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Revolutionising skincare: harnessing new technology to enhance brand equity among young consumers in Europe
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.12 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Young consumers are one of the most educated and conscious consumer segments, especially
when it comes to skincare. New technology is now starting to disrupt the industry and shapes
how young consumers relate towards skincare brands. This research examines how integrating
new technology impacts brand equity among young European skincare consumers, using the
Diffusion of Innovations Theory, Technology Acceptance Model, and persona development.
Findings show that new technology boosts brand equity, and the study highlights the importance
of clear communication and high product efficacy for building trust. Managerial implications
emphasise tailored marketing strategies and robust R&D investments.
Descrição
Palavras-chave
Young consumers Brand equity Technology Personas CEMS MIM