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Human characteristics in a brand
2007 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

When someone meets you for the first time, you are being evaluated by you looks and judged within seconds. After a few minutes of conversation, an even stronger impression has been made, whether you like it or not. A good first impression, like having a strong hand shake or presenting yourself in a good way, is crucial in any social situation. In the world of business, brands are being judged in the exact same way as humans. A customer is often able to provide a list of attributes to describe the personality of a particular brand. The purpose of this thesis, therefore, is to provide a better understanding about human characteristics in a brand. In order to reach this purpose, research questions focusing on the brand personality and how companies achieve brand attractiveness were stated. Based on these research questions, a review of the relevant literature was conducted, resulting in a conceptual framework that was used to guide the study's data collection. A qualitative, case study approach was used using interviews at two service companies in Sweden: One tourism oriented company in the northern part of Sweden and one consulting company situated in Stockholm. The study shows that brand personality can be created and enhanced in a way that suits the company. It also shows that there are great possibilities to develop the visual elements of a brand in order to make it more attractive.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Brand, Brand personality, Attractiveness, Human, characteristics, Qualitative, Case study
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-43686ISRN: LTU-CUPP--07/212--SELocal ID: 185d6c8d-8407-40d0-bda0-ab17e8e063fbOAI: diva2:1016926
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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