Shifting Paradigms or Strategic Adaptation: Exploring the Impact of Price-Driven E-Commerce Platforms on Traditional Branding Values
(2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242Department of Business Administration
- Abstract
- Research Question: Does the success of price-driven e-commerce platforms like Temu indicate a fundamental shift away from traditional branding values such as emotional connections, trust, and long-term engagement, or is it an adaptation to evolving consumer preferences for affordability and convenience?
Purpose: The purpose of this paper is to critically investigate whether the success of price-driven e-commerce brands, such as Temu, signals a fundamental shift away from traditional branding values—centered on emotional connections, trust, and long-term engagement—or if it merely reflects an adaptation to modern consumer dynamics. By analyzing Temu's emphasis on low prices and convenience, this paper will explore whether the... (More) - Research Question: Does the success of price-driven e-commerce platforms like Temu indicate a fundamental shift away from traditional branding values such as emotional connections, trust, and long-term engagement, or is it an adaptation to evolving consumer preferences for affordability and convenience?
Purpose: The purpose of this paper is to critically investigate whether the success of price-driven e-commerce brands, such as Temu, signals a fundamental shift away from traditional branding values—centered on emotional connections, trust, and long-term engagement—or if it merely reflects an adaptation to modern consumer dynamics. By analyzing Temu's emphasis on low prices and convenience, this paper will explore whether the traditional concept of branding is losing relevance in favor of affordability and convenience, providing insights into how shifting consumer priorities impact brand management in this changing landscape.
Methodology: A case study methodology has been adopted along with secondary data from academic articles, books and other sources to make up the theoretical framework.
Findings: The research demonstrates that the case of Temu suggests both a shift away from traditional branding values and an adaptation to evolving consumer preferences.
Implications: Managers must adapt to price-sensitive markets embracing innovation, gamification, rapid product introductions, and prioritizing ethical sourcing and sustainability to maintain consumer engagement and mitigate reputational risks.
Research Limitations: The reliability of this paper can be questioned as only one case study was examined. This suggests future research to further explore the shift in branding and adaptation to changing consumer preferences.
Originality/Value: This paper is the first of its kind to examine a paradigm shift in branding, from traditional values of emotional connections and trust to a focus on affordability and convenience driven by low-cost e-commerce platforms.
Key words: Brand Trust, Price Sensitivity, Internet Brand, Product Life Cycle, Temu
Paper Type: Research paper (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9177671
- author
- Lewenhaupt, Amelie LU ; Egard, Oscar LU and Geisweid, Lea LU
- supervisor
-
- Frans Melin LU
- organization
- course
- BUSN21 20242
- year
- 2024
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- Brand Trust, Price Sensitivity, Internet Brand, Product Life Cycle, Temu
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 9177671
- date added to LUP
- 2024-11-11 09:25:09
- date last changed
- 2024-11-11 09:25:09
@misc{9177671,
abstract = {{Research Question: Does the success of price-driven e-commerce platforms like Temu indicate a fundamental shift away from traditional branding values such as emotional connections, trust, and long-term engagement, or is it an adaptation to evolving consumer preferences for affordability and convenience?
Purpose: The purpose of this paper is to critically investigate whether the success of price-driven e-commerce brands, such as Temu, signals a fundamental shift away from traditional branding values—centered on emotional connections, trust, and long-term engagement—or if it merely reflects an adaptation to modern consumer dynamics. By analyzing Temu's emphasis on low prices and convenience, this paper will explore whether the traditional concept of branding is losing relevance in favor of affordability and convenience, providing insights into how shifting consumer priorities impact brand management in this changing landscape.
Methodology: A case study methodology has been adopted along with secondary data from academic articles, books and other sources to make up the theoretical framework.
Findings: The research demonstrates that the case of Temu suggests both a shift away from traditional branding values and an adaptation to evolving consumer preferences.
Implications: Managers must adapt to price-sensitive markets embracing innovation, gamification, rapid product introductions, and prioritizing ethical sourcing and sustainability to maintain consumer engagement and mitigate reputational risks.
Research Limitations: The reliability of this paper can be questioned as only one case study was examined. This suggests future research to further explore the shift in branding and adaptation to changing consumer preferences.
Originality/Value: This paper is the first of its kind to examine a paradigm shift in branding, from traditional values of emotional connections and trust to a focus on affordability and convenience driven by low-cost e-commerce platforms.
Key words: Brand Trust, Price Sensitivity, Internet Brand, Product Life Cycle, Temu
Paper Type: Research paper}},
author = {{Lewenhaupt, Amelie and Egard, Oscar and Geisweid, Lea}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{Shifting Paradigms or Strategic Adaptation: Exploring the Impact of Price-Driven E-Commerce Platforms on Traditional Branding Values}},
year = {{2024}},
}