The pirate and the navy: Challenger brands and their utilization of counter-hegemonic ideology in identity communication

ResearchSpace/Manakin Repository

Show simple item record

dc.contributor.advisor Bertilsson, J en
dc.contributor.author Errmann, Amy en
dc.contributor.author Nilsson, A-L en
dc.date.accessioned 2019-09-12T21:50:22Z en
dc.date.issued 2013-06-17 en
dc.date.submitted 2013-05-17 en
dc.identifier.uri http://hdl.handle.net/2292/47654 en
dc.description.abstract Challenger branding is a phenomenon that is gaining significant exposure in academia. However, most research on this branding approach relates to a practical or technical knowledge interest, ignoring the counter-hegemonic critique that exemplifies challenger branding. The critique that these brands base their identity on often shifts after they have been acquired into a hegemonic context, by joining a large corporation or becoming hegemonic brands themselves. This thesis aims to extend critical knowledge by connecting theories of ideology, hegemony, and brand communication to the identity construction of two challenger brands, The Body Shop and Innocent Drinks, and further explores the identity shift of the brands after their acquisition by L’Oréal and Coca-Cola. Counter-hegemony was found to be a pervasive tool activated through a number of signs for challenger identity construction. Further, challenger brand identity differed substantially before and after the challenger brands joined L’Oréal and Coca-Cola. en
dc.publisher Lund University Libraries en
dc.relation.ispartof Masters Thesis - University of Auckland en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title The pirate and the navy: Challenger brands and their utilization of counter-hegemonic ideology in identity communication en
dc.type Thesis en
thesis.degree.discipline Marketing en
thesis.degree.grantor Lund University en
thesis.degree.level Masters en
dc.rights.holder Copyright: The author en
pubs.author-url http://lup.lub.lu.se/student-papers/record/3798283 en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.elements-id 779327 en
pubs.org-id Business and Economics en
pubs.org-id Marketing en
pubs.record-created-at-source-date 2019-08-22 en


Full text options

Find Full text

This item appears in the following Collection(s)

Show simple item record

Share

Search ResearchSpace


Advanced Search

Browse