In prevalent concept of marketing, brand culture is a static identification, treated as
corporate prerogative which removed from culture and consumers. Generally marketers
regard it as an emotional part of branding or a result of a constant branding. Hence, the
conventional marketing provides the tools or principles for managers or marketers to
conduct branding such as 4P, 7P, Brand Equity Model, etc., to reach high and rapid
market share. With growth of diverse business environment and consumer behavior,
brands only have long and deep relationships with consumers are more possible to be
iconic and sustainable. It attracts people to actively access and to interplay with brand
rather than just receive message from brand.
In this study, the brand culture is specifically pointed out and seen as marketing
approach especially in those brands which consumers will access for purpose of
self-expression through consuming. The five dimensions help readers to look upon the
important aspects in brand culture and how it works actively in marketing approach.
From three multiple-case study: Harley-Davidson, Coca Cola and IKEA, the result
shows the strong brand culture can be generated by cultural marketing in which the
co-creation is developed and kept in cultural discourses. At the end, brand culture as
marketing approach is helpful to review whole marketing strategy in consumer¡¦s
perspective and improve the possibilities of increasing value in whole value chain.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0803112-203952 |
| Date | 03 August 2012 |
| Creators | Tung, Yi-Pei |
| Contributors | Dr. Hsien-Tang Tsai, Dr. Chih-Hung Tseng, Dr. Pei-How Huang, Dr. Cher-Min Fong |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0803112-203952 |
| Rights | unrestricted, Copyright information available at source archive |
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