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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Brand Extension : research of Danone in Sweden

Lai, Yu, Yang, Yue January 2012 (has links)
ABSTRACT Purpose-----The purpose of this paper is to discuss Danone how to extend its brand in Sweden. Brand extension as a branding strategy has been increasing the last decades, and Danone just proposes Yogurt in Gälve which is one of the cities in Sweden, so this paper is to analyze what should Danone do if it wants to extend its brand in Sweden. Design/ mythology/ approach----An empirical study uses questionnaire method, and the data was collected in Gävle. This questionnaire is designed with BAV method. Findings-----Results show that Danone has positive customer-based brand equity; this is a foundation for Danone to extend its brand. Then this paper also finds out the opportunities and challenges for Danone if it extends its brand in Sweden. Research limitations/ implications-----The study was only doing the questionnaires in Gävle, the data cannot represent the whole Sweden, so the data has deviation. Practical implications-----Results suggests that Danone should extend its brand in Sweden. This paper suggests that Danone can extend the brand by producing some biscuit with low calorie or fat-free, and Danone can produce biscuit with other flavor. Originality/ value-----This study gives three suggestions about how to do a successful brand extension.
2

Branding is not rocket science… it is harder : En kvalitativ studie om hur konsultföretag arbetar med brand equity / Branding is not rocket science… it is harder : A qualitative study of how consulting companies work with brand equity

Hamulic, Alma, Michael, Brandon January 2020 (has links)
Research Questions: How do consulting companies work to strengthen the brand's structure?What impact does brand equity and its components have on consulting firms? Purpose: The purpose of this study is to contribute with new knowledge as well as increase the understanding of brand equity and how its components contribute to strengthening the consultancy's brand. The study also aims to explore how companies create competitive advantages in a constantly evolving market.                                                                                                                              Method: Qualitative method with four semi-structured interviews. Conclusion: The result of this study show that the consulting companies are activelyworking with three aspects within the company in order to strengthen the brand and its structure. All aspects are about the company being innovative, working on and completing internal factors that develop the corporate culture and its values for them to be reflected externally as well as how the companies meet the customers’ needs in terms of results and performance. The result also show that the researched consulting companies work around strengthening the brand structure by taking into account of aspects that also are found in Keller’s Customer Based Brand Equity Model (CBBE Model). / Frågeställning: Hur arbetar konsultföretag med att stärka varumärkets uppbyggnad?Vilken inverkan har brand equity och dess komponenter på konsultföretag? Syfte: Syftet med denna undersökning är att med ny kunskap bidra samt öka förståelsen om brand equity och hur dess komponenter bidrar till att stärka konsultföretagens varumärke. Studien ämnar även till att undersöka hur företagen kan skapa konkurrensfördelar i en ständigt utvecklande marknad. Metod: Studien är av kvalitativ metod där fyra semistrukturerade intervjuer utförts i syfte att besvara forskningsfrågan, som vidare analyserades genom tematisk metod. Slutsats: Resultaten av denna studie visar att konsultföretagen aktivt arbetar kring tre aspekter i syfte till att stärka varumärket och dess uppbyggnad. Samtliga handlar om att företaget ska vara innovativt, att bearbeta och komplettera interna faktorer som utvecklar företagskulturen och dess värderingar för dessa att speglas externt och om hur företagen uppfyller kundernas behov i form av resultat och prestationer. Resultaten visar även på att de undersökta konsultföretagen arbetar kring att stärka varumärkesuppbyggnaden genom att de tar hänsyn till aspekter som också återfinns i Keller´s Customer Based Brand Equity Model.
3

The immigrant as an adolescent consumer

Sanchez, Magaly Torres 13 July 2011 (has links)
This report examines the role of Latino consumers, specifically looking at Mexican-Americans and their first generation experiences. It looks at how these experiences influence their consumption patterns. While observing the idea that first generation Latinos are much like ‘adolescent consumers’, a concept stemming from the idea that much like teenagers Latino immigrants are in a sense coming of age in this country. They are under a whole different set of social norms, cultural expectations and values different from their country of origin. This report proposes a reconsideration of the heuristics that marketers hold for Latino consumer spending habits. It maintains the idea that Latino consumer behaviors should be attributed and conceptualized as a process of maturation, not just based on culture and class. Lastly it re-examines the Customer Based Brand Equity model and places it in the context of the Latino consumer while keeping in mind the above framework about Latinos as adolescent consumers. / text
4

Riding the Viral Wave: Generation Z consumer behaviour during viral demand in relation to Brand Management : A qualitative study on how to strategize brand equity management to prolong customer retention from viral demand based on Generation Z consumer behaviour.

Husain Jinnah, Aini Safiya, Ismail, Lolav January 2023 (has links)
Background: Following the development brought by the digital age, social networks and consumer behaviour has significantly changed. The network connectivity of WEB 2.0 enables information to spread at an accelerated rate to a wide scope, creating viral demand. This phenomenon presents an opportunity for brands to increase their customer base. Building brand resonance through brand equity management will result in a stronger brand-to-consumer relationship from viral demand, leading to improved customer retention and overall brand growth. Purpose: This paper focuses on theory development of Kevin Keller’s (1993) CBBE model. The remodelling aims to strategize brand equity management to optimize long-term customer retention from viral demand based on Generation Z consumer behaviour. The framework provides value for brands as it allows to recognize key drivers influencing Gen-Z's customer retention within the context of virality. Method: The study follows a qualitative design, which is inspired by grounded theory methodology, enabling us to develop a framework based on the CBBE-model (Keller, 1993). An open-ended survey was conducted to understand Generation Z consumer behaviour during viral trends. The survey was systematically analysed, and empirical conclusions were made, respectively. Conclusion: An interest in product over brand during viral trends disrupts the customer retention longevity, explaining why the individual Gen-Z customer lifetime is rather short lived. Furthermore, the proposed CVRM model strategizes how to (1) create willingness for the customer to return and (2) how to prolong customer retention and thus generate long term benefits from a short-term phenomenon.
5

Enhancing Fast Fashion Brands Through Environmentally Sustainable Efforts : An explorative study on Generation Z’s perceptions towards circular economy initiatives and its impact on Customer-Based Brand Equity

Blomberg, Linnéa, Furman, Julia January 2021 (has links)
Purpose – The purpose of this study is to explore how environmentally sustainable efforts, in terms of circular economy (CE) initiatives, are affecting the customer-based brand equity (CBBE) of fast fashion brands. By considering the attitudes of Generation Z, fashion companies can build brands that respond to the environmental requirements of future decision-makers. Therefore, the following research questions are derived: What are Generation Z’s self-disclosed perceptions of fast fashion brands conducting circular economy initiatives? and How do the perceptions of Generation Z regarding circular economy initiatives impact the CBBE of fast fashion brands?  Method – This master thesis is an exploratory study with an inductive approach. In total, 12 qualitative interviews are conducted, consisting of consumers of fast fashion within Generation Z and currently living in Sweden. The interviews follow a semi-structured approach and in order to analyze the empirical findings, a thematic analysis was executed.  Findings – The main findings of this study consist of three overarching themes in terms of Generation Z’s perceptions towards fast fashion brands conducting CE initiatives and its impact on CBBE. The emerging perceptions describe different segments within Generation Z, which have been defined as Positive: Creates Value, Negative: Hypocritical, and Indifferent: Not relevant. Moreover, the results show that a positive perception towards CE initiatives can strengthen the CBBE of fast fashion brands. In contrast, a negative perception causes a small impact on CBBE and may even weaken the brand, whereas an indifferent perception towards CE initiatives has no noticeable impact on the CBBE.  Theoretical and practical contributions – The study provides insights into Generation Z's different perceptions regarding CE initiatives and how macro-environmental factors can impact the brand equity of fast fashion brands and consumer perception of these brands. The main findings can assist brand managers to address the different consumer segments and their needs by successfully implementing sustainability activities into the business operations of fast fashion brands.

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