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  1. 1. The value of brand values

    Master-uppsats, IT-universitetet i Göteborg/Tillämpad informationsteknologi

    Författare :Caroline Therése Lanetoft; [2012-11-26]
    Nyckelord :Brand values; brand equity; consumers’ interpretation of brand values; consumer behaviour; brand management; engagement; brand sensitivity; brand knowledge; brand association; added value; brand loyalty; brand image;

    Sammanfattning : As the society is changing due to technology, the markets are emerging into becoming more homogeneous. The consumer behaviour is changing, and with that, the value of brands. This thesis aims to investigate how consumers interpret brand values and how brands can generate value for the consumers’. LÄS MER