Inlämning av Examensarbete / Submission of Thesis

UKPEBOR PRISCILLIA AND BIBIANA IPOGAH , pp. 85. MAM/Sektionen för Management, 2008.

The work

Författare / Author: UKPEBOR PRISCILLIA AND BIBIANA IPOGAH
priscilliaukpebor@yahoo.com AND bipogah@yahoo.com
Titel / Title: A STUDY TO INDICATE THE IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OF BRAND
Abstrakt Abstract:

Strong brand equity has become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices.

This thesis focuses on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This is based on the assumption that all these dimensions of customer based-brand equity will have influence on consumer’s perceptions of brand. However, this thesis aims to find out which among these three dimensions (brand image, brand loyalty and perceived quality) appear to have the least brand equity in both restaurants and to find out if customer based-brand equity differ between the two restaurants with respect to each attribute of brand awareness, brand image, perceived quality and brand loyalty. Brand awareness was treated separately from other dimensions because of the difference in scale.

A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only sixty four useable questionnaires were realized. The study surveyed four dimensions of consumer’s based-brand equity namely brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty appears to have the least brand equity rating by consumers than the other dimensions. Although, the four dimension appear to have influence on consumer perceptions of brand.

Ämnesord / Subject: Företagsekonomi - Business Administration\Management Control
Företagsekonomi - Business Administration\Marketing
Företagsekonomi - Business Administration\Organization
Nyckelord / Keywords: BRAND, BRAND EQUITY, BRAND LOYALTY, BRAND IMAGE, BRAND AWARENESS

Publication info

Dokument id / Document id:
Program:/ Programme Business Administration
Registreringsdatum / Date of registration: 01/30/2009
Uppsatstyp / Type of thesis: Magisterarbete/Master's Thesis (60 credits)

Context

Handledare / Supervisor: BRITT ARONSSON AND MARTIN SVENSSON
britt.aronsson@bth.se & martin.svensson@bth.se
Organisation / Organisation: Blekinge Institute of Technology
Institution / School: MAM/Sektionen för Management
S-372 25 Ronneby
+46 455 38 50 00

Files & Access

Bifogad uppsats fil(er) / Files attached: thesis.doc (907 kB, öppnas i nytt fönster)