Browsing Student papers by Author "Ekstrand, Sara Johanna Helena"

Now showing items 1-1 of 1

Scandi Chic or Nordic Noir – The Value of the Nordic Brand and the Effect of Consumer Affinity and Stereotypes on Behaviour among International Consumers

Ekstrand, Sara Johanna Helena (Master thesis, 2018)

In this thesis I have explored the effectiveness and implications of the relatively new construct of consumer affinity and its potential ability to determine or predict consumer behaviour and preference for brands and ...