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dc.contributor.authorAure, Kristin Gaaseide
dc.contributor.authorNervik, Kristine
dc.contributor.authorHelgesen, Øyvind
dc.date.accessioned2019-06-11T10:44:37Z
dc.date.available2019-06-11T10:44:37Z
dc.date.created2017-09-18T13:29:18Z
dc.date.issued2017
dc.identifier.citationImmateriell kapital. Fjordantologien 2017, kapittel 16nb_NO
dc.identifier.isbn9788215028163
dc.identifier.urihttp://hdl.handle.net/11250/2600462
dc.description.abstractBrand building results in brand equity creation based on intellectual efforts. Thus brand equity is perceived as intellectual capital of the brand builder. Building strong brands has become a priority for many organizations, with the presumption that increased brand equity yields advantages such as customers’ increased willingness to pay a price premium. This paper addresses the brand Dybvik (salted and dried cod/bacalhau/«clip-fish»). A survey was conducted in order to answer the following research questions: Does brand building matter for the brand Dybvik? Do the brand equity dimensions brand associations, brand awareness, perceived quality and brand loyalty have significant positive effects on the brand equity for the brand Dybvik? Five hypotheses are underpinned and tested. The study builds on Aaker’s (1991) brand equity model. The sample comprises 333 respondents from Sunnmøre (ten locations). Four of the five hypotheses are supported, two partly (indirectly). A significant positive relationship is found between brand equity and price premium. Brand loyalty is the most influential driver of brand equity. The paper addresses managerial implications, limitations and implications for further research, and finally offers a conclusion.nb_NO
dc.language.isoengnb_NO
dc.relation.ispartofImmateriell kapital. Fjordantologien 2017
dc.rightsNavngivelse 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/deed.no*
dc.subjectbacalaonb_NO
dc.subjectmerkevarebyggingnb_NO
dc.subjectmerkeverdinb_NO
dc.subjectDybviknb_NO
dc.subjectbetalingsvillighetnb_NO
dc.titleDoes brand building matter? A study of the bacalhau brand Dybviknb_NO
dc.typeChapternb_NO
dc.typePeer reviewednb_NO
dc.description.versionpublishedVersionnb_NO
dc.subject.nsiVDP::Social science: 200::Economics: 210::Economics: 212nb_NO
dc.subject.nsiVDP::Social science: 200::Economics: 210::Business: 213nb_NO
dc.source.pagenumber296-323nb_NO
dc.identifier.doi10.18261/9788215028163-2017-16
dc.identifier.cristin1494807
cristin.unitcode191,40,0,0
cristin.unitnameInstitutt for regnskap, revisjon og rettsvitenskap
cristin.ispublishedtrue
cristin.fulltextoriginal
cristin.qualitycode1


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