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The Impact of Founder as brand on Customer Based Brand Equity: A case study on CAIA Cosmetics & Djerf Avenue

Östblom, Johanna LU ; Thunholm, Filippa LU and Palklint, Klara LU (2025) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20252
Department of Business Administration
Abstract (Swedish)
Purpose: This study aims to analyse how the founder as brand concept can affect Customer
Based Brand Equity. The research aims to contribute insights on how founder representation
can strengthen or weaken brand perception among consumers.
Methodology: This research follows a quantitative, abductive design. Primary data were
collected through a semi-structured focus group interview and secondary data were obtained
from literature, articles and online platforms of the two Swedish founder-led case companies
CAIA Cosmetics and Djerf Avenue. The analysis applies already existing theoretical models
within Brand Management, and a self-developed 2×2 framework to explore how founder–
brand alignment influences consumer perceptions.
... (More)
Purpose: This study aims to analyse how the founder as brand concept can affect Customer
Based Brand Equity. The research aims to contribute insights on how founder representation
can strengthen or weaken brand perception among consumers.
Methodology: This research follows a quantitative, abductive design. Primary data were
collected through a semi-structured focus group interview and secondary data were obtained
from literature, articles and online platforms of the two Swedish founder-led case companies
CAIA Cosmetics and Djerf Avenue. The analysis applies already existing theoretical models
within Brand Management, and a self-developed 2×2 framework to explore how founder–
brand alignment influences consumer perceptions.
Findings: Founder as brand can boost early stages of brand equity such as awareness and
imagery, but it leaves the later stages of judgements, feelings and loyalty more exposed if the
founder’s image turns. Presented data showed CAIA’s broader set of brand assets, including
product quality, clear visual codes and other credible voices increased trust when Bianca was
less visible, while Djerf Avenue’s very close link between person and brand made negative
news about Matilda spill over quickly and stick. Brands should leverage use founder as brand
to build salience but simultaneously developing independent brand assets to preserve trust and
loyalty.
Research limitations: The research is a part of the Masters course Strategic Brand
Management at Lund University, meaning some limits for the research regarding time and
resources. The focus group consisted of a homogenous group of participants, and the new
proposed 2x2 framework could therefore be tested in different industries, markets, target
groups and cultural contexts to enhance validity.
Originality/value: This study contributes by implementing a new 2x2 framework linking
founder–brand alignment and brand independence to customer-based brand equity. The
research provides new understanding based on case studies on two Swedish brands and
combines insights from several existing theories combined with the new framework to reach
new insights in a field where limited researchers have been made. (Less)
Please use this url to cite or link to this publication:
author
Östblom, Johanna LU ; Thunholm, Filippa LU and Palklint, Klara LU
supervisor
organization
course
BUSN21 20252
year
type
H1 - Master's Degree (One Year)
subject
keywords
Customer Based Brand Equity, Founder as brand, brand identity, CAIA Cosmetics, Djerf Avenue, Bianca Ingrosso, Matilda Djerf
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9215361
date added to LUP
2025-11-17 08:49:01
date last changed
2025-11-17 08:49:01
@misc{9215361,
  abstract     = {{Purpose: This study aims to analyse how the founder as brand concept can affect Customer
Based Brand Equity. The research aims to contribute insights on how founder representation
can strengthen or weaken brand perception among consumers.
Methodology: This research follows a quantitative, abductive design. Primary data were
collected through a semi-structured focus group interview and secondary data were obtained
from literature, articles and online platforms of the two Swedish founder-led case companies
CAIA Cosmetics and Djerf Avenue. The analysis applies already existing theoretical models
within Brand Management, and a self-developed 2×2 framework to explore how founder–
brand alignment influences consumer perceptions.
Findings: Founder as brand can boost early stages of brand equity such as awareness and
imagery, but it leaves the later stages of judgements, feelings and loyalty more exposed if the
founder’s image turns. Presented data showed CAIA’s broader set of brand assets, including
product quality, clear visual codes and other credible voices increased trust when Bianca was
less visible, while Djerf Avenue’s very close link between person and brand made negative
news about Matilda spill over quickly and stick. Brands should leverage use founder as brand
to build salience but simultaneously developing independent brand assets to preserve trust and
loyalty.
Research limitations: The research is a part of the Masters course Strategic Brand
Management at Lund University, meaning some limits for the research regarding time and
resources. The focus group consisted of a homogenous group of participants, and the new
proposed 2x2 framework could therefore be tested in different industries, markets, target
groups and cultural contexts to enhance validity.
Originality/value: This study contributes by implementing a new 2x2 framework linking
founder–brand alignment and brand independence to customer-based brand equity. The
research provides new understanding based on case studies on two Swedish brands and
combines insights from several existing theories combined with the new framework to reach
new insights in a field where limited researchers have been made.}},
  author       = {{Östblom, Johanna and Thunholm, Filippa and Palklint, Klara}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{The Impact of Founder as brand on Customer Based Brand Equity: A case study on CAIA Cosmetics & Djerf Avenue}},
  year         = {{2025}},
}