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Found 2 essays matching the above criteria.

1. 1. Brand Avoidance : A study focusing on Marketing Communication within the Sportswear Industry in Sweden

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Anna-Sara Holmström; Therese Almqvist; Moa Forsberg; [2016]
   Keywords : Brand Avoidance; Anti-consumption; Advertising; Marketing Communication; Sportswear Industry;

   Abstract : Background Until today, branding in positive forms has been widely researched. It has been studied why consumers choose certain brands and how companies can increase brand loyalty. On the other hand, literature lacks studies on negative branding, which now becomes more interesting to gain more knowledge about. READ MORE

3. 2. Selecting Self-Employment: -The Influences on Female Entrepreneurs in Gaborone

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Anna Björnberg; Sara Almqvist; [2010]
   Keywords : Female Entrepreneurship; Perceived Feasibility; Perceived Desirability; Self-Efficacy; Specific Desirabilities;

   Abstract : This study is based on an adapted version of the Shapero model. It aims to answer the research questions; “What makes female entrepreneurs in Gaborone perceive entrepreneurship as a desirable and feasible career choice?” and “How do role models influence the perception of the desirability and feasibility of an entrepreneurial career for female entrepreneurs in Gaborone?” This is done through utilizing a qualitative approach consisting of interviews with ten female entrepreneurs in Gaborone, in addition to three experts. READ MORE