Independent thesis Advanced level (degree of Master (One Year)), 60 credits / 90 HE credits
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.
2014. , 38 p.