Social media platforms, such as Instagram, has created an opportunity for companies to communicate with its stakeholders in a totally different way than before. As Instagram allows two-way communication between the company and its stakeholders, the followers has a part of how the image is related to the brand. However, we have not found any scientific studies that examines how this image is perceived by the followers. This study was aiming to investigate how the Swedish fashion company and brand Filippa K are using Instagram as a communication tool to form their followers’ idea of the brand. More specifically, it studied how Filippa K’s image was perceived by their followers. The research question “what image is perceived by Filippa K’s followers by Filippa K’s visual image communication on Instagram?” was formulated to solve the problem. The results of this study was built upon data from eight qualitative interviews with Filippa K’s followers on Instagram. The analysis leant on theoretical framework about brand identity and brand image, as well as Stuart Hall’s encoding/ decoding theory. By using these in the analysis, the result showed that the followers perceived a positive image of Filippa K. However, the followers also formed their different opinions about Filippa K as a brand as well as alternative decoding beyond the core values that the company’s identity is based upon. The essential parts of Filippa K’s identity was perceived, hence a conclusion was made that the image implicated a Swedish, in vogue brand with high qualitative products that focus on style, simplicity and sustainability. The results of this study has given an insight of the impact Instagram has on how followers perceive an image. With an understanding for the followers, a company can work with its market communication on Instagram to form the brand image towards one way or another.

Companies spend huge amounts on communicating their brand through marketing. Many of these contact areas where the consumer comes in contact with the brand is con-trolled by the company. The brand image is also affected from outside the company. It can be from users, media, blogs etc.Burberry is an example of a company that got in trouble with their brand image after hooligans where associated with their products. If a company with a brand with a strong image is associated whith consumers that are not compatible with the target group the company wants, there is a risk of a negative affect on the brand image.Our purpose is to investigate and describe the phenomenom when a company brandimage is affected by being associated whith consumers not compatable whith, by the company, intended target group.We have chosen a qualitative research where we use a multiple case study. The collecting of data has been done whith depth interviews and the collected empirics has been analyzed from our theoretical referens frame.It is not possible to fully control the brand image. There is various strategies to influence it but in the end it is the user who creates its own image of what the brand stands for. A company brand image can be affected in such extent that the original target group abandon it. / Program: Textilekonomutbildningen

<p>Date: June 5, 2008</p><p>Course: Master Thesis (International Marketing)</p><p>Course Code: EF0705</p><p>Authors: Bingchao Zhu 840501-P613 bzu07001@student.mdh.se</p><p>Songxue Jiang 840506-P386 sjg07001@student.mdh.se</p><p>Tutor: Tobias Eltebrandt</p><p>Title: A study of brand image of ANTA Company in China’s sportswear market</p><p>Problem statement: What are the mismatches between ANTA Company’s wanted brand image and the perceived brand image by the target consumer group?</p><p>Purpose: The aim of this study is to find out the mismatches between ANTA Company’s wanted brand image and consumer’s perception about ANTA’s brand image in China’s sportswear market in order to suggest how ANTN Company should deal with those mismatches.</p><p>Methodology: The method of this case study is mainly based on the primary and secondary information. The primary information mainly comes from the interview with the manager and questionnaires from the respondents. The books, articles and internet are used as the secondary information.</p><p>Conceptual Framework: The theoretical framework includes three aspects which consist of marketing mix, brand image and attitude.</p><p>Conclusion: The conclusion arises from the analysis and research based on the methods, theoretical framework, finding. And there are 5 mismatches which ANTA Company need to deal with. In order to deal with the mismatches, it is very necessary for ANTA to adjust the current marketing strategy and analyze systematically the mismatches for improving the brand image.</p>

Date: June 5, 2008 Course: Master Thesis (International Marketing) Course Code: EF0705 Authors: Bingchao Zhu 840501-P613 bzu07001@student.mdh.se Songxue Jiang 840506-P386 sjg07001@student.mdh.se Tutor: Tobias Eltebrandt Title: A study of brand image of ANTA Company in China’s sportswear market Problem statement: What are the mismatches between ANTA Company’s wanted brand image and the perceived brand image by the target consumer group? Purpose: The aim of this study is to find out the mismatches between ANTA Company’s wanted brand image and consumer’s perception about ANTA’s brand image in China’s sportswear market in order to suggest how ANTN Company should deal with those mismatches. Methodology: The method of this case study is mainly based on the primary and secondary information. The primary information mainly comes from the interview with the manager and questionnaires from the respondents. The books, articles and internet are used as the secondary information. Conceptual Framework: The theoretical framework includes three aspects which consist of marketing mix, brand image and attitude. Conclusion: The conclusion arises from the analysis and research based on the methods, theoretical framework, finding. And there are 5 mismatches which ANTA Company need to deal with. In order to deal with the mismatches, it is very necessary for ANTA to adjust the current marketing strategy and analyze systematically the mismatches for improving the brand image.

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The main purpose of this thesis was to examine the possible effects of various components of the university brand image on students’ attachment and commitment to the brand of Umeå University. In order to make a theoretical contribution to the university branding research, the conceptual model was developed and tested to find out the possible effects of constructs on each other. The proposed conceptual model focused on the university brand image, which contained nine different constructs. The other three constructs consisted of brand attachment, affective commitment and continuance commitment. The model was developed after revising the existing theory and realizing the knowledge gaps. Although there was previous research on the components of the university brand image as well as the research on attachment and commitment, these two studies were conducted separately. The theoretical contribution of this thesis was to combine these constructs in one conceptual model and test their effects. Besides, none of the found studies on attachment and commitment were conducted in the university context. The following research question was formulated in this study: What kind of effects do various components of Umeå University brand image have on students’ attachment and commitment? The study was conducted at Umeå University and the respondents were current students of the university. The findings of this study showed that not all hypothesized effects were significant as it was expected. The model on the effects of the components of the university brand image on attachment was not strong enough. However, it was found that mission and vision, social environment, practicability, physical actualities and aesthetic had significant effects on attachment. When testing the effects of the components of the university brand image on affective commitment it was seen that the model itself was strong. Moreover, mission and vision, social environment, practicability and aesthetic also had significant effects on affective commitment. In relation to continuance commitment, the regression analysing the impacts of the components of the university brand image was weak and only physical actualities had a significant effect. Another regression showed the significant effect of attachment on affective commitment. When testing the impact of attachment on continuance commitment, it was found that attachment had a positive effect on continuance commitment. As a practical recommendation, it was suggested that Umeå University had to improve its graduation prospects, learning facilities, educational standards and external communications as these constructs did not have significant effects neither on attachment nor on affective and continuance commitment. If these areas were improved, it would probably lead to a higher attachment to the university. Higher attachment would, in turn, have a positive impact on commitment and it would probably keep students satisfied and improve the university’s image overall. A special attention should be also paid to the components, which were found to have significant effects, such as mission and vision, social environment, practicability, physical actualities and aesthetic as they currently determine students’ attachment and commitment to Umeå University brand.

In the present investigation, factors related to prospective applicants impressions of an organisation at the pre-interview stage of the recruitment process, and how these perceptions influence decisions to pursue an organisation for possible employment were explored. A heightened understanding of these factors is of relevance to organisations in the current labour market environment, and is of critical importance when considering that recruitment in the pre-interview stages remains under-researched and lacking in a strong theoretical foundation. To address this weakness in the recruitment research the present investigation will integrate two disparate areas of literature - recruitment and marketing - within the theoretical context of Fishbein and Ajzen's (1975) theory of reasoned action. The theory of reasoned action is well tested in the social psychology arena and provides a sound theoretical platform to underpin the relationships applicable to this investigation. In applying the marketing literature to the recruitment context, the concept of brand image is specifically utilised. Additionally, a problem that plagues much of the recruitment research is the heavy reliance on college and university students as a source of research data. The present study responds to this issue by sourcing data from a population of active job seekers submitting applications for advertised job vacancies at a large, Queensland-based higher education institution. A total of three hundred and fifty-one survey responses were obtained. The measures included perceptions of organisational image, attraction, and application intentions. The results indicated that there is support for the assertion that positive image perceptions held by applicants towards an employing organisation will lead to attraction to the organisation and active pursuit behaviour. Within this framework, it is evident that the 'impression management' capability of organisations in the contemporary business environment may hold the key to sustained competitive advantage in the critical search for qualified talent.

Diploma thesis is focused on marketing communication of a brand Loréal Paris in decorative cosmetics. Marketing strategy and commercial communications mix is described in theoretical part. As well as what brand stands for, what values does is hold and other brand elements. Practical part is aimed on international cosmetics market and analysis of Czech decorative cosmetics market. Thesis also covers introduction of Loréal company and its portfolio. We will have a chance to get to know Loréal Paris brand a bit better, together with its product range. SWOT analysis and competitors analysis is conducted as well. Afterwards current commercial communication of a brand is defined. At the end we pay attention to marketing research focused on perception of the brand. Finally, proposals and recommendations for the brand are developed.

La publicidad ha pasado por cambios que han obligado a las empresas a invertir en nuevos medios de comunicación para transmitir su mensaje y acercarse a más público. Uno de esos medios son las redes sociales, las cuales son plataformas de entretenimiento que están siendo afectadas por la saturación publicitaria, en especial YouTube. Esto ha ocasionado que más personas desarrollen una actitud negativa hacia los mensajes publicitarios repetitivos de alguna marca, perjudicándose no solo las ventas del anunciante, sino también la imagen de marca, el cual se construye por medio de la percepción que tiene el consumidor. En este contexto, el principal objetivo de esta investigación es analizar si la saturación publicitaria de telefonía móvil en YouTube afecta la imagen de marca de la categoría. La metodología que se utilizará es un enfoque cualitativo, la cual se desarrollará por la técnica de entrevistas grupales e individuales a través de preguntas semiestructuradas. / The advertising has passed for changes to have forced the companies to invest in news media to transmit their messages and getting close to more audience. One of those media are social networks, which are entertainment platforms are being affected by advertising saturation, especially YouTube. This has occasioned more people opt for a negative attitude towards the repetitive advertising messages of some brand, harming not only the advertiser´s sales, but also the brand image, which is built through of perception that the consumer has. In this context, the main objective of this investigation is analyzing if the advertising saturation of mobile telephony on YouTube affects the brand image of its category. The methodology that will be use is qualitative focus, which will be developed by the technique of group and individual interviews through semi-structured questions. / Trabajo de investigación

Drawing from mental accounting, reference price, attribution and categorization theories, we propose that bundle price discounts will influence perceived prices and quality of the individual bundle components, thus influence purchase intentions. Meanwhile, we investigate how these bundling effects interplay with the forms of bundling, complementarity and brand images of bundle components. The empirical results indicate that the impact of bundle price discount on evaluations of individual bundle components varies across bundling forms. In a mixed-joint bundle, the price discount increases consumer perceptions of the regular price of bundle components, but does not change quality perceptions. In a mixed-leader bundle, the price discount hurt consumer price and quality evaluations of the discounted product, but increased the undiscounted product's perceived quality. These effects are moderated by complementarity and the brand images of bundle components. Implications of these findings for marketing researchers and managers are presented along with suggestions for further research. / Ph. D.