Essays about: "Redken"

Found 1 essay containing the word Redken.

  1. 1. Network Perspectives on Showrooming : Examining Trust and Commitment in the Hair Care Industry

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Jakob Jorstedt; Emma Engqvist; [2014]
    Keywords : Business network; trust; commitment; benevolence; credibility; showrooming; relationship marketing; hair care; L’Oréal; Redken;

    Abstract : Consumers are increasingly adopting new ways of purchasing and consuming hair care products, utilizing multiple channels (showrooming) in a hair care market where E-commerce actors are increasingly offering premium products at low price points. While previous research has extensively portrayed consumers as the central actor and villain of showrooming, this paper has instead focused its purpose and empirical investigation on the act ions and relationships between consumers, hairdressers, L’Oréal Redken and E-commerce as actors in the network of showrooming, applying a business network perspective. READ MORE