Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study
(2015) BUSN39 20151Department of Business Administration
- Abstract
- Title: Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study.
Research problem: The research problem originates from the shifted power balance through the
rise of social media. Whereby, organizational control of the brand image is starting to fade. Thus,
further research is needed, whether an open-source branding strategy truly affects consumers’
perceptions of a brand.
Thesis purpose: The purpose of this research is to analyze how consumers experience a brand
through social media and what implications the interaction between consumer-consumers and
consumer-brands have on the company's brand image. By mediating and illuminating the
importance of involving the... (More) - Title: Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study.
Research problem: The research problem originates from the shifted power balance through the
rise of social media. Whereby, organizational control of the brand image is starting to fade. Thus,
further research is needed, whether an open-source branding strategy truly affects consumers’
perceptions of a brand.
Thesis purpose: The purpose of this research is to analyze how consumers experience a brand
through social media and what implications the interaction between consumer-consumers and
consumer-brands have on the company's brand image. By mediating and illuminating the
importance of involving the consumers into the ‘open-source’ branding process on social media,
through the concept of co-creation of value.
Theoretical framework: The framework consists of three interrelated concepts, open-source
branding, co-creation and brand image.
Methodology: The research emphasizes an exploratory single-case study with a qualitative and
multisided approach, consisting of semi-structured in-depth interviews with one IKEA
representative as key informant and seven consumer interviews. In addition, a virtual observation
on the focal channel of Instagram has been conducted.
Findings: The main findings gathered underline the evolvement of IKEA’s brand image from a
consumer perceptive. From a company perspective, the open-source paradigm has been enhanced,
in greater extent. (Less) - Popular Abstract
- Title: Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study.
Research problem: The research problem originates from the shifted power balance through the
rise of social media. Whereby, organizational control of the brand image is starting to fade. Thus,
further research is needed, whether an open-source branding strategy truly affects consumers’
perceptions of a brand.
Thesis purpose: The purpose of this research is to analyze how consumers experience a brand
through social media and what implications the interaction between consumer-consumers and
consumer-brands have on the company's brand image. By mediating and illuminating the
importance of involving the... (More) - Title: Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study.
Research problem: The research problem originates from the shifted power balance through the
rise of social media. Whereby, organizational control of the brand image is starting to fade. Thus,
further research is needed, whether an open-source branding strategy truly affects consumers’
perceptions of a brand.
Thesis purpose: The purpose of this research is to analyze how consumers experience a brand
through social media and what implications the interaction between consumer-consumers and
consumer-brands have on the company's brand image. By mediating and illuminating the
importance of involving the consumers into the ‘open-source’ branding process on social media,
through the concept of co-creation of value.
Theoretical framework: The framework consists of three interrelated concepts, open-source
branding, co-creation and brand image.
Methodology: The research emphasizes an exploratory single-case study with a qualitative and
multisided approach, consisting of semi-structured in-depth interviews with one IKEA
representative as key informant and seven consumer interviews. In addition, a virtual observation
on the focal channel of Instagram has been conducted.
Findings: The main findings gathered underline the evolvement of IKEA’s brand image from a
consumer perceptive. From a company perspective, the open-source paradigm has been enhanced,
in greater extent. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/7862109
- author
- Storesund, Jonatan LU and Olsson, Oskar LU
- supervisor
-
- Tommy Shih LU
- organization
- course
- BUSN39 20151
- year
- 2015
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- IKEA., Instagram, social media, brand stories, brand development, brand image, co-creation of value, Open-source branding
- language
- English
- id
- 7862109
- date added to LUP
- 2015-10-06 08:56:37
- date last changed
- 2015-10-06 08:56:37
@misc{7862109,
abstract = {{Title: Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study.
Research problem: The research problem originates from the shifted power balance through the
rise of social media. Whereby, organizational control of the brand image is starting to fade. Thus,
further research is needed, whether an open-source branding strategy truly affects consumers’
perceptions of a brand.
Thesis purpose: The purpose of this research is to analyze how consumers experience a brand
through social media and what implications the interaction between consumer-consumers and
consumer-brands have on the company's brand image. By mediating and illuminating the
importance of involving the consumers into the ‘open-source’ branding process on social media,
through the concept of co-creation of value.
Theoretical framework: The framework consists of three interrelated concepts, open-source
branding, co-creation and brand image.
Methodology: The research emphasizes an exploratory single-case study with a qualitative and
multisided approach, consisting of semi-structured in-depth interviews with one IKEA
representative as key informant and seven consumer interviews. In addition, a virtual observation
on the focal channel of Instagram has been conducted.
Findings: The main findings gathered underline the evolvement of IKEA’s brand image from a
consumer perceptive. From a company perspective, the open-source paradigm has been enhanced,
in greater extent.}},
author = {{Storesund, Jonatan and Olsson, Oskar}},
language = {{eng}},
note = {{Student Paper}},
title = {{Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study}},
year = {{2015}},
}