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
Exploring the brand knowledge in the organic Cosmetics market
INBA Program, ESC Troyes.
INBA Program, ESC Troyes.
2011 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

A trend of environmental consciousness is developing for some years in every market and sometimes gave birth to a sub-market such as the organic-cosmetic market. This market represents an important part of cosmetics in general and major companies can be identified. Marketers have noticed this trend and sometimes use it into their communication strategy but it still has to be studied properly in order to determine its impact on the purchasing behavior of consumers and their perception of the brand. Indeed, we think that this environmental consciousness can challenge the balance between Brand Image and Brand Awareness in this market.

 

This paper is aiming to explore the impact of this specific trend on the organic-cosmetic market and studies its influence over the Brand Knowledge management, more precisely the relationship between Brand Image and Brand Awareness. In that goal, we chose to make interviews in front of the shops of two companies interacting on this market: The Body Shop and L’Occitane en Provence. Combined with data collected from previous research into a deductive approach, it led us to some general conclusion concerning the level of Brand Image and Awareness of those companies, their relationship and the impact of environmental consciousness on this relationship.

 

We concluded from those results that the brand L’Occitane en Provence had a slightly lower Brand Awareness than its competitor but its customers had a more important environmental consciousness that led them to this company due to its values and specific type of product. We can then conclude that on such markets impacted with this type of external factor, if the company implements it in its communication strategy or its core values, then its need for Brand Awareness is lower. One can now wonder if this trend in particular or any other external factor can be used in other markets on the same way.

Place, publisher, year, edition, pages
2011. , 75 p.
Keyword [en]
Environmental Consciousness, Branding, Brand Awareness, Brand Image, Consumer Behavior, Brand Knowledge, External Factors
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-16260OAI: oai:DiVA.org:hh-16260DiVA: diva2:441548
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-09-16 Created: 2011-09-16 Last updated: 2011-09-16Bibliographically approved

Open Access in DiVA

EXPLORING THE BRAND KNOWLEDGE IN THE ORGANIC COSMETICS MARKET, BACHELOR THESIS(2048 kB)5995 downloads
File information
File name FULLTEXT01.pdfFile size 2048 kBChecksum SHA-512
4ee4f402e010dd33b31adbb55364f896ad299c7f9a7f9eddc7b7cf129895a96e99e4685161f3650bc8f68e487407bcf36d71f3a743c3571cd743417039160ebd
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Pierret, AdrienBeze Boduka, Rosette
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 5995 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: 1837 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