Publicação
Gen z´s perception of The German mass skincare market - understanding brand performance through the lens of brand personality
| Resumo: | A strong brand personality may drive brand performance. In the German Mass Skincare Market where consumers face numerous brand options with similar functional benefits, it is crucial that managers understand their brand personality and actively manage it to gain a point of differentiation. In the context of Gen Z, sincerity, the distinctiveness of a brand dimension and absence of negative associations contribute to strong brand personality. This work finds three personas in the German skincare market that differ in their perception of the skincare brands. Brands should target the persona with the strongest perception of the brand’s personality. |
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| Autores principais: | Schaaf, Tabea Maria |
| Assunto: | Brand personality Brand performance Skincare brands Gen z CEMS MIM |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | A strong brand personality may drive brand performance. In the German Mass Skincare Market where consumers face numerous brand options with similar functional benefits, it is crucial that managers understand their brand personality and actively manage it to gain a point of differentiation. In the context of Gen Z, sincerity, the distinctiveness of a brand dimension and absence of negative associations contribute to strong brand personality. This work finds three personas in the German skincare market that differ in their perception of the skincare brands. Brands should target the persona with the strongest perception of the brand’s personality. |
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