Multi-Level-Marketing shaping and supporting Brand Identity
(2023) BUSN21 20232Department of Business Administration
- Abstract
- Purpose: The purpose of this study is to assess potentially existing interdependencies between Brand Identity and a Multi-Level Marketing approach. Furthermore, the study aims to give theoretical and managerial recommendations for marketers as well as brand managers in order to make use of these interdependencies. The broader aim is to present the concept of Multi-Level Marketing that can be a valuable technique for not only boost awareness and sales, but also strengthen the Brand Identity.
Methodology: Comparative analysis of MLM-strategies of selected brands and their
effects, conducting an online-survey within the target group to examine effects on brand
loyalty.
Findings: Multi-Level Marketing can influence brand image and... (More) - Purpose: The purpose of this study is to assess potentially existing interdependencies between Brand Identity and a Multi-Level Marketing approach. Furthermore, the study aims to give theoretical and managerial recommendations for marketers as well as brand managers in order to make use of these interdependencies. The broader aim is to present the concept of Multi-Level Marketing that can be a valuable technique for not only boost awareness and sales, but also strengthen the Brand Identity.
Methodology: Comparative analysis of MLM-strategies of selected brands and their
effects, conducting an online-survey within the target group to examine effects on brand
loyalty.
Findings: Multi-Level Marketing can influence brand image and purchase decisions
positively if the brand’s values and Brand Identity are associated with a high emphasis
on relationships and trust. Under these prerequisites, which are not given in all
industries, Multi-Level Marketing models can not only be effective in leveraging
personal networks and building trust among consumers, contributing to brand loyalty
and a strengthened Brand Identity, but also increase sales numbers.
Original/Value: Many brands fail to implement cost-efficient marketing techniques
that do not only increase sales, but also support and strengthen their Brand Identity. In
this field, many concepts and theories can be found. However, the concept of MultiLevel Marketing got assessed primarily with a focus towards sales numbers or legal
implications in previous research, not about its effects on Brand Identity and potential
mutual catalyzing effects. This study aims to fill this gap and derive valuable
recommendations for marketers as well as brand managers from it. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9141072
- author
- Haldenmayr, Ina Katja LU ; Kobylka, Daria LU and Tsoulou Vasilopoulou, Eirini Maria LU
- supervisor
- organization
- course
- BUSN21 20232
- year
- 2023
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- Multi-level Marketing, Brand Identity, Brand Image, Social Networks, Purchasing Decisions
- language
- English
- id
- 9141072
- date added to LUP
- 2024-03-11 15:51:59
- date last changed
- 2024-03-11 15:51:59
@misc{9141072,
abstract = {{Purpose: The purpose of this study is to assess potentially existing interdependencies between Brand Identity and a Multi-Level Marketing approach. Furthermore, the study aims to give theoretical and managerial recommendations for marketers as well as brand managers in order to make use of these interdependencies. The broader aim is to present the concept of Multi-Level Marketing that can be a valuable technique for not only boost awareness and sales, but also strengthen the Brand Identity.
Methodology: Comparative analysis of MLM-strategies of selected brands and their
effects, conducting an online-survey within the target group to examine effects on brand
loyalty.
Findings: Multi-Level Marketing can influence brand image and purchase decisions
positively if the brand’s values and Brand Identity are associated with a high emphasis
on relationships and trust. Under these prerequisites, which are not given in all
industries, Multi-Level Marketing models can not only be effective in leveraging
personal networks and building trust among consumers, contributing to brand loyalty
and a strengthened Brand Identity, but also increase sales numbers.
Original/Value: Many brands fail to implement cost-efficient marketing techniques
that do not only increase sales, but also support and strengthen their Brand Identity. In
this field, many concepts and theories can be found. However, the concept of MultiLevel Marketing got assessed primarily with a focus towards sales numbers or legal
implications in previous research, not about its effects on Brand Identity and potential
mutual catalyzing effects. This study aims to fill this gap and derive valuable
recommendations for marketers as well as brand managers from it.}},
author = {{Haldenmayr, Ina Katja and Kobylka, Daria and Tsoulou Vasilopoulou, Eirini Maria}},
language = {{eng}},
note = {{Student Paper}},
title = {{Multi-Level-Marketing shaping and supporting Brand Identity}},
year = {{2023}},
}