Brand Equity | När varumärken brinner
(2022) FEKH29 20221Department of Business Administration
- Abstract
- Purpose: The purpose of this replication study is to test and compare how a product damage crisis affects brands with high and low brand equity from a consumer perspective in Sweden. The study also aims to contribute with increased knowledge to the topics of brand equity and product-harm crisis.
Methodology: The study is a replication study of previous experiments in which brand equity's role during a product-harm crisis is explored. Quantitative method has been applied and is based on collected data from sent surveys.
Theoretical perspectives: The theory builds on previous research on brand equity's role during a product-harm crisis.
Conclusions: Regardless of brand equity level, brands are affected by product-harm crisis. It can also... (More) - Purpose: The purpose of this replication study is to test and compare how a product damage crisis affects brands with high and low brand equity from a consumer perspective in Sweden. The study also aims to contribute with increased knowledge to the topics of brand equity and product-harm crisis.
Methodology: The study is a replication study of previous experiments in which brand equity's role during a product-harm crisis is explored. Quantitative method has been applied and is based on collected data from sent surveys.
Theoretical perspectives: The theory builds on previous research on brand equity's role during a product-harm crisis.
Conclusions: Regardless of brand equity level, brands are affected by product-harm crisis. It can also be noted that strong brands are less affected than weak brands when it comes to consumer reactions and are based on all four dependent variables; attitude toward the brand, involvement with the brand, company credibility and purchase intention. (Less) - Abstract (Swedish)
- Syfte: Syftet med denna replikationsstudie är att utifrån ett konsumentperspektiv i Sverige testa och jämföra hur en produktskadekris påverkar varumärken med hög- respektive låg brand equity. Studien syftar även till att bidra med ökad kunskap till ämnena brand equity och produktskadekriser.
Metod: Studien är en replikationsstudie av tidigare experiment brand equitys roll under produktskadekriser undersöks. Kvantitativ metod har tillämpats och bygger på insamlad data från utskickade enkäter.
Teoretiska perspektiv: Teorin bygger på tidigare forskning om brand equitys roll under produktskadekriser.
Slutsats: Oavsett brand equity-nivå så påverkas varumärken av produktskadekriser. Det kan även konstateras att starka varumärken påverkas... (More) - Syfte: Syftet med denna replikationsstudie är att utifrån ett konsumentperspektiv i Sverige testa och jämföra hur en produktskadekris påverkar varumärken med hög- respektive låg brand equity. Studien syftar även till att bidra med ökad kunskap till ämnena brand equity och produktskadekriser.
Metod: Studien är en replikationsstudie av tidigare experiment brand equitys roll under produktskadekriser undersöks. Kvantitativ metod har tillämpats och bygger på insamlad data från utskickade enkäter.
Teoretiska perspektiv: Teorin bygger på tidigare forskning om brand equitys roll under produktskadekriser.
Slutsats: Oavsett brand equity-nivå så påverkas varumärken av produktskadekriser. Det kan även konstateras att starka varumärken påverkas mindre än svaga varumärken när det kommer till konsumentreaktioner och baserat på samtliga fyra beroende variabler; inställning till varumärket, engagemang i varumärket, företagets trovärdighet och köpintention. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9091539
- author
- Larsson Ljungcrantz, Joel LU ; Lindgren, Hugo LU and Johansson, Mattias LU
- supervisor
- organization
- alternative title
- Brand Equity | When brands are on fire
- course
- FEKH29 20221
- year
- 2022
- type
- M2 - Bachelor Degree
- subject
- keywords
- Brand Equity, Produktskadekris, Replikation, Varumärken, Konsumentreaktioner
- language
- Swedish
- id
- 9091539
- date added to LUP
- 2022-06-27 11:47:59
- date last changed
- 2022-06-27 11:47:59
@misc{9091539, abstract = {{Purpose: The purpose of this replication study is to test and compare how a product damage crisis affects brands with high and low brand equity from a consumer perspective in Sweden. The study also aims to contribute with increased knowledge to the topics of brand equity and product-harm crisis. Methodology: The study is a replication study of previous experiments in which brand equity's role during a product-harm crisis is explored. Quantitative method has been applied and is based on collected data from sent surveys. Theoretical perspectives: The theory builds on previous research on brand equity's role during a product-harm crisis. Conclusions: Regardless of brand equity level, brands are affected by product-harm crisis. It can also be noted that strong brands are less affected than weak brands when it comes to consumer reactions and are based on all four dependent variables; attitude toward the brand, involvement with the brand, company credibility and purchase intention.}}, author = {{Larsson Ljungcrantz, Joel and Lindgren, Hugo and Johansson, Mattias}}, language = {{swe}}, note = {{Student Paper}}, title = {{Brand Equity | När varumärken brinner}}, year = {{2022}}, }