ABSTRACT
This is a scientific article that aims to investigate how Swedish consumers (university
students) perceive laptop brand image in association with retailers image. Furthermore this
study takes a step further from mainstream research to investigate how gender and age
influence consumer perception. The aim is answered using a research model that is based
on 4 hypothesis.A quantitative survey is conducted on 334 respondents. Findings show that
three of the hypothesis aresignificant, while two are accepted while two are rejected. If high
image laptop Acer is sold in low image retailers, the brand image significantly decreases. If
low 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 a
high image retailer, the brand image significantly decreases instead of increasing. Thus it is
the factors age and gender that help reveal in particular among respondents, it is the female
respondentsand respondents above 23 year of agethat perceivehigh image laptop Appleif
placed under high image retailer the brand image significantly decreasesinstead of
increasing.
Keywords: brand image; retailers image; age; gender; Swedish consumers; perception;
branding