Två varumärken - ett oväntat samarbete: En fallstudie om drivande faktorer inom co-branding.
(2021) FEKH29 20211Department of Business Administration
- Abstract (Swedish)
- Examensarbetets titel: Två varumärken - ett oväntat samarbete: En fallstudie om drivande faktorer inom co-branding.
Författare: Jonathan Malmsten, Hugo Röken & Konrad Sahlberg
Handledare: Annette Cerne
Syfte: Genom en fallstudie av co-branding-samarbetet mellan Chimi och Kalles vill studien hitta förklaringarna till varför ett samarbete uppstår mellan två varumärken inom skilda produktkategorier och som har olika varumärkesimage.
Metod: Primärdatan har inhämtats genom intervjuer och bildanalys gällande ett enskilt fall. Vidare utgörs studiens grund av både empiri och teori. Således är uppsatsen en kvalitativ fallstudie med en abduktiv ansats.
Teoretiska perspektiv: Teoriavsnittet inleds med en övergripande definition av... (More) - Examensarbetets titel: Två varumärken - ett oväntat samarbete: En fallstudie om drivande faktorer inom co-branding.
Författare: Jonathan Malmsten, Hugo Röken & Konrad Sahlberg
Handledare: Annette Cerne
Syfte: Genom en fallstudie av co-branding-samarbetet mellan Chimi och Kalles vill studien hitta förklaringarna till varför ett samarbete uppstår mellan två varumärken inom skilda produktkategorier och som har olika varumärkesimage.
Metod: Primärdatan har inhämtats genom intervjuer och bildanalys gällande ett enskilt fall. Vidare utgörs studiens grund av både empiri och teori. Således är uppsatsen en kvalitativ fallstudie med en abduktiv ansats.
Teoretiska perspektiv: Teoriavsnittet inleds med en övergripande definition av co-branding och vad tidigare forskning behandlat kring ämnet. Fortsättningsvis presenteras co-branding-strategier och graden av värdeskapande i co-branding utifrån ett ramverk framtaget av Leuthesser, Kohli och Suri
(2003) respektive en modell av Blackett och Boad (1999). Därefter redogörs teorier om spridningseffekter vid co-branding av bland annat Simonin och Ruth (1998). Avslutningsvis definieras betydelsen av ett ologiskt samarbete genom att visa hur varumärken i co-branding bör matcha utifrån produktkategori (Simonin & Ruth, 1998; Dahlén, Lange & Rosengren, 2017) och varumärkesimage (Riley, Charlton & Wason, 2015; Schallehn, Burmann & Riley, 2014; Charlton & Cornwell, 2018).
Empiri: Empirin består av tre intervjuer med personer som haft god insikt i, och övergripande ansvar över samarbetet mellan Kalles och Chimi. Syftet med intervjuerna var att få en tydlig bild av vilka faktorer som motiverade samarbetet i enlighet med syftet. Empirin består också av en bildanalys utifrån samarbetet.
Slutsats/Resultat: Fallstudien resulterade i fem drivande teman som ligger till grund för ett ologiskt co-branding-samarbete. Av dessa teman utgörs majoriteten av vanligt förekommande drivkrafter till co-branding som tidigare forskning redan fastställt. Resultatet visade även att det oväntade med att presentera ett ologiskt samarbete var en avgörande faktor till att samarbetet uppstod. Utöver de fem drivande teman som fastställdes, identifierades även tre hämmande teman som bör tas i beaktning innan ett samarbete ingås. (Less) - Abstract (Swedish)
- Title: Two brands - one unexpected collaboration: a case study on driving factors in co-branding.
Authors: Jonathan Malmsten, Hugo Röken och Konrad Sahlberg
Advisor: Annette Cerne
Purpose: Through a case study of the co-branding between Chimi and Kalles, this study wants to find explanations as to why a collaboration arises between two brands within different product categories and with different brand images.
Methodology: The study uses a qualitative case study research method with an abductive approach. It is based on both theoretical perspectives and empirical material. The empirical material is based on interviews and analysis of collected photos concerning the case.
Theoretical perspective: The theory section begins... (More) - Title: Two brands - one unexpected collaboration: a case study on driving factors in co-branding.
Authors: Jonathan Malmsten, Hugo Röken och Konrad Sahlberg
Advisor: Annette Cerne
Purpose: Through a case study of the co-branding between Chimi and Kalles, this study wants to find explanations as to why a collaboration arises between two brands within different product categories and with different brand images.
Methodology: The study uses a qualitative case study research method with an abductive approach. It is based on both theoretical perspectives and empirical material. The empirical material is based on interviews and analysis of collected photos concerning the case.
Theoretical perspective: The theory section begins with an overall definition of co-branding and previous research on the subject. Co-branding strategies and the degree of value creation in cobranding are further presented based on a framework developed by Leuthesser, Kohli and Suri (2003) and a model by Blackett and Boad (1999), respectively. Furthermore, theories about spillover effects in co-branding by Simonin and Ruth (1998), among others, are presented. Finally, the definition of an illogical collaboration is clarified by showing how brands in co-branding should fit in terms of the product category (Simonin & Ruth, 1998; Dahlén, Lange & Rosengren, 2017) and brand image (Riley, Charlton & Wason, 2015; Schallehn, Burmann & Riley, 2014; Charlton & Cornwell, 2018). Empirical foundation: The empirical material consists of three interviews with people who have distinct insight into and overall responsibility of the collaboration between Kalles and Chimi. The purpose of the interviews was to get a clear picture of the factors that motivated the collaboration, in accordance with the purpose of the study. Additionally, the empirical material included an analysis
of collected photos concerning the collaboration.
Conclusions: The case study showed five driving factors that form the basis for illogical co-branding. Out of these themes, the majority is found in logical co-branding partnerships from previous research. The result showed that the unexpected element of the collaboration serves as a crucial factor for the
collaboration taking place. Beyond driving factors, the study showed three inhibiting factors that should be addressed before entering such collaborations. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9058963
- author
- Sahlberg, Konrad LU ; Malmsten, Jonathan LU and Röken, Hugo LU
- supervisor
- organization
- course
- FEKH29 20211
- year
- 2021
- type
- M2 - Bachelor Degree
- subject
- keywords
- Co-branding, ologiskt samarbete, spridningseffekter, co-branding-strategi, drivande faktorer.
- language
- Swedish
- id
- 9058963
- date added to LUP
- 2021-07-07 10:26:45
- date last changed
- 2021-07-07 10:26:45
@misc{9058963,
abstract = {{Title: Two brands - one unexpected collaboration: a case study on driving factors in co-branding.
Authors: Jonathan Malmsten, Hugo Röken och Konrad Sahlberg
Advisor: Annette Cerne
Purpose: Through a case study of the co-branding between Chimi and Kalles, this study wants to find explanations as to why a collaboration arises between two brands within different product categories and with different brand images.
Methodology: The study uses a qualitative case study research method with an abductive approach. It is based on both theoretical perspectives and empirical material. The empirical material is based on interviews and analysis of collected photos concerning the case.
Theoretical perspective: The theory section begins with an overall definition of co-branding and previous research on the subject. Co-branding strategies and the degree of value creation in cobranding are further presented based on a framework developed by Leuthesser, Kohli and Suri (2003) and a model by Blackett and Boad (1999), respectively. Furthermore, theories about spillover effects in co-branding by Simonin and Ruth (1998), among others, are presented. Finally, the definition of an illogical collaboration is clarified by showing how brands in co-branding should fit in terms of the product category (Simonin & Ruth, 1998; Dahlén, Lange & Rosengren, 2017) and brand image (Riley, Charlton & Wason, 2015; Schallehn, Burmann & Riley, 2014; Charlton & Cornwell, 2018). Empirical foundation: The empirical material consists of three interviews with people who have distinct insight into and overall responsibility of the collaboration between Kalles and Chimi. The purpose of the interviews was to get a clear picture of the factors that motivated the collaboration, in accordance with the purpose of the study. Additionally, the empirical material included an analysis
of collected photos concerning the collaboration.
Conclusions: The case study showed five driving factors that form the basis for illogical co-branding. Out of these themes, the majority is found in logical co-branding partnerships from previous research. The result showed that the unexpected element of the collaboration serves as a crucial factor for the
collaboration taking place. Beyond driving factors, the study showed three inhibiting factors that should be addressed before entering such collaborations.}},
author = {{Sahlberg, Konrad and Malmsten, Jonathan and Röken, Hugo}},
language = {{swe}},
note = {{Student Paper}},
title = {{Två varumärken - ett oväntat samarbete: En fallstudie om drivande faktorer inom co-branding.}},
year = {{2021}},
}