Sökning: "Micaela Tärnhamn"

Hittade 1 uppsats innehållade orden Micaela Tärnhamn.

  1. 1. Can commitment save companies from negative publicity? : The tempering effect of commitment and corporate response on negative publicity

    Kandidat-uppsats, Högskolan i Jönköping/IHH, EMM (Entrepreneurskap, Marknadsföring, Management); Högskolan i Jönköping/IHH, EMM (Entrepreneurskap, Marknadsföring, Management); Högskolan i Jönköping/IHH, EMM (Entrepreneurskap, Marknadsföring, Management)

    Författare :Nanci Kasto; Elina Sargezi; Micaela Tärnhamn; [2009]
    Nyckelord :attitude; brand; commitment; consumer behaviour; corporate response; experiment; negative publicity; attityd; experiment; företagsrespons; konsumentbeteende; lojalitet; negativ publicitet; varumärke;

    Sammanfattning :   According to Faircloth, Capella & Alford, (2001), a brand is one of the most important assets a company can possess. A brand is what the consumers relate to when differentiating one com-pany from another and therefore plays a vital role for determining competitive advantage. LÄS MER