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Ett branschfenomen i teoretisk tillämpning - En kvantitativ studie om content marketings effekt på kundbaserad brand equity

Hagberg, Johanna LU ; Keerberg, Filippa LU and Lampeitl, Andreas LU (2016) FEKH29 20161
Department of Business Administration
Abstract (Swedish)
Syfte – Uppsatsens syfte är att utöka förståelsen kring content marketings påverkan på brand equity. Detta görs genom att studera effekten av två former av marknadskommunikation, digital content marketing och digital traditionell reklam, på kundbaserad brand equity.

Teoretiska perspektiv – Uppsatsen utgår från teori inom kundbaserad brand equity med betoning på Aakers Brand Equity Dimensions, Keller och Lehmanns Brand Value Chain samt content marketing teori

Hypotes – Content marketing har en mer positiv effekt på kundbaserad brand equity än traditionell reklam

Metod – Studien utgick från en kvantitativ metod för att undersöka om ett samband mellan content marketing och kundbaserad brand equity kunde uppmätas och om det förelåg en... (More)
Syfte – Uppsatsens syfte är att utöka förståelsen kring content marketings påverkan på brand equity. Detta görs genom att studera effekten av två former av marknadskommunikation, digital content marketing och digital traditionell reklam, på kundbaserad brand equity.

Teoretiska perspektiv – Uppsatsen utgår från teori inom kundbaserad brand equity med betoning på Aakers Brand Equity Dimensions, Keller och Lehmanns Brand Value Chain samt content marketing teori

Hypotes – Content marketing har en mer positiv effekt på kundbaserad brand equity än traditionell reklam

Metod – Studien utgick från en kvantitativ metod för att undersöka om ett samband mellan content marketing och kundbaserad brand equity kunde uppmätas och om det förelåg en skillnad jämfört med traditionell reklam. Denna metod innebar en kvantifiering av den insamlade datan som sedan genomgick analys för att kunna förkasta eller acceptera hypotesen.

Resultat och slutsats – Studien visar att content marketing skapar större effekt på kundbaserad brand equity jämfört med traditionell reklam. Denna slutsats kan dras från resultatet som visar att content marketing har signifikant större effekt på samtliga dimensioner inom kundbaserad brand equity, förutsatt att mottagarna upplever innehållet i content marketing som värdefullt i någon mån. Vidare visar resultaten på att content marketing har olika grad av påverkan på de olika dimensionerna inom kundbaserad brand equity. Content marketing visade högst förklaringsgrad för dimensionen varumärkesassociationer och minst påverkan på dimensionen upplevd kvalitet. (Less)
Abstract
Purpose – The purpose of this study is to examine content marketing’s effect on brand equity. This is conducted through a quantitive study on digital content marketing’s and digital traditional marketing’s effect on customer based brand equity.

Theoretical Perspective – The theory applied in this study includes theory within customer based brand equity, with emphasis on Aaker’s Brand Equity Dimensions, Keller and Lehmann’s Brand Value Chain, in addition to theory within content marketing.

Hypothesis – Content marketing, in comparison to traditional marketing, has a more positive effect on customer based brand equity.

Methodology – The study was conducted using a quantitive method. The relationship and difference between content... (More)
Purpose – The purpose of this study is to examine content marketing’s effect on brand equity. This is conducted through a quantitive study on digital content marketing’s and digital traditional marketing’s effect on customer based brand equity.

Theoretical Perspective – The theory applied in this study includes theory within customer based brand equity, with emphasis on Aaker’s Brand Equity Dimensions, Keller and Lehmann’s Brand Value Chain, in addition to theory within content marketing.

Hypothesis – Content marketing, in comparison to traditional marketing, has a more positive effect on customer based brand equity.

Methodology – The study was conducted using a quantitive method. The relationship and difference between content and traditional marketing and customer based brand equity was measured. The quantitive method involved collection of data, which outlined the base for analysis, and enabled an acceptance or rejection of the hypothesis.

Results and Conclusions – The results of the study showed that content marketing, in comparison to traditional marketing, has a bigger effect on customer based brand equity. This conclusion was drawn from results that showed a larger effect on all dimensions within customer based brand equity for all recipients that perceived content marketing, in some extent, as valuable. Furthermore, the results showed that content marketing had a varying effect on the different dimensions within customer based brand equity. Content marketing as a form of marketing communication had largest effect on the dimension Brand Associations and least effect on Perceived Quality. (Less)
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author
Hagberg, Johanna LU ; Keerberg, Filippa LU and Lampeitl, Andreas LU
supervisor
organization
course
FEKH29 20161
year
type
M2 - Bachelor Degree
subject
keywords
Content marketing, digital marknadskommunikation, kundbaserad brand equity, brand equity dimensions, brand value chain, digital marketing communication, customer based brand equity
language
Swedish
id
8886798
date added to LUP
2016-07-06 14:10:50
date last changed
2016-07-06 14:10:50
@misc{8886798,
  abstract     = {Purpose – The purpose of this study is to examine content marketing’s effect on brand equity. This is conducted through a quantitive study on digital content marketing’s and digital traditional marketing’s effect on customer based brand equity.
 
Theoretical Perspective – The theory applied in this study includes theory within customer based brand equity, with emphasis on Aaker’s Brand Equity Dimensions, Keller and Lehmann’s Brand Value Chain, in addition to theory within content marketing. 

Hypothesis – Content marketing, in comparison to traditional marketing, has a more positive effect on customer based brand equity. 

Methodology – The study was conducted using a quantitive method. The relationship and difference between content and traditional marketing and customer based brand equity was measured. The quantitive method involved collection of data, which outlined the base for analysis, and enabled an acceptance or rejection of the hypothesis. 

Results and Conclusions – The results of the study showed that content marketing, in comparison to traditional marketing, has a bigger effect on customer based brand equity. This conclusion was drawn from results that showed a larger effect on all dimensions within customer based brand equity for all recipients that perceived content marketing, in some extent, as valuable. Furthermore, the results showed that content marketing had a varying effect on the different dimensions within customer based brand equity. Content marketing as a form of marketing communication had largest effect on the dimension Brand Associations and least effect on Perceived Quality.},
  author       = {Hagberg, Johanna and Keerberg, Filippa and Lampeitl, Andreas},
  keyword      = {Content marketing,digital marknadskommunikation,kundbaserad brand equity,brand equity dimensions,brand value chain,digital marketing communication,customer based brand equity},
  language     = {swe},
  note         = {Student Paper},
  title        = {Ett branschfenomen i teoretisk tillämpning - En kvantitativ studie om content marketings effekt på kundbaserad brand equity},
  year         = {2016},
}