En la actualidad el e-commerce presenta un acelerado crecimiento, principalmente en el último año donde el usuario ha ido cambiando sus hábitos y comportamientos en el proceso de compra. En la categoría de supermercados, los consumidores acostumbraban realizar sus compras de primera necesidad de forma presencial, mientras que hoy en día el e-commerce adquiere un mayor valor, es por ello que los retailers deben tener en cuenta las variables a considerar. El objetivo del presente estudio es analizar la relación entre la Satisfacción del cliente, el brand image y la intención de compra de la generación X en el canal e-commerce de los supermercados. Se va a proponer hacer una muestra de 400 personas, no probabilística y se trabajará análisis variados y multivariados en SPSS y SmartPLS. / Nowadays, e-commerce shows rapid growth, mainly in the last year where the user has been changing their habits and behaviors in the purchase process. In the supermarkets category, consumers used to make their essential purchases in person, while today e-commerce acquires greater value, which is why retailers must take into account the variables to be considered. The objective of this study is to analyze the relationship between customer satisfaction, the brand image and the purchase intention of generation X in the e-commerce channel of supermarkets. A non-probabilistic sample of 400 people will be proposed, and varied and multivariate analyzes will be carried out in SPSS and SmartPLS. / Trabajo de investigación

It is argued that there is a need to extend our understanding and knowledge of the magnitude to which the elements of corporate visual identity (CVI) are perceived as the communicators of brand personality and hence corporate image, by the consumers. This thesis extends the knowledge about corporate visual identity (CVI) factors, particularly, name, logo, and colours, by developing a comprehensive model which incorporates corporate visual identity (CVI) elements and brand personality (BP) traits (sophistication, sincerity, ruggedness, excitement, competence). The thesis focuses on the association of types of brand names with brand personality traits. This study also focuses on the different types of logos and their associations with different personality traits and on associations of different brand colours with different brand personality traits. A quantitative approach was adopted. A conceptual model was developed. This model looked at brand name, logo and colour and their collective association with, as well as their influence in, developing a brand‘s personality. A questionnaire was prepared and pretesting was carried out to test whether the constructs of the model were valid and reliable and that the instrument used was fit for purpose. Pakistan was the context for this research, and the brands chosen represented the cellular telecom industry of Pakistan. A sampling frame of Pakistani youth was chosen, with an age bracket of 18-26, as this age group which constitutes the highest usage of cellular services in Pakistan. The sample size was 1400, and the sampling method was stratified random sampling. Cross-tabulation analysis was conducted to test the hypotheses. The results from this study suggest that CVI has a significant positive impact on brand personality development. One of the strongest messages to emerge from this study is that CVI elements (namely, brand name, logo, and brand colours) are found to be essential for the creation of brand personality. This study provides a model that managers can use to influence consumers‘ perceptions and buying behaviour and also helps in the positioning of a brand in differentiating it from the competition. This study makes its contribution in that it is the first to empirically test the associations of CVI elements with BP traits and to present a conceptual model which examines the influence of CVI elements in shaping a brand‘s personality and establishing an integrative view of CVI elements and brand personality traits, and, to do so from South Asian perspective. This study is the first to clearly define the role of brand names in creating brand personalities, associating brand name types with brand personality traits and to establish an empirical relationship between types of brand names and various personality traits. This is the first study to provide empirical evidence to support the claim that brand logo types are associated with specific brand personality traits and to clearly associate brand colours with specific brand personality traits. Findings from this study allow companies in other business sectors as well as in other countries to develop their CVI strategy and to modify their CVI strategies to influence the brand personalities.

Vi har i vår studie valt att undersöka hur modebutiker kan påverka kundernas köpbeteende för att öka försäljningen med hjälp av sinnesmarknadsföring.  Syftet med vår studie är att ta reda på hur sinnesmarknadsföring används och kan användas av butiker för att öka försäljningen. I vår slutsatts fann vi att sinnesmarknadsföring har en betydande roll för kundernas köpbeteende och försäljningen i butiken. / We have in our study chose to examine how fashion stores can influence customer buying behavior to increase sales through sensory marketing. The aim of our study is to find out how sensory marketing is used and can be used by stores to increase sales. In our final set, we found that sensory marketing has a significant role in customer behavior and sales in the store.

Aim: The aim of the study is to investigate how certified labels are being communicated through sustainable marketing within the grocery store sector. Research Question: How can the grocery store sector use sustainable marketingcommunication in order to contribute to a wider knowledge regarding sustainabilityand certified products? Method: The study is of qualitative character, with a combination of an inductive and deductive approach. The empirical data has been collected through five semi-structured interviews and one telephone interview. Result and conclusion: Sustainable marketing communication can contribute with an increased knowledge regarding sustainability when communicating and defining the term in an easy and clear way which makes it possible for anyone, no matter age or education, to understand what sustainability means. Regarding certified labels, sustainable marketing communication can contribute with an increased knowledge by creating an interest for the label in question. This can be achieved by defining the certified labels brand image by clear and accurate associations. Recommendations: The grocery stores must communicate easy messages in order for the consumers to understand what sustainability is as well as using social media as a strategic marketing tool. The certified labels need to establish accurate associations while working with transparency.

<p>Till följd av en ständigt ökad konkurrens blir det allt svårare att som ny aktör att ta sig in på olika marknader. Vad som däremot kan underlätta etableringsprocessen för nya företag och varumärken är att associeras och förknippas med redan etablerade och välkända varumärken. Företaget gooh! är ett nytt måltidskoncept som funnits i drygt två år och är ett samarbete mellan Lantmännen och Operakällaren. Det intressanta här är att företaget gooh! har två kända varumärken som medverkar och står bakom konceptet.</p><p>I den här uppsatsen kommer vi att undersöka hur Marketing mix modellens faktorer påverkar en konsuments första köp av en gooh! produkt, med syfte att se om någon av dessa faktorer är mer viktig än någon annan samt att se hur dessa samverkar med varandra. Vi vill också i denna uppsats se hur konsumentens första köp påverkas av att två starka varumärken står bakom konceptet gooh!.</p><p>Undersökningen baseras på en kvantitativ undersökning där vi slumpmässigt frågat 50 konsumenter som alla handlat i en och samma gooh! butik.</p><p>Resultaten vi kommit fram till i denna undersökning tyder på att den valda ”platsen” av butik, dvs. lättillgängligheten till butiken är den faktor som påverkar konsumentens första köp mest, men även de andra faktorerna i Marketing mix modellen är av stor betydelse. Vidare visar även våra resultat på att Lantmännens och Operakällarens samverkan, har en positiv inverkan på konsumentens köpbeteende. I vår slutsats kommer vi bl.a. fram till att dessa två aktörers medverkan bidrar till en kvalitetsstärkning av gooh! produkterna och skapar ett mervärde hos konsumenten.</p>

<p>Technology is becoming easy to imitate day by day thus the companies involved in technology need to invest on the soft points like branding. This will give a competitive advantage over the competitors which is not possible to imitate. Thus the overall purpose of this thesis is to investigate that how a company evolved b2b selling can establish corporate brand. So three research questions were addressed:</p><ol><li>What are the major components of corporate brand building process?</li><li>How to establish corporate brand image with the customer? </li><li>How effective corporate communication can enhance the corporate brand?</li></ol><p>To reach the solution, Norden machinery as a case company was also studied. A theoretical framework was synthesized, based upon the different models and theories regarding the corporate brand building. The framework guided the authors through the entire research process.</p><p>Our empirical findings shows a quest in Norden to develop a corporate brand and during the analysis we found that the  in some areas case company is following the components of brand building process that were described in the theoretical framework but there are some areas where the Norden has to improve as well.</p><p>Thus based upon the analysis it is concluded that a company can establish a corporate brand by following the brand building components vision, culture, brand objectives, brand personality, brand essence, creating brand image and corporate communication.</p>

啤酒是當今世界上最流行的飲料之一，也與人們的生活息息相關，但隨著世界市場的開放，使得啤酒市場也興起了一股新的競爭力量。 品牌在食品市場中所扮演的角色非常重要，尤其是在流通方面。譬如：知名品牌擁有較多的優待，如與製造者、銷售員、通路商之間有較大的彈性、議價空間和產品陳列位置等好處，所以企業或是投資者會將品牌視為公司最有價值的財產，強勢品牌更可以為企業帶來無窮的利益。 希望可以透過本研究的了解海尼根啤酒品牌形象對於顧客忠誠度和顧客滿意度的影響，並且探討海尼根啤酒品牌權益對顧客忠誠度和顧客滿意度的影響，進而以人口統計變數來區分出消費者和海尼根啤酒的市場區隔。 / Beer now is one of most popular drinks in the world. It also closely linked with people's life. Along with the world market opening, the beer market starts new competition situation. Brand plays an extremely important role in food market, especially in logistics aspect. For example, the well-known brand has many special treatments with manufactures, sellers and wholesalers, such as flexibility, discount and space. Therefore, the enterprise or the investor regard “brand” as the company most valuable asset. Strong brand can bring the infinite benefits to the enterprise. This research is trying to understand the influence of Heineken beer brand image to the customer loyalty and the customer satisfaction. It also discusses the influence of Heineken beer brand equity to the customer loyalty and the customer satisfaction. Moreover, try to use population variables to distinguish consumers and the Heineken beer markets.

An important question in today’s research on marketing is in what way a company can influence how customers perceive their brand and in what way they can facilitate customer retention. The aim with this paper is to research the impact the corporate brand image has on customer satisfaction and customer loyalty within the travel industry to further the understanding of how branding activities influence customer preferences. By using a survey with an experimental design, where corporate brand image is manipulated through a PR-article, the results indicate that a company can influence the loyalty a customer feels toward their brand by trying to influence the corporate brand image. The results also support the idea that corporate brand image does have its own effect on customer loyalty and is not merely indirectly influencing it through customer satisfaction. Furthermore, these results are of interest to the travel industry since it indicates that PR campaigns can aid the travel agency in differentiating itself from its competitors. In an industry with intangible and homogeneous services and a highly competitive market differentiating the brand is likely to have a positive competitive effect.

Denna studie syftar till att ge en överblick och förståelse kring hur modeföretag arbetar med varumärkesbyggande via event. Studien syftar också till att undersöka och tillföra en djupare förståelse om varumärken och event som fenomen. Varumärken används ofta av människor för att visa en tillhörighet och ekonomisk status, inte minst inom modebranschen. Den påverkan event har på varumärken har tidigare studerats i förhållande till sportevent, medan forskningen kring modebranschen är begränsad. Detta trots att event ofta förekommer inom modebranschen. Därmed skrivs denna uppsats för att tillföra mer kunskap inom denna forskningslucka. En studie genomfördes baserat på intervjuer med flera modeföretag och varumärkesexperter i Sverige och USA. Svaren från intervjuerna analyserades sedan i förhållande till de valda teorierna som rör både event och varumärken. Teorierna som använts är eventmarknadsföring, varumärkesupplevelse, organisationsidentitet, konsumentbaserat varumärkesvärde och översättningsteori. De resultat som framkom av studien presenteras i en modell med de nyckelfaktorer som framkommit vara viktiga för ett lyckat event. För att besvara frågeställningen är slutsatsen som presenteras att event kan påverka varumärkesbyggande, men vilket sätt det förstärks på är svårt och resurskrävande att mäta. Vid slutet av denna uppsats kommer läsaren att ha en starkare kunskap och förståelse om varumärken och event, samt en övergripande bild kring hur dessa två fenomen är anslutna. / This study aims to give an overview and understanding of how the fashion companies are working with brand building through events. The study also aims to examine and provide a deeper understanding of brands and events as phenomenon. Brands are often used by people to show belonging and economic status, not least in the fashion industry. The impact event has on brands has previously been studied in relation to sporting events, while research in the fashion industry is limited. This despite the fact that the events often occur in the fashion industry. Thereby this paper is written to provide more knowledge in this research gap. A study was conducted based on interviews with several fashion companies and brand experts in Sweden and the USA. The responses from the interviews were later analysed in relation to the chosen theories concerning both the events and brands. The theories that have been used are event marketing, brand value, organizational identity, consumer based brand equity and translation theory. The findings from the study are presented in a model with the key factors emerged as important for a successful event. To answer this paper’s question, the conclusion is presented that events can affect brand building, but how it is strengthen is difficult and resource-demanding to measure. By the end of this paper, the reader will have a greater knowledge and understanding of brands and events, as well as an overview of how these two phenomena are connected.

The market for luxury brands has outpaced other consumption categories through its growth, and has been found in continuous development. As there is an increasing amount of luxury categories, the consumption of luxury fashion brands account for the largest proportion of luxury profits, and the marketing costs for such brands has shown to surpass those of other fashion categories. Consumer researchers have throughout decades emphasized how individuals participate in consumption behavior to form their self-concept in relation to brands. However, previous research has disregarded the multidimensional perspective regarding the theory of self-concept when examining the consumption of brands. Hence, the current research paper aims to strengthen the existing self-concept theory by exploring the role in which luxury fashion brands have by focusing on how the consumption of such brands relate, and contribute, to the consumer’s self-concept. By applying a qualitative method to investigate such purpose, and involving the existing theory of self-concept, brand image, and brand personality, it appeared that luxury fashion brands has a function to operate as a confidence booster for young consumers’ perception of their self-concept. In terms of the theoretical contribution of this paper, this research further illustrates how the theoretical explanation of brand image and brand personality relates to two different dimensions of the consumer’s self-concept. The consumption of luxury fashion brands has shown a significant role in individuals’ consumption behavior by emphasizing a striving, and motivating, part in the self-concept of young consumers.