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Understanding Brand Image Associations
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Being able to create a strong brand image is of high importance for businesses, but also for non-profits, destinations and political entities. A desirable brand image increases an organization's brand equity while also attracting supporters. Although there is research established in the area of branding, most effort has been spent on studying the for-profit organizations, which leads to a gap of knowledge in other settings. As the purpose of the study was to develop deeper knowledge of what brand image people have of a supranational political entity in terms of the concepts from branding and brand image associations, the focus was laid on studying the European Parliament by conducting Brand Concept Mapping and semi-structured interviews. The findings incorporated understanding on the nature of associations people selected while conducting their individual association maps. For many of the respondents, the strongest associations mirrored issues and feelings that were close to them and influencing their everyday lives. Another finding of the study emphasized the context-dependence of the associations. Associations can vary according to external influences and environmental variables. This is also where further research could be done, i.e. to test hypothesis of correlation between an external variable and the tendency of a respondent to recall a specific association to a brand. Also, a quantitative study with a representative sample could be made to justify the associations that emerged in this study in a broader context.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Brand equity, Brand Image, Brand Image Associations, Brand Concept Mapping, European Parliament
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-58349Local ID: ef01bb14-45c7-4dfb-ad6a-b3e1fb379debOAI: diva2:1031737
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20160711 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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