Mycket väsen för ingenting?
En experimentell studie i hur marknadsföring och kändisskap påverkar attityder och intentioner till skönlitterära författare som varumärken.
This study views literary authors as brands and their books as products. The essay examines if different marketing activities will influence attitudes and intentions towards these brands, depending on how famous the author is and how much knowledge the consumer possess about the product category. The theory, which the hypotheses are based upon, mainly consists of research about culture, brands, attitudes and intentions. The study is quantitative and has an experimental design consisting of different written scenarios. These scenarios are based on background information about a fictive fiction author and type of marketing campaign. The extent to which the author was said to be known to the public, was manipulated in three different scenarios. Furthermore, the respondents were provided with information about a for the book industry either conventional or unconventional marketing campaign. As a result there were six different versions of the survey. The study?s results show that the different marketing campaigns influence the majority of the measured attitudes and intentions in the same way. The only exception is that the brand attitude is worsened when the unknown author is marketed in an unconventional way. In other words, the results indicate that when the author is unknown to the public, the marketer should be more careful if trying unconventional marketing campaigns. However, wellknown authors can be marketed in unconventional ways without affecting the consumers? brand attitudes or intentions.