Proceedings of the International Academic Conference on Frontiers in Social Sciences and Management Innovation (IAFSM 2018)

The influence of brand culture on Enterprises: a case study of IKEA

Authors
Zengfang Gong, Xiaoyu Jiang, Liang Liu
Corresponding Author
Zengfang Gong
Available Online March 2019.
DOI
10.2991/iafsm-18.2019.11How to use a DOI?
Keywords
Brand culture; Corporate culture; IKEA
Abstract

Nowadays, people's living standards are rising very fast, and material needs have been greatly satisfied. However, on the other hand, our spiritual and cultural needs are very scarce. This also gives entrepreneurs a revelation: who first instill their brand culture into the hearts of consumers, who won the commanding heights of the industry. Therefore, an enterprise needs its own brand culture, as long as consumers have the cultural quality consistent with the brand culture, it will greatly enhance the brand strength, and then obtain commercial profits. Through the analysis and explanation of IKEA's case, this paper introduces the related knowledge of brand culture, and provides reference for the further development of brand culture in other enterprises.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

Volume Title
Proceedings of the International Academic Conference on Frontiers in Social Sciences and Management Innovation (IAFSM 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
March 2019
ISBN
978-94-6252-696-9
ISSN
2352-5428
DOI
10.2991/iafsm-18.2019.11How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Zengfang Gong
AU  - Xiaoyu Jiang
AU  - Liang Liu
PY  - 2019/03
DA  - 2019/03
TI  - The influence of brand culture on Enterprises: a case study of IKEA
BT  - Proceedings of the International Academic Conference on Frontiers in Social Sciences and Management Innovation (IAFSM 2018)
PB  - Atlantis Press
SP  - 68
EP  - 71
SN  - 2352-5428
UR  - https://doi.org/10.2991/iafsm-18.2019.11
DO  - 10.2991/iafsm-18.2019.11
ID  - Gong2019/03
ER  -