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Alkhalil, Cindy, and Sophia Rehioui. "Brand Equity inom B2B startups : en kvalitativ studie om hur B2B startups arbetar med brand equity för att skapa konkurrensfördelar." Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-34442.
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Over the past few decades, branding has become a priority for companies. A brand helps companies to differentiate themselves from their competitors, which creates competitive advantages. Most of the research on brands has primarily focused on consumer marketing. However, it has been found that the brand is just as important in business to business (B2B) companies, and that it also plays a big role when it comes to the survival av newly established company like for example startups. Startups differ from established companies through their innovative ideas and problem solving. However, they faces challenges because of lack of capital, time and resources. As the competition in the market grows, startups need to create competitive advantages by working hard with their brand strategies to achieve strong brand equity. This study aims to highlight how B2B startups work with brand equity in order to achieve competitive advantages. The study has used a qualitative research strategy where the primary data has been collected through semi-structured interviews with four different startups based in Stockholm. The study shows that startups need to first position themselves in the market and then work on brand building. The result also shows that B2B startups are aware of the brand's importance and that they in fact work with brand equity to achieve competitive advantages. However, the strategies with the steps in the CBBE model differs depending on the industry and type of corporate activity.
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Oyedeji, Tayo A. "The credible brand model the effects of ideological congruency and customer-based brand equity on media and message credibility /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5574.
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Thesis (Ph. D.)--University of Missouri-Columbia, 2008.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on June 11, 2009) Vita. Includes bibliographical references.
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Teplá, Zuzana. "Vliv značky Mary Kay na kupní chování zákazníků." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-204008.
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The diploma thesis deals with the analysis of the influence of Mary Kay brand on purchase behavior of customers B2C markets thanks to the model customer-based brand equity and the model ColourMind using colour-word association method CWAT. Its aim is to evaluate perception of the brand and factors influencing behavior of customers. Theoretical part is focused on B2C markets, brand politics, customers and their attitude to shopping. Practical part deals with identification of Mary Kay company, analysis of determinants and evaluation of their influence on purchase behavior of customers.
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Blomberg, Linnéa, and Julia Furman. "Enhancing Fast Fashion Brands Through Environmentally Sustainable Efforts : An explorative study on Generation Z’s perceptions towards circular economy initiatives and its impact on Customer-Based Brand Equity." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-85368.
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Purpose – The purpose of this study is to explore how environmentally sustainable efforts, in terms of circular economy (CE) initiatives, are affecting the customer-based brand equity (CBBE) of fast fashion brands. By considering the attitudes of Generation Z, fashion companies can build brands that respond to the environmental requirements of future decision-makers. Therefore, the following research questions are derived: What are Generation Z’s self-disclosed perceptions of fast fashion brands conducting circular economy initiatives? and How do the perceptions of Generation Z regarding circular economy initiatives impact the CBBE of fast fashion brands? Method – This master thesis is an exploratory study with an inductive approach. In total, 12 qualitative interviews are conducted, consisting of consumers of fast fashion within Generation Z and currently living in Sweden. The interviews follow a semi-structured approach and in order to analyze the empirical findings, a thematic analysis was executed. Findings – The main findings of this study consist of three overarching themes in terms of Generation Z’s perceptions towards fast fashion brands conducting CE initiatives and its impact on CBBE. The emerging perceptions describe different segments within Generation Z, which have been defined as Positive: Creates Value, Negative: Hypocritical, and Indifferent: Not relevant. Moreover, the results show that a positive perception towards CE initiatives can strengthen the CBBE of fast fashion brands. In contrast, a negative perception causes a small impact on CBBE and may even weaken the brand, whereas an indifferent perception towards CE initiatives has no noticeable impact on the CBBE. Theoretical and practical contributions – The study provides insights into Generation Z's different perceptions regarding CE initiatives and how macro-environmental factors can impact the brand equity of fast fashion brands and consumer perception of these brands. The main findings can assist brand managers to address the different consumer segments and their needs by successfully implementing sustainability activities into the business operations of fast fashion brands.
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Park, Sang Hee. "The Antecedents and Consequences of Brand Image: Based on Keller’s Customer-Based Brand Equity." The Ohio State University, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=osu1259560834.
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Komulainen, Mikko. "Exploration of customer-based brand equity in the field of accounting." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53006.
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Background: The study explores the impact of brand equity on brand loyalty intention within the accounting services sector in Finland. The study uses four dimensions of brand equity, which include perceived brand quality, perceived brand value, perceived brand uniqueness and perceived corporate credibility. Purpose: The purpose of this thesis is to explore the applicability and the impact of customer-based brand equity and its dimensions in the field of accounting. Method: The current research applies known conceptual frameworks and theories on the dimensions of customer-based brand equity in business-to-business context and investigates causal relationships between the CBBE dimensions and brand loyalty intention. A self-administered survey was conducted and a total of 93 responses was collected from businesses that use external accounting services. Conclusion: All hypotheses have been supported and the findings conclude that brand quality, brand value, brand uniqueness and corporate credibility have positive correlation with brand loyalty intention. Findings of the study are relevant for marketers and researchers, as well as for managerial implications in the building of brand equity. The paper provides valuable insights into the dimensions of customer-based brand equity in the business-to-business context and offers a solid foundation for future research on brand loyalty and brand equity and offers practical help for businesses to enhance their customers’ loyalty.
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Berger, Philipp. "An exploration of customer-based brand equity in industrial markets." Thesis, University of Gloucestershire, 2017. http://eprints.glos.ac.uk/4739/.
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Although interest towards the business-to-business (B2B) brand and its equity has increased over the last ten years (Klarmann & Fleischmann, 2014), the elements that have been identified and the models that have been developed appear rather disconnected (Leek & Christodoulides, 2011). One possible reason is that the theory that has been developed is rarely rooted in the B2B context (Keränen, Piirainen, & Salminen, 2012). This leaves a high potential to uncover further elements, their interrelations and underlying patterns by exploration (Keränen et al., 2012). The accomplished multiple case study follows an embedded and a holistic approach (Yin, 2009) by studying the similarities and differences of the cases and the subunits. The four cases represent one larger organisation and three smaller organisations. Three of these organisations purchase standard goods and one organisation purchases highly customised components. Using an adapted critical incident technique, the author accomplished two semi-structured interviews with 18 participants. The elaborated framework and the developed model offer a dynamic view of customer-based brand equity, consider the multifaceted nature of the industrial B2B context and take the multi-headed nature of the buying centre into account. Moreover, the findings have uncovered the buying centre’s general valued factors. The results show further that the characteristics of the assets vary depending on the business context and the business functions’ range of tasks. The fulfilment of the business functions’ task-based value factors appears to offer the possibility to address the selfimage. Furthermore, I propose to determine customer-based brand equity by the three main comprehensive brand assets: the brand’s knowledge, the capability and the attitude (see Figure 23). These assets and their detailed characteristics are valued throughout the business relationship (see Figure 24). A business relationship consists of a pre-contact, evaluation, clarification, survey, foreplay, delivery, proof of credit and a relationship phase. The influence on the brand’s image appears to be particularly strong during the evaluation and clarification phases. The capability and knowledge factors are found to be most influential during the beginning of the relationship and the attitudinal factors during the later phases. The value of an intensive relationship appears to depend on the potential for joint-work optimisation, the contribution towards the customer’s stated added value and the degree of interactivity. Moreover, the relationship begins with the perception— achieved through one-way communication—of the brand as a team. Only later does the business relationship become increasingly interactive and the perception develops towards a focus on the team members. Apart from the sales force, the engineers are found to be one of the most influential team members that contribute to the brand image.
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Bengtsson, Anna, and Ida Larsson. "Revolutionary Rebranding´s Impact on Brand Attitudeand Customer-Based Brand Equity among SwedishConsumers." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-22930.
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Coop, WF. "Brand Image of MBA Business Schools in South Africa as driver of customer-based brand equity." Thesis, Cape Technikon, 2002. http://hdl.handle.net/20.500.11838/2096.
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Thesis (MTech (Marketing))--Cape Technikon, 2002.<br>Brand image has long been recognised by marketers and brand researchers alike as an
important concept in marketing. Brand image as defined by Keller (1993), is complex
and consists of perceptions about a brand as reflected in memory by the brand
associations held in consumer memory. These brand associations are the other
informational nodes linked to the brand in memory and contain the meaning of the brand
for consumers. Brand image in turn will impact on customer-based brand equity which
Keller (1993) defmes as the differential effect that overall brand knowledge has on
consumer response to the marketing effort of a brand. This study investigates the importance and relevance of brand image and its impact on
customer-based brand equity in a high-involvement purchase, using the MBA market as
the field of study.
Based on the findings of the research conducted by Markinor (2001) regarding the
perceptions of business schools by MBA graduates in South Africa, the writer developed
an Integrated Brand Management Model which will serve as a conceptual framework for
managing the "brand gap", defined as the gap that exists between brand identity (as
proposed by the organisation), and brand image (as perceived by the consumer).
Furthermore, the model illustrates the dimensions of brand identity that need to be
managed on an ongoing basis by brand managers to ensure the success of a brand, and the
resultant impact that this management process will have on the various dimensions of
brand equity.
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Gyori, Laszlo Alexandru, Arthur Heurtaux, and Pedro Alonso Talavera. "Relationships on social media based brand communities : Explaining the effect on customer-based brand equity in the service industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65022.
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Background: The importance of brand communities is increasing as managers have understood the benefits such communities which can create competitive advantage. Companies are trying to differentiate from the competitors and customer-based brand equity has been acknowledged as a successful marketing tool. Moreover, the development of social media allowed people from different cultures to come together, interact and share experiences in regards of their favorite brand. Purpose: The purpose of this paper is to explain the effect of relationships on social media based brand communities on customer-based brand equity in the service industry. Methodology: The research proposes a sequential explanatory design which consists of a mixed approach by collecting and analyzing the quantitative data first, followed by the collection and analysis of the qualitative data in the form of interviews based on the quantitative results. Data has been collected from Facebook Groups and Facebook Fan Pages in regards of an airline. Findings: Relationship that customers form with the brand, other customers and the service on social media based brand equity have a positive effect on customer-based brand equity. Furthermore, perceived brand trust represents a significant moderator in this relationship. Additionally, results show that there are differences between different cultures in enhancing brand equity. Keywords: Social Media, Brand Communities, Customer-Based Brand Equity, Service Industry, Perceived Brand Trust, Culture
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Jansson, Carl Johan, and Shuvo Deep Dass. "Customer Based Brand Equity and Intangibles : The case of the Swedish mobile network operators." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-179813.
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Problematization: Studies indicate that there is a lack of strong brands among the Swedish mobile network operators. Problems of retaining customers are common among the big operators. Few studies on brand equity for intangible products have been done. Purpose: The purpose of this paper is to investigate which factors influence brand equity in the Swedish service sector of mobile network operators. Theory: This paper is limited to one aspect of brand equity, namely customer based brand equity. Common constructs of customer based brand equity are: brand awareness, brand associations, brand loyalty, and perceived quality. Methodology: The data was collected with self-administered delivery and collection questionnaires, which were distributed among university students. Data: 400 questionnaires were handed out and 363 responses were valid. Results and Conclusion: This study indicates the importance of brand associations, brand loyalty, and brand trust for establishing customer based brand equity among the Swedish mobile network operators.
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Edberg, Elinor, and Oscar Sivertzen. "Keeping it Real while Selling Out : How to increase Customer-Based Brand Equity by utilizing Brand Authenticity." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-255943.
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Previous research has proven that perceived Brand Authenticity functions as a differentiator, which brands can use to stand out in today’s marketplace. However, few studies have investigated whether it is possible for brands to become more profitable by utilizing their authenticity. This thesis therefore investigates the relationship between the two branding concepts Brand Authenticity and Customer-Based Brand Equity (CBBE). An explanatory survey study is made on the Swedish retail clothing industry, which measures the effect of the Brand Authenticity associations Continuity, Originality, Trustworthiness, Genuineness, Heritage, and Symbolism on the CBBE outcomes (1) consumers’ willingness to pay a price premium, (2) recommend a brand, and (3) buy a brand before other brands. The results show that while some Brand Authenticity associations increase the CBBE outcomes, others seem to give no effect and some even to undermine them. If brand managers of authentic brands wish to increase their value sales through price premiums and increase volume sales through increased purchases, they should focus on communicating Symbolism, Originality and Genuineness. If decreased marketing costs through word of mouth is the goal, brand recommendations can be achieved through communicating Trustworthiness as well. However, Continuity and Heritage should be avoided in all brand communication if increased profits is the primarily goal.
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Oliveira, Marta Olívia Rovedder de. "Modelo de estimação de Brand Equity." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2013. http://hdl.handle.net/10183/78034.
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Embora haja um consenso sobre a importância do valor da marca, um modelo de estimação único e uniformemente aceito ainda não surgiu, nem na perspectiva baseada no cliente ou consumidor nem na perspectiva da firma ou financeira. Assim, os profissionais de marketing ainda são desafiados a estimar o valor da marca. Além disso, é importante para a construção de um modelo de estimativa de valor da marca detectar as percepções dos consumidores e também apresentar uma estimativa monetária do valor da marca, satisfazendo às exigências de financistas, contabilistas e acionistas empresariais. A maioria dos modelos de valor da marca baseado no consumidor existentes não oferece uma estimativa monetária do valor da marca e muitos modelos de valor da marca baseado na firma não observam as percepções dos consumidores. A maioria deles não avalia o desempenho das marcas em futuros períodos de tempo. Esta pesquisa desenvolveu um modelo que permite estimar o valor da marca observando as probabilidades de escolha (manutenção ou troca) de marca pelos consumidores, com a aplicação da Matriz de Troca Markov. A matriz de troca de marca foi estimada por um estudo transversal, utilizando um modelo de escolha logit, analisando todas as marcas competidoras no mercado. Esta pesquisa também investigou o valor monetário da marca, utilizando o mecanismo de fluxo de caixa descontado. O modelo permite o cálculo do valor da marca de um produto, em particular, bem como o cálculo do valor da marca da empresa. Além disso, o modelo possibilita o estabelecimento da relação entre o mindset do cliente e a avaliação do desempenho de marca no mercado, comparando a marca de seus concorrentes. A integração entre valor da marca baseado no consumidor e valor da marca baseado na firma permite estimar o retorno financeiro das ações de marketing, verificando a contribuição de cada um dos condutores (consciência de marca, qualidade percebida, lealdade à marca, valor percebido, personalidade da marca e associações organizacionais) ao valor marca.<br>Although there is a consensus about brand equity importance, a single, uniformly accepted estimation model has not yet emerged, neither from consumer-based brand equity or firm or financial-based brand equity perspectives. Hence, marketing professionals are still challenged to estimate the value of the brand. Furthermore, it is important to build a brand equity estimation model, which detects the consumers’ perceptions and also presents a monetary estimation of brand equity, satisfying shareholders’ requirements. Most of the existent consumer-based brand equity models do not offer a monetary estimation of brand equity and many firm-based brand equity models do not observe consumers’ perceptions. Most of them do not evaluate the brands’ performance in future periods of time. This research developed a model that permits estimation of brand equity observing the consumers’ brand choices probabilities (purchase maintenance and brand-switching), by applying the Markov Matrix. The brand-switching matrix was estimated by a cross-sectional survey, using a logit choice model, analyzing all competing brand. This research also investigated the monetary value of the brand, using the discounted cash flow mechanism. Our model allows the calculation of the value of the brand of a product, in particular, as well as the calculation of the company's brand. Our model enables the establishment of the link between customer mindset and evaluating the performance of brand in market, comparing the brand to its competitors. The integration between consumer-based brand equity and firm or financial-based brand equity allows the estimation of the financial return of marketing actions, checking the contribution of each of the drivers (brand awareness, perceived quality, brand loyalty, perceived value, brand personality and organizational associations) in brand equity.
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Lim, Yu Mi. "Customer-based brand equity: The Effect of Destination Image on Preference for Products Associated with a Destination Brand." Thesis, Virginia Tech, 2009. http://hdl.handle.net/10919/32588.
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Due to highly competitive destination markets, destination branding techniques are becoming popular among destination marketers. The destination marketers tend to leverage their destination brand value to other products associated with the destination brand (referred to as brand extension).
This thesis investigated how customer-based brand equity for a tourist destination can be transferred to products associated with a destination brand. Specifically, the effect of destination image on preference for products associated with a destination brand was investigated. The relationship between destination image, consisting of a cognitive component and an affective component, and preference for products associated with the destination brand was examined. Also, the relationship between tourists' destination preference and preference for products associated with a destination brand was investigated.
Both cognitive image and affective image of destination are positively related with preference for products associated with a destination brand. It is revealed that preference for destination is also positively related to preference for products associated with a destination.<br>Master of Science
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Purbrick, Giles. "The effectiveness of sponsorship in relation to customer-based brand equity : an action sport event application." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/25668.
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Background: Customer-based brand equity (CBBE) is the differential effect that brand knowledge has on consumers’ response to that brand’s marketing. This research seeks to apply CBBE to action sports sponsorship in a South African context. CBBE was used to investigate the following; • The impact of sponsorship intervention on CBBE<br> • How multiple CBBE objectives can be achieved through sponsorship<br> • The differential effect of sponsorship leveraging activities on CBBE<br> • The influence of interest and involvement in an event on CBBE <br> Results: A quasi experiment, using interrupted time series analysis, found that only brand awareness was raised owing to sponsorship intervention. Sponsors were not very successful at achieving multiple objectives, while some did manage to achieve their primary objective. It was found that the impact of leveraging activities, according to type of brand, had a differential impact on CBBE. Very little association was found between the level of interest and involvement and CBBE. Conclusion: A framework for sponsors to manage CBBE objectives, sponsorship activities and evaluation was presented. New marketing and leveraging techniques are continuously needed to maintain and raise CBBE perceptions. These techniques should leverage interest and involvement in the event to create goodwill and brand loyalty. Copyright<br>Dissertation (MBA)--University of Pretoria, 2010.<br>Gordon Institute of Business Science (GIBS)<br>unrestricted
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Ingemansson, Viktor. "Consumer-Based Brand Equity Within the Insurance Industry : Attitudes Towards Corporate Social Responsibility." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-64955.
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Modern technology has provided for greater company transparency and media coverage, which among other has led to customers being able to increasingly demand corporate social responsibility (CSR) initiatives from companies. Companies should however not consider CSR as a constraint, but rather as a way to create competitive advantage, generating positive outcomes. One of which could be consumer-based brand equity (CBBE), however, the implementation of efficient CSR strategies is a difficult task, where research has somewhat disregarded the customer aspect of CSR, which can drive CBBE. Hence, this research has focused on the customer attitudes towards CSR and how this impacts CBBE, as well as brand trust. The data for the survey was gathered through a convenience sample, which after data cleanup consisted of 106 respondents. The results of the data analysis suggested the impact which customer attitudes towards CSR can have on both CBBE and brand trust, within the context of the insurance industry, used for this paper, due its linkage to CSR, as described later on. Keywords Customer Attitudes, Brand Affection, Brand Trust, Brand Equity, Consumer-Based Brand Equity (CBBE), Corporate Social Responsibility (CSR), Insurance Industry.
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Simeoni, Isabella, and Matilda Näsman. "Branding Swedish Business Schools : A qualitative study on how Customer-based brand equity creates value for a Swedish Business School's Brand." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-104323.
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In this current day and age, developing brands is increasingly important. Universities have started to realise the potential benefits that exists from having a strong brand and have therefore started to invest resources in branding. Even though research within this field is present, not much have been conducted on the Swedish market. Comparing to research that is out there, the Swedish Higher Education industry differs, as most Universities and Business Schools in Sweden are public authorities. This research aims to contribute with additional insights for Swedish Business Schools by studying brand equity and understanding how the brand is perceived both from the perspective of the University and that of the students. In order to reach the purpose stated, we developed our own figure based on previous acknowledged theories. The components that we chose to include were brand awareness, brand image, points of parity (POP), points of difference (POD), reputation and self-image. We interviewed 12 students currently enrolled at Umeå School of Business and Economics as well as one representative of the Business School. After thoroughly analysing the results we could conclude that brand awareness currently creates less value to the brand, in comparison to brand image. Looking at the differences in the perception of the Business School brand some components differed more than others. The Business School and the students perceived the overall position of the Business School as well as the general reputation the same. The brand image, as well as POP and POD, was perceived differently between the two. This research also found some managerial implications. Since brand image currently creates more value than brand awareness, Business Schools have a possibility to differentiate by focusing more on brand awareness. We also found that benefits of the Business School, specifically experiential benefits should be marketed towards prospective students.
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Fernandes, Maria Teresa da Cunha de Almeida. "Relação da personalidade da marca com a análise do capital da marca a longo prazo : o caso da marca de chocolate snickers®." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/4311.
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Mestrado em Marketing<br>Neste estudo, a brand equity (capital da marca), aferida com base no modelo de customer-based brand equity e as estratégias de construção, reforço e revitalização da marca serão os principais temas a abordar. Os objectivos fundamentais do estudo são: aferir o capital da marca Snickers® percepcionada pelos consumidores em Portugal; detectar se há relação entre a personalidade de Snickers® e o respectivo capital da marca e, (3) explorar se os elementos de reforço da marca são relevantes para o consumidor quando estudado o capital da marca. O presente estudo é de carácter exploratório, recorrendo ao método quantitativo através do inquérito por questionário com uma amostra não probabilística de 107 consumidores de chocolate. Os resultados obtidos permitem concluir que: (1) o capital da marca Snickers® é positivo, tendo todas as dimensões sido avaliadas com valores positivos; (2) existe uma relação positiva e significativa entre a personalidade e as dimensões do capital da marca, sendo uma mais-valia para o estudo da marca incluir o estudo da personalidade; e (3) as dimensões de reforço da marca Snickers® são relevantes quando percepcionadas pelos consumidores, sendo também uma mais-valia para o estudo do capital da marca.<br>In this study, brand equity, customer-based brand equity and brand reinforcement and revitalization strategies will be the main topics addressed. The fundamental objectives of this study are: (1) assess the value of Snickers'® brand perceived by Portuguese consumers, (2) assess whether there is an association between Snickers'® personality and its brand equity and (3) explore if the reinforcing elements of the brand are relevant to the consumer when assessing its brand equity. This research is an exploratory study, using the quantitative method through the questionnaire survey of a non probabilistic sample of 107 chocolate consumers. The results showed that: (1) Snickers'® brand equity is positive since all its dimensions were assessed with positive values, (2) there is a positive significant relationship between personality and the brand equity dimensions, making it beneficial to study personality when studying brand equity; and (3) the reinforcement elements are relevant to customers when studying brand equity.
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Engert, Linda, and Ida Dahl. "Researrangör som researrangör? : En studie om hur konsumenters involvering i resande generellt och produktkategorier påverkar deras möjligheter att särskilja varumärken." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-36104.
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Konkurrensen bland svenska företag har ökat markant under de senaste åren, vilket har inneburit att deras utbud blivit allt mer likartade. Digitaliseringen har i synnerhet intensifierat konkurrensen inom resebranschen, vilket har bidragit till att företag istället söker att särskilja sig genom immateriella fördelar och varumärkesdifferentiering. För att varumärken ska lyckas med sin varumärkesdifferentiering krävs det att konsumenter är involverade i varumärkena och deras erbjudanden. Med anledning av detta var syftet med studien att få en förståelse för hur konsumenters involvering i resande generellt och produktkategorier påverkade deras möjlighet att särskilja turistiska varumärken. I denna studie användes följaktligen teorier som behandlade involvering och varumärkesdifferentiering. För att få en förståelse för konsumenters involvering i resande och produktkategorier tillämpades teorierna varaktig involvering och produktkategoriinvolvering. För att få kunskap kring konsumenters förmåga att särskilja varumärken ifrån varandra användes Customer-based Brand Equity. Utifrån detta ansågs en kvalitativ metod bäst lämpad för att undersöka fenomenet och vidare genomfördes fyra semistrukturerade fokusgruppintervjuer. Resultatet från intervjuerna visade initialt att konsumenterna var involverade i resande och de uttryckte således starka tankar och åsikter om varumärkena vilket följaktligen innebar att konsumenterna kunde särskilja varumärkena. Det visade sig dock att detta inte stämde överens med verkligheten, då det uppdagades att konsumenterna faktiskt var ovetande om vilket varumärke de senast använde sig av. Trots en hög involvering i resande generellt, uppvisade de en låg involvering gentemot produktkategorin vilket bidrog till att konsumenterna faktiskt inte kunde särskilja varumärkena.<br>The competition amongst Swedish companies has significantly increased in recent years, which has contributed to the their increasingly similar offers. The digitization has particularly intensified the competition within the travel industry, which in turn has contributed to companies trying to distinguish themselves through intangible assets and brand differentiation. Forbrands to succeed with their brand differentiation, it requires that consumers are involved with the brands and their offers. Therefore, the aim of this study was to gain an understanding of how consumers involvement affected their ability to distinguish touristic brands. Hence, theories that addressed involvement and brand differentiation were used in this study, to gain an understanding of consumers involvement intraveling and product categories, and thus their ability to distinguish between brands. A qualitative method was therefore used, and four semi-structured focus groups were conducted.The conclusions of this study initially displayed that the consumers should be seen as highly involved in traveling in general, further more they also expressed strong thoughts and feelings about the brands, which implied that the consumers were able to distinguish the brands. However, it was later revealed that the consumers in fact, were not able to differentiate the companies. Although consumers were perceived ashighly involved in traveling, they showed low involvement towards the product category, which contributed to their inability to distinguish the brandsfrom one another.
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Husberg, Susanne, and Jessica Ljung. "Premium Retail Brands in the Food Retail Industry : A Customer Based Study of ICA Selection." Thesis, Umeå University, Umeå School of Business, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-24539.
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<p>This study concerns retail brands in the food retail industry and focuses on premium products. The research is investigating how ICA can best use premium products to increase their profitability. The study is thus based on their brand ICA Selection and investigates three sub purposes concerning the customers’ perception of the products, their purchase behavior and their willingness to pay a price premium.</p><p> </p><p>To investigate, theory concerning brand resources was utilized, involving both brand equity and brand management. To measure brand equity, the authors adapted a customer mind set and utilized Aaker’s framework and the specific industry developments made by Anselmsson, Johansson and Persson. Accordingly, this theory is based on five brand equity attributes: perceived quality, brand associations, loyalty, awareness and uniqueness. These attributes were thereafter developed to explain food premium products. The brand management theory used was Kapferer’s brand management strategies, in order to assess ICA’s strategic advantages and disadvantages.</p><p> </p><p>The research was quantitative and the authors utilized a visit self completion questionnaire, in order to describe and investigate the purpose. The questionnaire was handed out according to a systematic sampling method, to customers at the 4 different concept ICA stores in Umeå.</p><p> </p><p>Based on the findings, the authors concluded that in order to increase the profitability of ICAs food premium products, the following strategies should be considered. First, the customer awareness of ICA Selection must be increased and the customers must be educated about the benefits of the product. Moreover, the premium brand should aim to provide value for money, high intrinsic product quality (i.e. taste, ingredients etc) and an improved store image. These factors will help defend the price premium. Furthermore, to attract buyers, the brand has to have a high enough brand status and a sufficiently attractive and functional packaging. This research has therefore concluded how to efficiently allocate the resources and obtain an increased customer satisfaction. This may in turn increase the profitability of ICA Selection. However, it is of course important to also take into account the external environment, such as the recession and competition, when deciding on the brand strategy.</p>
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Chekalina, Tatiana. "A Value Co-Creation Perspective on Customer-Based Brand Equity Modelling for Tourism Destinations : A case from Sweden." Doctoral thesis, Mittuniversitetet, Avdelningen för turismvetenskap och geografi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-24832.
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Tourism destinations all over the world increasingly embrace marketing and branding practices traditionally utilized by businesses. However, the literature on customer-based brand equity modelling and measurement for tourism destinations lacks the conceptual understanding of the complex relationships between tourists and the destination brand. Therefore, the thesis at hand addresses the existing gap in tourism literature and aims at contributing to the development of the customer-based brand equity concept in a tourism destination setting (CBDBE) by taking into account the value-co-creation approach. The components of the proposed model consist of the customers’ evaluation of the destination promise in terms of transforming functional, intangible and social destination resources into tourists’ value-in-use. Furthermore, the positive relationship between visitors’ perception of the destination and value-for-money discloses the input of tourists’ own resources into the process of value-co-creation. Moreover, destination brand awareness affects the evaluation of the destination promise, which, in turn, determines tourists’ behavioural intentions towards the destination. By implementing web-based customer surveys and using a linear structural equation modelling approach, the proposed model is empirically validated for the leading Swedish mountain destination Åre. First, the model is repeatedly tested with data regarding the winter seasons 2009/10 and 2012/13. Second, the proposed CBDBE model has been operationalized and tested also for the summer season. Findings from face-to-face interviews conducted in Åre during summer 2012 uncovered the relationships between destination resources offered in Åre, tourists’ own resources and destination value-in-use and, thus, served as the empirical fundament for the development of a destination-specific scale to measure value-in-use. Subsequently, the proposed CBDBE model has been successfully tested with web-based survey data collected after the summer season 2012, both for the total sample and separately for the main a priori tourist segments, including hiking, mountain biking and village tourists. Results show the significant contribution of destination value-in-use defined as perceived benefits from a destination stay, which, in turn, strongly affect customers’ destination loyalty. In contrast, the relationship between value-for-money and destination loyalty is less strong and even non-significant for the two customer segments hiking and mountain biking tourists. Importantly, as part of the CBDBE model operationalization, the thesis highlights the need to better understand destination-specific consumption patterns across various tourism segments by destination managers. Therefore, results demonstrate that by monitoring unique destination and tourist-specific experience dimensions, destination management can influence and better manage both the value-in-use for customers and customer loyalty. Thus, the proposed CBDBE model provides destination managers with a tool, which enables evaluation and upgrade of destination marketing strategy and, finally, assist in discovering promising innovation potentials for highly experiential tourism products.<br>Customer-based innovations in tourism<br>Engineering th Knowledge Destination through Customer-based Competence Development
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Hansson, Viktoria, Maria Karlsson, and Albin Larsson. "Spraying a New Trend : Exploring Branding Strategies Through the Volvo LifePaint Campaign." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30640.
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Background: The authors tentatively believe they have identified a new trend within branding, where an established brand launches a new and innovative product that is somehow related to the brand’s core values, interactively through a complementary marketing communication video. Support for the relevance to further investigate the identified trend can be found in academic literature. Due to today’s competitive marketplace, several researchers emphasize the importance to further explore and evaluate creative customer-based brand equity-building strategies. Purpose: The purpose of this thesis is to explore the identified trend and whether this identified trend can assist in building customer- based brand equity. The authors of this thesis use the Volvo LifePaint campaign as a case for the study. The research questions concerns what associations consumers make to the launched product when being exposed to its complementary marketing communication video, and whether these associations are transferable to the brand. Method: The method of this research was qualitative and the primary data collection was collected through 10 semi-structured interviews, as well as observations through netnography. Conclusion: Based on the findings from the case study, the authors conclude that the identified trend may serve as a creative branding strategy for an established brand, to assist in building customer-based brand equity. However, the authors noticed that unfavorable associations also may be created and transferred, which potentially can harm the brand.
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Johansson, Anton, Isabela Chiweshe, and Tim Rikli. "It is a Win-Win Situation. : A quantitative study about the effects of perceived co-creation benefits on customer-based brand equity (CBBE)." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85333.
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Background: Brand managers are always trying to find ways to increase brand profitability and creating a stronger competitive advantage. Part of the marketing activities implemented by brand managers is geared towards building brand equity. Managers have now recognized the importance of the customer in creating brand equity and therefore implement co-creation as a way of creating value together with the customer. Co-creation allows for the firm to bring the customer closer. Two dimensions of brand equity which are brand loyalty and brand experience were chosen for this study. Purpose: The purpose of this study is to explain the effects of perceived co-creation benefits on brand loyalty and brand experience (CBBE). Methodology: To meet the purpose, the study proposes an explanatory design with a quantitative approach. After reviewing relevant literature, three benefits were found important for the customers and in connection to the purpose of a researched model based on six hypotheses was developed. The empirical data was collected through a self-administered questionnaire which was distributed online with a total of 119 responses which were recorded and passed the qualification question whether they follow a brand on social media. Findings: The authors found evidence that perceived co-creation benefits have an effect on CBBE. It was found that particularly hedonic benefits have a significant effect on brand loyalty. Another finding was that social integrative benefits also has an effect on brand experience.
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Sibiya, Mxolisi. "The Impact of title sponsorship on customer-based brand equity: an evaluation of seasonal soccer tournaments in South Africa." Master's thesis, Faculty of Commerce, 2019. http://hdl.handle.net/11427/31129.
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Sports sponsorship has become an integral brand building tool as brands wrangle to be differentiated and to create loyal customers. Sponsorship is seen as impactful as it brings brands closer to consumers through a passion point and by borrowing equity of the sponsored property. As the sponsorship market continues to grow, brands are diversifying into title sponsorship of short-term tournaments to gain a competitive edge. The mere association by means of name sharing as title sponsors is not strong enough to alter what consumers see, hear, feel, and think of the brand. Thus, brands have to employ brand experiences that are engaging, enjoyable, and memorable enough to deliver lasting impact on consumers in terms of what consumers see, hear, feel, and think. These modules together form customer-based brand equity (CBBE), the potential commercial value that a brand can derive based on what resides in the mind of consumers. Nonetheless, there is currently no scholarly investigation that examines the impact that brand experiences has on CBBE. The goal of this research is to unpack the proliferation of title sponsorship in short-term tournaments and explore if CBBE is impacted by employing brand experiences during short-term tournaments. The thesis aims to establish an academic foundation to strengthen the interpretation of the relationship between sponsorship of short-term tournaments and the experiences used to impact CBBE. To achieve this objective, the study presents an adapted framework for interpretation as no scholarly model currently exists. The relationship interpretation is achieved through thorough investigation of existing literature that integrates short-term tournament title sponsorship, brand experiences, and CBBE. Furthermore, custodians of brands that title sponsor short-term tournaments were the focal population of the study to understand their strategic imperatives that inform the relationship under study as research reveals that more title sponsors are integrating brand experiences into their sponsorships.
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Borg, Johanna, and Linda Engert. "Varumärkesdifferentiering på homogena marknader : En studie om konsumenter kan urskilja de homogena apoteksföretagen." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-34282.
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Konkurrensen bland företag har blivit allt hårdare och det har således blivit svårare för företag att utmärka sig gentemot konkurrenter. Företag måste därför differentiera sig för att bli ihåg komna av konsumenterna, och de företag som erbjuder identiska produkter och tjänster måste arbeta än mer intensivt för att utmärka sig. Ett sätt för företag att differentiera sig är genom varumärkesdifferentiering. Av den anledningen har syftet med denna studie varit att få förståelse för i vilken utsträckning konsumenter kan urskilja företag som agerar på homogena marknader. Denna studie använde sig av teorier som har fokuserat på varumärkesdifferentiering. Brand Equity och Customer-based Brand Equity är teorier som främst ser till konsumenters varumärkesmedvetenhet, deras associationer, hur de uppfattar kvaliteten och lojaliteten de känner gentemot ett varumärke. Baserat på teorierna som användes, tillämpades huvudsakligen en kvalitativ metod. Detta då det ansågs mest lämpligt för att få en sådan djup förståelse som möjligt för fenomenet, vilket genomfördes via fokusgrupper. Däremot har även kvantitativa inslag använts genom en enkätundersökning, vilket bidrog med en övergripande insikt och hittade områden som belystes mer ingående i fokusgrupperna. Studien visade initialt att konsumenterna trodde att de kunde urskilja företag som agerar på homogena marknader och de uttryckte starka åsikter och tankar gentemot dem. Vad s omdäremot framkom i denna studie var motsatsen till detta. Slutsatser som kan dras från denna studie var att konsumenterna i själva verket var ovetande om vilket företag de faktiskt besökte och kunde därav inte urskilja dem. Vilket tyder på att konsumenter inte är kapabla till att urskilja företag som agerar på homogena marknader. Funderingar väcktes därav kring hur viktig varumärkesdifferentiering verkligen är på homogen marknader.
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Lampeitl, Johanna. "E-handelsförpackningens betydelse för kundbaserat Brand Equity : Hur styrkan i ett varumärke kan byggas med en varumärkesanpassad förpackning vid E-handel." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-433967.
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Studiens syfte har varit att experimentellt undersöka om det finns en varumärkesbyggande påverkan vid varumärkesanpassad distributionsförpackning. Teoretiskt har studien utgått från teorier inom kundbaserat varumärkeskapital med utgångspunkt från teorin om Brand EquityDimensions och Brand Value Chain-modellen. Hypotes: Varumärkesanpassad distributionsförpackning har en positiv påverkan på kundbaserat varumärkeskapital, kontra en generiskdistributionsförpackning vid e-handel. Studien har genomförts med en kvantitativ metod där förhållandet mellan varumärkesanpassad och generisk distributionsförpackning jämfördes i förhållande till kundbaserat varumärkeskapital. Insamling av data skedde genom experimentell design, för att kunna acceptera eller förkasta hypotesen, vilken sedan ligger till grund för resultat och analys för studien. Studien visar på att en varumärkesanpassad distributionsförpackning har större positiv påverkan på kundbaserat varumärkeskapital i alla komponenter som används i studien förutom Prispremium. Slutsatsen är således att konsumenters attityder till en varumärkesanpassad distributionsförpackning bidrar till att stärka kundbaserat varumärkeskapital, med undantag för prispremium.
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Andersson, Louise, and Sara Klingberg. "How to make ambassadors turn their friends into ambassadors." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-98033.
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With the internet's rampage, the possibilities for consumer-driven distribution of information are massive. One way to use this inter-consumer approach is to encourage existing customers, or ambassadors, to invite their friends and family to become a part of the brands success. But how can companies motivate existing customers to play a more important role in the brand expansion? The purpose of this thesis is to explore the motives and triggers for existing customers to invite friends, to become new customers. This by combining the empirical data collected from telephone interviews and web surveys, with theories on brand equity and inter-consumer marketing. To delimit the thesis, only motives connected to the marketing of premium products with a high customer involvement have been analyzed. For this purpose, Mackmyra Svensk Whisky AB was chosen. The empirical delimitation of this thesis is thus the customers of Mackmyra. The results showed that the motives that are perceived motivational differ from person to person. The incentives identified as more prevalent than others were access to unique products, priority to limited editions, possibility to experience the company from the inside, invitations to exclusive events, price reductions and points to exchange for merchandise.The identified incentives were segmented. After the segmentation, every company should carefully consider which segments to target, as those best suited for incentive programs differs from case to case.
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Lövgren, Pouncette Albin, and Edith Nielsen. "Kundbaserat varumärkeskapital : En deskriptiv studie med syftet att undersöka hur generation Z värderar varumärkeskapitalet hos en konsumentprodukt." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-75217.
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The purpose of the thesis was to investigate how generation Z values the customer-based brand equity of a consumer product. Generation Z is an interesting generation to study since they have shown to differ in a variety of aspects from previous generations. To answer the purpose, a model has been constructed, which is based on previous research. The model consists of the components; brand awareness, brand associations/image, perceived quality and brand loyalty. Together the components form the cornerstones of the customer-based brand equity. Eight hypotheses were tested with the purpose of measuring the interrelationship between the components, and the relationship between the various components and the customer-based brand equity. Six of these eight hypotheses could be accepted. The result showed that the components brand association/image and brand loyalty have a positive impact on the customer-based brand equity, while brand awareness and perceived quality showed a non-significant result. The non-significant results were then further examined through t-test, with the purpose of trying to find possible reasons for the outcome. Moreover, the results showed that brand awareness has a positive correlation with both brand associations/image and perceived quality. Finally, the result showed that brand loyalty was positively correlated to both brand associations/image and perceived quality. For further research, it is proposed that a more comprehensive study consisting of more respondents from generation Z should be conducted. In addition, further research could be based on other consumer products and also examine whether there could be more or other components that should be considered when measuring customer-based brand equity.<br>Syftet med studien var att undersöka hur generation Z värderar det kundbaserade varumärkeskapitalet hos en konsumentprodukt. Det är intressant att undersöka generation Z då de på många sätt visat skilja sig från tidigare generationer. För att besvara syftet har en modell utformats som är baserad på tidigare forskning. Modellen består av komponenterna; varumärkeskännedom, varumärkesassociationer/image uppfattad kvalitet, och varumärkeslojalitet. Komponenterna utgör tillsammans grundstenarna för det kundbaserade varumärkeskapitalet. Åtta hypoteser utformades för samband inbördes mellan komponenterna samt även de olika komponenternas påverkan på det kundbaserade varumärkeskapitalet. Av dessa åtta hypoteser kunde sex av dem accepteras. Resultatet visade att komponenterna varumärkesassociation/image och varumärkeslojalitet har positiv påverkan på det kundbaserade varumärkeskapitalet, medan komponenterna varumärkeskännedom och uppfattad kvalitet visade ett icke signifikant resultat. De icke signifikanta resultaten som erhölls undersöktes vidare genom t-tester i ett försök att hitta en förklaring till resultaten. Inbördes bland komponenterna visade resultatet att varumärkeskännedom har ett positivt samband till både varumärkesassociationer/image och uppfattad kvalitet. Slutligen visade studien på att varumärkeslojalitet har ett positivt samband till både varumärkesassociationer/image och uppfattad kvalitet. För fortsatt forskning föreslås bland annat att en mer omfattande studie bestående av fler respondenter från generation Z genomförs. Utöver det hade det för fortsatt forskning varit intressant att basera studier på andra konsumentprodukter, och även undersöka om det finns fler eller andra komponenter som bör tas hänsyn till vid mätningen av det kundbaserade varumärkeskapitalet.
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Backhaus, Max Philipp [Verfasser], Marc [Gutachter] Fischer, and Franziska [Gutachter] Völckner. "Econometric Essays on Protecting, Benefiting, and Growing from Customer-based Brand Equity / Max Philipp Backhaus ; Gutachter: Marc Fischer, Franziska Völckner." Köln : Universitäts- und Stadtbibliothek Köln, 2017. http://d-nb.info/1125586141/34.
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Martinelle, Filip. "Enhancing Brand Equity for B2B SME through Social Media : An exploratory descriptive research." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64411.
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Through our smartphones, the access to information is higher than ever before. Social media has revolutionized the communication landscape in how we share information and communicate to each other. Social media has significantly impacted marketing communication, therefore organizations in B2B are exploring and trying to identify ways in how to make a profitable use of social media. Despite this interest, there seems to be insufficient understanding of how to properly manage social media in the B2B context. Furthermore, branding and brand equity through social media communication creates opportunities such as deeper customer relationship, collaboration and reduce the information necessary for a purchase decision. Currently there is a gap in the theoretical understanding of how brand equity can be enhanced through social media. The purpose of this research is to explore and describe how brand equity can be enhanced through social media marketing within B2B for SME. This research aims to understand how small and medium-sized enterprises can utilize social media in the best way possible. The research adopted a qualitative exploratory descriptive approach. The collection of data was conducted through six semi-structured interview. The sample selection for the qualitative interviews were conducted on project managers and purchase managers. The result of this research gave new insights to the customer-based brand equity model in the B2B context and how customer-based brand equity can be applied in social media marketing. This resulted in a brand equity model for B2B social media marketing, where the steps have a dependency to each other. Thus, enhancing brand equity in social media demands an identification of the social media benefits, establishing a marketing plan, how to reach your target audience, utilize experience of others, communicating about technical innovation and change through the supply chain.<br>Genom användandet av smartphones är tillgången till information högre än någonsin tidigare. Sociala medier har revolutionerat kommunikationslandskapet i hur vi delar information och kommunicerar med varandra. Sociala medier har påverkat marknadsföringskommunikationen vilket har resulterat till att företag utforskar olika sätt för hur sociala medier kan nyttjas på ett fördelaktigt sätt. Trots detta, föreligger en otillräcklig kunskap om hur sociala medier kan användas inom B2B. Vidare skapar branding och brand equity via sociala medier möjligheter för en djupare kundrelation, samarbete samt att en minskad informationsinsamling inför ett köpbeslut. För närvarande visar forskningen en kunskapslucka vad gäller hur brand equity kan utvecklas genom sociala medier. Syftet med studien var att utforska hur brand equity kan utvecklas genom marknadsföring av sociala medier inom B2B för SME. Studien syftar till att ge en ökad förståelse för hur små och medelstora företag kan utnyttja sociala medier på bästa möjliga sätt. Studien antog en kvalitativ utforskande beskrivande ansats. Data samlades in genom sex semi-strukturerande intervjuer. De kvalitativa intervjuerna har i huvudsak genomförts med projektledare och inköpschefer. Resultatet av denna forskning gav nya insikter till den kundbaserade brand equity modellen inom B2B och hur den kundbaserade brand equity modellen kan tillämpas i ett sociala medier perspektiv. Detta resulterade i en brand equity modell för B2B inom marknadsföring för sociala media, där stegen är beroende av varandra. Däremot, en utveckling av brand equity inom sociala medier kräver en identifikation av fördelarna med sociala medier, ett upprättande av en marknadsplan, en plan för att nå sin målgrupp, ett användande av andras erfarenheter samt en kommunikation om teknisk innovation och förändring inom försörjningskedjan.
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Lindgärde, Maria, and Andrej Mionic. "Brand Equity within Skin Care : A Qualitative Study of Consumer Attitudes and Preferences towards Green Skin Care Brands." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-415150.
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The green trend has exploded on the skin care market, as it is the fastest growing sector in the world market compared to other green cosmetic products. However, previous literature has primarily focused on cosmetics rather than skin care, which is why this study uses an exploratory and qualitative approach to study the attitudes Swedish consumers have towards skin care brands. The study aims to test the applicability of Keller’s (2001) Customer-Based Brand Equity (CBBE) model pyramid in a growing brand segment, to understand which aspects of green skin care brands consumers find to be important. Furthermore, this study provides managerial implications to help brands develop marketing strategies on how to strengthen the consumer-brand relationship. The findings indicate that there are opportunities for green skin care brands to increase their brand equity with the help of Keller’s brand building blocks. However, the findings suggest that green skin care brands need to focus on strengthening how consumers perceive the price and performance of green skin care products in order to establish a strong brand. Ultimately, the study presents a revised CBBE model that highlights the established subdimensions of green skin care brands and those that are in need of improvement.
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Matilda, Sundholm, and Joacim Braunander. "If you Snooze you lose: : A qulalitative study of how comapnies can use social media to enhance customer-based brand equity." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-139433.
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The development of technology and Internet has not only impacted the way we live our daily lives; it has also changed how business is conducted. Traditional marketing strategies have transformed according to the new digital area where social media is used as a marketing channel to a greater extent than ever. Social media marketing is particularly efficient in terms of branding and it can make information about brands more accessible to customers and increase brand awareness. The concept of customer-based brand equity has been extensively researched, but the topic of social media marketing and its impact on the dimensions of customer-basedbrand equity has not been researched. Therefore, we sawan opportunity to include other dimensions of customer-based brand equity and examine the impact social media marketing have on them. The main purpose of this study is to develop a deeper knowledge of how managers can use SMM to build up and strengthen CBBE. More specifically, our purpose with this research is to study how the SMM activities entertainment, interaction, trendiness, customization and eWOMeffect the four dimensions of CBBE, brand awareness, brand loyalty, brand associationsandperceived quality. In order to fulfill the purpose of this thesis, a qualitative study has been conducted. We have conducted semi-structured interviews with five representatives of brands and two customers to each brand. By interviewing both the representatives of the brands and their customers enable us to gain a deeper understanding of how social media marketing activities influence customer-based brand equity. The empirical result showed that social media platforms are widely used as a marketing channel amongst the brands and that companies incorporate social media into their marketing strategy. The five social media marketing activities did at least affect one of the aspects of customer-based brand equity each. The main purpose why customers follow brands on social media is to get brand-related information, be inspired and interact with the brands. Influencer marketing was particular efficient when it comes to raising brand awareness and brand associations. When brands interact with their customers on social media, it does enhance brand loyalty and they should have a frequency of 2-3 posts a week. A customized message on social media can make the customer more loyal. The result also showed that loyal customers are likely to spread positive eWOM and recommend the brand to others. In conclusion, the empirical findings from our study have some theoretical implications as well as managerial implications. Our research contributes with a holistic framework on the effect social media marketing have on customer-based brand equity. Finally, the result should guide marketing managers in how they should adjust the process of enhancing customers’ perceptions of the brand to the new, digital Environment.
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Brand, Söndra, and Moritz Justus Klein. "The firms’ use and customers’ perception of Facebook in the context of customer-based brand equity : A case study of professional team sport organizations." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18326.
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Purpose: The purpose of this thesis is to provide a holistic understanding of how Facebook is used by professional team sport organizations to strengthen customer based-brand equity and how these attempts are perceived by the customers with a focus on the derived benefits. Frame of reference: Customer-based brand equity is conceptualized, modified and employed to the realm of Facebook. Moreover, a communication model is modified in order to link marketing communications in a hypermedia environment with customer-based brand equity. Methodology: An abductive approach is chosen and a collective case study applied as research strategy. The selected cases are Manchester United and Arsenal London. Firstly, quantitative content analysis is used to analyze the Facebook pages of both cases. Secondly, eleven semi-structured interviews are conducted to understand the customer’s perception of and values associated with the respective club’s Facebook page. Conclusions: The findings of this thesis show that a firm’s usage of Facebook as a medium of communication can strengthen customer-based brand equity. While in both cases most Facebook content evolves around product related posts, it is found that the clubs communicate slightly different. Arsenal posts significantly more non-product related content involving fans than ManU. The communication tool that is most intensively used by both organizations is the link, forwarding users to the official website. The identified benefits on behalf of the interviewees embrace fan identification and peer-group acceptance as well as socializing/companionship, emotions and entertainment. Visuals have been identified as important among the sample. Customers strongly value content that evolves around non-product related posts that focus on fans, while fan integration is generally demanded in a more qualitative manner
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Gleerup, Andreas, and Marcus Harborn. "How do students choose their banks?" Thesis, Kristianstad University College, School of Health and Society, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-5888.
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<p>The purpose of this dissertation is to investigate customer behaviour in the banking industry of students at Kristianstad University. We wanted to test the theory of Customer based brand equity in the banking industry but also to challenge this theory with other independent theories which we have identified as important concerning customer behaviour the banking industry.</p><p>The banking industry is an interesting business since it affects nearly everyone. Banks are known to focus much of their marketing on customer retention which makes this specific industry extra interesting for an investigation about customer behaviour.</p><p>Kevin Keller‟s theories on Customer based brand equity was the catalyst that created our interest in this subject. The combination of this theory and the specific nature of the banking industry helped us form our problem. The chosen segment to investigate was students at Kristianstad University. Mainly because of the specific time limit this segment was the most suitable for this dissertation.</p><p>The result indicates that the factors from the CBBE-model were not significantly connected to students‟ customer behaviour in the banking industry. However, it can be argued that some factors are still relevant when explaining customer behaviour in the banking industry. One of the challenging theories, Intergenerational Influence, proved to have a significant connection to customer behaviour. It can be argued that Intergenerational Influence is the most important factor when explaining students‟ customer behaviour in the banking industry. The results of this dissertation can be useful for banks in order to make their marketing strategy more efficient.</p>
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Ribeiro, Sara Neves Sena Alçada. "Análise do capital da marca dos vinhos espumantes : o caso dos espumantes Fita Azul." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/5147.
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Mestrado em Marketing<br>O conceito de brand equity (capital da marca) tem uma elevada importância no mercado. Refere-se ao valor que um produto tem para os consumidores e para a empresa e evolui quando está associado a um conjunto de elementos únicos que definem o conceito da marca. O mercado dos vinhos está saturado, o que torna o processo de decisão de compra complexo. O presente estudo tem como objetivo analisar a importância das dimensões do capital da marca (qualidade percebida, lealdade à marca, notoriedade da marca e associações à marca), segundo o modelo conceptual de Aaker (1991), na avaliação do capital da marca dos vinhos espumantes Fita Azul. Este estudo é exploratório e utiliza o método quantitativo por questionário realizado a uma amostra não probabilística de 103 consumidores portugueses de vinhos espumantes. Os resultados obtidos indicam que as dimensões analisadas contribuem de forma positiva para o capital da marca dos vinhos espumantes Fita Azul. A dimensão que apresenta maior importância na avaliação do capital da marca é a notoriedade da marca.<br>Brand equity is a notion of great importance to the market: it is the value of a product as seen by both its consumers and the business itself and increases when connected to a set of unique elements defining the brand concept. The wine market is saturated, which makes of the purchasing decision process a complex one. The main goal of this study is the analysis of the importance of the descriptive brand equity dimensions (perceived quality, loyalty to the brand, brand awareness and associations to the brand) in the evaluation of the brand equity of the sparkling wines Fita Azul, following the model proposed by Aaker (1991). As an explorative study, it makes use of a quantitative approach through questionnaire performed over a non-probabilistic sample of 103 Portuguese consumers of sparkling wines. Results show that all the assessed dimensions have a positive contribution to the brand equity of Fita Azul’s sparkling wines. The most prominent dimension in the overall evaluation of brand equity is awareness.
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Karlsson, Robin, and Jenny Hübinette. "Hantering av brand equity inom telekombranschen : En studie om värdeskapande och synergieffekter hos företag med två varumärken." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-10472.
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Den svenska telekommarknaden präglas av en oligopolsituation, där de fyra största företagen utgör 97,5 procent av marknaden, och den främsta konkurrensen sker om befintliga kunder. TeliaSonera är marknadens största företag och de saluför de två operatörerna Telia och Halebop, medan Tele2 är det näst största företaget och de saluför operatörerna Tele2 och Comviq. Inom den svenska telekombranschen har operatörerna förhållandevis liknande tjänsteerbjudanden och det är därför viktigt att skapa sig ett starkt varumärke som differentierar sig ur mängden samt bidrar till att skapa synergieffekter för företag som har två varumärken. Ett varumärke kan användas för att skapa värde för både konsumenten och företaget samt etablera en relation mellan dessa parter. Det värde som företaget skapar med varumärket benämns som brand equity, vilket kan ses ur ett kundvärdebaserat respektive finansiellt perspektiv. Det finns dock oklarheter i hur detta värdeskapande faktiskt sker. Uppsatsens syftar därför till att analysera hur TeliaSonera och Tele2 hanterar brand equity samt vilka synergieffekter som kan uppnås av att använda sig utav två varumärken. Vidare har empirin frambringats genom en metodtriangulering bestående av en kvantitativ webbenkät för privatpersoner med ett kvalitativt inslag som är baserad på viktiga variabler relaterade till brand equity, djupintervjuer med företagsrepresentanter för TeliaSonera och Tele2, samt intervju med en marknadskommunikatör. Uppsatsen visar att de studerade företagen använder sig av två varumärken på olika sätt, där TeliaSonera skiljer sina operatörer i syfte att nå olika kundsegment, medan Tele2 skiljer dessa genom att fördela dem mellan kontantkort och abonnemang. Överlag visade sig branschen svag på att förmedla budskap till kunderna, vilket kan ses som en brist då det är viktigt för att kunden ska kunna identifiera sig med varumärket. Då operatören Halebop konkurrerar med Tele2 och Comviq om priskänsliga kunder, samtidigt som Halebop har ett högre kundupplevt värde gällande flera centrala variabler är detta något som Tele2 och Comviq måste hantera strategiskt. Då de båda företagen har flertalet ansvariga inom olika avdelningar som arbetar med olika typer av brand equity bör de inrätta en roll för en brand equity manager som kan integrera dessa olika personer och avdelningar, vilket kan skapa en högre effektivitet och synergieffekter för företaget och dess varumärken.<br>The Swedish telecommunications market is characterized as an oligopoly, where the four largest firms represent 97.5 percent of the market, and the main competition takes place regarding existing customers. TeliaSonera is the market's largest company who promotes the two operators Telia and Halebop, while Tele2 is the second largest company who promotes Tele2 and Comviq. Due to the Swedish telecom operators have relatively similar offerings, it is important to create a strong brand which differentiates itself from the crowd and helps to create synergies for companies that have two brands. A brand can be used to create value for both consumer and companies, and establish a relationship between these parties. The value that the company creates with the brand is referred to as brand equity, which could be viewed from a customer based or financial perspective. However, there is ambiguity in how this value creation is actually occurring. Therefore this paper regard to analyze how these companies handle brand equity, and study the synergies that can emerge from using two brands. Furthermore the empirical data has been generated by method triangulation, consisting a quantitative online survey with a qualitative element for consumers, that is based on key factors related to brand equity, along with interviews with representatives of the companies TeliaSonera and Tele2, and also with a market communicator. The study shows that the two companies are using two kinds of brands in separated ways, where TeliaSonera distinguish their operators in order to meet different customer segments, while Tele2 distinguishes them by distributing them between prepaid cards and subscriptions. Overall the industry was weak in transmission messages to customers, which can be seen as a weakness because it is important for customers to identify themselves with the brand. The operator Halebop competes with Tele2 and Comviq to price-sensitive customers, and regarding to that Halebop has a higher customer perceived value regarding several key factors, this is something that Tele2 and Comviq have to manage strategically. The two companies have multiple people in different departments working with brand equity, and they should therefore establish a role for a brand equity manager who can integrate the assignments, which can create greater efficiency and synergies for the company and its brands.
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Johansson, Frida, and Miranda Hiltula. "The effect of social media marketing activities on brand image and brand loyalty : A quantitative study within the sportswear industry." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-85386.
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Purpose: The purpose of this thesis is to gain further understanding of how social mediamarketing activities can affect a firm's brand loyalty and brand image. The study was conductedwithin the sportswear industry. Design/Methodology/approach: This study was of explanatory nature and had a quantitativeapproach where it gathered its data through questionnaires that was posted in communitygroups on Facebook for the brands Oner Active, Gymshark and Better Bodies. These chosenbrands are an active part of the chosen industry to investigate, the sportswear industry. Findings: The findings of this study showed that social media marketing activities have apositive effect on brand image as well as brand loyalty. The social media marketing activitiesthat had the overall highest impact were entertainment and word of mouth. Furthermore, thefindings of this study concluded that increased brand image has a positive effect on brandloyalty. Implications: The findings of this study contributes to the growing knowledge of social mediamarketing activities and how they effect brand image and brand loyalty of sportswear brands.The findings of this study contributes to practitioners as well, it showcases the importance of social media marketing activities but also provides insight of what activities might be of mostimportance to develop in regards to brand image and brand loyalty (based on the circumstancesand limitations to this study).
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Cademan, Arvid, Richard Henriksson, and Viktor Nyqvist. "The Affect of Counterfeit Products on Luxury Brands : An Empirical Investigation from the Consumer Perspective." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19378.
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Introduction: Counterfeiting is considered as the crime of the 21st century. A highly affected market of counterfeits is the market of luxury branded goods. These goods are bought by consumers who want to express their social class and belonging by being admired, recognized and accepted by other people. The counterfeits of luxury brands that flourish on the market makes it possible for anyone to be a luxury brand user which is against the core of luxury brand, which strives for a low distribution to keep the demand high to be able to keep the consumer associations of luxury brands. Purpose: The purpose of this thesis is to create knowledge of how counterfeit products affect the consumer perception of luxury brands. Methodology: The research approach was a deductive, quantitative research and the data was collected through a questionnaire distributed through Facebook and the internal e-mail of the Linnaeus University. The sample frame was generation Y in Sweden. A total of 432 completed questionnaires were collected and was the foundation for the analysis and result. Conclusion: The consumers' perception of counterfeit products have a negative effect on the consumer perception of luxury brands. Both the consumer's brand associations and how consumers perceive the quality of luxury brands are affected by counterfeit products. However, what the consequences are of this negative relationship cannot be answered by the result of this thesis.
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Duque, Diana Carolina da Cruz. "Criar e desenvolver capital da marca centrado no cliente : uma aplicação." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/10879.
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Mestrado em Marketing<br>Desenvolver marcas fortes é uma prioridade para muitos empreendedores e empresas, contudo o processo de criação e gestão destas é algo difícil e complexo. O Modelo de Capital da Marca Centrado no Cliente, proposto por Keller (1993), apresenta-se como um guia para a gestão estratégica de marcas, facultando orientações tácticas específicas para planear, desenvolver, mensurar e gerir o capital da marca. Este modelo revelou-se primordial para o desenvolvimento deste projecto cujo objectivo foi a criação e desenvolvimento de uma nova marca online. Em primeiro lugar foi necessário desenvolver um conceito de negócio específico, sendo estabelecido à priori o quadro de referência competitivo, (o mercado-alvo e a concorrência), e o posicionamento da marca. De seguida foram exploradas formas de criar capital da marca, como por exemplo, através de elementos da marca, de programas de marketing, e da geração de associações
secundárias.Por fim, abordou-se o contributo deste projeto, onde foram descritas as suas limitações e apresentadas linhas de trabalho futuro.<br>Developing strong brands is a priority for many entrepreneurs and companies though creating and managing them is somewhat difficult and complex.Keller’s Customer-Based Brand Equity Model (1993), poses as a guide for creating and strategically managing brands, providing specific tactical guidelines for planning, developing, measuring and managing brand equity. This model has proved to be essential for the development of this project whose aim was the creation and development of a new online brand. Firstly, it was necessary to develop a specific business concept, having determined in advance the frame of reference (target market and nature of competition), and establish brand positioning. It was then explored ways to create brand equity, for example, through brand elements, marketing campaigns and the use of secondary brand associations. Finally, the contributions of this project, its limitations and future lines of work are presents.
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Hörnkvist, Joachim, and Jesper Willman. "Konsten att inte vara offside online : Elitidrottsklubbars varumärkesbyggande i sociala medier." Thesis, Linköpings universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-139963.
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Bakgrund: Den ökade användningen av sociala medier har lett till att de i allt större utsträckning används som varumärkesbyggande verktyg för företag och organisationer. Den ökade kommersialiseringen som skett inom elitidrott har lett till att även elitidrottsklubbar avser att stärka sina varumärken. Tidigare forskning visar att elitidrottsklubbar bör utnyttja sociala medier för att främja och stärka relationen med supportrar och kunder, eftersom det på lång sikt bidrar till ökade intäkter för klubben. I en svensk kontext är forskningen om elitidrottsklubbars varumärkesbyggande i sociala medier däremot ytterst begränsad. Med anledning av denna kunskapslucka krävs ytterligare studier om hur svenska idrottsklubbar använder sociala medier för att stärka sina varumärken. Syfte och frågeställningar: Studiens syfte är att undersöka hur och varför svenska elitidrottsklubbar använder sociala medier som varumärkesbyggande verktyg. Vilka syften har användningen av sociala medier för en svensk elitidrottsklubb och hur uppfylls dem? Vilka förtjänster och utmaningar medför användningen av sociala medier som varumärkesbyggande verktyg i kontexten av svensk elitidrott? Vad för innehåll publicerar en svensk elitidrottsklubb på sociala medier och hur påverkar det klubbens fans? Genomförande: Studien har kombinerat en kvantitativ och kvalitativ forskningsstrategi. Innehållsanalyser av en fallorganisations publicerade material på sociala medier, samt en kvalitativ semistrukturerad intervju har utförts för att fylla studiens syfte. Resultat: Sociala medier är viktiga verktyg för att bygga och fördjupa relationen, samt skapa lojalitet mellan klubben och dess fans och kunder. Sociala medier fyller också direkta ekonomiska syften. Studien har även påvisat tydliga utmaningar som klubbar ställs inför. Utmaningar som till stor del grundar sig i brist på enhetlig syn på hur och varför socialamedier ska användas.<br>Problem definition: The emergence of social media has resulted in that companies to a bigger extent uses them as brand management tools. The increased commercialization in professional team sports led to the fact that professional sports clubs aim to strengthen their brands. Previous research shows that professional sports clubs should take advantage of social media to promote and strengthen relationships with fans and customers, since it will result in increased revenues for the club in the long term. In a Swedish context, however, the research about professional sports clubs’ brand management in social media is extremely limited. Due to this research gap, further research studying Swedish professional sports club’s brand management in social media is eligible. Aim and research questions: The purpose of this study is to examine how and why Swedish professional sports club use social media as a brand management tool. What are the purposes of using social media as a brand management tool for a Swedish professional sports club and how are they fulfilled? What benefits and challenges entails he use of social media as brand management tool in the context of professional Swedish sports? What content is published by professional Swedish sports club on social media and how does it affect its fans? Methodology: This study has combined a quantitative and qualitative research strategy. Content analysis of a case organization's material published on social media, as well as qualitative semi-structured interviews have been conducted to fulfil the purpose of this study. Findings: Social media are important tools for building and deepening the relationship, as well as creating loyalty, between the club and its fans and customers. Social media also fills direct economic purposes. This study has also highlighted clear challenges that sports clubs face when using social media. These challenges are to a big extend due to lack of unanimous views on how and why social media should be used.
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Duarte, Isabel Maria Guerreiro. "O capital da marca para o destino Comporta: a perceção da marca Comporta enquanto destino turístico pelos compradores de imóveis e turistas." Master's thesis, Instituto Politécnico de Setúbal. Escola Superior de Ciências Empresariais, 2018. http://hdl.handle.net/10400.26/25802.
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Relatório de Dissertação do Mestrado
em
Ciências Empresariais – Ramo Gestão de PME<br>O presente estudo tem como objetivo estudar as dimensões do capital da marca do ponto
de vista do consumidor e perceber como é que a marca destino Comporta é percecionada
por compradores de imóveis e turistas.
Numa época em que os mercados estão cada vez mais competitivos e em que o turismo se
tem vindo a revelar um importante motor para as economias, os destinos turísticos têm
cada vez mais necessidade de se diferenciar e, consequentemente, de acrescentar valor às
respetivas marcas de destino.
A metodologia deste estudo incluiu revisão da literatura sobre a temática dos destinos
turísticos, das marcas de destino, do capital da marca e suas dimensões, observação
participante e aplicação de um questionário a uma amostra de 364 indivíduos. Os dados
recolhidos foram tratados através da análise descritiva e da análise fatorial exploratória.
Os resultados da aplicação do inquérito indicam que as dimensões da marca Comporta –
notoriedade, imagem, associações, qualidade e fidelidade são percecionadas positivamente
pelos compradores de imóveis e turistas. Os resultados confirmaram, também, a existência
de relação entre todas as dimensões propostas e a importância de todas para a avaliação do
destino. Foi concluído, ainda, que a marca destino Comporta é percecionada positivamente
e de forma semelhante quer por proprietários de imóveis quer por visitantes.
O estudo tem implicações para as instituições interessadas – empresa Herdade da
Comporta, juntas de Freguesia da Comporta e do Carvalhal, municípios de Alcácer do Sal
e de Grândola e para comerciantes e empresários da Região, ao aferir da perceção de
turistas e compradores em relação à marca destino Comporta e, ao mesmo tempo, salientar
aspetos que devam ser melhorados.<br>This research aims to investigate the dimensions of customer-based brand equity and to
understand how the destination brand Comporta is perceived by real estate buyers and
tourists.
In a time when markets are increasingly competitive and that tourism has been proving as a
driving force for economies, tourism destinations have an increasing need to differentiate
themselves from competitors and therefore to add value to the respective destination
brands.
The methodology used in this research included revision of literature on the tourism
destinations theme, destination brands, brand equity and its dimensions, participant
observation and a survey was applied to a sample of 364 persons. Descriptive analysis and
exploratory factor analysis were used to analyse the obtained data.
Results from the survey indicate that brand equity dimensions – awareness, image,
associations, quality and loyalty are positively perceived by tourists and real estate buyers
of the brand Comporta. Results also confirm that there is a relationship among all the
proposed dimensions and all of them are important to the evaluation of the destination. It
was also concluded that the destination brand Comporta is positively perceived by owners
and visitors in a similar way.
This study has implications for the institutions concerned – company Herdade da
Comporta, parishes of Comporta and Carvalhal, councils of Alcácer do Sal and Grândola
and merchants and businesspeople, when assessing the perception of tourists and real
estate buyers in regard to the destination brand Comporta and, at the same time point out
aspects that need to be improved.
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Suhonen, Terhi, and Jenny Tengvall. "Branding in the air : A study about the impact of sensory marketing." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-11507.
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<p><strong>Background</strong>: Previously, marketing has focused on audiovisual stimulus but as a result from the information overload of the modern society, companies find it harder to differentiate from the competitors through the traditional marketing channels. Consumers of today tend to take functional attributes for granted and seek for an emotional involvement in the purchasing process. Sensory marketing aims at strengthening the relationship between a brand and its consumers on a deeper level through the involvement of the human senses; sight, sound, smell, taste and touch. Since the phenomenon is relatively new, the amount of studies concerning the eventual benefits on brand perception is limited.</p><p><strong>Purpose</strong>: This study investigates how sensory branding can influence the perception of a brand for the consumer.</p><p><strong>Method</strong>: The use of sensory branding was explored by conducting interviews with specialists within the field. The main basis for this research was an experiment, where the effect of using an ambient scent in the branding process was tested in order to investigate and analyze its effect on brand perception.</p><p><strong>Conclusion</strong>: Sensory marketing changes brand perception positively when the stimulus is congruent with the other brand elements. It can thus be seen as a suitable tool for reinforcing the value of a brand. A congruent stimulus influences the consumer on an unconscious level and can affect preference positively hence triggering impulse buying behavior.Adding a sensory dimension to the marketing strategy can strengthen the brand equity implying a stronger bond between the brand and the consumer. However,the authors argue that a strong brand platform is required to benefit ultimately from an investment in sensory branding. The use of sensory branding is growing rapidly and it is predicted to be the future of strategic branding.</p>
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黃盈靜. "Constructing Customer-based Economy Hotels Brand Equity Model." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/41350590141216152840.
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碩士<br>國立彰化師範大學<br>地理學系<br>101<br>This study aims to construct economy hotels brand equity model from the customer’s perspective. The customer-based economy hotels brand equity model includes four constructs: brand awareness, perceived quality, brand image, and brand loyalty. We conduct data collection Forte Orange hotel and Naruwan Inn , select travelers who have stayed in economy hotels, and 262 useable responses are received. The results revealed that brand awareness affects perceived quality and brand image. Moreover, perceived quality and brand image are positively associated with brand loyalty. Taken together, perceived quality positively affects brand image. Finally, managerial implications and suggestion for future researches are also discussed.
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Chu, Yung-Chuan, and 朱勇全. "The study of customer-based brand equity model." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/71764061893640012079.
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碩士<br>東海大學<br>企業管理學系碩士班<br>93<br>Many of Taiwan Enterprises engage in manufacturing and OEM’s value activities. Facing of Profits are more and more less situation, many companies decide to have its own brand. It enhances the importance of brand equity studies.
Only Aaker and Keller have development more complete conceptual structure for brand equity. Aaker’s structure indicates efforts on brand awareness, brand image, perceived quality and brand loyalty can enhance the brand equity. But Aaker’s structure is more difficult to explain the interrelationships between these constructs, and how these construct to form brand equity. On the other hand, Keller’s customer-based brand equity model considers how to build a strong brand from consumer’s perspective. By steps of brand identification, band meaning, brand response and brand relationship depicts a decreasing-ladder relationship between brand equity’s constructs and explains how these construct to form brand equity. In addition, this model already has measures, so adopted by this paper.
Since 1993 year Keller brought customer-based brand equity (CBBE) conception, 2001 year proposed CBBE model and 2003 year development measures; there is no empirical study demonstrated CBBE model.
The purpose of this paper is explored empirical customer-based brand equity model in high involved product environment. The samples of this study are 410 users of notebook, car and digital camera. Empirical result supports customer-based brand equity model in high involve product environment and has a decreasing-ladder relationship between brand identification, brand meaning, brand response and brand relationship. Among the relationships of customer-based brand equity model’s variables, there is no difference between Strong brands and weak brands. But strong brands have higher point than weak brands in customer-based brand equity model. Compare with the associations of brand performance, brand imagery associations have more importance in customer-based brand equity model.
Suggest future research can work together with the specific companies to obtain customers’ name list and the brand’s financial performance datas, connect CBBE with other brand management concepts or tools, or discuss the effects from background variables, enhance CBBE model’s explaining abilities and applications.
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Ting, Hsueh-Min, and 丁學敏. "The study of The Customer-based Brand Equity Model." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/11947448840986631576.
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碩士<br>淡江大學<br>企業管理學系碩士班<br>93<br>Building a strong brand Keller develop a model of brand building called the customer-based brand equity(CBBE) model.It can be thought of as a series of steps,where each step is contingent on successfully achieving the previous step.
Imagine the foundation of a strong brand as a logically constructed set of six“brand-building blocks” with customers：salience, performance , imagery, judgments, feelings, resonance.
We discuss CBBE model constructed set of six “brand-building blocks”which can be built,measured,and managed.We discuss the benefits of brand association of the three categories :functional benefits, symbolic benefits, experiential benefits would be used in the CBBE model.
After the literature review and discussion, we build up the framework and hypotheses of this research.We used SPSS10.0 and AMOS4.0 to analyze the data and examine the hypotheses. According to the SEM, the results are summarized as follow:
1.CBBE model can divided into five “brand-building blocks” with customers：salience, imagery, judgments, feelings, resonance that have positive impact.
2.Functional benefits, symbolic benefits, experiential benefits have positive impact on a series of five steps. The benefits of brand association can be used in the CBBE model.
3.Compared among the three models (Functional benefits, symbolic benefits, experiential benefits) they each have positive impacts to one another
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Azevedo, Catarina Torres Pinto De. "Booking.com customer based equity model case study what motivates customers to use booking.com besides the online rates?" Master's thesis, 2020. http://hdl.handle.net/10362/106991.
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The present work studied the brand equity of Booking.com following the Keller’s Customer Based Brand Equity model. Booking.com is one of the main players within the Online Travel Industry, in particular the Online Travel Agencies, which is why it was chosen for an analysis to understand the perception of the customers towards a very well-known brand. The analysis was performed using the Keller’s Customer Based Brand Equity Pyramid based on the results obtained from a qualitative interview of 12 Portuguese people and a quantitative survey of 120 people in the Portuguese market. The results of the analysis showed that the brand has a high salience but there are some possible opportunities to build a stronger position in the mentioned market in terms of Brand Responses andRelationships.
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Wang, Hao Hsiang, and 王浩翔. "The study of customer-based brand equity model －A case of Dulux." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/6ukj44.
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碩士<br>國立政治大學<br>企業管理研究所(MBA學位學程)<br>104<br>We are experiencing an explosive growth of information nowadays. Consumers are overwhelmed by a vast array of information and are more likely to switch away the brands they used. Theories and past studies have found out that companies focusing on brand equity building can bring more added values to both company and consumers.
This research tries to use the CBBE (Customer Based Brand Equity) model by Keller (1993) and marketing strategy performance analysis to analyze the brand equity of Dulux Taiwan. The research was conducted by qualitative methods, in-depth interview and secondary data analysis. In the end, the research concluded practical advice to Dulux for reference.
According to the result, Breadth of Dulux brand awareness and operation of social media needs to be strengthened. Excessive amount of information on the Internet leads to low-contact between product information and advertising with consumers. As a result, the brand resonance effects cannot be effectively reached. The following are four suggestions concluded by this research as reference to Dulux:
1. To Construct higher brand recognition: Strengthen breadth of Dulux brand awareness by investing resources to educate consumers and may consider co-creating with education institutions.
2. To manage on-line brand community: Enhance the interaction with consumers by increasing investment to operate the social media.
3. To leverage secondary brand associations—Co-branding: launch new products with high reputation companies.
4. To sponsor sports events, activities or team: Because of the enthusiasm for sports activities in Taiwan, sponsorship is a good way to increase brand awareness and establish a good image.
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Lin, Shih-Ping, and 林世彬. "Building Customer-based Brand Equity by Brand Identity Factors Honeycomb Model, taking Smart Phone as an example." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/68283923918767740778.
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碩士<br>國立臺北大學<br>企業管理學系<br>98<br>Building Customer-based Brand Equity by Brand Identity Factors Honeycomb Model, taking Smart Phone as an example
by
Lin, Shih-Ping
June 2010
ADVISOR(S)： Dr. Liang, Shih-An
DEPARTMENT： DEPARTMENT OF BUSINESS ADMINISTRATION
MAJOR： BUSINESS ADMINISTRATION
DEGREE： MASTER OF BUSINESS ADMINISTRATION
How to build a strong brand in this competitive business world is a main course to many market players, especially to more and more Taiwanese companies in the recent years which are transferring their business models from OEM/ODM toward own brand in order to earn much better profits and survive. Regarding brand building, Aaker(2004) enhanced the concept of brand identification with customer perceived point of view from the original four factors to bring up a highly practical “brand identity factors honeycomb model” as a tool of “brand identity.” The honeycomb model is compounded by six factors which contain, “symbol,” “base of authority,” “functional benefits,” “emotional benefits,” “personality” and “ideal customer image,” which can be applied to build the brand image reflectively from customer’s point of view and so it can be used to check if there are gaps between company orientated brand image and customers’ identification.
Since Apple iPhone’s popularity, smart phone nowadays plays a significant role in the competitive consuming electronic product market. This study uses “brand identity factors” to build “customer-based brand equity” as an idea frame for the basic development quantity table, and selects several international brands of smart phones such as Nokia, RIM, Apple and HTC as the study range to testify the quantity tables listed in this study. The result of this study shows both the credit and effective value of quantity table are good. The model test result of “brand identification factors” and “customer-based brand equity” shows that the conception frame based on “brand identity factors honeycomb model” of each factor for “brand identification factors” has the positive effect toward the “customer-based brand equity” which is reflected by “brand loyalty,” “brand association,” “brand awareness” and “perceived quality.” This study also provides practical suggestions to smart phone players about how to build their brands in this competitive market.
Keywords：brand identity, brand identity factors, brand identity factors honeycomb model, customer-based brand equity, smart phone
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Su, Yu-Ling, and 蘇鈺玲. "The Study of a Theoretical Model of the Customer-based Brand Equity for Tourism Destination." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/83493438323450364288.
Full textAbstract:
博士<br>國立東華大學<br>企業管理學系<br>104<br>The application of branding in tourism management is a new and gradually attention-getting research field. Because the name of a tourism destination is treated as a brand, the concept of customer-based brand equity (CBBE) has been introduced recently to tourism studies. Besides, Gartner (1993) proposed destination image is formed by cognitive, affective, and conative elements, which are separated hierarchical variables and conative is viewed as loyalty. Therefore, this dissertation proposes the dimensions/constructs of CBBE for tourism destination (CBBETD) including destination brand awareness, cognitive destination brand image, affective destination brand image, destination brand’s perceived quality, and destination brand loyalty. In addition to explore the relationships among the dimensions/constructs of CBBETD, this dissertation attempts to explore the antecedents of CBBETD. Based on the customers’ information acquisition derives from external and internal information searches which will develop customers’ brand equity judgements, this dissertation proposes advertising efforts, non-commercial communication of word-of-mouth and publicity, and tourist’s experience as antecedents of CBBETD. Finally, the theoretical model of CBBETD is constructed, examined and applied to Hualien County as a tourism destination.
The results indicate that for experienced tourists, tourist’s experience is the most influential antecedent on CBBETD. WOM and publicity of non-commercial communication have partially direct influence on CBBETD, while advertising efforts has partially and significantly negative influence on CBBETD. The integrated CBBETD model and the results in this dissertation are going to facilitate academic research and tourism practitioners to conduct destination branding.
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Beirolas, Filipe João Feliciano. "A brand equity report for Opel Portugal: building a successful brand for younger portuguese consumers." Master's thesis, 2019. http://hdl.handle.net/10362/114617.
Full textAbstract:
This work project aims to assess how the Opel brand is perceived among the younger segment of Portuguese consumers(18 –30 years old), so recommendations could be made to better connect with and attract this key target. Primary data was collected through in-depth interviews and an online survey to evaluate Opel's current brand equity, using Keller’s Customer-Based Brand Equity model. Moreover, Opel Portugal is not doing well, and significant differences between Opel and non-Opel users were verified throughout this study. Lastly, three main recommendations were provided to address some of the fragilities found in brand salience, judgements, and resonance.