Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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
Branding and consumers in the kitchen appliances industry context: An exploratory study with a focus on customer experience
Uppsala University, Disciplinary Domain of Science and Technology, Technology, Department of Engineering Sciences, Industrial Engineering & Management.
Uppsala University, Disciplinary Domain of Science and Technology, Technology, Department of Engineering Sciences, Industrial Engineering & Management.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Researchers have shown that strategies focused on building long-term competitive advantage tend to be more profitable for businesses. Further, companies have traditionally put their focus on strategies and on marketing tangible attributes of products and services such as quality, price and so on to differentiate from the competitors (Mascarenhas et al, 2006). Nonetheless, researchers have studied that consumers do not put any more emphasis in those characteristics when purchasing product or services underlining the needs to put the consumer as central aspect of a firm’s strategy (Morrison & Crane, 2007). In addition, it has been found that focusing on customer experience and use of correct brand management techniques and marketing initiative nowadays drives the company to have a competitive advantage and long-term economic sustainability. All being said it is true both generically speaking and in the specific context of kitchen appliances. In fact, market research suggests that in the kitchen appliances industry companies have begun to compete along new dimensions, whereby putting the consumers and their experiences as a central aspect of the business has become increasingly important for actors who wish to stay and be competitive in the business. However, in the existing literature, there is not accordance on how to define customer experience and scholars identified that it depends on the context, which makes it difficult and confusing when marketing experts and firms want to identify the key aspects to improve the experience of their customers. On top, it has been found that brand identities are more or less relevant depending on the context, country culture and such, where the brand market its product and services. In according to what said, the purpose of this study is to explore and identify the most important dimensions and touchpoints in the specific kitchen appliances context that has more impact on the customer experience, with the aim to better define customer experience in the kitchen appliances context that could give indication to companies operating in the market how to address to some extent those problematics. The research adopted an exploratory qualitative study design. Interviews were used to gather primary empirical data that together with secondary empirical data and insight from the literature review had allowed the researchers to explore and address the research questions and state conclusions that however cannot be considered conclusive according to the nature of the study. In addition, the research reveals that consumer experience is a broad topic that accounts for and depends of many different aspects all interconnected one to another. In addition, it has been found that the aspects around brands, consumer experience and its touchpoints vary not only in relation to the context in study, but as well according to different stakeholders that deal with them. In addition, in the consumer journey, critical aspects reside in both tangible attributes of products and services and intangible attributes that together become critical and in the specific context shape how people think about the brand, and consequently their experiences. Finally, a possible definition of customer experience according to what found was given

Place, publisher, year, edition, pages
2019. , p. 65
Series
TVE-MILI ; 19022
Keywords [en]
brands, consumers, consumers experience, competitive advantage, loyalty, marketing, business strategy, brand loyalty, branding strategies, brand management theories.
National Category
Other Engineering and Technologies not elsewhere specified
Identifiers
URN: urn:nbn:se:uu:diva-393583OAI: oai:DiVA.org:uu-393583DiVA, id: diva2:1354276
Educational program
Master Programme in Industrial Management and Innovation
Supervisors
Examiners
Available from: 2019-09-25 Created: 2019-09-24 Last updated: 2019-09-25Bibliographically approved

Open Access in DiVA

fulltext(1198 kB)8 downloads
File information
File name FULLTEXT01.pdfFile size 1198 kBChecksum SHA-512
165d2dfa67791b0c3aa6aafebec0d3c96274a1597d7ce2dd4902a218cf73ad712cffa96c63ac33e2d05f8db3ef31949ed8b45ac452bb9c0970c56bfec20a9efe
Type fulltextMimetype application/pdf

By organisation
Industrial Engineering & Management
Other Engineering and Technologies not elsewhere specified

Search outside of DiVA

GoogleGoogle Scholar
Total: 8 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 58 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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