El propósito principal de este estudio es analizar la relación del Brand awareness, Perceived quality, Brand loyalty y Overall brand equity en los productos Fast Moving Consumer Goods (FMCG) en Lima Metropolitana. Para realizar este estudio se tomaron papers relacionados con las dimensiones que explican el brand equity basado en el consumidor y precisan la importancia de cada dimensión en la evaluación del overall brand equity. El modelo aplicado por Aaker y Yoo y Donthu son especialmente significativos para este estudio. Asimismo, se busca conocer el impacto de estas variables basadas en el consumidor en la categoría FMCG, por lo cual se aplicará un estudio cuantitativo que abarcara 400 encuestas. / The main purpose of this study is to analyze the relationship of Brand awareness, Perceived quality, Brand loyalty and Overall brand equity in Fast Moving Consumer Goods (FMCG) products in Metropolitan Lima. In order to develop this study, papers related to the dimensions that explain consumer based Brand equity were collected, these papers specify the corresponding importance of each dimension in the evaluation of overall brand equity. The models applied by Aaker, Yoo and Donthu are especially significant for this study. Likewise, it seeks to know the impact of these variables based on the consumer in the FMCG category, for which a quantitative study will be applied that will include 400 surveys. / Trabajo de investigación

M. Tech. (Department of Marketing Management, Faculty of Management Sciences), Vaal University of Technology. / The evolution of social media has seen people around the world connect with one another, communicate and share information without boundaries and time limitation. Social media is no myth, neither is it just a trend but a powerful communication medium which presents a fundamental shift in communication that cuts across all cultures, be it social, business, politics, sports, news and more. Social media adoption over the years, has seen billions of people participating on social networking sites and the interaction thereof has considerably influenced marketing related correspondence, public relations as well as modern day business communication. In the connected world, social media interaction is the current word-of-mouth, often referred to as electronic word of mouth and in the connected world, everyone is a content generator. In this social media era, information travels faster, reaching millions of consumers and affecting their perception towards certain products and brands based on the information shared and received. Therefore, social media interaction has proved to be an important contributing factor in consumer’s purchase decision process. However, this evolution in communication introduces unprecedented challenges as well as opportunities for organisations as buying decisions are affected significantly by social media interaction, and thus warranties a study of this nature to be carried out. The aim of this study was to examine the influence of social media on brand awareness as well as the relationships between brand awareness, perceived quality, brand loyalty and purchase intention. To attain the empirical objectives of the study, a quantitative research design was adopted and the respondents were selected using a non-probability convenience sampling technique. For data collection, the researcher used a structured self-administered questionnaire survey. Of the 320 distributed questionnaires, the researcher utilised 304 usable questionnaires for data analysis. The Statistical Package for Social Sciences (SPSS) version 25.0 was used to compute both descriptive and inferential statistics (which includes correlation and regression analysis). In addition, the reliability and validity analysis were carried out in relation to the measuring instrument. Results from the correlation and regression analysis revealed positive significant relationship between social media and brand awareness, brand awareness and perceived quality, brand loyalty and purchase intention, perceived quality with brand loyalty and purchase intention as well as brand loyalty and purchase intention. Based on the results of the study, recommendations emanating from the study include the integration of social media marketing in the organisation’s overall marketing strategy, creating and maintaining online brand communities to engage with current and potential customers as well as making use of social media platforms for advertising and promotions. The limitations of the study and the proposed opportunities for further research were also highlighted.

This study evaluates the effect of sustainable business practices on brand perception. Digital marketing is a vital tool for any business, and sustainability is a significant element in brand management and marketing. This study aims to explore how digital marketing using sustainable messaging can help the brands change their brand perception regarding issues of sustainability, ethical branding, and environmentally friendly businesses. This research provides a detailed discussion of brands' sustainability practices and digital platforms more suitable for brands to deliver their sustainability agenda and build trust with the audience. The study evaluates the relationship between sustainability, brand image, and digital marketing.  Overall, qualitative and quantitative methods have been used in this research. The primary medium of the research is the qualitative analysis of sustainability practices of fashion brands, published annual sustainability reports, newspapers, magazines, and social media campaigns. Three European fashion brands have been chosen for the study, each from the category of High-end Fashion brands, Fast Fashion Brands, and Sustainable Fashion and clothing brands. For quantitative data, the survey questionnaire method has been used. The collected data has assisted in identifying the customer's responses towards sustainability and their perceptions and expectation of the brand.  The Sustainability Performance Reports of the selected fashion brands provide information about brands' sustainability strategy, goals, programs, and performance data. The strategy of all these brands revolves around sustainable development goals 2030 where these brands claim to be leading the change, Circular & Climate Positive business, working on renewable energy, providing fair and equal opportunity of employment, without any gender discrimination and reducing inequalities.  Analysing social media platforms indicates that most of the social media material for these fashion firms is about advertising their products, services, and sales. The findings imply that, rather than using digital media just for product advertising, the firm's digital media should raise awareness about sustainability concerns in the fashion sector and promote their efforts toward sustainability and reducing carbon emissions. Efficient use of social media to promote sustainability agendas helps boost the brand image of fashion businesses in terms of sustainability. The findings indicate a positive linkage between sustainability and a positive fashion brand perception. Digital marketing of sustainability initiatives would introduce the brand as a transparent, accountable, and ethical business. The study suggests that brand should utilise multiple social media platforms to promote their sustainability initiatives when it comes to promoting sustainability initiatives. / Denna studie utvärderar effekten av hållbara affärsmetoder på varumärkesuppfattning. Digital marknadsföring är ett viktigt verktyg för alla företag, och hållbarhet är ett viktigt inslag i varumärkeshantering och marknadsföring. Denna studie syftar till att undersöka hur digital marknadsföring med hjälp av hållbara meddelanden kan hjälpa varumärkena att ändra sin varumärkesuppfattning om frågor om hållbarhet, etisk branding och miljövänliga företag. Denna forskning ger en detaljerad diskussion om varumärkens hållbarhetspraxis och digitala plattformar som är mer lämpade för varumärken att leverera sin hållbarhetsagenda och bygga förtroende hos publiken. Studien utvärderar sambandet mellan hållbarhet, varumärkesimage och digital marknadsföring. Sammantaget har kvalitativa och kvantitativa metoder använts i denna forskning. Det primära mediet för forskningen är den kvalitativa analysen av hållbarhetspraxis för modemärken, publicerade årliga hållbarhetsrapporter, tidningar, tidskrifter och kampanjer på sociala medier. Tre europeiska modemärken har valts ut för studien, var och en från kategorin High-end Fashion varumärken, Fast Fashion Brands och Sustainable Fashion och klädmärken. För kvantitativa data har undersökningsmetoden använts. De insamlade uppgifterna har hjälpt till att identifiera kundens svar på hållbarhet och deras uppfattningar och förväntningar på varumärket.  Hållbarhetsrapporterna för de utvalda modemärkena ger information om varumärkenas hållbarhetsstrategi, mål, program och resultatdata. Strategin för alla dessa varumärken kretsar kring hållbara utvecklingsmål 2030 där dessa varumärken påstår sig leda förändringen, Circular & Climate Positive-verksamheten, arbetar med förnybar energi, ger rättvisa och lika möjligheter till anställning, utan könsdiskriminering och minskar ojämlikheter.  Analys av sociala medieplattformar indikerar att det mesta av det sociala mediematerialet för dessa modeföretag handlar om att marknadsföra sina produkter, tjänster och försäljning. Resultaten innebär att företagets digitala medier, snarare än att använda digitala medier bara för produktreklam, bör öka medvetenheten om hållbarhetsproblem inom modesektorn och främja deras ansträngningar för hållbarhet och minskade koldioxidutsläpp. Effektiv användning av sociala medier för att främja hållbarhetsagendor bidrar till att öka modeföretagens varumärkesimage när det gäller hållbarhet. Resultaten indikerar en positiv koppling mellan hållbarhet och en positiv modevarumärkesuppfattning. Digital marknadsföring av hållbarhetsinitiativ skulle introducera varumärket som en transparent, ansvarsfull och etisk verksamhet. Studien föreslår att varumärken bör använda flera sociala medieplattformar för att marknadsföra sina hållbarhetsinitiativ när det gäller att främja hållbarhetsinitiativ.

Purpose: This research aims to test the application of a customer-based brand equity model, based on Aaker´s well-known conceptual framework of brand equity in the context of streamers.  Design/Methodology- This research has used multiple linear regression to test the relationship between brand equity and brand loyalty, brand awareness, brand associations as well as perceived quality. The data was collected through a self-completion questionnaire that was distributed via Facebook groups of desired target audience. Following, the data has been processed through the statistics software IBM SPSS. The outputs have been interpreted to later lead to the conclusions.  Findings: This research has found that Aaker´s conceptual framework of brand equity is applicable in the streamers context.  Research limitations: The limitations of this study were regarding sampling methods that lead to the study to not be generalizable.  Originality/Value: This study contributed to the body of knowledge as streamers as influencers is not a widely researched topic.

This study examines students in Sweden between the ages of 20-30 and examines their purchasing behaviour regarding choice of laptops. This paper will study the effects of brand loyalty and reference group and how it affects the consumers choice of brand. This study uses a qualitative method to gather information. Nine interviews were conducted with various questions regarding brand loyalty and reference groups. This paper came to the conclusion that to some degree six people were brand loyal. Very few respondents acted in a brand loyal fashion when it came to word of mouth, where almost no consumer shared their positive experience with others despite the fact that they were happy with their purchases. Regarding the effect of reference groups on the respondents, the study found that family and friends had some influence on the consumer's choice of a brand of laptop as the respondents had the same brand as their family or friends but did not gain any information about the brands from their family or friends. Instead, it was found that the respondents turned to opinion leaders to gather information about potential laptop purchases where the consumers gained positive word of mouth which had an effect on the respondent. Negative word of mouth had an effect on consumers as they avoided certain brands because of it and was also slightly stronger than physical positive word of mouth. / Denna studie undersöker studenter i Sverige mellan 20–30 år och undersöker deras köpbeteende kring val av bärbara datorer. Denna artikel har studerat effekterna av varumärkeslojalitet och referensgruppen och hur det påverkar konsumenternas val av varumärke. Denna studie använder en kvalitativ metod för att samla in information. Nio intervjuer genomfördes med olika frågor om varumärkeslojalitet och referensgrupper. Denna artikel kommer till slutsatsen att till en viss grad var sex personer varumärkeslojala. Väldigt få respondenter agerade varumärkeslojalt, när det kommer till word of mouth, där nästan ingen respondent delade sin positiva upplevelse med andra trots att de var nöjda med sina köp. När det gäller effekten av referensgrupper på respondenterna fann studien att familj och vänner hade något inflytande på konsumentens val av laptopvarumärke då respondenterna hade samma varumärke som sina vänner eller familjer trots att de inte fick information om varumärket från sina vänner och familjer. Istället visade det sig att respondenterna vände sig till opinionsledare för att samla information om potentiella köp av bärbara datorer där konsumenterna fick positiv word of mouth vilket hade en påverkan hos respondenterna. Negativt word of mouth hade en effekt på konsumenterna eftersom de undvek vissa varumärken och var också någorlunda starkare än fysisk positiv word of mouth.

Denna forskning undersöker rollen som varumärkeskommunikation på sociala medier har för ett nystartat företag och att förstå hur varumärkeskärlek kan skapas och utvecklas hos konsumenter. Genom att tillämpa teorierna varumärkeskapital och relationsmarknadsföring utifrån tre koncept inom marknadsföring, kan forskningen fokusera på att förstå hur konsumenterna interagerar med ett nystartat företag. Detta gjordes utifrån en kvalitativ ansats med universitetsstudenter för att diskutera deras uppfattning och upplevelser av det nystartade företaget Temu samt andra företag och varumärken. Resultaten visar att varumärkeskommunikation har en stor påverkan på sociala medier för hur det interagerar och engagerar kunder. Trots att respondenterna inte uttryckligen förklarar deras känslor gentemot varumärken visar datainsamlingen på indikationer för vad som uppskattas hos andra varumärken. Transparent kommunikation, brett sortiment och ömsesidig relation mellan företag och kunder är det som betonades vara betydelsefulla för att bygga och skapa relationer där möjligheten för varumärkeskärlek därefter kan utvecklas. Forskningen bidrar till förståelsen om hur nystartade företag kan använda varumärkeskommunikation på sociala medier för att etablera och stärka relationer med sina kunder för att utveckla varumärkeskärlek. / This research examines the role of brand communication on social media for a start-up company and to understand how brand love can be created and developed in consumers. By applying the theories of brand equity and relationship marketing to three marketing concepts, the research is able to focus on understanding how consumers interact with a start-up. This was done using a qualitative approach with university students to discuss their perceptions and experiences of the start-up Temu and other companies and brands. The results show that brand communication has a significant impact on social media in how it interacts and engages consumers. Although participants did not explicitly declare their feelings towards brands, the data collection shows indications of what was appreciated in other brands. Transparent communication, wide product range and mutually beneficial relationship between companies and customers are what were emphasized as important to build and create relationships where the possibility of brand love can develop. This research contributes to the understanding of how start-ups can use brand communication on social media to establish and strengthen relationships with their customers to develop brand love.

The number of festivals and events worldwide as well as in South Africa has increased significantly over the past decade. With more than 600 festivals being staged annually in South Africa, it is clear that festivals are competing with each other to attract and retain visitors in order to remain sustainable. For this reason, creating and sustaining a loyal visitor base through marketing and branding activities has become increasingly important for festivals. This, however, is a complex task since branding of a festival is challenging in several ways. Festivals are non-permanent tourism offerings with a variety of attributes that need to be considered when branding the festival. These include attractions, accommodation, entertainment and the natural environment. The competitive environment in which festivals operate and the complex nature of a festival as a brand require a specific approach whereby festivals can create and sustain brand loyalty. To remain a competitive and sustainable arts festival, marketers of festivals need to know how their marketing efforts can be applied to enhance visitors’ loyalty as well as the aspects that contribute to visitors’ loyalty. Although various studies have been concerned with brand loyalty in a tourism context, little research has focused on brand loyalty in a festival context and more specifically in a South African arts festival context. In the light of this, the following research question was formulated: “What are the components and the relationships between the components of a brand loyalty model for arts festivals in South Africa? The primary goal of this thesis was to develop a brand loyalty model for arts festivals. To achieve this goal, four objectives were formulated. The first objective was to analyse the role of marketing in creating and sustaining brand loyalty for arts festivals by means of an in-depth literature review. The definition of marketing and the distinguishing features of tourism offerings were analysed. It was indicated that aspects such as visitors’ motivation for attending festivals impacts on their loyalty. Furthermore it was established that marketing activities such as market research, market segmentation, positioning, branding and developing an effective festival marketing mix can assist marketers of festivals to achieve visitors’ loyalty. The second objective was to review the literature regarding brand loyalty and its constructs. Branding and brand loyalty were defined and the history of branding was discussed. More importantly, the constructs of brand loyalty and the items for measuring them were analysed. It was clear that a variety of constructs impact on festival visitors’ loyalty including brand attitude, brand personality, individuals’ characteristics, circumstances and purchase situation, organisations’ commitment to being customer orientated, brand equity, brand associations, brand awareness, product involvement, brand commitment, brand affect, quality, brand image, brand experience, brand trust, brand value and satisfaction. In addition, it was concluded that these aspects are related and affect one another. The third objective was to identify the components of a brand loyalty model, test the relationships between them and determine the variables influencing them. This was done with the aim of developing a brand loyalty model for arts festivals. For this purpose, data were collected by means of a self-administered questionnaire which was distritubuted to visitors at Vryfees and Aardklop. A total of 400 questionnaires were distributed at each festival with 355 questionnaires obtained at Vryfees and 352 questionnaires obtained at Aardklop. Selected statistical techniques were employed to achieve this objective. Exploratory factor analysis (EFA) was performed on the items for measuring brand loyalty. From this, six brand loyalty components were revealed. Spearman Rank Order Correlation was used to determine the relationships between these brand loyalty components. An independent t-test, one-way ANOVA and two-way ANOVA between groups were employed to determine the impact of selected variables on the components of brand loyalty. Finally, the brand loyalty components were used in Structural Equation Modelling (SEM) to develop the model. The results of the study confirmed that brand loyalty for festivals such as Aardklop and Vryfees are multidimensional and consist of satisfaction, affective image, festival experience, loyalty, personal value and cognitive image. Affective image and satisfaction are also major components of visitors’ loyalty towards these festivals. It was furthermore confirmed that variables such as occupation, province of residence, frequency of attendance and home language have an impact on festival visitors’ loyalty. The final objective of this study was to draw conclusions and make recommendations concerning the compilation and implementation of the brand loyalty model for arts festivals. This research makes important contributions theoretically, methodologically and practically. Theoretically, this study is unique since it is one of the first to indicate the role of marketing in enhancing brand loyalty and to analyse various brand loyalty constructs that can be further investigated by future researchers. Methodologically, this study developed a reliable and valid questionnaire for the measurement of brand loyalty in a festival context which can be used by other festivals to determine visitors’ loyalty. In addition, this study investigated distinctive relationships between the festival loyalty constructs and other demographic and festival-related variables. The impact of demographic variables on festival loyalty constructs was also explored. The greatest contribution of this study, however, is its practical contribution by developing a brand loyalty model for arts festivals which can be used by marketers of festivals to create, maintain and increase visitors’ loyalty towards their festivals. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

The number of festivals and events worldwide as well as in South Africa has increased significantly over the past decade. With more than 600 festivals being staged annually in South Africa, it is clear that festivals are competing with each other to attract and retain visitors in order to remain sustainable. For this reason, creating and sustaining a loyal visitor base through marketing and branding activities has become increasingly important for festivals. This, however, is a complex task since branding of a festival is challenging in several ways. Festivals are non-permanent tourism offerings with a variety of attributes that need to be considered when branding the festival. These include attractions, accommodation, entertainment and the natural environment. The competitive environment in which festivals operate and the complex nature of a festival as a brand require a specific approach whereby festivals can create and sustain brand loyalty. To remain a competitive and sustainable arts festival, marketers of festivals need to know how their marketing efforts can be applied to enhance visitors’ loyalty as well as the aspects that contribute to visitors’ loyalty. Although various studies have been concerned with brand loyalty in a tourism context, little research has focused on brand loyalty in a festival context and more specifically in a South African arts festival context. In the light of this, the following research question was formulated: “What are the components and the relationships between the components of a brand loyalty model for arts festivals in South Africa? The primary goal of this thesis was to develop a brand loyalty model for arts festivals. To achieve this goal, four objectives were formulated. The first objective was to analyse the role of marketing in creating and sustaining brand loyalty for arts festivals by means of an in-depth literature review. The definition of marketing and the distinguishing features of tourism offerings were analysed. It was indicated that aspects such as visitors’ motivation for attending festivals impacts on their loyalty. Furthermore it was established that marketing activities such as market research, market segmentation, positioning, branding and developing an effective festival marketing mix can assist marketers of festivals to achieve visitors’ loyalty. The second objective was to review the literature regarding brand loyalty and its constructs. Branding and brand loyalty were defined and the history of branding was discussed. More importantly, the constructs of brand loyalty and the items for measuring them were analysed. It was clear that a variety of constructs impact on festival visitors’ loyalty including brand attitude, brand personality, individuals’ characteristics, circumstances and purchase situation, organisations’ commitment to being customer orientated, brand equity, brand associations, brand awareness, product involvement, brand commitment, brand affect, quality, brand image, brand experience, brand trust, brand value and satisfaction. In addition, it was concluded that these aspects are related and affect one another. The third objective was to identify the components of a brand loyalty model, test the relationships between them and determine the variables influencing them. This was done with the aim of developing a brand loyalty model for arts festivals. For this purpose, data were collected by means of a self-administered questionnaire which was distritubuted to visitors at Vryfees and Aardklop. A total of 400 questionnaires were distributed at each festival with 355 questionnaires obtained at Vryfees and 352 questionnaires obtained at Aardklop. Selected statistical techniques were employed to achieve this objective. Exploratory factor analysis (EFA) was performed on the items for measuring brand loyalty. From this, six brand loyalty components were revealed. Spearman Rank Order Correlation was used to determine the relationships between these brand loyalty components. An independent t-test, one-way ANOVA and two-way ANOVA between groups were employed to determine the impact of selected variables on the components of brand loyalty. Finally, the brand loyalty components were used in Structural Equation Modelling (SEM) to develop the model. The results of the study confirmed that brand loyalty for festivals such as Aardklop and Vryfees are multidimensional and consist of satisfaction, affective image, festival experience, loyalty, personal value and cognitive image. Affective image and satisfaction are also major components of visitors’ loyalty towards these festivals. It was furthermore confirmed that variables such as occupation, province of residence, frequency of attendance and home language have an impact on festival visitors’ loyalty. The final objective of this study was to draw conclusions and make recommendations concerning the compilation and implementation of the brand loyalty model for arts festivals. This research makes important contributions theoretically, methodologically and practically. Theoretically, this study is unique since it is one of the first to indicate the role of marketing in enhancing brand loyalty and to analyse various brand loyalty constructs that can be further investigated by future researchers. Methodologically, this study developed a reliable and valid questionnaire for the measurement of brand loyalty in a festival context which can be used by other festivals to determine visitors’ loyalty. In addition, this study investigated distinctive relationships between the festival loyalty constructs and other demographic and festival-related variables. The impact of demographic variables on festival loyalty constructs was also explored. The greatest contribution of this study, however, is its practical contribution by developing a brand loyalty model for arts festivals which can be used by marketers of festivals to create, maintain and increase visitors’ loyalty towards their festivals. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

體驗行銷相當受到企業與行銷界的重視。這個趨勢乃是因應消費者對消費商品的關注不再只是停留在於對消費商品本身的考量，進而開始注重消費商品所帶來的服務和整體感受。企業開始與消費者進行對話，觀察消費者的需求，體驗行銷因而廣為應用。Nike-Running Club以活動方式，利用社群集結慢跑同好的體驗行銷模式，引發本研究之動機。採實證探討方式，研究體驗行銷、體驗價值、品牌形象、顧客滿意與忠誠度的關係。本研究分析結果如下： (1)差異性分析顯示, 不同人口變項對體驗價值、顧客滿意、品牌形象及忠誠度的差異性是顯著的。研究顯示參與活動次數較多者在體驗價值、顧客滿意與忠誠度得分顯著高於參與活動次數較少者。 (2)實證分析體驗行銷、體驗價值、顧客滿意、品牌形象及忠誠度之內涵方面顯示: 在各不同分析層面所有的變數中情感體驗、趣味性價值的影響力是相對較強的，思考體驗及消費者投資報酬價值相對是較弱。體驗價值對品牌形象之影響力較低。 (3)顧客滿意、忠誠度與品牌形象各變數彼此相互影響，其中又以顧客滿意影響忠誠度的強度較高。 (4)體驗行銷與體驗價值呈現顯著正相關。體驗價值、品牌形象、顧客滿意與忠誠有顯著正相關。 / Experiential Marketing has received great attention from enterprises and the marketing field. This trend corresponds to the fact that there is growing number of customers paying attention, beyond consumer goods themselves, to the service and the total quality of the consumer goods they purchase. The dialogue between enterprise and customers begins with enterprise observing the needs of the customers in the way of Experience Marketing. For example, Nike-Running Club designed experiential marketing programs and memberships to attract social group participation. This research used Nike-Running Club as a case to empirically study the relationships of Experiential Marketing, Experiential Value, Customer Satisfaction, Brand Image and Brand Loyalty. Convenience sampling methodology is used to sample customers of Nike-Running Club. ANOVA and Regression analyses are used to analyze the data collected via questionnaire. The results show: (1)ANOVA analyses indicate, variations among different demographic variable groups are significant. Especially, the frequent participants show higher Experiential Values, Customers Satisfaction and Brand Loyalty than less frequent participants. (2)Empirical analyses of the measures of Experience Marketing, Experience Value, Customer Satisfaction, Brand Image and Brand Loyalty show: Among all the measurements at different analysis levels in regression models, sensing experience and playfulness have relative higher strength; thinking experience and customer return on investment experience value have less strength. Also, Experience Value has less impact on Brand Image. (3)Customer Satisfaction, Brand Loyalty and Brand Image mutually influence each other. Among which, Customer Satisfaction has higher impact on Brand Loyalty. (4)Experiential Marketing and Experience Value have significant positive correlation. Experiential Value, Brand Image, Customer Satisfaction and Brand Loyalty have significantly positive correlation with one another. This research also conducted interviews to collect qualitative data to support and interpret quantitative analysis results and propose suggestions for future research.

The use of the social media platform Instagram has increased the fastest and has given the opportunity for the phenomenon of influencer marketing to grow in the fashion industry. The increase of influencer marketing has led marketers to understand that a change of focus is needed. Much of the previous research done in the field has focused on what distinguishes or does not distinguish effective use of influencer marketing for a company. Therefore, it is interesting to study the actual role of influencers in a fashion company’s brand communication and this by studying the fashion companies’ choice of influencers and the way consumers perceive the role of influencers in a fashion company. To operationalize the study, a semiotic analysis has been applied where images have been analyzed to answer the purpose of the study from a business perspective. The results from this are the basis for the design of a qualitative method which is then followed up by a quantitative method for answering the purpose from a consumer perspective. The data was collected through the themes formulated with the support of previous research and theories. These were consumption, the consumer’s approach to influencers and belonging to a group and identity. Within the framework of these themes, the study’s findings showed that influencer marketing is beneficial to use for a company in some areas and in others not. The semiotic analysis showed with certain deficits in the match that the companies choose influencers based on the respondents’ preferences and wishes. / Användningen av det sociala mediet Instagram är den plattform som idag ökar snabbast och har gett möjlighet för fenomenet influencer marketing att växa fram främst inom modebranschen. Ökningen av influencer marketing har lett marknadsförare till att förstå att det behövs ett fokusskifte. Mycket av den tidigare forskning som gjorts inom området har fokuserat på vad som utmärker eller inte utmärker effektiv användning av influencer marketing för ett företag. Därför är det intressant att studera den faktiska rollen av influencers i ett modeföretags varumärkeskommunikation och detta genom att studera modeföretags val av influencers och på vilket sätt konsumenter uppfattar rollen av influencers i ett modeföretag. För att operationalisera studien har en semiotisk analys tillämpats där bilder analyserats för att besvara studiens syfte utifrån ett företagsperspektiv. Resultaten från denna ligger som grund för utformningen av en kvalitativ metod som sedan följs upp av en kvantitativ metod för att besvara syftet utifrån ett konsumentperspektiv. Datan samlades in genom de teman som formulerats med stöd av tidigare forskning och teorier. Dessa var konsumtion, konsumentens förhållningssätt till influencers samt grupptillhörighet och identitet. Inom ramen för dessa teman visade studiens resultat att influencer marketing är gynnsamt att använda för ett företag i vissa avseenden och i andra inte. Bildanalysen visade med vissa brister i matchningen att företagen väljer influencers utifrån respondenternas preferenser och önskemål.