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Effekten av varumärkes beskrivning på studenters attityd kring värdering och ägande av produkter
Blekinge Institute of Technology, School of Management.
2006 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [sv]

Denna studie utgörs av ett explorativt experiment. Det som har legat i fokus för denna studie har varit att mäta attityd gentemot varumärkes produkter. Eftersom det har skett genom experiment har det centrala varit att se hur attityden påverkas. Studien använder sig av vissa teorier kring varumärken som råd och tips i upplägget av experimentet. En av hypoteserna som ställdes i studien var att positiv beskrivning av varumärkes produkter ger högre utfall i värderandet och viljan att äga produkten än neutral beskrivning. Den andra hypotesen var att det inte finns någon könsskillnad i utfallet. Experimentet gav ett samstämmigt svar sett till hypotesen men vissa överraskningar och mer oväntade resultat framkom också.

Place, publisher, year, edition, pages
2006. , 30 p.
Keyword [sv]
attityd, varumärken, produkter
National Category
Other Social Sciences not elsewhere specified
Identifiers
URN: urn:nbn:se:bth-1532Local ID: oai:bth.se:arkivex737BDE203B6C0C9EC12571A30051C26AOAI: oai:DiVA.org:bth-1532DiVA: diva2:828774
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2015-05-18 Created: 2006-07-06 Last updated: 2015-06-30Bibliographically approved

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