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Can Shared Pain Contribute To Brand Community?

Cappelen, Anna-Sofia LU ; Erander, Linn LU ; Trane, Michael LU and Johansson Borg, Oskar LU (2019) FEKH29 20182
Department of Business Administration
Abstract (Swedish)
Ämne/Kurs: FEKH29, Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15
högskolepoäng
Författare: Anna-Sofia Cappelen, Linn Erander, Michael Trane, Oskar Borg
Handledare: Oskar Christensson
Nyckelord: Brand Community, Consumer Culture Theory, Consumer Identity Project,
Marketplace Cultures, Extremsport, CrossFit, Konsumtionsfenomen, Identitetsskapande,
Gemenskap, Smärta.
Syfte: Uppsatsen syfte är att öppna upp en ökad förståelse för det kollektiva identitetsskapandet
som sker genom extremträning som ett konsumtionsfenomen via en kvalitativ forskningsmetod.
Utifrån teorier inom Brand Community är syftet att ge ett teoretiskt bidrag till CCT.
Metod: Uppsatsens forskningsmetod bygger på en kvalitativ undersökning med... (More)
Ämne/Kurs: FEKH29, Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15
högskolepoäng
Författare: Anna-Sofia Cappelen, Linn Erander, Michael Trane, Oskar Borg
Handledare: Oskar Christensson
Nyckelord: Brand Community, Consumer Culture Theory, Consumer Identity Project,
Marketplace Cultures, Extremsport, CrossFit, Konsumtionsfenomen, Identitetsskapande,
Gemenskap, Smärta.
Syfte: Uppsatsen syfte är att öppna upp en ökad förståelse för det kollektiva identitetsskapandet
som sker genom extremträning som ett konsumtionsfenomen via en kvalitativ forskningsmetod.
Utifrån teorier inom Brand Community är syftet att ge ett teoretiskt bidrag till CCT.
Metod: Uppsatsens forskningsmetod bygger på en kvalitativ undersökning med hjälp av ett
hermeneutiskt fenomenologiskt förhållningssätt samt utifrån en abduktiv forskningsansats.
Insamlat empiriskt material består av tolv genomförda djupintervjuer som transkriberades och
analyserades med hjälp av kodning. Analyser och slutsatser bygger på primär och sekundärdata.
Teoretiska Perspektiv: CCT, Brand Community, Consumer Identity Project
Empiri: Det empiriska materialet som analyseras baseras på tolv djupintervjuer utgår från ett
semistrukturerat frågeschema.
Resultat:
Utifrån det empiriska material som insamlats fås en ökad förståelse för det kollektiva
identitetsskapandet som uppdagar sig inom (extrema träningsformen) CrossFit och med denna
förståelse kan det vidare konstateras att det därigenom bildas en stark gemenskap; detta utifrån
det teoretiska ramverk som tillämpats i den kvalitativa studien. Tillsammans med dessa
gemensamma upplevelser kunde vi urskilja ett fynd eller en iakttagelse, vilket vi tolkar som att
kombinationen av flow och smärta – upplevelser som då blir extraordinära. Den iakttagelsen har
därmed formats utifrån vad vi anser är vårt teoretiska bidrag till Brand Community. Vårt fynd är
då att det finns något annat utöver rådande teori om Brand Community som bidrar till
gemenskap. Detta skulle då kunna vara att denna kombination av den smärta och det flow som
uppstår när medlemmarna överkommer svåra utmaningar tillsammans. (Less)
Abstract
Abstract
Title: Can Shared Pain Contribute to Brand Community? - A qualitative study based on the
theories of Brand Community within CCT
Seminar Date: 2019-01-17
Course: FEKH29, Business Administration: Degree Project in Marketing, Undergraduate level,
15 University Credits Points (UPC or ECTS‐cr)
Author: Anna-Sofia Cappelen, Linn Erander, Michael Trane, Oskar Borg
Advisor: Oskar Christensson
Key Words: Brand Community, Consumer Culture Theory, Consumer Identity Project,
Marketplace Cultures, Extreme Sports, CrossFit, Consumption Phenomenon, Community, Pain
Purpose: The purpose of the thesis is to open up an increased understanding of the collective
identity creation that takes place through extreme training as a consumption... (More)
Abstract
Title: Can Shared Pain Contribute to Brand Community? - A qualitative study based on the
theories of Brand Community within CCT
Seminar Date: 2019-01-17
Course: FEKH29, Business Administration: Degree Project in Marketing, Undergraduate level,
15 University Credits Points (UPC or ECTS‐cr)
Author: Anna-Sofia Cappelen, Linn Erander, Michael Trane, Oskar Borg
Advisor: Oskar Christensson
Key Words: Brand Community, Consumer Culture Theory, Consumer Identity Project,
Marketplace Cultures, Extreme Sports, CrossFit, Consumption Phenomenon, Community, Pain
Purpose: The purpose of the thesis is to open up an increased understanding of the collective
identity creation that takes place through extreme training as a consumption phenomenon via a
qualitative research method. Based on the theories within the Brand Community, the purpose is
to provide a theoretical contribution to CCT.
Methodology: The essay's research method is based on a qualitative study using a hermeneutical
phenomenological approach and on the basis of an abductive research approach. Collected
empirical material consists of twelve completed in-depth interviews that were transcribed and
analyzed by coding. Analyzes and conclusions are based on primary and secondary data.
Theoretical Perspectives: CCT, Brand Community, Consumer Identity Project
Empirical Foundation: The empirical material that is analyzed is based on twelve in-depth
interviews, based on a semi-structured questionnaire.
Conclusions: Based on the collected empirical material, an increased understanding of the
collective identity creation is discovered within (extreme training) CrossFit; With this
understanding it can further be stated that a strong community is thereby formed. This is based
on the theoretical framework applied through a qualitative study. Together with these common
experiences, we could distinguish a finding or an observation, which we interpret as the
combination of flow and pain. - experiences that then become extraordinary. This observation
has thus been formed on the basis of what we believe is our theoretical contribution to the Brand
Community. Our finding is that there is something else besides the prevailing theory of fire
community that contributes to community. This could be that this combination of the pain and
the flow that occurs when the members overcome difficult challenges together. (Less)
Please use this url to cite or link to this publication:
author
Cappelen, Anna-Sofia LU ; Erander, Linn LU ; Trane, Michael LU and Johansson Borg, Oskar LU
supervisor
organization
alternative title
En kvalitativ studie med utgångspunkt i teorier kring Brand Community inom CCT
course
FEKH29 20182
year
type
M2 - Bachelor Degree
subject
keywords
CCT, Brand Community, Consumer Identity Project
language
Swedish
id
8970196
date added to LUP
2019-03-27 11:46:05
date last changed
2019-03-27 11:46:05
@misc{8970196,
  abstract     = {{Abstract
Title: Can Shared Pain Contribute to Brand Community? - A qualitative study based on the
theories of Brand Community within CCT
Seminar Date: 2019-01-17
Course: FEKH29, Business Administration: Degree Project in Marketing, Undergraduate level,
15 University Credits Points (UPC or ECTS‐cr)
Author: Anna-Sofia Cappelen, Linn Erander, Michael Trane, Oskar Borg
Advisor: Oskar Christensson
Key Words: Brand Community, Consumer Culture Theory, Consumer Identity Project,
Marketplace Cultures, Extreme Sports, CrossFit, Consumption Phenomenon, Community, Pain
Purpose: The purpose of the thesis is to open up an increased understanding of the collective
identity creation that takes place through extreme training as a consumption phenomenon via a
qualitative research method. Based on the theories within the Brand Community, the purpose is
to provide a theoretical contribution to CCT.
Methodology: The essay's research method is based on a qualitative study using a hermeneutical
phenomenological approach and on the basis of an abductive research approach. Collected
empirical material consists of twelve completed in-depth interviews that were transcribed and
analyzed by coding. Analyzes and conclusions are based on primary and secondary data.
Theoretical Perspectives: CCT, Brand Community, Consumer Identity Project
Empirical Foundation: The empirical material that is analyzed is based on twelve in-depth
interviews, based on a semi-structured questionnaire.
Conclusions: Based on the collected empirical material, an increased understanding of the
collective identity creation is discovered within (extreme training) CrossFit; With this
understanding it can further be stated that a strong community is thereby formed. This is based
on the theoretical framework applied through a qualitative study. Together with these common
experiences, we could distinguish a finding or an observation, which we interpret as the
combination of flow and pain. - experiences that then become extraordinary. This observation
has thus been formed on the basis of what we believe is our theoretical contribution to the Brand
Community. Our finding is that there is something else besides the prevailing theory of fire
community that contributes to community. This could be that this combination of the pain and
the flow that occurs when the members overcome difficult challenges together.}},
  author       = {{Cappelen, Anna-Sofia and Erander, Linn and Trane, Michael and Johansson Borg, Oskar}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Can Shared Pain Contribute To Brand Community?}},
  year         = {{2019}},
}