Ce travail s’interroge à propos du rôle du concept de « l’expérience de la marque » dans la perception de l’image des marques de luxe auprès d’une cible jeune grand public. Pour ce faire, il mobilise trois domaines majeurs dans le marketing : l’expérience, le luxe et l’image de marque. L’approche expérientielle, peu exploitée dans le domaine du luxe, s’avère concluante. Les résultats permettent de dégager une typologie de l’image spécifique à la marque de luxe démontrant ainsi l’insuffisance des typologies existantes. Ils permettent également de proposer un cadre pour l’expérience de la marque spécifique à la marque de luxe. Ils soulignent par ailleurs le rôle des expériences vécues auprès de la marque comme source majeure d’associations et donc d’imagerie. Sur le plan managérial, cette étude propose une meilleure compréhension de la perception de l’image des marques de luxe auprès de la cible, susceptible d’orienter les stratégies d’entreprises. / Due to its democratization, the luxury sector needs a wider target and allows young to access earlier to luxury brands. According to an experiential approach, this work focuses on the perception of luxury brands image by young consumers from a middle class. The results suggest that brand experiences are a major source of brand associations. The finds also propose a specific typology of luxury brand image and a specific framework for luxury brand experience. Finally, the research gives marketers a better comprehension of the young target in the luxury area.

Syfte Syftet med denna studie är att undersöka hur sponsring påverkar konsumenters uppfattning av ett varumärke. Metod Genom ett deduktivt synsätt har litteratur och vetenskapliga artiklar analyserats för att skapa en översikt av tidigare forskning. Data har samlats in via en enkätundersökning där resultatet har analyserats med hjälp av deskriptiv statistik och faktoranalys. Vidare har en diskussion förts över studiens resultat som har lett fram till studiens slutsats. Slutsats Utifrån studien kan vi fastställa att sponsring har positiv inverkan på konsumenters varumärkesmedvetenhet och varumärkesimage. Publiken under ett sportevenemang har förmågan att igenkänna och skapar en minnesbild av ett varumärke som sedan leder till  en förbättrad varumärkesimage. Sponsringen bidrar till att skapa associationer som är betydande för hur konsumenten vidare värderar relationen till ett varumärke. Uppsatsens bidrag Vårt bidrag till ämnet företagsekonomi och marknadsföring är en ökad förståelse hur sponsring påverkar varumärkeskapital. Vi kan således påvisa att exponering av ett varumärke höjer konsumentens medvetenhet och skapar en positiv image. Vidare bidrag inom ämnet är en ökad insikt hur de olika beståndsdelarna i varumärkesmedvetenhet- och image påverkar varandra. / Aim The purpose of this study is to examine how sponsoring affect consumer’s perception of a brand. Method Through a deductive approach has literature and scientific articles been analyzed to get an overview of previous research. Data were collected through a survey where the results have been analyzed by using descriptive statistics and factor analysis. Furthermore, a discussion has been made overthe results of the study which leads to a conclusion of the study. Conclusions Based on the study, we can determine that the sponsorship has a positive impact on consumer brand awareness and brand image. The audience for a sporting event has the ability to recognize and recall a brand which leads to an improved brand image. The sponsorship will help to create associations that are significant for how the consumer further values the relationship with a brand.

The main aim of this diploma thesis is to discover an evidence of CSR influence upon brand image. More precisely, I will attempt to explore the impact of L'Oréal corporate social responsibility on L'Oréal Paris brand image. The concept of CSR, the center of the brand and brand image are described in the introduction. For better understanding, there are also practical examples provided. Chapter number three creates a fluent connecting link between theoretical and practical part, briefly characterising company L'Oréal and brand L'Oréal Paris. Following practical part focuses on introduction of the above mentioned research, conducted in the form of questionnaire, where semantic differential and physiognomic test were used. In the conclusion we can see the result analysis that consisted of simple summarization and further dependency determination. Based on the results obtained, we are able to answer the crucial question, whether the CSR of L'Oréal influences the L'Oréal Paris brand image or not and to suggest the best way of maximizing the potential positive effect.

This study is based on the case of the Swedish Armed Forces (SAF) since the organization has struggled with its recruitment and brand building. The purpose of the study is to approach the coherence between brand image and brand identity through an employer branding perspective. More specifically, it aims to explore how this interplay might influence the employer attractiveness of an organization. The research is based on a qualitative case study. Furthermore, previous research regarding brand identity, brand image and employer branding constitutes the basis of the developed conceptual model. The empirical material was gathered through semi-structured interviews with current SAF employees and semi-structured focus groups with potential employees. Findings indicate the brand image did not cohere with the brand identity and that the potential employees had a more negative perception of the employer. However, the potential employees’ who had relatives who work for the SAF had a positive attitude towards the organization and perceived the workplace as more attractive. This study has contributed with an additional perspective on employer branding since there is little research within the field.

Cette recherche doctorale utilise le cadre théorique de la relation marque-consommateur pour apporter un éclairage nouveau sur les répercussions d’un acte de transgression commis par la marque. Il s’agit dès lors de ruptures avec des pratiques si généralisées et si diffuses qu’elles échappent à l’attention du consommateur, tout en étant assez prédominantes et ostensibles pour imprégner son expérience de consommation et in fine ses attentes. Un cas réel de rupture de normes de distribution permet d’éclairer ce travail : la récente offre, par la grande distribution, de produits alimentaires dits « moches » qui rompent avec la norme habituelle des produits standardisés. Sur la base d’une revue de la littérature et des résultats de deux enquêtes exploratoires qualitatives, le modèle de la recherche est exposé. Une enquête longitudinale sur des consommateurs réguliers de la marque-enseigne E. Leclerc (réalisée en deux vagues sur les mêmes répondants) est utilisée pour mesurer et valider nos hypothèses de recherche. Nos résultats permettent de mettre en lumière l’évolution du comportement du consommateur après la présentation de l’offre transgressive et confirment la détérioration de l’image de marque et du processus relationnel. Si la transgression peut être destructrice, elle est aussi créatrice de valeur par son caractère novateur et ses pouvoirs d'attraction et de différenciation. / This research has based itself on the relationship between the consumer and the brand to demonstrate the consequences of an act of transgression done by the brand. Such breaches constitute ruptures with customs so widespread that they escape the consumer’s attention, while simultaneously remaining predominant and visible enough to impregnate its consumption experience and ultimately its expectations. This theoretical approach is highlighted by a real case of a breach of distribution norms: the recent offer of “ugly” products by supermarkets, which constitutes a breach to the usual norm of standardised products. This transgression occurred subsequently after the controversy over food waste. The research model presented herein is based on a review of literature, in addition to two qualitative exploratory studies. A longitudinal study examining regular customers of E.Leclerc supermarkets, which was conducted on the same respondents during two different sessions, is used to measure and validate our research hypothesis. The results exhibit the evolution of the consumer’s behavior following the introduction of the transgressive offer and confirm the deterioration of the brand image and the engagement process. If the transgression can be destructive, it can also create value through its innovative nature, its ability to attract consumers and its power of differentiation.

Background - What a company wants to communicate is today more correlated to their core values and within storytelling it is no exception. Storytelling is the art of using a story in focus in televised commercials and the products are used in the peripheral. Storytelling in televised commercials can create positive association and experience towards the brand and therefore increase the value. A pre-study was done to find suitable brands to continue the study with. The selected brands were Volvo Cars, IKEA and H&M since they were seen to be using storytelling and were high-valued brands in the Swedish product-oriented segment. Purpose - The purpose of this thesis is to examine brand identity through storytelling. This is exemplified by Swedish product-oriented companies. More specific, to investigate the coherence with consumers’ brand image and existing gaps. The companies that will be covered in this study are Volvo Cars and IKEA, whereas H&M did not meet the requirements for further analysis in this thesis. Method - To conduct this study, a qualitative research method was adapted. The research was done with a philosophical mindset of interpretivism with an inductive research approach. The data for the empirical chapter was collected by a qualitative multi-method where the first set of primary data came from a content analysis of commercials. The second set of data came from semi-structured interviews. The sampled respondents were chosen to match the companies’ target segments. It was handled as a multiple case-study where each company was their own case. The data was later analyzed through the Brand Identity Prism and its six facets for both the companies’ brand identity and consumers brand image. Results and Conclusion - The results in this thesis showed that the brand identity of the analyzed companies using storytelling were overall coherent with the brand image consumers had of them. Some gaps occurred for the brands, however not within the same facets of the Brand Identity Prism. Due to this no general conclusion could be drawn specifically for Swedish product-oriented companies. Overall, the researchers concluded that the use of storytelling could both develop and reduce gaps, depending on how it is done. Developing storytelling based on a clear brand persona and the core values of the specific brand would help companies to reduce gaps. Practical Implications - This thesis is providing useful information to managers and business leaders by showing how they can compare and analyze the coherence of brand identity and brand image when using storytelling as a branding strategy. Furthermore, the researchers give insights for how to manage and reduce gaps between brand identity and brand image.

The purpose of this study is to further explore the modern phenomenon of COO, brand image, and online influencer marketing as they relate to consumer's purchase intention online. This empirical study employs a mixed method approach with quantitative exploratory factor analysis through a survey as well as qualitative exploration through focus groups and in-depth interviews. Quantitative data analysis revealed that online influencers have a significant effect on consumers’ purchase intent as well as their perception of COO or brand image. Qualitative data analysis further revealed that when consumers do not follow online influencers, they have a less than significant effect on the consumers’ perception of COO. However, if consumers actively follow online influencers, the probability of them adhering to the recommendations of purchasing from an unfamiliar COO is high. This results in the recognition of the need for further research, as well as some insightful avenues to investigate.

The environmental impacts of air travel have become more prominent. Governments and environmental groups have increasingly focussed on the effect that air transport has on the environment, and airlines have started to respond to the increasing awareness of their environmental impacts. The aim of this research is to develop an understanding of how leisure air travellers perceive the environmental marketing mix of airlines. Resource-Advantage Theory is used to analyse green marketing in the airline sector. This theory will be extended to the airline sector by establishing green market segments, analysing green brand images among air travellers and evaluating Market-Orientation Strategy. The data for this research stems from a large, quantitative survey conducted at Liverpool John Lennon Airport. Using attitudinal and behavioural variables, five leisure air travel segments are identified. Some market segments perceive certain marketing initiatives as more effective in addressing the environmental impact of air transport than others and are also more likely to take up certain initiatives. Segmenting the market enables airlines to use their green marketing mix in a more targeted way. Many passengers differentiate airlines based on their environmental image. Some airlines are perceived as more environmentally-friendly than others. Yet, the business model does not affect the environmental image, while having flown with an airline has a positive impact on green image in many cases. Green communication is key for airlines, as actual environmental efficiency does not affect the eco-positioning of the airline. Yet it is important that any environmental claims are substantiated, as environmental groups and government regulators might address these otherwise. Three case studies (Virgin Atlantic, easyJet and Flybe) discuss that while all three airlines have applied a green marketing mix, only two (Virgin Atlantic and easyJet) are able to benefit from this in their environmental image. The thesis addresses the importance and relevance of Resource-Advantage Theory in airline marketing research. This theory proves to be an appropriate and necessary underpinning for green airline marketing, an area that has received little attention in theory application. The theory can be used to explain why green marketing segments can be identified in airline leisure markets and why airlines should adopt a green marketing mix to enhance their green brand-equity. These aspects are supported by the data collected and analysed. The research shows that an understanding of passenger perceptions with regard to green marketing is highly relevant for airline marketing managers, in order for them to establish a successful green marketing mix.

Submitted by Fabricia Fialho Reginato (fabriciar) on 2015-07-17T01:03:57Z No. of bitstreams: 1 GustavoBorges.pdf: 2466522 bytes, checksum: 413dc41dfcbea001e74bb62b804d0330 (MD5) / Made available in DSpace on 2015-07-17T01:03:57Z (GMT). No. of bitstreams: 1 GustavoBorges.pdf: 2466522 bytes, checksum: 413dc41dfcbea001e74bb62b804d0330 (MD5) Previous issue date: 2009-11-27 / Nenhuma / A lealdade tem sido um tema bastante estudado em marketing, sendo considerada de vital importância para uma organização, pois clientes leais podem contribuir para um aumento de receita. Desta forma, muitos gestores buscam adotar estratégias e ações de gestão de marcas objetivando a lealdade de seus clientes. Em se tratando de gestão de marcas, nota-se que uma marca transmite uma imagem, e esta, quando percebida, pode influenciar fortemente nas decisões de compra. Outro fator importante é conhecer o comprometimento psicológico dos consumidores, pois um alto comprometimento com uma marca, tende a fazer com que os consumidores sejam mais leais a ela. Tradicionalmente estes assuntos fazem parte das discussões de marketing nos mais diversos setores, aqui, o foco de estudo foi o futebol, uma área que vem chamando a atenção de pesquisadores e que, ainda necessita de trabalhos científicos mais aprofundados. Neste sentido, buscou-se verificar a relação da imagem do clube com a lealdade dos torcedores de clubes de futebol. Através de uma survey com 319 torcedores de clubes de Porto Alegre e Recife, percebeu-se que existe uma relativa relação entre a imagem do clube e a lealdade dos torcedores. Através de equação estrutural, foi possível construir um novo modelo, levando em conta quatro aspectos: a imagem do clube, o comprometimento psicológico, o comportamento leal e o envolvimento do torcedor com o futebol. / Loyalty has been a topic widely studied marketing, and is considered to vital to an organization, as loyal customers can contribute to an increase revenue. Thus, many managers seek to adopt strategies and actions of management brands targeting the loyalty of their customers. When it comes to brand management, there is a brand conveys an image, which, if realized, can strongly influence in purchasing decisions. Another important factor is to know the psychological commitment consumers, because a high commitment to a brand, it tends to make the consumers are more loyal to it. Traditionally these issues are part of discussions of marketing in various sectors here, the focus of study was the soccer one area that has drawn the attention of researchers and that still needs work more reliable scientific. In this sense, we sought to verify the relationship of image club with the loyalty of fans of soccer clubs. Through a survey with 319 supporters club of Porto Alegre and Recife, it was noticed that there is a relation on between the image of the club and the loyalty of fans. Through structural equation was possible to construct a new model, taking into account four aspects: the image of the club, psychological commitment, behavior and loyal supporter involvement with the soccer.

To dress in used clothes is no longer considered as unfashionable. The acceptance of thesecond hand market has increased over the years. Vintage clothing has becomefashionable because you get the opportunity to create your own individual style. Vintagehas been given status. It has become a trend. You no longer call second hand clothing“second hand”; people tend to call it vintage even though it’s not.Our aim with this study is to determine whether or not vintage is a brand. We start fromthe consumer’s perspective when we examine the status and image as vintage received byconsumers. Later we compare the image of vintage with theories about brands and brandbuilding. Our aim is to find out if vintage can be named as a brand.Our study is qualitative and we have chosen to conduct qualitative interviews withvintage consumers in the state of New York. The essay has a hermeneutic and ahypothetical deductive research approach. The hypothetical deductive research approachsuited us well because we assumed that vintage is actually a brand name.We found that vintage is actually a brand name. The benefits the consumers consider thatvintage gives them can be compared with the added value a brand gives the consumer. Itis difficult to find a suitable definition of what a brand is. Even with the big marketingauthors disagree. According to Grönroos, Aaker and Kotler et al definition we believethat vintage is a brand and that is also our conclusion. Finally we think that thedefinitions of a brand are outdated and should be updated. This essay is conducted inSwedish. / Program: Textilekonomutbildningen