Essays about: "Isabelle Gosenius"

Found 1 essay containing the words Isabelle Gosenius.

  1. 1. To Avoid, or Not to Avoid? A quantitative study of the reasons for brand avoidance and how they take form in avoidance behaviors.

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Elsa Wadelius; Isabelle Gosenius; [2018]
    Keywords : Brand Avoidance; Avoidance Behavior; Subjective Norms; Level of Involvement; Persistency Over Time;

    Abstract : The concept of brand loyalty has gained extensive attention from academia and from companies, in an attempt to understand what makes consumers loyal to a brand. There is however a lack of understanding of what makes consumers avoid a brand. READ MORE