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A STUDY TO INDICATE THE IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OF BRAND

(A CASE STUDY OF FAST FOOD RESTAURANTS)

Master Thesis in Business Administration

Priscillia Ukpebor & Bibiana Ipogah
priscilliaukpebor@yahoo.com bipogah@yahoo.com

SUPERVISORS

Britt Aronsson
&
Martin Svensson

RONNEBY 2008

ACKNOWLEDGEMENT

We give thanks to God almighty for giving us the understanding, knowledge and wisdom during 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 help to us.

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 and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices.

This thesis focuses on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This is based on the assumption that all these dimensions of customer based-brand equity will have influence on consumer’s perceptions of brand. However, this thesis aims to find out which among these three dimensions (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, brand image, perceived quality and brand loyalty. Brand awareness was treated...