The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility to ensure that the right messages are communicated to consumers in order to give consumer a positive brand experience. A robust brand strategy and Communications strategy plays a pivotal role in successful delivery of the essence and image of luxury brands. Identity and self concept theory are central to understanding consumer behaviour and consumption decisions. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

På senare tid har det skett en förändring i hur marknadsförare använder känslor i reklamfilmer för att skapa band mellan konsumenter och företag, det som kallas för emotionell marknadsföring. Den här studien ämnar att undersöka hur emotionell marknadsföring har använts av två ledande elbilstillverkare i Sverige, Volvo och Kia, i företagens tv-reklam. Dessutom ville forskarna förstå vilka faktorer som är viktiga för att skapa känslomässiga band mellan konsumenter och företag. En semiotisk analys av reklamfilmerna samt fokusgruppsdiskussioner har gjorts för att förstå hur potentiella konsumenter reagerar på reklamfilmer. Resultatet av studien visade att den mentala bild som konsumenter hade av respektive varumärke (brand image) stämmer överens med hur Volvo ville kommunicera sitt varumärke (brand identity), men inte med hur Kia ville porträttera sig själva. Slutsatsen av studien mynnar ut i vikten av att kommunicera företagets kärnvärden i reklamfilmerna, och att uttrycka dem genom känslor.

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SMEs have been developing rapidly in Sweden since the last decade; many of them have developed a strong brand and went global. Brands can be utilized as a tool for people involved in the ecosystem to consistently communicate with the stakeholders. On the customers’ side, decisions on purchasing certain products are often made by symbolic attributes. According to studies, brand management can benefit an organization’s performance. Brand management is critical for the substantiality of SMEs. Many studies have been done on brand management in larger organizations. Only some research has been done on SMEs brand management, from which it was concluded that SMEs placed very little or no priority on brand management. In this thesis, the author studies brand management in SMEs in Sweden, by using Wong and Merrilees’s model (2005) on three archetypes of brand orientation. The aim of this study is to get insights on what brand-related activities can help with the goal of heightening brand awareness for customers. This research is done by a qualitative study based on three in-depth interviews undertaken with small-sized organizations and a supplementary desktop research with data from authority.

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. / Master of Science

Today, in a world after COVID-19 the office needs to have a different meaning for employees, the office has to compete with the comfort and flexibility of working from home. Therefore this thesis paper researched the topic of how the interior of an office can be used to signal different things to employees. Signals are something that we humans both use and receive all day to communicate something without using words to do this. They are also used by companies to attract and share different things with both existing and potential employees. The theory that explains how signals are used is called the signaling theory and the signaling timeline model is the specific framework used. When a person goes on a job interview they will show (signal) how right they are for this job, this in regards to the way they dress, act, and how the resume looks. In regards to the timeline model, it is a way to explain how a signal ”travels” from the signaler to the receiver and then feedback returns to the signaler. For this thesis, and the signing timeline, the concept of design has been used as the signal and employer brand and brand credibility in the form of the feedback. The signaler has been the company and the receiver the employees. With this in mind two research questions were developed, how do companies work with signals when designing their offices? and are the signals sent by a company as those received by employees? To answer the questions, semi-structured interviews and observations were conducted with two different companies in different countries. In order to cover both questions interviews were held with both facility managers (or equivalent) and employees. The interviews and observations gave us a result proving that there are many signals that a company sends out to employees, some intentional and some unintentional. Companies signal more with a holistic view while an employee sees more in the details. There were five signals found, team, calm and environmentally friendly that the company tried to send. Employees did not perceive the environmentally friendly but found considerate to private matters and utility to be two other important ones. Another interesting finding was that one of the companies interviewed had decided to have their new office small in order to come back to their roots and to work with their brand image. / Idag, i en värld efter COVID-19, måste kontoret ha en annan betydelse för de anställda, kontoret måste konkurrera med bekvämligheten och flexibiliteten med att arbeta hemifrån. Därför har detta examensarbete undersökt hur interiören på ett kontor kan användas för att signalera olika saker till anställda. Signaler är något som vi människor både skickar och tar emot hela dagarna för att kommunicera något utan att använda ord. De används också av företag för att attrahera och kommunicera olika saker med både befintliga och potentiella medarbetare. Den teori som förklarar hur signaler används kallas för ”signaling theory” och “signaling timeline model” är det specifika ramverk som används. När en person går på en anställningsintervju kommer de att visa (signalera) hur rätt de är för det här jobbet, detta med avseende på hur de klär sig, agerar och hur CV:t ser ut. När det gäller “timeline model” är det ett sätt att förklara hur en signal "färdas" från signalisten till mottagaren och sedan återkopplas till signalisten. I den här uppsatsen, och i ”signaling timeline”, har begreppet ”design” använts som signal och ”employer branding” och “brand credibility” i form av feedback. Aktören som har skickat signalerna har varit företaget och mottagarna till dessa är anställda. Med detta i åtanke utvecklades två forskningsfrågor, hur arbetar företag med signaler när de utformar sina kontor? och är det samma signaler som skickas av ett företag som tas emot av de anställda? För att besvara frågorna genomfördes semistrukturerade intervjuer och observationer med två olika företag i olika länder. För att få svar på båda frågorna hölls intervjuer med både ”facility manager” (eller motsvarande) och anställda. Intervjuerna och observationerna gav oss resultatet att det finns många signaler som ett företag sänder till sina anställda, vissa avsiktliga och andra oavsiktliga. Företag signalerar med en mer holistisk syn medan en anställd ser mer i detaljerna, vilket påvisades i de fem signalerna som hittades. Företagen försökte skicka tre signaler: ”team”, ”calm” and ”environmentally friendly” samtidigt som de anställda inte uppfattade ”environmentally friendly” men istället tyckte att ”considerate to private matters” och ”utility” var två signaler som skickas. En annan intressant upptäckt var att ett av de intervjuade företagen hade bestämt sig för att ha sitt nya kontor litet för att komma tillbaka till sina rötter och arbeta med sin varumärkesimage.

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The purpose of this study is to explain how supporters affect a team's brandmanagement. The theories and earlier research looked upon in this study areconnected to brand management, brand image, brand personality and theattachment theory. This study is interesting due to the fact that the sportsindustry is unique in comparison to other industries. In sports the customersare supporters that other industries do not have. A limited amount of researchabout supporters has been done, and they have not been clearly defined. Thisstudy used a qualitative research method and collected data from semistructured interviews with six different teams in the SHL. A thematic analysiswas performed to analyze and summarize the data. The summarized data wasthen compared and connected to our theoretical framework in order to try andanswer the purpose and research questions of the study. The managerialimplication of the study was that it showed that team managers in the SHLcommunicate through social media, events, and more, in order to have aconstant dialogue with supporters. The main theoretical contribution is thatsupporters can be connected to the attachment theory, and that brandmanagement in the sport industry might be defined along a B2S, “Business-toSupporter” perspective.