It is important for companies to reach their goal of marketing success and a way for them doing so is to improve their sales and differentiate themselves from their competitors. There is in fact a need for companies to focus on sustainable consumption and how customers are influenced by purchasing these products. Since several research has been studying the impact brand equity has on purchase intention, this paper intends to explain this impact further by adding the context of sustainability. In order to explain this, this paper used a quantitative approach where a survey was sent out. A total of 220 responses were collected and the answers given were calculated through the program SPSS. In SPSS a multiple regression line was conducted where the results could be found, where the developed hypotheses showed acceptance or rejection. The result showed that the variables of brand equity had different levels of impact, where three out of four hypotheses were accepted. Even though one of the variables was rejected, the overall representation of brand equity had a positive impact on purchase intention when the context of sustainability was added.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-76144 |
| Date | January 2018 |
| Creators | Draguanova Mihaylova, Melliz, Guldberg Lindqvist, Jennifer, Matthys, Matilda |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| 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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