Sökning: "Pernilla Lerberg"

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  1. 1. “Milk is milk” versus “Ditch milk” : A case study of consumers’ attitudes towards brands involved in brand rivalry

    Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

    Författare :Pernilla Lerberg; Kajsa Nilsson; [2020]
    Nyckelord :Consumer attitudes; brand rivalry; public conflict; buzz marketing; brand; word-of-mouth;

    Sammanfattning : For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla serving dairy products and the innovative Oatly offering vegan milk substitutes. The purpose of this thesis was to investigate how consumers’ attitudes are affected by firms’ involvement in brand rivalry, where the conflict between Arla and Oatly served as a case. LÄS MER