Brand Equity – Measuring Corporate Brand Strength in the Swedish Smartphone Market; Dimensions of Corporate Brand Equity from a Consumer Perspective
This study deals with the concept of brand equity composition in the Swedish smartphone market. The three dimensions used to describe brand equity are based on Aaker’s definition of consumer based brand equity namely; brand awareness, brand loyalty and perceived quality. The corporate brands represented on the market are analyzed with regards to consumer rating and brand equity composition using a proven theoretical model and a standardized questionnaire. The findings in this study indicate that the composition of brand equity on the Swedish smartphone market varies to a great extent between the brands. For the highest rated brand, consumers tend to mix up the perception of quality related to the brand with brand loyalty, and the only brands that are perceived in accordance with the theoretical model of brand equity are the ones with a very low representation on the market. The results are presented and analyzed with regards to market specific factors. Some suggestions regarding further research are presented, as well as possible implications for managers in the field.
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