Essays about: "Levene s test"

Found 1 essay containing the words Levene s test.

  1. 1. Consumers’ Brand Attitudes: : The Effect of Negative Publicity and Companies’ Response Strategies

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Josefine Högberg Mårder; Emelie Lindvall; [2014]
    Keywords : Consumer attitudes; Brand loyalty; Negative publicity; Response strategies;

    Abstract : Purpose: The purpose of the study was to assess whether the extent to which consumers’ brand attitudes change when the consumers are exposed to negative publicity of the brand, and when exposed to a company’s response to negative publicity, differ depending on the consumers’ degree of brand loyalty and depending on how positive the consumers’ initial brand attitudes are. Design/methodology/approach: The study had a deductive research approach with a single cross-sectional descriptive and exploratory design. READ MORE