Sökning: "Consumer-brand relationships"

Hittade 2 avhandlingar innehållade orden Consumer-brand relationships.

1. 1. Brand Trust : Corporate communications and consumer-brand relationships

   Författare :Clara Gustafsson; Per-Olof Berg; Janet L. Borgerson; Douglas B. Holt; Stockholms universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand; Trust; Consumer; Corporate Brand; Relationship; Communication; Asymmetrical Reciprocity; Faithful Shielding; Business studies; Företagsekonomi; Business Administration; företagsekonomi;

   Sammanfattning : In the wake of well-known instances of corporate misconduct – for example Enron in the U.S., and Skandia in Sweden – consumers ask for more transparent corporate brand practices to make corporate brands trustworthy. LÄS MER

3. 2. Tensions of extensions : adverse effects of brand extension within consumer relationships

   Författare :Henrik Sjödin; Handelshögskolan i Stockholm; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

   Sammanfattning : Imagine how you would react if you learned that your favorite singer was recording new music in a style far from that which you have come to love. Perhaps you would disapprove. Then you might react like many Porsche consumers did when they learned that “their” brand would start producing sports utility vehicles. They are not without peers. LÄS MER