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1. A global brand imagery context on consumers’ willingness to purchase and pay price premium: the EuroAsia telecommunication sector
Master-uppsats, Göteborgs universitet/Graduate SchoolSammanfattning : Purpose – The aim of this study is to explore how societal culture and brand imageries influence consumers’ willingness to pay price premium, along with consumers purchase intentions. Design/methodology/approach – The study is based on a quantitative survey of brand images found in the telecommunication sector and branding literature. LÄS MER
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