What image of the U.S.A is carried out by the brand levi's in Europe? The perspective of the portuguese consumers

Detalhes bibliográficos
Autor(a) principal: Ferreira, Ana Catarina Fonseca
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/104625
Resumo: Thisthesis investigatesthe U.S.A.image carried out by Levi’s in the perspective of Portuguese consumers.A mixed approach was followed, composed by30 in-depth semi-structured interviewsand a quantitative design with 136 valid responses.The insightssuggest that theimageconveyed by Levi’s is static,dependsonage andgroupinteractionsand is based on three mainelements: brand history,brand personalityand association toother American brands.The Brand Image dynamism shows tonot affect U.S.A. image, whichisaligned withLevi’s Identity. However, the gap between thecurrent Brand Image andIdentity might not beneficiate the brand.
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spelling What image of the U.S.A is carried out by the brand levi's in Europe? The perspective of the portuguese consumersBrand imageBrand identityCountry-of-originCountry-of-origin ImageDomínio/Área Científica::Ciências Sociais::Economia e GestãoThisthesis investigatesthe U.S.A.image carried out by Levi’s in the perspective of Portuguese consumers.A mixed approach was followed, composed by30 in-depth semi-structured interviewsand a quantitative design with 136 valid responses.The insightssuggest that theimageconveyed by Levi’s is static,dependsonage andgroupinteractionsand is based on three mainelements: brand history,brand personalityand association toother American brands.The Brand Image dynamism shows tonot affect U.S.A. image, whichisaligned withLevi’s Identity. However, the gap between thecurrent Brand Image andIdentity might not beneficiate the brand.Silveira, Catherine daMaman-Larraufie, Anne-FloreRUNFerreira, Ana Catarina Fonseca2023-01-03T01:30:56Z2020-01-162020-01-032020-01-16T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/104625TID:202493075enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:50:09Zoai:run.unl.pt:10362/104625Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:40:17.845807Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv What image of the U.S.A is carried out by the brand levi's in Europe? The perspective of the portuguese consumers
title What image of the U.S.A is carried out by the brand levi's in Europe? The perspective of the portuguese consumers
spellingShingle What image of the U.S.A is carried out by the brand levi's in Europe? The perspective of the portuguese consumers
Ferreira, Ana Catarina Fonseca
Brand image
Brand identity
Country-of-origin
Country-of-origin Image
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short What image of the U.S.A is carried out by the brand levi's in Europe? The perspective of the portuguese consumers
title_full What image of the U.S.A is carried out by the brand levi's in Europe? The perspective of the portuguese consumers
title_fullStr What image of the U.S.A is carried out by the brand levi's in Europe? The perspective of the portuguese consumers
title_full_unstemmed What image of the U.S.A is carried out by the brand levi's in Europe? The perspective of the portuguese consumers
title_sort What image of the U.S.A is carried out by the brand levi's in Europe? The perspective of the portuguese consumers
author Ferreira, Ana Catarina Fonseca
author_facet Ferreira, Ana Catarina Fonseca
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
Maman-Larraufie, Anne-Flore
RUN
dc.contributor.author.fl_str_mv Ferreira, Ana Catarina Fonseca
dc.subject.por.fl_str_mv Brand image
Brand identity
Country-of-origin
Country-of-origin Image
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Brand image
Brand identity
Country-of-origin
Country-of-origin Image
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Thisthesis investigatesthe U.S.A.image carried out by Levi’s in the perspective of Portuguese consumers.A mixed approach was followed, composed by30 in-depth semi-structured interviewsand a quantitative design with 136 valid responses.The insightssuggest that theimageconveyed by Levi’s is static,dependsonage andgroupinteractionsand is based on three mainelements: brand history,brand personalityand association toother American brands.The Brand Image dynamism shows tonot affect U.S.A. image, whichisaligned withLevi’s Identity. However, the gap between thecurrent Brand Image andIdentity might not beneficiate the brand.
publishDate 2020
dc.date.none.fl_str_mv 2020-01-16
2020-01-03
2020-01-16T00:00:00Z
2023-01-03T01:30:56Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/104625
TID:202493075
url http://hdl.handle.net/10362/104625
identifier_str_mv TID:202493075
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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