Sökning: "Joel Larsson Ljungcrantz"

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  1. 1. Brand Equity | När varumärken brinner

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Joel Larsson Ljungcrantz; Hugo Lindgren; Mattias Johansson; [2022]
    Nyckelord :Brand Equity; Produktskadekris; Replikation; Varumärken; Konsumentreaktioner; Business and Economics;

    Sammanfattning : Purpose: The purpose of this replication study is to test and compare how a product damage crisis affects brands with high and low brand equity from a consumer perspective in Sweden. The study also aims to contribute with increased knowledge to the topics of brand equity and product-harm crisis. LÄS MER