Sökning: "Vilgot Bergmark"

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  1. 1. Do you purchase you-products? A quantitative study analyzing the mediating effects of self-congruence and satisfaction on the purchase intention of masstige home goods

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Kajsa Dahlberg; Vilgot Bergmark; [2023]
    Nyckelord :Masstige; Self-congruence; Purchase intention; Consumer behavior; Everyday products;

    Sammanfattning : In contrast to earlier times, middle-class consumers are now more inclined to purchase products that offer superior quality and taste. The new middle segment is called "masstige" as it bridges the "mass" production of "prestige" items. LÄS MER