Conducting successful business requires a clear and steady brand identity, which is a part of brand management (Aaker, 1996; Kapferer, 1992, de Chernatony, 1999). Sticking to the core values and the traditions of the brand is beneficial. However, it seems advantageous to possess a flexible brand identity for the brand to be able to adapt to market trends and development. This could be of even more importance if the brand is existing in a dynamic market (Eisenhardt & Martin, 2000). This study aims to understand and further describe the role of flexible brand identity in a dynamic market, from a corporate point of view. The study was made according to an inductive approach of qualitative research, which enabled data collection from two case companies. The Swedish coffee market was chosen as the case market. Hence, five in-depth interviews were conducted with people working for two established coffee brands in Sweden.    The empirical findings showed the importance of working on the brand identity to stay relevant in the Swedish coffee market. Factors and stakeholders such as consumers, retail, shops, origin of the coffee, changes in consumer interests, and market trends were mentioned. Communication, and brand transformation, also appeared to be important factors within the study. The empirical findings have been analysed in comparison to the previous research on brand identity and dynamic markets, as well as further developed and discussed.  Altogether, the study aimed to discuss concepts and the empirical findings, and by the inclusion of the research questions: 1) How do companies work on transforming their brand identity? 2) How can a flexible brand identity be favourable when existing in a dynamic market? In conclusion, the Swedish coffee market appears to be moderately dynamic, and the benefits of a flexible brand identity is the ability to adapt and adjust for market trends, as long as the core values are taken into account during the changes. / Att driva framgångsrik business innebär ett behov av en tydlig och stabil varumärkesidentitet, vilken är en del inom varumärkeshanteringen (Aaker, 1996; Kapferer, 1992, de Chernatony, 1999). Det är föredömligt att hålla sig till varumärkets grundvärderingar och traditioner, men kan även vara fördelaktigt att bedriva en mer flexibel varumärkesidentitet för att kunna anpassa den till marknadstrender- och utveckling. Det kan vara om än mer viktigt om varumärket verkar på en dynamisk marknad (da Silveira, 2013; Eisenhardt & Martin, 2000). Den här studien syftar till att förstå och vidare beskriva innebörden av en flexibel varumärkesidentitet på en dynamisk marknad, och detta utifrån ett företagsperspektiv. Den kvalitativa studien utfördes genom en induktiv ansats, med datainsamling från två olika företag på den svenska kaffemarknaden. Sammanlagt har fem anställda inom två svenska kaffevarumärken har intervjuats.    Den empiriska datan visade på att det är viktigt att jobba med varumärkesidentiteten för att vara relevant på den svenska kaffemarknaden. Faktorer och intressenter, såsom konsumenter, dagligvaruhandeln, kaffebutiker och kaffets ursprung, nämndes upprepat. Trender och svängande kaffeintresse samt kommunikation och varumärkestransformation var också centrala aspekter. Den empiriska datan har analyserats och jämförts med tidigare forskning men har också utvecklats och vidare diskuterats.    Sammantaget syftar studien till att diskutera koncepten och den empiriska datan och syftet har brutits ned i två forskningsfrågor: 1) Hur kan företag arbeta med att transformera sin varumärkesidentitet? 2) Hur kan en flexibel varumärkesidentitet vara fördelaktig på en dynamisk marknad? Utifrån analysen drogs slutsatsen att den svenska kaffemarknaden är “moderately dynamic” och fördelarna med en flexibel varumärkesidentitet är att den kan anpassas efter marknaden och dess trender, så länge grundvärderingarna tas i beaktning genom förändringarna.

The thesis addresses current issues in experiential marketing research. More precisely, it focuses on the impact experiences earlier in life have on the preference towards a brand and its meaning later in life, as well as the influence of audio-visual product experiences on the perceived haptic evaluation of products. The thesis uses a wide selection of theories, from conditioning to embodied cognition and multisensory enhancement and provides novel contributions to marketing research.:I. The Influence of Brand Experiences onto Brand Preference, Brand Meaning and Haptic Product Evaluation - Essays in Experiential Marketing Research 1. The Relevance of Experiences in Marketing and Marketing Research 2. Paper A 2.1 Gaps & Research Questions 2.2 Summary 2.3 Contributions 2.4 Future Research Directions 3. Paper B 3.1 Gaps & Research Questions 3.2 Summary 3.3 Contributions 3.4 Future Research Directions 4. Paper C 4.1 Gaps & Research Questions 4.2 Summary 4.3 Contributions 4.4 Future Research Directions 5. References II. How Memorable Experiences Influence Brand Preference III. Meaningful Experiences – an Embodied Cognition Perspective on Brand Meaning Co-Creation IV. Touching Sounds - Improving the Haptic Evaluation of a Product that cannot be Touched but Seen and Heard 1. Introduction 2. Theoretical Background 2.1 Product Evaluation and Touch 2.2 Haptic Imagery as a Surrogate for Actual Touch 2.3 Hypotheses 3. Study Designs 3.1 Overview of Studies 3.2 Stimuli and Pretests 4. STUDY 1: Audio-visual texture evaluation through sound 4.1 Methodology 4.2 Dependent Measures 4.3 Results 4.4 Discussion 5. STUDY 2: Audio-visual hardness evaluation through sound 5.1 Methodology 5.2 Dependent Measures 5.3 Results 5.4 Discussion 6. General Discussion 7. References

La presente investigación tiene como objetivo identificar la relación entre el precio, imagen de la tienda y familiaridad de las marcas blancas de alimentos en supermercados y la intención de compra y lealtad en los consumidores de 31 a 35 años que residen en la zona 7 de Lima - Perú. El estudio tiene como base el modelo desarrollado por los autores Cristina Calvo Porral y Jean Pierre Lévy Mangin, realizado en España. Para el desarrollo se llevó a cabo una investigación cuantitativa; se efectuaron 300 encuestas a jóvenes, de la edad estudiada, que residen en los distritos de San Borja, Surco, San Isidro, Miraflores y la Molina; además, que realicen compras de alimentos de marcas blancas en supermercados. En el primer capítulo se presenta la data que permitirá conocer los antecedentes, los conceptos y definiciones relacionados al estudio, como también la información actual del sector retail, marcas blancas a nivel mundial y Latinoamérica. El segundo capítulo expone el plan de investigación, sentando la problemática, los objetivos e hipótesis generales y específicas. Como siguiente paso, el tercer capítulo explica la metodología de trabajo a desarrollar, exponiendo el alcance y diseño de la investigación. El cuarto capítulo detalla el análisis de los resultados descriptivos y el proceso de pruebas estadísticas realizadas. El quinto capítulo presenta el análisis de los resultados del procesamiento de la data cuantitativa, lo cual finalmente permite sugerir conclusiones y recomendaciones útiles para los supermercados estudiados. / This research aims to identify the relationship between the price, image of the store and familiarity of white food brands in supermarkets with the intention of buying and the loyalty in consumers from 31 to 35 years residing in zone 7 of Lima - Perú. The study is based on the model developed by authors Cristina Calvo Porral and Jean Pierre Lévy Mangin, made in Spain. Quantitative research was carried out for development; 300 surveys were conducted on young people, of the age studied, residing in the districts of San Borja, Surco, San Isidro, Miraflores and La Molina, and also make purchases of private label food in supermarkets. The first chapter presents the data that will allow to know the background, concepts and definitions related to the study, as well as the current information of the retail sector, private label worldwide and Latin America. The second chapter sets out the research plan, laying down the problem, general and specific objectives and hypotheses. As a next step, the third chapter explains the working methodology to be developed, exposing the scope and design of the research. The fourth chapter details the analysis of the descriptive results and the statistical testing process performed. The fifth chapter presents the analysis of the results of quantitative data processing, which finally suggests useful conclusions and recommendations for the supermarkets studied. / Tesis

Existing co-branding and brand extension research generally coalesces around two important constructs: perceptual fit and attitude toward the brand. Studies in co-branding and brand extension to date have generally emphasized the transference of affective elements of attitude from parent brand to the extension. Researchers and practitioners clearly need to learn more about the transfer of belief, the cognitive elements of attitude. Too little is currently known about whether and how beliefs are actually transferred in co-branding and brand extension applications, particularly in terms of perceptual fit. This dissertation investigates belief transfer and the effect of perceptual fit on belief transfer in co-branding and brand extension scenarios and develops answers to the following research questions: 1.Are different categories of beliefs transferable from parent brand to theextension? 2.How do various sub-dimensions of perceptual fit affect belief transfers fromparent brands to the extension? 3.How do different categories of beliefs affect consumers’ intentions to purchasethe extension products? Categorization Theory was used as the fundamental theory to build the hypotheses. This dissertation involved qualitative studies, belief scale development, and experimental design studies. The results revealed that aesthetic and functional beliefs are positively transferred from parent brand to the extension. The transfer of aesthetic beliefs is affected by the level of brand fit while the transfer of functional beliefs is independent upon the level of any perceptual fit construct. Finally, cognitive structure based on the strength of extension beliefs is more predictive upon the purchase intention. Findings will extend the co-branding and brand extension literature, especially in terms of the pattern of belief transfers that unfold subject to the influence of various perceptual fit constructs. The results will also provide additional insights about the role that perceptual fit plays in influencing categories of consumer beliefs as those beliefs are also influenced by the specific perceptual fits that are presumably transferred to the extension.

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.

No description available.

No / Purpose: The aim of this research is to investigate how local company web sites can contribute towards the value and characteristics of city brands online, particularly where post-industrial cities are concerned, and to establish a predictive model for this. Design/methodology/approach: Interviews were conducted to gain an understanding of how post-industrial city brands can be influenced by local companies, leading to the notion of a 'constructed' city brand. An overarching brand model was developed based on the works of Christodoulides et al. and Merrilees and Fry and a survey of company web sites conducted. Structural equation modelling was then fitted to these data. Findings: Trustworthiness, responsiveness, online experience and emotional connection were confirmed as dimensions of company online brand value. It was further shown that company brand and constructed city brand are influenced by customer perceptions of brand value. Company brand was not, however, related to constructed city brand for the case study of Bradford, UK, which has a pervading negative reputation. Originality/value: A model incorporating company brand and city brand has been developed and validated for a typical post-industrial city that is in decline. The influence that local companies can exert on these brands via their web sites and behaviours was established. It is further demonstrated that company brands become disassociated from a city if it has a negative brand image.

The Thesis shows theoretical approaches of brand management and compares it with best practices used in international and czech companies. There is a picture of brand management impact of brand management into consumption behaviour of university students in Czech republic documented by own desk research.

Over recent years, the concept of brand value has increasingly gained prominence in a variety of contexts. This is primarily due to a brand’s ability to increase profits through a promise of value delivered to customers, which makes it a valuable intangible asset to organisations. A brand’s value can, however, only be managed properly if it is measured and understood so as to ensure optimal growth and survival in an ever-changing, volatile marketplace. This realization has prompted investigations into the assessment of the financial value of a brand in both business/marketing research and practice. However, contrary to customary brands such as products or services, the Southern Africa Tourism Services Association (SATSA) is a uniquely fused brand, since it operates as a non-profit, member-driven organisation in the private sector of the Southern African inbound tourism industry. This intricate brand structure inevitably necessitates a more specific premise and subsequent measure of brand value, since it cannot be confined to financial value alone. In the light of this, the main purpose of this study was to develop a brand value model for SATSA to examine the value created by this brand and how it is experienced by its members. To date, the majority of research endeavours have focused on the financial value of a brand. Given the essence of this organisation, brand value ought to encompass a range of aspects other merely financial value. The recent downtrend in membership numbers also highlights the need for determining the value members derive from this specific organisation. Knowledge regarding the brand’s value can serve as a means to improve the current value proposition, thereby enabling an increase in satisfaction and loyalty, growth in membership, and overall organisational sustainability. However, research in brand value specifically for non-profit, member-driven organisations such as SATSA, and in the South African tourism industry is particularly limited. In addition to the latter, no formal measuring instrument currently exists whereby brand value can be measured in such a unique context. It is therefore essential for an organisation such as SATSA to identify specific dimensions of brand value and, to determine which dimensions are most likely to influence members’ perceptions of value by examining the relationships between dimensions, to enable maximum leverage of the brand. Therefore, to achieve the above mentioned and the goal of this study, a comprehensive review of the marketing and tourism/non-profit literature was performed, subsequent to which the research was conducted in two phases. The first phase focused on the construction of a measuring instrument to identify the key aspects that contribute to brand value. Expert knowledge, opinion and consensus were obtained relating to the appropriateness of items to be included in the questionnaire. Based on the latter and the literature review, a total of 53 items were deemed acceptable to measure brand value in this particular context. These items formulated in phase 1 were then included in the final questionnaire and measured together with questions pertaining to the business profile of members in phase 2. Phase 2 focused on analysing brand value from members’ perspective. Self-administered questionnaires were distributed online to all members included in the SATSA database (n=718). A total of 268 questionnaires were completed. To address the goal of this study, selected statistical techniques were employed. Two separate factor analyses were performed on the brand value and brand equity dimensions respectively, which revealed reliable and valid factors, and were used as constructs in the Structural Equation Modelling (SEM) analysis to develop the model. Other statistical techniques included correlations, ANOVAs, and an independent t-test to examine the influence of selected business profile aspects on brand value. The results of the study confirmed that brand value for organisations such as SATSA is, in fact, multifaceted. Brand value in this context therefore consists of financial value, professional trust value, organisational value, network value, social engagement value, in conjunction with brand equity, which is important for developing and sustaining the brand. Professional trust value was also revealed to be a major facet of SATSA’s brand value that requires attention on various levels. The contributions of this research are threefold: From a theoretical point of view, this study is one of the first to identify multiple aspects that specifically contribute to brand value for a non-profit member-driven organisation in the context of tourism, and even more so in a South African context. The development of this model is thus a significant contribution to literature and can be further analysed and tested by other researchers. Secondly, from a methodological point of view, this study sets a benchmark in South African tourism brand value research by designing a reliable questionnaire that measures multiple value aspects for the first time in this context; as well as the construction of a model that captures multiple facets of brand value and reveals unique relationships between specific facets of brand value and brand equity. Thirdly, from a practical perspective the research indicated the current status of SATSA’s brand value, and also equips SATSA with a model that enables them to effectively manage brand value and realise what specifically contributes to increased brand value levels for this organisation. This model can also be tested for organisations with similar brand structures, but also for profit-driven organisations. The information obtained from this study can be applied to conduct a comprehensive assessment of brand value for non-profit, member-driven organisations in the South African tourism industry to encourage value-based management and enable a more proficient value offering. This should lead to optimal member satisfaction, growth in membership numbers and the continuous sustainability of such organisations in South Africa given the competitive operational environment. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2014

Over recent years, the concept of brand value has increasingly gained prominence in a variety of contexts. This is primarily due to a brand’s ability to increase profits through a promise of value delivered to customers, which makes it a valuable intangible asset to organisations. A brand’s value can, however, only be managed properly if it is measured and understood so as to ensure optimal growth and survival in an ever-changing, volatile marketplace. This realization has prompted investigations into the assessment of the financial value of a brand in both business/marketing research and practice. However, contrary to customary brands such as products or services, the Southern Africa Tourism Services Association (SATSA) is a uniquely fused brand, since it operates as a non-profit, member-driven organisation in the private sector of the Southern African inbound tourism industry. This intricate brand structure inevitably necessitates a more specific premise and subsequent measure of brand value, since it cannot be confined to financial value alone. In the light of this, the main purpose of this study was to develop a brand value model for SATSA to examine the value created by this brand and how it is experienced by its members. To date, the majority of research endeavours have focused on the financial value of a brand. Given the essence of this organisation, brand value ought to encompass a range of aspects other merely financial value. The recent downtrend in membership numbers also highlights the need for determining the value members derive from this specific organisation. Knowledge regarding the brand’s value can serve as a means to improve the current value proposition, thereby enabling an increase in satisfaction and loyalty, growth in membership, and overall organisational sustainability. However, research in brand value specifically for non-profit, member-driven organisations such as SATSA, and in the South African tourism industry is particularly limited. In addition to the latter, no formal measuring instrument currently exists whereby brand value can be measured in such a unique context. It is therefore essential for an organisation such as SATSA to identify specific dimensions of brand value and, to determine which dimensions are most likely to influence members’ perceptions of value by examining the relationships between dimensions, to enable maximum leverage of the brand. Therefore, to achieve the above mentioned and the goal of this study, a comprehensive review of the marketing and tourism/non-profit literature was performed, subsequent to which the research was conducted in two phases. The first phase focused on the construction of a measuring instrument to identify the key aspects that contribute to brand value. Expert knowledge, opinion and consensus were obtained relating to the appropriateness of items to be included in the questionnaire. Based on the latter and the literature review, a total of 53 items were deemed acceptable to measure brand value in this particular context. These items formulated in phase 1 were then included in the final questionnaire and measured together with questions pertaining to the business profile of members in phase 2. Phase 2 focused on analysing brand value from members’ perspective. Self-administered questionnaires were distributed online to all members included in the SATSA database (n=718). A total of 268 questionnaires were completed. To address the goal of this study, selected statistical techniques were employed. Two separate factor analyses were performed on the brand value and brand equity dimensions respectively, which revealed reliable and valid factors, and were used as constructs in the Structural Equation Modelling (SEM) analysis to develop the model. Other statistical techniques included correlations, ANOVAs, and an independent t-test to examine the influence of selected business profile aspects on brand value. The results of the study confirmed that brand value for organisations such as SATSA is, in fact, multifaceted. Brand value in this context therefore consists of financial value, professional trust value, organisational value, network value, social engagement value, in conjunction with brand equity, which is important for developing and sustaining the brand. Professional trust value was also revealed to be a major facet of SATSA’s brand value that requires attention on various levels. The contributions of this research are threefold: From a theoretical point of view, this study is one of the first to identify multiple aspects that specifically contribute to brand value for a non-profit member-driven organisation in the context of tourism, and even more so in a South African context. The development of this model is thus a significant contribution to literature and can be further analysed and tested by other researchers. Secondly, from a methodological point of view, this study sets a benchmark in South African tourism brand value research by designing a reliable questionnaire that measures multiple value aspects for the first time in this context; as well as the construction of a model that captures multiple facets of brand value and reveals unique relationships between specific facets of brand value and brand equity. Thirdly, from a practical perspective the research indicated the current status of SATSA’s brand value, and also equips SATSA with a model that enables them to effectively manage brand value and realise what specifically contributes to increased brand value levels for this organisation. This model can also be tested for organisations with similar brand structures, but also for profit-driven organisations. The information obtained from this study can be applied to conduct a comprehensive assessment of brand value for non-profit, member-driven organisations in the South African tourism industry to encourage value-based management and enable a more proficient value offering. This should lead to optimal member satisfaction, growth in membership numbers and the continuous sustainability of such organisations in South Africa given the competitive operational environment. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2014