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Sustainability is here to stay: A quantitative study on the impact brand equity has on purchase intention
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

It is important for companies to reach their goal of marketing success and a way for them doing so is to improve their sales and differentiate themselves from their competitors. There is in fact a need for companies to focus on sustainable consumption and how customers are influenced by purchasing these products. Since several research has been studying the impact brand equity has on purchase intention, this paper intends to explain this impact further by adding the context of sustainability. In order to explain this, this paper used a quantitative approach where a survey was sent out. A total of 220 responses were collected and the answers given were calculated through the program SPSS. In SPSS a multiple regression line was conducted where the results could be found, where the developed hypotheses showed acceptance or rejection. The result showed that the variables of brand equity had different levels of impact, where three out of four hypotheses were accepted. Even though one of the variables was rejected, the overall representation of brand equity had a positive impact on purchase intention when the context of sustainability was added. 

Place, publisher, year, edition, pages
2018. , p. 87
Keywords [en]
Purchase Intention, Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, Sustainability
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-76144OAI: oai:DiVA.org:lnu-76144DiVA, id: diva2:1220543
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2018-06-19 Created: 2018-06-18 Last updated: 2018-06-19Bibliographically approved

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CiteExportLink to record
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  • apa
  • ieee
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