Instigating involvement through consumer-based brand equity: an attitudinal study of consumer-based brand equity and consumer involvement
2009 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hp
Oppgave
Abstract [en]
Recent research on links between dimensions of consumer-based brand equity, as well as links to consumer involvement, has shown that it is a significant predictor of purchase behavior.
The purpose of this dissertation is to explore the affect brands have on consumer involvement. We attempt to investigate how consumer-based brand equity affects the level of consumer involvement.
Based on consumer behavior theory and previous research of these areas, gathered primary data (an empirical investigation of students’ attitudes) is analyzed to gain an understanding of how the aforementioned concepts relate to each other.
The findings indicate that there are correlations between consumer-based brand equity and consumer involvement, and that there is more to investigate in this area. Suggestions for further research include a similar study with more measured variables for each dimension, and analyzing them separately instead of creating indexes.
The results of this dissertation may be useful for marketers and manufacturers of the specific products investigated, as well as products of similar nature, in order to apply focus to the attributes which consumers value most.
sted, utgiver, år, opplag, sider
2009. , s. 58
Emneord [en]
consumer-based brand equity, brand loyalty, consumer involvement, consumer behavior
HSV kategori
Identifikatorer
URN: urn:nbn:se:hkr:diva-6616OAI: oai:DiVA.org:hkr-6616DiVA, id: diva2:320853
Utdanningsprogram
Degree of Bachelor of Science in Business and Economics
Presentation
(engelsk)
Uppsök
Social and Behavioural Science, Law
Veileder
Examiner
2010-05-272010-05-272021-06-15bibliografisk kontrollert