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Brand heritage för lyxvarumärken och fast fashion-varumärken i modeindustrin ur ett konsumentperspektiv

Troein, Elisabet LU ; Jonsson, Shamira and Lundberg, Aurora (2013) FEKH29 20122
Department of Business Administration
Abstract
ABSTRACT

Title: The concept of brand heritage from a consumer’s perspective applied to the fast fashion industry, for fast fashion brands and luxury fashion brands

Seminar date: 2013-01-17

Course: FEKH29, Business Administration, Degree Project Undergraduate Level, 15 European Credit Transfer and Accumulation System points (ECTS)

Authors: Shamira Jonsson, Aurora Lundberg och Elisabet Troein

Advisor: Clara Gustafsson

Key words: Brand heritage, fast fashion brands, luxury fashion brands, co-creation and fashion

Purpose: The purpose of thesis is to examine the concept of brand heritage and its relevance for fast fashion brands in comparison with luxury brands within the fashion industry from a consumer’s perspective, in... (More)
ABSTRACT

Title: The concept of brand heritage from a consumer’s perspective applied to the fast fashion industry, for fast fashion brands and luxury fashion brands

Seminar date: 2013-01-17

Course: FEKH29, Business Administration, Degree Project Undergraduate Level, 15 European Credit Transfer and Accumulation System points (ECTS)

Authors: Shamira Jonsson, Aurora Lundberg och Elisabet Troein

Advisor: Clara Gustafsson

Key words: Brand heritage, fast fashion brands, luxury fashion brands, co-creation and fashion

Purpose: The purpose of thesis is to examine the concept of brand heritage and its relevance for fast fashion brands in comparison with luxury brands within the fashion industry from a consumer’s perspective, in order to contribute new theoretical understanding of brands.

Methodology: Raw data was collected through semi-structured interviews with individuals within the age range of 20-65 years. Secondary data was mainly collected from published scientific papers but also literature-studies and electronic sources.

Theoretical perspectives: The theoretical framework in this thesis deals with basic theories about brands, brand heritage and the link between brands and customers.

Empirical foundation: The empirical material is based on 15 semi-structured interviews as well as on the secondary data.

Conclusions: Our study shows that the consumers perceive some of the five elements in Urde et als model “The elements of brand heritage” as being more relevant for luxury brands than for fast fashion brands. Concerning a few of the elements of the above mentioned model, we found no difference in the consumers’ perception of their relevance for luxury fashion brands and fast fashion brands. However, there were none of these five elements that stood out to be considered as more essential in relation to fast fashion brands than to luxury brands. (Less)
Please use this url to cite or link to this publication:
author
Troein, Elisabet LU ; Jonsson, Shamira and Lundberg, Aurora
supervisor
organization
course
FEKH29 20122
year
type
M2 - Bachelor Degree
subject
keywords
Brand heritage, fast fashion brands, luxury fashion brands, co-creation, fashion
language
Swedish
id
3469768
date added to LUP
2013-02-20 11:01:34
date last changed
2013-02-20 11:01:34
@misc{3469768,
  abstract     = {ABSTRACT

Title: The concept of brand heritage from a consumer’s perspective applied to the fast fashion industry, for fast fashion brands and luxury fashion brands

Seminar date: 2013-01-17

Course: FEKH29, Business Administration, Degree Project Undergraduate Level, 15 European Credit Transfer and Accumulation System points (ECTS)

Authors: Shamira Jonsson, Aurora Lundberg och Elisabet Troein

Advisor: Clara Gustafsson

Key words: Brand heritage, fast fashion brands, luxury fashion brands, co-creation and fashion

Purpose: The purpose of thesis is to examine the concept of brand heritage and its relevance for fast fashion brands in comparison with luxury brands within the fashion industry from a consumer’s perspective, in order to contribute new theoretical understanding of brands.

Methodology: Raw data was collected through semi-structured interviews with individuals within the age range of 20-65 years. Secondary data was mainly collected from published scientific papers but also literature-studies and electronic sources.

Theoretical perspectives: The theoretical framework in this thesis deals with basic theories about brands, brand heritage and the link between brands and customers.

Empirical foundation: The empirical material is based on 15 semi-structured interviews as well as on the secondary data.

Conclusions: Our study shows that the consumers perceive some of the five elements in Urde et als model “The elements of brand heritage” as being more relevant for luxury brands than for fast fashion brands. Concerning a few of the elements of the above mentioned model, we found no difference in the consumers’ perception of their relevance for luxury fashion brands and fast fashion brands. However, there were none of these five elements that stood out to be considered as more essential in relation to fast fashion brands than to luxury brands.},
  author       = {Troein, Elisabet and Jonsson, Shamira and Lundberg, Aurora},
  keyword      = {Brand heritage,fast fashion brands,luxury fashion brands,co-creation,fashion},
  language     = {swe},
  note         = {Student Paper},
  title        = {Brand heritage för lyxvarumärken och fast fashion-varumärken i modeindustrin ur ett konsumentperspektiv},
  year         = {2013},
}