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.

Made available in DSpace on 2016-10-13T14:10:05Z (GMT). No. of bitstreams: 1 Sergio Garrido Moraes.pdf: 3743435 bytes, checksum: aa6019c8f177bca27d6262d46dd609e2 (MD5) Previous issue date: 2012-03-16 / The purpose of this study is to assess what would have greater impact on purchase intention of products from one country: those aspects of the country, widely researched topic in international marketing, or those aspects of the brand, whose relevance has been pointed out by authors as Samiee, Usunier and Diamantopoulos, sometimes to the detriment of the very concept of country-of-origin. To achieve this goal, the literature review indicated the constructs of country image and country affinity as relevant to assessing the impact of the country. To assess the impact of the brand, the indicated constructs were brand personality and self-brand connection. These constructs can be classified as predominantly affective (affinity and connection) and cognitive (image and personality). As the country to be evaluated, the United States was chosen because it is the source of most valuable brands in the world, and many of them bring to the construction of their identity aspects of American culture. The selected brands were Apple, Levi's and McDonald's, all of high penetration in the studied segment (youngsters), and in evidence both in the economic and cultural fields (high sales, high value, and trendsetters), as in the academic and political scenario (articles, books, anti-American demonstrations). The methodology consisted of a survey conducted with 367 university students from São Paulo, which is also characterized as the target of the brands studied. Data analysis was performed by using the structural equation model, for which they were tested causal relationships between constructs relating to the country and brand with the purchase intention of these brands. The results showed a greater influence on purchase intention of predominantly affective constructs, and among these, the construct of self-brand connection was especially strong and significant. Constructs studied in traditional marketing such as brand personality and image of the country did not result in significant impacts on purchase intentions. These results, however, may vary in intensity depending on the brand. Thus, the paper concludes by stating that the brand, especially those of high brand-equity, would have greater force in the determination of purchase intent than the constructs for the country. The research, however, cannot be generalized, since investigated a group non representative of the population, but provides evidence that can be expanded in future studies, like the investigation of brands with weak brand-equity, other countries, other segments of market and other product categories. / O objetivo do presente estudo é avaliar o que teria maior impacto na intenção de compra de produtos de um país: os aspectos relativos ao país de origem, tema vastamente pesquisado no marketing internacional, ou os aspectos relativos a marca, cuja relevância vem sendo apontada por autores como Samiee, Usunier e Diamantopoulos, às vezes em detrimento do próprio conceito de efeito país-de-origem. Para atingir esse objetivo, a revisão da literatura indicou como constructos relevantes para avaliar o impacto do país os de imagem de país e afinidade com país; para avaliar o impacto da marca, os constructos foram personalidade de marca e conexão do self com a marca. Esses constructos podem ser classificados como predominantemente afetivos (afinidade e conexão do self) e cognitivos (imagem e personalidade). Como país a ser avaliado, foi escolhido os Estados Unidos, pois é a origem das marcas mais valiosas do mundo, e muitas delas agregam à construção de sua identidade aspectos da cultura americana. As marcas selecionadas foram Apple, Levi s, e McDonald s, todas de alta penetração no segmento estudado (jovens), e em evidência tanto no cenário econômico e cultural (altas vendas, alto valor, formadoras de tendências), quanto acadêmico e político (artigos, livros, manifestações antiamericanas). A metodologia empregada constituiu-se em um survey realizado com 367 estudantes universitários da cidade de São Paulo, que também se caracterizavam como público-alvo das marcas estudadas. O tratamento e a análise dos dados foram realizados mediante o uso do modelo de equações estruturais, pelo qual foram testadas relações de causalidade entre constructos relativos a país e marca com a intenção de compra dessas marcas. Os resultados demonstraram maior influência na intenção de compra dos constructos predominantemente afetivos e, entre estes, o constructo conexão do self com a marca mostrou-se especialmente forte e significativo. Constructos tradicionalmente estudados no marketing, como personalidade de marca e imagem de país não resultaram em impactos significativos na intenção de compra. Esses resultados, no entanto, podem variar de intensidade dependendo da marca. Assim, o trabalho conclui afirmando que a marca, especialmente aquelas de alto brand equity, teria maior força na determinação da intenção de compra do que os constructos relativos a país. A pesquisa, no entanto, não pode ser generalizada, pois investigou um grupo não representativo da população, mas oferece indicativos que podem ser ampliados em novos estudos, como a investigação de marcas de frágil brand-equity, de outros países, de outros segmentos de mercado e de outras categorias de produto.

服務品質、價格、品牌形象與品牌個性對顧客滿意度之影響─以銀行業為例隨著經濟發展與產業結構的改變，服務業佔國內生產毛額的比重逐漸提高；同樣地，服務業管理和服務業行銷的重要性亦與日俱增。鑑於服務業因無形性、不可分割性、異質性、與不可儲存性等特性，與實體商品行銷產生不同的觀念；加以國內相關研究，大都著重在服務品質、產品品質、顧客滿意度，或是知覺價格以及顧客忠誠度等方向為主，就品牌與服務品質、顧客滿意度之間的關聯性較少著墨，因此本研究加入了品牌形象、品牌個性對顧客滿意度的影響之探討。 本研究之研究目的為：(1)界定服務品質的構面，並探討知覺服務品質評價對顧客滿意度之影響。(2)探討顧客對知覺價格的接受程度對顧客滿意度之影響。(3)界定品牌形象與品牌個性的構面，並研究顧客對其重視的程度。(4)探討品牌形象與知覺服務品質間的關係。(5)探討品牌形象與品牌個性認同程度對顧客滿意度之影響。(6)建立服務品質、知覺價格、品牌形象、品牌個性與顧客滿意度之間關係的一個完整架構。 本研究為一探索性研究，首先依據文獻探討建構研究架構，並發展問卷設計，同時選擇無形性比重較高、在服務業具重要性與代表性的銀行業為實證對象。研究結果顯示，除了知覺服務品質與知覺價格中的存款價格與顧客滿意度為正相關外；品牌形象、品牌個性與顧客滿意度亦呈正相關；而且品牌形象與知覺服務品質亦有正向關係。同時，本研究還發現品牌個性及品牌形象透過服務品質對顧客滿意度有一間接的影響。

Background. Previous research on the investigation of brand personality (BP) can be found to use the personification metaphor of brands through celebrities, occupations and animals. Brand image research aims to discover the human characteristics attached to a brand. In this regard, the author suggests that as music can tell much of the personality of a person, then it would be possible to know the personality of a brand through music. The rationale behind is that music elicits “extramusical” information, such as emotions, values, dress codes and stereotypes of people; in relation to musical-genres. Purpose. This research aims to explore how music can help to produce brand knowledge. In particular how the extramusical information conveyed by musical-genres can be used as language to talk about the personality of a brand. Methodology. The empirical research was developed within an Interpretive research paradigm to learn from the perspective of consumers of hip-hop music in Sweden, how brand knowledge can be obtained from music as cognitive schema (CS). The data was gathered using a mixed-method research design. Two different projective techniques were employed in group sessions. On one session (N=11), visual collages were used to visually represent the brands using images of musicians and their description with brand personality traits. The second session (N=12) consisted of an associative task using music, followed by the application of the brand personality scale. The interpretation and analysis of findings was done through the triangulation of the methods’ data. Conclusions. The use of music genres as CS to produce brand knowledge can provide insightful information on the lifestyle and type of users that buy, consume or wear the brand. Extramusical information helps understand characteristics of BP through the lifestyle and profile of the musician or music-fan that was associated with the brand. In particular, brand knowledge can be gained in terms of demographic and psychographic characteristics associated to the brand. However, several theoretical implications for further research were identified in order to consolidate the BP/consumer/music relationship.

I mitt examensarbete har jag valt att fokusera på att skapa en visuell identitet till mina föräldrarshantverksföretag och att etablera dem online. De har aldrig haft en grafisk identitet av någotslag, trots att de varit i branschen över 30 år. Den enda visuella identitet som existerat ärderas produkter, tomtarna, som fått tala för sig själva. Jag har därmed valt att bygga vidare påjust denna grund för att bibehålla deras varumärkesidentitet och genuinitet. Under arbetet harjag utvecklat en logotyp, en hemsida, skapat en närvaro på sociala medier på Facebook ochInstagram, designat ett utskick för mer åtråvärda kunder, samt gjort en kortfilm för att presenteradem och deras yrke. Som grund för arbetet har jag utgått från intervjuer, workshopsoch deltagande design i samarbete med mina föräldrar, för att få en känsla för vad just de villförmedla för framtida kunder. Företaget har även genomgått ett namnbyte för att bättre speglaverksamheten. / This is a study of a small craftwork establishment, and the balance between creating a graphicidentity and maintaining the essence and voice that has been developed through the company’s30 year history. Through close collaboration with the clients we have pinpointed thebrand personality and how they want their visual identity to be represented towards potentialfuture clients. To establish this I have used the methods of participatory design through interviews,workshop and business model canvas. For the end result I have developed a graphicidentity that contains a website, logotype, social media presence on Facebook and Instagram,and designed a sendout that will be targeted towards their more desirable clients. I have alsoproduced a short film to present both of them as creators and th eir products and will be thelarger piece of the storytelling aspect of my work. The company has also undergone a namechange to better reflect the business.

Diplomová práce je zaměřena vstupní strategii značky Virtika na český trh. Za účelem dosažení tohoto cíle author zkoumal literaturu zaměřenou na metodiku značky od Ko Floora a koncept Brand Prizm. V analytické části byly provedeny analýzy prostředí Českého trhu, analýza odvětví, klíčových konkurentů a vnímání značky zakazníky. Tyto analýzy pomohly autorovi identifikova budoucí pozici značky na Českém trhu. Na základě výsledků analýz, autor vytvořil návrh řešení vstupní strategie značky and zvýšení její konkurence schopnosti na Českém trhu.

Este artículo analiza la gráfica popular limeña, como recurso en la estrategia de marca, y su vínculo con la construcción de la personalidad de una marca gastronómica, a través de una nueva identidad visual basada en elementos de la cultura popular criolla. Se utilizó una metodología cualitativa para analizar cómo los elementos que componen las pizarras construyen la identidad de Panchita, a través de la redefinición de su personalidad de marca. Se desarrollaron entrevistas semiestructuradas a 14 especialistas en el caso de estudio, que comprenden el contexto local, sus manifestaciones y desarrollo cultural, así como al equipo de trabajo responsable de la estrategia de marca. Las pizarras de Panchita están elaboradas sobre la base de signos identitarios como tipografías coloridas, fraseologías que parten del universo de la gastronomía criolla y un soporte de fondo negro, es decir, sobre la base de una construcción del imaginario gráfico popular y la esencia cultural de la diversidad de la Lima contemporánea que, en su vínculo con la estrategia de personalidad de marca, fortalecen la personalidad de marca de Panchita. / This article analyzes popular graphics in Lima, as a resource in brand strategy, and its link in the construction of the personality of a gastronomic brand, through a new visual identity based on elements of popular criolla culture. A qualitative methodology was used to analyze how the elements used in the blackboards build Panchita's identity, through the redefinition of its brand personality. Semi-structured interviews were carried out with 14 specialists in the case study, who understand the local context, its manifestations and cultural development, as well as the work team responsible for the brand strategy. The Panchita slates are made based on identity signs such as colorful fonts, phraseologies that start from the universe of criolla gastronomy, a support with a black background, that is, a construction of the popular graphic imaginary and the cultural essence of the diversity of Lima contemporary, that in its relationship with the brand personality strategy strengthen Panchita's brand personality. / Tesis

Digital healthcare is a relatively new market which brings along some challenges. The transfer from a traditional physical healthcare with its natural trustworthiness and reliability for the consumers to a digital space is a major challenge. Along with the fact that the new market comes with a lot of competition that forces the digital caregivers to distinguish themselves with their brands. Since the market for digital healthcare is relatively new there is a gap in the knowledge regarding how consumers perceive the brands of the digital caregivers, which is the basis of the purpose of this study.  The purpose of this study is to map how consumers perceive the brands in the market of digital healthcare. To answer the purpose the study uses a deductive approach including theories about customer-based brand equity, brand personality and brand attitude. Through a quantitative method with a cross-sectional design and a survey, data has been collected to be analyzed with the theories to answer the research questions and purpose of the study. The digital caregivers that are included in the study is Kry, Doktor.se, Min Doktor, Doktor24 and 1177 Vårdguiden.The conclusions that could be drawn based on the analysis was that the brands who succeeded the most in creating brand awareness were also the brands that were perceived in a more positive light by the consumers. The analysis also showed that some of the digital caregivers brands had not yet been able to build the brand awareness that can lead to a more positive perception and therefore was perceived in a neutral and negative manner. 1177 Vårdguiden differentiated itself in most aspects in relation to the private digital caregivers since they already had an established brand prior to the birth of the digital healthcare market. / Den digitala vårdmarknaden är relativt ny och för med sig en mängd utmaningar. Flytten från den traditionella fysiska vården innebär utmaningar med att bygga upp det förtroende och den tillit hos konsumenterna som funnits naturligt i det fysiska mötet, till det digitala. En konkurrensutsatt marknad tvingar också de digitala vårdgivarna att utmärka sig genom sitt varumärke och genom att marknaden för digitala vårdgivare är relativt ny, så finns det ett tomrum i kunskapen om hur konsumenter ser på och uppfattar de digitala vårdgivarnas varumärken och det är också grunden till studiens syfte. Syftet med studien var att kartlägga konsumenternas uppfattning om varumärken inom den digitala vårdmarknaden. För att svara på syftet har studien haft ett deduktivt angreppssätt med teorier om konsumentbaserat varumärkeskapital, varumärkespersonlighet och varumärkesattityd. Genom en kvantitativ metod med tvärsnittsdesign och en enkätstudie har data samlats in för att analyseras med hjälp av teorierna för att svara på syftet. De digitala vårdgivare som undersöks i denna studie var Kry, Doktor.se, Min Doktor, Doktor24 och 1177 Vårdguiden. De slutsatser som kunde dras baserat på analysen var att de varumärken som lyckats bäst med att skapa en varumärkeskännedom var också de varumärken som uppfattas mer positivt hos konsumenterna. Det kunde också utrönas att vissa digitala vårdgivares varumärken ännu inte lyckats bygga upp den varumärkeskännedom som kan leda till en mer positiv uppfattning och därför uppfattades både neutralt och negativt hos konsumenterna. 1177 Vårdguiden skiljde sig i de flesta aspekter gentemot de privata digitala vårdgivarna då de redan innan den digitala vårdmarknadens uppkomst har haft ett etablerat varumärke.

Branding is an influential aspect a company can have to gain the attention of their customers. It is often said that, “Your brand is your promise to your customer”, because the brand is a confirmation that the product or service you are selling matches the expectations of the customer and their wants or needs (Grosdidier, 2012). From a consumer perspective, branding helps direct customers in choosing what they want to buy (Tarnovskaya and Bertilsson, 2017). This way, they spend less time focusing on the type of product and its qualities, because they can instead look at the products they are already familiar with instantly and purchase with little processing time (ibid). Not all companies are successful with branding and even successful companies run into issues. Customers usually determine if they like or dislike a brand, which means a brands main purpose should be to make their customers happy. It is important for businesses to give their customers a promising message and stay consistent to their brand.  Facebook and Instagram are both influential brand names to the face of consumers in the area of social networking. Both companies have over a billion site visits per day and their consumer usage has rapidly grown since Facebook’s first opening in 2004 and the grand opening of Instagram in 2010. In 2012, Kevin Systrom sold Instagram to Facebook for $1 billion dollars. Since the sales, both companies now average around the same market share and took place for the largest social media sites with the highest number of users, now above competitors Snapchat and Twitter (Barr, 2018). The purpose of this research is to identify and describe key factors that has made Facebook and Instagram successful in the perspective of university students. In addition, the findings will aim to discover key factors of success in branding that continually influence them to use social media sites such as Facebook and Instagram daily.  Conclusions of the study were that Facebook and Instagram both have success factors that are the same and some factors that are different. Facebook and Instagram’s success factors based on the research include an easy to use platform and the ability to connect with friends and family. Instagram had a few other strong success factors including its visual display of pictures instead of word content and their smoothly designed mobile app. Facebook lacked in both of these areas that Instagram excelled in. This made Facebook the weaker social media site when compared with Instagram.

Esta investigación se centra en el estudio de las experiencias del tercer espacio de una flagship store, y cómo este espacio, a través del uso de la personificación de marca, comunica su personalidad, en relación con el sector de moda. El caso que se analizó fue el de la tienda insignia de Butrich y el público objetivo fueron mujeres entre 24 a 40 años del NSE B. La importancia del desarrollo de esta investigación se ve reflejada en los aportes que tiene en el ámbito de la publicidad y el marketing peruano, dado que la tienda insignia es una forma diferente de hacer publicidad en 3D de la marca. El objetivo de esta investigación ha sido identificar de qué manera la experiencia en el tercer espacio de la flagship store de Butrich puede lograr comunicar la personalidad de la marca a través del uso de la personificación de esta entre mujeres de 24 a 40 años. La metodología se basó en el enfoque cualitativo. Se usó la herramienta de entrevistas a profundidad. Los hallazgos principales fueron tres. El primero es el reconocimiento de Jessica como la personificación de Butrich. El segundo es la publicidad boca a boca. Y el tercero, es un espacio de diversión y de relajación. En conclusión, cuando se desarrolla una buena personalidad de marca, las experiencias en el tercer espacio son positivas y el uso de la personificación ayuda a comunicar y conectar al consumidor. La mejor publicidad que tiene Butrich es su propia tienda insignia. / This investigation focuses on the study of experiences of the third space through flagship stores and how this space uses brand personification to communicate its personality related to the fashion sector. The analyzed case is about Jessica Butrich’s flahship store, the target market were socio-economic status B women between 24 to 40 years old. The importance of this research is reflected in the contributions it has in the field of advertising and peruvian marketing, given that flagship stores are a different way of advertising the brand in 3D. The objective of this investigation is to identify how the third space experience related to Jessica Butrich’s flagship store can communicate the brand’s personality through its personification among 24 to 40 years old women. The used methodolody was based on the qualitative approach and the main tool used for this methodolody was the in-depth interviews. Three main findings were achieved. The first finding was the recognition of Jessica Butrich as the personification of her own store. The second finding is everything about mouth to mouth advertising. The third and final finding is about Butrich’s flagship store as a place of relaxation and fun. Finally, when a good brand personality is developed, the third space experiences are positive, and the use of personification helps to communicate and reach the consumer. Butrich’s best advertisement is its own flagship store. / Tesis