Identity, values, transmission. The influence of branding on the automotive experience
Type de matériel :
TexteLangue : français Détails de publication : 2022.
Sujet(s) : Ressources en ligne : Abrégé : This research aims to determine the influence of different brands belonging to the same industrial group on consumer experience in the automotive sector. Taking a qualitative approach, we had two panels take the same type of semi-structured interview: the first made up of Volkswagen owners, the second of Porsche owners. We find that identity, values, and transmission are common elements to both brands, with owners of cars made by Porsche, a luxury brand, having a hedonistic, traditional, and conservative vision of the automobile, and Volkswagen owners preferring a sustainable, shared, and modern approach.
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This research aims to determine the influence of different brands belonging to the same industrial group on consumer experience in the automotive sector. Taking a qualitative approach, we had two panels take the same type of semi-structured interview: the first made up of Volkswagen owners, the second of Porsche owners. We find that identity, values, and transmission are common elements to both brands, with owners of cars made by Porsche, a luxury brand, having a hedonistic, traditional, and conservative vision of the automobile, and Volkswagen owners preferring a sustainable, shared, and modern approach.
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