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Set Me Up With One Of Your Brands

Radeke, Jule LU and Liebold, Kristina LU (2015) BUSN39 20151
Department of Business Administration
Abstract
TITLE
Set Me Up With One Of Your Brands – An Exploratory Study of
Human and Non-Human Actors within a Triadic Relationship
DATE OF THE SEMINAR
1st of July 2015
COURSE
BUSN39 Degree Project in Global Marketing
AUTHORS
Kristina Liebold & Jule Radeke
SUPERVISOR
Jon Bertilsson
KEYWORDS
Triadic Customer-Brand Relationship, Customer-Brand Relationship
Quality, Blogger, Science Technology Studies
THESIS PURPOSE
The purpose of this study is to explore how the quality of a
customer-brand relationship is influenced by a third party, a blogger.
Herein, we apply an alternative theoretical view of Science
Technology Studies (STS) to be able to capture human and nonhuman
actors within a triadic relationship.
METHODOLOGY
Preliminary... (More)
TITLE
Set Me Up With One Of Your Brands – An Exploratory Study of
Human and Non-Human Actors within a Triadic Relationship
DATE OF THE SEMINAR
1st of July 2015
COURSE
BUSN39 Degree Project in Global Marketing
AUTHORS
Kristina Liebold & Jule Radeke
SUPERVISOR
Jon Bertilsson
KEYWORDS
Triadic Customer-Brand Relationship, Customer-Brand Relationship
Quality, Blogger, Science Technology Studies
THESIS PURPOSE
The purpose of this study is to explore how the quality of a
customer-brand relationship is influenced by a third party, a blogger.
Herein, we apply an alternative theoretical view of Science
Technology Studies (STS) to be able to capture human and nonhuman
actors within a triadic relationship.
METHODOLOGY
Preliminary research in from of virtual observations of fashion blogs
and phemenological semi-structured interviews to explore the
followers’ perception of and interaction with both, the blogger and
the brand.
THEORETICAL PERSPECTIVE
Customer-Brand Relationship (Fournier, 1998, McAlexander,
Schouten, Koenig, 2002, Bengtsson, 2003), Science and Technology
Studies (Latour, 1990;2000;2005), Social Exchange Theory
(Cropanzano 2005, Bauchspies, Croissant & Restivo, 2006),
Network Exchange Theory (Easly & Kleinberg, 2010, Burke, 1997),
Source Credibility Theory (Hovland & Weiss, 1951), Loyalty
(Oliver, 1999, Sung & Campbell, 2007)
EMPIRICAL DATA
Ten semi-structured interviews with 6 German, 1 Dutch, 1 Latvian,
1 Swedish and 1 Italian female participants
CONCLUSION
The analysis of our empirical data yielded three main findings in
regards to exploring the triadic relationship network of consumer,
blogger and brand. Herein, the blogger as intermediary was
evidenced and several influence factors that derived from the
follower-blogger and the blogger-brand relationship, impacting on
the follower-brand relationship quality were identified. Finally, the
application of the STS view enabled the discovery of the perceived
blogger as a brand. (Less)
Please use this url to cite or link to this publication:
author
Radeke, Jule LU and Liebold, Kristina LU
supervisor
organization
alternative title
A Study of Human and Non-Human Actors within a Triadic Relationship, explored from a Consumer’s Perspective
course
BUSN39 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Triadic Customer-Brand Relationship, Customer-Brand Relationship Quality, Blogger, Science Technology Studies
language
English
additional info
Thanks for waiting so patiently for the upload!
id
8893632
date added to LUP
2016-10-28 13:24:18
date last changed
2016-10-28 13:24:18
@misc{8893632,
  abstract     = {TITLE
Set Me Up With One Of Your Brands – An Exploratory Study of
Human and Non-Human Actors within a Triadic Relationship
DATE OF THE SEMINAR
1st of July 2015
COURSE
BUSN39 Degree Project in Global Marketing
AUTHORS
Kristina Liebold & Jule Radeke
SUPERVISOR
Jon Bertilsson
KEYWORDS
Triadic Customer-Brand Relationship, Customer-Brand Relationship
Quality, Blogger, Science Technology Studies
THESIS PURPOSE
The purpose of this study is to explore how the quality of a
customer-brand relationship is influenced by a third party, a blogger.
Herein, we apply an alternative theoretical view of Science
Technology Studies (STS) to be able to capture human and nonhuman
actors within a triadic relationship.
METHODOLOGY
Preliminary research in from of virtual observations of fashion blogs
and phemenological semi-structured interviews to explore the
followers’ perception of and interaction with both, the blogger and
the brand.
THEORETICAL PERSPECTIVE
Customer-Brand Relationship (Fournier, 1998, McAlexander,
Schouten, Koenig, 2002, Bengtsson, 2003), Science and Technology
Studies (Latour, 1990;2000;2005), Social Exchange Theory
(Cropanzano 2005, Bauchspies, Croissant & Restivo, 2006),
Network Exchange Theory (Easly & Kleinberg, 2010, Burke, 1997),
Source Credibility Theory (Hovland & Weiss, 1951), Loyalty
(Oliver, 1999, Sung & Campbell, 2007)
EMPIRICAL DATA
Ten semi-structured interviews with 6 German, 1 Dutch, 1 Latvian,
1 Swedish and 1 Italian female participants
CONCLUSION
The analysis of our empirical data yielded three main findings in
regards to exploring the triadic relationship network of consumer,
blogger and brand. Herein, the blogger as intermediary was
evidenced and several influence factors that derived from the
follower-blogger and the blogger-brand relationship, impacting on
the follower-brand relationship quality were identified. Finally, the
application of the STS view enabled the discovery of the perceived
blogger as a brand.},
  author       = {Radeke, Jule and Liebold, Kristina},
  keyword      = {Triadic Customer-Brand Relationship,Customer-Brand Relationship Quality,Blogger,Science Technology Studies},
  language     = {eng},
  note         = {Student Paper},
  title        = {Set Me Up With One Of Your Brands},
  year         = {2015},
}