Browsing BI Open by Author "Klingstrøm, Maiken Foyn"
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How can retail companies strategically build brand preference? A case study of Norwegian retail stores.
Knutsen, Malene; Klingstrøm, Maiken Foyn (Master thesis, 2018)The present study draws on in-depth expert interviews with seven retail company representatives to propose which firm-controlled variables that can serve as drivers for brand preference. Extant literature, secondary data, ...