Publicação
Gen z´s perception of The German mass skincare market - understanding brand performance through the lens of brand personality
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Torres, António Marinho | |
| dc.contributor.author | Schaaf, Tabea Maria | |
| dc.date.accessioned | 2024-09-11T13:09:53Z | |
| dc.date.embargo | 2029-05-30 | |
| dc.date.issued | 2023-06-27 | |
| dc.date.submitted | 2023-05-30 | |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203516524 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/171549 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Brand personality | pt_PT |
| dc.subject | Brand performance | pt_PT |
| dc.subject | Skincare brands | pt_PT |
| dc.subject | Gen z | pt_PT |
| dc.subject | CEMS MIM | pt_PT |
| dc.title | Gen z´s perception of The German mass skincare market - understanding brand performance through the lens of brand personality | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project presented as part of the requirements for the Award of a Master’s Degree in International Master’s in Management from the NOVA School of Business and Economics. | pt_PT |