A STUDY TO INDICATE THE IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OF BRAND (A CASE STUDY OF FAST FOOD RESTAURANTS)Master Thesis in Business AdministrationPriscillia Ukpebor & Bibiana Ipogahpriscilliaukpebor@yahoo.com bipogah@yahoo.comSUPERVISORSBritt Aronsson&Martin SvenssonRONNEBY 20081
ACKNOWLEDGEMENT We give thanks to God almighty for giving us the understanding, knowledge and wisdom during the course of our study. Special thanks go to our supervisors, Britt Aronsson and Martin Svensson for their support and guidance during our thesis work. We will also want to thank our program manager Anders Nilsson and our course adviser Melissa Engelke for their invaluable help and support during the course of our study. And lastly, we will want to thank our family members and friends who have been of help to us.2
ABSTRACTStrong brand equity has become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices.This thesis focuses on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This is based on the assumption that all these dimensions of customer based-brand equity will have influence on consumer’s perceptions of brand. However, this thesis aims to find out which among these three dimensions (brand image, brand loyalty and perceived quality) appear to have the least brand equity in both restaurants and to find out if customer based-brand equity differ between the two restaurants with respect to each attribute of brand awareness, brand image, perceived quality and brand loyalty. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only sixty four useable questionnaires were realized. The study surveyed four dimensions of consumer’s based-brand equity namely brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty appears to have the least brand equity rating by consumers than the other dimensions. Although, the four dimension appear to have influence on consumer perceptions of brand.3
TABLE OF CONTENT ACKNOWLEDGEMENT 2 ABSTRACT . 3 TABLE OF CONTENT . 4 The Importance of Biodiversity to Human Life The Importance of Biodiversity to Human Life Bởi: OpenStaxCollege It may not be clear why biologists are concerned about biodiversity loss When biodiversity loss is thought of as the extinction of the passenger pigeon, the dodo bird, and even the woolly mammoth, the loss may appear to be an emotional one But is the loss practically important for the welfare of the human species? From the perspective of evolution and ecology, the loss of a particular individual species is unimportant (however, the loss of a keystone species can lead to ecological disaster) Extinction is a normal part of macroevolution But the accelerated extinction rate means the loss of tens of thousands of species within our lifetimes, and it is likely to have dramatic effects on human welfare through the collapse of ecosystems and in added costs to maintain food production, clean air and water, and human health Agriculture began after early hunter-gatherer societies first settled in one place and heavily modified their immediate environment This cultural transition has made it difficult for humans to recognize their dependence on undomesticated living things on the planet Biologists recognize the human species is embedded in ecosystems and is dependent on them, just as every other species on the planet is dependent Technology smoothes out the extremes of existence, but ultimately the human species cannot exist without its ecosystem Human Health Contemporary societies that live close to the land often have a broad knowledge of the medicinal uses of plants growing in their area Most plants produce secondary plant compounds, which are toxins used to protect the plant from insects and other animals that eat them, but some of which also work as medication For centuries in Europe, older knowledge about the medical uses of plants was compiled in herbals—books that identified plants and their uses Humans are not the only species to use plants for medicinal reasons: the great apes, orangutans, chimpanzees, bonobos, and gorillas have all been observed self-medicating with plants 1/7 The Importance of Biodiversity to Human Life Modern pharmaceutical science also recognizes the importance of these plant compounds Examples of significant medicines derived from plant compounds include aspirin, codeine, digoxin, atropine, and vincristine ([link]) Many medicines were once derived from plant extracts but are now synthesized It is estimated that, at one time, 25 percent of modern drugs contained at least one plant extract That number has probably decreased to about 10 percent as natural plant ingredients are replaced by synthetic versions Antibiotics, which are responsible for extraordinary improvements in health and lifespans in developed countries, are compounds largely derived from fungi and bacteria Catharanthus roseus, the Madagascar periwinkle, has various medicinal properties Among other uses, it is a source of vincristine, a drug used in the treatment of lymphomas (credit: Forest and Kim Starr) In recent years, animal venoms and poisons have excited intense research for their medicinal potential By 2007, the FDA had approved five drugs based on animal toxins to treat diseases such as hypertension, chronic pain, and diabetes Another five drugs are undergoing clinical trials, and at least six drugs are being used in other countries Other toxins under investigation come from mammals, snakes, lizards, various amphibians, fish, snails, octopuses, and scorpions Aside from representing billions of dollars in profits, these medicines improve people’s lives Pharmaceutical companies are actively looking for new compounds synthesized by living organisms that can function as medicine It is estimated that 1/3 of pharmaceutical research and development is spent on natural compounds and that about 35 percent of new drugs brought to market between 1981 and 2002 were from natural compounds The opportunities for new medications will be reduced in direct proportion to the disappearance of species 2/7 The Importance of Biodiversity to Human Life Agricultural Diversity Since the beginning of human agriculture more than 10,000 years ago, human groups have been breeding and selecting crop varieties This crop diversity matched the cultural diversity of highly subdivided populations of humans For example, potatoes were domesticated beginning around 7,000 years ago in the central Andes of Peru and Bolivia The potatoes grown in that region belong to seven species and the number of varieties likely is in the thousands Each variety has been bred to thrive at particular elevations and soil and climate conditions The diversity is driven by the diverse demands of the topography, the limited movement of people, and the demands created by crop rotation for different varieties that will well in different fields Potatoes are only one example of human-generated diversity Every plant, animal, and fungus that has been cultivated by humans has ...Edited by D.L. Stewart, Jr., J.C. Daley and R.L. Stephens 19 THE IMPORTANCE OF RECYCLING TO THE ENVIRONMENTAL PROFILE OF METAL PRODUCTS K . J. Martchek Alcoa Inc. 201 Isabella Street Pittsburgh, PA. 15212, USA. ABSTRACT This introductory presentation will highlight recent efforts to quantify the positive value of recycling metals such as aluminum, magnesium, lead, zinc, nickel and copper in relation to the three pillars of “sustainable development” - environmental protection, economic development and improve social consequences. This presentation will provide an overview of life cycle assessment profiles increasingly being utilized by customers, regulators and environmental advocacy groups to holistically evaluate the environmental performance of materials and products. The environmental profiles of products containing recycled metal will be presented based on rules established by the International Organization for Standardization (ISO). Significant to the life cycle profile of metal products is recent confirmation that recycling has the potential to reduce materials production energy consumption by 95% for aluminum, 80% for magnesium and lead, 75% for zinc, and 70% for copper. Furthermore, “metals are eminently and repeatedly recyclable, while maintaining all their properties (1). ” Their durability relative to many hydrocarbon based materials enhance their life cycle performance. However, the persistence of metals when dispersed into our natural environmental makes recovery and recycling particularly important Overall, when considering life cycle effects, recycling is critical to a sustainable future for metal products. Finally, regional and international regulations will be highlighted which will effect the efficient recovery and recycle of metals and their overall contribution to environmental protection, economic development and the enhancement of society. Recycling of Metals and Engineered Materials Edited by D.L. Stewart, R Stephens and J.C. Daley TMS (’he Minds, Metals Bt Materials Society), 2000 20 Fourth International Symposium on Recycling of Metals and Engineered Materials INTRODUCTION The organizers of this symposium have noted in their brochure that “recycling has become increasingly important to society and industry to meet the goals of cost reduction, efficient management of limited resources, and reduced landfill utilization.” Academics, environmentalists and governmental agencies in their own words would agree that recycling is one viable strategy for moving toward “sustainable development”, that is, “development that meets the needs of the present without compromising the ability of future generations to meet their own needs” as originally defined in the Brundtland Commission report of 1986. How do you assess the environmental “sustainability” or value of recycling ? One way is to look for impacts on our natural environment, for instance, on the effects on local vegetation, wetlands or wildlife populations effected by recycling activities. However, detecting actual impacts is time consuming and difficult at best. Furthermore, focusing on Topic: • What qualies and skills are needed for the managers to manage people? • What is the importance of good human resources management? Good organization Good communication Leadership Motivation Dealing with changes Know when to delegate Part 1: What qualities and skills are needed for the managers to manage people? [...]... leadership is one key element in the success of a managers to manage people 3 LEADERSHIP So good leader you need to know listen openly to others, provide and accept the offer constructive employee, encourage members to exchange ideas The ability to listen well is a cornerstone of good leadership 3 LEADERSHIP Manager owns leadership skills are able to motivate work groups to achieve all the goals for. .. your time Part 2: What is the importance of good human resources management? 1 Recruitment and training Human resource management help looking good staff actively involved in the success of the company and help recruit the right people for the company, human capital is guaranteed, saving time and recruitment costs 1 Recruitment and training Staff training is an integral part of the overall development... strategy of the business Staff are not trained or not trained fit is the main cause leading to the current state enterprises are not competitive enough in the market 2 Conflict resolution Resolving conflicts is an important task of managers to promote organization to operate better 2 Conflict resolution There are many kinds of conflict, a good manager is a person who can aware what are the best ways to. .. efficiency Managers knew promote staff, encourage them to do a good job assigned, to motivate the staff feeling down and put out a reward for individual Good managers also know how to maintain working excellence atmosphere Because the performance of an individual in a large organization where the air is due to work or the work culture of the organization that brings 3 Increase work efficiency Therefore the. .. with changes Managers need to prepare yourself for the necessary knowledge to be able to face these changes 5 Dealing with changes 5 Dealing with changes Each manager need to make the correct and flexibility decision for their work They need to keep their confidence and assertiveness 6 Know when to delegate An effective manager knows that some tasks need to be delegated 6 Know when to delegate Periodically... group and thus improve the overall quality of workplace experience for all employees 4 Motivation Motivation is an important tool that is often under-utilized by managers in today's workplace 4 Motivation Managers use motivation in the workplace to inspire people to work Employees can become complacent and sometimes bored when they do the same job day in and day out, so managers have to be motivators... include: listen for what is felt as well as said; make conflict resolution the priority rather than winning or being right; focus on present; know when to let something go 2 Conflict resolution The manager have to help their staffs aware that if they suppress selfish ego to accept differs and toward to general “we”, the work will become lighter and more effective, everyone exited in work and labor... delegate a task, tell the person why task, tell the person TRƯỜNG ĐẠI HỌC THƯƠNG MẠI KHOA KẾ TOÁN – KIỂM TOÁN BÀI THẢO LUẬN TIẾNG ANH Đề tài: What qualities and skills are needed for the managers to manage people? What is the importance of good human resources management? Nhóm: GVHD: Lương Thị Minh Phương Hà nội 2014 CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM ĐỘC LẬP - TỰ DO - HẠNH PHÚC BIÊN BẢN HỌP NHÓM - Thời gian bắt đầu : 8h30p ngày 17 tháng năm 2014 Thời gian kết thúc : 10h ngày 17 tháng năm 2014 Địa điểm : Sân thư viện ĐH Thương Mại Nội dung : Cả nhóm thảo luận đề tài, nhóm trưởng phân công công việc cho thành viên STT Họ Tên Công việc Đỗ Hào Hiệp Mở đầu + slide Phạm Thị Thu Hiền Good communication + Good organization Bùi Thị Hương Leadership + Dealing with changes Tiêu Thị Mai Hương Domain knowledge Đỗ Thị Huế Đặng Đức Huy Ngô Thị Hường Developing Public Relations + kết Consistency+ Vision Recruitment and Training + Maintaining Work Atmosphere Ngày 22 tháng năm 2014 thành viên nộp cho nhóm trưởng Hà Nội, ngày Thư kí tháng Nhóm trưởng năm 2014 Danh sách thành viên nhóm Phạm Thị Thu Hiền Đỗ Hào Hiệp Bùi Thị Hương Tiêu Thị Mai Hương Đỗ Thị Huế Ngô Thị Hường Đặng Đức Huy I What qualities and skills are needed for the managers to manage people? What makes a good manager? How to manage people?Understanding what it takes to be a manager is not always easy There are many managers out there but few are good ones The goal of a good manager is to achieve best results through leading, developing and managing your team What does it take to manage people efficiently and effectively and get the best out of them? What you think are the most important skills? If you are in a position that requires you to manage even a small team, here are the essential qualities and skills you would be wise to develop 1.Good communication This is the main and prerequisite skill Without being able to communicate properly you can forget about the rest In all kind of management tasks the first and most common thing you is communicating your needs, expectations and opinions to other people If you don’t like working with people, you shouldn’t become a manager Moreover, you should be able to send correct messages to others and ensure that they understand you It is also very important what kind of power you use to persuade your views 2.Good organization This is the second most important skill.You have to be able to schedule, organize and follow your own plan It also involves understanding the rules and processes in the company and among people, and predicting what will happen and when Leadership Listening to other coworkers’ problems is not sufficient A good manager has to solve them and prove his commitment to the team goals It’s also his responsibility to define goals together with his team and assign the responsibility to team members in a clear manner He has a clear vision in what direction he wants the team to grow He should ‘infect’ others with this vision and make them follow the same direction Dealing with changes There are several managers who exactly know the whole working process They are doing things almost automatically The true manager should be flexible ... proportion to the disappearance of species 2/7 The Importance of Biodiversity to Human Life Agricultural Diversity Since the beginning of human agriculture more than 10,000 years ago, human groups.. .The Importance of Biodiversity to Human Life Modern pharmaceutical science also recognizes the importance of these plant compounds Examples of significant medicines derived... but the deep underground location of the vault in the arctic means that failure of the vault’s systems will not compromise the climatic conditions inside the vault 3/7 The Importance of Biodiversity