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Varumärkesinkongruens i kommunikation: Hur konsumenter skapar mening kring reklambilder med varumärkesinkongruenta budskap

Livijn, Alexandra LU and Strindlund, Lin LU (2016) SKOK01 20161
Department of Strategic Communication
Abstract
This paper aims to increase the knowledge of how consumers understand the relatively new phenomenon brand incongruency and how it affects them. Based on the result from a pre-study, four fictional advertisements using a logo from a well-established brand were constructed in order to correspond to three different levels of incongruency. These were used in semi-structured interviews in order to examine how consumers try to create meaning, according to Weick’s sensemaking theory. Additionally, we examined whether the incongruent advertisements were able to generate attention as well as if they affected the memory. The analysis indicates that previous experiences play a crucial part in the sensemaking process. Also, when consumers were... (More)
This paper aims to increase the knowledge of how consumers understand the relatively new phenomenon brand incongruency and how it affects them. Based on the result from a pre-study, four fictional advertisements using a logo from a well-established brand were constructed in order to correspond to three different levels of incongruency. These were used in semi-structured interviews in order to examine how consumers try to create meaning, according to Weick’s sensemaking theory. Additionally, we examined whether the incongruent advertisements were able to generate attention as well as if they affected the memory. The analysis indicates that previous experiences play a crucial part in the sensemaking process. Also, when consumers were struggling to understand the advertisements, they tended to act as cognitive misers, as well as tried to fill in the missing pieces. Furthermore, what caught the consumer’s attention was when the familiar brand communicated in an unfamiliar context, which also seemed to affect the consumer’s memory. To conclude, it seems as if the different levels of incongruency are useless since sensemaking is an individual process, mainly dependent on the sensemaker’s previous experiences. Another conclusion that was reached was that besides the combination of a new context and a familiar brand, sticking to one brand association is fundamental in order for a brand incongruent advertisement to be remembered by the consumer, possibly leading to extend the consumer’s memory of an advertisement or a brand. (Less)
Abstract (Swedish)
Den här studien syftar till att öka kunskapen kring hur konsumenter förstår och påverkas av det relativt nya fenomenet varumärkesinkongruent marknadskommunikation. Utifrån resultaten från en förstudie utformades fyra fiktiva reklambilder med en varumärkeslogga från ett väletablerat varumärke. Dessa reklambilder utformades i enlighet med tre olika grader av inkongruens. De användes sedan i semi-strukturerade intervjuer för att, utifrån Weicks teori om meningsskapande, undersöka hur konsumenter försöker skapa mening i dem. Vi undersökte även om de fiktivt inkongruenta reklambilderna kunde få konsumenternas uppmärksamhet och vidare läggas på minnet. Analysen pekar på att tidigare erfarenheter spelar en avgörande roll i den meningsskapande... (More)
Den här studien syftar till att öka kunskapen kring hur konsumenter förstår och påverkas av det relativt nya fenomenet varumärkesinkongruent marknadskommunikation. Utifrån resultaten från en förstudie utformades fyra fiktiva reklambilder med en varumärkeslogga från ett väletablerat varumärke. Dessa reklambilder utformades i enlighet med tre olika grader av inkongruens. De användes sedan i semi-strukturerade intervjuer för att, utifrån Weicks teori om meningsskapande, undersöka hur konsumenter försöker skapa mening i dem. Vi undersökte även om de fiktivt inkongruenta reklambilderna kunde få konsumenternas uppmärksamhet och vidare läggas på minnet. Analysen pekar på att tidigare erfarenheter spelar en avgörande roll i den meningsskapande processen. Den visar också att när konsumenter hade svårigheter i att förstå reklambilden tenderade de att agera som kognitiva snåljåpar, liksom att försöka fylla i de luckor som saknades. Vidare visade analysen att det som fångade konsumenters uppmärksamhet var när bekanta varumärken kommunicerade i en oförväntad kontext. Detta verkade även påverka konsumenters minne. Vår slutsats blev att olika grader av inkongruens är intetsägande då den meningsskapande processen är individuell, främst beroende av konsumenters tidigare erfarenheter. Vi kom även fram till att utöver kombinationen nytt sammanhang och ett bekant varumärke, måste en kärnassociation hållas fast vid för att en varumärkesinkongruent reklambild ska läggas på minnet. Därmed skulle konsumenternas minne av reklambilden eller varumärket kunna utvidgas. (Less)
Please use this url to cite or link to this publication:
author
Livijn, Alexandra LU and Strindlund, Lin LU
supervisor
organization
course
SKOK01 20161
year
type
M2 - Bachelor Degree
subject
keywords
brand incongruency, marketing communication, strategic communication, brands, sensemak-ing, Weick, attention, memory varumärkesinkongruens, marknadskommunikation, strategisk kommunikation, varumärken, meningsskapande, uppmärksamhet, minne
language
Swedish
id
8872199
date added to LUP
2016-06-13 14:17:36
date last changed
2016-06-13 14:17:36
@misc{8872199,
  abstract     = {This paper aims to increase the knowledge of how consumers understand the relatively new phenomenon brand incongruency and how it affects them. Based on the result from a pre-study, four fictional advertisements using a logo from a well-established brand were constructed in order to correspond to three different levels of incongruency. These were used in semi-structured interviews in order to examine how consumers try to create meaning, according to Weick’s sensemaking theory. Additionally, we examined whether the incongruent advertisements were able to generate attention as well as if they affected the memory. The analysis indicates that previous experiences play a crucial part in the sensemaking process. Also, when consumers were struggling to understand the advertisements, they tended to act as cognitive misers, as well as tried to fill in the missing pieces. Furthermore, what caught the consumer’s attention was when the familiar brand communicated in an unfamiliar context, which also seemed to affect the consumer’s memory. To conclude, it seems as if the different levels of incongruency are useless since sensemaking is an individual process, mainly dependent on the sensemaker’s previous experiences. Another conclusion that was reached was that besides the combination of a new context and a familiar brand, sticking to one brand association is fundamental in order for a brand incongruent advertisement to be remembered by the consumer, possibly leading to extend the consumer’s memory of an advertisement or a brand.},
  author       = {Livijn, Alexandra and Strindlund, Lin},
  keyword      = {brand incongruency,marketing communication,strategic communication,brands,sensemak-ing,Weick,attention,memory varumärkesinkongruens,marknadskommunikation,strategisk kommunikation,varumärken,meningsskapande,uppmärksamhet,minne},
  language     = {swe},
  note         = {Student Paper},
  title        = {Varumärkesinkongruens i kommunikation: Hur konsumenter skapar mening kring reklambilder med varumärkesinkongruenta budskap},
  year         = {2016},
}