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The Epic Fit: The Brand Building Process in a Dyadic Relationship

Falk, Fredric LU ; Ericsson, Filip LU and Siewert Holkert, Viktor LU (2016) FEKN90 20161
Department 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)
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author
Falk, Fredric LU ; Ericsson, Filip LU and Siewert Holkert, Viktor LU
supervisor
organization
course
FEKN90 20161
year
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},
  keyword      = {Actor-Network Theory,Dialectics,Brand Building,Advertising agency,Explorative study},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Epic Fit: The Brand Building Process in a Dyadic Relationship},
  year         = {2016},
}