Date of Award
Management, Business and Economics
This study is done in the field of branding, and the aim is to understand the relationship between low-involvement products and brand equity which is “the positive or negative association the consumers make with the product in they way they feel, think and act”. Second objective of this study is to analyze how low-involvement products can create a distinct brand identity which is the heart or brand’s essence.
This explanatory study is a case study which uses a deductive approach combined with quantitative and qualitative data. After doing a literature review, two questionnaires were developed in order to measure respectively analyze a low-involvement product’s brand equity and identity. One questionnaire is developed for company, the other is developed for a group of 25 people who live in Kosovo which may or may have not used the product. These 25 people are chosen using a non-probability method.
Based on the findings from conducted research which measures brand equity of natural water (low involvement product), the results show that in many dimensions of brand equity such: brand awareness, perceived quality, association/differentiation, satisfaction, and price premium a low involvement brand can create strong equity. Also, the same brand which competes in a product category when functional benefits differences are not easily noticed or not noticed at all, can built a distinct brand identity by using sources beyond his functional benefits.
This research leads to some implications for theory, company and future researches. In general, theory should give more importance regarding relationship between the level of product involvement and brand equity. While in the future, a research with higher number of low involvement products and a bigger sample of participants may offer more facts regarding brand equity in low involvement products.
Thaqi, Berat, "Brand equity in low involvement products" (2010). Theses and Dissertations. 2439.