A Bland New Way To Imitate? A Qualitative Study Exploring the Phenomena of Blands Through Consumers' Perceptions
Thesis Purpose: The purpose of this thesis is to explore the phenomenon of blands – A rise of brands that potentially adhere to a similar blueprint while claiming to be disruptive, unique and extraordinary. Moreover, this thesis aims to create an understanding of how consumers perceive blands as well as well as how value is created. Methodology: The methodology takes a social constructivist stan