Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Kunden som varumärkesskapare
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are:

• In which ways can the customer affect the communicated image of a brand?

• To what extent can the customer influence the brand image and the perceived value?

• Who has control over the brand, the customer or the company?

For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis. We choose this qualitative approach to gain a deeper understanding and a complete picture for the studied topic. In the final chapter we present our conclusions of the study. We have found that consumers can influence and communicate the brand image in five different ways; by using the brand, through word-of-mouth, buzz, engaging in social groups and through Consumer Generated Media (CGM). Another conclusion we have drawn is that the consumer has gained more control over the information flow in the market and thereby their ability to affect the company’s marketing message has increased. The main reason for the consumers improved power is the explosion of media channels that has developed and increased through Internet. Finally we have drawn the conclusion that the brand image can be divided in to two different aspects; the personal and the general image.

Place, publisher, year, edition, pages
2010. , p. 74
Keywords [en]
brand, brand image, the communicated image of a brand, co-creation, consumer interaction, powershift, Consumer Brand Communication (CBC)
Keywords [sv]
varumärke, varumärkesimage, den kommunicerade bilden, kundmedverkan, kundinteraktion, maktskifte, Consumer Brand Communication (CBC)
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-6411OAI: oai:DiVA.org:lnu-6411DiVA, id: diva2:325869
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2010-06-21 Created: 2010-06-21 Last updated: 2010-06-21Bibliographically approved

Open Access in DiVA

fulltext(1010 kB)2036 downloads
File information
File name FULLTEXT01.pdfFile size 1010 kBChecksum SHA-512
26b6f6896bffc71b67e353ab1ae28581d992231907103bba83c588a77a55b6b25a288679a3099c887ba44fe226f819fa9f195aab63df9498a4bf947f09cbf345
Type fulltextMimetype application/pdf

By organisation
Linnaeus School of Business and Economics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 2036 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1423 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf