Browsing by Subject "trademarks"
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Item Restricted Examination of relationships between New Ways of Working and Job-Related Outcomes(2024) Engürel, Selenay; Hafez, Ehab Abdel; Koç, Hasan; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: This thesis investigates the role of brand personality in shaping consumer behavior, with a particular emphasis on the multinational demographic aged 18-35 living in Germany. This study aims to determine how various brand personality traits such as sincerity, competence, excitement, robustness, and sophistication influence the consumer behavior variables that constitute consumer trust, satisfaction, perception, and purchase intention. This qualitative research aims to provide significant insights for companies that are considering strategically positioning their brands in the global marketplace by conducting a thorough survey and statistical analysis. Furthermore, the study's findings aim to contribute to the existing research on brand personality and consumer behavior by providing practical suggestions for companies to improve their branding strategies and promote stronger customer-brand interactionsItem Restricted Exploring the Influence of HR Processes Digitalization on Efficiency and Employee Satisfaction, and Strategies for Enhanced Implementation : Case study of Berlin International University of Applied Sciences(2024) Tajangi, Sana; Hynes, Jennifer; Koç, Hasan; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: This thesis investigates the impact of Balenciaga's response to the legal challenges arising from its controversial 2022 marketing campaign on the brand perception among 18-34-year-old consumers in Germany. Utilizing a mixed-method approach, the research examines how this demographic perceives Balenciaga’s actions, focusing on five key factors: sexual abuse of children, scandal, moral ambiguities, marketing campaign, and transparency and accountability. Findings reveal that young consumers prioritize transparency and accountability, showing heightened sensitivity to social and moral issues. The influence of social media and key influencers further shapes their perception, demonstrating the critical role of effective crisis management and ethical communication. This study underscores the importance of addressing legal and ethical issues promptly and transparently to maintain consumer trust and loyalty. The insights provided offer valuable guidance for brands in navigating similar controversies, highlighting the need for clear, responsible, and socially conscious responses to protect and enhance brand reputation among young, socially aware consumers. Key Words: Brand Perception, Crisis Management, Marketing Campaign, Legal ChallengesItem Restricted Graphic design role in linking jewellery brand identies to products and subsequently supporting it via social media(2024) Lubkova, Margarita; Lemke, Katharina; Tibus, Alexander Christian; Faculty of Architecture and Design; Berlin International University of Applied SciencesItem Restricted Minimalistic branding in the fashion industry(2024) Obwogi, Andrew Mogire; Demovič, Barbora; Lemke, Katharina; Faculty of Architecture and Design; Berlin International University of Applied SciencesItem Restricted Uncertainty avoidance : a systemic literature review regarding cultural differences(2024) Elmali, Nazli Asli; Artinger, Florian; Ippendorf, Niko; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: This thesis compared compelling stories within the consumer psychology framework to explore luxury brands' buyer persona. The research question was as follows: "How do compelling stories created by luxury brands affect consumers' brand perceptions, loyalty, status and conspicuous consumption?" In order to find an answer to this question, the effects of luxury brands' compelling stories on consumers were examined, and the brands' marketing strategies, brand value, and their effects on the consumer were analyzed in detail. This study emphasizes the importance of understanding brand perception, loyalty, and the search for status and ostentation to understand luxury consumer psychology. In the thesis, Louis Vuitton was chosen as a case study, and the brand's strategic elements, such as history and heritage, quality, design, and distribution channels, were analyzed. In particular, the way in which the brand creates compelling stories and its impact on consumers through Louis Vuitton's prominent campaigns were evaluated. The study was conducted using qualitative research methods, such as Customer Journey and the 5A, Maslow's Hierarchy of Needs, the EKB Model, and Persona Marketing. Secondary data available in the literature was collected, and the brands' campaigns from past to present were observed. The results show that compelling stories positively affect consumer behavior, supporting brand perception, loyalty, status, and conspicuous consumption. The findings revealed in detail the role of luxury brands' compelling story strategies on consumer psychology, and customer profiles were created to discover Louis Vuitton's buyer personas