Essays about: "Jonas Schäfer"

Found 1 essay containing the words Jonas Schäfer.

  1. 1. Brands of athletes- The effect of brand personality of athletes on consumers

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jonas Schäfer; Filip Svensson; [2013]
    Keywords : Brand equity; brand personality; celebrity entrepreneurship; perceived quality; purchase intention; athletes; Business and Economics;

    Abstract : Purpose To investigate the effect of an individual celebrity athlete’s personality on the consumer behavior facets of perceived quality and purchase intention. Methodology A quantitative survey with 257 respondents all over the world to deductively test hypotheses. READ MORE