Sökning: "Göran Keller"

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  1. 1. Cheap Monday : En kvalitativ studie av konsumenternas åsikter om märket

    Kandidat-uppsats, Medier och kommunikation

    Författare :Oskar Norlander; [2008]
    Nyckelord :Cheap Monday; CM; Brand Equity; Brand Community; consumer; associations; Keller; Muniz; O’Guinn;

    Sammanfattning : Abstract Title: Cheap Monday – A qualitative study of the consumers’ opinions of the brand (Cheap Monday – En kvalitativ studie av konsumenternas åsikter om märket) Number of pages: 38 (40 including enclosures) Author: Oskar Norlander Tutor: Göran Svensson Course: Media and Communication Studies C Period: Autumn 2007 University: Division of Media and Communication, Department of Information Science, Uppsala University Purpose/Aim: The purpose of this essay is to examine from the customers’ perspective how the Swedish jeans-brand Cheap Monday in just three years time could become such a prominent brand on the Swedish market. An additional purpose is to examine whether there is some kind of brand community connected to the brand or not. LÄS MER