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Instigating involvement through consumer-based brand equity: an attitudinal study of consumer-based brand equity and consumer involvement
Kristianstad University College, School of Health and Society.
Kristianstad University College, School of Health and Society.
2009 (English)Independent thesis Basic level (degree of Bachelor), 30 credits / 45 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2009. , p. 58
Keywords [en]
consumer-based brand equity, brand loyalty, consumer involvement, consumer behavior
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-6616OAI: oai:DiVA.org:hkr-6616DiVA, id: diva2:320853
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-05-27 Created: 2010-05-27 Last updated: 2010-05-27Bibliographically approved

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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