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Förlaget som varumärke : läsares märkeskännedom om förlag

Källén, Sofia LU (2017) FBMK12 20171
Division of Publishing Studies
Abstract
This thesis explores the relationship between the reader or buyer of books and the brand of the publisher on the Swedish book market. The aim is to investigate whether the name or logotype of the publisher is important for the average reader and what aspects might be more or less important than the publisher. A digital survey was sent out to reach a wide range of informants. Three focus groups were also assembled in order to complement the survey and come to a deeper understanding of the subject at hand.
The result shows a few tendencies in how the audience regards the importance of the
publisher. In general, the publisher seems to be of less importance to the reader and/or buyer than for example the author’s name or the genre of the... (More)
This thesis explores the relationship between the reader or buyer of books and the brand of the publisher on the Swedish book market. The aim is to investigate whether the name or logotype of the publisher is important for the average reader and what aspects might be more or less important than the publisher. A digital survey was sent out to reach a wide range of informants. Three focus groups were also assembled in order to complement the survey and come to a deeper understanding of the subject at hand.
The result shows a few tendencies in how the audience regards the importance of the
publisher. In general, the publisher seems to be of less importance to the reader and/or buyer than for example the author’s name or the genre of the book. However in some cases customers are more likely to buy a book from a publishing house they recognize, for example when buying children’s or non-fiction literature. Smaller, more profiled publishing houses were also more likely to have loyal customers than larger, more commercialized publishing houses. (Less)
Please use this url to cite or link to this publication:
author
Källén, Sofia LU
supervisor
organization
course
FBMK12 20171
year
type
M2 - Bachelor Degree
subject
keywords
publisher, reader, logotype, brand, brand theory, survey, focus groups, förlag, läsare, logotyp, varumärke, varumärkesteori, enkät, fokusgrupper
language
Swedish
id
8917515
date added to LUP
2017-07-14 11:28:36
date last changed
2017-07-14 11:28:36
@misc{8917515,
  abstract     = {This thesis explores the relationship between the reader or buyer of books and the brand of the publisher on the Swedish book market. The aim is to investigate whether the name or logotype of the publisher is important for the average reader and what aspects might be more or less important than the publisher. A digital survey was sent out to reach a wide range of informants. Three focus groups were also assembled in order to complement the survey and come to a deeper understanding of the subject at hand.
The result shows a few tendencies in how the audience regards the importance of the
publisher. In general, the publisher seems to be of less importance to the reader and/or buyer than for example the author’s name or the genre of the book. However in some cases customers are more likely to buy a book from a publishing house they recognize, for example when buying children’s or non-fiction literature. Smaller, more profiled publishing houses were also more likely to have loyal customers than larger, more commercialized publishing houses.},
  author       = {Källén, Sofia},
  keyword      = {publisher,reader,logotype,brand,brand theory,survey,focus groups,förlag,läsare,logotyp,varumärke,varumärkesteori,enkät,fokusgrupper},
  language     = {swe},
  note         = {Student Paper},
  title        = {Förlaget som varumärke : läsares märkeskännedom om förlag},
  year         = {2017},
}