An examination of the corporate brand image of Nestlé: differences between german and portuguese millennials’ perceptions

• Autor(a) principal: Arnhold, Caterine
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/69604
• topic: Nestlé; Brand image; Corporate brand image; Personality scale; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This work project’s main objective is to investigate the Nestlé corporate brand image among Portuguese and German millennials and to further analyze the key drivers which are responsible for substantial perceptual differences. Online-structured questionnaires and in-depth interviews were used. The online questionnaire was answered by 351 German and Portuguese millennials of different educational backgrounds providing two main insights: Firstly, the German millennials ranked the Nestlé corporate brand image significantly lower than the Portuguese millennials and secondly, the level of education has a significant impact on the corporate brand image in both countries: the higher the educational level, the lower the corporate brand image. The subsequent interviews with 27 participants provided further insights on the corporate brand image formation with particular focus on the negative corporate brand image of German millennials. The interviews revealed that the German educational plan together with the recommended class material serve as a pillar to introduce a first critical perspective and analysis on Nestlé to German millennials. This leads to the formation of a negative corporate brand image of the company Nestlé which the German millennials capture and maintain without revising it.