A Case Study of a Rental Concept: Creating Brand Resonance on Instagram

Abstract

Society has been based on a linear economy for many years. However, in recent years, there has been a growing focus on the circular economy. New business models based on renting have become more integrated into society (Rogers & Botsman, 2011), including rental concepts for clothing and accessories. According to Lovelock & Gummesson (2004), branding of products that do not involve a transfer of ownership between seller and buyer is fundamentally different from branding products that do. This thesis is based on Keller's Customer-based Brand Equity model, focusing on the top of the pyramid, which addresses how brands achieve brand resonance. According to Keller, brand resonance can be achieved through four themes: Behavioral loyalty, attitudinal attachment, sense of community and active engagement, which describe the level of consumer involvement and attachment to a brand (Keller, 2020). By using Keller's understanding of brand resonance, this thesis aims to answer the following research question:
How can a rental concept of vintage designer shoes create brand resonance on Instagram?
This thesis aims to answer the research question through a case study of the Instagram-based rental concept of vintage designer shoes, Colada Archive. To achieve behavioral loyalty, it is crucial for a rental concept of vintage designer shoes to create a positive experience with the rental concept and receive positive feedback from the environment. Attitudinal attachment involves establishing a personal connection with the company, where the visibility of the rental concept's founders and co-creation plays a role. Sense of community is important, and a focus on inspirational content and sustainability can appeal to the values of the target audience and create a strong brand community. The target audience has a need to express themselves through the brand's identity, which is why the rental concept should offer a selection of designer shoes that the target audience wants to identify with. Finally, the study shows that the target audience is willing to invest time and actively engage with the rental concept beyond the rental process if they have a positive rental experience. Overall, a rental concept of vintage designer shoes can create brand resonance on Instagram by meeting the behavioral patterns and preferences of the target audience, delivering a seamlessness and inspiring rental experience, building attitudinal attachment and a sense of community, and promoting active engagement among the target audience through co-creation initiatives.