Sökning: "Nikolay Antonov Nikolov"

Hittade 1 uppsats innehållade orden Nikolay Antonov Nikolov.

  1. 1. Identity Brand Avoidance : Understanding the Interdependencies and Main Drivers of Brand Avoidance

    Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

    Författare :William Johansson; Nikolay Antonov Nikolov; Johan Pehrsson; [2016]
    Nyckelord :Brand Avoidance; Consumer Behavior; Brand Loyalty; Brand Community; Brand Management;

    Sammanfattning : As everyday consumers become more engaged with their products and services, it is apparent that they are more willing to associate with certain brands. While most existing literature focuses on creating strong consumer-brand relationships and fostering brand loyalty, there has only been an interest in brand avoidance in the last several years. LÄS MER