apple fandom keynote (martin feld)

7/29/2019 Apple Fandom Keynote (Martin Feld)

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My research question:

What does it mean to be an

Apple brand fan?

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My research aim:

To rethink and redefine what it

means to be a brand fan

using narrative enquiry.

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...or more specifically:

To move beyond restrictive stereotypes

like fanboy and fangirl, appreciating a

diverse set of fan behaviours and

attitudes, which interact with brand

personality marketing.

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Thesis Structure

Abstract

Introduction: A World Devoted to Brands

Case Study Background: The Apple Brand

Fandom and Branding: An Integrative Literature Review

Collecting Data: Implementing Narrative Enquiry

Findings and Discussion

Conclusions and Recommendations

References

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Introduction: A World

Devoted to Brands

Brand proliferation and tech simplification

Gen Y + brand personality

Tech relationships = utilitarian + hedonistic

Aca-fan (Jenkins, 1992)

Previous studies + structure

Cross-disciplinary

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Case Study Background:

The Apple Brand

Why Apple?

Unique brand values

Simplicity

Integration

Open vs. closed

iSheepApple (2013)

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Fandom and Branding: An

Integrative Literature Review

Three subsections include:

- branding subsection;

- fandom subsection; and

- final cross-disciplinary synthesis.

Key theorists on fan and consumer behaviour

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Branding Subsection

What Is Branding?

Brand Personality

Brand Loyalty, Communities and Consumer Relationships

Corporate Social Responsibility

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What Is Branding?

Multi-faceted

Image-building devices

Corporate covenant

Competitive advantage

Customer value proposition

Brand equity

Brand knowledge is built on awareness and image.

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Brand Personality

Aaker, 1997, p. 352

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Apple Brand Personality

Images: Apple (1999, 2005, 2008)

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Apple Brand Personality

Apple (2013)

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Brand Loyalty, Communities

and Consumer Relationships

Shifting focus from customer acquisition to customer

loyalty and retention (Ahluwahlia & Kaikati, 2010)

Integrative approaches to brand loyalty

True, latent, spurious and low loyalty

Useful theory, but over-categorised

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Target Groups Target Subgroups Experience With Brand

Single-brand Loyals

Multi-brand Loyals

OUR BRANDS CURRENT

Favourable Brand

Experimental Favourable BrandSwitchers

CUSTOMERS

Switchers (FBSs)

Routinised Favourable BrandSwitchers

Favourable Other-brand Switchers

Other-brand Switchers(OBSs)

Neutral Other-brand Switchers

Unfavourable Other-brandSwitchers OTHER BRANDS CUSTOMERS, WHO

-

Favourable Other-brand Loyals

.

Other-brand Loyals (OBLs) Neutral Other-brand Loyals

Unfavourable Other-brand Loyals

Positive New Category Users

New Category Users

(NCUs)Unaware New Category Users

NON-USERS OF THE CATEGORY,WHO COULD TRY OR RE-TRY THE

CATEGORY VIA OUR BRAND.

Negative New Category Users

Rossiter & Bellman, 2005, p. 83

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Definitions of Fandom and

Academic Representations Jenkinss (1992) seminal text Textual Poachers:

Television Fans and Participatory Culture

Marginalised by mainstream media

Reinforcing economic, social and cultural hierarchies

Hillss (2002) Fan Cultures

Decisionist narratives

Moral dualisms

Discursive mantras

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Remaining Subsections

Popular Culture and

Commodities

Fan Communities:

Identity and Productionin Mediated Spaces

Fan Collection Behaviour

and Aesthetic Value

Convergence

Cults and Religions/Neo-

religionsApple (2013)

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Methodological Background

Narrative enquiry as overall method

Qualitative = rich experiences and stories

Marketing research is typically quantitative and focuses on

statistics and generalisation.

Personal, human communication + thematic, textual analysis

Singular case study

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Feedback

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iThank you

apple fandom keynote (martin feld)

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