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Den provokativa marknadsföringens påverkan på varumärket.

Sjölund, Niklas LU and Skoglund, Joakim LU (2015) FEKH29 20151
Department of Business Administration
Abstract (Swedish)
Syfte: Författarnas syfte med denna uppsats är att undersöka hur konsumenters uppfattning
för varumärken förändras när ett varumärke använder sig av provocerande marknadsföring.
Ett ytterligare steg är att se de olika varumärkena som testas, som representanter för de
varumärkespersonlighet som beskrivs ovan. Därigenom kan mer än bara varumärke studeras.

Metod: Kvalitativ undersökning med fyra fokusgrupper.
Teoretiska perspektiv: brand equity, varumärkesattityder, varumärkespersonlighet och
provokativ marknadsföring.

Empiri: Fyra fokusgrupper studerades där de fem varumärkespersonligheterna
representerades av var sitt varumärke. En provokativ och en icke provokativ annons visades
per varumärke.

Resultat: Slutsatsen av... (More)
Syfte: Författarnas syfte med denna uppsats är att undersöka hur konsumenters uppfattning
för varumärken förändras när ett varumärke använder sig av provocerande marknadsföring.
Ett ytterligare steg är att se de olika varumärkena som testas, som representanter för de
varumärkespersonlighet som beskrivs ovan. Därigenom kan mer än bara varumärke studeras.

Metod: Kvalitativ undersökning med fyra fokusgrupper.
Teoretiska perspektiv: brand equity, varumärkesattityder, varumärkespersonlighet och
provokativ marknadsföring.

Empiri: Fyra fokusgrupper studerades där de fem varumärkespersonligheterna
representerades av var sitt varumärke. En provokativ och en icke provokativ annons visades
per varumärke.

Resultat: Slutsatsen av uppsatsen fann att konsumenters uppfattning av varumärken
tenderade att förändras vid användande av provocerande marknadsföring. Både till det
positiva och negativa beroende på vilket typ av varumärke det var samt vad konsumenten
tyckte om provokationen. (Less)
Abstract
Purpose: The purpose of this study is to examine how consumers’ idea of brands differ when
provocative marketing is used. One step further is to see the brands used in the study as
representatives for the different categories of Brand Personality. Therefore, a group of brands
can be studied, rather than just the one.

Methodology: Qualitativ research with four focus groups.
Theoretical perspectives: Brand equity, Brand attitude, Brand personalities, Provocative
marketing

Empirical foundation: Four focus groups was studied were the five different brand
personalities was presented by a representative brand each. One provocative and one non
provocative ad was presented per brand.

Conclusions: The conclusion of the essay found... (More)
Purpose: The purpose of this study is to examine how consumers’ idea of brands differ when
provocative marketing is used. One step further is to see the brands used in the study as
representatives for the different categories of Brand Personality. Therefore, a group of brands
can be studied, rather than just the one.

Methodology: Qualitativ research with four focus groups.
Theoretical perspectives: Brand equity, Brand attitude, Brand personalities, Provocative
marketing

Empirical foundation: Four focus groups was studied were the five different brand
personalities was presented by a representative brand each. One provocative and one non
provocative ad was presented per brand.

Conclusions: The conclusion of the essay found that consumers tend to change their opinion
about brands when the usage of provocative marketing is applied. It changes both to the better
and worse depending on what type of brand it is and also depending on what the consumers
think about that kind of provocative marketing. (Less)
Please use this url to cite or link to this publication:
author
Sjölund, Niklas LU and Skoglund, Joakim LU
supervisor
organization
alternative title
The impact of provocative advertising on brands.
course
FEKH29 20151
year
type
M2 - Bachelor Degree
subject
keywords
brand equity, varumärkesattityder, varumärkespersonlighet och provokativ marknadsföring Provocation, branding, brand personality, marketing
language
Swedish
id
7793257
date added to LUP
2015-09-11 10:23:43
date last changed
2015-09-11 10:23:43
@misc{7793257,
  abstract     = {{Purpose: The purpose of this study is to examine how consumers’ idea of brands differ when
provocative marketing is used. One step further is to see the brands used in the study as
representatives for the different categories of Brand Personality. Therefore, a group of brands
can be studied, rather than just the one.

Methodology: Qualitativ research with four focus groups.
Theoretical perspectives: Brand equity, Brand attitude, Brand personalities, Provocative
marketing

Empirical foundation: Four focus groups was studied were the five different brand
personalities was presented by a representative brand each. One provocative and one non
provocative ad was presented per brand.

Conclusions: The conclusion of the essay found that consumers tend to change their opinion
about brands when the usage of provocative marketing is applied. It changes both to the better
and worse depending on what type of brand it is and also depending on what the consumers
think about that kind of provocative marketing.}},
  author       = {{Sjölund, Niklas and Skoglund, Joakim}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Den provokativa marknadsföringens påverkan på varumärket.}},
  year         = {{2015}},
}