BRAND IMAGE AS AN INDICATOR OF BRAND RELATIONSHIPS AND ARCHITECTURE IN HELSINKI MUSIC CENTRE - Case study of three merging brands: Helsinki Philharmonic Orchestra, Finnish Radio Symphony Orchestra and Sibelius Academy

 |  Login

Show simple item record

dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.author Mäkinen, Anni
dc.date.accessioned 2012-06-02T01:30:43Z
dc.date.available 2012-06-02T01:30:43Z
dc.date.issued 2012
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/3545
dc.description.abstract In 2011 three independent and competing brands, Helsinki Philharmonic Orchestra, Finnish Radio Symphony Orchestra, and Sibelius Academy, will merge into the Helsinki Music Centre. The primary purpose of this research is to explore how the stakeholders perceive the brand image of these four brands and how will these perceptions function as an indicator of brand relationships and brand architecture in Helsinki Music Centre. The study was conducted before the opening of Helsinki Music Centre. The data was collected in May-June 2011 through a web-based questionnaire targeted to the stakeholders of Helsinki Philharmonic Orchestra, Finnish Radio Symphony Orchestra and Sibelius Academy. The data used in the analysis contained 418 responses. Two multivariate analysis techniques were used to analyze the data. First, factor analysis was conducted to reveal the underlying dimensions on brand image. This was followed by cluster analysis, which indicated stakeholder groups with different image perceptions of the brands. The cluster analysis was conducted based on the factors found form the factor analysis. In addition, a central tendency analysis was performed to compare the brand personalities of the four brands. The findings indicate correspondence with the theoretical framework and the empirical results. Based on underlying dimensions of brand image, stakeholder groups and brand personalities found in this study, conclusions about the relationships among the brands can be made. The results demonstrate that no clear dominance of either Helsinki Music Centre brand or the merging brands of Helsinki Philharmonic Orchestra, Finnish Radio Symphony Orchestra or Sibelius Academy can be found. Thus, there is a shared dominance where the product brands and the corporate brand are endorsing one another. Together these brands have a possibility to form a brand architecture where all brands can benefit from each other. en
dc.format.extent 94
dc.language.iso en en
dc.title BRAND IMAGE AS AN INDICATOR OF BRAND RELATIONSHIPS AND ARCHITECTURE IN HELSINKI MUSIC CENTRE - Case study of three merging brands: Helsinki Philharmonic Orchestra, Finnish Radio Symphony Orchestra and Sibelius Academy en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Economics en
dc.contributor.department Department of Marketing en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword brand image
dc.subject.keyword product brand
dc.subject.keyword corporate brand
dc.subject.keyword brand identity
dc.subject.keyword dimensions of brand image
dc.subject.keyword brand portfolio
dc.subject.keyword brand hierarchy
dc.subject.keyword brand architecture
dc.subject.keyword multivariate analysis
dc.subject.keyword brandi-imago
dc.subject.keyword tuotebrandi
dc.subject.keyword yritysbrandi
dc.subject.keyword brandi-identiteetti
dc.subject.keyword brandi-imagon ulottuvuudet
dc.subject.keyword brandiportfolio
dc.subject.keyword brandihierarkia
dc.subject.keyword brandiarkkitehtuuri
dc.subject.keyword monimuuttujamenetelmä
dc.identifier.urn URN:NBN:fi:aalto-201206031744
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon kulttuurin markkinointi
dc.subject.helecon arts marketing
dc.subject.helecon musiikki
dc.subject.helecon music
dc.subject.helecon brandit
dc.subject.helecon brands
dc.subject.helecon imago
dc.subject.helecon image
dc.subject.helecon identiteetti
dc.subject.helecon identity
dc.subject.helecon kiinteistöt
dc.subject.helecon real estates
dc.ethesisid 12818
dc.date.dateaccepted 2012-05-11
dc.location P1 I


Files in this item

Files Size Format View

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record

Search archive


Advanced Search

article-iconSubmit a publication

Browse

My Account