Example brand analysis dissertation topic 5:

A study of the influence of branding and country of origin upon the purchase intentions of customers

Though this dissertation is grounded in existing academic literature its primary focus is on the collation of new primary data. Accordingly it seeks, through the use of both a web-based questionnaire and ‘on-street’ surveys to answer three questions. First, it considers the relationship between branding and consumer purchasing decisions, with a specific focus on leisure footwear: Nike, Adidas, and Puma. Secondly, the study determines the existence and nature of predetermined customer opinions as to the quality and value of brands within that market dependent upon country of origin. Thirdly, it explores aspects of existing advertisement campaigns that customers find particularly alluring with regard to the three brands under consideration.

Suggested initial topic reading:

• Prendergast, G.P., Tsang, A.S.L. and Chan, C.N.W. (2010) ‘The interactive influence of country of origin of brand and product involvement on purchase intention’, Journal of Consumer Marketing, Vol. 27(2), pp.180-188.
• Bluemelhuber, C., Carter, L.C. and Lambe, C.J. (2007) ‘Extending the view of brand alliance effects: An integrative examination of the role of country of origin’, International Marketing Review, Vol. 24(4), pp. 427-443.