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The rise of the FMCG flagship stores, a qualitative study exploring the phenomenon of FMCG flagship stores

Stenbäck, Olle LU and Waldeck, Albin LU (2021) BUSN39 20211
Department of Business Administration
Abstract (Swedish)
Thesis Purpose: The purpose of this study is to explore and develop an understanding of the rather unexplored phenomenon of using flagship stores in the FMCG industry. We want to explore what an FMCG flagship store is to understand why it is used in the context of strategic brand management. Moreover, we want to develop an understanding of how the brand experience might influence the consumer-brand relationship to brands in the FMCG industry through the phenomenon of flagship stores.
Methodology: A qualitative multiple case study with a social constructionist ontological standpoint and an abductive approach is taken. The case companies represent three brands with flagship stores: Swedish Match, Löfbergs and Lindt.
Theoretical... (More)
Thesis Purpose: The purpose of this study is to explore and develop an understanding of the rather unexplored phenomenon of using flagship stores in the FMCG industry. We want to explore what an FMCG flagship store is to understand why it is used in the context of strategic brand management. Moreover, we want to develop an understanding of how the brand experience might influence the consumer-brand relationship to brands in the FMCG industry through the phenomenon of flagship stores.
Methodology: A qualitative multiple case study with a social constructionist ontological standpoint and an abductive approach is taken. The case companies represent three brands with flagship stores: Swedish Match, Löfbergs and Lindt.
Theoretical Perspective: This study is formulated after reviewing and applying theories established within the field of customer-based brand equity and consumer-brand relationship. These theories were applied to guide the analysis and answer the research questions.
Empirical Material: Six semi-structured interviews with managers of the case companies, ten semi-structured interviews with customers of the case companies and observations of the flagship stores of the case companies were conducted to gather the empirical material for this study.
Conclusions: What an FMCG flagship store is by distinguishing from previous literature regarding flagship stores and suggesting a definition of the FMCG flagship store. We find various strategic purposes of why operating a flagships store in the FMCG industry, where a brand-owned place and education are emphasized. Furthermore, we also find how the FMCG flagship store influences the consumer-brand relationship, primarily the supportive cognitive beliefs. (Less)
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author
Stenbäck, Olle LU and Waldeck, Albin LU
supervisor
organization
course
BUSN39 20211
year
type
H1 - Master's Degree (One Year)
subject
keywords
FMCG, Flagship stores, brand experience, consumer-brand relationship, customer-based brand equity
language
English
id
9059716
date added to LUP
2021-06-29 14:23:48
date last changed
2021-06-29 14:23:48
@misc{9059716,
  abstract     = {{Thesis Purpose: The purpose of this study is to explore and develop an understanding of the rather unexplored phenomenon of using flagship stores in the FMCG industry. We want to explore what an FMCG flagship store is to understand why it is used in the context of strategic brand management. Moreover, we want to develop an understanding of how the brand experience might influence the consumer-brand relationship to brands in the FMCG industry through the phenomenon of flagship stores.
Methodology: A qualitative multiple case study with a social constructionist ontological standpoint and an abductive approach is taken. The case companies represent three brands with flagship stores: Swedish Match, Löfbergs and Lindt.
Theoretical Perspective: This study is formulated after reviewing and applying theories established within the field of customer-based brand equity and consumer-brand relationship. These theories were applied to guide the analysis and answer the research questions.
Empirical Material: Six semi-structured interviews with managers of the case companies, ten semi-structured interviews with customers of the case companies and observations of the flagship stores of the case companies were conducted to gather the empirical material for this study.
Conclusions: What an FMCG flagship store is by distinguishing from previous literature regarding flagship stores and suggesting a definition of the FMCG flagship store. We find various strategic purposes of why operating a flagships store in the FMCG industry, where a brand-owned place and education are emphasized. Furthermore, we also find how the FMCG flagship store influences the consumer-brand relationship, primarily the supportive cognitive beliefs.}},
  author       = {{Stenbäck, Olle and Waldeck, Albin}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The rise of the FMCG flagship stores, a qualitative study exploring the phenomenon of FMCG flagship stores}},
  year         = {{2021}},
}