mdh.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Effect of the Chinese acquisition on the brand image of Volvo Cars
Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling.
Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling.
2011 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 15 poäng / 22,5 hpStudentuppsats (Examensarbete)
Abstract [en]

Volvo is one of the most visible and famous symbols of Swedish engineering industry. After the recent world economic crisis the Chinese-based Geely Holding Group became the new owner of Volvo Cars. The question is whether the acquisition affects the image of the brand, and if so what is the character of this effect. Thus, this thesis provides the insight in the situation and attempts to give the answer to this question. It identifies the tendencies and provides an example of what changes in the brand image of Volvo have already occurred and what can be expected.Purpose:The purpose of this research is to identify, describe and analyze the effect that the acquisition by Geely Holding Group had on the brand image of Volvo.Method:Within this research a survey was conducted. The issues of concern regarding the change of the Volvo brand image were identified through literature study and observations in the specialized automobile on-line discussion panels. Based on the collected information and theoretical background, a questionnaire was designed and placed in the Volvo discussion forums in three countries – USA, Germany, and Great Britain. The total of 172 responses were received. The obtained data was processed statistically and theoretically on the basis of the theoretical framework.ResultsThe obtained results demonstrate that the brand image has been affected by the acquisition, and the character of this effect varies depending on the aspect of the brand image. Such attributes of Volvo, as safety, quality, and design have been influenced positively, whereas the associations with environment and family are found to be affected in a negative way. The image of a typical Volvo owner has been blurred too.

Ort, förlag, år, upplaga, sidor
2011.
Nyckelord [en]
Volvo, Geely, Image, Brand, Takeover, Acquisition
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:mdh:diva-12490OAI: oai:DiVA.org:mdh-12490DiVA, id: diva2:423876
Ämne / kurs
Företagsekonomi
Uppsök
samhälle/juridik
Handledare
Examinatorer
Tillgänglig från: 2011-06-29 Skapad: 2011-06-16 Senast uppdaterad: 2011-06-29Bibliografiskt granskad

Open Access i DiVA

Effect of the Chinese acquisition on the brand image of Volvo Cars(2018 kB)4286 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 2018 kBChecksumma SHA-512
2dbcd63270a5610e050b994f000277fbd9e5b647a94f2dbdcc3ad408700917ca03e677adb1246b54b228e3f0c43fb02303922cd42a18c5cd4ca9221f0de3a113
Typ fulltextMimetyp application/pdf

Av organisationen
Akademin för hållbar samhälls- och teknikutveckling
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 4286 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 1025 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf