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 |