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Influence of Retailer’s on Brand Image: A quantitative study investigating influence of high and low image retailers on laptop brands 
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.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2013 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This is a scientific article that aims to investigate how Swedish consumers (university students) perceive laptop brand image in association with retailers image. Furthermore this study takes a step further from mainstream research to investigate how gender and age influence consumer perception. The aim is answered using a research model that is based on 4 hypothesis. A quantitative survey is conducted on 334 respondents. Findings show that three of the hypothesis are significant, while two are accepted while two are rejected. If high image laptop Acer is sold in low image retailers, the brand image significantly decreases. If low image laptop Acer is placed in high image retailers, brand image significantly increases. Contrary to expectations results also show that if a high image laptop Apple is placed in a high image retailer, the brand image significantly decreases instead of increasing. Thus it is the factors age and gender that help reveal in particular among respondents, it is the female respondents and respondents above 23 year of age that perceive high image laptop Apple if placed under high image retailer the brand image significantly decreases instead of increasing.

Place, publisher, year, edition, pages
2013. , 66 p.
Keyword [en]
brand image, retailers image, age, gender, Swedish consumers, perception, branding
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:uu:diva-196310OAI: oai:DiVA.org:uu-196310DiVA: diva2:609795
Subject / course
Business Studies
Educational program
Master Programme in Economics
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2013-03-07 Created: 2013-03-07 Last updated: 2013-03-07Bibliographically approved

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fulltext(453 kB)1015 downloads
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c0c2b89b5ffdd1bcb25c5379d212dfcf1e3f67d46149b94e619c33559cd77a65ea3946a0a919160fab4b9e2bb2fd1d9eb1ba6f2067824db2eb519835185696e6
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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • vancouver
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  • de-DE
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  • en-US
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  • nn-NB
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Output format
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