Sökning: "David Magariños"

Hittade 1 uppsats innehållade orden David Magariños.

  1. 1. Green Marketing - The impact on consumer-based brand equity : a quantitative study among the Swedish Generation Y in the fashion clothing industry

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Danial Ahmad; David Magariños; [2017]
    Nyckelord :Green marketing-mix; Consumer-based brand equity; Attitude-behaviour gap; Generation Y;

    Sammanfattning : Introduction: Recent trends have shown a steady growth regarding environmental concerns along with the pro-environmental attitudes among the consumers, yet a contradicting behaviour is observed in the purchase of environmentally friendly products, giving birth to the phenomena of attitude-behaviour gap. A fair amount of researchers have studied this attitude-behaviour gap over the recent years, investigating this very inconsistency in order to present a solution. LÄS MER