Instigating involvement through consumer-based brand equity : an attitudinal study of consumer-based brand equity and consumer involvement

Bachelor thesis English OPEN
Bredberg, David; Holmquist, Johan;
(2009)
  • Publisher: Högskolan Kristianstad, Sektionen för Hälsa och Samhälle
  • Subject: consumer-based brand equity | brand loyalty | consumer involvement | consumer behavior | Business studies | Företagsekonomi

Recent research on links between dimensions of consumer-based brand equity, as well as links to consumer involvement, has shown that it is a significant predictor of purchase behavior. The purpose of this dissertation is to explore the affect brands have on consumer inv... View more
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