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Closing the GAPS

Rauthe, Tessa LU and Friman, Victoria LU (2023) In BUSN39 Business Administration: Degree Project in Global Marketing BUSN39 20231
Department of Business Administration
Abstract
Title: CLOSING THE G A P S: Detecting misalignments between the corporate brand identity
and brand image of Volvo Cars and Volkswagen within the German and Swedish markets
Date of the Seminar: 02.06.2023
Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master Level
Supervisor: Ulf Elg
Word count: 31033
Keywords: brand image, brand perceptions, brand identity, consumer, national markets, foreign
markets, brand image, brand identity, gap, misalignments, corporate brand
Thesis purpose: The purpose of this study was to investigate the phenomenon of brand identity
and its relationship to brand image, with a focus on identifying misalignments of consumer
perceptions on two national markets. The goal was to... (More)
Title: CLOSING THE G A P S: Detecting misalignments between the corporate brand identity
and brand image of Volvo Cars and Volkswagen within the German and Swedish markets
Date of the Seminar: 02.06.2023
Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master Level
Supervisor: Ulf Elg
Word count: 31033
Keywords: brand image, brand perceptions, brand identity, consumer, national markets, foreign
markets, brand image, brand identity, gap, misalignments, corporate brand
Thesis purpose: The purpose of this study was to investigate the phenomenon of brand identity
and its relationship to brand image, with a focus on identifying misalignments of consumer
perceptions on two national markets. The goal was to determine if the brand identity is
communicated and aligned with the brand image in a local and foreign brand perspective, and
what consequences it might bring on a corporate brand.
Methodology: By adopting a social constructionist perspective and employing qualitative
abductive research methods, our study integrated theoretical frameworks and empirical findings
to illuminate consumer perceptions within the automotive industry.
Empirical data: For our primary data, we conducted four in-depth focus group interviews with
four participants each. The participants were from the two markets, Germany and Sweden, that
were investigated and belonged either to the group of graduates or the group of post graduates.
Our secondary data was obtained from the case companies websites and other relevant reports.
Findings/conclusions: Misalignments have been found for both companies in each market.
More misalignments have been found in the foreign market in comparison to the national market.
It can be said that the country of origin influenced the 16 respondents’ opinion. The biggest
misalignments could be detected in the personal value of Volvo while for Volkswagen the
sustainability aspect was highly criticized.
Practical implications: Practical implications for both case companies could be detected and
were pointed out. The detected misalignments can be turned into practical actions. The
theoretical framework of this thesis can be used for other companies to detect their possible
misalignments. (Less)
Please use this url to cite or link to this publication:
author
Rauthe, Tessa LU and Friman, Victoria LU
supervisor
organization
alternative title
Detecting misalignments between the corporate brand identity and brand image of Volvo Cars and Volkswagen within the German and Swedish markets
course
BUSN39 20231
year
type
H1 - Master's Degree (One Year)
subject
publication/series
BUSN39 Business Administration: Degree Project in Global Marketing
language
English
id
9127875
date added to LUP
2023-06-29 09:20:34
date last changed
2023-06-29 09:20:34
@misc{9127875,
  abstract     = {{Title: CLOSING THE G A P S: Detecting misalignments between the corporate brand identity
and brand image of Volvo Cars and Volkswagen within the German and Swedish markets
Date of the Seminar: 02.06.2023
Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master Level
Supervisor: Ulf Elg
Word count: 31033
Keywords: brand image, brand perceptions, brand identity, consumer, national markets, foreign
markets, brand image, brand identity, gap, misalignments, corporate brand
Thesis purpose: The purpose of this study was to investigate the phenomenon of brand identity
and its relationship to brand image, with a focus on identifying misalignments of consumer
perceptions on two national markets. The goal was to determine if the brand identity is
communicated and aligned with the brand image in a local and foreign brand perspective, and
what consequences it might bring on a corporate brand.
Methodology: By adopting a social constructionist perspective and employing qualitative
abductive research methods, our study integrated theoretical frameworks and empirical findings
to illuminate consumer perceptions within the automotive industry.
Empirical data: For our primary data, we conducted four in-depth focus group interviews with
four participants each. The participants were from the two markets, Germany and Sweden, that
were investigated and belonged either to the group of graduates or the group of post graduates.
Our secondary data was obtained from the case companies websites and other relevant reports.
Findings/conclusions: Misalignments have been found for both companies in each market.
More misalignments have been found in the foreign market in comparison to the national market.
It can be said that the country of origin influenced the 16 respondents’ opinion. The biggest
misalignments could be detected in the personal value of Volvo while for Volkswagen the
sustainability aspect was highly criticized.
Practical implications: Practical implications for both case companies could be detected and
were pointed out. The detected misalignments can be turned into practical actions. The
theoretical framework of this thesis can be used for other companies to detect their possible
misalignments.}},
  author       = {{Rauthe, Tessa and Friman, Victoria}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{BUSN39 Business Administration: Degree Project in Global Marketing}},
  title        = {{Closing the GAPS}},
  year         = {{2023}},
}