Closing the GAPS
(2023) In BUSN39 Business Administration: Degree Project in Global Marketing BUSN39 20231Department 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:
http://lup.lub.lu.se/student-papers/record/9127875
- author
- Rauthe, Tessa LU and Friman, Victoria LU
- supervisor
-
- Ulf Elg LU
- 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
- 2023
- 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}}, }