Customer Based Brand Equity and Intangibles : The case of the Swedish mobile network operators

Abstract: Problematization: Studies  indicate  that there  is  a  lack  of  strong  brands  among  the  Swedish mobile  network  operators.  Problems  of  retaining  customers  are  common  among  the  big operators. Few studies on brand equity for intangible products have been done.   Purpose: The purpose of this paper is to investigate which factors  influence  brand equity in the Swedish service sector of mobile network operators.   Theory: This  paper is  limited  to  one  aspect  of  brand  equity,  namely  customer  based  brand equity. Common  constructs of  customer  based  brand  equity are:  brand  awareness,  brand associations, brand loyalty, and perceived quality.    Methodology: The  data  was  collected  with  self-administered  delivery  and  collection questionnaires, which were distributed among university students.   Data: 400 questionnaires were handed out and 363 responses were valid.   Results  and  Conclusion: This  study  indicates  the  importance  of  brand  associations,  brand loyalty, and brand trust for establishing customer based brand equity among the Swedish mobile network operators.