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Companies’ communication of lifestyle with the use of brand personality
2009 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study was to clarify how companies communicate lifestyle with the use of brand personality and how it is implemented through advertising and sponsorship. To gather the information needed, a case study was carried out with three companies in Northern Sweden: Inpuls, Allstar Sportsbar, and Pite Havsbad. These cases were later compared to previous research with the purpose of identifying differences and similarities. The results of this research showed that companies communicating a lifestyle easily can apply human personality traits to their brand. Also, these companies use brand personality to a great extent in advertising to attract customers and establishing relationships with them. However, the use of sponsorship in order to establish or reinforce a brand personality was not commonly used at all among the studied companies.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, brand personality, lifestyle brand, brand communication, sponsorships, advertising
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-52280ISRN: LTU-CUPP--09/212--SELocal ID: 966ab2eb-f7f3-4570-84a3-27a1d4134f8fOAI: diva2:1025650
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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