Brand Equity | När varumärken brinner

Sammanfattning: Purpose: The purpose of this replication study is to test and compare how a product damage crisis affects brands with high and low brand equity from a consumer perspective in Sweden. The study also aims to contribute with increased knowledge to the topics of brand equity and product-harm crisis. Methodology: The study is a replication study of previous experiments in which brand equity's role during a product-harm crisis is explored. Quantitative method has been applied and is based on collected data from sent surveys. Theoretical perspectives: The theory builds on previous research on brand equity's role during a product-harm crisis. Conclusions: Regardless of brand equity level, brands are affected by product-harm crisis. It can also be noted that strong brands are less affected than weak brands when it comes to consumer reactions and are based on all four dependent variables; attitude toward the brand, involvement with the brand, company credibility and purchase intention.