Kundbaserat varumärkeskapital : En deskriptiv studie med syftet att undersöka hur generation Z värderar varumärkeskapitalet hos en konsumentprodukt
The purpose of the thesis was to investigate how generation Z values the customer-based brand equity of a consumer product. Generation Z is an interesting generation to study since they have shown to differ in a variety of aspects from previous generations. To answer the purpose, a model has been...
| Main Authors: | , |
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| Format: | Others |
| Language: | Swedish |
| Published: |
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle
2019
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-75217 |