Building Brand Resonance Through Brand Experience: a Fashion Market Perspective
Author
Varjonen, Iiris Salli Henriikka
Term
4. term
Publication year
2018
Submitted on
2018-08-15
Pages
67
Abstract
Brands, der kan tage premiumpriser, opbygger ofte stærke følelsesmæssige bånd til deres kunder – en form for “loyalitet ud over al fornuft”. Denne afhandling undersøger, hvordan nordiske modebrands kan skabe sådan en intens, aktiv loyalitet, kaldet brandresonans, ved at designe målrettede brandoplevelser. Den ser på, hvordan forskellige typer oplevelser kan opbygge forskellige sider af resonans: adfærdsmæssig loyalitet (hvad folk gør, fx gentagne køb), holdningsmæssig tilknytning (hvordan de føler for brandet), fællesskabsfølelse (tilhørsforhold til andre kunder) og aktivt engagement (deltagelse ud over at købe). De undersøgte oplevelsestyper er SENSE (sanselige), FEEL (følelsesmæssige), THINK (kognitive), ACT (adfærdsmæssige) og RELATE (relationelle/sociale). To forskningsspørgsmål styrer arbejdet: Først kortlægges den teoretiske litteratur om, hvordan brandresonans skabes, og hvordan brandoplevelser kan bruges til at opbygge den. Dernæst undersøges mere praktisk, hvilke oplevelser der styrker hvilke resonansaspekter, så marketingmanagere kan målrette deres indsatser. Studiet er kvantitativt: 225 respondenter besvarede et online spørgeskema med 54 spørgsmål på en 7‑punktsskala. Data blev analyseret med flere statistiske metoder, herunder to typer faktoranalyse for at vurdere validitet og modeltilpasning, samt multiple lineære regressionsanalyser. Resultaterne viser, at resonansaspekterne er forskellige fra hinanden og kan opbygges gennem forskellige oplevelser. Den samlede brandresonans styrkes af SENSE, FEEL, THINK og RELATE. Adfærdsmæssig loyalitet påvirkes af SENSE, FEEL og RELATE; holdningsmæssig tilknytning af SENSE, FEEL, THINK og RELATE; fællesskabsfølelse af THINK, ACT og RELATE; og aktivt engagement af THINK og RELATE. Fundene udvider forskningen i brandresonans og giver praktisk vejledning til nordiske modebrands i at designe oplevelser, der skaber bestemte former for loyalitet.
Brands that command premium prices often create strong emotional bonds with their customers—“loyalty beyond reason.” This thesis examines how Nordic fashion brands can build such intense, active loyalty, known as brand resonance, by designing purposeful brand experiences. It explores how different experience types can develop distinct facets of resonance: behavioral loyalty (what people do, such as repeat purchases), attitudinal attachment (how they feel about the brand), sense of community (belonging with other customers), and active engagement (participation beyond buying). The experience types studied are SENSE (sensory), FEEL (emotional), THINK (cognitive), ACT (behavioral), and RELATE (social/relational). Two research questions guide the work: first, a literature-based question maps the theoretical foundations of brand resonance and how brand experiences can be used to build it; second, a more practical question tests which experience types strengthen which resonance aspects, offering actionable knowledge for marketing managers. The study uses a quantitative survey: 225 respondents completed an online questionnaire with 54 items on a 7-point scale. The data were analyzed using several statistical techniques, including two kinds of factor analysis to assess validity and model fit, and multiple linear regression analyses. The findings show that resonance aspects are distinct and can be developed through different experiences. Overall brand resonance is strengthened by SENSE, FEEL, THINK, and RELATE. Behavioral loyalty is influenced by SENSE, FEEL, and RELATE; attitudinal attachment by SENSE, FEEL, THINK, and RELATE; sense of community by THINK, ACT, and RELATE; and active engagement by THINK and RELATE. These results extend research on brand resonance and provide practical guidance for Nordic fashion brands on designing experiences that cultivate specific forms of loyalty.
[This abstract was generated with the help of AI]
Documents