Hur påverkas det konsumentbaserade brand equity av hållbarhetsmarknadsföring? : En kvantitativ studie om hur hållbarhetsmarknadsföring påverkar det konsumentbaserade brand equity och hur det i sin tur påverkar konsumenternas köpengagemang.

Sammanfattning: 8 June 2020 Bachelor thesis in Business Administration, 15 cr School of Business, Society and Engineering, Mälardalen University Fanar Soror Francis Henrik Aronsson Jonathan Fesahaye (95/11/30) (95/10/29) (94/03/01) How is consumer-based brand equity affected by sustainability marketing? Daniel Tolstoy Brand equity, sustainable marketing, purchase intent, attitudes, consumer-based brand equity How is a company's consumer-based brand equity affected by the company's use of sustainability advertising? How does this in turn affect the purchase intent with consumers? The purpose of this study is to show how and to what extent a company's consumer-based brand equity is affected by their sustainability marketing. Quantitative method The authors conclude that sustainability advertising has a negative effect on consumer-based brand equity in the industries selected for this quantitative study. But where the airline industry is reasonably spared from the criticism.