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Problematizing Consumer Agency of Brands: Brand Meaning in Commoditization and Decommoditization of Brands

Murray, Owen and Ralchev, Ivan (2010)
Department of Business Administration
Abstract
The purpose of this master thesis is to develop a cogent understanding of brand agency that is informed by knowledge of how consumers negotiate brand meaning. It aims at both the betterment of brand management in practical application and making a meaningful contribution to brand management literature. A qualitative approach has been applied with data collection carried out through semi-structured interviews. The data is analyzed semiotically and modeled using associative brand network techniques. The theoretical discussion of this thesis is in the area of learning, consumption, sociology, semiology, and psychology. Ten (10) semi-structured interviews provided empirical data in the form of brand and category associations related to brand... (More)
The purpose of this master thesis is to develop a cogent understanding of brand agency that is informed by knowledge of how consumers negotiate brand meaning. It aims at both the betterment of brand management in practical application and making a meaningful contribution to brand management literature. A qualitative approach has been applied with data collection carried out through semi-structured interviews. The data is analyzed semiotically and modeled using associative brand network techniques. The theoretical discussion of this thesis is in the area of learning, consumption, sociology, semiology, and psychology. Ten (10) semi-structured interviews provided empirical data in the form of brand and category associations related to brand knowledge structures. To a large extent, consumers are assuming ownership of the brand where meaning emerges not only from unilaterally-imposed company activities, but also from how the brand is disseminated by consumers. Brands are constructed as a result of negotiated meaning that act as devices for consumers’ consumption processes. (Less)
Please use this url to cite or link to this publication:
author
Murray, Owen and Ralchev, Ivan
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
brands, brand ownership, brand meaning, semiology, learning, commoditization, decommoditization, semiotics, associative networks, Management of enterprises, Företagsledning, management
language
Swedish
id
1626955
date added to LUP
2010-06-01 00:00:00
date last changed
2012-04-02 18:19:12
@misc{1626955,
  abstract     = {The purpose of this master thesis is to develop a cogent understanding of brand agency that is informed by knowledge of how consumers negotiate brand meaning. It aims at both the betterment of brand management in practical application and making a meaningful contribution to brand management literature. A qualitative approach has been applied with data collection carried out through semi-structured interviews. The data is analyzed semiotically and modeled using associative brand network techniques. The theoretical discussion of this thesis is in the area of learning, consumption, sociology, semiology, and psychology. Ten (10) semi-structured interviews provided empirical data in the form of brand and category associations related to brand knowledge structures. To a large extent, consumers are assuming ownership of the brand where meaning emerges not only from unilaterally-imposed company activities, but also from how the brand is disseminated by consumers. Brands are constructed as a result of negotiated meaning that act as devices for consumers’ consumption processes.},
  author       = {Murray, Owen and Ralchev, Ivan},
  keyword      = {brands,brand ownership,brand meaning,semiology,learning,commoditization,decommoditization,semiotics,associative networks,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Problematizing Consumer Agency of Brands: Brand Meaning in Commoditization and Decommoditization of Brands},
  year         = {2010},
}