Loyalty to two brands of beer of the same producer

Frantisek Sudzina

Loyalty to two brands of beer of the same producer

Frantisek Sudzina

Research output: Contribution to book/anthology/report/conference proceeding › Article in proceeding › Research › peer-review

1 Citation (Scopus)

Abstract

The focus of the paper is 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 in loyalty to any brand as it is produced by the same company and tastes very similarly (if not the same), i.e. if brand loyalty can be built to similar products produced by the same company. Data for the research were collected using an on-line questionnaire. The survey was conducted in Denmark. Respondents were Danish university students; such selection was done in order to ensure familiarity of respondents with both brands. Attitudinal and behavioral components of loyalty were measured by validated constructs consisting of two statements each.

Original language	English
Title of host publication	International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017
Editors	Petr Suchánek, Roman Šperka, Šárka Čemerková, Radim Dolák
Place of Publication	Karviná
Publisher	Silesian University, School of Business Administration
Publication date	2017
Pages	205-210
ISBN (Electronic)	978-80-7510-243-0
Publication status	Published - 2017
Event	International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017 - Silesian University, Opava, Czech Republic Duration: 4 May 2017 → 5 May 2017 http://demsme.cms.opf.slu.cz/

Conference

Conference	International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017
Location	Silesian University
Country/Territory	Czech Republic
City	Opava
Period	04/05/2017 → 05/05/2017
Internet address	http://demsme.cms.opf.slu.cz/

Bibliographical note

This is a conference paper; there will be an extended version of the paper (about double the length) with a similar title published in a journal

Keywords

brand loyalty
beer

AUB Link

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1 Citations
1 Journal article

Attitude and loyalty to two brands of beer of the same producer
Sudzina, F., 2017, In: Scientific Annals of Economics and Business. 64, SI, p. 57-69
Research output: Contribution to journal › Journal article › Research › peer-review

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Cite this

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title = "Loyalty to two brands of beer of the same producer",

abstract = "The focus of the paper is 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 in loyalty to any brand as it is produced by the same company and tastes very similarly (if not the same), i.e. if brand loyalty can be built to similar products produced by the same company. Data for the research were collected using an on-line questionnaire. The survey was conducted in Denmark. Respondents were Danish university students; such selection was done in order to ensure familiarity of respondents with both brands. Attitudinal and behavioral components of loyalty were measured by validated constructs consisting of two statements each.",

keywords = "brand loyalty, beer",

author = "Frantisek Sudzina",

note = "This is a conference paper; there will be an extended version of the paper (about double the length) with a similar title published in a journal; International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017, DEMSME ; Conference date: 04-05-2017 Through 05-05-2017",

year = "2017",

language = "English",

pages = "205--210",

editor = "Petr Such{\'a}nek and Roman {\v S}perka and {\v S}{\'a}rka {\v C}emerkov{\'a} and Radim Dol{\'a}k",

booktitle = "International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017",

publisher = "Silesian University, School of Business Administration",

url = "http://demsme.cms.opf.slu.cz/",

}

Sudzina, F 2017, Loyalty to two brands of beer of the same producer. in P Suchánek, R Šperka, Š Čemerková & R Dolák (eds), International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017. Silesian University, School of Business Administration, Karviná, pp. 205-210, International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017, Opava, Czech Republic, 04/05/2017.

Loyalty to two brands of beer of the same producer. / Sudzina, Frantisek.
International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017. ed. / Petr Suchánek; Roman Šperka; Šárka Čemerková; Radim Dolák. Karviná: Silesian University, School of Business Administration, 2017. p. 205-210.

Research output: Contribution to book/anthology/report/conference proceeding › Article in proceeding › Research › peer-review

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AU - Sudzina, Frantisek

N1 - This is a conference paper; there will be an extended version of the paper (about double the length) with a similar title published in a journal

PY - 2017

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AB - The focus of the paper is 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 in loyalty to any brand as it is produced by the same company and tastes very similarly (if not the same), i.e. if brand loyalty can be built to similar products produced by the same company. Data for the research were collected using an on-line questionnaire. The survey was conducted in Denmark. Respondents were Danish university students; such selection was done in order to ensure familiarity of respondents with both brands. Attitudinal and behavioral components of loyalty were measured by validated constructs consisting of two statements each.

KW - brand loyalty

KW - beer

M3 - Article in proceeding

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EP - 210

BT - International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017

A2 - Suchánek, Petr

A2 - Šperka, Roman

A2 - Čemerková, Šárka

A2 - Dolák, Radim

PB - Silesian University, School of Business Administration

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T2 - International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017

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ER -

Loyalty to two brands of beer of the same producer

Abstract

Conference

Bibliographical note

Keywords

AUB Link

Fingerprint

Research output

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

Cite this