Behovet av bättre kvalitet i utbildningen ökar hela tiden. På samma gång tvingas universiteten se... more Behovet av bättre kvalitet i utbildningen ökar hela tiden. På samma gång tvingas universiteten se över sin verksamhet på grund av ekonomiska och strukturella orsaker. Samtidigt sänder olika myndigheter olika signaler, där KEVA kräver 45 studiepoäng av studenterna och en annan finansieringsnyckel poängterar 55 sp. Olika morötter skapar förvirring. I denna förvirring ska universiteteten leverera utbildning av hög kvalitet. För att greppa detta måste begreppet kvalitet granskas bredare än den snäva kontaktytan lärare–student. Det behövs en vidare syn på kvalitet.
Using as a starting-point the model of integrated marketing communication (IMC), which is based o... more Using as a starting-point the model of integrated marketing communication (IMC), which is based on the tenet that the company integrates the marketing message conveyed to the consumer, this paper switches the focus by highlighting the consumer's message integration. A review of the marketing communication literature on meaning creation uncovered four central factors influencing the process of meaning creation: historical; future; external; and internal factors. However, the literature seems to be lacking a broad model that includes all these factors as well as a specific study of the nature and impact of future factors. Combining insights from marketing communication with findings from research in relationship marketing, this paper presents a holistic model that is based on the consumer perspective and takes into account the impact of all four factors on message integration. By shedding light on the influence of the future time factor on message reception, the paper presents an emerging Relationship Communication Model (RCM). It offers researchers and marketers a useful tool for understanding and managing marketing communication more effectively.
Journal of Fashion Marketing and Management, Mar 2014
Purpose – Consumers gift themselves with luxury fashion brands, yet the motives for self-gifting ... more Purpose – Consumers gift themselves with luxury fashion brands, yet the motives for self-gifting are not well understood. Whereas traditionally, self-gifting is defined as self-orientated in nature, luxury brands are seen as social statements, and self-gifting of luxury fashion brands that combine these two controversial areas is an interesting research topic. This paper aims to address this issue by exploring the self-gifting behaviour of consumers, in particular focusing on the personal motives of gifting oneself with luxury fashion brands.
Design/methodology/approach – The study takes a multi-qualitative approach involving a small (N=19) but rich sample. Data collection and analysis were triangulated to reduce researcher biases.
Findings – The study provides key dimensions for understanding consumers’ perceptions of luxury fashion brands and self-gifting motives (self- and socially-orientated). The findings reveal that reflections from others are part of the self-gifting phenomenon. It appeared that although self-orientated benefits and personally-orientated motives trigger the self-gifting act, the act of actually purchasing explicitly luxury brands for oneself as a gift may be triggered by other-orientated benefits and socially-orientated motives. The findings also imply that luxury holds a self-orientated aspect; luxury brands are not only purchased for socially-orientated reasons but also for reasons related to oneself. In addition, the findings discuss the act of shopping, where the act can be perceived as a luxury experience and overrun the importance of the brand.
Practical implications – The findings provide insights to consumers’ gifting behaviour that may be valuable for retailers and fashion marketers as they plan for marketing activities related to their customers’ self-gifting.
Originality/value –Self-gifting represents a view of gifting that remains under-researched. This study uncovers the motives for gifting oneself with luxury fashion brands, a further sub-area in need for more investigation.
Keywords: household goods, gifts, luxury items, self-gifting
Behovet av bättre kvalitet i utbildningen ökar hela tiden. På samma gång tvingas universiteten se... more Behovet av bättre kvalitet i utbildningen ökar hela tiden. På samma gång tvingas universiteten se över sin verksamhet på grund av ekonomiska och strukturella orsaker. Samtidigt sänder olika myndigheter olika signaler, där KEVA kräver 45 studiepoäng av studenterna och en annan finansieringsnyckel poängterar 55 sp. Olika morötter skapar förvirring. I denna förvirring ska universiteteten leverera utbildning av hög kvalitet. För att greppa detta måste begreppet kvalitet granskas bredare än den snäva kontaktytan lärare–student. Det behövs en vidare syn på kvalitet.
In order to bring insight into the emerging concept of relationship communication, concepts from ... more In order to bring insight into the emerging concept of relationship communication, concepts from two research traditions will be combined in this paper. Based on those concepts a new model, the dynamic relationship communication model, will be presented. Instead of a company perspective focusing on the integration of outgoing messages such as advertising, public relations and sales activities, it is suggested that the focus should be on factors integrated by the receiver. Such factors can be historical, future, external and internal factors. Thus, the model put a strong focus on the receiver in the communication process. The dynamic communication model is illustrated empirically using it as a tool on 78 short stories about communication. The empirical findings show that relationship communication occurs in some cases; in some cases it does not occur. The model is a useful tool in displaying relationship communication and how it differs from other communication. The importance of the time dimension, historical and future factors, in relationship communications is discussed. The possibility of reducing communications costs by the notion of relationship communication is discussed in managerial implications.
Behovet av bättre kvalitet i utbildningen ökar hela tiden. På samma gång tvingas universiteten se... more Behovet av bättre kvalitet i utbildningen ökar hela tiden. På samma gång tvingas universiteten se över sin verksamhet på grund av ekonomiska och strukturella orsaker. Samtidigt sänder olika myndigheter olika signaler, där KEVA kräver 45 studiepoäng av studenterna och en annan finansieringsnyckel poängterar 55 sp. Olika morötter skapar förvirring. I denna förvirring ska universiteteten leverera utbildning av hög kvalitet. För att greppa detta måste begreppet kvalitet granskas bredare än den snäva kontaktytan lärare–student. Det behövs en vidare syn på kvalitet.
Using as a starting-point the model of integrated marketing communication (IMC), which is based o... more Using as a starting-point the model of integrated marketing communication (IMC), which is based on the tenet that the company integrates the marketing message conveyed to the consumer, this paper switches the focus by highlighting the consumer's message integration. A review of the marketing communication literature on meaning creation uncovered four central factors influencing the process of meaning creation: historical; future; external; and internal factors. However, the literature seems to be lacking a broad model that includes all these factors as well as a specific study of the nature and impact of future factors. Combining insights from marketing communication with findings from research in relationship marketing, this paper presents a holistic model that is based on the consumer perspective and takes into account the impact of all four factors on message integration. By shedding light on the influence of the future time factor on message reception, the paper presents an emerging Relationship Communication Model (RCM). It offers researchers and marketers a useful tool for understanding and managing marketing communication more effectively.
Journal of Fashion Marketing and Management, Mar 2014
Purpose – Consumers gift themselves with luxury fashion brands, yet the motives for self-gifting ... more Purpose – Consumers gift themselves with luxury fashion brands, yet the motives for self-gifting are not well understood. Whereas traditionally, self-gifting is defined as self-orientated in nature, luxury brands are seen as social statements, and self-gifting of luxury fashion brands that combine these two controversial areas is an interesting research topic. This paper aims to address this issue by exploring the self-gifting behaviour of consumers, in particular focusing on the personal motives of gifting oneself with luxury fashion brands.
Design/methodology/approach – The study takes a multi-qualitative approach involving a small (N=19) but rich sample. Data collection and analysis were triangulated to reduce researcher biases.
Findings – The study provides key dimensions for understanding consumers’ perceptions of luxury fashion brands and self-gifting motives (self- and socially-orientated). The findings reveal that reflections from others are part of the self-gifting phenomenon. It appeared that although self-orientated benefits and personally-orientated motives trigger the self-gifting act, the act of actually purchasing explicitly luxury brands for oneself as a gift may be triggered by other-orientated benefits and socially-orientated motives. The findings also imply that luxury holds a self-orientated aspect; luxury brands are not only purchased for socially-orientated reasons but also for reasons related to oneself. In addition, the findings discuss the act of shopping, where the act can be perceived as a luxury experience and overrun the importance of the brand.
Practical implications – The findings provide insights to consumers’ gifting behaviour that may be valuable for retailers and fashion marketers as they plan for marketing activities related to their customers’ self-gifting.
Originality/value –Self-gifting represents a view of gifting that remains under-researched. This study uncovers the motives for gifting oneself with luxury fashion brands, a further sub-area in need for more investigation.
Keywords: household goods, gifts, luxury items, self-gifting
Behovet av bättre kvalitet i utbildningen ökar hela tiden. På samma gång tvingas universiteten se... more Behovet av bättre kvalitet i utbildningen ökar hela tiden. På samma gång tvingas universiteten se över sin verksamhet på grund av ekonomiska och strukturella orsaker. Samtidigt sänder olika myndigheter olika signaler, där KEVA kräver 45 studiepoäng av studenterna och en annan finansieringsnyckel poängterar 55 sp. Olika morötter skapar förvirring. I denna förvirring ska universiteteten leverera utbildning av hög kvalitet. För att greppa detta måste begreppet kvalitet granskas bredare än den snäva kontaktytan lärare–student. Det behövs en vidare syn på kvalitet.
In order to bring insight into the emerging concept of relationship communication, concepts from ... more In order to bring insight into the emerging concept of relationship communication, concepts from two research traditions will be combined in this paper. Based on those concepts a new model, the dynamic relationship communication model, will be presented. Instead of a company perspective focusing on the integration of outgoing messages such as advertising, public relations and sales activities, it is suggested that the focus should be on factors integrated by the receiver. Such factors can be historical, future, external and internal factors. Thus, the model put a strong focus on the receiver in the communication process. The dynamic communication model is illustrated empirically using it as a tool on 78 short stories about communication. The empirical findings show that relationship communication occurs in some cases; in some cases it does not occur. The model is a useful tool in displaying relationship communication and how it differs from other communication. The importance of the time dimension, historical and future factors, in relationship communications is discussed. The possibility of reducing communications costs by the notion of relationship communication is discussed in managerial implications.
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Papers by Åke Finne
Design/methodology/approach – The study takes a multi-qualitative approach involving a small (N=19) but rich sample. Data collection and analysis were triangulated to reduce researcher biases.
Findings – The study provides key dimensions for understanding consumers’ perceptions of luxury fashion brands and self-gifting motives (self- and socially-orientated). The findings reveal that reflections from others are part of the self-gifting phenomenon. It appeared that although self-orientated benefits and personally-orientated motives trigger the self-gifting act, the act of actually purchasing explicitly luxury brands for oneself as a gift may be triggered by other-orientated benefits and socially-orientated motives. The findings also imply that luxury holds a self-orientated aspect; luxury brands are not only purchased for socially-orientated reasons but also for reasons related to oneself. In addition, the findings discuss the act of shopping, where the act can be perceived as a luxury experience and overrun the importance of the brand.
Practical implications – The findings provide insights to consumers’ gifting behaviour that may be valuable for retailers and fashion marketers as they plan for marketing activities related to their customers’ self-gifting.
Originality/value –Self-gifting represents a view of gifting that remains under-researched. This study uncovers the motives for gifting oneself with luxury fashion brands, a further sub-area in need for more investigation.
Keywords: household goods, gifts, luxury items, self-gifting
Samtidigt sänder olika myndigheter olika signaler, där KEVA kräver 45 studiepoäng av studenterna och en annan finansieringsnyckel poängterar 55 sp. Olika morötter skapar
förvirring. I denna förvirring ska universiteteten leverera utbildning av hög kvalitet. För att greppa detta måste begreppet kvalitet granskas bredare än den snäva kontaktytan
lärare–student. Det behövs en vidare syn på kvalitet.
Design/methodology/approach – The study takes a multi-qualitative approach involving a small (N=19) but rich sample. Data collection and analysis were triangulated to reduce researcher biases.
Findings – The study provides key dimensions for understanding consumers’ perceptions of luxury fashion brands and self-gifting motives (self- and socially-orientated). The findings reveal that reflections from others are part of the self-gifting phenomenon. It appeared that although self-orientated benefits and personally-orientated motives trigger the self-gifting act, the act of actually purchasing explicitly luxury brands for oneself as a gift may be triggered by other-orientated benefits and socially-orientated motives. The findings also imply that luxury holds a self-orientated aspect; luxury brands are not only purchased for socially-orientated reasons but also for reasons related to oneself. In addition, the findings discuss the act of shopping, where the act can be perceived as a luxury experience and overrun the importance of the brand.
Practical implications – The findings provide insights to consumers’ gifting behaviour that may be valuable for retailers and fashion marketers as they plan for marketing activities related to their customers’ self-gifting.
Originality/value –Self-gifting represents a view of gifting that remains under-researched. This study uncovers the motives for gifting oneself with luxury fashion brands, a further sub-area in need for more investigation.
Keywords: household goods, gifts, luxury items, self-gifting
Samtidigt sänder olika myndigheter olika signaler, där KEVA kräver 45 studiepoäng av studenterna och en annan finansieringsnyckel poängterar 55 sp. Olika morötter skapar
förvirring. I denna förvirring ska universiteteten leverera utbildning av hög kvalitet. För att greppa detta måste begreppet kvalitet granskas bredare än den snäva kontaktytan
lärare–student. Det behövs en vidare syn på kvalitet.