sh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Konsumentens påverkan av Personal Brand: En kvalitativ studie som undersöker hur Personal Brands influerar konsumentbeteende
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Till följd av utvecklingen av digitaliseringen har fenomenet Personal Branding växt fram som ändrat dynamiken för konsumentens relation till varumärken. Studien syftar till att öka förståelsen för hur konsumentbeteende påverkas av Personal Brands. Undersökningen bygger på en kvalitativ forskningsmetod där fem ostrukturerade fokusgrupper deltagit, med totalt 18 personer tillhörande urvalsgruppen Digital naturals. Med hjälp av tidigare etablerad varumärkesteori har fyra dimensioner; kännedom, attityd, associationer och identifikation valts ut. Analysen baseras på dessa fyra dimensioner. Resultatet av studien visar att Personal Brands i viss utsträckning påverkar konsumentbeteendet. Konsumentens beteende påverkas olika beroende på i vilken utsträckning de fyra dimensionerna förekommer eller uppfylls. 

Abstract [en]

As a result of the expansion of digitalization, the Personal Branding phenomena has emerged as changing the dynamics of the consumer's relationship with brands. The intent of this paper is to form an understanding of how consumers behavior are influenced by Personal Branding. The study is built on a qualitative research method in which five unstructured focus groups were participating, with a total of 18 individuals all within the selection group Digital naturals. Using previously established brand theory, four dimensions; knowledge, attitude, associations and identification have been selected. The analysis in this study is based on these four dimensions. The study concludes that Personal Brands, to a certain extent, affects consumer behavior. The behavior of the consumer will be influenced differently depending on the extent to which these four dimensions are present or satisfied. 

Place, publisher, year, edition, pages
2018. , p. 40
Keywords [en]
Personal Brand, Consumer behavior, Awareness, Association, Attitude, Identification
Keywords [sv]
Personligt varumärke, Konsumentbeteende, Kännedom, Associationer, Attityd, Identifikation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-35593OAI: oai:DiVA.org:sh-35593DiVA, id: diva2:1217183
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2018-06-13 Created: 2018-06-12 Last updated: 2018-06-13Bibliographically approved

Open Access in DiVA

Konsumentens påverkan av Personal Brand(968 kB)100 downloads
File information
File name FULLTEXT01.pdfFile size 968 kBChecksum SHA-512
a341f67abad91dfe896ecf535e5dad1aff6d87fabf5132cb166d66fcb498d31b41e200cc2ca07c58ad8a03bae79427c1245b3e044df157de271fcb6fe3429e21
Type fulltextMimetype application/pdf

By organisation
School of Social Sciences
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 100 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 138 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf