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Co-Branding inom Modebranschen

Stroucken, Anneli LU and Resare, Maria LU (2014) FEKH29 20132
Department of Business Administration
Abstract (Swedish)
Examensarbetets titel:
Co-Branding inom Modebranschen- En undersökning av designsamarbetens inverkan på lågbudgetvarumärkens brand equity Seminariedatum: 16 januari 2014
Ämne/kurs: FEKH29, Examensarbete i marknadsföring på kandidat nivå, 15 högskolepoäng
Författare: Anneli Stroucken och Maria Resare
Handledare: Clara Gustavsson
Nyckelord: Brand equity, co- branding, designsamarbeten, fast fashion, och varumärkesuppbyggnad.
Syfte: Uppsatsens syfte är att undersöka vilken inverkan modebranschens designsamarbeten mellan lågbudgetföretag och exklusiva designers har på lågbudgetföretagens varumärkeskapital.
Metod: Uppsatsen utgår ifrån en kvantitativ forskningsmetod med ett abduktivt angreppssätt där insamling av data skedde via en... (More)
Examensarbetets titel:
Co-Branding inom Modebranschen- En undersökning av designsamarbetens inverkan på lågbudgetvarumärkens brand equity Seminariedatum: 16 januari 2014
Ämne/kurs: FEKH29, Examensarbete i marknadsföring på kandidat nivå, 15 högskolepoäng
Författare: Anneli Stroucken och Maria Resare
Handledare: Clara Gustavsson
Nyckelord: Brand equity, co- branding, designsamarbeten, fast fashion, och varumärkesuppbyggnad.
Syfte: Uppsatsens syfte är att undersöka vilken inverkan modebranschens designsamarbeten mellan lågbudgetföretag och exklusiva designers har på lågbudgetföretagens varumärkeskapital.
Metod: Uppsatsen utgår ifrån en kvantitativ forskningsmetod med ett abduktivt angreppssätt där insamling av data skedde via en experimentell webbenkät.
Teoretiskt perspektiv: Studiens teoretiska ramverk utgår från teorier kring brand equity och co-branding, som applicerats på designsamarbeten mellan lågbudgetvarumärken och exklusiva designers.
Empiri: Empirin är baserad på den insamlade data vi erhöll av enkätundersökningen, som analyserats via medelvärdesanalyser, korrelationsanalyser och t-tester.
Resultat: Resultatet visade att det att det inte är möjligt att statistiskt säkerställa att ett designsamarbete mellan H&M och designern Isabel Marant har inverkan på lågbudgetvarumärkets Brand Equity. Dock visade undersökningen på att det finns starkare positiva samband mellan de varumärkesuppbyggande variablerna vid ett designsamarbete än vid en renodlad H&M kampanj. (Less)
Abstract
Title: Co-branding in the fashion industry- A study of fashion collaborations impact on low-budget brand ́s brand equity
Seminar Date: January 16, 2014
Course: FEKH29, Business Administration: Degree Project in Marketing Undergraduate Level, 15 ECTS credits.
Author: Anneli Stroucken and Maria Resare
Advisor: Clara Gustavsson
Keywords: Brand equity, co-branding, fashion collaborations, fast fashion and brand building.
Purpose:
Purpose of this study is to examine the impact of the fashion industry's design collaborations between low-budget companies and exclusive designers on the low-budget companies brand equity.
Methodology: The paper is based on a quantitative research method with an abductive approach, where data collection took... (More)
Title: Co-branding in the fashion industry- A study of fashion collaborations impact on low-budget brand ́s brand equity
Seminar Date: January 16, 2014
Course: FEKH29, Business Administration: Degree Project in Marketing Undergraduate Level, 15 ECTS credits.
Author: Anneli Stroucken and Maria Resare
Advisor: Clara Gustavsson
Keywords: Brand equity, co-branding, fashion collaborations, fast fashion and brand building.
Purpose:
Purpose of this study is to examine the impact of the fashion industry's design collaborations between low-budget companies and exclusive designers on the low-budget companies brand equity.
Methodology: The paper is based on a quantitative research method with an abductive approach, where data collection took place via an experimental web survey.
Theoretical Perspective: The theoretical framework is based on the theories of brand equity and co-branding applied to the design partnerships between low-budget brands and exclusive designers.
Empirical foundation: The empirical data is based on the collected data obtained by the survey, analyzed through averaging analysis, correlation analysis and t-tests. Conclusion: The results showed that it’s not possible to statistically ensure that the design collaboration between H&M and the exclusive designer Isabel Marant has impact on the low-budget brand’s Brand Equity. However, the results showed that the positive correlations between the brand-building variables are stronger in the co-branding campaign than in a normal H&M campaign. (Less)
Please use this url to cite or link to this publication:
author
Stroucken, Anneli LU and Resare, Maria LU
supervisor
organization
alternative title
En undersökning av designsamarbetens inverkan på lågbudgetvarumärkens brand equity
course
FEKH29 20132
year
type
M2 - Bachelor Degree
subject
keywords
Brand Equity, Co-Branding, Fashion collaborations, Fast fashion, Brand building
language
Swedish
id
4351930
date added to LUP
2014-04-01 08:10:16
date last changed
2014-04-01 08:10:16
@misc{4351930,
  abstract     = {Title: Co-branding in the fashion industry- A study of fashion collaborations impact on low-budget brand ́s brand equity
Seminar Date: January 16, 2014
Course: FEKH29, Business Administration: Degree Project in Marketing Undergraduate Level, 15 ECTS credits.
Author: Anneli Stroucken and Maria Resare
Advisor: Clara Gustavsson
Keywords: Brand equity, co-branding, fashion collaborations, fast fashion and brand building.
Purpose:
Purpose of this study is to examine the impact of the fashion industry's design collaborations between low-budget companies and exclusive designers on the low-budget companies brand equity.
Methodology: The paper is based on a quantitative research method with an abductive approach, where data collection took place via an experimental web survey.
Theoretical Perspective: The theoretical framework is based on the theories of brand equity and co-branding applied to the design partnerships between low-budget brands and exclusive designers.
Empirical foundation: The empirical data is based on the collected data obtained by the survey, analyzed through averaging analysis, correlation analysis and t-tests. Conclusion: The results showed that it’s not possible to statistically ensure that the design collaboration between H&M and the exclusive designer Isabel Marant has impact on the low-budget brand’s Brand Equity. However, the results showed that the positive correlations between the brand-building variables are stronger in the co-branding campaign than in a normal H&M campaign.},
  author       = {Stroucken, Anneli and Resare, Maria},
  keyword      = {Brand Equity,Co-Branding,Fashion collaborations,Fast fashion,Brand building},
  language     = {swe},
  note         = {Student Paper},
  title        = {Co-Branding inom Modebranschen},
  year         = {2014},
}