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Tillitsaspektens roll vid skapandet av varumärkeskapital - En kvantitativ studie om modevarumärken online

Carlsson, Kristina LU ; Larsson, Amanda LU and Larsson Sala, Leyla LU (2013) FEKH29 20122
Department of Business Administration
Abstract (Swedish)
Titel Tillitsaspektens roll vid skapandet av varumärkeskapital – en kvantitativ studie om modevarumärken online.

Seminariedatum 2013-01-17

Kurs FEKH29 Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå

Författare Kristina Carlsson, Amanda Larsson & Leyla Larsson

Handledare Clara Gustafsson

Nyckelord Varumärkeskapital, Tillit, Mode, Online, Brand Resonance Pyramid.

Syfte Syftet med uppsatsen är att undersöka hur onlinemodeföretagens varumärkeskapital påverkas av tillitsaspekten.

Metod Uppsatsen utgår från en kvantitativ forskningsstrategi och en deduktiv teori, vilket tillät formulerandet av hypoteser. Datainsamlingen gjordes via webbenkäter, där respondenterna besvarade frågor på en sjugradig... (More)
Titel Tillitsaspektens roll vid skapandet av varumärkeskapital – en kvantitativ studie om modevarumärken online.

Seminariedatum 2013-01-17

Kurs FEKH29 Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå

Författare Kristina Carlsson, Amanda Larsson & Leyla Larsson

Handledare Clara Gustafsson

Nyckelord Varumärkeskapital, Tillit, Mode, Online, Brand Resonance Pyramid.

Syfte Syftet med uppsatsen är att undersöka hur onlinemodeföretagens varumärkeskapital påverkas av tillitsaspekten.

Metod Uppsatsen utgår från en kvantitativ forskningsstrategi och en deduktiv teori, vilket tillät formulerandet av hypoteser. Datainsamlingen gjordes via webbenkäter, där respondenterna besvarade frågor på en sjugradig Likertskala.

Teoretiska perspektiv Uppsatsen utgår från teorier om varumärkeskapitalskapande där Brand Resonance pyramiden är central. Teorin innehåller även en genomgång av Rios och Riquelmes (2008) adderade tillitsdimension. Vidare avslutas teorin med en genomgång av det övergripande varumärkeskapitalet med utgångspunkt i Yoo och Donthus (2001) forskningsresultat.

Empiri Den empiriska datan baserades på strukturerade webbenkäter. Enkäten besvarades av de respondenter som hade hört talas om och visste mer om de varumärken som är denna uppsats undersökningsobjekt.

Slutsats Vi fann att de traditionella varumärkeskapitaldimensionerna har en påverkan på varumärkapitalet för modevarumärken online. Vidare fann vi ett positivt samband mellan tillit och lojalitet samt mellan tillit och det övergripande varumärkeskapitalet. Dock fanns inget positivt samband mellan saliens och tillit. Det är inte motiverat att addera Rios och Riquelmes (2008) frågor om tillit till HaeJungs (2012) modell. (Less)
Abstract
Title The importance of trust when creating brand equity – a quantitative study of fashion brands online.

Date of the seminar 2013-01-17

Course FEKH29 Business Administration: Degree Project in Marketing Undergraduate Level

Authors Kristina Carlsson, Amanda Larsson & Leyla Larsson

Advisor Clara Gustafsson

Purpose The aim of this study is to investigate if trust has an impact on Brand Equity for fashion brands online

Methodology The study is based on a quantitative research strategy and a deductive process, which allowed the creation of hypotheses. The data was collected through websurveys, where the respondents answered according to a seven-point Likert scale.

Theoretical perspective The study is based on the... (More)
Title The importance of trust when creating brand equity – a quantitative study of fashion brands online.

Date of the seminar 2013-01-17

Course FEKH29 Business Administration: Degree Project in Marketing Undergraduate Level

Authors Kristina Carlsson, Amanda Larsson & Leyla Larsson

Advisor Clara Gustafsson

Purpose The aim of this study is to investigate if trust has an impact on Brand Equity for fashion brands online

Methodology The study is based on a quantitative research strategy and a deductive process, which allowed the creation of hypotheses. The data was collected through websurveys, where the respondents answered according to a seven-point Likert scale.

Theoretical perspective The study is based on the theories of Brand Equity, where the Brand Resonance Pyramid is central. The theory also includes a review of the added trustdimension from Rios and Riquelme (2008). This section concludes with the theory of overall brand equity adopted from Yoo and Donthus (2001) research findings.

Empirical foundation Our empirical data are based on structured web surveys. The questionnaire was answered by respondents who had heard of and knew more about the brands which we are studying.

Conclusions We found that the traditional brand equity dimensions have an impact on brand equity for fashion brands online. Furthermore, we found that there is a positive correlation between trust and loyalty and between trust and overall brand equity. No positive correlation between salience and trust was found. It is not justified to add Rios and Riquelmes (2008) dimensions of trust to HaeJungs (2012) model. (Less)
Please use this url to cite or link to this publication:
author
Carlsson, Kristina LU ; Larsson, Amanda LU and Larsson Sala, Leyla LU
supervisor
organization
course
FEKH29 20122
year
type
M2 - Bachelor Degree
subject
keywords
Brand Equity, Trust, Fashion, Online, Brand Resonance Pyramid
language
Swedish
id
3514118
date added to LUP
2013-02-20 13:31:33
date last changed
2013-02-20 13:31:33
@misc{3514118,
  abstract     = {Title	The importance of trust when creating brand equity – a quantitative study of fashion brands online. 

Date of the seminar	 2013-01-17

Course	FEKH29 Business Administration: Degree Project in Marketing Undergraduate Level

Authors	Kristina Carlsson, Amanda Larsson & Leyla Larsson

Advisor	Clara Gustafsson

Purpose 	The aim of this study is to investigate if trust has an impact on Brand Equity for fashion brands online 

Methodology	The study is based on a quantitative research strategy and a deductive process, which allowed the creation of hypotheses. The data was collected through websurveys, where the respondents answered according to a seven-point Likert scale. 

Theoretical perspective	The study is based on the theories of Brand Equity, where the Brand Resonance Pyramid is central. The theory also includes a review of the added trustdimension from Rios and Riquelme (2008). This section concludes with the theory of overall brand equity adopted from Yoo and Donthus (2001) research findings.

Empirical foundation	Our empirical data are based on structured web surveys. The questionnaire was answered by respondents who had heard of and knew more about the brands which we are studying. 

Conclusions	We found that the traditional brand equity dimensions have an impact on brand equity for fashion brands online. Furthermore, we found that there is a positive correlation between trust and loyalty and between trust and overall brand equity. No positive correlation between salience and trust was found. It is not justified to add Rios and Riquelmes (2008) dimensions of trust to HaeJungs (2012) model.},
  author       = {Carlsson, Kristina and Larsson, Amanda and Larsson Sala, Leyla},
  keyword      = {Brand Equity,Trust,Fashion,Online,Brand Resonance Pyramid},
  language     = {swe},
  note         = {Student Paper},
  title        = {Tillitsaspektens roll vid skapandet av varumärkeskapital - En kvantitativ studie om modevarumärken online},
  year         = {2013},
}