Customer-based brand equity (CBBE) has been extensively applied to examine a variety of travelers' behavioral intentions and tourism destination choices. However, from the perspective of competition among destinations, the use of the overall destination brand equity (ODBE) dimension is still in its experimental stage. The objective of this research is to determine the impact of destination brand awareness (DBA), image (DBI), quality (DBQ), and value (DBV) on ODBE. Specifically, this study focuses on the case of Japan tourism from the view of American travelers. Moreover, this study aims to incorporate tourism xenophilia (TXI), which is an emerging concept in tourism study and indicates people's attraction toward the perceived foreignness of destinations. This study investigates the group difference in the CBBE model between low- and high-TXI groups. Throughout an online self-administrative survey on Prolific, 408 questionnaires were gathered for data analysis. Exploratory factor analysis (EFA) was employed to determine the final measurement items. A series of multiple regression analyses tested the impacts of CBBE dimensions on ODBE and the differences of tourism xenophilic (low TXI vs. high TXI) groups on those relationships. The results of the EFA confirmed five key dimensions in CBEE (DBA, DBI, DBQ, DBV, and ODBE) as expected, except one measurement item (DBA6) excluded from DBA. The results confirm the positive impact of DBA, DBI, and DBV on OBDE, except the impact of DBQ on ODBE. The high TXI group had a stronger impact on the relationship between DBA and ODBE and between DBV and ODBE than the low TXI group, while the impact of DBI on ODBE was stronger with the low TXI group than the high TXI group. Theoretically, this study extended a research framework of CBBE by incorporating ODBE and TXI. It deepens the understanding of TXI and its role in tourists' brand equity evaluation process. Practically, it helps Japanese destination managers design and implement effective international marketing strategies, especially for their primary target market of Americans. Marketing strategies that enhance their social/self-image and the value of travel can be more effective in gaining attention from target markets and persuading travel to Japan rather than appealing to the quality of attractions overall. Furthermore, highlighting cost effectiveness first and gaining awareness second could be one effective way to target high-TXI travelers, while another could be enhancing destination image for low-TXI travelers.

Konkurrensen bland svenska företag har ökat markant under de senaste åren, vilket har inneburit att deras utbud blivit allt mer likartade. Digitaliseringen har i synnerhet intensifierat konkurrensen inom resebranschen, vilket har bidragit till att företag istället söker att särskilja sig genom immateriella fördelar och varumärkesdifferentiering. För att varumärken ska lyckas med sin varumärkesdifferentiering krävs det att konsumenter är involverade i varumärkena och deras erbjudanden. Med anledning av detta var syftet med studien att få en förståelse för hur konsumenters involvering i resande generellt och produktkategorier påverkade deras möjlighet att särskilja turistiska varumärken. I denna studie användes följaktligen teorier som behandlade involvering och varumärkesdifferentiering. För att få en förståelse för konsumenters involvering i resande och produktkategorier tillämpades teorierna varaktig involvering och produktkategoriinvolvering. För att få kunskap kring konsumenters förmåga att särskilja varumärken ifrån varandra användes Customer-based Brand Equity. Utifrån detta ansågs en kvalitativ metod bäst lämpad för att undersöka fenomenet och vidare genomfördes fyra semistrukturerade fokusgruppintervjuer. Resultatet från intervjuerna visade initialt att konsumenterna var involverade i resande och de uttryckte således starka tankar och åsikter om varumärkena vilket följaktligen innebar att konsumenterna kunde särskilja varumärkena. Det visade sig dock att detta inte stämde överens med verkligheten, då det uppdagades att konsumenterna faktiskt var ovetande om vilket varumärke de senast använde sig av. Trots en hög involvering i resande generellt, uppvisade de en låg involvering gentemot produktkategorin vilket bidrog till att konsumenterna faktiskt inte kunde särskilja varumärkena. / The competition amongst Swedish companies has significantly increased in recent years, which has contributed to the their increasingly similar offers. The digitization has particularly intensified the competition within the travel industry, which in turn has contributed to companies trying to distinguish themselves through intangible assets and brand differentiation. Forbrands to succeed with their brand differentiation, it requires that consumers are involved with the brands and their offers. Therefore, the aim of this study was to gain an understanding of how consumers involvement affected their ability to distinguish touristic brands. Hence, theories that addressed involvement and brand differentiation were used in this study, to gain an understanding of consumers involvement intraveling and product categories, and thus their ability to distinguish between brands. A qualitative method was therefore used, and four semi-structured focus groups were conducted.The conclusions of this study initially displayed that the consumers should be seen as highly involved in traveling in general, further more they also expressed strong thoughts and feelings about the brands, which implied that the consumers were able to distinguish the brands. However, it was later revealed that the consumers in fact, were not able to differentiate the companies. Although consumers were perceived ashighly involved in traveling, they showed low involvement towards the product category, which contributed to their inability to distinguish the brandsfrom one another.

Cette thèse bilingue (anglais-italien) en deux volumes est consacrée aux relations que les entreprises tissent avec le monde de l’art. Nous rendons compte du phénomène dans une Revue Systématique de la Littérature qui a permis l’identification de la relation Art & Entreprise selon neuf axes de recherche, qui vont de la philanthropie au parrainage et à l’artification. Nous définissons ce nouveau concept d’artification en tant que relation entre les artistes contemporains et les entreprises appartenant au secteur luxe de la mode. Pour elles, les arts visuels deviennent une troisième source capable de préserver, aux yeux du consommateur, une valeur de marque minée par les effets de la mondialisation et des fusions acquisitions qui ont transformé le secteur luxe de l’industrie de la mode. Les entreprises adoptent un Processus d’Artification visant à transformer leurs produits en œuvres d’art, et deviennent des acteurs nouveaux dans les arts. Après une étude de cas consacrée à l’entreprise française Louis Vuitton, nous testons ce que nous nommons un Effet d’Artification, par le biais d’une expérience-sondage, qui a pris la forme de questionnaires distribués à un échantillon de 880 consommateurs français, au sein du laboratoire INSEAD SORBONNE BEHAVIOURAL LAB. Nous avons testé l’Effet d’Artification en utilisant le modèle de Customer-Based Brand Equity et de la mesure de l’échelle esthétique. Les résultats et leur analyse statistique détaillée montrent que les arts visuels jouent le rôle de troisième source capable de changer la valeur de la marque. Le Processus d’Artification a donc la capacité d’agir en tant que stimulus sur la perception du luxe auprès du consommateur final, réel ou potentiel. / In a two-volume bilingual dissertation in English and in Italian, we research the way companies weave relationships with the art world. First, we account for this phenomenon through a Systematic Literature Review. It allows us to identify the relational Art & Enterprise forms in nine areas of research spanning from sponsorship to philanthropy and to artification. We define this new concept as a specific relational mode between contemporary artists and business enterprises which is frequent in luxury fashion. The visual arts become a viable third source capable of maintining brand value for consumers who are ever more sensitive to a loss in luxury brand value. It is caused by globalization and the frequent mergers and acquisitions that are transforming the luxury sector in the fashion industry. Luxury businesses’aim is to elevate their products into objects of art. Process of Artification additionally results in their acting as key players in the art world. After a case study of French company Louis Vuitton, we finally test what we term Artification Effect by carrying out a consumer-based survey: with the help of INSEAD-SORBONNE BEHAVIOURAL LAB, we designed a survey with questionnaires distributed to an 880 French-consumers sample. We tested the Artification Effect through the model of Customer-Based Brand Equity and The Measurement of the Aesthetic Scale. The results and our in-depth statistical analysis prove that the visual arts effectively play the role of third source capable of changing the value of a brand. The Artification Process therefore acts as stimulus eliciting the perception of luxury in the end or potential consumer.

Background: The importance of brand communities is increasing as managers have understood the benefits such communities which can create competitive advantage. Companies are trying to differentiate from the competitors and customer-based brand equity has been acknowledged as a successful marketing tool. Moreover, the development of social media allowed people from different cultures to come together, interact and share experiences in regards of their favorite brand. Purpose: The purpose of this paper is to explain the effect of relationships on social media based brand communities on customer-based brand equity in the service industry. Methodology: The research proposes a sequential explanatory design which consists of a mixed approach by collecting and analyzing the quantitative data first, followed by the collection and analysis of the qualitative data in the form of interviews based on the quantitative results. Data has been collected from Facebook Groups and Facebook Fan Pages in regards of an airline. Findings: Relationship that customers form with the brand, other customers and the service on social media based brand equity have a positive effect on customer-based brand equity. Furthermore, perceived brand trust represents a significant moderator in this relationship. Additionally, results show that there are differences between different cultures in enhancing brand equity. Keywords: Social Media, Brand Communities, Customer-Based Brand Equity, Service Industry, Perceived Brand Trust, Culture

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.

Background: Brand managers are always trying to find ways to increase brand profitability and creating a stronger competitive advantage. Part of the marketing activities implemented by brand managers is geared towards building brand equity. Managers have now recognized the importance of the customer in creating brand equity and therefore implement co-creation as a way of creating value together with the customer. Co-creation allows for the firm to bring the customer closer. Two dimensions of brand equity which are brand loyalty and brand experience were chosen for this study. Purpose: The purpose of this study is to explain the effects of perceived co-creation benefits on brand loyalty and brand experience (CBBE). Methodology: To meet the purpose, the study proposes an explanatory design with a quantitative approach. After reviewing relevant literature, three benefits were found important for the customers and in connection to the purpose of a researched model based on six hypotheses was developed. The empirical data was collected through a self-administered questionnaire which was distributed online with a total of 119 responses which were recorded and passed the qualification question whether they follow a brand on social media. Findings: The authors found evidence that perceived co-creation benefits have an effect on CBBE. It was found that particularly hedonic benefits have a significant effect on brand loyalty. Another finding was that social integrative benefits also has an effect on brand experience.

<p>The purpose of this dissertation is to investigate customer behaviour in the banking industry of students at Kristianstad University. We wanted to test the theory of Customer based brand equity in the banking industry but also to challenge this theory with other independent theories which we have identified as important concerning customer behaviour the banking industry.</p><p>The banking industry is an interesting business since it affects nearly everyone. Banks are known to focus much of their marketing on customer retention which makes this specific industry extra interesting for an investigation about customer behaviour.</p><p>Kevin Keller‟s theories on Customer based brand equity was the catalyst that created our interest in this subject. The combination of this theory and the specific nature of the banking industry helped us form our problem. The chosen segment to investigate was students at Kristianstad University. Mainly because of the specific time limit this segment was the most suitable for this dissertation.</p><p>The result indicates that the factors from the CBBE-model were not significantly connected to students‟ customer behaviour in the banking industry. However, it can be argued that some factors are still relevant when explaining customer behaviour in the banking industry. One of the challenging theories, Intergenerational Influence, proved to have a significant connection to customer behaviour. It can be argued that Intergenerational Influence is the most important factor when explaining students‟ customer behaviour in the banking industry. The results of this dissertation can be useful for banks in order to make their marketing strategy more efficient.</p>

The purpose of this dissertation is to investigate customer behaviour in the banking industry of students at Kristianstad University. We wanted to test the theory of Customer based brand equity in the banking industry but also to challenge this theory with other independent theories which we have identified as important concerning customer behaviour the banking industry. The banking industry is an interesting business since it affects nearly everyone. Banks are known to focus much of their marketing on customer retention which makes this specific industry extra interesting for an investigation about customer behaviour. Kevin Keller‟s theories on Customer based brand equity was the catalyst that created our interest in this subject. The combination of this theory and the specific nature of the banking industry helped us form our problem. The chosen segment to investigate was students at Kristianstad University. Mainly because of the specific time limit this segment was the most suitable for this dissertation. The result indicates that the factors from the CBBE-model were not significantly connected to students‟ customer behaviour in the banking industry. However, it can be argued that some factors are still relevant when explaining customer behaviour in the banking industry. One of the challenging theories, Intergenerational Influence, proved to have a significant connection to customer behaviour. It can be argued that Intergenerational Influence is the most important factor when explaining students‟ customer behaviour in the banking industry. The results of this dissertation can be useful for banks in order to make their marketing strategy more efficient.

Background: Previously, marketing has focused on audiovisual stimulus but as a result from the information overload of the modern society, companies find it harder to differentiate from the competitors through the traditional marketing channels. Consumers of today tend to take functional attributes for granted and seek for an emotional involvement in the purchasing process. Sensory marketing aims at strengthening the relationship between a brand and its consumers on a deeper level through the involvement of the human senses; sight, sound, smell, taste and touch. Since the phenomenon is relatively new, the amount of studies concerning the eventual benefits on brand perception is limited. Purpose: This study investigates how sensory branding can influence the perception of a brand for the consumer. Method: The use of sensory branding was explored by conducting interviews with specialists within the field. The main basis for this research was an experiment, where the effect of using an ambient scent in the branding process was tested in order to investigate and analyze its effect on brand perception. Conclusion: Sensory marketing changes brand perception positively when the stimulus is congruent with the other brand elements. It can thus be seen as a suitable tool for reinforcing the value of a brand. A congruent stimulus influences the consumer on an unconscious level and can affect preference positively hence triggering impulse buying behavior.Adding a sensory dimension to the marketing strategy can strengthen the brand equity implying a stronger bond between the brand and the consumer. However,the authors argue that a strong brand platform is required to benefit ultimately from an investment in sensory branding. The use of sensory branding is growing rapidly and it is predicted to be the future of strategic branding.

<p><strong>Background</strong>: Previously, marketing has focused on audiovisual stimulus but as a result from the information overload of the modern society, companies find it harder to differentiate from the competitors through the traditional marketing channels. Consumers of today tend to take functional attributes for granted and seek for an emotional involvement in the purchasing process. Sensory marketing aims at strengthening the relationship between a brand and its consumers on a deeper level through the involvement of the human senses; sight, sound, smell, taste and touch. Since the phenomenon is relatively new, the amount of studies concerning the eventual benefits on brand perception is limited.</p><p><strong>Purpose</strong>: This study investigates how sensory branding can influence the perception of a brand for the consumer.</p><p><strong>Method</strong>: The use of sensory branding was explored by conducting interviews with specialists within the field. The main basis for this research was an experiment, where the effect of using an ambient scent in the branding process was tested in order to investigate and analyze its effect on brand perception.</p><p><strong>Conclusion</strong>: Sensory marketing changes brand perception positively when the stimulus is congruent with the other brand elements. It can thus be seen as a suitable tool for reinforcing the value of a brand. A congruent stimulus influences the consumer on an unconscious level and can affect preference positively hence triggering impulse buying behavior.Adding a sensory dimension to the marketing strategy can strengthen the brand equity implying a stronger bond between the brand and the consumer. However,the authors argue that a strong brand platform is required to benefit ultimately from an investment in sensory branding. The use of sensory branding is growing rapidly and it is predicted to be the future of strategic branding.</p>