TO SELL(MODSIGENDE BRANDING) OR NOT TO SELL(MODSIGENDE BRANDING)? - ET KVALITATIVT STUDIE OM SELVMODSIGENDE BRANDING - EN NY STRATEGI
Oversat titel
TO SELL OR NOT TO SELL? - A QUALITATIVE RESEARCH ABOUT SELF CONTRADICTORY BRANDING - A NEW STRATEGY
Forfattere
Lindgaard, Signe Aarø ; Petersen, Maria Rishøj ; Knøsgaard, Jonas Obel
Semester
4. semester
Uddannelse
Udgivelsesår
2020
Afleveret
2020-07-01
Antal sider
148
Resumé
Specialet undersøger et nyt fænomen i strategisk kommunikation, som forfatterne kalder selvmodsigende branding: når virksomheder opfordrer kunder til at forbruge mindre eller slet ikke købe deres produkter for at støtte en større sag – i åbenlys spænding med profitmålet. Med udgangspunkt i en litteraturgennemgang af relevante felter (forbrugeradfærd, anti- og etisk forbrug, brandautenticitet, branding, cause-related marketing og CSR) uden at finde tidligere studier af fænomenet, besvares forskningsspørgsmålet: Hvordan opfatter modtageren selvmodsigende branding, og hvilken effekt kan det have på et brand? Undersøgelsen bygger på et multiple casestudie af tre kampagner (KLM ‘Fly responsibly’, Burger King Argentina ‘A day without Whopper’ og IKEA Danmark ‘Black Friday (re)sale’) samt kvalitative online fokusgruppeinterview med i alt 10 deltagere. Analysen er inspireret af Stuart Halls indkodnings-/afkodningsmodel og omfatter både budskabernes denotative og konnotative niveauer og modtagernes afkodning. Fundene indikerer, at strategien især kan gavne veletablerede brands med i forvejen positivt image ved at styrke brandautenticitet, forbedre image og signalere ansvarlighed; modtagere finder det appellerende, når virksomheder fravælger profit af altruistiske grunde. Samtidig rummer strategien risici i form af mulig profitskade og kritik for at skubbe ansvar over på forbrugerne frem for at handle selv, hvilket kan være særligt problematisk for mindre og mindre etablerede virksomheder.
This thesis explores a new phenomenon in strategic communication termed self-contradictory branding: instances where companies encourage customers to consume less or not buy their products to support a greater cause—an overt tension with profit objectives. A review of relevant literature (consumer behavior, anti- and ethical consumption, brand authenticity, branding, cause-related marketing, and CSR) found no prior research directly on this phenomenon. The guiding research question is: How do receivers perceive self-contradictory branding, and what impact can it have on a brand? The study employs a multiple case design featuring three campaigns (KLM ‘Fly responsibly’, Burger King Argentina ‘A day without Whopper’, and IKEA Denmark ‘Black Friday (re)sale’) and qualitative online focus groups with a total of 10 participants. Analysis is informed by Stuart Hall’s encoding/decoding model, examining both the denotative and connotative meanings of the campaigns and how audiences decode them. Findings suggest the strategy is particularly beneficial for well-established brands with positive reputations, as it can strengthen brand authenticity, enhance image, and signal responsibility; receivers appreciate perceived altruistic sacrifices of profit. However, the approach carries risks of profit loss and criticism for shifting responsibility to consumers rather than taking concrete action, which may be especially challenging for smaller and less established companies.
[Dette resumé er genereret med hjælp fra AI direkte fra projektet (PDF)]
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