Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
The coherency between Fjällräven’s brandidentity and brand image: A mixed method case study of an outdoor brand and the coherency betweenits brand identity and brand image.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
2019 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

Background: It is important to have a coherent brand identity and brand image, as that facilitate the communication process for the brand. It specifically becomes an issue when consumers do not understand what the brand stands for.Purpose: The purpose of this thesis was to investigate to what extent the brand image of Fjällräven among Swedish consumers is coherent with its brand identity.Method: To fulfil the purpose of this study, the researcher applied a mixed method, indicating that both quantitative and qualitative methods were used. The collection of qualitative data investigating brand identity was retrieved from an interview, along with complementary information from Fjällräven’s official brand book. The quantitative data investigating brand image, was retrieved from Swedish consumers that were aware of the brand. In order to investigate the concepts of brand identity and brand image, an abductive research approach was used, generating a broad overview of the topic. To justify an appropriate target population, a non-probability judgmental sampling technique was used.Conclusion: By combining the results from brand identity along with brand image, the researchers have found that the two concepts are coherent to a medium-strong level. This means that consumers and the company share the same thought about Fjällräven as a brand.

sted, utgiver, år, opplag, sider
2019. , s. 86
Emneord [en]
Branding, Brand identity, Brand image, Coherency, Brand Derby Matrix, Fjällräven
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-43835ISRN: JU-IHH-FÖA-2-20190811OAI: oai:DiVA.org:hj-43835DiVA, id: diva2:1318988
Fag / kurs
JIBS, Business Administration
Veileder
Examiner
Tilgjengelig fra: 2019-06-17 Laget: 2019-05-29 Sist oppdatert: 2019-06-17bibliografisk kontrollert

Open Access i DiVA

Master Thesis(1290 kB)4589 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 1290 kBChecksum SHA-512
b1ab140d07f352fa9295016ea17f2891ac645cebb3174d6a22a0f5b46ac148834c7a2e4de13039d999790ce1324f6ced39180024a099194c9425b1763b1134a6
Type fulltextMimetype application/pdf

Søk i DiVA

Av forfatter/redaktør
Svensson, HenrikMöller, Pontus
Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 4592 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 1676 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf