Building Brand Reputation in the Digital Age: Identifying effective brand communication to win the moment of truth online

University essay from Lunds universitet/Företagsekonomiska institutionen

Abstract: Thesis purpose: The central purpose is to deliver a theoretical and practical contribution to existing literature in the fields of brand identity as well as brand reputation and particularly brand communication as a connecting link, lying in between. Further, the authors attempt to provide thorough understanding of the influence of online brand communication on consumers’ decision-making process respectively the critical moment of truth online. In this context, a newly created brand management model is introduced. Theoretical perspective: The literature review covers the interconnectedness between brand identity and brand reputation and theoretically examines the consumer decision-making journey in an online context. It creates the basis for the subsequent empirical research. Thereby existing brand identity frameworks have been reviewed in detail. Methodology: The authors apply a grounded theory strategy. Thereby a mixed method approach is used by combining both qualitative and quantitative data collection. Empirical Data: Empirical data is gathered through in-depth interviews with twelve technology affine consumers. Subsequently, quantitative data is collected through an online survey in order to further evaluate the qualitative findings. Conclusion: The authors conclude that multiple online communication channels have an impact on the creation of positive brand reputation and consequently a consumer’s decision making process. Thereby valuable guidance to the management process of online brand communication in order to establish positive brand reputation is provided. This is presented through a newly created model- The Brand Identity Communication Reputation Matrix (BICRM), which builds upon existing theory in the fields of brand reputation.

  AT THIS PAGE YOU CAN DOWNLOAD THE WHOLE ESSAY. (follow the link to the next page)