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Kundbaserat varumärkeskapital: En deskriptiv studie med syftet att undersöka hur generation Z värderar varumärkeskapitalet hos en konsumentprodukt
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of the thesis was to investigate how generation Z values ​​the customer-based brand equity of a consumer product. Generation Z is an interesting generation to study since they have shown to differ in a variety of aspects from previous generations. To answer the purpose, a model has been constructed, which is based on previous research. The model consists of the components; brand awareness, brand associations/image, perceived quality and brand loyalty. Together the components form the cornerstones of the customer-based brand equity. Eight hypotheses were tested with the purpose of measuring the interrelationship between the components, and the relationship between the various components and the customer-based brand equity. Six of these eight hypotheses could be accepted. The result showed that the components brand association/image and brand loyalty have a positive impact on the customer-based brand equity, while brand awareness and perceived quality showed a non-significant result. The non-significant results were then further examined through t-test, with the purpose of trying to find possible reasons for the outcome. Moreover, the results showed that brand awareness has a positive correlation with both brand associations/image and perceived quality. Finally, the result showed that brand loyalty was positively correlated to both brand associations/image and perceived quality. For further research, it is proposed that a more comprehensive study consisting of more respondents from generation Z should be conducted. In addition, further research could be based on other consumer products and also examine whether there could be more or other components that should be considered when measuring customer-based brand equity.

Abstract [sv]

Syftet med studien var att undersöka hur generation Z värderar det kundbaserade varumärkeskapitalet hos en konsumentprodukt. Det är intressant att undersöka generation Z då de på många sätt visat skilja sig från tidigare generationer. För att besvara syftet har en modell utformats som är baserad på tidigare forskning. Modellen består av komponenterna; varumärkeskännedom, varumärkesassociationer/image uppfattad kvalitet, och varumärkeslojalitet. Komponenterna utgör tillsammans grundstenarna för det kundbaserade varumärkeskapitalet. Åtta hypoteser utformades för samband inbördes mellan komponenterna samt även de olika komponenternas påverkan på det kundbaserade varumärkeskapitalet. Av dessa åtta hypoteser kunde sex av dem accepteras. Resultatet visade att komponenterna varumärkesassociation/image och varumärkeslojalitet har positiv påverkan på det kundbaserade varumärkeskapitalet, medan komponenterna varumärkeskännedom och uppfattad kvalitet visade ett icke signifikant resultat. De icke signifikanta resultaten som erhölls undersöktes vidare genom t-tester i ett försök att hitta en förklaring till resultaten. Inbördes bland komponenterna visade resultatet att varumärkeskännedom har ett positivt samband till både varumärkesassociationer/image och uppfattad kvalitet. Slutligen visade studien på att varumärkeslojalitet har ett positivt samband till både varumärkesassociationer/image och uppfattad kvalitet. För fortsatt forskning föreslås bland annat att en mer omfattande studie bestående av fler respondenter från generation Z genomförs. Utöver det hade det för fortsatt forskning varit intressant att basera studier på andra konsumentprodukter, och även undersöka om det finns fler eller andra komponenter som bör tas hänsyn till vid mätningen av det kundbaserade varumärkeskapitalet.

Place, publisher, year, edition, pages
2019. , p. 70
Keywords [en]
Brand, Brand equity, Customer based brand equity, CBBE, Brand awareness, Brand image, Perceived quality, Brand loyalty, Generation, Generation Z
National Category
Business Administration
Identifiers
URN: urn:nbn:se:ltu:diva-75217OAI: oai:DiVA.org:ltu-75217DiVA, id: diva2:1335261
Educational program
Business and Economics, bachelor's level
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Available from: 2019-08-12 Created: 2019-07-04 Last updated: 2019-08-12Bibliographically approved

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4647484950515249 of 90
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