Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE credits
Problematization: Studies indicate that there is a lack of strong brands among the Swedish
mobile network operators. Problems of retaining customers are common among the big
operators. Few studies on brand equity for intangible products have been done.
Purpose: The purpose of this paper is to investigate which factors influence brand equity in the
Swedish service sector of mobile network operators.
Theory: This paper is limited to one aspect of brand equity, namely customer based brand
equity. Common constructs of customer based brand equity are: brand awareness, brand
associations, brand loyalty, and perceived quality.
Methodology: The data was collected with self-administered delivery and collection
questionnaires, which were distributed among university students.
Data: 400 questionnaires were handed out and 363 responses were valid.
Results and Conclusion: This study indicates the importance of brand associations, brand
loyalty, and brand trust for establishing customer based brand equity among the Swedish mobile
2012. , 56 p.