Download - 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
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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