Expatriates’ Nostalgic Brand Relationships. Case Fazer Blue Chocolate

Hanna Lemmetti () and Pekka Tuominen ()
Additional contact information
Hanna Lemmetti: University of Tampere
Pekka Tuominen: University of Tampere

A chapter in Regional Studies on Economic Growth, Financial Economics and Management, 2017, pp 401-422 from Springer

Abstract: Abstract The purpose of this study is to describe and analyze Finnish expatriates’ nostalgic brand relationships with the Karl Fazer milk chocolate. The theoretical framework is built around brand relationships with a particular focus on evolvement of brand relationships. This case study is conducted as a multi-method qualitative research, where seven in-depth interviews are combined with 167 units of netnographic data. These two methods enable triangulation of data, clarify the interpretation process and provide a multidimensional understanding of the topic. The data analysis follows a narrative interpretation framework. The brand of interest is the Karl Fazer milk chocolate called as Fazer Blue, the renowned Finnish milk chocolate brand. The empirical data uncovers story-like narratives of consumption and brand experiences. Brand relationships are found to play a prominent part in identity transition. In the case of Fazer Blue, the long-term brand relationship is protected by love felt toward the brand. Fazer Blue evokes strong meanings and memories. Clear evidence of the evolving nature of brand relationships emerges from the empirical data. Due to the distance, the importance of the brand increases. In light of empirical findings, it is suggested that in practice, expatriates and their insight should be better heard, understood and utilized in terms of brand development.

Keywords: Brand Relationships; Expatriates; Narratives (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-319-54112-9_26

Ordering information: This item can be ordered from
http://www.springer.com/9783319541129

DOI: 10.1007/978-3-319-54112-9_26

Access Statistics for this chapter

More chapters in Eurasian Studies in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().