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Vad skapar en ”match made in heaven”? En kvalitativ studie av fyra samarbeten mellan personliga varumärken och produktvarumärken.

Olsson, Angelica LU and Persson, Julia (2018) SKOK11 20181
Department of Strategic Communication
Abstract (Swedish)
I och med det ökande användandet av sociala medier och en misstro till traditionell reklam har varumärkesstrategin Influencer marketing utvecklats. Influencers är personliga varumärken som tillsammans med produktvarumärken ingår i ett samarbete, så kallat co-branding. I denna studie har co-branding mellan personliga varumärken och produktvarumärken undersökts med fokus på hur mottagarna kommunicerat sin acceptans till samarbetena. Syftet är att genom en konceptuell utveckling ta fram en praktisk och teoretisk modell för användning inom co-branding och därmed bidra med kunskap inom fältet strategisk kommunikation. Modellen har tagits fram med hjälp av teorier inom produktinvolvering och co-branding. Vidare har det empiriska materialet... (More)
I och med det ökande användandet av sociala medier och en misstro till traditionell reklam har varumärkesstrategin Influencer marketing utvecklats. Influencers är personliga varumärken som tillsammans med produktvarumärken ingår i ett samarbete, så kallat co-branding. I denna studie har co-branding mellan personliga varumärken och produktvarumärken undersökts med fokus på hur mottagarna kommunicerat sin acceptans till samarbetena. Syftet är att genom en konceptuell utveckling ta fram en praktisk och teoretisk modell för användning inom co-branding och därmed bidra med kunskap inom fältet strategisk kommunikation. Modellen har tagits fram med hjälp av teorier inom produktinvolvering och co-branding. Vidare har det empiriska materialet applicerats i syfte att kvalificera och modifiera modellen. Fyra fall har undersökts och analyserats med en triangulerande ansats för att besvara syftet och frågeställningen. En kvalitativ textanalys har genomförts på det empiriska materialet som består av kommentarer på sociala medier samt en fokusgruppsintervju.
I varje fall identifierades tydliga teman i empirin vilket slutligen ledde fram till tre slutsatser. De tre slutsatserna för studien är: 1) Image-matchning är det betydande kriteriet inom upplevd matchning, 2) Branschområde har mer betydelse vid låginvolveringsprodukter än höginvolveringsprodukter, och 3) Likhet i målgrupp mellan varumärkena i samarbetet är ett betydande kriterium för upplevd matchning. Utifrån dessa slutsatser modifierades den framtagna modellen där image-matchning, målgrupps-matchning och branschområde-matchning har identifierats som de grundläggande parametrarna för en upplevd matchning mellan ett personligt varumärke och ett produktvarumärke. (Less)
Abstract
As a result of the increase in usage of social media coupled with a disbelief in traditional marketing, Influencer Marketing has emerged as a brand strategy. Influencers may be considered as a merging of personal brands and product brands, also known as co-branding. This study examines co-branding, focusing on how the receivers communicate their acceptance in co-branding. Furthermore, through conceptual development, the study aims to produce a theoretical and practical model for utilisation in co-branding operations. And thus, be able to contribute with knowledge within the field of strategic communication. The model is produced with foundation of theories concerning product involvement and co-branding. Moreover, the empirical material has... (More)
As a result of the increase in usage of social media coupled with a disbelief in traditional marketing, Influencer Marketing has emerged as a brand strategy. Influencers may be considered as a merging of personal brands and product brands, also known as co-branding. This study examines co-branding, focusing on how the receivers communicate their acceptance in co-branding. Furthermore, through conceptual development, the study aims to produce a theoretical and practical model for utilisation in co-branding operations. And thus, be able to contribute with knowledge within the field of strategic communication. The model is produced with foundation of theories concerning product involvement and co-branding. Moreover, the empirical material has been applied in order to qualify and modify the model. In order to address the aim of the study, four cases have been examined and analysed with a triangular approach. A textual analysis has been conducted on the empirical material consisting of comments on social media and a focus group interview.
In each case clear themes have been identified which consequently resulted in three conclusions. The three conclusions of the study are as follows: 1) Within co-branding, image-match is the more relevant criteria within perceived match, 2) Branch of industry-match is more relevant within low involvement products than high involvement products, and; 3) Similarity between the brands and their target audiences is a fundamental factor for a successful co-branding. Furthermore, the conclusions presented in the study have modified the model to image-match, target audience-match and branch of industry-match as the criterions within the parameter perceived match. (Less)
Please use this url to cite or link to this publication:
author
Olsson, Angelica LU and Persson, Julia
supervisor
organization
alternative title
What creates a “match made in heaven”? A qualitative study of four co-branding cases between personal brands and product brands.
course
SKOK11 20181
year
type
M2 - Bachelor Degree
subject
keywords
Co-branding, Matchning, Personligt varumärke, Influencer Marketing, Produktinvolvering, Strategisk kommunikation, Image, Målgrupp, Branschområde.
language
Swedish
id
8945811
date added to LUP
2018-06-12 09:30:23
date last changed
2018-06-12 09:30:23
@misc{8945811,
  abstract     = {As a result of the increase in usage of social media coupled with a disbelief in traditional marketing, Influencer Marketing has emerged as a brand strategy. Influencers may be considered as a merging of personal brands and product brands, also known as co-branding. This study examines co-branding, focusing on how the receivers communicate their acceptance in co-branding. Furthermore, through conceptual development, the study aims to produce a theoretical and practical model for utilisation in co-branding operations. And thus, be able to contribute with knowledge within the field of strategic communication. The model is produced with foundation of theories concerning product involvement and co-branding. Moreover, the empirical material has been applied in order to qualify and modify the model. In order to address the aim of the study, four cases have been examined and analysed with a triangular approach. A textual analysis has been conducted on the empirical material consisting of comments on social media and a focus group interview. 
In each case clear themes have been identified which consequently resulted in three conclusions. The three conclusions of the study are as follows: 1) Within co-branding, image-match is the more relevant criteria within perceived match, 2) Branch of industry-match is more relevant within low involvement products than high involvement products, and; 3) Similarity between the brands and their target audiences is a fundamental factor for a successful co-branding. Furthermore, the conclusions presented in the study have modified the model to image-match, target audience-match and branch of industry-match as the criterions within the parameter perceived match.},
  author       = {Olsson, Angelica and Persson, Julia},
  keyword      = {Co-branding,Matchning,Personligt varumärke,Influencer Marketing,Produktinvolvering,Strategisk kommunikation,Image,Målgrupp,Branschområde.},
  language     = {swe},
  note         = {Student Paper},
  title        = {Vad skapar en ”match made in heaven”? En kvalitativ studie av fyra samarbeten mellan personliga varumärken och produktvarumärken.},
  year         = {2018},
}