Brand Equity for Service Brands Online
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Purpose: The purpose is to explain what factors affect brand equity for SBOs.
Hypotheses: These hypotheses were derived from a literature review.
H1 - Perceived Quality has a positive effect on SBO brand equity
H2 - Brand Association has a positive effect on SBO brand equity
H3 - Brand Awareness has a positive effect on SBO brand equity
Method: The researcher conducted an quantitative research where the empirical data
was collected through a questionnaire.
Conclusion: This research show that perceived quality, brand association and brand
awareness positively affects SBO brand equity.
Place, publisher, year, edition, pages
2015. , 76 p.
Service brands online, brand equity, perceived quality, brand awareness, brand association, service brand equity, online brand equity
IdentifiersURN: urn:nbn:se:lnu:diva-44567OAI: oai:DiVA.org:lnu-44567DiVA: diva2:822134
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits