Cultivating the Cultural Brands: Gävle Teater and Gävle Konserthuset in Sweden
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable developmentSustainable development according to the University's criteria is not relevant for the essay/thesis
Purpose – The aim of this study is to gain a deeper understanding on how brand equity for non-profit entertainment-based service firms in the cultural sector can be cultivated.
Design/approach/methodology – An existing model to cultivate brand equity in commercial service firms is utilised to assess the applicability on specific non-profit firms. Furthermore, five interviews have been held to investigate the case companies’ practises and a survey has been taken to measure the perceptions from the visitors/customers’ point of view, which is referred to as a triangulation method.
Findings – The findings show that brand equity can be cultivated by the means of the tested model, though, the popularity and famousness of a particular artist temporarily transfers its brand equity to the particular cultural institution wherefore the brand awareness is boosted significantly and brand meaning becomes more elucidated. As a result, entertainment-based cultural (non-profit) firms need to guarantee high quality experiences in which both the service and performance are amalgamated. Furthermore, companies must adapt to the rapid changing advertisement methods to reach (new) visitors. Thereby, a new model has been developed based on the study outcomes, which includes a new factor that influences the cultivation of brand equity in the specified sector and firms. The added factor in the developed model is “Programme Brand Equity” and exerts its influence on the original factors.
Limitations and further research – Limitations are that the findings from these particular firms may not be found in other similar firms, which is a typical implication of every case study. Furthermore, this research is first in this topic wherefore supplementary literature is obligatory. Consequently, the findings of this research may have substantial abnormalities from practise. The developed model should be tested for generalisation of outcomes.
Originality/value – This study links brand equity cultivation methods to entertainment-based cultural non-profit service firms and is first on this topic hence suggestions for further enlightenment are provided since it brings implications along.
Key words – Brand equity, Word-of-Mouth/WOM, Brand Meaning, Brand Awareness.
Place, publisher, year, edition, pages
2015. , 100 p.
Brand Awareness, Brand Equity, Brand Meaning, WOM, Word-of-Mouth.
IdentifiersURN: urn:nbn:se:hig:diva-19928Archive number: FE1:115/2015OAI: oai:DiVA.org:hig-19928DiVA: diva2:828022
Subject / course
2015-06-04, EMBLA, Stenhammarsvägen 9–15 802 67, Gävle, 14:59 (English)
Huda Chowdhury, Ehsanul, PHD
Fregidou-Malama, Maria, PHD