How participating in an online brand community affects the perception of an individual when it comes to the aspect of branding.” “How online branding affects the loyalty of an individual to a particular brand.”
Assignment Five – College of Doctoral studies
College of Doctoral Studies
RES-850 Modified 10 Strategic Points Template
| Article Citation | Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347–356. doi:10.2307/3151897
Aiello, L. M., Barrat, A., Cattuto, C., Schifanella, R., & Ruffo, G. (2012). Link creation and information spreading over social and communication ties in an interest-based online social network. EPJ Data Science, 1(12). doi:10.1140/epjds12 |
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| Point | Description | Location
(Page #) |
| Broad Topic Area | The authors dissertation efforts places focus on the aspect of branding. The information addresses various concepts, and perspectives of branding. Strategies include efforts to create a brand experience, and manage the product in a concerted manner. Social media has brought new challenges, and opportunities for organizations, and their branding strategies. | 1 |
| Lit Review | The study focuses on strategic measurements of online branding. The literature involves an analysis of social media postings, and online products. Research findings display the importance of online branded communities to endorse brands, and developing brand loyalty. Additionally, an online branded community is an essential channel that provides support to consumers, and feedback to the company. The literature research provides a practical and theoretical understanding of how participation in an online branded community (OBC) influences a brand’s perception and loyalty. | 20-72 |
| Problem Statement | The study does not provide a clear explanation on how online brand communities influence consumer loyalty, and what motivates consumers to associate with certain brands. In this instance it is clear the lack of knowledge affects the effectiveness of an online branding community. This creates the need to examine the experiences of online branding community members who are content contributors. The authors perceptions as to how participation in online branding communities influences individual perceptions. | 4 |
| Research Questions | The research study places emphasis on two main questions.
“How participating in an online brand community affects the perception of an individual when it comes to the aspect of branding.” “How online branding affects the loyalty of an individual to a particular brand.” |
5 |
| Sample | The researcher focused on how OBC assists with understanding aspects of the online branding community. | 81 |
| Describe Phenomena (qualitative) or Define Variables/ Hypotheses (quantitative) | The hypothesis provides insight that determines how participating in an online brand community affects individual perception when it comes to a specific brand. Secondly, the research explores how participation of an online brand community affects individual brand loyalty. | 78-80 |
| Methodology & Design | The research focuses on a defined case study in the personal computer industry. The online branded community is an English language OBC used in different countries. The researcher employed a qualitative exploratory case study design, which provided an understanding of how participating in online communities affects brand perception, and brand devotion. | 81-84 |
| Purpose Statement | Before the development of the study there was not an effective measurement to how the aspect of online communities affected the aspect of brand loyalty. However, the information realizes how online communities have an impact on the aspect of brand loyalty. An online brand community allow consumers to assist one another by providing different views on various aspects, and viewpoints involve criticism and suggestions. There are some organizations that establish online branding communities to build, and develop brand value. | 77-78 |
| Data Collection Approach | The researcher gathered information from three major sources
(a) semi-structured interviews that focuses of consumer brand loyalty (b) the use of various online social media postings related to certain brands (c) reviews conducted on the brand, posted on Walmart.com and Bestbuy.com. The researcher considered the cogency, and dependability aspects of the brand. The researcher displayed validity with an evaluation of data based on the three sources. The researcher completed data evaluation, which aimed at improving validity. |
85 |
| Data Analysis Approach | In research study analyzed inductive thematic analysis techniques used to evaluate various data from the interviewees. The semi-structured interviews provided narratives based on true individual accounts. TAs were used to identify various patterns used in data sets. | |
| Evaluation (Maximum 250-500 words)
The dissertation study evaluated various aspects of branding, and how the concepts were applied to manage different products. The information focused on online branding, and how in recent years social media posting has increased, and structured a positive impact on branding. The research question highlights the influence of online communities concerning brand perception, and brand loyalty. The research study expounded on how online branding has been emulated by emerging companies, and has assisted organizations with meeting goals, and objectives. Online branding is motivated by the lack of efficient management of resources. This method of branding is proven effective in bringing consumers together, creates the opportunity for them to share and exchange views on different product, and managing of various brands. Additionally, online branding assists in the creation of non-geographical branding in the field of marketing. Online branding has led to the development of brand value, and greatly assist consumers when it comes to purchasing goods and services (Aaker, J997). |
References
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347–356. doi:10.2307/3151897
Aiello, L. M., Barrat, A., Cattuto, C., Schifanella, R., & Ruffo, G. (2012). Link creation and information spreading over social and communication ties in an interest-based online social network. EPJ Data Science, 1(12). doi:10.1140/epjds12
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