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Vem är vi lojala till? Influencers eller varumärken? - En kvantitativ studie om generation X och generation Ys förhållande till lojalitet.

Dimitrova, Lusiyana Ivanova LU ; Idmar, Christoffer LU and Vuksa, Jelena LU (2018) FEKH29 20172
Department of Business Administration
Abstract
The purpose of this candidate thesis is to provide an explicit knowledge of whether a consumer builds loyalty to a brand or an influencer and investigates whether there are any differences in the degree of loyalty between generation X and generation Y. The authors of this bachelor thesis have conducted a quantitative study with a deductive research based on an objectivist approach. The analysis and the conclusion have been based on the empirical material that we have obtained through a combination of a survey and existing theories. The study has been based on a deductive method since the authors of this study had a starting point from existing theories. This was done to understand how consumers relate to different forms of loyalty and to... (More)
The purpose of this candidate thesis is to provide an explicit knowledge of whether a consumer builds loyalty to a brand or an influencer and investigates whether there are any differences in the degree of loyalty between generation X and generation Y. The authors of this bachelor thesis have conducted a quantitative study with a deductive research based on an objectivist approach. The analysis and the conclusion have been based on the empirical material that we have obtained through a combination of a survey and existing theories. The study has been based on a deductive method since the authors of this study had a starting point from existing theories. This was done to understand how consumers relate to different forms of loyalty and to find out the characteristics of the two chosen generations. The empirical material has been compared to the existing theories, and later on analyzed. The empirical material has been based on a survey consisting of 18 questions answered by a total of 128 consumers in generation X and Y. The collected empirical material gave us insights on how consumers are loyal to brands and influencers. The result of our survey showed that consumers have a higher degree of loyalty to a brand than to an influencer. It also showed that generation X has a higher degree of loyalty than generation Y. (Less)
Abstract (Swedish)
Syftet med denna kandidatuppsats är att genom en enkätundersökning tillföra ett explicit kunskapsbidrag huruvida konsumenter bygger lojalitet till ett varumärke eller till en influencer och undersöka om det finns några skillnader i graden av lojalitet mellan generation X och generation Y. Författarna av denna kandidatuppsats har utifrån en objektivistisk ståndpunkt genomfört en kvantitativ studie med en deduktiv forskningsansats. Analyserna och slutsatserna byggs på det empiriska material vi har erhållit genom en enkätundersökning tillsammans med de insamlade teorierna från främst vetenskapliga artiklar. Undersökningen har gjorts utifrån en deduktiv metod då författarna av denna studie utgått från befintliga teorier för att skapa oss en... (More)
Syftet med denna kandidatuppsats är att genom en enkätundersökning tillföra ett explicit kunskapsbidrag huruvida konsumenter bygger lojalitet till ett varumärke eller till en influencer och undersöka om det finns några skillnader i graden av lojalitet mellan generation X och generation Y. Författarna av denna kandidatuppsats har utifrån en objektivistisk ståndpunkt genomfört en kvantitativ studie med en deduktiv forskningsansats. Analyserna och slutsatserna byggs på det empiriska material vi har erhållit genom en enkätundersökning tillsammans med de insamlade teorierna från främst vetenskapliga artiklar. Undersökningen har gjorts utifrån en deduktiv metod då författarna av denna studie utgått från befintliga teorier för att skapa oss en bild av hur konsumenter förhåller sig till olika former av lojalitet. Samt utmärkande drag och egenskaper hos de två utvalda generationerna. Empirin har sedan ställts mot dessa teorier. Det empiriska materialet som analysen bygger på är inhämtat från en enkätundersökning bestående av totalt 18 frågor som besvarats av 128 konsumenter i generation X och generation Y. Det insamlade empiriska materialet har i kombination med de behandlade teorierna gett oss insikter i hur konsumenter förhåller sig till lojalitet till ett varumärke och till en influencer. Resultatet från vår studie visade att konsumenter har en högre grad av lojalitet till ett varumärke än till influencers. Samt att generation X visar en högre grad av lojalitet än generation Y. (Less)
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author
Dimitrova, Lusiyana Ivanova LU ; Idmar, Christoffer LU and Vuksa, Jelena LU
supervisor
organization
alternative title
Who are we loyal to? Influencers or Brands? - A quantitative study of generation X and generation Ys relation to loyalty.
course
FEKH29 20172
year
type
M2 - Bachelor Degree
subject
keywords
Brand Loyalty, Seller Loyalty, Influencers, Generation X, Generation Y
language
Swedish
id
8935033
date added to LUP
2018-02-13 18:36:20
date last changed
2018-02-13 18:36:20
@misc{8935033,
  abstract     = {The purpose of this candidate thesis is to provide an explicit knowledge of whether a consumer builds loyalty to a brand or an influencer and investigates whether there are any differences in the degree of loyalty between generation X and generation Y. The authors of this bachelor thesis have conducted a quantitative study with a deductive research based on an objectivist approach. The analysis and the conclusion have been based on the empirical material that we have obtained through a combination of a survey and existing theories. The study has been based on a deductive method since the authors of this study had a starting point from existing theories. This was done to understand how consumers relate to different forms of loyalty and to find out the characteristics of the two chosen generations. The empirical material has been compared to the existing theories, and later on analyzed. The empirical material has been based on a survey consisting of 18 questions answered by a total of 128 consumers in generation X and Y. The collected empirical material gave us insights on how consumers are loyal to brands and influencers. The result of our survey showed that consumers have a higher degree of loyalty to a brand than to an influencer. It also showed that generation X has a higher degree of loyalty than generation Y.},
  author       = {Dimitrova, Lusiyana Ivanova and Idmar, Christoffer and Vuksa, Jelena},
  keyword      = {Brand Loyalty,Seller Loyalty,Influencers,Generation X,Generation Y},
  language     = {swe},
  note         = {Student Paper},
  title        = {Vem är vi lojala till? Influencers eller varumärken? - En kvantitativ studie om generation X och generation Ys förhållande till lojalitet.},
  year         = {2018},
}