Brands in the Consumers' Hands
(2016) BUSN39 20161Department 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:
http://lup.lub.lu.se/student-papers/record/8876021
- author
- Löffler, Monika LU and Lukaityte, Julija LU
- supervisor
-
- Frans Melin LU
- organization
- alternative title
- How Brand Image and Functions Change for Open-Source Brands
- course
- BUSN39 20161
- year
- 2016
- 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}}, language = {{eng}}, note = {{Student Paper}}, title = {{Brands in the Consumers' Hands}}, year = {{2016}}, }