Essays about: "Martin Trosell"
Found 1 essay containing the words Martin Trosell.
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1. The consequences of screwing up - How components of your brand equity are affected by a corporate scandal
University essay from Göteborgs universitet/Graduate SchoolAbstract : The purpose of this study is to investigate in detail how brand equity is affected by a corporate scandal. This is done by running an experiment where two fictive brands, only separated by the amount of CSR activities they are involved with, are responsible for a corporate scandal. READ MORE
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