Got no milk? Exploring consumer involvement and brand identity of the non-dairy brands Oatly and Alpro
Sammanfattning: Purpose: The purpose of this study is to examine consumer involvement with brands in the non-dairy product category and to identify the notable facets of the brands identity in this low-involvement product category. Methodology: Literature review, two case studies (Oatly and Alpro), four semi-structured interviews. Findings: This research paper identified different aspects of involvement and their notable brand identity facets. The findings were as follows: Perceived product importance - physique and culture facets; brand sensitivity - relationship and culture facets; symbolic value - reflection and self-image facets; emotional value - relationship, culture and self-image facets. The interviews of this study suggest that Oatly has more symbolic and emotional value attached to their brand compared to Alpro. This paper identifies Oatly’s aggressive depositioning of the dairy industry as a means of creating symbolic and emotional value for consumers. In contrast, Alpro is part of a larger corporate group (Danone) which includes dairy brands in their portfolio. Thus, in order to create the same level of symbolic and emotional value, Alpro would need to find a different cause to align with their culture, enabling them to build meaningful relationships with consumers. Original/value: This research paper applies two case studies to an original framework, which allows for valuable insights in identifying notable facets of brand identity that affect involvement in a low-involvement category.
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