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The Role of Concept Stores: Consumer Perception of the Intended Brand Image

Ohlson, Petra LU and Stenkil, Emma LU (2024) BUSN39 20241
Department of Business Administration
Abstract (Swedish)
Title: The Role of Concept Stores: Consumer Perceptions of the Intended Brand Image
Seminar date: 2024-05-30
Course: BUSN39, Degree Project in Global Marketing, Business Administration: Master Level
Authors: Petra Ohlson & Emma Stenkil
Supervisor: Ulf Johansson
Research question: Why are fashion manufacturing brands opening concept stores? How does
consumers' perception of the concept stores' image differ from the fashion manufacturing
brand's intended image?
Purpose: The study aims to explore the intentions behind the establishments of concept stores
and examine the variance between consumer's perception of these stores' image and the
intended brand image. It aims to provide insights into the effectiveness of concept stores in
... (More)
Title: The Role of Concept Stores: Consumer Perceptions of the Intended Brand Image
Seminar date: 2024-05-30
Course: BUSN39, Degree Project in Global Marketing, Business Administration: Master Level
Authors: Petra Ohlson & Emma Stenkil
Supervisor: Ulf Johansson
Research question: Why are fashion manufacturing brands opening concept stores? How does
consumers' perception of the concept stores' image differ from the fashion manufacturing
brand's intended image?
Purpose: The study aims to explore the intentions behind the establishments of concept stores
and examine the variance between consumer's perception of these stores' image and the
intended brand image. It aims to provide insights into the effectiveness of concept stores in
conveying brand image and to enhance understanding of concept store phenomenon from both
a management and consumer perspective.
Theoretical perspectives: This study is based on a theoretical framework of store format
development, experience-based store formats, concept stores, store image and brand image.
This framework was applied to guide and answer the research questions.
Methodology: A qualitative study with an abductive approach, utilizing a multiple case study
design. The research is based on semi-structured interviews with 6 managers and 13 customers
from Norrøna, Hestra and Peak Performance, in Gothenburg, Stockholm and Copenhagen.
Conclusion: Concept stores are established primarily for four reasons: brand building &
control, strategic planning & financial motivations, consumer trends & brand adaptations, and
support for online sales. Despite their intention to create a strong brand image, significant
discrepancies exist between customer perception of the store image and the intended brand
image. The success of these stores depends on effectively aligning these perceptions to
accurately convey the brand's image. (Less)
Please use this url to cite or link to this publication:
author
Ohlson, Petra LU and Stenkil, Emma LU
supervisor
organization
course
BUSN39 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
Concept stores, Experiential Stores, Brand Image, Store Image
language
English
id
9166466
date added to LUP
2024-06-28 11:44:23
date last changed
2024-06-28 11:44:23
@misc{9166466,
  abstract     = {{Title: The Role of Concept Stores: Consumer Perceptions of the Intended Brand Image
Seminar date: 2024-05-30
Course: BUSN39, Degree Project in Global Marketing, Business Administration: Master Level
Authors: Petra Ohlson & Emma Stenkil
Supervisor: Ulf Johansson
Research question: Why are fashion manufacturing brands opening concept stores? How does
consumers' perception of the concept stores' image differ from the fashion manufacturing
brand's intended image?
Purpose: The study aims to explore the intentions behind the establishments of concept stores
and examine the variance between consumer's perception of these stores' image and the
intended brand image. It aims to provide insights into the effectiveness of concept stores in
conveying brand image and to enhance understanding of concept store phenomenon from both
a management and consumer perspective.
Theoretical perspectives: This study is based on a theoretical framework of store format
development, experience-based store formats, concept stores, store image and brand image.
This framework was applied to guide and answer the research questions.
Methodology: A qualitative study with an abductive approach, utilizing a multiple case study
design. The research is based on semi-structured interviews with 6 managers and 13 customers
from Norrøna, Hestra and Peak Performance, in Gothenburg, Stockholm and Copenhagen.
Conclusion: Concept stores are established primarily for four reasons: brand building &
control, strategic planning & financial motivations, consumer trends & brand adaptations, and
support for online sales. Despite their intention to create a strong brand image, significant
discrepancies exist between customer perception of the store image and the intended brand
image. The success of these stores depends on effectively aligning these perceptions to
accurately convey the brand's image.}},
  author       = {{Ohlson, Petra and Stenkil, Emma}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Role of Concept Stores: Consumer Perception of the Intended Brand Image}},
  year         = {{2024}},
}