Startups face a wide range of opportunities and challenges when it comes to building their brand value and by extension brand image, due to possessing both limited financial and human resources. Hence, developing a distinct and enduring brand is a critical competitive imperative for them. Evidence exists to suggest that co-creating brand value is an effective means of achieving this. This paper looks at how startups can co-create brand value, through the medium of social networks, that may lead to a favorable brand image. This thesis study adopts interpretivism as its main research philosophy. The thesis is based on inductive reasoning and qualitative research methods through multiple case study research, with a combined research design of explorative and descriptive. The study uses semi-structured interviews and a literature review to collect primary and secondary data. This study suggests that co-creation is a creative and innovative strategy. It is used by companies to co-create brand value through social networks, where factors such as trust, accessibility, flexibility, and commitment, play a substantial role for engagement and brand image building through co-creation.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-103996 |
| Date | January 2021 |
| Creators | Noor, Sabbir Hasan, Sari, Sara |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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