Einstök’s customer-based brand equity in the Icelandic & Swedish market : a perception-based application of Keller’s CBBE pyramid

• Main Author: Jannika Yasmine Lövendahl 1990-
• Other Authors: Háskólinn í Reykjavík
• Format: Thesis
• Language: English
• Published: 2017
• Subjects: Markaðsfræði; Meistaraprófsritgerðir; Vörumerki; Neytendur; Marketing; Brand name products Marketing; Consumers; Pyramid; Iceland
• Online Access: http://hdl.handle.net/1946/28651

This is a perception-based application of Kevin Lane Keller’s Customer-based brand equity (CBBE) Pyramid in two Nordic markets; Iceland and Sweden. The CBBE of the Icelandic craft beer brand Einstök was investigated through the chosen framework. Interviews with company representatives and focus grou...