Drömplanen blev en mardröm En studie om Framställningen av Norweigian och varuvärkesexponering i svensk media under Boeing 787:s kris

Abstract

Executive summary The aim of this study is to examine how the favourability and brand exposure of Norwegian has been damage by their supplier, Boeing 787:s, problems concerning the aircraft Dreamliner. The theoretical framework underlies the content analysis that has been used to operate the study. In total the empirical data rise up to 623 articles that has been collected and analysed from the media archive Retriever. Compares to before and after Boeing 787:s problem with the Dreamliner, the results indicates that the favourability of Norwegian in the Swedish media landscape during the problems was negatively affected. The results also show that there was no increase in brand exposure for Norwergian during the problems. Nevertheless a correlation was found between negative favourability and increased brand exposure.