University of Twente Student Theses


Strengthening brand loyalty with brand ambassadors in commoditized markets

Ganzeboom, Sergio (2022) Strengthening brand loyalty with brand ambassadors in commoditized markets.

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Abstract:The aim of the study is to uncover what effects brand ambassadors have on brand loyalty in commoditized markets. Moreover, the study sets out to discover how product complexity influences brand ambassadorship and ultimately brand loyalty. This study was created with the aid of 6 companies, each with their own unique challenges making the multiple-case study approach the ideal method. After analysis of the cases, it was confirmed that brand ambassadorship can play a role in combating commoditization. Specifically, brand ambassadorship shortens communication lines easing the process of transmitting both brand and product knowledge. The individual employee has the capacity to influence branding due to their ability to create brand experiences for the customer. Additionally, a set of four prerequisites to enable effective brand ambassadorship, namely: organisational fit, market fit, training, and employee brand perception. Lastly, product complexity does influence how brand ambassadorship is conducted, the higher the complexity of the product the likelier the organisation is to focus their brand ambassadorial tasks on relaying product knowledge rather than the transmission of brand values. These findings will help understand how brand ambassadorship can leverage customer experiences to achieve brand differentiation in highly commoditized markets.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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