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Titre : |
What is the impact of the brand’s image on the adoption of the self-driving car? |
Type de document : |
Mémoire |
Auteurs : |
Théo GENEVOIS, Auteur |
Année de publication : |
2019 |
Importance : |
34 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management AUTOMOBILE SECTEUR ; IMAGE DE MARQUE ; INNOVATION TECHNOLOGIQUE ; COMPORTEMENT DU CONSOMMATEUR
|
Résumé : |
This study underlines the impact of the brand image on the adoption process of the driverless car. 3 brands with 3 different brand images have been chosen to make an experimentation: First comes Renault, a French middle-range car manufacturer, then Audi, a German premium and technology oriented car brand and finally Google, expert in the artificial intelligence, eager to explore a new wide market such as autonomous car industry.
The study confirms the 3 brand images and highlights potential issues in customer perception of Googles. Questions about private life are evocated by respondents but the brand mainly appears has a high-tech expert. Brand image is therefore playing an important role and especially through brand trust in the adoption process. Renault is logically the brand which convince the less customers with the lowest trust and adoption score.
The study reveals that Audi is the brand perceived as the most congruent with the highest rate in term of trust in the brand, but it seems that the driverless car is more perceived as an AI product than a car which leads to reduce consequently trust of respondents while talking trust in the brand for designing a driverless car. The expertise required benefit to Google which has the highest adoption willingness score.
However, attitude toward Google seems to be highly reduced when customers are getting older. They are the ones who are the most afraid of spying image of Google and are more likely to trust car brands they know since their childhood. |
Note de contenu : |
Bibliographie p.28-29 |
Programme : |
PGE-Reims |
Spécialisation : |
Marketing |
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