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Experience with the Second-Generation Online Brands: Online-Only Brand Experience

Sigmund, Carmen LU and Bebre, Julianna LU (2015) BUSN39 20151
Department of Business Administration
Abstract
Thesis Purpose
The purpose of this thesis is to deepen the knowledge in the phenomenon of brand experience by exploring components of online-only brand experience.
Methodology
A social-constructivist and interpretivist perspective guided the research to adopt a qualitative strategy with exploratory and phenomenological stance. Following an abductive approach and the hermeneutic circle technique, existing knowledge of offline brand experience served as guidance during the continuous interplay of data collection and analysis.
Theoretical Perspective
This research study builds on existing theoretical knowledge in the field of online marketing, online branding, Millennial generation, offline brand experience and online brand experience.... (More)
Thesis Purpose
The purpose of this thesis is to deepen the knowledge in the phenomenon of brand experience by exploring components of online-only brand experience.
Methodology
A social-constructivist and interpretivist perspective guided the research to adopt a qualitative strategy with exploratory and phenomenological stance. Following an abductive approach and the hermeneutic circle technique, existing knowledge of offline brand experience served as guidance during the continuous interplay of data collection and analysis.
Theoretical Perspective
This research study builds on existing theoretical knowledge in the field of online marketing, online branding, Millennial generation, offline brand experience and online brand experience. The framework created illustrates the interplay of those and guides subsequent data analysis.
Empirical Data
Empirical data was gathered through nine in-depth pair friendship interviews (18 interviewees in total), where participants reported their experiences with seven different online-only brands, belonging to four different categories (entertainment, information, communication and database brands).
Findings
The research reveals six components of online-only brand experience, namely, sensory, affective, intellectual, behavioral, social and technical experiences. Technical experiences are revealed to be the most influential component. Research further suggests that triggers under each component stem from the brand itself and/or during the consumption process of service provided. Besides, research shows the most influential components within brand experiences of examined four online-only brand categories. (Less)
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author
Sigmund, Carmen LU and Bebre, Julianna LU
supervisor
organization
course
BUSN39 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Online-only brand experience, brand experience, online marketing, online branding, Millennial generation
language
English
id
7470901
date added to LUP
2015-06-30 14:32:29
date last changed
2015-06-30 14:32:29
@misc{7470901,
  abstract     = {Thesis Purpose
The purpose of this thesis is to deepen the knowledge in the phenomenon of brand experience by exploring components of online-only brand experience.
Methodology
A social-constructivist and interpretivist perspective guided the research to adopt a qualitative strategy with exploratory and phenomenological stance. Following an abductive approach and the hermeneutic circle technique, existing knowledge of offline brand experience served as guidance during the continuous interplay of data collection and analysis.
Theoretical Perspective
This research study builds on existing theoretical knowledge in the field of online marketing, online branding, Millennial generation, offline brand experience and online brand experience. The framework created illustrates the interplay of those and guides subsequent data analysis.
Empirical Data
Empirical data was gathered through nine in-depth pair friendship interviews (18 interviewees in total), where participants reported their experiences with seven different online-only brands, belonging to	four	different	categories	(entertainment,	information, communication and database brands).
Findings
The research reveals six components of online-only brand experience, namely, sensory, affective, intellectual, behavioral, social and technical experiences. Technical experiences are revealed to be the most influential component. Research further suggests that triggers under each component stem from the brand itself and/or during the consumption process of service provided. Besides, research shows the most influential components within brand experiences of examined four online-only brand categories.},
  author       = {Sigmund, Carmen and Bebre, Julianna},
  keyword      = {Online-only brand experience,brand experience,online marketing,online branding,Millennial generation},
  language     = {eng},
  note         = {Student Paper},
  title        = {Experience with the Second-Generation Online Brands: Online-Only Brand Experience},
  year         = {2015},
}