I dagens samhälle ökar varumärken i betydelse vilket innebär ett ökat behov för företag att ha kunskap om vilken image konsumenter tillskriver deras varumärke. Varumärkesmedvetenhet och köpbeslut är teoretiska områden inom konsumentbeteende som tidigare studerats utförligt. Dock har det saknats studier kring hur varumärkesimage påverkar konsumenters köpbeslut inom livsmedelsbranschen.Köttkonsumtionen i Sverige har ökat under senare år och charkuteriprodukter ses som väsentliga livsmedelsvaror att ha hemma. För att skapa konkurrenskraft på marknaden är det viktigt för företag inom charkuteribranschen att tillhandahålla vetskap om den image konsumenter tillskriver deras varumärke. Det lokala Örebroföretaget Robertsons Charkuteri AB har idag inte en klar bild över vilka som utgör deras kundgrupp och har under de senaste åren känt av en ökad konkurrens och efterfrågade därför en marknadsundersökning gällande hur varumärkesmedvetenheten ser ut bland invånarna i Örebro stad samt vilken image de tillskriver varumärket. Varumärkesmedvetenhet och image kom därför att studeras samt sannolikheten för att varumärkesimage påverkar köpbeslut. Detta genomfördes med hjälp av en enkätundersökning där 200 respondenter i Örebro stad deltog.Studien visar att Robertsons Charkuteri AB har en hög medvetenhet bland Örebro stads invånare och att de tillskrivs imagen kvalitet och svenskt kött. Dessa associationer visar sig vara av betydelse för konsumenter vid köpbeslutet av charkuteriprodukter. Det framkommer även att varumärkesimage påverkar konsumenters köpbeslut, vilket tillför vetskap inom ämnesområdet konsumentbeteende. / In the society today brands are being seen as more valuable which indicate an increased importance for companies to understand what kind of image consumers dedicate their brand. Brand awareness and consumer purchase decision are theoretical areas within consumer behavior, which both have been studied in detail. However, there is a lack of studies about how brand image influence consumer purchase decision in the food industry.The meat consumption in Sweden has increased in the later years and charcuterie products are seen as more essential to have at home. It is of importance for business to have knowledge of how the consumers perceive their image of the brand to be able to compete on the market. The local charcuterie business in Örebro, Robertsons Charkuteri AB, has requested a market survey on how extensive the brand awareness is among the citizens in Örebro and also what kind of image the consumers prescribe to the brand. Robertsons Charkuteri AB has requested a market survey due to the increased competition in the later years. Therefore, brand awareness and brand image is being studied as well as the probability of brand image influencing purchase decisions. The study was conducted through a survey consisting of 200 respondents in Örebro.The study shows that Robertsons Charkuteri AB has high brand awareness among the citizens of Örebro and the consumers associated the brand with high quality and Swedish meat. These were also the highest valued associations in the purchase decision. The result also shows that brand image influences consumers purchase decision. These results contribute an increased knowledge within the area of consumer behavior.

As consumers are getting better at avoiding the traditional marketing campaigns companies are using, it has become crucial for companies to differentiate their marketing. One way of doing this is to use guerrilla marketing, a marketing type more extreme, innovative and attention capturing than traditional marketing. The purpose of this thesis is to explore how the use of guerrilla marketing affects consumer behavior in terms of brand attitude, brand image and purchase intention. Moreover, the effect on Word-of-Mouth will be explored, as this is a crucial implication if the guerrilla campaign is to be perceived as successful. Based on marketing theories and consumer behavior theories, an experiment is conducted through a focus group seminar, to determine if guerrilla marketing campaigns are perceived as being more creative and credible than traditional marketing campaigns. Furthermore, these determinants are used as instruments to study the effect on brand attitude, brand image and purchase intention. The study is exploratory and the chosen method is a qualitative data collection. The findings indicate that guerrilla marketing campaigns affect all consumer behavior elements, studied in our thesis, more than their equivalent traditional marketing campaigns. Suggestions for further research include studying if there is a cultural difference in how guerrilla marketing is perceived.   This thesis may be useful in increasing companies’ understanding of the concept of guerrilla marketing and how this can be used in a successful way.

Abstract Problem statement – what factors determine brand loyalty in Smartphone? Purpose – The purpose of this study is to examine causal antecedent factors leading to brandloyalty in the Swedish Smartphone market Theory – theoretical review and critical analysis of academic journals related to dependantand independent variables and conceptual model is formulated. Methodology - Quantitative approach is used to quantify the relationship between dependantand independent variables based on the proposed theoretical model that delineates therelationships between dependant variable brand loyalty and the independent variablescustomer satisfaction, perceived quality, brand experience, brand image, brand switching costand product involvement. Data – In total 200 responses were collected through a structured interview from UppsalaUniversity, Uppsala central train and bus station and two big shopping centers in Uppsala (S: tper galleria and Forum galleria). Apple and Sony Ericsson brand users are interviewed in thedata gathering process, 100 respondents for each brand Findings – the analysis suggest brand image, product involvement and customer satisfactiondetermined brand loyalty in Apple brand, whereas customer satisfaction was the onlydeterminate factor in Sony Ericsson brand

The concept of brand management has increased attention in recent years. Building andmaintaining a brand provides valuable growth and profitability for a company. To establish astrong brand, a company creates its brand identity for products and differentiates it from otherproducts. Brand identity and brand image are integrated with brand management, andcommunication is needed to convey brand image (or identity) to brand identity (or image).Brand identity is the internal view of a company, and the brand image is the external view byits customers. Between brand identity and brand image, factors are conveyed through media. This study explores the adaptation of brand management to a market; specifically, the adaptation of a brand in a foreign market. Ascertaining how Korean automobile companiesadapt brand management in the Swedish market is the primary objective. Kia Motors Sweden AB, a sales-oriented organization and a subsidiary of a Korean automobile manufacturer, KiaMotors Corporation, small and medium sized cars in the Swedish automobile industry, will be this study’s case company. In terms of methodology, a qualitative, single case study approach of Kia Motors Sweden AB was employed. An interview of a marketing manager from the company was analyzedand interpreted to figure out internal brand identity and external brand image. In this study, anintegrated framework that companies can use to justify brand identity and brand image is developed. The factors of brand identity and brand image are indicated and there are relevant factors which convey brand image to brand identity or vice versa. In addition, the factors of brand identity are imparted to brand image through different communication channels. The case study also reveals that apprehending brand identity and distinguishing it from brand image are vital to effective brand management. Moreover, using several communication channels and finding the effective channels also help to convey the desired image. Therefore, Kia Motors Sweden brand management has been identified in my framework.

Many luxury companies within the fashion industry today choose to extend their brands downwards in order to reach new customer segments and hence increase their profitability. A brand extension strategy that leverages the core values of the luxury brand is a new possibility for luxury brands to position themselves towards a broader customer base. Meanwhile there is a risk that the extension dilutes the image of the luxury brand and has a negative effect on the company in the long term. Thus a tradeoff exists between becoming more accessible and maintaining the exclusivity of the luxury brand. The objective of this thesis is to investigate how luxury brands that perform downward brand extensions to reach new markets can succeed with this strategy without diluting the brand image. This is achieved by studying the perceptions of the new target segment towards the extension of luxury brands. The results of the study show that the risk of brand dilution is minimized when the core values of the luxury brand are transferred to the brand extension while the extension at the same time is successfully targeted towards the specific customer segment. / Många lyxföretag inom modebranchen idag väljer att använda sig av varumärkesutvidgning nedåt för att nå ut till nya kundsegment och därigenom öka sin lönsamhet. Varumärkesutvidgningsstrategin som drar nytta av lyxvarumärkets kärnvärden är ett nytt sätt för lyxvarumärken att positionera sig gentemot en bredare kundbas. Samtidigt finns dock risken att utvidgningen kan ge upphov till urvattning av lyxvarumärkets image samt skada varumärket och därigenom påverka företaget negativt på sikt. Det finns således en balansgång mellan tillgänglighet och exklusivitet för lyxvarumärken. Syftet med uppsatsen är att undersöka hur lyxvarumärken som utvidgar sig nedåt för att nå en ny marknad kan lyckas med denna strategi utan att samtidigt urvattna sitt varumärke. Detta genom att undersöka den nya målgruppens uppfattningar kring varumärkesutvidgning av lyxvarumärken. Studiens resultat visar att risken för varumärkesurvattning minimeras då lyxvarumärkets kärnvärden överförs till utvidgningen samtidigt som den nischas mot den specifika målgruppen.

Today’s globalization has led to a much higher degree of competition between countries to obtain attention, trust and respect from investors, tourists and consumers as well as media. A powerful and positive brand is therefore an important advantage in the competition. Countries need to make themselves heard in order to stand out from the competition, and by using event marketing a country can be able to meet the public in a different way. One unique way is by using a ship as an event marketing tool to promote a country. The main problem of this study is therefore how a ship as an event can work as a marketing tool in terms of branding/promoting a country. Methodologically, a qualitative, single case study approach was used and interviews have been undertaken with professionals in the field of nation branding or/and that have a relation to The Swedish Ship Götheborg and its expedition to China, which has been our case of focus. The findings indicate that there is a need for clear and realistic objectives which are congruent in every part of the event marketing organization in order to promote a country. Using a ship is also a unique way of performing event marketing and therefore it is a good way of differentiate and expose a country, as well as it has an extended possibility to place market a country abroad and not just at home. This is due to that a ship has the ability to move all around the world. Our conclusions of how a ship as an event can work as a marketing tool in terms of branding/promoting a country resulted in a model which we created for nation branding organizations to consider in order for the event marketing to turn out successful. Due to the increasing competition among countries to obtain attention, the need for an extraordinary way of standing out is crucial. We believe that not only a ship, but all means of transport can be used as a form of event marketing with the purpose of promoting a country, since it is an unusual approach and has the mobile ability to reach a bigger audience all around the world. Consequently, we felt the need for a new term to be coined, namely Mobile Event Marketing. Our recommendations are therefore aimed at nation branding organizations that want to use a mobile event to market their country.

This study aims to describe how a company behind a well-established brand in the fashion industry has strategically chosen to communicate with their target market. Interviews with four individuals in different positions within the company have generated qualitative data, which is presented and analyzed in relation to the theoretical frame of reference in this study. The results show that the company does not use conventional marketing, but relies rather on marketing based word-of-mouth generated by its customer base due to its unique store concepts. Previous research has shown that this type of marketing strategy is effective and beneficial to the brand equity, a conclusion that is demonstrated to also apply to the survey object of this study. Furthermore, it is also shown that this is largely due to the distinct and coordinated image that the company maintains through strict standardization.

¡@¡@In recent years, Taiwan's industries actively seeking industrial restructuring in the way of increasing added value to products. That makes many convenience goods brands appeared on the market, but consumer-related studies is scanty; and theoretical studies have indicated that a product¡¦s image will affect the brand image. However, in domestic empirical research, the studies are primarily focus on product image and brand image, and consistency between brand image and product form, and seldom discuss the topic of the product design can enhance brand image. According to the background and motivation, the proposition of this study are as follows¡G (1) Understand the association of product image and brand image. (2) Using demographic variables as moderators to explore how the brand image and product prices affect the perceived value. (3) Analyzing relationships between customers¡¦ perceived value and purchase intention. In this study, product design and product prices are independent variables. First, uses the 24 groups of opposing adjectives that Ming-Chuen Chuang and Ching-Hang Kao (1997) sorted out to do semantic differential analysis on four brands of products to measure the respondents¡¦ feeling toward product form, color, texture, feel, and function. And then, discussing the relationship among product image, brand image, perceived value and purchase intention. The conclusions are summarized as follows¡G (1) Different product design has different effects on brand image. (2) The brand image and product price has a significant impact on the perceived value. (3) Some demographic variables have a moderating effect on brand products. (4) Perceived value has a significant effect on purchase intention. Keywords¡Gconvenience goods, product design, product image, brand image, perceived value, purchase intention

The research has investigated the celebrity effect¡¦s relationship between brand image, perceived quality, and purchase intention. Using the case of the world-renowned brand: Minute Maid, Coca-Cola, it has only been introduced to Taiwan for two years, yet it made a huge success. It has faced the issue of changing spokesperson recently. The research uses ¡§Judgmental sampling¡¨ to get the samples and data that we need. We use factor analysis and reliability analysis to check our questionnaire, and then the data was analyzed mainly on Pearson correlation analysis and regression to check out whether the factors are effective. The results showed: 1. Consumers would think that the better the product¡¦s celebrity effect is, the better the product¡¦s perceived quality and brand image is. 2. Consumers would think that the higher the perceived quality and brand image is, the higher their purchase intention would be. 3. Overall, the celebrity effect would affect consumer¡¦s purchase intention. Companies which try to use these kinds of marketing strategy should really be aware of it.

The global shipments of smartphones will be more than four hundred fifty million, and it will overtake handset and become the mainstream in 2011. The fact is that there are more and more choices for customers to choose. It not only many brands, but also varieties of operating systems are provided with consumers.In this trend, is brand image still important factor that contributes to the consumers choosing the smartphones? For customers having had smartphones, how the brand image affects their loyalty? Therefore, this study attempts to find out the linear relationship between brand image and brand loyalty, In addition, it takes involvement and the operating systems into consideration. The research also intends to focus on whether the effects of the involvement adjust this or not and look for a difference of linear relationship between the two operating systems-android and ios. The scope of this research includes the customers owning smartphones in Taiwan. Moreover, the method of the study is sending on-line and paper questionnaires at the same time, and the number of the valid questionnaires is 261.In this study, brand image are divided into three perspectives by factorial analysis, functional benefits, symbolic benefits, experiential benefits. Brand loyalty consists of behavioral loyalty and attitudinal loyalty. The involvement is composed of importance, symbolic value, and risk.The research uses regression analysis to verify the linear relationship between brand image and brand loyalty. Furthermore, put brand image, brand loyalty, involvement into the regression analysis, and through multiple stepwise regression analysis to find out the factors which contribute to linear relationship. The result reveals that there is a linear relationship between the brand image and brand loyalty. In addition, linear relationship between different operating systems is also different, and especially the functional brand influences significantly on brand loyalty.