Essays about: "Joanna Melander"

Found 1 essay containing the words Joanna Melander.

  1. 1. Why Do Consumers Avoid Certain Brands? : A Study of Brand Avoidance Within the Swedish Cosmetics Industry

    University essay from Högskolan i Jönköping/IHH, Marketing and Logistics

    Author : Amy Vong; Anna Hellberg; Joanna Melander; [2016]
    Keywords : Brand Avoidance; Anti-Consumption; Negative Brand Equity; Consumer-Brand Relationships;

    Abstract : Background - As of today, the positive forms of consumer-brand relationships have been intensively researched, whereas its counterpart has attained far less attention. Whilst current literature is focused on increasing positive brand equity, the knowledge of negative brand equity is sparse. READ MORE