Investigating brand identity transfer in brand experience through in-store and online channels
(2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182Department of Business Administration
- Abstract
- The concept of brand identity has gained increased interest in recent years from both researchers and practitioners. Despite that, there have been no studies so far linking brand identity to brand experience. The aim of this paper is to investigate how a brand’s identity is transferred in brand experience through in-store and online channels, namely the website and social media (Instagram and Facebook). The study discovers that Lush’s brand identity as perceived by customers is not consistent across channels. Additionally, the findings suggest a lack of coherence with the brand’s identity within each channel. After conducting the brand identity analysis, it was discovered that Lush is not focusing on its brand identity when designing brand... (More)
- The concept of brand identity has gained increased interest in recent years from both researchers and practitioners. Despite that, there have been no studies so far linking brand identity to brand experience. The aim of this paper is to investigate how a brand’s identity is transferred in brand experience through in-store and online channels, namely the website and social media (Instagram and Facebook). The study discovers that Lush’s brand identity as perceived by customers is not consistent across channels. Additionally, the findings suggest a lack of coherence with the brand’s identity within each channel. After conducting the brand identity analysis, it was discovered that Lush is not focusing on its brand identity when designing brand experiences and seems to use their brand image, instead, which is more market-oriented approach. The paper is the first of its kind to analyse how brand identity is expressed in brand experience. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8963654
- author
- Boella, Natasha LU ; Gîrju, Daria LU ; Gurviciute, Ieva LU and Rocha Guerrero, Maria Victoria LU
- supervisor
-
- Frans Melin LU
- Mats Urde LU
- organization
- course
- BUSN21 20182
- year
- 2018
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- brand identity, brand experience, Lush, brand identity prism
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 8963654
- date added to LUP
- 2018-11-30 11:33:40
- date last changed
- 2018-11-30 11:33:40
@misc{8963654,
abstract = {{The concept of brand identity has gained increased interest in recent years from both researchers and practitioners. Despite that, there have been no studies so far linking brand identity to brand experience. The aim of this paper is to investigate how a brand’s identity is transferred in brand experience through in-store and online channels, namely the website and social media (Instagram and Facebook). The study discovers that Lush’s brand identity as perceived by customers is not consistent across channels. Additionally, the findings suggest a lack of coherence with the brand’s identity within each channel. After conducting the brand identity analysis, it was discovered that Lush is not focusing on its brand identity when designing brand experiences and seems to use their brand image, instead, which is more market-oriented approach. The paper is the first of its kind to analyse how brand identity is expressed in brand experience.}},
author = {{Boella, Natasha and Gîrju, Daria and Gurviciute, Ieva and Rocha Guerrero, Maria Victoria}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{Investigating brand identity transfer in brand experience through in-store and online channels}},
year = {{2018}},
}