Advanced

Brands in the Consumers' Hands

Löffler, Monika LU and Lukaityte, Julija LU (2016) BUSN39 20161
Department of Business Administration
Abstract
The research problem originates within the concept of co-creation where traditional roles of organisations and consumers start to shift. Thereby, the issue of who actually controls brand images arises. Consequently, it is unclear how consumers perceive brands that are no longer controlled or even created by organisations. This study investigates how consumer-dominant logic influences brand image and changes brand functions of open-source brands. A multiple case study research studying two established open-source brands, YouTube and Wikipedia, is chosen to generate in-depth understanding about consumers’ perceptions. In accordance, nine semi-structured interviews with consumers are conducted. The main findings illuminate a clear separation... (More)
The research problem originates within the concept of co-creation where traditional roles of organisations and consumers start to shift. Thereby, the issue of who actually controls brand images arises. Consequently, it is unclear how consumers perceive brands that are no longer controlled or even created by organisations. This study investigates how consumer-dominant logic influences brand image and changes brand functions of open-source brands. A multiple case study research studying two established open-source brands, YouTube and Wikipedia, is chosen to generate in-depth understanding about consumers’ perceptions. In accordance, nine semi-structured interviews with consumers are conducted. The main findings illuminate a clear separation of organisations, contributors and consumers, and the technological setting as greatly impacting brand image of open-source brands. In addition, it is identified how traditional brand functions are challenged and which new functions are formed. Overall, the study concludes that traditional marketing theory requires revision to be applicable to emerging business logics. (Less)
Please use this url to cite or link to this publication:
author
Löffler, Monika LU and Lukaityte, Julija LU
supervisor
organization
alternative title
How Brand Image and Functions Change for Open-Source Brands
course
BUSN39 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand image, brand functions, open-source brands, co-creation, value, consumer-dominant logic
language
English
id
8876021
date added to LUP
2016-06-20 15:35:20
date last changed
2016-06-20 15:35:20
@misc{8876021,
  abstract     = {The research problem originates within the concept of co-creation where traditional roles of organisations and consumers start to shift. Thereby, the issue of who actually controls brand images arises. Consequently, it is unclear how consumers perceive brands that are no longer controlled or even created by organisations. This study investigates how consumer-dominant logic influences brand image and changes brand functions of open-source brands. A multiple case study research studying two established open-source brands, YouTube and Wikipedia, is chosen to generate in-depth understanding about consumers’ perceptions. In accordance, nine semi-structured interviews with consumers are conducted. The main findings illuminate a clear separation of organisations, contributors and consumers, and the technological setting as greatly impacting brand image of open-source brands. In addition, it is identified how traditional brand functions are challenged and which new functions are formed. Overall, the study concludes that traditional marketing theory requires revision to be applicable to emerging business logics.},
  author       = {Löffler, Monika and Lukaityte, Julija},
  keyword      = {Brand image,brand functions,open-source brands,co-creation,value,consumer-dominant logic},
  language     = {eng},
  note         = {Student Paper},
  title        = {Brands in the Consumers' Hands},
  year         = {2016},
}