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Relationen till ett universitets varumärke

Berggren, Anton LU ; Persson, Kristoffer LU and Sköld, Dennis LU (2018) FEKH29 20181
Department of Business Administration
Abstract (Swedish)
Syfte: Syftet med denna studie har varit att studera universitetsstudenters relation till utbildning och lärosäte vid Lunds universitet utifrån ett varumärkesperspektiv

Metod: Studien har en kvalitativ inriktning, utgår från ett hermeneutiskt fenomenologiskt synsätt och har huvudsakligen en induktiv karaktär med deduktiva drag.

Teoretiska perspektiv: Studien tar sin utgångspunkt i en kombination av traditionell varumärkesteori och befintlig teori kopplat till varumärken för offentliga organisationer och universitet samt teori inom konsumtionsbeteende.

Empiri: Empirin utgörs av elva semistandardiserade intervjuer med studenter från Lunds universitet. Intervjuerna har genomförts anonymt och med ett semistrukturerat... (More)
Syfte: Syftet med denna studie har varit att studera universitetsstudenters relation till utbildning och lärosäte vid Lunds universitet utifrån ett varumärkesperspektiv

Metod: Studien har en kvalitativ inriktning, utgår från ett hermeneutiskt fenomenologiskt synsätt och har huvudsakligen en induktiv karaktär med deduktiva drag.

Teoretiska perspektiv: Studien tar sin utgångspunkt i en kombination av traditionell varumärkesteori och befintlig teori kopplat till varumärken för offentliga organisationer och universitet samt teori inom konsumtionsbeteende.

Empiri: Empirin utgörs av elva semistandardiserade intervjuer med studenter från Lunds universitet. Intervjuerna har genomförts anonymt och med ett semistrukturerat tillvägagångssätt. Den genomsnittliga intervjutiden blev 23 minuter.

Resultat: Det kan konstateras att delar av den teori som använts i studien har visat sig vara i linje med det empiriska material som samlats in och därmed bidragit med en ytterligare förståelse för hur studenter upplever och förhåller sig till ett universitet utifrån ett varumärkesperspektiv. Studien har vidare bidragit med insikter om hur det i vissa fall kan vara problematiskt att förstå dynamiken i förhållandet mellan studenter och ett universitet utifrån den teori som studien har haft sin utgångspunkt i. (Less)
Abstract
Purpose: The purpose of this thesis has been to examine university students relationship to a university and higher education at Lunds University from a brand perspective.

Methodology: The thesis is based on a qualitative approach with a hermeneutic phenomenological orientation. It is characterised by a inductive approach with some deductive elements.

Theoretical perspectives: The theoretical framework consists of a combination of traditional brand theories and brand theories more specifically directed towards public organisations and institutions for higher education. The theoretical framework also includes consumer behaviour theory.

Empirical foundations: The empirical material consists of eleven semi-standardized interviews... (More)
Purpose: The purpose of this thesis has been to examine university students relationship to a university and higher education at Lunds University from a brand perspective.

Methodology: The thesis is based on a qualitative approach with a hermeneutic phenomenological orientation. It is characterised by a inductive approach with some deductive elements.

Theoretical perspectives: The theoretical framework consists of a combination of traditional brand theories and brand theories more specifically directed towards public organisations and institutions for higher education. The theoretical framework also includes consumer behaviour theory.

Empirical foundations: The empirical material consists of eleven semi-standardized interviews with students from Lund University. The interviews were semi-structured and anonymous. The average interview time was 23 minutes.

Conclusions/Results: It can be noted that parts of the theory used in the study proved to be in line with the empirical material collected and thereby contributed to further understanding of how students perceive and relate to a university from a brand perspective. The study has also contributed with insights into how in some cases it may be problematic to understand the dynamics of the relationship between students and a university based on the theory which the thesis has originated. (Less)
Please use this url to cite or link to this publication:
author
Berggren, Anton LU ; Persson, Kristoffer LU and Sköld, Dennis LU
supervisor
organization
course
FEKH29 20181
year
type
M2 - Bachelor Degree
subject
keywords
Varumärkesrelation, Varumärkeskapital, Konsumentbeteende, Lunds universitet, Varumärkesidentitet, Brand Relationship, Brand Equity, Consumer Behaviour, Lund University, Brand Identity
language
Swedish
id
8952237
date added to LUP
2018-06-26 13:11:03
date last changed
2018-06-26 13:11:03
@misc{8952237,
  abstract     = {{Purpose: The purpose of this thesis has been to examine university students relationship to a university and higher education at Lunds University from a brand perspective. 

Methodology: The thesis is based on a qualitative approach with a hermeneutic phenomenological orientation. It is characterised by a inductive approach with some deductive elements. 

Theoretical perspectives: The theoretical framework consists of a combination of traditional brand theories and brand theories more specifically directed towards public organisations and institutions for higher education. The theoretical framework also includes consumer behaviour theory. 

Empirical foundations: The empirical material consists of eleven semi-standardized interviews with students from Lund University. The interviews were semi-structured and anonymous. The average interview time was 23 minutes. 

Conclusions/Results: It can be noted that parts of the theory used in the study proved to be in line with the empirical material collected and thereby contributed to further understanding of how students perceive and relate to a university from a brand perspective. The study has also contributed with insights into how in some cases it may be problematic to understand the dynamics of the relationship between students and a university based on the theory which the thesis has originated.}},
  author       = {{Berggren, Anton and Persson, Kristoffer and Sköld, Dennis}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Relationen till ett universitets varumärke}},
  year         = {{2018}},
}