lnu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
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
Varumärkesimage: På vilket sätt kan ett varumärke påverkas av att företaget flyttar sin tillverkning till ett annat land?
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: Brand image - How can a brand be affected if the company moves their production

to another country?

Course: 2FE07E, Bachelor thesis

Author: Betina Henriksson

Tutor: Elisabet Forslund

Examiner: Frederic Bill

Introduction: The importance of a brand for the company and to the consumers can

consider being important. What a company wants to convey and what they actually do

convey can be different. Consumers have images of a brand which can make consumers

associate different factors with a brand. If the consumers' associate Swedish production

with a brand and the company moves the production to another country, in what way can

the image of the brand change?

Purpose: The purpose was to understand how a brand can be affected if the company

moves their production to another country.

Methodology: A qualitative study with interviews of ten consumers that had knowledge of

the business case. The hermeneutic approach was chosen because the result could not be

generalized to the population but the intention was to create an understanding and to

generalize the interviewed to a group in order to interpret the results. Relevant theory was

chosen to conduct the questionnaire and to conclude the interviews.

Conclusion: A brand can be affected by a number of reasons. One of the reasons is the

perceived quality. After the study was made the interviews contained the keywords:

sustainability of quality, price quality, design quality and unique quality. The perceived

quality together with expectations and experiences of the brand affects in their turn the

image of the brand. That image can both be local and general image. All these factors affect

the image of the brand and in this study a negative image of the brand. The brand did not

according to the consumers live up to the expectations that affected the perceived quality

which in return affected the image of the brand.

Place, publisher, year, edition, pages
2011. , 56 p.
Keyword [sv]
varumärken, image, kvalitet, upplevd kvalitet, förväntningar
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-13196OAI: oai:DiVA.org:lnu-13196DiVA: diva2:427803
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-29 Created: 2011-06-28 Last updated: 2011-06-29Bibliographically approved

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Henriksson, Betina
By organisation
Linnaeus School of Business and Economics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

Total: 62 hits
CiteExportLink to record
Permanent link

Direct link
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