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Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study

Storesund, Jonatan LU and Olsson, Oskar LU (2015) BUSN39 20151
Department of Business Administration
Abstract
Title: Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study.

Research problem: The research problem originates from the shifted power balance through the
rise of social media. Whereby, organizational control of the brand image is starting to fade. Thus,
further research is needed, whether an open-source branding strategy truly affects consumers’
perceptions of a brand.

Thesis purpose: The purpose of this research is to analyze how consumers experience a brand
through social media and what implications the interaction between consumer-consumers and
consumer-brands have on the company's brand image. By mediating and illuminating the
importance of involving the... (More)
Title: Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study.

Research problem: The research problem originates from the shifted power balance through the
rise of social media. Whereby, organizational control of the brand image is starting to fade. Thus,
further research is needed, whether an open-source branding strategy truly affects consumers’
perceptions of a brand.

Thesis purpose: The purpose of this research is to analyze how consumers experience a brand
through social media and what implications the interaction between consumer-consumers and
consumer-brands have on the company's brand image. By mediating and illuminating the
importance of involving the consumers into the ‘open-source’ branding process on social media,
through the concept of co-creation of value.

Theoretical framework: The framework consists of three interrelated concepts, open-source
branding, co-creation and brand image.

Methodology: The research emphasizes an exploratory single-case study with a qualitative and
multisided approach, consisting of semi-structured in-depth interviews with one IKEA
representative as key informant and seven consumer interviews. In addition, a virtual observation
on the focal channel of Instagram has been conducted.

Findings: The main findings gathered underline the evolvement of IKEA’s brand image from a
consumer perceptive. From a company perspective, the open-source paradigm has been enhanced,
in greater extent. (Less)
Popular Abstract
Title: Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study.

Research problem: The research problem originates from the shifted power balance through the
rise of social media. Whereby, organizational control of the brand image is starting to fade. Thus,
further research is needed, whether an open-source branding strategy truly affects consumers’
perceptions of a brand.

Thesis purpose: The purpose of this research is to analyze how consumers experience a brand
through social media and what implications the interaction between consumer-consumers and
consumer-brands have on the company's brand image. By mediating and illuminating the
importance of involving the... (More)
Title: Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study.

Research problem: The research problem originates from the shifted power balance through the
rise of social media. Whereby, organizational control of the brand image is starting to fade. Thus,
further research is needed, whether an open-source branding strategy truly affects consumers’
perceptions of a brand.

Thesis purpose: The purpose of this research is to analyze how consumers experience a brand
through social media and what implications the interaction between consumer-consumers and
consumer-brands have on the company's brand image. By mediating and illuminating the
importance of involving the consumers into the ‘open-source’ branding process on social media,
through the concept of co-creation of value.

Theoretical framework: The framework consists of three interrelated concepts, open-source
branding, co-creation and brand image.

Methodology: The research emphasizes an exploratory single-case study with a qualitative and
multisided approach, consisting of semi-structured in-depth interviews with one IKEA
representative as key informant and seven consumer interviews. In addition, a virtual observation
on the focal channel of Instagram has been conducted.

Findings: The main findings gathered underline the evolvement of IKEA’s brand image from a
consumer perceptive. From a company perspective, the open-source paradigm has been enhanced,
in greater extent. (Less)
Please use this url to cite or link to this publication:
author
Storesund, Jonatan LU and Olsson, Oskar LU
supervisor
organization
course
BUSN39 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
IKEA., Instagram, social media, brand stories, brand development, brand image, co-creation of value, Open-source branding
language
English
id
7862109
date added to LUP
2015-10-06 08:56:37
date last changed
2015-10-06 08:56:37
@misc{7862109,
  abstract     = {Title: Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study.

Research problem: The research problem originates from the shifted power balance through the
rise of social media. Whereby, organizational control of the brand image is starting to fade. Thus,
further research is needed, whether an open-source branding strategy truly affects consumers’
perceptions of a brand.

Thesis purpose: The purpose of this research is to analyze how consumers experience a brand
through social media and what implications the interaction between consumer-consumers and
consumer-brands have on the company's brand image. By mediating and illuminating the
importance of involving the consumers into the ‘open-source’ branding process on social media,
through the concept of co-creation of value.

Theoretical framework: The framework consists of three interrelated concepts, open-source
branding, co-creation and brand image.

Methodology: The research emphasizes an exploratory single-case study with a qualitative and
multisided approach, consisting of semi-structured in-depth interviews with one IKEA
representative as key informant and seven consumer interviews. In addition, a virtual observation
on the focal channel of Instagram has been conducted.

Findings: The main findings gathered underline the evolvement of IKEA’s brand image from a
consumer perceptive. From a company perspective, the open-source paradigm has been enhanced,
in greater extent.},
  author       = {Storesund, Jonatan and Olsson, Oskar},
  keyword      = {IKEA.,Instagram,social media,brand stories,brand development,brand image,co-creation of value,Open-source branding},
  language     = {eng},
  note         = {Student Paper},
  title        = {Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study},
  year         = {2015},
}