Essays about: "Lucas Rodrigues"

Found 1 essay containing the words Lucas Rodrigues.

  1. 1. Why Do We Hate Brands? : A qualitative study of how the dark side of branding is influenced by group identification

    University essay from Umeå universitet/Företagsekonomi

    Author : Lucas Rodrigues; Daniel Karlsson; [2015]
    Keywords : Brand Hate; Non-customers; Group Identification; Reference Groups; Perception of brands; Brand Image;

    Abstract : Abstract The purpose of this thesis was to gain a better understanding of the relatively new concept of Brand Hate. More specifically, how Brand Hate can occur in people with no to little experience with certain brands, so called non-customers. READ MORE