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För vissa är det en klocka, för andra är det ett märke

Lindqvist, Jesper LU ; Pettersson, Ludwig LU and Sun Wang, Eddie LU (2023) FEKH29 20232
Department of Business Administration
Abstract
This report explores the dynamics of consumer behavior, with a particular focus on brand loyalty and engagement. Through qualitative interviews with five participants, the study examines how individuals’ characteristics, such as background, interests, and lifestyle, influence their relationship with brands. Participants reflect on various aspects of loyalty and how they associate brands with their own identity and status. The report also discusses the impact of perceived quality and price on purchase decisions, as well as how participants’ economic situation and personal values guide their consumption patterns. The study identifies different status platforms,åhich are criteria individuals use to assess and achieve status in various areas,... (More)
This report explores the dynamics of consumer behavior, with a particular focus on brand loyalty and engagement. Through qualitative interviews with five participants, the study examines how individuals’ characteristics, such as background, interests, and lifestyle, influence their relationship with brands. Participants reflect on various aspects of loyalty and how they associate brands with their own identity and status. The report also discusses the impact of perceived quality and price on purchase decisions, as well as how participants’ economic situation and personal values guide their consumption patterns. The study identifies different status platforms,åhich are criteria individuals use to assess and achieve status in various areas, such as career success, appearance, and consumption patterns. Participants’ interactions with brands such as Nike, Rolex, and IKEA are analyzed to understand how these brands are perceived in terms of quality, affordability, and status. Participants’ views on brands and their purchasing behaviors are discussed in relation to these status platforms,änd how they reflect individual identity and values.

The report highlights that individuals’ characteristics and personal preferences play a central role in brand engagement, rather than the inherent characteristics of the brand itself. The study contributes to a deeper understanding of brand loyalty and challenges traditional perceptions of consumer behavior by illustrating the complexity and diversity in how individuals interact with and experience brands. The report concludes with a discussion about, among other things, the reliability and validity of the research methodology, our insights and conclusions, and suggestions for future research in the field. (Less)
Abstract (Swedish)
Denna rapport utforskar dynamiken i konsumentbeteende, särskilt fokuserad på varumärkeslojalitet och engagemang. Genom kvalitativa intervjuer med fem deltagare undersöker studien hur individers egenskaper, som bakgrund, intressen, och livsstil, påverkar deras förhållande till varumärken. Deltagarna reflekterar över olika aspekter av lojalitet och hur de associerar varumärken med sin egen identitet och status. Rapporten diskuterar också den inverkan som kvalitetsuppfattning och pris har på köpbeslut, samt hur deltagarnas ekonomiska situation och personliga värderingar styr deras konsumtionsmönster.

Studien identifierar olika ’statusplattformar’, vilka är kriterier individer använder för att bedöma och uppnå status inom olika områden,... (More)
Denna rapport utforskar dynamiken i konsumentbeteende, särskilt fokuserad på varumärkeslojalitet och engagemang. Genom kvalitativa intervjuer med fem deltagare undersöker studien hur individers egenskaper, som bakgrund, intressen, och livsstil, påverkar deras förhållande till varumärken. Deltagarna reflekterar över olika aspekter av lojalitet och hur de associerar varumärken med sin egen identitet och status. Rapporten diskuterar också den inverkan som kvalitetsuppfattning och pris har på köpbeslut, samt hur deltagarnas ekonomiska situation och personliga värderingar styr deras konsumtionsmönster.

Studien identifierar olika ’statusplattformar’, vilka är kriterier individer använder för att bedöma och uppnå status inom olika områden, såsom yrkesframgång, utseende och konsumtionsmönster. Deltagarnas interaktion med varumärken såsom Nike, Rolex och IKEA analyseras för att förstå hur dessa varumärken uppfattas i termer av kvalitet, prisvärdhet och status. Deltagarnas syn på varumärken och deras köpbeteenden diskuteras i relation till dessa ‘statusplattformar’, och hur de speglar individens identitet och värderingar.

Rapporten framhåller att individens egenskaper och personliga preferenser spelar en central roll i varumärkesengagemang, snarare än varumärkets inbyggda egenskaper. Studien bidrar till en djupare förståelse av varumärkeslojalitet och utmanar traditionella uppfattningar om konsumentbeteende genom att belysa komplexiteten och mångfalden i hur individer interagerar med och upplever varumärken. Rapporten avslutas med en diskussion om bland annat forskningsmetodikens tillförlitlighet och validitet, våra insikter och slutsatser samt ger förslag på framtida forskning inom området. (Less)
Please use this url to cite or link to this publication:
author
Lindqvist, Jesper LU ; Pettersson, Ludwig LU and Sun Wang, Eddie LU
supervisor
organization
alternative title
For Some It's a Watch, For Others It's a Brand
course
FEKH29 20232
year
type
M2 - Bachelor Degree
subject
keywords
Engagement, low-high involvement, Personality, identity, interest, Symbolic consumtion
language
Swedish
id
9147241
date added to LUP
2024-02-07 09:21:51
date last changed
2024-02-07 09:21:51
@misc{9147241,
  abstract     = {{This report explores the dynamics of consumer behavior, with a particular focus on brand loyalty and engagement. Through qualitative interviews with five participants, the study examines how individuals’ characteristics, such as background, interests, and lifestyle, influence their relationship with brands. Participants reflect on various aspects of loyalty and how they associate brands with their own identity and status. The report also discusses the impact of perceived quality and price on purchase decisions, as well as how participants’ economic situation and personal values guide their consumption patterns. The study identifies different status platforms,åhich are criteria individuals use to assess and achieve status in various areas, such as career success, appearance, and consumption patterns. Participants’ interactions with brands such as Nike, Rolex, and IKEA are analyzed to understand how these brands are perceived in terms of quality, affordability, and status. Participants’ views on brands and their purchasing behaviors are discussed in relation to these status platforms,änd how they reflect individual identity and values. 

The report highlights that individuals’ characteristics and personal preferences play a central role in brand engagement, rather than the inherent characteristics of the brand itself. The study contributes to a deeper understanding of brand loyalty and challenges traditional perceptions of consumer behavior by illustrating the complexity and diversity in how individuals interact with and experience brands. The report concludes with a discussion about, among other things, the reliability and validity of the research methodology, our insights and conclusions, and suggestions for future research in the field.}},
  author       = {{Lindqvist, Jesper and Pettersson, Ludwig and Sun Wang, Eddie}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{För vissa är det en klocka, för andra är det ett märke}},
  year         = {{2023}},
}