Sökning: "Charlie Bech-Jansen"

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  1. 1. Sweden - we have a result! : The Melodifestivalen Brand and its Implications

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Charlie Bech-Jansen; Robin Eriksson; [2019]
    Nyckelord :Melodifestivalen; Brand Equity; Priming; Consumer Attitudes; Marketing Activities;

    Sammanfattning : Melodifestivalen is one of Sweden's most viewed television programs. However, for the past few years, its viewings and ratings have suffered a decline. One explanation for this phenomenon is a change in the consumers' attitude towards the program, and a shift in Melodifestivalen's brand equity as a result. LÄS MER