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Strategic brand management: Archetypes for managing brands through paradoxes
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School. Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center. BI Norwegian Sch Management, Oslo, Norway.ORCID iD: 0000-0001-8278-1442
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center. Hedmark University College, Norway.
2015 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 68, no 2, 391-404 p.Article in journal (Refereed) PublishedText
Abstract [en]

Although brands are acknowledged as significant assets in a firm's value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands. This article develops a framework of three strategic brand management archetypes that provide new insights into the complexity and often paradoxical ambiguity of branding. By combining an empirical qualitative study with extant brand management and relational exchange theory, the authors suggests that firms create, reinforce, switch, or allow certain brand management archetypes to coexist to optimize specific effects and manage paradoxes. From a managerial perspective, the article suggests that understanding strategic brand management and related paradoxes is fundamental for organizations to achieve desired effects with their value creation. (C) 2014 Elsevier Inc All rights reserved.

Place, publisher, year, edition, pages
Elsevier, 2015. Vol. 68, no 2, 391-404 p.
Keyword [en]
Brand management, Value creation, Paradoxes, Efficiency, Legitimacy, Flexibility
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-41641DOI: 10.1016/j.jbusres.2014.06.009ISI: 000347765500024OAI: oai:DiVA.org:kau-41641DiVA: diva2:918499
Available from: 2016-04-11 Created: 2016-04-11 Last updated: 2016-06-01Bibliographically approved
In thesis
1. Fit in to stand out: An experience perspective on value creation
Open this publication in new window or tab >>Fit in to stand out: An experience perspective on value creation
2014 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

In order to grow and survive, a firm must create value with consumers in ways that both fit in with consumer demands and stand out from competitors. Focusing on and understanding consumer and firm assessments of value and creation of value has become a central scope in the contemporary strategic management and marketing literature for understanding and explaining firm survival and success. Consequently, the overall aim of this thesis is to provide a conceptually and empirically grounded understanding of consumers’ and managers’ value assessments and behavior in value creation.

This thesis draws on a consumer experience perspective and theories on social construction, organizational identity, self-congruence, and the theory of attractive quality, and combines multiple qualitative and quantitative studies. The findings in this thesis shed light on the interplay between consumers, firms, and contextual structures in value creation. Contextual structural, cultural, and political forces are shown to affect and be affected by the shared and individual cognitions of value creation that firms and consumers use in their assessment and creation value.

The results of the study enhance the understanding of how firms can adopt various strategic schemas or organizing logics to optimize different types of use value creation when choosing between opposing and contradictive demands in their value creation. Furthermore, the thesis provides a deeper understanding of the hierarchical nature of consumer judgments of value that can be used to enhance the effectiveness of firm prioritizations and as a foundation for future value-creating strategies.

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2014. 110 p.
Series
Karlstad University Studies, ISSN 1403-8099 ; 2014:44
Keyword
use value, consumer experiences, value creation, strategic schemas, attractive quality
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-33398 (URN)978-91-7063-579-3 (ISBN)
Public defence
2014-09-23, Agardhsalen, 1D 257, Karlstad, 13:00 (English)
Opponent
Supervisors
Available from: 2014-09-02 Created: 2014-08-15 Last updated: 2016-06-01Bibliographically approved

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Högström, ClaesGustafsson, AndersTronvoll, Bard
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