The impact of marketing channel structure on brand personality perception

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dc.contributorAalto-yliopistofi
dc.contributorAalto Universityen
dc.contributor.authorKoskela, Emma
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.departmentDepartment of Marketingen
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2014-10-09T08:07:54Z
dc.date.available2014-10-09T08:07:54Z
dc.date.dateaccepted2014-06-02
dc.date.issued2014
dc.description.abstractOBJECTIVES OF THE STUDY: Marketing channel structures have been in the interest of researchers, yet little amount of attention has been paid to explore the competition between concurrent sales channels of manufacturer and retailer; moreover the earlier research has been focused more or less on consumer cross-channel behavior and competition between brands. Prior research on brand personalities has strongly focused on confirming the brand personality scale and measures, exploring the effect of the brand personality to the consumer purchasing behavior or intended purchasing behavior. Therefore the objective of this study was to explore the impact of marketing channel structure on brand personality perception. Additionally channel attributes were also in the interest of the study. Finally the aim was to be able to conclude if brand personality and channel attributes could be used to predict consumer behavior and therefore provide insight to marketing channel strategy of the firm. METHODOLOGY: Quantitative method was applied in this study. Data was collected using Internet-based survey during spring 2014. Collected data was then analyzed by using mainly factor analysis. FINDINGS: Based on the findings, if might be suggested that marketing channel does impact the brand personality perception of consumer. Brand personality traits found for two groups in the interest of the study suggest that different personality traits are perceived when consumers faced with the manufacturer channel or brand specific channel or retailer channel. Brand personality impacts consumer purchasing behaviour and therefore brand personality could be considered as a strategic option for manufacturer to benefit from with regards to the channel and brand positioning decisions and implementation.en
dc.ethesisid13733
dc.format.extent91
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/14168
dc.identifier.urnURN:NBN:fi:aalto-201410102782
dc.language.isoenen
dc.locationP1 I
dc.programme.majorStrategic Retail Managementen
dc.programme.majorKaupan strateginen johtaminenfi
dc.subject.heleconmarkkinointi
dc.subject.heleconmarketing
dc.subject.heleconvähittäiskauppa
dc.subject.heleconretail trade
dc.subject.heleconstrategia
dc.subject.heleconstrategy
dc.subject.heleconbrandit
dc.subject.heleconbrands
dc.subject.keywordbrands
dc.subject.keywordbrandit
dc.subject.keywordmarketing
dc.subject.keywordmarkkinointi
dc.subject.keyworddecision making
dc.subject.keywordpäätöksenteko
dc.subject.keywordconsumer behaviour
dc.subject.keywordkuluttajakäyttäytyminen
dc.titleThe impact of marketing channel structure on brand personality perceptionen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes13733
local.aalto.openaccessno
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