Consumer-Based Brand Equity of Finnish Fashion
Consumer-Based Brand Equity of Finnish Fashion - Differences Between Genders, Generations X and Y and Questionnaires Mikaela Lång Department of Marketing Hanken School of Economics Helsinki 2011 HANKEN SCHOOL OF ECONOMICS Department of: Marketing Type of work: Master’s Thesis Author: Mikaela Lång Date: 19.9.2011 Title of thesis: Consumer-Based Brand Equity of Finnish Fashion – Differences Between Genders, Generations X and Y and Questionnaires Abstract: Stereotypical differences are existent between genders and generations X and Y. However, these differences have never been investigated for the consumer- based brand equity (CBBE) of Finnish fashion. Consequently, the purpose of this study was to investigate if, and how, the CBBE of Finnish fashion differs between Finnish men and women, generations X and Y, and two types of questionnaires distributed (one including a list of Finnish fashion brands, the other without). As well as to investigate which associations build up the CBBE of Finnish fashion. A quantitative approach was used to investigate the purpose of this study, analyzing responses to the questionnaires through t-tests, one-way ANOVAs and MANOVAs and two-way MANOVAs. The results showed a statistically significant difference on a considerable amount of dependent variables between genders, but very few between generations or surveys. The highest means of these variables all pertained to females. When analyzing combined groups (genders and generations, genders and surveys, generations and surveys), the largest number of differences
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