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The Power of Innovation: Exploring Innovativeness and its Influence on Brand Loyalty in a Saturated Market through the Eyes of Generation Y
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
2018 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Problem

Saturated markets are known to be competitive, with a wide selection of alternatives. In a saturated market is essential to differentiate a brand to compete in a market. Therefore, innovation has become a central part of a brand’s DNA when developing strategies, such as product evolvement and marketing. Today, there is a research gap of how innovation efforts are perceived by consumers of Generation Y, and how their loyalty to a brand is influenced by the phenomenon.

Purpose

The purpose of this qualitative research study was to investigate how Generation Y perceives a brand’s innovation efforts. Further, how their loyalty is influenced by the innovation efforts. One research question was developed to fulfill the purpose; how does innovation influence brand loyalty in saturated markets?

 

Methodology

This thesis was written from a qualitative perspective. To gather empirical data, semi-structured interviews were conducted. The participants were all within the age restriction of Generation Y, and the samples were chosen through the purposive sampling approach.  

 

Findings

Several findings were identified from this qualitative research study. The two main findings were of great importance. One finding showed that within the saturated market of low-involvement products, marketing innovation plays a greater role than product innovation. Marketing innovation shows to have a large impact on establishing brand loyalty within a saturated market. Both findings were identified from the viewpoint of Generation Y. 

Ort, förlag, år, upplaga, sidor
2018. , s. 62
Nyckelord [en]
Innovation, Marketing Innovation, Brand loyalty, Generation Y, Red Bull, Saturated Markets, & Low-Involvement Products
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hj:diva-39764ISRN: JU-IHH-FÖA-1-20180569OAI: oai:DiVA.org:hj-39764DiVA, id: diva2:1213131
Ämne / kurs
IHH, Företagsekonomi
Handledare
Examinatorer
Tillgänglig från: 2018-06-15 Skapad: 2018-06-04 Senast uppdaterad: 2018-06-15Bibliografiskt granskad

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