publication . Doctoral thesis . 2014

Exploring Branded Flash Mobs : A study of the impact of branded flash mobs on consumer behavior and consumer experience

Grant, Philip;
Open Access English
  • Published: 01 Jan 2014
  • Publisher: KTH, Industriell marknadsföring
  • Country: Sweden
Abstract
The desire of every marketer is to develop and maintain strong customer relationships. One way this can be accomplished is through effective advertising. Marketers have recently begun to brand flash mobs as a way to effectuate strong brand relationships. Even so, it is unclear whether or not the branding of flash mobs supports or frustrates this pursuit. Therefore, the goal of this thesis is to help marketers understand the potential impact that branded flash mobs may have on consumer behaviour and brand relationships. Since these interactions are complex we need to observe the convoluted whole from untangled vantage points. Marketing scholars and researchers mu...
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUS
free text keywords: branded entertainment; flash mob; consumer behaviour; guerilla marketing; viral marketing, brand equity, Aad
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1.4.8 Conclusion to the Introduction ........................................................ 37

CHAPTER 2: THE INDIVIDUAL PAPERS.......................................................... 39

2.1 Paper 1 Understanding Branded Flash Mobs: The nature of the concept, stakeholder motivations, and avenues for future research.................... 41

2.2 Paper 2 Operatic flash mob: Consumer arousal, emotion, and connectedness.. ....................................................................... 63

2.3 Paper 3 When the persuasion attempt fails - an examination of consumers' perception of branded flash............................................. 81

2.4 Paper 4 Branded flash mobs, YouTube and the effects of viewer attitudes on brand equity .............................................................. 105

CHAPTER 3: SUMMARY, CONCLUSION, AND CONTRIBUTIONS ....................... 129

3.2.1 Findings in Response to Research Question Part A: Impact on Consumer Behaviour ................................................................... 132

3.2.1 Findings in Response to Research Question Part A: Impact on Brand Equity .............................................................................. 133

3.3.1 Branded Flash Mobs: A Guerrilla Marketing Technique...................... 135

3.3.2 Tools to Understand and Measure the Impact on Brand Equity .......... 137

3.4.1 Managerial Implications for branded flash mob producers: ............... 141 Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.

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