Sökning: "Oliver Carlberg"

Hittade 1 uppsats innehållade orden Oliver Carlberg.

1. 1. Branding in the automotive industry: The role of product experience in the buying process of the premium segment in Sweden.

   Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

   Författare :Oliver Carlberg; Oscar Kjellberg; [2018]
   Nyckelord :Product experience; Branding; Buying process; Premium segment; Automotive industry;

   Sammanfattning : Purpose: The purpose of this study is to analyze and obtain a deeper understanding regarding the role of prior and present product experience and its impact on the buying process of an automobile within the premium segment in Sweden.   Problem: A research gap has been identified regarding the connection between a product experience and its actual role in the buying process of a premium automobile. LÄS MER