The number of people shopping on the Internet has grown rapidly in recent years and it has been suggested that the growth rate of Internet transactions now exceeds that of traditional retailing. Despite the significant growth in the use of the Internet for business transactions, there is evidence to suggest that many customers abandon web sites without completing their transactions. It is clearly important to understand why people buy from the Internet and also the way consumers examine websites. There had been limited research undertaken to investigate the relationships between the various antecedents and the willingness to buy in the Internet environment, especially within a single study. The main trust of this research is to examine the antecedents that influence the willingness to buy from the Internet and also how these antecedents influence one another. The antecedents included in this research were brand image (Dodds, Monroe & Grewal, 1991), perceived risk (Sweeney & Soutar, 2001), trust (Lynch & Beck, 2001), affect (Lynch & Beck, 2001), convenience (Szymanski & Hise, 2000), relative price (Sweeney, Soutar & Johnson, 1999), site reputation (Baker, Grewal & Parasuraman, 1994) and web design (Szymanski & Hise, 2000). Some of the antecedents were found to be unsuitable and they were dropped from the study. The empirical results from the final model suggest that perceived value is positively influenced by affect and brand image. Both brand image and affect also positively influence the trust of the website. Willingness to buy from the website is influenced by perceived value and trust of the website.

A presente pesquisa consistiu em identificar a imagem percebida pelo consumidor em relação ao valor da marca em perfumes de luxo. Com a evolução do Marketing ao longo dos anos muitas mudanças e aperfeiçoamentos foram necessárias para que o marketing viesse contribuir para o desenvolvimento e crescimento das organizações, bem como, incentivar o consumo no mercado. Com isso, o entendimento do comportamento do consumidor é importante para saber e compreender as necessidades e desejos do consumidor e, também, o comportamento da oferta e da demanda. Neste aspecto, o comportamento do consumidor aborda um sistema de configuração de imagem que consiste no inter-relacionamento, explicações e experiências (emocionais e racionais) do consumidor com o ambiente fazendo com que uma imagem seja gerada na mente do cliente. Além disso, é importante saber como o consumidor toma a decisão de compra, quais os fatores externos que influenciam esta geração de imagem no cognitivo. Neste sentido as classes sociais são destacadas, pois cada produto é criado para nichos específicos do mercado. Nesta pesquisa destaca-se o luxo buscando uma relação entre os fatores e, assim, surge o problema de pesquisa: Qual a afinidade existente entre imagem de marca, qualidade, envolvimento, imagem de preço e valor percebido em relação à intenção de compra? Para responder a esta pergunta a pesquisa se deteve em uma pesquisa quantitativa e, através de um experimento, estudou o comportamento do consumidor em relação ao perfume 212 MEN e 212 Sexy, perfumes caracterizados de luxo. Para o experimento se adotou um modelo fatorial de 2 x 2 (duas marcas e dois preços), aplicou-se a pesquisa em 4 grupos diferentes. O grupo n.º 1 caracterizava-se na apresentação do perfume, marca, preço e aroma original, o grupo 2 foi exposto à marca e aroma original e preço inferior. No grupo 3 foi apresentado uma marca manipulada mas o preço e aroma do perfume original e no grupo 4 a marca e o preço foram manipulados e o aroma original. Após a aplicação do questionário nos grupos, foi feito ajuste no questionário e os dados obtidos foram tratados. Como resultados foram feitos os testes das hipóteses, onde H1 foi confirmada, com apresentando 44,5% de explicação no valor percebido como impacto positivo na intenção de compra. H2 também foi confirmada, e a imagem da marca influencia em 46,2% na intenção de compra. H3 obteve-se 49,7% no fator qualidade percebida como fator influenciador na intenção de compra. Por fim, a imagem de preço e o envolvimento foram rejeitados na intenção de compra, apresentando 23,7% e 24,4%, respectivamente. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-04-28T13:31:57Z No. of bitstreams: 1 Dissertacao Vinicius de Vargas Bacichetto.pdf: 5137263 bytes, checksum: 5ced3a3cb6cfeb23ea3de82a2500c20d (MD5) / Made available in DSpace on 2014-04-28T13:31:57Z (GMT). No. of bitstreams: 1 Dissertacao Vinicius de Vargas Bacichetto.pdf: 5137263 bytes, checksum: 5ced3a3cb6cfeb23ea3de82a2500c20d (MD5) / The present research was to identify the image perceived by the consumer to the value of the brand in luxury fragrances. With the evolution of marketing over the years many changes and improvements were necessary for the marketing would contribute to the development and growth of organizations, as well as encouraging the consumption market. With this understanding of consumer behavior is important to know and understand the needs and desires of the consumer and also the behavior of supply and demand. In this respect, consumer behavior covers a system image configuration consisting of the inter-relationship, explanations and experiences (emotional and rational) consumer with the environment so that an image is generated in the mind of the customer. Furthermore, it is important to know how the consumer decides to buy, what external factors that influence this imaging in cognitive. In this sense social classes are highlighted, as each product is created for specific market niches. This research highlights the luxury seeking a relationship between the factors and thus arises the research problem: What is the affinity between brand image, quality, engagement, image price and perceived value in relation to the purchase intent? To answer this question, the research stopped in quantitative research and, through an experiment, studied consumer behavior in relation to perfume MEN 212 and 212 Sexy, perfumes featured luxury. For the experiment was adopted a model of 2 x 2 factorial (two marks and two prices), applied research in 4 different groups. The group n.º 1 was characterized in the presentation of perfume, brand, price and original aroma, group 2 was exposed to the brand and original aroma and lower price. In group 3 was presented a brand but manipulated the price and original aroma of perfume and group 4 to brand and price were manipulated and original aroma. After the questionnaire in groups, adjustments were made in the questionnaire and the data were treated. As results were made tests of hypotheses, where H1 was confirmed, with 44.5% presenting explanation on perceived value as positive impact on purchase intent. H2 was also confirmed, and brand image influences in 46.2% in purchase intent. H3 was obtained in 49.7% factor influencing perceived quality as a factor in purchase intent. Finally, the price image and involvement were rejected in purchase intent, with 23.7% and 24.4%, respectively.

With the rise of e-commerce, more and more retailers switch the focus to online environment. In order to gain customers’ e-loyalty, e-retailers have to pay more attention to e-loyalty itself and its antecedents. To help practitioners and academicians better understand e-loyalty, theory of e-satisfaction, e-trust and perceived value were introduced in this thesis. A conceptual model was structured to further explain the relationships towards e-loyalty. The purpose of this thesis is to explain the relationship of e-loyalty and its antecedents (e-satisfaction, e-trust and perceived value) and identify the strongest antecedent leading to e-loyalty.

O presente trabalho tem por objetivo descrever o valor percebido dos consumidores das camadas de baixa renda, moradores de bairros notadamente pobres de Porto Alegre, sobre o seu consumo de alimentos e produtos de limpeza, adquiridos preferencialmente em estabelecimentos comerciais (pequenos mercados) de bairros. Ao partir da premissa de que os consumidores das camadas de baixa renda pagam mais por seus alimentos e produtos de limpeza, se buscou investigar seus hábitos de consumo, procurando entender as motivações que norteiam seu consumo, aspectos cujo entendimento nos leva também a compreender o valor percebido que estes consumidores atribuem ao seu universo de consumo. Para tanto, o trabalho foi apoiado num referencial teórico essencialmente da área de marketing, transitando por aspectos essenciais da disciplina, como preço, comportamento de consumo, níveis de envolvimento e percepção de valor (noção de justiça X noção de injustiça). A opção pela abordagem qualitativa deve-se ao fato de que o objeto de estudo não demanda um resultado que possa ser expresso em números, mas a descrição e o melhor entendimento de um fenômeno social. Recentemente, Deighton; MacInnis; McGill & Shiv (2010) destacaram as pesquisas conceituais como ricas em ideias, na maior parte das vezes inovadoras, interessantes, fundamentadas teoricamente e capazes de estimular outras pesquisas, além de proporcionarem novas maneiras de se pensar o comportamento do consumidor. A utilização de uma etapa de observação ao trabalho proporcionou uma vivência fundamental do universo de estudo e sedimentou o terreno para a elaboração e execução das entrevistas em profundidade, instrumento este que propiciou uma riqueza significativa de informações na sua coleta. Por fim, a análise de conteúdo, apoiada nos trabalhos de Bardin (1979) e Minayo (2012), trouxe à tona resultados que demonstram um valor percebido de seu consumo altamente positivo pelas camadas de baixa renda da população, afastando a ideia de injustiça pelos preços mais altos que pagam e colocando os estabelecimentos comerciais (pequenos mercados) de bairros de baixa renda no centro de um processo de sociabilização das comunidades, aonde as pessoas encontram confiança, ética e, em especial, um universo de consumo com o qual tem afinidade cultural, colocando o valor percebido em um patamar muito distante dos modelos tradicionais de preço, qualidade e conveniência. / This monograph aims to describe the perceived value of low-income consumers, residents of poor neighborhoods in Porto Alegre, on their consumption of food and cleaning products, preferably acquired in neighborhood’s shops (small markets). Based on the premise that consumers of low income populations pay more for their food and cleaning products, seek to investigate their consumption habits, trying to understand the motivations that guide their consumption, aspects whose understanding leads us also to understand the perceived value these consumers attach to their universe of consumption. Therefore, the work was supported by a theoretical framework mainly in the area of marketing, moving through the essential aspects of the discipline, such as price, to consumer behavior, levels of involvement and perceived value (notion of justice X notion of injustice). The choice of a qualitative approach is due to the fact that the object of study does not require a result that can be expressed in numbers, but an understanding, as it is a description of a social phenomenon at its best. Recently, Deighton; MacInnis; Shiv & McGill (2010) highlighted the research conceptual as rich in ideas, in most cases innovative, interesting, theoretically grounded and able to stimulate further research, in addition to providing new ways of thinking about the behavior of consumer. Using an observation phase the work experience provided a fundamental study of the universe and cemented the ground for the development and implementation of in-depth interviews, this instrument that provided a significant wealth of information in its collection. Finally, content analysis, supported by the work of Bardin (1979) and Minayo (2012), brought up results that demonstrate a perceived value of their consumption highly positive by layers of low-income population, pushing the idea of injustice by higher prices they pay and putting commercial establishments (small markets) of low-income neighborhoods in the center of a process of socialization of communities, where people are trusted, ethical and, in particular, a universe with which the consumer has an cultural affinity, placing the perceived value at a level far away from the traditional models of price, quality and convenience.

O presente trabalho tem por objetivo descrever o valor percebido dos consumidores das camadas de baixa renda, moradores de bairros notadamente pobres de Porto Alegre, sobre o seu consumo de alimentos e produtos de limpeza, adquiridos preferencialmente em estabelecimentos comerciais (pequenos mercados) de bairros. Ao partir da premissa de que os consumidores das camadas de baixa renda pagam mais por seus alimentos e produtos de limpeza, se buscou investigar seus hábitos de consumo, procurando entender as motivações que norteiam seu consumo, aspectos cujo entendimento nos leva também a compreender o valor percebido que estes consumidores atribuem ao seu universo de consumo. Para tanto, o trabalho foi apoiado num referencial teórico essencialmente da área de marketing, transitando por aspectos essenciais da disciplina, como preço, comportamento de consumo, níveis de envolvimento e percepção de valor (noção de justiça X noção de injustiça). A opção pela abordagem qualitativa deve-se ao fato de que o objeto de estudo não demanda um resultado que possa ser expresso em números, mas a descrição e o melhor entendimento de um fenômeno social. Recentemente, Deighton; MacInnis; McGill & Shiv (2010) destacaram as pesquisas conceituais como ricas em ideias, na maior parte das vezes inovadoras, interessantes, fundamentadas teoricamente e capazes de estimular outras pesquisas, além de proporcionarem novas maneiras de se pensar o comportamento do consumidor. A utilização de uma etapa de observação ao trabalho proporcionou uma vivência fundamental do universo de estudo e sedimentou o terreno para a elaboração e execução das entrevistas em profundidade, instrumento este que propiciou uma riqueza significativa de informações na sua coleta. Por fim, a análise de conteúdo, apoiada nos trabalhos de Bardin (1979) e Minayo (2012), trouxe à tona resultados que demonstram um valor percebido de seu consumo altamente positivo pelas camadas de baixa renda da população, afastando a ideia de injustiça pelos preços mais altos que pagam e colocando os estabelecimentos comerciais (pequenos mercados) de bairros de baixa renda no centro de um processo de sociabilização das comunidades, aonde as pessoas encontram confiança, ética e, em especial, um universo de consumo com o qual tem afinidade cultural, colocando o valor percebido em um patamar muito distante dos modelos tradicionais de preço, qualidade e conveniência. / This monograph aims to describe the perceived value of low-income consumers, residents of poor neighborhoods in Porto Alegre, on their consumption of food and cleaning products, preferably acquired in neighborhood’s shops (small markets). Based on the premise that consumers of low income populations pay more for their food and cleaning products, seek to investigate their consumption habits, trying to understand the motivations that guide their consumption, aspects whose understanding leads us also to understand the perceived value these consumers attach to their universe of consumption. Therefore, the work was supported by a theoretical framework mainly in the area of marketing, moving through the essential aspects of the discipline, such as price, to consumer behavior, levels of involvement and perceived value (notion of justice X notion of injustice). The choice of a qualitative approach is due to the fact that the object of study does not require a result that can be expressed in numbers, but an understanding, as it is a description of a social phenomenon at its best. Recently, Deighton; MacInnis; Shiv & McGill (2010) highlighted the research conceptual as rich in ideas, in most cases innovative, interesting, theoretically grounded and able to stimulate further research, in addition to providing new ways of thinking about the behavior of consumer. Using an observation phase the work experience provided a fundamental study of the universe and cemented the ground for the development and implementation of in-depth interviews, this instrument that provided a significant wealth of information in its collection. Finally, content analysis, supported by the work of Bardin (1979) and Minayo (2012), brought up results that demonstrate a perceived value of their consumption highly positive by layers of low-income population, pushing the idea of injustice by higher prices they pay and putting commercial establishments (small markets) of low-income neighborhoods in the center of a process of socialization of communities, where people are trusted, ethical and, in particular, a universe with which the consumer has an cultural affinity, placing the perceived value at a level far away from the traditional models of price, quality and convenience.

O presente trabalho tem por objetivo descrever o valor percebido dos consumidores das camadas de baixa renda, moradores de bairros notadamente pobres de Porto Alegre, sobre o seu consumo de alimentos e produtos de limpeza, adquiridos preferencialmente em estabelecimentos comerciais (pequenos mercados) de bairros. Ao partir da premissa de que os consumidores das camadas de baixa renda pagam mais por seus alimentos e produtos de limpeza, se buscou investigar seus hábitos de consumo, procurando entender as motivações que norteiam seu consumo, aspectos cujo entendimento nos leva também a compreender o valor percebido que estes consumidores atribuem ao seu universo de consumo. Para tanto, o trabalho foi apoiado num referencial teórico essencialmente da área de marketing, transitando por aspectos essenciais da disciplina, como preço, comportamento de consumo, níveis de envolvimento e percepção de valor (noção de justiça X noção de injustiça). A opção pela abordagem qualitativa deve-se ao fato de que o objeto de estudo não demanda um resultado que possa ser expresso em números, mas a descrição e o melhor entendimento de um fenômeno social. Recentemente, Deighton; MacInnis; McGill & Shiv (2010) destacaram as pesquisas conceituais como ricas em ideias, na maior parte das vezes inovadoras, interessantes, fundamentadas teoricamente e capazes de estimular outras pesquisas, além de proporcionarem novas maneiras de se pensar o comportamento do consumidor. A utilização de uma etapa de observação ao trabalho proporcionou uma vivência fundamental do universo de estudo e sedimentou o terreno para a elaboração e execução das entrevistas em profundidade, instrumento este que propiciou uma riqueza significativa de informações na sua coleta. Por fim, a análise de conteúdo, apoiada nos trabalhos de Bardin (1979) e Minayo (2012), trouxe à tona resultados que demonstram um valor percebido de seu consumo altamente positivo pelas camadas de baixa renda da população, afastando a ideia de injustiça pelos preços mais altos que pagam e colocando os estabelecimentos comerciais (pequenos mercados) de bairros de baixa renda no centro de um processo de sociabilização das comunidades, aonde as pessoas encontram confiança, ética e, em especial, um universo de consumo com o qual tem afinidade cultural, colocando o valor percebido em um patamar muito distante dos modelos tradicionais de preço, qualidade e conveniência. / This monograph aims to describe the perceived value of low-income consumers, residents of poor neighborhoods in Porto Alegre, on their consumption of food and cleaning products, preferably acquired in neighborhood’s shops (small markets). Based on the premise that consumers of low income populations pay more for their food and cleaning products, seek to investigate their consumption habits, trying to understand the motivations that guide their consumption, aspects whose understanding leads us also to understand the perceived value these consumers attach to their universe of consumption. Therefore, the work was supported by a theoretical framework mainly in the area of marketing, moving through the essential aspects of the discipline, such as price, to consumer behavior, levels of involvement and perceived value (notion of justice X notion of injustice). The choice of a qualitative approach is due to the fact that the object of study does not require a result that can be expressed in numbers, but an understanding, as it is a description of a social phenomenon at its best. Recently, Deighton; MacInnis; Shiv & McGill (2010) highlighted the research conceptual as rich in ideas, in most cases innovative, interesting, theoretically grounded and able to stimulate further research, in addition to providing new ways of thinking about the behavior of consumer. Using an observation phase the work experience provided a fundamental study of the universe and cemented the ground for the development and implementation of in-depth interviews, this instrument that provided a significant wealth of information in its collection. Finally, content analysis, supported by the work of Bardin (1979) and Minayo (2012), brought up results that demonstrate a perceived value of their consumption highly positive by layers of low-income population, pushing the idea of injustice by higher prices they pay and putting commercial establishments (small markets) of low-income neighborhoods in the center of a process of socialization of communities, where people are trusted, ethical and, in particular, a universe with which the consumer has an cultural affinity, placing the perceived value at a level far away from the traditional models of price, quality and convenience.

A presente pesquisa consistiu em identificar a imagem percebida pelo consumidor em relação ao valor da marca em perfumes de luxo. Com a evolução do Marketing ao longo dos anos muitas mudanças e aperfeiçoamentos foram necessárias para que o marketing viesse contribuir para o desenvolvimento e crescimento das organizações, bem como, incentivar o consumo no mercado. Com isso, o entendimento do comportamento do consumidor é importante para saber e compreender as necessidades e desejos do consumidor e, também, o comportamento da oferta e da demanda. Neste aspecto, o comportamento do consumidor aborda um sistema de configuração de imagem que consiste no inter-relacionamento, explicações e experiências (emocionais e racionais) do consumidor com o ambiente fazendo com que uma imagem seja gerada na mente do cliente. Além disso, é importante saber como o consumidor toma a decisão de compra, quais os fatores externos que influenciam esta geração de imagem no cognitivo. Neste sentido as classes sociais são destacadas, pois cada produto é criado para nichos específicos do mercado. Nesta pesquisa destaca-se o luxo buscando uma relação entre os fatores e, assim, surge o problema de pesquisa: Qual a afinidade existente entre imagem de marca, qualidade, envolvimento, imagem de preço e valor percebido em relação à intenção de compra? Para responder a esta pergunta a pesquisa se deteve em uma pesquisa quantitativa e, através de um experimento, estudou o comportamento do consumidor em relação ao perfume 212 MEN e 212 Sexy, perfumes caracterizados de luxo. Para o experimento se adotou um modelo fatorial de 2 x 2 (duas marcas e dois preços), aplicou-se a pesquisa em 4 grupos diferentes. O grupo n.º 1 caracterizava-se na apresentação do perfume, marca, preço e aroma original, o grupo 2 foi exposto à marca e aroma original e preço inferior. No grupo 3 foi apresentado uma marca manipulada mas o preço e aroma do perfume original e no grupo 4 a marca e o preço foram manipulados e o aroma original. Após a aplicação do questionário nos grupos, foi feito ajuste no questionário e os dados obtidos foram tratados. Como resultados foram feitos os testes das hipóteses, onde H1 foi confirmada, com apresentando 44,5% de explicação no valor percebido como impacto positivo na intenção de compra. H2 também foi confirmada, e a imagem da marca influencia em 46,2% na intenção de compra. H3 obteve-se 49,7% no fator qualidade percebida como fator influenciador na intenção de compra. Por fim, a imagem de preço e o envolvimento foram rejeitados na intenção de compra, apresentando 23,7% e 24,4%, respectivamente. / The present research was to identify the image perceived by the consumer to the value of the brand in luxury fragrances. With the evolution of marketing over the years many changes and improvements were necessary for the marketing would contribute to the development and growth of organizations, as well as encouraging the consumption market. With this understanding of consumer behavior is important to know and understand the needs and desires of the consumer and also the behavior of supply and demand. In this respect, consumer behavior covers a system image configuration consisting of the inter-relationship, explanations and experiences (emotional and rational) consumer with the environment so that an image is generated in the mind of the customer. Furthermore, it is important to know how the consumer decides to buy, what external factors that influence this imaging in cognitive. In this sense social classes are highlighted, as each product is created for specific market niches. This research highlights the luxury seeking a relationship between the factors and thus arises the research problem: What is the affinity between brand image, quality, engagement, image price and perceived value in relation to the purchase intent? To answer this question, the research stopped in quantitative research and, through an experiment, studied consumer behavior in relation to perfume MEN 212 and 212 Sexy, perfumes featured luxury. For the experiment was adopted a model of 2 x 2 factorial (two marks and two prices), applied research in 4 different groups. The group n.º 1 was characterized in the presentation of perfume, brand, price and original aroma, group 2 was exposed to the brand and original aroma and lower price. In group 3 was presented a brand but manipulated the price and original aroma of perfume and group 4 to brand and price were manipulated and original aroma. After the questionnaire in groups, adjustments were made in the questionnaire and the data were treated. As results were made tests of hypotheses, where H1 was confirmed, with 44.5% presenting explanation on perceived value as positive impact on purchase intent. H2 was also confirmed, and brand image influences in 46.2% in purchase intent. H3 was obtained in 49.7% factor influencing perceived quality as a factor in purchase intent. Finally, the price image and involvement were rejected in purchase intent, with 23.7% and 24.4%, respectively.

L’avènement des communautés virtuelles de marque (VBC) bouleverse les relations avec les consommateurs et pousse les annonceurs à adopter une véritable Orientation Clients. Or, la littérature a mis en exergue certains avantages induits sans pour autant offrir une analyse holistique des bénéfices et impacts des plateformes d’engagement communautaires. Tel est donc l’objet de cette recherche qui tente d’apporter une première modélisation des bénéfices qualitatifs et quantitatifs des VBC. Le cadre théorique de notre recherche s’inscrit dans celui des théories relationnelles et de l’engagement des consommateurs. L’exploration conceptuelle de la littérature nous a permis de mieux appréhender les enjeux des VBC pour le champ du comportement du consommateur et le management du Marketing, avant de dresser une typologie des bénéfices induits. Aussi, compte tenu du faible nombre de VBC et de l’aspect stratégique de notre problématique, nous avons opté pour des entretiens semi-directifs avec des experts ou Dirigeants Marketing. Cette recherche hypothético-déductive nous a permis de mettre en lumière des catégories de bénéfices, avec notamment les impacts sur la Connaissance Clients, la Relation Clients, l’innovation participative, le crowd sourcing ou encore la gouvernance et le management. La phase exploratoire a validé les propositions de recherche avec des nuances récurrentes, notamment pour ce qui est de la représentativité relative des membres. Les principaux apports de cette recherche sont la mise en avant des facteurs d’optimisation de l’engagement des membres au sein des VBC, ainsi que l’impact sur le retour sur investissement. Ce travail ouvre de nouvelles perspectives de recherche du fait de son aspect pluridisciplinaire et des enjeux pour le management du Marketing, de la Relation Clients et des marques. / The advent of Virtual Brand Communities (VBC) is changing customer relationships and pushing advertisers to adopt a true Customer Driven Strategy. The literature has highlighted some of the benefits that have been gained, without providing a holistic analysis of the benefits and impacts of community engagement platforms. It is therefore the object of this research that attempts to provide a first modelization of the qualitative and quantitative benefits of VBC. The theoretical framework of our research is in line with relational theories and consumer engagement. The conceptual exploration of literature allowed us to better understand the stakes of the VBCs for the field of consumer behavior and marketing management, before drawing up a typology of the profits induced. Also, given the low number of VBCs and the strategic aspect of our research, we have opted for semi-directive interviews with experts or marketing executives. This hypothetico deductive research has allowed us to highlight families of benefits, with impacts on Customer Knowledge, Customer Relationship, participative innovation, crowd sourcing, governance and management. The exploratory phase validated the research proposals with recurring nuances, in particular with regard to the relative representativeness of the members. The main contributions of this research are the optimization of the factors of member’s engagement within the VBC, as well as the impact on the return on investment. This work opens new research perspectives, because of its multidisciplinary aspect and the stakes for Marketing management, Customer Relations and brands.

Abstract This study explores customer perceived value in the context of emerging technology-intensive business service, in particular a mobile advertising service that is at the application phase of development. The purpose of the study is to conceptualise customer perceived value as a multidimensional concept by exploring 1) the complex interaction between benefits and sacrifices 2) temporality and 3) learning. This way the study contributes to the existing research within services marketing and business relationships. The empirical part of the study is conducted in the form of a qualitative single-case study. The empirical setting organised to acquire data is qualitative real-life experiment. It consists of three field experiments that were organised by the research project to simulate real-life situations and to gain understanding of developing technological services that are not yet in commercial use. Interviews, observations and personal experiences form the main sources of information and are complemented by secondary documental data. In this study the sources of value are first identified, which enhances understanding of what kind of value customers perceive from emerging technological service. In addition, value sub-elements have a complex interaction in service value co-creation, since certain sacrifices made by users may increase the benefits they perceive, whereas some benefits can increase the sacrifices and thus reduce the customer perceived net value. Second, the concepts of expected value, realised value and potential value are identified which enables deeper understanding of the temporality of customer perceived value. Third, learning has an important role in customer perceived value. When looking at learning at the process level, it is a sacrifice, but at the outcome level it turns into a benefit and thus also amplifies the customer perceived net value. Learning is needed from the customer to be able to use the new technological service and utilise it effectively, which in turn leads the customer to perceive higher value from the service. Moreover, the temporal dimensions of value are connected to each other through the customer’s learning that varies according to its type and object at different points of time. For the service providers of new technological services understanding value related to the service and its production is essential. The future success and viability of these kinds of services requires that service providers know what kind of value their customers perceive from the service and especially what kind of future expectations they have for it. This study provides implications for the service providers on how to co-create value with their business customers and thus make technology-intensive business service a profitable business in the future.

Globalisation has taken the world by storm by opening opportunities for new markets and easier communication. The general economic climate during the last decade is one reason to this, and the impact has resulted in internationalisation as a key strategy for survival. This has affected many kinds of industries and companies, not least new venture firms. There is today a competitive market climate where companies need to have a strategic advantage to succeed. One advantage could be to increase customer value through the selection of communication channels and sales channels, which has resulted in the following research objective: The purpose of this study is to examine how international market entry decisions based on customer perceived value can affect the choice of communication and sales channel strategies for new venture firms in a B2B context. This study has been of exploratory descriptive kind where a qualitative data collection has been conducted through in-depth interviews with five gemmologists active worldwide. The results of the research were varied since the respondents had different opinions, but some conclusions could still be made. The findings suggest the use of a multiple channel strategy regarding sales channel. The study also highlights the importance of 1) Building and cherishing customer relations, 2) Looking up potential resellers or distributors, 3) Communicating a solution and not a product and finally 4) Focus on internet advertising rather than paper and television. Since this study has been of qualitative kind, one suggestion for future research is to make a quantitative study of the same study to confirm the previously mentioned findings. These findings are due to the nature of the study only implications, but a quantitative study would make them generalizable. / Globalisering är ett område som tagit världen med storm, detta genom att förenkla kommunikation och öppna möjligheter till nya marknader. Det ekonomiska klimatet i skrivande stund är en av faktorerna som har påverkat detta, vilket har resulterat i internationalisering som en viktig strategi för överlevnad. Detta har påverkat många typer av industrier och företag, inte minst startups. Dagens konkurrenskraftiga marknadsklimat medför att företag behöver ha någon slags strategisk fördel för att lyckas. En fördel kan vara att öka kundvärdet genom val av kommunikationskanaler och försäljningskanaler, vilket lett till följande syfte för denna studie: Syftet med denna studie är att undersöka hur marknadsbeslut baserade på kundvärde kan påverka valet av kommunikations- och försäljningskanaler i ett B2B-sammanhang. Denna studie har varit av förklarande och beskrivande slag, där en kvalitativ datainsamling har genomförts genom djupintervjuer med fem gemmologer som är aktiva på en internationell marknad. Resultaten av studien var varierade då respondenternas åsikter skildes, det gick dock trots detta att dra en del slutsatser. Resultaten indikerar att användning av en hybrid försäljningsstrategi vore optimal. Studien belyser också vikten av att 1) Bygga upp och värna om kundrelationer, 2) Söka potentiella återförsäljare eller distributörer, 3) Sälja en lösning istället för en produkt och slutligen 4) Fokusera på internetannonsering i stället för tidningar och tv. Då denna studie har varit av kvalitativt slag är ett förslag till framtida forskning att göra en kvantitativ studie av samma ämne för att bekräfta resultaten. Resultaten är i nuläget endast indikationer medans en kvantitativ studie skulle göra dem generaliserbara.