The Epic Fit: The Brand Building Process in a Dyadic Relationship
(2016) FEKN90 20161Department of Business Administration
- Abstract
- Purpose: The purpose of this thesis is to develop an understanding of the way in which a brand is developed in a dyadic relationship with an external stakeholder.
Theoretical: This thesis bases its theoretical framework on two main theoretical fields: Actor-Network Theory and dialectics.
Methodology: The thesis is an explorative qualitative study espousing an interpretivist view of the social world, using an abductive analytical method. The study takes the form of a case study carried out at Forsman & Bodenfors’ headquarters in Gothenburg. Data collection is done through observations and individual interviews.
Empirical: The empirics of the study include 7 hours of interviews with 5 respondents and 7 hours of observation at the... (More) - Purpose: The purpose of this thesis is to develop an understanding of the way in which a brand is developed in a dyadic relationship with an external stakeholder.
Theoretical: This thesis bases its theoretical framework on two main theoretical fields: Actor-Network Theory and dialectics.
Methodology: The thesis is an explorative qualitative study espousing an interpretivist view of the social world, using an abductive analytical method. The study takes the form of a case study carried out at Forsman & Bodenfors’ headquarters in Gothenburg. Data collection is done through observations and individual interviews.
Empirical: The empirics of the study include 7 hours of interviews with 5 respondents and 7 hours of observation at the case agency. The selective transcripts totalled to 46 computer written pages.
Conclusions: This thesis has concluded that the brand building process in the client-agency relationship is dependent on the key topics of negotiation, translation and long term dialogue. The thesis has also presented a model to illustrate the brand building process during an advertising campaign at the case agency. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8888179
- author
- Falk, Fredric LU ; Ericsson, Filip LU and Siewert Holkert, Viktor LU
- supervisor
- organization
- course
- FEKN90 20161
- year
- 2016
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Actor-Network Theory, Dialectics, Brand Building, Advertising agency, Explorative study
- language
- English
- id
- 8888179
- date added to LUP
- 2016-09-09 15:33:28
- date last changed
- 2016-09-09 15:33:28
@misc{8888179,
abstract = {{Purpose: The purpose of this thesis is to develop an understanding of the way in which a brand is developed in a dyadic relationship with an external stakeholder.
Theoretical: This thesis bases its theoretical framework on two main theoretical fields: Actor-Network Theory and dialectics.
Methodology: The thesis is an explorative qualitative study espousing an interpretivist view of the social world, using an abductive analytical method. The study takes the form of a case study carried out at Forsman & Bodenfors’ headquarters in Gothenburg. Data collection is done through observations and individual interviews.
Empirical: The empirics of the study include 7 hours of interviews with 5 respondents and 7 hours of observation at the case agency. The selective transcripts totalled to 46 computer written pages.
Conclusions: This thesis has concluded that the brand building process in the client-agency relationship is dependent on the key topics of negotiation, translation and long term dialogue. The thesis has also presented a model to illustrate the brand building process during an advertising campaign at the case agency.}},
author = {{Falk, Fredric and Ericsson, Filip and Siewert Holkert, Viktor}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Epic Fit: The Brand Building Process in a Dyadic Relationship}},
year = {{2016}},
}