Lifestyle branding: a cross-cultural perspective through MUJI and IKEA's experiences.

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dc.contributor.advisor Vescovi, Tiziano it_IT
dc.contributor.author Muzi, Alessandro <1992> it_IT
dc.date.accessioned 2017-06-19 it_IT
dc.date.accessioned 2017-09-29T13:00:07Z
dc.date.available 2019-02-26T10:24:48Z
dc.date.issued 2017-07-05 it_IT
dc.identifier.uri http://hdl.handle.net/10579/10697
dc.description.abstract The growing search for identity and self-expression through consumption in postmodern society pushes brands to reconsider the way they build emotional connections with consumers, eventually leading them to turn into “lifestyle brands”, i.e. brands who seek to inspire, guide and motivate people by influencing their way of life. The phenomenon is widespread all over the world, with an impressive number of companies evolving into lifestyle brands over the last few decades. However, academic research related to this topic is still very limited. The purpose of this thesis is to add understanding of the lifestyle branding phenomenon by conducting research from a cross-cultural perspective. In the first part, a literature review will explain (1) the reasons behind lifestyle branding, (2) the development process of lifestyle brands and (3) two strategic issues for lifestyle retail brands when going global: whether to standardize or localize and how brand perception changes across cultures. Then, to provide a practical view of the matter, MUJI (4) and IKEA (5) lifestyle branding experiences will be analyzed, putting into comparative perspective some key features of these two brands which, despite proposing a similar lifestyle, approach markets with different strategies as they come from different cultural backgrounds and aesthetics. Some further considerations (6) on MUJI and IKEA’s values and cross-cultural perceptions will finally conclude the research. it_IT
dc.language.iso en it_IT
dc.publisher Università Ca' Foscari Venezia it_IT
dc.rights © Alessandro Muzi, 2017 it_IT
dc.title Lifestyle branding: a cross-cultural perspective through MUJI and IKEA's experiences. it_IT
dc.title.alternative Lifestyle Branding: A cross-cultural perspective through MUJI and IKEA’s experiences it_IT
dc.type Bachelor Thesis it_IT
dc.degree.name Lingue, economie e istituzioni dell'asia e dell'africa mediterranea it_IT
dc.degree.level Laurea magistrale it_IT
dc.degree.grantor Scuola in Studi Asiatici e Gestione Aziendale it_IT
dc.description.academicyear 2016/2017 sessione estiva it_IT
dc.rights.accessrights embargoedAccess it_IT
dc.thesis.matricno 836265 it_IT
dc.subject.miur SECS-P/08 ECONOMIA E GESTIONE DELLE IMPRESE it_IT
dc.description.note it_IT
dc.degree.discipline it_IT
dc.contributor.co-advisor it_IT
dc.subject.language GIAPPONESE it_IT
dc.provenance.upload Alessandro Muzi (836265@stud.unive.it), 2017-06-19 it_IT
dc.provenance.plagiarycheck Tiziano Vescovi (vescovi@unive.it), 2017-07-03 it_IT


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