Sökning: "Jonas Schäfer"

Hittade 1 uppsats innehållade orden Jonas Schäfer.

  1. 1. Brands of athletes- The effect of brand personality of athletes on consumers

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Jonas Schäfer; Filip Svensson; [2013]
    Nyckelord :Brand equity; brand personality; celebrity entrepreneurship; perceived quality; purchase intention; athletes; Business and Economics;

    Sammanfattning : Purpose To investigate the effect of an individual celebrity athlete’s personality on the consumer behavior facets of perceived quality and purchase intention. Methodology A quantitative survey with 257 respondents all over the world to deductively test hypotheses. LÄS MER