Sökning: "Julia Sunnegårdh"

Hittade 1 uppsats innehållade orden Julia Sunnegårdh.

1. 1. Is your brand loyalty affected by the country? : An explanatory investigation of the relationship between brand loyalty and country-of-origin in a Swedish context

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Christoffer Eriksson; Sofia Dahlgren; Julia Sunnegårdh; [2021]
   Nyckelord :Brand loyalty; country-of-origin; perceived quality; country image; repetitive purchase; attitudinal loyalty.;

   Sammanfattning : Background: Brand loyalty is a rather old concept and has become a central part of everybrand and there are many factors that need to be considered when choosing strategies in orderto achieve this. However, even though the concept itself is rather set-in stone the research onhow brands archive this in different contexts is constantly in motion, for instance it has beenshown that a brand's Country-of-Origin has effects on consumers purchase intent and attitudeswhich are crucial factors within Brand loyalty. LÄS MER