Revolutionising skincare: harnessing new technology to enhance brand equity among young consumers in Europe

Bibliographic Details
Main Author: Pütz, Felix
Publication Date: 2024
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/178578
Summary: Young consumers are one of the most educated and conscious consumer segments, especially when it comes to skincare. New technology is now starting to disrupt the industry and shapes how young consumers relate towards skincare brands. This research examines how integrating new technology impacts brand equity among young European skincare consumers, using the Diffusion of Innovations Theory, Technology Acceptance Model, and persona development. Findings show that new technology boosts brand equity, and the study highlights the importance of clear communication and high product efficacy for building trust. Managerial implications emphasise tailored marketing strategies and robust R&D investments.
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spelling Revolutionising skincare: harnessing new technology to enhance brand equity among young consumers in EuropeYoung consumersBrand equityTechnologyPersonasCEMS MIMDomínio/Área Científica::Ciências Sociais::Economia e GestãoYoung consumers are one of the most educated and conscious consumer segments, especially when it comes to skincare. New technology is now starting to disrupt the industry and shapes how young consumers relate towards skincare brands. This research examines how integrating new technology impacts brand equity among young European skincare consumers, using the Diffusion of Innovations Theory, Technology Acceptance Model, and persona development. Findings show that new technology boosts brand equity, and the study highlights the importance of clear communication and high product efficacy for building trust. Managerial implications emphasise tailored marketing strategies and robust R&D investments.Fernandes, Miguel PintoRUNPütz, Felix2024-06-272024-06-032028-06-03T00:00:00Z2024-06-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/178578TID:203725158enginfo:eu-repo/semantics/embargoedAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-02-10T01:40:08Zoai:run.unl.pt:10362/178578Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T19:46:54.952260Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Revolutionising skincare: harnessing new technology to enhance brand equity among young consumers in Europe
title Revolutionising skincare: harnessing new technology to enhance brand equity among young consumers in Europe
spellingShingle Revolutionising skincare: harnessing new technology to enhance brand equity among young consumers in Europe
Pütz, Felix
Young consumers
Brand equity
Technology
Personas
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Revolutionising skincare: harnessing new technology to enhance brand equity among young consumers in Europe
title_full Revolutionising skincare: harnessing new technology to enhance brand equity among young consumers in Europe
title_fullStr Revolutionising skincare: harnessing new technology to enhance brand equity among young consumers in Europe
title_full_unstemmed Revolutionising skincare: harnessing new technology to enhance brand equity among young consumers in Europe
title_sort Revolutionising skincare: harnessing new technology to enhance brand equity among young consumers in Europe
author Pütz, Felix
author_facet Pütz, Felix
author_role author
dc.contributor.none.fl_str_mv Fernandes, Miguel Pinto
RUN
dc.contributor.author.fl_str_mv Pütz, Felix
dc.subject.por.fl_str_mv Young consumers
Brand equity
Technology
Personas
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Young consumers
Brand equity
Technology
Personas
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Young consumers are one of the most educated and conscious consumer segments, especially when it comes to skincare. New technology is now starting to disrupt the industry and shapes how young consumers relate towards skincare brands. This research examines how integrating new technology impacts brand equity among young European skincare consumers, using the Diffusion of Innovations Theory, Technology Acceptance Model, and persona development. Findings show that new technology boosts brand equity, and the study highlights the importance of clear communication and high product efficacy for building trust. Managerial implications emphasise tailored marketing strategies and robust R&D investments.
publishDate 2024
dc.date.none.fl_str_mv 2024-06-27
2024-06-03
2024-06-27T00:00:00Z
2028-06-03T00:00:00Z
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dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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dc.language.iso.fl_str_mv eng
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