The development of social media has increased the usage and prevalence of content marketing. This have enhanced the pressures on marketers to manage and leverage this tool. Also, consumers interaction with valuable content leads to a stronger relationship with the brand which further might enhance the brand image. Hence, this paper carries out a quantitative research with the purpose to explain if questionable content marketing on social media have a negative impact on brand image. The researchers used questionnaires as their method for collection of empirical data. The respondents were gathered based on a convenience sampling. The questionnaires were out sent out to 204 participants, were the aim was to investigate if the respondents view of a brand changes negatively, after being exposed to scenarios that were constituted by questionable content marketing. It was analyzed through an ANOVA test. The overall conclusions after gathering and analyzing the data, implicate that questionable content marketing have a negative effect on brand image. Therefore, it becomes important for managers to carefully evaluate their content marketing strategy on social media in order to avoid questionable content marketing.

Submitted by Sébastien Cabanes (sebastien.cabanes@hec.edu) on 2014-12-22T15:36:10Z No. of bitstreams: 1 MPGI Master thesis - Sebastien.pdf: 1592539 bytes, checksum: dfaef30d3e0eea8c1d4a1926864be41d (MD5) / Approved for entry into archive by Fabiana da Silva Segura (fabiana.segura@fgv.br) on 2014-12-22T16:41:34Z (GMT) No. of bitstreams: 1 MPGI Master thesis - Sebastien.pdf: 1592539 bytes, checksum: dfaef30d3e0eea8c1d4a1926864be41d (MD5) / Made available in DSpace on 2014-12-22T16:52:52Z (GMT). No. of bitstreams: 1 MPGI Master thesis - Sebastien.pdf: 1592539 bytes, checksum: dfaef30d3e0eea8c1d4a1926864be41d (MD5) Previous issue date: 2014 / The present study has the objective of understanding the influence of line extensions on the image of vodka brands. The research was performed by organizing various focus groups with vodka consumers in São Paulo. These focus groups allowed exploring and analyzing how the last line extensions of vodka brands have modified the image the consumers had of the brand. Three hypotheses were distinguished as an outcome of the research: (1) The influence of a line extension on brand image depends heavily on the initial image the consumers have of the brand. For a vodka brand with an average or bad image, launching a line extension with a perceived average or bad quality does not modify the brand image. On the contrary, for a vodka brand with a positive initial brand image, launching a line extension with perceived high quality led to a positive change in the brand image. (2) For vodka brands, a vertical line extension recognized as having high authenticity provokes a transfer of attributes from the extended product to the brand. (3) Among Keller’s (1993) dimensions of brand image, non-product related attributes and especially packaging are the one that are the most influenced by line extensions of vodka brands. / Este estudo tem o objetivo de entender a influência das extensões de linha sobre a imagem das marcas de vodca. A pesquisa foi baseada na organização de vários focus groups com consumidores de vodca em São Paulo. Estes focus groups possibilitaram explorar e analisar os efeitos que os últimos lançamentos de vodca provocavam sobre a imagem que os consumidores têm da marca. Três hipoteses foram identificadas como resultado da pesquisa. (1) A influência que uma extensão de linha tem sobre a imagem da marca esta fortemente relacionada à imagem inicial da marca para os consumidores. Para uma marca de vodca com imagem positiva, o lançamento de uma extensão de linha com alta qualidade percebida pelos consumidores trouxe uma mudança de percepção ainda mais positiva para a imagem da marca. No entanto, para marcas com uma imagem de média a ruim, o lançamento de uma extensão de linha cuja qualidade é percebida também como de média a ruim, não houve mudança para a imagem da marca (2) Para uma marca com imagem positiva, o lançamento da extensão de linha, dentro de um segmento Premium, transfere os atributos do novo produto para a marca. (3) Entre as dimensões da imagem de uma marca identificadas para Keller (1993), os atributos que não são atributos diretamente relacionados ao produto, especialmente embalagem, são os que estão mais influenciados por extensões de linha de marcas de vodca.

Made available in DSpace on 2016-08-03T12:29:59Z (GMT). No. of bitstreams: 1 Everaldo Pereira2.pdf: 2586439 bytes, checksum: a11e606fc3858e4efcb578ecb86dffa7 (MD5) Previous issue date: 2014-04-24 / This study aims to analyze how the communication processes of perceptual manifestations of postmodern consumers, based on interactions in virtual social networks contribute to the redefinition of the brand image. We analyze the communication process in the face of new economic and techno-social interactions, from a vision of consumption meanings and a displacement of the marketing needs for a marketing sense. We develop a single case study of the Lego brand, a literature review, qualitative surveys of interactions on websites, content analysis and qualitative analysis in blog forum for consumers of the brand. Thus, we conclude that market communication plays a unifying role in the symbolic constructions of branding in organizations and that economic and timeless easy to share events via the internet reframes the brand image on a paper of symbolic exchange on the online networks. / Este estudo tem como objetivo analisar como os processos comunicacionais de manifestações perceptivas dos consumidores pós-modernos, a partir das interações em redes sociais virtuais, contribuem para a ressignificação da imagem de marca. Reavaliamos o processo comunicacional ante as novas interações econômicas e tecno-sociais, partindo de uma visão de consumo de significados e um deslocamento do marketing das necessidades para um marketing de sentidos. Para tanto, desenvolvemos um estudo de caso único da marca Lego, a partir de levantamento bibliográfico, levantamentos qualitativos das interações em sites, análise de conteúdo de blog e análise qualitativa de fórum de consumidores da marca. Assim, concluímos que a comunicação de mercado assume um papel aglutinador nas construções simbólicas da imagem de marca nas organizações e que a facilidade econômica e atemporal em compartilhar manifestações por meio da internet ressignifica a imagem de marca em um papel de troca simbólica na bolsa de valores de imagens das redes on-line.

In October 2017, the Olympic Committee rendered official its decision to consider electronic sports (eSports) as sports. The global eSports market was valued at nearly 493 million U.S. dollars in 2016, with 80% of the revenues coming from sponsorship. Sponsorship has become an important matter for organizations, since it can be a powerful tool to establish or change a company’s brand image; indeed, more than 600 sponsorship agreements were signed in 2016 in the eSport industry. This paper aims at finding out how do sport and eSport enthusiasts differ in their perception of the brand image of a sponsoring brand. The study was conducted by using combined research methods. First, we used a qualitative approach with semi-structured interviews, in order to get a better understanding of the general context. Then a questionnaire was used to fully understand the differences and similarities between sport and eSport enthusiasts, and to identify the variables that impact the sponsorship response (measured by favour, interest, and use). The variables studied were event image, perceived fit, attitudes towards the brand as a sponsor, brand personality, brand associations, self-concepts and brand identification. The results show that sport enthusiasts are more impacted by factors such as brand identification and self-concepts, while brand associations matter for both groups.

The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetitive branding has, to the best of our knowledge, not been researched from a consumer perspective.Does this mean that consumers remain unaffected when two competitors all of a sudden also collaborate?The purpose of this thesis is to explore how consumers’ brand images can be affected by firms’coopetitive branding strategies. With support from existing alliance literature and an empirical studycomprised of four focus groups, an abductive research approach is adopted.The findings indicate four distinct parameters, which can influence an alliance’s outcome, from theperspective of a consumer’s positive or negative brand image - which is a vital component in consumer-based brand equity. The contradictory nature of simultaneous competition and collaborationmakes coopetitive branding more or less desirable, from a consumer perspective, under differentcircumstances, which need to be acknowledged and managed by the partnering firms. A suggestionfor future research is to examine a wider consumer segment and not only students, to validate thetransferability of our findings.The results contribute to the strategic alliances theory, since existing research has not examinedthe consumer perspective and brand image in relation to coopetitive branding alliances. The resultscan also provide managerial guidelines for firms that wish to understand what elements of a coopetitive branding alliance creates value with consumers.

As customer segments age and technologies advance, many brands realize that they have to do something in order to survive and appeal to younger consumers. Oscar Jacobson, a brand that has existed since 1903, had experienced decreasing sales due to an aging customer base. A rebranding process was started when ownership of the company was shifted. The rebranding resulted in a renewed assortment, new concepts, ways of working with brand communication and adopting new communication tools. The purpose of this study is to examine what reasons underlie a company’s decision to rebrand, what strategies they use to do so, as well as further understanding how a new image from rebranding is communicated to customers. Research and analysis has been conducted on how internal values can be communicated externally, and how a brand can rebrand whilst keeping their heritage. The study focused on the case study company, in our case Oscar Jacobson, where facts and opinions regarding the rebranding process have been collected from the company’s management. To conclude the study, we found that when rebranding, brand elements that are weighing down the company need to be eliminated and focus should be shifted to modernizing these elements. For Oscar Jacobson, internal brand elements such as assortment needed to be evolved and changes need to mediate to the market through cohesiveness in all communication channels in order to transmit the right message to the customers. The design of the study is a case study, empirical material has been collected through qualitative semi-structured interviews with representatives within management positions of Oscar Jacobson. In the theoretical framework, different concepts regarding the subjects of branding, rebranding and brand communication have been discussed, in order to help us understand the concepts and to present and analyze the findings as accurate as possible. / I och med en åldrande kundgrupp och mer avancerade teknologier på marknaden, tvingades många varumärken ändra på delar av varumärket för att hålla märket vid liv och för att vara iögonfallande för en yngre målgrupp. Oscar Jacobson har existerat sedan 1903, men i början av 2000-talet minskade försäljningen på grund av en åldrande kundgrupp. En omstrukturering startade efter att företaget sålts till ett investmentbolag. Omstruktureringen har resulterat i nya koncept inom företaget samt nya sätt att arbeta med kommunikationen om varumärket, nya kanaler och att erbjuda nya och fler produkter i sortimentet. Syftet med studien är att undersöka vilka orsaker som ligger till grunden av att starta en omstrukturering och vilka strategier man använder för att tillämpa förändringarna. Detta kommer studeras utifrån ett företagsperspektiv med en fokusering på företag som vill omstruktureras men ändå behålla delar av sina arv. Forskning och analys har även gjorts på hur interna värden kommuniceras till omvärlden när omstruktureringen är genomförd. Studien har tillämpats på ett fallföretag, i vårt fall Oscar Jacobson, där fakta och åsikter om omstruktureringsprocessen samlats in ur företagets perspektiv. Som sammanfattning av resultaten har vi kommit fram till att när ett företag omstrukturerar sig är det viktigt att eliminera de gamla faktorer i varumärket som inte längre är till någon nytta och håller tillbaka varumärkets nya image. Istället ska fokus ligga på att utvecklas och röra sig framåt. Interna komponenter som t.ex. sortiment måste utvecklas och förändringar behövs förmedlas till marknaden genom en röd tråd i marknadsföringskanaler för att sända rätt budskap till kunderna. Studien är utförd som en fallstudie och kvalitativa semistrukturerade intervjuer har gjorts på representanter på chefspositioner inom Oscar Jacobson. I det teoretiska ramverket diskuteras olika begrepp inom märkesprofilering, varumärkes rekonstruktion och varumärkeskommunikation i syfte att ge en grund till oss och till läsaren. I detta avsnitt presenteras också olika teorier från tidigare forskning som diskuteras utifrån forskningsresultatet i analyskapitlet.

Magister Commercii - MCom / A brand extension strategy is one of the marketing tools that firms utilise to introduce new products in the market. One of the advantages of adopting this strategy is that firms are able to leverage on the positive image, reputation, and equity of a recognised and established brand,thereby reducing risk associated with launching new products.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. Despite this, respondents had a favourable attitude towards all the brand extensions irrespective of whether they perceived the overall quality of the extensions to be congruent to the original brand or not, and whether they perceived the extensions to be similar to the original brand or not. These factors did not influence respondents’ attitudes towards the extensions negatively.

This thesis focuses on building strong brands through brand image and brand identity. Therefore, an analysis of various factors that influence both brand image and brand identity was carried out. The most important of these factors are brand value and related brand value models, corporate social responsibility, and new trends in brand management as for example digital marketing, viral marketing, event marketing and sponsorship. The aim of the performed research is to identify the image of two most valuable sports brands, Nike and Adidas. Based on the results the image of both brands is compared and furthermore, a comparison of the Nike's brand image with its identity is performed.

I have focused on the problematic of L'Oréal Professionnel brand image, which is the brand of professional haircare cosmetics in B2B segment. B2B segment is the key source of income of this brand. In theoretical part I have explained terms like brand, brand image and brand identity, marketing mix, marketing strategy, consumer behaviour, brand knowledge etc. In practical part, I have focused on the development of L'Oréal Professionnel brand as well as the development of its marketing strategy and its present image. Moreover, I have researched what is the real L'Oréal Professionnel image like and whether it is the same as the brand identity. According to the fact, that in some parts there is a clash between these two, I have been recommending steps, which will help to improve the L'Oréal Professionnel image. I have been suggesting these steps also according to the present image of two main direct competitors of L'Oréal Professionnel, which are Wella and Schwarzkopf, which I have included into my research.

El objetivo de esta investigación es analizar como las reseñas en el social media afectan al valor de marca de los hoteles 5 estrellas en el distrito de Miraflores de la ciudad de Lima. El estudio inicia con la investigación en fuentes con la finalidad de definir los conceptos de: social media, reseñas online, turismo, conocimiento de marca, imagen de marca y lealtad de marca; además de conocer el contexto actual del sector hotelero. Después, se enmarca en una investigación que utiliza una metodología mixta (cualitativa y cuantitativa) con un alcance exploratorio y correlacionar. En la fase cualitativa, se realizan entrevistas a profundidad y estructuradas a expertos digitales del social media y branding. Asimismo, usuarios representantes del servicio hotelero. Finalmente, en la fase cuantitativa se aplica un cuestionario a una muestra de 282 personas hospedajes en los 9 hoteles de cinco estrellas de Miraflores. Se obtiene como resultado que efectivamente las reseñas positivas o negativas afectan al valor de marca de los hoteles. Por ello, a mayor experiencia del cliente con las plataformas donde el consumidor participa y crea contenido, esta influirá en sus actitudes hacia valor de marca de los hoteles. Además, influye tanto en su decisión de compra como selección del hotel, dependiendo de las calificaciones anteriores en dichas plataformas. Finalmente, se proponen acciones para los gerentes de los hoteles. / The objective of this research is to analyze how the reviews in the social media affect the brand value of the five stars hotels in the Miraflores district of the city of Lima. The study begins with research in sources with the purpose of defining the concepts of: social media, online reviews, tourism, brand awareness, brand image and brand loyalty; besides knowing the current context of the hotel sector. Later, it is part of a research that uses a mixed methodology (qualitative and quantitative) with an exploratory and correlational scope. In the qualitative phase, in-depth and structured interviews are conducted with digital experts of social media and branding. Also, users representing the hotel service. Finally, in the quantitative phase a questionnaire is applied to a sample of 282 people staying at the 9 five-star hotels in Miraflores. The result is that effectively positive or negative reviews affect the brand value of the hotels. Therefore, the greater the customer experience with the platforms where the consumer participates and creates content, this will influence their attitudes towards the brand value of the hotels. In addition, it influences both your purchase decision and hotel selection, depending on the previous ratings on those platforms. Finally, actions are proposed for hotel managers. / Trabajo de investigación