Brand awareness

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Table of contents

1 Introduction
1.1 The relevance of brands in the car market
1.2 Car modification companies
1.3 The car modification market
1.4 Identified problems
1.5 Preconceptions
1.6 Research problem and knowledge gap
1.7 Thesis purpose and research questions
1.8 Intended contribution
1.8.1 Theoretical
1.8.2 Practical
2 Theoretical framework
2.1 The brand concept
2.2 Brand knowledge
2.2.1 Brand image
2.2.2 Brand awareness
2.3 Building a brand based on customer based brand equity
2.3.1 Brand salience
2.3.2 Brand performance
2.3.3 Brand imagery
2.3.4 Brand judgments
2.3.5 Brand feelings
2.3.6 Brand resonance
2.3.7 Concluding remarks
2.4 Luxury branding
2.4.1 Luxury and luxury cars
2.4.2 Relevant factors of luxury branding
3 Critical remarks
3.1 Critical remarks regarding information on the car modification market
3.2 Critical remarks regarding customer based brand equity
3.3 Critical remarks regarding luxury branding
4 Methodologies
4.1 Research philosophy and approach
4.2 Practical methodology
4.3 Data collection
4.3.1 Interview design
4.3.2 Interview conduction and participants
4.4 Qualitative data and content analysis
4.5 Quality criteria for qualitative research
4.6 Ethical considerations
4.6.1 Voluntary informed consent
4.6.2 Risk of harm
4.6.3 Deception
4.6.4 Debriefing
4.6.5 Ethical issues regarding luxury
5 Empirical results
5.1 Overview of the car modification market
5.2 Coded answers of the respondents
5.3 Responses of the interview participants:
6 Analysis
6.1 Analysis and overview of the car modification market
6.2 Thematic analysis of the interview responses
6.2.1 Connection between the two brands within the brand building for car modification companies
6.2.2 Brand salience within the brand building model for car modification companies
6.2.3 Brand performance within the brand building model for car modification companies
6.2.4 Brand imagery within the brand building model for car modification companies
6.2.5 Brand judgment within the brand building model for car modification companies
6.2.6 Brand feelings within the brand building model for car modification companies
6.2.7 Brand resonance within the brand building model for car modification companies
6.2.8 Luxury branding within the brand building model for car modification companies
6.3 Integrating the brand connection and luxury branding into a brand building model
6.3.1 Assessing the base brand or brands
6.3.2 Building the customer based brand equity model of the modification brand
6.4 Revision of the customer based brand equity model
7 Conclusion
7.1 Theoretical contribution
7.2 Practical contribution
7.3 Limitations
7.4 Implications for future research
List of references
Appendix
Appendix A: First approach Email in English
Appendix B: First approach Email in German
Appendix C: German interview questions for Mr. Albert