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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-179813 |
| Date | January 2012 |
| Creators | Jansson, Carl Johan, Dass, Shuvo Deep |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen, Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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