Thursday, October 24, 2019
The History and Literary Context of Silas Marner Essay -- English Lite
The History and Literary Context of Silas Marner Silas Marner was written in 1860 by Mary Ann (Marian) Evans, better known under the pen name of George Eliot. She used this name for several reasons; for one, she'd had affairs with a variety of unsuitable men, which was greatly frowned upon in those days, and she rightly thought this could affect her career as a successful novelist. For another reason, women authors were looked down upon by critics and indeed, society, so she felt sure she would have a greater chance of success under a male name. Other women writers like the BrontÃÆ'Â © sisters have done similar things. Whilst she was young she was a firm Christian, as was expected. It was only later that she began to question her faith, when she met the unconventional Charles Bray and his wife Caroline. Eliot's father was horrified when he discovered this, having an evangelical outlook on life. He broke contact with Eliot entirely, ashamed that one of his children should turn out to be a non-believer. However, when her mother died in 1836, Eliot returned home to look after her father although she wouldn't give up her education and learnt German and Italian. Because of her linguistic skills, Eliot's first publication was a translation of Strauss' Life of Jesus, under her real name. She still was not writing novels until she met George Lewes. Lewes was married and with children, but he and Eliot grew gradually closer until they finally decided to elope. As Lewes was already married, he and Eliot could not be officially joined in matrimony, but they lived together like man and wife, and Eliot even went under the name Lewes. Their relationship was censured by many, and Eliot hardly left the house, becoming... ..., and soon many people from all over Raveloe were coming to Silas to have him cure their rheumatism and other ailments, adding more darkly "that if you could only speak the devil fair enough, he [Silas] might save you the cost of the doctor." So witchcraft was still in people's minds. Drugs were also used in that time, and Godfrey Cass's wife, Molly, was addicted to opium, the drug which finally killed her. The life that George Eliot was depicting in Silas Marner was one in which poverty and wealth lived side by side, and people accepted that that was how things were. Religion was very important to all, whether it was non-conformist or Anglican. By the time George Eliot wrote Silas Marner she had lost her Christian faith, and this could have inspired her to write about somebody who also loses their faith although, unlike George Eliot, Silas regains his.
Wednesday, October 23, 2019
Five ways to kill a man Essay
In Wilfred Owen’s poem â€Å"Dulce et Decorum Est,†the narrator is Owen himself. The story tells the tale of one particular day when he has to watch one of his fellow soldiers gruesomely suffocate to death from inhalation of chlorine gas. Owen paints the soldiers as not necessarily heroic, but rather more desperate and terrified, â€Å"like old beggars under sacks,†(Owen line 1), also â€Å"coughing like hags†(Owen line 2). I feel that Owen portrays his fellow soldiers this way to try and illustrate the point that these people are terribly afraid of death and are faced with it every day they live. They also aren’t this indestructible super human killing machine, but rather a group of terrified 20 year olds who just want to go home. Owen speaks about the need to press on regardless of how bad it gets: â€Å"But limped on, blood-shod. All went lame; all blind,†(Owen line 6). This illustrates how bad the circumstances are for the soldiers fi ghting, and goes against the idealistic image of what a battle should look like or how a soldier should appear after a battle. The way Owen tells this story shows that his view of the war was that the soldiers have no comprehension of a righteous cause or a meaning behind their sacrifice. Specifically, the rhyming, tone, and imagery will all help to demonstrate that point. Owen uses the rhyming in the poem to help reflect his own personal beliefs about war onto the reader. The rhymes that Owen chooses are particularly useful for finding out what his message to the reader here is. He uses rhymes such as â€Å"sludge – trudge†(Owen lines 2 and 4), â€Å"blind – behind†(Owen lines 6 and 8), â€Å"fumbling – stumbling†(Owen lines 9 and 11), and perhaps the rhyme that is most telling to Owen’s underwriting theme is when he rhymes â€Å"drowning – drowning†(Owen lines 14 and 16). This last rhyme using the anaphora is chosen solely for the purpose of drawing the reader’s attention to the word and further emphasizing the vividness of which Owen witnessed a friend of his suffocate in front of him, and then they had to carry his corpse with them along their travels. The repetition of the word makes it more important and draws more attention to it. The rhyme scheme is regular a,b,a,b,c,d,c, d,e,f,e,f and the lines are end-stopped. Furthermore, the sounds themselves of the rhymes are cacophonous in nature and are helpful for showing the reader Owen’s emotional mindset at the time this is all happening. The short vowel sounds in the rhymes of sludge – trudge (Owen lines 2 and 4), fumbling – stumbling (Owen lines 9 and 11), and blood – cud (Owen lines 21 and 23) are meant to help portray a somber mood void of any heroic undertones. This is again done for the purpose of helping to show these soldiers as lost, terrified young men struggling to survive, and not fighting for glory or love of one’s nation. The shortness of the rhymes of sludge and trudge gives the reader an idea of the hurried pace at which the soldiers are walking and talking. According to Daniel Moran, †-â€Å"trudges†along in the reader’s ear as the men â€Å"trudge†toward their unattainable relief. (Also note the rhyming of â€Å"trudge†with â€Å"sludge†, which con nects the action of trudging with the terrain.)†(Moran). Moran here makes the case that Owen is attempting to tie the setting into the action and connect the two, thus aiding the mental picture the reader has of the scene at hand. The tone can also be analyzed to sense the author’s negative outlook on war. Focusing on the two line stanza in the middle of the poem where Owen describes the death of his maskless comrade in the gas attack is a prime example. â€Å"In all my dreams, before my helpless sight. He plunges at me, guttering, choking, drowning.†(Owen lines 15 and 16). According to John Hughes, a writer for The Explicator, â€Å"This recurrent nightmare is the climax of the poem’s tendency, in its first half, toward an unfolding of the poet’s interiority, his personal responses, amid the texture of events it describes. So, from the opening line, the impersonal world of high literary culture, patriotism, and upstanding soldierly endeavor conjured in the title (and to a degree in the early dedication) yields with a jolt to the antithetical world notated with such feeling in the first stanza.†(Hughes). Basically Hughes is stating that in his opinion the entire poem is tak ing place inside Owen’s nightmares while he sleeps at night after the war is over. And in line 15 and 16 Owen is stating how he is forever tormented by the mental image of his fellow soldier and friend in combat being killed in front of his eyes. This work also can be said to contain a great deal of imagery for the reader to delve into. Each one providing a horrible, gruesome firsthand look into what it would have been like to see the battle of World War 1 from the front lines. In lines 4-6, Owen writes â€Å"And towards our distant rest began to trudge. Men marched asleep. Many had lost their boots But limped on, blood-shod. All went lame; all blind;†(Owen lines 4-6). These lines early on in the poem give the reader a sense of what the terrain is like and what the men are experiencing just to stay alive. The soldiers are not being portrayed as conquering heroes riding across the countryside, defeating all you stand in their path, as such was the popular way to write war poetry at the time Dulce et Decorum Est was written. According to Kimberly Lutz writing for Poetry for Students, â€Å"This sensibility of the cost of war to both the dead and surviving soldier stands in stark contrast to the types of poetry with which Owen’s readers would have been familiar. Take for instance, â€Å"The Charge of the Light Brigade,†a famous poem by the Victorian era’s most famous poet (and poet laureate) Alfred, Lord Tennyson. Written in 1854 in response to a newspaper account of a military mistake that sent hundreds of men to die battling the Russians in the Crimean War, the poem acknowledges the awful cost of war. However, the reader learns only that â€Å"horse and hero fell.†The bloodshed, the smells, the confusion that go along with battle are not depicted.†(Lutz). This seems to be yet another reason for Owen feeling the need to portray his side of the story of war ever so vividly. The popular thing at the time was for poets to paint war in a positive light and fail to mention the horrible aspects of it. Owen saw these things firsthand and wasn’t going to remain silent about them. â€Å"Dulce et Decorum Est†is a powerful work by a very young Wilfred Owen. He is speaking from experience and first hand traumas which help add relevancy to the work. The meter was regular for the most part, helping to echo the military uniformity of march and speech. While also irregular at other times of high excitement and scramble, showing that even if you have been conditioned to behave a certain way, your survival instincts take hold once your life depends on it. The work isn’t quite as polished as it could have been, perhaps it could have benefited from some final edits. However, Owen wasn’t just writing this from afar, he was involved in battle, and he believed what he was saying. This can be proven by the fact that Wilfred Owen was killed on the battlefield with 1 week remaining in World War.
Tuesday, October 22, 2019
The Relationship of Brand Equity and Brand Extension Essays
The Relationship of Brand Equity and Brand Extension Essays The Relationship of Brand Equity and Brand Extension Essay The Relationship of Brand Equity and Brand Extension Essay Title The Relationship of Brand Equity and Brand Extension: Low Involvement products vs. High Involvement Products Background and Significance In the present, technology enhances modern goods production resulting producers can provide resemble products in physical aspects such as quality or packaging. These create no differentiate of products. Consequently, Product Brand as well as the customer’s perception is the significance that promotes product differentiates or product advantages. Marketing professionals and organizations focus with Brand and try to position their Brands into customer’s mind. That establishes the Brand Equity (Keller, 1998). â€Å" Brand equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm’s customers†(Aaker, 1996). Marketing Science Institute conducted the survey in fifty famous companies in the United States. As the survey, the main topic that was interesting to research is the Brand Equity. That means all successful organizations pay attention with the Brand Equity and prefer to support the budget for the well management of the existing Brand Equity. These organizations also realize that their brand equity eliminate the chance of using the price strategy. The price strategy may decrease the existing value of the brand equity. As the well management of brand equity, organizations attempt to gain the great marketing communication for creating their product differentiates. Additionally, the other researched topic in their interest is the estimation of Brand Equity (Keller, 1998). Brand Equity is the significant issue in the consideration of all organizations because it creates the brand loyalty that motivates product perception, increases the repeated buying behavior and elevates sales of other products from the same brand including prohibits any mind changing to competitor’s brands. In the crisis economy, consumers normally choose products from the strongest brand for avoiding wrong decision making. The strong brand also generates the brand equity in consumer’s perception leading to the capability of higher price setting for instance, the preserved fruit can from â€Å"Malee†can set its price 20% higher than others but Male earns more market share than UFC preserved fruit cans. Male is the top of the preserved fruit cans in the current market because the Male brand gains the great consumer’s perception resulting to the willingness of consumer to pay more for the well-known brand even if the product itself has slight differentiate from others. The strong brand can provide large income to any organization. Besides the significance of brand equity, the strong brand can converse to be currency value. The value of this strong brand is estimated more than the real asset value in the company’s balance sheet. For instance, Interbrand and Citigroup in the USA arranged the companies value stated that Coca-Cola earned the highest market brand value as 80 billion dollars in 1999 (see in table 1. 1 below). Table 1. 1       Top Ten Brand Value in the World |No. Brand |Market Brand Value | | | |(Billion Dollars) | |1 |Coca-Cola |83. 8 | |2. |Microsoft |56. 7 | |3. |IBM |43. 8 | |4. GE |33. 5 | |5. |Ford |32. 2 | |6. |Disney |32. 3 | |7 |Intel |30. 0 | |8. |McDonald’s |26. 2 | |9. |ATT |24. | |10. |Marlboro |21. 0 | Source: Narong Jiwangkul (1998), Brand is really about the customer relationship. BrandAge Magazine, Dec 7: p. 69-70. The strong brand offers the benefits in the Brand Extension that le ad the companies spend fewer budgets than creating a new product brand, for instance Unilever employed the brand extension strategy from its existing successful brand. Lux SuperRich Shampoo of Unilever extended from Lux Soap. In addition, new products as well as Sunsilk Extra Mild Shampoo with Almond Milk for all hair types or Sunsilk Hair Oil Treatment for root treatment and Sunsilk Blackshine Shampoo for black hair extended from the Parent Sunsilk Brand that is the strong brand in the shampoo market. These advance the big advantage over the competitors in the budgeting of brand awareness. As the well-known product brand, the opportunity of success is higher because customers experienced in the product quality (Unilever-PG, High Competition from Skin to Hair, 1998). In the electronic market, the brand extension can see in Sony electronic products. Sony brand is strong in the electronic market with the strengths of the specific categories as audio and picture. Sony extended to cover the Digital Camera market that gained customer’s favors since a last few years. But Sony earned the same successful level of other existing strong brands in digital camera market such as Fuji, Kodak and Canon (Digital Camera War, 1998). As the strong brand of Sony and its continuing image creation in modern and endless technology development, brand extension of Sony is successful in digital camera market with no doubt. The success of brand extension depends on the Consumer Evaluation of Brand Extension. That consists of many components such as Brand Attribute Association, Attitude toward the Original Brand, Fit between the Original and Extension Product Class comprising with Complement Fit, Substitute Fit and Transfer from the parent brand including Perceived Difficulty of Making the Extension (Keller, 1993). Customers may evaluate between the existing parent brand and the brand extension, then leading to their buying decision. As the significance and benefits of brand equity in consumer’s mind mentioned above, the researcher is interested in the study of the different levels of involvement in products and their relationship with brand equity that may influence the components of the Consumer Evaluation of Brand Extension. Research Objectives 1. To study the levels of brand equity in customer’s mind of the researched product. 2. To research the differences of brand equity in customer’s mind between products with the different level of involvement. In order to find suitable approach to build, manage and maintain brand equity among each different product categories. . To study the relationship between brand equity in customer’s mind and the components of the consumer evaluation for the brand extension. Research Problems 1. How does the Brand Equity in customer’s mind do in this research? 2. How do the different involvement relate to the different levels of the brand equity in customer’s mind? 3. How brand equity in customer’s mind relates to customer evaluation of brand extension? Scope of the Study The sample group in this research consists of males and females with the age between 18-45 who lived in Bangkok. Selected brands in this research are well known brands as the first one, yogurt extended brand to the pasteurized milk that represented the low involvement product. For this low involvement product, the researcher used a substitute product in this research. Other brand as initial vehicle product extended to all-purpose vehicles that represent the high involvement product. Definitions Customer-based Brand Equity refers to customers gain brand knowledge that consists of 1) Brand Awareness as recognition and recall, and 2) Brand Image as strength, favorability, and uniqueness. Involvement refers to the levels of product involvement between consumers and products depending on types of product, interest, attitude, price and so fort. The involvement can be categorized into two types as the followings: 1. High involvement product, in this research, the computer notebook that offered an extending brand to the Computer PC. 2. Low involvement product, in this research, the Air Condition that expanded to an extending brand as the fan. Brand Extension refers to any organization takes advantages of the well-known brand for launching new products to the market. The new products will be called as an Extending Brand and the existing brand is called a Parent Brand. Consumer Evaluation of Brand Extension refers to the process and elements of the consumer evaluation of the brand extension. It consists of: 1) Brand Attribute Association, 2) Attitude toward the Original Brand, 3) Fit between the Original and Extension Product Class comprising with Complement Fit, Substitute and Transfer of the Parent Brand, and 4) Perceived Difficulty of Making the Extension. Expected Benefits 1. The professional marketers may consider the components of the Brand Equity in their decision making for evaluating or improving the Brand Equity for their organizations. 2. The marketers or anyone who’s interested in may take the research result as the basic information of consumer behavior for the evaluation of the brand extension focusing with the cost effectiveness and the opportunity of success. 3. The research result may be the basic information for all professional marketers in long-term product strategy by considering the components in the consumer evaluation of the brand extension. That may be helpful for product strategy in the brand extension for the further success. 4. This research will be beneficial for learners and others for research conduction and well understood of Brand Name and the involvement between Brand and the influenced factors of consumer’s decision making. This research result can claim as the fundamental information for conducting the related research about Brand and the Customer Evaluation of Brand Extension. Literature Review This research aims to research about the consumer evaluation of the brand equity and study the involvement of the brand extension. The researcher studied related researches, theories, concepts and literatures focusing with the followings: 1. Concept of Consumer-based Brand Equity  ·Ã‚      Definition of Consumer-based Brand Equity  ·Ã‚      Consumer-based Brand Equity Measurement  ·Ã‚      Managing Brand Equity 2. Concept of Brand Extension  ·Ã‚      Advantages of Brand Extension  ·Ã‚      Disadvantages of Brand Extension 3. Concept of Consumer Evaluation of Brand Extension 4. Concept of Consumer Behavior and Consumer Decision Process  ·Ã‚      Consumer decision process Research Hypothesis As the theories, concepts and related literatures mentioned above, the researcher established the specific hypotheses for this research about the involvement between Consumer-based Brand Equity and the Consumer Evaluation of Brand Extension as the followings: 1. Brand differentiation is in consumer’s mind. The Brand Knowledge consists of a) Brand Awareness as brand recall and recognition, and b) Brand Image as strength, favorability and uniqueness. The high brand knowledge will stimulate high Brand Equity. The low brand knowledge will lead to the low Brand Equity. These show in both low and high involvement products. . As the levels of Consumer-based Brand Equity, the high involvement product may gain higher consumer-based brand equity than the low involvement product with the low consumer-based brand equity. 3. Consumer-based Brand Equity of any parent product has positive correlation with the Consumer Evaluation of Brand Extension. Details are as the followings: 1) Brand Att ribute Association, 2) Attitude toward the Original Brand, 3) Fit between the Original and Extension Product Class comprising with complement fit, substitute and transfer of the Parent Brand, and 4) Perceived Difficulty of Making the Extension. The Consumer-based Brand Equity and the Consumer Evaluation of Brand Extension vary in the similar direction. In both high and low involvement products, higher brand equity, higher consumer evaluation of brand extension or lower brand equity, lower consumer evaluation of brand extension. Research Methodology This research is the quantitative research with survey research method and specific questionnaire. The researcher established the research method involving with population, sample group, research tool, information collection, and statistical analysis as the details below: Population Population group of this research is consumers in Bangkok with the age between 18-45. Television and an extended brand as camera is the selected product in this research. Sample Group As the determination of sample group in this research, the researcher takes the principle of total variance between sample group and variances of random sampling of Taro Yamane (1976: 886-887). The population size is 2,657,186. The reliability is 95%. The standard deviation is 5%.               =           N                 (1+Ne2)            When  n         =         The sampling size                        N        =         The population size                        e         =         Sampling variables            As these numbers mentioned above, the calculation becomes as: ‘n’            =     2,657,186 (1+2,657,186 (0. 05)2) =         399. 93 Hence, the sample size is equal to 400. Sampling Method The researcher takes both non-probability sampling and probability sampling in this research. Fifty districts in Bangkok (Office of Urban Design, Bangkok, 1998) are as Pranakorn, Dusit, Nongjok, Bangruk, Bangken, Bangkapi, Pathumwan, Pomprab-sattrupai, Prakanong, Minburee, Ladkrabang, Yannawa, Sumpanthawong, Payathai, Thonburi, BangkokYai, Hoykwang, Nongkham, Rajburana, Bangplad, Dindeang, Beungkum, Sathorn, Bangsue, Jatujak, Bangkorlaem, Pravej, Klongteoy, Suanloung, Jomthong, Donmuang, Rajchathevi, Ladprao, Wattana, Bangkae, Luksee, Saimai, Kannayaow, Sapansung, Wangthonglang, Klongsamwa, Bangna, Thaveewattana, Thungkrue and Bangbon. The researcher conducts the purposive sampling with the selected districts that gained abundant commercial and residential areas. These districts are separated by The Urban Design Act in 1975 (Office of Urban Design, Bangkok, 1998). The selected districts enhance the research approach and convenience of information collection. The abundant commercial and residential areas are 36 areas as: (see in the chart 3. 1) 1. Dusit, 2. Bangruk, 3. Bangken, 4. Bangkapi, 5. Prathumwan, 6. Pomprab-sattrupai, 7. Prakanong, 8. Yannawa, 9. Sampanthawong, 10. Payathai, 11. Thonburi, 12. BangkokYai, 13. Hoykwang, 14. Klongsan, 15. BangkokNoy, 16. Pasrijareon, 17. Rajchaburana, 18. Bangplad, 19. Dindeang, 20. Buongkum, 21. Sathorn, 22. Bangsue, 23. Jatujak, 24. Bangkorlam, 25. Pravej, 26. KlongTeoy, 27. Suanluong, 28. Jomthong, 29. Donmuang, 30. Rajchathevi, 31. Ladprao, 32. Wattana, 33. Bangkae, 34. Luksee, 35. Wangthonglang, and 36. Bangna. Then, researcher takes the probability sampling in the simple random sampling by the sampling selection of non-mimic sample. This method scales down the sample size to be 7 districts as 20% of commercial and residential areas as the followings: 1. Bangsue, 2. Thonburi, 3. Prathumwan, 4. Dusit, 5. Bangkapi, 6. Klongteoy, and 7. Bangplad. The researcher gathers information with the convenience sampling in each district until complete total 400 population. Type of Product in the Research This research emphasizes to study in Consumer-based Brand Equity and Consumer Evaluation of Brand Extension. The selected products in this research aree products that offer the brand extensions in horizontal and category. This research considers in products that have the differences in the market share. They will address the clear identification of the involvement between Consumer-based Brand Equity and Elements of Brand Extension. Details are as the followings: The low involvement product as Yogurt-sour milk earns the extending brand as pasteurized milk. Based on the marketing information in 1998, the market value of pasteurized milk was 18,000 million baht. Meji was the top brand with 52% market share. Foremost earned 17%. Dutch Milk shared market as 17% and Nongpoe Milk was 2%. Chokchai Milk was 5%. Calcemax earned 2% and others gained 5% (Krungthep Business, 1998). The selected yogurt in this research is Yakool and Betagent that presented the large differences of market share. As the high involvement product, the researcher selects, with the consideration of product market share, the vehicle products that provide the extending brand to the all-purpose vehicle. In 1998, Toyota gained the largest market share as 36%. Honda earned 30%. Nissan hold 14%. Mitsubishi had 6%. Mazda kept 2% and others earned 12% (Thansetthakit, 1998). Consequently, the selected brands in this research are Toyota and Mazda because they had huge differences in their market share. Research Tool Research tool is the specific questionnaire that was designed and developed for this research. It contains 5 sections with different questions and purposes as the followings: Section I        Population characteristic involves with age, gender, marital status, education level, occupation and individual monthly income. Section II       Consumer-based Brand Equity of Yogurt is examined by questions in this section. Section III     Consumer Evaluation of Brand Extension is determined as consumer attitude in brand extension of the product, pasteurized milk. Section VI     Consumer-based Brand Equity of vehicle products is evaluated in this section. Section V       Consumer Evaluation of Brand Extension involves with consumer attitude in brand extension of all-purpose vehicle. A measuring tool for consumer-based brand equity is modified from Keller’s research (Keller, 1993). The other measuring tool for brand extension is developed from the research of Aaker and Keller (1990). These tools are qualified with the validity and reliability test. In addition, this questionnaire is determined the content validity by professional opinion. And then, this questionnaire is launched to do the pre-test with 20 people who had similar characteristics of the sampling group. The coming results assist to develop the final questionnaire that had been used in the real information gathering. Variances Individual product was suitable for variance measurement and scoring as the followings: 1. Consumer-based Brand Equity     This research followed the Keller’s concept in Consumer-based Brand Equity as Brand Knowledge. Brand Knowledge contained with Brand Awareness as brand recall and recognition, and Brand Image as strength, favorability and uniqueness. 2. The elements of Consumer Evaluation of Brand Extension         This research obtained the elements of Consumer Evaluation of Brand Extension from Aaker and Keller (1990). It consisted of Brand Attitude Associations, Attitude toward the Original Brand, Perceived Difficulty of Making the Extension and the element of Aaker and Keller (1992) in the perceived fit of the proposed extension with the company. Scoring Measurement of Brand Equity 1. Questions for the brand awareness were measured brand recall and recognition (Nantana Boripanthananun, 1997). 1. 1           What brands do you know?  ·Ã‚          The first brand in consumer recognition      3 points  ·Ã‚          The second brand in consumer recognition 2 points  ·Ã‚          The third brand in consumer recognition     1 point 1. 2  Do you know this â€Å"†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ Brand?  ·Ã‚      Yes, I do. 1 point  ·Ã‚      No, I don’t. 0 point 2. Questions for measuring the brand image involved with 3 aspects as strength, favorability and uniqueness. Keller (1993) expressed that many measurement tools indicated with the highest to lowest levels of consumer’s opinion were fit for measuring the brand image. Hence, researcher decided to take the measuring tool as the rating scale with 5 levels for both high and low involvement products as the followings: Absolutely agree                                                  Absolutely disagree   5                           4                     3                     2                     1 The best The worst 5                           4                     3                     2                     1 Outstanding                                                                     same as others 5                           4                     3                     2                     1  The pre-test generated the questions about product attribute in the final questionnaire that was used until complete process of information collection. Measurement of the Elements in Consumer Evaluation of Brand Extension 1. Brand Attribute Association contained the open-ended questions involving with brand recognition of consumer. As the Attribute toward the Original Brand, Aaker and Keller (1990) took the rating scale with 7 levels but the researcher modified and developed the new rating scale with 5 levels in both high and low involvement products as the followings: The best                                                                           The worst 5                           4                     3                     2                     1 . Attitude toward Brand Extension was determined by the 5-level rating scale in both high and low involvement products as the followings: The best                                                                            The worst 5                           4                     3                     2                     1 Surely buy it                                                                     Will never buy it 5                           4                     3                     2                     1 . Perceived Difficulty of Making the Extension was evaluated by 5-level rating scale in both high and low involvement products as: Absolutely agree                                                  Absolutely disagree   5Â Â Â Â Â Â Â Â Â Â Â Â Â Â à ‚             4                     3                     2                     1 Need special knowledge                          No need special knowledge 5                           4                     3                     2                     1 4. Perceived Fit of the Proposed Extension with the Company also took the 5-level rating scale for measuring in both high and low involvement products as: Very fit                                                                            Not fit at all 5                           4                     3                     2                     1 High involvement                                                            Not involved at all between company and product 5                           4                     3                     2                     1 Research Analysis and Results As the complete information collection, researcher provides coding and computed the results by the computer and the software SPSS for WINDOWS. The research analysis obtains the descriptive statistics for clear identification of sample group’s characteristics, the percentage (%) for notable explanation of information, the inferential statistics, the Pearson’s product moment correlation coefficient and the statistical T-Test for evaluating the correlation of each pair of variances depending on the hypothesis. References Aaker D. A. (1996). Building Strong Brands, The Free Press, New York Crainer, Stuart The real power of brands : making brands work for competitive Imprint London : FT Pitman, 1995 Descript 214 p. : ill. ; 25 cm Note The Financial Times/Pitman Publishing SeriesJacket Subject Brand name products Product management. Dhiti Butratana. (1998). THE MEASUREMENT OF BRAND EQUITY IN BEER CATEGORY. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Karat Latawan. (2000). CONSUMER-BASED BRAND EQUITY AND CONSUMER EVALUATION OF BRAND EXTENSION. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Keller, K. L. (1993) Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing 57, pp. 1–22. Narong Jiwangkul (1998), Brand is really about the customer relationship. BrandAge Magazine, Dec 7: p. 69-70. Piyawan Phumpho. (2000). BRAND LOYALTY, BRAND EXTENSION AND CONSUMER EVALUATION OF FACTORS AFFECTING BRAND EXTENSION. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Varrinya Leelayuvat. (2000). MEASURING BRAND EQUITY FROM BRAND- CONSUMER RELATIONSHIP. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising)Tauber, EM, 1981. Brand franchise extensions: new products benefit from existing brand names. Bus Horiz 24 2, pp. 36–40
Monday, October 21, 2019
How to Avoid Common Mistakes in English - Good vs. Well
How to Avoid Common Mistakes in English - Good vs. Well Good is often mistakenly used in place of well by both native and non-native speakers. Take a look at the differences between the adjective and adverb form which is certainly one of the most common mistakes in English. The most important distinction is that well describes how someone does something, whereas good is used to describe a noun such as good times, good food, etc. Good or Well Good is an adjective and well is an adverb. Many people, including many native speakers, incorrectly use the adjective form good, rather than the adverb well. Examples: I did good on the test. INCORRECT! - Correct form: I did well on the test.She played the game good. INCORRECT! - Correct form: She played the game well. Use the adjective form good when describing something or someone. In other words, use good when stating how something or someone is. Examples: She is a good tennis player.Tom thinks he is a good listener. Use the adverb form well when describing how something or someone does something. Examples: She did extremely well on the exam.Our parents think we speak English well.
Sunday, October 20, 2019
U.S. Vs. Japan In WWII Essays - Japan, Free Essays, Term Papers
U.S. Vs. Japan In WWII Essays - Japan, Free Essays, Term Papers U.S. vs. Japan in WWII On August 6, 1945 the atomic bomb was dropped on the Japanese city of Hiroshima. The Enola Gay, piloted by Colonel Tibbetts, was chosen to make the mission. The mission was recorded as successful by Capt. William S. Parson at 9:20 A.M. This was an extremely controversial military strategy in the United States. Was the United States justified in the dropping of the atomic bomb? Yes, they were justified formany reasons. The primary reason was, that it would stop the war. Why is it that this war needed to be stopped so badly? Even though in some ways it was helping our economy, it was very costly in both money and lives. Also, the United States soldiers were undergoing harsh treatment by the unmerciful Japanese. Another reason the war needed to be stopped was to defend ourselves from another attack on U.S. soil, which in turn would kill many of our U.S. citizens. This is why the war needed to be stopped; thus, justifying the use of the atomic bomb. World War II was the costliest war in history, in terms of lives lost. No exact figures exist, but approximately between 15 and 20 million military personnel were killed. Of these, 292,000 were Americans and 6,000 innocent United States citizens were murdered by our enemies. It has been estimated that if the United States had not dropped the bomb and had invaded Japan instead, the United States would have lost about a million soldiers. The Japanese suicidal fighting strategies greatly effected this number. The Japanese would rather die than surrender. This is demonstrated by the battle of Saipan. At this battle over half of the population of Saipan walked off a cliff instead of surrendering to the United States. This was often very effective. Many times when a Japanese soldier decided to blow himself up instead of surrendering he would kill many Americans with the same blast. Also the kamikaze techniques of the Japanese fighters killed many soldiers. If this war would have continued we could have lost thousands more. Also up to this point we spent 300 billion dollars on war efforts. Many materials and other objects were damaged. Any estimate on how much money was lost in damages would be futile. This number would have continued to rise if it had not been for the use of the atomic bomb. The horrendous atrocities that occurred during World War II were unmerciful as well as unnecessary. During one invasion of China, the rape of Nanking, the Japanese killed 100,000 Chinese civilians. They were burned, butchered, and raped. Sometimes the Japanese would tie a big group of them together and use them for bayonet and sword practice. After the fall of Bataan the soldiers were forced to go on a death march. During this march many unheard of things happened to the soldiers. A soldier was often killed for trying to get a drink of water. If a soldier fell down the Japanese would either bayonet them or knock them unconscious. Once they were knocked unconscious, the Japanese then forced another American soldier to bury the unconscious soldier alive. One soldier once commented, "The worst time was once when a burial victim with about six inches of earth over him suddenly regained consciousness and clawed his way out until he was almost sitting upright. Then I learned to what length a man will go to hang onto his life. The bayonets began to prod me in the side and I was forced to bash the soldier over the head with the shovel and then finish burying him."(Kappler, Pg. 168) This harsh treatment to innocent civilians and our soldiers needed to stop. The atomic bomb was a way to stop it. On December 7, 1941," A day that will live in infamy," Pearl Harbor was deliberately attacked by the Japanese. Reports indicate that 2400 people were killed and 1300 were wounded. The reason Japan bombed Pearl Harbor was because that was where all of our Navy ships were positioned. They were hoping to take out the Navy and were almost successful. The aircraft carriers were expected to be in the harbor, but luckily were not. Although the attack may have been a military success
Saturday, October 19, 2019
The challenges facing kindergarten teachers to deal with children whom Essay
The challenges facing kindergarten teachers to deal with children whom English is an addtional language - Essay Example I preferred these types of questions because they are useful in obtaining in-depth information on the research question. I purposely chose my participants based on two primary characteristics: 1) Were they teachers of kindergartens and 2) do they deal with children whom English is the second language. Upon introducing the research questions to a respondent, I gave out recent experiences of other teachers in other parts of the country along with the structured open-ended questions. The only delimitation in this data collection is that, the open-ended questionnaire did not collect the respondents’ first name, phone number, and the email address. In this case, I am unable to contact the respondents after the interview. Majority of the respondents were females. The females were 17 whereas the males were seven. Studies indicate that many people expect feminine touch from a kindergarten teacher (Rimer, 2003). Men keep away from this job because it offers low pay and continues to tag the profession as women’s work. The few men that teach kindergartens are regarded as insufficiently masculine, gays or even pedophiles! Majority of the respondents had a class size of 16 to 25 children. Four respondents had a class of 1 to 15 pupils, seven respondents had a class of 25 to 35 pupils, and the rest had a class of 16 to 25 pupils. Kindergartens prefer a medium classroom size, of about 20 to 30 students. According to studies, teachers of medium sized classes can increase learning and narrow the achievement gap between ethnic and racial groups (Haimson, 2003). Pupils whom English is an additional language assigned to medium sized classes have been proven to achieve English language proficiency, receive better grades, and exhibit improved attendance (Haimson, 2003). Despite students with EAL benefiting a lot from medium-sized classrooms, most of them are more likely to be enrolled in bigger classes, say over 25 pupils. Experts believe medium sized
Friday, October 18, 2019
Swifts A Modest Proposal Essay Example | Topics and Well Written Essays - 250 words
Swifts A Modest Proposal - Essay Example The writer begins by ruing the prevalence of beggars and impoverished children and proposes to submit a â€Å"cheap and easy method of making these children sound and useful members of the common-wealth†(Swift, para 2, 1729). Starting on this apparently straightforward note, Swift adopts a tone of practical economics and moral righteousness, which prompts the reader to expect him to list some realistic solution. Swift couches his proposal in terms of apparent objectivity, economic calculation and statistical data. However, the reader tends to be uncertain about the writer’s true motivation, and there is a suspicious undertone of irony in the passage where Swift declares â€Å"we neither build houses nor cultivate land†(para 6, 1729). This suspicion is further strengthened when he goes on to speak of young children in terms of a â€Å"saleable commodity†(para 7, 1729). However, Swift succeeds in hiding his real agenda. As the reader is lulled by his argumentative tone, the â€Å"surprise ending†of Swift’s proposal comes as an unexpected jolt: he proposes that poor children be sold on the market as food for wealthy landlords. Although the â€Å"surprise ending†of the writer’s proposal is unexpected, Swift is unable to validate his suggestion. It is now evident that the writer is using satire as a weapon and the piece is not to be taken at its literal or face value. Swift’s proposal is an attack on the prevailing social relations in Ireland, the widespread poverty, the indifference of absentee landlords, and their exploitation of the peasants, and British oppression of the Irish nation. The reader is quick to grasp that Swift’s actual proposal to alleviate the misery of Ireland is stated in paragraph 29: taxation of absentee landlords, use of locally manufactured goods, nationalism, unity and virtue. Swift’s â€Å"A Modest Proposal†is a satirical attempt to rouse the conscience of the reader to the plight of the impoverished
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