Tidlige tilknytninger? Danske tweens relationer til mobil-brands og WOM effekter

Mark Nevers

Student thesis: Master thesis


Due to a constantly growing mass of advertising and opportunities of choice, customer behavior are shifting from a focus on materialism towards quality and affiliations towards brands. This af-fects the current methods of conducting marketing, which is moving from a transactional to a rela-tionship based focus, aiming at higher customer retention, stronger economic gains by increased loyalty and positive effects of word-of-mouth. Almost every single Danish tween nowadays owns a smartphone, which they carry great interest for, and use with a very high frequency. The possibil-ity of long-term economic gains and costless advertising, by establishing stronger and long-lasting relationship with tweens, serves as primary motivation for this thesis. By gathering primary case specific data from semi-structured interviews with different tweens and one single adult, this thesis seeks to investigates how Danish tweens relates to brands in the smartphone market, and how they assess and conduct word-of-mouth. Furthermore a profound literature review seeks to investigates drivers for strength and loyalty in customer-brand relation-ships, tweens overall relations to brands, how attitudes and choices are affected, and outcomes of word-of-mouth. The analysis initially suggests that tweens can possess several drives for strong and long lasting relationships. The results indicate both abstract and tangible associations and judgments that are positive, some clear signs of loyalty and willingness to trust in brands delivering overall high quali-ty products. The analyses also discusses that tweens are very concerned and influenced by, what other people think, which can affect their ability to form independent judgments on brands. Con-sequently it is suggested, that relationships to mobile brands are based on needs for belonging to a certain group. For some tweens, relationships are also based on a connection to their identity, and a commitment by perceiving a high brand partner quality. These drivers are important for strength and loyalty, but most tweens seem to lack thorough knowledge of their brand, resulting in the absence of other important drivers. The questioned tweens also reveal that word-of-mouth have great presence in their social surroundings, but the specifics on how this is conducted re-ceived much less attention, which led to difficulties in discussing the effectiveness. This thesis pro-vides the literature with further insights on how tweens relates to brands in the mobile phone business, and the future possibilities of positive effects of word-of-mouth that arises from these relationships.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2016
Number of pages110