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Biografi [eng]

Ulf Aagerup focuses on brand strategies and consumer behavior at the marketing department at  Halmstad University, and has a background as a professional marketer.

Publikasjoner (10 av 28) Visa alla publikasjoner
Aagerup, U., Andersson, S. & Awuah, G. B. (2022). Building a warm and competent B2B brand personality. European Journal of Marketing, 56(13), 167-193
Åpne denne publikasjonen i ny fane eller vindu >>Building a warm and competent B2B brand personality
2022 (engelsk)Inngår i: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 56, nr 13, s. 167-193Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

Purpose This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers. Design/methodology/approach A multiple case study, which spans 10 years, investigates via interviews, observations, workshops and document analysis how two fast-growing B2B companies selling industrial equipment to manufacturers build brand personality. Findings The studied companies concentrate on different brand personality dimensions depending on the activities in which they engage. By focusing on brand competence in the realm of the actual product and brand warmth in the realm of the augmented product, the companies manage to create a complete and consistent brand personality. Research limitations/implications The research approach provides in-depth knowledge on how the companies build brands for a specific type of B2B product. However, the article's perspective is limited to that of management and therefore does not take customer reactions into account. Practical implications The study describes how firms can build strong B2B brands by emphasizing competence in product design and R&D and warmth in activities related to sales and customer service. Originality/value The study introduces a conceptually consistent view of brand personality in the form of warm and competent brands to the B2B marketing literature. It builds on and contributes to the emerging research on B2B brand personality. By relating the companies' brand-building activities to the type of products they sell, this study illustrates how context affects B2B brand building, and by integrating brand personality theory with product levels and marketing philosophy, it extends previous theory on B2B branding.

sted, utgiver, år, opplag, sider
Emerald Group Publishing Limited, 2022
Emneord
Branding, Brand personality, Business-to-business, Brand management, Industrial marketing
HSV kategori
Identifikatorer
urn:nbn:se:hj:diva-58325 (URN)10.1108/EJM-06-2019-0528 (DOI)000838785000001 ()2-s2.0-85135816314 (Scopus ID)HOA;;827141 (Lokal ID)HOA;;827141 (Arkivnummer)HOA;;827141 (OAI)
Forskningsfinansiär
Knowledge Foundation
Tilgjengelig fra: 2022-08-25 Laget: 2022-08-25 Sist oppdatert: 2022-08-29bibliografisk kontrollert
Aagerup, U. (2020). Building nightclub brand personality via guest selection. International Journal of Hospitality Management, Article ID 102336.
Åpne denne publikasjonen i ny fane eller vindu >>Building nightclub brand personality via guest selection
2020 (engelsk)Inngår i: International Journal of Hospitality Management, ISSN 0278-4319, E-ISSN 1873-4693, artikkel-id 102336Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

This paper identifies that guest selection at exclusive nightclubs is a brand building process, and that the guests’ primary value to the clubs therefore is the image they bestow on the brand. The paper contributes to theory by providing empirical support for several mechanisms that have previously been stipulated in literature. It validates that companies build brand personality by controlling typical user imagery, and that for self-expressive product categories, negative user stereotypes are particularly powerful. It supports the theory of symbolic brand avoidance, as well as the notion that social rejection encourages people to elevate their perceptions of their rejecters and strengthens their predilection to affiliate with them. For practitioners, the paper shows managers in the hospitality industry that it is possible to build brands by controlling who is allowed to become a brand-user, and under which conditions this applies.

sted, utgiver, år, opplag, sider
Oxford: Elsevier, 2020
Emneord
Brand personality, Nightclubs, Self-expressive consumption, Symbolic consumption, User imagery
HSV kategori
Identifikatorer
urn:nbn:se:hj:diva-54544 (URN)10.1016/j.ijhm.2019.102336 (DOI)2-s2.0-85070497901 (Scopus ID)
Tilgjengelig fra: 2020-02-03 Laget: 2021-09-06bibliografisk kontrollert
Andersson, S., Awuah, G. B., Aagerup, U. & Wictor, I. (2020). How do mature born globals create customer value to achieve international growth?. International Marketing Review, 37(2), 185-211
Åpne denne publikasjonen i ny fane eller vindu >>How do mature born globals create customer value to achieve international growth?
2020 (engelsk)Inngår i: International Marketing Review, ISSN 0265-1335, E-ISSN 1758-6763, Vol. 37, nr 2, s. 185-211Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

Purpose – This study aims to investigate how mature born global firms create value for customers to achieve continued international growth.

Design/methodology/approach – The study employs a case study approach to investigate the underresearched area of how mature born globals create value for customers and, by doing so, contribute to their continued international growth. This in-depth examination of how three born globals developed over time uses interviews, observation and secondary data.

Findings – The findings indicate that the entrepreneurs of born global firms, that continued to grow, created a culture in the early stages that supported value creation for foreign customers. These firms have built a competitive position by developing international niche products. They have also implemented a combination of proactive and reactive market orientation to facilitate the creation and delivery of value to customers. To maintain growth, they further invest the revenues earned on additional international marketing activities and continuously enhance their focal products.

Research limitations/implications – The study relies on three cases. We therefore recommend that future studies extend the scope of the research to several companies in various industries and countries, in which the theoretical arguments can be applied. In addition, further studies that test the propositions developed in this study, in different contexts, are highly recommended.

Practical implications – To gain international growth, managers should create an organizational culture that facilitates satisfying international customer needs. Firms should continuously invest in sales and market development (e.g. social media marketing, personal selling) and undertake technology development of niche rather than new products. To achieve international growth, managers need to standardize part of the offer to achieve economies of scale and adapt the other part to international customers’ needs.

Originality/value – Research on born globals has focused on the early stages of their internationalization processes, while largely neglecting the later stages (mature born globals) or the factors that lead to continued international growth. To address this gap, this study explores what happens when born globals ‘grow up’. This study contributes to the literature by capturing the factors and processes underlying how mature born globals create value for customers, for international growth. In particular, the study shows that the culture and strategies developed in the born globals’ early stages also lead to international growth in later stages. The mature born globals have also invested in niche products, brand building, and effective market channels and adopted a combination of proactive and reactive market orientations.

sted, utgiver, år, opplag, sider
Bingley: Emerald Group Publishing Limited, 2020
Emneord
Born globals, International growth, Customer value, Marketing orientation
HSV kategori
Identifikatorer
urn:nbn:se:hj:diva-54554 (URN)10.1108/IMR-11-2018-0340 (DOI)000514677900001 ()2-s2.0-85079812611 (Scopus ID)
Forskningsfinansiär
Knowledge Foundation
Tilgjengelig fra: 2020-05-30 Laget: 2021-09-06bibliografisk kontrollert
Aagerup, U. (2020). Lean if you are seen: Improved weight loss via social media. In: : . Paper presented at 2020 AMA Winter Academic Conference. San Diego. USA.
Åpne denne publikasjonen i ny fane eller vindu >>Lean if you are seen: Improved weight loss via social media
2020 (engelsk)Konferansepaper (Fagfellevurdert)
HSV kategori
Identifikatorer
urn:nbn:se:hj:diva-54565 (URN)
Konferanse
2020 AMA Winter Academic Conference. San Diego. USA
Tilgjengelig fra: 2021-09-07 Laget: 2021-09-07 Sist oppdatert: 2021-09-07bibliografisk kontrollert
Rutter, R., Nadeau, J., Aagerup, U. & Lettice, F. (2020). The Olympic Games and associative sponsorship: Brand personality identity creation, communication and congruence. Internet Research, 30(1), 85-107
Åpne denne publikasjonen i ny fane eller vindu >>The Olympic Games and associative sponsorship: Brand personality identity creation, communication and congruence
2020 (engelsk)Inngår i: Internet Research, ISSN 1066-2243, Vol. 30, nr 1, s. 85-107Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

Purpose: The purpose of this paper is to explore the brand relationships between a mega-sports event, the Olympic Games, and its branded main sponsors, using the lens of brand personality. Design/methodology/approach: The study uses the internet-based website communications of the sponsor and event brands to assess congruence in brand personality identity exhibited in the communications of sponsors and how these relate to the event brand itself. A lexical analysis of the website text identifies and graphically represents the dominant brand personality traits of the brands relative to each other. Findings: The results show the Olympic Games is communicating excitement as a leading brand personality dimension. Sponsors of the Olympics largely take on its dominant brand dimension, but do not adapt their whole brand personality to that of the Olympics and benefit by adding excitement without losing their individual character. The transference is more pronounced for long-running sponsors. Practical implications: Sponsorship of the Olympic Games does give brands the opportunity to capture or borrow the excitement dimension alongside building or reinforcing their own dominant brand personality trait or to begin to subtly alter their brand positioning. Originality/value: This study is the first to examine how the sponsor’s brand aligns with the event being sponsored as a basis for developing a strong shared image and associative dimensions complimentary to the positioning of the brand itself.

sted, utgiver, år, opplag, sider
Emerald Group Publishing Limited, 2020
Emneord
Brand personality, Mega-events, Olympic sponsorship, Sports marketing, Website communications
HSV kategori
Identifikatorer
urn:nbn:se:hj:diva-54559 (URN)10.1108/INTR-07-2018-0324 (DOI)2-s2.0-85074821398 (Scopus ID)
Tilgjengelig fra: 2021-09-06 Laget: 2021-09-06 Sist oppdatert: 2021-09-06bibliografisk kontrollert
Ramos da Silva, M. A., Aagerup, U. & Andersson, S. (2019). International rebranding strategies in a life science context. In: : . Paper presented at Health Innovation Research Conference, Halmstad, Sweden.
Åpne denne publikasjonen i ny fane eller vindu >>International rebranding strategies in a life science context
2019 (engelsk)Konferansepaper (Fagfellevurdert)
HSV kategori
Identifikatorer
urn:nbn:se:hj:diva-54567 (URN)
Konferanse
Health Innovation Research Conference, Halmstad, Sweden
Tilgjengelig fra: 2021-09-07 Laget: 2021-09-07 Sist oppdatert: 2021-09-07bibliografisk kontrollert
Aagerup, U. (2019). The gendered effect of social presssure on exam results. In: : . Paper presented at Högskolepedagogisk konferens 2019, Halmstad, Sweden.
Åpne denne publikasjonen i ny fane eller vindu >>The gendered effect of social presssure on exam results
2019 (engelsk)Konferansepaper (Fagfellevurdert)
HSV kategori
Identifikatorer
urn:nbn:se:hj:diva-54566 (URN)
Konferanse
Högskolepedagogisk konferens 2019, Halmstad, Sweden
Tilgjengelig fra: 2021-09-07 Laget: 2021-09-07 Sist oppdatert: 2021-09-07bibliografisk kontrollert
Aagerup, U., Frank, A.-S. & Hultqvist, E. (2019). The persuasive effects of emotional green packaging claims. British Food Journal, 121(12), 3233-3246
Åpne denne publikasjonen i ny fane eller vindu >>The persuasive effects of emotional green packaging claims
2019 (engelsk)Inngår i: British Food Journal, ISSN 0007-070X, E-ISSN 1758-4108, Vol. 121, nr 12, s. 3233-3246Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

Purpose - The purpose of this paper is to investigate the effects of rational green packaging claims vs emotional green packaging claims on consumers' purchase propensity for organic coffee.

Design/methodology/approach - Three within-subjects experiment were carried out (N=87, N=245, N=60). The experimental design encompasses packaging with rational green claims, emotional green claims, as well as a neutral (control) claim. Measured variables are introduced to assess participants' environmental commitment and information processing ability. A manipulated between-subjects variable is introduced to test how distraction interacts with preference for the claims.

Findings - Overall, consumers prefer products with green claims over those with neutral (control) claims, and products with emotional green claims to those with rational green claims. The studies also reveal that this effect is moderated by participants' environmental commitment, information processing ability and by distraction. The findings were statistically significant (p<0.05).

Research limitations/implications - As a lab experiment, the study provides limited generalizability and external validity. Practical implications - For most organic FMCG products, it is advisable to employ emotional packaging claims.

Social implications - The presented findings provide marketers with tools to influence consumer behavior toward sustainable choices.

Originality/value - The paper validates previous contributions on the effects of product claim types, and extends them by introducing comprehensive empirical data on all the Elaboration Likelihood Model's criteria for rational decision-making; motivation, opportunity and ability.

sted, utgiver, år, opplag, sider
Bingley: Emerald Group Publishing Limited, 2019
Emneord
Branding, ELM, Consumer behaviour, Environmental, Green marketing, Food packaging
HSV kategori
Identifikatorer
urn:nbn:se:hj:diva-54550 (URN)10.1108/BFJ-08-2019-0652 (DOI)000501167100017 ()2-s2.0-85074418124 (Scopus ID)
Tilgjengelig fra: 2020-01-31 Laget: 2021-09-06bibliografisk kontrollert
Aagerup, U. (2019). The universal appeal for low-sexual fashion advertising. In: : . Paper presented at 14th Global Brand Conference (Academy of Marketing), Berlin, Germany.
Åpne denne publikasjonen i ny fane eller vindu >>The universal appeal for low-sexual fashion advertising
2019 (engelsk)Konferansepaper (Fagfellevurdert)
HSV kategori
Identifikatorer
urn:nbn:se:hj:diva-54568 (URN)
Konferanse
14th Global Brand Conference (Academy of Marketing), Berlin, Germany
Tilgjengelig fra: 2021-09-07 Laget: 2021-09-07 Sist oppdatert: 2021-09-07bibliografisk kontrollert
Aagerup, U. (2018). Accessible luxury fashion brand building via fat discrimination. Journal of Fashion Marketing and Management, 22(1), 2-16
Åpne denne publikasjonen i ny fane eller vindu >>Accessible luxury fashion brand building via fat discrimination
2018 (engelsk)Inngår i: Journal of Fashion Marketing and Management, ISSN 1361-2026, E-ISSN 1758-7433, Vol. 22, nr 1, s. 2-16Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

Purpose: To investigate if accessible luxury fashion brands discriminate overweight and obese consumers.

Design/methodology/approach: The physical sizes of garments are surveyed in-store and compared to the body sizes of the population. A gap analysis is carried out in order to determine whether the supply of clothes match the demand of each market segment.

Findings: The surveyed accessible luxury garments come in very small sizes compared to the individuals that make up the population.

Research limitations/implications: The survey is limited to London while the corresponding population is British. It is therefore possible that the mismatch between assortments and the population is in part attributable to geographic and demographic factors. The study’s results are however so strikingly clear that even if some of the effect were due to extraneous variables, it would be hard to disregard the poor match between overweight and obese women and the clothes offered to them.

Practical implications: For symbolic/expressive brands that are conspicuously consumed, that narrowly target distinct and homogenous groups of people in industries where elitist practices are acceptable, companies can build brands via customer rejection.

Social implications: The results highlight ongoing discrimination of overweight and obese fashion consumers.

Originality/value: The study is the first to provide quantitative evidence for brand building via customer rejection, and it delineates under which conditions this may occur. This extends the theory of typical user imagery.

sted, utgiver, år, opplag, sider
Bingley: Emerald Group Publishing Limited, 2018
Emneord
Branding, typical user imagery, assortments, fashion, obesity, fat discrimination
HSV kategori
Identifikatorer
urn:nbn:se:hj:diva-54543 (URN)10.1108/JFMM-12-2016-0116 (DOI)000427269700001 ()2-s2.0-85043364808 (Scopus ID)
Tilgjengelig fra: 2018-12-14 Laget: 2021-09-06bibliografisk kontrollert
Organisasjoner
Identifikatorer
ORCID-id: ORCID iD iconorcid.org/0000-0002-0419-8654