Sökning: "Associationer Product recalls"

Hittade 1 uppsats innehållade orden Associationer Product recalls.

  1. 1. Hur varumärket påverkar ansvar vid en produktåterkallning - en kvalitativ studie

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Johan Brishammar; Andreas Björklund; Jakob Hansén; [2017]
    Nyckelord :Associations; Brand equity; Associationer Product recalls; BMW; Volvo; Attribution theory; Varumärkeskapital; Produktåterkallning; Business and Economics;

    Sammanfattning : Purpose: The purpose of this study is to expand and deepen the knowledge of how companies Brand equity and Brand associations influence customer reactions on product recalls. Methodology: A qualitative study with hermeneutic-phenomenological approach has been implemented. LÄS MER