2.3 CONCEPTUAL DOMAIN OF CONSUMERS –BASED BRAND EQUITY for Thesis

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A STUDY TO INDICATE THE IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OFBRAND(A CASE STUDY OF FAST FOOD RESTAURANTS)

Master Thesis in Business AdministrationPriscillia Ukpebor & Bibiana Ipogah

priscilliaukpebor@yahoo.com

bipogah@yahoo.com

SUPERVISORSBritt Aronsson&Martin SvenssonRONNEBY 20081

ACKNOWLEDGEMENT

We give thanks to God almighty for giving us the understanding, knowledge and wisdomduring the course of our study.Special thanks go to our supervisors, Britt Aronsson and Martin Svensson for their support and guidance during our thesis work.We will also want to thank our program manager Anders Nilsson and our course adviser Melissa Engelke for their invaluable help and support during the course of our study.And lastly, we will want to thank our family members and friends who have been of helpto us.2

ABSTRACT

Strong brand equity has become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding andmanaging brand equity correctly to produce strong attributes that will influenceconsumers when making their choices.This thesis focuses on the importance of these dimensions (brand awareness, brandloyalty, brand image and perceived quality) of customer-based brand equity onconsumer’s perceptions of a brand. This is based on the assumption that all thesedimensions of customer based-brand equity will have influence on consumer’s perceptions of brand. However, this thesis aims to find out which among these threedimensions (brand image, brand loyalty and perceived quality) appear to have the least brand equity in both restaurants and to find out if customer based-brand equity differ between the two restaurants with respect to each attribute of brand awareness, brandimage, perceived quality and brand loyalty. Brand awareness was treated separately fromother dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question.In this study, one hundred questionnaires were distributed, but only sixty four useablequestionnaires were realized. The study surveyed four dimensions of consumer’s based- brand equity namely brand awareness, brand image, perceived quality and brand loyalty.Among the three dimensions, brand loyalty appears to have the least brand equity rating by consumers than the other dimensions. Although, the four dimension appear to haveinfluence on consumer perceptions of brand.3

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03 / 07 / 2010<span class="translation_missing">en_US, this_document_made_it_onto_the</span>Rising List!

very gud effort....... weldone

reply02 / 16 / 2010