hkr.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
A study to indicate the importance of brand awareness in brand choice - A cultural perspective
Kristianstad University College, Department of Business Administration.
Kristianstad University College, Department of Business Administration.
Kristianstad University College, Department of Business Administration.
2006 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

According to theory, consumers choose a brand they recognise, before an unfamiliar brand in an unknown environment. If the consumers do not choose according to theories, what are the factors that have a greater affect on the buying behaviour?

There is not so much research about the effect of brand awareness on brand choice, which is why this subject was investigated. One of the purposes of this dissertation was to do a research about brand awareness; to see to what extent it matters when purchasing the first time in an unfamiliar environment. One of the objectives was to determine if there were any differences in buying behaviour between the chosen cultures. The research group was limited to the students from China, India and Iran at Kristianstad University.

The research questions were important since they structured the problem that was to be answered and made it easier to limit the scope of the dissertation. The questionnaires that were handed out reflected our research questions. This made it possible to observe which product the students recognised most and which product they recognised least. The result was used in our analysis.

The conclusions of the dissertation was that all investigated factors had some importance for choice of brand, while quality had a greater affect on brand choice than brand awareness. Further, it was no difference in buying behaviour between the cultures. Finally, it was not possible to state any differences in buying behaviour the first time compared to today.

Place, publisher, year, edition, pages
2006.
National Category
Law
Identifiers
URN: urn:nbn:se:hkr:diva-3501Local ID: oai:eprints.bibl.hkr.se.oai2:686OAI: oai:DiVA.org:hkr-3501DiVA, id: diva2:229947
Uppsok
Social and Behavioural Science, Law
Available from: 2006-01-01 Created: 2006-01-01 Last updated: 2006-01-20

Open Access in DiVA

fulltext(689 kB)45873 downloads
File information
File name FULLTEXT01.pdfFile size 689 kBChecksum SHA-512
2d805eef6e62207dda84000f47ed599e6a148f57099f9c1abdbaa1f4b34ff91683808e42b6237817ec01452454ebaecdab07392246455b40be05d3f0326ae43b
Type fulltextMimetype application/pdf

By organisation
Department of Business Administration
Law

Search outside of DiVA

GoogleGoogle Scholar
Total: 45873 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1430 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf