EFFECT OF BRAND IMAGE ON CONSUMER PURCHASE BEHAVIOUR: INTERNATIONAL FOOTWEAR MARKET COMPARISON
Author
Petrauskaite, Egle
Term
4. term
Publication year
2014
Submitted on
2014-06-06
Abstract
Denne afhandling undersøger, hvordan brandimage påvirker forbrugernes købsadfærd på skomarkedet, med en international sammenligning mellem Litauen og Danmark. Udgangspunktet er et europæisk marked i vækst og skærpet konkurrence, hvor mærkers identitet og signalværdi spiller en stigende rolle i forbrugernes valg. Teoretisk bygger studiet på brand equity-litteraturen (med fokus på brandkendskab, opfattet kvalitet, brandassociationer og loyalitet) samt Theory of Consumption Values (funktionelle, sociale, følelsesmæssige, epistemiske og betingede værdier) og supplerende tilgange til forbrugeradfærd. Metodisk anvendes et kvalitativt design baseret på interviews med otte respondenter (fire i Danmark og fire i Litauen) med erfaring i skokøb. Data analyseres gennem grounded theory samt within-case og cross-case analyser, med fokus på undersøgelsens validitet. Uddraget beskriver ikke de konkrete resultater i detaljer, men afhandlingen rapporterer indsigter i, hvordan brandets elementer og forbrugsværdier former købsbeslutninger i de to lande. Arbejdet afslutter med diskussion af begrænsninger, praktiske implikationer for skobrandstrategier og anbefalinger til fremtidig forskning.
This thesis examines how brand image influences consumer purchase behaviour in the footwear market through an international comparison of Lithuania and Denmark. Motivated by a growing and increasingly competitive European market where brand identity matters more to consumers, the study investigates the role of brand equity (brand awareness, perceived quality, brand associations, and loyalty) and the Theory of Consumption Values (functional, social, emotional, epistemic, and conditional values), complemented by consumer behaviour approaches. Methodologically, it employs a qualitative design with interviews from eight participants (four in Denmark and four in Lithuania) who have experience buying footwear. Data are analysed using grounded theory and both within-case and cross-case comparisons, with attention to the study’s validity. The excerpt does not provide detailed findings, but the thesis reports insights into how brand elements and consumption values shape footwear choices in each country. It concludes with limitations, practical implications for footwear brand strategies, and recommendations for future research.
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