Brand Image of Radio Nostalgia in Finland
Tuominen, Aino; Inkinen, Emma (2013)
HAAGA-HELIA ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013112217816
https://urn.fi/URN:NBN:fi:amk-2013112217816
Tiivistelmä
This Bachelor’s Thesis was commissioned by NRJ Finland Oy and concentrates on their radio channel Radio Nostalgia. The channel is relatively new in Finland and, thus, the company has not had the resources to research the brand image of the channel before. This thesis aims to investigate the brand image from the listeners’ perspective.
Our objectives were to see who the listeners of Radio Nostalgia are as well as how they perceive the channel. We also wanted to see whether the international background of the channel has affected the brand image.
The research was done during the spring of 2013 by analysing quantitative survey results received from Finnpanel Oy and by conducting and analysing semi-constructed in-depth interviews. Additionally, we researched literature related to brand and brand internationalisation.
The results showed that the actual average listener of Radio Nostalgia is slightly different from what NRJ Finland Oy had thought. The listeners are, however, highly dedicated and emotionally connected to the channel. The international background of the channel has not had any noticeable effects on the brand image.
Our objectives were to see who the listeners of Radio Nostalgia are as well as how they perceive the channel. We also wanted to see whether the international background of the channel has affected the brand image.
The research was done during the spring of 2013 by analysing quantitative survey results received from Finnpanel Oy and by conducting and analysing semi-constructed in-depth interviews. Additionally, we researched literature related to brand and brand internationalisation.
The results showed that the actual average listener of Radio Nostalgia is slightly different from what NRJ Finland Oy had thought. The listeners are, however, highly dedicated and emotionally connected to the channel. The international background of the channel has not had any noticeable effects on the brand image.