Loyalty to two brands of beer of the same producer

Research output: Contribution to book/anthology/report/conference proceedingArticle in proceedingResearchpeer-review

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 languageEnglish
Title of host publicationInternational conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017
EditorsPetr Suchánek, Roman Šperka, Šárka Čemerková, Radim Dolák
Place of PublicationKarviná
PublisherSilesian University, School of Business Administration
Publication date2017
Pages205-210
ISBN (Electronic)978-80-7510-243-0
Publication statusPublished - 2017
EventInternational conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017 - Silesian University, Opava, Czech Republic
Duration: 4 May 20175 May 2017
http://demsme.cms.opf.slu.cz/

Conference

ConferenceInternational conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017
LocationSilesian University
CountryCzech Republic
CityOpava
Period04/05/201705/05/2017
Internet address

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

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