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Brand Equity | När varumärken brinner

Larsson Ljungcrantz, Joel LU ; Lindgren, Hugo LU and Johansson, Mattias LU (2022) FEKH29 20221
Department 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:
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
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}},
}