ICA:s köttfärsskandal - ett år senare : En studie om konsumenters tillit till ett starkt varumärke efter en produktkris
This thesis aims to through certain parts of the brand equity investigate the trust of consumers for a brand that recently experienced a product-harm crisis. It also wants to investigate why this trust exist, if it does. Structured interviews were carried out at 60 respondents in Uppsala. The resu...
| Main Authors: | , |
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| Format: | Others |
| Language: | Swedish |
| Published: |
Uppsala universitet, Företagsekonomiska institutionen
2008
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-87634 |
| Summary: | This thesis aims to through certain parts of the brand equity investigate the trust of consumers for a brand that recently experienced a product-harm crisis. It also wants to investigate why this trust exist, if it does. Structured interviews were carried out at 60 respondents in Uppsala. The results show that the respondents have positive associations with ICA, they think that ICA maintains a high quality on their products and services and that 50% more often choose to do their grocery shopping at ICA. The conclusion of the study is that ICA has a strong brand equity resulting in brand trust from consumers, which is founded in the brand reliability and brand intentions of the company. |
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