product Placement, n.d.). Previous studies have shown that not all brand placements are equally effective. Early studies have shown mixed results regarding the consumer’s ability to remember the brand appearing in the film or television. Additionally, placement has shown weak or non-existent results towards brand attitude. The authors of this study investigated the interaction of prominence (how prominently the brand is represented in the movie) and plot connection (how well the placement is related to the movie’s story line) on actual moviegoer’s’ recognition of brands and their attitude towards them (Dens, DePelsmacker, Wouters, & Purnawirawan, 2012).

There are five chapters in this research. The first chapter is Introduction Chapter. Chapter One, Introduction, includes background of the study, statement of the problem, purpose of the study, research questions, significance of the study, literature review, methodology, and outline of the study.

Motivated by the essentialities of academic studies for visual merchandising and luxury branding, this study focused on luxury brands and explained the effect of visual implications in window display made on brand perception and brand associations. Moreover, link the visual influential power of individual window design elements with brand dimensions. The research did qualitative interviews on seven Chinese Generation Y females. Inductive the data results, inducing a new theoretical framework (see Figure 1) adapted to visual branding in terms of window display.

Consumer’s decisions are mainly influenced by how well they know the product. The appearance of the product too influences the consumer’s choice and behavior. This makes the firms to use branding as a way to increase customer’s awareness on their products. Branding is tending to be inevitable for the firms these days. Branding has a great influence on consumer’s decisions. Firms are getting a greater challenge to ensure that they continuously remain up to date when it comes to different forms of advertisement and marketing strategies. This ensures that they acquire consumer’s loyalty, increase the market share of their brands and increase the volume of their brands they sell. In my research, I will use interview as a methodology that I can use to get more information from the consumers. I will use interviews to conduct research to come up with a summary of how well branding impacts the decisions of a consumer.

Initially it was Levy (1959) who conceptualised the concept of brand image. He suggests that products have social and psychological attributes and, as such, consumers develop emotional connections with the brands. For Plummer (1985), the image process formation initiates through the gathering of intrinsic and extrinsic attributes, benefits and consequences that are associated with the brand. According to Faircloth et al (2001), the brand image is a holistic perspective built by all the associations made with the brand.

In these ages, the material consumption became an important part in people’s daily life so it is interesting to finding the relationship between brand and diverse groups in the society. There are some words from the Philip Kotler and Gary Amstronga brand is defined as a "name, term, sign symbol (or a combination of these) that identifies the maker or seller of the product" (Para. 3). In the past, the meaning of brand refers an inevitable outcome that it is used to identify different productions in markets. As the word improving, the effect of brand is not simple any more. It means that using brand effect can bring producers both huge economic and social benefit. In the other words, brand just like Mona Lisa’s smile that everyone can feel that is charming but no one can express it in clear words. However, brand effect shows different factors and consequence among producers, customers and the whole market.