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  1. 1. IN BRANDS WE TRUST

    D-uppsats, Göteborgs universitet/Graduate Business School

    Författare :NATALIE ANN RYAN; [2003]
    Nyckelord :International brand; Trust; Sweden; Culture; Perception;

    Sammanfattning : Trust is an abstract concept whose definition can differ based on the individual. However, when it comes to brand trust in international markets, it can mean only one thing. International companies need to ensure that foreign consumers have trust for their brands if they want to have successful relationships with their customers. LÄS MER