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Brand Equity for Service Brands Online
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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. , p. 76
Keywords [en]
Service brands online, brand equity, perceived quality, brand awareness, brand association, service brand equity, online brand equity
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-44567OAI: oai:DiVA.org:lnu-44567DiVA, id: diva2:822134
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2015-06-17 Created: 2015-06-16 Last updated: 2015-06-17Bibliographically approved

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