Attitude and Loyalty to Two Brands of Beer of the Same Producer

Frantisek Sudzina

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.


Keywords


attitude; brand loyalty; beer

JEL Codes


M31; L66

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References


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DOI: http://dx.doi.org/10.1515/saeb-2017-0035

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