Influence of Retailer’s on Brand Image: A quantitative study investigating influence of high and low image retailers on laptop brands
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
This is a scientific article that aims to investigate how Swedish consumers (university students) perceive laptop brand image in association with retailers image. Furthermore this study takes a step further from mainstream research to investigate how gender and age influence consumer perception. The aim is answered using a research model that is based on 4 hypothesis. A quantitative survey is conducted on 334 respondents. Findings show that three of the hypothesis are significant, while two are accepted while two are rejected. If high image laptop Acer is sold in low image retailers, the brand image significantly decreases. If low image laptop Acer is placed in high image retailers, brand image significantly increases. Contrary to expectations results also show that if a high image laptop Apple is placed in a high image retailer, the brand image significantly decreases instead of increasing. Thus it is the factors age and gender that help reveal in particular among respondents, it is the female respondents and respondents above 23 year of age that perceive high image laptop Apple if placed under high image retailer the brand image significantly decreases instead of increasing.
Place, publisher, year, edition, pages
2013. , 66 p.
brand image, retailers image, age, gender, Swedish consumers, perception, branding
Economics and Business
IdentifiersURN: urn:nbn:se:uu:diva-196310OAI: oai:DiVA.org:uu-196310DiVA: diva2:609795
Subject / course
Master Programme in Economics
UppsokSocial and Behavioural Science, Law