Inlämning av Examensarbete / Submission of Thesis

Andreas Lökken; Malini Nayar; Maria Runering , pp. 77. MAM/Sektionen för Management, 2012.

The work

Författare / Author: Andreas Lökken, Malini Nayar, Maria Runering
mkn.nayar@gmail.com, lokken@live.se, mariarunering@hotmail.com
Titel / Title: Brand Equity – Measuring Corporate Brand Strength in the Swedish Smartphone Market; Dimensions of Corporate Brand Equity from a Consumer Perspective
Abstrakt Abstract:

This study deals with the concept of brand equity composition in the Swedish smartphone market. The three dimensions used to describe brand equity are based on Aaker’s definition of consumer based brand equity namely; brand awareness, brand loyalty and perceived quality. The corporate brands represented on the market are analyzed with regards to consumer rating and brand equity composition using a proven theoretical model and a standardized questionnaire. The findings in this study indicate that the composition of brand equity on the Swedish smartphone market varies to a great extent between the brands. For the highest rated brand,
consumers tend to mix up the perception of quality related to the brand with brand loyalty, and the only brands that are perceived in accordance with the theoretical model of brand equity are the ones with a very low representation on the market. The results are presented and analyzed with regards to market specific factors. Some suggestions regarding further research are
presented, as well as possible implications for managers in the field.

Ämnesord / Subject: Företagsekonomi - Business Administration\Marketing
Företagsekonomi - Business Administration\Organization
Nyckelord / Keywords: smartphone, brand equity, dimensions, components, factors, Aaker

Publication info

Dokument id / Document id: houn-8wjcnq
Program:/ Programme Master of Business Administration (MBA)
Registreringsdatum / Date of registration: 07/25/2012
Uppsatstyp / Type of thesis: Magisterarbete/Master's Thesis (60 credits)

Context

Handledare / Supervisor: Henrik Sällberg
Organisation / Organisation: Blekinge Institute of Technology
Institution / School: MAM/Sektionen för Management
S-372 25 Ronneby
+46 455 38 50 00
Anmärkningar / Comments:

mkn.nayar@gmail.com; lokken@live.se

Files & Access

Bifogad uppsats fil(er) / Files attached: bth2012lökken.pdf (802 kB, öppnas i nytt fönster)