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1、DOCTORALTHESISEXPLORINGBRANDEDFLASHMOBSASTUDYOFTHEIMPACTOFBRANDEDFLASHMOBSONCONSUMERBEHAVIOURANDBRANDEQUITY2014PHILIPSTANLEYGRANTDivisionofIndustrialMarketing,INDEKKTH-RoyalInstituteofTechnology,Stockholm,Swedenii!DOCTORALTHESISEXPLORINGBRANDEDFLASHMOBSASTUDYOFTHEIMP
2、ACTOFBRANDEDFLASHMOBSONCONSUMERBEHAVIOURANDBRANDEQUITY2014PHILIPSTANLEYGRANTDivisionofIndustrialMarketing,INDEKKTH-RoyalInstituteofTechnology,Stockholm,SwedenSupervisors:ProfessorEsmailSalehi-SangariProfessorLeylandPitt!iiiiv!EXPLORINGBRANDEDFLASHMOBS:ASTUDYOFTHEIMPA
3、CTOFBRANDEDFLASHMOBSONCONSUMERBEHAVIOURANDBRANDEQUITYABSTRACTThedesireofeverymarketeristodevelopandmaintainstrongcustomerrelationships.Onewaythiscanbeaccomplishedisthrougheffectiveadvertising.Marketershaverecentlybeguntobrandflashmobsasawaytoeffectuatestrongbrandrela
4、tionships.Evenso,itisunclearwhetherornotthebrandingofflashmobssupportsorfrustratesthispursuit.Therefore,thegoalofthisthesisistohelpmarketersunderstandthepotentialimpactthatbrandedflashmobsmayhaveonconsumerbehaviourandbrandrelationships.Sincetheseinteractionsarecomple
5、xweneedtoobservetheconvolutedwholefromuntangledvantagepoints.Marketingscholarsandresearchersmustthenattempttounderstandthelatentopportunitiesandunsuspectingdangerswhenbrandingaflashmob.Towardthisend,fourdistinctresearchpaperswereusedtoexaminethephenomenonfromfourdiff
6、erentperspectives.Theaimofthefirstpaperistwofold.First,itdeductivelyseekstounderstandhowtocategorizebrandedflashmobswithinthemarketingliteraturethroughanhistoricalandculturalanalysisofthephenomenon.Exploratoryinnature,thisstudythenemploysamixedmethodsapproachtounders
7、tandhowmarketersarecurrentlyusingflashmobs,andmoreimportantly,ifbrandedflashmobsareaneffectivetoolofcommunicationandpersuasion.Inthesecondpaper,afieldexperimentwasconductedtoassesstheimpactofabrandedflashmobonconsumers’emotions,consumerexperience,andconnectednessinap
8、ublicmarket.In-depthinterviewswereusedtocapturethedata.Shiftingperspectives,thethirdpaperseekstounderstandwhysomebrandedflashmobsfa