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The Importance of Brands: Swedish Generation Y Males and Clothing
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Brands are an important part of consumers’ lives, and cultural aspects affect how consumers view brands. Though a great depth of research exists on branding and consumer culture, there is a lack of knowledge about Generation Y’s perceptions of clothing in Sweden, and specifically for men, across many countries. Different people purchase branded clothing for varied reasons and possess diverse needs that branded clothing may meet. Therefore, this study focuses on determining the perception of clothing and brands that Swedish men of Generation Y hold and examines the role branded clothing plays in their lives, in hopes of creating new knowledge within the chosen topic area. 

Place, publisher, year, edition, pages
2015. , 55 p.
Keyword [en]
Brands, Perception, Clothing, Generation Y, Men, Sweden, Brand Preference
National Category
Business Administration
URN: urn:nbn:se:hj:diva-26469ISRN: JU-IHH-FÖA-2-20150114OAI: diva2:811045
Subject / course
IHH, Business Administration
Available from: 2015-06-30 Created: 2015-05-10 Last updated: 2015-06-30Bibliographically approved

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