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Effect of the Chinese acquisition on the brand image of Volvo Cars
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2011.
Keyword [en]
Volvo, Geely, Image, Brand, Takeover, Acquisition
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-12490OAI: oai:DiVA.org:mdh-12490DiVA: diva2:423876
Subject / course
Business Administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-29 Created: 2011-06-16 Last updated: 2011-06-29Bibliographically approved

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Effect of the Chinese acquisition on the brand image of Volvo Cars(2018 kB)2985 downloads
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File name FULLTEXT01.pdfFile size 2018 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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School of Sustainable Development of Society and Technology
Business Administration

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf