MSc in Global Brand Management

Permanent URI for this collectionhttps://dspace.griffith.ie/handle/123456789/101

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Browsing MSc in Global Brand Management by Author "De Tona, Carla"

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    An Evaluation of Branding Strategies and Consumer Satisfaction: A Study of Jumia
    (Griffith College, 2023) Ojedokun, Oluwaseun Michael
    This research evaluates Jumia’s branding strategies and consumer satisfaction. Branding involves all methods a business adopts to create awareness, connect to its audience, position itself in its market and further differentiate itself from its competitors. Jumia is the largest online retail firm in Africa; it adopts several strategies for its branding. However, studies on Jumia’s branding mainly focused on the company perspective. Research has not thoroughly explored how Jumia’s consumers perceived its branding strategies. Therefore, this research investigates how Jumia’s branding strategy, especially its advertisement, has influenced its positive image, increased patronage, and the challenges consumers experienced with Jumia’s branding strategies. The research adopts the qualitative methodology, which collects data through semi-structured interviews. Semi-structured interviews were adopted to gain in-depth and detailed data from interviewees. Interviews were conducted with thirty customers of Jumia. Interviews were further analysed using the thematic approach. The major findings of the research include the use of adverts by Jumia gives it a high rating because its ads reflect it provides good value and timely delivery of products. However, ads did not influence patronage as customers were more concerned with price, exact products, and timely delivery. Furthermore, the research discovers that the challenges facing Jumia’s use of ads as a strategy are linked to its overemphasis on ads, the platform it used for ads, out-of-style ads, and ads that did not reflect the challenges of its app payment system. Thus, the research recommends Jumia's focus on other means of branding, including social media campaigns, content marketing and emotional marketing; these have greater customer connection and resonation.
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    Exploring the Impact of Content and Influencer Marketing on Airbnb's brand Communication Among Millennials in the U.S. Market: A Comprehensive Study
    (Griffith College, 2023) Osuji, Jennifer Chizobam
    This study aims to highlight the impact of content and influencer marketing on Airbnb’s brand communication, particularly among millennials in the U.S. market. Existing literature offered generalised insights into content and influencer marketing effectiveness in this field of research and lacks a deep dive into how these strategies impact millennials perception and decisions in the context of Airbnb’s brand communications. Using the qualitative method approach, an online qualitative survey of 35 participants who were Reddit users was conducted. Data were analysed using the thematic and descriptive method. The evaluation of the participants' feedback facilitated a comprehensive comprehension of millennials' viewpoints and experiences concerning Airbnb's brand, its endeavours in content and influencer marketing, and the impact of these elements on their behaviour and decision-making processes. A significant discovery from this study is that despite the emergence of common themes such as Airbnb usage, likes and dislikes, content-driven perception, and influencer-driven perception; the views of millennial users in the U.S. regarding Airbnb's brand differ considerably. The findings obtained from this research can serve as a valuable reference in formulating suggestions to enhance Airbnb's content and influencer marketing strategies. Recommendations could include creating novel and pertinent content in line with reputable influencers who embody Airbnb’s brand values, proactively handling relationships with influencers, and integrating customer’s feedback to improve offerings and refine marketing tactics. Future research could ultimately contribute to both theoretical knowledge and practical applications by enhancing the comprehension of brand communication strategies in a competitive hospitality industry.