<p>The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are:</p><p>• In which ways can the customer affect the communicated image of a brand?</p><p>• To what extent can the customer influence the brand image and the perceived value?</p><p>• Who has control over the brand, the customer or the company?</p><p>For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis. We choose this qualitative approach to gain a deeper understanding and a complete picture for the studied topic. In the final chapter we present our conclusions of the study. We have found that consumers can influence and communicate the brand image in five different ways; by using the brand, through word-of-mouth, buzz, engaging in social groups and through Consumer Generated Media (CGM). Another conclusion we have drawn is that the consumer has gained more control over the information flow in the market and thereby their ability to affect the company’s marketing message has increased. The main reason for the consumers improved power is the explosion of media channels that has developed and increased through Internet. Finally we have drawn the conclusion that the brand image can be divided in to two different aspects; the personal and the general image.</p>

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.

La marque n’est plus seulement un signe distinctif, elle est devenue un actif incorporel dont la valeur peut dépasser largement celle de tous les autres actifs réunis d’une entreprise. Le secteur des services financiers tunisien a connu plusieurs opérations de fusions-acquisitions. Ces opérations ont donné l’occasion aux entreprises du secteur de changer de noms et de choisir entre un nouveau nom ou maintenir l’ancien ou préserver les noms des entreprises alliées (co-branding). Le but de ce travail est d’étudier l’impact de cette stratégie de co-branding sur l’attitude des consommateurs (aspect affectif, conatif mais surtout cognitif). La marque-entreprise a été considérée dans cette recherche comme étant une représentation sociale. Afin de comprendre l’effet de la stratégie de co-branding sur l’image de marque il s’agit dès lors d’évaluer l’évolution du noyau central et du système périphérique de cette représentation. / The trademark is no longer considered as a distinctive sign, rather; it has become an intangible asset whose value can far exceed that of all other combined assets of a company. The Tunisian financial services sector has experienced several processes of mergers and acquisitions. These operations have provided an opportunity for companies in the sector to change names and to choose a new name, to maintain the old one or to keep the names of the allied companies (co-branding). The aim of this work is to study the impact of this strategy of co-branding on consumer attitudes (affective, conative and especially cognitive). The brand company in this research was considered as a social representation. In order to understand the impact of the strategy of co-branding on the brand image, it comes to assess the evolution of the central core and the peripheral system of this representation.

Sammanfattning Studiens syfte är att identifiera kundattityder bland genusmedvetna millennials i avsikt att fastställa hur fysiska servicelandskap med unisexkoncept bör utformas. Utifrån denna information formuleras rekommendationer samt tillhörande modell för företag som ämnar integrera det könsneutrala konceptet i sin butiksprofilering. Studien kommer att behandla teorier utifrån kön, genus och unisex, begreppet konsumentbeteende med fokus på attityder, samt fysiska servicelandskap. Studiens metod är av kvantitativ karaktär och det empiriska materialet utgörs av en enkätundersökning med deskriptiv analys. Totalt inkom 312 svar från undersökningens respondenter varav 259 svar ansågs relevanta för studiens ändamål baserat på det etablerade åldersspannet för millennials, vilket i denna studie är konsumenter födda 1980-2000. Valet av millennials som undersökningsobjekt är grundat i att tidigare undersökningar har funnit att millennials är en genusmedveten kundgrupp, vilket innebär att de ställer sig kritiska till den traditionella och stereotypa könssegregeringen. Denna studie kan verka som praktisk grund för företag samt teoretisk grund för forskare till fortsatta studier då den genomgångna teorin samt empiriska datan indikerar på att kundsegmentet ​genusmedvetna millennials har ett intresse för en bredare implementering av unisexkoncept hos företag i klädbranschen. Studien bidrar med underlag till ett ämne väl värt vidare forskning då flertalet tendenser tyder på en förändring i antågande, där millennials är en betydande del av denna strukturförändring i samhället. För att inte förlora framtidens kunder behöver företag skapa sig en förståelse för unisexkonceptets kärna och inse att det inte handlar om att begränsa, utan att öppna upp design. Att göra allt tillåtet för alla. / Summary The purpose of this study is to identify customer attitudes among gender conscious Millennials to establish how physical service landscapes with a gender-neutral concept should be customized. Based on this information recommendations are formulated, accompanied by a model for businesses who intend to integrate a gender-neutral concept with their business profiles. This study will present theories regarding sex, gender and the gender-neutral concept, the consumer behaviour concept with a main focus on attitudes, as well as the physical servicescape. The methodology used in this study is of a quantitative character and the empirical material constitutes of a survey with a descriptive analysis. A total of 312 answers were submitted by the respondents of which 259 answers were relevant for the purpose of the study based on the established age range for Millennials; which in this study is consumers born 1980-2000. The choice of Millennials as the object of interest is based on previous research which has found that Millennials are a ​gender-sensitive ​generation, which means that they have a critical view on traditional and stereotypical gender segregation. This study can act as a physical base for companies and a theoretical base for researchers to further study the subject since the theory and empirical data indicates that the customer segment ​gender conscious Millennials have an interest of further implementation of the gender-neutral concept in companies in the clothing business. This study contributes with a foundation to a subject well worth further research since a multitude of tendencies indicates that a change is coming, where Millennials are a significant part of this structural change in society. So as not to lose the future customers, companies need to create an understanding for the core of the gender-neutral concept and realize that it’s not about limiting, but to open up design. To make everything allowed for everyone.

O objetivo deste estudo é investigar, de forma comparativa entre as categorias alimento e limpeza doméstica, os antecedentes da intenção do consumidor comprar marcas próprias, bem como analisar os efeitos da diferença nos níveis de risco percebido entre essas duas categorias de produtos na formação da intenção de compra. Para o alcance desse objetivo construiu-se um modelo com base em revisões da literatura sobre marcas próprias, bem como sobre risco percebido, imagem da loja, imagem da marca própria e atitudes, construtos identificados como os principais preditores da intenção de compra. O marco teórico permitiu a construção de hipóteses acerca dos principais relacionamentos existentes entre esses construtos no contexto de marcas próprias. A seguir foi realizada uma pesquisa empírica com o objetivo de testar tais hipóteses, utilizando um questionário auto-administrado elaborado com escalas já validadas na literatura. Esse levantamento de campo (survey) coletou opiniões de uma amostra não probabilística de 1.938 clientes de supermercados, composta por pessoas de ambos os gêneros e provenientes de 26 Estados do Brasil e do Distrito Federal, com predominância do Estado de São Paulo. Os resultados obtidos por meio de modelagem de equações estruturais utilizando a ferramenta Smart PLS demonstram que há relacionamentos significativos entre o risco percebido e a imagem da marca própria; entre a imagem da loja e imagem da marca própria; entre a imagem da marca própria e a atitude; e entre a atitude e a intenção de compra, validando as hipóteses de trabalho. O estudo também conclui que o risco percebido e a imagem da loja são fortes preditores da imagem da marca própria e da atitude a qual, por sua vez, é uma forte preditora da intenção de compra. Por fim, os resultados sugerem que a imagem da loja exerce maior influência na imagem da marca própria quando se trata da categoria alimentos, identificada como de menor risco percebido. Já na categoria limpeza doméstica, a cadeia mais relevante de antecedentes à intenção de compra por parte dos consumidores passa pelas relações entre risco percebido, imagem da marca e atitude frente a marcas próprias. Essas conclusões sugerem diferenças de intensidade, senão em natureza, nas relações entre os antecedentes psicológicos à intenção de compra do consumidor quando são consideradas categorias que se diferenciam no risco percebido pelo cliente, contribuindo para uma melhor compreensão teórica do fenômeno e sugerindo implicações gerenciais na adoção de estratégias de marketing por parte dos varejistas detentores de marcas próprias. / This study aims to investigate the antecedents of consumer´s intention to purchase private brands and analyze the effects of different perceived risk levels in intention formation by comparing food and house cleaning product categories. To attain to such goal a model was developed based on literature reviews about private brands, as well as perceived risk, store image, brand image, and attitudes, constructs identified as the main predictors for purchase intention. The theoretical framework allowed the construction of hypotheses about the key relationships among the constructs in the context of private brands. A survey was then designed and executed in order to test the hypotheses. A self-administered questionnaire was build with validated scales found in marketing literature. The empirical study collected opinions from a non-probabilistic sample of 1,938 private brands supermarket shoppers, comprising persons of both genders and from all 26 Brazilian states and the Federal District, predominating residents in the state of São Paulo. Results obtained by Structural Equation Modeling using Smart PLS suggest there are significant relationships between perceived risk and private brand image; between store image and brand image; between private brand image and attitude; and between attitude and purchase intention, validating the proposed hypotheses. The study also concluded that perceived risk and store image are strong predictors for private brand image and attitude which, in turn, is a strong predictor for purchase intention. Finally, results suggest that store image has more influence on private brand image when food products are the focused category as consumers present lower perceived risk toward it. For house cleaning products, the most relevant antecedents for consumer´s purchase intention form a chain of relations from perceived risk, brand image and attitude towards private labels. These findings suggest differences in intensity, if not in nature, on the relations among consumer´s psychological antecedents for purchase intention when categories that differ on perceived risk are considered. Such findings contribute to a better theoretical understanding of the phenomenon and suggest managerial implications for marketing strategies to retailers who hold private brands.

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。

現代科技產業發達，「消費性耐久財」，也就是所謂的科技產品日新月異，新產品推出後開始其創新擴散與為大眾所接受的過程。在科技產品相同品項中，常存在著代表標準的主流技術或產品，而該主流品牌易成為上下游廠商競相合作的對象，這樣的地位也保證著高度的消費者採用意願。個人自我創新特質可決定是否採用新技術產品，不可忽略的是來自週遭人群採用的網路外部性影響，越多人採用能降低使用上的風險與不確定性，並提高生活與工作上的效率；互補性產品推出亦會因多人採用而越發完善，如此便能更確立其產品或技術在市場中的主流地位。 本研究以2010年初上市的蘋果電腦iPad為主要被接受科技，至今已帶動許多科技大廠投入平板電腦市場，其中不乏電腦與智慧型手機業者，甚或是電信業者亦欲加入此新世代多點觸控風氣盛行的平板電腦產業，蘋果電腦iPad的銷售量居高不下，顯示其儼然已位居主流產品地位。為了能探究其活化已瀕臨死亡的平板電腦市場之因，本研究認為應以創新擴散理論、科技接受模型與網路外部性的組合做為研究探討基礎理論，並採用品牌形象、涉入程度與資訊構面來輔佐加強，以達到與過去國內科技產品創新接受模型的差異化的目的，提供不同方向的切入點。本研究盼能在以問卷量化設計的構面採用中，將蘋果iPad此等消費性耐久財的廠商面與消費面間策略取得平衡探討，提供給平板電腦廠商思考行銷與聯盟策略上的參考依據，而本研究結果發現如下： (一) 個人內在創新特質與兩種外部因素代表的網路外部性，會正面影響採用者對於蘋果iPad的正面創新知覺特質，形成正面的採用態度；在採用者部份負面創新知覺特質上，也有負面效果存在。 (二) 尚未購買者的採用意願較不受負面創新知覺特質影響，正面知覺特質有助於增加已購買者的未來繼續採用意願。 (三) 有形與無形品牌形象中，唯有無形者對於繼續採用意願的增強無效。 (四) 加入對於蘋果iPad產品涉入程度考量後的廠商與消費資訊，並不完全提升對繼續採用意願的影響效果，且對於採用意願無顯著影響。 故整體而言，平板電腦廠商，應能由廠商與消費面切入思考產品研發與行銷策略，由目標市場的需求做基礎考量新產品功能，並善用品牌、銷售與廠商策略聯盟資訊，增強採用者的好印象，才能真正擴散其創新科技以達永續經營。 關鍵字：創新擴散、科技接受、網路外部性、涉入程度、品牌形象 / Global technical industry booms, especially the “consuming durable,” or the so-called “technical products” evolves fast. After new products are launched, the innovation diffusing and generally accepted procedure starts. Among the same technical items, there is always a mainstream technology or product which could play the role as a referred standard. And the mainstream brand would easily become the one that up and downstream manufacturers long to cooperate with. The position will also present the highly consumer accepting intention. Self-innovation could be an important dominant factor deciding whether to accept product with new technology. However the external network effect from the acceptance of people around is indispensible as well. As a rule of thumb, more acceptances could reduce the risk and uncertainty when using the targeted product or technology. Meanwhile, this will also increase the efficiency in daily life or at work. Complementary goods would develop more completely because of mass acceptance and this way it will help ensure the mainstream role of product or technology in the market. The research would take Apple iPad which was launched in the early of 2010 as the main accepted technology. It has encouraged many famous technical firms to join the new generation tablet PC market, including not only the originally computer and cell phone but also telecommunication firms. The highest sales among the tablet PC market showed iPad’s role as the mainstream product and technology. This research would take innovation diffusion theory, technology acceptance model and network externality as the basic theoretical combination to discuss the phenomenon that iPad helped excite tablet PC market. Besides, we add brand image, involvement, and information factors to our research framework so as to distinguish from and hope could provide more perspectives to the past theories discussing consuming durables’ innovation diffusion. And we expect to design ideal questionnaires including all the factors discussed, strike a discussing balance between firm and consumer strategies, and providing the consequence for Tablet PC firms’ considering marketing and cooperation strategies as supporting references. The following points are main conclusions of this research: 1. Internal self innovation and two kinds of network externality have positive effects on consumers’ positive innovative perceptions when accepting iPad; negative effects on negative innovation perceptions. 2. Potential buyers’ accepting intentions are less affected by negative innovative perceptions, but positive innovative perceptions would positively affect buyers’ continuing accepting intentions. 3. Only intangible brand image has no effect on buyers’ continuing accepting intentions. 4. After taking iPad product involvement into consideration, we found that the effects of information on accepting intentions will not be enhanced but will have partial effect on continuing accepting intentions. Considering everything, Tablet PC firms should do the product R&D and marketing plan on the basis of firm and consumer, launch the new function by taking consumer’s demand into consideration, and take full advantage of brand, sales and firm cooperation information to leave good impression on consumers. This way, they could really diffuse innovation and fulfill the goal of eternal operation. Keywords: Innovation Diffusion, Technology Acceptance, Network Externality, Brand Image, Involvement.

「生活雜貨」（zakka）風潮由日本興起，並在台灣已風行數年，相關品牌亦如雨後春筍般陸續開展。其中無印良品（MUJI）自2004年進入台灣市場後，至2011年在全台已有21家門市。根據行政院主計處的行業標準分類，生活雜貨產業屬於綜合商品零售業，由於是以內需市場為主的業別，特別容易受到經濟景氣所影響，但是無印良品卻在金融海嘯發生的西元2008年先後於世界各國開設新據點，在台灣其營收更逆勢成長，無印良品總經理王文欣表示原因在於無印良品擅於溝通產品的價值，並藉此建立了許多忠誠的顧客。因此本研究嘗試以量化與質化並行的方式來探討台灣無印良品之消費者所認知到之品牌形象、知覺價值、顧客滿意度與顧客忠誠度以及之間的關係，並依據研究結果提出生活雜貨產業行銷之具體建議。 研究方法部份，本研究於量化研究採線上調查法，蒐集一年內曾於台灣無印良品消費之消費者之資料，有效問卷共522份並進行統計分析與假設驗證。統計結果發現人口統計變項中之婚姻狀況、居住地區、教育程度、職業與通路使用情形在部份構面上達到顯著。另外各研究構面間之關係發現：品牌形象對知覺品質、顧客滿意度、忠誠度有顯著正向關係；知覺價值對顧客滿意度、忠誠度有顯著正向關係；顧客滿意度對顧客忠誠度有顯著正向關係。 質化研究部份採深度訪談法，訪問八位台灣無印良品消費者，以彌補量化研究中未能探究部份，兩相參照後提出五點行銷建議： ㄧ、致力縮短品牌形象與知覺價值間之落差 二、提升消費者對價格的接受度 三、針對強調專業功能性之商品提供合作企業之資訊 四、提高線上通路的使用率 五、把握龐大的單身商機 / “Zakka” phenomenon has spread from Japan and been popular in Taiwan for years, accordingly, many zakka brands have emerged. Since MUJI came in, there have been 21 stores in Taiwan till 2011. In 2008, MUJI set up new stores in several countries in the world while the financial crisis was sweeping the whole world. Taiwan MUJI’s general manager Wang Wenxin said it’s because MUJI is good at conveying its value so that it has built up plenty of loyal customers. Therefore, MUJI is the main case for this research to approach the complex relationship among the brand image, perceived value, customer satisfaction and customer loyalty of zakka brand’s value conveying by using both quantitative and qualitative research methods: online survey and in-depth interview. By online survey, this research took customer who ever purchase products in Taiwan MUJI in one year as sample, 522 valid questionnaires were analyzed. By the part of in-depth interview, there are 8 participants included in this research. After analyzing, this research comes to the following conclusion: A significant positive relationship exists between brand image and customer satisfaction; A significant positive relationship exists between brand image and customer loyalty; A significant positive relationship exists between perceived value and customer satisfaction; A significant positive relationship exists between perceived value and customer loyalty; A significant positive relationship exists between brand image and perceived value; A significant positive relationship exists between customer satisfaction and customer loyalty. The obvious variations of brand image, perceived value, customer satisfaction and customer loyalty are displayed only among some of the demographic variables. This research also provides 5 marketing suggestions as following: 1. Shorten the gap between brand image and perceived value to customers. 2. Increase customers’ acceptance of the price. 3. Offer more information about co-operative manufactories. 4. Promote MUJI’s online channel. 5. Grasp single customers.

The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are: • In which ways can the customer affect the communicated image of a brand? • To what extent can the customer influence the brand image and the perceived value? • Who has control over the brand, the customer or the company? For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis. We choose this qualitative approach to gain a deeper understanding and a complete picture for the studied topic. In the final chapter we present our conclusions of the study. We have found that consumers can influence and communicate the brand image in five different ways; by using the brand, through word-of-mouth, buzz, engaging in social groups and through Consumer Generated Media (CGM). Another conclusion we have drawn is that the consumer has gained more control over the information flow in the market and thereby their ability to affect the company’s marketing message has increased. The main reason for the consumers improved power is the explosion of media channels that has developed and increased through Internet. Finally we have drawn the conclusion that the brand image can be divided in to two different aspects; the personal and the general image.

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.