Background: There have been examples of luxurious brands that havebeen hijacked for example Gucci and Dr. marten where a non desiredtarget group uses them as symbols and is associated with the brand.Before there have been studies where the main focus has been on brandsthat are used by groups that could have a bad influence on the brand. Thisthesis is exploring how the consumer attitudes in the form of affect,behavior and cognition is influenced and changed when a luxurious brandis hijacked. Purpose: The purpose of this paper is to explore how the consumerattitude from the ABC model from the desired target group is affectedwhen a luxurious brand is used by a non desired target group. Methodology: The bachelor thesis aims to fill a gap that the authors havefound in the literature by exploring how the consumer attitudes areaffected when a non desired target group hijacks a luxurious brand.Therefore a qualitative research approach was used in this thesis as wellas eighth unstructured interviews. An interview guide from theoperationalisation was made and used to get the data needed from theinterviews. The sample method used in this thesis was purposive samplingto make sure that the participants had the knowledge and previousexperience from luxurious brands. Findings: The findings of the thesis found that when a luxurious brand ishijacked by non desired target group, which pattern it takes it will lead toa change in the behavior by the participants. Conclusion: The conclusion of the thesis concluded that both the affectand cognition parts from consumer attitudes are unchanged when a nondesired target group hijacks a luxurious brand but the behavior part from2 (71)consumer attitudes changes in the form of actions and behavioralintentions.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-130628 |
| Date | January 2024 |
| Creators | Klas, Aronsson, Malcolm, Holst |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.0029 seconds