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Dialekters påverkan på varumärkets personlighet och styrka

Tangen, Christoffer LU ; Morinder, Lukas LU and Lyrfors, Elin LU (2015) FEKH29 20151
Department of Business Administration
Abstract (Swedish)
Examensarbetets titel: Dialekters påverkan på varumärkets personlighet och styrka
Seminariedatum: 2015-06-04
Ämne/kurs: FEKH29 Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Elin Lyrfors, Lukas Morinder, Christoffer Tangen
Handledare: Lars Carlman
Nyckelord: Varumärkespersonlighet, dialekt, Jennifer Aaker, radioreklam, varumärkesstyrka.

Syfte: Att utifrån existerande teori inom marknadsföring-, lingvistik- och psykologiforskning utreda huruvida användandet av olika svenska dialekter har en inverkan på varumärkespersonlighet, köpintentioner, prispremium och gillande.

Metod: Examensarbetet har genomförts genom en kvantitativ studie med sin utgångspunkt i positivismen. Arbetet har... (More)
Examensarbetets titel: Dialekters påverkan på varumärkets personlighet och styrka
Seminariedatum: 2015-06-04
Ämne/kurs: FEKH29 Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Elin Lyrfors, Lukas Morinder, Christoffer Tangen
Handledare: Lars Carlman
Nyckelord: Varumärkespersonlighet, dialekt, Jennifer Aaker, radioreklam, varumärkesstyrka.

Syfte: Att utifrån existerande teori inom marknadsföring-, lingvistik- och psykologiforskning utreda huruvida användandet av olika svenska dialekter har en inverkan på varumärkespersonlighet, köpintentioner, prispremium och gillande.

Metod: Examensarbetet har genomförts genom en kvantitativ studie med sin utgångspunkt i positivismen. Arbetet har utförts med en deduktiv ansats vilket innebär att en framtagen teori bevisas eller motbevisas genom en metod. Data har samlats in med hjälp av en enkätundersökning inspirerad av en studie gjord av Jennifer Aaker.

Teoretiska perspektiv: Arbetet grundar sig i teorier om varumärkesstyrka och varumärkespersonlighet med stort fokus på Jennifer Aakers studie Dimensions of brand personality från 1997. Inslag av lingvistik och psykologi har använts för att göra studien komplett.

Empiri: Arbetets empiri har samlats in genom 35 stycken online-baserade enkätundersökningar innehållande 48 frågor med totalt 449 svarande. 381 svar har plockats ut och använts i empirin. Kraven för att inkluderas i studien var att intervjuobjektet härstammar från Skåne, Norrland eller Uppland, har svarat sanningsenligt och inom rätt tidsram.

Resultat: Med hjälp av tidigare teorier kombinerat med vår insamlade empiri har vi fått en större inblick i hur svenska medborgare förhåller sig till olika dialekter i radioreklam. Slutsatserna grundar sig på svaren från intervjuobjekten angående de tre dialekterna; skånska, norrländska och rikssvenska. Det har i studien framkommit att dialekter har en påverkan på varumärkespersonlighet men det föreligger samtidigt inga bevis för att någon av de inkluderade dialekterna bidrar till de varumärkesstärkande effekterna gillande, köpintention och prispremium. Värt att notera är att studien är begränsad till ovanstående variabler, det finns således stora möjligheter till vidare forskning inom ämnet baserat på andra svenska dialekter. (Less)
Abstract
Title: The impact of dialects on the brand’s personality and strength
Seminar date: 2014-06-05
Course: FEKH29 Business administration: Degree Project in Marketing, Undergraduate Level, 15 hp.
Authors: Elin Lyrfors, Lukas Morinder, Christoffer Tangen
Advisor: Lars Carlman
Key words: Brand strenght, brand personality, dialect, Jennifer Aaker, radio commercial.

Purpose: Based on existing theories within marketing-, linguistics- and psychology research investigate whether the use of different Swedish dialects have an impact on brand personality, purchase intentions, price premium and appreciation.

Methodology: The work has been carried out through a quantitative study with its starting point in positivism. The work has a deductive... (More)
Title: The impact of dialects on the brand’s personality and strength
Seminar date: 2014-06-05
Course: FEKH29 Business administration: Degree Project in Marketing, Undergraduate Level, 15 hp.
Authors: Elin Lyrfors, Lukas Morinder, Christoffer Tangen
Advisor: Lars Carlman
Key words: Brand strenght, brand personality, dialect, Jennifer Aaker, radio commercial.

Purpose: Based on existing theories within marketing-, linguistics- and psychology research investigate whether the use of different Swedish dialects have an impact on brand personality, purchase intentions, price premium and appreciation.

Methodology: The work has been carried out through a quantitative study with its starting point in positivism. The work has a deductive approach, meaning, a theory is being proven or disproven using a specific method. The data was collected using a questionnaire inspired by a study made by Jennifer Aaker.

Theoretical perspectives: The work is based on theories of brand strenght and brand personality with a strong focus on Jennifer Aaker’s study Dimensions of brand personality from year 1997. Elements of linguistics and psychology have been used to make the study complete.

Empirical Foundation: Empiricism has been collected by 35 online-based questionnaires containing 48 questions with a total of 449 respondents. 381 replies have been used in the empirical data. The requirements needed in order to be included in the study, was that the interviewee is born and raised in Scania, northern Sweden or Uppland, that they answered truthfully and within the legal timeframe.

Conclusions: By using previous theories combined with our collected empirical data we have gained a greater insight into how Swedish citizens relate to different dialects in radio advertising. The conclusions are based on the views of the respondents regarding the three dialects; Scanian, northern Swedish and standardized Swedish. The study has revealed that dialects have an impact on the brand's personality. However, there is no evidence of that any of the included dialects contribute to a stronger brand in terms of liking, purchase intention and price premium. Something that is worth noting is that the study is limited to the variables above, there are hence great opportunities for further research on the subject based on other Swedish dialects. (Less)
Please use this url to cite or link to this publication:
author
Tangen, Christoffer LU ; Morinder, Lukas LU and Lyrfors, Elin LU
supervisor
organization
course
FEKH29 20151
year
type
M2 - Bachelor Degree
subject
keywords
Varumärkesstyrka, Radioreklam, Jennifer Aaker, Varumärkespersonlighet, Dialekt
language
Swedish
id
7448340
date added to LUP
2015-06-25 16:12:57
date last changed
2015-06-25 16:12:57
@misc{7448340,
  abstract     = {Title: The impact of dialects on the brand’s personality and strength 
Seminar date: 2014-06-05
Course: FEKH29 Business administration: Degree Project in Marketing, Undergraduate Level, 15 hp.
Authors: Elin Lyrfors, Lukas Morinder, Christoffer Tangen
Advisor: Lars Carlman
Key words: Brand strenght, brand personality, dialect, Jennifer Aaker, radio commercial.

Purpose: Based on existing theories within marketing-, linguistics- and psychology research investigate whether the use of different Swedish dialects have an impact on brand personality, purchase intentions, price premium and appreciation.

Methodology: The work has been carried out through a quantitative study with its starting point in positivism. The work has a deductive approach, meaning, a theory is being proven or disproven using a specific method. The data was collected using a questionnaire inspired by a study made by Jennifer Aaker.

Theoretical perspectives: The work is based on theories of brand strenght and brand personality with a strong focus on Jennifer Aaker’s study Dimensions of brand personality from year 1997. Elements of linguistics and psychology have been used to make the study complete.

Empirical Foundation: Empiricism has been collected by 35 online-based questionnaires containing 48 questions with a total of 449 respondents. 381 replies have been used in the empirical data. The requirements needed in order to be included in the study, was that the interviewee is born and raised in Scania, northern Sweden or Uppland, that they answered truthfully and within the legal timeframe.

Conclusions: By using previous theories combined with our collected empirical data we have gained a greater insight into how Swedish citizens relate to different dialects in radio advertising. The conclusions are based on the views of the respondents regarding the three dialects; Scanian, northern Swedish and standardized Swedish. The study has revealed that dialects have an impact on the brand's personality. However, there is no evidence of that any of the included dialects contribute to a stronger brand in terms of liking, purchase intention and price premium. Something that is worth noting is that the study is limited to the variables above, there are hence great opportunities for further research on the subject based on other Swedish dialects.},
  author       = {Tangen, Christoffer and Morinder, Lukas and Lyrfors, Elin},
  keyword      = {Varumärkesstyrka,Radioreklam,Jennifer Aaker,Varumärkespersonlighet,Dialekt},
  language     = {swe},
  note         = {Student Paper},
  title        = {Dialekters påverkan på varumärkets personlighet och styrka},
  year         = {2015},
}