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Building Brand Reputation in the Digital Age: Identifying effective brand communication to win the moment of truth online

Hoffmann, Christian LU and Weithaler, Lisa LU (2015) BUSN39 20151
Department 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)
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author
Hoffmann, Christian LU and Weithaler, Lisa LU
supervisor
organization
course
BUSN39 20151
year
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},
  keyword      = {Moment of Truth Online,Consumer Decision-Making Process Online,Brand Communication,Brand Reputation,Brand Identity},
  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},
}