“Milk is milk” versus “Ditch milk” : A case study of consumers’ attitudes towards brands involved in brand rivalry
For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla serving dairy products and the innovative Oatly offering vegan milk substitutes. The purpose of this thesis was to investigate how consumers’ attitudes are affected by firms’ involvement in brand rivalr...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Högskolan Kristianstad, Fakulteten för ekonomi
2020
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20851 |