The Interplay of Consumer, Brand and Situation Characteristics within Brand Perception

Thesis purpose: The purpose of this thesis is to test and further develop the conceptual model of brand perception by analysing the role of the brand, consumer and situation characteristics in the consumer‟s perception of the brand. Furthermore, it shall be determined how the interplay of the three characteristics affects the consumer‟s perception. Methodology: To fulfil the purpose of this thesis a qualitative approach was chosen. For the analysis of the empirical data the method of grounded theory was used. Theoretical perspective: This study is based on theories of brand perception, brand personality and brand relationship. The aim is to test and further develop the conceptual model of brand perception through the use of empirical research. Empirical data: The empirical study is based on 6 in-depth interviews conducted with users of either Coca-Cola or Apple and their opinions and experiences with the brand. Conclusion: The analysis of the interviews revealed that the three characteristics of brand, consumer and situation play a significant role for the consumer‟s perception of the brand. Moreover, it was shown that the interplay which takes place is ever changing and only stable until one of the three characteristics changes