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Customer Based Brand Equity and Intangibles: The case of the Swedish mobile network operators
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

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

network operators.

Place, publisher, year, edition, pages
2012. , 56 p.
Keyword [en]
CBBE, Customer Based Brand Equity, Swedish, Telecom, Brand Trust
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-179813OAI: oai:DiVA.org:uu-179813DiVA: diva2:546400
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-09-04 Created: 2012-08-23 Last updated: 2012-09-04Bibliographically approved

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Master Thesis: Dass & Jansson 2012(1058 kB)3715 downloads
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CiteExportLink to record
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