Sökning: "Josefine Högberg Mårder"

Hittade 2 uppsatser innehållade orden Josefine Högberg Mårder.

1. 1. Consumers’ Brand Attitudes: : The Effect of Negative Publicity and Companies’ Response Strategies

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

   Författare :Josefine Högberg Mårder; Emelie Lindvall; [2014]
   Nyckelord :Consumer attitudes; Brand loyalty; Negative publicity; Response strategies;

   Sammanfattning : Purpose: The purpose of the study was to assess whether the extent to which consumers’ brand attitudes change when the consumers are exposed to negative publicity of the brand, and when exposed to a company’s response to negative publicity, differ depending on the consumers’ degree of brand loyalty and depending on how positive the consumers’ initial brand attitudes are. Design/methodology/approach: The study had a deductive research approach with a single cross-sectional descriptive and exploratory design. LÄS MER

3. 2. Gender Stereotyping in Key Account Management : A study of male and female attributes in relation to the customers' perception of an ideal Key Account Manager

   Kandidat-uppsats, Institutionen för marknadsföring (MF)

   Författare :Evelina Börjesson; Josefine Högberg Mårder; Kim Sjöö; [2013]
   Nyckelord :key account management; gender stereotyping; difference feminism; quantitative method;

   Sammanfattning : Even though Sweden is one of the most highly developed countries in the world when it comes to the observance of gender equality, there are still many professions in which the distribution between men and women are vastly uneven. One of these is the key account manager profession, where around 80-90% of the persons chosen for the task are men. LÄS MER