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dc.contributor.authorDrage, Alf-Henning
dc.date.accessioned2015-03-04T12:17:50Z
dc.date.available2015-03-04T12:17:50Z
dc.date.issued2014
dc.identifier.urihttp://hdl.handle.net/11250/278428
dc.description.abstractA crisis can have a devastating effect on a brand. In this study we have sought to find out what effect different kinds of crisis has on consumers’ attitude, purchase intention, performance risk and social risk (dependent variables). We have also looked at what effect brand love has on the dependent variables. Finally, we have looked at what moderating effect brand love has on the relationship between crisis and the dependent variables. We have answered these research questions by doing an experiment where we have used a made-up brand and a made-up crisis. Our main findings are that a crisis that affects the core values of a brand has a larger effect on purchase intention than a crisis that is related to the performance of a product. Also, brand love was found to dampen the effect a crisis had on purchase intention.nb_NO
dc.language.isoengnb_NO
dc.subjectmarkedsføringnb_NO
dc.subjectbrand managementnb_NO
dc.titleInfluences of different brand crisis on customer brand perceptions : moderating influences of brand lovenb_NO
dc.typeMaster thesisnb_NO
dc.subject.nsiVDP::Social science: 200::Economics: 210::Economics: 212nb_NO
dc.subject.nsiVDP::Social science: 200::Psychology: 260nb_NO
dc.description.localcodenhhmasnb_NO


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