publication . Bachelor thesis . 2009

Instigating involvement through consumer-based brand equity : an attitudinal study of consumer-based brand equity and consumer involvement

Bredberg, David; Holmquist, Johan;
Open Access English
  • Published: 01 Jan 2009
  • Publisher: Högskolan Kristianstad, Sektionen för Hälsa och Samhälle
  • Country: Sweden
Abstract
Recent research on links between dimensions of consumer-based brand equity, as well as links to consumer involvement, has shown that it is a significant predictor of purchase behavior. The purpose of this dissertation is to explore the affect brands have on consumer involvement. We attempt to investigate how consumer-based brand equity affects the level of consumer involvement. Based on consumer behavior theory and previous research of these areas, gathered primary data (an empirical investigation of students’ attitudes) is analyzed to gain an understanding of how the aforementioned concepts relate to each other. The findings indicate that there are correlations...
Subjects
free text keywords: consumer-based brand equity, brand loyalty, consumer involvement, consumer behavior, Business studies, Företagsekonomi
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