Customer Equity Drivers and Purchase Intentions: Examining the Customer Equity Framework in the Retail Clothing Industry in a Swedish Context: H&M and Gina Tricot as the Case Study
Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
The customer equity framework was created by Rust et al. in 2000 after studying severalspecific industries. We use this framework as the theoretical basis for this study to examine the relative impact of the three customer equity drivers- value equity, brand equity and relationship equity- across two brands in the retail clothing industry on purchase intentions of young consumers. Based on the responses of 156 female university students who are the target for the two brands studied, value equity is the most important customer equity driver for customers whereas, for H&M relationship equity was the driver which had the greatest influence on purchase intentions while for Gina tricot brand equity had the greatest impact on purchase intentions.
Place, publisher, year, edition, pages
2011. , 75 p.
Customer Equity, Purchase Intentions, Retail Clothing Industry, Young Consumers
IdentifiersURN: urn:nbn:se:umu:diva-45218OAI: oai:DiVA.org:umu-45218DiVA: diva2:427362
2011-05-30, S311, 13:15 (English)
UppsokSocial and Behavioural Science, Law
Nylén, Ulrica, Studierektor