New Brand Strategies in the Digital Era. The Evolution of Consumers' Behaviour and its Influence on Traditional Brand Management

Inhaltsverzeichnis (Table of Contents)

• Introduction
  • Background
  • Research Aim and Objective
  • Structure of the Study
• Literature Review
  • Theoretical Framework of Brands
  • The Age of Digitalisation
  • Instruments of Digital Brand Management
  • The Evolution of Consumer Behaviour in the Age of Digitalisation
  • Chapter Conclusion
• Research Methodology
  • Research Process
  • Research Philosophy
  • Strategy and Choice
  • Data Collection
  • Sampling Approach
  • Reliability and Validity
  • Data Analysis
  • Ethics
  • Chapter Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis explores the online consumer behaviour of Millennials in Germany, examining their decision-making processes, online engagement, and customer loyalty. It aims to provide a comprehensive understanding of how digitalization has influenced consumer behaviour and offers recommendations for brand managers to adapt their strategies accordingly.

• The impact of digitalization on consumer behaviour
• The decision-making process of Millennials in the digital age
• Online engagement and its role in fostering customer loyalty
• The effectiveness of digital marketing tools in influencing consumer behaviour
• Recommendations for brand management strategies in the digital era

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction provides context for the study by outlining the background of digitalization's influence on consumer behaviour, defining the research aim and objectives, and presenting the study's structure.

The literature review delves into the theoretical framework of brands, the impact of digitalization on brand management, and explores various instruments used for digital brand management. It further analyzes the evolution of consumer behaviour in the digital age, providing a foundation for understanding Millennials' online behaviour.

The research methodology chapter details the research process, philosophy, strategy, and data collection methods employed in the study. It further discusses the sampling approach, reliability and validity of the data, data analysis techniques, and ethical considerations.

Schlüsselwörter (Keywords)

This thesis focuses on key concepts such as Brand Management, Consumer Behaviour, Digitalization, Digital Marketing Tools, Decision-Making Process, Customer Loyalty, Millennials, and Germany. These terms represent the core themes and research focus of the study.