The purpose of the thesis was to investigate how generation Z values ​​the customer-based brand equity of a consumer product. Generation Z is an interesting generation to study since they have shown to differ in a variety of aspects from previous generations. To answer the purpose, a model has been constructed, which is based on previous research. The model consists of the components; brand awareness, brand associations/image, perceived quality and brand loyalty. Together the components form the cornerstones of the customer-based brand equity. Eight hypotheses were tested with the purpose of measuring the interrelationship between the components, and the relationship between the various components and the customer-based brand equity. Six of these eight hypotheses could be accepted. The result showed that the components brand association/image and brand loyalty have a positive impact on the customer-based brand equity, while brand awareness and perceived quality showed a non-significant result. The non-significant results were then further examined through t-test, with the purpose of trying to find possible reasons for the outcome. Moreover, the results showed that brand awareness has a positive correlation with both brand associations/image and perceived quality. Finally, the result showed that brand loyalty was positively correlated to both brand associations/image and perceived quality. For further research, it is proposed that a more comprehensive study consisting of more respondents from generation Z should be conducted. In addition, further research could be based on other consumer products and also examine whether there could be more or other components that should be considered when measuring customer-based brand equity. / Syftet med studien var att undersöka hur generation Z värderar det kundbaserade varumärkeskapitalet hos en konsumentprodukt. Det är intressant att undersöka generation Z då de på många sätt visat skilja sig från tidigare generationer. För att besvara syftet har en modell utformats som är baserad på tidigare forskning. Modellen består av komponenterna; varumärkeskännedom, varumärkesassociationer/image uppfattad kvalitet, och varumärkeslojalitet. Komponenterna utgör tillsammans grundstenarna för det kundbaserade varumärkeskapitalet. Åtta hypoteser utformades för samband inbördes mellan komponenterna samt även de olika komponenternas påverkan på det kundbaserade varumärkeskapitalet. Av dessa åtta hypoteser kunde sex av dem accepteras. Resultatet visade att komponenterna varumärkesassociation/image och varumärkeslojalitet har positiv påverkan på det kundbaserade varumärkeskapitalet, medan komponenterna varumärkeskännedom och uppfattad kvalitet visade ett icke signifikant resultat. De icke signifikanta resultaten som erhölls undersöktes vidare genom t-tester i ett försök att hitta en förklaring till resultaten. Inbördes bland komponenterna visade resultatet att varumärkeskännedom har ett positivt samband till både varumärkesassociationer/image och uppfattad kvalitet. Slutligen visade studien på att varumärkeslojalitet har ett positivt samband till både varumärkesassociationer/image och uppfattad kvalitet. För fortsatt forskning föreslås bland annat att en mer omfattande studie bestående av fler respondenter från generation Z genomförs. Utöver det hade det för fortsatt forskning varit intressant att basera studier på andra konsumentprodukter, och även undersöka om det finns fler eller andra komponenter som bör tas hänsyn till vid mätningen av det kundbaserade varumärkeskapitalet.

Une littérature de fond sur le tourisme médical a été attribuée aux motivations des touristes médicaux. Des académiciens ont étudié les expériences des touristes médicaux et leur niveau de satisfaction. Néanmoins, le lien entre ces deux concepts a rarement été examiné dans la littérature sur le tourisme médical. Ainsi, cette étude examine les motivations des touristes médicaux destinées pour le tourisme médical et l’effet de ces motivations sur leur perception de la qualité, de la satisfaction, et de l’intention de revisiter. En outre, l’étude vise à explorer les différentes caractéristiques des touristes médicaux qui rendent à des classements différents. L'objectif est d'étudier les caractéristiques qui attirent les touristes médicaux vers la destination, pour améliorer leurs expériences et leurs satisfactions en matière de tourisme médical. De manière empirique, cette étude privilégie la destination touristique médicale, au niveau commercial et national pour un niveau mondial, en abordant les motivations et les perceptions des touristes médicaux. Les fondements théoriques sont tirés de la théorie «push» et «pull», du processus de prise de décision en cinq étapes, en plus des théories issues de la qualité de perception des services et la satisfaction de la littérature. Un cadre conceptuel a été développé pour illustrer la relation entre les variables de l’étude. Les motivations ont été classées en attirer «push» et pousser «pull». Les motivations d'attirer ont été classées en motivations associées à la destination, aux attributs médicaux, à la commodité et au prix. La qualité perçue a été classée en médecine et touristique. Méthodologiquement, l’étude incorpore une approche de triangulation où les données primaires ont été collectées auprès de fournisseurs impliqués dans le tourisme médical via des entretiens et auprès de touristes médicaux via une enquête. Huit entretiens ont été menés avec des fournisseurs de tourisme médical dans les pays d’étude, afin d’obtenir des informations approfondies sur le sujet et de procéder à une vérification plus approfondie du développement des connaissances quantitatives. Au total, 212 réponses ont été obtenues à partir de l’enquête pour vérifier le modèle quantitatif en utilisant le modèle d’équation structurel. D'autres techniques d'analyse des données ont été utilisées, principalement l'Analyse Factorielle Exploratoire et l'Analyse Factorielle Confirmatoire. Les résultats apportent un soutien à certaines relations hypothétiques. Les motivations d'attraction associées aux attributs médicaux affectent la qualité médicale perçue et les motivations d'attraction associées à la destination, aux attributs médicaux et à la commodité affectent la qualité touristique perçue. La qualité perçue à la fois médicale et touristique influe sur la satisfaction, tandis que la satisfaction affecte l’intention de la visite. Les constatations étendent également les applications des théories sous-jacentes pour expliquer le comportement des consommateurs dans le tourisme médical. Les principales théories comprennent un processus de prise de décision en cinq étapes et une théorie de la qualité du service de désaccord. Les implications de la recherche s'étendent au niveau de l'entreprise et au niveau national. Les résultats peuvent aider les gestionnaires impliqués dans les entreprises de tourisme médical, notamment les cliniques, les centres médicaux, les hôtels et les agences de voyages, à réaffecter leurs ressources et à mettre en œuvre les pratiques recommandées susceptibles d'améliorer leurs performances et d'attirer d'autres touristes. Au niveau national, les conclusions sont importantes pour les décideurs clés dans les domaines du tourisme et de la santé. Les résultats et les recommandations peuvent aider à accroître l’attractivité de la destination et à améliorer l’expérience du tourisme médical, ce qui se traduirait par des avantages économiques pour la destination dans son ensemble. / A substantive literature of medical tourism has been attributed to medical tourists' motivations. Academicians have studied medical tourists' experiences and resulting satisfaction level. Nevertheless, the link between these two concepts has seldom been examined in medical tourism literature. Thus, this study examines medical tourists’ motivations for medical tourism destination, the effect of those motivations on their perception of quality, satisfaction and intention to revisit. In addition, the study aims to explore the various characteristics of medical tourists which yields in classifying them into different segments. The objective is to investigate the attributes that attract medical tourists to the destination as well as possible ways to enhance their medical tourism experience and satisfaction. Empirically, the study aims to promote the medical tourism destination at business and national levels to a world-class level by addressing the motivations and perceptions of medical tourists. Theoretical foundations are drawn from push-pull theory, five steps decision-making process, in addition to theories from service perceived quality and satisfaction literature. A conceptual framework was developed to illustrate the relationship between the study variables. The motivations were classified into push and pull. Pull motivations were classified into motivations associated with the destination, medical attributes, convenience and with price. Perceived quality was classified into medical and touristic. Methodologically, the study incorporates a triangulation approach where primary data were collected from suppliers involved in medical tourism via interviews and from medical tourists via survey. Eight interviews were conducted with suppliers of medical tourism in destination of study to obtain an in-depth insight into the subject matter as well as for further verification of quantitative knowledge development. A total of 212 responses were obtained from the survey for verification of the quantitative model using Structural Equation Modeling. Other data analysis techniques were employed, primarily Exploratory Factor Analysis and Confirmatory Factor Analysis. The findings provide support to some hypothesized relationships.The pull motivations associated with medical attributes affect perceived medical quality and the pull motivations associated with destination, medical attributes and convenience affect perceived touristic quality. Both medical and touristic perceived quality affect satisfaction while satisfaction affected intention to revisit. The findings as well extend the applications of the underpinned theories in explaining consumer behavior in medical tourism. The main theories include five steps decision-making process and disconfirmation service quality theory. The implications of the research extend to business level and national level. The results can help managers involved in medical tourism businesses including clinics, medical centers, hotels and travel agencies to reallocate their resources and implement the recommended practices that can improve their performance and attract additional medical tourists. On a national level, the findings are significant to key decision makers in the fields of tourism and healthcare. The outcomes and recommendations can assist in increasing the attractiveness of the destination and improving the medical tourism experience which would result in economic benefit to the destination as a whole.

Il processo di digitalizzazione sta influenzando il modo in cui l'arte viene veicolata, rendendone la sua fruizione più interattiva e dinamica e portando le istituzioni artistiche e culturali a riconoscere un’enorme importanza alle leve strategiche del mondo del marketing. In particolare, il primo paper mira a comprendere, attraverso il caso studio ‘Artvisor’ come le organizzazioni artistiche e culturali abbiano avviato un processo di disintermediazione attraverso dispositivi digitali riconoscendo un ruolo centrale alle nuove tecnologie nell’ambito della gestione artistica. L'obiettivo del secondo lavoro è esaminare le dimensioni di brand trustworthiness, perceived quality e visitor satisfaction considerate componenti chiave nella prospettiva dello studio del comportamento del visitatore in una logica esperienziale della visita museale. Con il terzo paper viene analizzato nello specifico il ruolo delle nuove tecnologie in relazione alla dimensione dell’engagement nell'era dei selfie, dei social media, dei dispositivi digitali e dei social network. / The digitalization process now occurring in many sectors has influenced the way that art is consumed and has contributed to making arts consumption more interactive and dynamic recognizing a huge importance to the role of marketing. The general purpose of the proposed research is to develop an understanding of how people engage with arts in the digital era through digital devices and social networks and how important it is to recognize a role to proper marketing strategies. In particular, the first paper aims to understand how arts organizations are starting to decouple their structures and to initiate a disintermediation processes through digital devices: the example of ‘Artvisor’ allows the author to examine how a gallery might face the digitalization process with the goal to identify sensitive areas within the online arts experience which arts administrators need to be conscious of as we enter a more dynamic era of art consumption. The object of the second paper is to examine the role of brand trustworthiness, perceived quality and visitor satisfaction as antecedents of consumer behavioural intentions in a museum context and developed a research framework to investigate the relationships among all the construct taken into consideration. The object of the third paper is to deal with the role of the new technologies in the arts management context to understand how people engage with art and culture in the era of selfies, social media, digital devices and social networks.

El propósito de esta investigación es encontrar la relación entre el Brand Equity e la intención de compra en los Homecenter con la categoría de pinturas látex, en hombres de 36 a 45 años, del nivel socioeconómico C en Lima Metropolitana. La metodología de investigación fue de carácter mixta ya que se aplicó herramientas cualitativas y cuantitativas. En la investigación la cualitativa se realizó 4 entrevistas a expertos, 3 grupos focales y 4 observaciones presenciales en Homecenter. Por otro lado, para contrastar la información de los expertos, se utilizó la investigación cuantitativa para darle una representatividad a los datos. Se utilizó una muestra de 190 personas escogidas por muestro no probabilístico por cuota, las cuales fueron encuestadas con un cuestionario elaborado de 24 preguntas el cual fue aplicado de manera presencial en papel. Posteriormente, se aplicó un análisis de correlación, cuyos resultados arrogaron que la relación entre el Brand Equity y la intención de compra en los Homecenter fue positiva. Dentro las dimensiones establecidas, se utilizó: calidad percibida, Brand Loyalty y Brand Trust. El resultado más destacable fue con la dimensión “Calidad percibida” que obtuvo la mayor fuerza de relación hacia la intención de compra con una correlación de: 0,423. Por último, cabe destacar que estos resultados son de utilidad para todo el sector de mejoramiento del hogar o pinturas, para demostrar que las estrategias de Brand Equity forman parte de los factores que fomentan las ventas en la categoría y le agregan valor a la empresa. / The purpose of this research is to find the relationship between Brand Equity strategies and the purchase intention for Homecenter. The research was conducted for the category of decorative paints, in men aged 36 to 45 years old, with a socioeconomic level of C at Metropolitan Lima. The research methodology had a mixed nature, qualitative and quantitative tools were applied. The qualitative research had: four interviews with experts, three focus groups to the target and four direct observations at Homecenter. On the other hand, to compare the information of the experts, a quantitative investigation was applied. The sample was conformed of 190 people that were chosen for non-probabilistic sampling by quota method, which were surveyed with a paper questionnaire made of 24 questions which was applied in person. Subsequently, a correlation analysis was applied, that showed up that the relationship between the Brand Equity and the purchase intention in Homecenter were positive. To measure the relationship a three-dimension model was created for the Brand Equity model which included: perceived quality, Brand Loyalty, and Brand Trust. The most notable result was the dimension of “perceived quality” that obtained the greatest relation with the purchase intention with a correlation of: 0.423. Finally, it should be noted that these results are useful for the entire Homecenter or painting sector, to demonstrate that Brand Equity strategies are part of the factors that promote sales in the category and add value to the retailer. / Trabajo de investigación

本研究旨在探討價格促銷型式，廣告參考價格與原產國對 消費者的品質 評價與購買意願之影響。本研究以政大商學院 一、大二１７６位學生為 對象，而以成衣為作為研究產品，簽罌情砭情砭惘]子實驗設計進行研究 。主要的統計分析方法隻h變量多異數分析，且以ＳＡＳ作為本研究之分 析工具。主n研究結果如下：? 不同的價格促銷型式對消費者的品質評價 無顯著的影響效 果，但平均而言，消費者在品質認知上，對以打折方式 促 銷的成衣仍高於以特價方式促銷的成衣。? 不同高低水準的廣告參 考價格，對消費者的品質認知有顯 著的影響效果，亦即較高的廣告參考 價格使消費者產生較 高的品質認知。? 受試者對美製成衣的品質認知 高於台製成衣。

<p>Den övergripande problematiken vi identifierat är relationen mellan starka varumärkenoch kundlojalitet i företag med flera olika produktvarumärken. Syftet med denna uppsats är att förstå om och hur företag med paraplyvarumärkesstrategier kan skapa och bibehålla lojala kunder. Vi vill överföra det övergripande teoretiska resonemanget inom varumärkesstrategi och inom lojalitetsstrategi på företag med paraplyvarumärkesstrategier. </p><p>Varumärket Axfood är ett exempel på ett företag som har flera olika produktvarumärken (Hemköp, Willy:s, Willy:s hemma med flera). Vi har vid genomförandet av studien valt att använda oss av Axfood som studieobjekt. Vi har intervjuat medarbetare och kunder till Axfood för att samla in relevant data. </p><p>Vi anser att det går att skapa lojala kunder för företag med paraplyvarumärkesstrategier. Det som avgör om det är möjligt är om de olika produktvarumärkena står för samma grundläggande kärnvärden. Produkterna kan skilja sig åt vad gäller typ av produkt eller karaktär, men vissa grundläggande variabler måste vara lika för att det ska vara möjligt att skapa lojalitet.</p> / <p>The comprehensive problems we acknowledged are the relationship between strong brands and customer loyalty in corporations with umbrella brand strategies. The purpose of this thesis is to understand if and how corporations with umbrella brand strategies can create and retain loyal customers. Our intention is to apply the theoretical framework of brand strategy and loyalty strategies on corporations with umbrella brand. </p><p>Axfood is one example of a corporation which hold a number of product brands (Hemköp, Willy:s, Willy:s hemma et cetera). In this study we have chosen to use Axfood as an object of study and we have interviewed employees and customers to collect relevant data. </p><p>Our conclusions are that it is possible to create loyal customers in corporations with umbrella brands. The crucial aspects are that the product brands support the same fundamental values. The products can differ considering type of product or characteristics but some fundamental values has to be equal to make it possible to create loyal customers.</p>

<p>This dissertation is a case study on the Co-branding between Prada and LG, ”The Prada phone by LG”. The purpose of the study is to broaden the understanding of Co-branding and the effects this type of collaboration can have on a company’s brand. The research questions are: “What effects can a Co-branding have on a company’s Brand Equity?” and “How can these effects be measured?”. The study has been made using questioners, which have been exposed in diagrams. The sampling frame used is the target group for “The Prada phone by LG”. We decided to construct the questioners by using the four parts of Aakers theory of how to measure Brand Equity. The parts that were relevant for the study were brand loyalty, brand knowledge, perceived quality and brand associations. Through this study we have developed a tool to measure Brand Equity and we have established a, for this study, relevant way to measure the effects of a Co-branding. The result of the study showed that the Co-branding ”The Prada phone by LG” has given positive effects on all four parts of Brand Equity on LG: s brand.</p> / <p>Denna uppsats är en fallstudie på Co-brandingen mellan Prada och LG, ”The Prada phone by LG”. Syftet med uppsatsen är att närma oss fenomenet Co-branding och de effekter ett sådant samarbete kan få på ett varumärke. Frågeställningarna är följande; ”Vilka effekter kan Co-branding ge på ett företags Brand Equity?” och ”Hur kan dessa effekter mätas?”. Data har insamlats via frågeformulär och redovisats i diagram. Urvalsramen är målgruppen för ”The Prada phone by LG”. Vid utformandet av frågeformulären har vi utgått ifrån Aakers teori om hur man mäter de fyra delarna av Brand Equity som är relevanta för studien, nämligen varumärkeslojalitet, varumärkeskännedom, kundupplevd kvalitet och varumärkesassociationer. Genom denna studie har vi utvecklat ett mätverktyg för att kunna mäta Brand Equity, dessutom har vi fastställt ett, för denna studie, relevant tillvägagångssätt att mäta effekterna av en Co-branding. Resultatet av undersökningen visar att Co-brandingen ”The Prada phone by LG” har gett positiva effekter på alla de fyra delarna av LGs Brand Equity.</p>

Den övergripande problematiken vi identifierat är relationen mellan starka varumärkenoch kundlojalitet i företag med flera olika produktvarumärken. Syftet med denna uppsats är att förstå om och hur företag med paraplyvarumärkesstrategier kan skapa och bibehålla lojala kunder. Vi vill överföra det övergripande teoretiska resonemanget inom varumärkesstrategi och inom lojalitetsstrategi på företag med paraplyvarumärkesstrategier. Varumärket Axfood är ett exempel på ett företag som har flera olika produktvarumärken (Hemköp, Willy:s, Willy:s hemma med flera). Vi har vid genomförandet av studien valt att använda oss av Axfood som studieobjekt. Vi har intervjuat medarbetare och kunder till Axfood för att samla in relevant data. Vi anser att det går att skapa lojala kunder för företag med paraplyvarumärkesstrategier. Det som avgör om det är möjligt är om de olika produktvarumärkena står för samma grundläggande kärnvärden. Produkterna kan skilja sig åt vad gäller typ av produkt eller karaktär, men vissa grundläggande variabler måste vara lika för att det ska vara möjligt att skapa lojalitet. / The comprehensive problems we acknowledged are the relationship between strong brands and customer loyalty in corporations with umbrella brand strategies. The purpose of this thesis is to understand if and how corporations with umbrella brand strategies can create and retain loyal customers. Our intention is to apply the theoretical framework of brand strategy and loyalty strategies on corporations with umbrella brand. Axfood is one example of a corporation which hold a number of product brands (Hemköp, Willy:s, Willy:s hemma et cetera). In this study we have chosen to use Axfood as an object of study and we have interviewed employees and customers to collect relevant data. Our conclusions are that it is possible to create loyal customers in corporations with umbrella brands. The crucial aspects are that the product brands support the same fundamental values. The products can differ considering type of product or characteristics but some fundamental values has to be equal to make it possible to create loyal customers.

<p>This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The researcher proposes that the perceived overall quality of the brand extensions will be congruent to that of the original brand and that the attitude towards the brand extensions will be favourable only when there is a perceived similarity/fit between the brand extensions and the original brand. In order to get these insights, the study surveyed 147 undergraduate and postgraduate students from the University of the Western Cape across all faculties. A non-probability convenience sampling method was used to access respondents. To collect data, qualitative and quantitative methods were employed using a questionnaire which consisted of open-ended and closed-ended questions in the form of free associations technique and 5-point Likert scales. The data gathered was analysed by means of descriptive statistics and Spearman correlation coefficient. The findings indicate two things. (1) respondents only perceived Nike socks&rsquo / overall quality to be congruent to the original brand, Nike athletic shoes. (2) respondents only perceived Nike socks to be strongly similar to the original brand, Nike athletic shoes.</p>

This dissertation is a case study on the Co-branding between Prada and LG, ”The Prada phone by LG”. The purpose of the study is to broaden the understanding of Co-branding and the effects this type of collaboration can have on a company’s brand. The research questions are: “What effects can a Co-branding have on a company’s Brand Equity?” and “How can these effects be measured?”. The study has been made using questioners, which have been exposed in diagrams. The sampling frame used is the target group for “The Prada phone by LG”. We decided to construct the questioners by using the four parts of Aakers theory of how to measure Brand Equity. The parts that were relevant for the study were brand loyalty, brand knowledge, perceived quality and brand associations. Through this study we have developed a tool to measure Brand Equity and we have established a, for this study, relevant way to measure the effects of a Co-branding. The result of the study showed that the Co-branding ”The Prada phone by LG” has given positive effects on all four parts of Brand Equity on LG: s brand. / Denna uppsats är en fallstudie på Co-brandingen mellan Prada och LG, ”The Prada phone by LG”. Syftet med uppsatsen är att närma oss fenomenet Co-branding och de effekter ett sådant samarbete kan få på ett varumärke. Frågeställningarna är följande; ”Vilka effekter kan Co-branding ge på ett företags Brand Equity?” och ”Hur kan dessa effekter mätas?”. Data har insamlats via frågeformulär och redovisats i diagram. Urvalsramen är målgruppen för ”The Prada phone by LG”. Vid utformandet av frågeformulären har vi utgått ifrån Aakers teori om hur man mäter de fyra delarna av Brand Equity som är relevanta för studien, nämligen varumärkeslojalitet, varumärkeskännedom, kundupplevd kvalitet och varumärkesassociationer. Genom denna studie har vi utvecklat ett mätverktyg för att kunna mäta Brand Equity, dessutom har vi fastställt ett, för denna studie, relevant tillvägagångssätt att mäta effekterna av en Co-branding. Resultatet av undersökningen visar att Co-brandingen ”The Prada phone by LG” har gett positiva effekter på alla de fyra delarna av LGs Brand Equity.