Essays about: "Oscar Kjellberg"

Found 1 essay containing the words Oscar Kjellberg.

  1. 1. Branding in the automotive industry: The role of product experience in the buying process of the premium segment in Sweden.

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Oliver Carlberg; Oscar Kjellberg; [2018]
    Keywords : Product experience; Branding; Buying process; Premium segment; Automotive industry;

    Abstract : Purpose: The purpose of this study is to analyze and obtain a deeper understanding regarding the role of prior and present product experience and its impact on the buying process of an automobile within the premium segment in Sweden.   Problem: A research gap has been identified regarding the connection between a product experience and its actual role in the buying process of a premium automobile. READ MORE