Consumer Perception of Brand Personalization : Adbusters as Anti-Brand

Sammanfattning: Thesis purpose: The thesis purpose is to examine the interrelationship of consumer and brand relation. The main objective is to research how consumers’ perception of brand personalization before and after seeing Adbusters subvertisement ads influences their relation to brands. Methodology: The thesis has deductive quantitative research approach, since it starts from theory to gain more understanding of the research area. The data is collected through an online questionnaire. Theoretical perspective: This study is based upon the general brand and branding definitions, with focus on brand personality, consumer perception and findings within the study of Adbusters. Empirical data: The study is investigated quantitatively. An online questionnaire was used to gather the empirical data. Conclusion: This study provides a broad overview about consumer perception of brand personalized commercial ads and what is their relation to brands after seeing Adbusters subvertisement ads. The research contributes to brand personalization theory and Adbusters studies and demonstrates that Adbusters influence on brand personalization depends on how strong the consumer-brand relationship is. However, it is also shown that consumers are inconsistent in their perception of brand personas and that relation to brands is highly brand-specific.