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Co-branding inom restaurangsektorn: En studie av varumärkeskapital ur ettkonsumentperspektiv
University of Borås, Faculty of Textiles, Engineering and Business.
2016 (Swedish)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesisAlternative title
Co-branding in the Food & Beverage sector - Dimensions of brand equityfrom a consumer perspective (English)
Abstract [sv]

Den här uppsatsen försöker kartlägga vilka produkt- och varumärkesegenskaper som driverkonsumenternas val av premiumöl på restaurang och redovisar en konsumentstudie gjord irestaurangmiljö. Tidigare forskning menar att det finns en outnyttjad potential förrestauranger som vill utnyttja det snabbt ökande intresset för hantverksöl genom co-brandingmed attraktiva premiumvarumärken. Studien visar att konsumenter av premiumöl pårestaurang värderar både produktegenskaper men också funktionella, sociala och emotionellavarumärkesegenskaper signifikant annorlunda mellan premiumöl och mainstreamöl. Studienvisar också att restaurangens utbud av premiumöl påverkar konsumentens val av restaurangoch att ökade kunskaper om öl kan vara en nyckel till ökad försäljning av hantverksöl.

Abstract [en]

This paper employs a sample of restaurant customers to explain consumer preferences forpremium beer brands. Previous research has pointed to the underexplored niche marketpotential of craft beer related to Food & Beverage operators and suggest increasing cobrandingwith premium beer brands in order to gain competitive advantage. This studyexplains a significant percentage of variance in premium consumer preferences for premiumbeer to mainstream beer comparing product attribute utitlity to brand equity dimensions(functional, social and emotional dimensions). This study also shows that the beer menu ofthe restaurant is likely to effect premium consumers choice of restaurant and that efforts toincrease consumer knowledge of beer can be the key to increased sales of craft beers. Thispaper is published in Swedish.

Place, publisher, year, edition, pages
2016.
Keyword [en]
brand equity, craft beer, premium brands, mainstream, niche market, cobranding, food&beverage
Keyword [sv]
Varumärkeskapital, hantverksöl, Premium, Mainstream, Restaurang, Cobranding, Food & Beverage
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-10406OAI: oai:DiVA.org:hb-10406DiVA: diva2:949619
Subject / course
Företagsekonomi - Civilekonom
Supervisors
Examiners
Available from: 2016-08-03 Created: 2016-07-21 Last updated: 2016-08-03Bibliographically approved

Open Access in DiVA

VT2016CE16(1471 kB)120 downloads
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File name FULLTEXT01.pdfFile size 1471 kBChecksum SHA-512
ec3fba1c7c9baf799c0c6dfe9a5b0189846c24ba09ef8f421cb5f2a0883c300abddb30c6e2e766b08a5bb2f6cbf00f64360febb7294a978e976d594e76d56f1f
Type fulltextMimetype application/pdf

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Business Administration

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf