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Online brand relationship building: Asia pacific perspectives
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
2009 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Information technology is empowering consumers through the availability of information, interactivity of online communication tools, and the connectivity with others. The newly empowered consumer is a co-creator of brand communications and is rapidly developing a sense of co-ownership in brands. Consumers are increasingly imposing themselves on the marketing function leaving many practitioners perplexed and unsure about how to respond. This thesis reports on five studies conducted to address specific challenges to marketers. The proactive marketer needs to respond to the adjustment in the marketing equilibrium by initiating and sustaining a meaningful dialogue with the marketplace. It was found that to initiative online brand communications, bloggers and event sponsorship can be effective means, but both have specific requirements and sponsorship is subject to ambush marketing. Consumers may respond to brands by creating their own online brand content which has a source-effect on online advertising. As consumer's brand communications rely on their relationships with the brand, the use of brands as means of self-expression is investigated.

Place, publisher, year, edition, pages
Luleå: Luleå tekniska universitet, 2009. , 185 p.
Doctoral thesis / Luleå University of Technology 1 jan 1997 → …, ISSN 1402-1544
Keyword [en]
Online Brand Communications, Consumer Empowerment, Information Technology, Online Brand Relationship Building, Consumer Generated Content, Internet, Bloggers, Business / Economics - Business studies
Keyword [sv]
Ekonomi - Företagsekonomi
Research subject
Industrial Marketing
URN: urn:nbn:se:ltu:diva-26054Local ID: c5b07980-cab2-11de-b769-000ea68e967bISBN: 978-91-7439-035-3OAI: diva2:999213
Godkänd; 2009; 20091106 (pieste); DISPUTATION Ämnesområde: Industriell marknadsföring Opponent: Professor Victoria L. Crittenden, Boston Collage, Massachusetts, USA Ordförande: Esmail Salehi-Sangari, Luleå tekniska universitet Tid: Måndag 14 december, 2009, klockan 10:30 Plats: A109, Luleå tekniska universitetAvailable from: 2016-09-30 Created: 2016-09-30Bibliographically approved

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