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Branding in the automotive industry: The role of product experience in the buying process of the premium segment in Sweden.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this study is to analyze and obtain a deeper understanding regarding the role of prior and present product experience and its impact on the buying process of an automobile within the premium segment in Sweden.

 

Problem: A research gap has been identified regarding the connection between a product experience and its actual role in the buying process of a premium automobile. It is argued that great measures of a consumer’s perceptions of a product are formed by gathered product experience whilst no previous research conclude to what extent it actually makes an impact. Additionally, no previous research has identified if negative product experiences of automobiles deem a brand to be undesired to an individual in comparison to brand where no product experience is to be found.

 

Design/Method: This paper has utilized a qualitative research approach that includes the conduction of semi-structured interviews, which worked towards investigating the perceptions of interviewees with regards to the subject of product experience and to what extent it impacts individuals. Moreover, an abductive research approach is utilized within this paper as the approach combines all forms of known information in order to form a conclusion based upon discovered observations whilst also collecting data that enables a more thorough insight.

 

Findings: This research proves that product experience plays a vital role in subsequent buying decision processes. Previously attached meanings and values, elicited emotions and perceptions towards a specific brand are through our findings confirmed to have a direct impact on purchases of automobiles as well as feelings associated with an automotive premium brand. The conducted research also found that bad product experiences, although damaging brand perceptions, most commonly surpasses no experience at all.

Place, publisher, year, edition, pages
2018. , p. 72
Keywords [en]
Product experience, Branding, Buying process, Premium segment, Automotive industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-39690ISRN: JU-IHH-FÖA-1-20180721OAI: oai:DiVA.org:hj-39690DiVA, id: diva2:1212372
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2018-07-02 Created: 2018-06-01 Last updated: 2018-07-02Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf