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PERSONAL BRANDING AND LIFESTYLE BLOGGERS:
CAN BLOGS BECOME BRANDS?
by
Allison Champion
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2012
Copyright 2012 Allison Champion
Object Description
| Title | Personal branding and lifestyle bloggers: can blogs become brands? |
| Author | Champion, Allison |
| Author email | allison.t.champion@gmail.com;allison.t.champion@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2012-05-03 |
| Date submitted | 2012-05-03 |
| Date approved | 2012-05-03 |
| Restricted until | 2012-05-03 |
| Date published | 2012-05-03 |
| Advisor (committee chair) | Wang, Jian |
| Advisor (committee member) |
Floto, Jennifer Lynch, Brenda |
| Abstract | This paper examines personal branding as it relates to lifestyle bloggers; specifically, it determines if a blog can become a brand. The purpose of this study is to analyze the content and design of lifestyle blogs and investigate the strategies used to achieve success in blogging. To do this, a traditional branding model is applied to the content of four blogs to determine how the blog authors define brand identity, engage the brand with consumers and manage the brand. Results reveal that traditional branding models apply, but there are distinct differences between conventional and blog brands. The principal conclusion is that bloggers can follow basic branding strategies to build a brand but must define and utilize a distinct personality in order ultimately find success. |
| Keyword | blog; blogger; branding; lifestyle blog; personal branding |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Champion, Allison |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume4/etd-ChampionAl-739-0.pdf |
Description
| Title | Page 1 |
| Full text | PERSONAL BRANDING AND LIFESTYLE BLOGGERS: CAN BLOGS BECOME BRANDS? by Allison Champion A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2012 Copyright 2012 Allison Champion |
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