El presente trabajo tiene como objetivo analizar el grado de importancia de las variables valor del producto y calidad percibida de la marca, dentro del valor de marca, en productos denominados como ‘saludables’ de marcas propias de supermercados en la categoría abarrotes en la intención de compra de los consumidores Limeños. La investigación inicia con una introducción de la situación actual del mercado en Lima. Se amplía este estudio con un análisis de las posturas de diversos investigadores sobre temas claves como valor de marca, decisión de compra, marcas blancas y alimentación saludable. Los objetivos establecidos se corroborarán con el enfoque correlacional empleado para este trabajo. La metodología utilizada es de tipo mixta, la cual incluye tanto investigación cuantitativa como cualitativa. Finalmente se quiere identificar si la calidad percibida de la marca es menos importante que el valor del producto reflejado en su precio. / The present research has as objective to analyze de importance degree of the variable’s product value and brands perceived quality, within the brand equity, in products named as ‘healthy’ of supermarkets private labels in the grocery category on the purchase intention of consumers of Lima. The investigation starts with an introduction of the current situation of the market in Lima. This study is extended with an analysis of diverse investigators positions about key issues as brand equity, purchase decision making, private labels and healthy eating. The established objectives will be corroborated with the correlational approach used for this research work. The methodology employed is a mixed type, that includes both quantitative and qualitative research. Finally, this investigation pretends identify if the brands perceived quality es less important than the product value reflected in their price. / Trabajo de investigación

En el presente trabajo de investigación, tiene como propósito de medir la relación de las dimensiones del Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, Brand Associations) con la decisión de compra en empresas de moda sostenible en Lima Metropolitana. Ello responde a la aparición de una nueva corriente, donde los consumidores están optando por organizaciones de moda que se enfocan en el bienestar del medio ambiente. Con respecto a la metodología de investigación, fue de carácter mixto, donde se hizo uso de herramientas tanto cualitativas como cuantitativas. Por un lado, en el estudio cualitativo, se realizaron cuatro entrevistas a expertos en el sector de moda sostenible, seis entrevistas al público objetivo y, por último, un grupo focal. Por otro lado, con la finalidad de contrastar la información brindada por los expertos, se hizo uso de la investigación cuantitativa para darle profundidad y representatividad a la data recolectada. Para ello, se empleó una muestra de 293 usuarias de prendas de vestir de moda sostenible seleccionadas por un muestreo no probabilístico, a las cuales fueron encuestadas por un cuestionario de 37 preguntas. Con todo lo mencionado, se logró concluir que las dimensiones Brand Loyalty y Brand Associations tienen una mayor significancia con respecto a la decisión de compra. / The purpose of this research is to measure the relationship between the dimensions of Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, Brand Associations) with the purchase decision in sustainable fashion companies in Lima. This responds to the emergence of a new trend, where consumers are opting for fashion organizations that focus on the well-being of the environment. Regarding the research methodology, which was a mixed nature, where both qualitative and quantitative tools were used. In one hand, the qualitative study, four interviews were conducted with experts in the sustainable fashion sector, six interviews of the target audience and, finally, one focus group. On the other hand, in order to contrast the information provided by the experts, quantitative research was used to give a deeper and representative view on the collected data. For this, we took a sample of 293 users of sustainable fashion clothing selected by a non-probability sample, and they were surveyed by forum of 37 questions. We concluded that the dimensions of brand loyalty and brand associations are have greater importance with respect of the purchase decision. / Trabajo de investigación

Given the rise of social media and the growing importance of influencers on consumer behavior, gaining an understanding of how influencers and the practice of influencer marketing impact the brand from the consumer's perspective is crucial. Additionally, a significant amount of companies compete for consumers' attention in today's market. Consequently, it is essential to comprehend how to foster strong brand equity in order for brands to compete. A research gap identified in this study is the lack of research examining the four dimensions of brand equity in relation to influencer marketing considering source credibility and brand-endorser fit. Earlier studies have focused on dimensions of brand equity separately, not taking all of them into account. Additionally, academic research has to be undertaken to enhance our understanding of influencer marketing.  Considering the research gaps, this study aims to develop a deeper understanding and extend the knowledge of how influencer marketing on Instagram affects different aspects of customer-based brand equity considering source credibility and brand-endorser fit on Generation Z consumers through the research question: How does influencer marketing through brand-endorser fit and source credibility on Instagram influence customer-based brand equity among Generation Z consumers?  The study employed a qualitative research methodology, and ethical considerations were given constant thought during the course of the study's execution. The theoretical framework presents theories focusing on influencers and influencer marketing, brand-endorser fit, eWOM, source credibility, and brand equity. Ten semi-structured interviews with people from Generation Z were carried out in order to collect the data. All of the interviews focused on the consumers' experiences of influencer marketing on Instagram and the impact it has had on their perceptions of brands, which were then examined thematically. The qualitative study has provided extensive insights into how Generation Z consumers perceive the impact of influencer marketing on brand equity. The findings indicate that influencer marketing has an impact on each of the dimensions of brand equity, both positive and negative, through the factors of source credibility, brand-endorser fit, exposure, and eWOM. The analysis discloses that a good fit between the brand and the influencer, followed by the perceived credibility of the influencer through either trustworthiness, expertise, or attractiveness, or all of them, can foster positive eWOM and a positive view of the brand. Exposure has shown to have a beneficial effect on awareness of a brand but, incongruously, a negative effect on perceived quality. It also showed how strong the brand is perceived to be will impact influencer marketing has an effect on the dimension of brand equity.  In addition to theoretical contributions, the thesis offers implications for managers and marketers by providing a deeper understanding of how the use of influencer marketing affects the brand. The thesis offers managers insightful information that can be used to create effective marketing strategies in order to compete in today's market by helping them understand how customers perceive the impact of influencer marketing on brands.

Due to highly competitive destination markets, destination branding techniques are becoming popular among destination marketers. The destination marketers tend to leverage their destination brand value to other products associated with the destination brand (referred to as brand extension). This thesis investigated how customer-based brand equity for a tourist destination can be transferred to products associated with a destination brand. Specifically, the effect of destination image on preference for products associated with a destination brand was investigated. The relationship between destination image, consisting of a cognitive component and an affective component, and preference for products associated with the destination brand was examined. Also, the relationship between tourists' destination preference and preference for products associated with a destination brand was investigated. Both cognitive image and affective image of destination are positively related with preference for products associated with a destination brand. It is revealed that preference for destination is also positively related to preference for products associated with a destination. / Master of Science

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Background: With digitalization, the increased use of the World Wide Web and social media combined with the aware and engaged costumer, the conditions of reputation management are also evolving (Beal & Strauss, 2008; Jones et al., 2009). Startups’ circumstances are even more challenging, in terms of several limitations, increased risks and uncertainties (Bortolini et al. 2021). Thus, reputation management strategies need to develop and adapt to current changes. Purpose: The purpose of this study is to describe how startups currently are managing their online reputation in a digital age and what kind of challenges they are facing. Based on the discoveries of this study the research will later discuss how strategies can be adjusted and improved to support startups in establishing and protecting their image and brand in an exposed and vulnerable landscape. Method: To answer the research question, four semi-structured online interviews with different startups were conducted and secondary data was observed. These case studies cover startups operating in different industries and respondents with different roles and experiences of reputation management. Through this variation, the empirical data could achieve comprehensive and nuanced insights. Findings: The gathered empirical data revealed that startups face several challenges when managing their online reputation due to their unique context. In a small startup, everyone is involved in engaging with stakeholders, monitoring the public’s perception, as well as contributing to a strong image, and building brand equity. Because of startups’ limitations, priorities are creating personal long-term relationships, networking, and gaining trust and loyalty to build reputation.  Conclusion: Recommendations for startups to manage their reputation more efficiently is practicing transparency to avoid misunderstandings that could damage the reputation, spread a consistent message to the public to establish a strong image, as well as ensuring that their performance conforms with their promises and planted perceptions. Adopting automatic and preventative tools to monitor information without human resources should also be considered. However, there is a need for further research in this field to continue exploring more efficient reputation management strategies tailored to startups’ conditions in the digital age.

Researchers have examined the influence of entertainment companies' licensed media characters on children's diet and health. Conversely, limited empirical research exists on how food, beverage and restaurant companies use brand mascots to influence the dietary preferences and choices of children and their parents. This M.S. thesis is comprised of two studies that address this knowledge gap. The first study conducted a nutrient-profile analysis of 20 food, beverage, and restaurant products that use brand mascot marketing to children, whose companies are members of the Children's Food and Beverage Advertising Initiative (CFBAI), an industry self-regulatory program. Products were evaluated using seven nutrient-profile models or nutrition guidelines. Results showed that all twenty products that used brand mascots failed to meet one or more of the guidelines, especially for candy/sweets, children's meals, and snack foods. The second pilot study used Q methodology to explore the views of five child-parent dyads concerning the influence of brand mascots on their diet-related cognitive outcomes. Each child and one parent independently completed a demographic survey, a brand mascot and product association survey, and a card-sort with 48 brand mascot images to determine 'most-liked' versus 'most-disliked' mascots. Factor analysis identified three unique viewpoints that were shared by participants including: 1) Breakfast Cereal Animal Lovers; lover of mascots with eyes/hands of approval; and 3) human, hat-wearing mascot lovers. Participants associated 66 percent of products with the correct brand mascots. These results may inform policy-relevant recommendations to strengthen industry self-regulatory programs to create a more healthful childhood marketing atmosphere. / Master of Science

<p>This essay describes the Swedish furniture business and its strong competition between domestic and foreign producers. As the demand on higher development speed grows stronger, alongside a fierce competition between the companies, long lasting and unique qualities such as customer relations and strong brand names become crucial. Nowadays many furniture producers chose to sell their products through retailers and they therefore miss out on invaluable direct contact with their customers. Consequently, this means that they lack the perquisite to build relations or more importantly, to communicate their brand.</p><p>To illustrate the problem a case study and a survey have been carried out. The study compares the strategic marketing works between producers who have own concept stores and those who uses retailers. In addition to this the customer’s image perception has also been examined.</p><p>The theories are based on Branding, relationship marketing and Event Marketing. The result of the study is supported by an analysis of the theories and the studies. It indicated that the producers with own concept stores have better prerequisite to build relations and to communicate with their customers than those who use retailers.</p><p>The conclusion is that the work with branding and relations is a way for the Swedish furniture producers to strengthen their image and to give their customers an added value. The added value will in the long run lead to loyal customers and a positive reputation.</p> / <p>I bakgrunden framgår att möbelbranschen kantas av stor konkurrens både mellan inhemska och utländska producenter. Kraven på ökad utvecklingstakt i kombination med intensiv konkurrens gör att uthålliga och unika konkurrensmedel som varumärken och relationer söks. Då många möbelproducenter har sin försäljning via återförsäljare saknar de direktkontakt med kunderna och har inte förutsättningar för att skapa relationer eller att kommunicera sitt varumärke.</p><p>För att belysa problemet har en flerfallsstudie och en surveyundersökning gjorts. Undersökningarna jämför arbetet med den strategiska marknadsföringen hos svenska möbelproducenter med konceptbutiker och de som använder sig av återförsäljare. Dessutom undersöks kunders imageuppfattning av företagen.</p><p>Teoridelen grundas på teorier om varumärke, Branding, relationsmarknadsföring och Event Marketing. Resultatet baseras på en analys av teorierna och undersökningarna. Studiens resultat tyder på att företag med egna konceptbutiker har bättre förutsättningar för att skapa relationer och kommunicera med sina kunder än de som använder sig av återförsäljare.</p><p>Slutsatsen är att arbetet med varumärke och relationer är ett sätt för svenska möbelproducenter att stärka sin image och ge sina kunder ett mervärde. Mervärdet kommer på sikt att leda till lojala kunder och ett positivt rykte.</p>

Background: Nowadays, football is much more than just a sport. In fact, football is a global industry contributing to many countries’ economic and social wealth. Football leagues are deeply involved in globalization processes and follow international marketing strategies while aiming for growth in foreign markets. In that context, it is essential for any football league to know its brand equity and the interest in the league in the desired market, to be able to make strategic decisions which lead to internationalization and marketing management success. Purpose: The purpose of this study is to examine the Brand Equity of the Bundesliga including Brand Interest. The current research extends Shuv-Ami's (2016a) market brand equity model within sport organizations with Machleit et al.'s (1990) concept of brand interest and is applied to the Bundesliga in the Swedish market. Research Question: What is the perceived Brand Equity including Brand Interest of the Bundesliga in Sweden? Methodology: The chosen approach for this study was a deductive approach with a theory and context extension of Shuv-Ami's (2016a) market brand equity model. A quantitative data collection through online survey was conducted and collected 805 survey answers from Swedish football fans which were used for the analysis. Conclusion: The findings showed that the perceived Brand Equity including the brand interest of the Bundesliga in Sweden was very positive. The Bundesliga was especially highly ranked in terms of Brand Knowledge, Brand Image, Brand Personality, Brand Satisfaction, and Brand Interest. Further, the proposed Brand Equity model including Brand Interest as a new variable has been successfully confirmed by this study as Brand Interest had been identified as a significant contributor to Brand Equity. Keywords: Brand Equity, Brand Interest, Bundesliga, Sports Marketing, Football, Brand Equity of a Football League, Football Marketing.

Through our smartphones, the access to information is higher than ever before. Social media has revolutionized the communication landscape in how we share information and communicate to each other. Social media has significantly impacted marketing communication, therefore organizations in B2B are exploring and trying to identify ways in how to make a profitable use of social media. Despite this interest, there seems to be insufficient understanding of how to properly manage social media in the B2B context. Furthermore, branding and brand equity through social media communication creates opportunities such as deeper customer relationship, collaboration and reduce the information necessary for a purchase decision. Currently there is a gap in the theoretical understanding of how brand equity can be enhanced through social media. The purpose of this research is to explore and describe how brand equity can be enhanced through social media marketing within B2B for SME. This research aims to understand how small and medium-sized enterprises can utilize social media in the best way possible. The research adopted a qualitative exploratory descriptive approach. The collection of data was conducted through six semi-structured interview. The sample selection for the qualitative interviews were conducted on project managers and purchase managers. The result of this research gave new insights to the customer-based brand equity model in the B2B context and how customer-based brand equity can be applied in social media marketing. This resulted in a brand equity model for B2B social media marketing, where the steps have a dependency to each other. Thus, enhancing brand equity in social media demands an identification of the social media benefits, establishing a marketing plan, how to reach your target audience, utilize experience of others, communicating about technical innovation and change through the supply chain. / Genom användandet av smartphones är tillgången till information högre än någonsin tidigare. Sociala medier har revolutionerat kommunikationslandskapet i hur vi delar information och kommunicerar med varandra. Sociala medier har påverkat marknadsföringskommunikationen vilket har resulterat till att företag utforskar olika sätt för hur sociala medier kan nyttjas på ett fördelaktigt sätt. Trots detta, föreligger en otillräcklig kunskap om hur sociala medier kan användas inom B2B. Vidare skapar branding och brand equity via sociala medier möjligheter för en djupare kundrelation, samarbete samt att en minskad informationsinsamling inför ett köpbeslut. För närvarande visar forskningen en kunskapslucka vad gäller hur brand equity kan utvecklas genom sociala medier. Syftet med studien var att utforska hur brand equity kan utvecklas genom marknadsföring av sociala medier inom B2B för SME. Studien syftar till att ge en ökad förståelse för hur små och medelstora företag kan utnyttja sociala medier på bästa möjliga sätt. Studien antog en kvalitativ utforskande beskrivande ansats. Data samlades in genom sex semi-strukturerande intervjuer. De kvalitativa intervjuerna har i huvudsak genomförts med projektledare och inköpschefer. Resultatet av denna forskning gav nya insikter till den kundbaserade brand equity modellen inom B2B och hur den kundbaserade brand equity modellen kan tillämpas i ett sociala medier perspektiv. Detta resulterade i en brand equity modell för B2B inom marknadsföring för sociala media, där stegen är beroende av varandra. Däremot, en utveckling av brand equity inom sociala medier kräver en identifikation av fördelarna med sociala medier, ett upprättande av en marknadsplan, en plan för att nå sin målgrupp, ett användande av andras erfarenheter samt en kommunikation om teknisk innovation och förändring inom försörjningskedjan.