Given a substantial paradigm shift in branding literature in line with the new Service Dominant logic of marketing, and the concurrent rise of Social Media, the last 20 years have seen an increased interest among researchers and practitioners on Brand Meaning and the management of brand related User Generated Content (UGC). However, despite a call for it by both managers and academics, a modern brand meaning approach to the management of such content on social media is not found in branding literature.
Through the selection of Dr Martens global branding campaign #worndifferent as the case study at hand, this research aims at addressing this gap in literature by analyzing the impact of the User Generated Branding (UGB) campaign on perceived brand meaning of two relevant stakeholders groups, namely customers and prospect customers. Thus, through a single-case study, made up of 3 stages of qualitative data collection and analysis, the researchers believe the results bring significant theoretical and managerial contributions.
Brand meaning gains validity as a construct that should be more considered by brand managers and researchers when it comes to planning and executing a sponsored UGB campaign. Conversely, the key dimension to focus on should be that of Brand Image, as results show how this construct’s subdimensions are the ones most impacted by the brand related UGCs analyzed.
Finally, brand knowledge and knowledge of contextual factors to the brand should be taken as a discriminant when segmenting target recipients of a sponsored UGB campaign. Finally, future research that address fundamental and methodological limitations of the study are suggested.
|Uddannelser||Cand.merc.smc Strategic Market Creation, (Kandidatuddannelse) Afsluttende afhandling|