Multidimensional perspective on integrated marketing communication facilitated by consumer based interaction: How can knowledge regarding consumers‟ perception of brand touch-points improve the integrated marketing communication strategy for innovative and disruptive products and concepts?

Helle Haurum

Student thesis: Master thesis

Abstract

This Master Thesis (MT) is focusing at how knowledge regarding consumers' perception of brand touch-points can improve the integrated marketing communication strategy, when marketing innovative and disruptive products. This is done by profound analysis of existing theory within two core-concepts, A: Concept of Brand Touch-points; and B: Concept of Diffusion, and based on qualitative research, regarding consumers' perception of brand touch-points, depending on stage on innovation adoption curve. Qualitative research (QR) design: In-depth interviews with 40 respondents equally distributed along innovation adoption curve. Core-content in questionnaire based on Aaker/Brand personalities (1997) and Fournier/Brand relationships and their qualities. 3 hypothetical constructs is presented. Key findings QR: Consumers across categories tend to perceive passive brand touch-points and touch-points of a human nature in a more positive manner, and relate here to in an more enduring manner, than active brand touch-points/ or of non-human nature (Symbolic meaning in aggregate model, p.46). This indicates how knowledge regarding consumers‟ perception of brand touch-points can bring further nuance to the understanding of consumers‟ complex behaviour in the interaction with company. Detailed findings in appendix G1,2,3,4. Key findings /discrepancies theory: Interpretation of innovation adoption curve is crucial, since an elaborate understanding of whether basis for curve is 'relatively free flow of information' (curve is a continuum) or more 'characterised by persuasion' (curve is interrupted by gaps/chasms) might direct focus for marketer. Furthermore is it crucial to enter the curve in an optimal manner, I.e to regard 'innovators' as a 'conceptual point of entry' to other segments along innovation adoption curve. Innovation-decision-process as a hierarchical process is nuanced by marketers input in terms of dynamic processing and attitude-formation. Key assumptions, derived from discussion and based on above findings: Knowledge regarding consumers‟ perception of brand touch-points indicate that diffusion of marketing information and messages might be improved by applying core principles within diffusion at the brand touch-points themselves. Diffusion of marketing information and messages might furthermore benefit from marketers understanding of how the respective segments perceive brand touch-points in similar manners, and not only how they perceive differently. A model 'Consumer based interaction' is thus presented p. 49, which act as the remedy to improve and facilitate a Conceptual Multidimensional IMC-model, p. 77 and 78.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2010
Number of pages86