A laddering study: why people visit After You

Abstract

The author employs Aaker’s brand equity model and presents Birkenstock’s brand associations to understand the Birkenstock’s brand equity. The study reveals Birkenstock’s most salient attributes, customers-desired functional and emotional benefits, and relevant personal values. Some of the strongest associations are, for example, the quality that is minimal and the cork oak materials. Those brand associations have been discussed in detail. In addition, the author presents three main motivations of wearing Birkenstock and examines how motivations are originated. The Birkenstock’s brand associations have many applications. The business practitioners may use the associations to form marketing communication messages that are relevant to the consumers, increasing the probability that Birkenstock shoes are the chosen during the consideration phrase of customer journey.