Companies’ communication of lifestyle with the use of brand personality
The purpose of this study was to clarify how companies communicate lifestyle with the use of brand personality and how it is implemented through advertising and sponsorship. To gather the information needed, a case study was carried out with three companies in Northern Sweden: Inpuls, Allstar Sports...
| Main Authors: | , |
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| Format: | Bachelor Thesis |
| Language: | English |
| Published: |
2009
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-52280 |
| _version_ | 1821663511994957824 |
|---|---|
| author | Nervén, Mattias Pettersson, Christoffer |
| author_facet | Nervén, Mattias Pettersson, Christoffer |
| author_sort | Nervén, Mattias |
| collection | Luleå University of Technology Publications (DiVA) |
| description | The purpose of this study was to clarify how companies communicate lifestyle with the use of brand personality and how it is implemented through advertising and sponsorship. To gather the information needed, a case study was carried out with three companies in Northern Sweden: Inpuls, Allstar Sportsbar, and Pite Havsbad. These cases were later compared to previous research with the purpose of identifying differences and similarities. The results of this research showed that companies communicating a lifestyle easily can apply human personality traits to their brand. Also, these companies use brand personality to a great extent in advertising to attract customers and establishing relationships with them. However, the use of sponsorship in order to establish or reinforce a brand personality was not commonly used at all among the studied companies. Validerat; 20101217 (root) |
| format | Bachelor Thesis |
| genre | Northern Sweden |
| genre_facet | Northern Sweden |
| id | ftluleatu:oai:DiVA.org:ltu-52280 |
| institution | Open Polar |
| language | English |
| op_collection_id | ftluleatu |
| op_rights | info:eu-repo/semantics/openAccess |
| publishDate | 2009 |
| record_format | openpolar |
| spelling | ftluleatu:oai:DiVA.org:ltu-52280 2025-01-16T23:55:16+00:00 Companies’ communication of lifestyle with the use of brand personality Nervén, Mattias Pettersson, Christoffer 2009 application/pdf http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-52280 eng eng info:eu-repo/semantics/openAccess Social Behaviour Law brand personality lifestyle brand brand communication sponsorships advertising Samhälls- beteendevetenskap juridik Student thesis info:eu-repo/semantics/bachelorThesis text 2009 ftluleatu 2024-12-18T12:24:47Z The purpose of this study was to clarify how companies communicate lifestyle with the use of brand personality and how it is implemented through advertising and sponsorship. To gather the information needed, a case study was carried out with three companies in Northern Sweden: Inpuls, Allstar Sportsbar, and Pite Havsbad. These cases were later compared to previous research with the purpose of identifying differences and similarities. The results of this research showed that companies communicating a lifestyle easily can apply human personality traits to their brand. Also, these companies use brand personality to a great extent in advertising to attract customers and establishing relationships with them. However, the use of sponsorship in order to establish or reinforce a brand personality was not commonly used at all among the studied companies. Validerat; 20101217 (root) Bachelor Thesis Northern Sweden Luleå University of Technology Publications (DiVA) |
| spellingShingle | Social Behaviour Law brand personality lifestyle brand brand communication sponsorships advertising Samhälls- beteendevetenskap juridik Nervén, Mattias Pettersson, Christoffer Companies’ communication of lifestyle with the use of brand personality |
| title | Companies’ communication of lifestyle with the use of brand personality |
| title_full | Companies’ communication of lifestyle with the use of brand personality |
| title_fullStr | Companies’ communication of lifestyle with the use of brand personality |
| title_full_unstemmed | Companies’ communication of lifestyle with the use of brand personality |
| title_short | Companies’ communication of lifestyle with the use of brand personality |
| title_sort | companies’ communication of lifestyle with the use of brand personality |
| topic | Social Behaviour Law brand personality lifestyle brand brand communication sponsorships advertising Samhälls- beteendevetenskap juridik |
| topic_facet | Social Behaviour Law brand personality lifestyle brand brand communication sponsorships advertising Samhälls- beteendevetenskap juridik |
| url | http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-52280 |