Customer Value Creation: Exploring Customer Value in Car Advertisements

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Turunen, Linda Haasala, Henri 2018-09-10T09:25:58Z 2018-09-10T09:25:58Z 2018
dc.description.abstract Objectives The main objective of this study is to investigate customer value creation and different attributes that affect to the outcome of value creation. The particular focus will be on car brand advertising in print media advertisement. The aim is to understand, how car companies communicate values for their products and how does it appear in advertisements. Summary This research identified four different customer values companies can create to their products: functional value, experiential value, symbolic value and cost value. The value creation is influenced by different attributes that are used in the value creation. Depending on the attributes used, different values are created. Conclusions This study found that car companies use variety of sources of value to create customer values. Values are mostly created through two appearances: verbally and visually. Depending on the advertised product and target customer group, car brands focus on advertising certain customer values, which represent the desired benefits of the advertised car. The results of this study also indicate that in car advertising creation of a single customer value usually leads simultaneously to creation of another customer value en
dc.format.extent 47
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Customer Value Creation: Exploring Customer Value in Car Advertisements en
dc.type G1 Kandidaatintyö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Mikkelin kampus fi
dc.subject.keyword customer value en
dc.subject.keyword advertising en
dc.subject.keyword cars en
dc.subject.keyword print media en
dc.identifier.urn URN:NBN:fi:aalto-201809105045
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.programme (Mikkeli) Bachelor’s Program in International Business en

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