Tillitsaspektens roll vid skapandet av varumärkeskapital - En kvantitativ studie om modevarumärken online
(2013) FEKH29 20122Department 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:
http://lup.lub.lu.se/student-papers/record/3514118
- author
- Carlsson, Kristina LU ; Larsson, Amanda LU and Larsson Sala, Leyla LU
- supervisor
- organization
- course
- FEKH29 20122
- year
- 2013
- 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}}, language = {{swe}}, note = {{Student Paper}}, title = {{Tillitsaspektens roll vid skapandet av varumärkeskapital - En kvantitativ studie om modevarumärken online}}, year = {{2013}}, }