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Biography [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.

Publications (10 of 25) Show all publications
Ramos, M. A., Andersson, S. & Aagerup, U. (2024). Rebranding after international acquisitions: challenges of legitimation in emerging and developed countries. International Marketing Review, 41(7), 84-116
Open this publication in new window or tab >>Rebranding after international acquisitions: challenges of legitimation in emerging and developed countries
2024 (English)In: International Marketing Review, ISSN 0265-1335, E-ISSN 1758-6763, Vol. 41, no 7, p. 84-116Article in journal (Refereed) Published
Abstract [en]

Purpose: This study describes how a multinational enterprise (MNE) gains acceptance after rebranding acquired brands from different countries among its internal and external stakeholders and identifies factors that influence this process.

Design/methodology/approach: The study employed a single case-study approach, including 18 semi-structured in-depth interviews with employees of a firm involved in the rebranding process in six countries. The countries are Sweden, Germany, the United States, Brazil, Colombia and Mexico.

Findings: The findings reveal how the MNE integrated brands it acquired in different international markets into one overarching corporate brand. The study shows that in emerging countries, external legitimation (external implementation process, country profiles and customer buy-in) constitutes the most significant challenge. By contrast, in developed countries, internal legitimation (employee buy-in and internal implementation process) is more challenging.

Research limitations/implications: The study contributes to and extends the rebranding literature by using a legitimation lens to analyze the rebranding process. This lens shows how internal and external stakeholders are both crucial to successful rebranding. The study provides a comprehensive perspective of the process, identifies challenging factors and differentiates between their importance in emerging and developed countries.

Originality/value: To address the dearth of research on how firms legitimize a new brand in different national contexts, the study compares the rebranding process in multiple countries and discusses the factors influencing the rebranding process.

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited, 2024
Keywords
International branding, rebranding, acquisitions, legitimation
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-53921 (URN)10.1108/imr-02-2023-0019 (DOI)
Projects
LNETN project
Funder
EU, Horizon 2020, 860364Knowledge Foundation
Available from: 2024-06-18 Created: 2024-06-18 Last updated: 2024-06-18Bibliographically approved
Aagerup, U., Andersson, S. & Ramos, M. A. (2023). How image and awareness relates to internal and external stakeholders' acceptance of B2B rebranding. In: : . Paper presented at 27th McGill International Entrepreneurship Conference, Kalmar, Sweden, August 30 – September 1, 2023.
Open this publication in new window or tab >>How image and awareness relates to internal and external stakeholders' acceptance of B2B rebranding
2023 (English)Conference paper, Oral presentation only (Refereed)
Abstract [en]

The acquisitions of brands by companies have become more frequent, representing a significant and effective way for firms to reach international new markets. This recent trend has led to a rise in rebranding, particularly in the business-to-business (B2B) sector. Since marketing literature primarily focuses on B2C brand strategies, literature on the field constantly overlooks B2B characteristics. This is sorely needed, because, despite massive investments, many acquisitions fail, especially international acquisitions where one faces cross-country differences. This is unsurprising because most companies' M&A considerations do not place much weight on brand strategy, and brand equity is typically not handled very well but is often treated as an after-thought compared to more pressing financial matters (e.g. how rebranding affects stock returns) and operational matters (e.g. descriptions of enablers and barriers to the rebranding process). Previous studies in this field emphasise how to do rebranding. However, they treat the brand itself as a black box —it is only how you execute the B2B rebranding process that is investigated, not which dimensions of the customer's brand knowledge should be prioritised. This is unfortunate, because rebranding an acquired brand without an idea of the desired end result is like navigating without a destination —even if you execute well, you will most likely not end up where you need to be. This paper addresses this gap by providing insights into the significant factors that drive B2B rebranding strategies, focusing on the transfer of brand equity from the acquired B2B brand to the acquiring company's brand.This study was conducted in one B2B firm going through rebranding process in the life science sector. Getinge was founded in 1904 in Sweden and is a global medical technology firm. The company provides equipment and systems in the healthcare and life sciences sector and has become a global leader in the field of Surgical Workflow. The international growth has been possible through incorporating new innovative offerings. These have been both internally developed, but also acquired internationally. A significant number of international acquisitions have been made throughout the years. In 2021 the company employed over 10,000 people worldwide, with products marketed in over 135 countries.Besides being one of the most valued companies in the sector, Getinge was chosen since the firm has initiated a rebranding process after a long-time international growth strategy, including acquisitions of many different international brands. Moreover, since B2B companies commonly rely on corporate, rather than product branding. Getinge is an appropriate choice since this study, therefore, focuses on a company that uses the same name for its company and its products.By examining an in-depth single case study of a multinational B2B company in the life sciences industry, this paper contributes to the research in international rebranding by validating that brand equity is a relevant consideration for B2B rebranding processes. Specifically, it argues that brand awareness transfer plays an essential role during the rebranding process, especially when it comes to external branding. Customers generally accept the new brand if the value proposition remains unchanged. However, they need to be made aware of the change to avoid confusion. Internally by contrast, the most significant challenge seems to be the transfer of brand image. Awareness is easy; during a rebranding process employees immediately become aware of the change. They however exhibit strong opinions for or against rebranding depending on their emotional connections to the old brand.These results extend the theory on international rebranding after M&As by demonstrating that the B2B context requires different prioritizations than consumer goods rebranding. The study shows how various stakeholders respond throughout the rebranding process. Firms can plan their rebranding process in mind that both brand image and brand awareness are important for brand equity during the rebranding process. However, firms need to prioritise one over the other depending on their specific audience (internal and external). Moreover, the realisation that awareness is a crucial success factor in B2B rebranding might help companies leverage brand equity in international M&As.

Keywords
International growth, B2B Rebranding, Brand Acquisition, Customer-Based Brand Equity, Brand Awareness
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-53447 (URN)
Conference
27th McGill International Entrepreneurship Conference, Kalmar, Sweden, August 30 – September 1, 2023
Available from: 2024-05-30 Created: 2024-05-30 Last updated: 2024-07-09Bibliographically approved
Aagerup, U. & Andersson, S. (2022). B2B branding in a time of radical transformation — how Covid forces B2B firms to supplant personal sales with content marketing (working paper). In: 15th Global Brand Conference, Sheffield Hallam University, Sheffield, UK, 4-6 May: . Paper presented at 15th Global Brand Conference, Sheffield Hallam University, Sheffield, UK, 4-6 May, 2022.
Open this publication in new window or tab >>B2B branding in a time of radical transformation — how Covid forces B2B firms to supplant personal sales with content marketing (working paper)
2022 (English)In: 15th Global Brand Conference, Sheffield Hallam University, Sheffield, UK, 4-6 May, 2022Conference paper, Oral presentation only (Refereed)
Keywords
Branding, B2B, Personal sales, Content marketing
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-49813 (URN)
Conference
15th Global Brand Conference, Sheffield Hallam University, Sheffield, UK, 4-6 May, 2022
Funder
Knowledge Foundation
Available from: 2023-01-12 Created: 2023-01-12 Last updated: 2023-02-07Bibliographically approved
Aagerup, U., Andersson, S. & Awuah, G. B. (2022). Building a warm and competent B2B brand personality. European Journal of Marketing, 56(13), 167-193
Open this publication in new window or tab >>Building a warm and competent B2B brand personality
2022 (English)In: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 56, no 13, p. 167-193Article in journal (Refereed) 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. © 2022, Ulf Aagerup, Svante Andersson and Gabriel Baffour Awuah.

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited, 2022
Keywords
Brand management, Brand personality, Branding, Business-to-business, Industrial marketing
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-48032 (URN)10.1108/EJM-06-2019-0528 (DOI)000838785000001 ()2-s2.0-85135816314 (Scopus ID)
Funder
Knowledge Foundation
Available from: 2022-09-09 Created: 2022-09-09 Last updated: 2023-06-19Bibliographically approved
Breitsohl, J., Jiménez, N., Megicks, P., Krasonikolakis, I., Ramoglou, S., Aagerup, U. & Happer, C. (2022). Bullying in Online Brand Communities-Exploring Consumers’ Intentions to Intervene. In: Frank Hopfgartner; Kokil Jaidka; Philipp Mayr; Joemon Jose; Jan Breitsohl (Ed.), Social Informatics: 13th International Conference, SocInfo 2022, Glasgow, UK, October 19–21, 2022, Proceedings. Paper presented at 13th International Conference on Social Informatics, SocInfo 2022, Glasgow, United Kingdom, 19-21 October, 2022 (pp. 436-443). Cham: Springer, 13618 LNCS
Open this publication in new window or tab >>Bullying in Online Brand Communities-Exploring Consumers’ Intentions to Intervene
Show others...
2022 (English)In: Social Informatics: 13th International Conference, SocInfo 2022, Glasgow, UK, October 19–21, 2022, Proceedings / [ed] Frank Hopfgartner; Kokil Jaidka; Philipp Mayr; Joemon Jose; Jan Breitsohl, Cham: Springer, 2022, Vol. 13618 LNCS, p. 436-443Conference paper, Published paper (Refereed)
Abstract [en]

Research on the psychological and marketing-related predictors of bystanders’ intentions to intervene when consumers are bullied in online brand communities is scarce. Using Structural Equation Modelling and Process Analysis, we investigate bystanders’ concern for social appropriateness as key psychological influence that drives intervention intentions, and further consider two novel moderators. Specifically, when brand followers perceive the victim to be a rival, the effect of social appropriateness on intention to intervene is weaker than when the victim is a supporter. Moreover, when brand followers perceive the community to have a stronger consciousness of kind, the effect of social appropriateness on intention to intervene is more emphasised compared to when the consciousness of kind is perceived to be lower. The same is true for the moderation effect of shared rituals and sense of moral responsibility. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Place, publisher, year, edition, pages
Cham: Springer, 2022
Series
Lecture Notes in Computer Science, ISSN 0302-9743, E-ISSN 1611-3349 ; 13618
Keywords
Bystanders, Intentions to intervene, Social appropriateness
National Category
Pedagogy
Identifiers
urn:nbn:se:hh:diva-49141 (URN)10.1007/978-3-031-19097-1_30 (DOI)2-s2.0-85141678632 (Scopus ID)978-3-031-19096-4 (ISBN)978-3-031-19097-1 (ISBN)
Conference
13th International Conference on Social Informatics, SocInfo 2022, Glasgow, United Kingdom, 19-21 October, 2022
Available from: 2023-01-10 Created: 2023-01-10 Last updated: 2023-01-10Bibliographically approved
Ramos, M. A., Andersson, S. & Aagerup, U. (2022). Integrating Brands After Acquisitions: The Importance of Internal and External Factors in Emerging and Developed Countries. In: : . Paper presented at AMA Global Marketing SIG Conference 2022, Crete, Greece, May 31-June 3, 2022.
Open this publication in new window or tab >>Integrating Brands After Acquisitions: The Importance of Internal and External Factors in Emerging and Developed Countries
2022 (English)Conference paper, Oral presentation only (Refereed)
Abstract [en]

This paper aims to examine how the brand integration process in a multinational enterprise is implemented, after the acquisition of many different brands, in different countries and the main factors influencing the implementation process. Brand integration can be initiated by MNEs after mergers and acquisitions (M&As) of brands, a common strategy for firms seeking rapid international growth. Connecting internationalization and branding literature, this study offers findings that explain how the brand integration process was implemented at an MNE, and its barriers cross borders. It also describes the strategies implemented to improve communication between the company’s employees and customers and the difficulties to deal with national and industry institutions during the process. Moreover, it provides a framework that illustrates the particular differences and barriers in emerging and developed regions, especially caused by institutional constraints. This paper contributes to the increasing interest in international branding and rebranding in acquisitions. This study views the rebranding process as an essential asset for a company’s development across borders. 

Keywords
International branding, brand integration, rebranding, b2b, acquisitions
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-46967 (URN)
Conference
AMA Global Marketing SIG Conference 2022, Crete, Greece, May 31-June 3, 2022
Projects
Legitimation of Newness and its Impact on EU Agenda for Change
Note

As manuscript in thesis

Available from: 2022-06-09 Created: 2022-06-09 Last updated: 2022-09-21Bibliographically approved
Aagerup, U. (2022). Men’s and women’s implicit negativity towards obese fashion models. Journal of Global Fashion Marketing, 13(3), 273-288
Open this publication in new window or tab >>Men’s and women’s implicit negativity towards obese fashion models
2022 (English)In: Journal of Global Fashion Marketing, ISSN 2325-4483, Vol. 13, no 3, p. 273-288Article in journal (Refereed) Published
Abstract [en]

The purpose of this article is to investigate whether women’s relatively positive response to obese models is the result of social desirability bias on the part of women rather than deep seated attitudes. 60 university students in Sweden underwent an Implicit Associations Test (IAT) to reveal attitudes towards obese models that the participants were not able or willing to openly express. The study shows that even though women express significantly more positive attitudes towards obese models than men do, women and men display similar implicit negativity towards obese models. The study replicates a previously shown explicit gender effect, but also extends theory on gender preferences towards models of different sizes and body types by introducing measurements of implicit attitudes. Finally, the paper provides a possible explanation for why the fashion industry largely refrains from using obese models even though women express relatively positive attitudes towards them. © 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.

Place, publisher, year, edition, pages
Singapore: Taylor & Francis, 2022
Keywords
Brands, IAT, obese, plus-size, user imagery
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-46471 (URN)10.1080/20932685.2021.1977164 (DOI)000727155700001 ()2-s2.0-85121286152 (Scopus ID)
Available from: 2022-03-15 Created: 2022-03-15 Last updated: 2022-08-25Bibliographically approved
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
Open this publication in new window or tab >>How do mature born globals create customer value to achieve international growth?
2020 (English)In: International Marketing Review, ISSN 0265-1335, E-ISSN 1758-6763, Vol. 37, no 2, p. 185-211Article in journal (Refereed) 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. © 2019 Emerald Publishing Limited

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited, 2020
Keywords
Born globals, International growth, Customer value, Marketing orientation
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-42115 (URN)10.1108/IMR-11-2018-0340 (DOI)000514677900001 ()2-s2.0-85079812611 (Scopus ID)
Funder
Knowledge Foundation
Available from: 2020-05-30 Created: 2020-05-30 Last updated: 2020-11-24Bibliographically approved
Aagerup, U. (2019). Building nightclub brand personality via guest selection. International Journal of Hospitality Management, Article ID 102336.
Open this publication in new window or tab >>Building nightclub brand personality via guest selection
2019 (English)In: International Journal of Hospitality Management, ISSN 0278-4319, E-ISSN 1873-4693, article id 102336Article in journal (Refereed) 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. © 2019 Elsevier Ltd

Place, publisher, year, edition, pages
Oxford: Elsevier, 2019
Keywords
Brand personality, Nightclubs, Self-expressive consumption, Symbolic consumption, User imagery
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-41547 (URN)10.1016/j.ijhm.2019.102336 (DOI)000528562500019 ()2-s2.0-85070497901 (Scopus ID)
Available from: 2020-02-03 Created: 2020-02-03 Last updated: 2021-10-20Bibliographically approved
Aagerup, U., Frank, A.-S. & Hultqvist, E. (2019). The persuasive effects of emotional green packaging claims. British Food Journal, 121(12), 3233-3246
Open this publication in new window or tab >>The persuasive effects of emotional green packaging claims
2019 (English)In: British Food Journal, ISSN 0007-070X, E-ISSN 1758-4108, Vol. 121, no 12, p. 3233-3246Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited, 2019
Keywords
Branding, ELM, Consumer behaviour, Environmental, Green marketing, Food packaging
National Category
Other Medical Engineering
Identifiers
urn:nbn:se:hh:diva-41444 (URN)10.1108/BFJ-08-2019-0652 (DOI)000501167100017 ()2-s2.0-85074418124 (Scopus ID)
Available from: 2020-01-31 Created: 2020-01-31 Last updated: 2020-02-03Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-0419-8654

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