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Brand Image: Its Creation and Effect on Brand Equity in Luxury Goods Industry

  • This research is exploring how companies can create the right brand image through marketing activities and brand management. We will determine all the components needed in luxury goods industry for a successful brand image establishment and how important this is in the luxury industry. We will start by discussing about the important aspects of brands, luxury and the luxury industry leading to a more practical chapter of the brand image creation methods in luxury goods industry with real life examples and finally concluding the brand image being a main ingredient in consumer-based brand equity creation. The conclusion is formulated with Aaker´s (1991) model of brand equity and Keller´s (2013) dimensions of brand knowledge and finally supported by Na et al. (1999) model of brand power.

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Metadaten
Author:Viivi Hukka
Advisor:Daniel Cerquera
Document Type:Bachelor Thesis
Language:English
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Date of final exam:2019/02/25
Release Date:2019/03/20
Tag:Brand equity; Brand identity; Brand identity manifestations; Brand image; Brand knowledge; Brand management; Brand personality; Communication; Communication chain; Luxury; Luxury goods; Luxury goods industry; Marketing
Page Number:63
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt