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The Role of Brand Identities in Transformational Experiences: A conceptual approach on theory synthesis in branding and experience marketing
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis aims to provide a conceptual link between Brand Theory and transformational experiences. To be precise: Which role brand identity constructs play in building transformational experiences. This will add to the general understanding of transformational experience marketing. The research fields of experience marketing and Brand Theory offer a great array of studies producing a surplus of theories. The findings in the theoretical chapter should lead towards a connection between both research fields. Thereby this paper is deductive in nature. For this empiric data was collected to supplement these conceptual links. This was done through a case study that has been chosen and analyzed to identify its transformative value to serve as an reference point to establish links between brands andtransformational experiences. Part of the case were a series of interviews with participants of the chosen case. The findings suggest that a brand can fulfill various functions to supplement transformative experiences. For once, a brand can serve as a reference point to develop experiences as a product portfolio extensions. Its biggest potential lies in its role as a catalyst for customizing experiences towards the consumer through its brand associations. This role immediately alluded to the next one. As transformative experiences can help a consumer to get closer to their desired self-image, brands serve as a reference point to infuse these experiences with activities that are based or inspired on brand associations. In conclusion, a brand’s role in transformational experiences lies in being a potential access point forcustomers, and a content giver to activities and shaping them into a unique experience that speaks to the customer on an

Place, publisher, year, edition, pages
2017. , 70 p.
Keyword [en]
Experience Marketing, Experience Economy, Transformational Experiences, Selfactualization, Consumer behavior, Brand Identities
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-31084OAI: oai:DiVA.org:miun-31084DiVA: diva2:1117879
Subject / course
Business Administration FE1
Educational program
Master programme (one year) in Business Administration, Marketing and Management SFMMA 60 higher education credits
Supervisors
Examiners
Available from: 2017-06-29 Created: 2017-06-29 Last updated: 2017-06-29Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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