Branding in the automotive industry: The role of product experience in the buying process of the premium segment in Sweden.
Purpose: The purpose of this study is to analyze and obtain a deeper understanding regarding the role of prior and present product experience and its impact on the buying process of an automobile within the premium segment in Sweden. Problem: A research gap has been identified regarding the connec...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
2018
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39690 |