Varumärkeslojalitet på den svenska ölmarknaden: En konsumentstudie om relationerna mellan varumärkeslojalitet, upplevd kvalité, varumärkeskännedom och varumärkesassociationer
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Brand loyalty in the Swedish beer market : A consumer study about the relations between brand loyalty, perceived quality, brand awareness and brand associations (English)
Title: Brand loyalty in the Swedish beer market: A consumer study about the relations between brand loyalty, perceived quality, brand awareness and brand associations.
Authors: Emmelie Gustafsson and Camilla Sjödahl-Essén
Supervisor: Ossi Pesämaa
Department: School of Management, Blekinge Institute of Technology
Course: Bachelor’s thesis in Business Administration, 15 credits
Purpose: This study aims to study how brand loyalty of three Swedish beer brands is affected by brand associations, brand awareness and perceived quality. The study contributes to explain the differences between the three brands to highlight their strength and weaknesses as well as comparing with each other with the result of this study.
Method: Three surveys accounted for the empirical data, which furthermore was statistically analyzed with SPSS and Excel.
Results: The result of the three brands show that perceived quality is a closer influencing factor to brand loyalty than brand associations and brand awareness. The three brands also differed where Norrlands Guld proved to be the strongest brand with high brand awareness and brand loyalty.
Place, publisher, year, edition, pages
2015. , 60 p.
Brand loyalty, Brand associations, Perceived quality, Brand awareness, Swedish beer market
Varumärkeslojalitet, Upplevd kvalité, Varumärkeskännedom, Varumärkesassociationer, Svenska ölmarknaden
IdentifiersURN: urn:nbn:se:bth-10751OAI: oai:DiVA.org:bth-10751DiVA: diva2:858035
Subject / course
FE1453 Bachelor's Thesis in Business Administration
Pesämaa, Ossi, Senior Lecturer
Sällberg, Henrik, Senior Lecturer