Sökning: "Annika Hein"

Hittade 1 uppsats innehållade orden Annika Hein.

  1. 1. The Interplay of Consumer, Brand and Situation Characteristics within Brand Perception

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Louise Marcussen; Annika Hein; Janina Schaumann; [2010]
    Nyckelord :Brand Perception; Social Perception; Brand Personality; Brand Relationship; Apple; Coca-Cola; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : Thesis purpose: The purpose of this thesis is to test and further develop the conceptual model of brand perception by analysing the role of the brand, consumer and situation characteristics in the consumer‟s perception of the brand. Furthermore, it shall be determined how the interplay of the three characteristics affects the consumer‟s perception. LÄS MER