Attitude and Loyalty to Two Brands of Beer of the Same Producer
DOI:
https://doi.org/10.1515/saeb-2017-0035Keywords:
attitude, brand loyalty, beerAbstract
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.
JEL Codes - M31; L66
References
Aaker, D. A., 1991. Managing Brand Equity. New York, NY: The Free Press.
Chaudhuri, A., and Holbrook, M. B., 2001. The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93. doi: http://dx.doi.org/10.1509/jmkg.65.2.81.18255
Chinomona, R., 2016. Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139. doi: http://dx.doi.org/10.1108/AJEMS-03-2013-0031
Chinomona, R., Mahlangu, D., and Pooe, D., 2013. Brand Service Quality, Satisfaction, Trust and Preference as Predictors of Consumer Brand Loyalty in the Retailing Industry. Mediterranean Journal of Social Sciences, 4(14), 181-190. doi: http://dx.doi.org/10.5901/mjss.2013.v4n14p181
Chung, S., and Park, J., 2017. The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market. Canadian Journal of Administrative Sciences, 34(1), 47-62. doi: http://dx.doi.org/10.1002/cjas.1321s
Dick, A. S., and Basu, K., 1994. Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113. doi: http://dx.doi.org/10.1177/0092070394222001
Filo, K., Funk, D. C., and Alexandris, K., 2008. Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness. International Journal of Sport Management and Marketing, 3(1/2), 39-57. doi: http://dx.doi.org/10.1504/IJSMM.2008.015960
Grohmann, B., 2009. Gender dimensions of brand personality. JMR, Journal of Marketing Research, 46(1), 105-119. doi: http://dx.doi.org/10.1509/jmkr.46.1.105
Grosova, S., Masar, M., Kutnohorska, O., and Kubes, V., 2017. The demand for beer in Czech Republic: Understanding longrun on- and off-trade price elasticities. Czech Journal of Food Sciences, 35(2), 165-170. doi: http://dx.doi.org/10.17221/365/2016-CJFS
Gultekin, B., and Turgut, M. U., 2013. The role of brand loyalty, customer and brand related cues in the gas station industry in Turkey. International Journal of Arts and Commerce, 2(11), 29-40.
Hollensen, S., 2016. Global Marketing (7th ed. ed.). London: Pearson.
Homer, P. M., 2006. Relationships Among Ad-Induced Affect, Beliefs, and Attitudes: Another Look. Journal of Advertising, 35(1), 35-51. doi: http://dx.doi.org/10.2753/JOA0091-3367350103
Howard, J., and Sheth, J., 1969. The Theory of Buyer Behavior. New York: John Wiley & Sons.
Joji, A. N., 2011. Consumer Evaluations of Product Line Brand Extension. Journal of Brand Management, 8(1), 22-35.
Khan, M. N., -ul-Aabdean, Z., Salman, M., Nadeem, B., and Rizwan, M., 2016. The Impact of Product and Service Quality on Brand Loyalty: Evidence from Quick Service Restaurants. American Journal of Marketing Research, 2(3), 84-94.
Kim, R., and Zhao, M., 2014. Chinese Consumers' Brand Loyalty for Consumer Products: Importance of Brand Personality as Major Antecedent of Brand Loyalty. Asian Academy of Management Journal, 19(1), 1-15.
Kotler, P., Armstrong, G., Harris, L. C., and Piercy, N., 2017. Principles of Marketing (7th European ed. ed.). New Jersey: Pearson Publishing.
Kumar Mishra, M., Kesharwani, A., and Das, D., 2016. The relationship between risk aversion, brand trust, brand affect and loyalty: Evidence from the FMCG industry. Journal of Indian Business Research, 8(2), 78-97. doi: http://dx.doi.org/10.1108/JIBR-04-2015-0045
Ramesh Kumar, S., and Advani, J. Y., 2005. Factors Affecting Brand Loyalty: A study in an emerging market on fast moving consumer goods. Journal of Customer Behaviour, 4(2), 251-275. doi: http://dx.doi.org/10.1362/1475392054797223
Rosengrens, S., and Dahlen, M., 2015. Exploring Advertising Equity: How a Brand's Past Advertising May Affect Consumer Willingness to Approach Its Future Ads. Journal of Advertising, 44(1), 1-13. doi: http://dx.doi.org/10.1080/00913367.2014.961666
Sengupta, J., and Johar, G. V., 2002. Effects of Inconsistent Attribute Information on the Predictive Value of Product Attitudes: Toward a Resolution of Opposing Perspectives. The Journal of Consumer Research, 29(1), 39-56. doi: http://dx.doi.org/10.1086/339920
Sudzina, F., 2017a. Testing scales for attitude towards beer: The case of two brands of beer of the same producer Proceedings of the 26th International Scientific Conference Agrarian Perspectives XXVI: Competitiveness of European Agriculture and Food Sectors (pp. 375-381). Prague: Czech University of Life Sciences Prague.
Sudzina, F., 2017b. Testing scales for beer brand loyalty: The case of two brands of beer of the same producer Current Problems of the Corporate Sector 2017. Bratislava (pp. 972-978). Bratislava: University of Economics.
Sung, Y., and Kim, J., 2010. Effects of brand personality on brand trust and brand affect. Psychology and Marketing, 27(7), 639-661. doi: http://dx.doi.org/10.1002/mar.20349
Sung, Y., Kim, J., and Jung, J. H., 2009. The Predictive Roles of Brand Personality on Brand Trust and Brand Affect: A Study of Korean Consumers. Journal of International Consumer Marketing, 22(1), 5-17. doi: http://dx.doi.org/10.1080/08961530902844907
Zhang, S., van Doorn, J., and Leeflang, P. S. H., 2012. Changing consumer markets and marketing in China. International Journal of Business and Emerging Markets, 4(4), 328-351. doi: http://dx.doi.org/10.1504/IJBEM.2012.049825
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2017 SCIENTIFIC ANNALS OF ECONOMICS AND BUSINESS
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All accepted papers are published on an Open Access basis.
The Open Access License is based on the Creative Commons license.
The non-commercial use of the article will be governed by the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License as currently displayed on https://creativecommons.org/licenses/by-nc-nd/4.0
Under the Creative Commons Attribution-NonCommercial-NoDerivatives license, the author(s) and users are free to share (copy, distribute and transmit the contribution) under the following conditions:
1. they must attribute the contribution in the manner specified by the author or licensor,
2. they may not use this contribution for commercial purposes,
3. they may not alter, transform, or build upon this work.
This work is licenced under a 
