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1. 1. Pride and Prejudice: A Netnographic Study of Boycott Motivations

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Katherine Lodder; Jorge Luis Lopez; Scott Luptowski; [2009]
   Nyckelord :Boycott; Netnography; Consumer Behavior; Consumer Motivation; Blogs; Management of enterprises; Företagsledning; management; Business and Economics;

   Sammanfattning : The main purpose of this study is to provide an understanding of boycotter motivations in a current and ongoing boycott. From the data gathered the authors establish their own boycott motivation themes relating specifically to the Kellogg's case. A Netnography is the main method used for the collection of qualitative data. LÄS MER