Sökning: "Moa Holmström"

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  1. 1. Brand Avoidance : A study focusing on Marketing Communication within the Sportswear Industry in Sweden

    Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

    Författare :Anna-Sara Holmström; Therese Almqvist; Moa Forsberg; [2016]
    Nyckelord :Brand Avoidance; Anti-consumption; Advertising; Marketing Communication; Sportswear Industry;

    Sammanfattning : Background Until today, branding in positive forms has been widely researched. It has been studied why consumers choose certain brands and how companies can increase brand loyalty. On the other hand, literature lacks studies on negative branding, which now becomes more interesting to gain more knowledge about. LÄS MER