Abstract
Purpose: The purpose of this study is to describe the relationship of the auditor’s underlying psychological characteristics’ effect on the valuation of a brand.
Methodology: This study applied a positivist concept of science with a quantitative research approach.
Theory: The theoretical chapter is based on theories of psychological factors. The psychological factors in the essay is based on a five factor-model and risk preference.
Empirical foundation: The empirical data used in this study was collected by a use of a model company and a supplemental questionnaire.
Conclusions: The study in this paper has shown that no connection exists between the auditor's psychological characteristics, and his valuation of a brand. This affects both factors in fivefactor-theory and risk preference. A possible connection between the variable agreeableness and the value of the brand exists, but the significance was not present for the entire model, therefore it is not statistically ensured.
| Date of Award | 2013-Jan-30 |
|---|---|
| Original language | Swedish |
| Supervisor | Fredrik Jörgensen (Supervisor) & Kristina Genell (Examiner) |
University credits
- 15 HE credits
Swedish Standard Keywords
- Business Administration (50202)
Keywords
- brand valuing
- five factor-model
- risk preference
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