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The value of brand values

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gupea_2077_31616_1.pdfMaster of Communication Thesis1489KbAdobe PDF
Title: The value of brand values
Other Titles: An empirical research study about how brands can generate value for consumers
Authors: Lanetoft, Caroline Therése
Issue Date: 26-Nov-2012
Degree: Master theses
Series/Report no.: 2012
Keywords: Brand values
brand equity
consumers’ interpretation of brand values
consumer behaviour
brand management
brand sensitivity
brand knowledge
brand association
added value
brand loyalty
brand image
Abstract: As the society is changing due to technology, the markets are emerging into becoming more homogeneous. The consumer behaviour is changing, and with that, the value of brands. This thesis aims to investigate how consumers interpret brand values and how brands can generate value for the consumers’. In order to achieve knowledge in this, known research in the field of brand management and consumer behaviour will be used in the theoretical framework. The study will contain a semi-quantitative metho... more
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