When integrated Marketing Communication Leads to Brand Avoidance : A qualitative study on why consumers actively avoid certain brands because of their marketing communication efforts

Bachelor thesis English OPEN
Rebecca, Rodillas; Hanna, Bjärkvik;
(2017)
  • Publisher: Högskolan i Jönköping, Internationella Handelshögskolan
  • Subject: Advertising | Anti-Consumption | Brand | Brand Avoidance & Integrated Marketing Communication. | Business Administration | Företagsekonomi

Background - Supply is nowadays higher than the demand, making it possible for consumers to pick, choose and purchase brands that responds to their individual identity. Due to the numerous offerings available, consumers have started to become resistant and they are now ... View more
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