Influence Of Retailer’s On Brand Image

This is a scientific article that aims to investigate how Swedish consumers (universitystudents) perceive laptop brand image in association with retailers image. Furthermore thisstudy takes a step further from mainstream research to investigate how gender and ageinfluence consumer perception. The aim is answered using a research model that is basedon4hypothesis.A quantitative survey is conducted on334respondents. Findings show thatthree of the hypothesis aresignificant, while two are accepted while two are rejected. If highimage laptop Acer is sold in low image retailers, the brand image significantly decreases. Iflow image laptop Acer is placed in high image retailers, brand image significantly increases.Contrary to expectations results also show that if a high image laptop Apple is placed in ahigh image retailer, the brand image significantly decreases instead of increasing. Thus it isthe factors age and gender that help reveal in particular among respondents, it is the femalerespondentsand respondents above23year of agethat perceivehigh image laptop Appleifplaced under high image retailer the brand image significantly decreasesinstead ofincreasing.