Building Brand Reputation in the Digital Age: Identifying effective brand communication to win the moment of truth online
(2015) BUSN39 20151Department of Business Administration
- Abstract (Swedish)
- Thesis purpose:
The central purpose is to deliver a theoretical and practical contribution to existing literature in the fields of brand identity as well as brand reputation and particularly brand communication as a connecting link, lying in between. Further, the authors attempt to provide thorough understanding of the influence of online brand communication on consumers’ decision-making process respectively the critical moment of truth online. In this context, a newly created brand management model is introduced.
Theoretical perspective:
The literature review covers the interconnectedness between brand identity and brand reputation and theoretically examines the consumer decision-making journey in an online context. It creates the... (More) - Thesis purpose:
The central purpose is to deliver a theoretical and practical contribution to existing literature in the fields of brand identity as well as brand reputation and particularly brand communication as a connecting link, lying in between. Further, the authors attempt to provide thorough understanding of the influence of online brand communication on consumers’ decision-making process respectively the critical moment of truth online. In this context, a newly created brand management model is introduced.
Theoretical perspective:
The literature review covers the interconnectedness between brand identity and brand reputation and theoretically examines the consumer decision-making journey in an online context. It creates the basis for the subsequent empirical research. Thereby existing brand identity frameworks have been reviewed in detail.
Methodology:
The authors apply a grounded theory strategy. Thereby a mixed method approach is used by combining both qualitative and quantitative data collection.
Empirical Data:
Empirical data is gathered through in-depth interviews with twelve technology affine consumers. Subsequently, quantitative data is collected through an online survey in order to further evaluate the qualitative findings.
Conclusion:
The authors conclude that multiple online communication channels have an impact on the creation of positive brand reputation and consequently a consumer’s decision making process. Thereby valuable guidance to the management process of online brand communication in order to establish positive brand reputation is provided. This is presented through a newly created model- The Brand Identity Communication Reputation Matrix (BICRM), which builds upon existing theory in the fields of brand reputation. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/7511481
- author
- Hoffmann, Christian LU and Weithaler, Lisa LU
- supervisor
- organization
- course
- BUSN39 20151
- year
- 2015
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Moment of Truth Online, Consumer Decision-Making Process Online, Brand Communication, Brand Reputation, Brand Identity
- language
- English
- id
- 7511481
- date added to LUP
- 2015-08-10 14:20:39
- date last changed
- 2015-08-10 14:20:39
@misc{7511481,
abstract = {{Thesis purpose:
The central purpose is to deliver a theoretical and practical contribution to existing literature in the fields of brand identity as well as brand reputation and particularly brand communication as a connecting link, lying in between. Further, the authors attempt to provide thorough understanding of the influence of online brand communication on consumers’ decision-making process respectively the critical moment of truth online. In this context, a newly created brand management model is introduced.
Theoretical perspective:
The literature review covers the interconnectedness between brand identity and brand reputation and theoretically examines the consumer decision-making journey in an online context. It creates the basis for the subsequent empirical research. Thereby existing brand identity frameworks have been reviewed in detail.
Methodology:
The authors apply a grounded theory strategy. Thereby a mixed method approach is used by combining both qualitative and quantitative data collection.
Empirical Data:
Empirical data is gathered through in-depth interviews with twelve technology affine consumers. Subsequently, quantitative data is collected through an online survey in order to further evaluate the qualitative findings.
Conclusion:
The authors conclude that multiple online communication channels have an impact on the creation of positive brand reputation and consequently a consumer’s decision making process. Thereby valuable guidance to the management process of online brand communication in order to establish positive brand reputation is provided. This is presented through a newly created model- The Brand Identity Communication Reputation Matrix (BICRM), which builds upon existing theory in the fields of brand reputation.}},
author = {{Hoffmann, Christian and Weithaler, Lisa}},
language = {{eng}},
note = {{Student Paper}},
title = {{Building Brand Reputation in the Digital Age: Identifying effective brand communication to win the moment of truth online}},
year = {{2015}},
}