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Skandalers påverkan på konsumenters inställning till varumärken

Borg, Emma LU ; Grundström, Josefine LU and Hellsing, Malte LU (2023) FEKH29 20231
Department of Business Administration
Abstract (Swedish)
Titel: Skandalers påverkan på konsumenters inställning till varumärken.
Seminariedatum: 1 juni 2023
Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 HP
Författare: Emma Borg, Josefine Grundström, Malte Hellsing
Handledare: Jon Bertilsson
Fem nyckelord: Skandaler, Varumärkeskriser, Moral, Konsumenter, Image
Forskningsfråga: Varför har skandaler en oklar inverkan på konsumenters inställning?
Syfte: Syftet med denna studie är att undersöka hur det kommer sig att skandaler har en otydlig
inverkan på konsumenternas inställning till varumärken.
Metod: För att uppfylla syftet och svara på forskningsfrågan användes en kvalitativ forskningsmetod
och en abduktiv ansats. Primärdata har samlats in genom 10 semistrukturerade... (More)
Titel: Skandalers påverkan på konsumenters inställning till varumärken.
Seminariedatum: 1 juni 2023
Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 HP
Författare: Emma Borg, Josefine Grundström, Malte Hellsing
Handledare: Jon Bertilsson
Fem nyckelord: Skandaler, Varumärkeskriser, Moral, Konsumenter, Image
Forskningsfråga: Varför har skandaler en oklar inverkan på konsumenters inställning?
Syfte: Syftet med denna studie är att undersöka hur det kommer sig att skandaler har en otydlig
inverkan på konsumenternas inställning till varumärken.
Metod: För att uppfylla syftet och svara på forskningsfrågan användes en kvalitativ forskningsmetod
och en abduktiv ansats. Primärdata har samlats in genom 10 semistrukturerade intervjuer med
konsumenter.
Teoretiskt perspektiv: Studiens teoretiska ramverk utgörs av teorierna Consumer-Company
Identification, Kognitiv Dissonans samt Psykologisk Egoism.
Resultat: Empirin visade att det fanns motstridigheter mellan respondenternas handlingar och deras
uttalade moral. Trots att flera av respondenterna fick en mer negativ inställning till varumärket efter
skandalen, och till en början tog avstånd, fortsatte majoriteten att handla produkter från företaget.
Framträdande faktorer som bidrog till detta var priset och produkten i fråga, vilket även var de främsta
faktorerna som spelade in i valet av varumärke och produkter. Respondenterna menade även att en
grövre skandal ansågs ha en större negativ påverkan, däremot framgick det inte vilken typ av skandal
som ansågs vara tillräckligt grov för att avsluta relationen med företaget.
Slutsats: Studiens slutsats landar i att skandaler har en oklar inverkan på konsumenters inställning till
varumärken på grund av närvaron av cyniska tendenser samt brist på moralisk konsekvens och
integritet hos konsumenterna. Trots att konsumenterna uttrycker kritik mot skandalen och moraliska
principer, fortsätter de ändå att köpa produkter från varumärket. Detta cyniska beteende gör det svårt
att fastställa skandalers faktiska inverkan på konsumenters inställning eftersom deras beteende är
oförutsägbart, och kan förklara varför tidigare forskning visar motstridigheter i sitt resultat. (Less)
Abstract
Title: Scandals impact on consumers' attitudes towards brands.
Seminar date: 1 June 2023
Course: FEKH29, Degree Project in Marketing, Business Administration, Undergraduate
level, 15 University Credits Points (UPC) or ECTS‐cr
Authors: Emma Borg, Josefine Grundström, Malte Hellsing
Advisor: Jon Bertilsson
Key words: Scandals, Brand crisis, Ethics, Consumers, Image
Research question: Why do scandals have an unclear impact on consumers' attitudes?
Purpose: The aim of this study is to explore the reasons behind the uncertain impact of scandals on
consumers' attitudes towards brands.
Methodology: In order to fulfill the purpose and answer the research question, a qualitative research
method and an abductive approach were used.... (More)
Title: Scandals impact on consumers' attitudes towards brands.
Seminar date: 1 June 2023
Course: FEKH29, Degree Project in Marketing, Business Administration, Undergraduate
level, 15 University Credits Points (UPC) or ECTS‐cr
Authors: Emma Borg, Josefine Grundström, Malte Hellsing
Advisor: Jon Bertilsson
Key words: Scandals, Brand crisis, Ethics, Consumers, Image
Research question: Why do scandals have an unclear impact on consumers' attitudes?
Purpose: The aim of this study is to explore the reasons behind the uncertain impact of scandals on
consumers' attitudes towards brands.
Methodology: In order to fulfill the purpose and answer the research question, a qualitative research
method and an abductive approach were used. Primary data has been collected through 10
semi-structured interviews with consumers.
Theoretical perspectives: The study's theoretical framework consists of the theories
Consumer-Company Identification, Cognitive Dissonance and Psychological Egoism.
Result: The empirical data showed that there were contradictions between the respondents' actions
and their stated morals. Although several of the respondents took a more negative attitude towards the
brand after the scandal, and initially distanced themselves, the majority continued to buy products
from the brand. Prominent factors that contributed to this were price, and the product in question,
which were also the main factors that played into the choice of brand and products. The respondents
also believed that a more serious scandal was considered to have a greater negative impact, however it
was not clear what type of scandal was considered serious enough to end the relationship with the
company.
Conclusion: The study's conclusion is that scandals have an unclear impact on consumers' attitudes
towards brands due to the presence of cynical tendencies as well as a lack of moral consistency and
integrity on the part of consumers. Despite consumers expressing criticism towards the scandal and
moral principles, they still continue to buy products from the brand. This cynical behavior makes it
difficult to determine the actual impact of scandals on consumers’ attitudes because their behavior is
unpredictable, which may explain the conflicting results in previous research. (Less)
Please use this url to cite or link to this publication:
author
Borg, Emma LU ; Grundström, Josefine LU and Hellsing, Malte LU
supervisor
organization
alternative title
Scandals impact on consumers' attitudes towards brands.
course
FEKH29 20231
year
type
M2 - Bachelor Degree
subject
keywords
Skandaler, Varumärkeskriser, Moral, Konsumenter, Image.
language
Swedish
id
9130657
date added to LUP
2023-06-29 08:57:46
date last changed
2023-06-29 08:57:46
@misc{9130657,
  abstract     = {{Title: Scandals impact on consumers' attitudes towards brands.
Seminar date: 1 June 2023
Course: FEKH29, Degree Project in Marketing, Business Administration, Undergraduate
level, 15 University Credits Points (UPC) or ECTS‐cr
Authors: Emma Borg, Josefine Grundström, Malte Hellsing
Advisor: Jon Bertilsson
Key words: Scandals, Brand crisis, Ethics, Consumers, Image
Research question: Why do scandals have an unclear impact on consumers' attitudes?
Purpose: The aim of this study is to explore the reasons behind the uncertain impact of scandals on
consumers' attitudes towards brands.
Methodology: In order to fulfill the purpose and answer the research question, a qualitative research
method and an abductive approach were used. Primary data has been collected through 10
semi-structured interviews with consumers.
Theoretical perspectives: The study's theoretical framework consists of the theories
Consumer-Company Identification, Cognitive Dissonance and Psychological Egoism.
Result: The empirical data showed that there were contradictions between the respondents' actions
and their stated morals. Although several of the respondents took a more negative attitude towards the
brand after the scandal, and initially distanced themselves, the majority continued to buy products
from the brand. Prominent factors that contributed to this were price, and the product in question,
which were also the main factors that played into the choice of brand and products. The respondents
also believed that a more serious scandal was considered to have a greater negative impact, however it
was not clear what type of scandal was considered serious enough to end the relationship with the
company.
Conclusion: The study's conclusion is that scandals have an unclear impact on consumers' attitudes
towards brands due to the presence of cynical tendencies as well as a lack of moral consistency and
integrity on the part of consumers. Despite consumers expressing criticism towards the scandal and
moral principles, they still continue to buy products from the brand. This cynical behavior makes it
difficult to determine the actual impact of scandals on consumers’ attitudes because their behavior is
unpredictable, which may explain the conflicting results in previous research.}},
  author       = {{Borg, Emma and Grundström, Josefine and Hellsing, Malte}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Skandalers påverkan på konsumenters inställning till varumärken}},
  year         = {{2023}},
}