Brand image in the Sharing Economy : An exploratory study of how to achieve positive customer perceptions in the sharing economy

Brand image in the Sharing Economy : An exploratory study of how to achieve positive customer perceptions in the sharing economy

Abstract Background: Most of existing literature in the field of sharing economy has focused on aspects of sustainability and business model structure. Research on brand image in the sharing economy has up until today not been an area of investigation. The purpose of a company’s marketing activities...

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Bibliographic Details
Main Authors: Johansson, Jacob, Folkesson, Oscar, Henningsson, Jacob
Format: Others
Language:English
Published: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi 2018
Subjects:
Brand image
Brand equity
Brand management
Marketing
Sharing economy
Collaborative consumption
Business Administration
Företagsekonomi
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39695

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39695

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