Industry Brands and Enchantment: How Disenchantment of the Mental Health App Industry Brand Influences Companies Within the Industry
Abstract
Enchantment is at the heart of most marketing and branding operations, therefore, there is reason
to believe it is part of the broader picture of the more unexplored concept of industry brands. To
study how enchantment discourses of industry brands influence companies, we employ the rich
context of an industry brand that has received mixed reviews in terms of its ability to appeal to
consumers, namely mental health apps. We utilise the real life case of the mental health app
(MHA) Learning to Sleep (LTS) and uncover elements of disenchantment with the industry
brand of mental health apps. This context serves as an epistemological window into how
perceptions of the industry brand of MHA shape consumers’ desire to use the apps. Despite the
importance of branding operations in promoting industries, research on industry brands is still
scarce. Adding to literature that exists within the field of industry brands and enchantment we
analyse the occurrence of enchantment, or disenchantment, through a discourse analysis of
semi-structured interviews. Three main themes of disenchantment emerge 1) Lack of
Effectiveness of MHA, 2) Stressors of Technology, and 3) Relations to Mental Health. In turn,
we find possibilities of re-enchantment by creating awareness of disenchanting elements within
an industry brand. We suggest four subcomponents of industry brands: trustworthiness,
self-connection, lifestyle resonance, and myth, highlighting how industry brands can be
understood.
Degree
Master 2-years
Other description
MSc in Marketing and Consumption
Collections
View/ Open
Date
2022-08-04Author
Hagman, Olivia
Håkman, Ellen
Keywords
Industry Brands
Mental Health Apps
Enchantment
Disenchantment
Consumer Perceptions
Industry Image
Industry Aura
Stigma
Series/Report no.
2022:188
Language
eng
Metadata
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