The role of brand image and brand identity of L'Oréal Professional Products in the consumer behaviour of Gen Z
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| Format: | Thesis |
| Kulcsszavak: | cégelemzés hajápolás L'Oréal marketing márkaépítés Z generáció |
| Online Access: | http://dolgozattar.uni-bge.hu/56648 |
| Abstract: | The thesis aims to reveal the importance of brand image and identity, meaning a set of tools used by companies to build brand equity in marketing, and their development throughout the beauty industry detailed specifically in modern haircare. For deeper understanding, the study presents analyses through one of the top global professional haircare companies, L’Oréal and its Professional Products Division operating with four brands in Hungary: L’Oréal Professionnel, Kérastase, Redken and Matrix. The study as well provides insights on how Gen Z differs from previous generations, such as Gen X, Gen Y and Baby Boomers regarding their consumption and purchasing behaviour of haircare products and services. |
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