Purpose The purpose of the thesis is to analyze the current challenges facedby Husqvarna Motorcycles in their brand building process, and todescribe ways in which applying the brand equity principles will enablean increase of the value of their brand. Background In the complex world of organizations and companies where thecompetitive position plays an important role in successful achievementsof the company, managers seek after building a sustainablecompetitive advantage. Building brand equity is an important focusfor a large company' improvement, since it raises interest of existingand new customers. The process of building brand equity takestime but through this process a company will have a stronger marketposition which creates brand value. Method In order to answer the purpose, the qualitative method with implementation of semi-structured interviews for collecting data wasused. The data was interpreted and then structured and analyzedusing theoretical framework. Conclusions During the research performed it was found out that the managersare facing several challenges in respect to building brand equity.Therefore, five components of building brand equity were implementedto draw the conclusions of how the managers could strengthentheir brand.

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When planning to implement a marketing tool such as Integrated Marketing Communication (IMC) into ones company, marketers need to know what IMC means or is perceived to be in their environment. The definition of IMC is shown in the background chapter of this study and more definitions are stated in the theoretical frame chapter as well. Months of research lead to the conduction of a study, that is to test the perception of IMC in the Swedish market by sampling and sending questionnaires to Swedish marketers. Five Hypotheses were formed to test if each factor has a positive or negative relation with IMC. A questionnaire was formulated that tested all of the five main success factors (customer focus, targeted communication, customer-brand relationship, synergy and communication channels) in relation to IMC and how the Swedish marketers perceived each one of the factor’s connection to IMC. The marketers were chosen due to the fact that they would know most about IMC since it’s within the field of marketing.  It was found that Swedish marketers support 2 out of the 5 hypotheses. This means that the results showed that Swedish marketers perceive that there is a positive relationship between both channels of communication and IMC, and customer brand relationship and IMC, while targeted communication, customer focus and synergy were denied to be as positively related to IMC. This study would be of great help to a Swedish company trying to implement IMC because it gives directions to the Swedish perception of it, thereby making it more clear to know exactly what they are implementing, which help them find out in what way they should implement IMC, in order to avoid failures that could be very expensive.

Ownership-based consumption mode has been perceived as the normative ideal in how consumer-brand relationships are created. Today, Access-based consumption mode allows consumers to access brands among other consumers without needing to sole- or joint own them. Even though its popularity, there is a limited and quite unclear understanding of how Access-based consumption affects the consumer-brand relationship. The purpose of this study is to investigate to what extent an Access-based consumption mode creates a consumer-brand relationship, compared to an Ownership- based consumption mode in the context of car brands. In order to fulfill our purpose, both a quantitative and qualitative research method was conducted on members of carpools representing Access-based consumption mode, and car owners representing Ownership-based consumption. A theoretical framework Brand Relationship Quality, composed of six dimensions was used to understand the consumer-brand relationship. Our research shows consistently that Access-based consumption creates a weaker relationship between consumers and car brands in all dimensions of BRQ-model compared to Ownership-based consumption. One group of dimensions identified to relate to emotional attachment; Intimacy, Brand-Self Connection and Love/Passion, have relatively higher difference between the two consumption modes. Another group of dimensions related to values of functionality and practicality; Commitment, Brand Partner Quality and Interdependence, have less difference.

Several studies have examined the use of emoji and emoticons in computer mediated communication among peers and colleges but there is yet academic research on the impact of businesses using these paralinguistic cues when responding to online consumer reviews. This research is examining the influence these paralinguistic cues have on the consumers perception of the companies quality of the response to an online consumer review, brand relationship, purchase intent. Using an online survey, participants are asked to answer general questions about the brand, the quality of the response, brand relationship, and purchase intent after seeing a random condition of both a low and high involvement product. Result support previous eWOM research as valence of the review had the largest impact on the consumers perception of the companies quality of the response to an online consumer review, brand relationship, purchase intent with an interesting finding where in most cases the addition of an emoji in positive valence message attributes to the strongest findings. With the increase in emoji usage in marketing and advertising, it is important that business are utilizing these tools in effective means otherwise the use of these paralinguistic cues could negatively impact the companies quality of the response to an online consumer review, brand relationship, purchase intent.

Brand value co-creation is an essential theme in Marketing research. The research aims to investigate the degree to which brand relationship quality on social media influences Generation Z’s motivation to co-create by applying the Stimulus-Organism-Response framework. The study was based on many theories of brand relationship quality, consumer engagement, brand satisfaction, brand loyalty, and brand value co-creation. In this study, survey method was utilized to collect 316 insights from Vietnamese League of Legends communities. Gathered data was further embedded into Structural Equation Modelling to analyze causal relationships between variables. The findings show that consumer engagement in online e-sport communities, which is positively impacted by brand relationship quality, has a major influence on brand satisfaction and brand loyalty. Brand satisfaction acts as a mediator between consumer engagement and brand loyalty. Consequently, brand loyalty positively influences brand value co-creation. E-sport organizations can use these findings to actively implement strategies that involve the e-sport communities in co-creating brand value.

Ce travail doctoral a eu pour but de comprendre les relations des consommateurs aux marques, et plus particulièrement, la relation identitaire. Nous avons pris ancrage sur différentes théories : la théorie de l'Identité Sociale et la théorie de l'Interactionnisme Symbolique. Elles permettent d'expliquer les relations aux marques et le sens qui leur est attribué. La littérature a mis en exergue plusieurs manques. Ainsi, cette recherche s'organise autour de trois questions principales : l'impact des types d'images de marques (fonctionnelle, affective et symbolique) sur les variables relationnelles et comportementales ; les conséquences relationnelles et comportementales de l'identification à la marque, et enfin, les antécédents des communications de bouche à oreille. Notre étude empirique se compose ainsi, d'un échantillon de 403 individus. Chaque répondant évaluait la marque (alimentaire, soin dentaire ou habillement), qu'il achète le plus fréquemment. Les variables intégrées dans la recherche sont : identification à la marque, identification aux consommateurs de la marque, attachement, engagement (normatif et calculé), fidélité (par inertie, affective et sociale) et bouche à oreille. Les tests des hypothèses sont réalisés à partir d'équations structurelles, par la méthode du maximum de vraisemblance. Les résultats soulignent qu'une marque évaluée comme symbolique favorise le développement de relations consommateurs-marques fortes. Ces relations sont principalement, de type identitaire : identification à la marque et identification aux consommateurs. De plus, l'identification à la marque a une place centrale dans les relations des consommateurs aux marques / This doctoral dissertation was aimed to understand the consumer brand relationship, and more particularly, the relationship of identity. We took anchor on different theories: the Social Identity Theory and the Symbolic Interactionism Theory. They help explain the brand relationship and the brand meaning. The literature has highlighted several shortcomings. Thus, this research is organized around three main issues: the impact of brand images types (functional, emotional and symbolic) on relational and behavioral variables; the relational and behavioral consequences of brand identification and finally, the determinants of word-of-mouth communication. Our empirical study thus consists of a sample of 403 individuals. Each respondent evaluated the brand (food, clothing or dental care), they buy most frequently. The variables included in the research are: brand identification, consumer brand identification, brand attachment, brand commitment (normative and calculated), loyalty (inertia, emotional and social) and word of mouth. Testing hypotheses are made from structural equations by the method of maximum likelihood. The results highlight symbolic brand image promotes the development of strong consumer brand relationship. These relationships are mainly identity: brand identification and consumer brand identification. In addition, brand identification has a central place in brand relationship. More a consumer incorporates the brand in its self-concept, more the brand relationship is strong. Finally, brand identity relationship supports word-of-mouth communications. This link is accentuated when the brand is perceived as symbolic

本研究搜集299份線上問卷，以類社會互動理論的取徑去探究在Facebook中介下的品牌關係。研究結果發現，品牌吸引(包括社會吸引和任務吸引)以及粉絲的工具性媒介使用動機與類社會互動成正相關，但粉絲的年齡、教育程度、收入此三個人口統計變項與類社會互動間的關係則不顯著。而類社會互動與品牌關係亦成正相關，並完全中介品牌吸引且部分中介粉絲的工具性媒介使用動機對品牌關係的影響。 / This study collected 299 Web questionnaires and applied parasocial interaction perspective to examine the relationship between fans and brands on Facebook. Finding revealed a positive relationship between brand attractions (including social and task attraction) and instrumental media motivation to parasocial interaction. Demographics (including age, education, and income) did not have a significant relationship with parasocial interaction as expected. There is also a positive relationship between parasocial interaction and brand relationship. Parasocial interaction perfectly mediated the influence of brand attractions and partially mediated the influence of the instrumental media motivation on brand relationship.

本研究分別從理性層面與感性層面探討品牌愛慕對品牌關係的影響，前者由品牌愛慕與顧客滿意在顧客品牌關係架構中扮演的角色切入，探討如何藉由功能、體驗與象徵價值增進品牌愛慕與顧客滿意，以及品牌愛慕與顧客滿意對依賴與行為忠誠的相對影響。後者探討人際關係中的正向幻覺（情人眼裡出西施）現象是否也會出現在品牌關係，藉由驗證品牌愛慕者對品牌評價的理想化，說明品牌愛慕的感性影響機制。 研究一透過質化研究發掘維繫品牌關係的關鍵，兩階段研究共訪談27位受訪者，分析結果發現要讓消費者忠於品牌，光靠顧客滿意是不夠的，還要讓消費者對品牌產生愛慕，方能維繫品牌關係。研究二藉由量化研究驗證品牌愛慕與品牌關係的關聯性，藉由調查法蒐集北、中、南三所大學共130位學生對誠品書店的消費經驗，實證結果顯示：（1）品牌愛慕是功能與象徵價值對依賴與行為忠誠的完全中介變數，顧客滿意則是體驗價值對行為忠誠的完全中介變數。（2）品牌愛慕取代顧客滿意成為影響依賴與行為忠誠的主要變數。（3）功能與象徵價值對品牌愛慕有顯著的正向影響，體驗價值則對顧客滿意有顯著的正向影響。研究三以實驗法操弄品牌愛慕與行銷刺激，探究其對智慧型手機品牌評價的影響，以大學生為受測對象，得到315份完整樣本，研究發現：（1）過去研究認為正向幻覺僅存在於人際關係中，本研究發現正向幻覺可適用於顧客品牌關係。（2）相較於低品牌愛慕者，高品牌愛慕者對品牌的評價存在理想化的現象。（3）高品牌愛慕者會放大正向事件的認知重要性與頻率，並淡化負向事件的頻率。最後，參考研究結論提出品牌管理的研究與管理意涵及未來研究方向。

Esta tese explora um aspecto social específico da interação entre consumidores e marcas em mídias sociais, que é o nível de intimidade da marca. Este fator é entendido como o grau em que a marca interage como um ator social psicologicamente próximo aos seus consumidores, sendo operacionalizado na forma de um construto latente formado pela autorrevelação, pela expressividade de emoções, pela transmissão de sentimentos positivos e de calor humano e pela informalidade. Embora as mídias sociais já tenham se tornado um componente importante para as estratégias de relacionamento das empresas com seus clientes, ainda há uma falta de construtos específicos de relacionamento social na maior parte dos modelos tradicionalmente empregados em branding e comércio eletrônico. Assim, o objetivo geral desta tese foi o de entender como este nível de intimidade da marca influencia o comportamento dos consumidores nas mídias sociais e quando pode ser mais vantajoso para as marcas buscarem maior ou menor intimidade, dependendo do contexto de consumo em que atuam. Mais especificamente, o efeito da intimidade da marca foi analisado em duas variações de contextos de consumo: no caso de serviços de objetivo hedônico ou utilitário; e no caso de serviços de alto ou baixo envolvimento situacional. Quatro estudos experimentais foram usados, apresentando reproduções de páginas de marca no Facebook para participantes selecionados através do Amazon MTurk. Através do Estudo 1, foram oferecidas evidências de suporte ao efeito positivo da intimidade da marca nas respostas dos consumidores – intenção de compra, intenção de uso da página de marca, aceitação e fornecimento de boca a boca online – em função do aumento do valor hedônico da experiência dos consumidores na mídia social. Os resultados do Estudo 1 também ofereceram suporte à hipótese de moderação deste efeito positivo da intimidade da marca pelo tipo de consumo buscado pelos consumidores. A intimidade da marca teve um efeito maior quando os consumidores buscavam um objetivo hedônico do que um objetivo utilitário. O Estudo 2 foi projetado para testar o efeito moderador da valência geral das postagens sobre a marca na mídia social. Os resultados deste estudo demonstraram que, com o maior número de opiniões negativas sobre a marca na mídia social, o efeito positivo da intimidade da marca deixa de se manifestar em todas as variáveis dependentes. O Estudo 3 analisou a possibilidade de que a intimidade da marca pudesse tornar as respostas dos consumidores menos favoráveis à marca, no caso do aumento do risco percebido. Confirmando esta hipótese, o risco percebido foi verificado como um mediador do efeito negativo da intimidade da marca e o nível de envolvimento situacional como um moderador desta relação. Por fim, o Estudo 4 foi projetado para verificar a possibilidade de influência da valência geral das postagens sobre a marca no efeito da intimidade da marca nas variáveis dependentes. Porém, os resultados deste estudo não indicaram nenhuma interação entre a intimidade da marca e a valência geral das postagens, mas apenas um efeito direto da valência geral das postagens na intenção de compra e de boca a boca. De uma forma geral, os resultados desta tese podem contribuir não apenas para a literatura sobre marketing e comércio eletrônico, mas também podem ser úteis para informar os gerentes de marketing sobre como e quando eles deveriam abordar seus clientes de uma forma mais (ou menos) próxima. Em especial, os resultados indicam ser possível obter melhores respostas em termos de intenção de compra, uso da página de marca e boca a boca online, aumentando o nível de intimidade de marca se esta está mais relacionada a produtos/serviços mais hedônicos e de baixo envolvimento situacional, mas diminuindo o nível de intimidade se o produto/serviço está associado a um alto risco e a um elevado envolvimento situacional. / This thesis explores a specific aspect of social interaction between consumers and brands on social media, which is the level of brand intimacy. This factor is defined as the degree to which the brand interacts as a psychologically close social actor to its consumers, and it is operated as a latent construct composed of self-disclosure, emotion expressivity, transmission of positive feelings, human warmth and informality. Although social media have already become an important component in the relationship strategies of companies with their customers, there is still a lack of specific constructs of social relationship in most models traditionally used in online branding and ecommerce. Thus, the general purpose of this thesis was to understand how this level of brand intimacy influences consumer behavior on social media and when it may be more advantageous for brands to seek greater or lesser intimacy, depending on the consumption context in which they operate. More specifically, the effect of brand intimacy was examined under two variations of consumption contexts: in the case of hedonic or utilitarian services; and in the case of services of high or low situational involvement. Four experimental studies were applied to participants selected through Amazon MTurk, with reproductions of Facebook brand pages. The first study provided evidence supporting the positive effect of brand intimacy in consumer responses (purchase intention, intention to use brand page, acceptance and delivery of e-WOM) – due to the increased hedonic value the experience of consumers on social media. The results of Study 1 also offered support to the hypothesis that this positive effect of intimacy brand is moderated by the consumers’ goal type. Brand intimacy had a greater effect when consumers had a hedonic goal than when they had a utilitarian goal. Study 2 was designed to test the moderating effect of the overall valence of posts about the brand on social media. The results confirmed this effect and showed that the positive effect of brand intimacy in all dependent variables ceased to exist due to the number of negative opinions on the brand page. The third study analyzed the possibility that the level of brand intimacy could make consumers’ responses less favorable to the brand in the case of increased perceived risk. Confirming this hypothesis, the perceived risk was observed as a mediator of this negative effect of brand intimacy. Additionally, the study verified that the level of situational involvement was a moderator of this relationship. Finally, the fourth study was designed to test the possibility that the overall valence of the posts about the brand could moderate the effect of brand intimacy on the dependent variables. However, the results of this study indicated no interaction between brand intimacy and the overall valence of the posts, but only a direct effect of the overall valence of posts on purchase intention and e-WOM. In a general way, the results of this thesis can contribute not only to the literature on online marketing and e-commerce, but may also be useful to inform marketing managers on how and when they should address their customers in a more (or less) close way. in order to get better responses in terms of purchase intention, brand page usage and e-WOM. In particular, the results indicate possible best responses in terms of purchase intention, brand page usage intention and e-WOM, by increasing the level of brand intimacy if it is more related to hedonic products/services with low level of situational involvement and risk, or decreasing the level of intimacy for products/services with high levels of situational involvement and risk.