Attitude and loyalty to two brands of beer of the same producer

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Abstract

The focus of the presented research is attitude and loyalty to two brands of beer produced by the Carlsberg Group - Tuborg and Carlsberg. Both beers are lagers. The Carlsberg Group markets Tuborg as a more premium brand, and it also aims to promote it to women. Unlike in the Netherlands with one brand - Heineken and unlike in the Czech Republic with many well-known brands by a multitude of producers, the Danish case gives a unique opportunity to investigate if customers truly prefer one of two brands or are approximately equally low with regards to both brands as it is produced by the same company and tastes very similarly (if not the same). The survey was conducted in Denmark. Respondents were Danish (not international) university students; such selection was done in order to ensure familiarity of respondents with both brands.
Original languageEnglish
JournalScientific Annals of Economics and Business
Volume64
Issue numberSI
Pages (from-to)57-69
ISSN0379-7864
DOIs
Publication statusPublished - 2017

Keywords

  • attitude
  • brand loyalty
  • beer

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