The relationship between the self-concept and the brand image and its affect on purchase motivation
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
In today’s highly competitive business market, companies and brands need to target consumers. Companies and brands also need to establish and position themselves to be able to differentiate themselves and sell products. Their brand image and the personality the image inspire, is a way to attract and attain costumers. Advertisements are then used as a tool to differentiate the brands from each other. Through the use of adverts, brands can maintain the attentions of current customers as well as catch the attention of possible costumers.Consumers, in turn, respond and react to the advertisements and the personality and chooses whether to pursue the brand or not to. The purpose of this thesis is to gain a better knowledge and a deeper understanding regarding the relationship between the established and marketed personality traits of a business and the consumers’ personality traits. Furthermore, the purpose of this study is to understand how this relationship inspires purchase motivation.For this thesis, a case study was conducted with four students currently attending Lulea University of Technology. Moreover, interviews were used to attain data. The data suggested that there was an apparent relationship between how consumers viewed themselves and the perceived view they had of the brands when looking at adverts. The participants had no problems identifying a perceived personality of a brand with the help of advertisements or to relate this personality to their own. The data also showed that a failure to connect and relate “the self” to the personality of the brand resulted in the participants not wanting to pursue the brand. Furthermore, the data suggested that a successful relationship and match between the consumers’ sense of self and the perceived brand personality is one key motivator for purchase. Businesses need to acknowledge the importance of this relationship in order to attract and attain customers in the future. Additionally, the importance of well-constructed advertisements was evident since the participant undoubtedly related the adverts to the brands.
Place, publisher, year, edition, pages
2014. , 55 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik
IdentifiersURN: urn:nbn:se:ltu:diva-58300Local ID: ee3762b4-3324-4d2c-a179-5cd5aeda7811OAI: oai:DiVA.org:ltu-58300DiVA: diva2:1031688
Subject / course
Student thesis, at least 15 credits
Business Administration, bachelor's level
Validerat; 20140815 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved