Leveraging brand co-creation in a digital era: An IKEA case study
(2021) In The Strategic Brand Management: Master Papers BUSN21 20212Department of Business Administration
- Abstract
- Purpose: The purpose is to examine how IKEA works with customer brand co-creation and how it can be further leveraged in the digital era.
Methodology: This paper adopts a qualitative case study method, where the primary data consists of an interview with a Social Media Specialist with pre-existing knowledge of brand co-creation at IKEA in Sweden. Furthermore, research about IKEA and the ways they work with customer brand co-creation has been collected from their webpage as well as articles on the topic.
Findings: The paper finds that IKEA has identified the benefits of brand co-creation, but is yet to fully leverage this online on different social media platforms. A degree of control over IKEAs brand touchpoints could be lost when... (More) - Purpose: The purpose is to examine how IKEA works with customer brand co-creation and how it can be further leveraged in the digital era.
Methodology: This paper adopts a qualitative case study method, where the primary data consists of an interview with a Social Media Specialist with pre-existing knowledge of brand co-creation at IKEA in Sweden. Furthermore, research about IKEA and the ways they work with customer brand co-creation has been collected from their webpage as well as articles on the topic.
Findings: The paper finds that IKEA has identified the benefits of brand co-creation, but is yet to fully leverage this online on different social media platforms. A degree of control over IKEAs brand touchpoints could be lost when engaging in brand co-creation. However, handing over a degree of autonomy to consumers is necessary for valuable interactions and exchanges to take place. Furthermore, democracy is a core component in IKEA’s strategy for co-creation, but they should utilise two-way communication in order to build synergies that can further add to brand value and brand knowledge.
Originality / value: Research within brand co-creation is available in this field of research, but does not fully investigate brand co-creation in the online space. The application of theory onto a case can add value to IKEA’s brand strategy through suggestions for improvement and enhancement of their customer brand co-creation strategy with practical suggestions.
Keywords: Co-creation, IKEA, Brand Engagement, Brand Self-congruity, Category Involvement, Brand Interactivity, Brand Communities, Brand Value, Brand Knowledge, Web 2.0, User Generated Content
Paper type: Research Paper (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9068052
- author
- Örnhem, Julia LU ; Weir, Sophie LU and Karlsson, Jesper LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20212
- year
- 2021
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- Co-creation, IKEA, Brand Engagement, Brand Self-congruity, Category Involvement, Brand Interactivity, Brand Communities, Brand Value, Brand Knowledge, Web 2.0, User Generated Content
- publication/series
- The Strategic Brand Management: Master Papers
- language
- English
- id
- 9068052
- date added to LUP
- 2021-11-15 08:13:10
- date last changed
- 2021-11-15 08:13:10
@misc{9068052,
abstract = {{Purpose: The purpose is to examine how IKEA works with customer brand co-creation and how it can be further leveraged in the digital era.
Methodology: This paper adopts a qualitative case study method, where the primary data consists of an interview with a Social Media Specialist with pre-existing knowledge of brand co-creation at IKEA in Sweden. Furthermore, research about IKEA and the ways they work with customer brand co-creation has been collected from their webpage as well as articles on the topic.
Findings: The paper finds that IKEA has identified the benefits of brand co-creation, but is yet to fully leverage this online on different social media platforms. A degree of control over IKEAs brand touchpoints could be lost when engaging in brand co-creation. However, handing over a degree of autonomy to consumers is necessary for valuable interactions and exchanges to take place. Furthermore, democracy is a core component in IKEA’s strategy for co-creation, but they should utilise two-way communication in order to build synergies that can further add to brand value and brand knowledge.
Originality / value: Research within brand co-creation is available in this field of research, but does not fully investigate brand co-creation in the online space. The application of theory onto a case can add value to IKEA’s brand strategy through suggestions for improvement and enhancement of their customer brand co-creation strategy with practical suggestions.
Keywords: Co-creation, IKEA, Brand Engagement, Brand Self-congruity, Category Involvement, Brand Interactivity, Brand Communities, Brand Value, Brand Knowledge, Web 2.0, User Generated Content
Paper type: Research Paper}},
author = {{Örnhem, Julia and Weir, Sophie and Karlsson, Jesper}},
language = {{eng}},
note = {{Student Paper}},
series = {{The Strategic Brand Management: Master Papers}},
title = {{Leveraging brand co-creation in a digital era: An IKEA case study}},
year = {{2021}},
}