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Effekten av en stjärna: En undersökning om branschutmärkelsers effekter ur ett kundperspektiv
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The effect of a star : A study of the effect of industry awards through a customer perspective (English)
Abstract [sv]

Syfte och forskningsfrågor

Syftet med denna studie är att identifiera eventuella effekter som branschutmärkelser kan ha på kundens medvetenhet, attityd, lojalitet respektive kundens självbild gentemot ett varumärke. Frågorna som studien svarar på är:

  •  Vilken effekt har branschutmärkelser på varumärkesmedvetenhet, varumärkes- attityd och varumärkeslojalitet?
  • Vilken effekt har branschutmärkelser på kundens självbild?

Metod

Denna studie har till stor del en deduktiv ansats med utformade hypoteser. En enkätundersökning genomfördes med frågor som grundades i teorin. Den insamlade datan analyserades genom både ett kvantitativt och kvalitativt perspektiv. I den kvantitativa analysen identifierades ett medelvärde på enkätsvaren som sedan ställdes mot ett tröskelvärde. I den kvalitativa analysen tolkades och förklarades svarens betydelse vidare.

Slutsats

Enligt denna studie leder inte branschutmärkelser till ökad varumärkesmedvetenhet, positiva varumärkesattityder eller en ökad varumärkeslojalitet. Enskilda komponenter inom undersökningsområdena har visat på ett svagt ökande. Enligt resultatet har dock branschutmärkelser generellt en neutral effekt, det vill säga att samtidigt som inte markanta ökningar har identifierats har inte heller några markanta minskningar noterats. Resultaten som visade på svagast effekt utav branschutmärkelser tillhörde kundens självbild.

Abstract [en]

Purpose and research questions

The purpose of this study is to identify possible effects that industry awards might have on consumer awareness, attitude, loyalty and on consumer’s self-image towards a brand. The following research questions are answered through the study:

  • Which effect do industry awards have on brand awareness, brand attitude and brand loyalty?

  • Which effect do industry awards have on the consumer’s self-image? 

Method

This study largely takes on a deductive approach by formulating hypotheses. A survey was conducted with questions based on the theory. The collected data was analyzed through a quantitative as well as a qualitative perspective. The quantitative analysis identified a survey mean which was evaluated against a threshold value. In the qualitative analysis, the significance of the answers was further interpreted and explained.

Conclusion

According to the results of this study, industry awards do not lead to an increase of brand awareness, positive brand attitudes or an increased brand loyalty. A few of the separate components within the scopes of survey has shown a vague increase. However, according to the result industry awards have a neutral effect. This means that at the same time as no significant increases have been identified, neither have any significant decreases. Furthermore, the results showed that the consumer’s self-image had the lowest effect of industry awards.

Place, publisher, year, edition, pages
2018. , p. 61
Keywords [en]
Industry awards, brand awareness, brand attitudes, brand loyalty, self-image, Guide Michelin.
Keywords [sv]
Branschutmärkelser, varumärkesmedvetenhet, varumärkesattityd, varumärkeslojalitet, självbild, Guide Michelin.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-76307OAI: oai:DiVA.org:lnu-76307DiVA, id: diva2:1222640
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, specialization in Marketing, 180 credits
Supervisors
Examiners
Available from: 2018-06-29 Created: 2018-06-21 Last updated: 2018-06-29Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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More styles
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  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • text
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