Sökning: "brand acceptability"

Hittade 2 uppsatser innehållade orden brand acceptability.

1. 1. A Consumer Perspective on Reshoring Production: Insights from Sweden

   Magister-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Madeliene Hedin; Yajun Liang; Witt Gustaf; [2023]
   Nyckelord :Reshoring; Swedish Consumers; Purchase Intention; Brand Attitude; Social Acceptability; Perceived Social Responsibility;

   Sammanfattning : Background: Reshoring refers to the process of bringing back manufacturing activities from foreign countries to the home country. The phenomenon is receiving increasing attention from companies and academics for factors such as increasing labor costs in offshore locations, supply chain disruptions, and a growing preference for locally made products. LÄS MER

3. 2. The Effects of Brand-Context Congruence

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Weronika Bojanowicz; Johanna Hagberg; [2017]
   Nyckelord :customer-based brand equity; brand equity; digital marketing; brand-context congruence; brand image; targeted advertising; perceived quality; brand associations; brand esteem; brand acceptability; overall attitude; symbolic brand; functional brand; Business and Economics;

   Sammanfattning : The purpose of this study is to examine if brand-context congruence has an effect on customer-based brand equity and whether brand image impacts this relationship. The relationship between an ad and the surrounding context, so called context congruence, has gained a lot of attention. LÄS MER