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. / 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.

El propósito de esta investigación es encontrar la relación entre el Brand Equity e la intención de compra en los Homecenter con la categoría de pinturas látex, en hombres de 36 a 45 años, del nivel socioeconómico C en Lima Metropolitana. La metodología de investigación fue de carácter mixta ya que se aplicó herramientas cualitativas y cuantitativas. En la investigación la cualitativa se realizó 4 entrevistas a expertos, 3 grupos focales y 4 observaciones presenciales en Homecenter. Por otro lado, para contrastar la información de los expertos, se utilizó la investigación cuantitativa para darle una representatividad a los datos. Se utilizó una muestra de 190 personas escogidas por muestro no probabilístico por cuota, las cuales fueron encuestadas con un cuestionario elaborado de 24 preguntas el cual fue aplicado de manera presencial en papel. Posteriormente, se aplicó un análisis de correlación, cuyos resultados arrogaron que la relación entre el Brand Equity y la intención de compra en los Homecenter fue positiva. Dentro las dimensiones establecidas, se utilizó: calidad percibida, Brand Loyalty y Brand Trust. El resultado más destacable fue con la dimensión “Calidad percibida” que obtuvo la mayor fuerza de relación hacia la intención de compra con una correlación de: 0,423. Por último, cabe destacar que estos resultados son de utilidad para todo el sector de mejoramiento del hogar o pinturas, para demostrar que las estrategias de Brand Equity forman parte de los factores que fomentan las ventas en la categoría y le agregan valor a la empresa. / The purpose of this research is to find the relationship between Brand Equity strategies and the purchase intention for Homecenter. The research was conducted for the category of decorative paints, in men aged 36 to 45 years old, with a socioeconomic level of C at Metropolitan Lima. The research methodology had a mixed nature, qualitative and quantitative tools were applied. The qualitative research had: four interviews with experts, three focus groups to the target and four direct observations at Homecenter. On the other hand, to compare the information of the experts, a quantitative investigation was applied. The sample was conformed of 190 people that were chosen for non-probabilistic sampling by quota method, which were surveyed with a paper questionnaire made of 24 questions which was applied in person. Subsequently, a correlation analysis was applied, that showed up that the relationship between the Brand Equity and the purchase intention in Homecenter were positive. To measure the relationship a three-dimension model was created for the Brand Equity model which included: perceived quality, Brand Loyalty, and Brand Trust. The most notable result was the dimension of “perceived quality” that obtained the greatest relation with the purchase intention with a correlation of: 0.423. Finally, it should be noted that these results are useful for the entire Homecenter or painting sector, to demonstrate that Brand Equity strategies are part of the factors that promote sales in the category and add value to the retailer. / Trabajo de investigación

<p>This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The researcher proposes that the perceived overall quality of the brand extensions will be congruent to that of the original brand and that the attitude towards the brand extensions will be favourable only when there is a perceived similarity/fit between the brand extensions and the original brand. In order to get these insights, the study surveyed 147 undergraduate and postgraduate students from the University of the Western Cape across all faculties. A non-probability convenience sampling method was used to access respondents. To collect data, qualitative and quantitative methods were employed using a questionnaire which consisted of open-ended and closed-ended questions in the form of free associations technique and 5-point Likert scales. The data gathered was analysed by means of descriptive statistics and Spearman correlation coefficient. The findings indicate two things. (1) respondents only perceived Nike socks&rsquo / overall quality to be congruent to the original brand, Nike athletic shoes. (2) respondents only perceived Nike socks to be strongly similar to the original brand, Nike athletic shoes.</p>

This research addresses an urgent contemporary problem within advertising and brand management in the new era of social networks - how do companies act on social networking platforms and how is this perceived by consumers? Being successful on Facebook is, seemingly, not as straight forward as many might think, and the misuse deriving from misperceptions can create negative brand impacts. This research aims to shed light on the yet under researched topic of firm-created Social Media advertising and its effects on the consumer mindset. This has lead to three overarching research questions, which provides a strong theoretical and practical contribution to the status quo:   RQ1:          What is the influence of the gap between motivational factors to “Like” a brand’s Facebook page and the subsequent firm-created Facebook advertising on perceived advertising value?   RQ2:          What is the influence of perceived advertising value on consumer brand-related activities?   RQ3:                      What is the influence of (1) perceived advertising value and (2) consumer brand-related activities on brand equity?   A quantitative research approach was adopted using a self-administered survey among 101 European Facebook users between 18 and 35. The framework of this research comes from four elements of theory; Uses and Gratifications (U&amp;G) theory to identify the underlying motivational factors to engage with a brand on Facebook, advertising value by Ducoffe (1995), to measure how the brand’s advertising is perceived, consumer brand-related activities (COBRA) by Muntinga, et al. (2011) to classify the level of consumer involvement with the brand on Facebook, and the brand value chain by Keller &amp; Lehmann (2003), which is closely related to consumer-based brand equity as developed by Aaker (1991) and Keller (1993).   The main conclusions of this research include that the gap between initial motivations to start a brand-relationship on Facebook and the subsequent activities performed by the firm is smaller for those in a currently active brand-relationship while it is considerable larger for those who have decided to exit the relationship. Moreover, while not statistically confirmed a clear tendency was identified that the perceived advertising value of a brand on Facebook is attributable to the extent of this gap. In the same vein, the decision to continue or exit a brand-relationship on Facebook is attributable by the level of perceived advertising value. The type and level of interaction with a brand is influenced by the perceived advertising value, however, can be influenced by targeting specific motivations to interact. Both the perceived advertising value and the level/type of interaction with a brand were found to influence the consumer mindset. Especially the form (entertaining, enjoyable) in which advertising is dispersed on Facebook proves to be important.

Bakgrund: Corporate rebranding är ett relativt nytt fenomen som innebär att ett företag väljer att omdefiniera sitt varumärke på grund av förändringar inom företaget eller omgivningen. Men det är fortfarande relativt ostuderat och ingen studie behandlar den eventuella kopplingen med en dynamisk marknad. Syfte: Syftet med denna studie är att skapa en förståelse för hur fenomenet corporate rebranding fungerar inom en dynamisk marknad, där vi valt att utgå från telekombranschen som exempelmarknad. Metod: Studien har en hermeneutisk ansats med ett deduktivt angreppssätt för kopplingen mellan teori och empiri. Studien har vidare använt sig av en komparativ design med fallstudieinslag utifrån en kvalitativ strategi. Referensram: Referensramen består av teorier om dynamiska marknader som leder in till globalisering, lokalisering samt glokalisering. Därefter definieras varumärke med respektive underliggande teorier och avslutningsvis corporate rebranding. Slutsats: Den dynamiska marknaden har gett upphov till ett stort antal rebranding-processer inom branschen, där tre strategier för att hantera ett nytt globalt varumärke har identifierats. Slutligen har varumärkets roll inom branschen blivit av en mer dynamisk karaktär där syftet är att ha ett varumärke som är mest lämpat för de förändringar som skett inom såväl den interna som externa miljön. / Background: Corporate Rebranding is relatively new phenomenon where a firm decides to redefine their brand due to changes within the company or the environment. But the amount of literature on the subject is lacking, and so far no one has studied the potential connection to a high-velocity environment. Purpose: The purpose of the study is to create an understanding of how Corporate Rebranding interacts with a high-velocity market by using the telecommunications industry. Methodology: The study was a hermeneutic endeavour with a deductive approach in linking theory and empirical evidence. In addition, a comparative case study using qualitative methods was performed. Theory: This chapter consists of theories on dynamic markets as well as glocalization, localization and globalization. This is followed by a definition of branding and finally Corporate Rebranding. Conclusion: The high-velocity market has been the root of numerous cases of rebranding and we have identified three different strategies for handling the adaptation to a new global brand. Finally, the role of the brand within the market has taken on a more dynamic role, where the purpose is to create a brand better suited for the changes in the internal as well as the external environment.

Varumärkeskapital är det mervärde som ett varumärke ger en produkt i förhållande till om varumärket inte funnits på produkten. Konsumentbaserat varumärkeskapital innebär vidare att det är i konsumentens medvetande som varumärkeskapitalet existerar. Snabbrörliga konsumentvaror kännetecknas av att de köps ofta och att deras kontakt med konsumenten är begränsad, vidare är de ofta lätta att byta ut. Den här studien undersöker genom kvalitativa intervjuer hur företag bygger varumärkeskapital inom en marknad för snabbrörliga konsumentvaror. Åtta varumärkesansvariga på företag verksamma inom en marknad för snabbrörliga konsumentvaror har intervjuats för att få reda på deras syn på byggande av varumärkeskapital inom nämnda kontexten. Hela studien utgår i grunden från fem dimensioner av varumärkeskapital nämligen varumärkesassociationer, varumärkeskännedom, varumärkeslojalitet, upplevt värde samt andra varumärkestillgångar. Intervjuerna har sedan analyserats utifrån dessa dimensioner stött av andra relevanta teorier inom ämnet, analysen har också sin grund i det valda syftet. Resultaten av denna studie påvisar hur varumärkeskapital skapas för snabbrörliga konsumentvaror inom de fem dimensionerna av varumärkeskapital. Den bekräftar också att alla dimensioner är viktiga att jobba med för att bygga varumärkeskapital. Inom varumärkesassociationer så är trovärdighet och unicitet viktiga aspekter. Det är extra viktigt att jobba med varumärkeskännedom då konsumenter ofta spenderar kort tid då ett köpbeslut tas för snabbrörliga konsumentvaror. Att öka konsumenters involvering i varumärket är viktigt för att skapa varumärkeslojalitet. För upplevd kvalitet är det avgörande att arbeta med de sensoriska delarna då en produkt med dålig kvalitet inte blir långvarig, speciellt, inom en marknad för snabbrörliga konsumentvaror. Att ha fungerande distributionskanaler är viktigt för snabbrörliga konsumentvaror då dessa bidrar till exponering av varumärket. Studien visar att de fem använda dimensionerna är av högsta vikt för byggande av varumärkeskapital inom en marknad för snabbrörliga konsumentvaror. Vidare finner studien att en aspekt av andra varumärkestillgångar, nämligen distribution, istället kan tillhöra varumärkeskännedom i denna kontext. Studien visar också indikationer på att dimensionen upplevd kvalitet är den viktigaste för snabbrörliga konsumentvaror inom varumärkeskapital Dessa är tre viktiga teoretiska bidrag som studien gett. Vidare är studien av praktiskt värde då den ger rekommendationer hur företag inom denna kontext kan arbeta för att bygga varumärkeskapital utifrån de fem använda dimensionerna.

<p>This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The researcher proposes that the perceived overall quality of the brand extensions will be congruent to that of the original brand and that the attitude towards the brand extensions will be favourable only when there is a perceived similarity/fit between the brand extensions and the original brand. In order to get these insights, the study surveyed 147 undergraduate and postgraduate students from the University of the Western Cape across all faculties. A non-probability convenience sampling method was used to access respondents. To collect data, qualitative and quantitative methods were employed using a questionnaire which consisted of open-ended and closed-ended questions in the form of free associations technique and 5-point Likert scales. The data gathered was analysed by means of descriptive statistics and Spearman correlation coefficient. The findings indicate two things. (1) respondents only perceived Nike socks&rsquo / overall quality to be congruent to the original brand, Nike athletic shoes. (2) respondents only perceived Nike socks to be strongly similar to the original brand, Nike athletic shoes.</p>

This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The researcher proposes that the perceived overall quality of the brand extensions will be congruent to that of the original brand and that the attitude towards the brand extensions will be favourable only when there is a perceived similarity/fit between the brand extensions and the original brand. In order to get these insights, the study surveyed 147 undergraduate and postgraduate students from the University of the Western Cape across all faculties. A non-probability convenience sampling method was used to access respondents. To collect data, qualitative and quantitative methods were employed using a questionnaire which consisted of open-ended and closed-ended questions in the form of free associations technique and 5-point Likert scales. The data gathered was analysed by means of descriptive statistics and Spearman correlation coefficient. The findings indicate two things. (1) respondents only perceived Nike socks' overall quality to be congruent to the original brand, Nike athletic shoes. (2) respondents only perceived Nike socks to be strongly similar to the original brand, Nike athletic shoes. / Magister Commercii - MCom

La relation marque‐consommateur telle qu’identifiée et formalisée par Fournier (1988) apparaît comme une problématique centrale du management de la marque tant d’un point de vue académique que pour les entreprises. Si la littérature s’est intéressée au phénomène relationnel, à ses antécédents mais aussi à ses conséquences en termes de gestion de marque, le mécanisme dynamique de la relation reste absent des recherches et travaux. Ce mécanisme, avec en particulier la structure de la relation et le sens de la relation, constitue pourtant un élément essentiel à l’opérationnalisation de la relation. Notre recherche vise donc à comprendre la construction du processus relationnel entre une marque et un consommateur en s’appuyant sur la métaphore narrative de la marque, et plus spécifiquement sur le modèle dramatique. Sur le plan méthodologique, une démarche compréhensive reposant sur une approche exploratoire est retenue avec un travail empirique mené en trois volets : une série de dix entretiens en profondeur, quatre réunions de consommateurs, une analyse statistique explicative. Il apparaît ainsi, (A) que la relation marque‐consommateur tient d’un dispositif scénique, d’un jeu, où la marque est le personnage et le consommateur, le spectateur (B) que la mise en relation peut se concevoir selon le modèle de la double énonciation dramatique impliquant un double statut de la marque (objet du spectacle, sujet du message) et un double statut du consommateur (consommateur‐ acheteur‐ consommateur‐ individu) (C) que la marque peut s’apparenter à un personnage (et non une personne) de théâtre qui doit articuler son être et son faire pour assurer sa légitimité et sa puissance identificatoire et que la relation peut s’établir selon une typologie en quatre figures relationnelles fondamentales (le maître, le mentor, l’alter‐ego, l’acolyte). Ainsi, notre recherche permet d’ouvrir la réflexion, en dehors de la métaphore anthropomorphique, et de proposer une structure narrative spécifique au développement de la marque relationnelle. / The brand‐consumer relations as identified and formalized by Fournier (1988) appear a central brand management problematic, from an academic point of view as much as for companies. The literature has mostly devoted attention at the phenomenon, its antecedents and consequences in terms of brand management implications. However the mechanics of the relation itself remains unexplored. This mechanics, and especially the structure of the relation and the meaning of the relation, constitutes a major issue in operationalizing the relation. This particularly research aims at exploring the dynamic mechanism at stake, using the brand as a narrative metaphor and more specifically the theatre narrative model. In methodological terms, a comprehensive and exploratory approach is used, with a three‐phase empirical work conducted: a 10 long interviews initial study, a second part consisting in three 3‐hour focus groups of 8 to 9 respondents and a final descriptive and explanatory statistical analysis. The results of the research help us to understand the relation and its execution. (A) The brand‐consumer relation belongs to a shared set‐piece, a play, where the brand is the character and the consumer the spectator (B) To create a relation, the brand must convey a twofold message at the same time (object of the performance and subject of the message) recognizing the double status of the consumer (a buyer, an individual). This refers back to the process of drama‐writing designated by the linguistic term “double enunciation” (C) The brand can be considered as a theatrical character (not a person) that has to express its doing as well as its being in order to support its legitimacy and ensure its projective and identifying power. Based on this character metaphor, four prototypical figures (the master, the mentor, the alter‐ego the acolyte) can be considered within a relational context. Thus, our research sheds new light on the brand‐consumer relation, steering clear of temptations too anthropomorphic, and allows us to consider a specific narrative structure to implement relational brands.

Předložená diplomová práce je zaměřena na aplikaci konceptů značky sloužící k rozvoji konkurenceschopnosti produktu instituce vysokoškolského vzdělávání, konkrétně studijního oboru “Entrepreneurship and Small Business Development”. Na základě teoretických poznatků, metodiky dle Ko Floora a konceptu Brand Prismu je zhodnocena stávající situace studijního oboru. Zároveň jsou provedeny analýzy konkurentů a požadavků zákazníků, společně s analýzou odvětví k určení pozice značky studijního oboru na trhu. Na základě výsledků ze všech provedených analýz jsou následně stanoveny návrhy řešení konceptu značky na podporu rozvoje konkurenceschopnosti studijního oboru.