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Abstract (Swedish)

Denna studie syftar till att bidra till en bredare bild av varumärkeskommunikation med fokus på sambandet mellan provokativ marknadsföring samt attityder och beteenden. Frågeställningarna är utformade för att undersöka potentiella konsumenters upplevelser av provokativ marknadsföring och hur de talar om det i förhållande till varumärket. Studien bygger på ett teoretiskt ramverk baserat på strategic brand management av Rosenbaum-Elliott et al. (2018), Kellers CBBE-modell (2001) samt Festingers teori om kognitiv dissonans (1957). För insamling av data genomförs det tre fokusgruppsintervjuer med respondenter i åldrarna 20-30 år, lika delar män och kvinnor, där de blir exponerade för tre olika kampanjer med provokativt innehåll. Metodiken tar avstamp i en induktiv och deduktiv ansats samt utifrån ett socialkonstruktivistiskt perspektiv. Etiska reflektioner har utförts i samband med insamlingsmetod och relevansurval. Analysen genomförs sedan genom att undersöka hur de potentiella konsumenterna talar om sina känslor, attityder och beteenden före respektive efter exponering av kampanjerna. Analysen visar att det finns olika typer av attityder och beteende hos respondenterna sedan tidigare beroende på vilket varumärke som undersöks, vilket också gör att de olika kampanjerna skapar olika reaktioner och känslor hos olika respondenter. Sammantaget resulterar analysen i en slutsats där samtliga kampanjer skapar känslor hos respondenterna, men där de talar om sina attityder och beteenden som oförändrade trots att kampanjerna skapat ifrågasättningar av varumärkenas personlighet och värderingar.

Abstract

This study aims to contribute to a broader picture of brand communication with a focus on the relationship between provocative marketing and attitudes and behaviours. The questions are designed to investigate potential consumers' experiences of provocative marketing and how they talk about it in relation to the brand. The study is based on a theoretical framework based on strategic brand management by Rosenbaum-Elliott et al. (2018), Keller's CBBE model (2001) and Festinger's theory of cognitive dissonance (1957). For the collection of data, three focus group interviews are conducted with respondents aged 20-30 years, equal parts men and women, where they are exposed to three different campaigns with provocative content. The methodology is based on an inductive and deductive approach and based on a social constructivist perspective. Ethical reflections have been carried out in connection with the collection method and relevance selection. The analysis is then carried out by examining how the potential consumers talk about their feelings, attitudes and behaviours before and after exposure to the campaigns. The analysis shows that there are different types of attitudes and behaviour among the respondents already depending on the brand being investigated, which also means that the different campaigns create different reactions and feelings among different respondents. Overall, the analysis results in a conclusion where all campaigns seem to create feelings in the respondents, but where they talk about their attitudes and behaviours as unchanged despite the fact that the campaigns created questions about the brands' personalities and values.

Popular Abstract

This study aims to contribute to a broader picture of brand communication with a focus on the relationship between provocative marketing and attitudes and behaviours. The questions are designed to investigate potential consumers' experiences of provocative marketing and how they talk about it in relation to the brand. The study is based on a theoretical framework based on strategic brand management by Rosenbaum-Elliott et al. (2018), Keller's CBBE model (2001) and Festinger's theory of cognitive dissonance (1957). For the collection of data, three focus group interviews are conducted with respondents aged 20-30 years, equal parts men and women, where they are exposed to three different campaigns with provocative content. The methodology is based on an inductive and deductive approach and based on a social constructivist perspective. Ethical reflections have been carried out in connection with the collection method and relevance selection. The analysis is then carried out by examining how the potential consumers talk about their feelings, attitudes and behaviours before and after exposure to the campaigns. The analysis shows that there are different types of attitudes and behaviour among the respondents already depending on the brand being investigated, which also means that the different campaigns create different reactions and feelings among different respondents. Overall, the analysis results in a conclusion where all campaigns seem to create feelings in the respondents, but where they talk about their attitudes and behaviours as unchanged despite the fact that the campaigns created questions about the brands' personalities and values.

• author: Rödin, Frida and Assarsson, Anna
• supervisor: Milda Malling; Nils Holmberg
• organization: Department of Strategic Communication
• alternative title: En kvalitativ studie om potentiella konsumenters upplevelser av provokativ marknadsföring
• course: SKOK11 20231
• year: 2023
• type: M2 - Bachelor Degree
• subject: Social Sciences
• keywords: Brand communication, provocative marketing, attitudes, behaviours, brand equity, brand relationship, consumers
• language: Swedish
• id: 9135145
• date added to LUP: 2023-08-25 13:19:59
• date last changed: 2023-08-25 13:19:59