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The Increased Value in Appealing to Brand Community Members - A Comparison with Regular Customers

Dunehav, Klara LU and Mennenga, Okka LU (2021) BUSN39 20211
Department of Business Administration
Abstract
Title: The Increased Value in Appealing to Brand Community Members - A Comparison with
Regular Customers
Date of seminar: June 3rd, 2021
Course: BUSN39 - Degree Project in Global Marketing - Master Level
Authors: Klara Dunehav & Okka Mennenga
Supervisor: Veronika Tarnovskaya
Keywords: Brand Communities, Brand Value, Fashion Brands, Qualitative Research
Thesis Purpose: Identifying differences in brand value between fashion brand community
members compared to regular customers in order to see value-enhancing traits.
Methodology: Qualitative, Abductive and Intensive Research based on 9 semi-structured
interviews.
Theoretical Perspective: Brand communities: the definition of brand communities, the types of
brand communities, the... (More)
Title: The Increased Value in Appealing to Brand Community Members - A Comparison with
Regular Customers
Date of seminar: June 3rd, 2021
Course: BUSN39 - Degree Project in Global Marketing - Master Level
Authors: Klara Dunehav & Okka Mennenga
Supervisor: Veronika Tarnovskaya
Keywords: Brand Communities, Brand Value, Fashion Brands, Qualitative Research
Thesis Purpose: Identifying differences in brand value between fashion brand community
members compared to regular customers in order to see value-enhancing traits.
Methodology: Qualitative, Abductive and Intensive Research based on 9 semi-structured
interviews.
Theoretical Perspective: Brand communities: the definition of brand communities, the types of
brand communities, the relationship of consumers and the brand in brand communities and
online brand communities. The value of a brand: the definition of brand value, co-creation of
brand value and brand co-value creation within a brand community and online.
Findings: The findings of this study consist of six central concepts within areas such as brand
image, brand communication and the co-creation of value, that illustrate the perceived increased
value perception of fashion brand community members in comparison to being a regular
customer.
Implications: New insights and basis for further research within the subject. (Less)
Please use this url to cite or link to this publication:
author
Dunehav, Klara LU and Mennenga, Okka LU
supervisor
organization
course
BUSN39 20211
year
type
H1 - Master's Degree (One Year)
subject
language
English
id
9058903
date added to LUP
2021-06-29 14:20:55
date last changed
2021-06-29 14:20:55
@misc{9058903,
  abstract     = {{Title: The Increased Value in Appealing to Brand Community Members - A Comparison with
Regular Customers
Date of seminar: June 3rd, 2021
Course: BUSN39 - Degree Project in Global Marketing - Master Level
Authors: Klara Dunehav & Okka Mennenga
Supervisor: Veronika Tarnovskaya
Keywords: Brand Communities, Brand Value, Fashion Brands, Qualitative Research
Thesis Purpose: Identifying differences in brand value between fashion brand community
members compared to regular customers in order to see value-enhancing traits.
Methodology: Qualitative, Abductive and Intensive Research based on 9 semi-structured
interviews.
Theoretical Perspective: Brand communities: the definition of brand communities, the types of
brand communities, the relationship of consumers and the brand in brand communities and
online brand communities. The value of a brand: the definition of brand value, co-creation of
brand value and brand co-value creation within a brand community and online.
Findings: The findings of this study consist of six central concepts within areas such as brand
image, brand communication and the co-creation of value, that illustrate the perceived increased
value perception of fashion brand community members in comparison to being a regular
customer.
Implications: New insights and basis for further research within the subject.}},
  author       = {{Dunehav, Klara and Mennenga, Okka}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Increased Value in Appealing to Brand Community Members - A Comparison with Regular Customers}},
  year         = {{2021}},
}