Abstrakt Syfte:Studiens syfte är att beskriva hur ett mätinstrument för att mätakonsumentbaserad brand equity ska utformas. Forskningsfråga:Vilka mätpunkter ska inkluderas vid mätning av konsumentbaserad brand equity? Metod:Då studien ämnar testa mätinstrumentet som skapats ur den befintliga litteraturen föllvalet på att genomföra en kvantitativ undersökning eftersom författarna avsågundersöka hur en stor mängd konsumenter uppfattar varumärken. För att samla in databad författarna 130 stycken respondenter delta i en enkätunderökning. Datananalyserades sedan i en faktoranalys. Slutsats:Efter genomförd faktoranalys kunde författarna behålla 9 stycken mätpunkter från detursprungliga 16 stycken mätpunkter. Utefter de nya mätpunkterna utformades ett nyttmätinstrument. Aakers fyra dimensioner var fortfarande utgångspunkt därmätpunkterna placerades in

Prekės ženklo vertės vartotojui kūrimo procesas tarptautinėje terpėje yra sudėtingas, tačiau šiuo atveju svarbiausia įvertinti egzistuojančius kultūrinius skirtumus. Literatūroje pasigendama nuoseklaus teorinio kultūrinių veiksnių įtakos prekės ženklo vertės vartotojui kūrime, pagrindimo. Vartojimo kultūriniai ypatumai skatina ieškoti naujų metodų, skirtų vartotojų prioritetams tirti. Dėl to ne visuomet prekės ženklo vertė vartotojui suvokiama taip, kaip tikisi ją kuriantys marketingo specialsitai. Darbo tikslas – atlikus teorines prekės ženklo vertės vartotojui tarpkultūriniu aspektu studijas, parengti kultūros ir prekės ženklo vertės dimensijų sąsajų modelį bei patikrinti jį empiriškai. Darbo tikslui pasiekti keliami uždaviniai: 1.Išanalizuoti prekės ženklo vertės vartotojui tarpkultūriniu aspektu problematikos teorinį reikšmingumą. 2.Pateikti prekės ženklo vertės vartotojui sampratą ir jos dedamąsias. 3.Identifikuoti tarptautinio prekės ženklo vertę lemiančius veiksnius. 4.Aptarti šalių kultūrų svarbą prekės ženklo vertei vartotojui. 5.Sukurti kultūros ir prekės ženklo vertės dimensijų sąsajų modelį. 6.Atlikti empirinį tyrimą pagal teorinėje dalyje parengtą modelį. Darbo rezultatai: -Teoriniu požiūriu išanalizuota ir susisteminta mokslinė literatūra apie prekės ženklo vertę vartotojui ir jos dedamąsias, prekės ženklo vertės kūrimo ypatumus tarptautiniu mastu, kultūrinių veiksnių įtaką prekės ženklo vertei vartotojui, apibrėžiama šalių kultūrų bei kultūrinių vertybių svarba... [toliau žr. visą tekstą] / This master work examines consumer – based brand equity in cross – cultural aspect. Objective of master’s work is to execute theoretical studies of consumer – based brand equity in cross – cultural aspect and to check these studies empirically. The master work consist of three main parts. The first part of the master work includes theoretical analysis of a brand, consumer – based brand equity, the main factors of international branding and branding in different cultures, cultural differences and models of cultural dimensions. The second part of the master work includes theoretical approach of cross-cultural factors, which influence consumer - based brand equity and, according to empirical studies, conducted on consumer – based brand equity and cultural values, constructed theoretical brand value and culture chain based model. The third part of the master work consists of methodical rules and the empirical research, the purpose, task and the suggestions of the research; result analysis of the qualitative and quantitative data results; generalization of the research results, giving suggestions and recommendation. This master work presents theoretical and empirical researches results and recommendations. There are used 11 tables, 37 pictures and 5 additions in order to illustrate the theoretical and empirical results in master work. There are used 75 sources of scientific literature in Lithuanian and English in master work.

Très peu de travaux empiriques ont été fait jusqu'à présent pour mesurer le problème de l'équité de marque basée sur la consommation dans l'industrie des télécommunications. L'objectif de la présente recherche est d'étudier et d'explorer les connaissances sur l'équité de marque axée sur le consommateur (CBBE) dans le marché des télécommunications chinois. En outre, la relation entre l'équité de la marque et la stratégie de marché mélange est étudiée. Notre étude commence par l'élaboration de deux modèles, l'un est le modèle CBBE et l'autre est le modèle de marché mélange influencé, que nous utilisons comme base pour mesurer le problème d'un point de vue empirique sur le marché des télécommunications chinois. Deux questionnaires ont été conçus dans le but de recueillir des données. Les questionnaires empiriques ont été conduit à l'aide d'un questionnaire fermé online envoyé à un échantillon d'utilisateurs des réseaux sociaux. Parmi ceux-ci, nous avons reçu 875 réponses exploitables de questionnaires CBBE en provenance de la Chine continental. Dans le même temps, nous avons reçu 1050 réponses utilisables de questionnaires portant sur l'influence de marché mélange. Les principales questions abordées dans le questionnaire sont liées à l'attitude des consommateurs envers sept marques de télécommunications sur le marché continental chinois. Ces marques ont été identifiées comme : China Telecom, China Mobile, China Unicom, Nokia, Motorla, Huawei et ZTE. Deux modèles d'équations structurelles ont été construits grâce à l'analyse des données : le modèle d'équité de marque basé sur le consommateur (CBBE) et le modèle d'influence Market-Mix. Le modèle CBBE est composé de quatre facteurs : l'équité de la marque, la défection de la marque, l'impression de la marque par le consommateur et son expérience de la marque. Alors que le modèle d'influence Market-Mix est composé de trois facteurs : Media et publicité, expérience du marché et tarification. La relation entre les deux modèles et l'interdépendance des différents facteurs sont ici étudiés.Nos résultats comprennent des implications à la fois théoriques et pratiques. D'un point de vue théorique (1) la question clé pour la création de capital-marque ainsi que la diminution de la défection de la marque est d'élaborer une stratégie d'expérience de marque du consommateur liée aux facteurs suivants : fidélité à la marque, qualité perçue, extension de la marque et équité du consommateur. L'influence de l'impression du consommateur sur l'équité de la marque est moins importante. (2) l'expérience du marché du consommateur, qui inclut les variables de produit-service, employé et processus d'achat est significativement corrélée avec l'impression de la marque du consommateur et l'expérience de la marque du consommateur. (3) La perception du consommateur de la plus importante stratégie mix-market est liée à l'employé, puis au processus d'achat, au produit/service, à la tarification et aux médias/publicités par ordre de priorité. (4) L'impression de marque du consommateur est influencée de manière importante par les médias et la publicité et le produit/service. (5) L'effet de l'expérience de marque du consommateur est sur la tarification est significativement négatif.D'un point de vue pratique : les coefficients des facteurs (dans les deux modèles) de chaque marque de Telecom sont estimés. Les consommateurs ont démontré une forte affinité avec les marques suivantes (par ordre de priorité) : Nokia, China Mobile, Motorola, Unicom, Huawei, ZTE et China Telecom. / Very little empirical work has so far been done to measure the problem of Consumer-based Brand Equity in telecom industry. The objective of the present research is to investigate and explore knowledge about Consumer-based brand equity (CBBE) in the chinese telecom market; moreover, the relationship between brand equity and Market-mix strategy is investigated. Our study starts by developing two models; one is the CBBE model and the other is the Market-Mix influenced Model, which we utilise as the basis for measuring the problem from an empirical perspective in the Chinese Telecom market. Two Questionnaires are designed in order to collect data. The empirical questionnaires were conducted using an online closed-ended questionnaire which was sent to a sample of users of social networks. Of these we received 875 usable responses of CBBE questionnaire from mainland China. At the same time, we received 1050 usable responses of Market-mix influence questionnaire. These brands were identified as : China Telecom, China Mobile, Nokia, Motorola, Huawei and ZTE. Two structural equation models were built through data analysis : They are Consumer-based Brand Equity Model and the Market-Mix influence model. The CBBE model is composed of four factors : Brand Equity, Brand Defection, Consumer Brand Impression and Consumer Brand Experience. While, the Market-mix influence Model is composed of three factors : Media and advertising, Consumer Market Experience and Pricing. The relationship between two models and the interrelationship among different factors are investigated.Our findings include both theoretical and practical implications. From the theoretical perspective : (1) the key issue for creating Brand Equity as well as Brand Extension and Consumer Equity. The Influence of Consumer Impression on Brand Equity is less significant. (2) Consumer Market Experience which includes the variables of Products/service, Pricing and Media / Advertising are followed in order of priority. (4) Consumer Brand Impression is significant influenced by Media/advertising and Product/Service. (5) The effect of Consumer Brand Experience on pricing is significantly negative.From the practical perspective : the factor coefficients (within two models) of each Telecom brand are estimated; Consumers demonstrated a strong affinity toward the following brands (in order of priority) / Nokia, China Mobile, Unicom, Huawei, ZTE and China Telecom.

Introduction: Recent trends have shown a steady growth regarding environmental concerns along with the pro-environmental attitudes among the consumers, yet a contradicting behaviour is observed in the purchase of environmentally friendly products, giving birth to the phenomena of attitude-behaviour gap. A fair amount of researchers have studied this attitude-behaviour gap over the recent years, investigating this very inconsistency in order to present a solution. This specific study is based on the findings of Davari & Strutton in relation to this attitudebehavior gap, where the researchers presented a simplified model of their study as an effort in overcoming this inconsistency. This specific study is based on the simplified model, where the research unearths the effect of green marketing mix elements on four dimensions of consumerbased brand equity with Swedish Generation Y and clothing fashion industry in perspective. Purpose: The purpose of this study is to explain the impact of green marketing mix elements (product, price, place and promotion) on dimensions of consumer-based brand equity (brand loyalty, brand association, brand trust and perceived brand quality). Methodology: The research is based on quantitative approach designed in respect with the explanatory purpose. A closed-end online questionnaire was designed as the data collection method, resulting in 127 responses. The results were based on the multiple regression analysis, while the validity was tested against pearson's correlation method and reliability was tested through cronbach’s alpha. Conclusion: The study did not measure significant results, where green product stands out as the only element on the green marketing-mix having a positive relationship on one consumerbased brand equity dimension in this case, brand loyalty. Whereas the other elements were concluded as having no significance. Even t

Ce travail s’interroge à propos du rôle du concept de « l’expérience de la marque » dans la perception de l’image des marques de luxe auprès d’une cible jeune grand public. Pour ce faire, il mobilise trois domaines majeurs dans le marketing : l’expérience, le luxe et l’image de marque. L’approche expérientielle, peu exploitée dans le domaine du luxe, s’avère concluante. Les résultats permettent de dégager une typologie de l’image spécifique à la marque de luxe démontrant ainsi l’insuffisance des typologies existantes. Ils permettent également de proposer un cadre pour l’expérience de la marque spécifique à la marque de luxe. Ils soulignent par ailleurs le rôle des expériences vécues auprès de la marque comme source majeure d’associations et donc d’imagerie. Sur le plan managérial, cette étude propose une meilleure compréhension de la perception de l’image des marques de luxe auprès de la cible, susceptible d’orienter les stratégies d’entreprises. / Due to its democratization, the luxury sector needs a wider target and allows young to access earlier to luxury brands. According to an experiential approach, this work focuses on the perception of luxury brands image by young consumers from a middle class. The results suggest that brand experiences are a major source of brand associations. The finds also propose a specific typology of luxury brand image and a specific framework for luxury brand experience. Finally, the research gives marketers a better comprehension of the young target in the luxury area.

<p>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.</p><p>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.</p><p>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.</p><p>The findings indicate that there are correlations between consumer-based brand equity and consumer involvement, and that there is more to investigate in this area. Suggestions for further research include a similar study with more measured variables for each dimension, and analyzing them separately instead of creating indexes.</p><p>The results of this dissertation may be useful for marketers and manufacturers of the specific products investigated, as well as products of similar nature, in order to apply focus to the attributes which consumers value most.</p>

The concept of brand equity emerged inthe eightiesto justify the long term value of marketing investments. Brand equity signify the value that a brand adds to a product and is the result of the marketing of a brand. One of the most widely used strategies to enhance brand equity is to do a brand extension, which means that a firm uses an established brand to introduce a new product to the market. At worst, a failed brand extension can damage the brand equity, which Vinjamuri (2008) claims that the brand Axe is currently in danger of doing. This January Axe launched an extention including products for both men and women for the first time and Vinjamuri claims that this can disappoint Axe´s former target group (men between 14 and 27 years old) (Newman, 2012).  In this thesis Axe´s brand equity among the extensions target group (men and women, age 14 to 27) in Sweden is studied to find out if the brand extension is likely to affect the brand equity in the target group. The research, that is mainly based on theory by Keller et al. (2008), is made through a comperative study of two groups, where one group is given information about the brand extension. The results of the research indicate that Axe's brand equity is neutral or negative among the target group and that the brand extension has no noticable impact on Axe´s brand equity. / Under 80-talet uppkom konceptet varumärkesvärde för att motivera det långsiktiga värdet av marknadsföringsinvesteringar. Varumärkesvärdet betecknar det mervärde varumärket tillför en produkt och är ett resultat av marknadsföring av varumärket. En av de mest använda strategierna för att stärka varumärkesvärdet är att genomföra varumärkesutvidgningar, vilket innebär att ett befintligt varumärke används för ett nytt marknadserbjudande. Om en varumärkesutvidgning misslyckas kan den i värsta fall skada varumärkesvärdet, något som Vinjamuri (2008) menar att varumärket Axe riskerar att göra i dagsläget. I januari i år lanserade Axe för första gången en varumärkesutvidgning som innehåller produkter för både kvinnor och män, vilket enligt Vinjamuri kan göra Axe:s tidigare målgrupp (män i åldern 14-27) besvikna (Newman, 2012). I denna uppsats undersöks Axe:s varumärkesvärde hos målgruppen (kvinnor och män i åldern 14-27 år) för utvidgningen i Sverige för att ta reda på om varumärkesutvidgningen kan tänkas påverka varumärkesvärdet hos målgruppen. Undersökningen som huvudsakligen utformats enligt teori ur Keller et al. (2008) görs genom en jämförande studie av två grupper varav den ena gruppen får information om varumärkesutvidningen. Undersökningens resultat tyder på att Axe:s varumärkevärde är neutralt eller negativt hos målgruppen och att Axe Anarchy inte har någon märkbar påverkan på varumärkesvärdet. / Linn Gustafsson, Emma Engqvist

As marcas estão presentes no cotidiano dos consumidores e das organizações. Para os indivíduos, as marcas são carregadas de simbolismos, representações e complexos signos de posicionamento social enquanto, para as empresas, as marcas se tornam um ativo extremamente valioso, capaz de diferenciar as suas ofertas em um mercado comoditizado e influenciar o comportamento do consumidor. Neste cenário, o cuidado com a marca na percepção dos consumidores surge quase como condição para uma eficaz gestão estratégica de marketing nas empresas e, também, terreno fértil para pesquisas acadêmicas. Entre os cuidados que a empresa deve ter com as marcas sobre as percepções do consumidor, as estratégias promocionais baseadas na redução de preços merecem atenção. O presente estudo verifica o impacto que a promoção de preços (descontos e ofertas) exerce sobre o Consumer-based Brand Equity (CBBE). Por meio de uma pesquisa experimental do tipo between-subject, uma amostra de 300 estudantes universitários divididos igualmente em seis unidades de teste, foi estimulada através de anúncios impressos, a avaliar o CBBE de duas marcas de tênis (Diadora e Nike) que apresentavam três diferentes níveis de desconto (nenhum, baixo e alto) sobre um preço de referência - em um design fatorial 2x3 - a fim de avaliar se a presença e a intensidade das promoções de preços, presentes no anúncio, influenciariam as percepções dos respondentes sobre as marcas. A pesquisa também avaliou simultaneamente o comportamento de duas metodologias de mensuração distintas: (1) a metodologia de Yoo e Donthu (2001) que mensura elementos cognitivos e comportamentais e (2) a metodologia de Vázquez, Río e Iglésias (2002) que mensura o Consumer-based Brand Equity com base em duas dimensões de utilidade da marca: valor funcional e valor simbólico. Entre os principais achados desta pesquisa, pode-se destacar que - ao contrário do suporte teórico - neste experimento, a promoção de preços quando aplicada em anúncios impressos, não gerou impacto estatiscamente significativo sobre a média geral do Consumer-based Brand Equity e tão pouco sobre suas dimensões separadamente. A principal contribuição gerencial desta pesquisa consiste na indicação de evidências de que as promoções de preços, enquanto estratégias de curto prazo, podem continuar sendo uma das mais utilizadas estratégias de promoção de vendas sem prejuízo ao valor da marca na percepção do consumidor. Sob o ponto de vista acadêmico, este trabalho contribui principalmente na validação da escala de Yoo e Donthu (2001) no contexto brasileiro e em pesquisas experimentais. Da mesma forma, esta pesquisa ajuda a validar a ainda pouco utilizada escala de Vázquez, Río e Iglésias (2002) indicando que esta escala de mensuração precisa de outros estudos mais robustos até adquirir a solidez necessária à sua ampla utilização. Também como uma das implicações acadêmicas desta pesquisa, destacam-se os indicativos que, em um contexto de pesquisa experimental, os achados de alguns autores como Yoo, Donthu e Lee (2000), Villarejo-Ramos e Sanchez-Franco (2005) e Buil, Chernatony e Martínez (2008, 2011) que identificaram a influência das promoções de preços sobre certas dimensões do Consumer-based Brand Equity merecem ser revistos. / Brands are present in consumers life and organizations. For individuals, brands are loaded with symbolism, representations and complex social positioning signs. As for businesses, brands become an extremely valuable asset, able to differentiate their offerings in a commoditized market and influence consumer behavior. In this scenario, the care with the brand in consumers' perception emerges almost as a condition for effective strategic marketing management in firms and also fertile ground for academic research. Among the care the company should have with brands on consumer perceptions, promotional strategies based on reducing prices deserve attention. This study evaluates the impact of price promotions (discounts and offers) exerts on the Consumer-based Brand Equity (CBBE). Through an experimental study of the between-subject type, a sample of 300 college students divided equally into six test units was stimulated through print ads, to evaluate the CBBE of two sneaker brands (Nike and Diadora) which had three different discount levels (none, low and high) on a reference price - in a 2x3 factorial design - in order to assess if the presence and intensity of price promotions, present on the announcement, influence the perceptions of respondents about brands. The survey also assessed simultaneously the behavior of two different measurement methodologies: (1) the methodology of Yoo and Donthu (2001), which measures cognitive and behavioral elements and (2) the methodology of Vázquez, Rio and Iglesias (2002) which measures the Consumer-based Brand Equity based on two dimensions of use of the mark: functional value and symbolic value. Among the key findings of this research, it can be noted that - unlike the theoretical support - in this experiment, the promotion price when applied in print ads did not generate statistically significant impact on the overall average of the Consumer-based Brand Equity and neither on its dimensions separately. The main managerial contribution of this research is the indication of evidence that price promotions, when used as shortterm strategies, may still be one of the most used strategies to promote sales without prejudice to the value of the brand in consumer's perception. From the academic point of view, this work contributes mainly in the scale validation of Yoo and Donthu (2001) in the Brazilian context and experimental research. Likewise, this research helps validate the still underused scale of Vázquez, Rio and Iglesias (2002) indicating that this scale of measurement needs other more robust studies to acquire the necessary strength to its extensive use. Also as one of the academic implications of this research highlight the indicative that in the context of experimental research, the findings of authors like Yoo, Donthu and Lee (2000), Villarejo-Ramos and Sanchez- Franco (2005) and Buil, Chernatony and Martínez (2008, 2011) who identified the influence of price promotions on certain dimensions of Consumer-based Brand Equity deserve to be reviewed.

As marcas estão presentes no cotidiano dos consumidores e das organizações. Para os indivíduos, as marcas são carregadas de simbolismos, representações e complexos signos de posicionamento social enquanto, para as empresas, as marcas se tornam um ativo extremamente valioso, capaz de diferenciar as suas ofertas em um mercado comoditizado e influenciar o comportamento do consumidor. Neste cenário, o cuidado com a marca na percepção dos consumidores surge quase como condição para uma eficaz gestão estratégica de marketing nas empresas e, também, terreno fértil para pesquisas acadêmicas. Entre os cuidados que a empresa deve ter com as marcas sobre as percepções do consumidor, as estratégias promocionais baseadas na redução de preços merecem atenção. O presente estudo verifica o impacto que a promoção de preços (descontos e ofertas) exerce sobre o Consumer-based Brand Equity (CBBE). Por meio de uma pesquisa experimental do tipo between-subject, uma amostra de 300 estudantes universitários divididos igualmente em seis unidades de teste, foi estimulada através de anúncios impressos, a avaliar o CBBE de duas marcas de tênis (Diadora e Nike) que apresentavam três diferentes níveis de desconto (nenhum, baixo e alto) sobre um preço de referência - em um design fatorial 2x3 - a fim de avaliar se a presença e a intensidade das promoções de preços, presentes no anúncio, influenciariam as percepções dos respondentes sobre as marcas. A pesquisa também avaliou simultaneamente o comportamento de duas metodologias de mensuração distintas: (1) a metodologia de Yoo e Donthu (2001) que mensura elementos cognitivos e comportamentais e (2) a metodologia de Vázquez, Río e Iglésias (2002) que mensura o Consumer-based Brand Equity com base em duas dimensões de utilidade da marca: valor funcional e valor simbólico. Entre os principais achados desta pesquisa, pode-se destacar que - ao contrário do suporte teórico - neste experimento, a promoção de preços quando aplicada em anúncios impressos, não gerou impacto estatiscamente significativo sobre a média geral do Consumer-based Brand Equity e tão pouco sobre suas dimensões separadamente. A principal contribuição gerencial desta pesquisa consiste na indicação de evidências de que as promoções de preços, enquanto estratégias de curto prazo, podem continuar sendo uma das mais utilizadas estratégias de promoção de vendas sem prejuízo ao valor da marca na percepção do consumidor. Sob o ponto de vista acadêmico, este trabalho contribui principalmente na validação da escala de Yoo e Donthu (2001) no contexto brasileiro e em pesquisas experimentais. Da mesma forma, esta pesquisa ajuda a validar a ainda pouco utilizada escala de Vázquez, Río e Iglésias (2002) indicando que esta escala de mensuração precisa de outros estudos mais robustos até adquirir a solidez necessária à sua ampla utilização. Também como uma das implicações acadêmicas desta pesquisa, destacam-se os indicativos que, em um contexto de pesquisa experimental, os achados de alguns autores como Yoo, Donthu e Lee (2000), Villarejo-Ramos e Sanchez-Franco (2005) e Buil, Chernatony e Martínez (2008, 2011) que identificaram a influência das promoções de preços sobre certas dimensões do Consumer-based Brand Equity merecem ser revistos. / Brands are present in consumers life and organizations. For individuals, brands are loaded with symbolism, representations and complex social positioning signs. As for businesses, brands become an extremely valuable asset, able to differentiate their offerings in a commoditized market and influence consumer behavior. In this scenario, the care with the brand in consumers' perception emerges almost as a condition for effective strategic marketing management in firms and also fertile ground for academic research. Among the care the company should have with brands on consumer perceptions, promotional strategies based on reducing prices deserve attention. This study evaluates the impact of price promotions (discounts and offers) exerts on the Consumer-based Brand Equity (CBBE). Through an experimental study of the between-subject type, a sample of 300 college students divided equally into six test units was stimulated through print ads, to evaluate the CBBE of two sneaker brands (Nike and Diadora) which had three different discount levels (none, low and high) on a reference price - in a 2x3 factorial design - in order to assess if the presence and intensity of price promotions, present on the announcement, influence the perceptions of respondents about brands. The survey also assessed simultaneously the behavior of two different measurement methodologies: (1) the methodology of Yoo and Donthu (2001), which measures cognitive and behavioral elements and (2) the methodology of Vázquez, Rio and Iglesias (2002) which measures the Consumer-based Brand Equity based on two dimensions of use of the mark: functional value and symbolic value. Among the key findings of this research, it can be noted that - unlike the theoretical support - in this experiment, the promotion price when applied in print ads did not generate statistically significant impact on the overall average of the Consumer-based Brand Equity and neither on its dimensions separately. The main managerial contribution of this research is the indication of evidence that price promotions, when used as shortterm strategies, may still be one of the most used strategies to promote sales without prejudice to the value of the brand in consumer's perception. From the academic point of view, this work contributes mainly in the scale validation of Yoo and Donthu (2001) in the Brazilian context and experimental research. Likewise, this research helps validate the still underused scale of Vázquez, Rio and Iglesias (2002) indicating that this scale of measurement needs other more robust studies to acquire the necessary strength to its extensive use. Also as one of the academic implications of this research highlight the indicative that in the context of experimental research, the findings of authors like Yoo, Donthu and Lee (2000), Villarejo-Ramos and Sanchez- Franco (2005) and Buil, Chernatony and Martínez (2008, 2011) who identified the influence of price promotions on certain dimensions of Consumer-based Brand Equity deserve to be reviewed.

Försäljningen av livsmedelsbutikers egna märkesvaror har ökat och det råder konkurrens mellan egna märkesvaror och leverantörernas märkesvaror. För livsmedelsprodukter finns det, inom samma produktkategori, flera olika varumärken att välja bland där produkterna innehållsmässigt är detsamma. Det är därför viktigt att företag skapar ett mervärde till konsumenten genom varumärket, för att konsumenten ska välja deras varumärke framför konkurrerande varumärken. Studien behandlar unga konsumenter som tillhör Generation Y, vilket är personer födda på 1980- eller 1990-talet och är individer som kännetecknas att vara en konsumerande generation som anser att varumärket är viktigt och har betydelse i deras köpprocess. Studien syftar därför till att förklara varför unga konsumenter väljer ett specifikt varumärke när de köper livsmedel. För att kunna besvara syftet har en kvalitativ metod tillämpats. Vi utgick från en teori om konsumentbaserat varumärkeskapital och dess fem dimensioner kännedom, lojalitet, upplevd kvalitet, association/image och unikhet. Denna teori användes för att analysera den insamlade empirin för att få fram ett resultat. Empirin samlades in med hjälp av fokusgruppsintervjuer för att ta del av unga konsumenters åsikter för att få en förståelse om varumärket har betydelse vid köp av livsmedel. Slutsatsen är att varumärket har betydelse för unga konsumenter vid val av varumärke inom livsmedel. De väljer det varumärke som stämmer överens med deras preferenser där deras kunskap om varumärket, förpackningens utseende, priset och miljöaspekter är avgörande. / The sales of grocery stores' private label brands have increased and there is competition between private label brands and national brands. For grocery, there are several different brands in different product categories to choose from where the products are contentually the same. It is therefore important that companies create a value to the consumer through the brand in order for the consumer to choose that brand in front of competing brands. The study deals with young consumers belonging to Generation Y, which are born in the 1980s or 1990s, and are individuals who are characterized of being a consuming generation who considers that the brand is important and has a meaning in their buying process. The study therefore aims to explain why young consumers chooses a specific brand when buying grocery. In order to answer the purpose, a qualitative method has been applied. We assumed a theory of consumer-based brand equity and its five dimensions of awareness, loyalty, perceived quality, association/image and uniqueness. This theory was used to analyze the empirical data to get a result. The empirical data was collected using focus group interviews to get acquainted with young consumers different opinions to gain an understanding of the brand's significance in the purchase of food. The conclusion is that the brand is important to young consumers when selecting a food brand. They choose the brand that is in line with their preferences where knowledge of the brand, the design of the package, the price and ustainability are crucial.