The Increased Value in Appealing to Brand Community Members - A Comparison with Regular Customers
(2021) BUSN39 20211Department 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:
http://lup.lub.lu.se/student-papers/record/9058903
- author
- Dunehav, Klara LU and Mennenga, Okka LU
- supervisor
- organization
- course
- BUSN39 20211
- year
- 2021
- 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}}, }