Advanced

Dialekters varumärkespersonlighet i marknadskommunikation

Grahn, Torbjörn LU ; Sigvardsson, Rut LU and Bosevski, Aleksandar LU (2021) FEKH29 20202
Department of Business Administration
Abstract (Swedish)
Examensarbetets titel: Dialekters varumärkespersonlighet i marknadskommunikation

Syfte: Syftet med denna studie är att undersöka eventuella skillnader i mottagares uppfattning av
dialekter med stöd i existerande teori om varumärkespersonlighet.

Teoretiska perspektiv: Den teoretiska referensramen i studien utgörs av tre större delar. Första delen är en forskningsmetod som är utvecklad inom lingvistisk forskning (“Matched-guise Technique”). Tekniken går ut på att en respondent ska lyssna på två inspelningar av samma talare gjorda på olika
språk eller dialekter och bedöma talarens röst, ovetande att det är samma talare i båda inspelningarna. Andra delen består av “A new measure of Brand Personality” vilken är framtagen som en... (More)
Examensarbetets titel: Dialekters varumärkespersonlighet i marknadskommunikation

Syfte: Syftet med denna studie är att undersöka eventuella skillnader i mottagares uppfattning av
dialekter med stöd i existerande teori om varumärkespersonlighet.

Teoretiska perspektiv: Den teoretiska referensramen i studien utgörs av tre större delar. Första delen är en forskningsmetod som är utvecklad inom lingvistisk forskning (“Matched-guise Technique”). Tekniken går ut på att en respondent ska lyssna på två inspelningar av samma talare gjorda på olika
språk eller dialekter och bedöma talarens röst, ovetande att det är samma talare i båda inspelningarna. Andra delen består av “A new measure of Brand Personality” vilken är framtagen som en vidareutveckling och förbättring av tidigare forskning inom varumärkespersonlighet. Sista delen i teorin beskriver svenska dialekter och vad attityder till dessa kan härledas från.

Metod: Studien använder en kvantitativ metod där data har samlats in med hjälp av en webbenkät.
Frågorna till enkäten är skapade med hjälp av modellen “A new measure of Brand Personality” samt sex vanligt förekommande personlighetsdrag från lingvistisk forskning. Studien följer en deduktiv ansats vilket innebär att metoden utformas med existerande teori som utgångspunkt.

Empiri: Studiens empiri grundar sig i totalt sex enkäter där totalt antal svarande var 234 stycken. Utifrån dessa har 175 godkända svar plockats ut. För giltiga svar krävdes att respondenterna uppfattat vilken dialekt de lyssnade på.

Resultat: Med hjälp av empirin där respondenter fick lyssna på två dialekter, stockholmska och någon av göteborgska, norrländska eller skånska i varierande ordning, har vi getts en uppfattning om hur svenskar uppfattar olika dialekter ställda mot stockholmskan. Resultatet visar på att svenskar uppfattar
dialekter olika och det går att se skillnader i ett antal olika dimensioner och attribut från “A new measure of Brand Personality”. (Less)
Abstract
Title: The Brand Personality of Dialects in Market Communication

Purpose: The purpose of this study is to investigate possible differences in recipient’s perception of dialects with support from existing theory of brand personality.

Theoretical perspectives: The theoretical framework on which this study is based contains three different parts. The first part is a technique developed in linguistic research (“Matched-guise Technique”). This technique requires respondents to listen to a message in one language or a dialect then immediately hear another dialect or language from the same speaker, after which they assess the two languages or dialects. The fact that it is the same speaker is not explicitly told to the respondents. The... (More)
Title: The Brand Personality of Dialects in Market Communication

Purpose: The purpose of this study is to investigate possible differences in recipient’s perception of dialects with support from existing theory of brand personality.

Theoretical perspectives: The theoretical framework on which this study is based contains three different parts. The first part is a technique developed in linguistic research (“Matched-guise Technique”). This technique requires respondents to listen to a message in one language or a dialect then immediately hear another dialect or language from the same speaker, after which they assess the two languages or dialects. The fact that it is the same speaker is not explicitly told to the respondents. The second part is “A new measure of Brand Personality”, which is a further development and improvement of previous research on brand personality. The last part describes Swedish dialects and how attitudes toward them are derived.

Methodology: This study uses a quantitative method where data has been collected using a questionnaire. The questions for the questionnaire were created using the model “A new measure of Brand Personality” and six common personality traits from linguistic research. The study follows a deductive approach, which means that the method is created based on existing theory.

Empirical foundation: The empirical data of the study is based on a total of six questionnaires where the total number of respondents was 234. Of these 234 responses, 175 were selected on the basis that the respondents correctly perceived which dialect they were listening to.

Conclusions: From this empirical data where respondents listened to two dialects, Stockholm dialect and either Scanian, Gothenburg or Norrlandish dialect, in random order, we have formed an idea of how Swedes perceive different dialects in relation to the Stockholm dialect. The results show that Swedes perceive dialects differently and it is possible to see differences in a number of different dimensions and items from “A new measure of Brand Personality”. (Less)
Please use this url to cite or link to this publication:
author
Grahn, Torbjörn LU ; Sigvardsson, Rut LU and Bosevski, Aleksandar LU
supervisor
organization
course
FEKH29 20202
year
type
M2 - Bachelor Degree
subject
keywords
Dialekter, Varumärkespersonlighet, “A new measure of Brand Personality”, “Matchedguise Technique”, Marknadskommunikation
language
Swedish
id
9039156
date added to LUP
2021-02-15 11:41:52
date last changed
2021-02-15 11:41:52
@misc{9039156,
  abstract     = {Title: The Brand Personality of Dialects in Market Communication

Purpose: The purpose of this study is to investigate possible differences in recipient’s perception of dialects with support from existing theory of brand personality.

Theoretical perspectives: The theoretical framework on which this study is based contains three different parts. The first part is a technique developed in linguistic research (“Matched-guise Technique”). This technique requires respondents to listen to a message in one language or a dialect then immediately hear another dialect or language from the same speaker, after which they assess the two languages or dialects. The fact that it is the same speaker is not explicitly told to the respondents. The second part is “A new measure of Brand Personality”, which is a further development and improvement of previous research on brand personality. The last part describes Swedish dialects and how attitudes toward them are derived.

Methodology: This study uses a quantitative method where data has been collected using a questionnaire. The questions for the questionnaire were created using the model “A new measure of Brand Personality” and six common personality traits from linguistic research. The study follows a deductive approach, which means that the method is created based on existing theory. 

Empirical foundation: The empirical data of the study is based on a total of six questionnaires where the total number of respondents was 234. Of these 234 responses, 175 were selected on the basis that the respondents correctly perceived which dialect they were listening to.

Conclusions: From this empirical data where respondents listened to two dialects, Stockholm dialect and either Scanian, Gothenburg or Norrlandish dialect, in random order, we have formed an idea of how Swedes perceive different dialects in relation to the Stockholm dialect. The results show that Swedes perceive dialects differently and it is possible to see differences in a number of different dimensions and items from “A new measure of Brand Personality”.},
  author       = {Grahn, Torbjörn and Sigvardsson, Rut and Bosevski, Aleksandar},
  keyword      = {Dialekter,Varumärkespersonlighet,“A new measure of Brand Personality”,“Matchedguise Technique”,Marknadskommunikation},
  language     = {swe},
  note         = {Student Paper},
  title        = {Dialekters varumärkespersonlighet i marknadskommunikation},
  year         = {2021},
}