Vis enkel innførsel

dc.contributor.authorShestakov, Anton Alexandrovich
dc.date.accessioned2013-04-19T08:32:38Z
dc.date.available2013-04-19T08:32:38Z
dc.date.issued2012
dc.identifier.urihttp://hdl.handle.net/11250/169559
dc.description.abstractBrand crisis can often lead to negative publicity which substantially affects purchase intention. Brand attachment, on the other hand, possesses marketing value since it helps the consumer choose a brand from a set of available brands in a certain market, has a positive effect on repeat purchase, and provokes the willingness to recommend a brand. This study attempts to examine purchase intention after Apple’s employee management crisis in China. It will do so by testing the blame attribution model by Bråthen (1999), and including brand attachment as a moderator. This model utilizes attribution theory which explains how consumers attribute causation to the crises and which factors affect consumer behavior (purchase intention) as a result of this attribution. Empirical testing using a questionnaire of 80 NHH students confirmed most of my hypothesized effects, presented in the analysis, except for the insignificant moderating effect of brand attachment on perceived control over employee management by industry and the nature of relationship between the two variables. Finally, managerial implications, suggestions for future research and limitations of my findings are discussed.no_NO
dc.language.isoengno_NO
dc.subjectmarketing and brand managementno_NO
dc.titleModerating role of brand attachment in brand crisis. To what extent does brand attachment affect purchase intention in brand crisis: a study based on Apple’s crisis in China.no_NO
dc.typeMaster thesisno_NO
dc.subject.nsiVDP::Social science: 200::Economics: 210::Business: 213no_NO


Tilhørende fil(er)

Thumbnail

Denne innførselen finnes i følgende samling(er)

Vis enkel innførsel