Business-to-signature-story-to-Business
(2021) BUSN21 20212Department of Business Administration
- Abstract
- Purpose: The purpose of this master paper is to explore if different Business-to-Business
brands sit on signature stories using David Aaker ́s four criteria defining a signature story.
Methodology: The study’s qualitative methodology consists of finding different Business-to- Business brands and analyzing these if they are sitting on a signature story. To explore if Business-to-Business brands have signature stories, the chosen brands will be analyzed through David Aaker ́s four criteria defining a signature story. Furthermore, except the study ́ s qualitative method, this study will also be conducted as an exploratory study.
Findings: The research found that only four Business-to-Business brands out of 16 fulfill Aaker ́s four... (More) - Purpose: The purpose of this master paper is to explore if different Business-to-Business
brands sit on signature stories using David Aaker ́s four criteria defining a signature story.
Methodology: The study’s qualitative methodology consists of finding different Business-to- Business brands and analyzing these if they are sitting on a signature story. To explore if Business-to-Business brands have signature stories, the chosen brands will be analyzed through David Aaker ́s four criteria defining a signature story. Furthermore, except the study ́ s qualitative method, this study will also be conducted as an exploratory study.
Findings: The research found that only four Business-to-Business brands out of 16 fulfill Aaker ́s four criteria defining a signature story. Moreover, three out of these four brands tend to communicate their stories through videos which could be a factor why they fulfilled Aaker ́s four criteria. Lastly, when talking about signature stories in Business-to-Business brands, their signature stories tend to not be “once upon a time” stories but focusing more on their history. This means that the definition of signature stories tends to differ from Business-to-Business brands and Business-to-Consumer brands.
Original/value: The paper is first of its kind to analyze Signature Stories from a Business-to- Business perspective, from both Aaker ́s four criteria concerning signature stories and the papers own matrix regarding signature stories and external communication.
Keywords: Explore, Signature stories, Business-to-Business brands, Storytelling, Intriguing, Authentic, Involving, Strategic Message.
Paper Type: Research paper (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9067973
- author
- Andrén, Erik LU ; Hermelin, Therese LU and Mishra, Akankshya LU
- supervisor
-
- Mats Urde LU
- organization
- alternative title
- A qualitative study on signature stories in Business-to-Business brands
- course
- BUSN21 20212
- year
- 2021
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- Explore, Signature stories, Business-to-Business brands, Storytelling, Intriguing, Authentic, Involving, Strategic Message.
- language
- English
- id
- 9067973
- date added to LUP
- 2021-11-15 08:06:52
- date last changed
- 2021-11-15 08:06:52
@misc{9067973,
abstract = {{Purpose: The purpose of this master paper is to explore if different Business-to-Business
brands sit on signature stories using David Aaker ́s four criteria defining a signature story.
Methodology: The study’s qualitative methodology consists of finding different Business-to- Business brands and analyzing these if they are sitting on a signature story. To explore if Business-to-Business brands have signature stories, the chosen brands will be analyzed through David Aaker ́s four criteria defining a signature story. Furthermore, except the study ́ s qualitative method, this study will also be conducted as an exploratory study.
Findings: The research found that only four Business-to-Business brands out of 16 fulfill Aaker ́s four criteria defining a signature story. Moreover, three out of these four brands tend to communicate their stories through videos which could be a factor why they fulfilled Aaker ́s four criteria. Lastly, when talking about signature stories in Business-to-Business brands, their signature stories tend to not be “once upon a time” stories but focusing more on their history. This means that the definition of signature stories tends to differ from Business-to-Business brands and Business-to-Consumer brands.
Original/value: The paper is first of its kind to analyze Signature Stories from a Business-to- Business perspective, from both Aaker ́s four criteria concerning signature stories and the papers own matrix regarding signature stories and external communication.
Keywords: Explore, Signature stories, Business-to-Business brands, Storytelling, Intriguing, Authentic, Involving, Strategic Message.
Paper Type: Research paper}},
author = {{Andrén, Erik and Hermelin, Therese and Mishra, Akankshya}},
language = {{eng}},
note = {{Student Paper}},
title = {{Business-to-signature-story-to-Business}},
year = {{2021}},
}