Branding: - A research measuring brand involvement and brand attitude and their effects on buying intention.
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The purpose of this thesis was to investigate if there is a relationship between brandinvolvement, brand attitude and buying intention. From the purpose, two hypotheses weredeveloped. Brand involvement has a positive impact on brand attitude and a positive Brandattitude has a positive impact on buying intention. They were tested on the eventMöbelriksdagen. A quantitative method was used, an e‐mail questionnaire was sent out to400 previous participants to Möbelriksdagen and 80 of them responded. The result showsthat the hypothesis is supported. There is a clear connection between both brandinvolvement and brand attitude, and between brand attitude and buying intention. Thesefindings give organizations an understanding of the importance of having involved customersto affect the brand attitude, buying intention and event participation. Recommendations arepresented and could help organizations to know what is important to focus on when theywant to affect buying intention and event participation.
Place, publisher, year, edition, pages
2012. , 86 p.
Brand involvement, Brand attitude, Buying intention, Buying behaviour, Event, Brand.
IdentifiersURN: urn:nbn:se:lnu:diva-19086OAI: oai:DiVA.org:lnu-19086DiVA: diva2:529405
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits
UppsokSocial and Behavioural Science, Law
Mostaghel, Rana, PhD.
Oghazi, Pejvak, PhD.