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Vad ska jag ha på mig?: En kvalitativ studie om studenternas drivkrafter bakom klädvalet i förhållande till det personliga varumärket.
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this study is to seek out the driving forces behind students’ choices of clothing in relation to their personal brand.

Methodology: Three interviews with students from different universities test the query formulation.

Empirical findings: The driving forces we have found to be the strongest is the desire to create relationships, to strive for success, to be perceived as unique, to feel belonging and to strive for perfection.

Limitations: It goes without saying that the number of respondents makes it hard to generalize the results on larger populations. Due to a relative short deadline we had to cut the number of students.

Implications: The underlying driving forces are of great importance to consumer choice in relation to the personal brand. The knowledge of why consumers want to achieve the ideals presented in a company's communication may be of greater importance than what we earlier have believed.

Place, publisher, year, edition, pages
2019. , p. 47
Keywords [en]
Personal branding, brand, branding, motivation, driving forces, shopping products
Keywords [sv]
Personligt varumärke, varumärke, branding, motivation, drivkrafter, shoppingprodukter
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-40179OAI: oai:DiVA.org:hh-40179DiVA, id: diva2:1335718
Subject / course
Business
Educational program
The International Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2019-07-24 Created: 2019-07-06 Last updated: 2019-07-24Bibliographically approved

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3738394041424342 of 43
CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf