1

BRANDING


ITS IMPACT ON THE CONSUMER PURCHASE
DECISION-MAKING PROCESS








































KURT VON MOOS



DECEMBER 2005

EURPOEAN BUSINESS SCHOOL LONDON
2


ACKNOWLEDGMENTS








Writing this dissertation has been an extraordinary journey that ended one chapter in my life,
only to begin another. This journey could never have been completed without the love and
support of the special people that surround my life.


First and foremost, I would like to thank my mother, Maureen von Moos. You have given me so
many opportunities in life. I have come to owe you so much, that all I can offer you is my
unconditional love and gratitude.


To my Grandparents, Nazek & Ben, not a day goes by that my soul does not miss you. I hope you
can look down today, and finally be proud of me.


I would like to also thank Burton Paul, for inspiring me to achieve more. Thank you for being the
older brother I always wish I had.


To my dear friends, Nicolas & Peter, your friendship and support have meant the world to me.
You two will always have a special place in my heart.


I would like to extend a very special thank you to David & Birgit. Your constant support and
friendship was instrumental in me preserving my sanity. Thank you both so much.


And to Natashayouve changed my life. I love you.