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MEASURING AND EVALUATING BRAND EQUITY: A research on beverage brand AloeVera Drycken on Swedish market
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 60 credits / 90 HE creditsStudent thesis
Abstract [en]

Date: May 27th 2014

Level: EFO 704--Master thesis in marketing, 15 ECTS

Institution: School of Sustainable development of society and technology, Mälardalen University

Authors: Kanin, Sasivongpakdi, Yaolan Wang

Title: Measuring and Evaluating Brand Equity

Tutor: Gary Jordan

Keywords: Brand equity, brand awareness, perceived quality, customer value, perceived marketing mix

Research question: How does customer perceived marketing mix elements affect customer value of Aloe Vera Drycken through brand awareness and perceived quality for target group age from 15 to 30 on Swedish market?

Purpose: The purposes of the research are 1) to investigate the relationship between perceived marketing mix elements towards brand equity of Aloe Vera Drycken; 2) to investigate the relationship between brand equity towards customer value of Aloe Vera Drycken; 3) to measure current perceived market mix elements and brand equity performance of Aloe Vera Drycken based on brand awareness and perceived quality; and 4) to provide recommendation to improve brand equity of Aloe Vera Drycken.

Method: The study employed self-completion questionnaire to investigate brand equity performance of Aloe Vera Drycken. A survey with 281 respondents in Västerås, Eskilstuna, Uppsala, and Stockholm was conducted in order to collect the primary data and resulted in 247 qualified responses. In addition, SPSS software with multiple regression analysis is used for data analysis

Conclusion: The study showed that in Aloe Vera Drycken’s case, distribution intensity is the only perceived marketing mix element that relates to brand awareness. Meanwhile, product and brand name are related to perceived quality. Both brand awareness and perceived quality are positively contributed to customer value for Aloe Vera Drycken’s existing customers.

Place, publisher, year, edition, pages
2014. , p. 38
Keyword [en]
Brand Equity
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-25631OAI: oai:DiVA.org:mdh-25631DiVA: diva2:733787
Presentation
2014-06-02, Vasteras, 11:27 (English)
Supervisors
Examiners
Available from: 2014-10-07 Created: 2014-07-11 Last updated: 2014-10-07Bibliographically approved

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