Kundbaserat Brand Equity som beteendedrivare i onlinehandeln

Sammanfattning: Purpose: The main purpose of this paper is to evaluate the connection between customer based Brand Equity and purchase behavior in terms of sales on a customer level for Online Retailers in Sweden. In addition, investigate variance in relative importance among customer-based brand equity drivers for segments grouped by purchase behaviour. Design/methodology/approach: This objective is pursued by; further developing a validated model for measurement of customer based Brand Equity for Online Retailers; and by the results given, apply financial data based on a RFM structure and divide customers into activity-based segments. Findings: This study finds support for customer based Brand Equity as a driving component of purchase behavior in terms of probability for future purchases for Online Retailers in Sweden. In addition, customer databases can be divided into groups by their purchase behavior in order to gain market-productivity, by focusing on different marketing activities within the customer-based Brand Equity framework for different segments. Research limitations: The study was based on just one Online Retailer, limiting the generalization of the results. Revenue data had a few flaws and was weighted in order to handle the skewness. Practical implications: The results support the view that building a strong brand has monetary gains. Online Retailers should focus on building customer-based Brand Equity by working with different marketing activities in different segments. By doing so, our findings indicate that managers can expect increased customer-based Brand Equity and thereby increased revenue. Originality/value: Studies have measured the connection between customer-based Brand Equity and financial outcomes. Our study is unique from a contextual and general perspective, merging customers' purchase behavior with survey based evaluation of one Swedish Online Retailer's customer based Brand Equity.